As a wise man once told me, there are no buyer’s agents, just agents without listings.

Listings are the most valuable asset a real estate brokerage or agent has. But generating new listings, while not exactly a complex science, requires that a home seller develops the confidence that you have what it takes to sell their property at the best price and in the shortest time possible. That’s not necessarily an easy accomplishment, especially if you are new to real estate or do not typically carry many listings of your own.

One of the most important opportunities to influence a home seller to list with you is the listing presentation. A listing presentation is an event that no agent should contemplate without careful and thorough preparation. Irrespective, and all else being equal, if the main takeaway the seller learns is that you have the knowledge, experience and ability to give their property optimal exposure to more buyers, you’ve just wildly increased your chances of success.

Given that the Web has become the consumer’s playground for real estate research, your marketing plan will need to incorporate and demonstrate powerful strategies you will implement to publicize your prospect’s property online. Particularly on websites known to attract online real estate buyers.

In a few short years, Listing Syndication has virtually become a de facto component of powerful property marketing online, and a key differentiator in any successful agent’s listing presentation kit. When deployed through a solid platform, listing information entered once in the MLS can be accessed by the listing agent and re-distributed to dozens of popular websites of their choice, within their syndication service provider’s network.

When discussing how you plan to market your prospect’s home, Listing Syndication can be one of your most important competitive advantages. Reinforce your pitch with statistics that show that over 90% of consumers today use the Web in one way or another in their home buying process. As well, share with your potential client data that shows that online buyers are highly fragmented. Hitwise.com clearly highlights that the top 10 real estate sites garner only 40% of all the targeted traffic out there, and that the top three sites don’t even account for 20% of that traffic.

Being on all the top ten sites suddenly becomes critical, but hardly sufficient as that too leaves out more than half of the market.

This is where the Syndication discussion comes in. Explain how your Syndication strategy can optimize exposure of the client’s property by advertising it on several dozen real estate websites. Produce handouts and diagrams to help your prospect visualize how syndication increases exposure on many sites, and show them print outs of online traffic reporting and monitoring charts. Discuss tools you can place in their hands for them to be able to dynamically check on traffic flow and views of their property listing, at their convenience.

More exposure to more buyers online means a higher chance of a sale, faster. Deeply integrating a solid web exposure strategy into your listing presentations, leveraging Listing Syndication, is easy to achieve, easy to explain and sets you apart. It can also easily be that extra clincher you need to close new listings.

After eight years with the same real estate website provider, another real estate agent recently decided it was time to move on. He switched to Point2 Agent just two weeks ago.

The reason? Fully integrated listing syndication, which was brought to this agent’s attention by his MLS – one of the over 240 that have partnered with Point2.

But there’s more to syndication than meets the eye.

Syndication as a trend took off around three years ago. Adoption continues to accelerate today, with one of the key drivers being that automating the publishing of listing data eliminates manual data entry and updates on third party websites, both very time consuming, error prone processes that can legally expose the agent and the broker, and unnecessarily tax productivity.

Data accuracy online and agent security are therefore two critical benefits that syndication helps the broker, the agent and their MLS (Multiple Listing Service) to manage more effectively.

Inaccurate or conflicting listings with two different prices, on two different websites, for example, can also create confusion amongst consumers.

Last but not least is wider exposure to more buyers online. Around one third of home buyers start their property search on the Internet, and over 90 percent today use the web as part of the overall property process! With the number of consumer real estate portals on the increase, syndication using an integrated website platform allows the agent to expand their advertising, access online traffic reports and generate leads without having to as much as lift a finger.

And if the syndication service is offered through the agent’s MLS, such as the case with the customer we mentioned earlier, listings also get uploaded on his own website as well, further cutting down the work needed to establish and maintain his website.

The MLS as such becomes the single point of data entry. Enter the data once, publish many times.

Have a quick look at a new e-learning course that RealTown has developed on HUD Homes from Fran Thorsen and Denise Lones, and sign up to take a mini version of the course free of charge. You’ll be glad you did.

You will find the RealTown e-learning platform amazingly easy to use and very good at delivering the material at your own pace and convenience. Fran and Denise did an awesome job creating the course material.

Click here to register for the free course, or visit this RealTown article for more information.

So without further ado…let’s get started!

Point2: What would you consider your most valuable online marketing initiative? (Blog, Video, Website, Syndicate Listings, etc)

Cam: I wish I had more time to blog to enhance the site even further and increase traffic counts. As you know Blogging with “fresh” content pushes your site to top of the charts in the search engines. However, I am guilty of not doing that very often but I am in the market to hire that out (under investigation now to sub that out). The best thing we have done is the video of our listings whereby we either use a little flip camera and do our own thing, or on the larger more elaborate homes we have hired that out and found a great photographer that does exceptional work.

