Creating A Real Estate Niche

Wanting to work with everyone is common.  You’re a Real Estate Agent, and you want to be able to serve as many people as possible, and that’s great, but you want to market to one specific group at a time.  When you Creating a Real Estate Nichecast a wider marketing net, you end up diluting your message.

Not only does your message end up getting watered down, but you also become just like everyone else in your field.  What are you doing to differentiate yourself?  How do you stand out in an overcrowded market that has everyone clamoring for the same business?

You need to speak to people directly.  Last week I wrote about getting face to face with expireds, but today is about speaking directly to a lot of people at once.  Creating a very specific target market that when they see your advertisement, they feel a connection with you.  For example, I was at an epropertysites seminar at the Mission Viejo Country Club last week.  As an example, Chris Bates threw out (as a joke) having a poodle niche.  That’s right, only marketing to people who have poodles.  Silly, yes, but apply it to your business.  Horse property, beach-front property, condos, retirement communities, vacation homes, military families.  You need to choose something that works with your demographics, your expertise, and your personality.

When you found this article, were you searching for a Virtual Assistant?  If you were a lawyer searching for a Virtual Assistant and you read the title “Creating a Real Estate Niche” would you have clicked on it?  No, probably not.  You clicked on it because I was speaking directly to YOU, the real estate agent.

My challenge for you:  The next blog post you write, your next tweet, or status update on your Facebook Page, direct it toward a specific group of people in your target market.  Does the house have a huge backyard?  Write a post to dog lovers in Huntington Beach, California.  Does it have a pool with a swim-up bar and a dance floor on the deck?  Call out to the party people.  When you write your message for someone specific, they’re much more likely to find it.

Help, I Don’t Have Any Listings!

Today I want to talk to you about listings.  Since I do a lot of online marketing for listings, I work with a lot of Listing Agents, so a lot of my content is written for them.  If you’re not a Listing Agent, that’s okay, I have plenty of information for you too!

But today is about listings.  In speaking with my clients all over the country, one thing seems to ring true no matter where you’re from:  nobody ever has enough listings.  They always want more.  And that’s great!  Home sellers have a lot of choices to make when it comes to finding the right listing agent, so successful agents have found a way to stand up and be seen in the crowd.  How do they do this, you ask?

First, let’s look at what they don’t do.  They don’t do work that gets in the way of being successful.  Did you know that, according to a study done by Active Rain, agents who make more money are 153% more likely to use an assistant to help with their advertising efforts?

Let’s take that a step further.  I constantly read in the various Real Estate groups and on blogs about an agent being stuck building their website.  About an agent trying to troubleshoot yet another new program.  An agent desperately trying to get her newsletter out, but the formatting is wrong.  Spending money on this or that, inserting this AwesomeNewFantasticGottaHaveItCauseAGuruSaidIDid plugin.  Whatever it is, what you should be doing instead is getting out in front of your market in a really big way.

What you should be doing to get listings is following up with every lead that comes in.  Talking to people (FACE TO FACE) whose listing has just expired.  Build relationships within your community so that when the time comes for someone to sell their house, they think of you.

It’s all been said before.  Of course it’s been said before; it works!  It’s effective!  Most importantly, it can’t be done by anyone but you.  That’s what makes it important, and that’s what makes it your purpose in the real estate world.  Everything else can be delegated to your Real Estate Virtual Assistant (and hopefully that’s us) but you need to hone your purpose and be amazing at it.

One of the most important things we do with our clients when we first start working with them, is we create an action plan.  An action plan is a process of steps from point A to point B with a “who does what” twist at the end.  If you don’t have action plans in your business, then you’re not leveraging your time or your support system the best that you can.

If you need an action plan, fill out my Work With Me form and we’ll schedule some time together to put in place the one tool that makes partnering with a REVA a no-brainer.

