March 27, 2008
The Gazette
Interest swells for flat-fee brokers; Sellers turn to franchise agents
by Rebecca McClay

Robert Huzzy's flashy Volkswagen Beetle, plastered with Assist-2-Sell logos (left with Huzzy), had virtually no miles on it when he started the franchise in 2002.

Now with hundreds of thousands of miles, the Bug takes the Frederick real estate broker to a steady influx of listing appointments throughout the county as more homeowners have been inquiring about the flat-fee sales model.

‘‘We have sellers calling every day wanting to know how we can save them money," Huzzy said. ‘‘Most Realtors really have to search for a particular seller. They come to us."

Huzzy, a former ReMax Realtor, said companies like his that charge flat fees instead of the conventional broker's rate of usually between 5 percent and 6 percent, can earn just as much by processing more sales. They can also save money on marketing to buyers, who are drawn to Web sites and are curious about the flat fee policy.

Companies such as Assist-2-Sell and Help-U-Sell charge a fee of roughly $4,000, which is typically lower than the conventional broker's fee and is collected only when the homes are sold. Unlike a traditional broker performing all services for a percentage of the home sale, the businesses break down services such as listing the homes on a broker's MLS database and offer flat rates.

With 20 offices in Maryland, including two locations in Frederick, Help-U-Sell has also seen an influx of interest since the housing downturn, said Don Gill, who founded Help-U-Sell Western Maryland on Rock Creek Drive in 1991.

With a cell phone and a laptop, Gill, a licensed Realtor, offers various services for set fees and said most of his business is for listings, for which he charges $3,950.

Many homeowners, he said, are asking him how to save on the seller side, but he has been turning down more homeowners because their homes are unlikely to move at the price they need to recoup their investment.

‘‘We're not miracle workers," Gill said. ‘‘The interest is there - we're getting a steady stream of calls - but I can't list their house if they can't sell it. Unfortunately, a lot of folks don't have the ability to sell their home and there's nothing I, or any other broker, can do."

The median commission paid by home sellers in 2006 was $11,672, according an October report by the U.S. Justice Department's anti-trust division. Consumers opting for fee-for-service models can save as much as $5,336 in commissions on the sale of a median-price home.

For example, a homeowner with a $225,330 home may pay $500 for listing with a broker such as Help-U-Sell, whereas a conventional seller's broker fee of 5.18 percent would be $5,836. Under both models, a $5,836 buyer's commission would also apply.

More homeowners facing foreclosures are turning to flat-fee companies to avoid filing for bankruptcy and damaging their credit, both Gill and Huzzy said. ‘‘Oftentimes, it's too late," Gill said.

Frederick financial consultant Alton Drew said the flat-fee brokers ‘‘provide the current market with a well-needed service, filling a niche."

‘‘I have bankruptcy clients who have refinanced to the point where they have no equity," Drew said in an e-mail. ‘‘For consumers like them ... an Assist-2-Sell-type offers them the option of getting rid of the home at a low cost, even if it means walking away with little or nothing."

Assist-2-Sell's office on Industry Lane in Frederick has five employees. Without providing specific sales and revenue figures, Huzzy said Assist-2-Sell saw consistent growth until last year, when the franchise noted a roughly 30 percent drop in revenues. His franchise had 35 active listings last week and receives between 20 and 40 inquiries about the process per month, Huzzy said.

‘‘We've been affected just like everybody else," Huzzy said of the downturn. ‘‘But people are coming to us more and more."

Gill, with about 15 active listings this week, said he has also noticed a revenue decline at Help-U-Sell, but is braced to weather the poor housing market. He said the low overhead of paying virtually only his personal digital assistant service fee will help him stay in business until the market rebounds.

A conventional Realtor, Stephen Fox, president of Fox Realty Group in Frederick, said Assist-2-Sell's and Help-U-Sell's business models offer an alternative to percentage-based brokering, but there is still demand for full-service, commission-based brokering.

‘‘It's just two different levels of service," Fox said. ‘‘People have different options, and it's the homeowner's preference what they're looking for."

Contract's Signed, Prepare for Trouble
A signature may be on the dotted line, but some problems still can arise. Look out for these hang-ups, and know how handle themBy Barbara Ballinger

You think you're in for smooth sailing once you've agreed on the sales price, escrow deposit, exclusions and closing date. You feel even a big smug once the house passes a builder's inspection and contingencies are removed. But don't get too comfortable with the idea that you've bought or sold a house just yet. Until a check is handed over at the closing, there are snafus that can cause the sale to crater.

But if you stay focused on the ultimate goal - to sell or buy a house - there usually are solutions, though some may require a new closing date or some additional funds or a credit. Here are some common problems that may accompany a sale and solutions to get the deals done.

Seller removes possessions that were supposed to stay
New York attorney Lisa Breier had clients - buyers - who had heard a rumor that the sellers were taking away furnishings. When the buyers went for their walk-through before the closing, they discovered, lo and behold, that some kitchen cabinets and appliances were missing. The sellers denied knowing they weren't allowed to remove the items. After a few conversations and with the closing postponed a week, the cabinets were re-installed. Solution: Take photos before the closing, always do a walk-through, emphasize exclusions.

