How Does Making 71% Profit on the Sale of Your Home Sound?
A new report from ATTOM Data Solutions shows that homeowners across the US are receiving a huge winfall from selling their homes in 2017. The City with the best ROI? It was San Francisco which returned a whopping 71% profit for home sellers, or an average of $356k.
The average profit across the country was an amazing 44%. And just this first quarter, sellers earned $44k more in ROI — the best performance in a very long time. The stats make it hard to argue that real estate investment is how you create wealth today. When you consider how long the housing market has been depressed, it might not be a surprise. But what could surprise you is that this housing market isn’t done yet.
If you’re in the market for selling and looking for a destination, check out International Living — the source for Caribbean, Mexican, and Central American relocation. You’ll be joined by thousands of Toronto and Vancouver home sellers who will be cashing out in 2017.
The 1st quarter of 2017 is proving to be the most profitable time for price growth. In the video below, an expert believes there will be no bubble or crash in the market. He believes the economic and demographic fundamentals support ongoing growth in housing.
“The first quarter of 2017 was the most profitable time to be a home seller in nearly a decade, and yet homeowners are continuing to stay put in their homes longer before selling,” said Daren Blomquist, senior vice president with ATTOM Data Solutions.
Homeowners throughout the San Francisco Bay Silicon Valley were the biggest gainers. The phenomenal economy along with a shortage of developable land has created a market where the price could only go up and fast. And the fundamentals of even higher prices are still in play. Housing starts are not expected to ease the issue and there are no homes for sellers to move up to.
That reluctance or inability to sell and move on is one of the key factors in today’s overheated housing markets.
The report showed 13 of the top 20 markets were in California and Colorado. This might reflect trends in wealth and population if not economic growth.
Top 20 US Cities for Home Sales Profit
Port St Lucie, FL
Austin Round Rock, TX
San Diego, CA
Riverside San Bernardino
Oxnard Thousand Oaks, CA
Fort Collins, CO
Vallejo Fairfield, CA
Denver Aurora, CO
Stockton Lodi, CA
Portland Vancouver, OR
San Francisco Oakland, CA
San Jose Sunnyvale, CA
How About Best Cities for Rental Income?
There are plenty of cities with potential in rental property investment income. Attom Data reported these US counties:
Counties with the highest annual gross rental yields were Clayton County, Georgia (Atlanta metro area) (23.7 %); Baltimore City, Maryland (23.6%); Macon County metro area (23.5%); Monroe County, Pennsylvania, (20.65); and Saginaw County, Michigan(18.8%).
Gord Collins — Real Estate SEO — I generate big traffic for realtors in Los Angeles, Phoenix, Denver, Seattle, Chicago, Boston, New York, Dallas, Houston, San Antonio, Austin, St Louis, Minneapolis, Green Bay, Charlotte, Tampa, Miami, Orlando, Toronto, Vancouver, Montreal, Ottawa, Oshawa, Hamilton, Newmarket, Aurora, Richmond Hill, Oakville, Calgary, Kelowna, Mississauga, Anaheim, Beverly Hills, Malibu, San Diego, San Francisco, San Jose, Fresno, Santa Clara, Sacramento, Mountainview, Palo Alto, Portland, Washington, Atlanta, Irvine, Nashville, Sunnyvale, Salt Lake City, Riverside, Rancho Cucamonga, Costa Mesa, Thousand Oaks, Simi Valley, Raleigh, Albuquerque, Glendale, Oceanside, Long Beach, Huntington Beach, Carlsbad, Santa Clarita, Henderson, Mesa, Temecula, Kirkland, Redmond, Kansas City, St Louis, Stockton, Scottsdale, Palm Springs, Indianapolis, Columbus, Colorado Springs, Fort Worth, Chula Vista, Escondido, Santa Monica, Miami Beach, and Honolulu.
After closing their sale, the homeowners will have a moment to reflect on it.
And they do think: “I wish we had gotten more for our home. It would have made a difference for us. Selling quick didn’t leave us with a satisfying taste.”
The reason for that is, when the emotional attachment to the home was broken, they suddenly realize it was just a house and that quite likely someone else valued it even more than they did.
There are buyers out there who would be in ecstasy if they found your home. You need to take your time and reach those people.
When you do, you won’t care about agent commissions, paperwork, and showings. You’ll get a life-changing price for your home and so you should after the blood, sweat and tears you shed to pay it off. The best hours, days and years of your life went into paying that house. Get what you deserve!!
I know, you need to sell fast to cover your new home purchase or to get rid of your ex asap. Perhaps there are other solutions that will give you time to sell now and buy later. That takes the pressure off so you can make good selling and relocation decisions instead of reacting under pressure. I’ve seen divorced couples keep calm and sell their house professionally and avoid selling for way less.
There are vultures in the market waiting for these opportunities to buy cheap. Instead, it’s wise not to get overwhelmed with emotion. Just like the cash in your retirement savings account, emotions will disappear.
Selling your home intelligently is the smart way to go. So many benefits await. As with the happy old couple in the photo above, you’ll be satisfied with your decision. Good for your self-esteem and good for your bank account. And retirees can’t possibly have enough money. You’re going to last 25 to 30 years more with no pay check!!
More Homeowners Selling Means More Competition
Yet with this sudden increase in house listings, buyers will have better selection. You’ll need to do more to win that big price. You can, if you do it right.
From how your MLS listing is worded to the multimedia presentation of your home, to how your home is improved and presented in person, there’s much you can do to boost your selling price. SELL THAT HOUSE!! for more.
90% of Buyers Go Online to Search For Homes and Information — this is where you intercept them
A Realtor Who is Doing their Own Marketing is Leaving Money on the Table
Remember that real estate is a complex business and Realtors hate doing their own marketing. If they are doing their own digital marketing, they’re probably not engaging their pool of prospects and expanding it. Your Realtor needs to be the selling mastermind with total focus on interacting with as many potential buyers as possible.
Hire an agent that respects marketing and isn’t a “transaction specialist.” A real estate lawyer and mortgage agent do the transactions. Your agent needs to impress you with the power of their reach and persuasion. They must be a selling strategist or you should find another agent.
More Leads and Prospects Please!
