Real Estate Trends | Active Website Enterprise Network Blog

A Look Back at 2009

December 28, 2009

Filed under: Active Website,Mapping,Real Estate Community,Real Estate Technology,Real Estate Trends,Search Engine Optimization

2009 revealed a lot of major events and technological breakthroughs for the Real Estate Industry, so we wanted to wrap up the year by highlighting some of the key players of the past 12 months. While there were many to chose from, we decided to focus on search functions since it’s such a huge part of what we do, but please feel free to comment with other events you deem important for our industry as well. As always, we welcome your thoughts!

February, 2009 – Duplicate Content Solutions: We started this year with Google pushing the duplicate content issues further into the limelight. Although the previous year instilled the idea of an SEO “violation” with duplicate content, the announcement in February of the canonical link system was the first significant attempt to allow the site owner to create a solution. For real estate and, more importantly, the Enterprise platform, companies can now designate which “copy” of property information is considered the original and should be treated as the index-friendly version.

April, 2009 – Zillow iPhone application: Zillow announced earlier this year that they now have a free iPhone application for their customers. Users can now search for homes while filtering by price, beds, bath, etc. They also have the ability to save their searches, get notified when new homes come on the market, and many more options – all while on the move. With so many iPhone applications out there, we really feel like Zillow had one of the best and worth noting. In our opinion, Zillow nailed it.

May, 2009 – Google as a Real Estate Search: In May, Google offered a Real Estate-specific search in their map search service. This data comes directly from Google Base, an outlet that we have been syndicating to for quite some time. The use of Google Base has led to search results in the “long tail” that hadn’t previously existed and the method of providing this data has completely bypassed the traditional system of optimization we use for content pages. (Normally, we would have to wait for a search bot/spider to visit the page, but this cuts out the middle man and provides just the pertinent information straight to the Google database.)

June, 2009 – Microsoft’s Bing: In June, Microsoft consolidated both its MSN and Live search engines with some major improvements (and a fantastic marketing campaign in the US). The most significant feature as it relates to Real Estate is the enhanced result page content. Unlike the information on a Google or Yahoo result pages, Bing provides the property description and details with a much higher level of accuracy. (Please note, randomly placing the word “stunning” or using all caps will not help us here or anywhere.)

July, 2009 – Sawbuck Realty announces partnership with local paper: Dallas newspaper company, A.H. Belo, joins forces with Sawbuck Realty by investing 2 million dollars into the real estate firm. The internet-based real estate brokerage firm joined Belo in hopes of increases content for the home listings section in The Dallas Morning News. Through the paper, customers will now have access to an extensive MLX database thus challenging other real estate companies in the area to now compete with the local paper.

October, 2009 – Google adds Real Estate to drop down search menu: This was another major move by Google and shows how much interest they have in the real estate space. Since Google added real estate listings to their mapping service earlier in the year and have been constantly working throughout the year updated the service to make things even easier for customers. Brokers need to be aware of these changes as well in order to better meet the needs of their clients.

November, 2009 – NAR Releases Realtors Property Resource (RPR): A wholly owned subsidiary of the National Association of Realtors, RPR will consist of 150 million properties making them a major source of public property information. With a plan to combine millions of property data records into one place, the database will be a resource for NAR members to add value for their customers.

November, 2009 – Google adds landing pages: Google has taken real estate searches to another level. Earlier in 2009, Google added the real estate overlay to Google Maps and now they are giving a page to every listing including property details, photos and more. This is essentially a listing details page that real estate companies offer on their websites.

December, 2009 – Coldwell Banker releases beta site: The beta launch of Coldwell Banker’s earlier this month included an interesting search platform. BlueScape allows customers who visit the site to view a variety of images in order to determine their ideal home. As the pictures flash across the screen, users click the “thumbs up” or “thumbs down” button based off their personal preference. The result is a list of available homes around the country that match your likes. But, while we give kudos to Coldwell for trying something new, there is still a lot of needed improvement and we believe 2010 will bring major advancements in the area of lifestyle search.

As 2009 comes to a close, we are all very excited to see what is in store for us in 2010. It should prove to be a big year for the Real Estate Industry and the Enterprise Network is proud to be leading the way.

