True Real Estate Marketing

The Power of Good PR

2008-02-07T05:42:00.000-08:00

If you do not have someone who sends out weekly press releases to every local and national media outlet you have in you address book then you are truly missing the boat. Writing press releases is an art, you have to have captivating headlines, short but concise copy, and a few contacts in the biz to get your story picked up. But when they do pick them up, you will be contacted for interviews, etc. whcih can further create brand awareness at little or no cost to you.

Most media outlets are starving for good news about the Real Estate Market, so what are you waiting for? Share your success, tips, whatever. Would you rather pay $4,000 for 1 small display ad in the Sunday Paper, or $4,000 a month for a good PR firm to handle all of your press and get you write up after write up in the media?

Thank about it. Then contact my close friend Carol Flammer at www.flammerpr.com out of Atlanta and let her show you what good PR can do for your business.

Saving on Direct Mail

2008-02-07T05:34:00.000-08:00

For those of you who are loyal to your local printers and mailhouses, it's time to start shopping around for better comparative rates. The cheapest, most efficient, and best quality mailhouse I have found is VistaPrint.Com. The do complete fulfillment, printing, etc. over the internet with a very quick turnaround time. You can load your own artwork, get proofs in 24-48 hours, and if you still like the personal touch, their cusotmer service and art departments are top notch. This site is perfect for flyers, postcards, premiums, etc. They even do Tee Shirts. I've been a loyal customer since 2003 and have never been dissappointed. Plus, the more you do with them, the bigger discounts you will start to receive such as 25% off your next order, etc.

With everyone's budgets getting cut, the time of remaining loyal to old business partners may have to go by the wayside. Especially if you are looking to save on your direct mail costs.

Check them out http://www.vistaprint.com/

Blame the media.

2007-11-15T12:32:00.000-08:00

Sorry it's been a while since I last posted. We're all busy and while that should be no excuse, it is the only one I got. I've been busy.

Anyway, I'm out here at the NAR conference in Las Vegas and can't reiterate it enough that the media is to blame and no one else is for the downturn in the housing market. All of us out here are saying the same thing.

Go ahead and tell us how the "real estate market" is going to lead us into a recession due to the 100% increase in foreclosures over last year. Go ahead and tell the consumer that home prices are going down and there is no value to home purchasing now. Go ahead and tell the nation that the hopes and dreams of many are going down the drain because over-zealous lenders wanted to get rich quick so their CEO could retire rich before the proverbial shi-caca hit the fan. Heck, while you're at it, go ahead and tell my son there is no Santa Claus because he'd believe you before he'd believe me!!!

ENOUGH Already. Just as the age-old additive "don't believe everything you hear" employs, I invite each of my fellow real estate professionals to write to each of their markets newspapers, tv stations, etc. and ask them to stop belittling the housing market. How are we to stop it if the general public's perception is negative? Write them, I dare you and pose the following "newstips".

Tell them you want to hear what effect oil prices, the wars, pork barrel spending, multi-million dollar research grants (to find out how a leaf dries out, and other pointless research), sending tons of toys back to china, and the recent decline in the value of the US dollar because we owe so many other countries money,... are causing a bigger dent in the US Economy than the housing market ever will. Please, I'd love to hear it.

No, they won't listen to you but you will be heard then toss around a newsroom for a story idea. But then the news director will tell the reporters to lead with the "hot topics"... the one's that really mean a lot to their viewers like Brittney Spears' next court hearing or how little Tommy lost his puppy but it was found by a neighbor. Wake up people.

Blame the media.

Do You Want to Move, But Can’t Sell Your Home?

2007-09-27T07:55:00.000-07:00

So the “market” hasn’t turned out the way you would have liked it too. Don’t worry, you’re not alone. Many people just like you have said (in the words of R.E.O Speedwagon) “It’s time for me to fly”.

Below are some neat tips on how you can get ahead of the game.

1. Don’t panic. Start to focus on how you can make your home stand out by highlighting its best features. Remember, you fell in love with it once, and someone else will too so long as you help them capture the feelings you first had when you were handed the keys.

2. Cut your losses. The sooner you come to the realization you will not get out of your home what you expected to get out of it, the better off you’ll be. Many professionals are offering great incentives for people to buy their homes such as entertainment centers, leases on new cars, etc… but what it all boils down to is price. If someone thinks your price is too high, they won’t give it as much attention as they would if it was in their ballpark.