 

Real Estate Social Media Infographic {Reblog}

Social networking demographics broken down by profile data – infographic

Originally posted on the Agent Genius blog and reposted here for Reblog Tuesday.

social demographics online infographic Social networking demographics broken down by profile data   infographic

Social networking users

AdAge has taken a look under the hood of the major social networks and analyzed user profiles rather than traffic and the breakdown reveals that there are more female users on social networks and internationally, America holds the top spot for most Facebook and LinkedIn users by a wide margin.

The study claims less than 10% of the population uses Twitter and profile preferences are also broken down below.

As a Realtor, it is not sterotyping to analyze who your most common clients are and seek them out where they are already comfortable, so look at where groups congregate and know the trends to make sure you’re spending time in the right places online.

demographics of social networks infographics Social networking demographics broken down by profile data   infographic

Further breakdown and more details on Facebook and MySpace according to AdAge:
detailed demographic breakdown social media Social networking demographics broken down by profile data   infographic

About this Columnist (Full Profile)

AgentGenius is a rapidly growing real estate social media, tech, news, and opinion site built and designed by and for the on-the-go agent. Our mission is to be a positive force in the industry, led by people inside of real estate. We aim to keep you up to date on trends that we study closely in order to forecast what’s next on the horizon.

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5 Real Estate and Mortgage Urban Legends

Originally posted here on Trulia.com

Entire feature films, websites and hour-long cable specials have been devoted to debunking  urban legends, those modern fables that circulate at the speed of the internet. And real estate is not immune; modern-day myths of easy-peasy seller financing, distressed sellers practically throwing their properties at buyers, and cosmetic fixers that can be had for pennies are just that – fairy tales which, if believed, can result in some not-so-happy endings.

The real deal is that real estate is much more affordable than it used to be, but the barriers to entry are higher, and the days in which you could get something for nothing are over.  Here are five real estate and mortgage urban legends, and the truth which lies beneath.

Urban Legend #1: Got bad credit? Get seller financing.  Does seller financing exist?  Of course.  Is it as easy to get – or desirable – as they make it seem in the infomercials? Not even close.

Here’s the real deal: most sellers who have a mortgage they obtained in the last 10 years or so also have a due on sale clause which requires them to pay it off when they sell the property. Financing the sale themselves, vs. requiring the buyer to obtain mortgage or other financing to pay for the property, prevents them from having the cash to pay their mortgage off, as required.  And the vast majority of those who don’t have a mortgage of recent vintage need the proceeds from the sale of their homes to buy their next home or invest in their next property.

What’s more, even the few sellers who don’t need the cash often don’t want to take on the long-term risk and hassle involved with having to collect payments from a buyer for 10, 15, or 30 years.  The sellers who can and will agree to seller financing usually want a premium price and interest rate for it – and the smart ones will require some type of credit check and a deeper down payment than a traditional lender.

And seller financing, as sweet as it sounds, poses risks for buyers, too.  If the seller keeps a bank mortgage on the property and fails to make the payment, the seller-financed buyer could end up losing the home they’ve paid for to foreclosure. Best targets for seller-financing are investor sellers who are looking to avoid capital gains, and best practice is to get a local real estate attorney involved in drafting and recording the transfer and financing documentation.

Urban Legend # 2: Buyers save big bucks on cosmetic fixers.  Sellers aren’t stupid – and neither are their agents.  There might have been a day and time in which you could find listings that were deeply discounted because they needed a little cosmetic refresh.  But those days are long gone – even in today’s down market, sellers expect to invest a little cash into paint and carpet to stage and spruce up their biggest asset and get as much as humanly possible for it.  Today’s sellers also know that homes not  in tip-top shape may not sell at all these days, so they go to great lengths to do make their homes shine.  (And those who can’t afford to aren’t slashing tens of thousands off their homes’ list prices, though some will offer buyers a credit at closing.)

