This post was brought about by a thread on my local association blog about whether or not we should be feeding our listings to Zillow.
I’m not going to re-open that debate here. (so let’s try not to hi-jack the comment thread with Zillow diatribes 🙂 )
I want to discuss what I see as a schism developing between the attitude of consumers and the attitude of real estate professionals. I hope that by addressing this issue, the industry can avoid what could be a very messy break-up with the public.
We Need to Change Perspective
By “we,” I mean real estate professionals. It seems to me that, sometimes, industry professionals act surprised, even indignant, at the success of sites like Zillow and Trulia. The objections are many, and they usually begin with something like, “but their data isn’t as up-to-date as the MLS!”
Protestations like that one (and the many others) miss the point, and come from the wrong perspective. As real estate professionals, we approach these sites as, well, real estate professionals. We are comparing it to the tools that we already have available (the MLS). Consumers aren’t can’t do that. They don’t have access to the MLS like we do.
I can hear some of you now, “well sure, but they could go to REALTOR.com.” Of course they could, but again, the perspective issue rears its ugly head. REALTOR.com is a site that displays listing information to the consumer for the benefit of brokers. It is not a consumer-centric site. It is designed entirely around the goal of driving leads to agents and brokers. I’m not saying that this is a necessarily bad thing. When a site is built this way, however, that philosophy will, at some point, become apparent to the consumer. When it does. . .
The Consumer Can Walk Away
The Internet is the land of almost infinite choice. When any of us surfs the net, we get to control our user-experience almost completely. We choose what content we do, or don’t want to see; we get to search for the things in which we are interested in any way that we choose. If we find what we want– great! If we don’t– we move on.
When it comes to real estate-related sites, consumers now have the ability to move on. There is enough choice out there for access to the information that consumers seek that they can move freely amongst these sources and choose the one that best fits them.
Getting the Consumer to Commit
The thing that sites like Zillow, Trulia, RealSeekr, etc. do better than most is that they engage the consumer. By this, I mean that they recognize that the consumer is in control of the experience and they are tailored to enhance that experience, not take back control.
All of these sites offer numerous ways for the consumer to participate in the process. There are comments, there are Q & A forums, there are custom searches, saved searches, heat maps, the list goes on. . . All of these features are designed to recognize the power of the consumer to control the process and make it easier for the consumer. It should also be noted that many of these features encourage interaction between the consumer and the agent/broker. This not only engages the consumer with the information, but the consumer with the professional. That is a good thing for everyone.
What to Do: It’s Time to Pop the Question
Rather than looking at sites like Zillow and Trulia as fight-to-the-death competitors with public MLS and agent/broker sites, industry professionals would do well to learn some of the valuable lessons that these sites offer when it comes to consumer interaction.
Lesson #1: GET ENGAGED!
It is time for the real estate industry to take the plunge, make the commitment, and get engaged with the consumer. For far to long, the industry has talked about engagement, only to have cold feet when the time came to get down on one knee. That cannot continue if the industry wants to remain relevant and grow moving forward. There are far too many potential suitors out there clamoring for the love and attention of consumers for real estate professionals to rest on their laurels and expect consumers to remain committed.
So whaddya say? How about we go pick out a ring. . .
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
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.
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.
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.
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.
How many hours of the work week are actually efficient?
(BUSINESS MARKETING) Working more for that paycheck, more hours each week, on the weekends, on holidays can actually hurt productivity. So don’t do that, stay efficient.
Social media is always flooded with promises to get in shape, eat healthier and… hustle?
In hustle culture, it seems as though there’s no such thing as too much work. Nights, weekends and holidays are really just more time to be pushing towards your dreams and hobbies are just side hustles waiting to be monetized. Plus, with freelancing on the rise, there really is nothing stopping someone from making the most out of their 24 hours.
Hustle culture will have you believe that a full-time job isn’t enough. Is that true?
Although it’s a bit outdated, Gallup’s 2014 report on full-time US workers gives us an alarming glimpse into the effects of the hustle. For starters, 50% of full-time workers reported working over 40 hours a week – in fact, the average weekly hours for salaried employees was up to 49 hours.
So, what’s the deal with 40 hours anyway? The 40 hour work-week actually started with labor rights activists in the 1800s pushing for an 8 hour workday. In 1817, Robert Owen, a Welsh activist, reasoned this workday provided: “eight hours labor, eight hours recreation, eight hours rest.”
If you do the math, that’s a whopping 66% of the day devoted to personal needs, rather than labor!
Of course, it’s only natural to be skeptical of logic from two centuries ago coloring the way we do business in the 21st century. For starters, there’s plenty of labor to be done outside of the labor you’re paid to do. Meal prep, house cleaning, child care… that’s all work that needs to be done. It’s also all work that some of your favorite influencers are paying to get done while they pursue the “hustle.” For the average human, that would all be additional work to fall in the ‘recreation’ category.
But I digress. Is 40 hours a week really enough in the modern age? After all, average hours in the United States have increased.
Well… probably not. In fact, when hours are reduced (France, for instance, limited maximum hours to 35 hours a week, instead of 40), workers are not only more likely to be healthier and happier, but more efficient and less likely to miss work!
So, instead of following through with the goal to work more this year, maybe consider slowing the hustle. It might actually be more effective in the long run!
This story was first published in January 2020.
Business News1 week ago
Everyone should have an interview escape plan
Opinion Editorials4 days ago
The actual reasons people choose to work at startups
Opinion Editorials1 week ago
7 ways to carve out me time while working from home
Opinion Editorials3 days ago
10 tips for anyone looking to up their professional work game
Opinion Editorials5 days ago
4 simple tips to ease friction with your boss while working from home
Business Entrepreneur5 days ago
4 easy ways to keep track of inventory this holiday season
Business News4 days ago
Corporate-franchise relationships: How has COVID affected them?
Business News5 days ago
What to do if you think you have been wrongfully terminated