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This is the place to view the past and present contests put on by ActiveRain and its members. Everyone can join the
group and help encourage each other. Current contest will be highlighted posts so it's easy for you all to see. Let it
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AR's community takes the time to leave honest and transparent reviews of their experiences
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Each month AR runs numerous contests as a way for our members to engage in activities
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Ask a Real Estate Question
Here's another avenue for you to build relationships with others. Share your expertise with someone searching for answers.
Play the teacher role and help someone out today
Your Homepage will alert you of new questions in your state
A wonderful way to open a door to a possible new client
Ask a question yourself to get help
These state pages or hyper-local pages provide content directly related to a specific geographical location.
State, County, City and Neighborhood pages make it easy for consumers to find what they're looking for.
Post your listings, school information, local events, market reports and more
Consumers peruse these pages for information
Farm your niche market and cover all the happenings in your neighborhood
Answer: Ugly Betty, hands down (you’ll have to trust me, I’ve seen both sites traffic metrics). Why/ How?? It’s easier to locate Ugly Betty’s listings than Pretty Womans. I don’t believe this to be by (intelligent) design, which makes the point of this post…it’s all about the listings. So much so, I’d lay a healthy bet (if I were a betting man) that a blog-site that only had the following text on it’s home page:
AREA OF CHOICE LISTINGS
would out ‘click through’ a site that had: Blog blog blog, beautiful pictures, sexy voice-over videos, or some dude walking out of the margin of the web-browser across your site. (A wonderful blend of Ugly’s stats and Pretty’s CSS here.)
When potential consumers go to the web in search of real estate, they’re looking for listings. They don’t care who’s providing them, they just want to see them, all of them, and everything about them. Whoever provides easiest access to listings (on purpose or not) is most likely to get the lead and the client. Go get a text based listing manager, plug it into your well populated, properly configured blogsite, make it the center of attention, and watch the people stream in on purpose and by accident.
In my opinion this is why Redfin has maintained through the ‘Another Discount Broker’ smear campaign, where so many others have failed. This is no small task; they are persevering in an industry that has been almost impenetrable to new business models. Why? It’s more than their rebate.
You are only 2-3 clicks away from listing nirvana, no name or phone number required. After the initial buzz wears off you find yourself engaged by the fact they’re also willing to rebate you some commission, akin to a sale…everyone loves a deal and most everyone outside the industry thinks Realtors are way overpaid. Their leads are being converted to clients and no one has even spoken to them yet.
It’s rather ominous (to the naysayer) that Redfin and ‘Discount Brokerage’ are less and less mentioned in the same sentence and even more so that it’s main detractors are almost solely other real estate professionals. I actually saw a blog post the other day solely about Redfin losing a listing…one listing. You could create a whole social network around lost listings for any other broker house, yet Redfin gets tagged for losing one…My dream job would have been to be their Chief of Marketing, but I digress
Maybe one day soon, more real estate professionals will see this is a highly preferred way of doing business. Give them listings, appeal to their consumerism, and let them contact us…on purpose or not, it’s (very) simply brilliant. This company plays in fine tune with the psychology of the status quo; there are lessons to be learned here for those willing to listen.
The same is true in the mortgage industry. Consumers want rates…rates, rates, rates. Whoever makes it easiest to find rates, usually gets the lead and the client. Television demonstrates the power of the rate. DiTech, CountryWide and every other lender with enough cash to produce a commercial sells a rate. Never mind that a majority of the people who actually respond to this advertising will never qualify for the advertised rate, they showed a rate. Mortgage brokers should do the same, give consumers easy easy access to rates, the real rates, true wholesale rates and require little more than an email address in return.
So whats the psychological play for the mortgage pro? Pricing. Show clients pricing, 10 levels deep in both directions if that’s what it takes. Don’t manipulate the pricing, or you will lose all credibility in this increasingly transparent marketplace. Professionals say that too much information actually hurts the consumer. Guess who doesn’t care what you think? The consumer. They’re gonna look until they find rate nirvana and there isn’t a thing a mortgage pro can do about it, except adapt (quickly).
It’s long tail consumerism, a paradigm shift away from the less is more marketing philosophies.
Disclaimer: ActiveRain Corp. does not necessarily endorse the real estate agents, loan officers and brokers listed on this site. These real estate profiles, blogs and blog entries are provided here as a courtesy to our visitors to help them make an informed decision when buying or selling a house. ActiveRain Corp. takes no responsibility for the content in these profiles, that are written by the members of this community.