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Profiling In Real Estate

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Did he just say what I think he said?

Yes, I did. Let me make it clear. I mentioned “profiling in real estate.” Are you scared of what’s about to come out of my mouth? You shouldn’t be. I’m talking about your profile. The little blurb about you on every site you join. The “Bio.” The “About Me.” That “Profile.” As I have settled into my ideas of how I want to present myself, I got to a point where I realized my profile wasn’t cutting it. I had tied myself to old ideas of what I needed to say in a profile (as a real estate agent) – I’m great, I’m here to help, blah, blah, blah. While I don’t disagree that you need to say those things…its all about how I wanted to say them. I felt my old profile was drab and a bit too stiff sounding. It was “just the facts ma’am.”

Let me lighten things up.

A few days ago I joined ActiveRain. I thought it would be good for me to help cut my teeth on blogging some more. I want my writing to improve and the best way to do that is constant practice and of course, some feedback. After entering my basic info and uploading a photo, I stared at the “My Profile” page forever. I hate writing about myself. It feels awkward to me. Especially because I am basically trying to sell myself through that profile. No matter how you look at it, that is the goal of a good profile. You want to be interesting enough to draw someone to look deeper. Its kind of the goal of everything we do in real estate…trying to get someone to look deeper into us and our services until they say “that’s the agent for me!”

So I sat and stared. Forever. I wrote a few words, deleted them, and wrote a few more. I’ve learned that writing is a weird thing in my head. I feel I’m decent at it, but when I sit down to do it, my mind often goes blank. Then a funny thing happens, I begin to channel William S. Burroughs (minus the opiate addiction, self-severed little finger, and murder of my wife), and the words flow. I am not a great planner when it comes to writing, but when I get going, the words seem to take on a life of their own. That’s what happened with my profile. I wanted to explain to the casual reader why I got into real estate and why I intend to stay here and make it a better place for all involved – consumers and agents. Yeah, I’m still crazy enough to want to change the world!

Who are you and what do you stand for?

I whipped up what I feel is a letter to the general public. Its my “who I am and what I stand for” letter to them. I wrote it in one go. I went back, fixed some spelling errors, and made sure the words made sense, but overall, I didn’t change much. I wanted to be honest, upfront, and myself. I think I achieved that, but I’d like you to be the judge. I also used it as my profile on rerockstar.com, so feel free to let me know what you think. What do you think is important in a good online profile?

Matt is a former PA-based rockstar turned real estate agent with RE/MAX Access in San Antonio, TX. He was asked to join AgentGenius to provide a look at the successes and trials of being a newer agent. His consumer-based outlook on the real estate business has helped him see things from both sides. He is married to a wonderful woman from England who makes him use the word "rubbish."

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12 Comments

12 Comments

  1. Missy Caulk

    November 12, 2008 at 9:13 pm

    Matt, the link for Activerain isn’t working but I read your profile on RERockstar, very open and honest, I like it.

  2. Matt Stigliano

    November 12, 2008 at 9:19 pm

    Missy – a) thanks for always taking time to comment on my posts and b) d’oh! I missed a bit of code, my apologies…I fixed it.

    I’m glad you used “open and honest” since that’s what I wanted. I want people to read my writing and know that it came straight from my brain/gut to the words they see on screen without a lot of filtering to make it “perfect.”

  3. Chris Shouse

    November 12, 2008 at 10:07 pm

    The profile on RERockstar was great very open and communicated well.

  4. Jim Whatley

    November 12, 2008 at 10:13 pm

    good job I think you wrote it like you where talking to someone not at them. I liked it.

  5. Paula Henry

    November 12, 2008 at 10:56 pm

    Matt – Excellent – you made me think I should change up mine a bit. I have the same values and opinions about client care.
    Rock On!

  6. Vicky Henry

    November 13, 2008 at 6:20 am

    I am not sure many people read your profile. I think we would like to all think they would but most people who are on the internet don’t read but scan for information. Just a thought….

  7. Missy Caulk

    November 13, 2008 at 7:02 am

    Vicky, I agree the “about” section is not read at first but it will be read before they take the next step to work with someone. Like video’s for listings, if they are interested in that house, they will watch it over and over again, but if not they will not watch at all.

  8. Matt Stigliano

    November 13, 2008 at 7:39 am

    Chris – Thanks!

    Jim – Exactly. I want people to see my site and feel like I’m just having a conversation with them. I want them to not feel like I’m telling them “pick me,” but rather giving them the information so they can feel confident to pick me out of all the other agents they could choose.

    Paula – Thanks! I’m glad its made you think about yours, that’s the biggest compliment I could receive.

