In 2006, I was a few years early in my prediction.

There’s a place for print media, and advertising homes for sale in Charlottesville ain’t it.

Branding a brand – or brokerage – consistently in print gives readers the impression (and illusion as the case may be) that a brokerage is viable and successful.

“Have you heard of Google? Search “Gourmet”! There’s a ton of sh*t.

For those unfamiliar with Gary Vaynerchuk:

But in less than three years, Vaynerchuk has built an audience of 80,000 for his daily podcasts on wines good, bad and mediocre. That’s enough people watching to fill the Meadowlands every day.

With Wine Library TV, Vaynerchuk has taken what was an ordinary, family liquor store in Springfield, N.J., and turned it into a multimillion-dollar wine Mecca (Vaynerchuk’s father, Sasha, is president and CEO of the business). He’s done it by making himself the online voice of a large, passionate and loud community of wine drinkers united in demanding more honesty and less marketing about what’s inside the bottle.

Have a look at Nest Realty Group’s print ads:

Nest Realty Group Print Ad

Nest Realty Group Print Ad

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

I received this note last week:

"Jim,
Can I just complain about the horrible photos on the Cville MLS? There is a listing with 25 photos and 11 of them are of the kitchen. This house has 3 bedrooms, and there are NO photos of any of them. Am I expected to sleep in the refrigerator? I think it is time for a photo article again. There are some repeat offenders out there. Help them Jim. Help them."

And then a Realtor friend (and remarkable photographer) posted this:

One would think that taking quality photos for marketing a home would be one of the more basic core competencies of a Realtor, but unfortunately, this too often is not the case.

A few of the more critical faults:

1 – No pictures.

2 – ONE picture.

3 – Pictures of everything but the interior.

4 – Not enough photos (the Charlottesville MLS allows up to 50 pictures)

5 – Not enough pictures of everything.

Statistics say that approximately 85% of home buyers search online. Why in the world would a seller allow his or her hired representative to be so delinquent in the marketing of his or her most valuable asset? Heck, even things for sale on craigslist have photos!

On homes that have been trashed, people still want to see what the inside looks like. Not every home is going to be beautiful (and none are perfect) … but buyers understand this. And they still want to see more. More of the inside, more of the outside, more of the street view, more of everything.

Ultimately, in all things real estate, the client is responsible. If you as the seller are not checking your Realtor’s efforts on your behalf, you are failing to do your due diligence in ensuring that your home is being marketed effectively.  And really, what I say doesn’t matter. What should be most concerning is that buyers are, rightly or wrongly, dismissing your home if the pictures are bad or non-existent.

Thank you to the reader who sent that to me via my meebo widget (it’s in the sidebar). I have an idea about bad Charlottesville MLS photos. If you’re game to try, please contact me. Frankly, I think the pictures I take and have processed look pretty good.

——————-

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

At least that’s the angle Charlottesville Tomorrow sees in the announcement that Charlottesville will be getting stadium seating.

Apparently, Regal has made a business decision of their own to move ahead with an upgrade. Sufficient state and federal funding is not expected for the Hillsdale Drive project until 2015 at the earliest. Part of Hillsdale was identified as a “shovel ready” project for which Charlottesville has sought federal stimulus funds.

“We were aware that there was talk of a road project either near or on our property,” said Russ Nunley, Regal’s Vice President of Marketing & Communications in an interview with Charlottesville Tomorrow. “We are unaware of where that project stands with respect to location, timeline and approvals.”

It seems that Charlottesville/Albemarle’s reputation of endlessly studying and not actually doing is well-known. One would assume that Regal Theaters wouldn’t be planning to spend so much money if they thought that they’d have to tear the theater down in the near future.

Update 05 May 2009: The Daily Progress has more today in their story, and this quote from David Slutzy makes one think that the City/County may consider eminent domain eventually … (bolding mine)

“It seems a bit bizarre,” he said. “I’m excited that they have plans to expand the theater. But, my word, it’s a bit surprising.”

Slutzky is skeptical that an alternative route for the Hillsdale extension could be found.

“There’s just not a lot of wiggle room,” he said.

Ideally, he added, the community would find a way to have both the upgraded movie theater, as well as the completed road project. “Both would be good,” he said. “But at the end of the day, we will have that road.”