3. Compare . Go to open houses, see other homes in your neighborhood or comparable neighborhoods and find out what homes are selling the quickest and why. Take notes and become the consumer. Look for what is attractive about the comparison home and plan accordingly. Remember, those who are in the buying mode aren’t just looking at your home for sale. They’re comparison-shopping too.

4. Friends. Call your friends and get them to give you their honest opinion. They will tell you straight out what they think your home is worth and what you can do to improve the likelihood of a quick sale. Think of this too: If your friend wanted to buy your home, what kind of price would you sell it to them for? Take that idea and apply it to your new listing price.

5. Consider a decorator. No one wants to go out and spend thousands of dollars on new furniture just to make their home look more desirable. But by hiring the consulting services of a decorator who is current on trends, you will see a dramatic improvement in the aesthetic appeal of your home. It may involve as little as dusting off that old table in the attic and replacing the fancy nightstand because people are looking for authenticity, or moving the couch from one side of the room to another.

6. By all means, dress up your curb appeal. Hooray for Lowe’s and Home Dept. They have free consulting services on relatively inexpensive plants and landscaping ideas that can turn your cookie cutter home into a plantation garden paradise. Is it worth spending $1,000 one some new leafs to sell your home in a month’s quicker time? You betcha.

7. FSBO. (for sale by owner). Thanks to the wide world of the Internet, you can market your home yourself to countless audiences without having to pay the commissions of a Realtor and their subsequent broker. The Internet is also a great resource to learn how to sell your home yourself. As with everything in this article, this is a suggestion. Professionals are worth their time and expertise, but if you think you can go it alone, you can save more money.

8. Awaken the senses: Before you have that first person in your home for a viewing, check everything and make sure it has the sensory appeal of new and fresh.
- Sight: Are my walls freshly painted? Are my floors clean? Are my ceiling fans dusted?
- Sound: Have inviting music playing softly in the background. Nothing too overbearing. For example, if one of the highlights of you home is a great entertaining room, pretend you are having a dinner party and play music accordingly.
- Touch: Are your doorknobs tight, do your doors squeak, and are your cabinets loose?
- Smell: This is a biggie. Nothing can turn on or turn off a person more than the sense of smell. If you have a large kitchen ripe for baking, a soft-scented candle of apple-cinnamon may do the trick. If you have an immaculate laundry room, a scented linen candle may make a person feel like they are home. NOTE: Do not; I repeat do not spray air freshener prior to a visitor’s arrival. It comes quick and goes away quick. Scented candles or oils are the way to go, but don’t over do it. And please, take out your trash.
- Taste: People who are shopping for home rarely have a chance to eat as they are being whisked away from house to house. Have a trinket that is reflective of the life you’ve had in you home they can munch on. Whether that be fresh baked cookies, or a fresh fruit and cheese plate. Your call.

9. Away with the Clutter: Rooms tend to look 10 times smaller than they actually are because you have too much stuff in them. There is no harm in presuming your home is going to sell so you might as well start packing for the big day. Get rid of anything you do not use more than once a month and put it in storage or in the attic.

10. Ask the customer: After a person is done touring your home, ask them their honest opinion about it. Find out their likes/dislikes, etc. If you get similar feedback from more than one customer, then you know what to change.

Stop the Madness: Wake Up People

2007-08-30T13:03:00.000-07:00

Okay media, you have done it again. You have brought in another study to show how crappy the market is, just to get readers to click on your stupid articles. Great job, applause all around. Yes, I read it but Seriously! How can you ever expect the buying public to come out of their shell if you keep broadcasting the bad stuff. In the article below posted today, the "experts" talk about how much of a decline there has been in 131 of 287 cities in the US. Hmmm, if I'm not mistaken, that means 156 cities aren't doing that bad. It's just simple math people.

When one side of the table has food, the other half does not. Does that mean that all of the food is bad and you won't take your starving self to the table? Of course not, if you're hungry you'll eat. Maybe people just are tired of paying too much for homes, which forces them to move out of the area, which causes their home to sit on the market.

