There’s always something to howl about.

Category: Marketing (page 144 of 191)

Feed guarding: Protecting your weblog content from theft — or worse fates . . .

Back in the dark days before the turn of the millennium, if you saw something I had written, down at the bottom there would be a little addendum: “Join my email update list.” If you did this, you would get a copy of every new essay or story I wrote at the time that I made it public. Not as convenient (or as annoying) as a Listserv, but you wouldn’t have to scrounge around on Usenet to find my deathless prose. Back then, a lot of people distributed content this way.

Dave Winer, the Tesla of weblogging, saw how stupid this was and invented a much more efficient alternative: RSS syndication. Instead of an email pushed from an email client, an email of updated content was pulled from a newsreader. Not only would I not have to undertake any special effort to send the email, you could receive it only if, as and when you wanted it. Genius!

What’s important about this is that, from the standpoint of my copyright to my original content, nothing has changed. Before I was pushing emails to individual readers. Now individual readers are pulling emails. But, simply because an RSS feed is easy to obtain, easy to repurpose, easy to resyndicate — this does not imply that I have waived any rights to my intellectual property.

People sometimes argue that RSS syndication creates a gray area in IP law. It doesn’t. In the United States, a transmissible work of the mind is presumed by default to be copyright protected. The presumption is rebuttable — for example by a waiver of copyright. But if you have not waived the rights to your work, you do not need to assert them by filing a copyright notice or by appending a copyright symbol to your work product. Your work is yours, and, except for fair uses for non-commercial purposes — e.g., a quote with a link in a weblog post — no one has the right to republish your content without your expressed permission.

So: Your fine young weblog gets splogged: Your feed is “scraped” and republished with a lot of creepy Read more

Redfin.com’s Glenn Kelman issues a non-apology apology: This is what it sounds like when pigs fly . . .

Oh, good grief

If Redfin.com wants to make peace with the real estate industry, all it has to do is hold up its end. If it wants to be a cowbird bottom-feeding parasite — defaulting on its responsibilities and disbursing that default as “savings” — it has to live with the contempt fully earned and deserved by cowbird bottom-feeding parasites.

Glenn Kelman should take solace — or take a drink — or just take a nap — however. The contempt Redfin.com earns doesn’t originate in his inflammatory comments — even if these are really, truly, honestly, please-please-you-must-believe-me a real estate-specific form of Tourette Syndrome.

Did any one of us make it through middle school without understanding demagoguery? If so, here are the review notes:

The skinny kid spewing half-witted insults is a coward who is terrified of two things: That his posturing is ludicrous, and that you know it…

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Make Your Mark

We have talked a lot about the public’s negative perception of real estate agents and the industry as a whole. We have blamed our image crisis on too few barriers to entry, and more recently I placed some blame with the Brokers and their hiring practices.

It is time for some agents to accept some responsibility as well. As one of a large herd, what image are you projecting? Forgive the tired play on words, but with so many out standing in our field, why aren’t more agents aspiring to be outstanding?

Distinguish Yourself

We picked up another business card from a listing yesterday that is heading directly to our marketing Wall of Shame. The agent had no website address and her email address was listed as agentname8@hotmail.com. To add to the shame, the back side of her card carried only the following message: Business Cards are FREE at www.companyname.com! Now, as a consumer, doesn’t that give me just a bunch of confidence in this agent’s ability to provide me with professional service?

To all of the agents out there afraid to invest in themselves, let me give you some free advice. For fewer than ten bucks a year you can own your own domain! Add another ten bucks, and you can have a professional-sounding email address which will foward to any free hotmail or gmail or other email account of your choosing!

Most of you reading this will say, as my children often so eloquently put it, “Well, duh!”. But I see too many addresses such as sarasotasamsellshomes2u@aol.com to believe that the majority of agents are getting it. You could be the greatest thing to real estate since the introduction of the BMW 7 series, but beerme@sbcglobal.net is not the image that will convey as much.

But My Company Has a Website!