    Vicky and Missy – Vicky, I do agree with you on that (although I am the guy who reads everything, I’m not much of a scanner, although I have noticed I’m getting better at that), but think Missy’s point is valid too. They may not read it first, but I do think they will read it if their interest levels increase enough that they’re thinking about making a decision. I could be wrong, but no matter what, I think its important to have it there for those that will read it.

  9. Brad Nix

    November 13, 2008 at 4:28 pm

    this is why Matt’s hot. I’m rewriting all of my profiles asap.

  10. Matt Stigliano

    November 13, 2008 at 6:01 pm

    Brad – Please report back when you do, I’d love to see what you wrote. You did after all help create this monster (me) with our first email exchange. I still owe you or that one.

    PS So everyone knows, my keyboard seems to have something stuck under the keys, so if you find any missing letters in anything I write, its not my fault (so far “G” and now “W” seem to be the culprits).

  11. Bob Wilson

    November 13, 2008 at 11:29 pm

    Matt, one issue with the profile on both AR and your rockstar blog is that its duplicate content.

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Business Marketing

Hiring managers keep you on your toes – make them take the 1st step

(MARKETING) If you want to stand out from other job applicants, weird outfits, stunts, and baked goods will only get you so far – or it could backfire.

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hiring managers interview

According to research by employment search website Simply Hired, hiring managers get an average of 34 applications per job listing, but they spend time genuinely considering an average of only 12.6% of them – that’s less than 1/3. Some applicants may feel the need to go above and beyond the average application and do something unusual or unexpected to grab the hiring manager’s attention.

Simply Hired conducted a survey to find out whether or not “nontraditional” strategies to stand out are worth the risk, or whether it makes sense to stick to a traditional resume and cover letter. They surveyed over 500 hiring managers and over 500 job applicants to find out what sort of outside-of-the-box approaches applicants are willing to take, and which ones do and don’t pay off.

Most notably, the survey found that over 63% of hiring managers find attention-grabbing gimmicks totally unacceptable, with only 20.2% saying they were acceptable. Hiring managers were also given a list of unusual strategies to rank from most to least acceptable. Unsurprisingly, the least acceptable strategy was offering to sleep with the hiring manager – which should really go without saying.

Interestingly, hiring managers also really disliked when applicants persistently emailed their resumes over and over until they got a response. One or two follow-up emails after your initial application aren’t such a bad idea – but if you don’t get a response after that, continuing to pester the hiring manager isn’t going to help.

While sending baked goods to the office was considered a somewhat acceptable strategy, sending those same cookies to the manager’s home address was a big no-no. Desserts might sweeten your application, but not if you cross a professional boundary by bringing them to someone’s home – that’s just creepy.

Another tactic that hiring managers received fairly positively was “enduring extreme weather to hand-deliver a resume” – but waiting around for inclement weather to apply for a job doesn’t seem very efficient. However, hiring managers did respond well to applicants who went out of their way to demonstrate a skill, for example, by creating a mock product or presentation or completing their interview in a second language. A librarian who was surveyed said she landed her job by making her resume into a book and creating QR codes with links to her portfolio, while a woman applying to work at the hotel hopped behind the counter and started checking customers in.

It’s worth noting that while most hiring managers aren’t into your gimmicks and games, of the 12.9% of applicants who said they have risked an unusual strategy, 67.7% of those actually landed the job.

Still, it’s probably a safer bet to stick to the protocol and not try any theatrics. So then, what can you actually do to improve your chances of landing the job?

Applicants surveyed tended to focus most of their time on their resumes, but according to hiring managers, the interview and cover letter are “the top ways to stand out among the rest.” Sure, brush up your resume, but make sure to give equal time to writing a strong cover letter and practicing potential interview questions.

In the survey, applicants also tended to overestimate the importance of knowing people within the company and having a “unique” cover letter and interview question answers; meanwhile, they underestimated the importance of asking smart questions at the interview and personality. In fact, hiring managers reported that personality was the most impactful factor in their hiring decisions.

It appears that the best way to stand out in a job interview is to wow them with your personality and nail the interview. Weird outfits, stunts, and baked goods will only get you so far – and in fact, may backfire.

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Business Marketing

Use nostalgia as a marketing niche for your business today

(MARKETING) A market that is making waves is found in the form of entertainment nostalgia. Everyone has memories and attachments, why not speak to them?

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nostalgia

Is it just me or does it seem like there is something for everything nowadays? Let me clarify, as that is a rather broad question…

With the way communicating through technology has advanced, it’s become much easier to connect with those who have shared interests. This has become especially evident with interests in the entertainment community.

Entertainment nostalgia

It now seems like there is an event for every bit of nostalgia you can imagine. Autograph shows, meet and greets, and memorabilia collections of all kinds are held in convention halls all around the world. (To give you an idea of how deep this thing goes, there was a “Grease 2” reunion convention sometime within the last five years. Being that I’m the only person I’ve ever met who likes that movie, it’s amazing that it found an audience.)

