I have talked to a lot of Realtors in my area. Because of my passion for Internet Marketing Techniques, the conversation often comes around to blogging, and how it can fit with your marketing plan.
More often than I expected, the response from them is something like this:
"I don't have time to write," or
"I don't know what to write about."
Here is what I tell them:
"You are already writing what you need to have as content on your blog. The things you prepare for your clients already -- those are what you need to be posting on your blog."
Property Descriptions/Marketing Materials. You already write up a description of the property for the MLS. Use that description as a basis for a blog article about your listing. Enhance it with links to information about the school districts, municipal data, etc. (Remember to include a link to your Market Analysis Report for the neighborhood, from #1, above, as well!)
Property Reviews. You show listings to your clients and then discuss them. Hopefully, you provide the listing agent with honest feedback. I see nothing wrong with posting a "property feedback" review, summarizing what your client's liked and didn't like about the property. (Be sure represent only the appropriate level of "feedback" so that you don't jeopardize your client's negotiating position, of course.) Here is an example of one of these: Market Analysis -- West 22nd Street, Chester: Good Investment Potential, or "Starter Homes"
Property Pictures. You already take photographs of your listings. Include these photos in your blog posts from #1, 2 and 3, above.
Open House Invitations. You already spend time writing ad copy and creating flyers for your open houses and brokers' tours. Post this information on your blog, as well. (Be sure to include a link in the invitation post to the Property Description post from #2, above, and pictures too!) Having your laptop open to the post at the open house, and inviting your guests to leave feedback comments is a great way to provide added value for your sellers as well.
Information for Buyers. You already give advice to your buyers. You educate them on the home-buying process, refer them to mortgage professionals, and answer their questions all along the way. Put some of your most commonly answered questions into a blog post. Then, when you have another client ask a similar question, you can point them to the blog article to support your answer. You can provide links to your other articles, as well, and outside articles that may be of interest -- links to information about the schools and regional entertainment may be of interest for Relocation clients, for example. Here is an example: Darby Borough Description
Information for Sellers. Like #6, above, but advice for your clients on the other side of the table. Links to other professionals you recommend are useful, too (Stagers, Movers, Contrators, Home Warranty Companies, etc.) Here is an example of one such article: What To do Before You Sell
Share What you Know. Many of you already serve as Mentors or Trainers for the new agents in your office, or for your team members in general. Buy putting your wisdom down in writing, in the form of a blog post, you not only make it easier to train your new agents and team members, but you also help raise the standards of the profession. (It is a great way to network with peers outside your region, as well -- it may be what attracts that next referral...) Here is an example of this kind of article: Absorption Rate: What it is, and Why you Should Know it
By posting these type of things that you already do, you get several benefits:
Increased Internet Presence. Consumers will have a better chance of finding their way to you when they do their search for information. If your market analysis of the neighborhood they are thinking about moving into pop up in the first page of Google's search results, don't you think your likelihood of being contacted by them when they decide to call a Realtor has increased?
Increased Credibility. You will be able to more quickly establish your credibility in the consumers' minds. When they ask you a question, and you direct them to an article you published about the topic, the level of respect they have for you as an expert in your field increases.
Decreased Redundant Efforts. You will be able to decrease the time you spend answering commonly asked questions. Instead of giving the "long version" of the answer every time it is asked, you can summarize the response, and give a link to the more detailed answer in your blog.
Increased Integration of Marketing efforts. By integrating your marketing efforts (print materials directs to email, which links to website, which links to blog, etc., etc.,) you will actually increase the effectiveness of each individual method. Instead of simply throwing a marketing campaign out into the waters like a fishing line, by integrating multiple methods, you weave those lines into a net, which will catch more fish, with less effort than the individual lines would.
Timeless Marketing: Unlike direct mail, which may hit the trash can sooner than you like to think, blog posts are eternal. The article you write about your farm area may be what attracts a prospect to call you today, tomorrow, or whenever they are doing their Internet-based search. This give you the ability to make a first impression time and time again.
Increased Hats. In addition to the variety of hats you already wear for your clients, you can officially call yourself a blogger, as well -- and all you had to do was keep doing what you already do, just modify where you file it.
Chester is known for many things, including (Bill Haley and the Comets), but the world will soon know Chester as the home to yet another potential NBA star:
Chester High School's Basketball team won the State AAAA Championship this year (for the sixth time!) crown, and they were ranked #8 in the nation by ESPN
Chester has also produced such basketball names as Bo Ryan (head coach at the University of Wisconsin-Madison), and Jameer Nelson (a guard for the Orlando Magic)
Summer has "commenced", and you are hopefully enjoying a well-deserved break for your routine. Unfortunately, summer is all too brief, and we must begin planning for next year. For those of you planning on renting a place off-campus, now is the time to line up housing for the 08-09 year.