Update 06 May 2009: Bumped from Sideblog to main blog because Waldo at Cvillenews caught the same thing I did – it seems that

1) Eminent Domain is at least being alluded to as an option
2) The chances of the Hillsdale Connector being built before the new theater is obsolete are slim to none.

Update 15 May 2009: The Daily Progress has an editorial on this: (bolding mine)

Regal officials may or may not know local politics well enough to have taken it into their considerations, but it is tempting to speculate: Are they aware of our area’s propensity to endlessly debate public improvements, so that changing conditions on the ground often overtake and render obsolete our plans for, say, new roadways? If they possess that awareness, are they explpoiting it in their effort to “expeditiously” get the new theater built?

My thinking: probably. They’re taking a calculated risk at our area’s collective incompetence with regard to building new roads. And it’s probably a safe bet.

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

As a cost-saving measure, all listings I market will have to be priced at $360,000.

Kidding.

This is our first attempt at doing custom yard signs. Some developments won’t allow post signs, others require their own, neighborhood-approved signs in accordance with their homeowners associations’ regulations … some neighborhoods don’t allow signs at all.

One size does not fit all, and this is but one way that we are seeking to re-define how real estate is done in Charlottesville and Central Virginia.

We want to market our clients’ homes, not our brokerage.

The early feedback has been promising.

- “I love that the price is there!”

- “I love the interior photos!”

- “I think sellers are going to be wild about these!”

- Phone number is too small, sign’s too busy. (We’ll work on this)

- “am surprised that your contact info (esp your website) isn’t more prominently displayed” (This will be addressed in the next generation)

The next ones will be better.

But … do they work?

They did here -

Here’s the really interesting part. After hanging the sign I started to pull away and had to stop and get my camera out again. Three cars in a row stopped to look at the sign and one actually sent their child out to get the flyer.

So… within minutes of hanging the sign I had eyeballs from three cars and conversion on one; you have got to love that kind of impact! BTW, the first thing my clients said was they loved the sign. I remarked how standard signs only tell people a house is for sale while marketing for the brokerage. One of the ideas behind a custom sign is to encourage people to stop the car and get out to read the sign (thus increasing the possibility of interest).

Saturday and Sunday I held an open house and the feedback I received from the nine to ten sets of people who came through was universally positive. Positive feedback is good – constructive feedback is better.

Now, how long until we’re copied?

Update 23 March 2009: NBC 29 did a nice story about the signs.

Credit where credit is due -

Greg’s series of posts on custom yard signs.

- A real estate sign of the times: Our first custom yard sign printed in both English and Spanish

- Describing Mariana and Derek’s signs in Colorado Springs

- Describing John Kalinowski’s signs in Northeast Ohio.

Our graphic designer.

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

More to come …

Feel free to see them for yourself – I’m holding an open house today from noon to four and tomorrow from three to five.

Feedback – candid, blunt – welcomed. This is our first run; they will improve.

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

Few things make me think like TED talks.

I’ve shifted my morning routine a bit. Now while riding the bike at the gym, I’m watching TED talks – while getting my body healthier, I might as well stretch my mind as well.

This talk has so many highlights, but one that struck me was this -

“He didn’t believe it was the end of print … I remember attending an exhibition called ‘Photography, the End of Painting;’ and it wasn’t at all.”

How does this relate to real estate? Directly, believe it or not.

Print’s not dying, but its defined relevance is shifting. Perhaps print is the new painting and the internet – and all that it entails – is the new photography. (I can’t help what’s next that will threaten the internet’s existence and relevance)

How we adapt to this shift will be fascinating. I see print as irrelevant for marketing houses, but relevant for branding – branding me as a professional, my company, my profession all of which constitute my brand. But as far as marketing a house to a specific buyer? Notsomuch.

This one, too, shakes everything up -

The invention of printing did away with anonymity, fostering ideas of literary FAME and and the habit of considering intellectual effort as private property.

A question – in and of itself, is MLS data intellectual property due to its aggregation and the context it provides? Or could it be considered merely data?

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

From an Albemarle County press release (bolding mine):

Albemarle County will begin enforcing an existing state law against advertising signs in the highway right of way along designated entrance corridors in the County beginning on February 17, 2009. This program is being conducted in cooperation with the Virginia Department of Transportation’s ongoing illegal sign removal efforts, and County staff have been authorized to conduct this enforcement through a signed agreement with VDOT.

