The Realty Observer

A simple lesson in marketing, brought to you by P.T. Barnum

August 25, 2010
The terms "advertising," "marketing," "promotion," "public relations" and "publicity" are often grouped into one pile. They do refer to different activities. However, they all work toward a common goal - sales. Nobody knows the art of selling better than P.T. Barnum of the old Ringling Bros. and Barnum & Bailey Circus. ... read more.

6 must-read books on marketing your business

August 25, 2010
Perhaps we should have recommended these books at the beginning of the summer, so you had some time reading them while you were sitting on the beach sipping margaritas. Nevertheless, we'd like to personally recommend these books for your reading pleasure. Each one is an easy read and will give you tons of insight and tips on how to market in today's world. If you're totally stuck on what to do next with marketing your business, do yourself a favor and pick up any one (or all) of the following: ... read more.

Is Live Chat right for your website?

July 27, 2010
A 2010 survey of Internet users focused on website Live Chat features. The report details the use of Live Chat with certain demographics, as well as how influential a Live Chat feature is for consumers to make decisions. Bold Software funded the blind survey of more than 1,000 U.S.-based internet users. Here are 5 key conclusions that can be drawn: ... read more.

Local Real Estate company does some good in our community

July 27, 2010
Realtor Ryan Crecelius has found a way to work as an agent and help his community at the same time. In March of 2010 he started his own company, Do Good Real Estate which donates 20% of their commissions from every home sold to local charities.
... read more.

3 cool marketing ideas for a hot summer

June 30, 2010
Summer can be a great time to try out new marketing ideas for your business, an open house, or community event. While everyone else is on vacation, why not give these ideas a try... ... read more.

The most popular e-mail clients, and why you should care

June 30, 2010
With 12 months of data, covering more than 500 million e-mail opens, a company called CampaignMonitor was able to analyze which e-mail clients are gaining and falling the most in popularity. Why should this matter to you? ... read more.

How a heat map can save your website

May 25, 2010
How can you tell whether the content on your website is working? Simple -- look at a heat map! A heat map is a visual representation of how visitors interact with a website. One of the biggest advantages of a heat map is that it gives insight into visitor behavior that you may not be able to glean from Google Analytics data. Here are 4 good reasons why you should examine your own website's heat map:

3 things consumers can't stand about Realtors

May 25, 2010
Most people who have bought or sold a home have had nothing but positive experiences working with Realtors. But we've all heard a story or two about folks who've had some pretty awful encounters, whether it's with the quality of customer service or the outcome of the transaction. Here are 3 of the most common things consumers complain about when dealing with Realtors:

Quality is not a Unique Selling Position: How builders can step up their marketing game

April 27, 2010
There's a great article from BuilderRadio.com about the problem many builders face with marketing their business. They don't know how to stand apart from their competitors. One reason for this is far too little effort in understanding their customers' perception of a Unique Selling Position (USP). ... read more.

The tax credit's gone. Now what?

April 27, 2010
With the end of the homebuyer tax credit quickly approaching, real estate offices around the country are scrambling to help their buyers meet the deadline. Sure, there may be a drop-off in home sales once the tax credit expires. But if you're still shouting those tired phrases, "The Time Is Now!" or "Hurry! Before it's too late," it's probably about time to give it a rest. It does a great disservice to homebuyers to try to shoehorn fit them into the wrong home due to a time limit. ... read more.

To sign up or not to sign up? That is the question.

March 31, 2010
A big question we often hear from real estate professionals is, "How can I generate leads from my website?" This can be a bit tricky, especially when so many users are reluctant to give up their personal information. How do you know when the best time is for a point of conversion? ... read more.

Is your online presence is getting leads?

February 24, 2010
It used to be that marketing was all about making enough noise to be heard. But with the advancement of the Internet, the world is continuing to move in a consumer-driven market. Now, you should think of marketing as making beautiful music that people will come to naturally. How can you tell if your Internet marketing efforts are making the right sound for your target audience? ... read more.

Tracking your online reputation

February 24, 2010
Did you know that 90% of consumers trust recommendations from people they know, but a whopping 70% of consumers trust opinions posted online from people they don't know. It's been shown that user reviews improve customer loyalty and even increase traffic. The big concern is how you can manage your online reputation and track what others are saying about you and your company. ... read more.

Why video should fit in to your business

January 27, 2010
Online video continues to rise. The Nielsen Co reports that overall online video usage (unique viewers, total streams, streams per viewer and time per viewer) gained a 25 percent growth by the end of 2009. YouTube continues to dominate the video space with about 7 billion streams and over 100 million unique viewers for September 2009. It's very clear that video has become a consumer expectation online. Builders and Realtors now have a unique opportunity to connect more powerfully with consumers with video content to help them make home buying decisions. ... read more.

