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Category: Blogging (page 19 of 84)

March 28, 2008

Don’t blog your listings? How about this? Don’t try to pass sales call reluctance off as social media marketing expertise

by

Suburban Phoenix Real Estate Broker

Author website

I know, I know — I owe, I owe.

I owe Jeff Brown a discussion of every little last thing we do to launch a new listing with maximum impact.

And I owe The Lovely Wife a discussion of the role of self-promotion in real estate weblogging.

But…

We listed two homes today — Mutt and Jeff, $400,000 and $60,000 — go figure. And, while the prep work leading up to a listing can be time-consuming, the actual day of listing is often an 18-hour blur of activity.

Part of my effort was to write weblog entries about both of these homes. My primary reason for doing this was simple: I want them sold! But I also wanted to demonstrate that weblogging about listings is not only an appropriate use of a real estate weblog, if it is done right it can be a very effective sales tool.

So: In both cases, I am explicitly telling the readers that I am selling them on the home I am talking about — and I close, in both posts, with a bald-faced call to action. Take that, wannabe social media marketing experts rationalizing your sales call reluctance!

Witness:

I say a lot of memorable things — so many not even I can remember them all. 😉 But there are two precepts that came out of this extended discussion of whether or not to blog listings that I think are worth remembering:

  • The purpose of real estate marketing is to sell real estate.
  • Nothing sells houses like houses.

I love new things because I have a young and eager mind, but I don’t confuse new with better. Nor old with better, for that matter. What I’m interested in — all I am interested in — is better, pure and simple and clean and cool and quiet and breathtakingly elegant. I know that good promotional copy sells homes. Imagine how effective it Read more

March 28, 2008

Arizona Short Sales Not For The Faint of Heart

by

Realtor, Audio Engineer

Author website

 

I’ve commented before about short sales on this blog, but not to much extent, and I haven’t seen many of the other contributers do it either. I wonder why? Does everyone abhor them? Are they afraid of them?

I have taken a lot of advice around here, and one of the best pieces of advise I have gleened is to write about something that interests me, and build a long tail. Well, the long tail has actually been working. I have written on my home blog about The Ins & Outs of Arizona Short Sales,  and lo and behold, people started coming out of the woodwork. And I don’t mean a few. Let us just say it’s been a fabulous return on investment.

I have agents calling me from around the country asking for short sale help. I have homeowners calling me (from around the country, no less) about the possibility of doing a short sale on their home. I refer them out. (Incidentally, if you are from some other state than AZ, and you are familiar with short sales, send your contact information to me, I may have clients for you.)

I would like to first give a shout out to the new Barry. His Real Estate Radio USA  has been very cool and helpful for me professionally, and is entertaining to boot.

When I say that short sales are not for the faint of heart, I mean that in two distinct ways: for realtors, and for sellers.

 

Realtors are running up against brick walls with “The Gate Keepers.” That’s what I call the people who protect the actual “loss mitigators” like the Swiss Guard protects the Pope. Loss mitigators are behind bullet-proof glass, tucked away somewhere in a bunker under the Potomac river, without email, without phone lines, without fax machines; they are completely incommunicado. They send messages between the bunker and the outside world by carrier pigeon. The particular brand of pigeon they use is not one of the kind where you separate it from its home turf by a thousand miles, thow it up in the air, where it circles a few times and Read more

March 28, 2008

Black Pearl Marketing Minute: Jeff Brown, discount lister?

by

Suburban Phoenix Real Estate Broker

Author website

The other morning, Bawldguy Jeff Brown left this note in a comment:

I’m jumping back into the San Diego investment property market as a lister. I’ve been ignoring my home folks since late ‘03.

I’m gonna be offering a broadly different choice for the seller. I’ll charge NO listing commission, but a small monthly fee for ongoing marketing, and my carrying costs at Starbucks.

Now that’s intriguing, ain’t it?

It’s been gnawing at me, so I called Jeff to talk to him about it. He explains it in his own words in the podcast linked below, but stop for a moment and generalize, if you will.

If you’re in a market with a surfeit of inventory, sellers are not the kind of blue chip asset they might have been a few years ago. Qualified buyers on the other hand…

If you can sell your sellers on the idea that, like Jeff, you will give them a knock-your-socks-off listing at a price that will save them some money, you will have acquired inventory you can use to attract buyers. I think you would have to list like Jeff plans to, totally turn-key — and you’ll have to decide where you stand on dual agency. But if listing stronger for less attracts more buyers, what do you have to lose?

