Plumbers and electricians often get paid just to show up. Appraisers get paid to show up. Inspectors get paid when they show up. Real estate agents on the other hand, are often expected to give their opinions for free before they have even been hired. An experienced agents opinion could be worth thousands of dollars to the homeowner by the time the home sale reaches fruitition. So why do agents give away their best ‘stuff’ for free?

I can’t help but wonder if the National Association of REALTORS and large brokerages have effectively homogenized the value of agents. It’s in all of their marketing. Claims that working with a paticular brokerage or working with a REALTOR alone is what will guarantee great results. I wonder if people believe that.

I would recommend to any agent to reconsider how they go about their business. How they handle listing appointments and what advice they give potential buyers when discussing a paticular property, especially before getting something in writing.

Do you view yourself as a commodity? Are you really that easily replaced? If you have a unique knowledge and can offer advice that will help people make thousands more on their homes and save them countless headaches, shouldn’t you act like it? Do you communicate your value proposition effectively? Do you prove it in the service you offer?

It’s all about how you are going about your business each day. Chances are, if you don’t value your time, no one else will either.

Builders use price per square foot for an area to help project their potential profits compared to their cost to build.

Investors can screen neighborhoods for homes that are significantly below the average price per square foot for the neighborhood.

For you and I. We need to be more specific. One way is a comparative market analysis or CMA.

There is one certainy though, to determine the value of a property, you can’t simply take the square footage and multiply it by the area’s PSF or even the comparable home’s PSF. It’s just not going to get you where you want to go.

As an example, I once met a man that built a massive addition on the back of his house. He added over 2000 square feet (SF) to his home. He then did the calculation; my home is 3400SF X $200 PSF = $680,000. Unfortunately, he simply added massive rooms without any appeal to them. He added only one jack and jill style bathroom for the 2000 SF he added. That was supposed to be a shared master bath. Needless to say, buyers didn’t see it and had a 100 other options for under $680,000 that were superior.

He ended up selling for $385,000 or $113 per SF. For him, using price per square foot to determine his value sent him down the wrong path by more than 40%.

1. Put contact details in a code on the back of a business card. This will make it easy for people to add you to their phone contacts.
2. Put it in your craigslist ads. Techy and bored, your target audience might just use their phone. This is probably the best way an online to online link might be effective.
3. Place it in the last slide in a video upload, where a normal link wouldn’t work.
4. Have the code start a text message to you requesting more information about your service or a property.
5. Put QR-codes on your flyers that link to a specific landing page for that property for more info.
6. Link to a youtube video tour of the property…put it on your sign or box flyer.
6. Use a QR-code to drive traffic to a specific neighborhood IDX search on your website.
7. Yard signs to peek the interest of the tech savvy.
8. Create a “send this home to a friend” email straight from the yard sign.
9. For farming with postcards, link to a neighborhood report with specific sales information for your farm area.
10….umm… I ran out of ideas, feel free to put your number 10 in the comments.

Why should you do one of these? Because it’s cool, it’s free, it calls for immediate (easy) action from the client and it’s another way you can track your results.

Here’s a cool site to check out what QR-codes can do. —> QRStuff.com

This is how it would work.  You would pick some area that seems ripe with a financially viable, tech savvy group of people in need of information and hopefully a new home.  What type of information would you feed them?….oh…everything of course.  You see, you would figure out everything your ‘peeps’ are interested in and pipe it to them fresh by blog and RSS feed.  High School player bios, the latest track results, and who’s cat had kittens….people love that stuff right?   All the good stuff.  They wouldn’t be able to get enough, so they would come back without having to be prompted by other means.  Of course you would go neighborhood viral worse than like little Johnny fresh out of kindergarten.

 People would stumble across the site on Google and many others would find it on flyers/mailing that would eventually be phased out once the web presence took over.  Then,  your constant craving for the information I have would keep you coming back like some sort crack head.  You wouldn’t be able to get enough.   Of course all the while I would be subliminally establishing myself as an expert in your area.  The perfect person to sell  your home and the best resource for a buyer.

