Author Archives: Marketing Department

About Marketing Department

We are the marketing department for Homes & Land Affiliates, LLC., based in Tallahassee, Florida, USA.

Housing emerges as a ‘bright spot’ in the economy

Homes & Land’s
marketing minute

Housing is the ‘bright spot’

It’s better to be a source of light than a dark cloud any day, and the latest numbers have Dow Jones’ MarketWatch calling housing a “bright spot in the economy.” REALTOR magazine sums up the National Association of Realtors’ news: “The spring home sale season has finally sprung. Existing-home sales surged to the highest annual rate since September 2013. Also: More homes went up for sale, relieving some inventory constraints.”

Read REALTOR magazine’s article

Put yourself in the best light

You know prospective buyers and sellers are looking at you — doing Google searches, checking Facebook, scroll- ing websites. What are you telling them? Six Chicago-area consumers were recently asked to critique online “about me” bios and profiles submitted by real estate pros. Here are two big takeaways from their comments:

Mind the photo: It’s best if your profile photo is consistent across platforms, or at least not strikingly different. That photo also should be current, otherwise you may confuse clients or appear out-of-touch when you show up in person.

Proof it: Consumers do notice typos. While that’s not really a deal-breaker, it pays to proofread carefully.

Read more

An online first alert

Writing for Inman News, Interactive marketing consultant Eli King suggests a simple, no-cost way to stay on top of your online rep. If you haven’t already, instruct Google to send alerts when anyone posts anything new about you on the Web. She promises setting them up will take even a beginner only 10 or 15 minutes.

Learn how to set up alerts

H&L websites are mobile-friendly

Word that Google is giving search priority to mobile-friendly websites has a lot of people worried. Which destinations will drop out of results? Luckily, your personal website with Homes & Land gets a green light from the search giant. When it comes to mobile, we’re good to go.

Want to find out if a website is mobile friendly? Run it through Google’s test

Let them know all that you do

There’s a lot more to marketing a home than putting it on an MLS — you certainly know that, but your sellers may not. Give them the full picture, including a rundown of the powerhouse marketing you provide through your investment in Homes & Land. Find a one-page, easy-to-customize flyer that sums up Homes & Land’s many benefits to sellers in your online Control Panel. Look under “My Ads,” then “Marketing Flyers,” for the file “7284_HLFlyer.”

Log in to the Control Panel

Top luxury listings go Global

News Corp’s Dow Jones division is making a splash with the launch of a luxury real estate website called Mansion Global, mansionglobal.com. The high-end site caters to wealthy home shoppers worldwide with English, Spanish and Chinese-language editions. As part of a syndication agreement, Homes & Land listings valued at $1 million or more appear on all editions of mansionglobal.com, giving our advertisers even more valuable exposure in the international luxury marketplace. (High value Homes & Land listings are also syndicated to Robb Report, du Pont Registry, the Washington Post, the New York Times, the International New York Times and multiple Wall Street Journal sites.)

Read more about Mansion Global

Just imagine the commissions

Talk about luxury. Christie’s International Real Estate reports that a record-breaking five homes worldwide sold for more than $100 million in 2014. The highest price paid was $147 million for an estate in East Hampton, N.Y. Meanwhile, London took the prize for highest price per square foot — $4,119. In 2013, only one home sold in the stratospheric $100 million-plus range. Right now, you could snap up a place in France’s Cote d’Azur for $423 million.

Read the Bloomberg News article

“If you’re a Realtor and you want to know the key to success, it’s Homes & Land.”

— Terri Williams, RE/MAX agent
and Homes & Land client in Sevierville, Tenn.

HOMES & LAND | MAY 2015

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Reaching Younger Buyers and Sellers

You know homebuyers and sellers 35 and younger grew up digital and turn to the Internet for real estate information. When it comes to communications, it’s not surprising they also trend digital. NAR notes in its "Generational Trends Report" that young buyers put importance on your communicating through emails and texts, while older buyers are more interested in phone calls.

But Millennials can surprise you. For one thing, they love print.

"Textbook makers, bookstore owners and college student surveys all say Millennials still strongly prefer print for pleasure and learning," the Washington Post reports in an article titled "Why digital natives prefer reading in print." Why do they? Print doesn’t beep, and it lets you relax and absorb what’s on the page.

