Marianne Guenther Bornhoft
By Marianne Guenther Bornhoft
1982 was a year like no other. It created the Y generation. What’s so special about this group of people? A lot. Its members aren’t afraid to tell you why.
The name Generation Y first appeared in an August 1993 Ad Age editorial to describe people born 1982-2001 to Baby Boomers and early Generation Xers. Neil Howe and William Strauss — leading experts in the history of generations and authors of “Generations” — describe this echo boom generation “Millennials.” Whatever you call it, the Gen Y/Millennial group is ready to take over and the rest of us better be ready.
Growing up in a world where technology and ease of use of the Internet is second nature, Gen Yers are a breed of folks who expect a lot more than their predecessors. Millennials want information, not only instantly, but also with the ease that it should be accessible at their convenience with all of the normal benefits of a face-to-face meeting. A survey by CareerBuilder and Harris Interactive shows almost half (49 percent) Gen Yers prefer to communicate through technology (blogs, instant messaging and text messaging, for example) as opposed to having face-to-face or phone conversations, which are the preferred methods of Baby Boomers and Generation X.
A savvy REALTOR® who understands this age bracket can more easily understand and relate to meeting those demands. For example, a Gen Y client who sends a text to his/her agent after “normal” business hours might be driving home from an event and see a new house for sale. They expect an answer back quickly, just as if he or she would have called the REALTOR® directly. Likewise, a Facebook post about a unique looking staircase in a house for sale might generate enough buzz that a person, not necessarily looking, might click on the link in the post. After looking at the virtual tour of the property, that person may e-mail the listing agent about the house. This new way of advertising, called “murketing,” is an advertising strategy that avoids direct sales of a product and focuses instead on a simple thought or image, communicating how that product makes you feel or how others can relate to it. Author Rob Walker coined this marketing buzz term, a portmanteau of “murky” and “marketing.” This business tactic targets the three-quarters of Millennials who, according to the Pew Research Center, have created a profile on a social networking site. Continue reading »
Melissa Krchnak
By Melissa Krchnak
Have you tweeted about your new listing? Did you take a picture and +1 it on Google Plus? Are your friends liking it on Facebook? Is your tour going viral thanks to YouTube?
Sounds silly and yet I’m serious. Have you Googled your listing yet? I bet the person who wants to buy it has. They’ve map searched it, checked its walkability and researched the school district. Have you?
See, you can make a big impact by thinking local. Real local. Whatever that new home owner would want to know about the home — from the cable provider to the nearest dog park — you should be giving it to them. They want to know what you know… and some of what you don’t. So, go through your current listings and start blogging (and all other forms of social media) about that which you’d want to know. Important stuff, like where’s the nearest Pinkberry?
Melissa Krchnak is the assistant team leader for Keller Williams Realty in Rancho Cucamonga, Calif. Connect with her at kwrancho.com.
Stefanie Hahn
By Stefanie Hahn
I hope that your SocialBios is the last About Me page you will have to complete now that REALTOR.com and SocialBios have fully launched the Hyper-Social(TM) Agent Profile Pages and Hyper-Social(TM) Agent Recommendations. Presented at the Young Professional Network Sub-Committee Midyear meeting yesterday in Washington, D.C., you must understand that this is no ordinary About Me page. Your SocialBios page is an information-packed, link-loaded, update-sharing, recommendation-engine of awesomeness that you can take with you via the handy personalized link or by grabbing a bit of code for your website. Set up your SocialBios page today at www.socialbios.com/create!
Stefanie Hahn is the education director for Coldwell Banker Hearthside, REALTORS® in Collegeville, Pa. Visit her Web site: www.StefanieHahn.com.
Brooke Wolford
By Brooke Wolford
I recently chatted with John DiBiase, NAR’s Government Affairs communications director. We got into a discussion about YPN and how it changed my career. I though it’s a valid story to share.
When I first obtained my license, I began working in a large office. I started out by assisting a fellow agent. Within a month of me having my license, the agent I worked for business went downhill. My hopes of being able to learn from a veteran agent were gone. Besides that, the office I worked in was so large, that I got lost in the shuffle. I began to realize that this office was not the best place for me.
I ended up moving to a new company. I love the company and the technology tools it had. While I loved my new company, I still felt like I was missing something. I couldn’t seem to get on track and get my business going. I began to research ways to launch my business and I soon ran into the YPN website.
I couldn’t believe the information I found. I would read blogs in complete amazement of what other agents were doing. Some if the things I learned I had never even heard of before. I went on overload a bit. But I have to say, it’s the best thing that ever happened to me.
I have been able to grow as an agent. My business has improved tremendously. Some people may say that I know what I am doing now. Outside growing my business, I have also become more involved with my industry at-large. Not to mention being able to connect with people at NAR like John who I have been able to get advice from and be able to voice my opinion to.
So if you ever had any doubts about YPN, I am a perfect example of why it works. I am not paid by NAR or YPN to say this; it’s the truth. If I hadn’t found YPN when I did, I can’t say that I would still be in the business.