Comments (0)

People in the Network Making a Difference, Rob Ewing at Charles Reinhart Company Realtors

November 14, 2009

Filed under: Agent Training & Education,Charles Reinhart Company Realtors,Marketing,Real Estate Community,Real Estate Trends,Sustainability

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.

Comments (1)

Sustainable Education

November 12, 2009

Filed under: Agent Training & Education,Real Estate Trends,Sustainability

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.

Comments (1)

Sustainability and the LOHAS Consumer

November 10, 2009

Filed under: Active Website,Enterprise Network,Marketing,Real Estate Community,Real Estate Trends,Sustainability

Following up on last week’s discussion about the importance of a customer centric business model, we’d like to emphasize how a shift toward sustainability can be marketed to a growing number of consumers. Jim Hall, Managing Director for Waste Management’s Green Squad, gave us a great example at our conference of how we can incorporate a green message into our business practices.

More than ever before, customers are actively seeking companies that implement these green initiatives. Sustainability is a cultural transformation and is the next big thing to drive business. Below is a chart Jim presented that shows the progression of innovation over the past 3 centuries.

By becoming a more environmentally conscious business, you become more desirable to the LOHAS consumer. LOHAS stands for Lifestyles of Health and Sustainability and focuses on health, the environment, social justice, personal development and sustainable living.

The LOHAS consumer makes up 30% of the population and accounts for $230 billion in annual purchases. They are interested in green building supplies, socially responsible investing, alternative healthcare, organic clothing and food, and energy efficient products – just to name a few. The environment is at the core of a LOHAS consumer’s belief system and their purchase decisions are made with these criteria in mind. More importantly for us, they want to work with companies who share the same values.

This eco-friendly customer is here to stay and it’s time we start meeting their demands. LOHAS leaders are always looking for new and innovative products and techniques to improve their global viewpoint. There are a lot of things you can do to market yourself to a LOHAS consumer, but here are 5 easy steps towards becoming a more eco-friendly company (and can help you cut costs too!):

Change Your Light Bulbs: This is one of the easiest and quickest ways you can save energy. By installing compact florescent bulbs (CFL) you can cut down on electricity use by 75%.
Unplug Your Electronics: Computers, TVs, and other everyday electronics still use energy even when they are powered off. Unplug these devices from the wall at the end of the day and reduce energy by 25%.
Go Paperless: While it’s probably not realistic to never use paper again, there are ways you can cut back. Use email and electronic documents whenever possible to cut down on paper use and when you do have to print, make sure to print on both sides of the paper. Decreasing the amount of paper used is a great way to save money in your budget.
Recycle, Reduce, Reuse: Promote the use of recycled paper because it takes 64% less energy to produce. Another way to reduce your carbon footprint is to refill your ink cartridges and find alternative uses for old equipment. By donating old computers to your local schools or nonprofit, you become a more active member in the community and save yourself a trip to the landfill.
Walk the Talk: In other words, practice what you preach. Make an effort to train your staff about the importance of sustainability. Remember, it’s about aligning these values with the both the company and the brand.

To find out more about LOHAS check out www.lohas.com.

Comments (1)

Posting Open Houses Online is Important

July 15, 2009

Filed under: ROI,Real Estate Trends

62% of U.S. Home Buyers reported using online sites to find open houses, according to NAR’s 2008 Profile of Home Buyers and Sellers

Last month Trulia posted an article about the trends in online open house searching. Their research found that home buyers were “twice as likely to use online sources than print sources to find open house information.” Listing open houses on your brokerage website is a feature of the Enterprise Platform, and another of our ROI tools. Open house searches are one of the many advanced type of searches available to all the Network members.

But it doesn’t stop there- The Enterprise Platform also includes a long list of syndication sites, including Trulia and Openhouse.com. Trulia features an open house filter for home searches pulling only homes in the specified area that have upcoming open houses. Openhouse.com has more than 20,000 open house listings in markets across the nation on any given weekend. Both provide added exposure for your sellers and are another great online marketing tool for your Brokerage and Realtors.

(more…)

Comments (0)