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May 11, 2008

Unchained Interstitials: Join in all the Unchained games?

by

Suburban Phoenix Real Estate Broker

Author website

I have two Unchained games, if you’re interested in playing.

First: We say a lot of interesting things around here. In the comments, list your favorite BloodhoundBlog quotes. They can come from a post or a comment — serious, comical, whimsical or true Black Pearls. I’ll take those quotes and make a slide show for interstitial display, as it were.

Second: Pick out your favorites from the Unchained Melodies. Embed in the comments or post the YouTube link. I’ll snag a bunch of those to use also, especially on Sunday morning during registration.

And just because I’m in a Sunday morning frame of mind — and because I don’t do business that don’t make me smile — here’s a reprise of Treetop Flyer by Stephen Stills:

May 11, 2008

Number1Expert Re-Launches as Number2Expert

by

Real Estate

Author website

n2elogo.gif

In a surprise move, website template provider Number1Expert has announced plans to rebrand as Number2Expert. This decision came following their inclusion of Trulia widgets on the myhomes.asp pages of all of their client sites. Here’s an example.

When asked about the decision, a spokesman said, “To date, our clients are providing Trulia with over 11,000 links. We live in a web 2.0 World, and transparency is very important. Since we’re effectively promoting Trulia as the #1 real estate expert, we felt it important to re-brand ourselves to more consistently mesh with this strategy.” He then added, “We’re very excited about the new opportunities that will arise with our market position as the Number 2 Experts.

The widgets that Number2Experts places on their template sites have been a hot topic in the RE.net as of late. Demonized by real estate SEO’s, and heralded as powerful, free online tools by others, the real estate world cannot seem to come to a consensus.

Be sure to keep an ear open, and an RSS reader ready for more news to come regarding this intriguing topic.

trulia-awareness-ribbon-180.jpg

May 11, 2008

Updates From the Ivory Tower

by

CEO, PA Association of Realtors

Author website

This week all the elected and paid leaders of the REALTOR® organization will be headed to Washington DC for organizational meetings and visits with Congress.  For all of you NAR malcontents, this would be a perfect time to carry out the hostile take-over of your local and state association of REALTORS®. 

White House

The agenda for the NAR Mid-Year Meeting features two items that I have written about in the past – the announced Upgrade to REALTOR.com’s standard services and the project formerly known as “the gateway.”  Here are a couple of quick updates:

Last week, REALTOR.com released a beta site (http://beta.realtor.com) and the following statement:

The new “Beta” REALTOR.com® website will continue to be enhanced over the next several months.  Early this summer, the new site will replace the current site and will include many new free benefits for your members.  One important FREE benefit on the new REALTOR.com® site is the ability to display up to 4 photos on all basic listings.  Since we already receive multiple photos in the data that you currently provide to REALTOR.com®, there is no action required on your part to provide this new and exciting benefit for your members.  Property photos will continue to be updated as long as the listing remains on the market and is on REALTOR.com®. 

The Gateway…Real Estate Channel…or Library/Archive

The project that is so big and far reaching that NAR is having trouble finding a name to fit will be a major topic of discussion in DC.  For those who have not heard of this, the project originally used the working title “Gateway” and was basically a mash-up all property data in the country.  Then, just a little over a month ago, the name was changed to the “Real Estate Channel” and now it is being referred to as a library or archive of data.  More importantly, NAR has issued a white paper on the..ah…whatchamacallit program that clearly outlines the intent.  A few key points for those who do not wish to click thru to read the white paper: 1) it is NOT an MLS and there will be no offer of compensation or Read more

May 11, 2008

Sometimes Ticking People Off Is Exactly The Intent

by

Real Estate Broadcaster and Investor

Author website

Real Estate Radio USA | Contrarian Marketing

Established in 1965, Benetton is present in 120 countries around the world. It presently has global sales in excess of $2 Billion dollars annually. Yet many in the mainstream find their advertising and marketing strategies downright offensive.

The aim of United Colors of Benetton corporate communication is to create the image of a global enterprise that is modern and projects towards the future and uses distinct imagery and messaging to promote its principal and most important characteristic: uniqueness.

“If your brand is clearly defined enough to have the power to attract enemies, it also has the power to attract raving fans. And the raving fans of your brand are the ones who return again and again. They’re the ones who will tell their friends about you. They’re the ones who will wear your logo. They’re the ones that almost enjoy the annoyance of your brand-haters and will keep coming back for more.”

