So I will admit – I’m an Excel freak.  If there is a  project, workflow, or experiment to be made – you can bet that I have created an Excel sheet for it.  That being said – it does have it’s limitations and when I was faced with a recent predicament that even the almighty Google couldn’t accomplish I had to think outside the box and revisit my old friend Zoho.

Recently, one of  my agents and I were talking about the importance of proper pricing and what a seller actually “pays” and “nets” by overpricing their home.  That led me to create the below spreadsheet that based on a simple mortgage formula and summing up the monthly costs of ownership for a home-owner (mortgage, taxes, assessments, etc.)  Once  we have this number we can simply pull simple data using MLS info OR (my personal favorite – Agent Metrics from Terradatum) and plug in the numbers for DOM (days on market) and SP/OLP (sales price to Original List Price ratio).

So this was cool, and I have had a number of agent use this in their listing presentations to either 1. Get the price they want from the start or 2. Show what it has cost the seller already (if they have previously been listed).  It’s great info and really drives the point home – however I was stumped when an agent approached me and said, “I’d really like to embed this on my website so that I can drive traffic there from my farm.”

Take 1 = I fooled around with Excel and found that I could export it as a webpage (great) which I could then open with Notepad to see the HTML code (awesome).  However, this being a Microsoft based program – I soon found the problem in my ways when viewing this in Firefox:

Internet Explorer 5.0.1???

Take 2 = So I scrapped that idea and went the “cloud based” route and opened up a quick Google Doc.  Upload – Activate – Format – Share.  Got the code and placed it on my site.  Result = #fail  Where the sheet showed up fine, the functionality of the sheet was removed and the consumer could not take advantage of putting in their home value, taxes, assessments, etc. (NOTE – I am not saying that I didn’t overlook something, so if I mistaken – please leave my error in the comments section)

Take 3 = I have played around with the suite of solutions put together by Zoho.com off and on over the years.  I can’t tell you why i don’t use them more often other than the fact that I (like many) am a slave to Google.  So after logging into my Zoho Account – make my way over to Zoho Sheets – upload the document – and presto!  See the finished piece below.

Take a look at the functionality in this sheet – the consumer can actually fill in their information on their own and see the true value in correct pricing. Feel free to download and use with your clients – and as always, I’m open and eager for any suggestions on how I could make this better!

~ Matt

I shot this video on the way to work this morning to discuss a common thought that I’m having when attending events, watching my Twitter stream, or even working with my own agents:

The constant looking and researching, “what’s next?” and over-inundating of data we consume is actually paralyzing us as individuals.  Instead of actually putting something into action (or focusing on existing efforts that bring us business/engage our clients), our constant “shiny object syndrome” is actually hindering our success in business – or as implementers of actual actions.

Some quick thoughts below on this topic.  I would love to hear thoughts and/or discussions on this with examples that you have actually “implemented” or put into place.

Paralysis by Analysis – The story of Web 2.0 from Matthew Dollinger on Vimeo.

Jerry was a race car driver, And he drove so goddamned fast
He never did win no checkered flag, But he never did come in last
Jerry was a race car driver, He’d say el solo number one
With a bocephus sticker, On his 442 he’d light em up Just for fun

- Primus, “Jerry was a Racecar Driver”

The 1969 Camaro 302 V-8 was my dream car since I was a little boy, so please pardon the analogy of this post.

Picture the Camaro above as representing the American Real Estate Brokerage.  It was built a strong chassis, road gripping tires for any environment, and an engine that churned perfection.

It has been a tradition in it’s marketplace.

Born on the assembly line of Motor City, the unions created this work of art with their bare hands.

Dirty, greasy, made of molten steel, it consumed the elements around it

Long celebrated for it’s brand of muscle, power, design and air of freedom.

It has stood strong in its customer loyalty and commands an air of respect as it growls down the street.

Individuals around you looked, looked again, admired, and yearned for it.

People loved the Camaro… but its time has come and gone.

Today brings about the Toyota Prius of Real Estate Brokerages with 60 MPG, integrated bluetooth technology, super computers that allow analyzation of all systems in the car and aerodynamic design to aid in efficiency.

The Prius complies to all environmental standards, provides awesome safety to it’s drivers.

Engineered by robotics to be near flawless

Tweaked and streamlined in every way it rolls silent, brand-less, sophomoric, almost afraid to make noise.

The brokerage of tomorrow works its way into our homes and resides in garages across the United States.  Cold, Plastic, Unloved, Uncherished, it resides only to serve the purpose of it’s owner… never to experience the warm, wet embrace of a chamois on a sunny Summer day.

Where’s the love?