If you would like a list of available housing options, please sign in using the guestbook form on the right, and let me know what you need.
I will do my best to find you what you want, and help you negotiate the best terms -- at no cost to you!
For those of you interested in owning your own rental property, there are some good opportunities for that as well, in today's market.
When my wife and I decided to have children, we didn't know what to expect. We worried about whether or not we would make good parents. We worried about bringing a defenseless child into the world in a time of war and environmental disasters.
We knew we would love a child unconditionally, and that our extended family would as well. We decided that the world needed more unconditional love, and that was reason enough to set aside our worries, and take the leap.
...Seven years later...
Thanks to the miracles of modern medicine, we received a two-fold blessing. Twins!
As we prepared ourselves (and our home) for the arrival of our Small Wonders, we realized that at my salary, I would have to work 66hrs a week just to be able to pay the daycare expenses for twin infants.
Since expense of working would have actually exceeded the income, it became a wise financial decision to quit my job, and become a full-time, at-home parent -- Mr. Mom!
In a short time, that single decision brought us benefits far beyond the financial savings.
My own health began to improve. I was eating better, exercising more regularly, and actually felt less stress than when I was working. Because I was cooking at home rather than eating out, we saw an even greater reduction in our living expenses, and we actually began to experience more take-home pay on one salary than we did on two.
...Three years later...
The twins are learning in leaps and bounds. I however, began to crave conversations that did not have to happen on my knees. I wanted to get back to the world of grown-ups, but did not want to give up what had brought me so much joy -- my time with my boys.
This led to my choice to become a real estate agent. I could have control over my time, interact with adults, and still have my "daddy time."
...skip ahead to now...
I have a growing real estate practice, focusing on the needs of first-time home buyers (often with small children the same age as my boys) and the twins (almost 5yrs old now) constantly serve as a reminder of the joys in life, and the importance a healthy community environment plays in family life. Seeing the children grow, and being a big part of their lives has most assuredly been one of the most positive experiences of my life.
As I write this, I am reminded that Fathers' Day is just around the corner, and I hope that his experience raising me and my siblings brought as much joy into his life as raising my sons has brought to mine. "Poppy" (as all his grand kids call him) certainly taught me two of the finest lessons in life - unconditional love for family, and compassion & respect for everyone else - lessons that I hope to impart to my children as well.
To give you a sample of some of the joys I get to share, let me share this video with you. Enjoy!
Technology & Online Marketing Training for Real Estate Agents and Brokers
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Other Details: For access to a FREE Technology Toolkit Training series click the link, below.
(This article is part of a training series presented for real estate professionals, whether new to the industry or experienced, to help them discover, understand, and benefit from the tools that are available on-line. For access to the full series, join the ActiveRain Technology Toolkit Training group. If you have not yet joined the ActiveRain Real Estate Network, you may do so here.)
This training series intends to help real estate agents understand the tools available on-line to help them market their business using cost-effective methods, to increase the return on investment (ROI) of marketing budgets. This particular article contains an introduction to several online services that can help a real estate agent follow-up with and provide additional value to their clients and prospects, at minimal or even no cost to the agent.Read on for details...
A successful follow-up campaign will target your audience with a message that is relevant to their needs. Many top-producing agents utilize an e-mail "drip" campaign to keep in contact with their clients and prospective clients. Think of a dripping faucet...steady...regular...a contstant reminder to call the plumber. The concept is similar -- using email, you steadily, regularly, leak little bits of information to your contacts, constantly reminding them to call you when they (or their family and friends!) need a real estate professional.
"Statistics show that 80% of people purchase after the 5th contact yet 90% of sales people give up after the 2nd contact ... they're wasting thousands of dollars in sales opportunities." - SmallBusinessNews
Problem: Targeted e-mail campaigns can be time-consuming - writing content that is relevant, timely and interesting to your contacts can conceivably take up valuable time you could otherwise spend doing what you ultimately get paid to do: buying and selling real estate.
Solution: Use a "Virtual Assistant. (VA)" One of the trends examined in The Swanepoel Real Estate Trends Report (an annual report on residential real estate trends) talks about how Realtors are using Virtual Assistants to aid them with such tasks as "Staying in Touch" with clients, prospects, and leads.
