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Opinion Editorials

Realtors, are you enraging consumers with your website?

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Marketing pet peeves

Realtors aren’t the worst at having frustrating websites, but are pretty far up there. We’ve just shared with you a marketing campaign concept that effectively garners user information and interacts with them rather than the standard agent template that requires a home buyer or seller fill out a standard web form asking lead information like their name, address, phone number, date of purchase/sell, area interested in, Twitter handle, Facebook profile, home phone number, fax number, credit score, bra size, etc. You get the point.

In modern times, consumers are educated enough to know that a detailed web form means a lock and key mentality to information they can find elsewhere without detailed registration. If you want people to register before they see your secret IDX feed on your website, make it low commitment (ask name and email with phone number optional) or consumers will simply move on. We haven’t seen much in action in real estate, but Facebook Connect is becoming the more common and consumer accepted method of lead generating.

We’ve shown you the power of marketing on Facebook which applies to the log in feature of your own website. Using Facebook Connect, Realtors can ask consumers to log in to their real estate website with Facebook Connect and make the terms of use conditional on permission to garner basic demographic data (just don’t go overboard). Your web designer will know how to implement Facebook Connect (and if they’ve never heard of it, run away from them as fast as you can).

The privacy debate

Because the privacy debate rages on and many consumers are terrified of letting go of their information (and we wouldn’t argue against that, we are extremely private and suspicious of anyone wanting our personal information, especially via Facebook), you should always have a non-Facebook log in option.

Facebook Connect isn’t the only way to achieve a more seamless website, but you are not the arbiter of the MLS anymore, no matter how badly you think that should be the case. If a user has to spend more than a few seconds accessing what they came to your site to get, they’re out of there and off to your competitor’s site (or an aggregation site), bye bye.

The takeaway is that you should really consider how you are treating your visitors to your website… think of it as a dinner party. You’ve put a lot of effort into menu selection, seating arrangement, cleaned the house and pulled out the fancy dishes, and you would never stop people in the foyer and question them about their social security number and jean size prior to allowing them in to the party, right? Just let people in, even if you have basic qualifying questions- use Facebook Connect or pare down your info request form.

A consumer’s perspective

As a Millenial, I’ll tell you that if I get to a site with more than one step, I get frustrated and quit. It’s a flaw, but it’s true and I’m impatient. If a website is a crappy template, I’m gone. If a website wants my address, I’m gone. If a website is choppy with links that don’t work, I’m gone. You’ll find more patience in other generations, but your next batch of buyers will resort to Google or a brand like Realtor.com that they recognize.

It’s not just your IDX, it’s your emailer, your Facebook welcome page, your newsletter and more. Here is a web designer (aka your consumer) who has a similar opinion on the matter. Read these comics and see if you don’t (1) laugh and (2) relate, then go to your site and objectively test the experience. Are you enraging consumers or are you being non-invasive and giving them what they’re there for?

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12 Comments

12 Comments

  1. Joe Loomer

    June 6, 2011 at 12:55 pm

    Hit the nail on the head with this one, Lani – especially the comics!

    Navy Chief, Navy Pride

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Opinion Editorials

Shady salary transparency is running rampant: What to look out for

(EDITORIAL) Employees currently have the upper hand in the market. Employers, you must be upfront about salary and approach it correctly.

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Man holding money in the dark representing false salary transparency.

It’s the wild wild west out there when it comes to job applications. Job descriptions often misrepresent remote work opportunities. Applicants have a difficult time telling job scams from real jobs. Job applicants get ghosted by employers, even after a long application process. Following the Great Resignation, many employers are scrambling for workers. Employees have the upper hand in the hiring process, and they’re no longer settling for interviews with employers that aren’t transparent, especially about salary.

Don’t be this employer

User ninetytwoturtles shared a post on Reddit in r/recruitinghell in which the employer listed the salary as $0 to $1,000,000 per year. Go through many listings on most job boards and you’ll find the same kind of tactics – no salary listed or too large of a wide range. In some places, it’s required to post salary information. In 2021, the Equal Pay for Equal Work Act went into effect in Colorado. Colorado employers must list salary and benefits to give new hires more information about fair pay. Listing a broad salary range skirts the issue. It’s unfair to applicants, and in today’s climate, employers are going to get called out on it. Your brand will take a hit.

Don’t obfuscate wage information

Every employer likes to think that their employees work because they enjoy the job, but let’s face it, money is the biggest motivator. During the interview process, many a job has been lost over salary negotiations. Bringing up wages too early in the application process can be bad for a job applicant. On the other hand, avoiding the question can lead to disappointment when a job is offered, not to mention wasted time. In the past, employers held all the cards. Currently, it’s a worker’s market. If you want productive, quality workers, your business needs to be honest and transparent about wages.

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Opinion Editorials

3 reasons to motivate yourself to declutter your workspace (and mind)

(EDITORIAL) Making time to declutter saves time and money – all while reducing stress. Need a little boost to start? We all need motivation sometimes.

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Clean work desk representing the need to declutter.

It’s safe to say that we’ve all been spending a lot more time in our homes these last few years. This leads us to fixate on the things we didn’t have time for before – like a loose doorknob, an un-alphabetized bookshelf, or that we’ve put off ‘declutter’ on our to-do list for too long.