What you should know about Twitter

January 26, 2010
By now, we're all aware that we can't "tweet" our way to more sales. Twitter is merely a tool that allows users to share information with a broad audience. Although Twitter has grown in immense popularity in 2009, it seems as though its user base is flat lining. The growth of its unique visitors has peaked in recent months. But some analysts say that this leveling of popularity shouldn't be viewed as a failure, because the people who use Twitter are using it more than ever. ... read more.

Data is king: Why analytics are the keys to increasing your conversion rate

December 9, 2009
Analytics. Sounds pretty boring, right? Well, for most people, it is. But when you discover that analytics essentially help your business grow, it starts to sound much more appealing. In short, web analytics is the process of collecting, measuring and analyzing user activity to help achieve the intended objective of the website. Content was the former king of successful websites -- now it's data's turn. Tracking web analytics is a crucial factor in maintaining a successful, highly-trafficked site. ... read more.

3 things to avoid on Facebook

November 19, 2009
If you're using Facebook as a way to boost sales, you may be doing a little bit of wishful thinking. Think of it more as a tool to reinforce your brand and create awareness. It's a way to connect with clients and other Realtors on a more casual, personal level. Now, it's more important than ever to pay close attention to your profile, who your friends are, and who's following your News Feed. Having a Facebook account requires professionalism at all times. ... read more.

The secret weapon for selling more

November 19, 2009
Today's consumer relies more and more on peer reviews before buying a product or service. They look for objective feedback from others who have rated things like digital cameras, movies, books, even doctors and lawyers before making a decision. What does all this mean for Realtors? It means that your reputation is the decisive factor for homebuyers and sellers for choosing a Realtor. ... read more.

Where have all your customers gone?

October 21, 2009
According to new reports from WAV Group, a professional consulting service to the Real Estate industry, 40% of homebuyers are under the age of 35, and 66% of buyers and sellers are between ages 25 and 44. But get this: 71% of Realtors are over the age of 45! So, how well do you think you know young folks? Do you even know what "krumping" is? If not, it may be time for you to take a closer look at how this generation is making buying decisions, and reevaluate your marketing strategy. ... read more.

Hi, I'm your customer. I think we've met before.

October 21, 2009
Did you know that 75% of your website's visitors already know you? They know you from word-of-mouth referrals; they've seen your billboard, heard your radio spot, drove past your yard sign or received your direct mail piece in their mailbox. No matter how they were introduced to you, they are then going straight to your website to learn more. They either know you by name or your website's URL. Therefore, your site visitors are not strangers - they are people that have been influenced by your brand. ... read more.

4 easy steps for writing to your Congressman to extend the $8,000 tax credit

September 23, 2009
If you think members of Congress ignore the hundreds of letters they receive each day, you're wrong. A well thought out personal letter is one of the most effective ways we Americans have to influence law-makers. But, members of Congress do get hundreds of letters and emails every day. So, how can you make your letter stand out from the rest? ... read more.

6 ways to FAIL at Internet Marketing

September 22, 2009
According to the NAR, there are 4 big reasons why you need to pay more attention to online homebuyers:

They spend 32% more money
They earn 24% more money
When they're ready to buy, they take 2 weeks instead of 7 weeks to find a home
They will visit ½ as many homes (7 instead of 15)

So, how can Realtors turn these Internet prospects into real customers? Well, here are 6 ways to fail at it: ... read more.

There's no such thing as the magical, Real Estate unicorn

August 27, 2009
OK, I am not Dr. Phil, so I'm not the best with analogies and metaphors. But, I'd like to take a moment and explain that the search for the perfect Internet marketing plan is futile. We often say that there are no silver bullets in marketing, and it's even more true today than a few years ago when the housing market was a bit more steady. So now, what has worked for your website in the past may not be working for you today. ... read more.

Why you need to test your E-mail campaigns

August 27, 2009
Marketing is a lot like science. If you can measure or test it, you can improve it. This is especially true with your e-mail campaigns. You must test, study and adjust your messages to know what works and what doesn't. Whether it's frequency, subject lines, visual design, call-to-actions, attention-grabbing headlines, or timing, there are many factors that contribute to a campaign's success or failure. Here are some tips to follow to help you create better campaigns...

Twitter vs. E-mail: Which one gets more leads?

Want to reach new homebuyers? (No need to answer that.) Before you get sucked into the Social Marketing vortex (which is where every company seems to be heading), consider the following facts: ... read more.

