Rich's Real Estate Ramblings

Technology Toolkit Training: Blogging

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Thu, 22 Oct 2009 08:21:52 -0500

(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.).

Blogging

Search engines look for words that match the search terms. Without going into the complexities of Search Engine Optimization (SEO), simply understand this: The more words in an article that match the search terms, the better it will score in terms of relevance. Blogs are basically long strings of text woven into a web which the "spiders" of the search engines examine for searches. The more relevant to the search, the higher up on the list of "organic results" the article will be. Some vendors will boast of their ability to improve your rank on Google's searches -- for a price. In my opinion, this is simply not a necessary expense, since many consumers trust "organic results" even if sponsored results appear ahead of them on the list. I dont mean to imply that all SEO companies are not worth their fee -- in fact, Active Rain member Mary Mcnight's company, RSS Pieces provides an outstanding service, tailored to the specific needs of REALTORS that is the best I have seen in a long time.

Blogging Resources

There are many blogging resources available. Some platforms can be added to agents existing websites, others are stand-alone websites, and still others are third-party platforms that allow for publication to their membership base, as well as "syndication" across other websites. Here are a few of the resources I recommend:

I highly recommend the book "Realty Blogging"
by Richard Nacht and Paul Cheney

This book explains many of the reasons that blogging is such an effective way to reach real estate consumers, and offers many guidelines for getting started effectively and efficiently. Some tips on how to write to optimize your search engine results are included as well.

The ActiveRain Real Estate Network

ActiveRain combines a free blogging platform with an on-line social network specific to the Real Estate Industry. With over 60,000 members, and an easy to use system that is free to all Real Estate Professionals. All you need to invest is your time to write. How much time? That will be determined by your specific blogging plan -- part of your complete marketing plan.

Localism.com
Localism is the consumer portal to all the local content produced by ActiveRain members. Consumers can search for local area information, and ask questions of local professionals. Anytime you post a blog on Active Rain that is specific to a local region, the post will automatically be populated out to the localism.com website. What type of articles should you write? That will be dictated by your goals, and the coverage area(s) your are targeting.

http://www.mybloglog.com/

This site provides a "widget" (a special mini-computer program) that you can add to any blog. This allows you to track who reads your articles, and tells you what search terms they used to find your article in the first place. Knowing how consumers find you can help you write articles that will get even more of them to come to you.

There are groups of extremely helpful bloggers out there that have a lot of valuable things to contribute as you explore the world of blogging. A few groups on Active Rain I can recommend are:

Curiosity and Confusion are your friend...

One of the greatest resources you have is your own curiosity, coupled with the human capacity to learn. If you are confused or have any questions don't hold them inside. Ask your questions -- even if all you do is enter your questions into the search feature -- you may find the answer and more in the results. One great way to ask your question, and increase your blogging skills simultaneously is to ask the question in the form of a blog post. Your answers may come from the least expected places...

Rich Schiffer is a REALTOR, a certified e-PRO, and a Technology Coach, Consultant, and Trainer.
For information on his consulting services click here.

BUTTERFLY ECONOMICS - 5 Things You Can Do To Start an Economic Recovery

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Wed, 11 Feb 2009 18:33:59 -0600

by Rich Schiffer, Weichert Realtors

Many people have asked me about the current economic crisis, and what I think about the proposed $789B economic stimulus bill.

They have trouble understanding why things got so bad, so fast.

I have to admit to them that I have no answer - at least not one that will improve things as quickly as they declined. In fact the answer that I do have for them is not one that they typically want to hear: We caused the problem ourselves - essentially through a lack of awareness of the consequences of our actions.

The movie, "The Butterfly Effect" made many people aware of a complex concept that is part of Chaos Theory. Simply put - a seemingly innocent action can contribute to a spiral of cause and effect that can ultimately become catastrophic. The classic example is a butterfly flapping its wings in Sri Lanka in November leading to a Tornado in Oklahoma in February.

In applying that theory to open economy macroeconomics, and looking at the spiral of cause and effect, we can begin to grasp the severity of the crisis. Consider this:

How many people in total are employed in the construction of a home?

Factor in not only the construction workers and architects, but you must also consider all the workers that produce the materials that the contractor uses, the truck drivers that deliver the material to the job site, the gas station attendant that filled the delivery trucks fuel tanks, and the workers that built the trucks themselves. How many people does it take to make the nails which hold your roof on? How many workers were employed to produce the cut lumber that your walls are framed with? Now factor in the mine workers that dug the ore that the foundry workers used to make the steel and copper that was used in the construction. Don't forget the workers that made the power tools used at the construction site, the retail clerks and cashiers that sold them to the contractors. The heavy equipment was built by someone somewhere, with parts made by someone somewhere. All the people involved throughout this chain eat somewhere, so we have to also include the grocery store clerks, waitresses, cooks, dishwashers, and lunch-truck caterers who provided service to them. Then there are the farmers that produce the raw materials that go into our food, and the distributors that get it to market. Don't forget the auto-workers that built the vehicles that all these people drive to get to their respective places of business.

Economists and statisticians have estimated the number of people whose work goes into building a single home to be over 64,000. That number goes up almost exponentially when we consider all the people employed by the homeowner in the first year of ownership - furniture makers, carpet installers, appliance manufacturers, lawn-care workers, painters and the people that make those cute little garden gnomes.

Once we have a clearer picture of the vast interconnectedness of the economy, we can see that a slowdown in the housing market bleeds into many other industries. Businesses that were over-leveraged or under-capitalized were hit harder than they could bear, resulting in bankruptcies, layoffs corporate downsizing, and emergency bailouts.

The spiral of cause and effect then picks up a head of steam. The workers who are laid off, or have their hours cut are then forced to cut their personal spending. This further strains the businesses who had survived the initial slowdown. They then have to cut back on staffing to match the new decreased demand for their services. This then creates yet deeper economic shrinkage and we get plunged into Recession or even Depression. Without an intervention in this vicious cycle, any economic recovery would be a long-time coming.

Think of the current economy as if it was a person bleeding to death - the longer the bleeding continues, the harder it becomes for the body to function. The extremities stop functioning first as the body's systems try to maintain heart, lung and brain activity. Eventually, the body shuts down entirely. What is needed is intervention to stop the bleeding, and an introduction of new fluids to enable the body to recover.

This is the ultimate goal of the current $789B economic stimulus bill. Stop the bleeding (job loss) and introduce new fluids (money) to enable the body (the American Economy) to recover.

Whatever their politics, whatever their personal views of such massive government spending, most people will admit that a recovery is better than a continued accelerating downward spiral.

But as I said initially, we caused the problem ourselves. We can prevent a similar situation in the future if we heighten our awareness of the consequences of our actions, and take actions that will create a chain of cause and effect that acts as an uplifting force.

The end effect of the butterfly's beating wings does not have to be catastrophic. A positive spiral can similarly be put into motion,

Here are 5 things you can do to help start an economic recovery.

