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Category: Marketing (page 117 of 191)

August 6, 2007

The Carnival of Real Estate . . .

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Suburban Phoenix Real Estate Broker

Author website

…is up at RealEstateUndressed. Host Larry Cragun got around our having broken the rules on entries by breaking all the rules. In consequence, this week there will be two consumer-focused real estate carnivals and no Carnival of Real Estate.

Even so, our friend John L. Wake took second place with Landscape staging your home.

Michael Cook came in fifth with Can I Still Get a Mortgage in Today’s Lending Markets? With Cold Hard Cash and Great Credit, Certainly; Otherwise?

I respect the right of each weekly judge to do what he or she wants about the Carnival — the lord knows we do. But much more than that, I respect, admire, revere and exalt actual excellence in real estate weblogging. We’re going to do something different from now on. News later…

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August 6, 2007

Black Pearls: Two practical uses for video in real estate marketing

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Suburban Phoenix Real Estate Broker

Author website

Someday soon I’m going to write a post with a title like “Why all available real estate video solutions suck eggs.” Here’s the one-word summary as a teaser: Bandwidth.

In the mean time, here are two ways of using video in real estate marketing that are actually useful and practical right now. These qualify as Black Pearls because Cathy thought up one of them while we we at the StarPower Conference.

Black Pearl #1: At your initial listing appointment, videotape the seller’s tour of the home
If you do this, you’ll able to revisit everything you saw in the home, to review every detail the seller divulged and to provide the basis for your notes on repairs and staging. You can use stills or clips from the video to show the seller what you want corrected. You may even be able to use clips from this video for your marketing video — even though all available real estate video solutions suck eggs.

Black Pearl #2: Videotape the seller’s instructions on the major systems
This may happen at the final walkthrough or some earlier time, but if you’re representing buyers of homes with complicated amenities — pools, spas, septic tanks, home theater or central vacuum systems — you should be writing training classes into the purchase contract. We use language like this: “Seller agrees to hold a two-hour class for Buyer at any mutually-agreeable time prior to Close of Escrow to teach the care and use of the pool, septic system and any other major systems, tools or appliances on the property.” If you’re the buyer’s agent, you should videotape this class, but you should do it even if you’re the lister if the buyer’s agent does not. Deliver it to the buyers as a DVD, split into chapters by major systems. This is a closing gift that keeps on giving.

We have a third idea, videotaping the reactions of visitors to our open houses, HGTV-style, but they’re always too shy. Besides, all available real estate video solutions suck eggs.

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August 6, 2007

Wagging the dog at the Carnival of Real Estate

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Suburban Phoenix Real Estate Broker

Author website

Our policy is that Cathleen Collins chooses our nominees for real estate carnivals. I trust her to be objective, particularly about my posts. The contributors are polled for nominations on Saturday night, with their suggestions going to Cathy. Sometimes I overrule her, and sometimes she asks me to cover for her.

This week, Cathy got her short list down to four posts, one each by Morgan Brown, Kris Berg, Brian Brady and me, but she didn’t want to choose from there. She threw it over to me — heavy hangs the head.

I checked and saw that nine of our fifteen contributors had written in the past week. So I entered everything of moment from each of us. That’s a violation of the Carnival of Real Estate rules, but this is my attitude: If we’re going to lose anyway, let’s lose our own way.

These were the posts that I entered, starting with Cathy’s short list:

Morgan Brown:

Kris Berg:

Brian Brady:

Greg Swann:

Michael Cook:

August 4, 2007

Why didn’t your house sell? Price, preparation, presentation — and availability

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Suburban Phoenix Real Estate Broker

Author website

This is me from my column in the Arizona Republic (permanent link):

 
Why didn’t your house sell? Price, preparation, presentation — and availability

So your house didn’t sell. Now what?

Six months ago — or was it a year ago? — the world was young and ripe for the picking. You listed your home for sale, confident that you’d have a buyer in no time. Full price and then some. Why not? The neighbors got it. Sure, that was two years ago, but you have better carpets and new countertops.

So you talked to three Realtors and hired the one who said he could get your price. His marketing plan was long on networking and short on practical details, but — what the heck? — houses sell themselves, don’t they?

You read an article a while back about staging, but you don’t need that. You’ve got great furniture. And even though your Rotweiller is hardly ever a problem, it seemed prudent to make the listing by-appointment-only.

This is the way it is: In most neighborhoods in the Valley right now, there are at least five homes for sale that might work for each buyer in the marketplace. The only homes that will sell are the ones that are priced, prepared, and presented right and are available for buyers to see.

Why did your listing expire? You missed the market in one or more of those criteria. If you priced your home above the market, you sabotaged your sale from the outset. Prices are declining in most areas, so even if you made successive price reductions, you were probably still always above market value.

