Hi Ginny WTH,
I am a top producer in my market of about 500 Realtors. I am overwhelmed by all the electronic media so I don’t participate, except for email all the time and an occasional look at Facebook. Being a 50s (age) sole practitioner with a younger family at home I just work a lot and try to keep up, but lately I feel I am losing ground because I am not a techie. I don’t really understand the basics all that well of tech and don’t know where to start. I get stressed just thinking about all the info I see every day about what we should be doing with tech and my company promotes a lot of tech which I just turn off to due to the stress of the learning curve. Is there any hope for me at all? What direction should I be going in tech-wize?
My manager says to use Linked In for work contacts and Face Book for personal contacts but I see Realtors putting their new listings on Face Book now. Help! Where do I find time to learn and do all this new technology and does any of it really matter, anyway? Things change so fast in tech that I don’t see how anyone keeps up except the new kids raised on tech.
Kirk Allen, Coldwell Banker Select, REALTORS, Northwestern Pennsylvania
Hope is putting faith to work when doubting would be easier. Not to sound like Robert Tilton, although I think my lip is quivering, I’m going to say that it starts with you. You’ve got to want to put time and effort into learning. It is like I said in my column last week, time and effort into marketing yourself online is no different than time and effort into marketing yourself offline. In your case it’s a new way to market that all sounds like gibberish. No matter what age you are, if you are in the real estate business it is necessary to have some online strategy.
So to answer your questions, no it’s not too late and you should start your march down technology boulevard with the most essential items.
Web site – you need a basic web site that you can point your clients to and that you can promote in both offline and online marketing; it should have information about you, access to MLS listed properties for sale, neighborhood and area detail, and how to contact you. That’s the minimum that you would need for a web site. I see by the contact details you left me with this question that you have a web page, but your email address uses a different URL extension. You need to change that. It’s confusing to consumers to have a web site at www.ginnycain.com and an email address of firstname.lastname@example.org. The two need to be the same. There are a host of other items I could tell you that you needed (like lead capture mechanisms and optimization), but that’s when your headache starts right? Little chunks.
Email marketing system – I assume you have a database of past clients, potential future clients, friends, family other real estate agents that you maintain. If you don’t already have them, get the email addresses for everyone in your database. Send a postcard that says you are trying to save paper and if the recipient will send you their email address, via some registration on your web page or by sharing your email address with the recipient, you can attempt to gather at one time. Offer a $10 coffee card to the first 20 or 30, etc. Once you have the email addresses you should obtain access to some email marketing contact system, like Constant Contact or iContact or maybe your broker has a system that can aggregate the email addresses from your database and help you manage marketing through emails to each of these groups. This gives you a cheap and easy way to contact people in an online manner. You can schedule messages, monitor open and click through rates, they’ve got templates you can use for various occasions in fairly easy formats to understand. I could tell you more about segmenting your groups and refining and scheduling messaging, but you should probably start with a monthly e-news alert something you wouldn’t stress over writing – so it would ensure that you did it!
Social networking – you should go back to last week’s Dear Ginny WTH for a more detailed answer on how I think you should approach social networking, but at minimum you should set up a LinkedIn page which provides you with a detailed business profile searchable by millions. It’s business Yellow Pages meets classifieds online. Think about it. A free profile with unlimited ability to add information (like listings…if done tastefully), that is known and searchable by millions of people throughout the planet. Add to that the ability for you to actually connect and form links to people you know personally and then be exposed to people they know that you don’t. It’s like the old shampoo commercial, you tell two people then they tell two people. You get it. As for blogs and twitter and yelp, oh my? Start with LinkedIn.
Post open houses on Craig’s List – this is one that could seem overwhelming from the long view, but in fact putting an open house on Craig’s List is as easy as typing. Depending on how many listings or open houses you hold, you will need to post the open house a few days before it occurs and again the day of. You should have copy that you can cut and paste directly into Craig’s List then it’s a matter of uploading photos from files on your computer. It doesn’t have to be fancy.
Multi-media property flyers – the last thing that I’ll tell you that you need is some sort of multi-media property flyer that lives online that you can either email or point people to for complete details on the listed property which could include multiple photos, a virtual tour, your photo if you want it, your contact details, an ability to map, print or contact you from. Companies like Tour Factory, Just Snooping and Visual Tour. All you would have to do is provide information that you have already: copy and photos. Not really daunting and super impressive at the kitchen table.
In fact most of what I recommend above can be spun into something super impressive at the kitchen table. Package them up and you look like you are simply using the new media available to you strategically.
