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The End of the Year Big Bang Theory in Real Estate



turkeyThe news of the tax credit being extended and expanded rippled through the real estate industry as the masses of “seasonal” Realtors breathed a long awaited sigh of relief. For a while there it seemed like we might have to grind through the holidays (gasp!) and who wants to do that, right? I mean, prospective clients are either all turkey-ed up in their Tryptophan high or fist fighting over LCD screens after Thanksgiving. Everyone knows that the market is dead during the holidays. How about this instead? We take these 5-6 weeks to recharge our batteries and come back with a brand new resolutions list for 2010 that – like all other years – we have zero intention of following through on. Now, where’s that Best Buy insert?

Dissipating Urgency

Stimulus efforts, like any other government action, bring with them strong, polarized opinions that fuel the usual blog posts. But given that as of late, my interest in political debate has been subzero, I am going to leave that for the AG Sunday Politics. From a more pragmatic standpoint however, this thought kept rearing its head in my mind over and over again. In the PreExtension Era, the doubts about the measure passing were causing back muscles to contract, postures to straighten and holiday plans to change. There was more hustling in the forecast with a 50% chance of drumming up more business. Now, as the urgency dissipates many of us are taking the rest of this year off knowing that their fair share of the tax credit dough is awaiting right up the road.

You Get What You Put In

In my last post, I told you about my Russell Shaw-induced ephiphany : Every dollar you make today originates in some action you took 60-90 days ago. With that in mind, what do you suppose will happen come February or March if you take the next month off? Don’t answer that. Look, if mediocrity is a viable option for you, I can’t argue with that. But if you are looking for a way to make the next 4-5 weeks really count, end the year with the Big Bang and fuel the 1st quarter of 2010 to your best ever, here’s your plan:

  1. Exclusive Focus on Appointments – A month full of closings is always preceded by a month (or two) full of appointments. It would seem as obvious as it sounds, until you notice that the overwhelming majority of real estate agents out there seem to do everything but focus on appointments. They love preparing to prepare, even sharing their preparation methods through social media to much praise and applause. But when it comes time to act, it’s just more prep. The harsh truth is you can’t make soup  if you only chop onions from here until Easter. What do I mean by exclusive focus? Tomorrow morning, sit down with your team or yourself and don’t get up until you have answered this question: What can we do to get a minimum of 4 qualified appointments per week, every week starting today? Then brainstorm without worrying about logistics. Come up with ideas that are efficient short term and a plan to implement them. For instance, you might plan an hour a day of phone calls to your past clients – they might be looking to move up or know someone who’s buying or selling or leasing. If you are already generating leads, you make them first priority then you leave 5 empty spots. Nothing gets done until leads are called back and followed up diligently. If you don’t have any leads, your first priority is to generate some. Call some local agents with listings that have been on the market awhile and see if they wouldn’t mind if you helped them advertise the property at your own cost. Then use classified sites to generate business. Or bandit signs. Or expireds. Whatever you come up with, put it on a calendar and follow it like a damn cult. If you are doing it right, there shouldn’t be any time left for Facebook, Yoville, Twitter or the Moron Test.
  2. Get to KNOW your stats – As Matt as pointed out here before, incorporating a stats solution like AltosResearch on your website can result in increased traffic and higher number of leads over the long term. But that’s not what I’m talking about here. I mean KNOW your stats, like they were hardwired into your brain. In my experience, the best way to do this is by preparing for a video market report. Print out the monthly stats released by your MLS on your real estate market and study those figures. Get to know the median sales price, the trend of sales, inventory levels, foreclosure impact etc. When you have to do a concise 2 min segment on your market, you HAVE to know your numbers to get through it. And even if you never publish the video to the world, you have just polished a major selling skill. Next time a prospect asks you about how the market is doing,  your response will no longer be a vague “slow but getting better”. Instead you will blow their mind if you can deliver solid market data in a manner they can digest.
  3. Invest in some 2.0 – The definition of insanity is to keep doing the same things expecting a different result. Ultimately is about generating abundant leads. Point 1 above talks about some short term tactics that could generate some short term success but in the end you have to make some smart and prudent investments to propel your business. If your site stills looks like some software from 1999 threw up some links and endless paragraphs on a page, it might be time for an upgrade. If you have the skill (or the time to learn) create a dynamic site with and bring your look and functionality into the current century for under $100 with premium themes. Or you can have someone do it for you for an affordable price (hundreds) that’s usually just a fraction of the cost on a full fledged custom design (thousands). Next, pimp it with a great IDX search solution, that will pay for itself in just a few months and keep producing for you as long as your site is up. (Diverse Solutions is what I rock). Next, you could elevate your marketing with a syndicated virtual tour tool: Create tours of your own listings or features of communities you cover and distributed them everywhere with a click. (i.e. RealEstateShows and MLBroadcast). Finally, the database is the lifeline of your business and it should be managed as such. Whether you go server-based (REST, Outlook or Act) or web-based (Heap, Javelin or Highrise), pick one that best suits your needs and USE IT.
  4. Exclusive focus on appointments.