Seller refuses to move out
At a closing for a New York loft, the buyers expected to receive the keys to their home. The surprising response from the seller was, "I didn't realize I had to be out of the apartment," recalls Breier. The closing was adjourned for a few days and another closing scheduled. When that came and went, Breier played hardball. Solution: Patience will work initially, but in this case Breier had to issue a Time of the Essence notice, which informed the seller that if she didn't move out she'd be in default. Six months later, the seller moved.

Buyers qualify for a loan that no longer exists at closing
With the mortgage market in flux, it's becoming more common that certain loans no longer exist. In the case of one transaction, mortgage/loan officer Tracey Rumsey of Bountiful, Utah, said the buyers had a mortgage for 100-percent financing based on their earnings. Solution: In that scenario, a buyer has to walk away from the sale or go back to their lender and ask for a loan based on a smaller percentage of their income, says Rumsey, author of "Saving the Deal: How to Avoid Financing Fiascos and Other Real Estate Deal Killers" (AMACOM, 2008). But an even better scenario is for buyers to go to a lender who preapproves them for a choice of loan options.

Sellers make unapproved changes
When Amy Gardner Cranston and her husband Brian purchased their first home, they discovered before the closing that permits hadn't been issued for some completed work. To bring the work up to code, the sellers took extreme steps and removed walls and insulation rather than correct the problem. "They expected us to take possession of the house with one less usable room," Amy says. Solution: The couple hired an attorney, and with help from their salesperson they showed that the sellers were in breach of contract. Gardener Cranston also believed that the photos she had taken of how the house looked at the time of the contract, as well as detailed notes about the inspection, helped them receive a credit to make the necessary changes.

Lost original documents
Without such important documents as the original note and mortgage, deed of trust or land contract, you can't close, says Steve Hochman, president of Friendly Note Buyers Inc. in Roxbury, N.Y. Solution: First, the bad news. "There's no simple solution, and this can derail a closing," Hochman says. To resolve the matter, he suggests first asking the original closing attorney if he still has the documents, since he may have kept them inadvertently. If that's not the case, go back to the original signers - possibly a bank, he says - create the lost affidavit and get the original note resigned, which may take time and require a new closing date. Better yet. know where all-important documents are at all times, especially before the closing.

Seller doesn't own title
This can easily happen if an attorney or title company hasn't run a search to see who's on the title. Solution: If it's a simple error and both a husband and wife's name aren't on the title when they should be, a quitclaim deed can be drawn up with the proper grantor and grantee names and a legal description of the property, says Georgia attorney Craig Long. If someone is selling the house for a deceased family member, be sure before the closing the seller has the legal authority to do so according to the will, with proof available. Long further advises a seller check the title before listing their house and a potential buyer request to see the title before signing a contract or shortly thereafter.

Appraisal is less than the negotiated sales price
This may happen more these days as house prices fall, making some buyers rethink their offers. Solution: A buyer may decide to renegotiate the sales price downward. To safeguard against 11th-hour disasters, broker/attorney Tara-Nicholle Nelson of Oakland, Calif., advises not removing the appraisal contingency until the bank underwriter has signed off on the appraisal.

Fatal buyer's remorse
Though it may not occur often, Diane Saatchi, senior vice president with the Corcoran Group in East Hampton, N.Y., was involved in a transaction where the buyer decided before the closing not to proceed, blaming the decision on a poorly functioning furnace. The seller, her client, agreed to purchase a new furnace. The buyer still wanted to reneg. Solution: Because the market still was strong, the seller decided he could sell his home to someone else and returned the buyer's escrow deposit. However, a seller might decide to make the buyer forfeit the deposit.

Special assessments add to price
Sellers are required to notify buyers about special assessments that arise and usually prorate them or assume the expenses to sell their house. But some sellers may disagree since they feel that they won't benefit and want these costs passed on to the buyers. Who pays - or doesn't - can undo a deal, says Janice B. Leis, associate broker for Prudential Fox & Roach in Rosemont, Pa. Solution: She recommends delicately presenting the request. "Pick your battles," she says. "Because of the number of houses on the market, most sellers now feel lucky if they have a qualified buyer and assume the assessment costs or at least ask to split them."

Loan denied because of bad debt-to-income ratios
Once they're approved for a mortgage approval, buyers may go on a shopping spree, maxing out their credit card, which changes their debt-to-income ratio, says Julie Nolan, owner of Assist-2-Sell Best Choice in North Port, Fla. "We have had denial letters come two days before closing because of this!" she says. Solution: Buyers shouldn't apply for new credit cards, make major purchases on credit, change jobs or quit a job prior to closing.

Copyright © 2008 Content That Works. All Rights Reserved.

The 2^nd Annual Devon Builders Competition kicked off on March 24 at the Devon Horse Show Grounds in Devon, Pa. Sponsored by St. John's Presbyterian Church, this weeklong "build-off" pits five teams of home builders against each other as they race to see who can build a house the fastest. All of the houses will be shipped to Habitat for Humanity of Greater Baton Rouge for families displaced by Hurricane Katrina. 

Competition begins at 9 a.m. Monday-Friday through March 28, and concludes on March 29 with an awards ceremony. Live and archived broadcasts of the event are available at http://www.hellophilly.tv/.

