Money Making Real Estate Marketing Ideas

Real estate marketing is a lot simpler than most Realtors
make it out to be. Some equate expensive products and
services with quality.

However, effective real estate marketing does not have to be
expensive, complicated, or sophisticated. Sometimes, plain,
simple, direct and to the point makes lasting impressions
that result in increased business opportunities and more
income.

One of the most effective real estate marketing ideas
involves Expired Listings. If you're newly licensed, new to
a community or simply looking for a way to increase your
business you should aggressively pursue them.

Expired Listings are plentiful and always easy to find. All
you have to do is look at your daily MLS updates.

If you make them a staple of your real estate marketing
efforts by pursuing them consistently you should be able
to develop a steady stream of prospects and a solid income
within 3 - 6 months, depending on your local market
conditions.

Still, getting them is easier said than done. However, a
good real estate listing system can help set you apart from
other Realtors in a relatively short period of time.

Visit http://www.farmingexpiredlistings.com if you need one.

Below are some additional real estate marketing ideas.

1. Bumper stickers. Are you advertising yourself via bumper
stickers, yet? If not you're missing out on a simple, cost
effective marketing strategy.

So, here's the deal. It's very simple. Have some bumper
stickers printed with your web site address and other
business information on it.

Ask your church, sorority, fraternity and/or other groups
you belong to to support you by placing them on their cars.
Many will be happy to help out, especially since it won't
cost them anything to be supportive.

Also, make enough for family, friends and clients who are
happy with your services and willing to share how great they
think you are.

2. T - Shirts & Jackets. Real estate marketing via T -
shirts and jackets is not a new or novel idea, but how many
Realtors do you see advertising via this medium. Did you say
"none?" That's what I thought.

So, have some t-shirts and jackets made with your web site
address and other business information on them. You, your
family and friends can wear them almost anywhere. Market
your business year round for a one time cost. When it's too
cold for t-shirts wear the jacket.

3. Baseball Caps. Here's another great way to get a lot of
free advertising.

Have some baseball caps made with your web site address and
other real estate business information on them. Heck, you
might as well spend a few more bucks and outfit your child's
baseball team with them. It makes for great publicity and is
also a nice thing to do for kids!

Ask the parents for "quid pro quo" by asking them to place
your bumper stickers on their cars.

4. Envelopes, Stationary & Business Cards. These are the
mainstay of any real estate marketing campaign, and a must
for your marketing campaigns.

Make sure your web site address and other business
information is printed on all of your stationary, envelopes
and business cards. Leave a few wherever you go. Give them
out like candy, as they are doing nobody any good in your
pockets.

5. Magnetic Signs. Automobile signs are the "meat and
potatoes" of real estate marketing of most serious agents.
If you don't already have some get some. No,not the generic
ones that your Broker has laying around, but signs with your
name, web site address and other business information on
them.

Place them on your car doors or roof. Take them off and
reattach them in different spots from time to time to avoid
fading your paint job.

6. Flyers. Print flyers with your web site address and other
business information on them. Keep some with you at all
times and hang on bulletin boards or simply lying around to
be picked up. It's a great, inexpensive real estate
marketing idea that reaches a lot of people fast.

Print out a few hundred at a time and pay your kids to place
them on car windshields in grocery store and shopping center
parking lots on Saturday mornings.

7. Articles. Another real estate marketing idea is to write
articles. Writing articles is a great way to demonstrate
your expertise as a real estate professional while plugging
your real estate business. It's also an inexpensive way to
increase your website ranking.

These real estate marketing ideas, anchored by a good real
estate marketing listing system, can help supercharge your
business and help you achieve the success you deserve.

So, the sooner you adopt these strategies the sooner you'll
be able begin reaping the benefits of them.

Real Estate Marketing in a Luxury Market

As the real estate market in the U.S. slowly continues to regain its footing, many agents are looking at this time as a chance to redefine their market. With so many agents abandoning-or at least significantly cutting back-their marketing systems to save money, others are jumping in to take advantage of the marketing void. In other words, they are taking an offensive approach in order to put themselves in prime position when the market starts to upswing.

In most parts of Canada, on the other hand, the market continues to stay hot and agents are looking for the best way to grow their business. They are looking to expand the reach of their marketing and maximize income opportunities. Whether it be in the U.S. or Canada, a number of agents we are talking to believe that now is the time to make the transition into the ultra high-end market.

Traditionally, luxury real estate is one of the hardest market segments to try and break into. Why? There are a few common reasons. It might be the presence of a dominant agent already ensconced in the community or the fact that everyone already has a peer in the real estate business. It may be because the agents themselves don't have the patience to work in a generally slower-paced market (less transactions to go around, tougher competition and slower sales process). It could be that they are simply not prepared for the unique challenges a high-end market poses.

In my experience, it's usually a combination of these reasons that prevents most agents from becoming successful in luxury real estate. There are many things you need to know before you make the quantum leap into the next price range. We've put together a list of five factors that will help you decide if a move to luxury real estate is right for you.

#1. Know What You Are Getting Into

Agents often make a blind leap into luxury real estate because they think that's "where the money is." Of course, it's simple math. If you get the same split, it pays to list homes with higher selling prices. In theory, you can make more money by doing fewer transactions. On one hand, that's true, but if you go into luxury real estate with this mentality, you are probably destined to fail.

Yes, your income per transaction goes up significantly. That's great, but there is often a new set of challenges introduced when working a high-end market: the competitive stakes are much higher, social circles are much more closed, politics are different, and there are many other factors which I will detail throughout this article. In addition, marketing and servicing costs are generally more when dealing with luxury homes and clients. Both buyers and sellers expect more and demand more and the properties themselves need even more attention (marketing, staging, photography, etc.) to appeal to a more sophisticated crowd.

Carol Barkin of Toronto, Ontario has been a successful Sales Representative for 20 years, but it took her some time to build her business in her high-end markets (both in the city and in a lakefront recreational market about an hour outside Toronto). "For me, the biggest challenge was making that first connection," she says. "They already have tight social connections and know how to get what they want, so building relationships is a matter of trust. It's important to relate to clients as a friend and a helpful peer, not just present yourself as a service provider."

#2. Patience, Patience, Patience

It's clear that high-end real estate is a different animal than traditional residential markets. It tends to move much slower. Generally, there are fewer homes on the market at any given time and there are fewer buyers out there with the means to purchase such expensive properties. The stakes are higher for everyone involved. So on average, it takes significantly longer to sell one of these homes. In addition, there is a lot of competition out there for a limited number of properties, so it often requires more patience to break into the market and build a strong client base.

This is truly a case where the end usually justifies the means if you have the right understanding and commitment going in. Though listings are harder to come by and it takes longer for them to sell, the large check at the end of the transaction is worthwhile. But not all agents have the stomach to wait longer in between commission checks. Oftentimes, this is the hurdle that stops them in their tracks.

