If you do not have someone who sends out weekly press releases to every local and national media outlet you have in you address book then you are truly missing the boat. Writing press releases is an art, you have to have captivating headlines, short but concise copy, and a few contacts in the biz to get your story picked up. But when they do pick them up, you will be contacted for interviews, etc. whcih can further create brand awareness at little or no cost to you.
Most media outlets are starving for good news about the Real Estate Market, so what are you waiting for? Share your success, tips, whatever. Would you rather pay $4,000 for 1 small display ad in the Sunday Paper, or $4,000 a month for a good PR firm to handle all of your press and get you write up after write up in the media?
Thank about it. Then contact my close friend Carol Flammer at www.flammerpr.com out of Atlanta and let her show you what good PR can do for your business.
Blog Archive
Thursday, February 7, 2008
Saving on Direct Mail
For those of you who are loyal to your local printers and mailhouses, it's time to start shopping around for better comparative rates. The cheapest, most efficient, and best quality mailhouse I have found is VistaPrint.Com. The do complete fulfillment, printing, etc. over the internet with a very quick turnaround time. You can load your own artwork, get proofs in 24-48 hours, and if you still like the personal touch, their cusotmer service and art departments are top notch. This site is perfect for flyers, postcards, premiums, etc. They even do Tee Shirts. I've been a loyal customer since 2003 and have never been dissappointed. Plus, the more you do with them, the bigger discounts you will start to receive such as 25% off your next order, etc.
With everyone's budgets getting cut, the time of remaining loyal to old business partners may have to go by the wayside. Especially if you are looking to save on your direct mail costs.
Check them out http://www.vistaprint.com/
With everyone's budgets getting cut, the time of remaining loyal to old business partners may have to go by the wayside. Especially if you are looking to save on your direct mail costs.
Check them out http://www.vistaprint.com/
Thursday, November 15, 2007
Blame the media.
Sorry it's been a while since I last posted. We're all busy and while that should be no excuse, it is the only one I got. I've been busy.
Anyway, I'm out here at the NAR conference in Las Vegas and can't reiterate it enough that the media is to blame and no one else is for the downturn in the housing market. All of us out here are saying the same thing.
Go ahead and tell us how the "real estate market" is going to lead us into a recession due to the 100% increase in foreclosures over last year. Go ahead and tell the consumer that home prices are going down and there is no value to home purchasing now. Go ahead and tell the nation that the hopes and dreams of many are going down the drain because over-zealous lenders wanted to get rich quick so their CEO could retire rich before the proverbial shi-caca hit the fan. Heck, while you're at it, go ahead and tell my son there is no Santa Claus because he'd believe you before he'd believe me!!!
ENOUGH Already. Just as the age-old additive "don't believe everything you hear" employs, I invite each of my fellow real estate professionals to write to each of their markets newspapers, tv stations, etc. and ask them to stop belittling the housing market. How are we to stop it if the general public's perception is negative? Write them, I dare you and pose the following "newstips".
Tell them you want to hear what effect oil prices, the wars, pork barrel spending, multi-million dollar research grants (to find out how a leaf dries out, and other pointless research), sending tons of toys back to china, and the recent decline in the value of the US dollar because we owe so many other countries money,... are causing a bigger dent in the US Economy than the housing market ever will. Please, I'd love to hear it.
No, they won't listen to you but you will be heard then toss around a newsroom for a story idea. But then the news director will tell the reporters to lead with the "hot topics"... the one's that really mean a lot to their viewers like Brittney Spears' next court hearing or how little Tommy lost his puppy but it was found by a neighbor. Wake up people.
Blame the media.
Anyway, I'm out here at the NAR conference in Las Vegas and can't reiterate it enough that the media is to blame and no one else is for the downturn in the housing market. All of us out here are saying the same thing.
