Chris' Blog

Real Living Continues Impressive Growth

Chris Svec — Thu, 06 May 2010 09:35:57 -0700

Real Living today announced more additions to the family. We continue to grow through a highly successful, three-pronged approach:

franchising companies
providing merger and acquisition assistance
delivering the necessary support to help local brokers grow their operations by opening new offices in major markets

In the last month, three companies -- with offices in Louisiana, Texas and Illinois -- have joined Real Living's growing national brand. The three most recent companies to join the Real Living brand are:

• Real Living Bobby Drude, Hammond, La

• Real Living Houston Home Sales, Spring, Texas

• Real Living Properties, Gurnee, Ill

The most exciting part is that Real Living's number of offices and agents increased last month when Chicago-based powerhouse Koenig & Strey Real Living announced its merger with Elmhurst-based Schiller Real Estate.

Separately, Real Living announced that Richard L. (Dick) Schlott, a successful and well-known real estate industry leader for more than 40 years, is opening two new Real Living offices in New Jersey: RLS, Realtors Real Living in Mendham and RLS, Realtors Real Living in Bernardsville.

Both RLS, Realtors Real Living offices are affiliated with Gloria Nilson, Realtors, a New Jersey area market leader with 15 real estate offices and more than 550 sales professionals across Monmouth, Mercer, Ocean and Middlesex counties. Schlott serves as chairman and CEO of this growing regional mega brokerage operating under the Real Living brand.

"We are committed to growing the Real Living brand and helping our companies become even more successful in their local markets," said Harley E. Rouda, Jr., president of Real Living. "Whether it's through franchising, providing our corporate assistance or our support to companies opening new local offices, Real Living is once again showing its innovation and creativeness in helping our brokers build their businesses."

This month Real Living will host its annual business conference, Momentum 2010, at the Hyatt Jacksonville Riverfront Hotel in Jacksonville, Fla.

To join our innovative and growing network click here for more details.

Watch this Momentum 2010 Video!

Chris Svec — Mon, 19 Apr 2010 10:43:19 -0700

Attention Real Living and GMAC agents! Momentum 2010, our annual convention and awards celebration is just a few weeks away. If you have not registered yet, please do so by clicking here! If you are still undecided, or if you are already signed-up check out this video for more details.

This is big news and the first time both of our great networks are coming together! The speakers promise to motivate, over 30 hours of professional development will inspire and the parties will create lasting memories and networking opportunities with other Real Living, GMAC and Royal LePage colleagues throughout the US and Cananda.

See you in Jacksonville!

Real Living Adds 4 More Franchises!

Chris Svec — Mon, 29 Mar 2010 10:57:07 -0700

From California to Florida, Real Living continues it's growth spurt. The most recent GMAC firms to convert to the Real Living brand include the following...

Real Living All Seasons, Eureka Springs, Ark.
Real Living Allen & Associates, Spartanburg, S.C.
Real Living McCluskey Realty, Melbourne, Fla.
Real Living Real Estate Professionals, Redding, Calif.

Real Living friends, please join me in welcoming these newest firms to our great network!

If you are interested in more information about franchising with one of the fastest growing brands in real estate, please let me know.

Check out our most recent Podcast!

Chris Svec — Fri, 12 Mar 2010 09:10:21 -0800

GMAC Real Estate franchisees continue to migrate to the Real Living brand in droves. This week we converted 6 more and one of the franchisees is Mike Watts, broker owner of Real Living Carolina Property in Morganton, North Carolina.

Mike's firm of 42 agents boasts over 600 listings in his market! You will definately get some good insight from listening to this next installment of Real Living's podcast series.

Here is another installment of a podcast interview with Mike Watts. Enjoy!

www.realliving.com/resources/audio/MikeWatts.mp3

Register for Momentum - TODAY!

Chris Svec — Thu, 11 Mar 2010 08:21:45 -0800

Momentum, Real Living's annual convention and awards celebration will be held May 19-20 in Jacksonville, Florida. Online registration is now open! Click here to go right to the Momentum site where you can get information on the hotel, class schedule, speakers, and more!

The theme of this year's Momentum celebration is "Coming Together." The event will provide a great opportunity for agents, owners and managers to meet GMAC and Real Living colleagues from across the US, your Real Living support team, attend professional development classes, and celebrate during the infamous Real Living Rocks Party!

Hope to see everyone there.