While all of this sounds great, my gut feeling on this is that it’s not quite possible/likely yet.  I personally am not pursuing this approach to blogging locally.  I am working on some approaches to this but an online newsletter it shan’t be.  I can imagine a client being a little put off by the fact that you just decided that your going to insert yourself into their lives.  I’m on record as saying I don’t think you jack black bencasino gratuites frcasino island blackjackblack jack daveycasino bonus de bienvenueregle jeu roulettewww traiteur casinobonus gratuitsjeu roulette casinojouer video pokerbonus gratuites de casinojack black spider mancomment gagner à la roulette en ligneregle de la rouletteslot machine gametelecharger jeu poker texasjouer seven card stud gratuitesle poker en ligne en françaispoker en ligne bruelentrainement poker gratuitesjouer au poker sans telechargerle poker apprendre à jouerpoker le jeujeux de poker sur internetpoker gratuites sans telechargementworld poker gratuitesjeu de pokerjeu poker freewaretelecharger poker holdpoker en ligne argent virtuelpoker holdem gratuitesjeu de carte pokerjeux poker tour en lignepoker online argentjeux 7 card stud gratuitespoker en ligne francaistour de pokerjouer au poker onlinejeu javalogiciel poker texas holdemjeux pokerjouer poker en ligne gratuitementtournoi texas holdemtelecharger jeu poker gratuitesstrip poker gratuitementpoker sans internetle jeu du pokersalle poker onlinepoker source onlinepoker texas gratuites can be a successful hyper-local blogger unless you live there, have kids, grew up there or have some other attachment that people can use to relate to you on a personal level.  Maybe you should open your office there.

I have some concerns about the hyper-local approach because it seems to be a house of cards built on a card table. 

The card table is the premise that you are filling a need.   The idea that people will continue to choose area experts since everyone charges the same.  The idea that an agent that sells in one subdivision is not qualified to sell in another.    Can you imagine the tedium involved in putting this together?  Tedious as it is, it is possible it could pay off.  Especially if you’re making the comparison to established agents who are using the old fashioned methods successfully but will that transfer well to the Internet? 

Here’s a few more random thoughts, questions and observations that should be considered before starting down this path.  I wouldn’t say you shouldn’t attempt this approach, but rather, I would attempt to resolve these conflicts or plan ways to address the potential issues early in your development process.

1. Brokers need the people,  but people don’t need you.  Is what you got fresh enough to be news to them?  Would they even care to read your stuff?
2. There’s a small matter of trust and privacy. “I don’t want you taking pictures of my kids or anything.”
3. Who Voted you Mayor?  Would they feel you need their permission?
4. This sounds like an incredible amount of work.   Is it sustainable?
5. Will this create a steep barrier to entry?
6. Who is better positioned to do this same job?  Will they take you out at the knees next year?
7. Will the shrinking real estate margins crimp your projected profit?
8. Will this work if you’re competing against an established farm agent?
9. Where do people currently get the information you will offer?
10. How much will it cost to market the blog or will you rely on Google to deliver people to you from the subdivision you’re targeting?

Correct me if I’m wrong, I’ve seen lots of attempts at local blogging but haven’t seen anyone suggest that they’re ‘killing’ it with this method.  A deal or 2 here and there doesn’t deem the method an absolute success.  Even the most successful national bloggers don’t put up numbers that match top farm agent numbers.  While there might be 20 agents makeing the high 6 figures in a big city, the big time local bloggers aren’t among them.   It makes me think the hyper-local approach is over-hyped and merely a new topic for a real estate conferences to ponder and theorize about. 

I personally have researched many of the agents locally that blog as their primary rain maker and it really isn’t that impressive.  It’s a living.  It’s not a surprise really,  I feel they get a fair return on their invested time and money but I’m personally willing to trade money for time if it gets me to the same point or better.   

  The method doesn’t approach the numbers that standard farming brings in.   I’m left with the thought, that if you don’t have any ideas to generate business and you have a very limited budget, this can’t hurt.  I’m sure there are tons of agents out there that have the time to focus on this.   The 2 biggest problems with this is that the Internet hasn’t achieved a true hyper-local capability yet though I would expect that to change.  Second,  I’m not convinced that people would be any more likely to use you than the other guy that got some face time with the potential clients. 

As for the house of cards analogy, once you have it all built and up and running, people using you and all…how easy would it be to knock down.  Will you be able to keep up or will competition take over where you left off.

  Here’s a tip.  Your clients probably Googled you.  Blogging is key to your business because people use the Internet for research.  Especially so when it comes to real estate.  You have a chance to create your own spin, your own buzz.  Potential clients get to know you anonymously  and make decisions about your expertise and qualifications prior to making contact.  Even after meeting you they may want to learn more about you.   

 Just a few thoughts.  Here’s some further reading on the subject:

• Seth’s Blog – Advice for real estate agents (quit now!)
• Jeff Brown – House Agents — Wanna Start the New Year Kickin’ Ass? Here’s How  - My apologies to Jeff for not getting back to the subject sooner.  I had to ‘wrap my mind around it’ some more.
• Life that Pops – Everything new is old

 There is a lot said there and in the comments that might trigger some new thoughts on the subject for you. 

