Archive for the ‘marketing’ Topic

Scott’s reality check / marketing tool

Scott Rogers, with Coldwell Banker Funkhouser in Harrisonburg, VA, I mean.

Amid all the hyperbole and sweeping generalization in the media about the state of real estate markets nationwide, Rogers had added a dose of reality to that most-essential of REALTOR® marketing branding tools: He’s added his market’s monthly home sales data to the back of his business card. Clever, huh? Good conversation starter, certainly. Business tool? Absolutely. And remarkably low-tech (though of course he does direct folks to his blog for “more analysis”).

 

card-front.jpgS.Rogers Card

 

And yes, he prints new cards every month.

VAR BloggerCon

I participated today in VAR’s second BloggerCon today at the Dulles Area Association of REALTORS(R), and man what an event. Besides the topics - which included subjects like choosing a blog platform, how to determine what features to include, and discussion about how to track where your online leads are coming from - just having the opportunity get together meet and work with such talented folks from around the state was inspiring.

I wrote a few months ago at the Legislative & Education Conference that I was impressed with what VAR was doing, and that I was a converted cynic. I mean that more than ever, and I hope you’ll find opportunities to get involved with VAR as well. And maybe we’ll see you at the next BloggerCon, scheduled for the state conference scheduled for September 24-28!

Why Blog?

When I started blogging five months ago, I did so in hopes of:

  1. creating an opportunity to more fully engage with my current and past clients,
  2. creating an open platform for commentary and discussion of our local real estate market, and
  3. becoming a trusted adviser on all things real estate in the Central Shenandoah Valley.

As a result of pursing the goals above, I hoped that in the long-term (perhaps after a year or so) I would see:

  1. an increase in traffic to my web site
  2. an increased sphere of influence
  3. an increase in sales

Focusing, for a moment, solely on the web site traffic — here’s what I’m finding after just five months . . .

Web Site Traffic As Related To Blogging

You’ll see that I had experienced relatively unchanged levels of traffic to my web site for seven straight months — until I began blogging. Furthermore, the increased traffic since I started blogging has been astonishing — certainly beyond my expectations.

A few disclaimers, explanations and miscellaneous thoughts:

  • I have a combined web site and blog — and the traffic trend line above is for the traffic to that combined site. Interestingly, the traffic increases have existed not solely in the blog section of my web site, but in the searching section (and others) as well.
  • When I began last November, there weren’t any other Realtors in my marketplace blogging. There are several more now, but I imagine being the first one out the gate may have contributed to my growth.
  • I have learn a lot from fellow Realtor bloggers around Virginia and beyond about how to promote my blog — commenting on other local blogs, highlighting it in offline printed marketing materials, etc.
  • In addition to increased traffic, I have certainly seen an increase in my sphere of influence — I have established many new relationships with people in my local market area.
  • I have not yet seen an increase in sales as a result of my blogging activity — but given all the increases in traffic and the increase in my sphere of influence, I imagine that will happen in the coming months or year.

Are you thinking about starting a blog? While I’m certainly not yet an expert on blogging, you are welcome to contact me — I’d be happy to share some of what has worked well and not worked so well for me over the past five months.

Registration details for Virginia Real Estate BloggerCon 2.0 and special lunch speaker announced

Online BloggerCon registration is now open

Thanks to the Dulles Area Association of REALTORS® (DAAR) we are pleased to announce that the second Virginia Real Estate BloggerCon, a full day of peer-to-peer learning with your fellow real estate bloggers, will be held in Leesburg, Virginia on Friday, April 4, 2008. Bring your laptop, connect to DAAR’s free WiFi hotspot, and learn from tech-savvy REALTORS® just like you who run their businesses with a technology flair. The event is FREE, but we are requesting a $10 donation to Habitat for Humanity to be paid when you register.

Date: Friday, April 4, 2008
Time: 10 a.m. - 4 p.m.
Location: Dulles Area Association of REALTORS® (DAAR)
Street: 803 Sycolin Road, Ste. 222 in Leesburg, VA

In true unconference form, the agenda will be set at the beginning of the day by the participants, but some prospective topics are…Keith_Garner200pxwideKeith_Garner200pxwide

  • Stupid blog tricks (set up roundtables for Wordpress, Typepad, Blogger and Active Rain blogging platforms, and learn from your peers about how to trick out your blog)
  • Widgets that work (from Plugoo to Vyew, Meebo to Wufoo and every crazy Web 2.0 company name in between, what widgets deliver real value?)
  • How to write for SEO and not come across like a robot
  • Book reports (Wikinomics, Here Comes Everybody, Freakonomics, whatever’s hot on your reading list)
  • Legal, ethical and regulatory implications for REALTORS® using social media
  • Integrating other social networking sites (Linkedin, Facebook, etc.) into your blogging efforts

Plus, I am very excited to announce that Keith Garner, Managing Director of NAR’s Center for REALTOR® Technology (CRT), will prepare a presentation and join us for lunch. As CRT’s managing director, Keith is at the epicenter of NAR’s member-facing technology efforts, including RETS. Of special note to the blogging crowd, he is one of two people at NAR responsible for instituting the Blogger’s Lounge at NAR’s mid-year and annual meetings.

