Keli DiRisio's Blog

Lack of Ethics? Or is it just me?

Keli DiRisio (Realty 3) — Mon, 31 Aug 2009 08:01:16 -0500

As I work mainly for my husband who is a builder, I deal with many people coming thru our open houses, looking at the new homes. The first words out of my mouth are always "Do you have a Realtor you are working with?" If they say yes, great. I always tell them to have their agent call me for any details or if he/she would like to view the home. If they say no, I tell them that i am a licensed Realtor and I can help them in any way they may need (help with listing their home, etc.).

I was working with some relatives of a friend as they were looking to sell their home. I did my comps, discussed the price and listed the house. I had a few showings but after a week on the market they decided to withdraw the listing as they were not ready to move and wanted to take more time. Then they decided to list it themselves so they could get the most money for the sale. They decided to only entertain clients who WERE NOT working with an agent, so they wouldn't have to pay commission. They kept me informed of all that they were doing–I told them this was a very bad idea but they forged on.

A few weeks ago, they called and had not had one viewing (what a surprise!) and now they have found a lot and want to build with a local builder. They really need to sell their house, so they were thinking of listing it again. They told me that they would be calling in the next few weeks to meet again to discuss listing.

After our conversation they met again with the builder and his agent. They called me because they had an interesting meeting with the builder's agent: They told her they were thinking of relisting with me and the agent told them, " I really shouldn't be saying this, but if you let me list your home, I can cut you a deal on the commission." They had informed the agent upon their first meeting that they were working with an agent and they told her the whole story how I listed it, they decided to try on their own and if they list it again, they would use me. They even told her I was a friend of theirs!

I guess this really got under my skin because I am presented with this situation all of the time. I could tell potential clients that if they build with my husband I could "cut them a deal". But I never would. If they are working with an agent, they are off limits. Has it gotten so cut-throat out there and we have all forgotten ethics? The fact that another agent would steal clients (an agent I have worked with in the past) and do it so blatently?

My "clients" were very uncomfortable with her offer, but not so uncomfortable that they didn't want to take her offer. I told them to go ahead and list with her. If she was offering them such a great deal, by all means go with her. But I told them to watch out - if it seems to be too good to be true it probably is. I'm sure she'll make her money somehow.

And if they come back to me? Sorry, I guess I'm just too busy now.

Pay attention to details

Keli DiRisio (Realty 3) — Thu, 04 Dec 2008 09:52:08 -0600

i just had to write about this. I find it funny and sad at the same time. I was looking on the MLS to see some competition of my husband/builder, who I represent. These are high end homes in the Rochester, NY area. I stumbled across a new build from another builder, listed at close to $600,000 in a very affluent community. I looked at the photos and laughed out loud. You will never believe what I saw! Looking toward the kitchen there were hardwood floors, stainless appliances, granite etc., and 2 columns graced the entrance way. These 2 round columns announcing the entrance to the kitchen? THEY ARE UPSIDE DOWN! I noticed it right away. I showed the pic to my husband and he was appalled.

My question is this: How many agents would notice? The base, which has notches in it was at the top and the level part was on the floor.

It was glaring and the first thing I noticed. How could the builder not see this? How could anyone else not notice this???

This is a good reason that agents should take a class or two on new construction. (Maybe the builder should too!)

Email notice - which format do you prefer?

Keli DiRisio (Realty 3) — Fri, 10 Oct 2008 09:08:20 -0500

I get a lot of emails from Realtors, announcing new listings, broker's opens, etc. Some come as a jpeg attachment. Some come from an e-newsletter site (constant contact, campaign monitor). In my previous career as a graphic designer, we would have always sent a mass emailing as an e-newsletter. But I am noticing more and more using a jpeg attachment. Is that because it is easier? And which do you prefer? It is easier to create a jpeg but it is the most effective method? When you get an e-newsletter do you open it and download the images?

Just my curiousity asking!

