Top 10 Real Estate Tech Sites for 2009

New technology, and expanded uses of technology, will continue to open doors to your clients and prospects in 2009. Review the following links to learn what is new and what to do about it.

Video - The future of Video and a top video blog in action.
Print Advertising No More for C-21
Direct Marketing Variable Print - Lead Generation Case Studies
The complete list of new real estate technology.
Collaborative Blogs - The new online real estate newspaper.
Google Maps to highlight your listings - blog example.
10 Blog Misconceptions.
Social Media merging with your site.
Web Analytics - Know your website visitors?
Should you tweet? If you must -some good advice.
How far is your marketing reach? This Guy is at the top.
The changing face of the new real estate buyer - 2008 CAR report.
It all boils down to the art of customer service.

Strategy - Lender ListingCard

Many lenders have utilized the ListingCards when joining forces with Realtors, in selling a particular home or in a long-term partnership arrangement.
Recently, a ListingCard was created where the back property image was replaced with the lenders business card image. Now the Realtor, the sellers, and the lender will all pass the ListingCard to their friends and business associates to move the property.
This is a simple and cleaver use of the image space, and allows the lender to provide their information in a clean format.

"Neighborhood Letter" Generates Open House Traffic

Instead of a 'Just Listed' postcard, send a 'Neighborhood' letter to your farm area written as if it is from your seller.

The response rate from this mailer (details below) is often significantly higher than a 'Just Listed' postcard and offers a better opportunity to connect with a buyer or future seller.

Be sure to insert two ListingCards to the letter to make the letter fun and memorable. The ListingCard easily fits into a shirt pocket and is a handy pass-around size so you know it will get around.

This 'letter from the seller' strategy speaks to the natural curiosity that people have when one of their neighbors is selling their home. The 'law of social proof' is what Robert Cialdini's best seller, Influence underscores as an enormous motivator for our society.

It's simple:
Go to: http://www.listingcard.net/ to order your ListingCards today.
- Modify and print the letter (below) on plain white stationary, nothing fancy.
- Use a postage stamp, not metered.
- Write the letter 'greeting' by hand for greater impact
- Hand address the envelopes for much higher letter-opening rate
- Use a plain white envelope with the sellers return address
- Do not add your business logo to the envelope or any reference to your company.

If you've ever used a just-listed postcard before, you'll be pleasantly surprised with the increase in response and showing activity this simple letter produces.

This proven strategy is just one of many great ideas that we bring to you as our way of supporting the success of your business.

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The Listing Letter:

(Personalize the Red Font & copy/paste the text)

Dear Friends & Neighbors,

Hi! I am your neighbor, Jane, and I live at 12900 Willow Road. My family and I have been living here in 'The Summit' neighborhood for past six years. We have loved living here and now we will be moving on to the next phase of our life.

Next week, you will see a 'For Sale' sign in our yard. We have chosen Bill Donner at ABC Realty Group to represent us in the sale of our home.

The reason I am writing you is to make sure you are the first to know that we are selling our home. Wouldn't it be nice if you could pick your next neighbor?

If you have any friends, family members or coworkers who would like to live in our neighborhood, we'd appreciate it if you would tell them that our house is for sale, and that they must come by to see it!

To make it easy for people to learn all the details about our home, our Realtor has included a ListingCard with information about our home that you can reference or pass along to someone you may know. There is also a website you can visit, click on at www.12900WillowRoad.com for all the details. (Optional)

When we find a new owner I will write you again and give you all the details!

Respectfully,

Jane Doe
12900 Willow Road
City, ST 02123

How To Make The ListingCards Work

William Johnson, a successful San Diego Realtor, offered to share how he utilizes his ListingCards in his overall residential real estate marketing strategy.

...As a component of my extensive marketing plan, I love the Listing Card. I use the card as a tool to involve the Seller directly as a team member in marketing the property. My marketing plan is 3 fold. Part one is getting the property priced correctly. Part 2 is my ability to expose the property through all available sources and Part 3 is the Sellers portion. It is their responsibility to distribute the cards to family, friends, business associates, neighbors and local businesses where they have an existing relationship. The property sells in short order. The property below lasted just 6 days. The prior listing lasted 8 days, the one before 11 days with the sale coming directly off the card that was picked up at nearby restaurant. The ListingCard is a remarkable indispensable resource .