Consider what creates a good offer and a record breaking offer: more prospects. That’s right, the more people know your home is for sale, the more bidding pressure there will be, and the more likely the home will be sold for its true value.
Get True Market Value for Your Home
When you sell fast, or have fewer buyers, it means the market doesn’t know about your house for sale. You won’t be getting true market value. True market value isn’t comps or your home market evaluation. That’s the price that other unwise buyers had to settle for. That’s not you. If you don’t get impulsive or desperate you can get a big price.
And don’t be too impressed with over asking. With homes selling $1 million overasking price, all cash, the asking price is meaningless.
Tell your Agent you won’t hire them, unless they hire me!
Let’s Get Educated so You Will Guarantee a Higher Selling Price
The overall strategy is to: 1) improve your house, 2) use a digital marketing Realtor, 3) and let as many buyers across the country know you’re selling. Because it may be income property investors who will pay more for your old property, you want to hire a professional to help sell it. The additional cash from doing it this way could amount to hundreds of thousands of dollars. One realtor recently got $1 million over asking for an old house in Toronto.
But hold on, not all Realtors have the top selling power. I hope you don’t assume that going with the most well known Realtor in town is the only way to go. Because Realtors are having an easy time selling right now since there’s so many buyers.
It may look like they’re doing a knockout job, when in fact, they often rely on the MLS and their small list of potential buyers. “Comps” or market evaluation might be code words for “sell fast.” Keep in mind, that competent Realtors know about the Internet, Google, Facebook and top notch content.
Even top Realtors rely on the small pools of contacts of their team. But that won’t get you a big over asking price. For that, you need strategic digital real estate marketing and pull in big crowds of qualified buyers.
Maximize Reach > Create a Great Message > Filter Unqualified Visitors > Engage with Real Buyers > Close
Here’s the Best Ways to Sell Your House Quick and for More
Check out their real estate marketing provider for their effort and performance
Ask them how they will improve your house for selling
Ask them how they will achieve ‘over market value’ and if they’re not out to maximize your selling price don’t hire them
Offer the chosen Realtor a higher selling commission if they get way over market value – they’ll be worth every penny
Ask them to provide a complete breakdown of their marketing and sales process and the marketability of your home
Ask them what makes the most difference to selling at a higher price and how they will focus on that key tactic
While you might thinking that selling fast involves a quick paint job and covering up stains on the carpet, the real strategy is good marketing. And if you’re holding off paying a Realtor a commission because you resent all the selling costs and their 5 to 6% commission, relax. If you choose a digital real estate agent, they will give you a fantastic return on your investment.
Those who shop the MLS listings are often bargain hunting. Are they going to have the resources to step up the price? Not likely, which is why you need to expand your reach and make your home look like a million dollar listing. A digital Realtor offers much better reach to buyers all over the planet and throughout your city and can elevate the value for the buyer.
Hire a modern professional and you’ll be rewarded many times over with a no hassle transaction from a qualified, eager and willing buyer. No haggling and your old house will sell fast enough. Don’t sell your place in 3 days. You can reach tens of thousands or perhaps hundreds of thousands by being patient and selling it professionally.
This blog enjoys a rate of 1 Million visitors per year and you are one of them! I reached you and I can reach anyone who goes online. Get smart about digital marketing and you’ll get more than you could hope for.
Where will you move to? How about where you’ve always dreamed. Stats show babyboomers aren’t selling their homes because they have nowhere to move to. If a Realtor can solve that problem, they would be millionaires quickly.
A Realtor can help you determine what repairs are necessary and with the key task of finding your next home. And it’s not just a process of finding a home to buy, it’s more a process of gracefully moving into a new exciting phase of your life.
Why Should You Sell This Spring?
highest demand season from buyers (April/May/June)
prices are good and potential for multiple bids is strong in most cities
The point of selling your home is in getting the best price with good marketing, and exploring the options you have. Are you looking for a new job? Wages are rising and each month 200k new jobs are being created. Would you like to move south? Florida home prices are in a lull. Good time to buy there. Would you like something with a rental income suite or granny suite? Now you’re getting smart.
In this post, you’ll discover 14 tactics to improve your selling price. We’re in a digital world, so please don’t rely on a traditional Realtor with no online presence. Maximum price depends on your ability to reach home buyers. That’s marketing. Everything’s about marketing.
1. Find a Realtor with a great online marketing presence and then ask to be featured on that site. Make sure they advertise your home on Google and Facebook. Build preference right away. Exposing your home directly online is excellent because your selling proposition or offer is right in front of them. No vague promises but a real home for them to obsess over!
2. Promote your home for a while before putting it up for sale — set the foundation for getting a lot of bids. It takes time to get the message out to all potential buyers who may include foreign buyers. A fast sale will likely be below asking price.
3. Ensure your agent spends a lot of time contacting other real estate agents in your city since you want to access as many networks as possible. Ensure your agent is as accessible as possible to show the home and answer questions. Your agent should use SMS as much as possible because it enables fast communication.
4. Ensure you have a top notch video of your home highlighting its best features and about your great neighborhood and feature the prices of nearby homes too. Give the prospects the best context possible to see your home as the most desirable.
5. Hold a selling party and invite all your neighbors, family and friends. This is a very important event and you want the very best results. Any prospects showing up can meet the neighbors and that can be a good selling point. Don’t invite your crazy neighbors and ensure your family are nice and sociable.
6. Research local comparative homes for sale and previous solds and determine what was wrong with them and what features buyers liked.
7. Leave behind something really cool that they would like. If it’s a 55 inch screen TV, or buy a tasteful, new chandelier or expensive barbecue — something they’re bound to like. People are impressed with generosity. An instant heating water heater might be another feature that’s not expensive but highly desirable and influential.
8. Fix everything including broken faucets, door handles, floor squeaks, and make sure nothing annoying or embarrassing is visible which can ruin the mood of your showing.
9. Get your home professionally cleaned. Professional cleaners have super effective steam cleaning machines and solutions that get carpets, tiles and grout very clean.
10. Paint the interior rooms a neutral color. Given what you’re going to get for your home, don’t skimp on covering up the old, gloomy, or weird colors.
11. Clean up the yard and exterior surfaces of the home. Curb appeal is no joke. The buyers mood is set upon seeing your home from the street. Do a little landscaping, green up the grass, fix broken side walk pieces. Buyers are affected by how relaxing the yard, patio, or deck looks.