If the house wasn’t repaired and staged to perfection, buyers bought the homes that were. If it wasn’t available to be shown, there is no possibility it could have sold. And, alas, if you fell for happy babble about your Realtor’s vast network of relationships, then all you were missing was a marketing plan.

What now? If you need to sell now, relist at the market price — with a Realtor who has a real marketing plan and detailed instructions for you. If you can afford to Read more

August 4, 2007

“My task which I am trying to achieve is, by the power of the written word, to make you hear, to make you feel — it is, before all, to make you see. That — and no more, and it is everything. If I succeed, you shall find there according to your deserts: encouragement, consolation, fear, charm — all you demand; and, perhaps, also that glimpse of truth for which you have forgotten to ask.”

by

Suburban Phoenix Real Estate Broker

Author website

This is Joseph Conrad’s preface to The Nigger of the “Narcissus”:

A work that aspires, however humbly, to the condition of art should carry its justification in every line. And art itself may be defined as a single-minded attempt to render the highest kind of justice to the visible universe, by bringing to light the truth, manifold and one, underlying its every aspect. It is an attempt to find in its forms, in its colours, in its light, in its shadows, in the aspects of matter and in the facts of life, what of each is fundamental, what is enduring and essential — their one illuminating and convincing quality — the very truth of their existence. The artist, then, like the thinker or the scientist, seeks the truth and makes his appeal. Impressed by the aspect of the world the thinker plunges into ideas, the scientist into facts — whence, presently, emerging they make their appeal to those qualities of our being that fit us best for the hazardous enterprise of living. They speak authoritatively to our common-sense, to our intelligence, to our desire of peace or to our desire of unrest; not seldom to our prejudices, sometimes to our fears, often to our egoism — but always to our credulity. And their words are heard with reverence, for their concern is with weighty matters: with the cultivation of our minds and the proper care of our bodies; with the attainment of our ambitions; with the perfection of the means and the glorification of our precious aims.

It is otherwise with the artist.

Confronted by the same enigmatical spectacle the artist descends within himself, and in that lonely region of stress and strife, if he be deserving and fortunate, he finds the terms of his appeal. His appeal is made to our less obvious capacities: to that part of our nature which, because of the warlike conditions of existence, is necessarily kept out of sight within the more resisting and hard qualities — like the vulnerable body within the steel armour. His appeal is less loud, more profound, less distinct, more stirring — and Read more

August 3, 2007

Project Perfect Blogger – Applying What I’ve Learned.

by

Realtor, Associate Broker

Author website

Yesterday I shared the formula for the perfect Blog post. I acquired this wisdom at the Inman conference, and now it is time to test my new skills as I attempt to target the Scripps Ranch home buyer (and risk killing this bit once and for all). Note to feed reader clients: You may not get the photos, which is a big part of the schtick.

________________________________________________

HOW TO FIND A SCRIPPS RANCH REAL ESTATE AGENT FOR BUYING A SCRIPPS RANCH HOME KRIS BERG KRIS BERG KRIS BERG

If you are planning to relocate to Scripps Ranch from somewhere far from Scripps Ranch, you will probably fly to Scripps Ranch. When you arrive in Scripps Ranch, boy, will your arms be tired!

Many Scripps Ranch real estate agents, like myself, live in Scripps Ranch. Many unnamed others have won awards and recognition for their service to consumers wanting to buy homes in Scripps Ranch. Certainly, you have many choices when selecting a real estate agent, and you will likely want to align yourself with someone ranking above the 85% percentile, or one standard deviation above the mean, on your typical Bell Curve, but this Normal Curve is anything but normal in that the population is diverse, thereby resulting in a flatter graph.

You will be 172.9% more likely to find the perfect Scripps Ranch home, when compared to the 30-day Gross Domestic Product rolling average and taking into account the annualized per capita income of Celtic women, than other consumers if your agent is a Scripps Ranch neighborhood specialist.

If you have children, you are probably concerned with Scripps Ranch schools in Scripps Ranch. Hypothetically speaking, your agent might have two daughters currently attending Scripps Ranch High School and would therefore be the perfect Scripps Ranch Realtor to help you buy a home (in Scripps Ranch). This illustrative “type” of agent would also be infinitely (a figure of speech as, technically, it is not possible to divide a number by zero) more likely to speak to local sports opportunities, such as Volleyball Camps, and even Exchange Programs to, say, Cairo. That is, if you find Read more

August 3, 2007

The Perfect Blog – The Preamble (but it’s not really a Blog)

by

Realtor, Associate Broker

Author website

I can go home happy now. In just one short morning spent in the Palace Hotel Gold Room, I learned how to write the Perfect Blog. No one person has the answer, of course, but by aggregating the wisdom shared by the collective mind of the blogging greats who spoke to us this week, I have the fail safe recipe for blogging infamy and success. I won’t name names, but following are the essential ingredients according to the blogging Who’s Who:

