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11 ways to leverage real estate social media; no hype, more money

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So you’ve blown your wad at the latest hipster Realtor technology and social media conference and are feeling rather under or overwhelmed – we get that, it’s pretty tough to keep up with the conference kids. You’re a Realtor, you sell homes, and you know that tech savvy and being a geek isn’t a business model that appeals to a majority- good, you’re half way there. Either you are or you aren’t a geek, just like you are or are not cool. Seriously, mom and dad, you know better.

Now that you’ve realized the obvious, I want to give you a few tips to get you thinking about how you utilize these tools. Being present isn’t enough, nor is engaging, nor is passively listening to the crowd. You’ve done these things to build your mini-network already, and hopefully it’s local and not just Realtors in every city but your own.

It’s time to begin looking at social media in ways that actually impress your clients or potential clients. Seriously, it’s cool that you have 20k followers on Twitter, but of that network, what percentage of that 20k can you actually convert? And of that percentage, how will you bring them to bear on a hot to market property or pocket listing? How will you create buzz around a set of listings or get potential buyers to an open?

Surely, you’re not thinking that all of the buzz you’re creating around someone else’s brand is truly a value to your clients or customers, right? It isn’t. And I assure you, on day 45 of a property listing sitting on the market, your “timeline” begins to work against you in the eyes of a frustrated seller who’s asking what in the hell you’ve done above and beyond to SELL the listing, much less remain the exclusive listing agent, am I right? We’ve all been there.

It’s time to cool the buzz on being tech savvy and get real with the incredibly powerful tools that have been given to you. Clean your lists to fruitful and meaningful connections, dump the hype and spin, and focus in on a real marketing plan behind your efforts.

Ideas…

  1. Personally (privately) invite local TOP Realtors to a private pre-list showing before going market from Twitter and Facebook.
  2. Directly and personally invite “select” buyers regardless of pricing to the same private showing (get feedback).
  3. Share with your sphere your hot HOT listing that needs to move and drop a link to your blog post about it.
  4. Put a little feeling into your listings by not using automated blog tools, put your listing in the best light
  5. Be a little more competitive in your market, less kumbaya and a little more taking your business seriously
  6. Never be to busy to “check in” on the job. You don’t need Gowalla to announce a kick ass neighborhood.
  7. TwitPic a surprisingly gorgeous home you’re touring while touring, share it, and shout out to the listing agent.
  8. Know less about technology and more about using technology to sell the house and get it closed.
  9. Roll your eyes more and get the hell away from your competitors, they’ll only encourage your worst.
  10. Become more of a miner on Facebook and less of a farmer. Laser focus targeted ads with great messaging.
  11. BONUS: Talk less about social media, and focus more on maximizing your time doing business.

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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14 Comments

14 Comments

  1. Jason

    February 18, 2011 at 12:42 pm

    Incredible tips you have provided. I think real estate companies and mortgage industry get so wrapped up in the word “social media” we forget the reason for investing in social media to interact with potential clients and ultimately increase our business and our brand. Thanks for the post.–Jason

  2. MH for Movoto

    February 18, 2011 at 1:31 pm

    hey, excellent points all around. social media is fun, but it’s only worth the amount of real live business it brings in.

  3. Evan Davis

    February 19, 2011 at 1:59 pm

    Great points here. Ask open ended questions on your blog and post it on facebook. Also showing your facebook comments on your wordpress blog helps receive more comments.

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Coaching

Disputing a property’s value in a short sale: turn a no into a go

During a short sale, there may be various obstacles, with misaligned property values ranking near the top, but it doesn’t have to be a dealbreaker!

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It’s about getting your way

Were you on the debate team in high school? Were you really effective at convincing your parent or guardian to let you do things that you shouldn’t have been doing? How are your objection-handling skills? Can you flip a no into a go?

When working on short sales, there is one aspect of the process that may require those excellent negotiation or debate skills: disputing the property value. In a short sale, the short sale lender sends an appraiser or broker to the property and this individual conducts a Broker Price Opinion or an appraisal, using special forms provided by the short sale lender.

After this individual completes the Broker Price Opinion or the appraisal, he or she will return it to the short sale lender. Shortly thereafter, the short sale lender will be ready to talk about the purchase price. Will the lender accept the offer on the table or is the lender looking for more? If the lender is seeking an offer for a lot more than the one on the table, mentally prepare for the fact that you will need to conduct a value dispute.

Value Dispute Process

While each of the different short sale lenders (including Fannie Mae) has their own policies and procedures for value dispute, all these procedures have some things in common. Follow the steps below in order to conduct an effective value dispute.