12. Have the home professionally staged. Home stagers know how to make homes look really inviting. They’ll increase the apparent value and make visitors want to linger in the home. The longer the buyers stick around the more they build their intent to buy.
13. Fix the roof and clean it. Getting the dull look out of the roof can make it look newer and reduce worries about it.
14. Promote and Sell your Home soon because for many people selling theirs and moving is easier in the May to August period.
Good Luck on the sale of your home. It is a wonderful thing you will be rewarded for all the years of hard work you spent in employment to buy it. I hope you view your home as an investment and not a keepsake. It’ll help you achieve the right frame of mind to the results you hope for and need.
Local Search Optimization is Serious Business for some Industries
What if I told you I doubled the traffic of a major hotel? Well, it happened. From 1.2 Million visits per year to 2.5 Million per year. A lot of people travel and search for hotels online and they often book with the first few they see. Being ranked at the top of Google search results is very important.
Fast forward a few years, and consumers are becoming very dependent on their smartphones, often using them in the retail stores, while walking, driving and dining. Whether driving around a neighborhood looking for homes or while in transit and looking for a restaurant in town. Local search is a big deal. And Google maps is seeing a lot more use and it is tying in local businesses to map users.
Google serves up local business results as you can see the 2 screenshots below. These results are separate from the regular search results and are a key FREE source of the very best traffic and leads online.
This post on Mobile search growth shows smartphone use is trending higher. Visibility in local search results and being mobile friendly is vital. It all ties into the local and smartphone connection.
Local Search is Worth Winning
If you run a Hotel, Restaurant, Clothing Store, plumbing or auto repair shop, or real estate agency, you’ll want to show up in these local search results. Not only does your website come up right at the top left of the page, but Google gives them driving directions right to your store. How nice is that! Gotta love Google.
I wanted to bring this local search visibility opportunity to light for you. I’ll spare you the deep stuff. The point here is to see the opportunity for a local business to grab really good quality local, easy to convert sales prospects. Getting into the top of Google’s search results is very rewarding. These are the best leads possible — prospects who are eagerly searching. That’s a hot lead. So when you believe it, stop reading and get into action.
Millions of Searches for Hotel Rooms
My client, the major hotel chain in Canada for many years, Delta Hotels, had 35 locations across Canada. You may have booked a room via my hotel SEO work and didn’t know it! Delta Hotels rooms and services are top notch and they charge a higher price for bookings. In my stays throughout Vancouver, Banff, Toronto, Mississauga, and other cities, I found Delta’s hotels to be very high quality. Unfortunately, Marriott Hotels bought Delta Hotels and the past is gone.
It was a challenge to get visitors to choose Delta Hotels over Motel 6, Super 8, and even Best Western. Hotel bookings are competitive and price sensitive. In hotel SEO, you’re up against tough competition including hotels.com and expedia.
I have to mention that I created new top rankings in the local search results for Toronto hotels, Vancouver hotels, Montreal hotel, hotels in Mississauga, and Calgary airport hotels and tens of thousands of other keyword rankings. I ensured we dominated the 10 Pack with several hotel locations in each city. That actually helped double their amazing website traffic and leads. Doubling a hotel’s traffic has a big impact on the bottom line. I can’t divulge numbers, however I can say what I accomplished in terms of SEO.
Of course, a hotel’s unique selling proposition, its branding, lead conversion strategy, content strategy, website mobile friendliness, and other supporting elements contribute to a converted lead. SEO brings them in and the content generates the booking and converts the lead.
You don’t just sign up with Google local business listings and see the traffic roll in. No, you must prove to Google’s algorithm that your site content and service is relevant to that location. Yes, there’s a number of factors that Google processes to determine rankings. Leave that stuff to me including the Google+ misery. Your job is your business, mine is getting you that great local traffic.
Here’s a couple of local search infographics though to tell you why you don’t want to think about it:
I don’t have to tell you the Real Estate sales profession is ultracompetitive and demanding, or that it’s getting worse. You experience that headache every day and night. Below, you’ll find 3 Keys to Carving out Your Monopoly.
And if you’ve grown your website and sales success already, congratulations. You’re very Good! (Let me know your secret). However, most successful business people think success will last. But up against giant corporations who pay little tax and can compete freely across borders, you may be looking at a minimum wage future yourself. There are no protections for small business.
Realtor Competition: With home owner selling alternatives eating away at your sales and commissions, with brokers signing up more new agents, and with the digital, Uber-realty crowd aiming to get rid of you via digital channels, your income and survival are in question. What if you had a new plan to help you get to the next level of sales without eternal head to head battle with the hordes?
Excessive Competition is No Good – Get Away from it!
I’m certain Internet marketing is just one more reminder of that insane competition out there that kills you slowly. I’d like you to you to check out the steps below that could keep you focused on a course to dominate your market and be rid of competitors. This post has some intriguing ideas about why striving for a niche type monopoly could be the way to go. There’s some insight here on how you can do it.
I don’t want to scare you but consider this. If you don’t pursue monopoly, technological changes could bring your career to a dead end.
And listen to what Paypal’s Peter Thiel has to say below about striving to become a monopoly just like Google, Apple, PayPal, MLS, NFL, NHL, PGA, Amazon, Facebook, Disney, Neflix, Uber, and Sutton Group West Coast Realty. There’s a principle here that can drive your business through the roof. He suggests that being less competitive and less concerned about the competition and instead focus on building differentiation, exclusivity and client preference.
Let’s Hear What you Think About the Future of Real Estate Agents
I’d really enjoy hearing your comments about how you differentiate yourself and what strategies you’re employing to protect your business.
Sharing is Good for Your Social Health!
Please Share this post with anyone who needs to boost their business and stay relevant to the market.
In this video below, here’s Peter Thiel speaking about Monopoly at Stanford – where Google started. He makes some funny analogies about useless positioning for startup entrepreneurs. It’d be a treat to attend classes at Stanford!
Beating the Competition Means Getting out of the Race
In my sector of Internet marketing, competition is sickening and counterproductive. Desperate low cost automated marketers from around the world pump out low quality “messaging” in a quest to live another day. Well, after a few years of robot driven global competition, you realize this era of marketing is coming to a close.