Most Sincerely,
William Johnson GRI CRS E-PRO
RE/MAX Associates – San Diego

A Beautiful ListingCard...

...starts with a beautiful photo of the property.

More and more ListingCards are being created with property photos provided to the agents by professionals, and what an amazing difference it makes. Take for example, a recent ListingCard created by Deanna Smith at http://www.buy760.com/. The deep blue of the sky and the illuminated home are simply gorgeous! The print quality of her ListingCard is stunning as well. Imagine the reaction her sellers will have when she delivers the ListingCards.

The following expose' from Norm Fisher at http://www.teamfisher.com/ features low to exceptionally quality property images used to feature real properties on the market. It painfully underscores the importance of good property photos.

http://www.visualtour.com/show.asp?T=830679

Caught In the Act

Linda's startled expression would have been amusing had it not been for the saucy Hot Wing in her hand. She was standing next to the lectern at a recent Caravan, commiserating with a colleague about the credit mess and wondering if the Hot Wing was actually on her 'diet approved' list, when Tom Jacques handed her a ListingCard. Now her only clean hand was holding a ListingCard as she exclaimed, ''I use these too, they save me money and my sellers love them. Tell me about your property.''
Tom went on to educate her on the property, as she shared with him several properties she was working on, also featured on ListingCards. As a fly on the wall I noticed how easily the conversation was able to focus on the important topic at hand, getting the word out about listings that need to be sold.
Now Tom's ListingCard, now in Linda's pocket, was in 'viral-pass-around' mode, and on its way to connect with more and more interested people. This is what the ListingCard is all about, helping make a conversation about your listings easy, engaging, and memorable.

Localize to SEOize

Serious marketers in real estate are zeroing in on their local market and generating strong sales results from this strategy. Review Teresa Boardman's blog site for an example of a sales producing localized blog. Simple, clean, transparent, and accessible (folksy). Many Realtors I consult invariably refute this strategy by saying, "Why would I limit my geographical area? I'll do a transaction practically anywhere."
Of course. But keep in mind that laser-targeting your marketing area has two important benefits that naturally increase your overall marketing efforts, plus generally not diminishing the possibility of missing an opportunity.
Here's why: (1) Strictly from a 'prospects' viewpoint, a realtor who specializes in an area is going to be perceived to be the expert in that area. The more you zero-in on your target area (say, include short video's or photos in your blog or website that feature your local haunts and secrets that 'only the locals know for sure') the more the prospects will return to your site. The more they return, the more they develop a relationship with you, and the more likely they will call you to do business.
(2) Better local site content is rewarded by the search engines, and thus your site will generate more 'organic' traffic and ultimately help develop more of what happens in #1 above. Do you know what your SEO traffic patterns are? Do you know where your visitors are originating from? Do you know where they visit on your site, the most popular pages, how long they stay? Visit www.google.com/analytics to learn how to access a free site-traffic analytics service.
(3) Trust is developed when you are perceived as an expert, and your trusted relationship will carry you into other markets, beyond your imagination.
(4) Teresa has a few additional thoughts (pardon the monkey-cam):

Time Is Money - Marketing in 2008

Inman News, one of the best real estate channels of news, marketing, and technology information, has a new video from their recent gathering in New York that is worth watching.

ListingCard.Net is the fastest and easiest system for generating affordable flyers for your listings anywhere. We receive emails from agents who boast that they completed their ListingCard design in less than 8 minutes. Since we print and ship with a few days, that is an efficient use of time!

Key Points: The 80/20 Rule for Home Prices

Eighteen months ago we listened to a leading Economist from Stewart Title tell the audience that "In this new market sellers are going to have to sober up..." to the new price reality if they are going to sell their home in a reasonable timeframe. At the time we knew it to be true, but we were still drunk with the upswing of home prices and basically in denial.