Happy Thanksgiving.

Houston Real Estate Rainmaker and Uberproud Father/Husband (not necessarily in that order). When I'm not skinning cats or changing diapers you can find me on Twitter or Facebook. I blog about marketing, social media and real estate. I might not always be in agreement, but you can rest assured I'll be honest. Oh, and I can cook a mean breakfast...

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  1. Joe Loomer

    November 26, 2009 at 7:20 am


    This is a perfect bookend for Ken Brand’s “How to Plough Deep While Sluggards Sleep” post earlier this week, and I’ve had that Russell Shaw quote spinning in my head since your last missive. Great reminders to get out there and get humpin’ – make the New Year sizzle with the business other agents are blowing off right now.

    I do, however, take issue with – “If you are doing it right, there shouldn’t be any time left for Facebook…” If you’re doing Social Media right, it’s a part of your efforts. I take it you probably meant spending time in Farmville or playing Mafia Wars and such?

    Navy Chief, Navy Pride!

    Oh, and by the way – HAPPY THANKSGIVING EVERYONE!

  2. Scott Cowan

    November 26, 2009 at 2:25 pm

    Thanks for a well written and spot on post.

    What we work on today will pay us in 60 to 90 days is the mantra I use daily. I used to wonder why my business was so much like a roller coaster. Now, I know focused work = consistent results.

  3. Erion Shehaj

    November 26, 2009 at 4:14 pm

    Only a Navy Chief would comment on a post at 7:20 am on Thanksgiving Day. Much appreciated, Sir. 🙂

    As far as the Facebook line, it was within the context of the idea that for a relatively short period of time (4-6 weeks) it’s easier to focus entirely on generating business without any distractions. I remain steadfast on the idea that social media must remain part of any agent’s long term strategy.

  4. Matt Stigliano

    November 27, 2009 at 3:32 pm

    Erion – First, thanks for the mention. I would (logically) assume I am the Matt in question. I’ve been thinking about how to best prep myself for the coming year and your post came at a great time for me. Appointments are something I have been lax at acquiring. I get them and I get the business, but I don’t get enough of them. I’m currently thinking of ways to increase this. As for your comments about stats, I love the idea of the video. It’s kind of like practicing a speech in the mirror before the big debate. I do try and understand my stats, but I do find myself to often giving generic answers and then following up with the market report via email or a follow up call. Not sure why I do that, so now I have some work to do.

    Thanks for the post Erion, you may have just helped me be twice as successful in the coming year.

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Business Marketing

Simple ways to improve your organic reach on Facebook

(BUSINESS MARKETING) Facebook continues to make businesses and pages pay to play, but businesses still have a shot of improving their organic reach, according to experts in the field.



Facebook open on laptop with white desk and small potted plant, open to organic reach.

Facebook organic reach is not dead, but you will need to work harder to get eyes on your pages. Here’s a rundown of what experts are saying will help you reach your audience. Facebook is still the top social media platform that marketers use and where consumers tend to look for and follow brand pages. So don’t despair!