“So don’t fear the hate. Embrace it. Maybe in your next brainstorming meeting, don’t ask how you can appeal to X. Ask how you can annoy the hell out of Y.” …………………Rick Nobles president of Two West Inc

In marketing conventional wisdom is not always the chosen path. The delivery of a message and its ability to reach the intended audience need not be communicated the same way as your competitors. In fact sometimes it makes sense to completely differentiate yourself. If most of your competitors are turning left, then turn right. If those products or services you seek to overcome are painting there portrait in white, paint yours in black.

There are, as we have been told, two sides to every story and in marketing this could not be more true.

Are you afraid to offend someone with what you marketing materials? Do you shy away from making tough statements in your marketing messages on your collateral media pieces or on your blog or website? Have you received some angry comments or emails from people vehemently opposing or denouncing what you have said? Have you heard from some people that they will absolutely not buy from you or will not use your service or Read more

May 11, 2008

Three Words Speak Volumes About The Power Of Social Media Marketing

by

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

Author website

THIS is the brave new world.

Greg Swann and I gave two presentations as a little warm-up for UNCHAINED. Lisa Capes of Chicago Title of Arizona and Juan Chaves of Mortgage Solutions of Arizona sponsored the event. These folks did a first class job and packed the room; both are worthy of your consideration if you sell real estate in Phoenix.

I went through my presentation about how to use social media in your marketing efforts. After a complete discussion about the merits of LinkedIn, I announced that I would be moving onto Twitter. I clicked over to my Twitter stream, and saw this.

I had never met the man but I knew who he was. Nick Bastian was the guy with huge grin on his face.

Now THAT is an example of all how to use all five pillars in 20 characters. Thanks, Nick. You nailed it!

May 10, 2008

So…You’re Coming to Phoenix

by

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

Author website

All presentations to be held in the Steele Auditorium at the Heard Museum. This schedule for Unchained is subject to change:

Sunday, May 18, 2008:

8-10AM Registration. The conference starts at 10AM and ends at 4PM.

Zillow Workshop

The Power of E-mail Marketing by Ron Cates

Hyper Local Blogging UNPLUGGED by Laurie Manny

Sunday is “Bonus Day” so food will not be served. The Museum Coffee Shop will be open at 9:30AM- 3PM. The Heard Museum will be open until 5PM and admission is complimentary for conference attendees. Presentations on Sunday will not be included in the DVD set.

No evening events planned.

Monday, May 19, 2008

The conference starts at 8:30 AM and ends at 4PM:

Unchained Epiphany- Greg Swann

The Way of the Hunter Brian Brady

Working Lunch- Twitter- @BradCoy & @AndyKaufman

The Way of the Farmer- Greg Swann

Real Estate Website Makeover- Mary McKnight

6PM- No Host Happy Hour at the Radisson  Light Hors D’Oeuvres Complimentary

A Continental breakfast will be available at 8AM; coffee and water are complimetary throughout the day.   Lunch will be complimetary.The Museum Coffee Shop will be open at 9:30AM- 3PM. The Heard Museum will be open until 5PM and admission is complimentary for conference attendees.

Tuesday, May 20, 2008

The Conference Starts at 8:30 AM and concludes at 4PM

Traditional Marketing For A Web 2.0 World- Steve Hundley, Louis Cammarosano, Jeff Brown

Blogging For Dollars- Laurie Manny, Theresa Lussier

Working Lunch- Zillow Mortgage MarketPlace for Real Estate Agents- David Gibbons

Keynote Presentation- Glenn Kelman

Online Reputation Management- David Gibbons

Black Pearls and Commencement

A Continental breakfast will be available at 8AM; coffee and water throughout the day. Lunch is complimentary. The Museum Coffee Shop will be open at 9:30AM- 3PM. The Heard Museum will be open until 5PM and admission is complimentary for conference attendees.

There is a morning and afternoon break for personal phone calls. This schedule is subject to change.

Our UNCHAINED Faculty include:

Brian Brady

Jeff Brown

Louis Cammarosano

Ron Cates

Brad Coy

David Gibbons

Steve Hundley

Andy Kaufman

Theresa Lussier

Glenn Kelman

Laurie Manny

Mary McKnight

Greg Swann

May 10, 2008

At last, a use for video in real estate that I don’t hate: Using the Flip video camera to collect and post video testimonials

by

Suburban Phoenix Real Estate Broker

Author website

One of the the things I like about working with Brian Brady is that, when we’re together, or even when we’re just talking by phone, marketing magic happens. We spark ideas in each other, and marketing strategies emerge that neither one of us had foreseen.

