Consumer’s future is online and so is real estate marketing

According to Microsoft, the future of consumer behavior is all about online, and that has brought with it an opportunity for advertisers to understand.

[pullquote_left]Devices are all connected – people are relying more and more on their three screens to easily and quickly deliver information to tailor to them[/pullquote_left]The future of consumer behavior lies online – and that’s brought with it an opportunity for advertisers to understand their audiences better than ever, says one of Microsoft’s top online consumer experts.

Speaking at the “Click to Connect” event in Bryanston yesterday, Alexandre Michelin, Microsoft’s Regional MSN Executive Producer, explored some of the hottest online trends, and provided some rare insights into running one of the world’s largest consumer portals.

Michelin told an audience of more than 150 advertising and marketing professionals about the ways that MSN forges strong partnerships with industry to keep the portal relevant and innovative.

Hosted by Microsoft Advertising and DigitalMark, ‘Click to Connect’ showcased online trends and the possibilities of new brand experiences in the digital space. Microsoft South Africa’s consumer and online lead, Nazeer Suliman, believes that greater connectivity has opened the digital space up to richer interactions with consumers and that brands can no longer ignore these possibilities.

“Devices are all connected – people are relying more and more on their three screens to easily and quickly deliver information to tailor to them,” said Suliman.

Marcus Stephens, general manager, MSN & Windows Live SA / Kagiso Media, agrees that the potential for brands to interact is exponential. “With digital interaction, the needs and interests of consumers are fulfilled instantaneously and MSN is proof of that. Companies need to tailor their offerings for the digital arena,” he said.

Listing Expired – House still unsold? Part 3: What it takes to sell in todays market

What your prospective buyers see when they drive up in front of your house can actually determine what they will see when they get inside.

That may sound strange, but we humans are strange. There’s no getting away from it. Our brains pick out what we’re expecting to see and often ignore that which we don’t expect.[pullquote_right]. . . if the gate is hanging by one hinge, the fence needs paint, or the light fixture at the front door is full of bugs, the buyer will expect to see – and will see – the same lack of care and maintenance inside.[/pullquote_right]

Thus, when a buyer arrives in front of your house and sees the lawn neatly mowed, the flowerbeds weeded and sporting fresh mulch, and the front door freshly painted, they expects to see “clean, attractive, and well-maintained” when they gets inside. The initial impression of “This is nice” will carry through and they’ll automatically pick out all the “nice” features inside.

On the other hand, if the gate is hanging by one hinge, the fence needs paint, or the light fixture at the front door is full of bugs, they will expect to see – and will see – the same lack of care and maintenance inside. It won’t matter if the interior is freshly painted – they’ll be looking for that leaky faucet or a closet door that doesn’t shut correctly. The things they’ll see will reinforce his initial impression that the house has not been well maintained.

[pullquote_left]Think of it this way . . . When I market properties to sell I take multiple “High Definition Photos” to promote on various websites for buyers to view. If you really want to sell you need to analyze how your property will look to prospective buyers when they see your home in “High Definition”[/pullquote_left]Since you live there, you may not even “see” some of the little details that can turn buyers away. So try to step away and pretend you’re looking at your home through the eyes of a stranger. Look at every part of your yard and the exterior of your house and garage. Are there small maintenance projects you’ve put off? Is the front door dirty? Is the window or door trim beginning to peel? Are the flowerbeds full of weeds? Is the driveway stained with grease?

Before you list the house again, call me. I spend a lot of time listening to buyers’ comments and can point out things they’ll notice that you might not. Believe it or not this even applies to new homes. Working with builders I would give them written punch lists during various stages of construction that would create better first impressions when prospects viewed the homes for sale.

Today’s market is tough and competition for buyers is fierce. Make sure that when they drive up in front of your house their first impression is “Wow!”

Yours for successful selling,

George

Suze Orman Vs. Warren Buffett: Whose Real Estate Advice Should You Follow?

You know Suze Orman – she delivers hardcore financial gut checks to everyday Americans on a regular basis. In her latest book, The Money Class, she also recently delivered a pretty striking declaration: that the American Dream – which, for many, includes home ownership and upward economic mobility – is as dead as a doornail.

To back this up, she points to huge numbers of jobless and what she sees as the near impossibility of getting credit these days.

But you might also have heard of Warren Buffett. He just so happens to be the third richest human being on the planet. In Buffett’s most recent letter to his company’s shareholders, he, too, made a striking declaration of his feelings about owning a home: “Home ownership makes sense for most Americans, particularly at today’s lower prices and bargain interest rates.”

And the Oracle of Omaha didn’t stop there – he literally raved about home ownership, saying that “the third best investment I ever made was the purchase of my home.” Now, that’s a big statement from a guy whose investment decisions have earned him a net worth over $50 billion!

