Get Real!

Know Your Audience - Especially When Recruiting

Chris Svec, Real Living, Inc. — Tue, 01 Sep 2009 08:21:53 -0500

Below is a picture of a postcard that was received by several of our agents in Central Ohio from a Re/Max brokerage. The card is an obvious form type letter whose message should be targeted towards a real estate company who does not enable their agents to "self promote" or provide them to tools to "self-promote," and use new media.

The irony for me in this card is that Real Living provides many more tools to self-promote than the Re/Max. Some of them include...

A broker site that drives leads directly to agents
Agent websites that can be used for self-promotion and lead capture
"Talk to me NOW" and "Text me now" buttons on agent and broker pages
A full suite of postcard templates agents can personalize for self or property promotion
Robust training platform including 101 (tools training), 201 (advanced agent training) and several "new media" trainings including blogging, Facebook, Twiitter and more.

At the end of the day, I could go on and on. However, I encourage brokers, managers or recruiters to know their audience and competition prior to sending post-cards like this one. Otherwise your message will not resonate.

See the People - Why You Cannot Afford to Ignore Social Media

Chris Svec, Real Living, Inc. — Wed, 19 Aug 2009 14:06:25 -0500

In my role as vice president of marketing I've consistently heard two common phrases, over the past few months with respect to social media (Facebook, Twitter, Linked-In, etc.)...

1. I don't have time to participate in social media.

2. <insert social media outlet here> will not find me customers.

I recently compiled a few staggering stats that I wanted to share with respect to this commentary...

Generation Y will outnumber Baby Boomers by the year 2010 and 96% of them are active in social media.
Today's new generation of homebuyers, Gen Y and Gen Z (the next gen behind Y) consider e-mail passé. In fact some universities including Boston College are eliminating e-mail as a form of communication to students.
Social media is the #1 activity on the Internet right now - it has overtaken porn.
If Facebook were a country it'd be 4^th in population behind USA which is 3^rd behind China and India.
80% of all US companies use Linked-In as their primary source to hire employees.
Time it took the following media outlets to reach 50 million users...
- Radio - 38 years
- TV - 13 years
- Internet - 4 years
- iPod - 3 years
- Facebook - added 100 million users in the past 9 months
18% of television ad campaigns yield a positive ROI because 90% of people who can fast forward through ads do.
The fastest growing demographic on Facebook is women 55-65 years old.

*Source: Socialnomics.com - UnMarketing.com

So in response to the two comments I mentioned earlier, I pose this single question...

With these stats, and keeping Harley Sr.'s (founder of Real Living) infamous "See the People," speech in mind, how can you afford not to create time for social media? Social media is where you'll find and "see the people" of today and tomorrow.

Social media is not a "flash-in-the-pan" fad that will go away. If you are not in the social media game, jump-in! Because of social media we are no longer searching for news, it is finding us. Likewise, Realtors everywhere are connecting with consumers via these venues everyday.

Our very own Real U offers a Social Media 101 class. Sign up online today and get in the game. When, via social media you connect with a past high-school friend or former co-worker and sell them a home, you'll be thankful you did.

Real Living HER is #1 in Central Ohio's $400k+ Market

Chris Svec, Real Living, Inc. — Mon, 10 Aug 2009 10:33:55 -0500

I looked into Trendgraphix for a report outlining the top companies selling homes in the upscale ($400k+) Central Ohio market YTD. Here are the results...

Real Living HER - 171 homes sold
All 19 Re/Max Franchise offices - 117 homes sold
Coldwell Banker King Thompson - 96 homes sold
All 6 Keller Williams Franchise offices - 85 homes sold
New Albany Realty - 34 homes sold

This is a 27% market share in the upscale central Ohio market! Our marketing, tools, systems, sites and agents all contribute to this success! If you are interested in joining our professional firm so you too can use statistics like these when going on a $400k+ listing presentation, please connect with me or one of our sales leaders.

Peace of Mind Extended!