Brooke Wolford is a real estate practitioner with Edina Realty, Hastings, Minn. Follow her blog at adventuresinrookierealestate.com.
Cory Brewer
By Cory Brewer
An agent in my office recently had a deal where the clients on the other side of the transaction carelessly posted information online and it ended up costing them, BIG TIME.
When selling a house, it’s very important that the seller provide full disclosure about its condition.
When purchasing a house, it’s very important that the buyer provide full disclosure about their ability to qualify for financing.
Posting more personal or emotional details online for the world to see, however, is a different story.
My agent was representing the seller and received an offer from Mr. & Mrs. Buyer. My agent then caught wind of the fact that Mr. & Mrs. Buyer were posting the step-by-step details of the deal on their online social networking account, which severely compromised their negotiating position. Among other things, they gushed about how often they drove by the house, how badly they pined for it, and how worried they were that they weren’t going to get it, or that another buyer would swoop in. The biggest mistake they made, however, was posting the actual amount they were willing to pay (which was A LOT MORE than the amount they originally offered).
OOPS! My agent’s sellers counteroffered for said amount, and were able to benefit from Mr. & Mrs. Buyers’ carelessness.
This is just one of the many ways that people can get into trouble by misusing social media. Think twice before you hit the “post” button!
Cory Brewer is a REALTOR® in the Seattle area and branch managing broker at RE/MAX Preference on Mercer Island. Connect with Cory at www.CoryBrewer.com.
Subhi J. Gharbieh
By Subhi J. Gharbieh
Many times agents are quick to use the “client” title for someone they are working with or representing in a real estate transaction. There are so many people out there nowadays trying to scam others, and it happens every day in our industry. My friendly advice to real estate professionals: Get to know the person you are representing before you call them your client.
Example:
A practitioner sends me an email one Friday, letting me know that her client from Waco, Texas is interested in viewing a $3.5 million listing I have in Plano, a suburb outside of Dallas. She said that this client owns a sports merchandising company and that he was only in town for the weekend. She wanted to bring him in that next morning, on Saturday. As any luxury home owner would, my client requested that I make sure that any potential buyers were qualified to purchase a home within this price range. So I simply asked the agent for a pre-approval letter, or some document to show that this buyer was well qualified. I would hate for my client to have to leave their home for a few hours on a Saturday morning for someone who has no real interest in purchasing their home.
The agent soon called me back and said that her “client” does not wish to share any of his information, and that if we wanted to “sell” the house, we would let him view it. A thought came to mind when she said that: “What if this is a high profile celebrity, professional athlete, CEO or such, I cannot let this buyer slip away. ” So I quickly asked her for her clients name, and she hesitantly gave it to me. For confidentiality purposes- we’re going to call him ” Mr. Joe Blow.”
Not knowing where to start, I simply Google searched “Joe Blow Waco Texas.” Continue reading »
Jason O'Neil
By Jason O’Neil
In today’s day and age of hyper-competition and hyper-information, consumers are looking for substance and relevance. They are looking to buy but not be sold. But how is that possible? How does one buy if they aren’t sold?
Bill Gates wrote in his 1999 (but still relevant) book Business @ the Speed of Thought, ”The most meaningful way to differentiate your company from your competition … is to do an outstanding job with information. How you gather, manage, and use information will determine whether you win or lose.”
Sounds easy enough — but showings are almost nonexistent, sign calls have dried up, and football season starts this weekend. No one will be going to my open houses.
True, and the fact of the matter is that a potential home buyer can see virtually every angle of your home online…in most cases they can find out the details and the price on their smartphone in half the time it would take to call the number on the sign and hope for a live person.
In the spirit of the aforementioned Gates quote, I propose that we, as REALTORS®, incorporate the following to make certain we are winning in the eyes of the public:
1. Be accurate. Continue reading »
Brooke Wolford
By Brooke Wolford
I recently blogged about this and I think it was very necessary to share with YPN. Yes, it’s kind of lame to Google yourself. Yes some people look at it as being egotistical. But there are several reasons to do it.
If you are anything like me, you occasionally Google yourself. I really have no reason to do it but for some reason it makes me feel cool. I like reading all the info on the Internet and also I like to make sure it’s accurate.
When I first got my license, I was so excited to see my name listed as “Brooke Wolford”, REALTOR(R). So I decided to Google myself. Low and behold, there is another Brooke Wolford. She’s an actress… I guess if that’s what you call a porn star. I was horrified. I also found out that there is a “Wolford” lingerie line. Besides that, there were pages upon pages about the porn star and this lingerie line and not too much info about me.
Since then I have done a lot of research and managed to get my name planted on to every possible real estate Web site, every social networking site, and I try to update my blogs every day. I have also had the opportunity to make sure that the information listed on Web sites is accurate. One Web site had me listed as a commercial agent working out of the Duluth, Minn. area… it was a little off considering I mainly deal with residential and the city of Duluth is four hours away from me. Continue reading »
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