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Category: Marketing (page 39 of 191)

February 18, 2010

Dual Agency Smack-Down: Real estate in real life . . .

by

Suburban Phoenix Real Estate Broker

Author website

Kicking this back up to the top. I wrote this on November 19th, 2006, but nothing has changed since then. But, as it happens, our friends at Agent Shortbus have taken up the topic of dual agency, albeit without reference to anything rigorous or dispositive. We have a whole category devoted to dual agency, and some very interesting Bloodhounds have weighed in on the topic, over the years. I think I’ve written more on the subject than anyone — possibly more than anyone, ever — but this one post is the giant-killer on dual agency.

So: While our #RTBar-buddies are telling are telling you that dual agency feels just as good to them as a healthy bowel movement, this post explains — in painstaking detail — why disclosed dual agency cannot possibly be effected without persistent, repeated, egregious agency violations against both principals to the transaction.

Don’t doubt my gratitude, though. I love the #RTB marketing message: A “professional” Realtor won’t do open houses, but he will take a double dip when the opportunity presents itself. I cannot think of a better way of selling our own high standards than for our competitors to be so forthcoming about their self-serving “professionalism.” Very nice.

Anyway, even though every bit of this is painfully obvious, here is why even a properly disclosed dual agency is unethical.

–GSS

 
Addressing Jeff Brown’s claim that Dual Agency is more about perception than reality, and Russell Shaw’s contention that clients do what they intend to do, rather than what their agents advise them to do, let’s go buy a house and see what happens.

I’m going to split my personality in thirds (I have plenty to go around). Realtor Gregory is going to represent the buyers. Realtor Stephen is going to represent the sellers. Then we’re going to reexamine events from the point of view of Dual Agency, with Realtor Swann representing both parties in a Disclosed Dual Agency.

So: Realtor Gregory is out showing homes with his party and they settle on one they like, listed by Realtor Stephen. Because it’s a buyer’s market, and because the buyers aren’t very well-prepared, they don’t Read more

February 15, 2010

Res ipsa loquitur — wirelessly: Mobile phone use soars.

by

Suburban Phoenix Real Estate Broker

Author website

Via LiveScience.com:

Separate reports out last week show that mobile phone use is soaring in the United States and globally, and data moving across mobile networks is expected to grow dramatically over the next four years.

One report by comScoreMobiLens shows that Americans want to do more than talk on their phones, and they’re willing to pay for it. A total of 234 million people age 13 and older in the U.S. used mobile devices in December 2009. In the past year, smartphone ownership increased from 11 percent to 17 percent of mobile users, while 3G phone ownership increased from 32 percent to 43 percent and unlimited data plan subscriptions rose from 16 percent to 21 percent.

Every month, comScore measures how often people use their phones to send text messages, access the Internet, play games, use downloaded applications, or “apps,” check their Facebook profile, watch videos and listen to music.

In the latest comScore report, all of these activities showed an increase from the previous report period. Though most of the increases are modest because the survey was conducted over a short 90-day period, texting and visiting a social networking site or blog increased more than 2 percent.

The report also reveals users are shifting from the more utilitarian phone operating systems toward more media-focused operating systems that have more functionality. While RIM, the operating system for BlackBerry devices, remained the leading mobile smartphone operating system in the U.S at 41.6 percent, it saw its market share drop slightly along with Microsoft and Palm.

Meanwhile, Apple, which owns a quarter of the mobile market and is ranked second, saw a gain in popularity for its media friendly iPhone platform. Likewise, Google’s Android operating system surged in popularity with the launch of Motorola’s Droid in November, allowing the company to double its market share in just three months. Like the iPhone, the Droid is built for multimedia content.

Separate research released by Cisco estimates that global mobile data traffic has increased by 160 percent over the past year to 90 petabytes per month, or the equivalent of 23 million DVDs. The company projects that this figure will increase Read more

February 12, 2010

#RTB (raising the bar) is #ROT (restraint of trade). If you want to do something that will actually benefit consumers and will run the bums out of the real estate business, #STFU (stop being a tweetard) and #DTFG (deliver the frolicking goods) already!

by

Suburban Phoenix Real Estate Broker

Author website

I’d have more to say about this, but everything I have to say is encapsulated in a single URL: BloodhoundBlog.com.