Advertisements are defined as devices that are intended to draw attention to or to solicit public support for goods, merchandise, property, business, services, entertainment or amusement activities. Any such advertisements are illegal in the highway right of way and are the focus of this enforcement effort, which was initiated by the County Board of Supervisors to improve safety and aesthetics along entrance corridors like Route 29 and Route 250.

Beginning on February 17, county inspectors will remove advertisements placed in the right of way in response to complaints that are received and as part of their regular duties as they travel around the county. The County will also take proactive measures such as conducting sweeps to remove signs that are in violation. All enforcement activities will be conducted with existing budgeted resources, so no significant cost impact is from this program.

Illegal advertisements removed by County staff may be discarded, and violators are subject to a $100 fine. County staff are focusing on this illegal sign issue at the request of the Board of Supervisors, who are concerned about the traffic safety impacts of signs that distract drivers and block sight lines and who find the signs to be visual clutter than detracts from the appearance of the roadways. Anyone with questions should contact Jay Schlothauer at (434)296-5832.

Honestly. Glad to see government’s fixed everything else. /sarcasm.

This is interesting on a variety of levels, first and foremost being that sellers of homes may likely be harmed by this enforcement. While marketing trends show that real estate print advertising is rapidly continuing its decline, sign advertising remains very effective. Directional signs leading to signs which frequently have flyer boxes (hopefully with flyers) lead to an awful lot of traffic to websites and calls inquiring for information.

What now?

The Free Enterprise Forum blog discussed this last year.

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

Sure – print is effective nowhere but marketing for real estate???

Amazon says 2008 holiday season was ‘best ever’

Internet Overtakes Newspapers as News Source

The internet, which emerged this year as a leading source for campaign news, has now surpassed all other media except television as a main source for national and international news.

Currently, 40% say they get most of their news about national and international issues from the internet, up from just 24% in September 2007. For the first time in a Pew survey, more people say they rely mostly on the internet for news than cite newspapers (35%). Television continues to be cited most frequently as a main source for national and international news, at 70%.

For young people, however, the internet now rivals television as a main source of national and international news. Nearly six-in-ten Americans younger than 30 (59%) say they get most of their national and international news online; an identical percentage cites television. In September 2007, twice as many young people said they relied mostly on television for news than mentioned the internet (68% vs. 34%).

Internet Tops Newspapers As News Source, Still Lags TV

From a marketing standpoint, here’s my philosophy – go where the eyeballs are.

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

The market is speaking. When we say that print advertising is a means by which to satiate sellers and not an effective way to market a house, will sellers finally take note of the reality of the market? The LA Times’ shuttering/merging of its real estate section is a sign of the times, and one that Realtors and Sellers should recognize (I think that Buyers already know this). One wonders how long local real estate publications and sections have for this world.

More at BHB and Seattle PI asks – Is Real Estate Newspaper Advertising on its Death Bed?

Even more at the WSJ.

Related posts:

Why Use Print?

Why Print Advertising Doesn’t Make Sense

Newspapers remain (somewhat) dead

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

Pat Kitano does it again with this excellent demonstration of social media’s value:

| View | Upload your own

For example -

I can be contacted here in a variety of ways; below are a couple of the many.

(the closest thing to a resume I have to offer)

I’ll go ahead also and use this post as a shameless request for listeners/callers this Sunday on WNRN. A few of the topics we plan to discuss are –

-owners being upside-down when trying sell their house
-being uncomfortable buying in these times, even though it may be the best time around
-how much should a seller lower the sales price?

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

Gen Y and the Baby Boomers are among the “next big thing” regarding real estate for the foreseeable future. Understanding markets’ specific cultures, intricacies and idiosyncrasies is crucial to business success.

Thanks to Read Write Web’s recent post of OPML files for focused on Gen Y, I did some market research this weekend. Among my findings are these nuggets:

From SheGeeks:

There’s way too much hype being placed on Generation Y. Sure we’re savvy, but we’re also clueless and most of us don’t care to do the research. We’re waiting for these things to come to us while early adopters are going to them. We’re (sic) weren’t the first on the web, though we pretend to be.