Problem: Virtual Assistants can be costly. (In my experience, VAs have charged $45 to $60 per hour.)
Solution: There are several online systems that offer automated, customizable email campaigns at affordable prices. Within a very short time, you can set up any of these systems to automatically follow up with your contacts, so you never have to worry about letting someone "slip through the cracks." (If you want to save yourself even more of your time, and money is not a concern, you can always pay a VA to do the setup for you!)
Here are 2 Drip Email systems you can use:
ConstantContact.com Fully customizable email campaigns for $15 to $150 per month (depending on the size of your e-mail distribution list)
Fully customizable email campaigns, with professionally written templates, and sample campaigns and reports specifically tailored for real estate clients. $29.95 per month.
For some agents (especially those new to the business, or those struggling in tight markets) even that level monthly expense might be tough to manage. There is a solution for that, as well - a free, co-branded system provided by Lowe's.
The Lowe's Realtor Benefits Program - created in partnership with the National Association of Realtors (NAR) - provides several great ways for you to keep in touch with your clients:
Free Direct Mail - Lowe's will send a 10% coupon to your clients, complete with your own message, logo, picture, and contact information.
HGTV E-Mail / Video Library - an email sent to your clients, (with your personalized message, logo, picture, and contact information) directing them to a free online video library full of helpful hints and tips for homeowners, along with an exclusive 10% discount coupon to be used at their local Lowe's home improvement store.
Monthly E-Mail Newsletter - this is an automatic monthly email that contains your with your own logo, picture, and contact information, along with tips on selling, buying and moving, information to educate your clients about innovative home products and projects around the home that yield a high return, important home maintenance tips, as well as periodic Project Starter Coupons for special savings at Lowe's. Each newsletter includes a link for clients to contact you directly via your e-mail.
In addition to these automated follow up programs, The Lowe's Realtor Benefits Program also offers Discounted Gift Cards - if you are a member of NAR, you can purchase Lowe's gift cards at a 5% discount (a $50 gift card as a closing gift, for example, would cost you $47.50)
It is important to remember, though, that even the greatest email follow-up campaign must be integrated with your traditional methods - phone calls, and face-to-face conversations.
"Technology will not replace agents. Agents with technology will replace those without it."
As with any other technology-based tool, these are designed to make your job easier, not do your job for you. You still need to be able to fulfill the consumers' expectations when they are ready to move to the next step. Your relationship with them still needs to be nurtured with a personal touch in order to foster their repeat and referral business. In other words, you need to respect your clients as people, not just as email addresses.
(This article is part of a training series presented for real estate professionals, whether new to the industry or experienced, to help them discover, understand, and benefit from the tools that are available on-line. For access to the full series, join the ActiveRain Technology Toolkit Training group. If you have not yet joined the ActiveRain Real Estate Network, you may do so here.)
One of my goals with this training series has been to help real estate agents understand the tools available on-line to help them market their business using cost-effective methods, to increase the return on investment (ROI) of marketing budgets. This article contains an introduction to one website that can conceivably provide an infiniteROI, because the investment is $0. Free. Zip. Nada. Bupkis. Qurokna. (Ok, I made up that last word...but I wonder what a google search for "Qurokna" will turn up now...)
The Swanepoel Real Estate Trends Report (an annual report on residential real estate trends) talks about the evolution of the Internet as a resource for connecting with your community.
Real estate-oriented on-line social networking sites can be used as a tool to improve your internet presence - without new technology, just a new way of using the existing technology. Here is an excerpt:
"So to remain relevant, real estate websites will eventually need to facilitate conversations between consumers and practitioners, create meaningful leads and support all facets of the homeownership experience. Agents are going to have to engage home buyers and sellers in a manner that builds trust, intimacy and long term value. This won't necessarily require new technology, but rather a different business motivation and mindset about relationships.
So start laying your trail of virtual online crumbs, remembering that whatever you post on the internet is archived for the entire world to see. Here are some examples of virtual worlds to visit and crumbs to consider leaving:
Communities - Participate in discussions on various online community sites such as ActiveRain.com, RealTown.com, Zillow Discussions and Trulia Voices.
Blogs - Read and comment on blogs that are of interest to you or create and host your own blog and discuss events that occur in your neighborhood."
In this article, I want to introduce you to one of the community sites Mr. Swanepoel mentioned: www.Trulia.com
Trulia, in their own words, is "obsessed with revolutionizing the real estate experience."
