Real estate website traffic jumps 27%

NEW YORK – March 28, 2011 – Traffic to real estate websites increased 27 percent in February – the highest level since the first half of 2009. A bigger appetite for rentals has mostly driven the increase in real estate site traffic, according to a webinar by Experian Hitwise, in which it released its search tracking data.

The websites boasting the largest year-over-year increases in traffic were devoted to rental or rent-to-own listings, says Heather Dougherty, research director at Hitwise.

Also, traffic coming from social networks to real estate sites increased 61 percent year-over-year in February. Traffic to real estate sites from Facebook increased 42 percent alone.

Social networks now account for 4 percent of the overall traffic to real estate websites, Dougherty notes. The largest year-over-year increases in social media traffic last month were Yahoo! Real Estate, Trulia, Zillow and Realtor.com.

The following are the 10 most popular search terms on real estate sites in the last year, according to Hitwise:

1. rent to own homes
2. rent to own
3. foreclosure
4. for rent by owner
5. Puerto Rico real estate
6. houses for rent in Orlando
7. apartments for rent in Michigan
8. low income apartments
9. houses for rent by owner
10. reverse mortgage

Source: “Rental interest drives real estate search traffic,” Inman News (March 25, 2011)

© Copyright 2011 INFORMATION, INC. Bethesda, MD (301) 215-4688

Accepting a Short Sale Over a Foreclosure Might Save Your Financial Future

Losing your home due to the inability to meet the monthly payment obligations is perhaps the worst financial situation you could ever find yourself facing. In fact, a foreclosure puts a huge blemish on your credit report, where improving it could take years. Moreover, a mortgage lender may file a legal case against you as part of the foreclosure action. All this would then hinder your ability to obtain any kind of credit, leaving you completely helpless.

Consider a Short Sale as a Better Credit Position

The pitfalls of a foreclosure are frightening and sometimes irreparable. Hence, any option that promises a way out of the situation is a better alternative. This process is one option for homeowners who are mired in financial woes. Simply put, a short sale involves selling your home at a price that is lower than the amount you owe the mortgage lender.

The best part about short sales is that they create a win-win-win situation for all parties involved in the transactions:

•The seller is able to evade foreclosure and payoff their mortgage liability.
•The lender is able to recover his dues without going through a lengthy legal procedure, and fees, of foreclosure and marketing the repossessed property.
•The buyer is able to purchase the home at a reduced price.
Considering a Short Sale? Keep the Following Factors in Mind

The first safeguard measure you must take when settling your mortgage through this process is to get a written acknowledgment from the lender, stating that all your debts are absolved. Other considerations to bear in mind to avoid any potential negative consequences of the process are:

•Protect your credit rating: Do not forget that a short sale is mentioned on your credit report. Therefore, get the lender to report it favorably. For instance, if your report merely states that the debt is satisfied, your score will not be impacted. On the other hand, if your lender reports ’settled for less than the full balance,’ your score will drop automatically.
•Get tax advice: A tax liability on a short sale arises when the lender claims that the debt forgiven should be treated as an income. A tax professional can help you find alternatives to limit this liability.
While a short sale is certainly a superior alternative to foreclosure on several grounds, a homeowner often struggles to convince the lender to agree to them right away. This is because the lender has to agree to forgo a part of the mortgage claim that they want to recover. Therefore, when faced with a financial crunch, a short sale must be pursued as soon as possible. The longer you wait, the greater the amount of arrears, and the less likely that the lender will be to agree to the process. With that said, I have seen people live in their homes for many months without paying their mortgage and still complete a success transaction. Of course this is a bit risky and I would never recommend this strategy to anyone.

If you, or someone you know is facing a foreclosure scenario you will want to have a seasoned professional assist you in examining your options. Having an expert work with you could protect you, your home, and your financial future.

A Closer Look at February Existing-Home Sales Following Sustained Gains

RISMEDIA, March 23, 2011—Existing-home sales fell in February following three straight monthly increases, according to the National Association of Realtors®. Existing-home sales—completed transactions that include single-family, townhomes, condominiums and co-ops—dropped 9.6 percent to a seasonally adjusted annual rate of 4.88 million in February from an upwardly revised 5.40 million in January, and are 2.8 percent below the 5.02 million pace in February 2010.

Lawrence Yun, NAR chief economist, expects an uneven recovery. “Housing affordability conditions have been at record levels and the economy has been improving, but home sales are being constrained by the twin problems of unnecessarily tight credit, and a measurable level of contract cancellations from some appraisals not supporting prices negotiated between buyers and sellers,” he says. “This tug and pull is causing a gradual but uneven recovery. Existing-home sales remain 26.4 percent above the cyclical low last July.”

A parallel NAR practitioner survey shows first-time buyers purchased 34 percent of homes in February, up from 29 percent in January; they were 42 percent in February 2010.

