Real Estate Technology Toolkit

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.).

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:

• Blogging & SEO
• Rainmaking - Internet Marketing Strategies
• Online Marketing - Tips, Advice, Wisdom

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. 

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:

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)

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:

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

The Landlord's Cash on Cash Profit:

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.

(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?

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.

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.

1. 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.
   
2. 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.
   
3. 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." 

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.

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:

1. 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?")
2. 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.
3. 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:

1. 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.
2. 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.
3. 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

by Rich Schiffer, Weichert Realtors

I have talked to a lot of Realtors in my area.   Because of my passion for Internet Marketing Techniques, the conversation often comes around to blogging, and how it can fit with your marketing plan.

More often than I expected, the response from them is something like this:

• "I don't have time to write," or
• "I don't know what to write about."

Here is what I tell them: 

"You are already writing what you need to have as content on your blog.  The things you prepare for your clients already -- those are what you need to be posting on your blog."

Here are 8 examples of what I mean:

1. Market Analysis Reports.   You already take the time to research the market conditions in the areas your clients are buying and selling in.  Rather than just telling them, or showing them a printout of your findings, put your analysis on your blog.  (Don't forget to categorize it correctly, and tag it with the appropriate terms, though!)
2. Property Descriptions/Marketing Materials.   You already write up a description of the property for the MLS.  Use that description as a basis for a blog article about your listing.  Enhance it with links to information about the school districts, municipal data, etc.  (Remember to include a link to your Market Analysis Report for the neighborhood, from #1, above, as well!)
3. Property Reviews.  You show listings to your clients and then discuss them.  Hopefully, you provide the listing agent with honest feedback.  I see nothing wrong with posting a "property feedback" review, summarizing what your client's liked and didn't like about the property.  (Be sure represent only the appropriate level of "feedback" so that you don't jeopardize your client's negotiating position, of course.)  Here is an example of one of these:  Market Analysis -- West 22nd Street, Chester: Good Investment Potential, or "Starter Homes"
4. Property Pictures.  You already take photographs of your listings.  Include these photos in your blog posts from #1, 2 and 3, above.
5. Open House Invitations.  You already spend time writing ad copy and creating flyers for your open houses and brokers' tours.  Post this information on your blog, as well.  (Be sure to include a link in the invitation post to the Property Description post from #2, above, and pictures too!)  Having your laptop open to the post at the open house, and inviting your guests to leave feedback comments is a great way to provide added value for your sellers as well. 
6. Information for Buyers. You already give advice to your buyers.  You educate them on the home-buying process, refer them to mortgage professionals, and answer their questions all along the way.  Put some of your most commonly answered questions into a blog post.  Then, when you have another client ask a similar question, you can point them to the blog article to support your answer.  You can provide links to your other articles, as well, and outside articles that may be of interest -- links to information about the schools and regional entertainment may be of interest for Relocation clients, for example.  Here is an example:  Darby Borough Description
7. Information for Sellers.  Like #6, above, but advice for your clients on the other side of the table.  Links to other professionals you recommend are useful, too (Stagers, Movers, Contrators, Home Warranty Companies, etc.)  Here is an example of one such article:  What To do Before You Sell
8. Share What you Know.  Many of you already serve as Mentors or Trainers for the new agents in your office, or for your team members in general.  Buy putting your wisdom down in writing, in the form of a blog post, you not only make it easier to train your new agents and team members, but you also help raise the standards of the profession.  (It is a great way to network with peers outside your region, as well -- it may be what attracts that next referral...)  Here is an example of this kind of article:  Absorption Rate: What it is, and Why you Should Know it

By posting these type of things that you already do, you get several benefits:

• Increased Internet Presence.  Consumers will have a better chance of finding their way to you when they do their search for information.  If your market analysis of the neighborhood they are thinking about moving into pop up in the first page of Google's search results, don't you think your likelihood of being contacted by them when they decide to call a Realtor has increased? 
• Increased Credibility.  You will be able to more quickly establish your credibility in the consumers' minds.  When they ask you a question, and you direct them to an article you published about the topic, the level of respect they have for you as an expert in your field increases.
• Decreased Redundant Efforts. You will be able to decrease the time you spend answering commonly asked questions.  Instead of giving the "long version" of the answer every time it is asked, you can summarize the response, and give a link to the more detailed answer in your blog.
• Increased Integration of Marketing efforts.  By integrating your marketing efforts (print materials directs to email, which links to website, which links to blog, etc., etc.,) you will actually increase the effectiveness of each individual method.  Instead of simply throwing a marketing campaign out into the waters like a fishing line, by integrating multiple methods, you weave those lines into a net, which will catch more fish, with less effort than the individual lines would.
• Timeless Marketing:  Unlike direct mail, which may hit the trash can sooner than you like to think, blog posts are eternal.  The article you write about your farm area may be what attracts a prospect to call you today, tomorrow, or whenever they are doing their Internet-based search.  This gives you the ability to make a first impression time and time again.
• Increased Hats.  In addition to the variety of hats you already wear for your clients, you can officially call yourself a blogger, as well -- and all you had to do was keep doing what you already do, just modify where you file it.