In countless posts across the Web, from 1000watt consulting to Inman to a post by Ashfaq Munshi over at FOREM and even the Notorious R.O.B. the topic of real estate brokerage’s future (and office) are dotting the radar.  But through all of the speculation, the insight, and the fanciful brainstorming (see my post for this here!) there’s one huge element missing.

Where’s the warm, wet chamois on a sunny summer day?

Here’s what the real estate brokerage of the future looks like in my muscle car mangled mind.

Welcome to the Brokerage of the Future, (a.k.a The 2010 Chevy Camaro)

Throughout the Leading Real Estate Companies of the World conference last week I submerged myself in both Geek Estate and Brokerage Estate as deep as I could go.  This is what I realized:

Geek Estate Thinks…

• The brokerage house of the past is dead, buried and old
• Twitter will solve the worlds’ real estate issues
• Faster, sleeker, interactive communication is not only expected, but demanded
• SEO, Lead Capture, CRM and Drip are the new biz-love words of the future

Brokerage Estate Thinks

• There’s a distinct rift between The Agent and The Brokerage
• I need to own the technology (fear)
• You can’t “love” an avatar
• The “family” brokerage I built is dead and gone
• There’s no way I can learn all of the technology that’s out there

I think that both are right… but both are dead wrong.  Where’s the mutually beneficial relationship?

The 2010 Chevy Camaro is a kickback to yesteryear and embraces tomorrow with both arms.  Brand, loyalty, love, mpg, innovation, design, efficiency, performance, power, technology are blended into a streamlined modern-day muscle car of the future.

My Thoughts on How to Transform you Brokerage into a Muscle Car?

1. Get a GREAT website that will help generate business (check out this link to see some of the best)

2.  Partner with a company like Onboard LLC. to provide local information to the consumers

2. Invest in a couple of local citizen journalists to teach your agents how to write great copy

3. Invest in some great Email marketing programs like MailChimp

4. Hire a couple of Temps or Interns to take agent created content and send it out to their clients

5. Use the copy that they write to power your company’s blog to engage your client and create killer SEO

6. Create an internal designation to create/educate The Best Realtors in your market

6. Align yourself with financial planners, attorneys, mortgage brokers, and inspectors to teach your agents advanced education and client “life cycle” marketing

7. Align yourself with the local school to teach your agents about client psychology

8. Open your doors to the consumers and answer ALL of their questions

9. Give the agents a 5% bump in commission if they will work virtually

10. Invest in something like homefeedback.com where it will automatically send out feedback requests

11. Send an email to all of your agents (Right Now) that tells them how much you appreciate all of their hard work, commitment, and encourage suggestions to capitalize on the market

The brokerage of the future will understand this and embrace all of these things and work dilligently to keep the culture and brand your company has created (or work hard to create this culture if you’re a newer brokerage).  Twitter can’t give a handshake.  But realize that the client DESERVES and EXPECTS the most cutting edge online experience that you can deliver.  It’s not one or the other… the goal should reside somewhere in the middle between 1969 and Prius.

And if you achieve this happy medium…  you will have created something admired, yearned for, desired and loved by not only the consumer, but your agent population as well.

Matthew Dollinger

The You Factor

It’s not really the setup point that stressed me out, it was more the idea of sitting down and going over all of the programs, (Mozilla not IE), new sites available, (Facebook)?  What the hell?), and the general ideas of sharing and convergence. 

To those of us that have made our job, livelihood or passion around this modern day technology, most of this is pretty basic.  We look to Mashable or other sites to see how they have improved upon it or what the latest “plugin” is to take us to the next level.  But… what about the other 90% of the world?  What about the 40+ consumer that doesn’t get it or doesn’t think that social media is anything more than a way for high school kids to bitch about their teachers and share pictures? 

This weekend, when showing this information to my Mom and Dad, I realized a couple of things:

1.        It isn’t that they don’t WANT to learn about this information.  It’s more that they have probably tried to grasp something altogether new or foreign in the past, and don’t realize that today’s systems are setup for learning with ease.

2.        There is an ingrained FEAR learning something altogether new.  They have learned and changed throughout their lives and now, many of them, would like to simply enjoy or exist in the world that they have created.

3.        Many are UNSURE of what this type of technology can do for them.  When explained that they can catch up with old friends, see grandkids, and share pictures with people that haven’t seen in years… and do so a) easily and b) on THEIR schedule… they are extremely interested.

4.        They have to UNDERSTAND the idea of Web 2.0 and embrace it.  When showing my Mom YouTube and searching for Watercolor Painting, she was amazed to see that there were hundreds of tutorial videos for free from teachers across the world.

