A Real Estate Discussion Blog

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How To Build A Free Profile On Zillow

This is a tutorial on how to build your profile on Zillow, a site that attracts over 7.5 million visitors each month.  There are many free marketing resources and tools on Zillow, and accessing them starts with the creation of a free profile.

1) To begin, click Register in the upper right hand corner.

2) If listings are being feed to us from your Company or a syndication service, be sure to register with the same email address they are supplying us.  We match listings to profiles using this email address so it is important that they are the same. 

3) Select a screen name.  This name will appear next to anything you do on the site, so chose something professional.  It is recommended to simply use your name.  This will not only help with name recognition, but also with search engine optimization.

4) Upload your photo.  This photo will not only appear on your Profile, but also on all of your listings along with a link back to this profile.

5) Enter all contact information you would like to be publicly displayed.

6) There is an opportunity to add the geographic areas you work, along with the career areas you specialize in.  These will help in categorizing you within the Professional Directory, in which you will be included for free.

7) Finally, add marketing text or information about you that will be helpful to the person visiting your profile.  You can add text, links and video in this area! All links are "followed" on this page, meaning they will help you in search engine optimization efforts.

Search engine tip - The words which you actually link from are called "anchor text" and are the words Google sees when indexing your profile.  For example, if you wrote "for more information on Wicker Park, click here" and you linked "click here", these are the words Google would index.  A better use of linking would be to say "visit my website for more information on Wicker Park real estate", linking Wicker Park real estate and forcing Google to see these words instead. 

You are done creating your profile, be sure to save your work!  Now that you have a profile:

  • Your listings will include your photo with a link to your profile
  • Your profile will show up in the Professional Directory
  • You can participate in Zillow Advice, an interactive Q&A forum

As you participate more and more on Zillow, your activity will be recorded on your profile, thus building an online reputation.  For those who contribute regularly, All Star and Local Expert badges will be awarded. 

Finally, you can always see how many views your profile has received by looking at the top of your profile information on the right.

See everything you can do on Zillow by visiting www.ZillowPros.com.

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NAR Welcomes New Manager Of Social Media

Todd Carpenter!  This was an incredibly smart position for NAR to get on the payroll and an even smarter hiring choice.  Not only is Todd very skilled in the area of social media, but he comes to the table with an incredible reputation and following.  This will definitely help jump start NAR's reputation in the blog world.

On many of the negative posts I have read about NAR, simply having a someone come in as a voice representing the organization could have diverted a lot of the negativity.  And now that this voice is Todd's, someone who has demonstrated a tremendous amount of creditability in the past, some blogs that bring up negative points will have a new dimension as Todd jumps into game. 

I don't envy the road ahead of him, as I think it will be long and hard.  I just hope NAR gives him the runway to do the things that a social manager needs to be doing to be successful.  One of those things is to contribute meaning information with a high degree of transparency.  Not something we have seen from NAR in the social media space in the past. 

Good luck to Todd in his new role, and good luck to Todd who is moving to Chicago in the winter!  Not sure which is going to be harder...  but I am sure he knows some good Realtors to help him with both moves!

 

 

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Zillow's New Home Values Widget

This new widget and the mortgage rate widget are my two favorite widgets Zillow has available.  This new one is really cool and helps get a local blog, rich local info. 

Via Drew Meyers (Zillow):
It seems home values are on everyone's mind right now -- partly due to Obama's Housing Plan and the fact that mortgage rates are low and refinance activity is skyrocketing. Consumers are interested in market data and with the new Home Values Widget agents, brokers, and bloggers can instantly add up-to-date neighborhood, ZIP code, or city market information to their web properties (for free) by copying and pasting some simple html code. You can see an example of our new home values widget on the top of the right sidebar and I've embedded it in this post below. Whether you specialize in real estate in Boston, Washington DC, or Miami, or live on the West coast and focus on San Francisco, Seattle, or San Diego -- we have a solution for you. In fact, the Home Values Widget works anywhere we have a Zillow Home Value Index. All widgets also include our free co-branding technology to keep you top of mind should someone click through to Zillow from the widget. For those who want or need more flexibility regarding your integration, the same neighborhood home value data is available via our API (here is an example API integration on Banks.com). I was on Twitter Wednesday night and decided to find some early adopters by tweeting the news of a new home values widget. Here are the geeks that I found that were among the first to install the widget: If you have installed the widget, please leave a comment with a link to where we can see it. If there are other widgets that you'd like us to build, please let us know what they are. We have some ideas as to what we think would be cool, but your feedback is invaluable.