Go ahead and tell us how the "real estate market" is going to lead us into a recession due to the 100% increase in foreclosures over last year. Go ahead and tell the consumer that home prices are going down and there is no value to home purchasing now. Go ahead and tell the nation that the hopes and dreams of many are going down the drain because over-zealous lenders wanted to get rich quick so their CEO could retire rich before the proverbial shi-caca hit the fan. Heck, while you're at it, go ahead and tell my son there is no Santa Claus because he'd believe you before he'd believe me!!!
ENOUGH Already. Just as the age-old additive "don't believe everything you hear" employs, I invite each of my fellow real estate professionals to write to each of their markets newspapers, tv stations, etc. and ask them to stop belittling the housing market. How are we to stop it if the general public's perception is negative? Write them, I dare you and pose the following "newstips".
Tell them you want to hear what effect oil prices, the wars, pork barrel spending, multi-million dollar research grants (to find out how a leaf dries out, and other pointless research), sending tons of toys back to china, and the recent decline in the value of the US dollar because we owe so many other countries money,... are causing a bigger dent in the US Economy than the housing market ever will. Please, I'd love to hear it.
No, they won't listen to you but you will be heard then toss around a newsroom for a story idea. But then the news director will tell the reporters to lead with the "hot topics"... the one's that really mean a lot to their viewers like Brittney Spears' next court hearing or how little Tommy lost his puppy but it was found by a neighbor. Wake up people.
Blame the media.
Thursday, September 27, 2007
Do You Want to Move, But Can’t Sell Your Home?
So the “market” hasn’t turned out the way you would have liked it too. Don’t worry, you’re not alone. Many people just like you have said (in the words of R.E.O Speedwagon) “It’s time for me to fly”.
Below are some neat tips on how you can get ahead of the game.
1. Don’t panic. Start to focus on how you can make your home stand out by highlighting its best features. Remember, you fell in love with it once, and someone else will too so long as you help them capture the feelings you first had when you were handed the keys.
2. Cut your losses. The sooner you come to the realization you will not get out of your home what you expected to get out of it, the better off you’ll be. Many professionals are offering great incentives for people to buy their homes such as entertainment centers, leases on new cars, etc… but what it all boils down to is price. If someone thinks your price is too high, they won’t give it as much attention as they would if it was in their ballpark.
3. Compare . Go to open houses, see other homes in your neighborhood or comparable neighborhoods and find out what homes are selling the quickest and why. Take notes and become the consumer. Look for what is attractive about the comparison home and plan accordingly. Remember, those who are in the buying mode aren’t just looking at your home for sale. They’re comparison-shopping too.
4. Friends. Call your friends and get them to give you their honest opinion. They will tell you straight out what they think your home is worth and what you can do to improve the likelihood of a quick sale. Think of this too: If your friend wanted to buy your home, what kind of price would you sell it to them for? Take that idea and apply it to your new listing price.
5. Consider a decorator. No one wants to go out and spend thousands of dollars on new furniture just to make their home look more desirable. But by hiring the consulting services of a decorator who is current on trends, you will see a dramatic improvement in the aesthetic appeal of your home. It may involve as little as dusting off that old table in the attic and replacing the fancy nightstand because people are looking for authenticity, or moving the couch from one side of the room to another.
6. By all means, dress up your curb appeal. Hooray for Lowe’s and Home Dept. They have free consulting services on relatively inexpensive plants and landscaping ideas that can turn your cookie cutter home into a plantation garden paradise. Is it worth spending $1,000 one some new leafs to sell your home in a month’s quicker time? You betcha.
7. FSBO. (for sale by owner). Thanks to the wide world of the Internet, you can market your home yourself to countless audiences without having to pay the commissions of a Realtor and their subsequent broker. The Internet is also a great resource to learn how to sell your home yourself. As with everything in this article, this is a suggestion. Professionals are worth their time and expertise, but if you think you can go it alone, you can save more money.
8. Awaken the senses: Before you have that first person in your home for a viewing, check everything and make sure it has the sensory appeal of new and fresh.
- Sight: Are my walls freshly painted? Are my floors clean? Are my ceiling fans dusted?
