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SCHOOL SCORES & MORE (Part 1)

Identifying Informative School Resources for the Real Estate Industry

Before getting married, having kids and jumping on the real estate band wagon, I was once a first and second grade teacher. For 5 years, providing a challenging program with options for all learning styles (oh, and making it fun) was my goal. I woke up every morning excited to share new learning experiences with my students. I lived and breathed education as I know many dedicated teachers who spend countless extra hours prepping and planning do. And now being a parent of 2 toddlers, I look forward to sharing those trials and tribulations of homework, projects, field trips and of course, first days with them. But the whole process of selecting a school for your child can be confusing and scary, and also give you a big fat headache!

Because many of my realtor clients know my background is in education, I am frequently asked about a particular school, district, and of course….THE SCORES! Let’s face it; when it comes to real estate, buyers with school-age children want homes in nice neighborhoods with great schools. We all want the best for our kids. But how do you really know that the school is “great” and what is really best for our kids? Taking school scores into consideration is definitely one way to go. Most states have websites you can visit to get the latest school scores for a particular school, district, county, etc. The scores can be great indicators of how well a school is performing, as well as the progress a school is making from year to year.

In California, we give a group of tests known as the “STAR” tests which give way to an overall school score number on the API (Academic Performance Index). If a school scores 800 or above on the API it not only meets the state target, but the school becomes desirable for parents. A score of 900 or better, and parents start camping out front before open enrollment. The problem I run into with providing parents and clients with only the school scores is that often they don’t understand how to read and interpret them, and scores are really only one piece of the puzzle.

School districts are usually required to provide a district report card to inform parents and the community about their academic performance. However these brochures differ widely from district to district, sometimes only providing a glimpse of what parents are interested in. Fortunately, the Internet offers plenty of websites that provide in-depth school profiles. School profiles provided by websites like http://www.greatschools.net, http://www.schoolmatters.com. and http://www.schoolwisepress.com, offer reports with detailed information about teachers and students, class size, socioeconomic factors, as well as academic performance scores and student proficiency in various academic areas. I can’t tell parents enough to examine all the facets of a school’s environment and program before making a choice for their child. Not all children learn the same way and schools vary in their strengths and weaknesses so the best approach is get all the info you can and then visit the schools you are interested in. In School Scores & More (Part 2) I will provide a deeper analysis of online school profiles, discuss buyer anxiety about schools, as well as offer tips for visiting schools.

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Real Estate Neighborhood Marketing

Would you like to dominate a particular neighborhood? Would you like to provide the community with instant access to local information? How about providing your target neighborhood a community calendar, recipe exchange, classified ads, community news, local jobs, school information, merchant exchange, games for the youth and more? That’s what I thought! You can already see the power right? Blogs are one way to do such a thing, but Connecting Neighbors is a tool that’s built to do just that…right out of the box.

Connecting Neighbors was founded in 1999 and won the 2002 Inman Innovator of the Year award for the most Innovative Use of the Internet. In January 2005, Connecting Neighbors was acquired by Reply.com. As a result of this purchase, connecting neighbors has continued to grow and add serious features. Most importantly, they help real estate agents provide value to local homeowners while displaying your knowledge and commitment to the neighborhood.

From my experience, many real estate agents are continually struggling to brand themselves in the neighborhoods they compete in. Historically these real estate agents have done direct to consumer advertising via postcards, flyers, newsletters, block parties, sponsoring community events and more. These items all have varying degrees of success.

One thing we know is that the Internet is forever changing the typical homeowner. These individuals want immediate access to the information they seek, in a transparent nature. With Connecting Neighbors real estate agents can purchase these website solutions and lock-in their neighborhood! As Connecting Neighbors will only sell one site per area. Be the first real estate agent to provide your community local knowledge!

See an example here
To sponsor a neighborhood, click here
To search for a neighborhood, click here

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eStationery – EMAIL WITH A PURPOSE

Yes, I’m sure you already have a purpose in mind when you are carefully crafting an important email for a client. But why not bring professional purpose full circle by accenting that important text with your own custom eStationery. Whether you select an eStationery header, signature, business card, or some combination of the three, you will definitely leave a lasting impression. More so, you will be making each email an effective tool with a rightful purpose. And don’t take my word for it; eStationery is becoming a standard of top professionals in Fortune 500 companies.