The silence of the blog

Keli DiRisio (Realty 3) — Tue, 29 Jul 2008 14:07:56 -0500

I have to apologize to all of you out there who were readers of my blog. Work, life and everything else seemed to expand until writing was the last thing I had time for. Many of you contacted me asking if I was OK. I am OK, just trying to get back into my schedule!

I have an interesting story from my builder husband. During the winter we had a house under construction broken into and the perp (I love detective phrases) broke his leg. He was a prominent NYS poiitian. We never said anything or pressed charges or anything. The perp never called us, wrote, nothing in way of an apology.

A few months ago I received a phone call from a reporter who found out who it was and he wanted details. I immediately handed the phone off to my husband. He told the reported what was in the police report and the next day was the headline "NYS Senator breaks leg while tresspassing."

The reason I bring this up is because if that were any average Joe who broke in and broke his leg, he could sue the BUILDER. NYS is the only state with the Scaffold Law. The tresspasser could be drunk, tresspassing and fall and break his neck and still sue the builder. Luckily, the politician didn't want any publicity either.

That was the main excitement of the last few months. NYS needs an overhaul of its laws to better protect everyone. But the moral of the story: don't break into a house and try to climb an extension ladder.

Build vs. buy exisiting?

Keli DiRisio (Realty 3) — Tue, 04 Dec 2007 09:57:28 -0600

I had an interesting call the other day from a Realtor who had a client he wanted to register with the builder I rep. He told me how they have been looking at existing homes and finally came to the conclusion that they need to consider building to get exactly what they want. He said this almost reluctantly. I told him I would fax over the registration. As we continued to talk, he told me how he had convinced them to consider building. He said, “I told them building is much more costly than buying existing, but they will get what they want.” WHOA! Wait just a minute! I quickly switched into my teaching mode to help this misinformed agent about why building it NOT necessarily more expensive than buying an existing home in the grand scheme of things.

I pointed out to him that while a new build may cost more up front, his clients don’t have to make repairs and fix things that usually have to be done in 5-7 years of buying an exisiting home. A new roof, new furnace, new carpets . . . these are all costly items that most home buyers want/need to replace in the first few years of owning an existing home.

Building a new home allows your clients to chose (and pay for) exatly what they want. They are not paying for the things that were someone else’s dreams and necessities. Your client may not need that wet bar in the basement. Why pay for it?

Building a new home is a better value in the long run. Your clients can choose exactly what they want. If she loves granite counter tops, she can have them. If the existing home she is looking at doesn’t have granite, she will either have to settle for what is there or she is looking at a costly replacement. In a new build, they don’t have to replace anything before or shortly after they move in. If there are any problems, they will have warranties for replacements, and they always have the builder who they call with any questions or concerns. Who do they call for problems in an existing home? Their Realtor?

Here are some of the benefits of building a new home:

Low maintenance costs

New homes come with everything new, which means fewer repairs on items and on the structure!

Warranty
New homes come with warranties to cover most structural problems, not to mention the warranties that come with any new appliances and features in a new home. Most existing homes don’t have any warranties, which can lead to costly repairs and replacements to a new home owner.

Plus, with a builder, they are just a phone call or e-mail away if you have any questions or emergencies. Check with your builder, but most offer a one-year walk-through.

Amenities
New home usually include appliances, central air and heating systems, more electrical outlets and conveniently placed cable and phone jacks. Wiring is done with our lifestyles in mind (internet, home theaters, etc.)

Energy Efficiency
New homes consume half as much energy as home built before 1990. This benefits our environment, your health, and your wallet.

Safety
Better heating systems, built-in smoke detectors, and better wiring all decrease the chance of fire. Plus, some older homes may not have been built with egress windows and other features that are mandatory today.

Size
On average, a new home built has approximately 700 square feet of living space more than a house built 20 years ago. More windows, closet space, bigger garages, larger kitchens and bathrooms are some of the benefits we see with the extra space.

Spacious floor plans
New home owners can take advantage of the open floor plans that are available and choose carpets, paint, landscaping, fixtures, etc.

