Pet Peeves

Real estate professionals who don’t know how to use their calculators and can’t figure (or at least look up) a mortgage payment on the fly.

Real estate professionals who don’t know how to measure for and calculate square footage (at least good enough to tell if the tax records are wrong).

Real estate professionals who can fill in the blanks of their State approved purchase agreement but can’t walk through it with a buyer or seller explaining each boilerplate paragraph.

Real estate professionals who stop at ‘No,’ when trying to get a deal closed or financed.  The answer to ‘No’  is always the same:  ‘What do we need to do/add/change/find to make it work?’ and ‘What can I do turn this around?’

Real estate professionals who can’t do basic pre-qualification of a buyer including an initial discussion of finance including an examination of income-to-debt ratios.  (Though important, this is not a substitute for an in-depth discussion with a lender).

Real estate professionals who can’t accurately (within a reasonable tolerance) calculate seller net proceeds and buyers’ funds needed to close quickly and on a legal pad if necessary.

Real estate professionals who are afraid of the Internet . . . or even uncomfortable with it.

Real estate professionals who ‘wing’ their listing presentations.  It’s a job interview, for goodness sake!  You at least need an outline of where you want to go with it!

Real estate professionals who don’t spend money on marketing.  Agents should be spending a minimum of 10% -15% of their anticipated 1099 on marketing.  Brokers should be spending more.

Real estate professionals who expect the MLS to sell all of their listings.

Real estate professionals who organize their companies to appeal to agents rather than to serve consumers.

Real estate professionals who celebrate mediocre production.

Real estate professionals who don’t constantly question why things are the way they are and how they could be better for the buying and selling public.

These are just some of mine . . . what are yours?

The Stupidest, Dumbest, Lamest, WORST Ad in Real Estate History

I don’t want to offend anybody.  I know a lot of really good Century 21 agents and a bunch of good Century 21 brokers.  But, come on!  The ads over the past several years have been so bad that they are embarrassing!  I mean look at the stupid thing that graces the back cover of the latest California REALTOR Magazine:

Century 21 Ad

I guess this is an improvement over the ads in this series that ran over the past 3 or 4 years.  They featured beautiful actors and actresses smiling – or more often smirking – confidently at the camera, pretending to be Century 21 agents while glowing adjectives flowed below.  This ad makes no pretense at reality.  It’s a cartoon.  It’s a parody of the company’s own advertising.

If I were a Century 21 person (and I was for more than 20 years) I would be insulted, first by the color scheme.  There’s not one drop of gold in the damn thing.  Century 21 corporate declared war on gold sometime in the early ’90s (sad to say I was there and in on the discussions; I dissented).  But no matter what they’ve done, no matter how hard they’ve tried to eradicate it, to distance themselves from that color,  twenty years later THE PUBLIC still sees GOLD as Century 21’s color.

I watched an episode of ‘Breaking Bad’ last night – from the first season.  They wanted a real estate agent on screen to be easily identified as such.  What did they do?  Put her in a gold coat.  No question.  Instantly anybody watching knew that was a real estate agent.

That kind of brand equity is priceless.  And it’s very difficult to achieve.  Century 21 owned the color gold and blew it up . . . and replaced it with . . . Green?  No, Bilious Green?

But let’s take a wholistic view, too: let’s look beyond the bad color and the dumb message.  Where is this ad placed?  Back cover of REALTOR Magazine.  That’s a $50,000 – $75,000 pop, depending on how big the contract is.  The ad seems to be aimed at the buying and selling public . . . but it’s placed in a publication for REALTORS.  So it’s suppposed to be a recruiting ad?? Or are we just becoming a little unfocused in our old age?

Again, the first ads in this series really were recruiting ads.  The idea was by showing actors as bright, confident and beautiful Century 21 agents, failing agents at other companies would want to jump ship for a chance to be just like the ‘agents’ in the ad.  (With logic like that is there any wonder per person productivity at Century 21 is said to have been in decline for decades?).

So back to the placement of this ad:  I guess REALTORS seeing this ad are supposed to feel as if Century 21 agents have some kind of super-human advantage over them with buyers and sellers.  Really?  From this silly, embarrassing ad they are supposed to feel that?  If I were a competitor in the field, I’d put this ad in my listing presentation to illustrate to potential sellers how stupidly some real estate companies spend their money!

Listen:  I got a PhD in Branding and Marketing at Century 21 in the 80s and 90s.  I learned from legends like Bruce Oseland, Elaine Hamilton, Dick McKenna, Rick O’Neil, Don Martin, Marty Rueter and many others.  This was one of the things Century 21 did extremely well in the early days. They did it so well that, in the late 70s – early 80s, the effectiveness of their marketing was scary!  They pretty much owned the concept of ‘Real Estate’ in the consumer’s consciousness.

