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Posts Tagged real estate agents

The New Search

The new search happens everywhere. 

Today’s multi-media multi-taskers take in print, tv, radio, mobile tools, the web and , social networks. It’s not just the Google web or even the social web.  The new “search” is not just online.  It’s also physical.  We “search” everywhere we turn.

To reach the top of the “new search, you must integrate your media and content marketing to reach consumers in relevant ways.

An integrated strategy includes 4 types of media

1.       Owned media – Your own website –  information about you from you.

2.       Paid media – Advertising that connects to your owned media, your brand.

When consumers conduct a Google search, they find you.  When you advertise, you find them.    

You must use prospect focused distribution of relevant content to interrupt your target audience – a print ad, a online banner, a postcard, a billboard.   

3.       Social media – Facebook, Twitter, your blog – part of the billions of conversations  on social networks daily.  Relevant conversations build brand awareness,  loyalty, and engagement,  drives traffic to owned media and creates earned media.


4.       Earned media – the stuff you can’t buy.  Positive reviews and voluntary distribution through networks of influencers the highest quality leads.

The Real Estate Book has spent over  30 years studying consumer habits in the real estate industry. 

·        We understand today’s consumer.

·        We understand the tools you need to connect with them.

·        We create those connections.

Based on this deep understanding, we guide leading real estate professionals through today’s marketing complexities.

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It’s Just What We Do.

I was recently reminded of a story – true or not – about a visit that President John F. Kennedy made to the space center at Cape Canaveral sometime in the 1960’s. While there, JFK ran into three custodial workers. He asked all three, “What is it that you do here?”

The first replied, “Earn a livng.”

The second said, “I pick up the trash.”

The third said, “Mr. President, I am helping to put a man on the moon.”

The third understood that he played a part in a larger picture. Clearly, for effective operations at the space center, someone had to keep the facility clean and operational. And, as the facility was able to operate effectively, those who worked there also were able to accomplish their goal of sending a man to the moon.

This worker had two things – passion and a sense of purpose.

I thought about all the people here at Network Communications and our passion and purpose. On the surface, we create and publish shelter-related content. And it takes around 800 – 900 people to do that in various forms – whether they are making sales, creating web content, running a printing press, creating graphics, servicing our customers, gathering and reporting data, delivering the mail, driving a truck, or any other number of functions – including keeping the place clean and operational.

But, as an entire organization, what is that we really do? What’s our purpose? Here’s what I came up with —

We help people find their home.

They may be looking for an apartment, a first home, a next home, a second home , a retirement home, or a place to age gracefully. We will help them find that place. Then, we help make the place they live into a place they call “home” with information on decorating, repairing, or improving their space and on enjoying and becoming a member of the community around them.

And, we’re pretty darned passionate about that.

What do you do?

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National Association of REALTORS 2010 Profile of Home Buyers and Sellers Reveals Winning Trends.

What are the winning qualities consumers look for in real estate professionals?

How do top agents continue to win?

What are the winning qualities home buyers and sellers look for in a real estate professional?  The recent release of the National Association of REALTORS Profile of Home Buyers and Sellers for 2010 reveals that even with access to an abundance of information online, consumers still value the services offered by a full-service agents and brokers.

According to the stats – Here’s what  sellers want most from a full service agent –

  1. Help me price the home competitively – 22%
  2. Help find a buyer for the home – 21%
  3. Help seller market the home to potential buyers – 20%
  4. Help sell the home in a specific time frame – 19%

In today’s market place, sellers rely even more on real estate professionals to help them price their homes as competitively and realistically as possible.   Most understand that their home has most likely,  lost value in the past few years and understandably, want to sell for as much as they can.

Consumers also know that exposing their home to the largest universe of buyers possible means they stand a better chance of selling quickly and for a higher price.  That’s why agents who go above and beyond to actually market the home versus just posting it on the web on free  sites are preferred by sellers.

Also, according to the study, buyers want a real estate professional to  —

  1. Help them to find the right home – 51%
  2. Help negotiate the terms – 14%
  3. Help with price negotiations – 12%
  4. Help with the paperwork – 10%

Even though home shopping on their own has never been easier, buyers are still looking to the agent to help them find the right home and a professional agent to help them through the process.    Agents who presents themselves as honest, caring,  knowledgeable, and full-service stand a better chance of engaging buyers.

Even though the market has changed and technology has changed, consumers’ expectations remain consistent.   Sellers still want their home priced well and marketed well with the belief that means a faster, more profitable  sell and buyers are still looking for a professional agent to guide them through the process.

Top agents have always known this and they make sure they promote these qualities to both buyers and sellers.  That’s why they continue to win the business and confidence of consumers.

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