Home-Site selection
You can choose the land and community that is most appealing.

Value
New homes have a longer life, higher appraisal and better resale than older homes.

I think many agents are nervous about recommending a new home. Always ask a builder for their registration form for agents. That way you are protected as the representation of a client. Lack of knowledge about the building process intimidates many agents into not offering a new build as a viable option. I have seen many agents come through our homes and I can tell they are uncomfortable. There are some great classes offered through the Realtor associations. And as an agent ask questions! I am always glad to help another agent understand the process, that is what I there for. You could potentially be losing clients by not offering all that is available.

Mac and Active Rain

Keli DiRisio (Realty 3) — Wed, 14 Nov 2007 12:42:18 -0600

I received this email from a new Mac user. Just wondering about some of your experiences:

You wrote a blog a while back about Mac. vs. PC and were kind enough to respond to me in regards to purchasing a Mac. So I did It! And am now the proud owner of a Mac Book Pro...and loving it.

One question, I can't seem to post any comments to AR. I can type everything in, but when I go to click "submit comment", it won't do anything. I tried hitting the return key only to have it post my comment with nothing in it. Have you had this problem and do you know a way around it?

Any help you can give me would be much appreciated.

I told her some browsers don't work w/some sites. I know our MLS doesn't like Firefox. But maybe Active Rain doesn't like Safari? I use Firefox on my Mac and AR is fine.

Does anyone have any comments or solutions? I suggested possibly downloading Firefox . . . but I would be happy to forward along any comments from others!

Thanks!

Universal Design: How it can help all of us

Keli DiRisio (Realty 3) — Sun, 21 Oct 2007 10:52:49 -0500

It has taken many years, but housing designers have found a way to create barrier-free homes, and make then attractive. It's called "Universal Design." Homes that have universal design features look like other homes, but they can sometimes be better than other homes because they are much easier to use and to live in. Universal design is getting popular. They look appealing. People with disabilities don't feel like they are settling for a house that was retro-fitted with things that are necessary for them. The homes were designed specifically to meet their needs, but still keeping in mind the aesthetics that people want. People who don't have disabilities think that universal homes look just as a "regular" home does.

But Universal Design is not just for the disabled! The Baby Boomers are planning for their future: retirement, smaller homes, etc. Universal Design is for them too! While it may not be a concern now, that house that a 50-something couple just bought will be their retirement home, their home to grow older in, their home to be in for the rest of their lives. They are active and mobile now, but who knows fifteen years from now? A one-story, easy-to-use home with amenities like a first floor laundry and wider hallways are nice now, but could be a necessity down the road.

Features for Today

What makes a home "universal"? It's simple. Here are some of the more common universal design features:

* No-step entry. No one needs to use stairs to get into a universal home or into the home's main rooms.
* One-story living (ranch homes or two-story with first floor master suite). Places to eat, use the bathroom and sleep are all located on one level, which is barrier-free.
* Wide doorways. Doorways that are 32-36 inches wide let wheelchairs pass through. They also make it easy to move big things in and out of the house.
* Wide hallways. Hallways should be 36-42 inches wide. That way, everyone and everything moves more easily from room to room.
* Extra floor space, open spaces. Everyone feel less cramped. And people in wheelchairs have more space to turn. Repositioning load-bearing walls to create open areas.

Features for Comfort

Some universal design features just make good sense. Once you bring them into your home, you'll wonder how you ever lived without them. For example:

* Floors and bathtubs with non-slip surfaces help everyone stay on their feet. They're not just for people who are frail. The same goes for handrails on steps and grab bars in bathrooms.
* Thresholds that are flush with the floor make it easy for a wheelchair to get through a doorway. They also keep others from tripping.
* Good lighting helps people with poor vision. And it helps everyone else see better, too.
* Lever door handles and rocker light switches are great for people with poor hand strength. But others like them too. Try using these devices when your arms are full of packages. You'll never go back to knobs or standard switches.