I was mildly interested in this #RTB (raising the bar) nonsense until I figured out that it’s just more Rotarian Socialism: Make it harder for punters to get a real estate license so that the few who make the cut can make more money with less competition. Nice.

Meanwhile, an email correspondent sent me to Twitter to search on a particular #hashmark. There were more than 30 tweets in a span of 20 minutes, from perhaps a dozen tweetards — all of them theoretically real estate professionals.

Why theoretically? Because if you’re pissing away your day on Twitter, you’re not selling real estate, underwriting loans or doing anything else productive.

And all of those clients you claim to have cultivated via social media? They can see what a goof-off you are, just as much as I can. If I were steaming by the phone, waiting for you to return my call, I would just love to watch you kibitzing with your butt-buddies around the virtual water cooler. Now that’s service!

Here’s the only standard of value that matters to consumers: #DTFG (deliver the frolicking goods)! Your clients want for you to treat them the same way you yourself would want to be treated, were you in their place.

It’s easy to figure out what to do, harder to get the job done — harder still to get it done well. But that is all that matters. And if you’re not going to deliver the goods, then you, too, are one of the bums I want to see pushed out of this business.

Whether you’re a dinosaur pissing and moaning in the bullpen down at the brokerage office or a shiny new dino.bot giggling on-line with all the other shiny new dino.bots — you are the problem.

Until you are prepared to put your clients first — all the time — you have nothing to say about raising anything. Raise your frolicking standards! And if you don’t — if you won’t — hard-working dogs like me are going to help Read more

February 11, 2010

We are all on welfare now: “The government’s assistance in the housing market now is less about giving us a soft landing than it is about having us furiously flap our arms to stay aloft.”

by

Suburban Phoenix Real Estate Broker

Author website

The Washington Examiner:

The unspoken, bottom line: The federal government has already nationalized the housing industry. We’re not just talking about Uncle Sam providing a few subsidies, or even taking over a few of the big players, as they have in the auto industry. This is a complete takeover. Every new mortgage today is a government mortgage.

Over the last two years, government mortgage and mortgage-backed holdings have grown on net by nearly $1 trillion. Private investors and institutions have shed more than $1.5 trillion — through foreclosure losses, pay downs, and by selling to government.

The effective result is a government-run housing market. Barofsky reports that right now, the government is responsible for about 100 percent of all new mortgage activity. You read that correctly. To put it in his own words:

“According to Federal Reserve net borrowings data, the federal government and the organizations it backs now guarantee or issue almost all net new borrowings for mortgages and MBS.”

February 6, 2010

Can’t Find A Nut? Search In A Nut House

by

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

Author website

Mortgage squirrels, searching for some nuts, during what I believe could be a long winter, might consider this idea:

There should be a lot of listings hitting the market when the shadow inventory eventually gets released.  Banks are not very attentive sellers inasmuch as they care less about condition and price than expediency.  Rather than pump money into property improvements or work with HOA’s to get the financial statements in order, they reduce the price until a cash buyer comes along.  Zillow showed us that REOs tend to sell for 3/4 of the market price.

Equity sellers might be having a tough time moving condominiums because (a)- the REOs are priced lower and/or (b) the HOA hasn’t taken the time to secure an FHA and VA approval for the complex.  Mortgage squirrels can focus on (b) and add value to the sellers by broadening the market.  While assisting the HOA secure complex approvals will help the REO sellers, those sellers often prefer cash offers.

Consider targeting condominium owners who have had the property listed for more than 60 days.  Send a letter to the owner and carbon copy the listing agent and HOA President.  Highlight these points in the letter:

  • a complex approved for FHA or VA financing will open up the market and attract owner-occupants
  • more buyers means higher property values
  • gov’t loans are assumable which could translate to even higher values when rates are higher

It is possible that listing agents will be upset with you.  When you explain that you are not an agent and you are trying to help them and their customer to sell the property, they will be open to your proposal.  HOA Presidents may have no clue about this because property management companies (that manage HOAs) typically don’t want to address this with the HOA boards.  The sellers may be skeptical but will offer you a chance to present your proposal.