Those running Facebook business pages have been seeing ever diminishing returns on their effort at getting their content in front of their audiences and fans, especially since around 2016. Yet Facebook remains the #1 platform for building an audience. Once upon a time, Facebook was incredibly fertile soil to grow our entrepreneurial and creative gardens in, at little to no cost to us. Many businesses are seeing a drastic reduction in reach, meaning that a tiny percentage of people are seeing our posts, even among those who follow our pages.

Have you ever heard something like, “The first one’s always free; that’s how they get you”? This has long been a business philosophy to hook prospective customers, used by savvy marketers and drug dealers alike. Facebook went and took that to the next level, introducing an easy-to-use platform where almost anyone could find and engage with their target audiences of customers, fans, members, and more.

Of course, there had to be a reckoning, and now that Facebook has more than 2.6 billion active monthly users worldwide, they continue to change the rules. Consider the amount of users and the amount of posts being made, and it makes more sense that Facebook tries to narrow the audience for any single post to a reasonable chunk. Otherwise, our brains would explode (okay, my words, not an actual medical opinion). Really, you don’t need to reach everybody, because not everybody is interested in what you’re offering. You need to reach the right people who are going to engage and build a smaller, engaged loyal group of diehard customers.

Community is key
Here are some of the latest tips and best practices to increase organic reach in 2021, provided by Facebook pros. Mark Zuckerburg keeps bringing up the concept of community, and the algorithm favors engagement, not only on Facebook, but across platforms. Nobody wants products and services constantly jammed in their faces.

This is a conversation, not a one-way portal into your customers’ brains and wallets. A constant barrage of salesy content, urging people to buy buy buy, grows real tedious real fast. “If you build it, they will come.” Only instead of a baseball field in the middle of nowhere, work to build a community.

Ask yourself these questions:

  • Are you creating conversations?
  • Are you using your platform to act as a resource and provide helpful or inside information in your niche or area of expertise?
  • Are you asking your audience what they want and would like to see more of from you?
  • Are you taking current events and trends into account, reacting to local/national/world news at all, and creating timely posts?
  • Are you using a variety of post types (photos, videos, links) and taking advantage of Facebook’s built in post tools?
  • Are you taking data into account for what content people are responding to favorably and when?
  • Do you ever invest in Facebook ads or boosted posts for important content or events?

Find the answer to these questions to reevaluate your strategy, work on promoting a dialogue with your audience, and ideally you will see more engagement on your pages, fruitful interactions that ultimately lead to loyal customers and bigger sales.

Create Conversations
Zuckerburg himself comes back to this point repeatedly in his regular updates on the state of all things Facebook and how the algorithm works, saying Facebook will “prioritize posts that spark conversations and meaningful interactions between people.” Not every industry lends itself to deep thoughts, but it can be simple enough to engage your audience with community questions. People love giving their opinions or talking about a shared interest.

Community questions can be fun, lively, and create fun interaction between your audience and the business. A simple This or That question posted on one of the background color templates can get the conversation started. If people don’t have to invest a lot of time to answer, then great! Depending on the industry, these can be easy one-offs: Red wine or white? Beach vacation or mountains? TikTok or Reels? Mac or PC? Harley Davidson hogs or Kawasaki crotch rockets? Early bird or night owl?

Hot takes, unpopular opinions, are another way to get people chatting. I’m not espousing trying to stir up controversy here, unless that is appropriate for your business, but people get emotional as all get out for something as simple as pineapple on pizza or beans in chili. What’s a popular or common opinion in your field? How can you introduce a hot take to get people chatting? For an entrepreneurial page, you could put out a hot take on a cluttered desk, or making lists, or standing desks.

Sure, these conversations may start out superficial, but who knows? When people begin interacting on your page more, they begin seeing more that you post, and that’s when you can introduce something a little weightier, asking them to share their expertise or advice on a relevant topic.