Chris Svec, Real Living, Inc. — Wed, 05 Aug 2009 15:40:56 -0500

Great news! We're extending the Peace of Mind, Job-Loss Mortgage Protection Plan! It will be extended for another month - buyers must go into contract prior to September 30, 2009 and close prior to October 31, 2009. The website PDF's will be updated by tomorrow to reflect these dates. This extension will also afford more time for our refinance initiative to work as well as the buyer/seller initiative. Remember refi customers are eligible too.

It is also noteworthy to mention that we'll be introducing another consumer promotion, simultaneously, in conjunction with the conclusion of Peace of Mind. The next program, while I cannot share the details yet, will be another differentiator for Real Living. It will create positive excitement in the market, help agents attract listings, help managers/owners with recruiting and generate publicity. Like the Peace of Mind Plan, the new promotion will be available network-wide and as an organization we are dedicated to 2-3 of these promotions annually.

Why is the Peace of Mind Plan being extended? Simple, results don't lie. In May, prior to the Peace of Mind Plan, RL HER had a 17.2% market share. In July, RLHER's share improved to 21.8%. This statistic and "bump" is incredible and a direct result of our firm rallying and creating excitement around the promotion! The promotion is helping agents get listings and differentiating RL listings to buyers. I promise you, the next one will be just as great! Stay tuned!

Real Living's sites will have the updated dates soon.

What Happens if You Steal and Lie...

Chris Svec, Real Living, Inc. — Thu, 16 Jul 2009 11:02:08 -0500

I could not resist posting this on Active Rain.

One of our office managers sent this picture to me today. Consumers in rural areas really seem to take it seriously if a "Realitor" lies, cheats or steals.

The moral of the story, keep it Real!

Real Living Remains #1 in Central Ohio

Chris Svec, Real Living, Inc. — Tue, 02 Jun 2009 11:01:39 -0500

Since 1967, Real Living took over the number one spot in central Ohio's real estate market and has yet to relinquish that position. Thanks to our great agents (who average more than three times the national transaction average), innovative technology and continual reinvestment into the firm, our goal is growth in Columbus in 2009 and beyond. Due to some of the initiatives and leadership in our firm, I believe that when this article appears in 2010 there will be a greater distance between us and the other central Ohio competitors.

Below is a copy of this week's Business First ranking.

Real Living Offers Peace of Mind Plan - Job loss insurance to add comfort during uncertain times

Chris Svec, Real Living, Inc. — Mon, 01 Jun 2009 08:33:56 -0500

Real Living has done it again!

This week Real Living is celebrating the newest program for buyers and sellers designed to provide additional comfort in this uncertain market... Real Living's Peace of Mind Mortgage Payment Protection Plan. Real Living is the first and only firm in central Ohio, Dayton, Cincinnati and Louisville to offer a program of this nature.

The Peace of Mind Plan is being implemented to differentiate our agents from the competition and to provide an opportunity to send a one-stop-shopping message to consumers.

Here is the scoop...

Real Living is covering the cost of an insurance policy that will pay the mortgage for up to 6 months (maximum of $1,500/mo) for a buyer upon involuntary loss of job. The buyer will receive one year of protection if they use Real Living Mortgage and buy any home on the market. They will receive 2 years of protection if they finance through Real Living Mortgage AND buy a Real Living listing! What a great message to relay to current listings... Real Living is doing all it can to sell your listing with this bonus incentive.

If you are not a Real Living agent and your buyer buys a Real Living listing and uses Real Living Mortgage, they too will receive the benefit. We appreciate all of our co-op agents! Or if you are interested in joining us please connect with me confidentially and I'll refer you to the office manager who is the best fit for your location.

Additionally, the Peace of Mind Plan will apply to those refinancing with Real Living Mortgage - these borrowers will receive 1 year of protection. Another excellent opportunity to reach out to your databases and position yourself with your past customers as their full-service real estate professional.