As a reminder, seating for this event is EXTREMELY limited. There is space for 30, and there are only 21… make that 20 15 12 seats left! Register now!

We’re in it together…Time to start acting like it!

In it togetherJPG

Every morning, when my wife and I wake up, there is some type of connection. Either holding hands, snuggled together, etc. It’s not always been that way, we’ve faced a failing marriage together and come through on the other side. However, that effort has taken close to ten years and many fires to walk through. We realized that we were in this marriage together and that it was us against the world and not against one another.

 

I use that illustration to lead into my rhetoric for this post. I want to liken being a real estate practitioner (whether REALTOR or not) to a marriage. I have struggled with the “blog-sphere” for almost a year now, because in many cases it’s simply being used to attack everything and everyone. There are more than enough anti-Realtor blogs out there and strangely enough, they aren’t just from consumers.

 

Real estate practitioners need to take a hard and long look at who they are attacking. If we continue to spend such significant effort and energy attacking one another or the National Association of REALTORS, then what energy are we left with to build or re-build the industry? I am not, at all, talking about knuckle-headed stuff, like how to pronounce Real-a-tor or if it has to be all capitalized, or have the copyright. I used to care about that stuff. But we have some real honest-to-goodness things we need to fix in the battlefront, before we can attack the Empire.

 

Each time I read an anti-REALTOR Spokesperson Blog, I cringe. I rarely remember the author, but I always remember the negativity of the post. If we can’t stop the infighting, than how are we going to work on the publics perception? The public’s perception of your professionalism is where you make your money. Many of these post illustrate rants (many ill prepared) but rarely a valid solution. Don’t complain if you can’t make it better or aren’t willing to roll up your sleeves and try.

 

I see it everyday in the newspaper ads and online: “I’m a multi-million dollar producer” – and then we get ticked when the consumer thinks REALTORS make too much money.  “If you want an honest agent – call me” – as if to say, everyone else that works in real estate is out to screw you. I’m the only one who can save the industry! “That so-and-so from NAR has screwed it up again” as if to say that the consumer makes the distinction between you the citizen, and the empire.

 

On a more “battlefield” mentality, how often have you called the listing agent with a home inspection addendum, only to find them defensive and slightly abusive? GET OVER YOURSELF. The purpose of negotiations should not be to “slaughter” the other agent. The purpose of negotiations is to find a peaceful and professional point of agreement to get to settlement. Isn’t that what the consumer hired you for – to buy or sell property? Too often, agents want that badge of honor to gain respect from their client “I really had to go to the mat with that so-and-so agent to get this for you.” Here’s a hint – they don’t care and often the battle you choose would not have been the battle they would have chosen.

 

Our clients want us to be professional and professionalism is not attacking, it’s getting results in a respectable manner. The opposing agent should be your best friend in a transaction. You will probably have to work with them in the future and we’re judged on our village, not the lone warrior out to battle the masses – most of the time it makes you the martyr or a fool. Strangely enough historians make that distinction, and not the martyr/fool.

 

I firmly believe that the real change in our industry and the Association will only occur if it starts with you and me and not “them.” Focus on good customer-centric practices and involvement in the machine and you will see positive results and change over time. To me, it’s simply lazy to write four paragraphs about it on a free blog and then not take any substantial effort to change it. I fully agree that change is desperately needed, I just don’t agree it’s someone else’s job.

Face the facts: Facebook’s more than online socializing

Did you know VAR is on Facebook? It’s true! If you point your browser to www.VARealtor.com/facebook you can join 120 (and counting!) REALTORS who are doing business through Facebook.

You might be asking: How can you possibly use Facebook for business? Well, here are three real-life examples.