HQHomes.com implemented a new website that has one of the better IDX solutions (just shy of a custom solution) available for searching for homes in the area.  We feel that real estate search is the cornerstone to any long term success for a real estate website.  Considering what our search looked like originally.  This is a huge step up.   One of the features I find the most useful is an RSS feed for the paticular search that you want.  We hope our clients find that this search is better than any currently in use by a competing brokerage.

HQHomesBlog is going to be the outlet for much of our statistical research on different Denver neighborhoods.  We also plan to let this be our up to date platform to give our view of the markets.   We have been delivering a newspaper to some parts of Denver with some good response but find  that most people don’t have the time or desire to open a good old fashioned newspaper.  By the time they look at it, it’s out of date.  The blog will hopefully fill this gap while decreasing some of our costs. 

One of the better side effects of blogging, besides traffic to the website, is the fact that readers and those interested in our company can get a better feel for the neighborhoods they’re interested in and the agents that work in those neighborhoods.  

I’ll be a frequent contributor on the site.  Feel free to stop by and give your opinion of what we are doing.

Expensive usually means that something costs a lot.  That is a really bad definition.

I remember trying to talk my parents into buying me a pair of Nike shoes way back when. All they saw was the cost.  I saw opportunity.  The Nike shoes would obviously make me run faster, jump higher and inevitably propel me into an improved social circle.  Certainly the $50 price tag might have seemed a little pricey to the untrained observer but as any ten year old could tell you, sometimes you need to “just do it.”

Most children can see the big picture.  They see the benefits the product brings to the table at least in terms of the instant gratification they’ll get.  They understand how the product will affect the complex social interactions of junior high and why they need to have it now before it is too late.  By the time they turn into full grown business managers though, they’ve lost their vision.  Adults slowly beat it into your mind that price is the most important thing.  “How much money will the purchase take out of your pocket?”

I try to think of it differently.  “How much money will the purchase put in my pocket.”

If I spend $200 on marketing that doesn’t bring me any business.   That’s expensive.

If I spend $20,000 on marketing that makes my phone ring off the hook, marketing that nets me $100,000 or more, that’s not expensive, that’s shrewd business.  A great deal.

Somewhere along the line you need to make assumptions and projections in order to determine if there is going to be a benefit that is worth your investment.  Return on investment (ROI) is only a certainty after the fact.  There is no certainty but if you can find that childlike vision you used to have, maybe you can get past the price and look for the benefits.

Greg over at Blueroof.com did,

Instead of creating well-designed websites that offer real value to the consumer, agents usually either get a cheap  template just to have a website or they pay a technology company (Trulia/Realtor.com/Zillow) for leads. I understand why- it’s a lot easier and much less expensive to build a custom site. Custom websites can cost a lot. I spent well over six figures on BlueRoof.com, and it’s tough to pay that kind of money, especially if you have no experience converting online leads and have no idea what sort of return (if any) on your investment you’ll get. But help is on the way.

… I closed over 100 homes in 2007 from buyers and sellers we met through my website (of course I have a team of buyer’s agent also). These consumers all felt as though they were given value on the website and they used the website and contacted us because of it. If you want a better brand of business and want to build your team and business in 2008, stay tuned in January- when I discuss a new system that I think will offer more value for agents, and more value for the consumer. – Greg at Blueroof.com

That sounds like a deal to me.  I look forward to seeing what’s in store.

• Websites don’t need to look good, you just need to have one.  “Get a template.”
• Standardized direct mail marketing.  Hey we all say the same thing right?  “Don’t forget to put your picture on it.”
• Lead providers that still collect names in popups online then sell it to Realtors for hundreds of  dollars.  “Hey you only need one right?”
• Newspaper advertising that marks the prices up for a Realtor ad.  “You have the money.”
• The showing service that is inadvertantly rude to my clients and other agents.  “They’re really busy.”

That’s just the short and local list.  The local Realtor associations push their poor quality products down your throat with little or no choice for alternatives.  The Denver MLS that we pay for by the minute is incredibly slow.  Realtor.com,  … I think that says enough.  When will there be actual quality services for real estate professionals that just want to focus on their business?

A while back I had a discussion about pricing over on the Sellsius blog.  The author suggested that you could get a better price by not actually anchoring the final value by putting a list price on the home.  Let the market determine the price.  In our discussion in the comments, he pointed out a study that he says supports his approach.  I disagree with the 1$ listing as much as I disagree with range pricing, but the study is actually a good one.

It shows how much people are influenced by arbitrary factors when deciding what they would be willing to pay.  If I read it right, arbitrary factors would include something as meaningless as a suggested retail price. 