Become a resource
Whether your business is a science journal, digital marketing, interior designing, or a Texas Hill Country resort, your business and your audience is unique. Real estate agencies have become good at this, so we’ll use them as an example. If you are selling or leasing properties in Austin or San Francisco, sell the area. Don’t only post the properties you’re selling or agent profiles. Post those, yes, but also post industry news and local attractions.

When people are interested in moving to a new city or a new neighborhood or investing in opening a business there, they need to know why the area is attractive. What is the business climate? What are the financial perks associated with living there? What is the area known for (local restaurants, live music hiking trails, swimming holes, no traffic)? Has the area made a list for quality of life, affordability, great job prospects in X industry? Sharing blogs, articles, infographics, videos, and photos highlighting any of these can help your page serve the interests of your target audience. This is a good thing.

Ask your audience
This is a simple tip for keeping things closer to your audience’s interests, helping you identify areas where your page may be lacking–and opportunities for growth, and keeping the conversation going. Be careful not to overuse this one, but it’s an important tool.

  • Try a simple question, such as “What would you like to see more of on this page?”
  • Create a poll, which is much faster to answer, and helps you narrow answers down to what you really want to know.
  • Similar to the community questions, ask them to share something that has helped them. A classic example would be “What is the best entrepreneurial advice anyone has even given you?” Or “Please share some tips to fight procrastination.” Or “What is the top time-saving tool you use in your business (or for scheduling)?” Having your page followers (and hopefully others) chat with each other this way is helpful for them and for your organic reach.

Take current events and trends into account
This one’s simple: Read the room. This goes both ways. If there is renewed interest in, say, downtown lofts or sea shanty dances on TikTok, can you use this momentary heat to bring interest to your page? On the other hand, if there is a natural disaster, tragedy, or financial crash that has caused great suffering in an area? That’s a good moment to review your scheduled posts and delete or postpone anything that could be unintentionally triggering or offensive.

Some types of businesses are better suited to jumping on the latest trend. Do you have a bar or restaurant with a fairly young, social media savvy crowd? Go ahead, Photoshop that Bernie-Sanders-in-mittens image sitting on your patio (only if you can do it as the trend is hitting). Are you targeting an area that has recently been hit by extended power outages? I’m sorry to tell you, but this is not the time to promote that popup restaurant where diners experience eating in the dark.

Mix it up and use native Facebook tools
Of course you want to stay on brand, but please don’t get caught in a rut where all of your posts are one type. Consistency is one thing, but beware that this doesn’t turn into monotony. Assess where you can change things up. Add photos, videos, links to relevant blogs and articles, or community questions. Different people respond differently to different types of input. Use all the tools at your disposal to generate interest, draw people in, and get them reacting to and engaging with your page.

Facebook and all social media platforms have built in tools. They want you to use them. Often, this is a Facebook effort to capitalize on a similar, competing app. Trust me when I say, you will get brownie points (higher reach) when you take the time to use these native tools. Facebook Watch, Facebook Live, Facebook Stories, even using a background color template from the Facebook options, are all ways to show Facebook you’re paying attention and want to optimize the tools they are giving you.

Use provided data
You need to be able to look for patterns, evaluate the factors that made a particular post popular, and know when your customers and followers are likely to see your page and interact with it. Facebook provides a number of insights in the platform, but there are numerous external marketing tools you can purchase or sometimes use for free (depending on how many pages and platforms you are running, and how in-depth you want your data to be).

Posting willy nilly is not the most effective way to be. Decide what data is useful to you and make time to study it, and be willing to make changes to your content strategy based on the data. Like many other aspects of marketing, expanding your organic reach is a mixture of art and science, a balancing act of intuition and cold, hard numbers. Use them.

Consider paying to play
I know, I know, this story is about organic and not paid reach, but the fact is strategically paying for a Facebook ad or boosting a post to highlight a launch, event, special deal, or other important news will bring more people to your page. If the other tips, tools, and best practices referred to here are in place, once they find your page, you have the ability to keep their attention through organic means.