First, watch this video testimonial from Frank Borges LLosa of FranklyRealty.com (his webcam is a bit “buggy”):

Next, Cindy Rhodes from Prudential Decker Realty in Virginia Beach, gives us this testimonial:

After reading all the industry articles regarding social networking and its potential applications for real estate, and consulting with my college student daughter, our resident Facebook expert, I decided to give Facebook a try. Besides enabling me to stay in touch with my daughter and her friends remotely, I have come to the conclusion that although in its infancy stages as far as real estate is concerned, my ability to network with other agents through it does have merit. As a resident of the southside of Hampton Roads, I don’t feel that I am able to service clients well on the Pennisula. Through my communications with Lisa Remington-Smith of Prudential McCardle Realty in Williamsburg, on Facebook, I now have a source to refer those clients. Just this week, I responded to a Coldwell Banker agent from Richmond who is looking for an agent to service his Richmond client in purchasing a second home. I will continue to my Facebook networking practice, and look forward to meeting many new Realtors here.

And finally, this story from Daniel Rothamel, an agent with Strong Team REALTORS in Fluvanna County, a rural area between Charlottesville and Richmond.

Last September, I received an invitation through Facebook to attend a networking event in Richmond, which is a bit on the fringes of my usual territory. Even though it was outside the area where I normally do business, I decided to go anyway. During the event, I met an appraiser who also works in my area. Through this appraiser, I met a developer. It just so happened that this developer had 18 homes in my county that needed a listing agent. We picked up all of them. I wouldn’t have met this developer or picked up these listings if not for Facebook.

Three stories. Three different uses of Facebook. Referrals made. Commissions earned. How will you use Facebook?

2000 clicks can’t be wrong: VAR’s Broker Tool Kit is a favorite among Virginia REALTORS®

brokertoolkitWell, we knew it was good, we just didn’t expect this overwhelming response!

After just a few months of availability, VAR’s Broker Tool Kit has crossed a significant milestone: 2000 downloads. VAR’s Broker Tool Kit is a comprehensive guide to everything you need to know about starting a real estate brokerage in Virginia. Even if you’ve managed a brokerage for years, you’ll want to keep this resource handy for the times you run up against situations you’ve never encountered. Developed collaboratively by VAR staff attorneys and the Virginia Manager’s Council, this convenient desk reference is free for all VAR members.

Another popular VAR resource making the rounds these days is our 10 Things you should know about today’s Virginia real estate markets. It’s title isn’t concise, but this colorful, engaging piece covers 10 important things to keep in mind about today’s housing market in just a few words. You, your agents, and clients will find facts and figures to put the current housing market into context in a way that acknowledges the flattening market. We encourage you to download a high-quality full-color PDF of this piece, print it, and share it at your next sales meeting and client appointment.

Other pages at VARealtor.com getting lots of traffic recently are the Standard Forms area, our Rookie REALTORS® section, and the REALTOR® Institute page.

Are you taking advantage of us? When it comes to the products and services we aim to provide to REALTORS®, we wish you would! Be sure you get your money’s worth from your investment in VAR by using the benefits we work hard to provide.

Ignore The Headlines!

I’m so thrilled to see something positive about buying a house in the mainstream media! Scott Brunner mentioned the article briefly in his recent post but I really think this deserves some additional exposure.

On page 54 of the the February 25th edition of Time Magazine there is an excellent article encouraging buyers to purchase now while the interest rates are so good.  They actually show an example of how much more house you can buy now (at a higher price and a lower interest rate) versus waiting until prices drop 10 percent (and presuming the interest rates rise).

I went out and bought the magazine for those clients that embrace the written on paper word more than the online approach.  I would encourage you to let your fellow agents know about this and make it part of your added value arsenal of information.

I’m heading to Richmond Wednesday and Thursday to meet with our Strategic Planning work group. It is an exciting process, this week we are bringing in a group of Gen X and Gen Y Agents and a focus group of Top Producers from across the state.  We really are making an effort to listen to what our members are saying as we plan for the future.  I’ll share some of this process with you when we finish this coming session.

For know, keep your eyes and ears open for trends heading our way or issues that we need to know to make VAR the best… Together we can do this!

Remarkable, unreal and unexpected: A different kind of real estate agent

We don’t condone his variation on the word REALTOR® (it’s actually an incorrect use of the trademark), but we think members might be interested in Tony Arko’s provocative take on how to differentiate themselves from the competition.

Seth Godin says it’s time for real estate agents to hang it up

Then he addresses the ones who decide to ignore the advice. Then he proceeds to give REALTORS a free and easy tool to become the mayor of their zip code. All the trendspotters agree getting hyper-local is good advice for REALTORS. This tool looks like an easy way to get started.

Anyone who has developed one of these pages, please leave a comment. I’m sure everyone would like to hear about your experience so far.


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