  1. Blogs should be short. Readers are Scanners (they are busy, busy people), and five paragraphs in size is the ABSOLUTE MAX. Otherwise, you will… What was I saying? Oh, yeah. You’ll lose your… What do you call them? Readers. Do I smell pot roast?
  2. Avoid being self-congratulatory. No particularly reason given, but we can take the leap that nobody likes a braggart. As one who has never been recognized nor been the recipient of a prestiguous honor, ever, I totally agree.
  3. Focus on the consumers, not on the agents. The consumers should never see healthy discourse among agents. Where’s the fun in that? Much better to have a site where you receive, oh, zero comments on a lengthy (five paragraph MAX) position statement on the value of hiring a top-producing neighborhood specialist. If people enjoyed voyeurism and lurking, they would frequent porn sites.
  4. Make sure your title and your content are Keyword Rich. Whether you aspire to dominate San Diego real estate or the picnic catering industry in Maricopa County, you should pick words that work toward that end. An expert who does this stuff for a living said (and I am not making this up) that, within 6 months, my blog should be getting 2,000 unique visitors a day. After 15 months, I am just 1974 shy of that number. (Self derogatory comment alert! 5 Bonus Points awarded for achieving #2 above).
  5. Use tons and gobs and bizillions of pictures. See #1 above (Technorati Tag: Attention Deficit Disorder).
  6. Use Technorati Tags. See #3 above. The consumers are all searching on Technorati for the best real estate agent in (name your city). The guy who lives Read more
August 3, 2007

Glenn Kelman at Inman – He Hits a Home Run

by

Mega-Producing Realtor

Author website

I don’t know what in the hell is going on now. I just watched the video of Glenn Kelman speaking at the Inman Event and found myself liking Glenn Kelman. I know, I just wrote that. He was funny, remarkably candid and made a lot of good points. Have I changed any views I have regarding Redfin? No, and I really doubt that every time Greg Swann writes about him it is “good for business”, as he claimed. But setting aside any thoughts I have about the Redfin business model, I doubt I will ever view Glenn, the person, the same way again. In the past, I have tended to demonize him when talking about him or what he has done – and I really don’t like ad hominem attacks.

I wrote in the headline that he hit a home run. It wasn’t out of the park (I got that line from Jeff Brown) but still, a home run. As I have been so willing to say what I didn’t like, I thought it only fair to also say what I did.

August 2, 2007

How do you define a neighborhood? You don’t. How do you obtain neighborhood expertise? Go to neighborhood expert.

by

Suburban Phoenix Real Estate Broker

Author website

I’m quoting from David Gibbons from Zillow.com. He wrote these remarks in a comment, but I’m pulling them out because it’s an interesting topic: How can web-based vendors build databases of neighborhood expertise?

What you are seeing in the neighborhood space is the lack of any predefined neighborhood database. It’s never been done before and so, while there’s a great place to start when building a taxonomy of regions at any other level, neighborhoods are tough to build.

The 6,500 neighborhoods currently defined on Zillow were done by hand. We’ve talked this through with outside.in – they took the same approach. The solution is to allow homeowners to collaboratively describe their neighborhoods and we’ll iterate towards that but even homeowners seldom agree on neighborhood designations and boundaries. It’s an interesting problem to solve.

That’s what I said. This is me when Zillow 6 was released:

What does all this have to do with Zillow.com?

I think they’ve made a mistake in their approach to community building, a mistake that will prevent a true community from emerging from all their efforts.

As an example, what is a neighborhood? It’s not what Zillow says it is, and it’s not what some city council says it is. A neighborhood is what the neighbors say it is, and, as in my North Central Phoenix neighborhood, neighbors can differ about what the neighborhood really is.

So how should Zillow define the neighborhoods it hopes end-users will create content around?

It shouldn’t. It should let the users define the neighborhoods, and if there are different interpretations of what the neighborhood is, it should allow the proponents of those different ideas to create multiple competing neighborhood descriptions. When one starts to draw all the attention and the other fades away, Zillow can snuff the loser. Until then, the neighborhood advocates will have an investment in creating content for Zillow, and an avid interest in getting their friends to the site to show off what they have created.

In other words, they will have created a virtual analogue of their neighborhood as a means of defining and describing it. This is an atom-sized on-line community, an acorn from Read more

August 2, 2007

Inman Connect Grand Poobahthon: Stinton: ‘Freedom stinks worse than banks in real estate’; Singer: ‘The only trouble with the MLS is the MLS — and the agents’; Barton: ‘I have visions of gesticulating green-grocers, so that must be good for real estate’

by

Suburban Phoenix Real Estate Broker

Author website

I can’t think of any argument against oral presentations better than the stuff that comes out of the mouths of the people making them.

