Real Estate Marketing

This blog has been frustratingly silent for too long. The ebb and flow of running a company and my personal creative juices combined for an extended drought. I have not been totally silent, however. Here are a few of the things that I've been up to, and some things to look forward to:

Twitter, for all its virtues, has clearly detracted from my blogging output. Why articulate a full, reasoned article when you can blurt out a 140-character idea? I'm only partly kidding. The good news is that Twitter has proven help me weave surprisingly deep relationships with the same people who read this blog, so I'll continue. If you concur, make sure we're connected on Twitter. I'm @mikesimonsen

For more complete thoughts, I've started publishing over at AgentGenius. For readers not familiar, AgentGenius is a forum about and for the real estate professionals. The articles I'm writing over there are tending to be about how realtors can use market data when working with their clients. I have a lot more to write for them.

That brings up another channel for my creative output the last few months: Real Estate BarCamps. Since January we've been in New York, Seattle, Virginia, Los Angeles (also Atlanta by way of RE Tech South). Next week we're in Phoenix and Portland. Upcoming are Denver, Charlotte, Chicago, Philly, and Boston. If you're a real estate pro and haven't found your way to these free events yet, I highly recommend them. We lead a session on Using Real Estate Data in Your Marketing. It's been very well attended and very enjoyable. Lots of other goodies on technology, social media, marketing, and the future of the real estate industry at these events. Find your way to one.

At any rate, I have a personal goal this month to get the publishing pace back up. Stay tuned.

The folks at IAC (NASDAQ:IACI) broke into five different companies this week with the real estate and mortgage related assets now under the umbrella of a company called Tree.com (NASDAQ:TREE) Is escaping from the conglomerate goo going to help this group prosper? Tree ostensibly has a bunch of internet properties but from where I sit, only two are viable, ahem, branches- LendingTree.com and RealEstate.com.




The former is the web 1.0 mortgage holdover with traffic now supported by TV ads. The latter a straightforward real estate broker with simply the best domain name in the business. The rest of the properties are a collection of, shall I say, unimpressive lending and home-search affiliate web sites.



Needless to say, being a volume mortgage player is a scary business right now. Maybe the secondary markets recover enough to support this model on-going, maybe, um, not. According to their S-1, Tree has limited exposure to the subprime and Alt-A mess. Surprising that they escaped that temptation that hit the etrades, etc. so hard. Good for them.

What does Tree have to offer? As a web site, RealEstate.com is decent enough to get a solid stream of leads by virtue of being many home searchers' very first stop on the internet. (Evidenced by the steady 800k visitors/month). The domain name is a built-in low-cost marketing channel for a brokerage. A really nice asset for sales and to recruit agents (the real business of brokerages). Is it enough? The site risks getting walloped by innovation happening in the intensely competitive home search space. (see Trulia, Estately, Redfin, Roost, Zillow, heck even Realtor.com is lumbering more quickly these days.) The big question for the future of this unit is whether the technology costs of keeping competitive continue to remain cheaper than traditional marketing channels for brokers.

Of Tree's lesser brands, I identify with the business proposition of Improvenet - home contractors and service guys need a better way to be found). But the competition with craigslist has to be brutal. And Angie's List is starting to run away with the premium end of the contractor referral market.

The bottom line for TREE is this: in the internet real estate space, it's a tough time to be an incumbent and a great time to be an innovator. Tree, despite the new name, is the incumbent.

[disclosure: we have realtor clients in the RealEstate.com brokerage and like all our clients we sincerely hope they kick ass.]

Wow. Do you read AgentGenius? If you're in the real estate biz, you should. Heck, if you use the interwebs in your business at all, you should. They've pulled together a group of stellar writers. I already liked the work going on over there and then they go produce a conference roundup like this. Rock on.

Redfin, the discount real estate broker with a bitchin' website and a CEO who goes on 60 Minutes to rail against the industry, has soft-launched an up-sell - and in my opinion business-model-saving - Redfin Select service.

Given Redfin's history, I had to check the date of the Redfin blog post to make sure it wasn't dated April 1. Although Glenn Kelman hinted in a comment here a couple weeks ago that something was coming.

Select is simply a way to let home buyers opt for some hand-holding on as many home tours as they'd like. They pay a little more and get a little more service. Redfin usually refunds two-thirds of the home buyer's commission. For people who opt for Select, they'll get 50% of the commission refunded.

Still a good option for buyers who want to save some cash, but Redfin makes 50% more per transaction. This is huge step towards making Redfin a viable company. Kudos to Glenn and team.