Since he’s working with investors, Jeff’s strategy is even more intricate than that. Give a listen and see what you think.

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March 27, 2008

Black Pearl Marketing Minute: Using the synergy of the internet and low-cost printed promotions to sell your product, build your brand and give you an affordable — testable — marketing strategy

by

Suburban Phoenix Real Estate Broker

Author website

Linked below is the first of a series of Black Pearl Marketing Minute podcasts that Brian Brady and I will be putting together. We want to take marketing ideas that we have discussed on BloodhoundBlog and flesh them out to real-life strategies while connecting them to other synergistic tactics.

In this inaugural episode, we start by talking about my post on using the business card form factor for doing low-cost broadcast door-to-door promotion. We talk about some ways that we deploy custom-made business card-sized promotional pieces, how we make and print them, and our distribution plan.

Brian then connects that idea to a marketing plan that emerged from our comments threads, partnering with local merchants as an online/offline farming technique.

Earlier today, someone known only as Jacksonville Real Estate posted a comment on my post about using low-tech promotional schemes to bring traffic to a single-property web site:

It’s an old idea and it’s not mine … but if you are targeting just a certain areas then getting your flyer on the local pizza delivery box can work wonders.

Brilliant! Never thought of it, but that’s why I love this place: We bring bright minds together and set off a blinding brilliance. My reply:

Oh, very cool. I tend to think in terms of things we can do on our own, but this is actually an interesting cross-promotion:

“Visit our custom web site for 123 Mulberry Lane and your next pizza is on us!”

Build a PDF coupon in the site and redeem them with the pizza joint once a week. Meanwhile, your contact info is on the fridge for weeks or months.

That’s a Brian Brady-style idea. I must be channeling…

It’s a Guerrilla Marketing kind of idea, actually, a Duct Tape Marketing kind of idea — maximum bang for minimum bucks. It’s most completely a BloodhoundBlog kind of idea, in the sense that it combines (and recombines) physical with online marketing.

But nothing’s perfect in the first draft. My correspondent thought springing for the whole pizza might be too expensive as a “pay per click.”

Okayfine. How about this?

Buy the soda instead, then. It’s an upsell for the pizzeria — bigger Read more

March 26, 2008

Did you miss out on the super-low Guerrilla-only price for BloodhoundBlog Unchained? The price is still low, but you need to act fast — Brian Brady wants to raise it again soon

by

Suburban Phoenix Real Estate Broker

Author website

Here’s a valuable question for the Web 2.0 world: Can people really appreciate a bargain? Everybody loves “free” — but do they love it at full value? My thinking is that LinkedIn would be a much more valuable place to network if it charged members $350 a year, but would anyone pay a buck a day for Facebook?

This is a question that has been bugging Brian Brady — gnawing at him as only a good marketing problem can. We priced BloodhoundBlog Unchained at $149 and sold a bunch of tickets. We bumped the price to $199 and sold a bunch more. We’re getting to the point where we’re going to have to make seating distribution choices — and Brian wants to raise the price to our estimated retail — dollarized — value: $350.

We know that amount is low. The next time we do this, the early-bird price will be more than that, and the last-minute price will be more than double that amount. We’re going to give you a year’s worth of ideas to deploy, so, even at $350, we’re still only a buck a day. If you do just one extra deal as a result of something you learn at Unchained, the ROI could be 20-1 or more.

Looked at that way, Brian is right: It’s plausible that, by charging too little, we’re encouraging people to set their expectations too low. I find that amazing, considering how much value we deliver here at BloodhoundBlog every day. But I was stunned to discover that people didn’t know that Unchained will not be the typical buy-me! buy-me! vendor show. I would have thought that my own graduated hostility to vendors would have made that plain.