Each day, a new team constructs a 1,200 square foot house frame based on a common plan.  When finished, the houses will be disassembled, packed into a truck and shipped to the Baton Rouge, La., area. The houses will then be reassembled by Habitat for Humanity.

So far, the time to beat is two hours and 36 minutes. That's how long it took Lexington Home Construction to finish their house on Tuesday. Other teams participating in the event include St. John's Presbyterian Church, Martin Cappelletti Builders, Fairfield Builders/Steve Smith Carpentry and The Weaver Company.

Carl Friedel, owner/broker of the Wayne, Pa., Assist-2-Sell office, is broadcasting the build-off live each morning. Viewers from anywhere in the world can watch the Devon Builders Competition and see the houses being built in real time. Simply visit http://www.hellophilly.tv/ and click on "My Live Webcasts." 

"I offered to broadcast this event live because I wanted to spread the word and let people from all over participate in this great cause. Families will be living in these houses this summer, which is really exciting," said Friedel.

Participants of the Devon Builders Competition are also raising money for their local Habitat for Humanity, and St. John's Presbyterian Church is accepting donations on behalf of Habitat for Humanity.   

Carl Friedel opened Assist-2-Sell Personal Choice Real Estate in Wayne, Pa., in October 2003.  Assist-2-Sell, North America's Leading Discount Real Estate Company^SM, provides home sellers with full brokerage services for a low, flat fee, saving consumers more than $800 million in commission.[1] Home buyers also have access to a full range of services, including Assist-2-Sell's exclusive listings databases. All brokers and agents are fully licensed and REALTORS®. On the Net: http://www.pcr2.com/ and http://www.hellophilly.tv/.  

[1] Savings based on statistics since January 1, 2000, for all Assist-2-Sell offices in North America compared to paying six percent commission. Six percent used for comparison purposes only. Commissions may be negotiable and are not fixed by law.

Assist-2-Sell owner Mike Carter uses his experience to help homeowners avoid foreclosure.

With recent changes in the real estate market, many homeowners have found themselves in a tough financial situation.  The "nothing-down" 80/20 mortgages that were used to purchase homes over the last few years may have made sense at the time, but now those homes may be worth less than what is owed due to declines in market values.  Unfortunately, some homeowners can't wait for the problem to resolve itself; they need to sell now, either because of financial hardship, job loss or divorce, or because they need to relocate for a new job. 

One option for a home seller is a "short sale."  A short sale occurs when the net proceeds from the sale of a home are not enough to cover the seller's mortgage obligations and closing costs, and the seller is unable to cover the difference. 

For the lender to agree to a short sale, the homeowner needs to provide a financial statement demonstrating a true financial hardship.  Since the short sale process involves a lot of detailed paperwork, problem-solving skills and persistence, a homeowner should utilize a real estate professional who understands the process to achieve a successful conclusion. 

Some "upside-down" home sellers think they can't afford a real estate broker, so they try to sell the home on their own.  Many don't realize that in a short sale, the lender pays the broker's commission.

The REALTOR®'s job is to negotiate for the home seller and show the lender that it is in the lender's best interest to accept the short sale versus foreclosing on the property.  Obviously, lenders don't like to take less than what they are due, but they also don't like to foreclose a non-performing loan.  There are legal costs, repair costs to the property, remarketing and carrying costs, and the uncertainty of getting the highest price in a market already flooded with inventory. 

In a short sale, the home still needs to be placed on the market, a buyer needs to be found and a bona fide offer received.  Without a viable purchase offer, a short sale proposal won't be considered by the lender. 

If the lender does agree to the short sale, the homeowner will not receive any money at closing, since the lender is accepting less than what they are owed.  However, the homeowner will be able to avoid a foreclosure on their credit, which is a lot harder to clear than slow-pays.  The lender could, but doesn't always, pursue a deficiency judgment against the owner, or some lenders may, as a condition to the short sale, ask the seller to sign a promissory note for all or part of the difference between the proceeds of the short sale and the debt obligation.  Homeowners also need to be aware that a short sale is considered a "forgiveness of debt," which may be viewed by the IRS as taxable income to be reported. 

A short sale is one way, with the help of a knowledgeable REALTOR®, to relieve the financial strain on families due to changes in the housing market.

Mike Carter is the owner and broker of Assist-2-Sell Buyers and Sellers Realty in St. Augustine, Fla.  Assist-2-Sell, North America's Leading Discount Real Estate Company^SM, provides home sellers with full brokerage services for a low, flat fee, saving consumers more than $800 million in commission.*  Home buyers also have access to a full range of services, including Assist-2-Sell's exclusive listings databases.  All brokers and agents are fully licensed and REALTORS®.  On the Net: www.jaxhomeinfo.com.

*Savings based on statistics since January 1, 2000, for all Assist-2-Sell offices in North America, compared to paying six percent commission.  Six percent used for comparison purposes only.  Commissions may be negotiable and are not fixed by law.

Using his 30 years of experience in the industry, Assist-2-Sell co-founder and co-chief executive officer Lyle Martin helps clarify some misperceptions about real estate brokerages and offers homeowners some tips on what they should look for in an agent. 

Most homeowners will use a real estate agent to sell their home.  With more than a million REALTORS® nationwide, how do you choose one?  Most home sellers will either ask their family and friends for a referral or they'll call the agent who sold them their home originally.  Some will choose the agent who kept in touch through neighborhood marketing.  Others choose a brand name brokerage they recognize and take whichever agent answers the phone.  While all these methods are fine, there are some things you can do to be more pro-active in selecting a brokerage and an agent.