That’s not to say you can’t get a discount on a place that needs some work.  But the meatiest discounts are on the places that need the most work; roof leaks, old windows and laundry-list long pest inspection reports are much more likely to get you a big price break than scuffed walls and grungy carpeting on a home in otherwise sound condition.

Urban Legend #3: 100 percent financing for first-time buyers.  Most of the national first-time buyer programs are mere figments of our collective mortgage memory.  But during the subprime mortgage era, 100 percent financing was available to pretty much everyone, not just first-timers.  And the post-bubble first-time buyer programs tended to be tax credits that could defray some of the up front investment required to buy a home, rather than zero-down home loans.

FHA loans, which are extremely popular with first-time buyers, are available to any buyer who can qualify, whether or not they have owned homes before or own one now.  Most of the state and local first-time buyer programs that still exist involve some level of down payment or closing cost assistance, but the vast majority also require that the buyer put some of their own cash into the transaction. The prevailing theory today is that homeowners who have put their own hard-earned cash into their homes are less likely to walk away from it later, whether or not they are first-time buyers.  It has also become clear that the financial management skills and discipline it takes to save up for a down payment or closing costs are skills and habits that stand prospective buyers in good stead for the rest of their lifetimes as homeowners.

Long story short, while virgin homebuyers can and should seek out the assistance programs available to them (local real estate and mortgage pros often know the ins and outs), they should also tuck their pennies away and expect to have to put some of their own financial skin in the game.

Urban Legend #4: Nearly free foreclosures. We’ve all heard the line that banks don’t want to be in the business of owning homes.  That may be true, but they are in that business, whether or not they want to be.  As a result, they’re not giving houses away at pennies on the dollar.  In fact, bank-owned homes, as a rule, must be sold at as close as possible to their fair market value. Banks and their Wall Street mortgage investors do this by exposing the property fully to the market, rarely accepting lowball offers, and only lowering list prices in fairly small increments after a listing fails to sell after 60 or 90 days (plus) at the pre-reduction price.

While foreclosed homes do sell for less, on average, than their “regular” sale counterparts, they are also often in worse condition.  And banks are virtually always less negotiable on pricing, repairs and other terms than individual sellers.  The fact of the matter is that some of the best deals on today’s market are to be had via negotiations with realistic owners of non-distressed properties who are ready, willing and able to make a deal.

Urban Legend #5: Distressed owners who will sign their home over to you, gratis. This one is fantasy of the highest level.  First off, very few assumable home loans even exist anymore; most mortgage are due on sale, which means that new buyers have to qualify for and secure their own loans.  Secondly, many mortgages that ARE assumable have much higher interest rates than today’s home loans. Third, most homeowners who are in a distressed position on their home are in that position because their home has declined in value and they now owe more on it than it’s worth, which stops them from pulling off a traditional sale or refinancing it at today’s lower rate.

Ask yourself: why would you, a buyer, want to assume a mortgage balance vastly greater than the property is worth, even if you could?  It’s just not worth it, even if you think you’re getting a shortcut around the mortgage qualifying rigmarole.

Add to that the fact that many states have consumer protection laws dramatically limiting the sort of ‘bailout’ that is even legal to propose to a homeowner who is in some stage of the foreclosure process. In addition, many homeowners who have received foreclosure notices are in the process of trying to work out their distress with their lender or staying put without making payments as long as possible before losing their homes.  These folks might be slightly miffed at your intrusion, to put it politely, if you ring them up, send them a note or knock on their door trying to pitch yourself (and your signature) as their mortgage distress solution.

Did you have any personal real estate urban legends that were debunked in the process of homebuying?  Leave a comment, and share with us!

P.S. – You should follow Trulia and Tara on Facebook, too!

