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 presence). So what can be done to improve the pathetic listing sheets, the photo-less listings or sea-sick virtual tours that are undermining so many sales? Perhaps a quick art lesson could help.
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 to go for quick contributions in their Facebook updates. Yet there is opportunity in between the blog and the burst, providing ample opportunity to show off your knowledge, influence your contacts and develop new business. It’s called LinkedIn Answers, and it may just be the Read more
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. Microsoft calls it a “decision engine” and it certainly works differently than the traditional search sites. Yet technology improvements aside, none of the search engine players have considered the basic question: Do people really “search” for things on the internet any more?
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 3.0 version of the industry. Much like Google and Yahoo – who refuse to admit their advertising model is crumbling in the face of social networks – MLS’s are trying one last time to burnish a brand that has already worn off the chrome. What’s Read more
Months ago, we reported to you that internet marketing was dead. That was August 2008, when MySpace overtook Yahoo in display ads totals for the month. Our argument then was that people prefer to interact with other people, even online, and that the original internet age of “blindly searching” the portals was dead. They just didn’t know it then. And for another seven months the world of SEO, PPC, page ranking and site relevancy made a few valiant attempts to remain relevant themselves. Yet today, David has finally slain Goliath: Advertising Age reports that Facebook has become a bigger source Read more
If you think it’s hard to sell real estate in America today, take a lesson from the Continent. After spending four days with the Leading Real Estate Companies of the World in Rome, it’s become pretty clear that most American real estate agents have it “too easy.” Just try running your business when selling homes with “verbal commitments that are binding but broken without cause or recourse” and “you have six months to close” is the norm. It’s about time American REALTORS figured out just how good they really have it.
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 forewarned: Everything you thought about internet marketing to-date is now old news.
Well, I don’t know what took so long, but Microsoft finally seems to have read its emails, listened to its voice mail and talked to its customers. According to a headline over at Engadget, Microsoft is going to support Windows XP until 2013. It’s about time! Customers worldwide are breathing a sigh of relief as the Redmond Behemoth seems to have remembered a fundamental premise of running a good business: Listen to your customers! There’s no magic in that premise. Your customers will tell you everything you need to know to be successful. After Microsoft launched Vista, both customers and Read more
In the technology world, nothing is dull like yesterday’s news; unless the old news was right. That’s the case with the story of a technology strategy that might have made all the difference today, if only more brokers had taken it to heart. So it is that the “virtual office” is back in the news, which too many going-broke-brokers and paper-drowned-agents wishes they paid attention to last time. Didn’t the virtual office take off, you ask? Doesn’t everyone have a laptop, PDA and wireless email device? Sure, if we’re talking about college kids – but not the average agent in Read more