Peter Drucker said that the purpose of marketing is to make sales superfluous. That should come as welcome wisdom to the real estate industry that is comprised of so many reluctant salespeople who won’t telemarket, interact at open houses or even join Facebook (latest numbers show less than 35% of REALTORS with a social networking [...]
For many real estate brokers and agents, the hot technology today is social networking. Facebook, Linkedin and Twitter are the “new new thing” for making friends and influencing business. There’s probably no better tools for directly prospecting your marketplace – and maintaining your referral and repeat business base. But let’s not lose sight of the [...]
Blogging is both art and tax. Good blogging means turning a steady flow of useful ideas into interesting content. Bloggers must be good writers. And developing a readership takes a lot of time each day and week. So it’s not unusual for busy salespeople to worry that they’ll never really leverage the medium, tending instead [...]
Readers of our column know that we called the beginning of the end of search engines some time ago, when we noted that Facebook and MySpace had already started to generate more ad views and targeted traffic than Yahoo and Google. Unfortunately, Microsoft didn’t seem to have read our post, and went ahead with Bing. [...]
Ten Questions with Real Estate Expert Matthew Ferrara
By Dianna Kawell
Reposted with permission from WCR’s site.Real estate is becoming an increasingly technology-driven industry. Every day, a typical REALTOR® depends heavily on her laptop, GPS and digital camera to get the job done. For what was long believed to be a face-to-face business, 88 percent of REALTORS® [...]
Two seemingly different mediums collided in my brain last night. First, I was reading a front-page story about a home that was struck by lightning and burned down the night before. I didn’t recognize the street name: Was it nearby or across town. My first inclination was to look for a map. Of course, there [...]
The social networking abuse by REALTORS reached a tipping point yesterday: It seems some virtual tour vendor has made it “quick and easy” to mass-post your tours across multiple networks at once. Oh, goody: REALTORS are about to have no more friends.
Once again, as REALTORS converged last week for their MidYear meetings in Washington, D.C., the forces of stability and sameness were present, coming up with last-gasp-ways to protect the tattered vestiges of Real Estate, the Last Generation. New white-papers and shiny-Powerpoint presentations proclaimed the “we-can-renovate” mentality of Gen 2.0 MLS systems struggling to enter the [...]
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Recently, some readers of my blog have commented that I continue to take the mickey out of the REALTOR industry for its marketing use of postcards. No mention that I’ve offered alternatives to the postcard marketing option for twenty years. Oh, let’s see. EMail. Blogs. Websites. Phone calls.
Maybe it’s just time for a collective postcard [...]
It’s official. Internet marketing as you know it died today. One of the internet’s largest social network sites finally killed one of the internet’s largest search engines as the “eyeball attractor” for display ad views. Although it got little news, this mighty accomplishment may be the herald of a major shakeup for online commerce.
Consider yourself [...]
by Matthew Ferrara
By now, every real estate professional knows the power of Google. Need to find something on the web? Go to google.com and type it in. Don’t worry about spelling (it suggests corrections if you mistype) and just use normal language. In nanoseconds, more pages than you could ever click are presented for your [...]