BTW - I mentioned in my December post of 2008 Predictions for the RE.net that Redfin was going to have to make this move. (I've hit two of those so far. We'll see if Rich Barton promotes himself out of Zillow before year's end...) Here's what I said about the Redfin business model at the time:

I've grown less sanguine about the Redfin business model this year. Champion of the discounters, Redfin's gotta scale its revenue. CEO Glenn Kelman posted some of his business metrics on Guy Kawasaki's blog (which took some serious cojones, so kudos to Glenn for stepping up.) In that post, one thing is clear: he needs to marshal Redfin to $100 million in revenue, fast. If you assume that Redfin clears ~$5000 on it's discount home sales transactions, that means they have to scale to 20,000 home sales in the next couple years. In this market.

Glenn also pointed out that they have more people driving around in the field than they originally planned. (i.e. the model scales less efficiently.) But if you introduce premium services and can bring your average-revenue-per-deal closer to $10,000, that's a much more achievable target. Not surprisingly, this was also the path that Zip Realty took several years ago.

In short, it's a smart move. And it's not surprising, because Kelman seems to be no fool. Good for their clients and good for them.

Slightly more critical (natch) coverage at BHB

Just spent a couple of fine days in Atlanta with the RE Tech South crew. Brad Nix and Matt "blog from the heart" Fagioli pulled together a great session with just a couple of weeks planning, so kudos to them. All in all a couple hundred people, interactive, interested, motived to improve their internet marketing.

Great conversations on real estate video, blogging, search optimization. I did a panel where we talked about leveraging widgets on your site and in your marketing.

For me the most informative session was on video. I've not previously been a video guy but then I'm not selling houses. But the panel had a chance to dive into some of the great innovations in video that are really exploding the medium for realtors. From cheap easy cameras, to professional videographers, and powerful presentation tools. Rock on.

Rudy proved again why Pete Flint got a steal bringing him on board as Trulia's social media guru. And I always enjoy working with Dustin, Jon, and the maniacs at Domus (who contributed a lot to this day too. golf clap for Pat and Kevin.)

We met some new friends too. Atlanta Real Estate blogger Kathy Drewien is going to be spicing up her market data posts with spiffy AltosCharts. With Michael Fournier, we're growing our reach in the Charlotte market. Michael liked to point out that Charlotte is the only one of the 20 Case Shiller-measured housing markets where median home price is up in the twelve months ending January. Desiree at Bella Web Design sums up the day nicely.

Some Altos links:

Charlotte real estate report

Atlanta real estate report

AltosCharts trend charts widgets

I'm a big fan of the technologies shaking up the real estate industry. Though my perspective differs from the simple-minded view that agents simply make too much money and that technology will only cut the 6% commission to the bone. In fact, I've written previously that innovations in real estate may indeed help agents to charge a premium, to meet a particular need for a home seller -- if they want to sell fast or get a certain price, for example. Further, I've suggested that Redfin can save their business if they admit that some clients want a great internet home buying experience and are willing to pay a premium for a premium service.

Today Prashant Gopal at BusinessWeek has an article citing how these premium relationships are happening, even in this crazy bad market.

... [Seller] McCarty decided a year ago to give real estate agents an added incentive to guide buyers [to his] house about 20 miles outside of Minneapolis. He agreed to pay his agent an 8% commission, which would be split (55%/45%) with the agent representing the buyer.

...

"I wanted more agents to show the property," said McCarty "I was willing to take a little bit more of a hit and pay a higher percentage"

...

Frank D'Angelo, the broker for EXIT Realty Executive who represented McCarty, says he offers customers a transparent, tiered system of payment. For 6%, sellers get the typical menu of services. Sellers who agree to pay 7% get additional benefits, including a guarantee that if the home isn't sold within 39 days, he'll return up to $10,000 of his commission (2% of the sales price). For 8%, buyers also get free home-staging and a "media blitz" of advertisements.

Great stuff. The 6% should be fluid depending on your goals. Discountability is good, if that's what your clients want. Just remember that, especially in a lousy market, some are willing to pay a premium to move a home quickly.

A Look at Minneapolis Real Estate Trends

Just for kicks, let's look at the real estate data for the Minneapolis region to see if McCarty got a good deal. First lets look at the price trends for the Twin Cities.

McCarty's house was priced at about $325,000 solidly in the Second Quartile of homes in the Minneapolis region. What about the Days on Market for homes in that price range?

For homes priced around $300,000 to $400,000 in Minneapolis, the Second Quartile, homes are on the market for 3 - 5 months. McCarty's place went under contract in one. Based on that data, I'd say he got a deal!