Real Living Rocks Momentum 2009!! (lots of pictures)

Chris Svec, Real Living, Inc. — Tue, 12 May 2009 09:14:03 -0500

Real Living Momentum 2009 was a huge success. It all started with the best venue to ever hold the event, The Lifestyles Communities Pavilion (aka. the LC). The LC is an intimate venue that attracts well know bands in a close setting. Real estate is primed for a strong turn-around and this party served as the kick-off for Real Living.

Registration started at 1pm and below is a picture of the entry to the LC...

The event kicked off with Harley and Kaira Rouda opening the awards ceremony. Hundreds of Real Living agents walked the stage to receive their awards...

This year marked the firsts for a few new awards, The Harley Rouda Manager of the Year award, which was an old door. The door is symbolic of Harley Sr. starting the company on two old saw horses and an old door and the doors we as an industry open for Americans by helping them acheive the dream of homeownership. TAdditionally, we created another new award, an oar. The oar is awarded to the office who most effectively "rowed together" during the prior year by exhibiting the best support of all company sponsored services (e.g. RL mortgage, RL title, and RL Homegard warranty). Below, is Harley with the oar annoucing the winning office.

Immediately folllowing the awards ceremony, speaker David Knox spoke about a key topic, getting buyers off of the fence.

Next, we introduce the E-Team, online lead generation platform. This program generated much interest and Real Living's own Ric Devore introduced the program to the group.

The event concluded with an open bar, dancing, food, and the music of Conspiracy.

Nearly 500 agents, managers, guests and franchise owners joined the fun. This year's celebration will be tough to beat in 2010. Thanks to all who attended for a great evening of fun, networking, and bonding!!

More Wolves - Coming After Your Listings and Advertising Dollars!

Chris Svec, Real Living, Inc. — Tue, 10 Feb 2009 13:50:00 -0600

Since taking over the marketing department at Real Living, I've had some eye-opening experiences. The first of which that I want to discuss is the formation of new listing syndication sites with local slants owned by local newspapers, radio stations and the like. On the surface and in your first meeting, here is what these wolves look like this... cute and harmless

But here is the real scoop...

These new sites have a great advantage because of their ownership. In Columbus, The Dispatch Media Group owns ColumbusRealEstate.com, in addition to the local newspaper, the local CBS affiliate, radio stations and localized free weekly newspapers. What great advertising opportunities to drive traffic to the site. When they came to our offices 2 years ago they stated, that they were going to be the #1 destination for Columbus homebuyers. Wait a minute; RealLivingHER is the #1 destination. Why would we fuel this engine who clearly stated their desire to beat our site in traffic??? They are simply trying to re-capture the advertising revenue they are losing from the traditional mediums our industry is fleeing from - e.g. newspapers. Ad revenue is paramount... Consumer experience is secondary.

The other one is WonderfulColumbus.com. This is a newer site owned by Clear Channel who is known for radio stations, billboards and possibly more. Again, a huge advantage of the site to be literally in bed with advertising venues to drive traffic. The goal of this site is similar to that of the aforementioned one.

Real Living HER does not and will not share with either of these sites. I told both of these sites that our data was too valuable BUT... if they were interested in paying us for them, we'd entertain that proposal.

I encourage you and your brokerage to do the same. By giving these local sites your listings, you are submitting to the fact that you see no value in your listings. You are giving listings to these companies for "free," enabling them to beat your site in the traffic game, all while creating another local media relationship who will suck your advertising dollars dry and detract from your ability to focus on your own web presence.

By not playing this game and sharing your #1 asset (LISTINGS) you eliminate their ability to provide a full-service consumer experience. They use fear to get us to share by leveraging their sister media outlets. Don't be afraid of the ads they'll run. The consumer will always seek out the real estate sites they trust to provide all listing information - e.g. YOUR site.

Think about it... If you are buying a home would you go to the sites who have 100% of the listings or 80% or fewer? Due to the fact that we don't share, ColumbusRealEstate.com will automatically miss 20% of the listings (1 in every 5 will be absent from search results) - even more depending on the suburb. Is this a good consumer experience? Nope.