- Sound: Have inviting music playing softly in the background. Nothing too overbearing. For example, if one of the highlights of you home is a great entertaining room, pretend you are having a dinner party and play music accordingly.
- Touch: Are your doorknobs tight, do your doors squeak, and are your cabinets loose?
- Smell: This is a biggie. Nothing can turn on or turn off a person more than the sense of smell. If you have a large kitchen ripe for baking, a soft-scented candle of apple-cinnamon may do the trick. If you have an immaculate laundry room, a scented linen candle may make a person feel like they are home. NOTE: Do not; I repeat do not spray air freshener prior to a visitor’s arrival. It comes quick and goes away quick. Scented candles or oils are the way to go, but don’t over do it. And please, take out your trash.
- Taste: People who are shopping for home rarely have a chance to eat as they are being whisked away from house to house. Have a trinket that is reflective of the life you’ve had in you home they can munch on. Whether that be fresh baked cookies, or a fresh fruit and cheese plate. Your call.
9. Away with the Clutter: Rooms tend to look 10 times smaller than they actually are because you have too much stuff in them. There is no harm in presuming your home is going to sell so you might as well start packing for the big day. Get rid of anything you do not use more than once a month and put it in storage or in the attic.
10. Ask the customer: After a person is done touring your home, ask them their honest opinion about it. Find out their likes/dislikes, etc. If you get similar feedback from more than one customer, then you know what to change.
Below are some neat tips on how you can get ahead of the game.
1. Don’t panic. Start to focus on how you can make your home stand out by highlighting its best features. Remember, you fell in love with it once, and someone else will too so long as you help them capture the feelings you first had when you were handed the keys.
2. Cut your losses. The sooner you come to the realization you will not get out of your home what you expected to get out of it, the better off you’ll be. Many professionals are offering great incentives for people to buy their homes such as entertainment centers, leases on new cars, etc… but what it all boils down to is price. If someone thinks your price is too high, they won’t give it as much attention as they would if it was in their ballpark.
3. Compare . Go to open houses, see other homes in your neighborhood or comparable neighborhoods and find out what homes are selling the quickest and why. Take notes and become the consumer. Look for what is attractive about the comparison home and plan accordingly. Remember, those who are in the buying mode aren’t just looking at your home for sale. They’re comparison-shopping too.
4. Friends. Call your friends and get them to give you their honest opinion. They will tell you straight out what they think your home is worth and what you can do to improve the likelihood of a quick sale. Think of this too: If your friend wanted to buy your home, what kind of price would you sell it to them for? Take that idea and apply it to your new listing price.
5. Consider a decorator. No one wants to go out and spend thousands of dollars on new furniture just to make their home look more desirable. But by hiring the consulting services of a decorator who is current on trends, you will see a dramatic improvement in the aesthetic appeal of your home. It may involve as little as dusting off that old table in the attic and replacing the fancy nightstand because people are looking for authenticity, or moving the couch from one side of the room to another.
6. By all means, dress up your curb appeal. Hooray for Lowe’s and Home Dept. They have free consulting services on relatively inexpensive plants and landscaping ideas that can turn your cookie cutter home into a plantation garden paradise. Is it worth spending $1,000 one some new leafs to sell your home in a month’s quicker time? You betcha.
7. FSBO. (for sale by owner). Thanks to the wide world of the Internet, you can market your home yourself to countless audiences without having to pay the commissions of a Realtor and their subsequent broker. The Internet is also a great resource to learn how to sell your home yourself. As with everything in this article, this is a suggestion. Professionals are worth their time and expertise, but if you think you can go it alone, you can save more money.
8. Awaken the senses: Before you have that first person in your home for a viewing, check everything and make sure it has the sensory appeal of new and fresh.
- Sight: Are my walls freshly painted? Are my floors clean? Are my ceiling fans dusted?
- Sound: Have inviting music playing softly in the background. Nothing too overbearing. For example, if one of the highlights of you home is a great entertaining room, pretend you are having a dinner party and play music accordingly.