Produce something others need.
Buy something others produce.
Hire someone to do the things you can't.
Whenever possible, frequent local businesses.
If you borrow, pay back what you owe.

97 Duncan Ln, Springfield, Delaware County, PA 19064 OPEN HOUSE 10/12 1-3pm

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Thu, 09 Oct 2008 09:44:21 -0500

I toured this lovely Raised Rancher in Springfield yesterday.

Sitting on a corner lot, with beautiful landscaping, this could be the home you have been dreaming of.

Three bedrooms on the main floor, and a huge bonus room with a half bath in the attic make great use of the space.

There is even a potential rec-room in the finished portion of the basement, and a very large storage and workshop area as well.

A side porch, a fenced-in back yard and a garage round out the functionalality of this great home in Springfield.

There will be an open House there on Sunday, October 12th, from 1pm to 3pm. If you can't make it to the open house, schedule a private tour by calling 610-565-1300.

If you would like a list of other homes for sale in the Springfield, Delaware County, PA area, email me.

Rich Schiffer is a REALTOR with Weichert Realtors, and a certified e-PRO. If you are thinking of selling your house, and would like to reach your potential buyers with progressive marketing techniques, like youtube, blogs, and other highly effective online marketing strategies, he will be happy to provide you with the type of progressive marketing and personal service you need in today's market. Contact him, and he will prepare a full marketing plan for you to evaluate.

Advice for Homebuyers: Turn Off Your TV

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Thu, 02 Oct 2008 08:44:06 -0500

By Rich Schiffer, REALTOR, e-PRO

You have probably been hearing news stories that go something like this:

"Without perfect credit and 20% downpayment, no one can a mortgage today."

This is simply NOT TRUE.

Steve Madonna of Weichert Financial Services, for example, reports that they have many resources to obtain financing for most buyers. In fact, 11 out of 12 loans closed through Weichert Financial Services in the Media, Delaware County, PA office in September were with less than 20% down. (To contact Steve, call 610-566-2045)

Don't believe the media hype. Doom and gloom stories capture a broader audience, and help them sell more advertising. If they told the full story, they would loose thier audience, and their ad revenue.

You don't need perfect credit. You do need good credit (Credit score of 620 or higher is preferable).
You don't need 20% down. (3% will suffice in most cases, 10% for condos.)

Call your Realtor today to get the facts, not hype.

Rich Schiffer is a licensed real estate agent with Weichert Realtors, in their Media, PA office. He specializes in serving first-time home-buyers in Delaware County, PA, and the surrounding areas. For more information, email him at RSchiffer@weichert.com or call (610) 506-2663.

Inside the Bailout: A Different Perspective

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Tue, 30 Sep 2008 12:25:47 -0500

Many people are vocal about their opposition to the "Bailout Bill" that is about to get a second chance in the House of Representatives.

The common thread of the arguments against the bill boil down to this:

"My money should not be used to line the pockets of greedy corporations that couldn't make sound decisions. Artificially proping up the economy is un-American."

I can understand that point. Three years ago, I might have had the same opinion. But since I started my careeer in Real Estate, I have learned a lot about financing and economics. This is not to say that I am an expert on the economy, or on the financial industry. I do however have a different perspective than most people, because of what I know, however. This article is intended to help people understand why I see this as a great opportunity to invest in our future.

What many people fail to realize is that this "bailout" is not a bailout at all.

It is not a handout to companies that got too greedy, although it has that initial appearance.

What it boils down to, in the final analysis, is the American People investing in their own economy.

If you could buy a 1 dollar asset for 15 cents, wouldn't you jump at that opportunity?

What the "financial market rescue bill" will do is allow the Treasury dept to purchase "at risk" mortgage assets that lenders have not been able to sell on the open market. Once the lending institutions can divest themselves of those "bad loans" they will be able to resume lending at normal levels. Don't worry -- they learned their lesson. Those high-risk loans are not likely to be seen again.

Those "bad loans" which the government will buy are not worthless.

Not all of them will go into default and not all of those that do will go to foreclosure.
Everyone of those "bad loans" is secured by real property.
Real Property, unlike corporate stock, never reaches a zero value. The loans that do foreclose will give the government an asset that can be sold, potentially at a profit.

For taxpayers, this is good news, because it could eliminate a large portion of our federal deficit (or dare I suggest our debt?) down the road.

Warren Buffet once said, "If you want to go fast, go alone. If you want to go far, go together."

That is essentially what this bill will do -- bring us together, as American Taxpayers, to invest collectively in our own economy. It will be as if we created the largest mutual fund in the world, investing in assets that are backed by real estate. This could end up being seen as the largest government acquisition of land since the Louisiana Purchase.

Keep in mind that real estate over time is a sound investment.
(Since WWII, real estate has appreciated on average about 5.5% per year.)

This is definitely not about "bailing out" the corporate big-wigs that failed to see this collapse coming.

It essentially is about taking advantage of a once in a lifetime investment opportunity -- investing in the future of our country.

Remember, that any monies loaned to these corporations (like was recently done with AIG) will be repaid to the taxpayers, with interest. In addition, stock warrants will be issued, making the American People stockholders in these companies -- stockholders that stand to reap large dividends and gains when these companies stock goes back up.

The Financial Markets are treading on thin ice, wondering what will happen in the days to come. We have a great opportunity to invest in the "bottom" of the market, buy essentially defining the bottom ourselves. As soon as we take this bill goes into effect, the markets will rebound like never seen before, and the economy will be back on track -- but with American taxpayers making the biggest profit, not the Wall Street CEOs.

Investing in America's future. That seems like a patriotic act to me, and I am urging everyone I know to support it, despite the outward appearance of rewarding companies for greedy behavior. Seen from a different perspective, passing this bill should be a non-partisan no-brainer.

For more on this topic see the following articles:

Bail or Fail (EDIT -- Kristal Kraft hit the nail on the head!)
Bail Out Bill
What does NAR think of the Housing Stabilization bill?
The Bailout Bill is being called a Buy-In!
Link for the draft of bailout bill...
Bail out Bill Fails-Be careful what you wish for.....

6 Tips for Getting Started in "Flipping" Real Estate

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Tue, 16 Sep 2008 10:46:16 -0500

Like so many others, you watch shows like "Flip This House" and think,
"Wow, what a great way to make money...I should do that."
You think you might want to "flip" properties, but you don't know where to start.

For most people, it stops there, and they never invest in a single property.

Some people take that inspiration and become successful real estate investors.

Far too many, however set out to invest, but end up loosing money, or just barely breaking even.

What then should you do to increase your likelihood of landing in the "successful real estate investor" category?