All-cash sales were a record 33 percent in February, up from 32 percent in January; they were 27 percent in February 2010. Investors accounted for 19 percent of sales activity in February, down from 23 percent in January; they were 19 percent in February 2010. The balance of sales were to repeat buyers.

The national median existing-home price for all housing types was $156,100 in February, which is 5.2 percent below February 2010. Distressed homes—sold at discount—accounted for a 39 percent market share in February, up from 37 percent in January and 35 percent in February 2010. “The decline in price corresponds to the record level of all-cash purchases where buyers—largely investors—are snapping up homes at bargain prices,” explains Yun. “We’d be seeing greater numbers of traditional home buyers if mortgage credit conditions return to normal.”

NAR President Ron Phipps, broker-president of Phipps Realty in Warwick, R.I., says buyers should look into loan availability as soon as they decide they want to buy. “Despite very affordable mortgage interest rates, credit remains a challenge—buyers should check their personal credit, and mortgage availability in their area,” says Phipps.

“Realtors® are an excellent resource to learn about all of the marketplace factors, but in this tight credit environment it’s important to learn up-front what a lender might be willing to offer as well as specific programs that might be available in your location,” Phipps explains.

Total housing inventory at the end of February rose 3.5 percent to 3.49 million existing homes available for sale, which represents an 8.6-month supply at the current sales pace, up from a 7.5-month supply in January.

According to Freddie Mac, the national average commitment rate for a 30-year, conventional, fixed-rate mortgage rose to 4.95 percent in February from 4.76 percent in January; the rate was 4.99 percent in February 2010.

Single-family home sales fell 9.6 percent to a seasonally adjusted annual rate of 4.25 million in February from 4.70 million in January, and are 2.7 percent below the 4.37 million pace in February 2010. The median existing single-family home price was $157,000 in February, which is 4.2 percent below a year ago.

Existing condominium and co-op sales dropped 10.0 percent to a seasonally adjusted annual rate of 630,000 in February from 700,000 in January, and are 3.1 percent lower than the 650,000-unit level one year ago. The median existing condo price was $150,400 in February, down 11.1 percent from February 2010.

Regionally, existing-home sales in the Northeast fell 7.2 percent to an annual pace of 770,000 in February and are 8.3 percent below February 2010. The median price in the Northeast was $230,200, down 9.5 percent from a year ago.

Existing-home sales in the Midwest dropped 12.2 percent in February to a level of 1.01 million and are 9.0 percent lower than a year ago. The median price in the Midwest was $122,000, which is 5.4 percent below February 2010.

In the South, existing-home sales fell 10.2 percent to an annual pace of 1.84 million in February but are unchanged from February 2010. The median price in the South was $134,600, down 3.9 percent from a year ago.

Existing-home sales in the West declined 8.0 percent to an annual level of 1.26 million in February and are 2.4 percent below a year ago. The median price in the West was $190,000, which is 5.2 percent below January 2010.

For more information visit www.realtor.org.

RISMedia welcomes your questions and comments. Send your e-mail to: realestatemagazinefeedback@rismedia.com.

Living on Commission

Commissioned sales is one of the few places where you get paid exactly what you're worth. One of my friends really hates that concept. "I could never live on that!" But Realtors have to do it all the time.

The most successful people I know love being on commission! They love being able to give themselves a raise just by working harder. Most people need a little help learning how to budget, and how to put away money for taxes and infrequent but important expenses.

So here's the rule: Never plan to spend more than half of any paycheck. You can have all kinds of fancy formulas but that's it. You have to assume that at least a quarter and maybe a third will go directly to the government for taxes. You should be putting at least 10% away for savings and investment and 5% for surprises is not unrealistic.

When I took over a large real estate office a few years ago I found out that one of my new Realtors was going through bankruptcy proceedings. I knew she a sold a lot of real estate and I couldn't figure out how she got in that situation. One evening over coffee she told me about being a rookie with another company. She fell into a land deal and made the single largest sale her company had ever made.

Within six months she received a huge six-figure commission. Within two years she was in debt over her head. The problem? She spent it all! She started borrowing trying to pay her taxes. She was so stressed out over the tax situation that she didn't sell any more real estate for the next year.

Don't let that happen to you. A little planning in advance for regular and predictable expenses and a slush fund for surprises and you'll be covered


Author Information
Linda Brakeall
Linda Brakeall, GRI, CRB, is a nationally recognized expert in sales and marketing for Realtors®. Linda, a Realtor® for 13 years, three of which were as an award wining sales person, spent the next ten years as a manager and corporate trainer. She has been speaking professionally speaking, training and consulting since 1992

Is A Coach Right For You?

