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Profiling In Real Estate



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, 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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  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

How ecommerce brands can increase sales, even on tiny purchases

(MARKETING) These tips and tricks are prime ways to boost the dollar amount spent at checkout and close more deals — even on the tiny purchases!



online sales

There are many marketing techniques aimed at acquiring new customers. Makes sense, right? More customers, more money. But how do you increase sales with your existing customer base? The Average Order Value (AOV) = Total Revenue/# of Transactions. This number is important because it indicates how much each customer is buying. Here are some ways to increase your AOV:

First, it’s crucial to appeal to human nature. People like things for free. So, by setting a minimum to receive free delivery, buyers are more likely to continue browsing and eventually buying, in order to avoid the shipping fee. While we all know that spending $50 when I only meant to spend $37 isn’t ideal, but I’d rather pay $50 for two products, than $43 for one and shipping. It feels like a better value.

Over half of customers will discontinue their transaction when they found out there are additional costs. MORE THAN HALF. Don’t surprise people the wrong way — we don’t like it.

Second, have you ever been to Costco? Ever left Costco with exactly the amount of food you needed? No, of course, you haven’t. The concept of buying in bulk appeals to our sense of value. Oranges are $1.09 per pound but buy a 10 lb. bag and get it for $8.50. Next thing you know, you’re feeding your child’s soccer team as well as the opponents. Offering a discount on package deals and large quantities at least gets your customers thinking about purchasing more.

We all rationalize the need for a good deal. My roommate used to buy two 12-packs of the giant muffins because “They were on sale.” A discount on a package might entice someone who was looking for a little more variety but was hesitant at first.

Next, recommending products is a great way for customers to lay eyes on new things. Not everyone is a browser — some people go straight to a specific section. By using information from previous purchases and browsing history, showing related, best-selling, or recommended products is an awesome way to generate more clicks and potentially increase sales.

Finally, help us lazy people by including a gift-wrapping option at checkout so that people buying remotely for others out of town can send things directly. In order to wrap, they would have to send to themselves, wrap, then send again or deliver to the receiver. The former sounds like it’s worth $6.99 to me!

In conclusion, there are always ways to boost sales with your existing, loyal, customers. If buyers are only purchasing one thing at a time, reflect on why this is. Perhaps a few sweeteners or additional opportunities could lead to long-term growth. Remember human nature and happy selling!

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Business Marketing

Branded content coming to a theater near you?

(MARKETING) A solid attempt to find a new vein for branded content, this silver screen antic seems short lived.



branded content movies

When firing up your laptop to watch branded content have you ever thought, “Man, I wish I could watch this short video on the big screen. I’d pay good money to see this in the theater!”?

Probably not, which is why Marriott’s narrowly distributed lifestyle series Storybooked should be a cautionary tale to other content creators. (It won’t be, but we tried.)

Marriott disrupted the branded content model by screening the entirety of Storybooked in theaters. Yep, you could’ve dropped around $20 to watch an extended branding experience in theaters and if you missed it, it airs on A&E. It also lives on their branded lifestyle blog Marriott Traveler and of course, YouTube.

Created by Marriott Content Studios, Storybooked is a series of short films aiming to “share with consumers around the world the benefits of loyalty to Marriott through the experiences and stories of real members.”

The members featured are international artists and musicians on personal journeys. Each episode is almost formulaic in nature – the artist offers a profound statement about their work or journey, then comes footage of a train, followed by footage of the artist touching buildings, sitting in doorways and enjoying local culture. Sometimes they return to the Marriott, sometimes they don’t.

I watched many of these (from the comfort of my couch) and I’m in no hurry to book Marriott any time soon. I get it, companies are trying to attract a younger and hipper demographic and they think branded content is the way to earn loyalty, but these are lukewarm advertorials at best. They lack the sincerity of originality and authenticity that appeals to a younger demographic. I didn’t even feel compelled to look up these artists’ work to explore more. I didn’t feel compelled to do anything.

If anyone, they might appeal to already loyal Marriott fans, but I’m having a hard time imagining even the most rabid fan forking over the price of theater admission to watch these.

There are brands have been able to successfully dip their toes into more narrative-based ads. Both Kate Spade and H&M have previously created episodic series and short films to promote their lines and they’ve worked largely because even though they’re ads, their creativity and whimsy prevail. I wouldn’t rush to see them in the theaters, but I’d happily surrender a few minutes of screen time to watch.