Note: We haven't opened the Minneapolis MSA on our free research page yet,
but we're about to, so call us if you want the research report for
anything in the Twin Cities area.UPDATE: Our Minneapolis Real Estate Report is available now.

We've been ramping up with a bunch of partners this spring, and we're hitting the road in support of their programs, so for all you Altos Research groupies out there, here's what the 2008 March-April World Tour looks like:

Next week you can find us in Atlanta at the RETechSouth gig hosted by Brad Nix and Matt Fagiolli. I'll be just one of a really solid panel of real estate technology brains sharing insights. If you're in the real estate technology world and located anywhere close to Atlanta, you'll be at this gig.

The following week, April 2, we're off to the Institute for Luxury Home Marking seminar in Miami. Love the folks at ILHM and we're going to be doing more with this group in the near future. Some great opportunities, especially if you're involved in the high-end housing market.

Then, mid-April we're back in So Cal for Dustin and Jim's second 4Realz Education seminar. The first one was a rousing success, with agents getting really powerful internet marketing insights. This time the session is in Orange County. This is a session for anyone ramping up their internet marketing presence. A must-see event.

As always, give us a buzz if you're coming to any of these events and let's get together.

Since we started our company a couple years ago, we've generally frowned on marketing activities that that require cash. Our marketing consists primarily of this blog, personal referrals, and the press generated by the real estate data content that we provide. (No taxi billboards for us.) So it's a big deal for us to announce a sponsorship of Dustin Luther's 4Realz Education seminars!

Despite our, ahem, frugality, the decision to sponsor 4Realz was an easy one for us. Dustin, of Rain City Guide and late of Move.com, has proven himself to be not only one of the most savvy internet marketers in the real estate world, but also a gifted teacher of those lessons.

Further, Dustin's been a fan of our products and technology for a while. He gets our vision. When he was at Move, subscribers would call to tell me that they'd attended a Top Producer seminar and Dustin Luther was on stage recommending the Altos products! Let me tell you, those kind of unsolicited, un-sponsored endorsements mean so much to an entrepreneur. They also speak volumes for Dustin, in that he's an independent voice that will guide his audience to the best options available no matter who's footing the bill.

Conclusion: Dustin will be hosting a valuable day for real estate professionals - the kind of activity that we want to be associated with. See you there!

Details: 4Realz Internet Marketing for Realtors

March 6, 2008

Skirball Center, Los Angeles

I generally try not to stray too far from the real estate topic at hand on this blog, but I want to call your attention this morning to an article by Kevin Kelly (founding editor of Wired Magazine among other literary accomplishments). Kelly's the rare "futurist" who deserves the title.

This week he published Better Than Free. The article captures succinctly, why in a world of free and freely copyable information, Altos Research just had another record month in sales.

In fact, Kelly's concepts also capture why our most successful real estate agent clients, in a world of commoditizers and discounters, command a premium, even in this crazy market.

When everything is free on the interwebs, what is it that people really want to pay for? Kelly identifies 8 generatives: uncopyable values generated or cultivated from within. Here's a snippet, do yourself a favor and read the whole article.

Immediacy: Sooner or later you can find a free copy of whatever you want, but getting a copy delivered to your inbox the moment it is released -- or even better, produced -- by its creators is a generative asset.

Personalization: A generic version of a concert recording may be free, but if you want a copy that has been tweaked to sound perfect in your particular living room -- as if it were preformed in your room -- you may be willing to pay a lot.

Interpretation: As the old joke goes: software, free. The manual, $10,000. [The listings? Free. The right neighborhood and home for you? ...]

It turns out while we weren't nearly so articulate about the process, these generatives have been the Altos DNA from day 1. How do we get you great information in real-time, and not just data, but analysis, personalized for you, and leverage-able into your business?

Anyway, to all our clients, readers, subscribers, partners: thanks for being with us. Rock on.

Last week at the Inman Connect conference in NYC, one of the most-talked-about sessions was Brian Boero's "50 Tools and Technologies to Help You Win in a Slow Housing Market."

Brian is a partner at 1000Watt Consulting and a sophisticated marketer. The slides from Brian's rapid-fire presentation are now available at Inman. In it, he gave a nice (and totally unsolicited) plug for Altos Research (p49). Quite simply, "Know more about the market than your competition."

Inman's a marvelous confab for real estate professionals. The great thing about this message is that it applies to all our clients: Realtors, Wall Street traders, home buyers and sellers, investors, lenders, et al., captured in one pithy phrase. This from I guy I'd never met till I thanked him for the mention. Rock on.

