Brian In REALTOR Magazine

November 15, 2010 at NETAR

The Tennessee CRS Chapter with the Northeast Tennessee Association of REALTORS (click for map) presents “Owning Your Online Brand:  Digital Reputation Management for 2011 and Beyond.”  In this three-hour (1 p.m. to 4 p.m.) workshop you’ll:

• Understand the platforms that can help or hurt your online brand.
• Explore online branding and tactics.
• Grasp risk reduction and code of ethics potential issues.
• Apply real estate strategies for a potential return on investment.
• Discover how to use Yelp, foursquare and Facebook’s review and check-ins smartly.
• Articulate your strategy to today’s tech savvy consumer.

Click the photo to download the promotional flier.

A Big Ol’ Hot Mess of Message

Last week, I was in the Chick-Fila drive through window behind quite a nice car, however this driver was on a message mission.  From the rainbow Apple Computer logos to the earth-stewardship to the super uber-faith messages, a message certainly was heard.

While I’m certain Joel Olsteen On Tires (let’s call him Mr. JOOT for short) simply wanted to communicate that he really loves God and his faith, his channel sent out a completely watered down message due to the hot mess of information overload.

I love stalking other agents’ websites.  Usually I’m bored by the templates, but more so than not I’ll hit upon a hot mess prize which reminds me a lot of Mr. JOOT.  I have to ask…are you overwhelming the consumer with your over-messaging when they hit your website?

Does the consumer really want to see you walk across the bottom left hand of the screen and start talking to them while they are at work and really shouldn’t be looking for homes anyway?

Does the consumer really want to have 85 links (yes, I’ve counted 85 and even more on some home pages) staring them in the face for choices so you can get your “SEO” that you crave so much?

Does the consumer really want to see your entire family history, fishing hobby, top 10 sales producer cotton candy award and circa 1986 Glamor Shot photo as their first impression of the services and products you have to offer?

Does the consumer want to have their retinas burned permanently due to the color festival you created and thought was so pretty because you picked it all yourself?

Does the consumer really want to see how many fonts your website template allows you to have and how you have been able to use every ONE of them on your home page?

If your answer is “yes” please de-bookmark my blog, de-friend me on Facebook and picket my classes (with your fabulous font-filled, multi-colored, over-messaged signs) now.  Whew, now that he’s gone, the rest of us can get to web business.

1.  Remember, the top left hand corner of your website is the most important message you can send to the consumer.  They typically want to see homes when they visit a site.

2.  Use the two-font rule in graphic design.  Try not to use over two fonts on any of your promotions.  Make sure those fonts complement each other.  Typically you’ll want one “Times” based font and one “Serif” based font.

3.  Today’s consumers crave white space/blank space.  Look over your site and evaluate what is the most important message you want to send and how do you create simplicity there?

4.  Be mindful of the color consumers want rather than what you want them to see.  If your franchise/broker has requirements on your colors and you must use red and blue, try choosing as much white as possible and accent with red and blue instead.

5.  Watch the sounds and videos that launch automatically.  Remember the consumer needs to be in control in this economy of what they hear and see.  Give them comfortable, familiar choices to lead them in the direction you want them to go.

If you can accomplish these five simple goals, you’ll be ahead of the vast majority of your competitors on-line.  Your message will be clear to the consumer.   The “bumper sticker” you want articulated will be a central focus, and the consumer will appreciate that.  To Mr. JOOT at the Chick-Fila, thanks for the reminder.  Now, get that holy rolling message machine out of my way; so, I can get some chicken nuggets and waffle fries and make it to church on time!

An Aretha-Miley Cage Fight Smackdown

While you can’t deny talent, sometimes talent doesn’t sell like it once did.  Aretha Franklin could possibly epitomize everything I love about music.  She sings from the deepest part of diaphragm.  Her skin is flawless.  She’s sassy and saucy.  She’s a consummate diva.  So why did her album units only sell a fraction of what Miley Cyrus’ sold in 2009?

Miley is the symbol of the pop music culture of today.  She’s young and adorable.  She sings (mostly) in tune.  She’s savvy and silly.  She’s a new diva.  Beyond that, she’s a songwriter, an actress, a clothing line, a franchise, a TV show, a movie star, a YouTube organic hit and ultimately a huge BRAND.