Top performers in most field use coaches to help them play at the top of their games. A coach can help you learn how to leverage your strengths and use the brilliance you already have more effectively. The accountability factor helps you focus and stay on purpose. Hiring a coach is one of the hot trends for the successful agent, but it isn't for everyone.
If you have considered hiring a coach, you have probably discovered there are many formats & programs available. Perhaps this has led to confusion or, even worse, procrastination in deciding what’s best for you. Actually, this kind dilemma is typical of why people hire a coach in the first place!
You have many choices. You can hire a personal coach who will work with your individual agenda. You can attend one of the success seminars and follow it up with a 6 month or year long program with a fixed curriculum. You can find coaching that includes marketing materials, business plans, teleconferences, tapes and videos. You can pay as little as $99 per month or $1000+ per month. Which one, if any, is the right choice for you?
Questions To Ask Yourself
You will get the most out of having a coach when your objectives are clear. Begin by taking a hard look at why you want a coach and what you are willing to do in the process.
•What outcome(s) are most important to you in working with a coach? Your clarity of purpose in 2-3 areas will help you know what you need.
•Are you ready to stretch yourself and make changes? Sometimes we would love a different result but it is really a pipe dream rather than a goal..we just are not willing or ready to take the actions to make it happen. Everytime you make one choice, you are saying “no” to other choices. Knowing what’s most important to you is critical. Otherwise, you will beat yourself up unmercifully over the “shoulds”.
•What do you think you need to do to get where you want to go? A good coach will enable you to use your own strengths to achieve your personal best. You probably already know what you could do to be more successful. What’s holding you back?
•Are you able to afford at least 6 months of coaching? Do not start coaching with just enough money to cover 2-3 months. It will usually take up to 6 months to see substantial changes and results. Make sure you can pay for it without suffering.
•Are you looking for specific production ideas & programs or a holistic approach? Some coaches/programs are really providing a system and support on how to use & implement it vs. personal effectiveness coaching. Each of these can be very powerful. It will be an individual choice based on your needs. Making The Right Choice
Coaching is a very personal relationship. The most important element is a good fit. You should not hire a coach just because they made someone else successful. You are unique and what will empower you and unleash your personal best is different from others. A feeling that the coach (or the coaching program) fits with your style, your integrity and your natural strengths is important. I hear from agents who have participated in programs that did not fit for them and while, they will say the program was good, they do not continue with actions when the coach isn’t there. Good coaching will help you discover where your personal strengths can be leveraged more effectively, so you are authentically using your talents, rather than forcing you to try to emulate a style that will never be you. Then it is easy to be in action because you are naturally just being you---doing what you do best---instead of trying to make yourself take actions that aren’t aligned with your values and integrity.
Try before you buy…..
Most coaches offer a free coaching session or an opportunity to sample their way of doing things. It is a good idea to interview or check out at least 3-4 coaches before choosing.
Questions To Ask A Coach •How would you describe your coaching style?
•How would you help me attain (what you want to attain..i.e: $10K per mo)
•Will I be going through a fixed program or is it customized to my needs?
•Is there a minimum agreement? If so, what?
•What if I don’t feel we are a good fit?
•How frequent and how long are the coaching calls?
•What will I be expected to do between the calls?
•Can I contact you between regularly scheduled calls? How?
•Do you use any assessments, such as DISC and Values?
•What experience do you have with agents like myself?
•What training do you have in coaching?
•How long have you been coaching? Do you do this full time?
•Do you hold any certifications or credentials? If so, by whom?
•Is there a guarantee? What are the terms?
•What extras are included

Author Information
Joeann Fossland
Joeann Fossland, Certified e-PRO Trainer, GRI, PMN, is a Master Certified Coach and Founder of the Web Women Giving Circle, national speaker, trainer, who works with highly motivated people that want to excel in business while having a life they love. Joeann created The Real Estate Game ™, a daily motivational accountability call that is played in a game format for 4 weeks.

First-Time Home Buyers Prepare for Best Buyer’s Market in Recent History

RISMEDIA, March 18, 2011—While affordable housing prices, ample inventories, and historically low interest rates signal ‘buyer’s market’ for investors or move-up buyers in many U.S. markets, inexperienced first-time buyers may not know if the time is right to make a move into real estate.

“It’s not about timing the market. It’s about time in the market,” says Steve Berkowitz, chief executive officer at Move, Inc., a leader in online real estate. “Once you know how long you expect to own a home, look at the historical value performance of properties in the neighborhood. Be confident about your own job security, down payment resources and tolerance for upkeep, as well as the lifestyle you want today and in the near term. While homeownership may not be for everyone, it is the right choice for hundreds of thousands of people. Today’s housing market, especially for first-time buyers, makes it almost impossible not to think about the possibilities.”

To help first-time buyers know if they’re ready to look for the home of their dreams as we head into this year’s home-buying season, the experts at Move have created a ‘reality checklist’ designed to help them decide if the time is right.