Select a Real Estate Brokerage That:

• Is properly licensed and in good standing with the state.  (This just requires a quick phone call or a visit to the appropriate Web site.  The department that licenses and regulates the real estate industry in your state may be called the Real Estate Division, the Department of Real Estate or the Real Estate Commission.)
• Belongs to the local Association of REALTORS® and the local Multiple Listing Service (MLS).
• Specializes in residential home sales.

Select a Real Estate Agent Who:   

• Works in the real estate business full time.
• Is a REALTOR® and a member of the MLS.
• Is experienced in residential home sales.
• Demonstrates competence and local market knowledge.

Once you've determined that a brokerage and an agent are fully licensed, experienced and qualified to meet your needs, you'll need to decide how much you're willing to compensate them for their services.  Use the following information to demystify this decision-making process.

MYTH: Bigger is Better      
Many home sellers think if they retain a large brokerage, all the agents in the office will be trying to sell their home.  There is rarely an incentive for an agent to sell a home listed by another agent in the office.  Agents typically rely on the MLS for information on homes for sale and are happy to show and sell homes listed by agents outside of their brokerage. 

The MLS levels the playing field, so don't worry about the size of the brokerage.  Focus instead on the strengths of the agent.

One thing many home sellers overlook is the fact that smaller brokerages are often comprised of more experienced agents.  A lot of new agents get their start at large brokerages, while experienced agents often leave to start their own brokerages.

MYTH: Brand Name = More Marketing
Regardless of the size of the brokerage, the marketing of individual homes is typically paid for by the listing agent.  It has been proven time and again that the most effective marketing tools are the MLS, yard signs and the Internet.  That's what home buyers are using to find homes.  And any agent can provide these marketing tools.

If the brokerage you hire is spending a lot of money on television ads, billboards and park benches, you have to ask yourself how that is benefiting you.  Are they looking for buyers for your home or simply attracting more business for themselves and justifying their high fees?     

MYTH: You Have to Pay a High Commission
Real estate agents who charge a high commission want homeowners to think they have to pay six or seven percent in order to sell their home in this market. 

The truth is there are many alternatives to paying such high commissions.  There are discount firms like Assist-2-Sell that offer full-service for as low as a few thousand dollars.  With a full-service discount real estate company, home sellers receive all of the services they would get with a high commission brokerage, but without all of the cost. 

There are other real estate companies that discount their fees by reducing the level of service.  These are good for home sellers who are willing to take on some of the work, such as taking calls and showing the home.  Fees can start at only a few hundred dollars. 

Checking into these companies can save home sellers thousands of dollars.

MYTH: You Get What You Pay For
Home sellers will find that most real estate agents charge the same high commission yet agents don't come close to offering the same value.  Call a brand name brokerage with many agents and chances are you'll get a newer, less experienced agent.  Do they have the same level of experience, negotiating skills and marketing budget as a seasoned agent?  Certainly not, yet they want the same commission.  This doesn't mean they won't do a good job and succeed, but you are not getting the same value (i.e. what you pay for), compared to hiring a top producing agent.

It's not difficult to find top producing agents working at discount brokerages.  These agents have discovered they can make more money in volume by charging home sellers lower fees, while still providing full-service.  And home sellers are happy because they're saving money and receiving full-service. 

Selling a home is a complicated process and it does require the use of professionals, especially in this market.  Remember, the commission you pay does not ensure value.  Select a real estate agent who is licensed, qualified, experienced, knowledgeable and ready to represent your best interests.  With a little research, you will find someone who will sell your home quickly and will help you get as much money for it as possible. 

Like any Web site address, your blog's URL can make a big difference in how you are ranked with search engines like Google and Yahoo.  It can also peak people's curiosity and draw visitors to your site. 

Your blog's name should convey what the site is all about.  What are you going to write about?  Who is your target audience?  Make a list of relevant keywords and see how you can weave them into a Web site address.  But don't go crazy with keywords.  You want the name of your blog to be short, simple and easy to remember.

Assist-2-Sell franchise owners should consider using keywords related to their local market, real estate, buying and selling a home, and/or Assist-2-Sell.  Think narrow.  If you practice real estate in Carlsbad, for example, you should use "Carlsbad" and "Real Estate" in the name of your blog, not "San Diego" or "California."

When you sign up for an A2S Talk account, your user name automatically becomes your blog's name.  Your user name probably isn't relevant to search engines or to your target audience, so spend a few minutes and change the name of your blog.  Just follow these steps:

1. Login at www.a2stalk.com.
2. Scroll down and click on "Edit weblog."
3. Run your cursor over "Weblog" in the top left and scroll down to "More options."
4. Click on "Title and description of this blog" and change the name of your blog.  You should also enter a brief, keyword rich description so readers know what your blog is all about.  Click "Save."
5. Once again, run your cursor over "Weblog" in the top left and scroll down to "More options."
6. Click "URL for your blog."  Your URL should be the same as the title of your blog.  Click "Save."  All A2S Talk blogs will have www.a2stalk.com in their URL, followed by the name of their blog.  For example, the name of my blog is "Assist-2-Sell Publicist" so my blog's URL is www.a2stalk.com/Assist2SellPublicist. 
7. Congratulations!  You've renamed your blog!