Last week, Brian suggested that I buy a Flip video camera for us to use at Unchained. Fast, easy, fun YouTube videos, like a Polaroid Swinger for the new millennium.

I don’t remember who came up with what, but we worked out a strategy for using the camera to make unique, viral content at the conference. You’ll have to wait until next week to see what we have in mind.

But I got on the net — take note of how real people shop, if you would — and researched cameras and prices. The best instant availability I found was the Flip Ultra with 60 minutes of flash video memory for $135 with tax at Sam’s Club. I bought one for Unchained, set it up and learned how to use it.

The video I showed of Brian last night was shot with the Flip camera, but it’s not as good as a camcorder for mid-range or distant shots. Up close, though, it’s the cat’s pajamas.

And that was something I realized while I was talking: The Flip camera is the absolute most perfect tool for collecting testimonials. Testimonials are credible because they’re not written by you. Video is credible because of its verisimilitude. By asking questions, you can direct a video testimonial to bring out the information you want to convey to other viewers.

You can use Richard Riccelli’s testimonial plot line, for instance: “If you want to get to heaven you have to go through hell” — or — “Given my past negative experiences, I was stunned and amazed by the incredible service I received.”

So I’m standing there in front of a room full of people, realizing that I had just hit upon something new and really cool. The Flip camera is as small as my everyday digital still camera. I can easily wear it on my belt along with the Read more

May 10, 2008

Glenn Kelman Is Speaking at Bloodhound Blog Unchained Social Media Marketing Conference Brought to You By Zillow.com

by

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

Author website

Let’s keep our eye on the ball, folks.

Glenn Kelman is coming to Phoenix. Mind you, he has every reason not to come, now. This accomplished young man could be in Seattle, San Francisco, Los Angeles, Orange County, San Diego, Boston, or our nation’s capitol. He could be fighting for scraps, during a difficult real estate market…yet…

Glenn Kelman will be at The Heard Museum, in Phoenix, on May 20, 2008. I’ll speculate as to why; Glenn Kelman is truly UNCHAINED. What exactly does that mean?

If you were at the Mesquite library, yesterday, you already know what that means. It means you don’t have to take crap from a boss, a company, or anybody. In fact, the only crap you’ll have to take is from customers- if you do it right, you won’t have to take crap from them, either. You’ll be marketing your craft so well that you’ll interview your customers; not them you. It means you have the right to thrive and the right to fail in this new brave world. It means you are responsible for your destiny. It means that in a sea of chaos, you find order and take action to benefit your business.

Successful people are action based. Why do you think I goaded Greg Swann into this conference? I wanted to bring together action-based people who recognize the real power of social media marketing. I wanted to mobilize the army of individuals to take responsibility for their future and thrive, not just survive, in the future of real estate and mortgage brokerage.

You wanna get ready for the tesseract? Be counted among the ranks of the guerrillas. Action-based people always get results. Think we’re”disrespectful of tradition”? Head over to the bar and take a poke at us. That’ll make you feel better.

Does Greg Swann’s comment about “kicking Inman’s ass” offend you? Head back to the bar and sing “Glory Days“. We want steely-eyed competitors at UNCHAINED. Competitors who saw the Read more

May 10, 2008

Are There More Than 50 People Blogging In Real Estate?

by

Real Estate Broadcaster and Investor

Author website

Real Estate Radio USA

Yes, I know that there are blogs everywhere in this so called RE.net, Web 2.0 world, but lately it seems like I am walking down the halls of my high school. There’s the cool kids over by Mr. Hannah’s homeroom. Over there in the smoking lounge can be found the punks who always seem to just be hanging out. In the middle of the cafeteria is where the jocks can be found laughing it up.

By the theater lurking in the dark you’ll find the goths and the freaks, and over there, with the saddle shoes and pony tails next to the gummy floor are the gum-clacking gluehead Heathers all talking at the same time with nobody really saying anything.

Lately I have noticed that the cliques in the real estate blogosphere have become much more pronounced and apparently the Web 2.0 Realtor superdelegates seem to think they are speaking for the rest of the common folk. How sad!