Hooray for summer! Sales are up for new & used homes

July 2009
Several recent articles are reporting good news for the Real Estate community. But with mortgage rates creeping back up and the end of the $8,000 tax credit quickly approaching, Realtors and builders must be prepared to position themselves for what may lie ahead. Now is the time to get marketing and get creative.

5 things you should know for a successful website

June 23, 2009
Launching a new website for our clients is always exciting. After many hours of creating a beautiful layout, writing copy, and brainstorming ideas on how to keep visitors on the site, the time finally arrives when the website goes live. But we sometimes have trouble getting across to our clients that their job is not over after the launch. A website is never in the state of being "complete." It should be in a constant state of improvement. So, we've come up with a list of 5 things you should keep in mind to help your website stay alive ... read more.

Do you hear it? That is the sound of inevitability

June 19, 2009
Trying to compare your website marketing to your print campaigns is like comparing an MP3 player to a phonograph (respectively). We all must face reality: newspapers and other print publications are becoming less viable as the years go by. Yet, so many builders and Realtors still put an inflated amount of value on their print ads, even when they know their ads have very little ROI. I recently came across an article (online, of course) that says it all: ... read more.

Does your website cut the mustard? Get your FREE Website Score Card to find out.

May 14, 2009
We're hearing positive things coming from our Real Estate experts - the market is slowly rebounding. The question you must ask yourself is, "Am I ready? Is my website ready? Will my customers be able to find me?" ... read more.

Social Marketing in Plain English: 5 fun & short videos

May 14, 2009
Is Online Social Marketing getting confusing? From Facebook to StumbleUpon, LinkedIn and Twitter, there are numerous outlets to spread your brand's message. But if you're having trouble understanding exactly what these services are or how they can help with your website's SEO, there's no better place to start than with these short "Plain English" videos from Common Craft: ... read more.

Become a LinkedIn master

April 15, 2009
LinkedIn is the business-professional version of MySpace or Facebook. It allows industry professionals to connect with past colleagues, find new jobs and business opportunities, and to communicate with people within their own industry. Here are a few reasons to consider creating a profile: ... read more.

5 tips on getting the most out of your marketing agency

March 9, 2009
Building and maintaining a healthy relationship with your marketing agency are the keys to any company's success. Unfortunately, many relationships fail because clients mistakenly treat agencies like their vendors instead of their partners. Here are 5 simple steps to help you get the most out of working with your marketing agency: ... read more.

Grandma likes that Interweb-thingamajig

March 9, 2009
There is a belief flying around in the Real Estate community that Baby Boomers still do their home search the old-fashioned way - finding a Realtor in the phonebook or picking up the newspaper for listings. If you think that Baby Boomers haven't embraced the Internet for their home search, you're sadly mistaken. ... read more.

Marketing with social media? Take a lesson from your e-mail campaigns

March 9, 2009
Facing the challenge of maintaining your social media presence? Many of these challenges can benefit from the lessons you've learned through e-mail marketing. ... read more.

Do you really need a blog?: Participating in the online conversation.

February 2009
If you don't think that Online Social Marketing should be a part of your marketing efforts, you must take into account the millions of potential viewers you could be reaching...all for free. But the real question is: how do you know if you're wasting your time? How can you utilize these sites to benefit your business? ... read more.

Marketing to women

February 2009
A 2007 study by the National Association of Realtors revealed that female first-time homebuyers have outnumbered men two to one. In fact, 22% of all home purchases have been made by single women. A whopping 60% of purchases made by women are detached, single-family homes. There are many causes to this trend including education, higher salaries, delayed marriage, higher divorce rates and widowhood. Additionally, women between the ages of 50 and 70 are now the largest and wealthiest consumer segment. What does all this mean for realtors and builders? Well, for one thing, they must not underestimate the power of marketing to women. ... read more.

What mistakes is your website making?

January 2009
The latest statistic from the NAHB says that the percentage of homebuyers who search for homes on the Internet has risen to 93%. Almost all homebuyers will visit your website before ever visiting the model home in person. That means buyers are basing their entire judgment solely on your website. They don't talk to a live salesperson or visit the home physically -- all they see are pictures and text. Never before has the need for a professionally-built website been more vital for a builder or real estate business. So how do you know if your website is up to par? ... read more.

Copywriting: are your words doing their job?

January 2009
Text is most often the first thing that introduces customers to your business. Its success (or failure) could determine your own. Your goal is to convince a stranger to give you their hard-earned cash just by reading words. No physical salesman, product demos or test drives are involved. Just words. This is why takes a lot of time and effort to write successful copy. A good way to learn copywriting is to learn from the masters. Study copy from highly successful advertising campaigns. Take Nike, for example. Their most successful campaign contained just three words: "Just do it." Enough said. ... read more.