You have a chance to be a hero with (a) someone who intends to buy another home (b) a selling professional who could be a great referral source for future business. and (c) an influential owner within the complex who might Read more

February 2, 2010

iPad observation #9: I went digging through the heap of festering garbage that is the Vook and came home with an education.

by

Suburban Phoenix Real Estate Broker

Author website

Vain though it may be, tonight I looked in on my own past posts on the Vook. The writing was better than I remembered it, just exactly my kind of fun with words, but I do think I have been overly… forgiving… of this sleazy little… not vampire, even writ small… this skeezy little mosquito of a wannabe undead bloodsucker left over from the last century.

I am told that my swats at that mosquito incite much trashing and weeping amongst the very-publicly-aggrieved in the twitset — expressing, it would seem, the vitally-important necessity of brazenly butt-bussing besieged billionaires — but the plain truth is that I have not derided and denounced the Vook with anything like the rigor and vigor that this kind of epistemological emergency demands. One more way in which I feel myself blessed to have had the iPad to think about, this past week, is that thinking about the iPad and what it can and will do illustrate pellucidly what the Vook can’t and won’t do.

What the Vook actually does is lame and stupid. And while everything it does is fundamentally unnecessary, nevertheless, everything it does is very simple to design and to program. I do not know of anything the Vook does — neither the I-think-discontinued dedicated device nor the inevitable-fallback iPhone apps nor the “simulated” scenes of same found on the Vook.tv web site — that cannot be done on an ordinary web site. Easily. By anyone. With no programming or Javascript, and serving only as the broker in the embedded Flash video client/server transactions. In other words, if you can manage your own WordPress site, you can make “video books” that suck just as perfectly as a genuine Vook.

The sublime truth is, you can undoubtedly make much better Vooks than Brad Inman can, not alone because, if you have resolved to make the effort to Vook what you know, you’re going to make the effort to make your Vook — your gnuVook? — riveting and unassailable. That just by itself is tremendously exciting to me.

Now imagine every passion-driven web site out there re-envisioned as an Read more

February 1, 2010

Redfin.com’s Glenn Kelman comes to Scottsdale to beard the MLS lion.

by

Suburban Phoenix Real Estate Broker

Author website

Redfin.com CEO Glenn Kelman is in Scottsdale today and tomorrow for the MLSCOVE Conference, a gathering of MLS executives from all over the country.

Glenn made time for Cathleen and me this morning, buying us breakfast and regaling us with stories of the not-always-smooth path Redfin is traveling.

In real life, the man has a sweet and gentle — even beatific — nature. We saw this when he spoke at the first BloodhoundBlog Unchained event, winning a hostile audience over with a quiet, unaffected honesty.

That shone through again this morning, and, allowing time for Glenn’s son and our pets, we spent most of our time talking about real estate marketing issues: REOs versus short sales, new builds versus resale, the prospects for recovery, etc.

It’s funny, actually, to talk this way, because Glenn Kelman is a star in the real estate firmament, but in person he is fun and personable and very empathetic. Whatever our past differences, I respect and admire what he has been able to achieve with Redfin in such a short time. It was an honor to be able to spend some time with him.

January 31, 2010

How Can The iPad Can Change Mortgage Marketing? It’s The App, Stupid

by

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

Author website

I was plunged into the Apple world when my daughter won an iTouch from a magazine drive.  I dived into it nine months ago when I bought an iPhone.   Here’s why mobile devices work-  you can harness the power of the internet and international communications in your pocket.  To ignore this trend is to deny what most Europeans and Asians already.

Why then are Americans the laggards in the mobile me movement?  I think it’s because we’re wealthier than our cousins across the ponds.  Until we get mobile devices with a readable screen, that aren’t hard to use, we’re going to stay chained to desks or flopped with lap weights.  Americans won’t adapt because we don’t have to…yet.

Enter the iPad.  Everyone can use it and that says a lot about it’s user-friendliness.  More importantly, my father can use it and that says a lot about it’s reach.

What can this  mean to the mortgage industry?

POINT OF SALE: For the most part, mortgage shoppers care less about the loan terms than convenience and the ability to get approved.  I want the ability to give them all three on a mobile app.  I want them, and the real estate agents to use that app to get a pre-approval, check payments and cash-to-close, follow the mortgage market as it relates to their loan approval, and watch the loan process from a magazine sized computer.