Instead of sharing with these wolves, make your site the best in town! Use the dollars you and your agents will spend (today or eventually) with these imposter sites to create your own consumer destination. Otherwise you'll pay the price in the future!! Sharing creates another "newspaper" that we'll be complaining about down the road because they charge us too much and our customer's demand we post their listing here. Then, we'll end up like this buffalo... Surrounded, too dependent on the wolves and eventually... Dinner.

Economy May Claim Realogy

Chris Svec, Real Living, Inc. — Tue, 10 Feb 2009 09:10:32 -0600

Yesterday on Yahoo Finance, this article appeared on the home page. The article lists 15 reputable companies who, "might not survive 2009." (read half way down the page to get to Realogy's write-up) Realogy is the parent organization of top brands including Coldwell Banker, Century 21, ERA, Sotheby's and the newly formed (and certainly underperforming, mostly due to timing) Better Homes. It's interesting that very few articles regarding the Realogy financial troubles even mention Better Homes.

Realogy's struggles have been well documented. You can Google "realogy bankruptcy" and find close to 11,000 results. Times are definately tough and it seems even tougher for the largest of companies. My firm, Real Living, sold Realty One (about 1,200 agents) in October to Howard Hanna, a Pittsburgh base brokerage. This move for us while at first seemed negative (mainly due to how fast we were growing and the sale marked our growth going the other direction) has been an extremely positive event. Our debt is now $0, our employees and resources are more focused than ever, and frankly there is less negativity as Cleveland is one of the most difficult real estate markets in the US. It is like a weight has been lifted, truly. I'm beginning to feel quite differently today than I did just 12-18 months ago... small is the new big in today's economy. The bigger you are the more problems, less focus and higher the stakes.

It'll be interesting to see what happens with this continuing Realogy saga. I certainly don't wish ill will on any competitor and hopefully this mess will not lead to....

Does Your Site Attract More Visitors Than Your Local Radio Station?

Chris Svec, Real Living, Inc. — Fri, 16 Jan 2009 15:16:01 -0600

Today I met with a newspaper advertising salesperson over lunch. He began the meeting by paging through some information regarding his newspaper. Audience, age, income, gender, education, etc. etc. Then he came to one section where he showed his newspaper having more monthly readers than the largest local radio station. Then, the idea light went off for this blog.

Being close to our firms' web statistics I know RealLivingHER.com attracts around 200,000 visitors monthly. The number one radio station in Columbus, Ohio, WNCI 97.9 boasts over 187,000 listeners/month according to the audit material he provided. We do better than the #1 radio station in town! I was impressed by the numbers and had never thought about it that way.

So.... The next time a consumer or builder/developer (struggling to pay a salesperson to sit in a model) approaches you and asks how many times you'll advertise his product in the newspaper, share the stats.

The point is that we should begin looking at our sites as the true mediums (just like radio, tv, newspaper, etc.) that they have become. If you've done a good job with your site and attracting visitors, you don't need to rely on others as much as we have in the past. Also, the next time you are approached by a traditional media salesperson, bring your stats. When solicited the ability to advertise in a publication at $xx silly price per ad, turn the dialogue around and sell that salesperson ad space on your site!

Who is First?

Chris Svec, Real Living, Inc. — Thu, 15 Jan 2009 12:28:42 -0600

Any subscriber to my blog knows my distaste/crusade against the overspending of marketing dollars in newspaper advertising. Below is a graph that should help consumers realize how their home will be marketed for maximum exposure and results. Agents, yard signs the Internet accout for 81% of consumers first source of information. Newspaper is 3%!

This chart was created and made available by the NAR via their Profile of Home Buyers and Sellers 2008 book. This publication is loaded with more great information and charts like this. The Real Living seller and buyer presentations both highlight this chart for consumers. How is your firm spending its marketing budget?

The First To Align Broker and Agent Goals WINS!