I wrote a post long ago entitled, “When does the map of Web 2.0 become Clouded?” where I talked about the fact that with all of the advancements that we are creating.  The overall question becomes, “In doing so are we simply further distancing ourselves from our clients?”  This is an incredibly glaring question that I think we all need to ask ourselves and one that has a very clear and simple answer.

Instead of simply innovating, we need to explain and educate our clients on how to use this technology and how it will in turn, benefit them.

By doing so, we will not only be closing the gap between the “get its” and the “don’t get its”, but also develop and innovate with the end user in mind.  This is true collaboration and something that many industries fail to do, spending millions of dollars in research and very little in client testing. 

So take a minute.  Call some people that might not be “up to speed” on some of the latest technology out there.  Share with them the hows and why’s to use it, and focus on the end benefits for them.  And while you’re at it, look up my Dad (Rex Dollinger – Bayfield, WI) on Facebook and ask him to be your friend… he’s new on there.

~ Matt Dollinger

However, they have done a great job of increasing their overall view of the United States and the world by increasing their coverage map:

This is what their coverage looked like before and after the update:

Thanks to the guys over at www.GeekEstate.com (one of my all-time favorite Nerd Herd sites – see CHUCK) for keeping me posted as to their expansion. With international sites available now as well, this tool keeps getting cooler and cooler.

Don’t know about Google Street View? Check out an earlier post that I did here entitled Go Go Google Street View, or simply head over to Google Maps, put in a location and click on Street View.

- Dollinger

P.S.  Joel’s always throwing out great knowledge (and interesting tidbits of information as well) so you might want to follow him on Twitter if you “get Twitter”.  You can also find me there by checking out my Twitter Page here.

- Dollinger

Where I believe that these represent many different types of elements that could be applied to the real estate industry and business 2.0 and as a whole, this is just a sampling of what’s truly out there.

Below is a list of blogs that I highly recommend. I have used some from the Inman Blog Network, some that I simply enjoy reading for ideas and insight, and have tried to categorize them for you. Also, I have included a short 30 second video at the end of this post on how to simply copy these URLs below and paste them into your Google Reader.

Technology – Blogs that focus on integrating the latest and greatest technology into the real estate business world.

Industry – The movers and the shakers of the real estate world are reported here, as well as a heft dose of opinion and heart.

Business 2.0 – These are the voices of the new business world. Who I look to for inspiration and insight.

*Technology*

Future of Real Estate Marketing

http://feeds.feedburner.com/TheFutureOfRealEstateMarketing

Geek Estate

http://feeds.feedburner.com/Geekestate

Transparent Real Estate

http://feeds.feedburner.com/TransparentRealEstatewwwtransparentrecom

My Tech Opinion

http://feeds.feedburner.com/TechnologyforRealEstate

Tech Crunch

http://www.google.com/ig/add?feedurl=http%3A%2F%2Ffeeds.feedburner.com%2FTechcrunch

*Industry*

4Realz

http://4realz.net/feed/

Agent Genius

http://agentgenius.com/?feed=rss2

1000Watt Blog

http://feeds.feedburner.com/typepad/1000wattblog

Inman

http://feeds.feedburner.com/InmanBlog

The Real Estate Tomato

http://feeds.feedburner.com/TheRealEstateTomato

Luxury Insights (The Institute for Luxury Home Marketing)

http://feeds.feedburner.com/typepad/ilhm/luxury_insights

The Future of Real Estate Technology

http://feeds.feedburner.com/TheFutureOfRealEstateTechnology?format=xml

*Business 2.0 Blogs*

1000Watt Blog

http://feeds.feedburner.com/typepad/1000wattblog

Seth Godin’s Blog

http://feeds.feedburner.com/typepad/sethsmainblog

Tim Sander’s Blog

http://feeds.feedburner.com/SandersSays

Malcolm Gladwell’s Blog

http://gladwell.typepad.com/gladwellcom/rss.xml

Fast Company’s Expert Blog

http://feeds.feedburner.com/fastcompany/experts?format=xml

[youtube=http://www.youtube.com/watch?v=H7HVm5rSNf0]

Good Luck and Happy Reading!

Matt Dollinger

]]> http://theyoufactor.com/2008/05/30/google-reader-part-2-recommended-industry-and-technology-blogs/feed/ 1 http://theyoufactor.com/2008/05/14/begin-your-blog-reading-behavior-with-google-reader/ http://theyoufactor.com/2008/05/14/begin-your-blog-reading-behavior-with-google-reader/#comments Thu, 15 May 2008 03:45:47 +0000 Matthew Dollinger http://mattdollinger.wordpress.com/?p=54

Read any real estate magazine, talk to any coach, or read any literature, and they will most surely say the same thing… “GET BLOGGING!” 