Features for Later

Universal design gives you great home feature you can enjoy now. It also helps you plan for the future. Take closets for example: when you build a closet, add some adjustable brackets. Later on, you can use those brackets to move clothing rods and shelves to a better height. This tiny investment helps a closet grow along with a child and it also means you can use the closet even if you start using a wheelchair. This kind of planning can help you make sure every part of your home will adapt to your changing needs.

(Excerpts taken from: http://www.aarp.org/families/home_design/universaldesign/a2004-03-23-whatis_univdesign.html)

Being married to a home builder, we are always looking at the "next" home. Our next home, ideally, will be built using many UD features. This is a must for us as I have MS. But that is not the only reason. We want to utilize UD to make living that much easier: A sprawling ranch. Wider doorways and stairs. No barrier shower. An area for a small elevator if it is to be a 2-story home. Wider areas between the sink and island in the kitchen. All of these things, plus many more make the home more "livable", and not just for someone with a disability.

Fixing Hard-to-Use Homes

You may have your own ideas about universal design features that could help you. Take a good look around your home. Make a list of the things that bug you. Tired of bending to plug in the iron? Sick of stretching to reach your favorite platter? Can't stand carrying laundry to the basement? Talk to some contractors to see if there are some UD options to help you.

For someone like me, I can definitely see the need for Universal Design. I have MS. I am still mobile, I still get around without the use of a wheelchair or even a cane. But I can see down the road how some of the features of UD may be beneficial for me. Wider doorways and staircases are necessary for a wheelchair, but they are also nice to have when carrying a laundry basket. So some of the features that are necessities for some are also a luxury for others.

From the MS Society Website:

"Universal Design enables everybody-not just people with disabilities-to navigate, manipulate, and appreciate our world. Non-slip flooring: It's safer for all sorts of feet. Curb cuts make things easier whether you're pushing a stroller or a wheelchair. Think of a grab bar in the shower. It's seen by many as a "disabled" thing, but who wouldn't want one when their eyes are full of shampoo?

Universal Design makes products, communications, and the built environment not only aesthetically pleasing but also more usable by more people-at little or no extra cost. There's just one little problem: Universal Design is not exactly universal. Not yet. If it were, many special accommodations for people with disabilities would disappear. They wouldn't be needed.

Thankfully, product and space designers, heeding the needs of people with disabilities as well as a population with an increasing number of older people, are slowly beginning to solve problems using the principles of Universal Design. New technologies augment their efforts. Examples slowly entering the marketplace include adjustable kitchen sinks and vehicles with more power assistance." http://www.nationalmssociety.org/site/PageServer?pagename=HOM_LIB_imsoct04_universaldesign

Other Resources

Meet a Universal Design Architect
Because of a genetic disorder, Architect Karen L. Braitmayer uses a wheelchair. Her disability has shaped her career.

BabyBoomers and Universal Design
This article, published by Realty Times, suggests that demand from Baby Boomers is making Universal Design more popular.

Books

Find this book online at www.barnesandnoble.com:

The Accessible Home: Updating Your Home for Changing PhysicalNeeds, Bryan Trandem (Editor), Creative PublishingInternational, Inc., January 2003.

The Grammar Police

Keli DiRisio (Realty 3) — Thu, 18 Oct 2007 09:45:09 -0500

I had a previous post regarding photography, the do's and don'ts. Now I am here to really focus on some personal pet peeves: grammar and spelling. I just read a listing by an agent and it made my skin crawl. I will put a few of the whoppers here:

"From the exterior and color coordinated siding enhanced by the lighting selected to make this home special for you!" << What?

"To your left & right is the parlor & dinning room," <<I guess I was absent in class the day they discussed the dinning room. I only learned about dining rooms.

"Covered in solid surface counter tops with stainless steel appliance. " <<I'm not quite sure what is covered in solid surface. Too bad only one appliance is included.

"For breakfast, lunch or diner there plenty of room for everyone to dine in sun room. " << Once again, What? And there is a diner in there?