"In my experience in high-end real estate, six months on the market is nothing. On average, it's more like nine for a listing to sell," says Robin. "Also, if they are not truly motivated to sell, you will waste a lot of time and money on marketing. In some cases, I will adjust my commission rate so that the marketing costs are covered by the seller. It helps to offset the time it takes to sell. You also shouldn't go into luxury real estate without money in the bank. It's a long-term process to build your business and if you are not prepared, it can break you quickly."

#3. Know It. Live It. Keep It Exclusive.

Another reason that some agents struggle to find their footing in an ultra high-end market is that they cannot relate to the clients or communicate effectively. You're dealing with a much savvier and usually more demanding crowd who know what they want and are used to getting what they desire. Now, you don't necessarily have to live in the luxury community you are targeting, but you have to present yourself like you do. The way you dress, your ability to network within their circles, the way you communicate with these sophisticated individuals, the quality of your marketing materials-you have to be able to make a personal connection and develop a strong professional image. If they don't buy into you as a luxury home expert who's tapped into their community, they aren't as likely to do business with you.

Jack Jeffcoat III is an agent who is in the process of transitioning his market focus from high-end golf communities in Central Florida to ultra high-end waterfront properties along Florida's Space Coast. From his marketing presence to his personal presentation to his servicing strategies, everything he does is to support his image as a luxury real estate specialist. He's often bold and unwavering in his approach because he never wants to lose credibility.

Think of it like any high-end product that is in demand because of its scarcity and exclusivity. So as a real estate agent specializing in high-end properties, you, your marketing image, and the service experience itself need to reflect the utmost quality. If you look and act like the best agent around, people will aspire to work with you.

"When I take a listing presentation, I conduct an interview with the seller to make sure they are willing to follow my recommendations," Jack says. "At every opportunity, I want to remind them why they are hiring me. They know I am a luxury real estate expert that only works with an exclusive group of clients. From the beginning, they are instilled with the belief that if they want to have a successful sale, they need to follow my lead. It gives me the upper hand and keeps me positioned as the market specialist."

Also, keep in mind that high-end real estate isn't necessarily going to be the same from region to region. A waterfront community in Florida will have a different set of challenges than a mountain resort community in Colorado or a downtown high-rise in Toronto. In some places, "high-end" may be $400,000 and up. In others, prices could be in the multi-millions. So when it comes to your personal presentation and the way you market yourself, be sure to properly present your niche and look impressive.

"Always look bigger than you are," says Robin Milonakis. "You have to have exceptional marketing materials. They have to make people feel good about hiring you. It feeds their ego knowing they are working with the best."

#4. Image is Everything, Especially in Marketing

When it comes to your marketing materials, quality is key. You can't position yourself as a high-end agent if your materials look unsophisticated. A first-rate personal brochure and dynamic website are absolutely essential. Your personal brochure should take the place of your business card whenever you meet a potential client. It needs to look sharp and feel impressive at the very first glance (exceptional photography, nice glossy paper, sophisticated writing, clean design). It needs to reflect your personality, but also relate to the luxury market you are targeting. In a way, you are a representative of this lifestyle and your marketing should convey that. It shows your unique expertise and highlights the service/knowledge benefits that make you a specialist in this distinctive market.

It's very important that you don't skimp here or it will show. You simply can't fake high-end quality. You must be committed to investing the money to do the marketing right or people will see through it.

Put simply, the brochure and all other marketing materials need to be of the utmost quality. This includes your house advertising. You should at least have a tabloid-size glossy flyer/brochure that you use to promote each property. The staging must be great. The photography must be very professional. Of course, you should keep the property marketing pieces branded clearly with your personal image (logo, colors, fonts, etc.) so you don't lose your own identity.

"My brochure is quality and people associate the piece with its sender," Carol Barkin says. "I send it out prior to meeting someone to warm them up. It gives me more credibilty and shows my knowledge of the market they are concerned about."

The same is especially true when it comes to your website. It needs to reflect the quality of your brochure and other print materials. It needs to look sharp and feel representative of your luxury market. Two of the agents I spoke with-Jack Jeffcoat and Robin Milonakis-are both actually in the process of revamping their compaigns to better target their high-end clientele. Even though both of them have been highly successful with their current campaigns, they know it's worth the investment to take their marketing to the next level to promote an exclusive luxury niche.

One bold strategy Jack uses is to feature only properties above a certain price on his website. Does he take listings at lower prices? Yes, when the situation calls for it. But his image is that of a luxury real estate expert and his website is one more way to show that. "If one of my high-end prospects goes to my website and sees a bunch of low-priced listings, then it's not really helping my cause," Jack says. "Like a doctor, specialists make more money and earn more credibility, so I want to be known as a high-end listing specialist in every aspect of my marketing."

When it comes to online marketing, you also need to make sure you are very active on your web site. You cannot just put up a site-no matter how nice it looks-and expect it to generate business over the long run. You have to actively post information-links, articles, blogs, calendar events, community information etc.- to make it a resource that people want to return to on a regular basis. Your active engagement on the site will enable you to better communicate with your target market. And of course, it also boosts your SEO (search engine optimization) to help you generate more leads through all the major search engines.

#5. Be Prepared to Back It Up

In addition to making sure your marketing campaign and personal presentation are representative of your market, you must also make sure you are fully in-tune with the market itself. If you don't know everything that's happening around you, you will never be able to establish yourself as a luxury specialist. This is one area where you will not be able to fake your way through a transaction with minimal knowledge or experience. Clients will expect more and demand more from you, so you have to be able to back up your claims as an expert-in terms of both your knowledge and your service experience.

"Expectations from clients are different and, in general, they are more demanding. They want you to be available to provide answers and information," Carol Barkin says when referring to the clients she works with. "In the end, they need to make their own decisions. They are gathering advice and professional recommendations from me so they can come to their own conclusions."

That said, never underestimate the clients' need for up-to-date information. Be proactive in giving them regular updates (at least one call per week) on market activity. Always stay current with everything that is happening in the market. Word travels fast in luxury real estate, so make sure you know what's going on-what listings have sold, for how much, how long they were on the market, and so on. If you are not all over the market, your clients will be all over you. How and what you communicate will make them feel better about the experience

"No matter what, I personally call every one of my clients on Monday with a detailed market update," Jack Jeffcoat says. "I make it a point to always know what's going on in the market. If any home sells, I need to be aware of it and discuss it with each client so they know what's happening."

Then, make sure your service experience reflects your marketing image. You have to be able to deliver on your claims by making the client feel special throughout the process. Think of it as the difference between the Ritz-Carlton and the Marriott. It's a completely different experience from the moment you walk through the doors of either hotel, and it's why you pay substantially more to stay at the Ritz. Imagine your real estate service as a luxury experience. That will make you a valuable commodity in the market.

Is the Luxury Market Right for You?

Ultimately, that's for you to decide. You must be prepared for the unique challenges and tough competition found in the world of high-end real estate. You have to make sure you are patient enough to handle a slow-moving market. You need to be willing to invest the time and money it takes to not only brand yourself as a luxury specialist, but to back it up with higher standards of service and expertise. If you are ready for what the high-end market has in store, it can be a very lucrative place to do business over the long-run. And whether you are in a slow market or a hot market, right now may be the time to take the big leap!