Get your financial house in order
Before you decide to buy a home, it’s essential to make sure your credit is in good shape and repair any damage previously done. Know your credit score: thirty-five percent (35%) of successful buyers recently reported they didn’t know their credit score when they went house shopping, according to a national survey fielded for MortgageMatch.com. Having enough money set aside for a down payment is a key component to making sure you are ready to purchase a home. Also, it’s important to not put all of your money in the down payment as other fees or unexpected expenses often arise after closing.

Don’t fall in love with a house you can’t buy
Find out how much you can afford: establishing your purchase power upfront, including how much money will be required for a down payment and closing costs, is a must for first-time buyers. Look for special loans available from FHA and government sponsored loans for first-time home buyers that reduce the amount of money required to get into a home.

Learn the lingo
Since first-time buyers are new to the market and will finance a significant portion of their purchase, it’s important to get familiar with the processes and terminology associated with home-buying. Here are a few key terms from MortgageMatch.com to add to your vocabulary:

Bait rate: Misleading mortgages with low rate promises and no contingencies generally for those with extraordinary credit. Rates are based on: credit, debt-to-income and loan-to-value ratios, the size and type of loan, property location and the day you lock your rate, etc. The loan isn’t locked until the application is accepted. By then, it may be too late to find a better rate from another lender.

Basis point: A term used in the mortgage industry which simply means 1/100th of 1%.

Closing costs: The fees required to process and close your loan. They’re a cash obligation running from 3-5% of the purchase price. Motivated sellers might pay a portion of these costs.

FHA: Federal Housing Administration, the Federal Government Agency that oversees the U.S. Housing market. FHA Loans are loans insured by the Dept. of Housing and Urban Development.

FRM and ARM: A Fixed-Rate Mortgage Loan (FRM) is a loan where your interest rate stays the same for the life of the loan. ARMs are Adjustable-Rate Mortgages with variable interest rates that fluctuate based on an agreed-upon index.

GFE: The Good Faith Estimate (GFE) is a document explaining all costs involved in getting a loan.

TIL: The Federal Truth-in-Lending Form is a document that spells out the costs and fees of the loan.

Lis pendens: An official notice that there is a pending lawsuit over real estate.

Per Diem interest: Interest you pay per day, from the day you close to the last day of the month.

Underwriting/underwriting fees: Underwriting is a process the lender performs to qualify a borrower for a loan and the fee is what you pay the lender at closing to cover evaluating the risk involved with loaning you money.

Warranty deed: A legal document guaranteeing the seller has a right to sell a property, which is very important if you are considering a distressed or discounted property.

Mortgage Knowledge
While national rates on 30-year-fixed-rates mortgages have risen slightly this year, they are still at historic lows not seen since 1980, according to Freddie Mac. “Buyers who prepare themselves financially before they start looking for a home will have a better chance of succeeding,” says Sue Stewart, senior vice president for Move, Inc. “If you want to land the best mortgage that fits your needs, start early, educate yourself on your financial situation, get your documentation together and find a lender you trust.”

Find a REALTOR® and go shopping
For those ready to buy, REALTOR.com® has the tools and tips to help you find a REALTOR® and, ultimately, the right home. Finding a licensed real estate professional in your area will make the process smoother and easier to understand. Once you find an agent, share your realistic budget and what you’re looking for in a home. Stay in constant contact with your agent and look for homes whenever you have a spare moment.

First-time home buyer resources
For more tips designed to help the first-time buyer navigate the home buying process, the experts at Move have provided an abundance of helpful information that’s just one click away:
-Reality checklist – Are you sure you’re ready to buy? Here’s how to know.
-How-to Guide: Buying Your First Home – Everything you need to know about buying a home
-Get Prequalified Now – Get prequalified for a mortgage before you begin shopping
-Realtor.com Blogs– Connect with REALTORS® to help you navigate the market
-MortgageMatch.com News – Answers questions about finances and mortgages
-Move.com Home Finance – Equips first-time buyers with tools, guides, advice, and more

If now isn’t the right time, prepare for your future purchase
If now isn’t the right time to buy a home, make a plan with a target date for when you expect to be ready. Improving your credit, paying down debt, stabilizing your work history and calculating exactly how much you can afford, are the best ways to prepare for your future home purchase. It’s also important to refrain from making any new large purchases or applying for new credit.

For more information, visit www.move.com and www.Realtor.com.

RISMedia welcomes your questions and comments. Send your e-mail to: realestatemagazinefeedback@rismedia.com.

Have you heard about RISMedia’s Real Estate Information Network® (RREIN)? RREIN is an elite network of leading real estate companies dedicated to providing consumers and their agents with leading real estate information, and committed to the belief that Information Share Equals Market Share. Having only launched this past June 2010, the RREIN network is already comprised of 40 leading brokerages, which make up 575 offices, 30,000 agents, 167,000 closings and represents over $41 billion in transactions. How can RREIN help your recruiting efforts and differentiate your company today? For more information, email rrein@rismedia.com.

