Today is the 4th anniversary of the HomeGain Real Estate Blog!

We’ve come a long way since 2007. Thanks to all of our contributors and readers for their support!

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I’m an early adopter with all things technology and as an early adopter, I’m keenly aware that there are pros and cons to buying in early. I’m ok with that. Technology changes rapidly and those of us that are early adopters buy the new technology as it comes out. The latest and greatest as they say.

Real estate marketing, however, has not changed too much for most agents. We all take photos, we all list in the local MLS system(s) and we all try to get the best price we can for each and every new listing we take. After all, it’s the price as it relates to condition and location combined with the photos that attract buyers and beget sales. Right? I think that’s true, but I think we need more, better marketing, in light of the fact that traditional resale homes are having to compete directly against somewhat comparable short sales and foreclosures that have spread like a virus across the real estate landscape.

I don’t think photos are enough. In this market, I think we have to make a more compelling case that are listings are better – worth more than the foreclosures and short sales down the street. I think we need video. I don’t mean panning still images set to some cheesy music either. I’m talking about videos that make your listings (and maybe even you) look fantastic. Here’s a video from some guys in Australia that have taken video over the top!

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Today’s real estate market is different than just a few short years ago. Before the downturn, seller’s knew they could sell and buyers didn’t worry about risk in real estate because everyone believed prices would always go up. If Buyer A didn’t want the house, you need not wait long before Buyer B submitted an offer. When the market began the turn as demand shrank and prices began falling, many agents made, what I think was a big mistake – they acted like cheerleaders. Instead of offering professional advice to a growing number of upside down homeowners in a confusing market, it seemed as though agents across the country were using their marketing materials to look out for a paycheck more than trying to help consumers

You may remember ‘Baghdad Bob’ from the Iraq War days holding press conferences where he would tell everyone how the Iraqi Army was destroying the infidel Americans and pushing them back to the sea. You could also almost hear the American tanks rolling by in the background as he was on TV. He wasn’t telling the truth. Everyone new he wasn’t telling the truth. Jay Leno had a great video of Baghdad Bob if you don’t remember.

Even in today’s real estate market, it’s still common to see agents say “It’s a great time to buy!” That has to be the worst possible thing we can say in this market. It’s so transparent – and it appears to be looking out for the agent and not the consumer to market with this message. Don’t be a real estate Baghdad Bob. The market may not be great for many potential buyers. If a consumer asks about the market or you are trying to convince someone that this is a great time do buy, you have missed the mark. Consumers want and need information more now than ever. They seek out agents who can distill information in a way they can understand and they want the truth. They also can sniff out Baghdad Bob the real estate agent a mile away. The truth is, it may not be a great time to buy. Maybe it is, may it isn’t. Don’t you think you should find out a little more before spouting off like that? Be real.

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I was reading a recent HomeGain article about the relationship between social networking and SEO, and it made me think about the anxiety many real estate brokers must feel as they work hard to position their company and agents for success in this rapidly evolving online world.

Even though agents have been told that they should be blogging, understanding all of the tools, tricks and systems required for implementing an effective Social Media strategy is an overwhelming challenge that most busy real estate agents simply don’t have enough time for.

However, for a real estate company, building a strong web presence must be a priority if they want to help their agents gain a competitive advantage in the local marketplace.

While there are several DIY trail-blazers that are willing to openly share the process of how they failed their way to success on the web, brokerage owners don’t necessarily have the luxury of being able to test a few Internet Marketing strategies until they get it right.

Agents, support staff, listing clients, landlords…. are all counting on their real estate firm to execute an online agenda that provides measurable results.

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The designations most agents get serve one purpose, marketing. They are trying to separate themselves from the pack to get listings.

Some of the poorest quality short sale education is offered by real estate boards and governmental agencies who were caught completely off-guard by the explosion of homes needing to be short sold.

These real estate boards and agencies move slow, as most large organizations do. So, how can they stay ahead of the Short Sale curve, when they can’t even keep the addendums updated?

I find myself creating necessary forms and disclosures long before my local board comes out with one. If you do the same, be sure to run them by your broker and an attorney if necessary to ensure you stay within professional purview.

The fact that our own professional organizations seem to be slow to keep up, what would make anyone believe the short sale training offered by them would actually give agents a competitive advantage against the financial institutions?

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With the economy uncertain, but interest rates low and foreclosures still making up a large percentage of available inventory, what do real estate professionals think about homeownership for their clients?

What do potential homeowners think?

Is homeownership still the best investment?

Are home prices going up or down?

Louis Cammarosano