2010 Top 10 Most Searched Real Estate Markets Released by Realtor.com

From Realtor.com

Sunshine states searched most by consumers interested in real estate

CAMPBELL, CA (January 11, 2011) – While many real estate markets in 2010 experienced extraordinary highs and lows in response to tax credits, low interest rates and price swings, consumer interest in real estate remained consistent. Las Vegas and Los Angeles came in as the first and second most searched markets every month in 2010, while Orlando, San Antonio and Miami vied as the third, fourth and fifth most searched cities respectively. Phoenix, San Diego, Austin, Chicago and Tampa held the sixth through 10th positions respectively as the most searched markets in 2010.

The top 10 most searched real estate markets in 2010 were established based on the number of visitors that viewed properties in each Metro Service Area (MSA) in the United States from January 2010 to December 2010 on Realtor.com, the No. 1 homes for sale web site operated by Move, Inc., (NASDAQ:MOVE), the leader in online real estate. Realtor.com was the No. 1 most visited real estate web site in 2010 in the online real estate web site category.

In early 2010, home sales and prices rose throughout the country faster than they had for several years. This was largely in response to the Federal home buyer tax credit for first-time and repeat buyers. After the Federal home buyer tax credit expired at the end of April 2010, sales dipped throughout the country in summer and fall 2010 — even though mortgage rates remained low and dropped below 4 percent in the fall. List prices continued to fluctuate in response to sales and foreclosures trends throughout 2010.

Despite changing market conditions in 2010, the nation’s top search destinations remained remarkably stable and focused on the sunshine states of California, Nevada, Florida, Texas and Arizona.

“Online search is a critical measure of interest in real estate, especially now that more than 90 percent of buyers search for their homes online ,” said Realtor.com President, Errol Samuelson. “As the number one homes for sale web site, searches on Realtor.com show us where the highest potential for activity is across the country. Changing conditions throughout 2010 in the sunshine states resulting from foreclosures, the tax credit, interest rates and other factors created more interest in real estate compared to other states that we hope leads to increased activity and sales in 2011.”

The top 10 most searched real estate markets in the United States in 2010 each month were:

Rank Jan Feb Mar Apr May June
1 Las Vegas Las Vegas Las Vegas Las Vegas Las Vegas Las Vegas
2 Los Angeles Los Angeles Los Angeles Los Angeles Los Angeles Los Angeles
3 Orlando Orlando San Antonio San Antonio Orlando San Antonio
4 San Antonio San Antonio Orlando Orlando San Antonio Orlando
5 Phoenix Phoenix Phoenix Phoenix Miami Miami
6 Miami Miami Miami Paradise Valley Phoenix San Diego
7 San Diego San Diego Chicago Miami San Diego Phoenix
8 Tampa Tampa San Diego San Diego Austin Austin
9 Chicago Chicago Tampa Chicago Chicago Fort Worth
10 Fort Worth Fort Worth Fort Worth Fort Worth Beverly Hills Chicago
Rank Jul Aug Sep Oct Nov Dec
1 Los Angeles Las Vegas Las Vegas Las Vegas Los Angeles Las Vegas
2 Las Vegas Los Angeles Los Angeles Los Angeles Las Vegas Los Angeles
3 Miami Orlando Orlando Miami Orlando Orlando
4 San Antonio Miami San Antonio Austin San Antonio Phoenix
5 Orlando San Antonio Miami Beverly Hills Miami San Antonio
6 Phoenix Austin Phoenix Orlando Phoenix Miami
7 Atlanta Phoenix Beverly Hills San Antonio Atlanta Tampa
8 San Diego San Diego San Diego Phoenix Tamp Atlanta
9 Austin Chicago Chicago Chicago Chicago San Diego
10 Chicago Tamp Henderson Henderson Austin Austin

Each month, Realtor.com displays for sale and for rent properties fed to it from more than 933 multiple listing services (MLSs) across the country. Properties listed on Realtor.com include single family homes, condos, townhomes, co-ops, mobile and manufactured homes, multi-family homes, farms and undeveloped land. Approximately 75 percent of all property listings on Realtor.com are updated every 15 minutes to provide consumers with the most up to date information on price changes, property status changes, sold price information and more. The remaining properties updated every six to 24 hours.