Indian Real Estate Market: Bubble or a Bit Trouble?

A fear of bubble comes in the mind of everyone who is looking to buy or invest in real estate now a day. But without looking at facts one should not come up with any conclusion that speculates real estate bubble in India.

Indian real estate industry is growing with a CAGR of more than 30% on the back of robust economic performance of the country. After a little downturn in 2008-09, it has revived rapidly and shown tremendous growth. The market value of under construction project has increased from $70 bn at end-2006 to $102 bn by end-June 2010, which is equal to 8.2 per cent of India's nominal GDP for 2009. Besides the Govt. initiatives- liberalization of foreign direct investment norms in real estate in 2005, introduction of the SEZ Act, and allowing private equity funds into real estate, key factors contributed to this tremendous growth were 'lower price' which has attracted buyers and investors not only from India but NRIs & Foreign funds have also deployed money in to Indian market. In addition to that, aggressively launching of new projects by builders had further improved this positive sentiment which paved the way for rapid growth in market last year.

Now question is whether any Bubble is forming in Indian real estate market? Let's look at the recent housing bubble in USA, Europe and middle-east. Beside economic factors, key contributing factors in those bubbles were rapid rise in price beyond affordability, home ownership mania, belief that real estate is good investment and feel good factor among which rapid price hike is a key cause of any real estate bubble.

Comparing it with Indian scenario, all those factors are working in major cities of India specifically Tier-I cities. Prices has skyrocketed and crossed earlier pick of 2007 in the cities like Delhi, Mumbai, Bangaluru, Chennai, Kolkata, Hyderabad, Gurgoan, Chandigarh & Pune. Even in some cities like Mumbai, Delhi, Gurgoan and Noida prices have gone by 25-30% higher than the pick of the market in 2007. However during economic downturn in 2008-09, prices fell by 20-25% in these cities. Other factor is home ownership mania and belief that real estate is good investment. Need based buyers and investors were attracted by lower prices in the end of 2009 and started pouring money in real estate market. Tier-I cities Mumbai, Delhi-NCR, Bangaluru, Chennai, Pune, Hyderabad, Kolkata has shown maximum investment in real estate projects. Developers have taken the advantage of this improved sentiment and started launching new projects. This has further boosted confidence among those buyers and investors who had missed opportunity to buy or invest earlier which has further increased price unrealistically fast. And at last feel good factor which is also working since last few months. The key factor of any bubble market, whether we are talking about the stock market or the real estate market is known as 'feel good factor', where everyone feels good. For the last one year the Indian real estate market has risen dramatically and if you bought any property, you more than likely made money. This positive return for so many investors fueled the market higher as more people saw this and decided to invest in real estate before they 'missed out'. This feel good factor is at the heart of any bubble and it has happened numerous times in the past including during the stock market crash of 2008, the Japanese real estate bubble of the 1980's, and even Irish property market in 2000. The feel good factor had completely taken over the property market until recently and this can be a key contributing factor for bubble in Indian property market. Even after flow of negative news on real estate market correction and/or bubble, people are still highly positive on real estate growth in India.

Looking at above factors, there is possibility of bubble formation in few cities in India but it can harm buyers and investors only if it bursts. Generally bubble form with artificial internal pressure and can stay for long time if not acted by external force. Similarly, in case of real estate market, bubble can burst if demand and price start falling suddenly and drastically. Few findings of recent research by IKON Marketing Consultants throw more light on this. According to that majority of investors from Delhi, Mumbai, Bangaluru, Chennai, Kolkata, Hyderabad, Gurgoan, Chandigarh & Pune are now not willing to invest at this level of price as not seen any rise recently. Majority of them are about to exit and book profit on their earlier investment. Other factor is demand supply gap. In city like Mumbai were around 6500 apartment with 45 million square feet space is under construction but majority of developers are worried on lack of 100% booking. Same situation is with Delhi and other major towns of India which has demonstrated higher than expected enthusiasm. Though developers giving positive outlook of market while interviewing them but their confidence level is very low which is giving negative signals of falling demand in nearest future. Third important factor is expected outflow of foreign fund. India, as an attractive investment destination a huge fund has been deployed in Indian property market by foreign institutes and NRIs. But now property market in US, Middle east and Europe has been stabilized and started growing gradually which is attracting foreign funds due to lower prices. A huge fund is expected to withdraw from India as foreign investors see greater opportunities in those countries. All these factors may act as external pressure which may lead to bubble burst.

Considering above facts, IKON Marketing Consultants predict that there is a possibilities of real estate bubble in Tier-I cities like Delhi, Mumbai, Bangaluru, Chennai, Kolkata, Hyderabad, Gurgoan, Chandigarh & Pune. However, IKON does not see much trouble in overall market as Tier-II and Tier-III cities are growing gradually and are the backbone of Indian real estate industry. According to IKON's research, Indian real estate industry may see some down turn in 2011. It may start from 1st quarter of 2011 and last up to 3rd quarter of 2012. However it will be not too intense as it was during recession period. It is expected that price may slash by 10-15% during this phase of correction but under certain situation it may last up to end of 2013 with price correction of 30% specifically in Tier-I cities.

By its nature, a bubble is a short-term phenomenon while Indian property market has shown continuous growth, apart from periodic adjustments, in the last few years. One should not forget that there are more than 400 million Indians waiting to hit the middle class group which will require more than 75 lacs housing units by 2013. Whether bubble burst or see a bit trouble in short-term, growth story will remain intact for Indian real estate industry. However affordability is the most important factor when it comes to housing prices and middle class housing is much levels of affordability in most of the major cities in India. People, who compare India with developed European cities, forget the huge difference in affordability in both areas. Of course there is a huge demand for housing but they can only buy what they can afford.

Investment Real Estate Marketing Plan - Putting Details Into Action

Marketing is one of the most important things a real estate investor can do to grow his business. It is also one of the areas that is easiest to make multiple mistakes. From failing to properly plan, failure to track your results and even worse, failure to control spending; marketing is fraught perils that beginning investors and long time investors alike must be aware and prepared to avoid.

There are 3 main areas of marketing to concentrate on when seeking to grow sales and revenues. The first is education, the second is planning and the third is tracking for adjustments and success. All three are important for investors to watch as they seek to grow sales and revenues and more importantly, build a business model that is sustainable through any real estate cycle.

EDUCATION

Educating yourself as a real estate investor and marketer is absolutely paramount if you are going to have success and grow your business. There is simply no excuse for not understanding the basics of each as they both are extremely important for the longevity and ability to stay relevant and profitable. Here a few examples of places to become educated on good marketing techniques for real estate investors.