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My thoughts on the housing bailout plan

Via Spencer Rascoff (Zillow):

Prepping for my CNBC appearance tonight forced me to dig into the housing bailout plan in a way that I might not otherwise have found time to do. I find this stuff really fascinating because it's at this beautiful intersection of several of my favorite disciplines: politics, economics and real estate. I majored in Government as an undergrad at Harvard, and studied Economics there as well, so I enjoy playing armchair economist and political theorist every now and then.

 

Here are my thoughts on today's announcement. And let me preface this by saying these are MY thoughts on the bailout plan, not Zillow's official thoughts. (Zillow officially doesn't have an opinion on this.)

 

First, today's plan will NOT turn around the housing market. It WILL somewhat reduce the number of new foreclosures (though I think many people are overestimating the reduction it will cause, considering the fact that it only applies to Freddie/Fannie loans which are only 60% of the market, and it only applies to people with a small amount of negative equity. And it's voluntary.) Reducing the tidal wave of foreclosures is good for home prices because it reduces inventory (or avoids further increases in inventory). This is why I applauded the huge drop in new housing starts announced today.

Foreclosure prevention will somewhat help the housing market stabilize, and it will obviously help the homeowners in question. But if you're looking for a REAL stimulus to the housing market, keep looking. The fact is that two things need to happen before home prices stabilize and start increasing:

1. We need to see stabilization in the labor market. Specifically, employees need to be able to stop worrying about lost wages from underemployment, and unemployment needs to return to the 5-7% range.

There were three pieces of big housing news today: 1) the Obama housing bailout plan, 2) the reduction in housing starts, and 3) the Fed put out a new forecast of unemployement for 2009: 8.8% by the end of the year. Frankly, this third piece of news which was the least reported is probably the most important of the three in terms of impact on the housing market.

2. Homebuyers have to feel confident that we're at or near a bottom. Zillow's research shows that a striking 70% of American homeowners think their home will increase in value or stay flat over the next 6 months. But buyers aren't walking the walk. Credit goes to Brian Brady for calling my attention to this point today. Too many buyers are sitting on the sidelines, not making offers because they don't want to buy too early. We're not going to have a housing market turnaround until those buyers start to make offers, and they're not going to make offers until they feel that we've already hit a bottom.

 

More specifically, here's what I like about today's plan:

- Donald Trump Jr and I agree on this much: it's a good thing that bankruptcy judges will now be permitted to rewrite the terms of mortgages in bankruptcy court. Corporate bankruptcy judges have always been able to rewrite material contracts when companies file for bankruptcy protection -- witness the countless labor contracts for bankrupt airlines that judges have ripped up in bankruptcy. It's about time that personal bankruptcy judges have the same latitude.

Some have argued that this will increase borrowing costs to mortgage holders in the future because the risk associated with a potential loan being able to be negated in court will have to be priced into all loans. Yes, I concede that in theory this is true. So what? It's true of corporate borrowing costs also, in theory, and life goes on. If an individual goes bankrupt, the contract detailing their single biggest liability -- their mortgage -- needs to be on the table for a bankruptcy proceeding to address.

- I like the incentive that the government is giving to loan servicers to try to work out troubled mortgages directly with borrowers. Alex Perriello gave a great speech at the NAR Convention in Orlando imploring the thousands of Realtors in the audience to spread the word among their client list: before you're foreclosed upon, please speak with your lender! Alex said that in between half and 2/3 of all foreclosures, the lender and borrower never even speak to one another. He pointed out that frequently borrowers are embarassed or confused, so they do nothing. The government's actions today -- offering a few thousand dollars to the borrower and servicer for each loan that is modified -- will definitely spark those conversations.

 

 

What I don't like about the plan:

- the part of the plan that I like least is the one that introduces enormous moral hazard on the part of borrowers: it basically rewards homeowners who fall behind on their mortgage by paying them a few thousand bucks to stay CURRENT on their mortgage. I think that creates strange incentives.

- To be honest, the whole dang plan is a little hard for me to swallow because I've always been a believer in free markets: if a foreclosure is meant to happen, or a company is meant to go bankrupt, then let it happen. It's impossible to hold back the tides. HOWEVER, we're living in extraordinary times, and my economic liberterianism is now outweighed by my pragmatism.