Suze says the American financial dream is dead.
But Buffett says buy, and buy now.

Who’s right?  (And who’s wrong?!)

Orman is right that one extreme version of the American Dream is dead.  But not the traditional American Dream of owning an affordable home that appreciates over time. That basic premise of the value of homeownership is valid. But it may be valid for a smaller segment than ever before. Orman believes that renters should save, save, save up every penny and they may never be a candidate to own a home.

Buffett believes now is the time to purchase as affordability has never been better.

Buffet wins here; he’s right that a home is a very strong investment, with abundant yields, both financial and emotional. And according to our latest survey, the American Dream of homeownership lives on in the hearts of the 72 percent of Americans who say owning the place they live is a part of their personal American Dream.

How can you make sure your exercise in owning a home is set up to be like Buffett’s 3rd best investment (#s 1 and 2 were wedding rings, btw), rather than Orman’s image of the American nightmare?

Here are 3 basic steps Buffett urges every American who owns a home – or wants to – to include in their approach to home ownership

[dropcap1]1[/dropcap1]  Ditch your “dream home” for a practical pad. When it comes to homes and mortgages, bigger is not always better.  What is better is to buy a home that makes sense for your family’s future and its finances. In Buffettt’s own words, “a house can be a nightmare if the buyer’s eyes are bigger than his wallet and if a lender . . . facilitates his fantasy.”  Instead of buying dream homes, Buffett went on, the goal should be to buy a home you can afford.

[dropcap1]2[/dropcap1] When you buy, plan to hold. Warren Buffett is worth $50 billion, and he still lives in the home he bought 52 years ago – for $31,500. Many Americans got caught in the housing crash when they took on mortgages they could only sustain for a short period of time, then weren’t able to refinance as expected. Buffett’s stock investing advice has long been to avoid making investments you can’t hold for at least 10 years. Likewise, buying a home should be done with a long-term plan to avoid catastrophe when home values fluctuate in the short term.

[dropcap1]3[/dropcap1] Mortgages should have fixed, affordable payments. In his shareholder letter, Buffett points out that a housing company he holds has done vastly better than other real estate and mortgage industry players and attributes their success to the fact that “our approach was simply to get a meaningful down-payment and gear fixed monthly payments to a sensible percentage of income.”

Buffett believes these two mortgage musts are the key to avoiding foreclosure, opining that “If home buyers throughout the country had behaved like our buyers, America would not have had the crisis that it did . . . .  This policy kept [the company] solvent and also kept buyers in their homes.”

Unless you are one of those rare buyers who know their income will increase by a predictable amount at a predictable point in time, like a lawyer prepping for partnership, a good rule of thumb is to stick with a fixed mortgage payment (including taxes and insurance) that’s under 30 percent of your take home income.

 

SOURCE:  Business Insider.

Listing Expired – House still unsold? Part 2: What it takes to sell in todays market

Pricing is a critical element in offering a home for sale, and unfortunately it’s often done wrong. Sometimes that’s the agent’s fault, and sometimes it’s the homeowner’s.

We’ll start with the agent. The sad truth is that some agents try to “buy listings” by promising homeowners unrealistic prices. They say they can get a higher price than anyone else can… which is nonsense. The market determines the price.

The only way to price a home correctly is to first compare it honestly with recent sales of homes that are very similar in size, location, amenities, and condition. Then, because the market is constantly changing, it needs to be compared to homes currently for sale. In other words, compare it to the competition.

Over pricing a home can create a greater loss for a homeowner than under-pricing it, for several reasons:

Buyers who can afford a home in your proper price range never see it, because MLS searches won’t show it. (Buyers looking in the $250,000 to $300,000 range never see homes listed at $309,000!)

[pullquote_left]It doesn’t matter what the agent or seller thinks or believes, “The Market Always Determines The Price”[/pullquote_left]Buyers who can afford homes at your price will reject it

The house becomes “stale on the market” and savvy buyers who ask how long a home as been for sale may reject it without ever viewing, believing that “something must be wrong with it.”

The result: The home stays on the market too long, forcing the sellers to continue making payments while their future plans are delayed. Often, in order to sell a “stale” listing, the price must be dropped below its proper price.

Agents aren’t always the only ones at fault. Sometimes homeowners insist on listing at the wrong price, and inexperienced or insecure agents will agree. A really top agent will not, because he or she will know that an over priced listing will cost both time and marketing dollars – and won’t result in a sale.

The online MLS market analysis tool is a great starting point. But a true market analysis must be done by an agent who has seen your home – knows the local market and the homes he or she will use for comparison.

If you’d like to know what your home is really worth in today’s market, give me a call at 208.720.6888. I’ll be happy to prepare a true market analysis for you.