1. Local Library - There may not be a better place to become educated on real estate marketing than the local library. Break the topic down into two subjects and you can have the basics down inside of a week. Under the real estate section there are multiple titles that explain the basics of real estate investing from beginner levels to expert levels. In addition, many of these books will give a basic outline of some simple marketing techniques and tools to get you started. When you combine that knowledge with a good Marketing 101 book from the library, you can quickly pick up the basic outline of why marketing must be done and how properly set up a marketing plan. The best part about an education from the library is the cost - practically free!

2. Real Estate Investment Clubs - Often times, these clubs are referred to in the industry as REIA's. Associations of local real estate investors who come together several times a month to discuss topics relevant to real estate investing. These are great sources for so many things related to real estate investing, including marketing ideas and plans. By attending and immersing yourself into these groups, it is easy to develop friendships, partnerships and even mentors who can answer questions and provide guidance. By paying attention to what the top performers are doing in the field and how they are marketing their businesses, you can pick up ideas and integrate those ideas into your marketing plan. It is called modeling and it is one of the best ways to educate yourself on what is working in a particular real estate market. The biggest upside to becoming educated at a REIA is that you are surrounding yourself with the type of people that are going to be vital to your future success. The costs are usually very affordable and you can often avoid mistakes made by other investors before you.

3. Go it Alone - There probably does not need to be a tremendous amount of discussion under this heading. It speaks for itself and generally goes against all advice I could ever give any business person, especially a real estate investor. As far as education is concerned, it is an approach that many investors choose to take and often at a tremendous cost. Going it alone means deciding to jump into the deep end of the pool with both feet and learning as you go. Trial and error can be good and can sometimes lead to good results, but often after many hours and many ups and downs. Strictly looking at costs, many investors have experienced huge losses in the areas of marketing to learn what works in their particular market and often are a little behind the actual trends due to not properly learning to track and adjust.

My suggestion when it comes to education to use all the resources available including those that come with little to no costs. When you are becoming educated on how to set up a proper marketing plan complete with tracking and adjusting, then I would make sure I was a part of a local real estate investors association so that I am always up to date with the latest marketing techniques.

PLANNING

When I talk about planning and marketing, I mean to process of laying out the actual strategies you are going to use to market your business, the time frame you are going to use those strategies, the way you are going to track those results and the possible adjustments you are going to make as your results come in on your plan. One of the biggest mistakes that we see today in the real estate marketing world is not a complete failure to plan, but a failure to lay the full plan out from beginning to end. That being said, here are a few tips to properly develop a plan.

1. Know what you are currently doing and what results you are currently achieving. Even if the answer is that you are doing nothing, you can not work on where you are going if you do not know where you currently are starting from. You should be able to pinpoint today any marketing you are doing and the cost of that marketing as well as any results you are seeing.

2. Know what results you are looking for before you begin. So once you know where you are starting from, the next question is were are you going? Lay out concrete results you want to achieve and be specific. One of the glaring mistakes in this area is not being specific enough. You cannot track abstract goals. Your goals must be specific and detailed so that you can verify if you are achieving them. An example would be a specific number of new leads you want to bring in from each marketing source.

3. Give yourself set time frames to test your marketing. This is definitely the second biggest problem for real estate marketers and most marketers in general. Marketing plans must be given time to take shape and develop. Most real estate marketers are developing marketing plans which are call to action in nature. They are asking their target audience to take a particular action so that they can capture that action and develop a new lead. An example would be to "Call Today to Sell Your House Quick!". This is a call to action marketing phrase. Often times, there will need to be multiple impressions of that message before the action is followed. Failing to plan a specific amount of time such as 60 days or 90 days, leads to a marketer stopping his action before his target audience responds. If you allow your plan to last longer and stick with all of your marketing pieces and techniques longer, you give yourself a greater chance for success in the long run. It allows for you to see over a longer period of time the results you are getting and that provides a clearer picture of what works and what does not work. DO NOT quit marketing after a couple of weeks simply because your phone is not ringing off the hook. Set your time period on the front end and then let your marketing plan work.

4. Failing to get input from other experts can be costly. If you have access to other real estate investors, I would definitely get their input on your marketing plan before implementation. If they are able to give you advice and direction it can often times help you to figure out the best route to take or at least if you are on track for success. If you have taken your time and all the steps necessary so far to put together a quality plan, then take advice from other experts, but do not be persuaded to change everything. Simply let others take a quick look for feedback, but be prepared to move forward with your plan and any adjustments they think would make a difference.

TRACKING

Tracking means having a way to actually follow and measure all of the marketing activities you are doing and the number of results each gets you. Here are some examples of the things that real estate marketers need to track for every marketing action they take.

1. What are the total number of leads generated per marketing technique tracked daily, weekly and monthly.
2. How many of those leads turned into qualified prospects daily, weekly and monthly. (qualified prospect means you were willing to invest more time to develop the lead)
3. The number of offers made to purchase property daily, weekly and monthly.
4. The ratios of offers made to where the original lead came from.

I am going to insert a quick note here to make sure everyone understands exactly how to track. It is not enough to simply know how many calls you are getting or how many leads are generated or how many offers or deals are being done. When you actually purchase an investment property, you MUST know where that lead came from at the very beginning. Tracking ratios is extremely important to this. It is important to be able to track and measure not only the leads but the quality of those leads. You can have one lead generator that gives you a majority of your leads and another that gives you a majority of your transactions. It should be obvious that you would want to spend more time and resources with the marketing technique giving your more transactions unless you are in the business to simply feel busy and not necessarily to earn a living!

5. What is the cost per lead generated, per marketing technique daily, weekly and monthly.

6. What is the average income generated from each transaction generated by each marketing technique daily, weekly and monthly.

When you are able to track your business in this way, it makes it much easier to make adjustments as you go and it definitely gives a clearer picture of how well you are spending marketing dollars. Often times, as legendary basketball coach John Wooden would say "we mistake activity for productivity" The entire reason for developing and implementing a proper marketing plan is so that we can determine what works, what does not work and what changes we need to make so that we are spending the fewest dollars possible for the greatest impact and result. If we fail to implement any part of this type of marketing plan, then whatever success we achieve cannot be measured against any activities and therefore cannot be duplicated.

San Diego Real Estate Market Outlook For 2010 - Market Prediction and Whats in Store For Next Year

What a year to be in real estate! I think I am one of the last Realtors left! The last 18 months have seen an exodus of real estate agents from the business, and the ones who remain are truly the ones you want to be working with. This is a professional's market, and now more than ever, you need a great Realtor to help you with your real estate needs. But what is in store for real estate in 2010?

Next year, we can expect somewhat of a roller-coaster ride for real estate, in general. We have a lot of good and a lot of not-so-good on the periphery, so how can you manage yourself and your home and investments as good as possible? Or will 2010 finally be the year that you jump into the real estate market for good? Let's look at the good and the bad, and discuss both relative to each market segment out there (buyers, sellers, investors, etc).