The monkeying with with brand that started in the mid-nineties and continues to this day has undone that once very special organization.  Today,  Century 21 stands for generic real estate at its most mediocre.  There is nothing special about the consumer offer (it’s just like everyone else’s), nothing special about the operating system (It’s an old -fashioned, percentage based, agent oriented model), and nothing special about the identity.  If the function of marketing is to express the culture of the organization . . . well, I guess this ad has succeeded because today, Century 21 stands for nothing.

And it breaks my heart.

Hey, all of you marketing scholars out there!  If you want a great case study on how to build a powerful brand and then systematically destroy it . . .well, here it is.

Footnote:  There is a Help-U-Sell logo on this blog.  It is a brand and operating system I happen to love.  I do not, however work for Help-U-Sell.  I did, but not now.  Please don’t assume that I speak for that organization or anyone in it.  This is my blog and my opinion; so if you are sharpening your arrows, aim them here. -JD

Flashback Friday: Next Time You Think You Can’t Do Something . . .

. . . Watch this video:

 

Mark Goffeney was born in 1969 with no arms.  His father brought home an old guitar he found in a garbage dump when Mark was nine . . . and you can see what he’s done with it.  Homer (my dog) and I came upon him playing for tips in Balboa Park today — and doing quite well, I might add.  Next time you think you’re not up to the challenge, that the cards are stacked against you, that you just can’t make it, think of Mark; and then get up and try again.

This was originally posted in 2010. I’ve seen Mark over and over since, wowing the people who pass by his spot in the park. He now rocks out in a band, ‘Big Foot,’ and has been the subject of several national media stories.

What’s App?

Text Messaging is a big part of our lives today.  This relatively new form of communication has become common as we scramble to keep up with family, friends and business contacts.  To begin a discussion of text messaging it’s important to understand how it fits into your phone carrier’s network.

Your cell phone carrier has two networks:  one for calls and one for data.  The networks are based on a system of towers dispersed around the globe that aggregate calls and data within a specific geography (a ‘cell’ as in ‘cell’ phone) and shoot them up to a satellite (calls) or on to the Internet (data).

Text messages – which you would think are data – actually travel over  your carrier’s phone network – not the data network.  This is why you can turn off your phone’s data connection, and still receive calls and text messages.

This is also why almost any phone, smart or dumb, can make calls and receive text messages and why I recommend that you not get a smart phone if this is all you’re doing.  If, on the other hand, you are accessing the internet, checking Facebook, going to the MLS on your phone, you must have data, which means you must have a smart phone.

Bear in mind, we are talking about text messages here, not Instant Messages, which are data and travel over the data network.

We are also talking about phone calls made directly through your carrier’s phone network, not those made via Skype, Google Voice or any other VOIP platform.  VOIP converts the call to data and it happens over the data network.

Before we get too complicated to be practical, let’s stop and talk about the implications of everything we’ve said so far.

Your carrier charges differently for usage of its two networks.  Calls are usually billed in terms of minutes; you may have a monthly allotment of 900 minutes  . . . or you may have an unlimited number of minutes, but the increment is minutes.  Text messages are billed in terms of number of messages sent and sometimes, received.  Again, you may have a fixed number in your allowance or it may be unlimited. The important thing is that the network is counting the number of messages your are sending and receiving.

Data is billed in terms of the amount of data consumed, measured in gigabytes (Gb).  You may have a monthly allowance of 2 Gb of data or you may have an unlimited data plan.  When you stream a movie from Netflix to your phone, you are using a lot of data.  When you send an email – which is data – you’re using just a little (assuming you’re not attaching something huge).

Some smart phone users are employing a strategy to take text messaging out of the carrier’s phone network.  The logic is that text messages are tiny in terms of data but are billed per message by the carrier’s phone network.  Switching them over to the data network will have little impact on data usage (because they are so small) and some savings may be achieved.

Consider my last trip to Mexico.  I made no phone calls on my carrier’s phone network because the International roaming fees were astronomical.  Instead, I waited until I had a wifi connection and made calls using Skype, outside my carriers network.  I did receive and respond to text messages made over my carrier’s phone network, however, and  I paid per message for the privelege:  50 cents to send, 5 cents to receive.

If I had used an app to conduct text messaging over a data network and saved my texting until I had wifi, I’d have avoided those charges.  App?  What App?

Whats App.  That’s the app: Whats App.  It’s one of several text messaging apps that occur over the data network. It seems to be the one that’s gaining ‘traction.’  I’ve had 3 invitations to connect via Whats App this week alone.  I’ve used the service and find it perfectly acceptable for general texting with some bells and whistles that are above and beyond what I have with my carrier’s regular program.  In What’s App, I can create a group and text them all at once.  I can also send a voice recording or video over the app.

