{"id":9567,"date":"2009-08-20T07:07:30","date_gmt":"2009-08-20T14:07:30","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=9567"},"modified":"2009-08-20T07:07:30","modified_gmt":"2009-08-20T14:07:30","slug":"real-estate-branding-post-google","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/9567\/real-estate-branding-post-google\/","title":{"rendered":"Real Estate Branding, Post-Google"},"content":{"rendered":"

Do real estate brands mean anything to homebuyers post-Google?<\/p>\n

When the MLS was printed in a binder that brokers hid under their desks and consumers had to shop for an agent first, brand mattered to buyers.<\/p>\n

Now, buyers come armed with a list of properties that are relevant to them and each property comes with an agent, a broker, and a brand attached.<\/p>\n

Consumers don’t need agents in order to shop, so relevance trumps brand on the buyer side. That has huge implications if you are a listing broker or agent.<\/p>\n

I manage B2C eCommerce sites outside of real estate.\u00a0 It is apparent to me that, until the moment a consumer contacts an agent and becomes a “homebuyer”,\u00a0 listing brokers and agents are B2C eCommerce merchants, and your product is the content you develop around your listings.<\/p>\n

Listing content = product. Think about it:\u00a0 Merchandising is about tapping into learned behavior. Most homebuyers are in the market once every 10 years, so for the last 10 years today’s homebuyers have been buyng books on Amazon and shoes on Zappos.<\/p>\n

In their lizard brains, when they are on a real estate site looking at properties they are just on another eCommerce site looking at a product.<\/p>\n

But brokers and agents devalue their product by giving all of\u00a0 it away, for free, in the name of advertising.<\/p>\n

There are many best practices from the wider world of B2C eCommerce that can be applied to real estate, and it starts with understanding how to develop product content and how that differs from advertising.\u00a0 Plus, using an eCommerce framework to understand and influence consumer behavior is the kind of thing you can point to where brand does still matter — with sellers.<\/p>\n

Sellers still shop for an agent or a broker. Sellers may feel that one local broker can market their property better than other brokers. Feelings can be influenced by branding, and branding works best when it is backed up by real differentiation.<\/p>\n

Showing sellers that you understand how to package their listing as an eCommerce product that is distinct from the adverting that you use to get interested buyers to that product\/property detail Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Do real estate brands mean anything to homebuyers post-Google? When the MLS was printed in a binder that brokers hid under their desks and consumers had to shop for an agent first, brand mattered to buyers. Now, buyers come armed with a list of properties that are relevant to them and each property comes with […]<\/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":[6,5],"tags":[],"class_list":{"0":"post-9567","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"category-real-estate","9":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2179,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2179\/a-consumers-guide-to-the-divorced-real-estate-commission-why-buyers-and-sellers-each-paying-for-their-own-representation-is-the-most-significant-reform-that-can-be-made-today-in-residential-real-estat\/","url_meta":{"origin":9567,"position":0},"title":"A consumer’s guide to the divorced real estate commission: Why buyers and sellers each paying for their own representation is the most significant reform that can be made today in residential real estate","author":"Greg Swann","date":"November 7, 2007","format":false,"excerpt":"Part I: How we got into this mess in the first place Can we be straight with each other? I'm not a soft and subtle kind of guy, and my working assumption is that you are sick to death of being hustled -- handled -- lied to. We yammer all\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":541,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/541\/why-the-traditional-real-estate-commission-model-is-broken-and-needs-to-be-replaced\/","url_meta":{"origin":9567,"position":1},"title":"Why the traditional real estate commission model is broken and needs to be replaced . . .","author":"Greg Swann","date":"October 15, 2006","format":false,"excerpt":"These are the concluding paragraphs of Mark Nadel's white paper on real estate commissions. The executive summary has been quoted all over, but I think this text is more compelling. For what it's worth, I think Nadel has hit a home run. There are things he doesn't know about, which\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1199,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1199\/realtybots-will-make-sellers-happy\/","url_meta":{"origin":9567,"position":2},"title":"Realty.bots will make sellers happy","author":"Greg Swann","date":"March 23, 2007","format":false,"excerpt":"This is me in today's Arizona Republic (permanent link): \u00a0Realty.bots will make sellers happy We talked last week about the move by Realogy Inc. to supply millions of real estate listings from its national brokerage chains to upstart Realty.bots Google Base and Trulia.com. This puts the Realty.bots on the map.\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":236,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/236\/how-to-exterminate-a-cowbird-a-comedy-in-three-acts\/","url_meta":{"origin":9567,"position":3},"title":"How to exterminate a cowbird — a comedy in three acts . . .","author":"Greg Swann","date":"August 23, 2006","format":false,"excerpt":"Act I -- Why Realtors hate discount listings... People think ordinary on-the-ground Realtors hate discount listings because of the discount. That's may be true of many real estate brokers, but real-life Realtors have two much better reasons to hate discount listings. First, the Buyer's Agent will have to do all\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2202,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2202\/a-consumers-guide-to-the-divorced-real-estate-commission-cataloging-benefits-starting-with-a-complete-catalog-of-available-homes\/","url_meta":{"origin":9567,"position":4},"title":"A consumer’s guide to the divorced real estate commission: Cataloging benefits — starting with a complete catalog of available homes","author":"Greg Swann","date":"November 10, 2007","format":false,"excerpt":"Part IV: Divorcing the real estate commissions will result in benefits not just for buyers but also for their agents and for the real estate market as a whole The National Association of Realtors is embroiled right now in a protracted anti-trust suit brought by the United States Department of\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1444,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1444\/by-withholding-the-secrets-of-the-mystical-mls-system-are-we-betraying-the-home-buyers-interests\/","url_meta":{"origin":9567,"position":5},"title":"By withholding the secrets of the mystical MLS system are we betraying the home-buyer’s interests?","author":"Greg Swann","date":"May 18, 2007","format":false,"excerpt":"In all my spare time, I've been working over the past few days on a real estate porn movie. The film features pictures from hundreds of homes, with loads of juicy details. We took the photos over the course of years, so it's entirely possible that some of those homes\u2026","rel":"","context":"In "Enduring Interest"","block_context":{"text":"Enduring Interest","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/enduring-interest\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/9567","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=9567"}],"version-history":[{"count":3,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/9567\/revisions"}],"predecessor-version":[{"id":9570,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/9567\/revisions\/9570"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=9567"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=9567"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=9567"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}