Copyright© 2011 RISMedia, The Leader in Real Estate Information Systems and Real Estate News. All Rights Reserved. This material may not be republished without permission from RISMedia.

Creating Customers for Life

In the spring we often think about growing gardens and the process of planting seed and fertilizing and cultivating the soil. The same is true of your prospects and clients. In a society where people are pressed for time and pulled in many different directions, it's vitally important
that you keep your name in front of them.

By cultivating your prospects and clients, you build long-term, mutually profitable relationships that are so critical in order for them to see you as a resource. Cultivation of your prospects and clients accomplishes three things:
· It conditions people to buy. By staying in touch with them, you are able to identify their needs so that they want to do business with you.

· It establishes who you are in the mind of the prospect. With all the messages they are receiving and the number of financial advisors that are trying to approach them, cultivation will differentiate you and help you stand out.

· It lowers resistance to your ideas, products, and services. By becoming aware of who you are over a period of time, prospects will begin to see the value of what you do and clients will be more likely to purchase additional products and services from you.

There are many ways to inform and inspire your clients and prospects, however, in order to reach them on a regular basis you should maintain an accurate list of information about them. Today's computer technology makes it easy to load all your targeted prospects and clients into a database. Enter each person's name with a market code, record the date entered along with any special dates such as birthdays, purchase dates, or business anniversaries. You could also include the mail you've sent or telephone calls you've made in their record. Having this information in a database makes it easy for you to stay close to your niche market prospects and customers. You
can communicate with them through the ways they associate and communicate with one another.


You can gain access faster by timing and tailoring your information message to match your market segments. To move forward, ask yourself how you can inform and inspire and cultivate the prospects and clients in your targeted niche markets. The following tactics are designed to help you answer that question.

Send articles of interest to your prospects and customers. Look for articles of interest in various magazines, newspapers, and general-interest periodicals. Obtain permission to reproduce them, and send them to your target market prospects and clients. There are really two
criteria for success with this tactic:


1. The article should inform your readers about their industry, interests, or recreational activities.

2. It should be accompanied by a simple note card that says, "I though this would be of interest to you." You could also use a Post-it note to make it appear even more personalized.

Sending articles not only informs, it shows your interest in prospects and customers. In turn, this stimulates their interest in you.

Create a list of 20 ways to make your prospect's life or business better. Send this list to the prospects and customers in your niche. A marketing, sales, or other business idea that furthers
their sales or profits is always welcome. In recreational market segments, golf tips or tennis tips would be helpful, as would school safety ideas, or fundraising or meeting ideas for special-interest segments.

Inspire prospects and send them a thank-you note for saying no. When individuals don't buy from you now, that doesn't necessarily mean they won't buy sometime in the future. Let them know that you're always open to work with them, irrespective of present circumstances. A thank-you note for saying no could be something as simple as, "Disappointed we're unable to do business now. Look forward to working with you in the future. Always feel welcome to call." A thank you for saying no helps open closed doors in the future. After sending the note, call back in 30 days and ask how things are proceeding. You'll often find that prospects are still uncommitted. As a result, the door of opportunity will reopen.

Send a thank-you note after the sale to inspire future business. Frequently after a sale, agents simply say "thank you," shake hands, walk out the door, and move on to the next sale. Remember, a thank-you note sent to the decision maker helps continue your relationship and ensures future access and sales.

Send a personal note to inspire. A lesson learned from former President George Bush. Each day, send a warm and friendly note to 50 to 10 of your prospects and clients. Omit any sales literature; just send a personal tone that cultivates, informs, and inspires. It should be no longer than three sentences or it becomes a letter that requires an opening, middle, and a close. Mention something interesting, or simply give them a word of encouragement. It will demonstrate that you value their business in a personal way. These notes, over a lifetime, enabled George Bush to create support for his nomination as Ronald Reagan's Vice President.

Be sure your voice mail message informs and inspires. Be sure that your greeting is not just a dry, cumbersome "leave a message at the sound of the tone." Instead, use your greeting as an informative message about your practice that, at the same time, encourages the individual that has called you. For example, "I'm so glad you called. I look forward to making a difference in your financial picture. Please leave your name and number at the sound of the tone, and I will return your call either later today or first thing in the morning."

Finally, pay attention to little things. Today, value is determined by the buyer and not the seller, and it's the little things that make a difference, particularly in relation to how you build a mutually rewarding, long-term relationship with them. It's not just how well a brochure or mailer is designed or how professional it looks. Sometimes it's just the fact that you've taken the minute to write someone that counts. It's the cup of coffee that you buy, it's the chocolate or cashews that you bring to the secretary, it's the thank-you notes you send, it's asking about the children, it's finding out about how the wife or husband is doing, it's telling someone you're going to pray for them and then letting them know you have; it's all these little things that make a difference. All these things help people in your niche markets know you in a special way. We know that people are less brand-loyal that we must concentrate on what want to cultivate to grow our business and theirs.