Competition has its downfall. So with this in mind, let’s take a look at the 3 key areas you could focus on, which few Realtors, realty investment advisers, home builders, and real estate publishers do. 3 Steps for excellent differentiation and winning results that all of a sudden make Internet marketing make sense again.
Gain Wide Visibility with Correct Prospects – lots of high quality prospect traffic and making a big impact when they arrive. Stats suggest that clients hire one of the first agents they find. Please be at the top of the serps!
Build Authority & Trust – demonstrating expertise, thought leadership, local knowledge, and skills in action in a helpful way – clients are impressed with knowledgeable agents who have the angles covered to help them avoid a serious buying mistake or to get way over asking price.
Be Persuasive and Convincing – delivering your unique value proposition with a personalized, relevant impact, in a way they can relate to — which clearly makes you their one and only choice. Is your UVP perfectly clear?
In this post on real estate lead conversion, I spoke of the importance of working on your unique value proposition to build preference for you. This preference is vital in all relationship building. Your Realtor UVP or your brand, needs to be spot on, specific, and to set you apart from other agents. It creates/increases a compelling desire in them to call you right away. Capturing the moment, building intent and getting the desired action is our goal.
The goal for any business is monopoly, and some top agents do a pretty good job of building a near monopoly. Merrily Hackett of Sutton Group West in Vancouver, who has $12 Billion in yearly property sales comes to mind. Your local MLS has a monopoly too, unless we don’t consider FSBO and Zillow. With monopoly (or loyal customers), you can generate greater value for your clients and time/energy for yourself.
“I’ve become, I think, much more self-aware over the years about the problematic nature of a lot of competition,” — Peter Thiel from CNBC article.
Striving For Market Monopoly or Loyalty
A post Inc.com featuring billionaire Peter Thiel who co-founded PayPal, talks of his ideas on building a monopoly. He says monopoly is the proper goal and that competition is for losers. Thiel advises to focus on specific niches and then scaling over time.
By pursuing monopoly, you gain more expertise in key niches, create more productive working time, produce more valuable output, and create better loyalty with your best clients. Monopoly and differentiation are connected.
You also stave off copycat competitors in your market. Unique differentiation is the only way to stop competitors from copying you and it’s the only way you’ll stand out. Differentiation is generated online through interesting, entertaining, thought-provoking, epic content, timely social media posts, deep insight into specific buying and selling issues, unique selling strategies, creative storytelling, amazing videos and graphics, a website they love to visit, contests, giveaways, and unique insightful market reports.
The key as Theil says is to one to do one thing exceptionally well for a specific type of prospect. Nail that first and move onto the next.
You may have already specialized in condos, first time buyers, divorce, retirement planning, financing, and other areas. You may have to specialize much more deeply to get recognized meaningfully.
“Monopoly is owning a market through which the business can set its own prices. Monopoly companies stand to create (and maintain) lasting value for themselves”, Thiel says, citing Google as a good example – from post on Inc.com
Thiel’s explanation of monopoly is to own a market so you can set your own prices. In your situation as a Realtor, you’re setting yourself up as their trusted authority and the one who understands their dream and can make it happen.
My Real Estate Marketing Value Proposition: I help top flight Realtors get to the next level in sales and customer loyalty by helping them differentiate, become an authority, and create big visibility which leads to sustained, high quality leads online. I do all that automators can’t do.
Making a Commitment to Your Success
As a fairly successful Realtor™, you have the resources to make it happen, but may lack the strategic digital marketing partner who can convey your impressive value proposition to create your monopoly.
If homebuyers and sellers choose with the first agents they find, why aren’t you at the top of Google’s search results pages? 90% of them go online.
If they respect an agent’s authority and promise of value, is your website content demonstrating your excellent marketing and sales knowledge? Do you show empathy for their dream and the things they care about? For instance, luxury homeowners selling their home like to be able to have a story to tell about their home. Can you help them with that?
If they want the best value from their transaction, are you demonstrating and expressing that right away so they understand it in 3 seconds?
Make an Impact Fast
Our goal is to help you make a big and fast impact on them emotionally and ultimately psychologically. They will delve into your content, testimonials, and listings with fervor. The more they engage with your content the more they will only work with you — and that’s Thiel’s monopoly idea.
Thiel also talks about the end game which you can read here. Endgame means you need to have a goal and a path to it. That path is impossible to see unless you find a success model and do some reverse engineering. Get curious about the top Realtors and how they built their empire. Those secrets they don’t divulge are the keys.
However, if you follow this model of real estate marketing strategy I outline here on my blog, you’re going to get there. I will help you do it. If you do this right and persist at it, it will come true. It all comes back to faith in yourself.
How to Increase Your Real Estate Lead Conversion Rates
If you were to double or triple your online real estate lead conversion rate, how would that factor into your commissions? You’ve asked “how do I convert more of my Website leads” so here’s a number of things you need to do. One is to Wow them with a fantastic unique value proposition right off the bat. Then you build trust and relevance right away.
What Realtors never talk about is their value proposition. If you don’t have one, they won’t call and they likely won’t convert later via your CRM. With people: first impressions count but it’s more than web design they’ll looking at.
Research shows that 35-50% of home buyers go with the first agent they find. (Source: InsideSales.com). How can you wow them and make them an offer they can’t refuse?
When They Land on Your Website
Websites, good content and SEO have never been given proper credit for their help in generating real estate leads. Social media too isn’t getting credit. In reality, prospects do visit your website and you need to convert them quick.
CRM and Nurturing Means You Missed Them
CRM Solutions aren’t lead conversion. I’ll tell you why you need to ignore CRM solutions shortly. Right now, I know you’re thinking “if I could triple conversions on my website, that would be magnificent.” You’d be right. In the realm of real estate sales, it could mean millions of dollars and sustained future sales. It’s time you started getting into this conversion thing in-depth. And that’s the thrust of this post.
The words lead conversion today have been unfortunately branded and tied to marketing automation. And that’s sad.
That’s “after the fact marketing.” We must convert those leads right away on your site. This is your top mission. If you’re not, something is definitely wrong — they gave you the thumbs down, and now you have to chase and nurture them. That’s doing things the hard way. So lets fix it, so you don’t have to get into all that obnoxious marketing automation silliness. You’ll find out what the key is and then apply it to your website like a pro.