What is interesting is the lower market today is broken into two levels, 80% of homes that are overpriced, and the 20% that are priced correctly to sell. In the mind of the buyer, the margin that separates an attractive price to "out of the ballpark" is thin, yet very distinct. The home price cannot be close to the "In the market" price, it has to be all-the-way "In the market".

For example, our neighbor across the street finally found a buyer after being listed for over 9 months. But it took a 20% price reduction during month 8 to make it happen. This seemed extreme until the realtor explained, "The first 17% drop in price was the owner accepting the distinction that their listing was 'On the market' and had to become 'In the market' if they wanted it to sell. The last 3% was typical negotiation."

We checked with our old neighbors who lamented, "It was frankly many months of disbelief before we realized that our home was not worth what we'd hoped. We're still disappointed about the market, but quite happy our home finally sold, and believe it was the right price."

This notion of "On the market" versus "In the market" is important to convey to sellers, and the fine line that separates them. It requires that you study the market and evaluate prices every day to best understand how to properly price the home. A careful analysis of price and condition versus the comps will tell the story.

2008 Cutting-Edge Marketing - Drive-By Text Msg

It is cold outside. Or, it's raining.
Or, perhaps you just don't feel like getting out of your car to pull the flyer from the flyer box. But you really want to know more about the house.
As a prospect looking for property information you have no choice. You have to exit the car and grab a flyer.
The three links below are part of a new technology offered to realtors that connects prospects looking for information about a house to their cell phone. The benefits for prospects are convenience, but the benefits to realtors are huge.
Watch the video below and click on the links to learn how this new service is just one more example of how technology is once again transforming the real estate marketing world. (Just like the "print-on-demand technology behind the ListingCards, of course!)

http://drivebuytech.com/
http://www.cellsigns.com/
http://www.smarteragent.com/

Marketing 2008: Reputation Management

Right when you've experienced the latest and greatest tool from Google, they have a new tool that strikes at the heart of the marketing 'issue du jour' for 2008 - reputation management.
With the incredible power of the Internet comes the incredible damage that can occur when something malicious is said about you that may cause harm.
Many websites today offer a feedback system reflecting a customers experience with you and your company which could have a very positive or negative effect. The Google Alert system will notify immediately when a comment has been made or somebody has said something about you.
Go to: http://www.google.com/alerts
Several feedback sites that provide this feedback service are:
http://www.agentscoreboard.com
http://www.homethinking.com
http://incredibleagents.com
http://www.epinions.com
What is interesting to note: When the ListingCard.Net site was featured in Realtor magazine the endorsement provided a vast conversation over the Internet that we tracked with the Google Alert system. We are fortunately that it was overwhelmingly positive and gave us great confidence about the ListingCard marketing product.

For 2008: 'Catfish Networking' with ListingCards

Networking has two levels of participation: the 'observer' networker, and the 'activator' networker.
The 'activator' is the person who participates, connects, and makes the most of the networking situation. They are the opposite of the 'observer' networker, and always seem to be the life of the party.
I greatly admired this skill until I asked an expert 'activator' networker, how does she do it?
Her name is Roxanne Kelemen, Team Leader at Keller Williams Realty in Carlsbad, California. Roxy is the most astounding 'activator' networker on this planet. (Seriously.)
She explained that it is a mindset she embraces at every moment she is in her 'activator' role. What she keeps in her mind is the Catfish.
"A what?" I asked.
Roxy explained, "In certain fish breeding and farming ponds it was discovered that left to themselves fish will slowly meander around the pond and grow up to become bland tasting and less appealing at the fish markets."
"However, when a single catfish is introduced into the pond, the fish pick up speed, grow up stronger, taste better, look more healthy, and are a better product altogether.
(Knowing that my mind was picturing the concept of nip and tuck, survival of the fittest, etc., she continued...)
"I simply become the catfish. My presence in a networking environment lifts the room to an entirely new and exciting level of connectedness, productivity and performance."
As for the Listingcards, Roxanne says they are the perfect networking tool. Her recommendation:
Just before the meeting starts, circle the room and make sure everyone in the room is given a ListingCard. Do it quickly, without hesitation. Say, "Hi! Here is important infomation, Hi! Here is important information, Hi! Here is important information. Etc. Etc. It will create a buzz in the room! Do it every time, at every meeting.
In today's Real Estate marketplace with so many homes available for sale, you have to remind your associates and friends that your properties are still available, so they won't forget about yours!
Raise your networking effectiveness to a whole new level in 2008 with ListingCards. Go to: www.ListingCard.Net and order your's today!