Author Information
Richard Weylman
Richard Weylman, CSP, serves as President of The Achievement Group, Inc., an Florida-based consulting firm dedicated to professionally and ethically help people move to the next level of productivity and fulfillment. He is the author of "Opening Closed Doors, Keys to Reaching Hard-to-Reach People" and numerous other sales, relationship marketing and management audio and video programs.

Advertising - The Rule of Six

When considering whether to advertise your business, remember the rule of six: It takes at least six times before a consumer associates your name with your product or service. This means you need to buy at least half a dozen ads before you see results. If you’re going to sink that much money into an ad campaign, obviously you want it to work. Here are some tips to help you make the most of your advertising dollars:


Whether you choose print, radio or television as a medium for your vehicle, it’s essential that you place your ad where your customers are most likely to see it. For newspapers, this means, advertising in the section your clients are most apt to read. If you own a landscaping business, for instance, you want your ad in the Home & Garden section, not the Sports pages. Even better, see if your newspaper publishes a special section tied to your business. Many newspapers produce these at various times of the year, primarily as advertising vehicles. Examples of special sections include fall home improvement, weddings or holiday shopping.


Many papers also publish regional editions. By advertising in one of these, your cost will be lower because your audience is geographically limited. This could work to your advantage, however, if your business relies on customers who live nearby.


Research the availability of “remnant” space, which is magazine ad space that remains unfilled by press time and is offered at discounted prices. Call the magazines where you would like to advertise and let them know you are available in the event they get stuck with remnant space. You never know when they’ll call, so have camera-ready copy on hand.


When you advertise on radio, choose a station whose tone is compatible with your business. Your best bet is to advertise on a talk show, which has an audience of active listeners (an all-music station is likely to be on for atmosphere, making it easier for the listener to tune out your ad). Again, look for a show that correlates to your business. An auto repair shop would want to get its commercial on during a show about cars.


Television may be too costly for the average small-business owner when you factor in the cost of producing a professional commercial. Deals may be found on cable television local access stations, however.


Wherever you choose to advertise, keep your message brief and to-the-point. Mention your name near the beginning of the ad, and again at the end.


Consider taking out a series of ads that build upon one another. Serial advertising heightens the audience’s anticipation and keeps the product or service in their mind. Just look at the Tasters’ Choice coffee commercials. Not only do these capture the imagination of television viewers, they received loads of media publicity when the first commercials aired.


Track the results of your ads so you can judge their effectiveness. You can do this by including a coupon in an ad, offering a discount to those who mention it, or by publicizing a one-day sale, then counting the number of people who walk through the door.


Advertising can be a costly business, so plan your campaigns strategically.

Life is Time Make it Count

Life is time… are you making it count? If your daily activities are taking you in the direction of your dreams then you are making it count. If you are living your life on purpose then you are making it count. To make your life count, you must live on purpose. Otherwise, you are living someone else's dreams and goals.

Have you thought about what you want out of life and how you will make it happen? Follow this simple and easy process to determine your life's dreams. Each and every day evaluate what you are doing and how it will help you accomplish what you really want out of life. There is no dress rehearsal in life; this is the real thing. Today is the day and now is the time to begin your journey to success.

Begin by taking the time to learn more about yourself. Set aside approximately four hours to complete the following personal and professional strategic planning guide. One key point to remember is the definition of success is determined by you. Enjoy your journey!

1. Strengths - list at least twenty of your strengths

2. Successes- go back as early as you can in childhood and write down all of the successes you have had in life

3. Learning Experiences - write down all of learning experiences you have had throughout life and why you are better because of them

4. Purpose in:

a. life - what is your bottom line reason for living

b. career -- what is your bottom line reason for working

5. Mission in:

a. life - what is the talk you walk

b. career - what is the talk you walk

Now relax--close your eyes and go on a mental journey. You are in a movie theater looking at the big white screen. The movie begins and the title is, "The Life of___________________________," and it’s your name. Yes, this is the movie of your life. It is the last day of your life and you will hear what people say about you as you leave this world. The words you hear will confirm that you did, indeed live your life with your purpose in mind. You will see all the places you went, things you did, material possessions you had and the person you became.

Remember when viewing the movie of your life you are only limited by your own imagination. Also, only look inside yourself for your dreams, remove all the "ought to’s" and "should have’s" from your mind. This movie it is unusual because it begins on the last day of your life and ends today. The day you are creating your dreams. You see, your experiences up to this day have already happened and can not be changed; however the future is yours to create.