John and Marsha Neighbors, and daughter Lori, know a good thing when they see it. After owning and operating a successful Assist-2-Sell office in the Fruit Cove area for two years, the Neighbors decided to relocate their office to be closer to Nocatee and Southside, and still be close enough to service the Mandarin and Fruit Cove areas.

Prior to opening their first Assist-2-Sell office in 2004, the Neighbors spent nine years working for "traditional" real estate brokerages. Over the last three years, the Neighbors have grown to believe that Assist-2-Sell is the best option for home sellers.

So what is it about Assist-2-Sell that continues to inspire the Neighbors?

"John, Lori and I worked for three ‘traditionally-priced' real estate companies prior to joining Assist-2-Sell but grew tired of justifying our 6-7 percent commission," says Marsha. "Assist-2-Sell allows us to offer the same professional services we have always offered but for a lot less money. The only difference between now and then is the savings."

Assist-2-Sell is a full-service discount real estate company that started in 1987 in Reno, Nev. Today, there are more than 550 franchise offices throughout the United States and Canada. Assist-2-Sell's "Full Service with $avings!" program has been refined over the last 20 years and sets it apart from other real estate companies. 

As a full-service real estate brokerage, Assist-2-Sell's experienced brokers and agents handle everything throughout the entire process of selling a home. That includes pricing the home; advertising and marketing online; showing the home to prospective buyers; working with other local brokers and agents; and managing all of the paperwork and the closing.

Lori explains, "The only difference between Assist-2-Sell and ‘traditional' real estate companies is our compensation structure. We charge a low, flat fee instead of a commission that is a percentage of a home's sale price. That will add up to significant savings!"

There are no upfront or hidden charges. Assist-2-Sell isn't paid until the home is sold; after closing. The Neighbors charge $2,995 for homes up to $200,000, with moderate increases for homes over $200,000.*

Assist-2-Sell isn't a new concept for many in the Jacksonville area but there are some major misperceptions the Neighbors hope to quickly clear up.

"A lot of people think Assist-2-Sell discounts its fees by cutting out services. There are some ‘discounters' that force homeowners to do most of the work but we aren't one of them," assures John. "We're really proud of the fact that we enable homeowners to hold onto more of their home's equity without forcing them to sacrifice any of the service and support they need."

Assist-2-Sell also provides home buyers with a full range of services, including access to the company's exclusive listings databases.

"It's a great time to buy a home, particularly in the Jacksonville market. Business is booming throughout Northeast Florida, interest rates are at an all time low, and would-be homeowners are sure to benefit from the new economic stimulus package," says Lori. "Fortunately, the crisis in the subprime mortgage market hasn't affected Jacksonville the way it has in other parts of the country...even the state, so our real estate market continues to be strong."

Lori also serves on a committee for the local Board of REALTORS, along with other real estate brokers. The committee's assigned task is to develop plans to promote the quality and uniqueness of the Jacksonville real estate market compared to most other markets.

To learn more about Assist-2-Sell Full Service Realty, call John, Marsha or Lori Neighbors at (904) 260-1166 or e-mail the Neighbors at lneighbors@assist2sell.com. They also have a Web site at http://www.theneighborsteam.com/. Assist-2-Sell Full Service Realty is located at 14985 Old St. Augustine Road, Jacksonville, Fl  32258.

* Each Assist-2-Sell office is individually owned and operated. Prices vary by office. Call for details.

For the last few months, we've been encouraging Assist-2-Sell franchisees to jump into the blogging arena.  I'm happy to see the A2S Talk "blog list" growing but there are still only a few franchisees who are actually blogging. 

I understand.  It's intimidating.  I thought about it for a long time before I actually did anything, and I still hesitate before posting anything online... "Will anyone care about what I have to say?"  If you're experiencing some of the same anxieties, all I can say is, go for it.  Just get started.  If you post something less than stellar today, you'll make up for it tomorrow.  If you're consistent, you'll get into a groove and each post will be better than the last.  

Here are some resources to help inspire you:

• The Real Estate Tomato is a great blog with "juicy blogging advice for REALTORS."

o A recent post by Jim Cronin actually prompted me to write this post. Read "Real Estate Blogging Business Plan For 2008" to learn what you should be thinking about when you blog.

o Spend some time on Jim's site. I could give you a list of posts to read but that would take up too much space. Just start by reading the posts he's listed on the left and right sidebars.

• I've posted some ideas on my blog in a category aptly named "Blogging" - http://www.a2stalk.com/Assist2SellPublicist/weblogCategory/1rq65ztz0x5nt.
• Realty Blogging is a book for REALTORS who want to build their brand and find new customers using blogs. It's pretty short but has some good information.
• Read other blogs. Get ideas that you can apply to your own blog and stay in the loop with trends and industry gossip. Here are some categories to help get you started:

o Advice: Blogs like The Real Estate Tomato and RSS Pieces offer blogging advice to REALTORS.

o Consumer-Oriented: These blogs are trying to capture the attention of home buyers and sellers in their respective areas. If that's what you're trying to accomplish - and I think it is - think about how you can apply what they're doing to your area. Some blogs that stood out as I was looking for examples: up2date, DallasA2S, renorealtyblog, Greenville SC Real Estate, Curbed Los Angeles and Boise Real Estate Blog. You can see plenty of examples at ActiveRain and REALTOR.com's "Let's Talk."