Here are some things to do to help set yourself up for success:

Know your limits:
No single person can do it all. You can dramatically increase your chances of success by having a solid understanding of the limits of your own knowledge. Knowing when to say "I don't know" is extremely important. Evaluating your weak points will also help you build your team. If you don't fully understand your local market conditions, for example, hire a REALTOR® who does.
Build a team:
As was said in #1, above, "No single person can do it all." To improve your chances of success, you need to build a network of support - your "Team." Just like a football team, there are many positions that need to be filled. You need to consider filling the following positions:
1. Accountant
2. Attorney
3. REALTOR® (note -- the agent you select may already have many of the other team members you need already identified and available to fulfill your needs.)
4. Property Manager
5. Home Inspector
6. Appraiser
7. Title Company
8. Mortgage broker/banker
9. Insurance Agent
10. General Contractor
11. Subcontractors (Plumbers, Electricians, Carpenters, Painters, etc.)
Set your goals:
By setting specific, measurable results as your goals you will help get yourself on the path to being a successful real estate investor. Realistic, attainable milestones, rather than colossal hurdles are the key to forward progress. Work with your REALTOR® to understand the opportunities in your target market, so that together you can set appropriate goals.
Define your exit strategies:
Part of your planning process has to account for your exit strategy, as well. Knowing when to get out of a costly project is often just as important as deciding which potentially profitable project to take on. Weigh the advice from your accountant and your REALTOR® when determining the best exit strategies for you.
Limit your risk:
You can limit your personal risk of financial loss by several means. Maintaining the proper licensing and insurance, (and using only licensed and insured contractors) is one factor. Limiting personal liability by structuring your project as a separate business entity is another. When you build your team, use your accountant and attorney to advise you on these matters is essential. Working with a REALTOR® that understands the application of these business entities in real estate transactions will help you smoothly overcome any obstacles that may come up in the process of a real estate transaction, as well.
Follow a plan
Planning is extremely important. Not just planning the flow of a particular project, but also ensuring that your plan fits within any master plans that the local municipality may have. This can help you avoid the need for costly zoning variances and special use permits. It can also help identify areas where there may be outside development efforts that will effect your property values, for better or worse, in addition to identifying potential incentives for positioning your efforts in targeted opportunity zones that may allow you to take advantage of tax abatements, special rehab financing, etc. REALTORS® that regularly work with investors will have access to the type of information you need to take these factors into consideration, so working in partnership with your REALTOR to build your plan will help set you in the right direction.

If you see a common thread in these steps, it is intentional. Working with your REALTOR® every step of the way will help you in more ways than one. In addition to helping you negotiate the best acquisition price, and helping you get the best price the market will bear for your finished product, by partnering with your REALTOR, and enabling them to best understand your goals, you will create a mutually beneficial relationship - they will be ever vigilant for opportunities for you to succeed in your long-term plan. Perhaps the best advice was offered by one of the world's most respected investors:

"If you want to go fast, go alone. If you want to go far, go together."
-Warren Buffet

1801 North Glen Dr, Glen Mills, PA 19342 (Springhill Farms Condo)

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Thu, 11 Sep 2008 15:39:28 -0500

I toured this Springhill Farms condo yesterday.

It is a 1st floor end-unit flat, with 2 bedrooms and 2 full baths.

Shopping in the Glen Eagle Square shopping center is within what I consider an easy walk -- even with my bad knee.

The condo fees cover all your external building and lawn maintenance, so this home could represent a practically care-free lifestyle for you.

To schedule a private showing of this home, call 610-565-1300. If you would like a list of other properties available in the Glen Mills area, contact me.

Terror Film Festival -- October 21-25, 2008 -- Philadelphia, PA

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Tue, 09 Sep 2008 16:10:13 -0500

Those of you that know me personally, know that I have a passion for writing -- and not just blogs. I co-wrote the screenplay for the short film, "The Cracked Man", among other things.

The director of that film, Kevin Corcoran, also invited me to help with the production of another film, "Cube Zombies," which premiered last November at the Bryn Mawr Film Institute. I was credited with the "Sound Recording" for the film.

"Cube Zombies" is getting more exposure.

It will be playing the Terror Film Festival, Thursday, October 23rd as part of a program of shorts that begins at 6:45 PM at the Ethical Society building on Rittenhouse Square in Philadelphia.

http://terrorfilmfestival.net/_wsn/page4.html

(That link is to the schedule page instead of the home page of Terrorfilmfestival.net. That's because the homepage has loud sound effects that will potentially embarrass you by revealing you are surfing the net instead of slaving away in your cube like a good little zombie...)

If you can come to Philadelphia that day, please come, and support our film. If you cant make it, why not buy a copy from amazon.com?

Philadelphia Area has a Green Partner in PECO.

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Mon, 08 Sep 2008 18:58:10 -0500

The southeastern PA region's largest energy services provider, PECO, has teamed up with ENERGY STAR ® to provide consumers with energy saving tools. PECO serves over 1.6 million electric customers and 485,000 gas customers.

This is a great example of responsible corporate behavior - a company acting in the best interests of their customers, not just the company's bottom line profit. If PECO customers follow the guidelines, they will dramatically lower their energy consumption. Bravo, PECO!

Visit www.PECO.com/save for energy saving tips and green information.

Consumers can learn about all sorts of energy saving (and money-saving!) tips by using an interactive "home tour" that features tips for every room of the house, and a link to EnergyStar's Consumer Pledge - a great way for individuals to help fight global warming.

This is not the only way PECO is becoming more eco-friendly.

Their recent initiatives total more than $15 million in investments, including:

PECO's first "green building" in West Chester, PA.
Installation of a "green roof"
Multiple upgrades to company buildings to secure LEED Certification (Leadership in Energy and Environmental Design)
Customer support for energy efficiency efforts.
EasySave Energy Kits - for $20, consumers can purchase an EasySave Energy Kit that includes 3 Compact Florescent light bulbs, an LED nightlight, and a massaging showerhead and a kitchen faucet sprayer head, and several other eco-friendly goodies. (for $25 the showerhead is hand-held.)

I encourage everyone to take advantage of PECO's energy saving programs.

1216 Oak Ln, Brookhaven, PA 19015

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Sat, 06 Sep 2008 14:50:18 -0500

I toured this property in Upland Borough, today

It is a lovely 3 bedroom twin in truly move-in condition.

Beautiful hardwood floors, newer windows, a finished basement with a powder room all make this an ideal place to call home.

The fenced back yard overlooks about 2 acres of well-maintained lawn.

Located on a quiet cul-de-sac, this could be the last home you will ever need.

To schedule a private tour, call 610-565-1300.

For a list of other properties for sale in the Brookhaven / Upland area, contact me

304 Greenbrier Ln, Havertown, PA 19083

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Fri, 05 Sep 2008 20:18:42 -0500

This spectacular 4 bedroom home for sale in the Westgate Hills neighborhood of Haverford Township, Delaware County, PA is practically perfect.

But don't take my word for it...come to the open house on September 7th, from 1-4.

If you can't make it to the open house on September 7th, contact me to schedule a private tour.