How Tabbed Browsing Changed the Way I think

Amanda: No, I was watching The Office and [NEW TAB] did you see that post on TC? I can’t believe that [NEW TAB] lol Amy you know I don’t watch sports. Anyway, I think that we should check out OM this weekend. Does that work for [NEW TAB]

Brazen Careerist:

In the middle of a marketing presentation, I was talking about integrating Social Media into a pretty large company’s summer marketing and branding plans. I was trying to explain why they needed to blog, be on Twitter and integrate their plan to make seamless integrations between platforms. While spitting this out, I came to the conclusion that Gen-Y, or 16-25 year olds in this case, loves getting brand information from a person. We like connecting and building trust with a live human being who has likes and dislikes and tells it how it is. (bolding mine)

Employee Revolution:

Gen Y is an internet culture. We go to freerice.com and think we’re really making a difference.

…

The real movement leaders for most of today’s environmental and social initiatives are Generation X and the Baby Boomers. But they’re marketing to Generation Y. So while many of us are getting involved, nobody has stepped up and led. And that makes me wonder when somebody finally will.

I’m still trying to figure out how best to use this “new” insight and target this market, but they likely will be among the next wave of homebuyers and sellers. Attracting them is key.

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

Tracking the Bloodhound Unchained conference in Phoenix via Twitter … and in particular, Russell Shaw, listing agent extraordinaire (which is likely underestimating him) … for a quick bona fides on Russell Shaw, read this:

If you think traditional Realtors have had it rough imagine what it is like for the discount real estate companies. In my area, with my stats way down (a little over 75 million production in the past 12 months) my group outsells all of the Help U Sell offices here combined. They have 14 offices (that someone is paying rent on) showing in our MLS and my group does more business than all 14 of them combined – and this is a national company. The small discount companies aren’t even doing that well.

some of the tweets about his presentation, in 140 characters or less:

Courtesy of @AndyKaufman:

Russell Shaw – I haven’t run a print ad in 16 years. Online listing distribution as far & wide as possible.

Also by Andy:

Comps meant nothing on the way up and once again they mean nothing on the way down. No showings = too high, no matter what.

Bolding is mine.

From @MarkEckenrode:

shaw: stay aware of markets needs and adjust your marketing message accordingly

From @JeffRoyce:

Russell Shaw: Put pictures of houses in your marketing even if it’s a dump. Because if you’re selling a dump, you sell a dump.

I wish I could have made the conference, but I am grateful for the knowledge, and in many ways I want to emulate Russell’s success.

More Russell Shaw here:

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

I have long advocated against print advertising – in 2006, 2007, and this year (there are more stories here, but this is but a sampling) and my argument has been consistent – there is no method by which to track print advertising’s ROI.

But – How does one track a Realtor’s Q Score?

This week marks the second week of an ongoing experiment that I have entered with the C-Ville. Can I increase the number of subscribers to my blog through a print ad – consistently placed – in a popular local print publication? In partnership with local real estate search site CurbPlaces and C-Ville, a similar ad (hopefully this week without the typos) will run – time will tell.

Part of business is innovating, and innovation includes trying new things. I tried a banner ad on a local site last year – with no measurable results – so now I’ll try print. Who knows? I doubt I will sell a house directly from this ad, but I wouldn’t be totally surprised if I gain a subscriber who in nine months decides to contact me about something real estate related.

I’m trying to not set any expectations for myself or this experiment. An honest question I have is – who benefits more?

This week’s theme? I am actively requesting new subscribers. CLICK HERE TO SUBSCRIBE.

Here is last week’s ad, which takes up about 1/3 of a page.

Maybe I’m wrong about this experiment, but there is only one way to learn – and failing is a great way to learn.

* The incorrect data displayed in this week’s issue aside, I think this could be a good venue.

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

Why is this such a challenging concept?

Thanks, Twitter.

Technorati Tags: realtor, twitter

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

Than a sign on the side of the road.

Update: It’s owned by a Realtor, I still think it’s owned by a Realtor, as that’s what the tax records say, but this report on local TV news alludes to someone else being the owner. The house has been on the market since March 2006, started at $696k and was last listed for $594k, and is assessed for $504,300.

Technorati Tags: albemarle, charlalbemarle

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

I lost a listing last week, and it came back on market the next day with a different Realtor. After marketing it for six months and getting it more media exposure than just about any other property I’ve marketed (third-party print and television), it’s moving to agent number three today, and I wish them both well.

In marketing the property, I spent time, money, resources and time – only to take home not a dime. Am I complaining? Not at all; it’s the nature of this profession and this particular market.

