• If you’re really interested and feeling like you can get a word in edgewise, you will likely interrupt the person and ask for clarification.
• If you’re tired or not super interested or don’t feel comfortable stopping the conversation, you just let the issue slide and walk away not really getting all the information you could.

The key here is to be very careful when you are talking to buyers or sellers.  And, this includes more than just face-to-face conversations.  When you are blogging, tweeting, writing a mail piece or email newsletter, an online or printed advertisement or any other communication, it’s important — imperative — to be totally clear.

• Very few people outside of real estate professionals know what all the designation abbreviations mean behind your name on your business card.  Clarify them, and if you don’t have room to explain them, reconsider their value in winning over new home buyers or sellers when they aren’t explained.
• Acronyms about buying a home such as FHA, VA, HUD, LTV, REO, BPO, etc. should be defined somewhere for those brand new to the home buying world.
• Often used abbreviations or short hand should also be made clear.  Not all people moving to your area are locals and will automatically know that SHB means Sandy Harbor Beach in an advertisement or property description.  Not everyone — seller or buyer alike — knows what a short sale is; be sure to enumerate what it is for those considering buying one.  Think of other shorthand you use that isn’t clear to a new home seller or buyer.
• Understand what home buyers and sellers in YOUR area use in terms of terminology to refer to an area, a type of home, a process.  If you can use the terminology that they are familiar and comfortable with, they are more likely to tune in to your marketing and conversations.

You are an expert in real estate.  However, those you are working with and for aren’t.  Don’t make them “pick up the lingo” you are using; educate them as to what everything means and discuss the topic completely — asking if the person has questions as you go along.

Let us know how you keep your communication clear and complete.

If you have a moment today or this long holiday weekend, take a moment to register and peruse what the convention has to offer for its spring and summer session.  We are confident you’ll find the speakers, presentation and exhibit hall to be worth your time!  (Plus you can surf it any time day or night, in your pjs at home or while at your local cafe.)

Let us know what your thoughts are of the National Real Estate Cyber Convention.

Whether you had a chance to check out the Expo in February or not, now is a great time to visit the CyberConvention to hear 20 speakers, visit archived keynote programs, tour the Expo, communicate with other real estate pros in the Convention Community and on the message board.

Gooder Group will be at the Expo too.  Please stop by our booth and let us know what you think of the convention and expo!  You can register here today:  http://recyber.cyberconventions.com/

This year’s Spring Session speaker line up, will feature over 20 programs, including Dan Gooder Richard’s presentation plus over 20 nationally recognized real estate trainers, authors and industry experts in four educational tracks:  Broker/Agent Productivity; Tech Tips and Tools;  Promoting Your Business; and Top Commercial Presenters.

Take a virtual walk around the convention today and let us know what you think!

View speakers, check out the expo, and connect with other real estate professionals with no travel and no hassle.

Register here for your pass at: http://recyber.cyberconventions.com/ You’ve got until midnight Saturday to check it all out.

Don’t forget to stop by Gooder Group’s “booth” at the CyberConvention too.  We’d love to hear what you thought of the convention and expo.

It’s the easiest convention you’ll go to all year — no travel, no hassle.

Don’t miss Dan Gooder Richard’s presentation.  Be sure to view the entire speaker line up to catch other useful talks.

The show runs all week, ending at midnight on Saturday, February 27, 2010.

Register here for your pass at: http://recyber.cyberconventions.com/

Be sure to stop by Gooder Group’s “booth” at the CyberConvention.  Share your thoughts about the convention and expo with us as what you learned while attending from the comfort of your home or office.

Gooder Group has exhibited before at this online convention and we know many real estate professionals enjoy this event because it involves no travel.  The event is expected to attract over 10,000 real estate professionals during the seven days it’s open to the worldwide real estate community.

This year’s speaker line up, the largest ever, in addition to Dan’s talk, includes 50 sessions plus an address by Lawrence Yun, Chief Economist of the National Association of Realtors, entitled, “The 12 Months Ahead–What’s Going to Happen.”

You can network in the CyberConvention Social Networking Community, check out the latest business building products and services at the Expo.  Be sure to check out Dan’s session as well. 

Register here for your pass at: http://recyber.cyberconventions.com/

Look us up at the National Real Estate CyberConvention & Expo.  Let us know what you think of the event and of Dan’s presentation.

Markets:  The words we hear at tradeshows and conversations is “stabilized.”  The worst is behind us.  Sales are not getting worse.  We don’t hear “recovery” or “rebound” or “now things will get better.”  Rather we hear this is the new normal.  The previous market boom was unprecedented.  Real estate rainmakers say they don’t expect to return to those salad days any time soon.  Instead, they are making the most of the market we have because it is what we will have for the coming near future. 

I’d like to hear your insights into what trends you’ve observed during 2009 as we march toward 2010.

Thank you for following our blog.  And thanks for your comments and insights.  The liveliest conversations are ones we have with YOU!

Come by to say hello, see a demo of the new Rainmaker Niche Sites and take advantage of several show specials.  Demos of the Niche Sites will be featured and are targeted toward rainmaker real estate agents who specialize in First-Time Buyers, Short Sale Sellers and Foreclosed Property Buyers.  Preview the updated full-color brochures reflecting the new tax laws and first time home buyer tax credit too.

When you stop by, let’s chat and perhaps I can feature you on the blog with an interview!

See you soon in San Diego!

Marketing Tips for Short Sale Listings

Consumer-centric marketing was especially critical for capturing short sale listings.  Here are several factors that drive this focus:

• Many homeowners don’t know they are “underwater” because they think their home is worth more than it is.
• Many owners who are at the end of their rope don’t know about a short sale option, or the difference between a short sale and foreclosure.
• Many prospective short sellers are private and guarded because they are embarrassed, hurt, scared, humiliated.
• Many prospects begin with information gathering: 1) to gain trust in the real estate agent, and, 2) to educate himself or herself before meeting with an agent.
• Rainmakers who specialize in distressed properties appreciate informed clients because working with an educated consumer greatly reduces counseling time and problems later in the process.
• High-value information is key to incubating short sale inquiries until they are ready to step forward for a personal appointment.

At the first appointment, when the prospect learns they will be “leaving money on the table” if they don’t do a short sale, Rainmaker real estate agents ask if it is “still important for them to sell.”   Commitment at the front end avoids hassles later.

What have your found that is effective to earn the trust of short sale homeowners?

We see more Rainmaker real estate agents using rifle-shot targeted sites for IDX home search, MLS alerts, short sales, first-time buyers, investors, new homes, FSBOs, relocation, condos, waterfront, even nudists and golfers (that’s two separate markets).  The list is as endless as the number of specialty markets.  Often these Rainmakers point to the standalone site from multiple domains, especially geo-specific URLs with a town/area/subdivision modifier.  (“Prospects feel like it’s their own site,” a top Rainmaker told me.)

Here’s why standalone microsites work.

Consumer-centric websites that target a specific market – rather than agent-centric sites or catchall sites that are rich in content — should be separate to not distract targeted prospect with robust navigation.  Simple is good.

Other advantages of standalone sites:

• Offline promotion is easier with a single focus for headlines and copy.
• Unique (indexible) content and keywords boosts SEO and organic search placement.
• Direct “topical” links to standalone sites are easy from your blog site and social media profiles.
• If local people know you well, prospects may be more comfortable first going to an unbranded targeted site rather than your personality site.
• Building a target market focus around specialty(s) allows you to brand yourself with high-value information and expert service.
• Standalone specialty brands become an exit strategy.

Have you noticed more standalone microsites in your market?  Share what you’ve seen.