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If I Were a Chinese Buyer of U.S. Real Estate…

Posted by on Aug 20, 2015 in Marketing, Real Estate, Research | 0 comments

If I Were a Chinese Buyer of U.S. Real Estate…

Here in the United States, three property portals (realtor.com, Zillow and Trulia) dominate search traffic and industry headlines. But a recent assignment for the National Association of REALTORS® (NAR) got me looking far beyond these U.S. sites to learn more about various property portals around the world. It’s fascinating to see how buyers in other countries search for homes in their local markets—and sometimes for properties in far-flung destinations. Some of the most interesting perspectives originate from China, a country flush...

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Number Crunching: Does Real Estate Specialization Pay Off?

Posted by on Jul 30, 2015 in Marketing, Niche Strategies, Real Estate | 0 comments

Number Crunching: Does Real Estate Specialization Pay Off?

When asked about tightening the focus of their real estate business, most agents reply, “I don’t want to limit my opportunities!” The problem is, this answer is often based on opinion (or fear) more than facts. It also reflects a lack of understanding the power of niche marketing. Let me explain. Less Can Be More Consider this scenario: There are 800 agents competing for 550 homes sold each year, on average, in your broader market. Assuming you’re all “generalists” with comparable visibility, the odds of getting any one listing are...

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Real Estate Marketing Success Stories: Meet Anthony West

Posted by on May 28, 2015 in Blogging, Keywords, Marketing, Real Estate, Social Media | 0 comments

Real Estate Marketing Success Stories: Meet Anthony West

23-year-old Kansas City agent brings modern approach to modern home sales Most agents agree that launching a real estate career isn’t easy, especially if you’re fresh out of college. While he wouldn’t call it easy, Kansas City native Anthony West is working hard and, more importantly, working smart to carve out his own space in the industry. As a business major specializing in entrepreneurial skills, West was drawn to real estate because it offers him a chance to build a business from the ground up, putting into practice all the...

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The Ins and Outs of Picking a Real Estate Niche

Posted by on Mar 18, 2015 in Marketing, Niche Strategies, Real Estate | 0 comments

The Ins and Outs of Picking a Real Estate Niche

I’m a firm believer in the power of niche marketing. (Here’s why.) Most real estate professionals agree that specialization is an attractive strategy. Even so, do you find it difficult to pinpoint a niche that feels like a good fit? The problem is not a lack of possibilities. Rather, it’s deciding WHICH niche is most promising for your personal circumstances. Picking the right opportunity means studying your options from two distinctly different perspectives: Outward — Which market characteristics point to attractive niche...

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The Most Overlooked Opportunity for Free Real Estate Advertising

Posted by on Jan 27, 2015 in Marketing, Real Estate, Writing Tips | 0 comments

The Most Overlooked Opportunity for Free Real Estate Advertising

A listing agent’s job involves taking advantage of every chance to grab buyers’ attention, right? Are you overlooking your first and best opportunity for free real estate advertising? As Lynn Madison pointed out in a recent class at the Main Street Organization of REALTORS, you should treat the “Remarks” section in your MLS listings like your most important piece of advertising copy. After all, this is what gets picked up and appears at the top of every listing on realtor.com, Zillow, Trulia and other property sites. Don’t rush the...

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Take Note: Handwritten Messages Are Better Than Ever

Posted by on Nov 19, 2014 in Marketing, Real Estate, Tech Tools, Writing Tips | 0 comments

Take Note: Handwritten Messages Are Better Than Ever

In today’s digital world, handwritten messages have become a lost art. However, instead of mourning the demise of personal notes, take advantage of this trend by using them to stand out with your real estate clients. When people feel bombarded by emails, texts and instant messages, what better way to make a positive impression than to send a lovely handwritten note they’ll find in their mailbox at the end of a busy day? While not practical for large mailings, this technique is perfect for expressing: Congratulations upon closing a new...

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New Domains Offer New Options for Real Estate Websites

Posted by on May 21, 2014 in Announcements, Marketing, Real Estate, Website Design | 0 comments

New Domains Offer New Options for Real Estate Websites

Frustrated by the lack of .com addresses for your real estate website? Hundreds of new top-level domains are hitting the market, including .realtor (exclusive to members of the National Association of Realtors). This may be the perfect time to put on your creative thinking cap, conjure up the possibilities and launch your new site. Examples: – An Austin brokerage might chose Austin.properties, AustinReal.Estate or MyAustin.house – A brokerage might want a domain that uses its name before .agency – Individuals touting their...

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Doorsteps Swipe: Entertainment (then Education) for First-Time Home Buyers

Posted by on May 5, 2014 in Real Estate, Tech Tools | 0 comments

Doorsteps Swipe: Entertainment (then Education) for First-Time Home Buyers

Recently released, the Doorsteps Swipe app was designed with a very specific audience in mind: first-time home buyers who aren’t serious house-hunters…yet. For this group, it’s a fun little tool that makes it easy to get a handle on your home preferences by reacting to property photos—swipe right for thumbs up or left for thumbs down. The developers’ goal is to create an entertaining hook that attracts a broad group of consumers long before they’ve reached the transactional stage. Filter options are intentionally limited so users...

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Real Estate Marketing Niches: Success Story from the LGBT Community

Posted by on Apr 5, 2014 in Marketing, Niche Strategies, Real Estate | 0 comments

Real Estate Marketing Niches: Success Story from the LGBT Community

Authenticity. It’s been a buzzword for years, but how often do you actually see it in practice? And when I say authenticity, I’m not talking about the watered-down definition, when a person is “only” sincere, genuine and honest. Instead, I’m referring to the no holds barred, take me or leave me, ain’t holdin’ nothin’ back form of authenticity. I haven’t met many people who are totally comfortable putting all their cards on the table. (Admittedly, there are also good arguments against this approach.) However, at the...

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100 Niches for Real Estate Specialists

Posted by on Feb 19, 2014 in Marketing, Niche Strategies, Real Estate | 11 comments

100 Niches for Real Estate Specialists

Niche marketing is a powerful strategy that works especially well in real estate. The reasons are numerous. Even though most agents agree that specialization makes sense, they often mistakenly believe they can’t apply this approach to their situation. If you’re in the “wouldn’t work for me” camp, maybe the solution is to expand your thoughts about how to define a niche. With this in mind, I’ve compiled 100 different ways to specialize in real estate. (Plus, here are more tips on how to convert a real...

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