Amy Chorew, National Speaker And Tech Expert To Speak At The Greater Fairfield Board of Realtors

Amy Chorew, national speaker and technology expert, will be joining our Greater Fairfield Board of Realtors (Connecticut) on June 16, 2010. She is known as the "Geek With Personality" and has delivered more than 600 seminars nationwide. Her area of expertise includes working with managers and agents on using technology, including marketing and prospecting on the internet, social networking and web 2.0. Non-member Realtors are invited. Please contact me for additional information @mriley@prudentialct.com. http://www.amychorew.com/

Westport Prudential CT Realty Begins New Buffini Program in January

Our Westport Prudential CT Realty office will begin another 14-week program on January 18, 2010. Agents learn how to build their business through referrals. Specific tracks are covered including handling floor time calls, open houses and prospecting. The program "100 Days To Greatness" is ideal for new agents and experienced agents who want to kick start their career. Contact certified mentor Melissa Riley for more details at mriley@prudentialct.com.

Branding Consultant and Author, Bill Schley

Branding Expert and Author, Bill Schley will be joining us on January 28th, in Westport, CT, to speak about his new book, "The Micro-Script Rules: How Ideas Break Through in the Hyper-Connected World". http://www.meetup.com/The-Agent-Vine-Mastermind-Group/boards/thread/8175503/

Bill Schley is a popular speaker and regular guest on national television and radio programs focused on branding and communications. Since Why Johnny Can't Brand: Rediscovering the lost art of the Big Idea was published by Penquin in 2005, Bill has appeared nationally on CNBC's Street Signs, News 12 Network's 12 On the Money, and CNN Money Online; and is a regular guest on nationally syndicated radio programs, including Alan Rothman's Business of Success Radio and Jim Blasingame's Business Advocates. As anyone who hears an interview, reads a book excerpt or testimonial will see, Bill's style is lively, entertaining and informal. Prior to life as a brand consultant to some of the world's largest corporations, Bill was a successful entertainer, wrote a comedy screenplay under contract to 20th Century Fox, and won the Effie award for Sales effective advertising while at Ted Bates Advertising in New York. His new book, "The Micro-Script Rules: How Ideas Break Through in the Hyper-Connected World" can be downloaded.

Tech Reasons Why Agents Should Blog

Blogging is a great promotional tool for your real estate business. The question I consistently get is "great, Melissa, but do you generate leads from your blogs?" The answer is yes. I have received broker-to-broker referrals and built relationships from my web presence, including my blogs. Blogging and participating in social networking sites has to be a part of your business strategy. Just like direct mail, you can't do it once and expect results. It's a continuous process, including trying things that ultimately give you a return and things that don't. The most important thing about blogging or keeping up with your web strategy is having a passion for it and understanding that there are viable and immediate results from your consistent plan.

Here are some of the tech reasons to blog:
•The more active you are on blogs, and social networking sites, sites such as Trulia, Facebook and Twitter, the easier it is to be found by those people that know you. While all of the social networking sites serve specific purposes in my strategy, they all work well for different reasons. My personal favorite is Trulia, because it indexes within a very short period of time. Being active online increases your odds that someone that doesn't know you yet may find you through your Search Engine Optimization efforts.
•Back in the old days (in 1983 when I was a 21 year old agent), we "farmed" a territory and bombarded it with mail, visits and calls. Now, "virtual farming" is one of the best reasons to blog. Consumers have changed and they don't like to be pushed at (advertising). They want to be pulled into the process by engaging in sites, and blogs that interest them.
•You provide hyper local information, which is exactly what consumers want. Visit my blog at http://www.hyperlocalrealestate.com/ for an example of this. Agents know their market the best. This is a huge advantage over large, mega websites or blogs.
•Blogs index VERY quickly because Google loves fresh content. Your web presence stops getting indexed and easily found when you stop changing it. This is especially the case when you are in a highly-competitive situation for key words in your niche.
•You rub my back, I will rub yours. Did you know that when Google started 10 years ago, they were called "BackRub"? The theory was that the more links you had, the more popular your site probably was, resulting in a higher ranking. Linking and backlinking continue to be positive things with Google.
•Your growth with a blog is exponential. On a tech level by "google alerting" yourself, you will see relatively quickly what is working for you.
Don't get intimidated by the technical aspects of blogging. It's amazing once you get involved online with your blogs, and other blogs/sites, how quickly you learn. So, throw caution to the wind and get started!

Fairfield County, CT's First "The Agent Vine Mastermind Group" Meetup!