** Don't get discouraged by the numbers. There's plenty of room for you! There are millions and millions of people searching for millions and millions of different things. What you write about may appeal to just the right people.

o Trends: Blogs like The Future of Real Estate Marketing offer insight into, well, the future of real estate marketing.

o Professional: There are a lot of blogs (ActiveRain comes to mind) that have REALTORS getting together to talk to and about each other. Kind of a virtual water cooler.  I wouldn't get too caught up in the discussion because you want to spend your time blogging for buyers and sellers, but you should know what the industry is talking about. 

There are a lot of resources available to you, but don't wait until you have a blogging degree.  Get started today and learn along the way.  You have nothing to lose-except a little time-and you have a lot to gain.

I was at my parents' house recently and started flipping through the Costco magazine.  When I came across an article about Martha Stewart-branded hams I said something like, "Seems like she's diluting her brand."  In response, my dad asked, "Why do you care?"  At first I wasn't sure where he was going but then I realized it was a fair question.  He wanted to know why public relations cares about branding.

Branding is critically important to any marketing function, including public relations.  If I don't know what the company I'm representing stands for at its core, how can I communicate its value? 

Using Assist-2-Sell as an example... I'm out there telling people that Assist-2-Sell stands for experienced real estate professionals providing quality, full-service to home buyers and home sellers for less money.  Suppose corporate comes to me and says that Assist-2-Sell is going to start selling knick knacks to tourists, and they want me to announce the launch of the new stores.  I wouldn't know what to do with that information!  That announcement doesn't jive with what that company stands for -- or at least what I think the company stands for.    

That's obviously an exaggeration but I wanted to demonstrate that your brand = who you are at the core.  (There's more to it but successful brands know what they stand for and they know what they want to stand for in the hearts and minds of their customers.)  When you move away from who you are at the core, you make it even more difficult to communicate your value.  More importantly, you make it more difficult for people to recognize why you're valuable.  If you move wherever the wind blows, how will anyone know where to find you?

This is something you should consider when thinking about the larger brand you represent (i.e. Assist-2-Sell) and also your local brand -- your real estate business and you, the real estate broker and agent.  If the three don't mesh, you're in trouble.

Todd Tramonte, Scott Coleman and Susan Jacobs, owners and brokers of Assist-2-Sell franchise offices in Dallas, Las Vegas and Manassas, Va., respectively, were quoted in an article on TheStreet.com examining home prices in 20 markets:

TheStreet.com, "How Home Prices Fared in 20 Markets in 2007" - Sheree Curry (March 7, 2008)

Excerpts from the article: 

• Dallas
  Dallas only had a modest price decline of 2.4%. "Existing homes in Dallas have held their pricing fairly well relative to other markets," says Todd Tramonte, with Assist-2-Sell Buyers & Sellers Realty. "We are experiencing no major losses, but very little in the way of appreciation as well."
• Las Vegas
  Las Vegas and Phoenix are tied for second as the weakest markets with a 15.3% each in home price declines. Nevada continues to have the highest foreclosure rate in the nation, according to RealtyTrac. The pictured home was originally listed at $348,888 in April, 2007. After five price drops, it is now $289,000. It is priced competitively with some "short sale" offerings and foreclosed properties for sale in the area, says Scott Coleman, owner of Assist-2-Sell Family Realty.
• Washington, D.C.
  Home prices in the State Capitol fell 9.4%. In nearby Prince William County, Va., homes are sitting for 120 days without offers, says Assist-2-Sell Broker Susan Jacobs. The price on one of her listings in Bristow, VA has dropped to $284,990, just $10,000 more than nearby foreclosures. "Sellers who want or need to sell are forced to drop their price to or below most foreclosures to result in an offer," she says.

Click here to read the whole article.

Assist-2-Sell Buyers & Sellers Edge in Hamilton, N.J., announced its annual top producing agents.  In 2007, real estate agent Allan E. Brown listed thirty-nine homes.  Allan has been with the company for almost two years and he brings a variety of talents and expertise to the business.  Allan's talents are unique to the real estate market.  One of his specialties is to provide sellers with a DVD video of their listed property.  This excites sellers and allows the video to be seen on multiple Web sites, including REALTOR.com®, Homes.com, YouTube, etc.  Additionally, he achieved the NJAR Circle of Excellence Sales Award for 2007.

Robert Blackburn, who has been with Assist-2-Sell® for two years, sold sixteen homes and is also a NJAR Circle of Excellence Sales Award recipient for 2007.  As a former military officer, Robert brings discipline and structure to the real estate environment.  Robert enjoys working with buyers, successfully fulfilling their housing wishes and needs.  His success has been documented with letters of testimony from very satisfied buyers.