Keep on truckin’
These tips should help you expand your page’s organic reach. More importantly, they should help you build and support a community, earn loyal followers and customers, and generate positive buzz about your business. Keep working on becoming a resource and sharing helpful information. Have fun with it and experiment with new media and types of posts. Know yourself. Know your audience.

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Business Marketing

Buffer’s four-day workweek experiment: Boost or bust?

(BUSINESS MARKETING) After trying out a four-day workweek last year, Buffer is moving forward with the format going into 2021, citing increase in productivity and work-life balance.



Man working in office with headphones on, making use of flexible four-day workweek.

The typical five-day workweek is a thing of the past for Buffer, at least for now. The company has decided to implement a four-day workweek for the “foreseeable future.”

Last year, the company surveyed its employees to see how they are dealing with the ever-changing landscape of the pandemic and the anxiety and stress that came along with it. They soon learned employees didn’t always feel comfortable or like they could take time off.

Employees felt guilty for taking PTO while trying to meet deadlines. Juggling work and suddenly becoming a daycare worker and teacher for their children at the same time was stressful. So, Buffer looked for a solution to help give employees more time and flexibility to get adjusted to their new routines.

Four-Day Workweek Trials

In May, Buffer started the four-day workweek one-month trial to focus on teammates’ well-being. “This four-day workweek period is about well-being, mental health, and placing us as humans and our families first,” said Buffer CEO and co-founder Joel Gascoigne in a company blog post.

“It’s about being able to pick a good time to go and do the groceries, now that it’s a significantly larger task. It’s about parents having more time with kids now that they’re having to take on their education. This isn’t about us trying to get the same productivity in fewer days,” Gascoigne said.

Buffer’s one-month trial proved to be successful. Survey data from before and after the trial showed higher autonomy and lower stress levels. In addition, employee anecdotal stories showed an increase in worker happiness.

With positive results, Buffer turned the trial into a long-term pilot through the end of 2020. This time, the trial would focus on Buffer’s long-term success.

“In order to truly evaluate whether a four-day workweek can be a success long-term, we need to measure productivity as well as individual well-being,” wrote Director of People Courtney Seiter. “Teammate well-being was our end goal for May. Whether that continues, and equally importantly, whether it translates into customer and company results, will be an exciting hypothesis to test.”

Trial Results

Company Productivity
Buffer’s shorter workweek trials showed employees felt they had a better work-life balance without compromising work productivity. According to the company’s survey data, almost 34% of employees felt more productive, about 60% felt equally as productive, and only less than 7% of employees felt less productive.

However, just saying productivity is higher isn’t proof. To make sure the numbers added up, managers were asked about their team’s productivity. Engineering managers reported that a decrease in total coding days didn’t show a decrease in output. Instead, there was a significant output increase for product teams, and Infrastructure and Mobile saw their output double.

The Customer Advocacy team, however, did see a decline in output. Customer service is dependent on customer unpredictability so this makes sense. Still, the survey showed about 85% to 90% of employees felt as productive as they would have been in a five-day workweek. Customers just had to wait slightly longer to receive replies to their inquiries.

Employee Well-Being
With more time and control of their schedules, Buffer’s survey shows an increase in individual autonomy and decreased stress levels reported by employees. And, the general work happiness for the entire company has been consistent throughout 2020.

What’s in store for 2021?

Based on positive employee feedback and promising company results, Buffer decided it will continue the company-wide four-day workweek this year.

“The four-day work week resulted in sustained productivity levels and a better sense of work-life balance. These were the exact results we’d hoped to see, and they helped us challenge the notion that we need to work the typical ‘nine-to-five,’ five days a week,” wrote Team Engagement Manager Nicole Miller.

The four-day workweek will continue in 2021, but the company will also be implementing adjustments based on the pilot results.

For most teams, Fridays will be the default day off. For teams that aren’t project-based, their workweek will look slightly different. As an example, the Customer Advocacy team will follow a different schedule to avoid customer reply delays and ticket overflow. Each team member will still have a four-day workweek and need to meet their specific targets. They will just have a more flexible schedule.