For 2008: Save Money With ListingCards

Here's a simple idea that can save you money.

Each time you reorder your business cards you pay $75 to $150, without giving it a second thought. Each time you order listing flyers you pay another $40 to $75. That is (potentially) $160 per month.

May we suggest that next time, order ListingCards in lieu of your listing flyers and use them as both business cards and listing flyers.

A set of 500 ListingCards are $79, plus you receive FREE Shipping.
In this case this is a savings of at least $80.

In 2008, saving money is critical. Using innovative marketing tools in your business is imperative. So, let's rethink paying this duplicate expense with business cards and listing flyers, and review the options.
The ListingCard is:

1. A 'two-fer' - A business card and listing flyer rolled into one handy shirt pocket size. It's like you buy one, and get one free.

2. Perfect for displaying around the office or at your property. Prospects take them, put them in their pocket, pull them out and they still look great leaving a lasting positive impression.

3. Great conversation starter since they are one-of-a-kind.

4. Feature the property you are trying to sell. Which means every time you hand out your ListingCard you can easily engage in a conversation about your listed property.

5. Feature your contact information, including your portrait and company logo.

6. Sellers just LOVE the ListingCards since it is the first marketing tool that really helps them to personally promote their property. (Doesn't it make sense to have the sellers be your "Secret Sales Force"?)

In today's market you must be a good steward of your money. Over-spending is not an option.

Order your ListingCards today. Click on: http://www.listingcard.net/

Joe Stumpf of By Referral Only Endorses ListingCards

America's leading productivity coach for Realtors and Lenders endorsed the ListingCards on his blog yesterday. Visit: http://www.byreferralonly.com/mybro/

Joe is the master of teaching the art of creating powerful conversations with clients and prospects that compel them to act now.

Here is Joe's blog entry from December 6th, 2007:

What Is A Five Star Seller?

1. They are strongly motivated to sell by a deadline date.

2. They are willing to price their home so it sells.

3. They are willing to stage their home.

4. They remove all obstacles to getting it sold.

5. They help you get it sold.
Here is a great tool to give to your sellers to help you get their home sold. They are called ListingCards. Click here. When you order a set for your next Five Star Seller here's your dialogue to empower your sellers to hand them out.

Magic Words
Mr. and Mrs. Five Star Seller, experience shows that 11% of all homes are sold through direct and indirect
referrals.
That means a family member, friend, neighbor, co-worker or anyone you know right now might know someone who might know someone who is interested in buying your home.
Since we want to use all 100% of our marketing power, I have invested in a set of listing cards for you to
handout to everyone you come in contact with during the time we are marketing your home.
Combined with my marketing efforts and your help we have the best chance of making your 5-6-7 come true.
************

Lets talk a about how to hand them out. Come inside to the Community Board, I have started a post to give you even more dialogues to empower your sellers to help you.

I like these ListingCards and I believe your seller will too. Click here to learn more.

On Your Team
Joe

Photo editing made fun!

Picnik.com is a new website that makes your photos fabulous with easy to use yet powerful editing tools. We recommend using Picnik.com when you have a photo that needs to be centered, resized, brightened or darkened, and most important, resized if too large.

We recommend downsizing your image if it is over 1.5MB, simply because it speeds up the upload time and the additional size is unnecessary to ensure high quality ListingCards.

Click the Save & Share tab and move the JPG compression quality bar to the left until it reaches 4. This will reduce the file size to somewhere between 100KB and 500KB - perfect for fast upload times and rendering high quality ListingCard images.

The best file format for ListingCards is JPG. Be sure to save the file with a new name or you will over write the original!

It is not necessary to register to receive the full benefit of the photo enhancement features. We find it to be very user-friendly and fun!

http://www.picnik.com