Excuse me if I am wrong, but I thought that blogging in real estate was about buying and selling real estate. When did it become the muse of soda jerks who haven’t any real business and spend night and day writing and finger pointing about all that is not real estate?

Do I care, or for that matter, does anybody really care what this blogger is doing or what that blogger said about this guy or that guy…except if it is regarding a technique or strategy to help one another actually sell real estate?

Think about it for a second…the reason each of us took finger to keyboard to dive into this new world was because we thought it would enhance our business? I for one, call it selfish if you want, only intended to blog to attract eyeballs because eyeballs are important to advertisers and advertisers spend money.

Additionally, in learning how to efficiently blog and write, we created a radio show to help promote it. Now we have progressed to the point that we have taken what we have learned and are beginning our foray into a real estate blog to buy and sell houses.

Never did Read more

May 10, 2008

An Open Letter To Russell Shaw

by

Real Estate Broker, Investor

Author website

Dear Mr. Shaw,

When I first read you were leaving Bloodhound Blog, I was quite concerned that perhaps you were suffering a health problem, or a family tragedy.  When you reappeared as a new member in a different online community, I was very relieved to learn that you were alive and well.

Online communities are constantly changing, active members become inactive, new people join bringing new ideas that sometimes alter the character of the original group.   Your leaving Bloodhound Blog does not bother me.  I truly wish you well in the online community you have now joined.

It does, however, bother me that you withdrew from the Bloodhound Blog Unchained conference with less than two weeks on the calendar before the conference begins.  I don’t know the particulars, of course, but I would imagine that you made a commitment to speak, and the conference organizers made plans based on that commitment.  I don’t doubt that some people made plans to attend the conference because of your commitment to speak there.

Mr. Shaw, I like and respect you, so I want to say this as gently as possible, but unless a serious personal tragedy is involved,  backing out of a commitment you made is just simply not an OK way to behave. 

If my understanding of the situation is incorrect, please forgive me.  And please understand that the conference organizers did not ask me to write this letter, they are not even aware that I am writing it.  Someone needed to say this publicly, and I felt compelled to do so.

While I myself adhere to no particular belief system, a client of ours once gave me a little booklet titled “The Way to Happiness” which I found to contain simple, common sense advice.  Let me quote a couple sentences:

“Keep your word once given.  When one gives an assurance or promise or makes a sworn intention, one must make it come true.  If one says he is going to do something, he should do it.”
Respectfully,

CJ

May 9, 2008

Brian Brady at today’s Unchained preview show: “If your clients are already on LinkedIn, someone else will introduce me to them”

by

Suburban Phoenix Real Estate Broker

Author website

As I had mentioned, we did a couple of BloodhoundBlog Unchained preview shows today in Phoenix, one for Realtors and one for lenders.

Tempe Realtor and real estate weblogger Nick Bastian wins the endurance award for attending both sessions. Nick surprised Brian Brady by Twittering about Brian’s discussion of LinkedIn, a piece of which is shown below, while Brian was delivering it.

The events were a big kick for me. I sold a house yesterday, and the buyers (whom we have discussed as the Halversons) dropped by to sign some paperwork. And Cathleen and I listed 14237 North 11th Street in Phoenix early today. The seller is fellow Realtor David Pinelli, who is now working in the equestrian suburbs of Boston, but who until lately was working with Allan Pinel in Palo Alto. David was able to come to the Realtor portion of the presentation this morning, a nice reinforcement of the ideas Cathleen and I have been talking about with him for the past two weeks.

As Brian discusses below, we met a lot of really interesting people who are excited about the potential of blending Social Media Marketing into their buinesses. The whole day was a blast, which makes me think that Unchained is going to be even more fun that I’ve been expecting.

Here’s where I end up: Our belief from the beginning was that the Seven Nights in Ireland style of conference — a vast excuse to behave badly far from home — was not for us. We bet on a real curriculum, a hefty regimen of demanding content, and our experience today shows that that bet will pay off.

I keep getting notes from very smart people whose identies I will keep concealed. The gist of their emails: “Kick Inman’s ass.” It seems like a worthy goal to me. BloodhoundBlog is the home of serious ideas on the RE.net, and BloodhoundBlog Unchained promises to be the locus of serious minds in wired real estate education. I don’t ever want for us to be anywhere but at the head of the pack.

