Assist2Sell

Every day there's a new article or TV segment about the housing market with a comment from one or more local real estate professionals.  I'm so happy to see more and more quotes from Assist-2-Sell owners/brokers.  If you've worked with me at all, you know I think this is a great opportunity to build a reputation as a local expert.  Most people who read these articles don't know how they came about.  They don't know anything about the behind-the-scenes PR efforts that most likely landed you the interview.  They don't know anything about the credentials of the people being quoted.  In fact, I've spoken to "average" consumers who read these articles and assume the broker or agents must be the best in their respective area of expertise.  Do you see how this could be a great opportunity to be portrayed as an expert in your community?

I just want to remind you to stay positive when you talk to reporters.  I know many of you are experiencing very difficult markets, but try to help the reporters see the bright side.  I'm not suggesting you have a "Pollyanna" attitude but you should always remain optimistic.  The last thing you want is to be portrayed as negative with a "sky is falling" attitude.  Is that the type of person homebuyers and sellers will turn to?  I wouldn't. 

Here are just a few examples of how you can put a positive spin on a potentially negative story:

• This really is a great time for many people to buy a home.  Explain why. 
• Fortunately, there are programs like Assist-2-Sell's that allow home sellers to hold onto more of their home's equity without forcing them to sacrifice any of the service or support they need.  You don't have to pay a high real estate commission to sell your home.
• Real estate is cyclical.  We have seen this kind of decline -- and this kind of intense media scrutiny -- in the past.  If you are already seeing improvements -- even if they're minor -- point them out. 
• If a homeowner is in trouble with their mortgage, there are options and they should seek out the counsel of their bank or a REALTOR as soon as possible.  Assist-2-Sell brokers and agents have the knowledge and expertise to help homeowners decide what to do.
• Point out the long term benefits of homeownership that remain despite the decline.

Remember, you're the expert.  People turn to the experts because they need someone to help them understand what's going on.  Is it really as bad as it looks?  If it is, they'll need someone to help pull them through.  If it's not, they'll need someone to show them the hidden opportunities.  

If you have an opportunity to talk to the media and want some guidance, feel free to e-mail me at ecampbell@assist2sell.com.

Facebook is one of today's most trafficked and most talked about Web sites.  Microsoft recently bought a 1.6% share of the company for $240 million and valued the Web site at $15 billion.  It began in 2004 as a way to connect college and high school students with each other, and gained widespread media recognition during the Virginia Tech shootings.  Facebook isn't just for high school and college students anymore.  More and more adults are logging on to connect with people and to express themselves using Facebook's many "apps."

Before jumping into the Facebook arena, spend a few minutes reviewing these tips from Web Worker Daily:

Think of it like personalizing your desk. You can't help it. When you walk by someone's desk, your eye is drawn to the pictures and the way they have personalized and organized their space. You pick up on clues to their lives without realizing it. Mary is a Mom whose desk is filled with pictures of two young children, and there are "To Mommy" pictures pinned to the side of her cubicle. You know what her weekends are probably like. John is still dating his high school sweetheart. He likes to scuba dive and he got some great shots of his last trip to Bonaire. You can see the paperback that Bill is reading on the corner of his desk. "Hey, I've been meaning to read that. Can I borrow it when you're done?" Sally has a collection of labels from her favorite wine bottles. You know what to get her for her birthday.

Only display on your profile what you'd put on your desk. Just because Steve owns a picture his buddy took of him getting sick after an all-night party doesn't mean he's going to frame it and put it out for his co-workers to admire. Don't add anything to your profile that you wouldn't display for your supervisors, co-workers and clients to see as they're walking by your work environment.

Look for old co-workers and current connections. I found more contacts on Facebook this way than I did on LinkedIn. Former colleagues have "Googled" me, and after a few emails to catch up we don't communicate again. By adding these people to Facebook, I feel more connected to them without having to actively maintain a conversation via email. Look for business opportunities out of shared interests.

Add friends selectively. Contrary to popular belief, Facebook isn't about "collecting" friends. There's no reward for quantity, and you can have a rich experience on the platform with only a handful of connections. The quality of your Facebook experience will be based on the quality of the people in your network. Create a limited profile for those people that you are on the fence about whether to include. By default your limited profile contains everything in your full profile, so take the time to edit it down.

