Matthew Ferrara, Philosopher

All posts tagged photos

Successful sales organizations are relentlessly focused on one thing: the consumer. They resist the temptation to worry about competitors, and they target every action and innovation to creating customers who: Refer them to their friends. Come back in the future. The key to doing this well is to adopt a culture and infrastructure that listens and learns from consumers every day. We call this having a “consumer mindset.”

YouTube is the second largest search engine on the web, yet most REALTORS still haven't figured out how tap into its traffic. Maybe that's because their MLS listing sheets can't play a video? Let's change that.  Read more

The iPad's destiny isn't how it will revive newspapers and magazines, but how it will finally kill off the real estate property listing sheet. Hopefully.  Read more

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.

I feel bad for REALTOR.COM. Let me start by saying that I like REALTOR.COM – I really do. They’re a hard working bunch that puts lots of time, energy and effort into promoting other people’s products. They aren’t always perfect – yet they keep trying, and trying, and trying. And they do have the number one real estate destination on the web – so they are doing something right. But for long? This week they announced their their latest round of new features for the website. Too bad it’s still fairly clear that REALTOR.COM is destined to fail. Why? Because  Read more

One of my most favorite motivational messages comes from a short piece by Simple Truth’s 212-degrees movie. The message is simple and powerful: At 212 degrees, water simply boils. At 212-degrees it becomes steam. And steam can power a locomotive. In other words: One small degree of effort more, and you’re moving from ‘hot water” into powerful productivity. So, what would one degree more of effort look like for REALTORS when trying to sell a home in a competitive marketplace?

Regular readers of this column may remember the installment, No Photos, No Buyers, No Kidding, where I exhorted real estate agents to make every effort to upload multiple photos to every listing on their website. Back then, the argument was that online listings without photos were about as useless as jargon-abbreviated classifieds in the back of the newspaper. Truth be told, the consumer vindicated my efforts, with the NAR’s annual buyer survey reporting that the consumer ranks multiple photos as the single most important data they seek from online portals. Some real estate companies have gone so far as to  Read more