The Agent Vine Mastermind Group has been formed to help Fairfield County, CT real estate agents network with each other to learn the current market trends, and ways to build their business through the latest technology. Social technologies including twitter, facebook, viral marketing and blogging will be the focus. Also, traditional, proven methods of lead generation will be covered on an on-going basis. Unlike many other businesses, agents rely upon the business relationships with each other for business. Networking and sharing ideas has become critical to success in our business. Join us on January 28th, from 3-4 p.m. The speaker will be posted on the site in the few weeks! http://www.meetup.com/The-Agent-Vine-Mastermind-Group

10 Reasons Why Real Estate Agents Should Blog

We hear a lot about blogging, but has anyone presented reasons why it would benefit you and your real estate business? If 87% of all buyers are beginning their search on the internet, there is opportunity that exists in the market to set yourself apart and begin to control your business by providing a consistent marketing system. Blogging is a part of the marketing system that you should be using.

Here are the compelling reasons (from a prospecting level):
1. Blogging forces you to identify our marketing message and what makes you different. In the old days, it was called your "Unique Selling Proposition". It's now called your "Dominant Selling Idea". Whatever you call it, you have to stand out from the crowd.
2. You can reach your consumer directly, control your message, and work toward controlling your brand.
3. You can target a market, or niche by providing information that would appeal to them.
4. Blogging gives you an opportunity to engage your sphere of influence or prospects by providing relevant information.
5. It forces you to continue to grow your knowledge base since you are considered an expert. The "pressure" of having to post, forces you to tune into what is going on in the industry or in your market.
6, It provides better, faster, more comprehensive communication in a centralized, controllable venue. Even print advertising (remember that?) can be directed to your fluid website presence.
7. Blogging sets you up for the future, especially with younger consumers. I always remind my agents that we are getting older and our consumers are getting younger:)
8. Creates lead development direct from consumers or from other brokers. Since the real estate business is a $60 Billion business, everyone wants their "share". Value-less fee skimmers are out in full force, attempting to get between us and the consumer. This reduces the odds of having to deal with encumbered business.
9. Blogging shows sellers (and buyers) that you embrace technology and are exhausting all means of marketing. (Again, go back to creating a differentiation for yourself.)

10. There is opportunity! “Only 8% of Realtors blog or have a blog!” – according to the 2007 National Association of Realtors.

Please let me know if you have any other reasons to blog as a real estate professional. In my next post, I will cover the technology reasons to blog.

Certified Brian Buffini Mentoring at Prudential CT Realty

Our Prudential CT Realty Westport office is proud to announce a certified mentor to provide our agents with Brian Buffini's "100 Days To Greatness". We offer weekly sessions that teach the fundamentals of real estate lead generation by referral. It combines training from business coach/industry expert Brian Buffini, role-playing exercises on video, action steps and live accountability sessions – all for a comprehensive, practical learning experience. 100 Days to Greatness® training will help you take the necessary steps to recession proof your business. Contact Melissa Riley at mriley@prudentialct.com for details of how this program can shift your business into high gear, regardless of the market.

"Building Your Business With Google"

Do you know how people find you on the internet? Do you know how you get indexed on Google, the most dominant internet search engine? If 87% of all buyers begin their search on the internet, shouldn't you have a strong website presence and understanding of how to fully utilize Google? Join us for a session on "Building Your Business With Google" on Thursday, October 29th from 5-6:30 p.m. Contact Melissa Riley at mriley@prudentialct.com for additional details.

Targeting Your Real Estate Blog Readers

Are you a real estate professional who has been swept up in the blogging craze? Have you started a blog and then realized that no one may be "listening" (or reading your blog). Like most worthwhile things, writing and maintaining a blog takes commitment and understanding what target market you are writing for. Maybe you want to build business or your brand in your local market, or be a resource for your clients and engage them in conversations. Any reason you have in writing a blog should be backed by a focus on your target market and a clearly defined plan with content ideas for your blog. Here are some interesting reasons why people become loyal readers of real estate blogs:

•They want unfiltered, informal, non-corporate babble. Consumers are leaning toward (and trusting) "user-generated content" versus a company message. This is a growing trend.
•They want "hyper local" information about neighborhoods, events, inside scoop, especially market statistics that they cannot find anywhere else.
•People want to see other consumer opinions. Does your blog give people an opportunity to post questions or comments?
•They are first time buyers & sellers who don’t know where to start or have questions.
•They want to select an agent that understands the internet and marketing. A blog is a sure fire way to differentiate yourself.
•They are relocating buyers who don’t know your market area.
•They want to educate themselves and do recon work before contacting an agent.