They have created many dynamic ways for consumers to get real estate information at the local level to help them in their decision-making process. Consumers have flocked to their site for real estate searches, not only because of what they are (a real estate search engine that helps people find homes for sale) but also because of what they are not (In their own words: "We ARE NOT brokers or agents. We are not looking to make a commission on your real estate transaction. We will not sell your personal information. We will not force you to become a lead.") Today's consumers want that sort of approach.
Trulia's philosophy is, "Looking for a home shouldn't be a miserable experience, and Information should be made freely and easily available to everyone." I for one, agree with that pholosophy.
Mr. Swanepoel referred to "leaving a trail of vitual crumbs," that will serve to help build a relationship of trust and long-term value. Trulia has created several ways for real estate professionals to do just that:
Trulia Voices - This is a "Q&A" type of service. The consumers post their questions, and local experts post replies. The reply includes a link to the agents profile, and from there to their website. (bread crumbs was a good analogy, I think!)
Brand Your Listings - not only can you submit your listings, you can have your own contact information be displayed with every one of your listings, as well. (With 70% of their visitors planning to buy a home in the next year, 70% of whom don't have an agent yet, and 42% of whom are already pre-qualified for a mortgage, this is a great way to begin the bread crumb trail...)
Website Tools (a.k.a. - "widgets") - these are easy tools which allow you to deliver custom content on your website or blog, without sending the user to another site. Some of these tools will help you track the user's searches, so that you are better able to attract their business.
All of these features are completely free for real estate agents. If the virtual bread-crumb trail leads a consumer to contact you, you then have the opportunity to exercise your skills, and fulfill their needs. You will have begun a relationship that will hopefully lead to repeat and referral business.
If you were the one providing the information they were seeking, and provided consistently reliable expert opinions, you increase your credibility in the eyes of the consumer and increase the likelihood of them calling you when the time comes to buy or sell a home.
All you have to do to get the ball rolling is lay a few virtual crumbs ...
And then lay some more...
And some more...
And so on.
(Lather. Rinse. Repeat.)
Rich Schiffer is a Licensed Real Estate Agent, a REALTOR, and a certified e-PRO, and a private consultant for real estate agents that need help catching up with today's technology. Additional Technology ToolKit Training is also available in an Active Rain Group by that name. Check it out.
(This article is part of a training series presented for real estate professionals, whether new to the industry or experienced, to help them discover, understand, and benefit from the tools that are available on-line. For access to the full series, join the ActiveRain Technology Toolkit Training group. If you have not yet joined the ActiveRain Real Estate Network, you may do so here.).
With nearly 84% of home buyers looking for their next home on the internet, there has been a big shift in what is considered effective use of advertising dollars. (Remember, there is a difference between marketing and advertising)
Today, internet advertising is often seen as much more effective than print advertising, for a few reasons:
The ad is distributed only to a targeted audience (Only people who want to see real estate ads, for example, as opposed to everyone who subscribes to the local paper)
The cost to place an Internet ad is lower (often free),
The content of the ad is more flexible (often including pictures, even video
Newspapers across the nation are struggling with diminishing ad revenues, and a recent Journalism.org article had a paragraph titled, "Advertising Woes--Real Estate is the Bleeding Edge"(The article is all about the Economics of Newspapers in 2008, and is a very interesting read.)
Now, the question is this:
How do I, as a Real Estate Agent, with the limited budget and limited technical know-how that I have, use this thing called "on-line advertising", and what will it cost me?
There are two methods you can promote your listings through online classifieds.
You can go to individual websites that offer a classified section, and enter the information directly through their website.
You can "syndicate" your listing to multiple sites at once through various vendors that provide the syndication service.
Each method has its place in your marketing plan, and should fit any marketing budget.
Individual websites can be a great source for very tightly targeted audiences, either targeted geographically, or needs-based. Some examples include:
Craigs List (The "granddaddy" of community-specific classified ads. Simple, free, and used by many, many consumers. I once got a call on a property 20 minutes after I posted it on Craigslist.)
OnlyOpenHouses.com - (targeting homebuyers by advertising your open houses - Create a free account and begin listing unlimited open homes! Create a Free Account now.)
Social Networking sites (like Facebook, Myspace, and others). Many of these networks offer a "marketplace" feature where you can post your listings at no charge, and have them "featured" for a nominal fee. (More on social networks in a future post)
(As you can see, the more narrow your target audience, the more likely it is that the price will go up for the ad.)