Watch your movie and when you finish write down those accomplishments on your dream list. Break your dream list into the following categories:

a. personal dreams - what you do just for you

b. family dreams

c. career dreams

d. financial dreams

e. social dreams

f. health dreams

spiritual dreams

Now that you have allowed yourself to dream, you have the ideas and thoughts needed to set your goals. The most important thing to consider at this time is your purpose in life. This will enable you to avoid major conflicts in the different areas within which you work and live.

Before actually setting your goals you need to determine if they are prioritized, realistic, long term, or short term. The final step in setting your goals is that you must be willing to put your goals in writing -- IN PEN! It make them a little harder to erase this way.

Life is time… and now you too can make it count. Success is determined by you. Follow the steps I have given you and enjoy the success you deserve!

Writing Advertising Copy That Works

Here are 10 guidelines to follow when writing copy that bring immediate results.
1) The first sentence must grab the reader's attention just like the headlines in a newspaper ad. If you don't get them to read at the start, you've lost them! For example: “Isn't it time you did something about your body?” or “Do you want more money?”

2) Hit them with benefits. They don't care about computers, exercise equipment, a bank, etc. All they care about is “What's in it for me?” Describe the product and they turn the page. Tell them how it will help them and they read every word.


Examples:

•wrong: “This car has power steering and air conditioning as standard equipment.”
•correct: “This car gets 40 miles to the gallon, saves you money on gas, and has room enough for everyone.”


•wrong: “The Nautilus cam gear has positive and negative resistance.”
•correct: “Exercise on Nautilus and you'll firm up, lose inches, and look and feel great!”
3) Take out non-meaningful words and fill with information that addresses the customer's needs.

Example:

“If you are reading this ad and you want new furniture,...”

The phrase “If you are reading this ad” is unnecessary and takes time away from your copy which should be used for selling.

4) Send them to White Pages instead of Yellow Pages. Clients with multiple locations will not get as good a response if the ad says, “See our locations in the Yellow Pages.” This sends the reader to the competition's advertising.

5) Offer a bargain and put a time limit on it. People need a reason to act quickly or they will procrastinate. The client wants faster results and the customer wants a bargain. Both are accomplished by putting a few popular items on sale. Often the customers won't even buy the sale items but are drawn in by them and buy other products at full price. You must have a time limit or mention limited supply in order to create a sense of urgency.

6) Mention more than one item. Every time you add a new item to an ad, you increase your chances of finding more customers. This is just common sense. If a furniture store talks about sofas, they reach people who want sofas. However, if they mention sofas, dining room sets, and mattresses, they now reach shoppers for three different items.

7) Print the phone number large or mention it three times. Make sure people can find it in a print ad. People usually don't have a pencil and paper with them when the first appears on radio or TV. So mention it at the beginning so they have time to get something to write with before you mention it again.

8) Use the word “you” often. When I wrote ads for the health club, I noticed some ads received no calls and others received over 100 in a day. After six months, I put all the ads into two stacks: those that got a great response and those that got a poor one. The main difference that jumped out was that the ads that got the great response had the word “you” in them several times. People notice an ad with the word “you” because it directs the ad to them.

9) Use the word “because”. Customers react better when they know why something is marked down for a sale or why there is a limited supply. They don't want to think that the patio furniture is on sale because it is ugly or defective. They prefer to see that it is reduced because it is over-stocked or that the store needs room for new inventory.

10) Use hot words such as “money”, “gain”, “improved”, “loss”, “love”. These words are proven to produce a better response. The reason so many products come out with “new, improved” versions is that this advertising technique works.


Author Information
Pam Lontos
Pam Lontos, CSP, MA, is one of the country's top sales trainers and motivators. She is President of Lontos Sales & Motivation, Inc. Her seminars, keynotes, and consulting are customized to your company or association.

The ‘New Normal’

My definition of the ‘new normal’:


A real estate market where practicing real estate successfully requires a much higher level of dedication and mastery than in an ‘on fire’ market.


To create even a median business, the agent must act like the mega-agent acts-- in any market. That means:


• The median agent must pro-actively lead generate (can’t wait for leads as they were able to do in an ‘on fire’ market)
• The median agent must be practiced and packaged (must have good sales skills and presentations)
• The median agent must devote more than 30 hours a week to selling real estate (the consumer has rejected the part-timer)
• The median agent must have an active database
• The median agent must come to work every day


Managers: Reading this, do you believe success waits for the non-committed part-timer in this ‘new normal’ atmosphere?


Here are the three habits of the successful ‘new normal’ agent. Also, I’ve provided action plans for you to put into your business plan.


The Three Habits of the ‘New Normal’ Agent


1. Become an Early Adopter


Few people change quickly. But, in this era of rapid change, we real estate professionals can’t afford to


lag behind. If you’re still
waiting for 2007 to come back, you’re going to have a long wait! So, make up your mind that you will go ahead and do what you’ve been putting off. You’re just wasting opportunities.