". . . and a over sized walk in master closets." << No comment.

" . . .leads directly to the first floor laundry & onto the kitchen." <<I guess there must be some kind of landing on top of the kitchen?

"Each bedroom has their own bathroom sink & an inter connecting private bathroom" << I'm glad each bedroom has their own bathroom sink. Bedrooms appreciate a sink. I'm not even sure what an inter connecting private bathroom is. I guess it is better than a public bathroom.

"Truly this home was designed for you & the years to come." <<Truly. I hope the years appreciate it.

Oh, I love this one, "Up your oak stair case . . ." << Up yours too, buddy.

Ouch! Between the grammatical errors, the spelling mistakes and the poor wording, this makes my head spin. All of these phrases were taken from ONE listing and the kicker: it is for a $550,000 house.

If you aren't a writer, please, please, please, have someone write for you, or at least have someone proof it.

So if you see spelling errors or poor grammar in any of my posts, feel free to point them out to me!

Agent attitude or lack thereof?

Keli DiRisio (Realty 3) — Tue, 16 Oct 2007 10:15:40 -0500

OK. I post this out of curiosity. I am interested to hear what others have to say on this topic.

This past weekend I was doing an open house on a new build (I represent the builder). A couple came in loved the house, and want to meet again to discuss building. I asked if they had an agent they were working with. They looked at each other and said, "Well, we have someone we have been working with, but he really hasn't done much with us. He showed us a few pre-existing homes, but we couldn't find anything we liked, so he gave us a list of ranches to go look at on our own. We have been driving around on our own for a few weeks. We decided to stop here and we love it! He is a friend, but to be honest, he has not done anything for us except give us a sheet of paper with a few addresses on it."

I told them that they were still working with him, regardless if he was with them that day or not. One thing with being a builder's rep, I am always very careful to immediately ask if potential buyers are working with anyone. We get numerous people through open houses who are just driving through or live in the neighborhood, and I always clear the air with that question first. (When agents come through, I always have them register).

But let me give another example:

There is another realtor who came through one of our open houses a few months ago, to preview it for potential clients. He then proceeded to bring some clients to us who ended up building. We don't require an agent to be present at all of the meetings pertaining to the building process, but they are welcome to attend. Most do not, knowing that we will be handling the details on our end, and we are fine with this. We keep them posted of pertinent dates, etc. This agent was very interested and asked that if he couldn't be there, could we fax him notes from the meetings. Just so he could stay informed on the progress and be there if his clients had any questions or concerns. They built a lovely home and their agent was fantastic to work with. Last week I got a call from this same agent and he had another couple he is bringing our way. They came through open house (with the agent) and they are also very interested in building.

The difference I am seeing: the complacent agent who just hands off a handful of pages printed off the MLS to his clients and they are on their own versus the hands-on agent who is there every step of the way. This is not the first time I have seen this. Is it because we are new builds and agents don't feel the need to be there? Assuming that I can and will help their clients? Or is this a trend on existing homes as well?

I look forward to some insights on this.

Raining cats and dogs (but mostly dogs)

Keli DiRisio (Realty 3) — Mon, 08 Oct 2007 07:50:37 -0500

This weekend the local animal shelter here in Rochester, NY had its annual Barktober Fest. Yes, you guessed it. It is a dog extravaganza. I don't have a dog, but promised my son I would take him there. They had bouncy houses, doggie dress-up,you name it. I get my son all organized, we drive down the road toward the shelter as I watch the sky getting blacker and blacker. Now, the shelter, Lollypop Farm is about 3 miles from where i live. As I am approaching the turn-off into the parking lot (which is filled with about 200 cars), the skies open. And I mean waaaay open. It is the worst rain I have ever seen. And then the lightning. The thunder. I told my son, "We aren't stopping. This is unbelievable." So I drive past as I watch about 400 people running, with dogs of every size and shape, and too many kids to count toward their cars. I turned the corner to go about and head toward home. I realize there are cars parked for about a mile down that way too! It was utter chaos!