Real Living Continues to ROLL. 6 More GMAC's Convert to Real Living!

Chris Svec — Fri, 05 Mar 2010 09:05:49 -0800

We've been busy at Real Living. In the past 60 days we've converted over two dozen GMAC offices and over 1,000 GMAC agents to the Real Living network. I'm proud to announce that the brand we created in 2002 continues to gain traction throughout the US!

The seven most recent companies to begin waving the Real Living flag in their hometowns include:

Real Living Advanced Realty, Hoover, Alabama
Real Living Carolina Property, Morganton, North Carolina
Real Living Cranbrook, Realtors, Franklin, Michigan
Real Living Greater Montana, Hamilton, Montana
Real Living Messina, and Associates, Duluth, Minnesota
Real Living Team Advantage, Columbus, Indiana

Here is one of the newest Real Living Red yard signs to hit the streets! Love it!

The primary reasons GMAC's are converting and excited to implement the Real Living brand include...

Exceptional leadership
Recruiting - a new and compelling story
Innovation
A true partnership between franchisee and franchisor
Services that enable and encourage differentiation

We should be adding more next week! Stay tuned.

Real Living Momentum - Annual Convention Announced!

Chris Svec — Wed, 10 Feb 2010 11:40:33 -0800

Come Together at Momentum 2010 to network with your Real Living and GMAC Real Estate colleagues from across the nation, get the latest information and education, be inspired and have fun!

And, Come Together with us to celebrate the accomplishments of our Network's best and brightest at our 2009 Awards Night Presentation, dinner and dance.

You don't want to miss this opportunity for Real Connections, Real Learning, Real Recognition and Real Fun!

When: May 18 - 20, 2010
Where: The beautiful, 4 Diamond Hyatt Regency Jacksonville Riverfront Hotel in sunny Jacksonville, Florida.
We are thrilled to be able to offer you an incredible $99/night room rate, applicable for up to 4 guests per room! You won't find a better price anywhere.

Additional details on agenda, speakers, registration fee, and how to register will be communicated to you shortly.

Be part of the energy and excitement - Save the date. It will be the place to be. You don't want to miss it!

Arizona, Minnesota and Florida - Home to the NEWEST Real Living Franchisees!

Chris Svec — Mon, 25 Jan 2010 10:17:37 -0800

I'm proud to announce today that three more companies have converted from GMAC to the Real Living brand in their local markets.

The three latest companies to convert are:

· Real Living Premier Partners in Arizona (formerly Sonoran Properties GMAC Real Estate)

· Real Living 1st Knight in Florida (formerly 1st Knight Realty GMAC Real Estate)

· Real Living Home to Home in Minnesota (formerly Home to Home GMAC Real Estate)

Each of the new Real Living brokers had their own reasons for seeking out the award-winning Real Living brand, which is uniquely positioned within the real estate industry, and has earned a reputation for an unsurpassed level of personalized customer service.

"Real Living is a national real estate company known for being innovative and forward thinking," said Pam Rankin, broker/owner of Arizona-based Real Living Premier Partners. "The industry is looking for a company to step up, be unique and be a leader. That's exactly the kind of company we were looking and hoping to join, and we're extremely happy to be a part of Real Living's national growth."
"It is important to be associated with a franchise that is determined to keep you at the top and is constantly looking for new ways to differentiate you from the competition," said Vonda Herding, broker/owner of Real Living Home to Home in Minnesota. "Real Living will do that and also ensure we are staying ahead of what consumers need from their real estate professionals."
"With the Real Living brand, there were a number of things that appealed to us," said Andy Linihan, broker/owner of Real Living at 1st Knight Realty in Florida. "Our office is very technology oriented and we think Real Living has a great technology platform and offers the complete package."

More to come. Look for new news and more information on these conversions on the RealLiving.com site.

What GMAC Brokers are Saying About Real Living... Quotes

Chris Svec — Thu, 21 Jan 2010 07:52:16 -0800

Here are what two of the newest Real Living franchisees are saying regarding their decision to re-brand and join Real Living. GMAC Brokers are excited, agents are excited and we who've been Real Living for a while are thrilled by the fast growth.

"When we were deciding to go with Real Living, I was very impressed with the technology offering and the marketing."

"The Real Living brand is new and we believe the concept is something that is really going to stick."

"It is important to be associated with a franchise that keeps you at the top and differentiates you from the competition. Real Living will do that and also ensure we are staying ahead of what consumers need from their real estate professional."