First, the bad:

2010 will feature more of the same from bank foreclosures and short sales. In their most recent statistics, according to NAR about 25% of all transactions in America right now are distressed properties. Obviously things are different here in San Diego, where that number feels like 100%, but really is closer to about 2/3 of all sales, and it changes from area to area throughout the county. Because of a lack of cohesion and cooperation on the part of the banks and also on the part of government regulation, getting anything done with a bank in 2009 was (and is) pretty darn difficult. True, systems are in place and getting further refined, and more people are getting employed to take on the workload at the banks to get used to dealing with so many short sales, however, this has been a work in progress for the past 3 years and will continue to be so for 2010 and beyond.

In fact, there were a record number of Notice of Defaults (NOD's) posted this last month, and with loan modifications becoming less and less apparent (meaning the banks just aren't doing very many at all of these) expect there to be a consistent flow of more and more short sales and foreclosures. Furthermore, there are several ALT-A loans (what people have been calling the next wave of bad loans) where the borrowers of these types of loans will see their loan readjust to an unaffordable amount, causing further increasing pressure on defaults and foreclosures. More than anything, doing a short sale has in my opinion become an acceptable social construction. Doing a short sale is now commonplace and not as stigmatized as is has been for the past few years; the same goes for foreclosure as well. A vast amount people have gotten involved in a bad loan or a bad investment that there is no hesitation anymore in holding on to the home.

The trend now is to stop making payments and live in the property as long as possible then dump the property, and deal with the aftermath accordingly. Perception has shifted and I predict a heavy increase of short sales for 2010. I only hope that the banks are ready for it. Moreover, the IRS has an exemption on the tax you would typically pay on any forgiven debt for your primary residence. This is one of the main reasons folks have decided to do a short sale in the first place (among other benefits). This exemption is set to expire at the end of 2010, and this will be a cause for many homeowners who were just thinking about doing a short sale to get them to take action. You will want to consult a professional to get some real answers when it comes to a short sale, and you can contact me if you need that kind of help today.

Foreclosures as well as short sales will continue to be a big part of the available inventory throughout 2010, and I do not see them going away anytime soon. Expect this trend of massive distress sale (short sale and foreclosure) inventory to last well into 2012 or 2013.

Regarding the luxury real estate market and commercial real estate market; both of whom have struggled in 2009, they will continue to do so in 2010. I feel that the effect from the economic and market downturn will become even more pronounced for both of these market segments well into 2011 and on. For high end homes, perceptions are changing people are beginning to live more within their means. This recession has taught many a lesson on the excesses that had become commonplace over the past decade. Also, due to lending guideline changes, buyers who could normally afford an expensive loan can no longer qualify for it. More than anything, most people in this price point just aren't ready to take the risk, or have lost their money and means to do so. As a result, the lack of sales in high end areas of San Diego reflects these trends. I am seeing that people with money are taking advantage of more lucrative deals at the lesser price points, and everything above a million still has yet to see the bottom. To cap it off, lending at this price point has just begun to turnaround; for most of this year it has been difficult to get financing for high end homes, even with a 50% down payments! Conclusively, I would not recommend entering the real estate market at any price point over $1 Million in 2010, unless you found one of those great deals that everyone is talking about (but very few actually find). Ultimately, I think there is just too much downside and risk here and not enough reward.

For commercial real estate, we have yet to see the bottom as well. For one, the economic downturn has caused many businesses to close up shop, which increases vacancies and decreases the money realized by the commercial property owner. This also causes property values to decline as commercial property is valued based on the income it generates. There will continue to be a lull in this regard for most commercial real estate until the economy begins to rebound and jobs are created in mass. Secondly, many property owners have refinanced their commercial real estate loans in the past few years, and these loans are going to be called due, which is especially problematic for those properties worth less now than what is owed to the bank. As such, we will see more and more commercial property being foreclosed and sold via a short sale (which simply has not been happening anywhere near the levels of residential real estate). I personally haven't seen a significant enough decline in most commercial property values to call a bottom in 2010. This trend will continue for the next few years as commercial real estate tends to lag residential, generally speaking. I believe we are seeing only the beginning of what is to come. That said, I feel there is immense opportunity in this regard. I am beginning to see great income property that was not realistically priced prior, but is now selling at price points where the owner can cash flow with a modest amount down. I would keep my watchful eye on this market segment.

Importantly, the economy itself will also play a major role in both the local and national real estate recovery. We have seen how real estate got us into this mess, and it will also be one of the first industries to get us out. Although we have begun to see many signs of improvement, we aren't out of the woods just yet. The issue at hand now is focused on job creation. Upon economic recovery, the creation of jobs will allow for substantial growth and appreciation in real estate.

The good:

2009 was the year where (most of) the market bottomed out. For any median priced property or lower, we saw the bottom of the market reached in early spring of this year. Since then, we have been experiencing a lack of inventory which has increased demand and caused price stability, and in certain areas, price appreciation. What I can buy in Chula Vista, El Cajon, or North Park today costs more than it did earlier this year. Again, we are seeing that perception shift and the mentality of buying a home has changed. As a result, the buyers are out in droves. Multiple offers are a normalcy and it is challenging for an active buyer because of the competition in the marketplace. Furthermore, interest rates are seriously phenomenal and I wouldn't expect them to be this low for that much longer.

All that money that's being printed and the debt that the US is taking on is going to have a serious impact on inflation. This increase of inflation will indeed increase interest rates (the reason being is that inflation means the dollar is worth less. If the dollar becomes worth less, the interest rate on a home mortgage needs to increase to take into account the loss of value that the dollar has incurred - this is simply cause and effect). I am sure the fed will try to hold this off as long as possible, but if you are in the market to buy a home, why not do it now? Prices are fresh off their bottom and with rates like these, one would look back in the future and say "why the heck did I not do anything when I had the chance!! Now everyone is rich and I am still renting a studio in Claremont!"

To make things even sweeter, the Government extended the first time home buyer credit to mid 2010, and also included a credit for move-up buyers to help stimulate this other important aspect of the market. (For more on this, call me)

On a separate note, people have come up to me on numerous occasions throughout the year talking about a shadow inventory of REO/Foreclosure/Repossessed homes that the banks are holding on to. These people say this because they are going to wait until the banks dump all that inventory on the market with the intention of then buying a property to get a smokin' deal. To those people I will say this: ITS NOT GONNA HAPPEN. Banks are conducting a "controlled asset release". They are slowly going to be releasing their large supply of foreclosed homes on the market little by little over a long span of time. This is a GREAT thing because it preserves value and keeps the prices from dropping anymore. This makes all current homeowners happier and more confident in general. It is absolutely necessary in this market, and it is one of the few things that the banks are doing RIGHT, in my opinion. This strategy is the one reason why you should get comfortable with foreclosures. There are so many of them (and they keep coming) that it will take a long time to absorb and sell off all of these non performing assets. As such, I see foreclosures as a large part of the total amount of transactions continuing for at least the next 18-24 months.

Moreover, earlier I spoke of the ALT-A loans that will be coming due and re-setting. Many people believe that this round of mortgage resets in the next few years are going to be much worse than before. It is important to note that the size and scale of these loans are not as large (or bad) as the sub-prime loans that began the mortgage meltdown mess. Yes, they are a problem, but as many experts in the industry have been saying, the worst is behind us and the issue now is how to pick up the pieces and make this picture whole again.