You will love the flow of the floorplan, the hardwood floors, the Palladian windows in the Great Room -- not to mention the raised hearth fireplace in the family room.

The skylights and vaulted ceilings in the Great Room brings the open air feeling of the back deck inside -- you will never feel cramped for space here!

The Basement is finished, and has it's own powder room.

The main floor has a laundry room and a powder room.

The upper floor has 4 bedrooms and 2 baths.

I am sure you will fall in love with this house -- so sure in fact, that I set the video to a tune called "Ya Got Me Crazy For Your Love." Enjoy the video!

Vicky's Place, Swarthmore, Delaware County, PA -- A great spot in a Green Power Town

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Fri, 29 Aug 2008 21:57:59 -0500

I had a lovely lunch with my wife and sons here the other day. I had a sandwich (2 fried eggs, pork roll and cheese on a nice, fresh Kaiser roll). Jinny had an omlette, Chuckie had scrambled eggs, sausage and home fries. Joey had a bagel with cream cheese.

This cozy little luncheonette is the perfect spot to enjoy breakfast or lunch, with a home-cooked feel. Homesick Swarthmore College students and locals alike enjoy the traditional fare, friendly service, and the fact that the prices won't strain your wallet. (Our 4-person meal, including beverages and tip came to about $26)

The inside seems a lot larger than you might think, thanks in large part to the mirrored wall opposite the grill area. (I love places where the grill is out in the open -- watching a good short-order cook in action is like watching an artist at an easel -- everything looks chaotic until all of a sudden, with a few well-placed strokes of a brush -- or in this case, a few masterful flips of a spatula) a masterpiece takes shape, right before your eyes.

Vicky's maintains a MySpace page: http://www.myspace.com/vickysplace

They also do take-out: Call 610-328-2453 to place your order.

Swarthmore is a quaint little borough, nestled in Delaware County, PA, and is home to Swarthmore College. The business district (referred to by college students as "The Ville" -- a nickname that hasn't exactly been embraced by the locals) boasts wide sidewalks frequently interupted by beautiful potted flowers and ornamental plants, making this a perfect place for a little outdoor dining.

The streets of Swarthmore are clean, thanks in large part to a very visible commitment to a recycling program. There are attractive collecion bins for both rubbish and recyclables within easy reach of nearly every storefront.

Swarthmore's commitment to the environment doesn't stop with recycling.

Swarthmore was the one of first "Clean Energy Communities" in Pennsylvania, pledging to purchase at least 20% of their power from clean sources. The borough has already qualified for a 1 kilowatt solar photovoltaic system for reaching their clean energy goals.

(For more information about the Pennsylvania Clean Energy Communities program, or to see how your community could benefit, visit http://communities.trfund.com/ )

Swarthmore, PA -- A beautiful place to call home.

1262 Country Club Drive , Springfield, Delaware County, PA

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Fri, 22 Aug 2008 20:43:11 -0500

I hosted an open house yesterday at this end unit townhome in the community of Golfview in Springfield, Delaware County, PA.

It is a 4 Bedroom unit with 3 full baths, and a powder room, and is convenient to Springfield Mall, Springfield Country Club, and the Healthplex at Springfield Hospital.

If you missed the open house, come to the next one, Sunday, 8/24 from 1-4pm. Or schedule a private tour by calling 610-565-1300.

Marketing Unique Properties: Know Your Target Market.

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Fri, 22 Aug 2008 13:49:13 -0500

By Rich Schiffer, REALTOR, e-PRO

(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.).

The Declaration of Independence put to words a concept that resounded with Truth - "...that all men are created equal..." - but this simple truth unfortunately cannot be applied to Real Estate. I am not talking about the professionals within the real estate industry -- I may have my opinions about some practitioners, but I admit we were all created equal. What I am referring to are the properties we are called upon by our clients to market.

All properties are not created equal.

Many agents fail to realize this, and apply the same methods of marketing to every type of property they represent. Some properties, by their very nature, however, require something different. The underlying goal of the marketing is still the same - get the product into the awareness of potential buyers - but the methods for achieving the goal must change to fit the target audience. Unique properties require a unique marketing plan.

Historic Properties are a perfect case in point.

First, let me acknowledge that different areas of the world define "Historic" in different ways. Along the Brandywine Valley, in southeastern Pennsylvania, for example, a 1750s farmhouse might come to mind. In San Antonio, Texas, it might be an 1830s horse barn. In Fairbanks, Alaska, it might be an 1897 Trading Post. In European communities, with a much longer history, the age of the property might be counted in centuries, while a 50 year old property in parts of California might qualify as a local landmark.

Setting aside how the local market defines "historic properties," we can say with a high degree of certainty that the potential buyer for a 250 year old property fits an entirely different "profile" than the typical buyer of a comparably-sized piece of new construction, or the average resale property.

Much research has been done to assist Realtors with understanding the profile of potential buyers. The National Association of Realtors (NAR) conducts an annual survey of transactions, compiles the demographic data, and develops the "profile" of that year's buyers. Realtors across the country use this report, and other similar industry reports to help them understand the future direction of the market. This allows agents and brokers to target their marketing, positioning themselves to capitalize on emerging trends.

Other industries follow their buyer profiles very closely, as well. If the 19-27 year olds show the highest gain in disposable income, it stands to reason that a lot of consumer advertising will be aimed at that age group. If a large number of older adults are about to reach retirement age, developers may begin to build more active adult communities, to meet the future need. This sort of demographic trend-watching is often key to the ongoing success of any company.

Understanding the importance of market trends is only one aspect of successfully marketing a product. That understanding has to be coupled with Practice, and Creativity.

Here is a comparison of common marketing practices, and how they might differ when marketing a unique property:

Marketing Practices:	Traditional Property	Historic Property
Internet Marketing:
Local MLS	Standard	Longer listing contract - marketing times may be considerably longer than the average days on market
On-line listing syndication services	Standard - listing posted to multiple high-traffic consumer sites	Enhanced features wherever possible
Email flyers	Standard - emailed to prospective buyers and local area agents	Purchase targeted email distribution lists
CraigsList, etc	Standard - with on-line flyer	Enhanced where possible
Property-specific Domains/websites	Static Property Information with lead / call capture	Enhanced -- Interactive, with frequent updates
Virtual Tours/YouTube videos	Slide-show style, sometimes full video	Enhanced, DVD quality video where possible
Blogs - Personal and Property-specific	Property Descriptions, Neighborhood features, etc	History of the property, etc.
Social Networking Platforms	Standard	Focused - Targeting Specific Demographic Groups.
Print Marketing:
Signs	Standard Yard Signs	Enhanced, higher quality, durable (lighted, when possible)
Mailings	Standard - local market area ("Just Listed" Postcards, for example)	Broader mailings - to target buyer profile, possibly international buyers
Flyers/Brochures/Property info sheets	Standard single-page info sheets	Premium Quality, bound material DVD/CD ROM also
Newspapers(classifieds, open house announcements, etc.) Magazines	Local Area Distribution (house-hunter mini-mags)	Targeted Financial and Society Media also (WSJ, NY Times, LA Times, etc.) Specialty Magazines (Preservation Magazine, Old House Journal, etc.)
Face-to-Face Marketing:
Open Houses	Standard - inviting neighbors, local home buyers, brokers, etc	Invitational Events (cocktail parties, art shows, charity fund-raisers, etc.)
Sphere of Influence ("Do you know anyone looking for a ___")	Personal contacts - clients, family, friends, co-workers, etc.	Targeted outreach networking - doctors, lawyers, historic societies, film-makers, local politicians, etc.
Peer-to-Peer	Brokers Tours - Include Lunch, for example	Broker invitational - wine and cheese reception, for example.

