{"id":3993,"date":"2008-08-19T08:42:49","date_gmt":"2008-08-19T15:42:49","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=3993"},"modified":"2008-08-19T11:51:32","modified_gmt":"2008-08-19T18:51:32","slug":"content-development-in-the-new-model-aka-jessica-is-right","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3993\/content-development-in-the-new-model-aka-jessica-is-right\/","title":{"rendered":"Content development in the new model (aka: Jessica is Right)"},"content":{"rendered":"<p>This started as a comment on <a href=\"?p=3986\">Jessica&#8217;s earlier post<\/a> about content. Welcome aboard, Jessica, and thanks for the grist.<\/p>\n<p>Jessica points out that the average agent is no better than the average owner at generating content. I disagree with that a little: FSBO listings with owner-generated content are often <em>better<\/em> than agent-generated content (which isn&#8217;t saying much).<\/p>\n<p>Owners just know more about their property and its surroundings, have more at stake, and have just one listing to worry about. Not to mention that, if they are even going the Web-based FSBO route, they know their way around a computer and the Web and are more likely to be an educated professional in their own right. All they really need to do is develop the content they know they would like to see themselves.<\/p>\n<p>eCommerce professionals know that content sells. Period. Just compare the quality and depth of content Amazon has around a $10 copy of <em>Home Buying for Dummies<\/em> to the average listing for a $500k ranch on Realtor.com. The only thing I&#8217;ve seen that plays in that ballpark are <a href=\"?p=3266\">Greg&#8217;s single property Web sites<\/a>.<\/p>\n<p>The current model (agent responsible for everything, gets paid nothing unless they sell), has <strong>Zero<\/strong> capacity for generating consistent, quality content that consumers are accustomed to when they buy anything else on line, and that violates the most basic principle of merchandising: Use the consumer&#8217;s learned behaviors to encourage them to do what you want them to do (like contact you).<\/p>\n<p>So how do you change that when the entrenched interests have a dis-incentive to do the right thing? To wit:<\/p>\n<ul>\n<li>Agents don&#8217;t want to dip into their split to pay professionals.<\/li>\n<li>Brokers take advantage of the indie contractor tax loophole to make sure they don&#8217;t have to pay agents in the first place, and even the very best admins (the people who really keep the wheels on in every RE office I&#8217;ve visited) make, what? $30\/hr.? That is not a mindset that is conducive to paying specialists.<\/li>\n<li>The NAR and the MLSs have a stake in keeping the agent population over-stuffed with dues-paying half-wits.<\/li>\n<li>The franchises consider consumers secondary customers: Their majority of their <a href=\"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3993\/content-development-in-the-new-model-aka-jessica-is-right\/#more-3993\" class=\"more-link\">Read more<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>This started as a comment on Jessica&#8217;s earlier post about content. Welcome aboard, Jessica, and thanks for the grist. Jessica points out that the average agent is no better than the average owner at generating content. I disagree with that a little: FSBO listings with owner-generated content are often better than agent-generated content (which isn&#8217;t [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,6,5],"tags":[],"class_list":{"0":"post-3993","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-carnival-of-real-estate","7":"category-marketing","8":"category-real-estate","10":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":15714,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/15714\/ask-the-broker-has-going-fsbo-lost-its-fizz\/","url_meta":{"origin":3993,"position":0},"title":"Ask the Broker: Has going FSBO lost its fizz?","author":"Greg Swann","date":"February 21, 2012","format":false,"excerpt":"This came in over the transom. I'm not answering the whole question. To say the truth, I feel as if I'm being shopped with every conceivable infraction in the HUD handbook. So, you, too, please do also exercise restraint on the subject of commissions. For all of me, the FSBO\u2026","rel":"","context":"In &quot;Ask the Broker&quot;","block_context":{"text":"Ask the Broker","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/ask-the-broker\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1519,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1519\/new-york-times-works-hard-to-put-the-fizz-in-fsbos\/","url_meta":{"origin":3993,"position":1},"title":"New York Times works hard to put the fizz in FSBOs . . .","author":"Greg Swann","date":"June 8, 2007","format":false,"excerpt":"My own personal experience with For-Sale-By-Owner sellers is pretty limited. I've never farmed them for listings, so I know nothing of that part of their lives. I've called a bunch of them to try to show their homes, but only once have I successfully gotten into one with my buyers.\u2026","rel":"","context":"In &quot;Disintermediation&quot;","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":312,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/312\/the-fsbo-and-bubba-variety-hour-how-to-make-the-buyers-agents-dance\/","url_meta":{"origin":3993,"position":2},"title":"The FSBO and BUBBA variety hour: How to make the buyer&#8217;s agents dance . . .","author":"Greg Swann","date":"September 9, 2006","format":false,"excerpt":"Our friend, colleague and personal marketing god, Richard Riccelli is getting ready to FSBO his Boston townhouse. He's spent a year planning this down to the last detail, including condo-izing his property into two apartments so that they can be sold separately -- or together if someone wants a residence\u2026","rel":"","context":"In &quot;Blogging&quot;","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":641,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/641\/i%e2%80%99m-all-in\/","url_meta":{"origin":3993,"position":3},"title":"I&#8217;m all in","author":"Russell Shaw","date":"November 16, 2006","format":false,"excerpt":"I'm all in. Meeting Greg and Cathleen was good for me too. I really enjoyed the time we spent together. As all of the regular readers here already know they are very cordial and intelligent people. And isn't that the whole idea for the individuals who congregate here - find\u2026","rel":"","context":"In &quot;Disintermediation&quot;","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":391,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/391\/blogoff-post-14-fsbo-without-fizzling-out\/","url_meta":{"origin":3993,"position":4},"title":"Blogoff Post #14: FSBO without fizzling out . . . ?","author":"Greg Swann","date":"September 26, 2006","format":false,"excerpt":"From the Problogger 'How To...' Group Writing Project, Pittsburgh Homes Daily teaches sacrilege: How to sell your own home 'by owner':1. Fix up your home before you put it on the market. 2. Read up 3. Set your level of involvement. 4. Set a price. 5. Prepare for the finish.\u2026","rel":"","context":"In &quot;Blogging&quot;","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6887,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/6887\/has-real-estate-reality-taken-all-the-fizz-out-of-fsbos\/","url_meta":{"origin":3993,"position":5},"title":"Has real estate reality taken all the fizz out of FSBOs?","author":"Greg Swann","date":"February 12, 2009","format":false,"excerpt":"It's been fun dealing with years-old academic studies of the real estate market insisting that For-Sale-By-Owner marketing is just as good as listing with a Realtor. It might have been, during the boom, when any idiot could sell a house. But it's been kind of sad to watch people in\u2026","rel":"","context":"In &quot;Disintermediation&quot;","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3993","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/46"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=3993"}],"version-history":[{"count":4,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3993\/revisions"}],"predecessor-version":[{"id":4005,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3993\/revisions\/4005"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=3993"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=3993"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=3993"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}