Point2 is to be commended for the quality of the pictures that get posted at amazing speeds. The syndicate listing program is very beneficial as I constantly get people visiting my site through the extensive radio and TV advertising I do, and for those that have accepted me in handshake agreements – I guarantee their listings get tons of exposure via this form of advertising so why not syndicate with most of your colleagues?? In fact, just today I had another inquiry from someone who is asking me questions from the IDX program she had signed up for and is asking about one of my handshake agent’s listings… so everyone benefits from the system… the consumer, the seller and the agents involved.

Point2: Which online marketing activities do you find produce the best results?

Cam: My best results for online marketing is the lead generation that is built into my Point2 site. People who visit the site and enter their names get emailed automatically each home that matches their criteria…. I then get these emails from the customer thanking me for keeping them so well informed. The letters that are created and sent automatically are great and well worded so I just thank them for their business and sell them the house they have emailed me that they want to see… its all good.

Point2: What percentage of your business do you think is generated by your online marketing activities?

Cam: Considering I have not held a Public Open House or ran an ad in newsprint for the past 4 -5 years, I would say that 100% of my business is derived from online activities. Again I touch about the need to drive people to my site via the radio and TV ads, but when they get there they do get the help they are looking for… at the end of the day it spins off into buyers who have come to the site.

Point2: How much time do you spend on SEO and/or social networking?

Cam: Other than Facebooking and spending social time on there I don’t get a lot of business on Facebook. We do post our listings on Facebook (my son who works with me does this)… however, there is plenty of opportunity to promote the site and do more things on  Twitter, Facebook, Linkedin, etc that we can all and should all be on. It’s the time factor to be everywhere that makes it difficult to do all this… show and list homes and have somewhat of a social life… it’s tough to get the perfect blend in lifestyle, however, the site has allowed me to make more money and when its time to take a break… it’s a good one.

Point2: Do you keep accurate traffic data of your online marketing initiatives?

Cam: This is just something that we stumbled across within Point2 – the availability to see where all you’re your leads are coming from and what works and what doesn’t. I find this now to be a great way to source my business and do the proper investing to get the best ROI.

Point2: We all struggle to balance the time between being out in the field and finding time to update our website/blog/engage in social media/marketing. What tips would you give to those looking to find a balance between all of these?

Cam: That’s a great question… If anyone reading this has a great answer – would love to hear from them. In the event that I arrive at an appointment early (which seldom happens), I will use my Blackberry and go online and do some little posts just to keep in peoples faces. I do believe too much is bad, as overkill on Facebook can be hard on one’s reputation. The little status updates that say, “Up at 7am sipping on coffee having a left over donut,” are a waste of time for me to even read, and I find them very annoying. So I don’t want to be one of those that give every breath I take as part of my day and post it on Facebook.

Point2: In terms of the conditions of the real estate industry (especially in the United States), what would you say is the most vital thing a real estate professional can do to ensure success during unstable economic conditions?

Cam: We here in Saskatchewan feel we are in an incubator and have been doing very well economically versus other parts of the world, with our rich resources we are fortunate to have.  I have great friends to the south of me in the USA, and for the most part those that stay the course and stay focused on the issues at hand learn to deal with real estate the way it unfolds. We, as REALTORS, did not create the market place but we get to deal with it, and it’s important for us as REALTORS to not take it personally when prices dip below what people paid for the home. There are people still buying homes in the most depressed locations throughout the US, and it all depends on proper pricing.

In 1991, our market was in turmoil and I had to resort to wining and dining bankers. I began to work that angle but one has to adapt and stay updated on the Short sales, and learn the way to win them and get the short sale for their Buyers… that, I understand is quite a technique to pull that off – and for those who have taken the time to read this, and are having problems learning the proper way, ask others in your market on the do’s and don’ts of a short sale. There are still the same number of houses and people… they all need a place to live, so either an investor is going to be buying them and renting them back to the people who have lost them, or the end user -  the owner occupier will be buying them. Everything will sell given enough time to sell!! The Point2 lead generation and drip mail programs are a huge factor to keeping in front of people and showing them you are there to help them buy or sell.

Moral of the story –stick with it, those of us who do come through will be that much better off when things do turn around and they will turn around!

Point2: Where do you see the real estate industry in the next 5-10 years?