If prospects begin to associate you with the value they want, those leads will begin to convert. With no value presented, they’re onto another agent online, or in their community or, they just don’t bother selling their house. So if Realtors have failed online, it’s because of a lack of communicating value to visitors. Without that, there can be no trust, relevance, or magnifying of their buying intent.
And I have to say that the keywords searchers type in tells you a lot about whether you’re going to convert them too. Crappy keywords generate crappy leads and so do low search engine rankings. The leads that convert are at the top. Just do some Adwords ads, and you’ll find out. So a good part of your lead conversion is due to the fact you’ve got the wrong people coming in, or they’re just tire kickers and time wasters. Even if you have all they want, they’ll still waste your time and not convert.
Buyers and Sellers are online. You know the stats. 90% go online. So the question is, why aren’t you getting in front of them and delivering the value they want?
You Convert Leads with Your Value Proposition
What plagues most realtors is a missing value proposition. It’s not unique, differentiated from all the hordes of mediocre realtors out there. It’s not personalized nor significant to them. And it makes no impact and doesn’t engage them for very long. Yikes, why would they want to work with you? Building a clear preference for you is what it’s all about.
And your Realtor UVP is actually fairly complex and has to be presented well. Realtors blame design, poor CRM tools, and ineffective digital marketing techniques. But most visitors can see through shiny buttons and ragged clothing and know instinctively whether you deliver the goods. You need a way to infuse your value proposition into your content, your webdesign, and your ongoing client nurturing campaign — so it’s laser clear.
If you haven’t explored and built your best Realtor unique value proposition, read my in-depth post on the topic. It could be career changing for you. Then after you’ve developed your personalized, significant unique value proposition and refined your approach with the techniques in this post on lead conversion, who do you think will be the most preferred Realtor?
If you have to nurture hard via email campaigns, then something is wrong with your value proposition as they first encountered it on your website. Now that they know you don’t offer much, they’re reluctant to listen to you. If you try too hard, your email subscriptions and engagement will fall. Sound familiar?
The quest of most marketers today is conversion rate optimization. It’s wise to take their lead. But here’s the thing. Lead conversion is a personal thing and it’s all about building trust. In a previous post I mentioned the top factors of building relevance and trust. It’s a very important read and takes you into the mind of customers.
Most Realtors fail to convert leads because they apparently have little to offer — they’ve never even looked at their value proposition and don’t present it well
The old days of offering a photograph and sales awards seems silly now, but how far have you come in delivering an excellent promise of value to your prospects? You’ve tried lead generation companies and discovered that converting real estate leads requires sincerity and time and not something for nothing attitudes. Visitors need a reason to trust you and like you.
Think about your losses over a lifetime because real estate is a long term business. Repeat sales happen over decades, but those sales are serious business.
Let’s Take a Good Look at Your Value Proposition right now:
do you communicate your experience?
have you shown/communicated your past and current success?
do you demonstrate your knowledge of your local city and micromarkets?
do you mention events with your past clients?
do you have testimonials and what is the real message in those testimonials?
have you expressed how you are dependable and honest?
have you shown empathy and willingness to listen?
do you mention your performance of getting over asking price?
did you mention your record of putting in winning bids?
do you have authoritative content easily found on your website?
does your website content/blogs/FB posts show you are knowledgeable and have good judgement?
does your website suck or is broken or slow with irrelevant content?
do you communicate a friendly, professional image who is easy to work with and not a hard nosed troublemaker who won’t bend?
do you offer free home staging and cleaning services?
is there a link to your Linkedin profile?
can customers visit your Facebook page?
are you using the latest technology on your website?
The Calgary Home Boys have an amazing website (with a superb CRM system). It gives visitors what they want most, a great home search experience.
What are the Top 8 Conversion Rate Factors?
the quality of incoming lead/visitor
the source of incoming lead/visitors
the generosity and transparency of your value proposition
relevance of your personal services, experience and knowledge
a clear presentation of your personal/professional brand image
a clear call to action
incentives and feel good content given free
immediacy and fast response – they must contact you right now and you’re ready for them
If you optimize these 8 conversion rate factors above, prospects will be good quality therefore easier to convert and you’ll have given every reason to work with you.
Remember that prospective home buyers or home sellers want to feel trust, comfort, happiness, confidence, and even euphoria about their decision to buy or sell. They want to feel that you’re going to be a positive part of their dream and that you’re a good fit.
They’re going take your brand image and try to include it as part of their beautiful puzzle picture. You have to be a relevant part of the dream.
It all comes down to their moment of decision. If you exalt and maximize their moment of decision with you in it, you might get the call and be their preferred Realtor. And this applies equally to any other profession including mortgages, home loans, home renovation, replacement windows, plumbing, landscape design, and interior design.
They see your trustworthiness in your web site design and the value proposition expressed in your copywriting. You may have thought pretty copywriting was all you needed. Do you have standard copy blurbs that appear on many other Realtor websites? Oh man, you’ll killing your conversions and making yourself look run of the mill.
Get Into Their Dream or Be Forgotten
To get the quality, relevance, impact and trustworthiness message across, you need epic level, information-rich, and affirmative copywriting. Pretend you’re creating a business case for their purchase and you get the idea. They’re looking to you for emotional support, data, direction, and help in presenting this to their significant others.
Remember that they need to justify the purchase (and to hire you) to their spouse, children, friends and banker. If they can’t do it, the discussion is short lived, never to be mentioned again. If you can align with their dream, they’ll choose you to sell their home. All you need to to do is express it on your website.
If you’ll notice I didn’t mention anything about a CRM solution. There are some good ones sure and you need to manage your leads of course. The point is, that if you convert them right away with a phone call, you may not need to spend so much time chasing them, nurturing and paying for expensive, time consuming marketing automation (which could be harmful).
CRM software solutions are passive tools for converting weak leads — create value and convert now!
How about pretending you don’t have any follow up and lead nurturing solution? Now you must convert them right away. If you think it’s time for you to look into redeveloping a new real estate website and your content then give me a call at 416 998 6246!
Zillow is making quite a stir in the real estate sales sector in 2017. Pundits are awarding its success to things like Big Data or company culture, but the real reason may be technology and Realtor’s frustration with NAR and the MLS. I’ve written a post on Zillow and its leads generation program. Have a look if you’re an agent.