Would you buy a 1 bedroom condo in Miami for 2.6 Million, or would you buy a waterfront 5 bedroom home for 600K in New Bern, NC where taxes are lower, traffic is better, the view is just the same and without the high-rises. Are you with me? Stop the madness. No wonder the "market" is off. Wake up people.

To read article, click here http://articles.moneycentral.msn.com/Banking/HomebuyingGuide/HomePriceReport.aspx?GT1=10329

Go Figure: A Must Read

2007-08-24T11:16:00.000-07:00

Mortgage woes, housing slump, blah, blah, blah. Read today's article on MSNBC.com and form your own opinion. Increase in home sales? What's this???

http://www.msnbc.msn.com/id/20423444/

I just find it ironic how yesterday they reported how bad it is and then act "surprised" the market is better than they originally predicted it would be. (and they call themselves experts). Read that article, then read my post on August 1: Bubble, Schmubble.

Seems like I was on the right track :)

EUREKA!

2007-08-21T14:32:00.000-07:00

First of all, I've never really understood the word "eureka" as an exclamation of surprise or finding. I know it's a product name for a vacuum and I remember when I was a kid a cartoon mad scientist always used to shout it when he made a discovery. Nonetheless, I feel it an appropriate proclamation of what I want to share in this posting.

Marketing real estate to new clients is a daunting task. Marketing to old clients is smart. They trust you, they have faith in you and they put a little extra change into your pocket.

We're always told to "ask for the referral". This in an art form. It's not just the same old "do you have any friends or family who are interested in purchasing real estate?". You have to work your old clients for the referral by offering them an additional service.

Now before you say "duh, I knew that already", remember that many states have laws regarding giving finder's fees and unspecified commission shares to non-licensed real estate agents. So, I'm not talking about money here. What I'm referring to (no pun intended) is offering your clients something that will benefit them more than just the free Starbucks card or dinner certificate.

A few years ago I developed a newsletter to send out to all of my customers to keep them posted on the great deals I had to offer. Not once did I get a direct sale out of it, it was merely good PR. Then one of my clients approached me and asked if they could advertise in the newsletter. I said, sure! No Charge, but you have to give me 2 referrals for every piece of business you get from the newsletter.

Two and a half years later I have an 8-page newsletter full of good content and listings as well as a lot of referrals and sales, just by sharing the ad-space. To those reading this post, this may seem like a long process. Now it is, but I have help in producing it.

(this is where the eureka comes in) So I ask of you... what do you use on a daily basis that your could promote your client's business or service on that will help you to get referrals from them? EUREKA! E-MAIL!!! By speaking to some of your clients who have services to offer those seeking real estate opportunities, you can offer those clients a link in your email to their business for the gain of 2 referrals. Even if it is company-used email, explain to your Broker it is a sales tool. See below for a sample of how you can use it.

"Dear Tom,

Thank you for your interest in ABC real estate. I will respond to your email shortly with a phone call. I remember when I was planning my move I had the hardest time finding a reliable mover. One of my previous customers owns XYZ Movers. Visit this link and tell them Joe sent you for a great deal on a moving truck. www.xyzmovers.blah

EUREKA!!!

Make It Happen

2007-08-16T13:26:00.000-07:00

The cookies are baked, the coffee is brewing, the balloons are out. You do a final walk-through of your model, wipe down the countertops and light a scented candle to soften the fresh paint smell. You are ready for the day, and rush to open the door only to hear the sound of the clock ticking as you sit and wonder: “Where’s my traffic?”

We see it time and time again. We get ourselves excited about the grand opening, the big open house, the once in a lifetime purchase incentive, and then on Monday when we have to send our traffic reports in, our broker turns and asks “Why were you so slow?”

You think to yourself…”I did everything!!!” but think about it, did you really? 5-10 years ago we were eating the low-lying fruit (the buyer) from the tree. Buyers were eveywhere. Now the fruit is way up high and we have to start climbing to go get it.

After the big “goose-egg” on contracts from the weekend, you start to point fingers (yes, we all have had these thoughts). “My broker didn’t train me well enough,” “My builder isn’t spending enough on advertising,” “The owner of the home didn’t clean up,” “I don’t have enough collateral”, and my favorite… ”The sign guy didn’t get our signs out this weekend.”
Back when the fruit was low, you could probably get away with such thoughts. Now it’s just a cop-out.