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May 9, 2008

Bloodhound Blog UNCHAINED Social Media Marketing Conference brought to you by Zillow.com tickets go to full price tonight

by

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

Author website

I met the ninety and nine today and I LOVED what I saw. The next generation of social media marketers will learn this game quickly and excel. The next paragraph is for the 50-60 new readers we have on Bloodhound Blog (thanks for coming out today).

When Greg told you it was raining soup today, he meant it. You folks are on the cutting edge of real estate and mortgage marketing. Today, you entered the inside of the tesseract and saw the possibilities of the third dimension. Next weekend, you’ll figure out how you can warp time and supercharge your marketing efforts at the BloodhoundBlog Unchained Social Media Marketing Conference brought to you by Zillow.com. Take advantage of that special offer (URL on the card).

Y’all can stop reading here; the rest is for the folks who have known about UNCHAINED for five months.

The price for UNCHAINED will be $350 after midnight tonight. Act now.

May 9, 2008

Thinking myself out of business: a lone real estate agent faces the future

by

Real Estate Broker

Author website

loner.jpg Agents get leads from different marketing strategies, both offline and online, but where will most of the leads come from in five years? Looking ahead I’d have to say leads will come mainly from one source — Google.

Unless something changes, Google has the lion’s share of searchers. As more and more home buyers use Google to search for area information and sites where real estate listings can be found, it becomes obvious for listing agents and buyer agents that search placement is, and will be even moreso in the future, vital to success in the real estate business.

Before I go any further, I’ll address opposition to this statement by saying that some agents will continue to be successful using marketing methods outside Google search, but I’m talking about the majority of agents working in the real estate business full time. I’m excluding the mega-agents who attract buyers and sellers through their star status and obviously superior abilities of attraction and promotion — the majority of agents will not be stars. Plus, even the offline efforts that give an agent exposure might be eclipsed after someone gets online to begin searching — an agent’s name might appear in a magazine, or a billboard, or through the mail, or a flyer in a store, or on a “for sale” sign on the street, but when the buyer goes back to their computer to search, another agent who has mastered the art of placement will pop up and lead the buyer in a different direction. I predict the online presence will become more valid in the buyer’s mind than offline presence as consumers learn to trust and depend on the net more and more.

I don’t believe Zillow and Trulia will be major factors in lead generation. If they survive, they will be a draw for those curious about real estate in general, but searchers will be more sophisticated and agents will be smarter about SEO.

It’s my opinion that the majority of agents will need to get good placement on Google in order to be successful. Google placement won’t be the ONLY way to market, just the most effective way Read more

May 9, 2008

Listing Remarks Haiku

by

Real Estate Broker, Investor

Author website

I finally commenced a project I have been contemplating for some time:  I started printing out pages of property description text from various Bloodhound Realty single property web sites to put into a three ring binder, so I can refer to them for inspiration on those days that I struggle to come up with something interesting to write in a property’s listing remarks.

Following Bloodhound Realty for the past couple years, I am always amazed at, and envious of, the quantity and quality of rhapsodic text produced on a regular ongoing basis by the Bloodhound crew.

In that spirit I offer Friday’s Listing Remarks Haiku:

A poem.  By Cheryl Johnson.

this is a nice house
two bedrooms one bath fenced yard
call for lockbox code

May 8, 2008

Two BloodhoundBlog Unchained warm-up events Friday in Phoenix

by

Suburban Phoenix Real Estate Broker

Author website

Flat out and miles to go before I sleep. I’ve told Cathy to make my excuses this way: Greg is wearing three hats, and none of them is a nightcap. This is a reminder to you from me from last week:

If you’re in Phoenix on Friday, May 9th, Brian and I will be doing two 2.5 hour Unchained previews at the Mesquite Branch of the Phoenix Public Library (4525 Paradise Village Parkway North, Phoenix, AZ 85032). We’ll be talking to Realtors from 9:30 am to 12 Noon, and to Lenders from 1 pm to 3:30 pm. These two events are free — provided you pay attention — sponsored by Chicago Title and Mortgage Solutions of Arizona. RSVP with Lisa Capes at Chicago Title — 480-695-3136 — if you want to come.

Brian Brady is here in Phoenix, which is a real treat for me. I will tell you that he is itching to raise the price on Unchained tickets, so tonight may be your last chance to lock down the $199 price for all three days of the conference.

We may shoot some just-for-fun videos tomorrow. If we do, I’ll post them tomorrow night.

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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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