Zillow Group (NASDAQ) is actually made up of 7 brands serving conumers including internet-based real estate and rental marketplaces. Zillow is growing fast, grabbing a good share of mobile phone searches. With almost 2000 employees today, and the 48th most visited website in the US, Zillow Group has come a long way in a short time becoming a force in the US housing market.
But it hasn’t been without controversy. They’ve drawn criticism from MLS associations and by others for selling home buyers personal information, for not protecting consumers from dishonest sellers/advertisers, and for their advertising practices in general. As a home seller, you may like that you have Zillow to help you reach more buyers. As a Realtor wanting to leverage the Zillow search and advertising system, you may like the potential visibility but not like the home buyer interaction results.
In 2017, Zillow is now to Real Estate what Uber is to a taxi driver
Take their home search for a test drive, using a search for Los Angeles Homes. The video walkthroughs are a unique feature you might like. Have you used Zillow to search for homes for sale before? How did you like it? Was the Zillow Zestimate tool helpful to you? Do a Zillow homes for sale in Los Angeles now.
The upstart company’s zealous enthusiasm for growing marketshare and online services delivery, and making home and mortgage searches more enjoyable for home buyers might be factors that aren’t discussed enough. The company has invested big time in marketing and advertising and in doing things NAR and realtor.com won’t.
If you’re a Realtor, have you used Zillow Leads generation program called Zillow Premier? Does it compare well to other lead generation services? Is Zillow’s success suggest that Real Estate sales is being Uberized?
You can read all about Zillow’s update to its Premier Agent platform at Inman.
Bookmark this page and return for further housing market forecasts, predictions, expert opinions and market data for most major US cities including Los Angeles, Palm Beach, Miami, For Lauderdale, Orlando, Boca Raton, Wellington, Delray Beach, Boyton Beach, Phoenix, Denver, Seattle, Chicago, Boston, New York, Dallas, Houston, San Antonio, Austin, St Louis, Minneapolis, Green Bay, Charlotte, Tampa, Toronto, Vancouver, Montreal, Ottawa, Oshawa, Hamilton, Newmarket/Aurora, Richmond Hill, Oakville, Calgary, Kelowna,Mississauga, Anaheim, Beverly Hills, Malibu, San Diego, San Francisco, San Jose, Fresno, Santa Clara, Sacramento, Mountainview, Palo Alto, Portland, Washington, Atlanta, Irvine, Nashville, Sunnyvale, Salt Lake City, Riverside, Rancho Cucamonga, Costa Mesa, Thousand Oaks, Simi Valley, Raleigh, Albuquerque, Glendale, Oceanside, Long Beach, Huntington Beach, Carlsbad, Santa Clarita, Henderson, Mesa, Temecula, Kirkland, Redmond, Kansas City, St Louis, Stockton, Scottsdale, Palm Springs, Indianapolis, Columbus, Colorado Springs, Fort Worth, Chula Vista, Escondido, Santa Monica, Miami Beach, and Honolulu.
The market is heating up and like so many homeowners, you’re wondering if this is the right time to sell? And what will your home sell for in 2018?
The latest MLS sales reports show that most listings in the hot Toronto, Vancouver, Los Angeles, San Francisco, San Diego, Houston, Seattle, and Miami regions for instance, tend to sell over asking price. That means the seller got more than they were asking for. That’s a nice bonus that actually vaporizes the cost of selling of your home. You get your cake and you get to eat it too.
We’ve seen years of homeowners all playing the waiting game, hoping for the market to fully ripen before they harvest. It looks like the fall harvest has arrived. But will sellers get what they’re asking for or more? Will they be too late?
How to Get the Best Price for Your Home?
For those of you in hot markets, the price you ask for is just a starting point on the way to the price you’ll ultimately receive. The key to maximizing the return on your real estate investment is in how your Realtor conducts marketing for your property — not in high pressure negotiation which brings smaller gains.
It’s important to know what to look for in a good Realtor so you don’t get unpleasant surprises and have to work with a poorly qualified buyer. Big sales prices come out of strategy and targetting well qualified buyers – not last minute tactics.
The Market Changes Month to Month
Right now you may not get the all-cash offer from a wealthy buyer. Instead you may have to sell to someone who saw your mls listing, or who is financing the purchase, or who is buying conditionally. When you cancel out all the “on the edge” tire kicker type buyers, you’re left with a small number of well qualified prospects. These are the ones you want to market to strategically, and whom your Realtor should have fixed on his/her radar.
Sell at a lower price than you want to. If you price high, few will be interested. If you price low, you’ll get a herd of tire kickers and your real buyers will be more motivated to get an offer in. It’s a common practice and in this era, it’s a fool proof approach. In fact, the bidding war news stories you’ve heard about likely were priced low.
Home Pricing Tip #2
Have Your Realtor do a Foolproof Market Evaluation. Your Realtor’s free market evaluation will generate a price, but it won’t always get the comps right. Your Realtor will look for similar homes and it’s important to know why they sold for the price they did. Your Realtor likely knows what’s happened and will be ready to utilize that knowledge.
Home Pricing Tip #3
Set the asking price just below a round number. Sell at $105 lower than a major number. If your house could sell for $1 million, don’t just price it at $999,995.00 Everyone is familiar with that pricing trick. Instead, take the third last number down by $5. So your new price would be $999,895.00 Psychologically, that 8 stands out. It looks like a nice discount when in fact, it’s only $105.
“Our study suggests that by using the just below pricing strategy sellers can price their home slightly higher without driving away potential buyers,” says Eli Beracha, author of a study published in the Journal of Housing Research. “As a result, they end up selling their house for more.” The study revealed a 2.5 to 3% increase in sold price.
Home Pricing Tip #4
Many homebuyers look for homes for sale in a certain price range that varies from city to city. In Toronto where the average price of a single detached home might be $1.4 million, a home priced just below $1 million is going to be found by more home searchers. Your first goal is maximimum visibility since you’re likely to get a better offer from 100 people than you are from only 15 people.