Is Miley’s core talent in music better than Aretha?  Uh…no.  However, she is answering the market that is currently buying.  One day, she may achieve Madonna or Sher* longevity, but only time will tell.  For now, she is what the major market wants.

The challenge is, how do you (as an agent) channel Aretha’s core foundation talent while harnessing Miley’s triple threat sellability?  I’d propose the following to create the real estate superstar triple threat:

1.  Education.  Education.  Education. Take as many CRS courses as you can.  Don’t make it about “the letters,” because as much as no one wants to admit it, the consumer doesn’t care about your alphabet soup.

2.  Serve as many people as you can.  Move forward in the mindset of service over being a constant salesperson.  Today’s financially strapped buyer and seller don’t care about your mega money making machine pulling up in the Hummer.  Buyers and sellers crave honesty and kind, but stern hearts.

3.  Connect with as many people as you can. Get involved in one board or nonprofit and make a TRUE impact there.  Forget the resume and the awards that many strive for with the service.  Make the big change in one small area.

4.  Get over your fear and hate for technology.  Embrace it.  Overcome it.  Control it.  Don’t let it overcome and control YOU.

5.  Find an agent whose business model works, but scares you. Spend as much time with him/her as he/she will allow.  When you can step outside of the comfort zone, get out of judgement and into learning, you may find the level you’re craving.

6.  Ask the consumers who didn’t choose or even consider  you why they are working with their choice.  Sometimes the truth hurts, but you’ll grow from it.  Leave your thin skin at the door.

With a little reframing of your attitude you may find the R-E-S-P-E-C-T you’ve been missing for a while and still be able to Party In The USA.

I Wanna Be On TV

One of the most common questions I get on a weekly basis is, “How did you get on TV shows for real estate?”  Several planets need to align just right for you to make the cut.

1.  You need to be in a “Production City.”  Many of the decision-makers are looking for agents in cities that have proximity to Union and accepted audio and video crews.  They typically are in larger cities or cities known for media heavy outlets.  On last check, their preference is to have the acceptable crews within 30 minutes of their base.  If you’re in Atlanta, Nashville, Austin, Los Angeles, Washington DC, New York and Portland, your chances are a lot better.  If you’re in a LOT of America, you’re outta luck (for examples, Columbus, Ohio…I checked.)

2.  You need to have videos of your hosting skills on-line.  Scouts are typically internet savvy, young graduates who have limited budgets.  Their research is conducted on-line in a quiet fashion.  They are going to search for agents in their target cities who have the look, personality and clients to make a show happen.

3.  You must have a diverse, generous clientele.  Production companies work on tight timelines and need everything as flowing as possible.  Once you have the relationship with the scout or have caught their eye, you’ll want to give them choices.  They will want energetic homebuyers buying camera-friendly homes.

If you have those three foundations, you may be a good candidate.   Additionally, you’ll want to note the following:

1.  Remember most shows are about the buyers and sellers.  NOT YOU.  You are a conductor.

2.  Be low maintenance and compliant with all the paperwork and releases.

3.  Don’t expect the heavens to open and an out-pouring of clients to land in your lap.  It doesn’t happen folks!

4.  Watch every word you say.  Don’t say or read something because a script calls for it.  You could find yourself in hot water with Fair Housing.  (I know this one, too, thanks to a TV show that had a heinous statement in the script.  I informed the company that NO licensed agent in America could read that line and keep their license.)

5.  Leave the networks alone.  They don’t make the shows.  They buy the shows from the production companies they have commissioned.  To the MORE THAN 50 agents who have complained that HGTV hasn’t returned their calls and emails to me, THEY WON’T!!

HGTV Expert

Building A Jerk-Free Business

I’ve noticed a huge paradigm shift in my social world since the economy took its shift recently.  That shift has only been criticized for changes our finances.  That shift really needs to be applauded for shifting a lot of attitudes for the better, however.

One of my business goals this year was to remove the hateful, lose-winners, whatever you want to call them FROM my business.  I discovered a little secret in 2008…the more I work with great buyers, sellers and agents, the better my life is and the more my business grows.  So, what steps can I share with others on how to accomplish a more stress-free business or even working relationship (as a buyer/seller) with an agent?  Here we go…

1.  Identify the “poison” in your life. Bishop TD Jakes always says, “Give the gift of goodbye” to those who create poison or drama in your life.  If you have business associates, clients and (unfortunately) family, you need to keep away from that negativity.