“Dear Ginny, WTH?” which is like a “Dear Abby” column for real estate objections. If you have a tough client or a marketing problem, “Dear Ginny, WTH?” is for you. Questions can be funny, they can be serious, it doesn’t matter, just ask!
“House has spark” – burning up the MLS with typos and other bloopers
The year is starting a march toward its natural ending, friends…and it seems a few real estate careers may be also. This week I found some real head-scratchers in local real estate ads and the MLS. However, I get submissions from all over the U.S., so no one is safe from the eyes of the Blooper Scooper. Check out these blunders:
Do You Smell Smoke?
“House has spark” (Apparently your real estate career isn’t the only thing going up in smoke.)
“Big pep area in kitchen” (Is that the cookie jar where Mommy Dearest stashes her uppers?)
“Dull Viking ovens” (Methinks there’s something in the cookie jar that will perk up those dull Vikings.)
“Large greenhose in back” (Large, naked Jolly Green Giant in yard.)
“Mush added to this house” (Was that the overflow from between your ears?)
I Think I See Flames
“Beautifully remolded guest” (Another cosmetically-altered Barbie hits the Hollywood party circuit.)
“Enjoy a drink poolslide” ( Hell, if the pool is sliding, I’ll need a whole pint of Jack.)
“Each bedroom has own bedrooom” (Hello-o-o, Alice, how are things down there in the rabbit hole?)
“Separate pod to build GH” (That should please my pea-sized buyers.)
“Play room for the kiss” (Something tells me this is the back seat of a ’67 Chevy.)
“Ideal for gusts” (That’s great…if you want to live in a wind sock.)
“Impaccably detailed” (Incredibly challenged)
“Stylish pewder room” (Try burning a match.)
“Stone pillars flake driveway” (Flakey agent got stoned in driveway.)
Nothing But Embers (This Week’s Fave):
“From a bygone error” (You have just written your own epitaph.)
“New bd pans inc” – Making a Splash on the MLS
I have two things to say this week: 1. When you drink, you can’t think. 2. When you drink you can’t- … uh, what was I saying? Oh, yes – the MLS. It was so full of bloopers this week that I am led to conclude that happy hour started Monday and never stopped. Read these and tell me if it is any wonder I was driven to throw back a few martinis myself:
Booze ‘N’ Fools
“Free membership to gin inc” (It seems someone else beat us to it, Martini Mary.)
“Grab now use imagination” (That’s what Arnold said to his housekeeper.)
“House has new edition” (Agent lacks erudition.)
“Babblying broke runs in back” (Bumbling buffoon runs amuck.)
“Drop by for cocktail ho” (Oh, is the Sunset Strip for sale?)
Puff ‘N’ Stuff
“Near Sacramento airpot” (I believe his name is Jerry Brown.)
“Claw me for selling” (I’m too busy clawing my eyes out over your spelling.)
“Reduction on mid-century ner Holywod” (Another mid-sixties porn star is looking for work.)
“We can sake your home” (Can I get fried rice with my sake?)
Proof or Goof
“Nice streem” (Said Grandma to Grandpa after his diaper exploded.)
“Nice for dog kids” (Uh, they’re called ‘puppies,” pal.)
“New bd pans included” (Thank you, Nurse Nancy – can you warm those first?)
“Good stable in neighborhood.” (Have you contacted Mary and Joseph?)
“Drawing for plasma” (Is this a blood-bank?)
And This Week’s Winner Is:
“Good school in areola” (Thanks for keeping me abreast of things.)
PROOF OR GOOF, FRIENDS – I’M WATCHING EWE 🙂
My secret office organization tip – Sharpies and tape
If you’re still practicing to be OCD, here is a secret I don’t typically share with anyone, but I’m willing to share with you today…
I used to be obsessed with the P-touch machine. I labeled everything. Drawers, shelves, folders, canisters, and anything that I could think of putting a label on.
But the label makers weren’t as pretty as my own handwriting and didn’t come in every color a Sharpie does, so I got the brilliant idea one day to write in light blue sharpie in my beautiful handwriting on clear tape, placed neatly on the shelves in the pantry. Visitors thought I had written on the cabinets, “what if you have to move things?” they asked. “It’s just tape, look!” I said as if I was performing a complicated magic trick.
Not just shelves!
It’s great to use this tip on files and folders so you can reuse them (especially if you have custom files or designer files), on drawers at the bottom of each section where pens and tape goes, and especially in the break room.
No more label maker, no more refill cartridges and no more mess, especially someone else’s mess! Trust me, this is an OCD person’s dream organizing tip!
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