Chris Svec, Real Living, Inc. — Tue, 13 Jan 2009 13:54:06 -0600

Truly! This is how I see it. The market downturn is providing an excellent opportunity for companies and agents to create a new way of doing business and do just as I suggest - align goals and arrive at a solution providing mutual benefit go forward.

Here are my top 3 reasons why brokers and agent goals are not aligned today and never will be unless there is a change...

1. Agents demand higher commissions and brokers are fighting over the last twenty-five cents remaining in a deal to keep the lights on. Since the 100% concepts came into existence there has been a continual tug-of-war between agents and their brokerage over commission dollars. This leaves brokerages with one of two choices -

keep more and offer more
keep less and offer less

Imagine what would happen if/when agents and brokers begin to develop ideas and partake in actions that will add another $3 to a deal vs. fighting over the last twenty-five cents.

2. Due to the fact that brokers are paying higher commissions, they are forced to beg and plead with agents to use company sponsored mortgage and title products. These products typically earn the brokerage significantly higher profits than the net company dollar in a transaction. When agents have no financial incentive in keeping the mortgage or title part of the transaction "in-house," primarily due to RESPA laws, why would they? Take this scenario for example...

A consumer enters a bank and asks the teller, "I need a checking account, am also interested in your CD rates and will need an equity line of credit established within the next month to do improvements." Can you imagine this teller responding to the customer, "I'll handle your checking account, BUT, Fifth Third bank across the street has better CD rates for you and Wells Fargo next door has better rates on a line of credit."

Sounds humorous, but this scenario plays out daily in real estate when agents take it upon themselves to drive consumers away from their firm's mortgage and title products, provide them 3 names of competing companies and send them on their way to shop. Think of what the consumer, who demands a quality experience and one-stop-shopping (we've all read the stats) is thinking.

3. Agents are 1099 workers and many employ that mentality in their daily actions causing the consumer experience to differ greatly (even within the same brokerage). Rightfully so, agents are out for themselves. The analogy, "you never wash a rented car," comes to mind. Just imagine the level of technology, support and more a broker could offer if everyone "owned the car" and supported ancillary services.

This downturn in the market is an ideal opportunity to figure out how to align the goals of broker and agent and elevate the level of professionalism (agents and brokerages) in the business. Who will be first to accomplish this?

Columbus Ohio Unit Stats December - Month to Date

Chris Svec, Real Living, Inc. — Mon, 15 Dec 2008 15:10:28 -0600

Above is a representation of unit sale market share for December 2008 (month to date). This considers the entire Central Ohio MLS. Real Living is number one with just under 21% market share. It is amazing how fast the market share drops after you get pas the top two.

To learn more about becoming an agent within Real Living's system or if you are considering buying a new home or listing your current property, check out our site. We are #1 in Central Ohio for a reason.

Budgets in 2009 - Maximize

Chris Svec, Real Living, Inc. — Wed, 10 Dec 2008 10:04:40 -0600

Our company, like many (real estate and non-real estate), are trimming budgets for 2009. On the marketing side of the house, since 1998 we've been re-allocating dollars from print to online and will continue that effort further, but until the "bottom" is reached. Doing all possible to stay afloat is mandatory - hopefully change is coming too...

I caught the national evening news the other night and there was a story about how employees (who are lucky enough to still be employed in this economy) are doing 1.5 times as much as they did in prior years. Fewer people, fewer budget dollars = more work.

So, with that said, maximization and doing more with less is our theme in 2009. Here are some tips to make your budget go further...

• Continue to spend more in online mediums vs. print. If done properly, these dollars will go further and results are easier tracked. In these venues, you pay for what you get vs. the "if-come" associated with print advertising.

• Maximize your human resources. Manage your team tighter to ensure they are focused on tangible and real projects that produce results. A job is a good thing in today's environment and keeping people employed is positive thing for the economy as a whole.

• Don't cut just to cut. Typically an accounting team will suggest/recommend cutting dollars without really understanding the marketing or operations ramifications of said cuts. Make sure your business can live with your cuts.

