Happy Friday everyone! Today we’re continuing our discussion on eBusiness and the importance of establishing a solid foundation for managing online inquiries. In the video presentation below, I’ll be discussing the evolution we’ve seen over the years from developing an online presence and the concept of an online listing to the future of the industry.
There’s nothing like some southern hospitality and derby pie to give you a little inspiration for 2010. I spent the last week with Milestone Realty Consultants in Lexington, Kentucky rolling out their new website and discussing the 2010 internet marketing plan. While I was there, it seemed I spent less time discussing the importance of an online strategy and more time on the plan. I can’t tell you how great that felt.
Agents and managers alike came prepared with quality questions. As I stood there surveying the crowd, I noticed a room full of engaged realtors no longer struggling with the fact that traditional marketing has changed. Instead, this group of professionals came prepared to embrace the future with a new set of web tools. Terms such as advanced mapping, individual property websites, video streaming, unique content and viral marketing did not fall on deaf ears.
I thought to myself, they are honestly getting it!
As I went from meeting to meeting, it became even more obvious that the culture is changing and the world we live in as developers and technologists is starting to be shared by the masses. In the end, out of 100 agents in attendance, we had 60 sign up for the advanced marketing plan for 2010 – a plan that included an agent website and two individual property websites per month.
Milestone agents are now equipped with all the necessary tools to be successful. By being prepared to take what they’ve learned and start writing unique content about the areas they farm, Milestone is looking ahead at new ways to position themselves in 2010 and beyond.
So, as I jumped a plane back home, I asked myself a question. Have we reached a tipping point? Will 2010 be more about the customer and less about resisting change? I can’t fully answer these questions, but it did make me realize there is a light at the end of this tunnel.
And for everyone else out there, I encourage each of you to approach 2010 with a new sense of optimism. Don’t be afraid to talk openly with agents and managers about change; you may be surprised to find they are more accepting than you realize.
And please, do me a favor and visit the new Milestone site and give us some feedback. There has been a lot of hard work and late nights, so we welcome your comments. At Active Website, we are proud of the achievements Enterprise Network Members have made over the years and feel fortunate to have fifteen great clients up and running on the platform.
Wow, fifteen! It seems like just yesterday the Network started. It makes me realize how far we have come, but also how far we have to go. For now though, I am going to enjoy this successful launch and carry it with me into 2010.
Yesterday we focused on the importance of integrating social networking into your business model, but today we’d like to focus on the bigger picture – social media. Social media not only includes social networking, but also blogging, podcasts, message boards, video and photo sharing – to name a few.
There is no denying the popularity of these key social platforms, but where will social media take us next? With the end of the year coming to a close, the buzz about 2010 social media trends has begun. With hundreds of sites casting their predictions as to what will be the next must-have in the social media world, we’ve decided to highlight a few we think will benefit the Enterprise Network. If you haven’t already signed up for these sites, we suggest you add it to your 2010 to-do list.
Keep in mind the most important aspect surrounding these sites is communication. It is estimated that 78% of people trust peer recommendations, so by participating in these sites, you’re able to establish a dialogue among consumers. Not only that, but all of these sites are great ways to establish a better SEO standing. By getting your company onto these sites, you’re increasing visibility. Let other users decide if your story or blog is useful. If they like it, the numbers will follow.
So as 2010 fast approaches, keep in mind the many ways your company can leverage social media sites to your advantage.
We’d like to end the week with a Q and A session featuring Rob Ewing, a realtor at Charles Reinhart Company Realtors, for our next installment of People in the Network Making a Difference. With over a decade worth of experience under his belt, Rob, an innovator in the real estate industry, has found a new way to educate consumers on the importance of living a sustainable lifestyle.
Driven by his environmental background, Rob made the decision a couple years ago to become eco-broker certified. This program was established to provide environmental education to real estate professionals so they are better equipped to inform their communities of the advantages of energy efficiency and environmentally sensitive design. This is the first green real estate training program and will help agents spread the word on how to reduce your carbon footprint. Completing this program required Rob to take a 60 hour course, but the results were worth it- he found a new way to market himself to potential clients. To find out how you can become eco-broker certified visit www.ecobroker.com.
Read the Q and A session below to find out more about this inspiring realtor and what he’s doing to increase awareness to consumers.
Name: Rob Ewing
Title: Eco-broker
Company: Charles Reinhart Company Realtors
Website: www.robertewing.com
Why did you want to become eco-broker certified?
I originally came from working in the outdoor industry and have an environmental background. I wanted to follow both a philosophical bent/belief by promoting it and further my background in how construction get’s done. In this case, “Green.”
What impact does this have on your clients?
I am able to help educate them in the advantages of energy efficiency, indoor environmental quality in their home and ultimately to save them money (and maybe make the earth a better place to live in is always a perk). I might add that it dovetails well with the extensive knowledge that I have in home construction.
How are you using this certification to market yourself to potential clients?
I use the eco-broker logo in my ads and offer my buyers an energy audit after closing at no charge to them. This is a $425 value that comes out of my pocket, but if I can help bring awareness to the importance of living a sustainable lifestyle, then the benefits outweigh the cost. And while it’s still early in the process for me to know just how it’s changing my client base, those who are aware of what I’m doing are usually very appreciative.