ABOUT MOVE, INC.

Move, Inc. (Nasdaq: MOVE) is the leader in online real estate with 11.6  million monthly visitors to its online network of web sites. Move, Inc. operates: Move.com, a leading destination for information on new homes and rental listings, moving, home and garden and home finance; Realtor.com(R), the official web site of the National Association of Realtors(R); Moving.com; SeniorHousingNet; Top Producer Systems, and ListHub. Move, Inc. is based in Campbell, California.

ABOUT REALTOR.COM®

Realtor.com®, where the world shops for real estate online, is operated by Move, Inc., (NASDAQ:MOVE) and is the official web site of the National Association of Realtors®. Ranked as the  No. 1 homes-for-sale site, Realtor.com® currently offers potential home buyers access to over four million property listings, as well as the most brokers and agents. It also provides Realtors® and the home sellers they represent with the Internet’s largest real estate marketplace, reaching more than 9.984 million consumers in October 2010. Agents and companies have the power to customize Realtor.com® resources to maximize their brand and productivity.

This press release may contain forward-looking statements, including information about management’s view of Move’s future expectations, plans and prospects, within the safe harbor provisions under The Private Securities Litigation Reform Act of 1995. These statements involve known and unknown risks, uncertainties and other factors which may cause the results of Move, its subsidiaries, divisions and concepts to be materially different than those expressed or implied in such statements. These risk factors and others are included from time to time in documents Move files with the Securities and Exchange Commission, including but not limited to, its Form 10-Ks, Form 10-Qs and Form 8-Ks. Other unknown or unpredictable factors also could have material adverse effects on Move’s future results. The forward-looking statements included in this press release are made only as of the date hereof. Move cannot guarantee future results, levels of activity, performance or achievements. Accordingly, you should not place undue reliance on these forward-looking statements. Finally, Move expressly disclaims any intent or obligation to update any forward-looking statements to reflect subsequent events or circumstances.

Contact: Julie Reynolds Move, Inc., 818.264.5594 / Julie.reynolds@move.com

Danielle Ferris, AccessPR, 415.904.7070 / move@accesspr.com

What Great Active Rain Love!

Active Rain

I don’t usually write the types of blog posts that gain tons of attention. I’ve never considered myself a writer, but I DO come up with great content every now and then! Check out the post I did on creating QR codes and the interest that it received from Active Rain – seriously one of the best online communities for Realtors and others in the industry.

http://activerain.com/blogsview/2032313/creating-a-qr-code-in-7-simple-steps

Lifestreaming. To add or not to add?

I’ve been adding all sorts of programs and offerings this past month or so, mostly in the Social Media arena. I’m wondering now if Lifestreaming should be added or not. What are your thoughts on this?  Here is a great presentation that explains it pretty well:

New Social Media Package for Real Estate Agents

I usually title these posts Coffee with a VA since I’m a VA and I write them while enjoying my morning coffee.

Today is no exception, I just felt that since I’m in the process of rolling out my new Social Media packages, I could share some fun social media icons from Mind Morsel as well that include one of my favorite beverages (wine glass icons would be totally inappropriate at this hour).

Social Media for Real Estate is nothing new, but the way in which we go about it is.  Things change every single day, and who has less time to constantly keep up with it than a Realtor®?

Enter the Real Estate Social Media VA.  I’ve been attending countless classes, webinars and reading tons of ebooks on both Social Media and Real Estate.  Ross Hair has a great ebook out for Agents to follow, and I’ve incorporated that into the program as well as different ways of monitoring, updating, keeping track, engaging, etcetera.  The difference between doing it all yourself and working with a Virtual Assistant to handle it all is HUGE.  Consistency (just like I constantly preach with everything else) is key.