From InmanBlog, NAR CEO Dale Stinton says:

“If there ever was a case study for banks staying out of real estate it’s the subprime market.” He also said that the subprime situation is an example of the “inevitability of an open society,” “of going too far, too fast,” and “of liquidity in the marketplaces.”

See, it was the lenders who caused these problems, not the sacrosanct tax giveaways to homeowners and real estate investors. And god spare us all from an “an open society” (that is to say, not a police state) and “liquidity in the marketplaces” (money, that is). I’m thinking Stinton had to borrow extra feet from Glenn Kelman to put in his mouth.

Joel Singer, “president of real estate business services for the California Association of Realtors,” was not to be outdone:

“The brokerage industry to a large degree has ceded too much power to the agents. Once you have entrenched power … more importantly, once you have entrenched economic power — the economics are that the MLSs actually have more funding than the organized real estate itself — it becomes very difficult to overcome that.”

I think that says that the obstacle to MLS reform is posed by the MLS systems themselves, which leads me to expect a radical legislative intervention. If you’re a real estate licensee but not an brokerage owner or designated broker, hide your wallet.

But: The prize would seem to go to Zillow.com founder Rich Barton, who summoned forth this vision:

“I see an old-style marketplace formed, a city market like Pike Place Market. I actually dug up an old photo — Pike Place Market at the turn of the last century. People were gesticulating. People were buying things. People were gossiping. Negotiations were happening. Big billboards were advertising things above the marketplace. That’s the picture I have in my head.”

I think this is meant to be poetry — except poetry rhymes, scans and makes sense.

I’m sure Stinton is not an actual Commissar, despite his derision of Read more

August 1, 2007

Quick notes on Inman’s Bloggers Connect

by

Suburban Phoenix Real Estate Broker

Author website

I’m juggling eggs in negotiations on between $0 and $2.2 million in new listings, but I’ve been following Inman’s Bloggers Connect off and on by RSS feed and email.

Paul Chaney at the Blogging Systems Group Blog was going great guns this morning, but I think maybe his laptop battery died. His summaries of this morning’s events are very good, though.

Kris Berg emailed that Teri Lussier and I did not win the Project Blogger contest, but I would have been stunned if we had. If you’re going into a competition with the intention of doing everything your own damn way, your only chance of winning is if the judging is based on how well you do things your own damn way. In that regard, BloodhoundBlog should win the Inman Innovator award — but I won’t be stunned if we don’t. Doing things your own damn way is its own damn reward, after all.

Mail from Teri:

Well…
 
My apologies to Cathy and her indignant cats, and I hope I didn’t let you down. OTOH, I’m quite pleased with my blog.
 
I had an interesting comment on TBR last night that made me think that I must be doing something right with it. And this reader is a Daytonian, and not in real estate, and has little patience for Realtors.
 
I don’t know if I would have changed anything to do it again… Although. If I had put an idiot widget and a few goofy graphics in occasionally to bust up the dreaded “wall of text”, I suppose Cathy’s cats would be well fed tonight. But since I really hate those, I’d probably end up hating TBR as well.  ;)
 
I’ve enjoyed the journey enormously!

Indeed. Likewise. And that “Well…” is just too perfect. Eudora Welty lives on at The Brick Ranch.

Inman Blog reports that Redfin.com’s Glenn Kelman claims that I am sending them business:

“Greg has long been my antagonist, and of course he is our best friend,” Kelman said. “Everytime he writes about us, he brings us business.”

I find that difficult to believe, but Kelman also said, of 60 Minutes Reporter Lesley Stahl:

“She kept saying I was full of s__t.”

This I find Read more

August 1, 2007

Someday soon, Coldwell Banker agents won’t even have to leave home to ignore hyper-local social media reporting tools

by

Suburban Phoenix Real Estate Broker

Author website

As the first little bit of news to come out of Inman Connect (I ignored all the spam I got last week), Coldwell Banker announces that it is coming up with its very own hyper-local rate-a-rock social media web site. Called SpotIt, the technology is being developed with OnBoard, a hyper-local real estate data aggregator. Presumably, all the other no-sparrow-shall-fall web sites haven’t failed miserably enough.

Given that Coldwell Banker agents are already not populating neighborhood databases on Trulia.com, Zillow.com, StreetAdvisor.com (Breaking news: Now StreetAdvisor sucks even less!), etc., it makes complete sense to build an in-house system that they can ignore without even leaving the office intranet.

(Just as a side note for the retards bright sparks building this crap: A zip code is enormous and is often very diverse in demographic characteristics. Real estate marketing should be designed to appeal to those people who are qualified to buy and sell real estate. Virtually every spot on the map in Phoenix, at least, looks like a slum in a zip-code-sized demographic. If you can’t work in carrier routes — at a maximum — go home.)

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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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