In the other corner, there is me, slugging it out for the starving grunts in the trenches. No one is really starving — I hope! — but our lean months have become our lean years, and there ain’t too many of us getting fat off the fat of the land just now. I would rather keep the price as low as we can for as long as we can, Read more

March 24, 2008

The Odysseus Medal: “Lions in the wild seem about ten times more alive”

by

Suburban Phoenix Real Estate Broker

Author website

The Odysseus Medal this week goes to another truly amazing essay from outside our little RE.net cloister. I knew when I saw this on Saturday that it had won. Teri Lussier convinced me on Sunday that I have a leadership opportunity with the ten dozen people following me on Twitter — so I led them to this article. What is it? You weren’t meant to have a boss by Paul Graham. Ostensibly he’s writing about programmers, but that’s a superficial characteristic. What he’s writing about is the nature of human beings. What he’s writing about it you:

A few days ago I was sitting in a cafe in Palo Alto and a group of programmers came in on some kind of scavenger hunt. It was obviously one of those corporate “team-building” exercises.

They looked familiar. I spend nearly all my time working with programmers in their twenties and early thirties. But something seemed wrong about these. There was something missing.

And yet the company they worked for is considered a good one, and from what I overheard of their conversation, they seemed smart enough. In fact, they seemed to be from one of the more prestigious groups within the company.

So why did it seem there was something odd about them?

I have a uniquely warped perspective, because nearly all the programmers I know are startup founders. We’ve now funded 80 startups with a total of about 200 founders, nearly all of them programmers. I spend a lot of time with them, and not much with other programmers. So my mental image of a young programmer is a startup founder.

The guys on the scavenger hunt looked like the programmers I was used to, but they were employees instead of founders. And it was startling how different they seemed.

So what, you may say. So I happen to know a subset of programmers who are especially ambitious. Of course less ambitious people will seem different. But the difference between the programmers I saw in the cafe and the ones I was used to wasn’t just a difference of degree. Something seemed wrong.

I think it’s not so much that Read more

March 23, 2008

The Short List goes to the dogs: Voting for the People’s Choice Award is open

by

Suburban Phoenix Real Estate Broker

Author website

By the time I had time to deal with The Odysseus Medal last week, it was pretty late in the week. The week had been pretty light on nominations, and we were heading into Easter, so I made a command decision to combine these two weeks into one award.

Then today, when I went to look at The Long List, I found a whole lot of Bloodhounds in there. There were a total of 70 unique posts from 17 of our current contributors. Just short of 40% of all of the nominated posts were written by Bloodhounds.

You can say what you want about this weblog. It seems to be some sort of badge of dishonor to make snarky remarks about BloodhoundBlog or its contributors. About this I have one thought only — predictably a marketing issue: If your clients observe you talking trash about us behind our backs, might they not reasonably conclude that you are also spewing bile about them behind their backs? Everything you do establishes your character in the eyes of your clients — now more than ever before. That’s a Black Pearl — and the more you want to reject it, the more valuable it is.

In any case, I don’t give a rat’s ass what anyone says, but I care a great deal about what people can demonstrate. The quality of work our contributors do, here and at their home blogs, is a potent demonstration of its own — a demonstration of the quality of minds who work here, and, I think, of the quality of thought we inspire in each other.

In consequence, this week’s People’s Choice is given over to BloodhoundBlog contributors, to one post from each of them who made this week’s Long List.

We end with with a total of 17 People’s Choice nominees. You can vote for the People’s Choice Award here. You can use the voting interface to see each nominated post, so comparison is easy.

Voting runs through to 12 Noon MST Monday. I’ll announce the winners of this week’s awards soon thereafter.

Here is this week’s short-list of Odysseus Medal nominees:

< ?PHP $AltEntries = array Read more

March 20, 2008

Hubcaps on breadcrumbs? How BloodhoundRealty.com builds single-property web sites — and why they sell homes

by

Suburban Phoenix Real Estate Broker

Author website

Vance Shutes left a comment to my post about how we use web sites and web pages about particular houses as “breadcrumbs” to lead potential clients back to BloodhoundRealty.com. My response to him is long enough that I’m turning it into a post of its own.

Vance:

I’m intrigued by this concept. Will you be expanding on it during Unchained?

At BloodhoundBlog Unchained I will show you two different ways to leave a breadcrumb at every home you might ever want to sell. Each of those ways will result in a different kind of market penetration, but each should make you very easy to find and very hard to miss in your target markets.

Put into practice, these two ideas are worth thousands or tens of thousands of dollars in gross commission income just by themselves. I don’t normally keep secrets, but I wanted a big blow-out for Unchained. We have been quietly testing one of the two ideas and the results are coming in quite a bit better than I had predicted.

