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Real Estate Implosion, Lawyers, Realtors & Disintermediation – Oh My.

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0000036548_20061218145010.jpgThe cool thing about lawyers is that even though they compete with one another, they understand the basic reality that business is there for the taking. Rarely can you walk down a street in America and not find someone divorcing or guilty of a crime. The best thing about lawyers is that even though they get a lot of ribbing about being this and that (not generally polite) they’ve never been guilty of eating themselves alive publicly- meaning, you rarely see them out publicly bucking the system. They have an understanding that the systemis what affords them a lifestyle and a profession, regardless of how twisted the perception of it is.

Realtors on the other hand (we’re not lawyers) have very much the same dependencies and lately have very much the same reputation as lawyers. Insane as it may sound, we’ve recently been compared to car salesmen and we’re even accused of being the devil in some cases, and having spun millions into subprime disaster, single-handedly causing a real estate bubble with our cat like commission skills– hell, we even set the fires in California to spark future growth! I kid. It was just a kid and matches I hear, but hey, he’s probablya future Realtor if you ask those that wish to disintermediate us from the transaction.

The truth is, the only thing Realtors are guilty of is playing into the less than 1% of 1% of 1% that would call free agency a trend. Realtors are guilty of playing into mass hysteria created by a public relations campaign created by a certain discount business model. Realtors are guilty of the thing lawyers already understand- s*itting where you eat is probably not a good idea.

The perfect storm against our chosen profession is this- we’ve always thought the other guy’s services to consumers sucks, and we spend big money saying just that. The genius in the PR campaign waged by our fishy competition plays on that vulnerability and honestly, I see a lot of hysteria in the marketplace because of it. We had a guest commenter here last week that said we were complaining about the end of the profession, but the reality is- it’s simple self defense, another mechanism used as a vulnerability in the game to weaken the position of the membership (NAR). Although, as quiet as the membership is, and as clumsy as it still remains, the collective membership matters not to the profession. The hysteria created by those seeking rankings and comments on a blog, or to score points with the pissed off of the real estate consumer is a gift to them and no one else.

I think maybe folks might want to take a look at how and where lawyers compete- it’s in the courtroom, not in the court of public opinion. They get up ever day, notwrite a blog, and they pass up the hype by those who would say lawyers are vultures and march into the courtroom and lay it down in no uncertain terms why they’re valuable. Their personal reputations are what drives the most successful, the ones you never see at midnight offering to bail you out on a DUI.

Yes, I think Realtors could learn from the blood-sucking lawyers out there on how to handle negative press and attacks on their profession. We could learn a thing or two about how to be gentlemen and where to duel , and just so you know- that’s not in the court of public opinion… just because one Realtor, market or PR campaign is bad doesn’t mean the entire industry is. Comparatively, because one lawyer is an ambulance chaser doesn’t mean the entire BAR is chasing them too- and the only lawyer that would ever be guilty of saying it to be so would be the guy on TV at midnight offering you midnight DUI representation.

Benn Rosales is the Founder and CEO of The American Genius (AG), national news network for tech and entrepreneurs, proudly celebrating 10 years in publishing, recently ranked as the #5 startup in Austin. Before founding AG, he founded one of the first digital media strategy firms in the nation and also acquired several other firms. His resume prior includes roles at Apple and Kroger Foods, specializing in marketing, communications, and technology integration. He is a recipient of the Statesman Texas Social Media Award and is an Inman Innovator Award winner. He has consulted for numerous startups (both early- and late-stage), has built partnerships and bridges between tech recruiters and the best tech talent in the industry, and is well known for organizing the digital community through popular monthly networking events. Benn does not venture into the spotlight often, rather believes his biggest accomplishments are the talent he recruits, develops, and gives all credit to those he's empowered.

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8 Comments

8 Comments

  1. Vicki Moore

    November 7, 2007 at 11:34 pm

    I don’t see lawyers getting on the internet and giving all of their knowledge, information and strategies away. I don’t see them grovelling, begging or arguing their worth. I don’t see them undercutting their pay to stay in business.

    Really interesting post. I have to think about it some more.

    BTW Boston Legal is my favorite show.

  2. Benn Rosales

    November 7, 2007 at 11:41 pm

    by your comment, you got my point.

    We never miss Boston Legal- Tuesday is a great day, always.