Home Pricing Tip #5
Create a home marketing plan and a home pricing contingency plan with your Realtor or a marketer before you put it up for sale. You want a marketing campaign that’s going to ensure 100%, that you get maximum exposure and the very best price. Better safe than sorry! If you price low and your Realtor relies only on the MLS and his own small circle of buyers, you could be in for disappointing bids.
Home Pricing Tip #6
Definitely go for a bidding war. Ensure your home’s most salient features, the ones buyers drool over, are clearly explained and shown in photos and video. Ensure your Realtor has good exposure online, has a great website, is advertising, and looks like they’ve got their stuff together. Everyone’s should know you’re selling your house in this market of desperate buyers.
Home Pricing Tip #7
Use hi definition photography, video and 3D home tours. People look online, and the impact you make is key to getting call from prospective buyers. Some videos are spectacular and the cost might be very reasonable. Seeing is believing and when you’re transparent, the buyers know they’re not wasting their time. Their time is just as valuable as yours.
Home Pricing Tip #8
Listen to your Realtor’s pricing strategy. If they’re experienced, they know how the selling game is played. All Realtors say they can close any prospect, but it’s just not true. They should be able to explain the jist of how to get the home priced right and how to negotiate with buyers.
Home Pricing Tip #9
Have your home professionally staged. Get your stuff out of there and let them bring in the furniture and dressings to appeal to the targeted buyer. It’s another cost, but if your marketing and pricing plan is good, you’ll easily recover that money.
Home Pricing Tip #10
Time your open houses well and advertise heavily during that time. There will be buyers driving around and they may be using a variety of house hunting apps on their smartphone. Buyers are desperate and thorough these days. Don’t rely on the MLS listings only.
Home Pricing Tip #11
Ensure your listing is well advertised and that your open house is visible via Google. If you know of a real estate blog that is high trafficked, advertise on it, or better yet ensure your open house listing page is indexed in Google and optimized for “open houses + city name, or neighborhood”
Home Pricing Tip #12
In your marketing, ensure you’re not just selling a house – a big box made of wood and cement. You need to evoke the buyer’s dreams because a home is all about dreams. Dreams are why some buyers will pay $1 million over asking.
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From Price to Expertise to Performance – Canadians Make a Great Choice
With all the noise President Trump is making about bringing back jobs from overseas and trashing the NAFTA agreement, you’d think global trade is coming to an end. And as wonderful as it is to see jobs come back to Los Angeles, San Diego, San Jose and San Francisco, California companies need to hire outside the US for a number of reasons which you’ll read below.
California businesses need to leverage experts in various disciplines, but at a cheaper price. Since US wages and USD are going to rise from 2017 to 2020, and US competitiveness will therefore drop, you have to look outward for solutions. Will you find them in India, Mexico or China?
If US Companies want to continue to grow domestic and International sales, their best partner is Canada
Funny thing is happening in Canada. Our money is losing its value which means Canadians have to work harder to get the same benefits. That makes some Canadians eager to be educated, grow, improve and offer outstanding results to clients. The lower cost is just icing on the cake.
Fortunately for California businesses, Canadian culture and values and language are very similar. There’s no cultural misfit, no friction, language barriers or emotional disconnect. Our economies, news, technology and laws are so similar, we don’t even see a border. The relations between US companies and their Canadian connections is excellent.
I’ve found working with American clients to be much better. Your business leaders are more open minded and confident (due to business culture and bigger markets) and that is what precedes success.
The Unique Value Proposition from Canada
The integration of Canadian/US business makes Canada a natural fit. Any aspect of production and marketing can incorporate Canadian providers
Canadians are in the same time zone
Canadians can work at 33% less cost
Canadians have a unique perspective that lets them see US business clearly and not possess blindspots that many US providers might have
Canadians work hard, are flexible, friendly and actually like Americans
As you’re putting together your 5 year plan for digital marketing and advertising, keep in mind that the best provider might not be in San Francisco, Sacramento, Los Angeles, San Diego, or San Jose. It’s up here in the great north. Our market’s not great here, which is why we’re very loyal and optimistic about working with our neighbors south of the border.
I’ve worked with clients of all industries in Los Angeles, San Jose, San Francisco, Sacramento, Napa Valley, La Jolla, Oceanside, and firms in Boston, New York, Palm Beach, Houston and Chicago. With the launch of this new digital marketing business, I’m hoping to do more solid work for California companies.
18 years of experience, studied expertise, creativity, and cost effectiveness make me the best choice to be your SEO Company. Make sure we connect so I can help you generate significant results as I have for brand name hotels, product manufacturers, IT firms, building products suppliers, insurance companies, banking, mortgage, real estate, and ecommerce retailers. You can read up further on my SEO, content, and conversion creation skills. I create what the automated solutions can’t — real traffic building, differentiating, customer satisfying results.
The most rewarding experiences I’ve had in SEO services have been with clients in my favorite place: California. I’m looking forward to visiting you and having you rely on me for sustained excellence.
OMG: US Debt with China: $1 Trillion + $360 Billion Per Year Active Trade Deficit!
You don’t hear much about the massive US Trade deficit on the major TV networks. NBC, CNN, CBS, or ABC rarely mention the insidious debt with China and Mexico. You’d think that a number like $20 Trillion (estimated shortly), $61 Trillion Total Sovereign debt, and a $1 Billion per day deficit would be CNN’s headliner every single day.
Instead, CNN and the rest spend all day attacking Donald Trump. But then, Trump did say he was going to drain the swamp (including judges).
Unfortunately, Trump is launching another debt-driven campaign which may overheat the economy and grow the debt at more than $1 Trillion per year. Since it’s going into infrastructure spending with private participation, it’s not as toxic as Obama’s debt. However, Trump did say he wanted all shelves filled with nuclear bombs which is pretty much insanity.
As a result, he’s paying the price in the media for doing good deeds. Let’s hope he gets these things done before he’s impeached for conflict of interest. Because the US is in big debt trouble and Trump is the only one with a solution. And how ironic it would be if the US becomes seriously indebted to Mexico!
Yet, it’s a taboo topic lurking in the dark. But when interest rates rise, this villian will walk through the curtains and into the limelight. Are China and Mexico taking advantage of the US? The huge debt won’t go away. Rising interest rates to pay the interest on the debt could get out of control. That could impact the housing market and whether people buy homes.