What are some misconceptions customers have about buying an eco- friendly home?
Cost is still an issue for a lot of people, although most homes that my customers purchase do not require a lot of money to make them more efficient. New homes & full remodels are a different subject. For the moment, that business is subdued to a great extent although I am working with people in the industry to jump start it. The more demand there is for these products, the more the prices will decrease over time.
How can agents address these concerns?
First, get educated. That’s where eco-broker type programs come in. Also, get to know others in your community who are focused on this same goal. Whether it be construction companies or home re-modelers in the area, you can work together to continue to learn and educate others.
Why do you feel it’s important for customers to become more aware of sustainability efforts?
Money is number one. It’s the difference between driving a car that gets 50 mpg and a Hummer that gets 8 mpg. The fact that we are now leaving more resources for future generations by building & improving existing homes in terms of maximizing energy efficiency & sustainability makes good sense to me.
Can you give us some examples of how to make your home more energy efficient?
Start with the basics, caulk, insulation etc. But most important is a home energy audit which should yield a report prioritizing where you are losing the most & what it is costing you on an annual basis. It creates a road map for home owners of the quickest way to greater energy efficiency.
How are consumers saving money by turning to these green initiatives?
Here is a great example. A builder that I represent built a 1950 square ft. ranch to LEED Platinum standards and the Energy Star report showed a heating & cooling estimate of $142 per year. When a person can easily have a bill that costs this much a month, this is a substantial saving and shows the benefits of green living.
By becoming eco-broker certified, you’re setting a great example of how the real estate industry can meet the demands of this new age consumer. What future plans do you have to continue the growth of this market?
I am moderating a panel of local experts specializing in wind/solar, insulation, energy rating, green building techniques, & more at a local high school physics program which will reach 400 students. Part of their homework assignment will require interaction with their parents and is yet another way I make a difference in educating my local community.
Rob is setting a great example of how the Real Estate Industry can make a difference in their community. To visit Rob’s website, go to www.robertewing.com.
In keeping with the spirit of this week’s discussion on sustainability, we want to shed light on the Greenbuild 2009 conference and expo that is currently underway in Phoenix, AZ. This 3 day conference kicked off yesterday and is the world’s largest conference dedicated to green building. This expo is open to the general public and thousands of professionals ranging from architects to urban planners to universities come together for educational sessions, exhibits, and workshops centered on sustainable innovations in the industry. Find out more about the expo by visiting http://www.greenbuildexpo.org.
This is a great way for companies to network with their peers and industry experts to share thoughts and ideas on pushing the green movement forward. As real estate companies, we should be working towards the same goal. We are in constant contact with interior designers, landscapers, construction companies, and other building professionals and we should think of these connections as an opportunity. Take a look around your community; you’ll find a number of local businesses that are incorporating green initiatives into their work. By teaming up with these individuals, we are setting a great example for how to lead an eco-friendly lifestyle.
So what does this mean for our customers? Simply put- it’s about education. If we’re working with green companies and making an effort to learn about the importance of sustainable living, we are able to pass this along to our customers. We have an opportunity to teach people how to live consciously. By helping people think of a product’s life cycles, by helping them to make the choice not to waste energy and by informing them how to live better and smarter, we’re able to have a much smaller negative impact on the earth.
It’s not an easy task on our part, but it’s important from a company stand point as well. Over the last few years sustainability awareness has increased dramatically, but there are still some common myths about going green that we’d like to address. By knowing our customers’ misconceptions, we are better equipped to address these concerns. Like we’ve said before, it’s important to meet the demands of our customers. As our customers move toward a more eco-friendly attitude, it’s important as a business to understand the questions they may have on the topic.
Here are a few common myths consumers have when purchasing homes and how we can address them.
Myth #1: Sustainability is too expensive: There is this idea that green products cost more, but as newer technology is introduced and consumer demand increases, prices will drop. It may cost more up front for an Energy Star refrigerator, but once it’s installed in your home, you have the potential of cutting that related cost in half. For more information on Energy Star appliances, visit http://www.energystar.gov.
Myth #2: Sustainability means lowering our standard of living: Sustainability isn’t about having to turn down our heat and pile on the sweaters. Sustainability is about doing more and using less energy. For example, keep the thermostat on a timer. By lowering the temperature during the day when you’re not home will help cut your energy costs down.
Myth # 3: Going green is overwhelming and time consuming: People are busy these days and don’t think they have the time to find different ways to go green. This is a great way for us to step up to the plate. When we show potential buyers a home, start a discussion on ways to make the house more energy efficient. Give them the resources needed to live a sustainable lifestyle.
Sustainability is not a passing fad and if we start now, we’re going to be better prepared at interacting with this new age consumer. If Greenbuild 2009 is any indication, companies around the world understand the importance of green living and are working to stay ahead of their competition by meeting the needs of these eco-conscious consumers. As we’ve said before, the customer is the key to our success and we must adapt to their changing lifestyle. For more information for green building and education, check out the Washington D.C. based U.S. Green Building Council (the host of Greenbuild 2009) at http://www.usgbc.org.