On the surface, the methods may appear the same, but with an historic property, the search for the potential buyer may be more - much more - broad than the coverage area of the local MLS. Specialized websites, tightly focused on-line social networking groups, and niche print publications may be needed to get in front of the buyer. To reach that buyer, a little creative, outside-the-box thinking may also be required.

One of my favorite creative strategies is the Charity Art Auction.

Partnering with a local charity, the local historic society, and local art school or gallery, an event is planned. (This takes time to do right, and is one of the reasons that a listing contract for this type of property should be for a sufficiently long term.)
Deep-pocketed potential donors are invited to the event, which raises funds for the selected charity. At the same time they are bidding on select artworks, they are also viewing the home.
A thank-you letter to attendees reminds those in attendance that the property itself is also for sale, and that if they or any of their family or friends purchases the property, the seller will make an additional donation (in the buyers' name, perhaps?) to the charity in the amount of ______ (a fixed dollar amount or a % of the sale price, whatever the seller agrees to.)
An event like this also helps build a database of potential attendees for other events, and targeted mailings.

Other Resources for Marketing Historic Properties:

Social Networking:

Active Rain Real Estate Network, targeted user groups:

- Historic Homes
- Heritage Properties, Historic Sites and Antiques .

MySpace: http://groups.myspace.com/HistoricHomes

Targeted Websites / Publications:

HistoricProperties.com

$50 per listing (3 photos, 3 months)

$75 per listing (9 photos, 3 months)

$150 per week ("Featured Property" exposure)

www.preservationonline.org, http://www.preservationnation.org, www.nationaltrust.org

(Preservation Magazine, published by National Trust for Historic Preservation)

Readership: More than 500,000 readers, average age is 55 years old; average household income is $113,000. They upgrade historic properties for modern living (83.3%); invest in historic commercial and residential real estate (45.3%); and remodel rooms, floors, plumbing and roofing (44.9%).

$525 for 70 words of copy and a photo.

http://www.oldhousejournal.com

(Old House Journal Magazine - Readership: 700,000+, bi-monthly distribution.

$525 single ad with photo -- $800 for "spotlight" ad.

Ad Rates include listing on Historic Properties.com (see above.)

Local Organizations:

- http://www.preservationalliance.com (Greater Philadelphia regional partner of National Historic Trust)
- http://www.cchs-pa.org (Chester County, PA Historical Society)
- http://www.delcohistory.org/orgs.htm (List of Delaware County, PA Historic Organizations)
- http://www.preservationpa.org (State-wide historic preservation)

842 Bob White Ln, Secane, PA OPEN HOUSE 8/17, 1-4pm

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Thu, 14 Aug 2008 14:44:11 -0500

This is a Lovely Cape in the Secane section of Ridley Township, Delaware County, PA.

To be one of the first to see this fine home, come to the open house on August 17th, from 1-4pm.

Some highlights of what you will find:

The master Bedroom on Main floor has a surprisingly huge closet
The 2 Bedrooms on the upper floor share a powder room.
The Modern Kitchen has a beautiful tile floor and back-splash.
There is a large deck, and a fenced level back yard complete with garden shed.
The home has been very well maintained, and is in move-in condition.

To schedule a private tour of this property call 610-565-1300.

Lease Options: A Viable Investment Strategy in Today's Market

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Wed, 13 Aug 2008 02:52:00 -0500

By Rich Schiffer, REALTOR, e-PRO

A couple of years ago, a client who was going through a divorce asked me to look for properties she could "rent to own."

At that time, the market was just beginning to shift in our area. Sellers were selling, and Landlords were Landlording. Very rarely did the two types overlap. Some agents would even categorize "rent to own" transactions in the same category as Santa Claus - something some people think exists, but is really just imaginary.

In that market, rent-to-own might have well been imaginary. I could not find the right situation for her, and she ended up moving in with her mother.

Now, nearly 2 years later, the market has shifted. Many properties are staying on the market much longer than in the past, and many people that would have been buyers back then, are finding themselves forced to rent for a while longer, till their credit scores meet today's tougher standards.

This is exactly the market conditions where a Lease Option makes sense - for both the tenant/buyer and the landlord/seller, creating a potential for a real WIN-WIN situation.

Here's the scenario:

Agent is working with Client A that has insufficient credit to qualify for a mortgage, but has decent income and moderate savings.
Client A applies to rent a property, but is denied by landlord because their low credit score represents an uncomfortable risk level.
Agent is also working with Client B who wants to invest in real estate.
Agent creates a win-win situation, by finding a property that the investor could purchase and rent to Client A
Agent looks for properties that listed for sale which meet Client A's needs. Client B might even attend the showing, also.
Client A agrees to rent the property from Client B, contingent on Client B purchasing the property.
Client B agrees to sell the property to Client A, contingent on Client A purchasing an "Option" and agreeing to a monthly option fees, in addition to the monthly rents.
Client A and Client B negotiate terms - of the lease, and the potential re-sale down the road.
Client B negotiates sale terms with the Seller. If no agreement is reached, the Option money from Client A is returned.
Client B settles on the property. Client A settles in the property.
After the agreed lease term, Client A has the option to purchase the property from Client B, at the pre-negotiated Price.