There are many wonderful templates out there you can customize to some degree, but I suggest that if you’re going to do it right the first time, hire someone who can provide you with custom design work. There are plenty of talented marketing specialists out there that can truly captivate what you and your company are about. Many can match or breathe new life to your company brand, as well as provide the super tech bells and whistles that will definitely get you noticed. Yes, bells and whistles beyond including your contact info, glamour shot, and company logo. You can direct traffic by including a few hyperlinks. But get crafty here. Your personal and company websites are a must, but how about a mapping link to provide clients with directions to your office. Other popular links include: buyer and seller info, search the MLS, featured properties, relocation info, etc.

So by now, I’m sure you are feeling the eStationery love that I do. I should, I have designed and created several thousand. It’s one of my many talents! At least I think so. Anyway, go forward now and make those emails have a greater purpose. If you haven’t received many emails with eStationery go to http://www.estationery.com.au/ and http://www.stationerycentral.com/ to view their templates. If you have questions regarding eStationery feel free to leave me a message.

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Create a Google Toolbar Button for Your Real Estate Blog

Google’s Toolbar is very popular and they’ve made it easy to add your blog articles to your reader’s toolbar. All we need to do is make a custom button feeding off your RSS feed. This button not only makes visiting your blog easy with a one click shortcut, but it also itemizes your recent topics.

Start by opening notepad, and copy the code below into the new notepad document:

<?xml version=”1.0″?>

<custombuttons xmlns=”http://toolbar.google.com/custombuttons/”>

<button>

<site>http://www.YourSiteHere.com</site>

<title>Your Title Here</title>

<feed refresh-interval=”3800″>http://www.Site.com/feed.rss</feed>

<description>Enter your brief description here</description>

<icon mode=”base64″ type=”image/x-icon”>Insert base64 output here

</icon>

</button>

</custombuttons>

Now we need to make a few edits to customize the Google button for your blog.
Start by editing the bold areas of the code above:

  1. Replace http://www.YourSiteHere.com with your blogs URL.
  2. Replace Your Title Here with the title of your blog.
  3. Replace http://www. Site.com/feed.rss with the path to your RSS or ATOM feed. Keep in mind Google requires RSS 2.0 or Atom Feed 0.3/1.0 XML.
  4. Replace Enter your brief description here with a brief description of your blog. This description works like a tooltip, and pops out when a user moves their mouse over your button.
  5. Now you need to think about the icon you would like to use for the toolbar. (Hint: images with 24 bits of color –RGB work best.) Once you’ve identified the icon or picture you’ll use, click here to convert your image to base64. Then copy the code it produces, and paste it over the text the reads Insert base64 output here.
  6. Now its time to save the notepad document we’ve been modifying. Click “File” then “Save As.” Now give the file a friendly name and add .xml after the name. For example, I named my button MyTechOpinion.xml.

Great, you’ve customized everything you need for a working button. Now you can do a few things:

To visit the Google Toolbar 4 API Documentation, click here.

To view the MyTechOpinion button and related Real Estate articles, click here

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YouTube for Real Estate Marketing

YouTube is turning out to be a noteworthy tool for Real Estate. I’m not just saying that because they’ll host your video for free. Let’s face it; YouTube has become an online destination. And not just for teenagers. In November, iMedia Connection covered an eMarketer report dispelling myths about the average YouTube visitor. eMarketer said, ages 35 to 64 make up the largest audience, with ages 25 to 34 coming in second. I was surprised to learn this; it’s contrary to what the mainstream media leads us to believe. eMarketer also stated ages 35 to 64 were the largest share of unique visitors. As if that isn’t enough, according to Nielsen NetRatings, YouTube was the fastest growing Web brand the first half of this year. Compile that with ComScore Media reporting over 60% of YouTubes visitors earn 60k or over annually. Now what do you think of YouTube and its benefit to Real Estate Marketing? (Read my entire post over at Ubertor Real Estate Blog.)