Will the new marketing – copy, photos, MLS number draw a buyer? I hope so, because the seller needs to sell – the house has been on the market for nearly a year.

Here’s the lesson –

What’s most likely to influence a buyer into actually pulling the trigger and making an offer is the one simple tenet of marketing homes in the Charlottesville or any other real estate market –

It came back on the market at a lower price.

Technorati Tags: real-estate, realtor

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

Or better yet, which one would you want your Realtor to use?

This is the first time I’ve used someone to do post-processing for listing photos. I’ll likely use him again.

Update 1/13/2008: This is Athol’s version –

Technorati Tags: photography, real-estate

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

I have a new “million dollar listing“.

Before you congratulate me on my pending fortune, consider this, using easy math:

Sales price of $1,000,000
My company’s commission: $30,000
Referral commission: 35% … so now we’re working with $19,500 -
Cut that $19,5 in half = $9,750
Take taxes out – $6,825
Take expenses out – maybe $5,000

If it takes a year to sell … It’s just not that profitable.

Call me a hypocrite, but … it is the second “million dollar listing” I’ve had – furthering one of my goals for 2007 – to work in a higher price range.

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

Welcome new readers, some of whom I hope are from the cVillain. Thank you for stopping by.

This week starts the first of what may be extended targeted advertising in the Charlottesville online space.

The Charlottesville real estate market is changing every day; this site provides unbiased opinions and market analysis as well as coverage of local politics that affect real estate, emerging technology trends, market trends and more. The coverage here is decidedly focused on Charlottesville and Central Virginia – as all real estate is local; frequently national trends will be referenced, but typically within the context of how it impacts the local market.

Questions from readers are welcomed and always answered, frequently in the form of a post (my thanks in advance for the story ideas!).

To sign up for email alerts, click here, and please note that it’s a two-step process. Check your email for the verification link, click it and you’ll receive updates whenever a new story is posted. Or, better yet, click here to sign up for the RSS feed.

Prices in the region are up 13%. Really. However, there is always more to the story, and that is what you will find here. So please, subscribe, read and join the conversation and debate.  If you ever have any questions or comments, please feel free to contact me.

Here is a review of this site from the C-Ville Weekly. .

Technorati Tags: albemarle, charlalbemarle, charlottesville, real estate

I also always welcome the opportunity to show this video explaining RSS in Plain English:

Click To Play

Finally -

Get your RealCentralVA.com gear here -

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.

Following up on this week’s earlier post regarding print advertising’s demise …

The only print ad I have done this year was in The HooK, for their Green issue.

Blogging has a better ROI.

Print is useful when it transcends advertising, when it’s not advertising. Take today’s example – a third-party, independent review of one of the properties I’m marketing. I didn’t pay for it, but this is a trusted column in a local print publication. The authors write about local properties every week with unbiased, un-varnished point of view.

As noted earlier this year, the big companies are beginning to understand that print is a waste of resources.

I’ve chosen to not advertise in the local real estate publication, the Real Estate Weekly, for at least two reasons. First because I don’t want to spend the money branding myself and I haven’t heard of any success stories (or leads) from other agents. Second, they now print in Georgia and drive it up to Charlottesville every week – this is incongruent with my evolving green philosophies (gotta ‘walk the walk’).

If only Realtors would learn to advertise their Open Houses in the Charlottesville MLS, we might not need to advertise in the Sunday Daily Progress.

Next week I’m going to run this site’s first-ever local “get subscribers” drive – courtesy of a banner ad to be run at cVillain, a highly-trafficked local gossip/discussion/news/etc/ blog. The results of a poll they ran a few weeks ago led me to give them a shot -

    * less than $10,000
      6% of all votes

    * $10,000 to $24,999
      13% of all votes

    * $25,000 to $49,999
      47% of all votes

    * $50,000 to $74,999
      16% of all votes

    * $75,000 to $99,999
      10% of all votes

    * more than $100,000 i.e. lucky bastard
      25% of all votes

Buyers and sellers are looking online. Go where the business is, or where it’s expected to be. Sort of like the concept in soccer, of running to space, I’m trying to get into that real estate space.

We’ll see what happens after next week. If you don’t try, you can’t fail or learn.

Technorati Tags: albemarle, charlalbemarle, charlottesville, green, real estate

Copyright RealCentralVA.com, LLC. If you like this post, please, visit RealCentralVA.comwhere this was originally posted.