Based in Hamilton, N.J., Assist-2-Sell Buyers & Sellers Edge was opened by Michael J. Sinton in September 2005.  As "North America's Leading Discount Real Estate CompanySM," Assist-2-Sell® provides home sellers with full brokerage services for a low flat fee, saving consumers nationwide more than $800 million in commission.*  The company also offers a full range of services to home buyers, including access to millions of listings through Assist-2-Sell's unique databases.  Sinton and his agents are fully licensed and members of the National Association of REALTORS®.  For five straight years, Entrepreneur Magazine has recognized Assist-2-Sell as one of the leading franchises and Assist-2-Sell Buyers & Sellers Edge was honored as Assist-2-Sell's Top Ten Percent for October of 2007.  Assist-2-Sell Buyers & Sellers Edge is individually owned and operated.  On the Net: http://www.wesellcentralnj.com/.

*Savings based on statistics since January 1, 2000, for all Assist-2-Sell® offices in North America, compared to paying six percent commission.  Six percent used for comparison purposes only.  Commissions may be negotiable and are not fixed by law.

The spring home buying season is fast approaching and many people are preparing to take advantage of low interest rates and a great selection of well-priced homes.  Buying a home is exciting but it can also be overwhelming.  Here are some tips to make the process a little easier:

1. Get pre-approved (not just pre-qualified) for a mortgage before making an offer on a home or even doing a home search. A pre-approved home buyer is effectively the same as a cash buyer, which makes you stronger in the eyes of the seller.
2. Deliver all requested documents (e.g. bank statements, pay stubs and landlord affidavits) to yourlender in a timely manner.
3. Check from time to time to make sure your lender has verified the details of your mortgage application-sometimes a little nudging from you is needed to keep the application moving along.
4. Be careful not todo anything that may affect your mortgage application. Remember, the lendercan withdraw theapproval if your situation changes substantially. Don'tapply for new credit cards,take out a loan or make any major purchases (like cars or furniture). Also, now is not the time to change jobs.
5. Make sure you and your significant other are on the same page about neighborhoods, home price, home size, amenities, etc., before you start the home search.
6. Work closely with a real estate agent you trust and are comfortable with. He or she will help you learn about the currentmarket andhome values so you'll be ready to act with confidence when the time comes to make an offer. A purchase agreement is a binding contract. The time to do research is before you sign on the dotted line.
7. Have confidencein yourself and in theprofessionalsyou chose toguide you. It's fine to seek guidance from trusted advisors, but once you make the decision to purchase a home, stop looking for confirmation that you're doing the right thing. Everyone has an opinion but unless they've done the research, like you, don't rely on them for validation.
8. Direct all communications through your real estate agent.  He or she will work with your lender, home inspector and other parties throughout the entire home buying process.   
9. Understand that no home is perfect and every purchase involves some compromise. On resale homes, repairs or deferred maintenance may be necessary. Hire an objective home inspector who won't try to sell you on hiring their firm to make indentified repairs. Then review their report with your real estate agent and focus on items that indicate major repairs and/or replacements.
10. Avoid closing the last week (and certainly the last Friday) of the month, if possible.  Everyone is trying to get their sales closed by the end of the month, which means overworked title companies, lenders, etc.  Better to close a week early and have more time for the move.  Also, if there is a last minute glitch, you'll have time to get it fixed.   
11. Try not to let your emotions guide your decision-making process.  Buyer's remorse happens to nearly every home buyer.  Accept that it is a normal emotion and don't let it distract you too much. 
12. Make this home buying experience an opportunity to learn.  If you have questions, ask them.  Chances are you'll buy and sell several homes during your lifetime. 

Tips compiled based on feedback from Assist-2-Sell frachise owners.

Don and Kim Rose know a good thing when they see it.  For nearly three years, this husband and wife team ran a successful Assist-2-Sell office in the Toledo, Ohio area.  Last year, Don and Kim sold their franchise and relocated to east Tennessee.  They didn't abandon the Assist-2-Sell concept, though.  Now that they're settled in, Don and Kim have opened a new Assist-2-Sell office in Farragut, Tenn., to serve home sellers and homebuyers in the greater Knoxville area.

So what is it about Assist-2-Sell that continues to draw the Roses?

"Don and I worked for a traditionally-priced real estate company but we grew tired of justifying our seven percent commission," says Kim, who also serves as managing broker for the new office.  "Assist-2-Sell allows us to offer the same professional services we have always offered but for a lot less money.  The only difference between now and then is the savings."

Assist-2-Sell is a full-service discount real estate company that was started in 1987 in Reno, Nev.  Today, there are more than 550 franchise offices throughout the United States and Canada.  Assist-2-Sell's "Full-Service with $avings!"® program has been refined over the last 20 years and sets it apart from other real estate companies.

As a full-service real estate brokerage, Assist-2-Sell's experienced brokers and agents handle everything throughout the entire process of selling a home.  That includes pricing the home; advertising and marketing online and offline; showing the home to prospective buyers; working with other local brokers and agents; and managing all of the paperwork and the closing.

Explains Don, "The only difference between Assist-2-Sell and ‘traditional' real estate companies is our compensation structure.  We charge a low, flat fee instead of a commission that is a percentage of a home's sale price.  That can add up to significant savings!"

There are no upfront or hidden charges.  Assist-2-Sell isn't paid until the home is sold; after closing.  The Roses charge $2,995 for homes up to $200,000, with moderate increases for homes that list for more.*

Assist-2-Sell isn't a new concept for many in the Knoxville area but there are some major misperceptions Don and Kim hope to quickly clear up.