MOBILITY:  The loan process lasts 30-150 days.  I want that borrower or agent to check rates and recheck their application status by simply touching that app button.  If  I’ m the user, I want the ability to take a loan application…anywhere:

  • at a Chargers tailgate party while watching the ribs on the BBQ
  • in the schoolyard at my daughter’s school
  • at a Chamber of Commerce networking mixer
  • in a real estate agent’s office
  • at an open house on a Sunday
  • at the beach

COMMUNICATION:  I want to receive a text message every time they open that app and/or login.  I want to know what they’re doing in there so that I can anticipate their questions and perceive their concerns.  I want them to be able to send me a text Read more

January 31, 2010

iPad observation #5: Linking frees slaves, sometimes, but the future of mobile real estate is unknown to attorneys from New York City.

by

Suburban Phoenix Real Estate Broker

Author website

Here’s a true fact: I’m pretty much disgusted with the RE.net — which denomination I quarried with my own hands, back in my early days on the apellation trail. By now, just about everything looks to me like hoke, smoke, hustle and jive — smirking vendorsluts and the clueless suckers who can’t stop themselves from pridefully posturing about having procured their own plundering. I know that’s not fair — or not entirely fair — but it often seems to me, lately, that everything I have ever hated about the real estate business is successfully infesting the on-line world.

This will fail, all of it, in the end, and I’ll say why in detail when I get time. But for now I persevere by holding my nose and holding my ground. Whether it is the seemingly harmless simian chatter of net.monkeys desperate to prove their ape-titude to all the other net.monkeys or the craven schemes of hack vendors looking for just one more gullible fool to make their month, I’m well sick of it all. I haven’t looked at a feed-reader in many months, and my Twitterverse consists of my Best Beloved, Cathleen, and Teri Lussier.

The rest of the net, however, is a different thing. I’ve been following Apple tablet posts for months, and The Unofficial Apple Weblog is the only blog other than BloodhoundBlog whose client I have on my iPhone. On and off last week, and in greater earnest today, I’ve been looking for decent iPad posts from the RE.net.

Not hard to foresee, but Agent Shortbus doesn’t get it. Typically insipid kibitzing with no real understanding of the revolution the iPad will bring to the entire universe of commerce.

But, alas, the Shortbus set doesn’t have the vision to come up with a truly idiotic argument against using mobile devices to market real estate. This honor was earned by Rob Hahn, an attorney in New York City who doubles as a vendorslut consultant or a consultant to vendorsluts or some bizarre combination of the two. Realtors follow his musings religiously, apparently because they confuse being an attorney with being a Realtor, and Read more

January 31, 2010

iPad observation #4: Looking for a smart way to connect with your clients in a pull-based marketing world? Update your iPhone/iPad app.

by

Suburban Phoenix Real Estate Broker

Author website

I give away a lot of killer marketing ideas here, but I never worry about the competitive implications.

For one thing, I believe to the core of me that it’s raining soup, that wealth is pouring out of the skies and almost none of us is smart enough to reap that bounty.

But, second, I have learned through years of experience that, no matter how good my ideas are, almost nobody will ever follow through on them. We learned to sell, most of us, from people who believed to their cores that real money comes from laziness and lies. My way of marketing looks too much like work, I surmise, for people to adopt it in big numbers.

So much the better for me, I guess, although, to be frank, I would rather see Realtors doing more to earn the business — and the trust — of their clients.

In any case, here’s a way of thinking about marketing my way, a style of salesmanship based on integrity, transparency, follow-through and client satisfaction.

So: Start here: Build an iPhone/iPad app for your business. (See there? I just lost almost everybody!) The app has to be mission-critical and laser-focused on what your clients really need. Not — with emphasis — more idiotic self-promotion. If you’re not delivering something of value — in the estimation of your target-marketed end-users — you’re wasting your time.

Then get it on their iPhones and iPads. It ain’t easy, so you have to do it relentlessly. Ideally, everyone who can be expected to use you in the future — and to refer you to their friends and family members — should have your app on their iPhone or iPad.

Now you have the perfect means of staying in contact with those folks going forward. I’m not talking social networking, and my thinking is that drip marketing is probably a waste of effort. If they don’t unsubscribe, they’re going to ignore you except when they need you. It’s a pull-based marketing world, and your clients only really want to hear from you when they have a real estate need — not when you have a Read more

January 30, 2010

Regrettably, we have to rethink all of our ideas about staging homes

by

Suburban Phoenix Real Estate Broker

Author website

How are we ever going to top this?