This idea of marketing by use of nostalgia is something that is becoming smartly tapped and there are a variety of directions it can go in.

For example, the new Domino’s ads feature dead-on tributes to “Ferris Bueller’s Day Off.”

What’s your niche?

If you’re a fan of anything, it’s likely that you can find an event to suit your needs.

And, if you want to take it a step further, you can think outside the box and use nostalgia as a marketing tool.

I recently began dabbling in social media gigs that have brought me to a few different fan conventions. One was a throwback 80s and 90s convention that featured everyone from Alan Thicke to the members of N*SYNC. Another is a recurring convention that brings together fans of sci-fi, horror, and everything under that umbrella.

I was amazed by the number of people that came out to these events and the amount of money that was spent on the day’s activities (autographs, photo ops, etc.). I was energized by the fact that you can take something you have a great appreciation for and bring together others who share that feeling. Watching people meet some of their favorite celebrities is something that is priceless.

Hop onboard the nostalgia train

If you’re a fan of something, you don’t have to look too far to find what you’d enjoy – going back to the aforementioned “Ferris Bueller” example, there is a first-ever John Hughes fan event taking place in Chicago next month that will bring fans to their favorite Brat Pack members.

In the same thought, if you have an idea, now is the time to find others who share that interest and execute your vision.

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Business Marketing

5 tips to help you craft consistently high-converting email marketing

(MARKETING) Email may seem too old to be effective but surprisingly it’s not, so how can you get the most out of your email marketing? Try these tips.

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Email marketing

Email marketing might seem archaic in comparison to modern mediums like social media, blogging, and podcasting; however, it actually remains one of the highest converting options marketers and small businesses have at their disposal.

But Why Email?

Hopefully, you believe in email as an effective marketing channel, but in case you have doubts, let’s hit the reset button. Here’s why email marketing is worth investing in:

  • Email is one of the few marketing channels that you have total control over. Unlike a social media audience, which can disappear if the platform decides you violate their terms, you own your email list.
  • Email is considered very personal. When someone gives you access to their inbox, they’re telling you that you can send them messages.
  • From a pure analytics perspective, email gives you the ability to track behaviors, study what works, and get familiar with the techniques that don’t.
  • The ROI of email marketing is incredibly high. It can deliver as much as $44 in value for every $1 spent.

5 Tips for High-Converting Emails

If you’ve been using email, but haven’t gotten the results you’d like to, it’s probably because you’re using it ineffectively.

Here are a few very practical tips for high-converting emails that generate results:

  1. Write Better Subject Lines: Think about email marketing from the side of the recipient. (Considering that you probably receive hundreds of emails per week, this isn’t hard to do.) What’s going to make you engage with an email? It’s the subject line, right?If you’re going to focus a large portion of your time and energy on one element of email marketing, subject lines should be it.The best subject lines are the ones that convey a sense of urgency or curiosity, present an offer, personalize to the recipient, are relevant and timely, feature name recognition, or reference cool stories.
  2. Nail the Intro”: Never take for granted the fact that someone will open your email, and read to the second paragraph. Some will – but most will scan the first couple of lines, and then make a decision on how to proceed.It’s critically important that you get the intro right. You have maybe five seconds to hook people in, and get them excited. This is not a time to slowly build up. Give your best stuff away first!
  3. Use Video: Email might be personal, but individual emails aren’t necessarily viewed as special. That’s because people get so many of them on a daily basis.According to Blue Water Marketing, “The average person receives more than 84 emails each day! So how do you separate your emails from everyone else? Embed videos in your emails can increase your conversion rates by over 21 percent!”This speaks to a larger trend of making emails visually stimulating. The more you use compelling visuals, the more engaging and memorable the content will be.
  4. Keep Eyes Moving: The goal is to keep people engaging with your email content throughout. While it’ll inevitably happen with a certain percentage of recipients, you want to prevent people from dropping off as they read.One of the best ways to keep sustained engagement is to keep eyes effortlessly moving down the page with short and succinct copy.One-liners, small paragraphs, and lots of spacing signal a degree of approachability and simplicity. Use this style as much as you can.
  5. Don’t Ask Too Much: It can be difficult to convey everything you want to say in a single email, but it’s important that you stay as focused as possible – particularly when it comes to CTAs and requests.Always stick to one CTA per email. Never ask multiple questions or present different offers. (It’ll just overwhelm and confuse.) You can present the same CTA in multiple places – like at the beginning, middle, and end of the email – but it needs to be the same call. That’s how you keep people focused and on-task.

Give Your Email Marketing Strategy a Makeover

Most businesses have some sort of email lists. Few businesses leverage these lists as well as they should. Hopefully, this article has provided you with some practical and actionable tips that can be used to boost engagement and produce more conversions. Give them a try and see what sticks.

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