Add apps selectively. Right now, there are over 2000 apps you can add to your Facebook profile. The temptation may be to try them all. Don't. Just because you can add Love Quotes to your profile, it doesn't mean you should if you want Facebook to be a professional tool for you. Pick apps that won't waste your time when you visit your Facebook home page, so avoid those that involve playing games. Read/Write Web offers a selection of top apps for work. Read the app description carefully and know exactly what you're getting, and what the privacy settings are before you go. It helps to see how your contacts are using the app first. But never fear, worst comes to worst you can remove an app as easily as you added it.

Think of your apps in two ways...what do you want to see (that will appear on your Facebook home page) and what do I want the world to see (that will appear on your profile)? You might consider adding an app that you don't display on your profile at all, but it uses the collective wisdom and usage patterns of your network to provide you with valuable information. Or, if you visit your Facebook home page often it can help keep you organized having nothing to do with your friends' actions.

Edit your news feed preferences. You don't necessarily have to know the moment someone adds a new picture, but you may want to know when they've made a new connection you may have in common. Click the "preferences" button on your Facebook home page and use the sliders to give preference to the type of information you want. The more you fine-tune this information, the less time you'll waste sifting through useless updates.

Visit http://webworkerdaily.com/2007/07/24/12-ways-to-use-facebook-professionally/ to read the entire "12 Ways to Use Facebook Professionally."

Trulia, the real estate search engine, is fast becoming one of the leading real estate Web sites.  In addition to providing home shoppers with a vast selection of listings, they allow homebuyers and sellers to search for real estate "experts." 

Trulia Voices is a great example of a "social networking site."  Consumers post questions and real estate professionals take turns providing answers.  People want to know all sorts of things: How are market conditions in a certain area?  Is now a good time to sell?  What kind of loan should they get?  How much can they afford?  How much is their home worth?  What kind of representation do they need?    

A quick search of Trulia Voices shows that the application is dominated by "traditional" real estate brokers and agents.  Many use questions about commissions as an opportunity to harshly criticize "discounters."  Their biggest argument is one we've all heard before: You get what you pay for.

I encourage you to spend some time on Trulia Voices.  If you see an opportunity to highlight the benefits of working with Assist-2-Sell, take it.  You should also answer questions unrelated to commissions to again position yourself as a real estate expert.  Just remember to remain professional and don't let the "trads" provoke you.  And aim for a "soft" sell.  You want to provide consumers with valuable information in the hopes they will turn to you when it is time to buy or sell.

Have you used Trulia Voices?  If so, let me know what you think.

In my first blog post, I emphasized the importance of using social networking sites like LinkedIn.  I came across these tips for increasing the effectiveness of LinkedIn from Guy Kawasaki an entrepreneur and venture capitalist who is definitely Internet savvy.  His blog is consistently ranked as one of the most influential and widely read blogs.

1. Increase your visibility.  By adding connections, you increase the likelihood that people will see your profile first when they're searching for someone to hire or do business with. In addition to appearing at the top of search results (which is a major plus if you're one of the 52,000 product managers on LinkedIn), people would much rather work with people who their friends know and trust.

2. Improve your connectability.  Most new users put only their current company in their profile. By doing so, they severely limit their ability to connect with people. You should fill out your profile like it's an executive bio, so include past companies, education, affiliations, and activities.

You can also include a link to your profile as part of an email signature. The added benefit is that the link enables people to see all your credentials, which would be awkward if not downright strange, as an attachment.

3. Improve your Google PageRank.  LinkedIn allows you to make your profile information available for search engines to index. Since LinkedIn profiles receive a fairly high PageRank in Google, this is a good way to influence what people see when they search for you.

To do this, create a public profile and select "Full View." Also, instead of using the default URL, customize your public profile's URL to be your actual name. To strengthen the visibility of this page in search engines, use this link in various places on the web> For example, when you comment in a blog, include a link to your profile in your signature.

4. Enhance your search engine results.  In addition to your name, you can also promote your blog or website to search engines like Google and Yahoo! Your LinkedIn profile allows you to publicize websites. There are a few pre-selected categories like "My Website," "My Company," etc.

If you select "Other" you can modify the name of the link. If you're linking to your personal blog, include your name or descriptive terms in the link, and voila! instant search-engine optimization for your site. To make this work, be sure your public profile setting is set to "Full View."

To read more LinkedIn tips, visit http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html.