by Rich Schiffer, 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.)

This training series intends to help real estate agents understand the tools available on-line to help them market their business using cost-effective methods, to increase the return on investment (ROI) of marketing budgets.  This particular article contains an introduction to several online services that can help a real estate agent follow-up with and provide additional value to their clients and prospects, at minimal or even no cost to the agent.   Read on for details...

A successful follow-up campaign will target your audience with a message that is relevant to their needs.  Many top-producing agents utilize an e-mail "drip" campaign to keep in contact with their clients and prospective clients.   Think of a dripping faucet...steady...regular...a contstant reminder to call the plumber.  The concept is similar -- using email, you steadily, regularly, leak little bits of information to your contacts, constantly reminding them to call you when they (or their family and friends!) need a real estate professional.

"Statistics show that 80% of people purchase after the 5th contact yet 90% of sales people give up after the 2nd contact ... they're wasting thousands of dollars in sales opportunities." - SmallBusinessNews

Problem:  Targeted e-mail campaigns can be time-consuming - writing content that is relevant, timely and interesting to your contacts can conceivably take up valuable time you could otherwise spend doing what you ultimately get paid to do:  buying and selling real estate.

Solution:  Use a "Virtual Assistant. (VA)"  One of the trends examined in The Swanepoel Real Estate Trends Report (an annual report on residential real estate trends) talks about how Realtors are using Virtual Assistants to aid them with such tasks as "Staying in Touch" with clients, prospects, and leads.

Problem:  Virtual Assistants can be costly.  (In my experience, VAs have charged $45 to $60 per hour.) 

Solution:  There are several online systems that offer automated, customizable email campaigns at affordable prices.  Within a very short time, you can set up any of these systems to automatically follow up with your contacts, so you never have to worry about letting someone "slip through the cracks."  (If you want to save yourself even more of your time, and money is not a concern, you can always pay a VA to do the setup for you!) 

Here are 2 Drip Email systems you can use:

• ConstantContact.com  
  Fully customizable email campaigns for $15 to $150 per month (depending on the size of your e-mail distribution list)
  

• InterSend.com 

  

  Fully customizable email campaigns, with professionally written templates, and sample campaigns and reports specifically tailored for real estate clients.  $29.95 per month.

For some agents (especially those new to the business, or those struggling in tight markets) even that level monthly expense might be tough to manage.  There is a solution for that, as well - a free, co-branded system provided by Lowe's.

The Lowe's Realtor Benefits Program - created in partnership with the National Association of Realtors (NAR) - provides several great ways for you to keep in touch with your clients:

• Free Direct Mail - Lowe's will send a 10% coupon to your clients, complete with your own message, logo, picture, and contact information.
• HGTV E-Mail / Video Library - an email sent to your clients, (with your personalized message, logo, picture, and contact information) directing them to a free online video library full of helpful hints and tips for homeowners, along with an exclusive 10% discount coupon to be used at their local Lowe's home improvement store.
• Monthly E-Mail Newsletter - this is an automatic monthly email that contains your with your own logo, picture, and contact information, along with tips on selling, buying and moving, information to educate your clients about innovative home products and projects around the home that yield a high return, important home maintenance tips, as well as periodic Project Starter Coupons for special savings at Lowe's.  Each newsletter includes a link for clients to contact you directly via your e-mail.
• In addition to these automated follow up programs, The Lowe's Realtor Benefits Program also offers Discounted Gift Cards - if you are a member of NAR, you can purchase Lowe's gift cards at a 5% discount (a $50 gift card as a closing gift, for example, would cost you $47.50)

It is important to remember, though, that even the greatest email follow-up campaign must be integrated with your traditional methods - phone calls, and face-to-face conversations. 

"Technology will not replace agents.  Agents with technology will replace those without it."