After you target your market, you have to develop content that would attract those people and keep them coming back. Is your content interesting and compelling? Do you create a sense of loyalty to your blog by making them feel like an "insider"?

Once you develop your content and/or topics, you have to set up a timelines for entries. When you begin to engage your readers, it will give you a direction of what type of content that will help you build your blog readership.

The next entry on InkToLinks will cover information on developing and implementing a promotional plan for your blog.

Springboard to Success-"Building Your Business With Google"

Join us for another "Springboard to Success" session on Building Your Business With Google on Thursday, October 29th from 5:00-6:30 p.m. It will include the basics of Google, 3 ways to be found on the internet, and proven viral marketing techniques to grow your brand. This is a must for real estate professionals who want to differentiate themselves in the market. Contact Melissa Riley at mriley@prudentialct.com for more details and to reserve your seat!

Need a Confidential Business Assessment?

Real estate is evolving at the fastest pace it ever has. Technology and changing client needs are dictating the direction of our industry. The use of web 2.0, and blogging are small examples of how our clients want to engage in the real estate process. Get ahead of the changes by getting into a technology coaching plan. This will change the direction in your real estate career and set you up for success in the few years. Visit http://www.theagentvine.com/ for coaching tips and a Confidential Business Assessment.

Interested In Learning To Blog?

Learn the basics of blogging, including why to blog, how to build your brand through blogging and hands-on blogging. Jump into the blogosphere and engage your clients!

Contact Melissa Riley at Prudential CT Realty, Westport, CT office. mriley@prudential.

United Lane Introduces Open3DHouse Software

According to United Lane's site: "UnitedLane is one of Europe’s leading 3D companies. Its innovative Open3DHouse™ software has revolutionized the creation of speedily produced, inexpensive, highly detailed 3D models of houses." I had the pleasure of seeing this program today. The product has great potential in the real estate market. It creates a clear differentiation and competitive advantage for agents whose marketing plans center around technology. The additional benefit is that there is a lead-generation feature to the agents that use the product. Pricing is very reasonable and the product can be used generate business.
Contact Mark Foreman: 203-981-4551 for additional information or visit the United Lane booth at the Inman Connect SF 09 in the "Start Up Alley". It's worth a look!

Springboard For Success Series-"Twitter For Real Estate"

Come learn how to use Twitter to promote your brand and build your business. Our next class in our Springboard To Success Series is "Twitter For Real Estate" is being hosted by Prudential CT Realty on Thursday, August 13th from 5:30-6:30 p.m. Contact Melissa Riley for more information on this session. Follow me at http://www.twitter.com/melissariley

Gen X, Gen Y Wanted

Are you a Gen X, or Gen Y and want to find out more about a real estate career?Real estate is a viable business if you have the right direction, guidance and a company that has the technology tools for you to interface with clients. We have a coaching program for you to mentor and grow along side an experienced agent. We offer extensive education and training in developing your sales skills and applying your technology skills, including social networking sites. Contact Melissa Riley, Office Leader, Westport, CT Prudential CT Realty to see how you can make real estate a great career.

Using Google To Build Your Real Estate Business

Prudential CT Realty, Westport, CT is hosting a training session on "Using Google To Build Your Real Estate Business". Join us on July 1st from 9-10 a.m. at 272 Post Road East. Contact Westport Office Leader, Melissa Riley at (203)253-9222.

Advanced Agent Website Session

Please join me for a session on "Advanced Agent Website" an exclusive tool for Prudential CT Realty agents on Wednesday, June 17th from 10-11. Prudential CT Realty, 272 Post Road East, Westport, CT 06880. (203)253-9222, Melissa Riley, Office Leader

Applying The 80/20 Rule To Marketing Listings

According to NAR’s 2008 “Profile of Buyers” and how they find properties, it makes sense to market listings using the 80/20 rule:

• 33% find their property through a real estate agent
• 32% find their property through the internet
• 15% through a “for sale” sign

