Why Genuine Matters To Me

I'm sure I'm not the only agent out there who is bombarded by phone calls and emails enticing us to pay for various forms of marketing. Refrigerator magnets! Calendars! Your ad on a bus bench/billboard/golf scorecard! Web design with drone-written blog content! Social media managers! I miss being on the Do Not Call list.

One call I took last week was a company based in Texas that specializes in hosting agent sites, pushing "curated" content to your social media accounts and blog, and tracking every single person who visits your hosted site so that you can follow up with them. The rep asked me if my current site allows me to do that. When I replied that it does not, because people have to volunteer their contact information (opt-in), he said excitedly, "Oh, with this system they'll never know you have their information unless you choose to follow up." Because invasion of privacy is the thing to do to get ahead, I guess. The conversation went downhill from there. 

Another company, coincidentally also based in Texas, called me a few months ago offering a total web presence management package: website, social media, blog, newsletter, you name it -- they manage all the content for you, make sure you post regularly, and basically pretend to be you on the internet. I explain that it sounded great for some agents, but not for me since I'm capable of handling it myself and did I mention I have no advertising budget? The rep for that company got irate with me and accused me outright of not wanting to be successful. Customer service fail, honey. FAIL.

I am not saying that either of these approaches to get more business are wrong -- marketing is marketing, and I understand the concept of getting in front of as many people as possible and hoping they remember you. However, I can't in good conscience use any of these companies, and I won't be mailing out refrigerator magnets either. Here's why:

• My primary motivation in real estate is to help people. Hopefully I make money, too, but I can do that anywhere. It's the helping people part that's important, and most of these things aren't going to further that goal.
• Relationships are more valuable than prospects. My friends and family are not potential clients, they are the people with whom I choose to spend my free time. If I think they would be uncomfortable with a marketing technique, I don't do it.
• If I ever make a six figure salary in real estate, I want to feel good about how I earned it. That probably won't happen anytime soon! I have financial goals just like anyone else, but as long as I have worked honorably and consistently I will consider the money I earn to be sufficient for my needs.
• Spending money to make money only works if you're spending on something worthwhile. How about a coffee rather than a calendar? Or a monthly hangout session instead of a monthly newsletter? I could be spending a ridiculous amount of money getting my face in front of the most people possible and I might even get some business out of it. Or I could just spend money on quality time with quality people and take life as it comes.

There are plenty of people out there who will tell you that being successful in business means converting more leads or maximizing earning potential or climbing that ladder. But I know what success is for me: being able to sleep at night, and knowing that my friends and family think of me as Casey first, and Realtor later.

How Could Technology Help Buyers & Sellers More?

The standard residential purchase contract for the Greater Cincinnati Board of REALTORS (and the Dayton board as well) was updated this year to be 7 pages long. Add to that the other required forms, property disclosures, and any addenda that might be necessary, and the average purchase packet is closer to 15 pages! The good news is that all of this can be reviewed and signed electronically (unlike all those documents at closing -- I suggest buying your signature stamp now). And your earnest money check? You can send a photo to your agent to pass along until the contract is accepted and you need to turn over the real thing.

Technology is making today's more complex real estate transactions easier and faster to execute than ever before. You can search for a home, find and contact an agent, collaborate with them on potential matches, share your favorites with friends & family to get their input, sign and negotiate a contract all from your phone. While on vacation. In Belize! And your agent can access the MLS listing, view the tax and property history, schedule a showing, write the contract, send it out for signatures, and negotiate on your behalf with the same device, all while holding an adult beverage in the other hand. But how much does your agent use these great technologies, and how much do they know about keeping your electronic communications secure?

As of 2014, the median age of REALTORS was 56 years old, which is over 20 years older than the median age for US workers. Technological innovation in real estate is happening, but it's not being fully embraced by enough agents to figure out what really works. For instance, at a forum I recently attended for agents under 35, the 12 agents in the room had used a combined total of 5 digital signature platforms and avowed that most of them aren't that great for how we actually work. 

So, I put it to you. How should you or your agent be able use technology to make buying or selling a home easier?

Do I need a home warranty?

There is a lot of information in your average residential purchase contract, but one item that trips people up pretty frequently is the home warranty. You're already getting homeowner's insurance, so why on earth would you need a warranty, and why would the seller be willing to pay for it?

Your homeowner's insurance policy covers damage to your home and some things on your property, such as the tree falling on the car in the driveway scenario (which hopefully only happens in commercials). However, it probably doesn't cover your furnace, hot water heater, or appliances. That's where the home warranty comes in! Home warranties are becoming more common, with many sellers offering to pay one year of coverage for a prospective buyer, especially since many warranty companies will cover the home during the listing period for free if the home warranty is purchased at closing. The price for a year is usually between $400 and $500 in the Cincinnati area, with additional premiums for multiple HVAC systems, septic tanks, and other less common features. An added bonus: You can apply for a home warranty at any time, not just when you're buying or selling your home. 

Not all home warranties are created equal. Comey & Shepherd works with HMS Home Warranty because they have a solid reputation for good service, but there are a lot of options out there so be sure to talk to your agent for advice. And if you have a little extra income, the best alternative to a home warranty is setting aside money each month for a home emergency fund. There a several ways to calculate this, but several sources suggest saving 1% of your home's value a year, or 1/12% each month.

Stage Your Home For A Faster Sale

Putting your home on the market can be tough -- how do you make your home a showplace when you're still living there? My first suggestion is pack and purge: assuming your home sells in three months, pack away the items you won't need during that time, or take this opportunity to rid your home of excess STUFF. You can always ask your favorite Realtor what the average time to sell a home in your neighborhood is and use that time frame as a reference. Spaces with less stuff will always look larger than spaces with more stuff. That's just the truth.

Depersonalization, cleaning, and modernizing basic fixtures can also go a long way to improve the impression your home makes on potential buyers. For a great infographic on this, check out Moshells.com and learn how to get your home ready to sell without breaking the bank. Especially in this time of "dwindling inventory," it may behoove you to get your home on the market faster rather than do lengthy renovation projects!