  3. Mariana

    November 8, 2007 at 2:43 am

    If we truly believe we ARE worth our salt, we WILL be worth our salt. The ones who aren’t are the ones that are the weak links in this profession. And it shows.

  4. Joshua Ferris

    November 14, 2007 at 11:22 pm

    The barrier to becoming a lawyer is also quite a bit higher than it is for real estate. Real estate has yet to shed its “grandma” image of being something for older people to do to occupy their time and stand alone as a legitimate industry. Good agents are worth their pay and then some but the people who are in the business to occupy themselves because they are bored or to do part time for extra cash are the ones dragging down the industry. I’ve never seen anyone go to law school for 7 years just to make a little extra cash part-time.

  5. Mitch Argon, Reno Real Estate

    March 10, 2008 at 5:18 pm

    Very good post. I’ll take it a bit further. Because the real estate profession has done so many silly things for so long (sending out recipe cards, walking future seller’s dogs, and a myriad of other things to win “social favors”), we have conditioned the consumer to think that these are the essential services of a real estate agent.

    Low barrier to entry. Perception of easy money. NAR promoting more realtors (i.e. more dues $$$ to spend on supporting the brand) versus earnestly putting in programs to raise the bar (i.e. less dues means it will never happen) and this is what you get.

    At some point (long from now), this business may be about service and not salesmanship (and a lot of the nonsense that goes with it).

  6. Jacqui Richey, Las Vegas Real Estate

    May 9, 2008 at 2:50 pm

    Perception is reality and the sooner agents remember that, the better. We need to change perception in order to change reality. DENNY CRANE! I think the NAR could do more by enforcing its own rules and removing members that don’t follow them.

  7. Fort Lauderdale Mortgage

    July 24, 2008 at 5:50 pm

    I agree with mitch and great post by the way. I worked as a real estate agent many years ago and adding a bit of extra service never hurt.

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Business Marketing

Cooler temps mean restaurants have to get creative to survive

(MARKETING) With winter approaching, restaurants are starting to find creative and sustainable ways to keep customers coming in… and warm.

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Outdoor eating at restaurants grows in popularity.

Over the last decade we have seen a change in the approach to clientele experiences in the restaurant business. It’s no longer just about how good your food is, although that is still key. Now you have to give your customers an experience to remember. There are now restaurants that feed you in the dark, and others who require you to check all your clothes at the door. Each of these provides an experience to remember alongside food that ranges from good to exquisite, depending on your taste.

Now, however, the global pandemic has rearranged how we think about dining. We can no longer just shove people into a building and create a delectable meal. If you’ve relied mostly on people coming into your restaurant, you may struggle to survive now.

The new rules of keeping clients safe means setting things up outside is the easiest means of keeping large numbers of them from crowding inside. Because of this, weather has become a key influence in a company’s daily income. Tents that were a gimmick before, only needed by presumptuous millennials, are now a requirement to keep afloat. People are rushing to make their yards into lawns that bring some in some fancy feeling.

The ties to the sun in some areas are so strong that cloudy days have been shown to drop attendance as much as 14% for the day. This will become the more apparent the colder it gets. For me, I always mention hibernation weight in the winter, when all I want to do is curl up and eat at home. Down here in Texas we are already finding cooler weather, drops into the 70s even in August and September. We are all assuming a cold winter ahead. So, a bit of foresight is finding a means of keeping your guests warm for the winter ahead.

San Francisco restaurants have started with heat lamps during their cooler evenings. Fiberglass igloos have also been added to outdoor seating as a means of temperature control. A few places down in the Lonestar state keep roaring fires going for their outdoor activities. While others actually keep you running in between beverages by encouraging volleyball matches. This is the new future ahead of us, and being memorable is the way to go.

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Business Marketing

Canva is catching on to content trends, launches in-app video editor

(MARKETING) Canva launches an in-platform video editor, allowing access to their extensive library of assets and animations to create high-quality videos

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African American woman working on Canva Video Editor Desktop in office setting.

Video content consumption is on the rise, and the graphic design platform, Canva, took note of it. The $40 billion Australian startup has entered the video business and announced the launch of its video editor, Canva Video Suite.

The end-to-end video editor is an easy-to-use platform that anyone, no matter the skill level, can create, edit, and record high-quality videos. Best of all, it’s free, and it’s available on both desktop and mobile platforms.