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Does your real estate website provider supply you with prewritten content?

Thanks to the Blog Swap RSS Pieces put together, Stephen Jagger of Ubertor is our guest today. Ubertor serves the real estate industry with agent and broker software. I would like to thank Stephen! Here is his post:

Stephen Jagger, Ubertor – Many of real estate website providers supply prewritten canned content on the web sites they sell to real estate agents. This canned content comes in many forms:

  • Free Reports
  • Top Tips
  • Buying Tips
  • Selling Tips
  • plus much more…

Google says “we try hard to index and show pages with distinct information“.

What does that mean?

Canned content, generic content and content provided to you is not helping you… but actually hurting you.

Write your own Free Reports, Top 10 Tips, Sellers Bonus Material, etc… be courageous, be opinionated, take a risk, tell people what you think and be UNIQUE.

Google, Yahoo and MSN are looking for unique, quality content that they can provide to their users. Someone searching for Vancouver Real Estate is looking to find the best website about that topic. The search engines are looking to find that website (actually the top 10 under than term). To get your website to come up under the keyword term you are trying to target start by reviewing these points:

  1. Start Blogging
  2. Google likes sites of at least 100 pages and pages of 300-500 words/page
  3. Get rid of your canned content and write your own
  4. Write about the term you want to be found under
  5. Write about the term you want to be found under again
  6. Comment on other blogs that compliment your industry
  7. Use WordTracker.com or a service like it to view actual searchers searching for that term
  8. Engage your visitors, request comments, feedback, questions
  9. Keep your solds within your website – never delete or hide them
  10. Blog, Blog, Blog and then do it again

Blogging has proven to be the most effective way to gain exposure within the search engines.

The real key: Write for your readers – then review for the search engines! – not the other way around. Google’s mantra is “Be Good Not Evil” Bloggers’ mantra is “Write for your Reader, Good will follow”

Take a look at what the other real estate bloggers had to say that participated?

Transparent Real Estate’s Pat Kitano vs. Zillow’s Drew Meyers

RSS Pieces’ Mary McKnight vs. Future of Real Estate Marketing’s Joel Burslem

St Paul Real Estate Blog’s Teresa Boardman vs. Phoenix Real Estate Guy’s Jay Thompson

3 Ocean Real Estate’s Kevin Boer vs. SLC Real Estate’s Nigel Swaby

Issaquah Undressed’s Larry Cragun vs. Maury Properties’ Andrew Maury

Chicago Home Weblog’s Geno Petroche vs. NY Houses 4 Sales’ Christine Forgione

Jonathan Dalton’s Phoenix Arizona Real Estate Blog Jonathan Dalton vs. Bonnie Erickson’s Real Estate Snippets Bonnie Erickson

The boys of Sellsius vs. Real Estate Tomato’s Jim Cronin

ML Podcast’s Michael Price vs. FamousAgents.com’s Elise Wright

My Tech Opinion’s Reggie Nicolay vs. Ubertor’s Steve Jagger

Redfin’s Glenn Kelman vs Rain City’s Ardell DellaLoggia

CondoDomain’s Anthony Longo vs. miOaklandCounty’s Maureen Francis

The San Diego Home Blog’s Kris Berg vs. Urban Dig’s Noah Rosenblatt

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Google Earth – Tweaked for Real Estate

Over the Thanksgiving holiday, I revisited Google Earth like I have many times before, but this time I was looking at the tool through new eyes. I started to ask myself, “How can Google Earth benefit the average real estate agent?” I continued playing around with the software, and then it hit me…Google Earth can help Realtors in a listing presentation with WOW factor! How you ask? Why not plot SOLD properties on the map. Google Earth enables you to easily zoom in and out looking at various levels of detail.

