There’s always something to howl about.

Category: Marketing (page 38 of 191)

What if they reduced a tax deduction hardly anybody gets? If you’re the the National Association of Realtors and you’ve been spinning lies for decades about mortgage interest deductibility, your whole make-believe world just collapsed…

Kicking this back to the top. It’s news again. I wrote this post more than a year ago, but, per The Hill, the tax-deductibility of mortgage interest is back on the table:

The popular tax break for mortgage interest, once considered untouchable, is falling under the scrutiny of policymakers and economic experts seeking ways to close huge deficits.

Although Congress last year rejected the White House’s proposed cut to the amount wealthier taxpayers can deduct for home mortgage interest payments, the administration included it again in its 2010 budget — saying it could save $208 billion over the next decade.

And now that sentiment has turned against all the federal red ink — and cost-cutting is in vogue — Democrats on President Barack Obama’s financial commission are considering the wisdom of permanent tax breaks such as the mortgage deduction and corporate deferral. Calling them “tax entitlements,” senior Democratic lawmakers have argued they should be on the table for reform just like traditional entitlement programs Medicare, Social Security and Medicaid.

Nothing has changed in my response to this news, so let’s dial the wayback machine back to February 26, 2009:

    The bay-trees in our country are all wither’d
    And meteors fright the fixed stars of heaven;
    The pale-faced moon looks bloody on the earth
    And lean-look’d prophets whisper fearful change;
    Rich men look sad and ruffians dance and leap,
    The one in fear to lose what they enjoy,
    The other to enjoy by rage and war:
    These signs forerun the death or fall of kings.

        — William Shakespeare, Richard II

I was out showing this afternoon and came home to find that President Barrack Obama has proposed giving the NAR’s cherished mortgage income tax deduction a very small haircut. From The Wall Street Journal:

The tax increases would raise an estimated $318 billion over 10 years by reducing the value of such longstanding deductions as mortgage interest and charitable contributions for people in the highest tax brackets. Households paying income taxes at the 33% and 35% rates can currently claim deductions at those rates. Under the Obama proposal, they could deduct only 28% of the value of those payments.

The changes would be phased in gradually over the Read more

Apple HTML5 demo: “Standards aren’t add-ons to the Web. They are the Web.”

Last week, Don Reedy talked to us about the cool stuff Apple is doing with HTML5 on the iPad. Unchained alum Scott Gaertner followed up with me to talk about the possibility of doing the kind of content we do as single-property coffee-table books, only expressing that content on the iPad like the issue of Sports Illustrated Don had cited.

Take a look at this Apple HTM5 demonstration site. In seven very quick demos, Apple illustrates all the cool things that can be done on the web using only HTML5, CSS3 and Javascript. The photo above was clipped from a live virtual-reality demonstration.

I’ve been talking to Cathleen a lot about the computer science paradigms behind this technology shift. It’s a big deal, actually, but Apple has been careful to sugar-coat it. Perhaps I’ll make a short video detailing what is going on.

The HTML5 demo requires the latest version of Safari, either desktop or mobile. Windazoids can play, too, by installing Safari. The rumor is that Safari 5 will be released this week, so there could be some more cool technology still to come.

Field of Dreams – We Should Build It….They Will Come

Teri’s probably sick to death with sports analogies, and even I openly make fun of sportscasters, especially during NFL season. This, however, is the stuff real estate dreams are made of. This is how I view the Bloodhound way.

This isn’t about technology.  It is about a dream of having such a great team, in such a wondrous setting, with such a foundational underpinning that fans, real estate fans, will travel and watch, listen and learn, return season after season, to a place they knew in their innocence, and think they had lost forever to the bush league players who have stolen the rights and traditions of what we love about real estate, homes, communities and the “family practitioners” who sat with us as true purveyors of that dream.

Imagine with me.

@tcar’s manifesto: “Toothy chumps of the world unite. You have nothing to lose but your brains.”

Witness: “The next big project from 2nd Century will be Realtor University. A fully accredited educational institution[.]”

I do not for one second hate to say I told you so:

We know sheep will follow a Judas goat to their slaughter, as will cattle. Now the NAR is testing the idea on lemmings…

Todd Carpenter becomes one with the Borg and the charming little lemmings elbow each other out of the way to dive off the cliff head first.