- Vonda Herding - Home to Home

"With the Real Living brand, there were a number of things that appealed to us. Our office is very technology oriented and we think Real Living has a great technology platform and offers the complete package."

"If I were to offer advice to a broker thinking about switching to the Real Living brand it would be this: If you are currently an independent, a switch could help you save money since all of the programs and platforms are already created. If you are a franchisee of another company, Real Living can provide the support you may not be getting right now."

"Our agents are very excited about the brand change and we're off to a fresh start."

- Andy Linihan - Real Living 1st Knight Realty

Harley Rouda Jr. and Eddie San Roman Interview - Exciting!

Chris Svec — Thu, 14 Jan 2010 10:36:39 -0800

Wednesday, January 13, 2010 is a historic date in the Real Living history book. It marks the date where first GMAC franchise converted and re-branded to Real Living! Eddie San Roman, president and CEO of First Service Realty (now Real Living First Service Realty) owns the proud distinction of being this first brokerage to join.

Hundreds of red, round and real yard signs will immediately infiltrate the Miami market as Eddie and his agents paint the town Real Living RED.

This is another interview, done just hours prior to Eddie announcing this news to his agents and the entire Miami/Dade county real estate community. You will see the excitement and passion in Eddie and Harley's tone!

We're proud to have Eddie and his 11 offices and 725+ agents on board. Enjoy the interview footage...

Video Interview with Real Living First Service Realty

Chris Svec — Thu, 14 Jan 2010 08:47:20 -0800

This is a video interview I conducted with Eddie San Roman, President and CEO of Real Living First Service Realty in Miami, Florida. This interview was completed just hours prior to him officially announcing to his 725+ agents and consumers that he'd be re-branding from GMAC to Real Living. As you will see, Eddie has a great amount of passion for the business and, now, the Real Living brand.

On Saturday, January 16, 2010, hundreds of red, round and real yard signs will infiltrate the greater Miami and Dade county area.

Real Living First Service Realty is the first GMAC brokerage to convert and re-brand to the Real Living network. They have 11 offices and 725+ agents and plan to add another 15 offices in the next 5 years.

Real Living Adds Over 725 Agents in Miami

Chris Svec — Wed, 13 Jan 2010 07:14:35 -0800

Exciting news today! Real Living has announced its first GMAC company to convert and re-brand to Real Living! This conversion will add another 725 agents and 12 offices to the Real Living network!

Also, Eddie SanRoman, owner of RL First Service Realty has growth plans - BIG growth plans. In the next 3-5 years, he'll be aggressively adding up to add up to 15 additional offices throughout the greater Miami area! While some are contracting others like Eddie are taking advantage of a new brand, new tools/services and actually growing, despite the economy! For Eddie, now is the time to strike! Hear what Eddie had to say on our interview/podcast!

On behalf of everyone at Real Living, we're excited, thrilled and honored to have an organization like Real Living First Service Realty join the Real Living network. Eddie and his team are a class act and will be excellent stewards of the brand! In fact, they've already began implementing the environmental branding package Real Living provides. Here are pictures from their main office I took yesterday.

Last night was the annoucement celebration with over 400 agents in attendance, celebrating the Real Living brand coming to Miami. On Saturday, hundreds of listings will become Real Living. Red yard will infiltrate the market.

Real Living friends- please reach out to Eddie San Roman and any RL First Service agents to welcome them to the family!

Read the Real Living blog and see more pictures from the event...

Know Your Audience - Especially When Recruiting

Chris Svec — Tue, 01 Sep 2009 08:21:53 -0700

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 — Wed, 19 Aug 2009 14:06:25 -0700

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 — Mon, 10 Aug 2009 10:33:55 -0700

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 — Wed, 05 Aug 2009 15:40:56 -0700

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 — Thu, 16 Jul 2009 11:02:08 -0700

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 — Tue, 02 Jun 2009 11:01:39 -0700

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 — Mon, 01 Jun 2009 08:33:56 -0700

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 — Tue, 12 May 2009 09:14:03 -0700

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 — Tue, 10 Feb 2009 13:50:00 -0800

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 — Tue, 10 Feb 2009 09:10:32 -0800

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 — Fri, 16 Jan 2009 15:16:01 -0800

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 — Thu, 15 Jan 2009 12:28:42 -0800

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 — Tue, 13 Jan 2009 13:54:06 -0800

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?