We are putting together packages right now that include set up on the top 5 Social Media and Real Estate Social Media sites (including a facebook fan page), professional graphic design work for twitter, facebook & you tube channel – and your active rain outside blog if you have one, ongoing maintenance, daily upkeep, and monthly reports of your ROI.

Sounds great, right?  Nice and easy?  Yes, it is both BUT they are still SOCIAL networks and will require a bit of work from YOU (you are after all, the one the reader wants to know).

In other VA Chick news, I will be rolling out a new logo and design for my fan page and twitter page as well in the next few days, and most likely a big update of the site – I’m very excited!!  AND, the Facebook Marketing class will be up and running soon as well.

If you have any questions about our new Social Media packages, or anything else I’ve talked about, leave a comment or schedule a quick meeting with me.

Have an awesome Friday!

Farming for real estate prospects on Facebook

This is a repost of Lesley Lambert‘s blog post on Agent Genius on October 23, 2010


Facebook is huge right now and most of us are there, but few real estate agents are using it appropriately or to their best advantage.

I will try not to judge you if you are on Facebook playing games like Farmville, but you really need to rethink if this is the highest and best use of the largest network you have access to on any given day.

Instead of farming in Farmville, how about farming for prospective clients?

Few tools have been as effective in my marketing as Facebook. I find it to be uniquely handy at staying in touch with a large number of people in a low key and fun way. It is also a wonderful way to keep reminding my sphere that I am in real estate…but careful here, we don’t want to be spammy about it!

So turn off the games and start using Facebook to plant the seeds for future business. Here are a few tips for the real estate agent who is looking to learn how to tailor their marketing to Facebook.

Firstly, you need a business page.

You shouldn’t be using your personal profile page to promote business. It is against the guidelines on Facebook and just rude, regardless. I will share with you how you CAN use your profile effectively, but blasting out your market reports and new listings is a big NO-NO on your personal profile.

There are different strategies you can employ with your business page. I tend to use my name as my brand, so my fanpage reflects that. Many agents have had tremendous luck with hosting a niche page, instead. Something geographically based instead of real estate based might be easier to gain traction and fans. Consider your options wisely and then really spend some time on naming the page because once you pick the name there is NO changing it.

Engage your fans with active content.

Don’t use your business page as a rolling listings site. Yes, you CAN post your listings there (I do, too) BUT it should be sporadic and the interesting and engaging content needs to far outweigh the listing advertisements. Share your blog posts, take interesting pictures, ask questions, use video and be yourself. Visit your page at least once a day to see if your fans have asked you something or shared a comment.

Regarding your profile now…use those status updates wisely!

I have what I think is a low key way of occasionally including real estate into my status without it being obvious. I share parts of my day that include real estate in a personal light. For example: last winter I was showing REO property and put as my status update: “Showing bank owned properties and it is colder INSIDE than OUT, my feet are totally numb!” A status like this reminds my friends and family on my personal page that I am a REALTOR without the typical “sales pitch”.

Create lists within your personal profile to help you prioritize your sphere.

I don’t know how old you are or how long you have been in real estate, but way back in the day when I began, we used index cards. Our potential clients went on an index card in a recipe box that was segmented into A, B and C leads. The A leads were hot and you kept in touch with them most, etc. You can do the same thing only better with Facebook. Create a list of high school friends, work contacts, past clients, family…the potential is endless. Then you can create and share content that is specific to these groups making it more likely to be noticed and using your time more efficiently to target your special groups.

I enjoyed a tip I recently heard that noted that instead posting the usual “Please come to my open house” update, share content that might pique the viewers interest. Mention if the property has a lovely view, for example, post a picture of the view and say that you are hosting an open house today and enjoying the view from the deck. Think of the applications here: gourmet kitchens, fireplaces, pools, gardens….get creative!

I hope some of these ideas have prepared you to plow through the opportunities at Facebook. If you have some great techniques that are working for you, would you please plant a seed in the comments below?

Facebook Marketing – Not for Beginners!