The rain subsided about an hour later and we went back. Most of the dogs were gone, so I guess you could say the day went to the dogs!

Worth a thousand words?

Keli DiRisio (Realty 3) — Sun, 30 Sep 2007 08:59:41 -0500

OK, more geek-speak. This is about the photos that agents (or FSBO) have on their sites. I know this has been discussed to death, but I have a few more pointers that may help. A photo can be worth a thousand words, but are those words the ones you want to be saying?

Having a background in graphic design and working on many a photo shoot (and taking a few pix myself) there are some basic rules to follow.

1. Have a good camera. The days of the throwaway camera are gone. Invest in a good digital camera.
2. Know some good image editing software. From my design days, I use Adobe Photoshop. I don't expect anyone to go out and buy this very pricey program, and learn how to use it. But there are good (free) programs that you can use for basic photo editing. By editing, I mean lightening up a dark photo, sharpening up a slightly blurring photo, doing some minor color correction. As I am very comfortable with the software, sometimes I will do something like remove a trash bin that is showing, or taming a reflection on a window.
Notice the plug hanging in the center. A little editing, no more plug and a better crop help.

Original photo Same photo with minor color correction.

3. For interior shots, use natural light, usually in the morning or early evening. Do not take photos during high noon. You will get glaring sun and harsh shadows.

Beautiful soft light.

4. For exterior shots, especially 2-story homes, try to get yourself off the ground. Stand on the bed of a pickup truck (or I have stood on the roof). This help the house appear from eye-level, not like you are lying on the ground. The house does not appear to be looming.

5. Try to imagine yourself as a buyer. Nowadays with so many buyers doing their initial 'shopping' on the internet, the photos on the listing can make or break it. Haven't you all had clients immediately say "NO!" to a showing because they didn't like what they saw online?
6. No one wants to see corners or rooms, or part of a vanity or island. Get a wide angle lens for your camera and get as much of the room as possible.

Nice lighting, but it is only showing a part of the island. Show the whole thing.

7. If there is something worth seeing in detail (custom woodwork, detail on a cabinet, etc) get a close-up of it. (On most digital cameras there is a Macro setting)

What are we looking at? The beautiful corbeil (with a slight color correction).

Detail of the island Detail with a crop on top and on side.

Showing the light fixtures in the kitchen.

8. Make sure the pix are of the home, not of the things in the home. How many photos have you looked at and you don't remember anything about the house, but you remember the photo of some guy wearing a leopard print thong? Make sure the house is the primary subject of the photo.(I don't have any photos to show as an example)
9. In your copy, write something memorable and emotional. I can see it is a kitchen, tell me how as a buyer I can see myself baking cookies and preparing family dinners in that kitchen. You want to create an image in a buyer's mind of them in that kitchen. "Can't you see your entire family gathered around the spacious kitchen island, anticipating the wonderful meal prepared by you in your new kitchen?"

10. Make sure the exterior photo is taken with room on either side. If you cut off one side, the viewer will wonder what you are hiding. An unsightly shed? An overgrown bush? A dent in the wall? Don't let them imagine, show them.

I added the sky to an otherwise gloomy day picture.

11. Use a tripod. I don't know of anyone who is steady enough all of the time to take perfect photos. Plus, you look cool if you are walking around with a tripod.
12. If you are uncomfortable taking the photos and know you don't have the time or the want to edit them, hire someone. Call the local college and talk to the photography department. They will gladly give you names of students who would love to do this. You get quality work cheap, and they get great pieces for their portfolios.

So try to remember some of these tips when you are taking your next photos. I looked at one house online where the agent took pictures through a fish-eye lens. If you don't know what that is, it is an image that looks like you are looking through a bubble. Not too flattering!

I created this one so you could see it. Lovely, isn't it???