• Re-evaluate everything. People are doing business differently today than they did just 90 days ago. Take time to fully comprehend your expenses and make sure they still makes sense (today vs. 90 days ago).

And, most importantly... Know that those who survive will thrive on the other side of the real estate depression we're experiencing. Hang in there!

Central Ohio Unit Sales Stats

Chris Svec, Real Living, Inc. — Tue, 02 Dec 2008 09:54:03 -0600

Above represents the past 12 months activity (in units) for the top brokerage firms in Central Ohio. Real Living HER has maintained its market share. If you are looking to make a change this season or interested in buying or selling your home with the top firm in central Ohio, please consider Real Living.

The market downturn is forcing several brokerage firms to evaluate their future. Real Living HER has been, and continues to be a staple in the central Ohio community for over 50 years and the above statistics are a direct reflection.

Agents - Will They Stay or Will They Go?

Chris Svec, Real Living, Inc. — Wed, 26 Nov 2008 07:53:04 -0600

In this real estate depression we're experiencing, will they stay or will they go is the million dollar question - especially for the NAR who stands the possibility of losing agent dues during these times. There are still over 1.24 million Realtors running around out there - a number I thought would be under a million by now.

Over the past few years we keep hearing about how agents are going to quit the business due to fewer transactions making it difficult to earn a living. Gone are the days where one could simply sit at you desk, pick up the phone and take a listing. Today you have to do work and the better agents in Real Living seem to be maintaining (and sometimes improving) market share.

Even so, I'm still not convinced that we're going to see a significant drop off anytime soon. Agents I know who are not able to earn a respectable living in real estate now have full time jobs and are keeping their licensing and paying dues. I spoke with one woman at a school function a few weeks ago and she said she had completed 5+ transactions this year WITH her full time job responsibilities. Her total compensation will actually increase this year - a trend others in many industries are not experiencing this year. She is keeping one foot in the real estate pool of water while earning full-time income.

I believe that non-committed agents like the one mentioned will sit on the sidelines until things turn around and re-join the business full time when it becomes easy again. Who knows, maybe these agents will come back even stronger with more connections (co-workers and business partners), improved technology skills, and renewed energy - as a direct result of their non-real estate related work experience they are gaining in "W-2 world."

What do you think?

Close The Online Leads You Generate

Chris Svec, Real Living, Inc. — Mon, 17 Nov 2008 13:36:12 -0600

I recently read an analysis regarding the number of un-closed leads generated online. The results were staggeringly LOW. In my opinion, the reason for the low capture rate is today's online consumer colliding, head first into traditional agent populations without the tools and savvy to work them. CRASH... BANG.... BOOM!!!!

Here are some tips to manage leads generated online...

Train, train, train. Leads generated online are quite different than traditional leads. If your salespeople are not equipped and prepared with proper scripts, tools and web savvy, the lead will be lost.
Pre-qualify. Ensure they are able to buy and/or sell by asking a few probing questions.
Speed matters. Follow up times should be kept to a minimum. If you are unable to connect fast they'll go somewhere where someone will. Your competitors are a simple Google search away.
Accountability. When disseminating an online lead it is 110% necessary to follow up with the agent to learn the outcome and why. You'll not only get to know your consumer better this way, the message will be sent to the agent that non-follow up is not acceptable.
Close. 100% of un-closed leads will lead to $0 in commission.

If you are interested in learning about Real Living's e-agent program, connect with me offline. How does your company handle e-leads?

Here is what our agents are saying about the Hop...

Chris Svec, Real Living, Inc. — Mon, 27 Oct 2008 16:38:59 -0500

Below is an unsolicited e-mail from one of our agents in Upper Arlington, Ohio.

I wanted to take a moment to thank you and Real Living HER for the terrific support with the Citywide House Hop. The additional advertising helped bring out the buyers. I had a total of 16 visitors through Henthorn & eight prospects through Newell. I'd say it's pretty good to connect with 24 people in four hours!!!