As with any other technology-based tool, these are designed to make your job easier, not do your job for you.  You still need to be able to fulfill the consumers' expectations when they are ready to move to the next step.  Your relationship with them still needs to be nurtured with a personal touch in order to foster their repeat and referral business.  In other words, you need to respect your clients as people, not just as email addresses.

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.

by Rich Schiffer, 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.)

One of my goals with this training series has been to help real estate agents understand the tools available on-line to help them market their business using cost-effective methods, to increase the return on investment (ROI) of marketing budgets.  This article contains an introduction to one website that can conceivably provide an infinite ROI, because the investment is $0.  Free.  Zip.  Nada.  Bupkis.  Qurokna.  (Ok, I made up that last word...but I wonder what a google search for "Qurokna" will turn up now...) 

The Swanepoel Real Estate Trends Report (an annual report on residential real estate trends) talks about the evolution of the Internet as a resource for connecting with your community.

Real estate-oriented on-line social networking sites can be used as a tool to improve your internet presence - without new technology, just a new way of using the existing technology.  Here is an excerpt:

"So to remain relevant, real estate websites will eventually need to facilitate conversations between consumers and practitioners, create meaningful leads and support all facets of the homeownership experience. Agents are going to have to engage home buyers and sellers in a manner that builds trust, intimacy and long term value. This won't necessarily require new technology, but rather a different business motivation and mindset about relationships.

So start laying your trail of virtual online crumbs, remembering that whatever you post on the internet is archived for the entire world to see. Here are some examples of virtual worlds to visit and crumbs to consider leaving:

• Communities - Participate in discussions on various online community sites such as ActiveRain.com, RealTown.com, Zillow Discussions and Trulia Voices.
• Blogs - Read and comment on blogs that are of interest to you or create and host your own blog and discuss events that occur in your neighborhood."

In this article, I want to introduce you to one of the community sites Mr. Swanepoel mentioned:  www.Trulia.com

Trulia, in their own words, is "obsessed with revolutionizing the real estate experience."

They have created many dynamic ways for consumers to get real estate information at the local level to help them in their decision-making process.  Consumers have flocked to their site for real estate searches, not only because of what they are (a real estate search engine that helps people find homes for sale) but also because of what they are not (In their own words:  "We ARE NOT brokers or agents. We are not looking to make a commission on your real estate transaction. We will not sell your personal information. We will not force you to become a lead.") Today's consumers want that sort of approach.

Trulia's philosophy is, "Looking for a home shouldn't be a miserable experience, and Information should be made freely and easily available to everyone."  I for one, agree with that pholosophy. 

Mr. Swanepoel referred to "leaving a trail of vitual crumbs," that will serve to help build a relationship of trust and long-term value.  Trulia has created several ways for real estate professionals to do just that: 

• Submit Your Listings - you can enter the data yourself, provide an xml data feed, let Trulia crawl your website, or upload them through a third-party syndication source
• Trulia Voices - This is a "Q&A" type of service.  The consumers post their questions, and local experts post replies.  The reply includes a link to the agents profile, and from there to their website. (bread crumbs was a good analogy, I think!)
• Brand Your Listings - not only can you submit your listings, you can have your own contact information be displayed with every one of your listings, as well.  (With 70% of their visitors planning to buy a home in the next year, 70% of whom don't have an agent yet, and 42% of whom are already pre-qualified for a mortgage, this is a great way to begin the bread crumb trail...)
• Website Tools (a.k.a. - "widgets") - these are easy tools which allow you to deliver custom content on your website or blog, without sending the user to another site.  Some of these tools will help you track the user's searches, so that you are better able to attract their business.

All of these features are completely free for real estate agents.  If the virtual bread-crumb trail leads a consumer to contact you, you then have the opportunity to exercise your skills, and fulfill their needs.  You will have begun a relationship that will hopefully lead to repeat and referral business. 

If you were the one providing the information they were seeking, and provided consistently reliable expert opinions, you increase your credibility in the eyes of the consumer and increase the likelihood of them calling you when the time comes to buy or sell a home.

All you have to do to get the ball rolling is lay a few virtual crumbs ...

And then lay some more...

And some more...

And so on.  

(Lather. Rinse. Repeat.)

Rich Schiffer is a Licensed Real Estate Agent, a REALTOR, and a certified e-PRO, and a private consultant for real estate agents that need help catching up with today's technology.  Additional Technology ToolKit Training is also available in an Active Rain Group by that name.  Check it out.