My past in advertising

Keli DiRisio (Realty 3) — Thu, 27 Sep 2007 11:31:42 -0500

Hello all! I was pleased to stumble across this group! I am new to AR, and exciting about it! My previous career was as the owner of a graphic design studio, so I am all about thinking outside of the box. You need to really do something different and exciting to get noticed. We used to do a wide range of promos for companies, both large and small, so I can't to hear some of these creative ideas!

Real Estate and Technology

Keli DiRisio (Realty 3) — Thu, 27 Sep 2007 08:30:30 -0500

I’ll admit it. I am a computer geek. From my days as a graphic designer, I always had to have the latest and greatest, the fastest and the slickest machine. And yes, I am a Mac lover. As designers, we all used Macs. I cannot switch over to the Dark Side and use a PC. I do when I have to, kicking and screaming all the way, but now that I am not doing much design anymore, I am definitely in the minority.

I attended a couple of great classes over the last few days. They were taught by the same woman, Amy Chorew. She was fantastic. We talked alot about the role that technology plays in real estate, and how under utilized it is by agents. The ironic part is our audience, our clients, they are using it at an ever-increasing rate.

These were some interesting stats that Amy shared with us from the 2006 National Association of REALTORS© Profile of Home Buyers and Sellers:

51% of first time buyers are between the ages of 25 & 34 years old
85% of buyers used a real estate professional
84% of first time buyers used the Internet to search for homes (compared to 79% of repeat buyers)
81% rated their real estate agent as very useful in the process
Median age of sellers: 46 years
Typical home is on the market for 6 weeks

These are some interesting numbers. It is good to hear that alot of buyers are using agents and realizing the importance of a good agent! But the Internet is a powerful tool and as agents, we need to grasp its potential.

With the age range of first time buyers between 25 and 34, this generation is what is driving the housing market. Generation X (and the fringe of Generation Y) is computer savvy, busy with jobs and families. They want to sit down at night after the kids are asleep and surf around and see what grabs them. They know how to find sites with homes and they know how to cull the information down to suit their needs. Don’t get me wrong, agents are still needed. We are necessary to point out some of the features, desirable and not-so-desirable of homes they may see on the Internet. I had a client and he and his fiancée were looking to buy. They were constantly sending me links to homes they found. One home they were particularly hot on and wanted to see it that day. I looked at the link and the first thing I noticed was it was septic. I immediately called my client and told him. He said, “Oh. I didn’t know what that meant on the website. We definitely don’t want to look at that one.”

We as agents definitely need to embrace the technology, but we also need to impress on our clients what we bring to the party as people, too.

Marketing: the Good, the Bad and the Ugly

Keli DiRisio (Realty 3) — Tue, 25 Sep 2007 12:40:46 -0500

Aren't blogs wonderful things? My background before real estate was advertising and marketing. I was the owner of a graphic design company and we did everything from corporate IDs to websites. I have to say this forum for real estate is fantastic.

I recently started my own real estate blog, www.homegrrl.wordpress.com but I'll be adding to this one as well!

I am located in Victor,NY, just outside of Rochester.

This is a post off my HomeGrrl blog:

MARKETING: THE GOOD, THE BAD AND THE UGLY

Marketing seems to be the buzz word nowadays. How to market this and that. Brand your product . . . Selling a home is no different–you are trying to put a product (a home) in the best light to appeal to a target audience (a buyer). The official definition of marketing is: “Means to make a communication about a product or service a purpose of which is to encourage recipients of the communication to purchase or use the product or service.” Sounds simple, doesn’t it? From my days in advertising, I lived by the rules of marketing. As a Realtor, you need to know about marketing as you are selling a product. But you also need to remember: you are marketing yourself. How else do you get clients?