Lastly, from the beginning of 2008 we saw nearly all real estate development seize in all parts of the country. The population has not stopped growing, but the development of new homes has for the past 2 years been flat-lining. Expect to see the home builders and developers begin to get back on their feet now that prices have begun to hit their support. The fact that there has been no new building is a testament to the overbuilding that had occurred in the years prior to 2008, and since then the remainder has either been sold off on the cheap or absorbed organically. Regardless, new development is going to be needed sooner rather than later to catch up with demand, but this lack of building has also been one of the other reasons for price support in the market generally speaking.

So what to do now?

So for investors, proceed with caution. The best deals are the ones at the bottom part of the market (under $250,000), or the larger commercial developments where the principal investor/developer ran out of money. I won't divulge my best sources in this newsletter, but call me for the most lucrative deal sources and property lists for San Diego.

For Sellers, 2010 will actually be a great time to sell. Inventory is down to a 2 month supply currently in most parts of San Diego, meaning that it is a seller's market. As such, most places are beginning to see an increase in value. Buyers are eager to find and buy good property, and there is a lot of competition out there, so your property will get a lot of action (assuming it is below $700,000) - anything higher is more and more challenging as you increase in purchase price - so if you are one of those homeowners thinking of selling a high priced home - get out now while you still can.

For buyers: 2010 will be a year of ups and downs, but for the most part, there really hasn't been an opportunity like this for quite some time. We are going to see some record months and then some real dead months depending on market swings (heavily tied to the financing of loans). Getting a loan through will continue to be difficult, but not as bad as it has been in 2009. Affordability is at a 30 year high, and the interest rates are at near-historic lows. As more and more people realize the opportunity at hand, more buyers will enter the market which will help to further stabilize the market and increase purchase prices. I predict a low, single digit appreciation for most zip codes across the board for San Diego in 2010. It is a phenomenal time to consider making your first purchase, or selling your home to move up to a bigger home for your growing family. I am actually finishing up a book specifically geared towards first time home buyers which will help guide you throughout each step of the process. My book is going to be available in the 1st quarter of 2010, available on Amazon.com, and will be a great help for anyone looking to buy their first home. For more information on this, call or email me anytime.

All in all, 2010 will be a weird year in real estate. I don't see an overarching trend to work off of because all market segments are correcting at differing timescales and with different intensities. Further, the government and banks are continuing to tinker with processes that attempt to increase efficiencies with short sales, foreclosures, and loan modifications, and the results will be mixed. I am positive there will be some unexpected surprises and anomalies, but the bottom line is this: if you need help in real estate, use a professional and give us a call anytime. We are here to help you realize success.

May you experience health, wealth and joy in 2010. We look forward to hearing from you and happy to help you or any of your friends who need solid professional service, advice or assistance. If you know of someone who can benefit from our level of service, send us their information and we will follow up and take great care of them.

Real Estate Marketing

Learning about real estate marketing is probably one of the most important activities an agent can do with his or her time. Although some would argue prospecting is more important, I would challenge that. Because you can spend a lot of time prospecting the WRONG way. Real estate marketing know how will enable you to become very efficient in your prospecting. To be successful, you must pick a niche market and speak to that niche's needs, wants and desires.

Smart real estate marketing starts with education. You must learn the pros and cons of each type of marketing. You have online real estate marketing and then you have off line real estate marketing. Both should play an important role in your over all real estate marketing plan.

Off line real estate marketing uses advertising mediums like classified ads, homes magazines, signs, etc. Online real estate marketing focuses on generating business via the internet.

Depending on the community in which you are looking to market your services, one can be better then the other. For example, if you live in a smaller community that is very rural, your real estate marketing plan should focus on off line marketing mediums because there probably won't be enough internet traffic (people performing searches online for your communities main keyword) to justify an internet marketing campaign. However, if you live in a popular city where there are a lot of internet searches for homes in that area, the internet is definitely the way to go. Generating leads off the internet is the MOST efficient way to market. Everything is trackable and you can control costs - you know how effective your campaigns are and you can keep track of your real estate marketing metrics.

Crisis Or Opportunity - The Truth About The Arizona Real Estate Market

The present real estate market is acting just as it should on the heels of the greatest real estate boom in the last 40 years. There is a long way to fall to get back to "normal". This falling back into a normal market, coupled with the contraction of the sub-prime mortgage market has the real estate consumer, and many homeowners in a state of fear. The various media continue to depict a very grim picture of the markets in general without distinguishing between the national market and local markets, such as the Arizona real estate market, with factors unique in the ways of population growth and investor activity. I have seen numerous articles referring to the sub-prime debacle as a global crisis. That may be taking it just a bit too far.

The truth is, there is no geopolitical significance to recent events in the U.S. real estate market and the sub-prime crisis. To rise to a level of significance, an event -- economic, political, or military -- must result in a decisive change in the international system, or at least, a fundamental change in the behavior of a nation. The Japanese banking crisis of the early 1990s was a geopolitically significant event. Japan, the second-largest economy in the world, changed its behavior in important ways, leaving room for China to move into the niche Japan had previously owned as the world's export dynamo. On the other hand, the dot-com meltdown was not geopolitically significant. The U.S. economy had been expanding for about nine years, a remarkably long time, and was due for a recession. Inefficiencies had become rampant in the system, nowhere more so than in the dot-com bubble. That sector was demolished and life went on.

In contrast to real estate holdings, the dot-com companies often consisted of no real property, no real chattel, and in many cases very little intellectual property. It really was a bubble. There was virtually, (pun intended), no substance to many of the companies unsuspecting investors were dumping money into as those stocks rallied and later collapsed. There was nothing left of those companies in the aftermath because there was nothing to them when they were raising money through their publicly offered stocks. So, just like when you blew bubbles as a little kid, when the bubble popped, there was absolutely nothing left. Not so with real estate, which by definition, is real property. There is no real estate bubble! Real estate ownership in the United States continues to be coveted the world over and local markets will thrive with the Arizona Real Estate market leading the way, as the country's leader in percent population growth, through the year 2030.

As for the sub-prime "crisis", we have to take a look at the bigger picture of the national real estate market. To begin with, remember that mortgage delinquency problems affect only people with outstanding loans, and more than one out of three homeowners own their properties debt-free. Of those who have mortgages, approximately 20% are sub-prime. 14.5% of those are delinquent. Sub-prime loans in default make up only about 2.9% of the entire mortgage market. Now, consider that only 2/3 of homeowners have a mortgage, and the total percentage of homeowners in default on their sub-prime loans stands at around 1.9%. The remaining two-thirds of all homeowners with active mortgage prime loans that are 30 days past due or more constitute just 2.6% of all loans nationwide. In other words, among mortgages made to borrowers with good credit at application, 97.4% are continuing to be paid on time.