Whats App works with Android phones, Blackberries, Windows phones, those weird Nokia phones and . . what else?  what else? . . . hmmmm . .  oh, yeah, it also works with those quaint Iphones so many of you still have.  You can get the app HERE or at your phone’s app store.

When you download and install Whats App, it will quickly rummage through your contacts and tell you which ones are already using it.  I was surprised at how many of mine are already on board!

**NOTE** I am not a mobile phone guru.  I’m not a network genius.  I’m not even particularly technical.  I just use this stuff and try to understand it.  I am sure I have committed  errors in my description of how your phone works with  its various networks. If you are a phone guru or similar I’m sure you will want to jump on this piece with both feet and do the hokey-pokey.  Before you do, try to remember that this post was not written for you.  It was written for me and for every other poor average slob out there, just like me, trying to make sense out or their digital lives.  Thank you.

 

The New Set Fee Real Estate Blog

Do you see the difference?  If you’ve visited here before, you may recognize the new look:  now only one column on the right (not two as before) and the  main column is wider; also, different fonts and feel.  The change is the end result of a complex process involving moving The Set Fee Real Estate Blog to a new server and changing templates to a less complex one that does not require a subscription to maintain.

I host this blog – and all of my online stuff – with GoDaddy.  I know there are less expensive and probably more powerful hosts out there, but I stick with GoDaddy for one good reason:

They have never let me down.

Really:  in ten years of building and maintaining an online presence, GoDaddy has always been there with the answer I needed.

I have my own personal rep who helps me decide what I need (and don’t need ) in my cadre of GoDaddy products, helps me save money by consolidating accounts and products, and of course, helps me buy new things.

The best part, however, is technical support.  I tend NOT to need much support on anything Internet based.  I have a good general knowledge and can Google up a storm when things don’t work.  I usually find my own answers.  But we all get stuck from time to time and when I do, I call GoDaddy.  The support team is stellar.  They are knowledgeable and know when to call in the next level of support.  More than that, though, they are tenacious.  Solving tech problems is often a matter of examining dozens of little things and these guys have hung in there with me, sometimes for more than an hour, as we tried this and tweaked that.   No matter how strange the original problem,  I always end up with an acceptable solution.

* * * End of testimonial * * *

What I wanted to do was to uproot The Set Fee Real Estate Blog from it’s own individual GoDaddy hosting plan and move it into a directory under my personal website, jamesdingman.com.  The move would save me a little money by eliminating a hosting account.

Moving a self-hosted WordPress blog is not an easy thing.  You not only have to move the content – and I had 5 years of content to move – you also have to move the database that makes all of that content work.  My database was so large and weird that it took six attempts – each taking half a day and requiring a change here and an edit there – to get it moved.  Then, once the content was moved, all the links had to be reworked, the images reattached, templates and widgets re-installed.  Needless to say, when it was all done, I had a great sense of accomplishment!

I originally set this blog up on a premium, paid template:  Thesis.  It is probably the most widely used paid template available to WordPress users, and it is excellent in terms of features and flexibility.  With Thesis you can create a site that looks almost anyway you want it to look, that does almost anything you can imagine.  But the truth is, this blog is very simple.  It’s just posts and tags and comments and such.  I’m not selling anything, not taking ads, not hosting a forum . . . so I hardly needed the (paid) sophistication of Thesis.

I’ve been working on blogs with a few Help-U-Sell brokers and have them settled into a free WordPress template, ‘Twenty-Twelve’.  It has worked so well for them I decided to transition over myself, hence the new look.  I was using so little of Thesis that, honestly, I don’t notice the back end difference much at all.

I have just a couple of remaining problems.  First is reconnecting my stats and subscribers.  When I changed hosting accounts (and, therefore, base URLs), the connections to those items ceased functioning.  Now it is as if I am starting from scratch with no historical stats and no subscribers.  I am confident I an resurrect these, but have exhausted my own resources.  I’ve called in help from WordPress.com and hope they can make an adjustment for me.  If you’ve gone through this process yourself, perhaps you could share your experience and success.

Second is getting Google to recognize the move.  I’m getting lots of views in the new location, but none are coming from search engines . . . or at least that’s what my dashboard is telling me.  I used to get most of my visits from search engine activity so I am very interested in reestablishing this link.  I understand it takes some time and am working with an XML sitemap plugin to make it easier for Mother Google to figure out the change.

So thanks for you patience – especially in reading this post that has nothing to do with real estate or anything other than my own personal tech experience!  If you are trying to make the same kind of move and need advice (or a shoulder to cry on), I’m available.

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