There’s no bubble / crash in foreseeable future, especially with Trump beginning to take control, and as we see investment funds arrive back in the US. The stock market is at a record pace. Families and individuals need homes. Perhaps what’s at stake is who will be the landlord and who will be the renter. There’s big money in rental property investment and the Chinese have been buying. However, due to Trump’s actions, the Yuan will plummet and Chinese investment will soon be a thing of the past.
Forecasting the Economy: Where Should you Work, Invest and Live in the Next 10 Years?
So why don’t we look at the debt’s source, the numbers, the process, and consider what will happen if Donald Trump does manage to improve the situation.
You’ll find some eye-opening data, infographics, links and commentary in this post. Make sure everyone knows! It’s your civil duty. This post will be constantly updated so please bookmark it and share with your contacts.
And although Americans assume everything is good right now with “full employment” there’s a big “debt catch” with Obama’s legacy. With $500 Billion overall deficit in 2016 and almost $20 Trillion overall, the spirit, vitality, hope and wealth of the US is persistently eroded. The reason for the media silence is denial, and the so-called economic expert’s inability to make an emotional impact with Americans. There is no coincidence that the deficit has coincided with America’s slide into despair the last 20 years.
The US National Trade Deficit with China was $4 Trillion since 2000 — and a Growth Rate of 300% in the last few years
“Our nation stands at the crossroads of liberty. Crushing national debt, rampant illegal immigration, insane business regulations and staggering national unemployment are pushing our nation into unchartered territory.” — James Lankford from Brainy Quote.
US Trade Deficits with The World
Graphic Courtesy of PBS.org
6 of 20 Trillion Dollar Debt is Owned by Foreigners
Some suggest China may even threaten or blackmail the US over trade sanctions by calling in that debt. Doubtful, but how was this debt situation allowed by the US government?
Please Share this Post with others. Everyone around the world should know about the US national debt and deficit. This is something no 4 year job recovery can eliminate.
“I think it really scares us that we’re staring at $20 trillion in debt, not knowing how our grandchildren will repay it,” says Bob Kuck, a retiree living in a gated community in Sarasota, Florida — from CNN’s report: Is anyone worried about America’s $19 trillion debt? by Heather Long.
Of all the threats that America faces, it’s the quietest one that could bring the country down. Some may wonder if it’s too late for the US government to do anything about. And before Trump became President, he recognized how miserable the prospect of dealing with this gigantic national debtload is, grow the housing and investment outlook, and bring backgood paying jobs. But he took the challenge anyway. It’s either heroic or suicidal.
Millennials and Gen Z’s Will be Paying the Bill
Tens of millions of millennial students having already been wrung through the US college educational system. They spent 4 to 7 years for an expensive education they’ll barely use along with a a whopping $1 Trillion in government backed student loans. They will be paying for all of it and Gen Z’s will be joining them. But don’t worry, Trump’s got a plan for you.
The purpose of the education system has been to create great jobs for teachers, not for educational efficiency and productivity.
As Trump brings jobs back, the question is whether these stressed out, indebted, wrongly educated workers can step up to the plate. I think we’re all optimistic the kids will bale us out. And what Americans can’t do, you can easily immigrate to fill. Make America Great will be the slogan of Millennials shortly, but they’ll never forget all the debt.
$360 Billion per Year! $1 Billion per Day
The US National Debt with China alone has now grown to $360 Billion per year. In a 6 year span, that is $1.6 Trillion, $4 Trillion since 2000. Just to pay the interest on that debt is a sizable chunk of US GDP.
Donald Trump says he’ll tackle it, but the last time I saw a mouse attack a Lion, the outcome was not favorable for the mouse. The picture the media presents of China is still one of impoverished yet diligent and deserving workers glad to have a job. But China’s not like that anymore. China is rich.
China’s robot factories are growing fast which has raised concerns about millions of layoffs of Chinese workers. Only a smaller number of engineers and technicians might be needed. Now they may have unemployed robots as well.
Why Is the US National Debt so High?
The persistent trade deficits are a big reason. Obama/Clinton never talked about it, in fact, Obama spent $8 Trillion in the terrorist aftermath. A good portion of that handout was never traced. They don’t even know where that money went. The debt to China directly is now over $1 Trillion. Now China is able to buy up property and companies here like it’s a fire sale.
Another reason for the debt is Free Trade. While free trade was a theoretically good idea 20 years ago when I was studying International Business and Trade in college, it’s no longer so. Today, it’s a losing business concept for the US.
The fact US investment dollars are going to former third world countries to benefit their economies and creating jobs for them instead of in the US is bad enough. Further, these countries (China, Mexico) manipulate their currencies to keep an ongoing and artificial trade advantage. As Trump suggests, they play the currency markets like Candice Swanepoel plays the fiddle. China isn’t so genius at it though. They just demanded it.
I have to say that I’m saddened that Richard Branson invited Barack Obama to Necker island, and that he’s also asked the UK government to reconsider leaving the EU. The UK has it’s own massive deficit, which deserves its own blog post. This picture tells it all. The UK had to leave the EU. Brexit was a survival decision not a new vision for the UK.
Game of Monopoly: China Won. Let’s Start Over Again
When free trade theory was idealized and touted strongly decades ago, they didn’t consider the effect of currency manipulation and the ongoing human rot that occurs with overspecialization. And they wouldn’t admit to where it would lead.
The game of monopoly is the same. Inevitably, one player claims everything. In the real world, countries make excuses for cheating and not being fair. Worse, countries can specialize themselves out of existance. When countries have no options left, amidst cheating, it can lead to wars.
Choose Your Economic Theories Well
The economic theories of specialization and economies of scale works wonderfully, until the rising countries have all the investment money and a continuous way of beating the falling countries. If the free trade situation persists, countries like the US and the UK will continue to collapse. They collapse because their overspecialized workforce/businesses get caught in trade and technology circumstances, the same way an unemployed worker in Ohio or Michigan finds themselves suddently without a job through no fault of their own and their home is valued as worthless.
When countries grab up a monopoly on technology, distribution, investment flows, jobs, skills, education, etc., it’s unfair. Right now, Americans have limited job opportunities. And should an American want to be an engineer, or other high tech workers, they may have to move to Mexico or China.
Each country should have a well rounded economy for true economic health and prosperity