 

 

I also have to use this opportunity to point out that on March 23, 2006, I wrote the following post titled "The Tidal Wave Is Coming" on Zillowblog:

"I’m usually a pretty optimistic guy, but I’ve started to see some scary things on the horizon. And I’ve gotta pass it on. Check this out: 9.4% of all mortgage borrowers now have no equity or negative equity in their home, and 29% of new mortgages last year had no equity. $800 billion worth of mortgages owe more than their homes are worth, and that’s optimistic since it assumes no reduction in home values. One study estimates that if home prices fell by 10%, the share of 2005 homebuyers with negative equity would shoot up to 48%. Yikes! What happens when all those interest only mortgages flip from their low fixed rates to a much higher variable rate? A lot of homeowners who bought houses beyond their means a few years ago via low introductory rate ARMs are suddenly going to find themselves unable to pay their new higher mortgage. And guess what? They have no equity in their house. So they’ll have to sell and/or dramatically reduce their consumption. This is a disaster waiting to happen. This analysis says it all: 'Many homes were sold with Adjustable Rate Mortgages in 2003 and 2004. Now, we are seeing more than $2 trillion…of these mortgages coming up for a reset in their mortgage rates. My back of the napkin calculations suggest interest payments are going to eat up at least another $3 billion a month in consumer spending capacity over the next year. In a $12 trillion economy, this is not all that large, but it will suck almost 1/2 of 1% of consumer spending potential out of the economy.'

Sorry to be such a downer, but I’m worried about the impact that this will have on housing prices and more importantly on the overall American (and global?) economy."

 

 

Wow, sometimes I hate being right.

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Recap of the Zillow vs Trulia Conference Call

The audio file is now available for the Zillow vs Trulia call that went down last week.  It was a great call and definitely worth listening to if you want more information about both sites.  You'll hear us talk about the pros and cons of each site, and some overall social networking strategies. 

Zillow vs Trulia mp3 file

I wanted to comment on and link to a few of the reports, stats and buzz words that were mentioned during the call.

At the beginning of the call, a WAV group report commissioned by ListHub about quantity and quality of leads from syndicated listings was brought up. 

I blogged about this study a few months ago, but here is the over arching message that I take away from it:  With listing syndication, Trulia sends more clicks to Realtor sites but the clicks Zillow sends convert at a much higher rate.  In fact, the numbers show in this report show that you would have to get 5 times as many clicks from Trulia to equal the number of hard leads, or contacts, you generate from fewer clicks with Zillow.  So Zillow helps you work more efficiently. 

Throughout the call, engagement and site demographics, specific to the luxury market, were discussed. 

In terms of demographics, Zillow has the most affluent audience among real estate media sites.  About 90% of the people who visit Zillow already own a home (this also means they would have a house to sell, are likely a move up buyer, or are in the secondary home market).  The average household income  of a Zillow user is approximately $88,878 with a credit score of 755. These are higher demographics than Forbes.com, and higher than all of the top trafficked real estate websites.  (source: Neilsons)

With respect to engagement that Fran brought up a number of times, I'll use a third party source to address this topic.  I pulled Comscore numbers for January 2009 and found not only do we simply have a bigger audience, but they come back to the site much more frequently, spend more time on the site, and view almost twice as many pages per session.

zillow traffic numbers

I realize that many people aren't high on Zillow because we have Zestimates, or automated valuations, on the site, so I know I went into the ring with a disadvantage.  I highly encourage you to read a post I wrote called How Accurate Are Zillow's Zestimates.  It may help you with a buyer or seller that says "but Zillow says"...   At the end of the day these numbers are what is delivering a huge, unique audience to our site every month - many of whom are just starting to think about their real estate situation and aren't yet working with anyone.  We don't just use your listings to create content on the site.  But people are also coming for our unique and rich mortgage information, our interactive Forums, and to view the huge amounts of data available on the site- and of course they want to see listing data too.

At the end of the day, there is a vast amount of marketing that you can do on both sites - and most of it is for free.  I hope this call and this blog post helps make you more educated about both sites.  I hope it helps you have more informed conversations about online marekting and make better informed decisions when deciding how to spend your marketing dollar and time. 

To view everything you can do on Zillow, please visit www.ZillowPros.com

You can vote for the 'winner' of the call here.

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Tonight's Free Tele-Event with Zillow and Trulia

(Reposting as a reminder that this is tonight)

Ding, Ding, Ding - its on! 

The Contenders:  In one corner, yours truly representing Zillow.  And in the other corner Fran Thorsen, Social Media Evangelist from Trulia. 

The Venue: Good Morning Real EstateTele-Event

The Time: Feb 12, at 8:00 pm EST (you can have the recording sent to you afterwards if you register)

The Cost: FREE!  Just register and the call details will be sent to you. 

The Rounds:

  • How agents use online Q/A to win buyers!

  • The difference between a community v. portal!

  • When Blogging works out and when it doesn't!

  • Which site is #1 in real estate traffic!

  • 3 easy steps to upgrade your online marketing!

  • What the future holds for online real estate marketing.

  • these are some ideas of the topics that will be covered.  If you have specific questions you want addressed, you can ask them when you register.

In all seriousness, it should be a great call and a great opportunity to compare and contrast the two sites and learn how to use both of them more effectively. 

Register Here

 

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Bloodhound Unchained Seattle: A Prequel to RE BarCamp

A lot going on in Seattle this week!  I am looking forward to hearing from all these gurus!