Visit the top sites and see if they offer a "place an ad" or "post a listing" link. (In the sample search, the #1 position site, www.golfcourserealty.com, says, "Placing ads on GolfCourseRealty.com is FREE & EASY. You can post as many ads as you want, and we encourage you to do so."
Do this for as many sites and search terms as you are inclined. (Keep records of what sites you advertise on, because you will need to modify the ads if you have any price changes, or if the property sells.)
This can be a very time consuming process.
Services that "syndicate" your ad to multiple sites can save you a lot of time. Here are a few of the ones I recommend:
http://www.vflyer.com/ - great resource for creating property flyers. Very easy to use. The flyers get syndicated to multiple sites, and can be distributed to your prospective buyers via email, as well. (free for up to 5 active listings)
http://www.backpage.com/ - post your classified here, and it will be fed to the online classified section of many newspapers. (Free, with some paid upgrade features available)
http://www.ubadoo.com/Ubadoo.com is a new syndication service. Like vflyer.com, above, they will syndicate your listings to multiple partner sites. (Free till End of June, then $30 per month for 4 listings) (If you sign up with Ubadoo.com, please email: rodfiore@comcast.net and let him know you found out about it in this article)
Some website providers, like the point2agent system automatically syndicate your listings for you, and provide you with the cut-and-paste html code to post the ad onto sites like craigslist or into your own blog. This is free for the first 6 months, then $9.99 per month after that for standard service, with premium levels available. Check out my standard version for an idea of how the site functions. (More about the point2agent system in a future post)
What sites do "syndication" services send the listing to?
The syndication services vary in what sites they export to, but for the most part, they will be sites with a lot of consumer traffic. Zillow, Trulia, Google Base, Oodle, Backpage, Lycos, Vast, Hotpads, Olx, Geebo, Yahoo and DotHomes are among the most popular sites.
Here's one more creative place to post your listings:
http://www.ebay.com/ - if you haven't checked out the real estate auctions on ebay, you should. They have a very creative way to auction a property. (buyers bid on the amount of the earnest money - the winner of the auction agrees to enter into an agreement of sale for the property, with that amount of earnest money.)
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Rich Schiffer is a Licensed Real Estate Agent, a REALTOR, and a certified e-PRO, and a private consultant for real estate agents that need help catching up with today's technology. Additional Technology ToolKit Training is also available in an Active Rain Group by that name. Check it out.
West Chester will be home to a film crew for the next few days, and lucky residents may catch a glimpse of Jennifer Aniston or Owen Wilson as they film scenes for the upcoming release of "Marley and Me."
(They were actually shooting winter scenes, using faux snow -- what I will coin as "snaux" -- a far cry from the previous shooting in Miami, FL!)
As exciting as something like this is, it also comes with a few hassles: Traffic and parking will be disrupted. Here is a schedule of the remaining detours and disruptions that you may encounter if you live or work in the area:
Tuesday, May 20, 2008 (Traffic)
Entire Borough parking Lot # 10 will be closed to the public from noon until 0200 hrs. of May 21, 2008.
West Gay Street will be closed from High Street, west to New Street from 1400 to 0200 hrs.
There will be intermittent traffic control on Church Street at Gay from 1800 to 0200 hrs.
Darlington Street will be closed north from Courthouse Alley across Gay to Prescott Alley from 1400 to 0200 hrs.
High Street at Gay will be one lane northbound and southbound from 1400 to 0200 hrs.
Market Street, Chestnut Street and New Street will have no closures related to the filming.
The 100 and 200 block of West Gay Street will also be closed to pedestrian traffic from 1400 to 0200 hrs.
Tuesday, May 20, 2008 (Parking)
100 Block of West Gay Street both sides (Block Signs) (2:00 pm to 1:00 am)
200 Block of West Gay Street both sides (Block Signs) (3:00 pm to 1:00 am)
50 Block of North Darlington (Block Signs) 12:00 pm to 1:00 am for school bus and film crew loading.
North Darlington Street from Market Street to Chestnut Street (No Parking Signs)
50 Block of West Gay Street from High Street to North Church (Block signs) (5:00 pm to 1:00 am)
(Traffic closure information provided courtesy of Scott L. Bohn, Chief of Police and Ernie McNeely, Borough Manager)
I will be posting information intended to be helpful for home buyers, sellers, and investors.
I will also post articles intended to be of benefit for other Real Estate Professionals.
I will try to avoid articles on religion or politics, unless it has direct bearing on Real Estate matters, but I reserve the right to be thought-provoking, and even philosophical at times. (And even humorous, if I am feeling in the mood)