- Touch: Are your doorknobs tight, do your doors squeak, and are your cabinets loose?
- Smell: This is a biggie. Nothing can turn on or turn off a person more than the sense of smell. If you have a large kitchen ripe for baking, a soft-scented candle of apple-cinnamon may do the trick. If you have an immaculate laundry room, a scented linen candle may make a person feel like they are home. NOTE: Do not; I repeat do not spray air freshener prior to a visitor’s arrival. It comes quick and goes away quick. Scented candles or oils are the way to go, but don’t over do it. And please, take out your trash.
- Taste: People who are shopping for home rarely have a chance to eat as they are being whisked away from house to house. Have a trinket that is reflective of the life you’ve had in you home they can munch on. Whether that be fresh baked cookies, or a fresh fruit and cheese plate. Your call.
9. Away with the Clutter: Rooms tend to look 10 times smaller than they actually are because you have too much stuff in them. There is no harm in presuming your home is going to sell so you might as well start packing for the big day. Get rid of anything you do not use more than once a month and put it in storage or in the attic.
10. Ask the customer: After a person is done touring your home, ask them their honest opinion about it. Find out their likes/dislikes, etc. If you get similar feedback from more than one customer, then you know what to change.
Thursday, August 30, 2007
Stop the Madness: Wake Up People
Okay media, you have done it again. You have brought in another study to show how crappy the market is, just to get readers to click on your stupid articles. Great job, applause all around. Yes, I read it but Seriously! How can you ever expect the buying public to come out of their shell if you keep broadcasting the bad stuff. In the article below posted today, the "experts" talk about how much of a decline there has been in 131 of 287 cities in the US. Hmmm, if I'm not mistaken, that means 156 cities aren't doing that bad. It's just simple math people.
When one side of the table has food, the other half does not. Does that mean that all of the food is bad and you won't take your starving self to the table? Of course not, if you're hungry you'll eat. Maybe people just are tired of paying too much for homes, which forces them to move out of the area, which causes their home to sit on the market.
Would you buy a 1 bedroom condo in Miami for 2.6 Million, or would you buy a waterfront 5 bedroom home for 600K in New Bern, NC where taxes are lower, traffic is better, the view is just the same and without the high-rises. Are you with me? Stop the madness. No wonder the "market" is off. Wake up people.
To read article, click here http://articles.moneycentral.msn.com/Banking/HomebuyingGuide/HomePriceReport.aspx?GT1=10329
When one side of the table has food, the other half does not. Does that mean that all of the food is bad and you won't take your starving self to the table? Of course not, if you're hungry you'll eat. Maybe people just are tired of paying too much for homes, which forces them to move out of the area, which causes their home to sit on the market.
Would you buy a 1 bedroom condo in Miami for 2.6 Million, or would you buy a waterfront 5 bedroom home for 600K in New Bern, NC where taxes are lower, traffic is better, the view is just the same and without the high-rises. Are you with me? Stop the madness. No wonder the "market" is off. Wake up people.
To read article, click here http://articles.moneycentral.msn.com/Banking/HomebuyingGuide/HomePriceReport.aspx?GT1=10329
Friday, August 24, 2007
Go Figure: A Must Read
Mortgage woes, housing slump, blah, blah, blah. Read today's article on MSNBC.com and form your own opinion. Increase in home sales? What's this???
http://www.msnbc.msn.com/id/20423444/
I just find it ironic how yesterday they reported how bad it is and then act "surprised" the market is better than they originally predicted it would be. (and they call themselves experts). Read that article, then read my post on August 1: Bubble, Schmubble.
Seems like I was on the right track :)
http://www.msnbc.msn.com/id/20423444/
I just find it ironic how yesterday they reported how bad it is and then act "surprised" the market is better than they originally predicted it would be. (and they call themselves experts). Read that article, then read my post on August 1: Bubble, Schmubble.
Seems like I was on the right track :)
Tuesday, August 21, 2007
EUREKA!