The tool has hundreds of editable templates that you can use to create videos for several online platforms like TikTok, YouTube, Instagram, and Facebook. Some templates can be used to create workplace and business videos, while other templates are perfect for personal videos. There are playful themes you can use to create that spooky video just in time for Halloween or make a laugh-out-loud video to send to your best friend! With a wide range of selections, in no time you’ll start creating your very own video masterpiece with Canva.

Caucasian man holding iPhone showing Canva video editor on mobile.

What else does the video software offer and what can you do with it? Well, let me tell you:

Collaborate in real-time

Having everyone on the same page is important and Canva’s video suite takes that into account. To collaborate with others, you simply send them an invite, and together you can edit videos, manage assets, and leave comments to give your input.

Video timeline editing and in-app recording

Similar to building presentation slides, Canva’s scene-based editor simplifies video editing by using a timeline approach. With it, you can quickly reorder, crop, trim, and splice your videos. Also, users don’t need to leave the platform to record that last-minute shot; within the app, you can shoot and record yourself from a camera or a screen.

Library of assets

The video editor is filled with an array of watermark-free stock footage, icons, images, illustrations, and even audio tracks that you can choose from – but if you really need something that is not on their platform – you can upload your own image, video, or audio track.

Animate with ease

Although still in the process of being released, soon you will be able to add animations of both text and visual elements in just a few simple clicks. Among others, animation presets that fade, pan, and tumble will help you transform your video and take it to a whole other level.

Overall, Canva Video Suite is very intuitive and has all the essential things you need to create a video. And by streamlining the video creation process, Canva is ensuring it enters the video marketplace with a bang.

“One of Canva’s guiding principles is to make complex things simple, and our new Video Suite will allow everyone to unlock the power of video, whether that’s to market their business, make engaging social posts, or express their creativity,” said Rob Kawalsky, Head of Product at Canva.

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Business Marketing

Amazon attracts advertisers from Facebook after Apple privacy alterations

(MARKETING) After Apple’s privacy features unveil, Amazon adapts by taking a unique approach to targeting, disrupting revenue for the ad giant Facebook.

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Two African American women work at their desks, one viewing Amazon's advertising landing page.

As a de facto search engine of its own persuasion, Amazon has been poaching ad revenue from Google for some time. However, disrupting the revenue stream from their most recent victim – Facebook – is going to turn some heads.

According to Bloomberg, Apple’s recent privacy additions to products such as iPhones are largely responsible for the shift in ad spending. While platforms like Facebook and Instagram were originally goldmines for advertisers, these privacy features prevent tracking for targeting – a crucial aspect in any marketing campaign.

Internet privacy has been featured heavily in tech conversations for the last several years, and with Chrome phasing out third-party cookies, along with Safari and Firefox introducing roughly analogous policies, social media advertising is bound to become less useful as tracking strategies struggle to keep up with the aforementioned changes.

However, Amazon’s wide user base and separate categorization from social media companies makes it a clear alternative to the Facebook family, which is perhaps why Facebook advertisers are starting to jump ship in an effort to preserve their profits.

This is the premise behind the decision to reduce the Facebook ad spending of Vanity Planet by 22%, a home spa vendor, while facilitating a transition to Amazon. “We have inventory…and the biggest place we are growing is Amazon,” says Alex Dastmalchi, the entrepreneur who runs Vanity Planet.

That gap will only widen with Apple’s new privacy features. Bloomberg reports that when asked in June if they would consent to having their internet activity tracked, only one in four iPhone users did so; this makes it substantially harder for the ad campaigns unique to Facebook to target prospective buyers.

It also means that Amazon, having demonstrated a profound effectiveness in targeting individuals both pre- and post-purchase, stands to gain more than its fair share of sellers flocking to promote their products.

Jens Nicolaysen, co-founder of Shinesty (an eccentric underwear company), affirms the value that Amazon holds for sellers while acknowledging that it isn’t a perfect substitute for social media. While Nicolaysen laments the loss of the somewhat random introduction charm inherent on Instagram, he also believes in the power of brand loyalty, especially on a platform as high-profile as Amazon. “The bigger you are, the more you lose by not having any presence on Amazon,” he explains.

As privacy restrictions continue to ramp up in the coming months, it will be interesting to see how social media advertising evolves to keep up with this trend; it seems naive to assume that Amazon will replace Facebook’s ads entirely, tracking or no tracking.

Apple's privacy landing page showing iPhone users ability to shut off location services and a desktop image of a user's ability to control how their data is managed.

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