Here's how the numbers might work:

Purchase Price of Home:	$160,000.00
Advance Option fee from Client A:	$3,200.00	(2% of purchase price for example)
Cash From Seller	$16,000.00	(10% down-payment)
Mortgage Amount	$144,000.00	(90% LTV in this example)
Interest Rate	7.50%
Monthly Principal & Interest Payment	$1,000.00	(estimated)
Monthly Expenses	$300.00	(Taxes, Insurance)
Monthly Rent	$1400.00
Monthly Option Fee	$100.00
Pre-negotiated Resale Price	$166,400.00	(4% appreciation, in this example)

If Tenant exercises the Option, and purchases at the end of the year:

Purchase Price of Home:	$166,400.00
Total Option fees applied:	$4,400.00
Additional Cash from Tenant/Buyer	$11,800.00	(Option + Cash = 10% down)
Mortgage Amount	$ 149,760.00	(90% LTV in this example)
Interest Rate	6.50%	(estimated, of course)
Monthly Principal & Interest Payment	$950.00	(estimated)
Monthly Expenses	$300.00	(Taxes, Insurance)
Buyers new Monthly Payment	$1250.00

The Landlord's Cash on Cash Profit:

Cash out at purchase	$16,000.00
Annualized Cashflow	$1,200.00
Equity at Resale:	$22,400.00
Gross Profit	$7,600.00
Marketing Fee paid to Agent's Broker	$1,400.00	(one month rent)
Transaction Fee Paid to Agent's Broker	$2,000.00	(broker fee, pre-negotiated)
Net Profit	$4,200.00
Return on Investment	26.25%

If the tenant does not exercise the purchase option, the Landlord pockets the $4,400 in option fees collected, making his Gross profit $5,600, with no Transaction Fee to the Broker, keeping his ROI the same. In this case, I intentionally set it up that way, to reduce the landlord's temptation to attempt to influence the tenant's choice whether to excersize their purchase option.

So, in this situation,

Client B stands to make over 25% on his investment.
Client A gets a place live when other landlords turned them away, and potentially a home of their own.
The original seller got what they wanted (their house sold),
The Agent's Brokerage gets paid for 2 or three transactions.
- Initial Sale ($4,800 co-op fee, for example)
- Rental placement ($1,400)
- Potential Resale transaction ($2,000)

In effect, this goes beyond a WIN-WIN situation. All four parties involved benefitted from this type of transaction, making this a WIN-WIN-WIN-WIN situation.

So...Yes, there is a Santa Claus.

There is also a Risk Clause:

Every situation will be different, and each potential property being considered for a transaction like this must be evaluated in the light of local conditions, market rents, and projected appreciation. Not every transaction will go as projected, and investors need to know that as with any investment, there is a chance that you could lose money on a deal like this if market conditions change for the worse. The advantage to the Lease-Option is that the added payments from the Tenant/Buyer serve as a hedge against some of that risk.

Before jumping headlong into this type of transaction, agents should be warned: The required language of the contracts used to set up the Lease Option will vary from state to state. You should of course consult an attorney to ensure that the specific contracts you use meet your state's requirements.

EDIT --

NOTE TO ALL: My scenario outlined a situation with three consumers: Seller, Investor/Landlord, and Tenant/Buyer. If you remove the Investor/Landlord, and the Seller agrees to the Lease-Option deal, it can be even more profitable to the Seller, (presuming they don't need the sale to pay off a mortgage, and renting won't violate the terms of their mortgage). Here again, though, each situation has to be thoroughly evaluated (by thoroughly I mean by the appropriate licensed professionals) before any action is taken by either party to the transaction.

Rich Schiffer is a Realtor serving Investors, Tenants, and Homebuyers in Delaware County, PA.

209 Walter Drive, Media, PA

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Tue, 12 Aug 2008 16:58:04 -0500

I toured this Knowltonwood 3 bedroom, 2.5 Bath home today.

It is a wonderful hillside raised ranch on a cul-de-sac which borders land that Middletown Township has designated as preserved open space.

The Kitchen and Baths have all been updated, and the hardwood floors are beautifully finished.

One of the nicest features in my opinion was the enclosed rear porch. I could spend my entire day there, enjoying the sights and sounds of nature out back.

To schedule a private tour of this property, call 610-565-1300.

Technology Toolkit: Social Networking for Real Estate Professionals

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Wed, 06 Aug 2008 19:36:31 -0500

(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.)

Social Networking

Seen by many as the backbone of "Web 2.0", social networking has changed the way internet users connect with, and routinely communicate with each other. This includes that way consumers connect with service providers.

What are the potential uses of Social Networking platforms for Real Estate Professionals?

Internet Presence -- By maintaining profiles on various social networks, and actively using the tools available on each platform, you serve to increase your "presence" on the Internet. Each network you use essentially creates another pathway that consumers can potentially follow to your doorstep.
Targeted Prospecting -- By searching the profiles of other members of the network, you can vastly improve the effectiveness of your prospecting. For example, you could specifically target only members that identify themselves as Engaged, or those interested in investing in real estate.
Building Rapport with clients -- You can use the social aspect of these platforms to find out what interests and hobbies your clients share. More importantly, you can share yours. Simply stating what your favorite movie is on your profile for example, may not seem like much, but it it may just be the thing that has a prospective client contact you.
Keeping Informed -- Many platforms allow users to subscribe to topical discussion groups. This can be a great way to keep informed on news in your industry, as well as consumer sentiment. By being well-informed, and up-to the minute, you can share that knowledge with your clients, and you can improve your perceived value as an expert.
Attracting Referrals -- by actively participating in the on-line community, you also establish relationships with people that may become referral sources for you. Contributing to on-line conversations, and posting relevant information, you create a firm foundation for future real-word business relationships to develop.
Directing Traffic -- beyond a simple Internet "presence," networking sites allow you to create pathways to direct people to your own website. The more networking platforms you use, the more likely your chances of seeing increased traffic to your website.

What Online Networking platforms should I use, and what should I do on them?

Social networking sites exist for many niches. Most broad-based networks have a feature that lets users create customized communities or groups to share information with friends. Agents can use these sites to create a profile for themselves, so that users of the network can find them and communicate with them more easily. This is value in and of itself, but the deeper value lies in searching the profiles for signs of interest, and reaching out to them first (in a way that is within the site's guidelines, and applicable Do Not Call and anti-SPAM laws, of course.)

As with any advertising an agent does, there may be state laws regulating what must appear in your advertising. Be sure to include all necessary information in your profiles on these networking platforms, since they can certainly be seen as interaction with the public, and thereby as advertising.

ActiveRain Real Estate Network is a networking site for real estate professionals. Currently, there are over 100,000 members. Active Rain provides a free blogging platform, the ability to send and receive referrals from other professionals, and the ability to answer anonymous questions posed by consumers. Local content posted on their blogging platform is posted to localism.com, their consumer portal, making it very easy for local prospects to contact you when they are searching for local information.

Myspace is the granddaddy of social networks, with over 300 million profiles which you can search, finding your target market is fairly easy. Members can also post classifieds. (Listings, available rentals, etc.)

Facebook originally for college students and graduates only, it is now free to anyone. Facebook also has a Marketplace, where you can post your listings, and looking through the "housing wanted" ads, will garner a few potential buyer or rental leads. A new addition to the site allows you to advertise within the network. Facebook is actually made up of many networks, each based around a company, region, or school. Their platform enables anyone, anywhere, to build complete networking applications that you can choose to use. Users can fine-tune their experience on Facebook by choosing applications that are useful and relevant to their needs. The site has more than 60 million active users.

LinkedIn is a business professional networking site. Of all the networking sites out there, I see this one as having the greatest ability to facilitate referrals from the people you do business with. Great for hooking up with luxury home buyers and potential relocation clients. It has more than 17 million registered users spanning 150 industries and more than 400 economic regions.