Oh, yes. It’s real. Mrs. Buyer said, “I don’t even want to think about what happened in that room.” My risposte? “Nothing happened in that room!”

But: Even so: It’s an interesting real estate problem, isn’t it? It would be $500, at most, to repaint that room. And yet every buyer who has seen it will have been revolted. What’s the cash value of that revulsion? At least $15,000 off the comps — and it’s still not selling…

January 27, 2010

The Apple iPad is a category-cataclysm and no one knows it yet: Double-thinking Steve Jobs and his double-suss of the hi-tech marketplace

by

Suburban Phoenix Real Estate Broker

Author website

Here’s the question that will appear in the deep-think mainstream media analyses of the brand new Apple iPad:

How can hardware vendors answer Apple’s new tablet?

Guess what? It’s a dumb question.

Slightly brighter lights might ponder this, instead:

How can Amazon compete with the new iBook store?

And: Yes: It’s another dumb question.

Here’s why: With the iPad, Apple CEO Steve Jobs has managed to double-suss the entire hi-tech marketplace. After 30-plus years of being ridiculed by nerdy dipshits like Bill Gates, Apple is poised to take over everything that matters in the new economy.

And, as far as I can tell, no one so far has even figured out what they’re doing.

Why is it that all of the supposed iPhone killers have fared so badly in the marketplace? Because the iPhone is not a cell-phone. It’s a software experience packaged as a cell-phone. Phone vendors can compete well enough with the actual phone, but they have nothing at all to offer as a software experience. Wannabe iPhone clones only have apps at all because iPhone app developers port their products to BlackBerry, Palm and Droid devices.

And if you’re about to get huffy about hardware or performance or open-source or whatever, stand down. We’re not done yet.

The true fact is, the iPhone isn’t a hardware product, and it’s only a software experience from the point of view of end users.

What is the iPhone, really? It’s the user-interface for the iTunes App Store. For iTunes generally, of course, but mainly for the App store.

So what is the iPad, really? It’s portable retail store-front for everything sold at the iTunes store.

Apps. Movies. Music. Books. And now newspapers and magazines.

The iPad is not a tablet computer, so all of the supposed iPad killers that will be introduced in the coming months will fail, just as all the iPhone killers have failed. Hardware vendors will kill themselves eclipsing the iPad’s hardware in every possible way — and they will fail dismally in the marketplace.

The iPad will be a great hardware experience coupled with the typically-superb Apple software experience. That goes without saying. But none of that will matter.

Here’s what matters: The Read more

January 26, 2010

Finding versus Discovering

by

Realtor, Renaissance Man

Author website

Take me home

Do you still buy magazines and books? Or are you hell bent on reading everything on the internet? Do you love statistics? Has Google Maps got you salivating for bigger and better satellites? Do you love good graphs better than sex? Is a bigger IDX better? Do you want to be completely plugged in, connected, always on line?

Well it turns out that I guess I’m more dog than human sometimes, especially when it comes to what makes a great web presence, and how best to graft a marketing strategy. I’ve spent some time today, you see, smelling other dogs beeeeehinds, and I think I’ve picked up the scent of something y’all might want to bury for a rainy day.

The scent I’ve picked up is either the Finding or the Discovering scent. I think it may be important to think about these two concepts as you put together your marketing, for your Web presence, and maybe more importantly, your belly to belly presence.

Turns out, you see, that people are still buying magazines. Though through the internet we can get all the information on who’s doing what to whom, how they’re doing it, why it shouldn’t be done, and where we can go to get more information on everything we just digested, people are still buying and reading magazines. Wonder why?

Turns out that people simply like to discover things, not just find them. Magazines, you see, lie around waiting for just the right moment to spring into our consciousness. Sure, you want the 4 bedroom, 2 bath home in Elevado Hills, with view, pool and lots of land, but sitting in front of an agent’s IDX (even the good ones) just isn’t the same as opening “San Diego Magazine” and seeing a home just like the one you imagine living in. Or you’ve been watching the statistics from a great blog site or newsletter from Brian or Scott or Mark or Tom on rates and terms and the market in general, and you’re educated and knowledgeable because of this. 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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