SEO: If you build it, they will come

January 2009
So your business has a website, right? Great -- you're now a member of the 21st century. But now what? The most important part about having a website is that it's seen by the right people. How do you get the word out? How do you advertise in a market that is increasingly becoming consumer-powered? Consumers are now finding companies and products on their own, instead of the other way around. That means that they're searching for your business primarily online. ... read more.

Holiday Survival Guide for Realtors

December 2008
Now is a great time to start planning ahead for marketing in the New Year. Here are 11 tips on having a stress-free season. ... read more.

Online Video Ads: More bang for your buck in a recession

December 2008
In a downturned economy, businesses are taking a careful look at their marketing budgets. Dollars must be spent with the greatest ROI in mind. Here are three good reasons why online video advertising may come out ahead during an economic downturn. ... read more.

Different ads for different homebuyers

December 2008
If every homebuyer was the same, marketing would be a breeze. Unfortunately, homebuyers are each unique and are affected by advertising in different ways. Some search solely on the internet, some are persuaded by an impressive TV commercial, others may enjoy glancing through all of their mail when they get home from work. But with so many outlets to advertise a new home community, how do we know which is most effective? ... read more.

Online Social Networking for Realtors

November 2008
Blogger, Twitter, MySpace, YouTube, LinkedIn...if you're not familiar with these Web 2.0 technologies, it's time to learn. These networking sites aren't around just for the kiddies. They're free tools that can help get your business out in front of potential customers, drive traffic to your existing website, and build a network of contacts with a personal approach. It's also just as important to know which sites will fit your business the best, so you won't waste your precious time. ... read more.

Marketing on a tight budget

November 2008
Right now, many companies are finding that their marketing efforts present a troubling Catch-22: not enough business for marketing, and not enough marketing for the business. The reality is that the majority of businesses don't stand a chance if they don't continue to market in order to retain a thriving company in a slumping economy. Fortunately there are loads of creative and inexpensive ways to create marketing programs even with a small budget. ... read more.

Connecting with your emotional homebuyer

November 2008
Many of the major purchases we make in life are made by our emotions. This is especially true for homebuyers. Creating emotions in advertising lets you discover how your product truly fits into a person's life and how it satisfies an emotional need. When that truth is understood, it becomes possible to create a more relevant and lasting relationship between your customer and your business. ... read more.

You said it, Kermit.

November 2008
It's not easy being green--or better yet: it's not easy deciding whether or not to start a "green" marketing campaign. How profitable is going "green," really? ... read more.

Hope for homeowners

A rough economic road ahead

November 2008
The one trillion-gazillion-dollar bailout. How did it come to this? For years we were told the economy was healthy and jobs were increasing. Yet we now find ourselves in what might be one of the worst economic downturns since the Great Depression. ... read more.

What is the deal with Pay-Per-Click?

October 2008
A 2007 study has shown that about 85% percent of search engine users do not click on Pay-Per-Click (PPC) ads and instead trust organic results. But some markets do enjoy a higher percentage of PPC users, like the real estate industry. So, how do you decide if your marketing dollars should go to organic Search Engine Optimization (SEO) or Pay-Per-Click ads? ... read more.

From Online to Onsite: Meeting a prospective homebuyer in the flesh

October 2008
In the old days, buyers would shop for homes by driving around to several houses on the market, and choosing the right one based on a process of elimination. But this is the 21st century. Instead of wasting time and gas, they can visit thousands of homes right online. The eliminations begin before they even step out of the door. Is your website attracting customers? ... read more.

National MLS coming soon...sort of.

October 2008
In May 2008, the National Association of Realtors® Board of Directors took a major step in moving ahead with plans for a national real estate data repository that would include comprehensive information for all categories of property, including residential and commercial properties and vacant land. ... read more.

Branding: Not just for cows anymore

October 2008
An agent who doesn't market their own brand is like a polar bear roaming around in a snowstorm. No one can see him. But maybe if he was wearing a red scarf, it would be easier to notice him. That being said, branding is a way to stand out in a crowd of other realtors. And just having a logo doesn't accomplish much. ... read more.

Thieves target residential construction sites

October 2008
According to professional homebuilders, police and insurers, larceny at residential construction sites across the country has increased significantly in the last two years. One big reason is because of the soaring prices of building materials, especially copper. The National Association of Home Builders estimates that the annual cost of theft to the industry has reached $5 billion. ... read more.

Do you recognize this person?

Are you still using a "head-shot" from 1985? If your customers can’t recognize you from your ads or business cards, it may be time for an update. ... read more.