The same goes for our workspaces. Many of us have had to designate a spot at home to use for work purposes. For those of you who still need to remain on-site, you’ve likely been too busy to focus on your surroundings.

Cleaning and organizing your workspace every so often is important, regardless of the state of the world, and with so much out of our control right now, this is one of the few things we can control.

Whether you’re working from a home office or an on-site office, take some time for quarantine decluttering. According to The Washington Post, taking time to declutter can increase your productivity, lower stress, and save money (I don’t know about you, but just reading those 3 things makes me feel better already).

Clutter can cause us to feel overwhelmed and make us feel a bit frazzled. Having an office space filled with piles of paper containing irrelevant memos from five years ago or 50 different types of pens has got to go – recycle that mess and reduce your stress. The same goes with clearing files from your computer; everything will run faster.

Speaking of running faster, decluttering and creating a cleaner workspace will also help you be more efficient and productive. Build this habit by starting small: try tidying up a bit at the end of every workday, setting yourself up for a ready-to-roll morning.

Cleaning also helps you take stock of stuff that you have so that you don’t end up buying more of it. Create a designated spot for your tools and supplies so that they’re more visible – this way, you’ll always know what you have and what needs to be replenished. This will help you stop buying more of the same product that you already have and save you money.

So, if you’ve been looking to improve your focus and clearing a little bit of that ‘quarantine brain’, start by getting your workspace in order. You’ll be amazed at how good it feels to declutter and be “out with the old”; you may even be inspired to do the same for your whole house. Regardless, doing this consistently will create a positive shift in your life, increasing productivity, reducing stress, and saving you money.

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Opinion Editorials

How to identify and minimize ‘invisible’ work in your organization

(EDITORIAL) Often meaningless, invisible tasks get passed down to interns and women. These go without appreciation or promotion. How can we change that?

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Women in a meeting around table, inclusion as a part of stopping gender discrimination representing invisible work.

Invisible work, non-promotable tasks, and “volunteer opportunities” (more often volun-told), are an unfortunate reality in the workforce. There are three things every employer should do in relation to these tasks: minimize them, acknowledge them, and distribute them equitably.

Unfortunately, the reality is pretty far from this ideal. Some estimates state up to 75% or more of these time-sucking, minimally career beneficial activities are typically foisted on women in the workplace and are a leading driver behind burnout in female employees. The sinister thing about this is most people are completely blind to these factors; it’s referred to as invisible work for a reason.

Research from Harvard Business Review* found that 44% more requests are presented to women as compared to men for “non-promotable” or volunteer tasks at work. Non-promotable tasks are activities such as planning holiday events, coordinating workplace social activities, and other ‘office housework’ style activities that benefit the office but typically don’t provide career returns on the time invested. The work of the ‘office mom’ often goes unacknowledged or, if she’s lucky, maybe garners some brief lip service. Don’t be that boss that gives someone a 50hr workload task for a 2-second dose of “oh yeah thanks for doing a bajillion hours of work on this thing I will never acknowledge again and won’t help your career.”  Yes, that’s a thing. Don’t do it. If you do it, don’t be surprised when you have more vacancies than staff. You brought that on yourself.

There is a lot of top-tier talent out there in the market right now. To be competitive, consider implementing some culture renovations so you can have a more equitable, and therefore more attractive, work culture to retain your top talent.

What we want to do:

  1. Identify and minimize invisible work in your organization
  2. Acknowledge the work that can’t be avoided. Get rid of the blind part.
  3. Distribute the work equitably.

Here is a simple example:

Step 1: Set up a way for staff to anonymously bring things to your attention. Perhaps a comment box. Encourage staff to bring unsung heroes in the office to your attention. Things they wish their peers or they themselves received acknowledgment for.

Step 2: Read them and actually take them seriously. Block out some time on your calendar and give it your full attention.

For the sake of demonstration, let’s say someone leaves a note about how Caroline always tidies up the breakroom at the end of the day and cleans the coffee pot with supplies Caroline brings from home. Now that we have identified a task, we are going to acknowledge it, minimize it, and consider the distribution of labor.

Step 3: Thank Caroline at the team meeting for scrubbing yesterday’s burnt coffee out of the bottom of the pot every day. Don’t gloss over it. Make the acknowledgment mean something. Buy her some chips out of the vending machine or something. The smallest gestures can have the biggest impact when coupled with actual change.

Step 4: Remind your staff to clean up after themselves. Caroline isn’t their mom. If you have to, enforce it.

Step 5: Put it in the office budget to provide adequate cleaning supplies for the break room and review your custodial needs. This isn’t part of Caroline’s job description and she could be putting that energy towards something else. Find the why of the situation and address it.

You might be rolling your eyes at me by now, but the toll of this unpaid invisible work has real costs.  According to the 2021 Women in the Workplace Report* the ladies are carrying the team, but getting little to none of the credit. Burnout is real and ringing in at an all-time high across every sector of the economy. To be short, women are sick and tired of getting the raw end of the deal, and after 2 years of pandemic life bringing it into ultra-sharp focus, are doing something about it. In the report, 40% of ladies were considering jumping ship. Data indicates that a lot of them not only manned the lifeboats but landed more lucrative positions than they left. Now is the time to score and then retain top talent. However, it is up to you to make sure you are offering an environment worth working in.

*Note: the studies cited here do not differentiate non-cis-identifying persons. It is usually worse for individuals in the LGBTQIA+ community.

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