"A lot of people think Assist-2-Sell discounts its fees by cutting out services.  There are some ‘discounters' that force home sellers to do most of the work but we aren't one of them," assures Kim.  "We're really proud of the fact that we enable homeowners to hold onto more of their home's equity without forcing them to sacrifice any of the service and support they need."

Assist-2-Sell also provides homebuyers with a full range of services, including access to the Company's exclusive listings databases.

"It's a great time to buy a home, particularly in Knoxville.  Business is booming throughout East Tennessee, interest rates are at all time low, and would-be homeowners are sure to benefit from the new economic stimulus package," says Don.  "Fortunately, the crisis in the subprime mortgage market hasn't affected Knoxville the way it has other parts of the country, so our real estate market continues to be strong."

To learn more about Assist-2-Sell Buyers and Sellers Realty, call Don and Kim Rose at (865) 675-SAVE or e-mail kimrose@assist2sell.com.  They also have a Web site at http://www.shop4knoxvillehomes.com/.  Assist-2-Sell Buyers and Sellers Realty is located at 12752 Kingston Pike, Suite 205 in Farragut, Tenn.

In May 2007, Charlie Weaver was diagnosed with stage 4 lung cancer.  His doctors gave him nine months, but his wife Linda was ready for a fight and even booked a Hawaiian cruise as an incentive for Charlie.  I am happy to say that a cancer-free Charlie and Linda are on that Hawaiian cruise right now! 

Here's an article that was published today in the Weaver's local newspaper:

The Daily News
Battle with cancer sharpens business perspective
By Erik Olson

Linda and Charlie Weaver started their first real estate franchise the same month they got the worst news of their lives.

It was last May, and the Kalama couple had just returned from a training seminar at the headquarters of Assist-2-Sell in Reno. Charlie had an MRI before they left to check a lump in his hip. The news was not good.

Charlie, 54, had stage 4 lung cancer, the worst kind. He needed surgery, he needed chemotherapy and he needed to prepare to fight.

The doctor told him he likely had only nine months left, but the couple didn't give up. Linda even booked a weeklong cruise in Hawaii to take place nine months later as an incentive for her husband to get better.

The nine months is up, Charlie is cancer-free (above), and their Assist-2-Sell franchise is open for business in Kelso.

But not this week - because the Weavers are exploring Hawaii.

"Saturday it's been nine months, and we're headed on that cruise," Linda said.

"Can't wait. Can't wait! I'm so jazzed," Charlie added, pumping his fist.

Charlie left the telecom industry after 26 years and searched for a new career. He got his real estate license in 2001, and his wife followed suit in 2004.

The cancer battle has given them a different perspective on running their business, they said. With the economy slowing nationwide, people are looking to save money, Charlie said.

The Weavers' goal is to help them do that while buying a home, even if it means less profit for them.

"We can now relate very closely to what a lot of folks are going through," Charlie said.

Charlie is quick to laugh and smile, and he said surviving cancer has made him approach each day with a sunnier attitude.

"Your criteria for having a good day goes way down," Charlie said.

Assist-2-Sell is open 9 a.m. to 5 p.m Monday through Friday at 203 Allen St in Kelso, WA. The phone number is (360) 423-8600.

An article in this weekend's The Wall Street Journal offers a few lessons for Assist-2-Sell franchisees who are looking for publicity opportunities.  This particular story takes place halfway around the world but it's interesting, colorful and, more importantly, can be translated locally.

Reporter Rosamaria Mancini writes about home buyers who are traveling to a small town in Italy to buy old, run down, cone-roofed, round huts known as trulli.  It's a great trend piece that includes interviews, local history, remodeling trends, and background on how trulli even came to be fixer uppers.  So, what can you learn from this article?

1) Find something truly unique about your community and market it to home buyers outside of the area. This trend never would have happened if some enterprising real estate companies hadn't started pitching trulli as "unique country-homes."

2) Pay attention to local home buying and remodeling trends and alert the media. Trends are happening all around us. We just have to spot them and point them out to the right people.

3) Let the media know when you list a unique home. Is the homeowner well known? Does the home have an interesting history? Is there something distinctive about the architecture of the home?

4) Paint a picture of your community. Be colorful, descriptive, engaging and attract people to you and your listings.

If you can't find a reporter to write about the trends you've discovered, don't despair.  Start a blog on A2S Talk and start writing.  If you're consistent and provide as much detail and color as Mancini, you'll attract the right kind of attention. 

And don't forget, I'm here to help.  If you think you have a unique trend that should be in the news, let me know.

(I included a link to the trulli video so you could see the potential.  Post videos of your unique listing or local real estate trend on your Web site and include links in any press releases, blog posts, articles and e-mails.  As you can see, your videos don't have to be professional to be effective.)

It seems every day there's something new I can't live without.  Today that something new is Yelp.  I don't know how I decided on a place to eat before Yelp, much less found a new hair stylist.  And apparently I'm not alone.  According to Nielsen Online, Yelp.com attracts two million visitors a month.  I'm not one of those people who review hundreds and hundreds of businesses, but I definitely appreciate the people who take the time to post recommendations on Yelp.

So why am I going on and on about Yelp?  Because you need to get over to Yelp.com and take care of a few things:

1) Look up your Assist-2-Sell office and make sure all of the information is complete. It