One of two things will happen: Todd will discover he’s made a terrible mistake and will quit this job with dispatch — I hope very loudly. Or: Todd will deliver us to our slaughter.

Anyone who expects anything other than evil from the National Association of Realtors has either not been paying attention, or, much worse, embraces that evil.

In any case, this is not something to be celebrated, not even to affect to be “nice” in chorus with the rest of the lemmings.

The NAR may want to infest our world in order to destroy it. More likely, they want to take it over.

What they certainly do not want is to approach the public as we do — openly, authentically, concealing nothing. The entire edifice of residential real estate is founded on secrets and lies, and, as long as it is, the NAR will be nothing but a cesspit of tyrannical motives and vendorslut con games.

And — more is the pity — Todd Carpenter cannot take their money without being their shill and their Judas goat — or worse.

I’m saddened by this, because of all the gutless big-name real estate webloggers, Todd has more guts than most. But nothing good for us will come of this, and the only good that can come of it for Todd is for him to escape with his scruples intact as quickly as he can.

Too late for that now. If you’re in for a penny, you’re in for a pound.

Four years ago, almost, when I started this little project, I had huge hopes for a newer, cleaner style of real estate, one based on integrity and transparency. I’ve watched as Read more

Stopping traffic in Northern Virginia: JustNewListings.com is building custom yard signs for its listings

Jay Seville of JustNewListings.com in the Northern Virginia suburbs of Washington, D.C. sent along this photo of the customs signs he is building for his team.

Lo-tech don’t mean no-tech: Sign calls sell homes. If you’re doing custom signs, let me know. I’m delighted to show off the hard work of hard-working dogs.

Ten million iPads to be sold in 2010? It could happen…

You heard that right. Morgan Stanley is predicting that as many as ten million iPads could be sold in 2010. A boatload of them have already been sold, and the iPad doesn’t even ship until April 3rd.

iPad news abounds, of course, and no one needs to be reminded about pudding and eating, all those caveats. But, as with the iPhone, nothing draws a crowd like a crowd. We’re going to see a paradigm shift in computing even if the iPad “bombs” by selling only five million units. My 88-year-old mother-in-law is texting on her iPhone, and, no-doubt, will soon be trolling Facebook for friends and grandchildren. A whole new population of punters is about to join the online world.

Not convinced? I can but smile. We haven’t even gotten to the good stuff yet, because the insanely great iPad ideas will require a few months of hands-on time. Meanwhile, Apple has posted some guided tours to the iPad so you can see what you’re missing.

My posts on the iPad (so far):

Adorn that russet Bloodhound in Redfin red: Today we make common cause against stupidity, cupidity, stolidity and inertia in the real estate industry in behalf of the consumer’s right to a fully-informed, financially-sound and fun real estate experience.

Redfin.com is coming to Phoenix today — 6 am PDT, to be precise. And they’re coming as a VOW, which strikes me as being a potent marketing advantage, at least in the short run. And the news that might be most of interest here: BloodhoundRealty.com is coming along with them.

As I wrote in February of 2009, Redfin is entering new markets with referral agents as well as its own employees. Cathleen Collins, my wife and business partner, and I will be handling one quadrant of the referred territories.

From Redfin.com’s press release:

Redfin today expanded to the Phoenix metropolitan area, increasing the number of listings available on Redfin’s website by 8%. Phoenix is the third market Redfin has opened since December 2009, and the twelfth overall. Separately today, Redfin is announcing upgrades to its listing service, and new support for short sales.

With this launch, Redfin’s site offers customers the photos and marketing materials used to list properties that recently sold, information previously limited to real estate agents. No other website offers this data, known in the industry as Virtual Office Website (VOW) data, to Phoenix consumers. The new data, which consumers can use to develop their own market analyses, became available last year as a result of an agreement between the U.S. Department of Justice and the National Association of Realtors.