To start I must mention that the free version will not work. REALTORS must subscribe to Google Earth Pro. If you want to try this idea before you purchase, try Google’s 7-day free trial. Be aware the trial will only let you import 10 records at a time. Once you have downloaded Google Earth Pro, follow these steps to plot your Sold activity:

Stage 1 – Import Data

  1. Begin by compiling a list of your sold properties. Use Microsoft Excel (or comparable software) to organize your data. In the Excel file include Address, City, State, Zip and Physical characteristics. (You may be able to export this from your MLS.) Also include a column with text reading “Sold” or “Sold by [YourName]” this column can be used to describe each potted point on the map.
  2. Once the file is created, save it as a CSV file.
  3. Open Google Earth Pro and select File and then Import.
  4. Locate the Excel file you created of your Sold properties and double click the item. The Data Import Wizard appears.
  5. Start by selecting the radio button for Delimited and then choose the delimiter. If you are using a CSV file, choose Comma. Select Next.
  6. Check the box titled This dataset does not contain latitude/longitude information, but street address. Select Next.
  7. Depending on how you entered your data, you now need to select the proper why your dataset is populated. For example if you put Address, City, State and Zip in their own columns choose the 2nd option title Addresses are broken into multiple fields.
  8. Next modify each dropdown to point the correct address fields. Select Next.
  9. Select Finish.

Stage 2 – Style Templates

  1. A selection box will open asking you if you would like to Apply Style Template To The Features You Suggested. Select YES.
  2. First you are asked to Set Name field. I referenced this in Stage 1, step 1 above. This is the text that will be displayed on the map next to each marker. (i.e. Sold)
  3. Next select the Color tab. Select a color that represents your brand.
  4. Next select the Icon tab. Choose an icon that will display your sold data. I recommend the colored pushpins or your own custom logo. Choose a different icon than one provided by Google in there core layers. This will help to not confuse the interested party.
  5. Now select OK.
  6. Save the Google Earth template to your computer.

Now What? How can I leverage my map? Google Earth makes sharing this data very easy. To start you can simply load Google Earth Pro on your laptop and display this data during your listing presentation. Or you can creatively add this to your pre-listing package and deliver it by email to the seller before you meet. To email your Sold map click the “M” on the toolbar. It will open the email window, you’ll notice two choices: 1) Graphic of snapshot view (.jpg) and 2) Snapshot of 3D View (.kml). *Note: If you email a .kml file, the recipient must have Google earth. However it can be the free version.

Other possible use: Create a Buyers Tour for your clients and let them review the properties the night before on Google earth. They can quickly eliminate properties that are not appealing based on location or proximity to busy areas. Google also makes it easy click and add layers such as Dining, Shopping, Transportation, Parks and Recreation and lots more. These markers will show up just like your plotted properties do. This will allow buyers to get a feel for where homes are located in proximity to local attractions. More WOW factor!

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Personal assistant for dollars a day: E.V.A.

I recently started using a new personal assistant service, and I’m blown away by its value. It’s no secret day-to-day business can generate countless tasks and action items. This is important stuff, but can easily distract us from the top goal which is income or income related activities…right? So what options do we have? Hiring someone to help can be costly. Let me introduce you to E.V.A. (Electronic Virtual Assistant). Simply speak to their system to add calendar events, client details, track expenses, log car mileage or even send emails. I know what you’re thinking “Voice recognition does not work!” E.V.A. does not use voice-recognition. A real-live human transcriptionist reviews and enters your data as directed from you!

This all happens from their call center. You can communicate with E.V.A. by simply talking into your phone or by using “E.V.A. Ear” which is an ordinary digital voice recorder that interfaces with E.V.A.’s Software. With this option you sync the “E.V.A. Ear” with your PC and the E.V.A. software transmits that data to the U.S.-based transcribers for completion. Everything that E.V.A. adds to their system (i.e. Expenses, Mileage, Calendar Items, Client data etc.) can sync with Microsoft Outlook.

You may be asking yourself “How’s the accuracy”? As I found it, E.V.A. is right-on. When they have a question, they ask before going forward. For example, I sent an email, and the transcriptionist did not understand a word I used. As a result, the email was simply sent to me for clarification. Once I did they sent it out. If you’re the type that wants to review everything, just let them know and you can review all emails before they are delivered.

OK, I know you curious about pricing. I was too! Pricing is similar to a cell phone plan. You can use minutes or get an unlimited plan. Take a look at pricing here.

Also there are many notable advocates (Steven Covey, Zig Ziglar, Tom Hopkins) click here to read more.