The same factors play into our continuing attraction to print catalogs, which retailers such as JC Penney have found they can’t afford to give up, and to magazines. An amazing 91 percent of Americans read a magazine in the past six months. Younger Americans, 18 to 24, read more magazines than any other age group.

That’s where Homes & Land comes in. We’re a print magazine, a catalog of homes. We’re also a digital player with a website and easy-to-use online tools. We’re a multichannel, integrated marketing company that gets your listings to everywhere your customers are, no matter their age.

Get a closer look at the whole Homes & Land package


Getting the Web Right

"So, I just wanted to let you know. This week I have been going through all of my websites, ads, everything … lol. And what I have found very interesting is that, going through these 30-some-odd websites, when I searched for myself before logging in … I’m either nowhere to be found, my information is incorrect, or the profile just looks plain flat stupid. When I got onto HomesAndLand.com — everything is correct!!! When I searched for myself in 73034, bam, there I was. When I clicked on details, bam, there they were … good job!!!!"

DAVID DOBSON, Realtor/broker with ERA Courtyard
in Oklahoma City, Okla., and Homes & Land advertiser

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The Millennials Are Here, and They Need Realtors

The newly released National Association of Realtors’ "Home Buyer and Seller Generational Trends Report 2015" finds that Millennials, also called Generation Y, made up the largest group of recent homebuyers for the second year in a row. Thirty-two percent of recent buyers were from that crew, born 1980 to 1995 and now age 35 to 20. They made up 68 percent of first-time buyers.

Of all those Millennials, 90 percent bought their home through a real estate professional. HousingWire notes that Millennials "used an agent to purchase their home at a higher share than all other generations."

After Millennials, the NAR report lists the next largest group of recent homebuyers as Younger and Older Boomers, age 51-68; followed by Generation X, 36-50; and then the Silent Generation, 69 and older.

Read more from the NAR report


THE MILLENNIAL MUST-HAVE: What do home-buying Millennials want? A place to wash their clothes. According to a recent survey by the National Association of Home Builders, 55 percent said they wouldn’t buy a new home that didn’t have a separate laundry room. Also on Millennials’ most-wanted list: storage, such as linen closets, walk-in pantries and garage space.

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Get Ready for a Strong Spring

The Mortgage Bankers Association reports that purchase loan applications rose the last week of March for the twelfth week in a row after 53 weeks of declines, increasing 5.7 percent week over week (seasonally adjusted) and 7.6 percent year over year.

ArrowThe continued good news in applications and other indicators shows a housing market with forward momentum, concludes financial services company Raymond James: "Positive data points such as tight existing home inventory and a seven-year high in February’s new home sales pace help reinforce the positive feedback on the current spring selling season from our early channel checks. Continued sub-4% mortgage rates and the adoption of the 97% LTV program by Freddie Mac in late March should further expand credit availability and provide a boost to the housing market."

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An Online-Only Experiment

Realtor Kellie Simpatico went from advertising in Homes & Land of Edmonton in Canada to an online-only strategy and then back. Once again a highly valued Homes & Land client, Kellie relates the experience in her own words:

I had decided to take a 6-month hiatus from the magazine to focus my marketing budget solely on online advertising, pay-per-click and SEO’s (even though I didn’t really understand what all of that was about, I felt I had to get onto the wagon). During my break I realized I was actually doing a disservice to my clients and unless I was advertising their home in Homes & Land print I was simply not fulfilling my duties to them as their agent in effectively marketing their property. It wasn’t long before my ad was back in the magazine where it belonged.

…I am, by now, able to clearly see the big picture. My ad makes me an even more confidant, recognizable and reputable Realtor in my market and with my colleagues.

Not only are my clients able to reap the benefits of having their property marketed in the magazine, I too have many benefits that positively contribute to the success of my business. ….Homes & Land is so effective that I truly believe it has always and always will pay for itself, and then some.


HeartHow Much Does Mobile Matter?

Americans now spend an average of 4.7 hours a day on their smartphones, RISMedia’s Real Estate magazine reports. Homes & Land’s listing text codes and responsive Web site help agents stay in the running with all those mobile-enabled customers.

 


WORDS TO PONDER

"Strangely enough, the majority of people we encounter have a fear of success rather than a fear of failure."

— BRIAN BUFFINI, of real estate coaching business Buffini & Company

"Continuous effort not strength or intelligence is the key to unlocking our potential."

— WINSTON CHURCHILL

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