This guy Brian has some mad skillz. For more, tune in to his blog on real estate marketing and technology.

At the NAR conference in Las Vegas, I did an interview with Joel Burslem from Inman News. The video is up today on InmanTV.

The video uses a sweet player from WellcomeMat.

This post is written by our client John Keith a real estate broker in Boston, Massachusetts. We first met John when Scott sat next to him at the opening keynote of the Inman Connect conference in San Francisco this summer. At the time, we were just opening up our coverage in Boston and John jumped at the chance to work with us. We're glad he did.

John's blog is excellent. He's been very effective integrating the Altos market analytics information into his posts. So we asked him to write a post for us about how he uses the Altos Research services in his business, his blog, and with his clients.

John also generously included an endorsement, which I'm more than happy to include here. Note: I've done a tiny little bit of editing, and I added the images. Everythig else comes directly from John. Enjoy:

About John Keith

I am a Boston real estate agent. I have a blog devoted to Boston Real Estate, at bostonreb.com.

My blog has a main page with daily updates of news and information about the Boston real estate market. In addition, on this page, visitors can search through all the condos and single-family homes listed for sale in our local Multiple Listing Service. Also, visitors may click through to pages of information I have written that are of specific interest to buyers, sellers, investors, etc.

I signed-up as an Altos Research client several months ago. I thought it would be a great way to provide another much-needed service to my site's visitors. More importantly, I figured it would make me be seen as an "expert" on the Boston real estate market. Therefore, visitors would be more likely to inquire about using me as their real estate agent, increasing my business (and my revenue).

After being an Altos Research client for several months, I have seen very positive results and can say I'm very happy I have made the investment.

How I Leverage Altos Research in My Blog and Business
Now that I have access to them, I've tried a couple different ways of using the reports and graphs.

Right now, I have it set up so that there is one main graph on my blog's main page, for the city of Boston as a whole. It updates automatically, once each week's reports are finalized at Altos (every Monday evening).

I also have a link on my blog's main page directing visitors to another page where they can download any of the Altos weekly market reports (I subscribe to eleven Boston ZIP codes).

This past week, I added separate neighborhood-specific pages to my blog. [ed: here's The Fenway, for example.] These pages have blog entries devoted to each major Boston neighborhood. The idea is, visitors to my site will start on the main blog page, then click through to read more about specific neighborhoods.

I have an AltosChart on each of these neighborhood- specific pages, set up to show market data just for that neighborhood, by ZIP code. Probably some time in the near future, I'll be adding a link on these pages to each neighborhood's Altos market report (using each neighborhood's ZIP code).

I'm also about to set up an MLS search, preset by neighborhood, showing just listings in that specific neighborhood.

I expect this to have great results. The majority of visitors will continue to begin their visit on my main page, but then they will want to visit the page focused on just their neighborhood(s) of interest. By having the MLS search and AltosCharts on each neighborhood's page, I'm providing visitors with useful information.

How Strong the Call-To-Action?
It's an open question as to how much information and data to provide to everyone - whether or not to have the Altos Research reports available to everyone, or whether I should force visitors to contact me for access to the reports (a "call to action", it's called).

Certainly, by making people contact me, I'm creating a two-way relationship - it encourages communication, which, hopefully, would lead to new business.

However, I also believe in making as much information as possible available to as many people as possible.

Most people visit my website multiple times, over a period of days, weeks, and/or months prior to contacting me to be their real estate agent. They already know me quite well from my blog, before they make an inquiry. So, there may be little to lose by having the reports readily available to the casual visitor.

Each week, I upload all the updated reports (by neighborhood and city-wide) to my servers. I receive reports for eleven ZIP codes, which covers the majority of the "downtown Boston" market.

There are actually 29 ZIP codes in the city of Boston, and I've considered getting reports for each of them. I would like to be "complete", even though I don't handle real estate sales in the other neighborhoods. This would increase traffic to my site, which would increase my exposure to potential clients and make me seen as the expert in ALL of Boston.

Measuring My Return on Investment
I think the cost of the reports is easily justified. First, I enjoy reading the reports, myself. It presents data in ways I don't collect, myself. As well, it provides useful information to my existing clients. And, it provides useful information to potential clients.

Again, it makes me become known as an "expert" in Boston real estate - as the primary source for data and information on the Boston real estate market.

As of now, only a couple of other Boston real estate agents offer the Altos Research reports, which is fine by me, but I expect more agents to begin offering the reports to clients, which will increase competition. I'm glad I'm doing it, first.