And if you use your company “website” (which, for your purposes, is really a web page), that is exactly where all of your leads will end up – With your company. Your site does not have to cost thousands of dollars to design and thousands more to maintain, but it should be unique to Read more

The Blogfather Part II: I could have blogged all night . . .

The folks at ActiveRain are putting together a contest. It’s Pygmalion for webloggers, wherein experienced real estate webloggers take eager young blogging caterpillars into their tutelage, and, Henry Higgins-like, bring forth beautiful blogging butterflies in a few months’ time. The winning pair of bloggers will split $5,000 amongst their favorite charities.

(I predict my favorite charity will turn out to have something to do with stray animals.)

In any case, I’m looking for a patsy, er pigeon, er victim, er volunteer — I’m looking for a volunteer to learn the art and science of real estate weblogging with me as your tutor, er mentor, er insufferable bastard.

To disclaim is to disclose: I am not the gentlest teacher in the world. But I know a lot about weblogging, and I can teach you as much as can be taught about this art, this praxis, this obsession.

If you are at or very near the stage of being a total wannablogger with a will to make the leap to something that can blow kisses at true greatness, you’re my ideal candidate. I love you best in Phoenix, but if you’re not here, you’re just not here.

If you want to learn to do real estate weblogging wisely and well, with style, with grace, with humor and panache — I’m your volunteer.

But: I really, really like to win. So: Write to me and tell me why I should pick you as my co-competitor…
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Video can supplement photos and virtual tours in a listing, but it can’t supplant them . . .

However…

BtoB:

One day someone will be driving through a neighborhood and they’ll see a sign with a podcast URL. A few minutes later they could be sitting in front of the property, watching a video tour on their cell phone.

When you create a brand new category, you’re a category-killer by default…

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HOAs don’t deserve hate; they have a purpose

This is me from this morning’s Arizona Republic (permanent link):

 
HOAs don’t deserve hate; they have a purpose

One of the ironies of our gilded age is that the free-market system, which provides a vast abundance of goods and services ever more cheaply and of ever better quality, is all but universally criticized and derided.

Meanwhile, no amount of fawning attention is too much for our governments, which will happily ram their “benefits” down your throat if you are the least bit reserved in your fawning.

There is one glaring exception to this perverse pattern, however, the only truly voluntary form of government: the homeowners association.

I suppose you could argue that you “join” the government of Glendale or Surprise by moving there, but no form of government is easier to escape than an HOA.

Even worse, as the potential for abuses among governments goes, the HOA is hated all out of proportion to the crimes it might commit. This HOA might get snippy about flagpoles and that one might have a minor league embezzler in its midst. But compared with the offenses municipal and state officials are routinely imprisoned for committing, an HOA hardly qualifies as a government at all.

Moreover, news is news because it is rare, not because it is commonplace. For every HOA that makes the papers because of some tawdry offense, there are hundreds humming away in the obscurity that is proficiency’s public reward.

Truly, the worst common offense an HOA can commit is being lax about upholding its codes, covenants and restrictions. Nobody wants to get a letter — or worse, a fine — from the HOA for an infraction of what may seem to be picayune rules.

But chaos spreads, and not slowly. When an HOA starts to neglect the little things, big things start to crop up almost at once. Before you know it, a once-delightful neighborhood will start to look seedy.

The purpose of the HOA is to maintain everyone’s property values. No one wants to suffer under an abusive HOA. But that’s a correctable nuisance.

A worse fate, possibly, is living with an HOA that has lost the will to lead.

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So what’s changed at Zillow.com?

Last look before going to bed, I saw this image at Drew Meyers’ very insightful Insights weblog:

I bumped it up in FireFox and got the same image. Then I hit refresh and got a normal Zillow.com home page.

What had changed?

I know this won’t last, but I love it that I can bug people who work for multi-million dollar corporations in the dead of the night and have them answer me. I emailed Drew, and he replied in half an instant:

[W]e changed our wiki landing page, added page counters, and fixed some bugs.