Start climbing and make it happen for yourself. There are tons of free listing services out there on the internet that will get you ahead of the game. Always have your business cards on you, walk fast like you always have somewhere to be, and by all means, get out and drop off some flyers at your favorite coffee shop, salon, barber shop, nightclub, on your way to and from work each and every day. Also, keep ample signage in your car and take the extra 30 minutes to direct people to your location (just remeber to pick them up before the county does).

There’s a reason why real estate professionals get paid the big bucks. We are specialist in our field. Just like a doctor who get’s paged when his son is about to hit the game-winning home run at little league, you too have to stop what you are doing and service your customer no matter what is happening. The days of sitting in a sales center or open house from 10 to 6, 40 hours a week, and waiting for it to come to you are over. Be a specialist in your field, put in the extra effort and make it happen.

Summer Hummer or Ho-Hum Summer?

2007-08-16T13:22:00.000-07:00

As we wind down from the “busy” season, what are we to expect? Will the summer take off and leave builders and the real estate market behind, or will the hot winds turn the market hot again?

Travel to the burbs and tree-lined streets are littered with multi-colored for-sale signs. Is it a sign (no pun intended) that burbanites are fed up with their commute and are looking for an escape clause, or is it that they are baby boomers whose kids are all grown up and they’re ready for their new life in Florida (or along the coast of North Carolina and in the mountains, where property values are still increasing dramatically)?

Existing homes and new home sales inside city limits and within a 5 mile radius thereof are still good with many agencies and builders still maintaining and/or exceeding last years goals. Coastal Communities and Mountain communities in areas other than Florida are still showing substantial sales totals even if they too, are off just a little bit.

So there are still willing and able buyers. Does that come as a shock to readers? Hopefully not. Just think, in the next 3 months you are going to make or break your year. The next three months will determine what the experts recap for success or failure in 2007 in the Real Estate Market.

The market is saturated with offers and incentives so much that the buyer knows they can “get a deal”. They’re not pulling the trigger because they are not looking for “a deal”, they are looking for the dream or still holding on to one (see below). You can offer all the incentives in the world, but if you do not sell your product as a dream, you cannot turn the prospect into a buyer.

Think about it… deals like a free furniture package or thousands of dollars off existing homes… everyone is doing that! Take your product or re-sale, re-visit the value in that product (not what it would have been if you sold it 2 years ago), stop waiting for the upswing because you are costing you and the seller money, realize the seller is not going to make the 20-30% profit they thought they would when they first bought the house, get back to selling and take the offer.

Don’t pitch the investment value, don’t pitch the great deal, don’t pitch the clout of the builder or agency… just sell the dream. That is why the coastal region and the mountain regions are so strong. The majority of the baby boomer’s dream is to retire in open air or on open waters and they will pay for that even if it means taking a hit on their home for sale. Adversely, the burbanite and builder who has had their home on the market for 120+ days’ dream is to sell their home at a huge profit but is not willing to admit they may lose a little less than expected. So they wait.

The longer the wait brings the continued decline in sales, which in turn brings the ho-hum summer. Sell the dream, stop holding on to what you thought would happen, and help someone else realize their dream by giving them theirs. Who knows, it might feel good to say the house is sold. (it may make the market’s numbers look better too)

Get Your Feet Wet

2007-08-07T13:20:00.000-07:00

If it weren’t for the movie “Jaws,” we would have probably never been afraid to go too far out into the ocean. But, nonetheless the movie was a vehicle that transferred our innermost fears into a realty. Maybe it was a way of foreshadowing how our minds are influenced so highly on what we read and see… even if it is a falsification of the truth.

The truth is, you are more likely to get run over by an 18 wheeler sitting on your back porch than you are to be attacked by a shark. So if you think of it that way, will you never go outside of your house again?

I bring this up only because 6 months ago, the real estate market was going strong. Then the media started leaking hints of a “bubble,” and the next thing you know they are bringing in experts, running nightly specials on the national news and holding forums about it on CNN. Just as in the movie “Jaws” which made the shark a feared beast, the media made the “bubble” what it is today.

How else do you explain the slow-down? Interest rates have maintained, qualified buyers are out there, more and more people are moving to metropolitan areas than ever before and great product is out there.

So, tell your buyers that the market hasn’t changed. The media as a whole put the fears in their minds. Give them the facts and tell them “Get Your Feet Wet”.