First of all, I've never really understood the word "eureka" as an exclamation of surprise or finding. I know it's a product name for a vacuum and I remember when I was a kid a cartoon mad scientist always used to shout it when he made a discovery. Nonetheless, I feel it an appropriate proclamation of what I want to share in this posting.
Marketing real estate to new clients is a daunting task. Marketing to old clients is smart. They trust you, they have faith in you and they put a little extra change into your pocket.
We're always told to "ask for the referral". This in an art form. It's not just the same old "do you have any friends or family who are interested in purchasing real estate?". You have to work your old clients for the referral by offering them an additional service.
Now before you say "duh, I knew that already", remember that many states have laws regarding giving finder's fees and unspecified commission shares to non-licensed real estate agents. So, I'm not talking about money here. What I'm referring to (no pun intended) is offering your clients something that will benefit them more than just the free Starbucks card or dinner certificate.
A few years ago I developed a newsletter to send out to all of my customers to keep them posted on the great deals I had to offer. Not once did I get a direct sale out of it, it was merely good PR. Then one of my clients approached me and asked if they could advertise in the newsletter. I said, sure! No Charge, but you have to give me 2 referrals for every piece of business you get from the newsletter.
Two and a half years later I have an 8-page newsletter full of good content and listings as well as a lot of referrals and sales, just by sharing the ad-space. To those reading this post, this may seem like a long process. Now it is, but I have help in producing it.
(this is where the eureka comes in) So I ask of you... what do you use on a daily basis that your could promote your client's business or service on that will help you to get referrals from them? EUREKA! E-MAIL!!! By speaking to some of your clients who have services to offer those seeking real estate opportunities, you can offer those clients a link in your email to their business for the gain of 2 referrals. Even if it is company-used email, explain to your Broker it is a sales tool. See below for a sample of how you can use it.
"Dear Tom,
Thank you for your interest in ABC real estate. I will respond to your email shortly with a phone call. I remember when I was planning my move I had the hardest time finding a reliable mover. One of my previous customers owns XYZ Movers. Visit this link and tell them Joe sent you for a great deal on a moving truck. www.xyzmovers.blah
EUREKA!!!
Marketing real estate to new clients is a daunting task. Marketing to old clients is smart. They trust you, they have faith in you and they put a little extra change into your pocket.
We're always told to "ask for the referral". This in an art form. It's not just the same old "do you have any friends or family who are interested in purchasing real estate?". You have to work your old clients for the referral by offering them an additional service.
Now before you say "duh, I knew that already", remember that many states have laws regarding giving finder's fees and unspecified commission shares to non-licensed real estate agents. So, I'm not talking about money here. What I'm referring to (no pun intended) is offering your clients something that will benefit them more than just the free Starbucks card or dinner certificate.
A few years ago I developed a newsletter to send out to all of my customers to keep them posted on the great deals I had to offer. Not once did I get a direct sale out of it, it was merely good PR. Then one of my clients approached me and asked if they could advertise in the newsletter. I said, sure! No Charge, but you have to give me 2 referrals for every piece of business you get from the newsletter.
Two and a half years later I have an 8-page newsletter full of good content and listings as well as a lot of referrals and sales, just by sharing the ad-space. To those reading this post, this may seem like a long process. Now it is, but I have help in producing it.
(this is where the eureka comes in) So I ask of you... what do you use on a daily basis that your could promote your client's business or service on that will help you to get referrals from them? EUREKA! E-MAIL!!! By speaking to some of your clients who have services to offer those seeking real estate opportunities, you can offer those clients a link in your email to their business for the gain of 2 referrals. Even if it is company-used email, explain to your Broker it is a sales tool. See below for a sample of how you can use it.
"Dear Tom,
Thank you for your interest in ABC real estate. I will respond to your email shortly with a phone call. I remember when I was planning my move I had the hardest time finding a reliable mover. One of my previous customers owns XYZ Movers. Visit this link and tell them Joe sent you for a great deal on a moving truck. www.xyzmovers.blah
EUREKA!!!
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