Companies who follow this format understand that output expectations will be further defined by area and department level. Employees who aren’t meeting their performance objectives will have the option to choose a five-day workweek or might be asked to do so.

If needed, Fridays will also serve as an overflow workday to finish up a project. Of course, schedules will be evaluated quarterly to make sure productivity is continuing to thrive and employees are still satisfied.

But, Miller says Buffer is “establishing ambitious goals” that might “push the limits” of a four-day work week in 2021. With the world slowly starting to normalize, who knows when a four-day workweek might reach its conclusion.

“We aren’t sure that we’ll continue with the four-day workweeks forever, but for now, we’re going to stick with it as long as we are still able to hit our ambitious goals,” wrote Miller.

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Business Marketing

Should your content management system go headless?

(BUSINESS MARKETING) You may be familiar with your typical content management system, but had you heard of a ‘headless’ model? Let’s dig into it together.



Person using content management system with hands on keyboard and small bit of desktop visible.

At some point, you have probably worked with a content management system (CMS) like WordPress or Drupal. If you haven’t already, you at least know that this computer software is used to manage website content.

But, have you ever heard of a headless content management system before? We didn’t. So, we set out to find out what it’s all about and how beneficial, or not, it can be for your company.

What is headless CMS?

Unlike your classic CMS, headless CMS is a back-end only content management system. It decouples where your content is stored and authored (body) from the front-end where your content is displayed (head).

This CMS isn’t tied to a particular output like a web page. Content is transmitted as data over an application programming interface (API). It’s a content repository that delivers content seamlessly to any device.

Benefits of Headless CMS

More versatile
Headless CMS isn’t your classic “monolithic” CMS so you aren’t constrained to an all-in-one system that might work for websites but not mobile devices.

Content is consumed by customers in more than one place now. Headless CMS provides a more versatile way to deliver multi-channel content to websites, Android and iOS apps, and even IoT (internet of things), like a smartwatch or in-store kiosk.

Businesses will benefit from this because only one back-end is needed to manage and publish content for different services and products.

No need for specialized developers
Developers aren’t tied to a specific programming language or framework. A developer can choose between using Javascript, PHP, Ruby, or any language they prefer.

If you already have a talented developer, you don’t have to scramble to find someone else who specializes in a specific system or language you are moving to. Your current developer can do the job for you in the best way they know-how.

Better Security
Security is important. Not being married to the front-end, headless CMS has a security advantage a regular CMS doesn’t. Usually, content provided to a headless CMS is read-only, and the admin portion lives on a different server and domain.

With the back-end detached from the presentation layer, there is a smaller target area to attack. Also, layers of code can be used to hide the content-delivering API making it safer than a traditional CMS.

Real-time collaboration
With two separate systems, content editors and web developers can work concurrently. This shortens a project’s timeline and helps get your product and services to market quicker. Also, content editors don’t have to spend more time creating the same content for each system. Designers and developers can take care of that.
Downsides of Headless CMS

As with anything, headless CMS isn’t perfect and isn’t for everyone. It has its disadvantages.

More technical
Little technical involvement is called for in a traditional CMS. As a result, the tool can be picked up quickly by almost anyone.

A deeper understanding of CMS, coding languages, and front-end technologies is needed when using headless CMS. You must have a developer that can build the web or app just for you.

Increased maintenance
With the body separated from the head, there are two systems to maintain. Implementation and maintenance could potentially become complex.

Bigger price tag
Building a system from scratch costs time and money. With a traditional CMS, there is one account, and, most likely, one payment. With headless CMS, you’ll have multiple payments for the CMS, a developer, and the infrastructure running your website or app.

Your custom CMS also isn’t coming from a pre-built content management system. All that hard work takes time (and patience) to get it done right.


Headless CMS lets you create a unique user experience and allow for cross-platform publishing, but it isn’t a one-size-fits-all content management system.

Before you jump ships, take inventory of all your content needs. Does your content need to be published on different platforms? Will a simple stand-alone website work for you? Only you can decide what works best with your business, but we hope this information helps.

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