Thank you for taking time to develop all the additional marketing material for our listings. I thought the house labels for business cards was a great idea. It was also helpful to have a complete list of all HER open houses to share with buyers. Of equal importance, our sellers appreciated the added support given to "move inventory".

It really helps to have a team effort, and kudos to all the support group that worked on this event!

Many thanks,

Kelly

GAUER, CHUDIK, CANTWELL & SUTHERLAND

The "4forU" Team

Real Living HER

Citywide House Hop a Success

Chris Svec, Real Living, Inc. — Mon, 27 Oct 2008 15:27:48 -0500

The immediate feedback regarding the Real Living HER Open House Hop promoting up to $10k in incentives to buyers was a success. With 700 homes held open you cannot expect every home to receive great traffic, however, we heard several stories of homes with 15-17 visitors. The central Ohio weather cooperated too.

The best feedback from the event came from agents who told us how much their sellers appreciated Real Living trying to do something to spur sales despite the down market and going into the seasonal downturn.

We'll learn more when we see how many homes actually go into contract.

What is your company doing to spur sales during this time of year and season?

700 Open Houses... Here's How...

Chris Svec, Real Living, Inc. — Mon, 20 Oct 2008 15:17:02 -0500

A few weeks ago I blogged about a promotion Real Living HER is doing in central Ohio to get agents and sellers engaged in holding an open house. We announced our first ever Citywide House Hop - homes will be held open on Sunday, October 26^th - if a buyer goes into contract prior to November 4^th, they will receive up to $10,000 in incentives. $7,500 via the first time buyer credit, $2500 from our mortgage partner, Real Living Mortgage.

We are implementing a full 360 degree marketing plan including print ($10k coupon), radio, web, e-marketing, and direct mail to promote to buyers.

So far, agents and sellers have responded with entering over 700 homes on the list to be held open on the 26^th. Great response. Radio starts today, print happens throughout the week to get buyers to the homes.

I'll post another after the 4^th as a follow up to the number of homes in contract.

Statistics Buyers Need To See and Agents Need To Learn

Chris Svec, Real Living, Inc. — Mon, 13 Oct 2008 11:52:55 -0500

Here are some stats we're providing to consumers in Central Ohio. Take this and modify the numbers for your specific market and have your agents share at open houses, e-mail campaigns, etc.

Fact - Home prices are falling.

Real Fact - Home prices for homes over $200,000 are actually up in Columbus 1.05 % in 2008 vs. 2007.

Fact - Foreclosures are rising nationally.

Real Fact - Foreclosures account for less than 2% of all mortgages in Central Ohio.

Fact - Credit is tight.

Real Fact - Credit Standards have tightened which has caused many lenders to the leave the industry, while at the same time, others are seeing their business grow. Real Living Mortgage has grown their business 13.4% year-over-year and has financed $254,000,000 in residential home loans year to date. Before giving up on home-ownership, please contact a Real Living Mortgage professional for a free, no-obligation mortgage pre-approval.

Fact - Real estate sales are down.

Real Fact - Year to date (January 2008 - September 2008) there have been over 29,518 homes sold in Columbus, Ohio. Current sales are on par with "pre-boom" (2003) sales numbers.

Fact - The real estate market is at the bottom.

Real Fact - Historically, the housing market has experienced significant growth following an economic downturn. During the 1979-1984, 1988-1993, and 1999-2004 cycles, existing home sale transaction volume increased by 54%, 25% and 51% respectively, on a cumulative basis over the last three years of each period (with the last three years representing the post-correction periods.

Fact - Now is a great time to buy.

Real Fact - There is plenty of inventory to choose from, prices are great and interest rates are excellent. With the federal first time buyer tax credit of $7,500 and up to $2,500 in incentives from Real Living Mortgage, it is an even BETTER time to buy.

Fact - Interest rates are low.

Real Fact - Over the past 15 years, 30 year fixed rate mortgages have averaged 7,125%. At the present time, 30 year fixed rate mortgages are around 6.00%.