  1. Inquire about forms. Ask your short sale lender if there are specific forms that you need to complete in order to conduct a value dispute. Obtain those forms if necessary.
  2. Gather information. Your goal is to convince the lender to accept the buyer’s offer, so you need to demonstrate that your offer is in line with the value of the property. Collect data that proves this point, such as reports from the MLS, Trulia, Zillow, or your local title company.
  3. Take photos. If there are parts of the property that are substandard and possibly were not revealed to the lender by the individual conducting the BPO, take photos of those items. Perhaps the kitchen has no flooring, or there is a 40-year old roof. Take photos to demonstrate these defects.
  4. Obtain bids. For any defects on the property, obtain a minimum of two bids from licensed contractors. For example, obtain two bids from roofers or structural engineers if necessary
  5. Write a report. Think back to high school English class if necessary. Write a short essay that references your information, photos, and bids, and explains how these items support your buyer’s value. This is not something that you whip up in five minutes. Spend time preparing a compelling appeal.

It is entirely possible that some lenders will not be particularly open-minded when it comes to valuation dispute. However, more times than not, an effective value dispute leads to short sale approval.

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Coaching

Short sale standoffs: how to avoid getting hit

The short sale process can feel a lot like a wild west standoff, but there are ways to come out victorious, so let’s talk about those methods:

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short sales standoff

What is a short sale standoff?

If you are a short sale listing agent, a short sale processor, or a short sale negotiator then you probably already know about the short sale standoff. That’s when you are processing a short sale with more than one lien holder and neither will agree to the terms offered by the other. Or… better yet, each one will not move any further in the short sale process until they see the short sale approval letter from the other lien holder.

Scenario #1 – You are processing a short sale with two different mortgage-servicing companies. Bank 1 employees tell you that they will proceed with the short sale, and they will offer Bank 2 a certain amount to release their lien. You call Bank 2 and tell them the good news. Unfortunately, the folks at Bank 2 want more money. If Bank 1 and Bank 2 do not agree, then you are in a standoff.

Scenario #2 – You are processing a short sale with two different mortgage-servicing companies. Bank 1 employees tell you that they cannot generate your approval letter until you present them with the approval letter from Bank 2. Bank 2 employees tell you the exact same thing. Clearly, in this situation, you are in a standoff.

How to Avoid the Standoff

If you are in the middle of a standoff, then you are likely very frustrated. You’ve gotten pretty far in the short sale process and you are likely receiving lots of pressure from all of the parties to the transaction. And, the lenders are not helping much by creating the standoff.

Here are some ideas for how to get out of the situation:

  • Go back to the first lien holder and ask them if they are willing to give the second lien holder more money.
  • Go to the second lien holder and tell them that the first lien holder has insisted on a maximum amount and see if they will budge.
  • If no one will budge, find out why. Is this a Fannie Mae or Freddie Mac loan? If so, they have a maximum that they allow the second. And, if you alert the second of that information, they may become more compliant.
  • Worst case: someone will have to pay the difference. Depending on the laws in your state, it could be the buyer, the seller, or the agents (yuck). No matter what, make sure that this contribution is disclosed to all parties and appears on the short sale settlement statement at closing.
  • In Scenario #2, someone’s got to give in. Try explaining to both sides where you are and see if one will agree to generate their approval letter. If not, follow the tips provided in this Agent Genius article and take your complaint to the streets.

One thing about short sales is that the problems that arise can be difficult to resolve merely because of the number of parties involved—and all from remote locations. Imagine how much easier this would be if all parties sat at the same table and broke bread? If we all sat at the same table, then we wouldn’t need armor in order to avoid the flying bullets from the short sale standoff.

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Coaching

Short sale approval letters don’t arrive in the blink of an eye

Short sale approval letters may look like they’ve been obtained simply by experts, but it takes time and doesn’t just happen with luck.

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Short sale approval: getting prepared, making it happen

People always ask me how it is that I obtain short sale approval letters with such ease. The truth is, that while I have more short sale processing and negotiating experience than most agents and brokers, I don’t just blink my eyes like Jeannie and make those short sale approval letters appear. I often sweat it, just like everyone else.

Despite the fact that I do not have magical powers, I do have something else on my side—education. One of the most important things than can lead to short sale success for any and all agents is education.

Experience dictates that agents that learn about the short sale process
have increased short sale closings.

Short sale education opportunities abound

There are many ways to become educated about the short sale process and make getting short sale approval letters look easy to obtain. These include:

  • Classes at your local board of Realtors®
  • Free short sale webinars and workshops
  • The short sale or foreclosure specialist designations

As the distressed property arena grows and changes, it is important to always stay abreast of policy changes that may impact how you do your job and how you process any short sale that lands on your plate.

The most important thing to do is to read, read, read. Follow short sale specialists and those who blog about short sales on AGBeat, Google+, facebook, and twitter. Set up a Google Alert for the term ‘short sale’ and you will receive Google’s top short sale picks daily in your email inbox. Visit mortgagor websites to read up on their specific policies and procedures.

Don’t take on too much

And, when you get a call from a prospective short sale seller, make sure that you don’t bit off more than you can chew. Agents in most of America right now are clamoring for listings since we are in the midst of a listing shortage. But, if you are going to take on a short sale, be sure that it is a deal that you can close. And, if you have your doubts, why not partner up with a local agent that can mentor your and assist you in getting the job done? After all, half a commission check is better than none!

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