As for the record jumps in new foreclosure filings, again, you've got to look closely at the hard data. In 34 states, the rate of new foreclosures actually decreased. In most other states, the increases were minor -- except in the California, Florida, Nevada, and Arizona real estate markets. These increases were attributable in part to investors walking away from condos, second homes, and rental houses they bought during the boom years.

Doug Duncan, chief economist for the Mortgage Bankers Association, says that without the foreclosure spikes in those states, "we would have seen a nationwide drop in the rate of foreclosure filings." In Nevada, for instance, non-owner-occupied (investor) loans accounted for 32% of all serious delinquencies and new foreclosure actions. In Florida, the investor share of serious delinquencies was 25%; in Arizona, 26%; and in California, 21%. That compares with a rate of 13% for the rest of the country. This makes for some great buys for the savvy Arizona real estate investor in the area of short sales, foreclosures, and wholesale properties.

Bottom line: Those nasty foreclosure and delinquency rates you're hearing about are for real. But they're highly concentrated among loan types, local and regional economies, and investors who got their foot caught in the door at the end of the "boom" and are just walking away from those poorly performing properties. Most of those investors still have homes to live in, maybe more than one.

In the wake of the boom years, we now have a high inventory of homes on the market, Investors and speculators who quickly bought up homes dumped them just as quickly back on the market in hopes of a fast return. The frenzy of investors purchasing homes put pressure on inventories and drove prices up, further increasing investor activity. Then, as if all at once, many of those investors put their properties on the market, creating an imbalance in the reverse direction. With so many homes on the market, prices began to stall and then fell. Prices will continue to fall until demand chews up excess inventories.

With investors no longer a big part of housing demand, primary homeowners are slowly chipping away at the existing inventory. The Las Vegas housing market will rebound in March 2008, according to the largest and most respected appraisal firm locally. The main contributing factor to the sooner than later rebound of this southwestern city is a growing population and thriving local economy.

Arizona and Nevada are expected to lead the country in percentage population growth for the next 20-25 years. The population of Arizona is expected to approximately double during that time so we can expect a strong housing demand going forward. Normal inventory levels for Phoenix real estate are about 6-8 months. Current inventory is about 10-12 months. So, we are not far above "normal" inventories in Phoenix. There are, however, outlying cities in this large metropolis that have inventories in excess of 1 year. Queen Creek real estate inventory is the worst with approximately a 2-3 year surplus of homes on the market, mostly due to the large percentage of new homes purchased by investors and then quickly flipped back onto the resale market. Surprise and Peoria real estate markets have a 1-2 year inventory for largely the same reason. We are already seeing some Scottsdale real estate and Paradise Valley real estate prices increase in value. Billions of dollars are being poured into the local economy in the way of commercial development from the downtown area to Northeast Phoenix and Scottsdale.

The demand for Arizona homes will remain strong in years ahead as new populations create the need. The demand for housing across our great nation will remain strong as this next generation of young debutantes steps onto the home buying stage. Interest rates are still at historic lows and the lending institutions will continue to offer creative financing options. Sure, some hedge funds lost the air in their tires, but financing sub-prime loans is a high stakes game for the super rich and is not of geopolitical significance. They will find other ways to lend their billions for huge profits in the wake of this sub-prime debacle. Let's not be gripped in the fear created by reports from all media types trying to "make news". Let's face it, the real numbers are not that bloody exciting. Ask yourself, is this an Arizona real estate crisis, or the perfect time to buy an affordable Arizona home? Proper timing and negotiating techniques make all the difference in the current Arizona real estate market. When choosing an Arizona realtor, trust the expertise and experience of Equity Alliance Properties.

I attended Wichita State University from 1979 through 1983 majoring in Chemistry. Enlisted the U.S. Navy in June of 1983, specializing in intelligence gathering and dissemination and tactical operations. Served onboard the U.S.S. W.S. Sims FF-1059 through April of 1987 working in Electronics Warfare in the Combat Information Center. Attended the University of the State of New York, majoring in Electronics Technologies while on Active duty. After 4 years of active duty, continued service for 2 more years in the U.S. Naval Reserves through June of 1989.

With an interest in real estate since I was just a young lad, I decided to get my real estate license in 1995, prompted by the allure of investment opportunities in this fast growing city I had found myself surrounded in. For years I helped others invest in their dream homes or make smart gains in the properties they bought and sold. I also helped my colleagues who came to this country to work from overseas find a home for their families.

Real Estate Marketing Tools: The Most Powerful Tool of All

Do you know what the most powerful real estate marketing tool is? Here's a hint. You see it every time you look in the mirror. That's right, it's you. As a knowledgeable real estate agent, you are your most powerful tool for real estate marketing.

Real Estate Marketing Tools Exposed

A lot of companies clamor about the "power" of their real estate marketing tools, as if you simply have to turn them on and let them boost your business. This is practically what some companies claim. Do I exaggerate? Only a little. I can think of one such product off the top of my head (name withheld of course), and the pitch goes something like this: "Our revolutionary software will launch your real estate business into the stratosphere."

The stratosphere? Wow, that sounds fantastic. But you'll notice there's a critical ingredient missing from the above statement. You! You're the most powerful real estate marketing tool you own, whether you realize it or not. So the stratosphere claim would be more truthful if it added the words "will help you" ... as written below:

"Our revolutionary software will help you launch your real estate business into the stratosphere."

That's more accurate, because now the advertising claim includes you. And you are by far the most important part of the equation.

You Are Your Best Marketing Tool

The point I'm making is simply this. If you shop for a real estate marketing tool to take your business to the next level, you are going to be disappointed. Real estate marketing starts with great services and big ideas. The "tools" are just a way to communicate those services and ideas to your audience.

Top 5 Real Estate Marketing Tools

You are your best tool for real estate marketing. We've covered that one. So what are some other top tools? Here are four more tools successful real estate marketers usually have in common.

1. You - Which we've covered already.

2. Persistence - Repetition is a big part of real estate marketing. You try a certain strategy, see how it works, modify it as needed, repeat it again, etc. This requires patience and persistence. Make sure you have these things before you try any form of marketing.

3. Imagination - Without imagination, you have no hope but to copy the marketing programs of other real estate agents. Mimicry will only get you so far, especially if you're copying a marketing strategy that's already being used in your area. Only imagination can help you find the next big idea in real estate marketing. And only big ideas can produce big results.

4. Adaptability - Methods of communication change constantly. The Internet has opened up a whole new world of possibilities. For example, look at the current rise of real estate blogs we are witnessing. As the communication landscape changes, you must be able to change with it. You must be able to adapt to new mediums and methods. So make sure adaptability is part of your real estate marketing toolkit.

5. Enthusiasm - Whether you realize it or not, communicating with potential clients (and current clients) is a big part of your marketing program. When you communicate with professionalism and enthusiasm, your message becomes contagious. People will help you spread your message without even being asked.

What do all of these real estate marketing tools have in common? For one thing, you can't buy them in a store or online. You're either born with them, or you work hard to acquire them along the way. But the good news is, you have the most powerful marketing tool already ... you have yourself. Everything else can be learned.