Will this trend continue? Will other brands seek the same kind of distribution model for branded content? Think of it this way, when’s the last time you found yourself in a crowded movie theater?

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Business Marketing

Ten podcasts that every business owner should hear

(MARKETING) If you’re a business and want to learn something, give one of (or all of) these ten podcasts a listen.



headphones listen podcasts

So many choices, so little time

As podcasts grow more and more popular, it has become increasingly difficult to sort through the sea of excellent options out there.

From interviews with business leaders to industry specific advice from experts, podcasts are an incredible free and convenient way to get a small dose of inspiration and knowledge.

Business podcasts for your listening enojoyment

This short list offers just a taste of the myriad of business podcasts available. Whether you’re an aspiring entrepreneur looking for some tips on breaking into a new industry or a seasoned vet hoping to get some new inspiration, we hope you’ll find something here worth listening to.

How I Built This, hosted by Guy Raz.

Podcast fans will recognize Guy Raz’s name (and voice) from TED Radio Hour. While that show can be a great source of inspiration for businesses, one of the most consistently inspiring shows is his new project that shares stories and insight from some of the biggest business leaders in the world. In just four months, Guy has talked to everyone from Richard Branson and Mark Cuban to L.A. Reid and Suroosh Alvi. While there are plenty of excellent interview-driven shows with entrepreneurs, if you want to hear about the world’s best known companies, this is your best bet.

The Art of Charm, hosted by Jordan and AJ Harbinger.

The Art of Charm is a business podcast by definition, but the advice it provides will definitely help you in other parts of your day-to-day life as well. With over three million listens a month, the incredibly populat show provides advice, strategies and insight into how to network effectively and advance your career and personal life.

StartUp, hosted by Alex Blumberg and Lisa Chow.

If you’re an entrepreneur, there is no excuse not to be listening to StartUp, the award-winning business podcast from Gimlet Media. The show’s talented hosts come from incredible radio shows like Planet Money and This American Life and bring a top-notch level of storytelling to the show, which provides behind the scenes looks at what it is actually like to start a company. Now on the fourth season, StartUp is one of those business podcasts that even people not interested in business will get a kick out of.

The Whole Whale Podcast, hosted by George Weiner.

One of the best things about podcasts is the wide variety of niche shows available that go in-depth into fascinating topics. One of those shows is the Whole Whale Podcast, which shares stories about data and technology in the non-profit sector. You’ll get detailed analysis, expert knowledge and can hear from a long list of social impact leaders from Greenpeace,, Kiva, Teach For America and more.

Social Pros Podcast, hosted by Jay Baer and Adam Brown.

Navigating the surplus of social media guides online can be a nightmare, so look no further thna Social Pros. Recent episodes talk about reaching college students on social media, the rise of messaging apps, and making better video content for Facebook. Plus, there are great case-studies with companies doing social right, like Kellogg’s, Coca Cola and Lenscrafters.

Entrepreneur on Fire, hosted by John Lee Dumas.

One of the original entrepreneurship shows, Entrepreneur on Fire has logged over 1,500 episodes with successful business leaders sharing tips, lessons and advice learned from their worst entrepreneurial moments. Sometimes humorous, sometimes heartbreaking, always inspiring, this show is sure to have at least one interview with someone you can learn from.

The $100 MBA, hosted by Omar Zenhom.

Think of The $100 MBA as a full-fledged business program in snack-sized portions. The daily ten minute business lessons are based on real world applications and cover everything from marketing to techology and more. Cue this show up on your commute to or from work and watch your knowledge grow.

This Week in Startups, hosted by Jason Calacanis.

This is your audio version of TechCrunch, Gizmodo or dare we say The American Genius. Each week, a guest entrepreneur joins the show to talk about what is happening in tech right now. You’ll get news about companies with buzz, updates on big tech news and even some insider gossip.

The Side Hustle Show, hosted by Nick Loper.

This is the show if you want answers for the big question so many entrepreneurs face. How do I turn my part-time hustle into a real job? Featuring topics such as passive income ideas, niche sites, and self-publishing, host Nick Loper is upfront and honest about the tough world of side hustles. The show features actionable tips and an engaging energy, and may just be that final push you need to grow your gig.

Back To Work, hosted by Merlin Mann and Dan Benjamin.
Focused on the basics that you don’t think about, Back To Work looks deep into our working lives by analyzing things like workflow, email habits and personal motivation. Somewhere between self-help and business advice, Back To Work takes on a new topic relating to productivity each week.


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