Are you setting up a separate page for each listing at BloodhoundRealty.com, or are you setting up a separate domain for each address?

For homes we are previewing for clients or photographing for other reasons, we host the pages on on Phoenix real estate web site, on our main file server. I don’t even know how many we have out there. Hundreds, certainly, possibly over a thousand. Someday I want to create a database of links so we can find them without having to hunt too hard.

For listings, we do a single-property web site on a separate domain. These are pretty elaborate, usually running to 60-100 megabytes of content before we’re done: Dozens of photos, an interactive floorplan of the house, a live Google map of the neighborhood, PDFs of the listing and the flyer, along with any historic photos or documents we have of the house, etc. If there is any question we can answer about the house on the web site, we do it.

Then we promote the home’s URL with everything else that we do: The custom yard sign, the business-card-sized open Read more

March 19, 2008

RealEstateRadioUSA.com’s Barry Cunningham is going to show us all what it sounds like when a big dog howls

by

Suburban Phoenix Real Estate Broker

Author website

If you’re not listening to RealEstateRadioUSA.com, you’re missing out on the most entertaining real estate education your money cannot buy. You can listen live at 1/2/3/4pm, west to east, but the show is also available every day by MP3, so you can take “The Barrys” with you in the car or to the gym.

Today Real Estate Radio USA’s Barry Cunningham joins us as a Bloodhound:

What’s that big, booming voice, piling comedy upon careful calculation? It’s Real Estate Radio USA’s Barry Cunningham, who with co-host Barry Johnson teaches a daily master class on real estate and investing.

Barry is a big man with a big voice, a big personality, and a great big heart. But, ignoring all that, he’s a serious real estate investor with a wealth of hard-won experience. It will be interesting to hear how a really big dog can howl.

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March 18, 2008

Sean Purcell: A mind that glows, a passion that burns, a wit that sparkles — a life that pops

by

Suburban Phoenix Real Estate Broker

Author website

Another new hound in the pound today, Sean Purcell, whom you will recognize from our comment threads and from his weblog, A Life That POPs. He’s on pace to become Jeff Brown’s favorite hyper-local weblogger, and Sean has been working on BloodhoundBlog Unchained warm-up events with Brian Brady. It’s time and past time that we brought him into the pack.

What happens when a Princeton psychology major goes to Wall Street? Sean Purcell came to his senses and moved to San Diego to train as an Ironman and establish himself as a Web 2.0 real estate success coach.

I have one more Bloodhound to add, but, right now, he’s spinning and spinning in front of a digital camera, praying to god that, somewhere, he as a good side.

We are always interested in adding new voices, but it is getting harder and harder to make the cut. I’m turning down nineteen out of twenty, by now, but that’s not a very good standard to judge by. Most of the people who approach us want to use our popularity to promote their businesses, which is not what we’re doing here. I am endlessly interested in points of view we don’t already have. But, even then, you have to be able to keep up with this pack of wild dogs — which means you have to be swift enough to run with us, but you also have to accept that at BloodhoundBlog we are each of us free to run as we choose.

In any case, Dave Phillips set such a blistering pace yesterday that I’m interested to see what Sean can do. Nothing like a little pressure to bring out the best in a man, right?

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March 17, 2008

UNCHAINED: The Way of the Hunter

by

Commercial Real Estate Finance Expert
Structured Debt and Equity
Licensed Real Estate Broker in AL, CA, and FL

Author website

The BloodhoundBlog UNCHAINED Social Media Marketing Conference, brought to you by Zillow, was referenced by Teri Lussier, last night.

Greg Swann outlined his session, The Way of the Farmer:

Day 1, Class 2: The Way of the Farmer, dominating the Long Tail to dominate your farm Six 20-minute segments:

Segment 1 — Listing strong to farm strong
Segment 2 — Building single-property web sites
Segment 3 — Using engenu to dominate the long tail
Segment 4 — Zestifarming to dominate Zillow
Segment 5 — Blogging listings with engenu
Segment 6 — Belly-to-belly farming the Web 2.0 way

Here’s my session, Day 1, Class 1: The Way of the Hunter:

1- Why Ubiquity Works

2- Setting Traps- Sites that Can Expose You To Consumers
a- LinkedIn
b- Yahoo
c- MySpace
d- Facebook
e- Zillow
f- Trulia
g- Active Rain
h- You Tube
g- Gather

3- Baiting the Traps- providing relevant consumer content to match up with the community

4- Building a Community- getting eyeballs that keep coming back

5- Getting commitment- how to convert engaged consumers to permission based marketing participants

6- Channel marketing- building a referral network online

There’s our first morning for you. 4.5 hours of intense classroom work. We’ll have an accompanying workbook for all attendees and everyone will get a DVD of the event.