 I recently sold a home in the Village at Centennial  near the Denver Tech Center where the builder was offering the same home at $505,000 even though they hadn’t sold a home like it for more than $450,000.   In fact, the majority of the similar home sales were around $425-$440k.  This method has helped the builders maintain their net in the face of foreclosures appearing on the market.  In fact, it actually helps keep the lenders from pricing their homes to low.  The BPO (Broker Price Opinions) usually include price of homes that are currently for sale.  So even though the foreclosed homes are trashed out, they are priced just under what  the builder will accept new.  And of course, the buyers leave like they’re getting a great deal.

I talked to the sales rep in the office about their current inventory and he admitted that he had the ability to move as much as 15% off of the list price depending on the ‘read’ he got off of the customer.  That’s the sort of thing that doesn’t bode well for the current homeowners that may have paid too much.  Especially when they get in a need to sell situation like a job change.  It also tells me that most unrepresented buyers are like deer in headlights when they walk into the sales office.

Funny part is, most buyers still fall for the ‘base price’ system where they hook you with a lower price while showing you a better product in the model.  They then either raise the price or act like their giving you a deal by offering you incentives in upgrades. 

When a builder is offering $50,000 in upgrades, it makes you wonder, how did they arrive at that number?

1. Think like a buyer. What do the majority of buyers want? That’s the question you need to ask yourself. Be realistic. If the house you’re competing against has a remodeled kitchen and you don’t, you better have an ace up your sleeve somewhere else in the house. A buyer will buy the best house they find for the money within their price range. Most buyers look for homes within 25% price range. If your home isn’t the best home for the money, don’t expect it to sell. You can either improve the house or lower the price.

2. Comparable home sales have never meant much. All that comparable homes sales exist for is to make people (buyers, lenders, etc..) comfortable with the idea that they’re not paying too much or accepting too low of an offer (sellers). Right now, the only thing comparable sales might suggest for pricing is the approximate price range a home may sell in and justifying the final sales price. Actually getting offers for your home is something completely different.

3. Your current active competition is your best guide. Take a look at the competition. The competition is on the market but hasn’t sold. That says a lot. Theoretically, if your home was exactly the same as the other homes on the market, you can expect similar results. Pricing above or at the competition won’t sell the home any faster than the time they’ve been on the market. If your home is comparable to the active home that’s been on the market for 200 days at the price you’re thinking of listing at, don’t waste your time at that price. It won’t sell.

So what is your competition? Some homes in your price range aren’t competition and some are. That’s where experience comes in. A broker/agent needs to be out looking at the competition if they want to sell the listing. For me, I put myself in the mindset of a buyer and rank the competition in my mind based on which one the majority of buyers would find most appealing. I then price my home to fit in with what was observed. Make the price spread enough that differences between the property are properly justified in the buyer’s mind. Sometimes this lets you actually push the price up and sometimes you’re a little lower than some comps. Just remember though, the buyers have probably never saw the comparable sales on the inside so they really don’t matter.

4. Brokers/Agents – Don’t take an overpriced listing. If you can’t price well against the competition for whatever reason, you may want to think twice about taking the listing. Sellers have the right to hold out for whatever price they want. There’s always the chance somebody who hasn’t seen the competition would buy the home and pay more than what the majority of buyers would pay. I try to determine the probability of selling at a price. I won’t take a listing with a 50/50 chance of selling. It’s up to you as a broker to decide if it’s going to be a waste of time or not. The seller knows he can find somebody out there to list their home at their price. For me, I’m running a business, not a public service.

My rule is I take a listing if it’s within my farm area and not more than 10% higher than what I feel the value is. This usually depends a lot on how flexible on price I feel the seller will be if the time comes to adjust the price. It’s not too strict of a pricing rule just because of the benefits that come from having listings in your farm. If it’s outside my farm, I only take the listing within 5% of my target price. In the Denver area, MLS statistics suggest you won’t even get an offer unless you’re within 5% of value and the average listing that sells original list price is within 10% of the final sales price. Incidentally, there is still a spread of about 20% between the average active list price and the average sold price for the current month.

Pricing within the 5% rule helps me sell most homes in about 1/3 the time of the current market average. If my sellers want to ‘test’ the market at a slightly higher price, I used to take the listings, but I’m getting away from that. It’s hurts to spend thousands on listings that don’t sell. I find that most sellers always think of the price drop as money lost. In reality, their home was never worth the higher price. But in the end, you always seem to hit a wall on price that’s above what the home is worth even though they might have been agreeable to pricing it correctly if you helped them to be realistic upfront. In the end it’s rarely worth taking an overpriced listing.