2.  Change your atmosphere.  If you’re finding a lot of stress in your life, analyze where you’re meeting these people.  Concentrate on positive places to connect with good people.  The Hands On Network is an excellent place to connect with positive, volunteer opportunities.

3.  See the parties in a transaction as your team.  The seller, buyer, buyer’s agent, seller’s agent, mortgage lender and miscellaneous service providers are so much more powerful when working together for a smooth, win-win transaction.  Within 12 hours of every bound contract, my assistant send out “Smooth Closing Covenants” to everyone involved to set the positive tone.  When I present every buyer’s offer, I use my “Complete Acceptable Offer” program which outlines how everyone that works with me will conduct business in a fair, professional, mutual way.

4.  Share and verbalize it! I’ve started discussing in my buyer and seller presentations the need for good attitudes.  I encourage my buyers and sellers to discover a different agent if they are looking for a cut-throat kind of transaction.  If a buyer or seller can subscribe to my brand of business, then we’re a great match.  If not, life’s cool.  There’s a match for everyone.  (Note:  This doesn’t mean I will let someone run over me, however.)

5.  Help every agent you can. When you see an error on a listing, a key box not working or something amiss on a home, correct it or share the correction in an edifying way.  Go to every broker open house you can possibly attend.  Get involved as much as you humanly can in your profession’s organizations.

6.  Develop an educator’s heart. When we stop looking at ourselves as sales person, but instead as teachers and learners, everyone wins.  You’ll find yourself with less problem-causers in your business, since most of those folks don’t want to learn too much.

7.  Steward your news choices.  When you find yourself in a bad place or attitude, typically you’ll find yourself attracting the same type of person/client/agent.  If your news source is consistently negative and if you are addicted to information overload, you’re just inviting the a’hole’s spirit into your life and business.

8.  Correct bad behavior. Don’t be afraid to grow some if another agent, a seller or a buyer is out of line.  I recently lost a buyer because his attitude toward negotiations and purchasing was predatory.  His jaw dropped when I asked him to please find a new agent that I pride myself on always doing the “right” thing and that what he was doing was “wrong.”  Money doesn’t rule and no one needs business that bad.  I’d rather pick up aluminum cans and earn recycling money than cheat, lie or misrepresent.

9.  Communicate everything upfront. Have you ever been on a plane when the turbulence was scary and overwhelming?  Once it’s finished, the captain comes on a says, “Sorry about that.  We were experiencing some issues.”  Wouldn’t you feel better if she came on and said, “In the next three minutes we will be experiencing some bumps.  Just buckle up, take your seats and I’ve got it covered,” prior to the turbulence?  You find most people are not a’holes, they just don’t want to be surprised.  When we talk about expectations and processes, everyone’s a lot happier.

10.  Merge with the pet lovers/owners. A Clemson University studied showed the the vast majority of pet owners (cats and dogs) have happier, healthier lives.  When you walk into a home and “Rover” of “Fluffy” greets you, you may have a strain-free, stress-free match made in Yummyville.

Sweet Home Alabama, A Video Tour And $150K

You have a brilliant idea to use a certain popular song in a video, but before you use it on your promotional items, you need to think twice.  The easiest way for you to use music on your home tours, eCards, video, etc. is to use a royalty-free music service like MusicBakery.com or RoyaltyFreeMusic.com.  You’ll still need to pay extra special attention to the licensure to see if it grants you perpetual or unending use of that copyright.  Your type of usage will cost you anywhere from $25 to $300.

Now, still, you’re stickin’ to your guns on using cliché songs like “Our House,” “Sweet Home Alabama” or “I’m Comin’ Home” to make your promotional point.  Since you insist, at least let me tell you the right way to do it.  My prior life to real estate was a Director of Publishing for a record label in Nashville; so, I dealt with this on a daily basis.

Let’s use the song “Sweet Home Alabama” for our learning exercise.  You’ve finished your neighborhood video of a new subdivision you just listed outside of Birmingham which has presented you with the opportunity to use the song.  In order to use it, here’s what you need to do.