Here are some basic rules to follow:

It’s a simple concept: if you close sales faster, you’ll ramp up your revenues, and then you won’t be spending as much time doing marketing or making sales calls. Turning a lead into a sale is the critical purpose of marketing. Real estate is no different than any other industry; basic marketing rules apply to everyone. Here are some of the most important basic rules of marketing:

• STAY IN TOUCH
First, be sure you are staying in touch with prospective clients on a frequent, consistent basis. This means following up with potential buyers and their agents, “What did your client think of my seller’s house? What did they like? Didn’t like? Do you have any other feedback that may help?” It also means keeping my seller abreast of what is happening in their home. I also keep them updated on the showings and the feedback.

• STAY AHEAD OF YOUR COMPETITION
The market is saturated with homes for sale. How do we make your home stand out from the other? What can we do to help you home catch the eye of a potential buyer? I wish the answer were an easy one, but the truth is, there is no cookie-cutter solution. Each home and each buyer is different. I would take a different approach on a home in a rural area than I would in the city. Not that one approach is better than the other, but the audience is different. A comprehensive marketing plan presented at the beginning is always useful. I tell my client exactly what my marketing plans are for the time that the house is listed: what ads I’ll run, what direct mail I’ll send and how their home will be presented on the MLS and on the Realty 3 website.

And what about you? How do you win the listing? You stand out from the crowd and you show that potential client how you can plan to service them and why your method is superior to someone else’s. How can you guarantee that you will sell their home and get them a fair price? How do you present yourself? Are you dressed well? Is your car neat and clean? Do you come across as a professional? It is a nice way to advertise to have your name and phone number on your car. But once is enough. Not on every door. Is your photo on your marketing materials up to date, or is it the same photo you had taken ten years ago? Your audience is going to see you in person, so why are you trying to fool them on your business card? Get a new photo.

• FOLLOW UP
Again, the follow up is crucial. How do I know that a potential buyer really liked my seller’s house, but didn’t like the resilient flooring in the kitchen, unless I follow up with a phone call? After calling the buyer’s agent to get feedback and she told me that was a big negative, I immediately called my client. They agreed to replace the flooring and I was able to call the buyer’s agent back and tell them this. That changed the whole deal!

• DON’T BE AFRAID TO ASK FOR HELP!
If you can afford it, hire someone to do your marketing and design for you. If you plan on doing any direct mail or an ad for the paper, please let a qualified graphic designer do it for you. You can find reasonable rates by calling around and asking what they would charge. Or if you want a personal website, don’t let your nephew do it. Hire it done. That is your image and how people will think of you. Nobody can sell you better than YOU. Just a reminder: you are a Realtor, NOT a designer. You DO NOT need a full page image of yourself. You DO NOT need some cheesy tag-line. Project the image your want others to see.

Case in point: FSBO are not an agent’s favorite thing. “Why would someone, untrained, think they could sell their own house? That is what I am trained to do! I have attended a lot of classes and have years of experience. Why don’t they understand that and let a trained professional sell their house?”

Graphic designers say the same thing about Realtors: “Why would someone, untrained, think they can design their own ad (logo, website, direct mail)? That is what I am trained to do! I have attended a lot of classes and have years of experience. Why don’t they understand that and let a trained professional design their materials?

• SOME BAD SOME GOOD AND SOME UGLY:
An ad that is taken up by more of your photo than your contact info: BAD
A photo of you on your business card/in an ad that is more than two years old. You don’t want a client to ask “Are you the same person who is on your card?” (see above): BAD
Having an ad with a typo. (See above about hiring a designer) An ad that says “Let me sell your hoem!” isn’t going to win clients. Typos: BAD
Do not design your own website. Home-done website: BAD and UGLY
Keep your car neat and clean. You don’t want to throw the McDonald’s bag into the back seat right before your client gets into your car: BAD
Do not put your name, number, and photo on every spare inch of your car. Be tasteful, not gaudy. Car as a billboard: BAD and UGLY
Study a good marketing plan (you can find them online or in books): GOOD
Following a marketing plan: GOOD
Create an image for yourself and carry that through all of your materials: GOOD

Marketing isn’t hard, but it is a matter of being consistent. If you find it scary, take some classes and learn about marketing. It is the way to push yourself to the front of the pack!