Keep in mind that the price is still discounted at $199.

I’ve heard tons of criticism about our pricing strategy; everyone remarks that we’re not charging enough. Greg and I recognize that 2008 is hardly a banner year for most folks. We further recognize that now, more than ever, practitioners need to learn about how to rework their marketing efforts to be more in line with consumer behavior.

Unchained is going to be a business saver for many folks; jump on the discounted conference fee while it lasts.

March 17, 2008

Introducing Dave Phillips, taking the lead role in a reenacted historical drama: St. Francis Xavier and the Bloodhounds

by

Suburban Phoenix Real Estate Broker

Author website

That headline is a Jesuit joke, y’all. In fact, Dave Phillips, CEO of one of the most interesting Realtor associations in the United States, may be bravely putting his head into the Bloodhound’s mouth. (Ooh! The drool!)

We’ll find out. Behold the man:

Dave Phillips is the CEO of the Charlottesville (Virginia) Area Association of Realtors, a national pace-setter. He describes himself as “a writer, speaker, and facilitator on all things real estate.”

I hope Dave doesn’t try to convert us with the sword, but, again and again, Francis Xavier took the contest to the contestants, an exceptionally courageous act. My hat is off to Dave for exhibiting a similar valor.

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March 17, 2008

How to use engenu to reinforce your blog posts about listed homes you would like to sell, to build single-property web sites, and to achieve total global hyper-local long-tail search domination

by

Suburban Phoenix Real Estate Broker

Author website

This is my response to a comment that Jennifer Castillo left on my post about the benefits of blogging about real estate listings you would like to sell.

Jennifer said:

My questions to you arise from this quote of yours, “For each house you preview, build an engenu page. That way you can show all the photos, captioned as needed, if someone wants to see everything. You can also link to appropriate offsite resources. This engenu page will be a permanent asset in your inventory of on-line content.”

Being a total n00b in this business I am very excited about what you have written in this particular post. My question to you is how do I build an engenu page? I have a blog at wordpress so can this even be done with my existing blog? Do I need any particular software?

Hi, Jennifer. I like your weblog. You have en eye for striking images.

engenu is software written by me. It runs on Apache web servers, or it will once I release it. It’s all but finished, but I keep finding small things I want to change. I’ll be releasing it as a public beta shortly.

I’ve written about engenu on BloodhoundBlog. In that post, I talk about a house we know and love. Cathy blogged about that house, and her weblog post linked back to the engenu site I built for 101 West Seminole Drive.

That’s an illustration of how you can use engenu to support a weblog post about a house. The post can highlight the features and photos you are interested in talking about, then you can link back to you engenu site for the folks who want to see everything. The post and the engenu site are mutually-reinforcing, both in terms of immediate marketing and in future long-tail search results.

The point of all this is that engenu permits ordinary people to build rich, elaborate, highly searchable web sites very quickly and without knowing any HTML or other coding languages. If you do know how to code, you can build almost anything you want, but the kind of sites we build every day to Read more

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Inventing Real Estate 2.0

Welcome to BloodhoundBlog, the national real estate industry marketing and technology weblog written by, for and about real estate professionals. Better yet, welcome to the wired world of real estate. We are busily inventing Real Estate 2.0 – technology, marketing, service and salesmanship. Like all Bloodhounds, we are smart, frisky and fiercely independent. We've built a spot on the earth – beloved over all – where each one of us can be who we are, no matter who that might be. We are committed to an idea of excellence that will flush the bums, the con-men and the crybabies out of the real estate industry. If you yearn to have your failures excused, your moral lapses absolved or your boo-boos kissed, seek elsewhere. But if you are sick to death of mediocrity – welcome home. Read all about us, subscribe to our feed and steel yourself for the hunt. We work hard, we play hard, we learn everything we can – and we bow to no one.

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