1.  Publishing rights.  The “right” to use this song has to be granted by the administrator of the publishing catalog.  In this case there are three publishers:  Universal Music Corporation, Full Keel Music, Songs of Universal and EMI Longitude.  Each of these parties has a right to the copyright and payment on behalf of their writers Edward King, Gary Rossington and Ronnie Vanzant.  The publisher who owns the greatest percentage will control the right to the copyright, however, all publishers must “license” the usage through a thing called a synchronization license.

Unlike mechanical licenses (which are used for CDs, downloads, vinyl’s, etc.), “synch” licenses have no agreed, standard rate.  Each synch license is negotiated individually between you (the requester) and the publisher’s administrator (the grantor).  The administrator will want to know the nature of the use, but more importantly, they’ll want to know the profitability of the product “Sweet Home Alabama” is being used to promote.  Since your subdivision has 150 home sites at an average price of $275,000 at a two percent commission rate to you and a 25% net profit margin to the builder, they will see a figure somewhere in the range of  $11M.  In this negotiation, chances are, this usage is going to cost you somewhere between $50K and $100K, if the administrator is in a good mood.  Now that you have received your “permission slip” from the publisher, it’s now time for the second license, the master license.

2.  Master rights. The artist cut of the song is controlled by the record label (or owner of the master recording).  In our scenario, you think you’ve used Lynyrd Skynyrd’s version of the song, however it could have been Hank Williams, Jr., Alabama, The Charlie Daniels Band or Rascal Flatts.  Once you are almost definite that it is indeed Skynyrd, you now must reach the record label exec who is in charge of  granting master usage.  Each label does it differently, so you’ll need to call the main record label number and work your way to the right person.  MCA was the record label Lynyrd Skynyrd was recording on at that point.  You will need to trace down who know oversees the masters on behalf of MCA and begin that negotiation process.

The master recording right grantor in this case will use the same profitability measuring stick as the publisher, however they typically could care less what you’re paying the publisher, since they’re rarely affiliated or share profit.

Now, you have officially, legally used “Sweet Home Alabama” by Lynyrd Skynyrd in your real estate video.  It’s only taken three months of administration time, 12-14 hours of research and phone time and somewhere around $150,000.  Congratulations.  Now, what did I say earlier about royalty-free music?

Three Shots At RE Video Domination

Sometimes I feel like motion sickness medication should really start advertising in real estate video.  There are two ways to get a video done (1) hire a pro and (2) do it yourself.  In this economy, we’re seeing more and more agents take on the task to save money.  If you’re going to do it yourself, remember these three simple techniques for making your videos look like a pro and keeping your consumers from getting woozy.

RETechSource Three Shots from Brian Copeland on Vimeo.

The Left-To-Right Pan or Vice Versa:  A “video pan” is a simple sweeping of a scene in a straight line across a room.  A good tripod (one you or someone else paid at least $200 for) always helps.  If you don’t have one, hold your camera as close as you can to your mid-chest with the viewfinder where you can see it.  Start on one side of the room and slowly move (or pan) the camera in one direction.  You’ll want to keep the pan moving beyond the beginning and ending walls, then edit those aspects out in post-production.

The Zoom-In/Zoom-Out:  Choose an aspect of the area you are in that is either a focal point or has motion.  I find that the three “Fs” are a great place to look first…faucets, fireplaces and fans.  Get those elements moving (turn on the faucet, get the fire rolling, etc.) and choose a part of the room where you have a good vantage of that feature.  Once you have the shot, move as far as you can from the object and zoom in on the moving element.  Slowly zoom out to the greater space and hold the final shot as you count 1-2-3.

The Context Shot:  Every time I shoot a show with HGTV, they always preach, “Context. Context. Context.”  Consumers need to see the essential paths and parts of their daily lives on the screen.  For example, how far is it from where we cook the food and where we eat the food or what’s the path look like from the back patio for grilling to the kitchen.  Take your camera and again place it as close as you can to your chest.  Keep your zoom at the same level for the entire move.  Find a place in the space that can get the context while requiring you to move as little as possible.  Move the camera from a defining feature of the starting point (i.e., the refrigerator) to a defining feature of the contextual spot (i.e., the patio table).

In all of these shots, lighting is still essential.  I’ll tap that in another entry; so, check it out.