The page counters are the primary feature that we added — which I think is a VERY cool feature (that numerous users requested). For instance, check this random house I just pulled up in Phoenix and scroll to the bottom of the page – http://www.zillow.com/HomeDetails.htm?zprop=7786893

This is the counter from that page, clipped to fit:

A small enough change, I suppose, but most big things are accretions of little things. And we didn’t have to wait to find out what had changed…

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Real Estate Carnivals: Nigel Swaby wins Carnival of Real Estate Investing, our own Allen Butler wins Carnival of Real Estate . . .

BloodhoundBlog was this week’s host of the Carnival of Real Estate Investing. Nigel Swaby from the Salt Lake Real Estate Blog was this week’s winner, with Creative Financing – Conversion to Traditional Mortgages.

We had a total of seven entries and four judges: Michael Cook, Cathleen Collins, Jeff Brown and Brian Brady.

This week’s Carnival of Real Estate was hosted by Pittsburgh Homes Daily. Our own Allen Butler won, with his SPAC Disease Reaches Pandemic Proportions.

This marks the third time BloodhoundBlog has won the Carnival of Real Estate. Past Winners are Kris Berg and me, Greg Swann. Michael Cook is a past winner of the Carnival of Real Estate Investing.

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Ask the Broker: What makes property values rise?

This is a Phoenix-local question in its original form, but I intend to answer it from a broader perspective.

What is the forecast for home prices along the light rail route once the route is completed? Boundaries: 7th Ave to 7th St. and Camelback to Thomas.

The most important thing to understand about the forthcoming Trolley in Phoenix is that it’s built on the wrong route. This was deliberate. The greatest concentrations of bus passengers in Phoenix are in Sunnyslope and in South Phoenix, at either end of Central Avenue.

To the right is a Valley Metro map that I have amended. The correct route for the Trolley is shown in bright red, right down Central Avenue. This would move the greatest attainable number of passengers, both from the current Number Zero bus route and from all the transfers from the east/west routes along Central Avenue.

But the purpose of the Trolley is not to move passengers but to move the sympathies of voters, so Valley Metro deliberately picked a route that will serve far fewer passengers but will appease various politically-powerful factions (most especially the millionaires living on Central Avenue between Camelback Road and the Arizona Canal to the north).

But the question before us is: What is the real estate investment value of the Trolley?

The answer? Essentially none.

In the map, the darkest green stripe runs from Camelback south to Washington, from 3rd Avenue to 3rd Street. This region is zoned for high-rise development, subject to Historic Preservation rules and freelance NIMBYism. If any land is likely to be affected by the Trolley, it is this land. But: The people who will make money trading this land will be very experienced land brokers. The people who will lose money trading this land will be punters who think they are getting over on very experienced land brokers.

The middle green band is the land from the Arizona Canal to Washington, from 7th Avenue to 7th Street. This land is ripe, with or without the Trolley. Buy and live, buy and hold, flips, especially tastefully-done historic flips, tear-downs, rezoning for higher-density — there is no limit. People want Read more

Hugg a house or hug your Realtor? Discerning motivation in the pursuit of residential bliss . . .

We have a searchBot running in the Arizona Regional Multiple Listings Service to find our next home. We’re not actively searching, with a burning urge to move. But we know what we want, and, should it turn up, we may take the leap.

This is not terribly likely. We are professionals, after all. This means, first, that we have a very tightly refined set of criteria for the next home we will move into. And, second, it means that our next home will have to be a better-fit than our current home for our professional needs — a high hurdle to leap. Still, the bot manages to scare up a house or two a week, and we end up taking a closer look at maybe one out of twenty.

We are not unique as move-up buyers. We work with quite a few people who are pursuing this same strategy indirectly, through us. Sooner or later they will move-up to homes selling from $500,000 to $1,000,000 — when the right home comes on the market.

That’s traditional real estate in the age of the computerized MLS system.

Now let’s do the same thing without professional representation. We can go to Trulia.com and PropSmart.com and Zillow.com and ZipRealty.com and look at what may be four different inventories of homes or may be essentially the same homes — with the degree of overlap unknown. Still worse, some of those home will have been off the market for months, since, with some exceptions, there is no penalty for lax housekeeping in the databases. The contact information is what it is, and, obviously, there is no built-in provision for arranging showings.