Redfin has access to the real-time database used by brokers to list homes because Redfin is a broker that represents customers buying and selling homes. In Cave Creek, Fountain Hills, Scottsdale, Tempe, Chandler and Gilbert, the company provides direct service, employing its own real estate agents. In the East Valley and the West Valley, Redfin relies on partners. Redfin’s search site covers all of Maricopa and Pinal counties.

Cathleen wants the business. We’re growing fast, and she wants to grow still faster.

Greg wants to be an even-more-disruptive disruptor.

But among many other things I might talk about, there is this: Redfin’s internal praxis actually does impose a performance bar on practitioners. It’s the kind of corporate pencil-pushing I’ve always been lousy at, but Redfin tracks and measures everything. Not for pencil-pushing reasons, but in order Read more

Storytelling through Real Estate Video. Take two.

It was 4 whole years ago that I was sitting in the back row at my first ever RE/Tech hoo-ha conference when I first heard that Video was the next big thing. This sentiment has been repeated ever since and as far as home tours are considered, I can’t say that I have seen anything as impressive as this.

Select HD on the onscreen menu for best viewing. Full screen is not too bad either.

Casa Estrella from Quentin Bacon media|creative on Vimeo.

The video is just a part of an entire media storytelling package called “The Living Property Brochure”. For more on the creative background on the director’s process, take a look at Quentin’s blog. It’s quite impressive, if not mind blowing to see boundaries pushed this far.

Tip of the hat to theFrontSteps

AreaAtlantaHomes.Com – Touring A Newly Hatched Broker Market Domination System

One of my favorite recent projects has been AreaAtlantaHomes.Com.

What’s most exciting for me is that the project itself is being cooked up with some ingredients that are really conducive to it evolving into the Broker Market Domination System I talked about here a few months ago:

  • The Marketplace is a large Metro Area with lots of interesting geographic niche opportunities and a naturally progressive audience of prospective buyers and sellers.
  • A small brokerage not shackled by the unwillingness to abandon an ineffective website it paid big bucks for a few years ago. (Starting fresh with a flexible cms like wordpress is very key here, why any entrepreneur starting a business would opt for something other than wordpress is beyond yours truly)
  • A very forward thinking Bloodhound of a Broker/Owner who’s committed both philosophically and financially to providing ultimate value for new agent partners and has the patience to consider and actually execute tasks that may take months or even years to pay off.

Here below is a quick tour of AreaAtlantaHomes.Com in its relative infancy. I hope it’s entertaining and maybe a little clarifying for the folks that thought my little Broker Domination spiel was interesting…

Forgot to mention in the screencast… on that last part about the Agent Technology Package. The idea is to get prospective agents to consent to receive more info on the agent technology package, then drip them with emails designed to further sell the company. Seems that in most cases, brokers take a hit or miss approach to recruiting and few have a longer term, automatic relationship building system like this in place….

Dawn In America- Part 3-Can We Educate the Masses (For Profit?)

Information can be a glow in the  darkness. Traditional higher education models are losing market share to cheaper education delivery systems.    Young people now have the opportunity to learn the very same principles for free that are taught to the people they may eventually hire to run their businesses.  I think this free market trend will eventually overtake the traditional post-secondary education models.  I wouldn’t be surprised to find a fully-funded college education available, competitive with some of the best traditional colleges, in the not-too-distant future.

I can see a future where the ultimate end-users of that education (private industry),  see the benefit to developing accredited curricula, and offering them to current and potential employees, at a greatly reduced cost (maybe for free).  I’m not just talking about an MBA from “Mutual of Omaha University“.  Think “University of the American Way“, delivering bachelor’s degrees to the masses- graduates might receive checks from the alumni association rather than sending checks to it.

Education via extension isn’t a new idea.  This ACC school has been granting degrees, to off-campus students, since the 1940s.  Online education is now a pop culture phenomenon. If this educational delivery system grows like I think it will, how can the real estate brokerage or mortgage lending communities profit?

The idea that education can get cheaper (moving towards free) and more readily available will be an irreversible trend.  No longer can we hide behind the phrase “proprietary information” or “specialized knowledge”.  Consumers may educate themselves about how to get a VA condo complex approved and find that my “specific knowledge”, while helpful, doesn’t permit me to charge a one point premium to my lesser educated competitors.  My specific expertise DOES drastically reduce my marketing costs, allowing me to retain more profit than my competitors.