Gather is an innovative networking platform with a business model that provides rewards and incentives for active users. Very easy to publish articles to thousands of users.

Fast Pitch is a site designed to link users needs with other users business offerings. There are both free and premium levels of membership.

WannaNetwork is a site designed exclusively for real estate professionals to network. Listings can also be posted. There are currently about 16,000 users.

A word about On-line Networking and Etiquette:

To be successful at on-line networking, you have to remember the following:

Think of online networking as very similar to face-to face networking. Be respectful and appropriate to the conversations. Don't simply interrupt a conversation to tell someone about your great website (unless the original topic was great websites, of course)
If you are using a social site, be sociable. You don't want to gain a reputation for sending people unsolicited commercial messages, a.k.a Spam. All the time you spend creating and maintaining your presence on the network could get flushed away if you get banned for spamming. Let the people you interact approach you, instead of you soliciting them. Be a ready resource, but don't be "that guy." You know -- "That guy" who always tries to sell something with every breath...it isn't appreciated by consumers in the real world, and the same is true on-line.
The most successful on-line networking efforts will be the ones that you integrate with face-to-face efforts. Invite people you know to join the networks you are on, and invite people you "meet" on-line to meet with you in person, when appropriate.

Rich Schiffer is a Licensed Real Estate Agent, a REALTOR, 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.

Technology Toolkit: Lead Generation and CRM with Text Messages

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Fri, 01 Aug 2008 16:01:43 -0500

by Rich Schiffer, REALTOR, e-PRO

(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.)

Everyone seems to be familiar with the image of teens texting each other across the table. Advertisments now regularly depict people using text messages. Faster than email, this method of communication has become accepted and adopted into the mainstream.

But "texting" is not just for awkward teens that lack the self-confidence to talk face-to-face. Business and industry are quickly incorporating text messaging into their corporate communications bag of tricks.

CTIA-The Wireless Association® released their Wireless Industry Survey Results back in April.

Some highlights of the survey include:

Text messaging is enormously popular: more than 48 billion messages were reported for the month of December 2007 alone. That's 1.6 billion messages per day! (an increse of over 150% over last December.)
Factoring in the number of phones in use, that breaks down to about 190 text messages per user, per month!

It doesn't take a statistician to tell that this means that your clients and (prospective clients) are probably using text messages to some degree, and to keep pace with them, you may need to, as well.

There are two affordable ways that a real estate professional can tap into the power of text messaging -- not just as a communication tool, but also as a tool to market your listings and increase your business.

Texting Lead Circulars by Real-Closer.com For a one-time setup fee of $20, an agent can set up auto-responders for up to 10 Listings for 6 months. After the 6-month trial period, it costs only $60 per year, for an unlimited number of auto-responders. When a potential buyer requests additional info, the information the agent has set up is automatically sent to them via text message, and the system forwards the prospective buyers's cellphone number to the listing agent.
Teleflip.com Perhaps you are working at your desk, and get poor cell signal while indoors. You can use your email to send a text message to someone. Each carrier has established the equivalent of an email address for each cell phone number. All you really need to know is the phone number. To send an email that will be received as a text message, use the phone number as the email address -- like this: 6105062663@teleflip.com
The handy, free service from teleflip.com will rout the message to the appropriate carrier. Replies will go to your email inbox.
If you use an email drip campaign manager like InterSend, you can combine it with the teleflip service, and set up an "email" campaign specific for text message users. Keep the messages brief, like "Want to see some houses this weekend?" or "Are you still thinking of Selling your home?" or "Let's schedule a time to review what's happening in the local market."

876 Taylor Drive, Folcroft PA OPEN HOUSE Sunday, August 3rd, 1-3pm

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Thu, 31 Jul 2008 20:59:25 -0500

I will be co-hosting an open house at this property, Sunday August 3rd from 1pm to 3pm. If you can't make it to the open house, call 610-565-1300 to schedule a private tour. This end-unit townhome has 3 bedrooms, and 2 full baths. Priced under $135,000, it is a great find in this market, and is sure to make a fine home for the new owners -- maybe you! The property is located in the Delmar Village section of Folcroft, PA -- conveniently located to the Philadelphia international airport, and easy access to public transportation.

Positive Industry News: Consumer Confidence, Sales

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Wed, 30 Jul 2008 08:39:06 -0500

National news tends to be full of bad news these days, it seems. I thought that these items od good news ought to be passed along to the general public -- to provide a more accurate representation of the facts.

Housing and Economic Recovery Act of 2008

According to the Wall Street Journal, lawmakers have described the bill as the "most important piece of housing legislation in a generation."

One nice outcome of this legislation is a great incentive to home buyers -- a $7500 tax credit. (Even better than the $2000 I proposed back January in my post Economic Stimulus: A Lesson From Charles Dickens)

Consumer Confidence Rebounds in July

According to the Reuters/University of Michigan Surveys of Consumers, the index of confidence for July rose to 61.2 percent from 56.4 percent in June.

This indicates that consumers are feeling better about the outlook for the economy and housing market.

Analysts Optimistic About New Home Sales

According to the Commerce Department, sales of new single-family homes in June dropped less than half that had been expected. Additionally, June Building Permits were up 11% over May, and Housing Starts were up 9.1%. Sales were up in two of the four regions of the country. Analysts said they saw cause for optimism that the housing market is beginning to see improvements after reaching the bottom.

Core Skills for Every Realtor: 3 Ways to Motivate Clients

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Tue, 29 Jul 2008 22:20:21 -0500

By Rich Schiffer, REALTOR, e-PRO

A lot has been written on the topic of Motivating clients. Here are a few examples:

Real Estate Strategies: Motivating Buyers David Britt, MBA wrote about his "broad brush" method for uncovering what motivates his clients, and presented 10 questions that can help you identify what makes your buyers "tick."
What motivates Buyers to buy? Gary White wrote about a sort of psychological, sociological, and demographic profiling technique that helps him identify the likely buyer for his listing.
It's A Buyers Market. So, When Are You Going to Buy? Lupe Soto writes about the market factors that are lining up that should be prompting buyers to pull out their checkbooks.
Motivating Sellers Bob Haywood demonstrated a very logical method for analysis of local market conditions that has current conditions and the realities of the current market hit home for sellers who are want to sell, but aren't very realistic about their expectations.
"Honey, Stop the Car!" The Importance of Curb Appeal.Lori Kim Polk presents a Stager's perspective on what motivates home buyers to stop the car and look at a house.
ADVANCED: PSYCHOGRAPHICS-UNDERSTANDING BUYER MOTIVATION Hal Douthit applies psychographics to real estate sales, and breaks buyers and sellers down into 5 archetypes, or "tribes"
What Motivates Buyers To Select You was written about the Business Travel industry, but author Russell Hart points out something universal:

1.Who are the people that view your product or service as important?
2.Why is it important to them?