The idea that the secret power of Realtors is control of the MLS is funny, but funnier still — for now at least — are these goofy alleged alternatives to the Realtor’s way of identifying candidate homes for buyers.

Enter the folks from Incredible Agent with a solution. What if, every time you ran across some dubious candidate home at some dubious Realty.bot, you were to race over to HomeHugg.com to leave that home a Hugg, which is analogous to a Read more

In praise of an insanely great idea: Todd Carpenter’s REMBEX.com becomes the search engine of the RE.net . . .

Sometime very soon I am going to eviscerate another Cheez Whiz Prize winner, but here is a function I would much rather undertake: Delivering praise without limits to an amazingly, outrageously great idea in real estate weblogging.

Todd Carpenter runs REMBEX — Real Estate & Mortgage Blogger’s Exchange. It’s a web ring of RE.net sites, and Todd has run it as a labor of love for much longer than BloodhoundBlog has been howling. Once I realized that weblogging was about linking (Thanks, Dustin!), Todd’s was one of the first places I slinked off to for a link.

Yesterday, Todd announced the creation of REMBEX.com, a Google Co-Op-based search engine that deploys Google’s search technology on a defined set of real estate weblogs:

Basically I collected 250 active, relevant blogs, plus all of the blogs on activerain.com (a network of real estate bloggers), and input them into the engine. Google Co-op searches only these sites.

This engine bridges the gap between searching each blog individually, and using a more global search engine like Technorati or Google Blog Search. Those bigger engines can be useful, but I’ve found that they don’t differentiate between dedicated realty bloggers and anyone with a blog, that happens to mention real estate. The big search engines also tend to bring up results from sploggers or almost any site that uses RSS feeds.

I think this is an insanely great idea, so much so that I’ve deployed it along with our regular sidebar search function. Suppose you’re reading BloodhoundBlog on (ahem!) Dual Agency. Want to hear what other RE.net blogs have to say on the subject? Type “Dual Agency” into the REMBEX search box and see who salutes.

I can’t sing the praises of this tool enough. It’s even easy to deploy in your own weblog. For me, this is the leverage of genius that the internet brings to us all: Todd gave up some sleep to bring forth a tool that will save all of us time every time we use it — and time is our sole capital. We enrich ourselves by tiny little accretions of time — time we can Read more

‘Fizzbos’ fizzle because of 3 key marketing issues

This is me in today’s Arizona Republic (permanent link):

 
‘Fizzbos’ fizzle because of 3 key marketing issues

I have a friend in another state who is selling his home “by owner,” which Realtors affectionately refer to as a “fizzbo.” It’s interesting for me to watch, because he’s done a very professional job.

We should note at the outset that most “for sale by owner” (hence, fizzbo) efforts fail. Of the three P’s of real estate marketing — price, preparation and presentation — many fizzbos will fail on two or even all three.

First, if a home isn’t priced to the market, the home will not sell. This is why so much inventory, even Realtor-represented inventory, has lingered on the market so long over the past 15 months.

Second, the home has to be in turnkey condition: in excellent repair and staged to perfection. If it isn’t, it should be priced accordingly. Even then, most buyers in this market won’t give it a second glance.

And finally, the home must be appropriately marketed.

A fizzbo is at a huge disadvantage over a represented sale. At an absolute minimum, a Realtor-represented home is advertised through the MLS system to every other Realtor in the market.

By contrast, the by-owner home is promoted only to people who happen to drive by and see the sign or who happen upon a newspaper or online ad.

An aggressive Realtor will do even more to market your home, targeting promotions to the people most likely to buy.

And that’s what’s interesting about my friend’s efforts. He is a marketing professional, so he had presentation more than covered. He has excellent taste, and he keeps his home in pristine condition, so his preparation was perfect. And he consulted with Realtors and, ultimately, an appraiser to make sure his home was priced right.

You could call this a semi-professional for-sale-by-owner sale, and my advice would still be: “Don’t try this at home.”

But note this: He “launched” his home to the marketplace on Dec. 23, which no professional would have done. The result? Showings all through Christmas weekend, when people had time available to look at houses.

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