A Marketing Study


Note: I’ve never seen a top producer who didn’t get right to it. But, I’ve seen dozens of people fail because they fought progress, questioned every piece of advice given—and failed miserably. In this rapidly changing world, the fighters against action just can’t win.


Action plan: Right now, list three things you’re going to do for the first time this year. Now, put ‘drop dead’ dates on them.


Managers: Do you have someone who fights you every step of the way? Behind that is only fear. Yet, it’s not fear of failure. It’s fear of getting into action. It’s fear of success. Either figure how to get them into action, or you will need to help them find a career change.


2. Work Hard


It has always amazed me when interviewing an agent, the agent would state that she wanted to make lots of money in real estate, but she could only work 10
a. m. to 2 p. m. 4 days a week—no nights and weekends, of course! (I worked 50-60 hours to survive and thrive, so, I the thought occurred to me that she must think she was much more talented and special than I…….),In this ‘new normal’, the person not committing to 40-50 hours a week just can’t deliver what the consumer wants (see the consumer survey later in this article.)


If you haven’t read the great book, by Malcolm Gladwell, Outliers, get it now. Gladwell shows how people get really good at what they do when they work hard and long at it. See the examples of computer pioneers—and the Beatles. Going to Hamburg to work in the strip clubs in the late 1960’s, the Beatles had to play eight hours a night, seven days a week. They got really good at it! In fact, Gladwell said it took 10,000 hours of practice for someone—in any field—to master it. How much practice do you get selling real estate?


A National Association of Realtors’ Survey


Take a look at how number of hours worked coordinates with income in real estate earned:





So, go ahead and commit to success. No one got successful merely with a ‘magic bullet’, or hiring a huge team so they didn’t have to work, or any of those other things the seminar gurus sell unsuspecting agents. Who does well with that philosophy? Just those seminar gurus! If you still don’t believe me, please get the book Outliers. Then, commit.


3. Inspire Trust


You can’t sell anything of value to anyone without inspiring trust in them. (Well, maybe a set of $19.95 knives…) How do you think the consumer regards us today? Take a look at the California Association of Realtors’ survey of buyers in 2009. See how the ‘overall satisfaction’ rating plummeted in just six years:




Yes, I know that was a difficult time. Yet, buyers don’t buy every day. The ‘taste in their mouths’ will last for a long time, if we don’t do something differently.


If you had rated a service person as a ‘4’ out of 100, would you go back to that person, or even that particular service again, and pay a fee? I think not.

For your own internal review on how to inspire trust, click here




What We Need to Do to Re-Inspire Trust


First, recognize trust in us has eroded greatly. Then, set about specific actions to re-establish trust with your would-be and present clients.


One method: Survey frequently and regularly to find out how we’re doing. Stefan Swanepoel, in his Trends Report 2010, says,


Consumers are now looking much harder at “proof of experience” in the form of comments from past clients.


Want to see what consumers think of real estate agents’ service? Check out


www.zillow.com
www.incredibleagents.com
www.realestateratingz.com


You will see the good, the bad, and the downright ugly. With the proliferation of social networking channels, consumers easily can tell everyone in the world what they think of a particular agent (and the company, of course).


We can run, but, we can’t hide any longer.


Action plan: If you’re not surveying regularly now, you must start. And, you must survey more than just at closing. Survey at important points of contact, like after the first appointment, at the sale negotiation, etc. If you find an area that needs fixing, fix it fast! You will get many, many more referrals that way. Remember, it takes 6-9 times more marketing money to get a new customer than to keep an old one. This is the era of the referral—not the ‘next’ type of old-style business.


New Normal Actions Put You Ahead in 2011


It’s pretty simple, really. In fact, all great ideas are simple. They’re just difficult to execute. So, here’s what you need to put in your business plan:


1. Become an early adopter. Decide on the 3 things you’re going to do for the first time—the actions that will leverage your business.
2. Work hard. There has never been a slam-bam, easy-squeezy way to be successful—at anything (I know that, as a musician). Accept that working hard gets you where you want to go. And, commit now.
3. Re-inspire trust. People are looking for someone they can count on. We’re in a ‘personal service’ business. That’s what we have to offer that is invaluable. Develop, nurture, and value your trust quotient.


If you’re reading this as a seasoned agent, you may say, “I’ve heard it all before’. If so, take heed to what the greatest basketball coach in history said,


“It’s what we learn after we know it all that counts.” John Wooden.


Take a fresh look at how you do business. Re-commit to excellence and mastery, and you will have re-vitalized your career.


Copyright

Copyright© 2011, Carla Cross. All right reserved. Carla Cross, speaker, trainer and author, has had the good fortune to learn effective teaching techniques from the best. She is a master Certified Real Estate Broker (CRB) national instructor. Her passion is to assist owners and managers in conquering the challenges of managing in today's real estate world. For information, contact the FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com