Information can be exported inexpensively. Imagine holding a webinar online, explaining the benefits of owning a Costa Rican vacation property, to German pharmaceutical executives.  Then, imagine holding a different webinar, to a group of retired Americans in Costa Rica, about investing in mortgages so that those Germans could borrow their money and buy from those properties.  Would that add Read more

Swanepoel’s Trends Report is not useless. It makes a dandy prop!

Cathy’s listing Friday, a classic North Central Phoenix luxury home. I was shooting interiors for her today, and saw this as a part of her staging:

Building the single-property web site for the home, tonight, I realized that in six months or fewer, I’ll be repurposing content for single-property iPhone/iPad apps, as well. I doubt you will have read anything like that in any repackaged regurgitant from self-styled real estate experts, but it’s where we’re all headed.

UVEX missses the Cluetrain

“… learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about “listening to customers.” They will only sound human when they empower real human beings to speak on their behalf.”The Cluetrain Manifesto, Chapter 1

Until I resigned yesterday, I was a Web marketing consultant for the US distributors of UVEX products for 7 years.

Last week, after the IOC demanded that we remove anything Lindsey Vonn related from the US web site,  I posted a limerick to UVEXsports.com congratulating Lindsey for her downhill win without using her name while simultaneously exposing the IOC’s shameful tactics.

(This is an organization that goes out of its way to menace local pizza joints that use the word “Olympics” in their names. )

By Friday, my rejoinder had been picked up by SlashDot and from there, landed on BigPicture.com (Barry Ritholtz’s blog), which was picked up by USA Today, and just this morning the NY Post ran a blurb (which noted that the post was now gone without explanation).

This, of course, was exactly the reaction I was hoping for and the commercial justification for the post. Easily half of the comments were a variation on “Good for you. Screw the IOC. I never heard of UVEX before, now I will buy your stuff.”

The IOC, apparently, was not pleased.

The saddest part of the reaction from UVEX’s German management (knuckle under and kill the blog) is that it reinforces to the IOC that its strong-arm tactics work.

At the same time, UVEX  rejected an opportunity to  grow their brand by empowering a human being to speak on their behalf in a human voice, which — as Doc Searls and company pointed out in the Cluetrain over a decade ago —  is a powerful way for brands to leverage the Web.

People reacted to that post because we are sick and tired of big business using lawyers to get their way whether or not what they want is legally, morally, or ethically justified. We all know that it doesn’t matter who is right, what matters is who can pay Read more

I like dual agency so much that I’m writing a commercial for it — and you can help!

Okay, I don’t like dual agency. The more I’ve thought about it, over the years, the more I see that it cannot possibly done in a manner that it is actually fair to both parties. And that ignores the perceptions of the principals.

The one little bit of glue holding the Rube Goldberg machine of dual agency together is the fact that very few consumers even know what it is. Many times, I have had to explain dual agency to people who were either going through it or had in the past. Not surprisingly, none of them had been fully-informed by their agent about the risks of dual representation — although many of them suddenly understood what had smelled fishy to them.

My argument would be that no fully-informed consumer would embrace dual agency, but there are exceptions: People who want to take unfair advantage of the other party. There is a name for the role you would play in that scenario, as the Realtor: Shill.

Not only is dual agency exceptionally good for cheating one of your clients — normally the buyer — it’s also excellent for leaving the impression in the minds of both buyers and sellers that you yourself are a cheater, a liar and a person of egregiously low character. That’s some first-rate marketing, Jasper!

Here’s my take: As a very easy baby-step on the road to raising your own standards for the benefit of your clients, swearing off dual agency can’t be beaten. There’s a lot more you can and should do, and BloodhoundBlog is full of ideas for raising your standards. But there is nothing else you can do that will communicate to your clients your commitment to putting their interests first as compelling as renouncing dual agency. And no matter what else you might do, if you do not renounce it, you’re still going to look like a snake to anyone who actually understands dual agency.

So as a step toward informing consumers about what is really going on in a dual agency transaction, I thought I would make a commercial about it. The spot would feature a bunch Read more