"If you cannot answer these questions easily, you are going to struggle to attract clients."

As housing markets in many parts of the country shift into Buyers' Market conditions, the topic of motivating clients becomes ever more timely. (What makes a Buyers' Market? -- see Absorption Rate: What it is, and Why you Should Know it)

Here are some things that may help you motivate your clients:

Know your clients reason for doing this in the first place. Some clients have their own motivation, and need to be reminded of it only occasionally. Sometimes a subtle hint can suffice, though not always ("You want to be moved in before the baby is born, right?")
Be informed. Share what you know. Some clients need continuing guidance to keep their goal in focus. As you read local market reports and real estate articles, read them through the filter of "how does this apply to my clients?" Then, forwarding an article to a buyer with a note about how you see it applying to their situation serves to keep them focused on the desired result, and also keeps you positioned in their mind as someone who is really looking out for them.
Be the Expert. Some clients get scared by national news reports. Part of your job is to localize the national reports for them. Give them an analysis of how that report actually fits to the local conditions. The national average may be one thing, but the local conditions are far more important to them. They simply need a trusted source to educate them. Let that source be you.

Most people who know me, know that I am a strong proponent for using technology to our advantage, especially when it doesn't cost a lot of money. In keeping with that theme, here are some Technology Tools that can help you accomplish the task of motivating your clients:

To help you know your clients, and keep up with what they do, use free online tools like Digg, Twitter, Plaxo, and Google Alerts. (Set up a profile on Digg, Twitter and Plaxo, then invite your clients to join your "network." Set up a Google alert for each of your clients names, and their children's names -- you will be notified instantly anytime their name is mentioned on the Internet) Checking out your client's MySpace or Facebook page is a good place to look, too.
To help you be informed: read read read. Read industry publications (print and online), read the local papers, and use Google Alerts. (set up an alert to let you know anytime your market area or "hometown" is mentioned online.) When you see something that might be of interests, share what you know, and forward a link to it to your clients.
To be the experton your local area, write relavant articles about your market area for sites like Localism.com. Answer questions from consumers on sites like Trulia and ActiveRain's Q&A

59 E Dutton Mill Rd, Aston, PA 19014

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Sun, 27 Jul 2008 10:21:29 -0500

I will be hosting an open house at this 4 Bedroom, 2 Bath single, Sunday, July 27th, from 1-4. Come to see beautiful plantings, and the large, level back yard. You will fall in love with it before you even step into the house. Aston is located in Delaware County Pennsylvania, and is located conveniently to The City of Chester, the borough of West Chester, (Chester County) and the City of Wilmington, Delaware. The Philadelphia Airport is about a 20 minute drive up I-95. Shopping at Granite Run Mall is only a few minutes away. This would be a great place to call home.

Value of a Real Estate Agent: Rebutting "CBS Market Watch" Claim that Real Estate Agents are Overpaid!

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Thu, 24 Jul 2008 15:25:50 -0500

By Rich Schiffer, REALTOR, e-PRO

It seems that every year or so, someone in the media takes aim at our profession. Last year it was 60 Minutes (see A REALTOR's Worth: What 60 Minutes "forgot" to tell you.). Before that, it was Chris Pummer, a personal finance editor for CBS.MarketWatch.com in San Francisco.

Mr Pummer wrote an article: Ten most overpaid jobs in the U.S.

He ranked real estate agents #6 on his list, saying, among other things, that "anyone...can get a real estate license." He called some agents income "stupefying."

Now, I realize that this article first appeared back in 2003, before I even became a real estate agent, but I couldn't help but notice the article is currentlyone of Market Watch's "most read articles." Like many others, the headline grabbed me, and I read it too. After reading it, I felt compelled to reply:

Dear Mr Pummer:

"I realize your article was meant to be more entertaining than informational, because purely accurate information doesn't sell many newspapers. However, I think that by taking the liberty of inserting your opinion, you did yourself and your readers a disservice.

Let me back up that statement with specifics, pertaining to my own occupation: In your mention of Real Estate Agents, you try to soften your finger-wagging by saying that "most agents hustle tail to earn $60,000 a year." The fact is -- as reported by the Bureau of Labor and Statistics (BLS)-- that the mean income for real estate agents (in 2007) was $55,090. (Additionally, the median hourly wage is less than $20 per hour!) Therefore your statement that "most agents...earn $60,000" would seem to be an exaggeration. If the average agent makes about $55K, how can you say that "most" earn $60K?

Additionally, I take issue with your statement that "Anyone who puts in a little effort can pass the test to get a real estate agent's license." The fact is that the requirements for a real estate license vary from state to state. Your characterization is overly broad, and as such misleads the public, and insults the hundreds of thousands of Real Estate Licensees who I daresay would be offended by your valuation of their license as requiring only "little effort." Statements like yours, if taken on their face by the public, could lead your readers to believe the services of a licensed agent are without merit. This in turn could lead to consumers foregoing hiring an agent, and potentially entering into contracts that leave them with considerably more financial liability than they may have had if represented by a skilled agent.

A real estate transaction is likely to be the highest price transaction in a person's life, with long-term implications. The implications in your article are inaccurate, misleading, and potentially damaging to relationships that consumers may have with their agents. As such I feel that a clarification, apology, revision or retraction of your statements is warranted.

Interestingly, again according to the BLS, your own occupation, "Writer or Author" in the "Newspaper (et al)" industry, has a mean income of $48,200, only about $2,000 less than an occupation you say is overpaid. In my industry, if I were to misrepresent facts, or represent opinion as though it were factual, I could be fined, and potentially lose my license. Does the same hold true for you, Mr. Pummer?"

I cant help but wonder if the type of sentiment toward real estate agents that he expressed contributed in some way to the housing market downturn. Perhaps I give him too much credit -- perhaps his readers recognized his article as a rant, and not meant to be factual. My fear is that this type of "journalism" does have an impact on consumers -- an impact that leaves the consumer not knowing where to turn for trusted advice.

I would love to hear from all the other real estate professionals out there:

How do you feel about media commentary like Mr. Pummer's article?

How does the media portrayal of our industry affect our reputation and relationships with our clients?

As a Family Mourns, Firefighters Say they Could have Done More with More

Rich Schiffer, REALTOR, e-PRO (Weichert, Realtors) — Fri, 11 Jul 2008 15:06:59 -0500

The recent tragic death of 3 Chester Residents in a house fire has firefighters on the west side of the city saying they could have done more if there was more funding, staffing, and equipment for the fire company.

It is my hope, that the city will see the value in increasing the funding for the fire department. As the roughly $550 Million waterfront re-development project progresses, with its professional soccer stadium, new town homes, and new commercial areas, there will be dramatic increase in demand for these services, and an increase in the dollar cost of potential losses due to fire, I sincerely hope the city administration will see the merit of increasing the fire service budget before it is too late, and they are force to learn form experience.

"Experience is something you get right after you really needed it."