Cam: Newspapers will be used to put in your canary cage – they are a thing of the past. I always tell sellers there was a time and a place for a telex machine. When I started in 1985, I had to have the ‘Vendors’ as they were called back than to send me a telex saying that they would take the price or whatever the case, and that little ticker tape type of paper formed part of the offer. In 1986, was the first time I had witnessed a fax machine -so my question to the seller is how many telex machines do you think were sold once the fax machine was created? Not many.

The purpose of my point is the same scenario for the newspaper – it is a dying business yet they wont truly admit it. I have not ran an print ad for 4-5 years, and yet am doing just fine selling my 100+ ends per year here in my market.  How? Its so easy that everyone who has cash has a computer and shops online – that simple! We will have to continue to adjust  and rely on improving technology to keep ahead of the times or stay up with the times, but do I feel that the REALTOR is going to dry up like a leaf and blow away? ABSOLULTLEY NOT! Buying a home is the largest single investment anyone makes in their entire life, to attempt to buy a home without the services of a REALTOR makes no sense. After all, its usually the Seller who pays the fees so why would anyone want to be a buyer and do this on their own? Makes no sense to me, so it always has been and always will be a people business – but for those not willing to adapt to the new technology,  sorry to say but I will be taking your business away from you in a matter of time! All the Facebook, Twitter, Linkedin… plus whatever lies ahead, we had better adapt and accept it – as it is coming, so either adapt or get off the bus.

Point2: Lastly, just for fun… Favorite new home feature? New home ‘style’ and why?

Cam: To save some face, by the time I get this to you and out to the agents my “like” will be old news, so better keep with basics. The technology of being able to adjust the temperature of your home from a cell phone and turn on your surround sound from a cell amazes me… but like I stated, that is old news. I will wait for the robot to be sitting there with my rum and coke when I get home, and I can just dictate to it to do my blogging for me!! My dream home will be backing a golf course in Phoenix, but for style and plans, as long as I can still swing a golf club I will be a happy camper!

Do you have a website you want to show off? Or maybe some useful marketing tips you would like to share with the real estate community? Let us know!

Not only is Cam’s website pleasing to the eye, he has also used Get a Grip Audio Solutions (Point2 Alliance Member) to add an element of sound. His site hosts a ton of listings both via Handshake and MLS, and he also constructs a video ad for each of his listings that are seen both on his website as well as The Real Estate Channel.  Among several things, he also has a ‘Contests’ area where clients can win a night out to watch a hockey game with private box seats (perfect for Saskatchewan folks!).

As an added incentive to his detailed marketing plan, is Cam’s guaranteed sales program.  In fact, if the listing hasn’t sold within 120 days – he’ll buy it himself.

It’s my pleasure to feature to SellingSaskatoon.com this month, and I’m also equally as excited because Cam agreed to do a mini Q&A session with me. Stay tuned for the next post where we’ll get an inside peek into SellingSaskatoon.com.

Do you have a great website/marketing plan? Want to share it? Let us know, and maybe we’ll feature yours!

‘What is a good domain name?’

For anyone who is just starting, or may be looking to add another domain name to their repertoire, here are some things to keep in mind when deciding on a domain for your Point2 web site:

• Keep it short: You want your domain name to be easy to remember. Many domain registrars will allow you to purchase a domain that is upwards of 60 characters long, but that doesn’t mean bigger is better. (e.g. Smithsellsthebesthomesindenver.com)

• Avoid Acronyms: A common misconception is if the domain name is very short it will be easy to remember, but that is not always the case. You don’t want to use an acronym that is hard to remember, even if it makes for a short domain name. (e.g. rmsres.com)

• Keep Spelling in Mind: If you have an overly difficult or commonly misspelled name you may want to avoid using it in your domain name. (e.g. lisetrofimenkoff.com) It is also important to note that domain names can not be refunded or exchanged under any circumstances – once you purchase it, it’s yours! Be sure to triple-check the spelling before you hit the Purchase button.

• Make it Relevant: It can be useful for Search Engine Optimization to use a domain name that has keywords (e.g. Smithrealestate.com, denverhomes.com) this also helps people remember the domain name, as it is what the website is about.

• Avoid Trademarked Names: Make sure you are not using a Trademark in the domain name. (e.g. REALTOR®)

And lastly, don’t forget to market it! Once you have your domain name chosen and it’s working with your web site make sure to add it to your business cards and email signatures. Make your domain name synonymous with your name, even if they happen to be the same.

Jessica Kettner
Customer Care Representative