Marketing books, software, websites, ads and the like can help you grow your business. There's no doubt about that. But they are only a medium between you and your audience. These things can move your marketing program along, but the program itself has to start with you.

You are your best tool for real estate marketing. You always have been, and you always will be.

* You may republish this article online if you retain the author's byline and the active hyperlinks below.

Real Estate Marketing - Getting Focused

The single biggest question I get from people getting started in real estate (and experienced for that matter) is "how to find deals?" They say, "I don't know what to focus on in real estate. Should I focus on rehabbing? Should I focus on finding absentee owners? Should I focus on direct mail?"

The problem with those questions is that the real estate investor is confused about the whole business of real estate and the marketing plan behind finding the deals. I understand that you go to a three-day real estate training, or you buy a home-study course, and every angle of real estate investing is attractive. You can see the potential in all these different markets.

First things first, you have to get focused! This is the only way to get good at overcoming objections and solving problems unique to different types of motivated seller markets.

Let's simplify this whole real estate marketing game and boil it down to this:
Who, What, When, Where, Why & How (And How Much)!

Who:
Who is that we are going to be talking to? Who is that we are going to be trying to purchase homes from? You may want to work in one or two of the following markets: foreclosures, absentee owners, our probates, divorces, for sale by owners, tired landlords. This is your market - the who.

What:
What are you going to say in your marketing? This may be a real estate marketing script that you follow, a direct mail postcard system that you roll out, or specific copy in your advertisement. Understand, that you are looking for motivated sellers to take action. If you're taking the time to write a letter, place an ad, etc you want your prospect to do something like call you or email you or listen to a recorded message!

When:
When are your prospects going to receive your marketing message? Timing and consistency is everything to your real estate marketing campaign. You need to be the single person (or company) they think of when the moment strikes at which they realize they are, in fact, a motivated seller!

Where:
Where are they going to receive your message? Obviously if you're door knocking, you'll meet them at their home. But if you are marketing to personal representatives of an estate, the attorney may receive the letter and pass it on. It's important to think about where your potential seller is going to "see" your message because this will affect the action they take.

Why:
This is where your real estate investing exit strategy comes into play. What are you going to do with the property once you've gained control? Are you going to wholesale it to another investor? Are you going to fix it up and flip it yourself? Are you going to hold on to it for rental?

As you grow into your real estate business, you'll have a number of options for each deal depending on what's most suitable for the piece of real estate. You may have properties that you can assign, rehab OR rent. But, initially, decide where you are on your real estate investing scale and work within those parameters. If you are asking: "Should I focus on rehabbing houses or should I target probate?" you're asking two different questions.

How:
The next thing is the communication method. That is 'how are we going to talk to our potential motivated sellers?' So let's suppose your market is foreclosures or pre-foreclosures (the who). The next question is how? There are basically only four methods that we can use to communicate with our target market.

1. Driving for Dollars (or door knocking)

2. Telemarketing

3. Direct mail

4. Mass marketing

How Much:
I toss this in because this is going to affect your real estate marketing strategies. How much can you afford to spend? Understand for a few dollars a day, you can have an extremely profitable real estate investing business. It doesn't take a lot of money to bring in home run deals!

Here's a quick real estate marketing business plan that you can implement immediately using the Who, What, When, Where, Why & How approach:

Who: Pre-foreclosures within 2 weeks of sale at the courthouse (note how specific this is)

What: Yellow legal pad letters

When: Two weeks prior to the sale

Where: Prospect's Home

Why: Seller is more motivated and has run out of options

How: Hand-written, hand addressed, first class postage and return address label

How Much: Based on a budget of $100/month, I will send 59.5 letters each week (remember to figure out your marketing budget down to the penny - stamps, ink, paper, envelopes, etc.)

And there you have it! 7 Simple Steps for your real estate marketing plan.

Niche Marketing in Real Estate Marketing Online

What is a niche?

A niche is a target audience or target market or an area of specialization where you can provide your services in the best manner because you are more knowledgeable in that market.

A niche can be geographical. You may choose to provide your real estate expertise in one city or if you are a real estate agent in a large city, your niche may be a certain geographical boundary in that city. Some agents specialize in farm properties. Some agents specialize in second homes and investment properties. Some agents focus on 1031 tax deferred exchanges. Real estate agents who speak other languages may find themselves providing services to buyers and sellers who speak those languages. Whatever type of niche you have, it is extremely important to focus your attention on your target audience when in comes to real estate marketing online.

Niche marketing does not mean you have to limit your marketing efforts in just one local area. It is also important to combine national with regional and local exposure. For instance, if you are specializing in the second home market, it is important to combine local and regional marketing with national marketing when it comes to real estate marketing online. If your niche is in the second home market, the buyer or seller for a second home may come from any city in the country.

Many buyers and sellers of second homes consider different cities in different states before they decide where next to purchase a second home or investment property. They like to search online to conduct their research to find out about the different cities they are considering. They also look for real estate agents online who can provide them with additional information on the cities of their interest.

If you market your real estate business online outside of your local area of service, you are already several notches ahead of your competition because you will reach your target audiences right in their spots before they even start looking for a real estate agent else where. Their perception of your professional practice will also improve because you are giving them a glimpse of the kind of approach you have when it comes to conducting your business.

The biggest drawback in utilizing real estate marketing online nationally is the issue of budget. If you are an independent contractor (and most real estate agents are), chances are that you will pay for the marketing of your own profession, and most online publications will charge a handsome fee to include your real estate business online nationally. However, if you do your research, you will find some online publications that will charge decent rates to include your real estate business online nationally.

Understanding that it is not necessarily the amount of any online traffic that is important but getting the online traffic from your target audience is what really counts. You will get less general online traffic when you direct your focus to a targeted audience, but you are reaching the audience that will listen to your message. This is the audience that is more likely to respond to your message. Of course, just like any other type of marketing, real estate marketing online is still a numbers' game, and you are more likely to experience a higher success rate when you reach your target audience online.

How do you reach your target audience with real estate marketing online?

Advertise your real estate business in specialized online publications. If you would like to reach the audience for the second home market, advertise online on a second home Internet directory or second home Internet magazine. If you would like to reach the market online for 1031 tax deferred exchanges, advertise in an online or Internet magazine that specializes in real estate investing and 1031 tax deferred exchanges.

Know the function of the search engines in real estate marketing online. A huge majority of online searches are done through search engines. Using search engines is really a wonderful way to reach your target audience because your target market is the one coming to you instead of you going to them. For instance if they put "buying a second home directory" as their search parameter, they are very specific about finding a directory that specializes in the second home market.

Advertise in an online publication that ranks in the top 10 of Google, MSN, and Yahoo when using the key words of the search parameters that your target audience is most likely going to use because these major search engines are the tools that your target audience will most likely utilize to conduct searches online in order to reach you. The real estate online or Internet publications that display in the top 10 of the search results in major search engines in a defined niche are the ones which are most likely to be visited by the people who are looking for that specific business or service and that is the online publication where you would like your business to be seen.