Based upon this 80%, how would you develop your listing marketing strategy?
Let’s start with marketing to other real estate agents. After placing the listing on MLS, this segment is virtually disregarded by many listing agents. Do you know the top agents who are most likely to show and sell your listing? Do you have their email addresses? How do you market to them? With inventory levels high in many areas, it’s important to keep your listing “top of mind” to those top agents. Prudential Real Estate Affiliates has “ecards”, which are effortless to send out. Some agents use Constant Contact, and some use “Floor Plans Online”. Whatever you decide to use, be consistent with your contact to agents, highlighting the most compelling features of the house.
Next is the internet: Let’s begin with the basics of photos. Do your photos present your listing in the best possible light? Do they help your listing stand out from the competition? Are you maximizing the number of photos allowable on every site? Since over 87% of all buyers begin their search on the web, attention to the quality of photos becomes one of the most crucial marketing tools. Also, which sites is your company on which enable you to create a differentiation for you or your listings? Have you claimed your listings on trulia.com or zillow.com? Do you place your open houses online to drive traffic? Consumers (including us) love the detail of the information, the ability to search unassisted, that it’s 2/47 and real time and the interactivity of the internet. Web presence for listing will grow rapidly for buyers as they demand more information and technology to assist them in their home search.
And, as uninspiring as they are, “for sale” signs still work. While they're not that exciting, they remain a basic tool for a consumer to find a home in an area or neighborhood with which they are already comfortable. The effectiveness of for sale signs also increases with listings with high curb appeal.

In the next few years, success in marketing listings will include a meshing of a strong, compelling and unique online presence, including social networking sites and comprehensive marketing to local, targeted agents. Top agents will persist in pushing the envelope in getting their inventory to stand out from the crowd.

I almost forgot….print advertising? A whopping 3% and dead last on the list of how buyers find properties.

Contact me for a personal coaching session on creative marketing: Melissa Riley, Office Leader, Westport CT office of Prudential CT Realty.

You Ain't Gonna Learn What You Don't Wanna Know!

I was catching up with one of my agents and she mentioned that she is going to a Grateful Dead concert this week. After we stopped laughing, we started talking about real estate and what agents need to do to keep pace with their customers. She repeated lyrics from the Grateful Dead: “You ain’t gonna learn, what you don’t wanna know”. I thought that would make an interesting post.
During my travels in training real estate agents, I experience some resistance to learning technology and getting involved in social networking sites. I hear a lot of excuses: “I don’t have time.” “I really don’t think social networking sites will have a big impact on my business” and the classic “My sellers want print advertising and don’t care about the internet”. (Translation: I don’t care about my customers, I am out of touch and I don’t think enough of myself to continue to learn.)
So, where does that put us as an industry that chooses to make excuses of why we are not keeping up with our own consumers? It makes us totally obsolete, and rightfully so. When we allow agents have this perspective, it drives down our value as knowledgeable consultants that bring something to the table. We need to understand more about real estate, technology and marketing than than the person coming to us for help. We need to know our coverage area, listings, and nuances of the market. If we are listing agents, we need to know the market, the adjustments that need to be made and how to aggressively market a property, including using all technology and venues that are available.
Most of the agents that I work with have a healthy attitude and willingness to learn and expand their horizons. These are the agents that are diligent in staying abreast of the latest in real estate and the technology that impacts us. I am hoping that market will continue to weed out those agents who don't “bring anything to the table”. We will all benefit when that happens. So, you think “You ain’t gonna learn, what you don’t wanna know?” Your clients may work with an agent who wants to learn and know more than they do.

Newspapers, News Media and "Taking the Hill"

I was watching CSPAN with John Soloman, Executive Editor of the Washington Times. It was an interesting piece on how they are adapting to internet. They have moved from 4 distribution channels to 41. In order to differentiate themselves from their competitors, in an industry where their information is considered a commodity, they choose 5-6 or stories that no one else has. He believes that people are still looking for relevant, accurate, and balanced news delivered in a new way.
They are also dedicating a portion of one of their web platforms to "citizen journalism" and have identified 150 people in 6 communities around Washington to tell them what they think the news is. The "citizen" journalists have to follow the same standards, and rules as other journalists. They also have to follow a strong editorial process. The Washington Times wants to engage their readers and acknowledge them.
He said the many news media outlets haven't figured out the new business model and are cutting back on what makes them unique: The reporters, the information gatherers. He feels they are the strength of the industry.
John Solomon equated the decline in print to a battle strategy where they are losing and have to decide to "retreat or take the hill and turn the tide". He has decided to expand in the midst of the recession. Information will always be essential and now is not the time to retreat.

So, the question I have is are other newspaper companies following the same old business model or "taking the hill" and charging into the 24/7 news cycle of the internet, blogging and twitter? Will the local papers make the adjustments or continue to cut until they go out of business? If that happens in your local market, what venues will consumers go to for news?