From Brian Brady:

Via America's #1 Mortgage Broker/858-777-9751:

RE BarCamp Seattle has a time and a date.  From Todd Carpenter:

Rich Jacobson and Brad Andersohn from Active Rain, along with Drew Meyers from Zillow have established the basics. A date and venue. February 13 at Zillow Headquarters.  This happens to follow a Bloodhound Unchained preview event held the day before, also at Zillow headquarters, and also free!

Greg Swann and I are pretty stoked about heading to the Emerald City.   Scott Cowan signed up for Bloodhound Unchained Phoenix ‘O8 but had to decline participation to tend to familial duties.  Since then,  Scott’s been lobbying us to head up to Seattle to out on our “Mini-Unchained Event” for Coffee Bean Town.  Last month, I told him we’d gladly come if he could round up a venue and a group of eager people.  Scott called the folks at Zillow and we arranged to be a prequel to Seattle RE BarCamp.

Our event will be from 1PM until 5:30 PM, on Thursday, February 12, 2008, at the Zillow Headquarters. We’ll be talking about Direct Marketing (online and offline), Social Media Marketing, and Blogging.  David Gibbons and Rich Jacobson agreed to speak, as well.  Marlow Harris raised her hand to attend but I’m hopeful to have her to speak.

Our concluding session will be a debate between Glenn Kelman of Redfin.com and Greg Swann. 

GET MORE INFORMATION

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Real Estate Website Popularity Rankings for January 2009 - Hitwise

Hitwise just released their January 2009 ranking of the top real estate websites, according to market share. 

In case you aren't familar with Hitwise, they track how approximately 10 million US Internet users interact with more than 1 million websites each month.  They then rank these sites within the appropriate industry based on usage, or what they consider to be market share. 

To help put some hard numbers behind it, in January Zillow had more than 7.5 Million Unique Users visit the site (our best month ever!). 

I highlighted the sites in green that as an Agent, you could actually utilize to market your business in some way.  The orange highlights represent brokerage websites (which all Agents still get some exposure on thru IDX). 

Not surprising to see a number of foreclosure related sites on the list. 

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Marketing to Generation G: Those who value Generosity and hate Greed

If you want to read a great blog about how to be a better blogger, you should check out www.copyblogger.com.  I learned so much from this site and get it sent to my email daily. 

I thought today's post was particularly interesting and especially relevant to real estate agents and marketing.  How to Succeed Marketing to Generation "G"

This group is defined as:

GENERATION G captures the growing importance of ‘generosity' as a leading societal and business mindset. As consumers are disgusted with greed and its current dire consequences for the economy-and while that same upheaval has them longing more than ever for institutions that care-the need for more generosity beautifully coincides with the ongoing (and pre-recession) emergence of an online-fueled culture of individuals who share, give, engage, create and collaborate in large numbers. ~ TrendWatching.com

There are two ways of reading this, from a business perspective. 1) Being generous with information.  You have to give it away before it comes back to you as business - think social media.  2) Being generous with your time and resources.  Typically agents rely on their community to make a living, so they are often generous in the area of giving back to this community.  This is something that Generation G values. 

The blog post goes to expound on #1, the befits of being generous with information and talks about ways you can do this.  If give a lot of general ideas, blogging being a foundation of the 'giving information away' concept.  But you can also do this within real estate forums

I'll close with my favorite except from the post, something to keep in mind no matter what your social marketing method of choice:

"Put simply, you've got to be a real personwhen networking online. Put a human face on the "expert" and you'll enjoy more success. But don't forget value though, because even when revealing more about yourself, it's still about them at some level."

 

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Marketing By Answering LOCAL Questions Thru Social Media on Zillow Advice

Zillow Advice launched a few months ago (a interactive place to ask and answer real estate questions) and already thousands of questions and answers have been posted. 

But who has time to sort through them all and search for the ones that apply to you?  Good question- that's why you can sign up to receive email alerts when there is a question posted in your local area.

1.  Go to Zillow and sign in.  Click on the Advice Tab and search for your topic of interest.  It could be a subject like short sales or an area like Chicago, IL or even a zip code. 

 

A search results of all related questions and answers will appear. 

2. In the left hand column of the page, in the tool box, click on Email Alerts. 

3. A window will pop up asking you to confirm your alert.  Just select your frequency option and hit save. 

Notice that in the search results of questions, you can see how many times a question has been viewed and how many answers it has.  So by answering a question, you are not only trying to impress the original poster, but also all those that view the question. 

 

Also, each time you answer a question, there will be a link back to your profile so people can find out more about you or get in contact with you.  Make sure your profile is as complete as you can make it.  You can include marketing text, links, embed video - whatever you think will sell you.

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