Fact - Home ownership is still one of the best, safest and most consistent investments you can make long term.

Real Fact - Average home prices in Central Ohio have increased over 73% the last 15 years and over 422% in the last 30 years.

Hope this helps your agents engage your consumers more effectively.

Walk the Talk - Real Living Partners with Glam Media

Chris Svec, Real Living, Inc. — Thu, 09 Oct 2008 10:39:12 -0500

Real Living's dedication and stake in the ground as the first upscale, female focused real estate brand is receiving additional credibility this week.

Over the past weeks we've been pursued by Glam Media - the #1 source for women online - to establish a mutually beneficial partnership. Glam receives 77 million unique site visits per month. Huge!!

The first part of this relationship debuted today with Real Living providing content on the fine living secion of Glam's online luxury channel. This content will link back to Real Living where female consumers will be able to view listings, find an agent, etc. If you follow the link and click on "eco friendly building materials," you'll link back to Real Living.

Step two will debut any day now when Glam will place advertisements on RealLiving.com and our family of sites. Ads will be from well known, upscale, female targeted advertisers including Nike Women, Neiman Marcus, Lacoste and others. Via this partnership, Real Living will enhance the consumer online experience and co-brand with advertisers who share the same upscale, female audience.

Since 2002, when we re-branded our founding brokerages to Real Living - we walked our talk about building the first upscale, female focused brand. This partnership and Glam's desire to work with us adds credibility and confirmation that we've arrived. This is also just the start of the partnership. Both Glam and Real Living have ideas to further the relationship - stay tuned.

How "In Demand" Are Your Listings?

Chris Svec, Real Living, Inc. — Tue, 23 Sep 2008 14:23:39 -0500

Very! Real Living has a deal with a local Columbus weekly newspaper, This Week Newspapers. Due to the fact that we have and control the listing data, we display all local listings on the newspaper's website under the "real estate tab." We are not compensated, but our brand is displayed as "powered by Real Living," and the local newspaper pushes weekly headlines and local area content to the details page of our site. We share content with each other.

Here is what the search page looks like...

After doing a search, here's how listings are displayed...

When a visitor clicks to see more information on a specific property, they are immediately shipped to Real Living's site where they may investigate details of the home further. We always make sure our listings are one click away from our site. If they want further information, they are urged to click a button where they are connected with our customer care center and eventually put in touch with a Real Living agent.

Listing content is very popular and we need to use it to our benefit. Pretty cool, huh?

A Really, Really BIG Coupon - $10,000 off

Chris Svec, Real Living, Inc. — Mon, 22 Sep 2008 10:49:52 -0500

How many of us are writing e-mails and/or sending letters to our customers like the one Real Living agent Jason Proctor wrote about in his recent blog?

Informing consumers on the state of our industry and arming them with information and links they need to make an informed decision. How many first-time buyers know there is a $7,500 tax credit available? If not a first time buyer, how many customers know that this is a "buyers market" and taking a 20% reduction on their listing knowing they'd get 20% + off of a property you are buying is a great thing. Show the math...

Selling a $250,000 home less 20% of "market value" is $50,000.
Moving up and buying a $350,000 home - saving 20% of "market value" -$70,000.
This customer is $20,000 ahead.

I encourage you to show your customers the math and use this slow time to create campaigns to spread news like this. This business is not easy anymore and you have to work to earn. Today, those who were able to make over $100,000 answering the phone during floor time (circa 2004) now have other jobs.

At Real Living we're doing an open house event where buyers will receive an up to $10,000 OFF Coupon when they write a contract and eventually purchase a home held open during a specific date, use Real Living Mortgage and close with Real Living Title.

$7,500 comes from the 1^st time home buyer credit.
$2,500 comes from incentives within title, mortgage, and other ancillary services the buyer would need anyways.

The goal is to have sellers want their home open during a specific date and to get buyers educated and excited about the incentive programs available to them.

Is your company doing anything similar? Please comment.