Where I have recommended this to a number of the agents that I work with, my first recommendation is to take your time, find your voice, and read some to find out what differentiates a blog from a good blog.  But with all of the blogs out there, how do you find time to read and manage them?

Once again… Google to the rescue!  Google has released another fantastic (and FREE) gadget to help you simplify your life and introduce you to the wonderful world of blog reading. 

Google Reader allows you to stay up to date and organize your favorite blogs, as well as access your updates on line anywhere.  Best of all, it simplifies your reading experience by giving you updated headlines so you can click through instead of logging on to multiple sites.  Here’s how it works…

 An easy way to add blogs to your Reader Subscriptions it to visit a particular blog and to click on their SUBSCRIBE Button which is usually indicated by a variation of the RSS icon.  This icon is the standard for RSS Feeds (Really Simple Syndication)  When you click on this icon you will probably see a button like this     .  If you do, simply click this button and it will automatically be added to your Google Reader.

If this button is not available, the site should offer an option that reads VIEW FEED XML.  Click this button, and a new page will populate.  Copy the web address from the top of the new page

(SAMPLE:  http://feeds.feedburner.com/TechnologyForRealEstate?format=xml - THE FEED ADDRESS IS DENOTED BY THE END LETTERS XML),

Go to your Google Reader Page, Click on the icon in the middle of the left hand column that reads ADD SUBSCRIPTION, and PASTE the the XML address into the space.  That’s it!  You’ve now manually subscribed to a blog’s feed.

Some Samples of what I feel are GREAT Blog formats:

www.mytechopinion.com

www.futureofrealestatetechnology.com

www.futureofrealestatemarketing.com

www.inman.com

www.1000wattblog.com

www.geekestate.com

If you’re considering writing a blog… take some time.  Find your voice.  Consider what your clients would actually like to read and then give it to them.  Don’t think that this is simply a way to prospect or “capture” leads (ughh)… If you want to capture anything, capture their attention, capture their readership, and become their true provider of knowledge and insight. 

A post by an individual named Marc Davison (who encouraged me to find MY voice and speak with it) is noted here http://www.1000wattblog.com/2008/05/the-masked-ball.html  While you’re at it, subscribe to their blog, comment on a couple of their insightful posts, and tell them you’re searching for the “You Factor” of your voice.

Matt Dollinger

@properties

Performance Coach

matthew.dollinger@gmail.com

“It’s like talking to an agent who works the neighborhood: You will find specifics on how prices have changed in the neighborhood at various price tiers, and what are the hottest-selling sections or developments within the neighborhood.” – says Rodkin

Our plan was to integrate neighborhood data compiled over the last few years and present it with a consumer focus, and consumer understanding. Where the report is still in its first release stage, and our hope is to integrate advanced charting and even geo-coding of neighborhoods down the road, it seems that we have hit our mark of appealing to the consumer and delivering it in a format that they want. How’s that for listening to the masses?

Matt Dollinger
@properties
Performance Coach
MattDollinger@atproperties.com

I shiver almost every time someone mentions the phrase Web 2.0.  The catch phrase of the millenia, 2.0 refers to “the next step”, NEW, better than the original.  The “official” Wikipedia definition refers to Web 2.0 as, “a term describing a trend in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, and, most notably, collaboration among users”.  (see article here)  So, what happens when our intricately laid plans of information sharing, creativity, and collaboration actually DISTANCE ourselves from our consumers instead of pulling us together for the sharing we so seek?

This is an issue that I often find myself smack dab in the middle of when talking with friends and others in the real estate community.  In an industry of “me too” and “ours is better” the question becomes; “In our quest to increase exposure to listings and target a finite consumer pool, are we appealing to our audience or distancing ourselves from them?”

My thoughts have always been focused (with real estate at least) around the following:

1. Enhance the overall customer experience
2. Provide more “usable” information than other sites/companies
3. Visual appeal and usability
4. Functionality

I was amazed when I witnessed the release of Chase Nation , a social networking site devoted to the Lake Tahoe/Reno, NV area.  It scores an 11 on the “Coolness” scale and set the tech community buzzing with its forward thinking and ingenuity.  Two months (roughly) after its release date, the network has a total of 350 members, (130 of them being Chase international Realtors, and I would guess another half being interested parties like myself).  I am assuming that the site, (unconfirmed), was assembled to provide area information, thoughts, opinions, etc. from the neighboring public – ultimately increasing the company’s exposure and increased potential buyer/seller traffic.  It remains to be seen if this idea catches on, but I am speculative. 

Even in Chicago, a city I know like the back of my hand and love, I could see this type of neighborhood network REALLY taking hold in maybe 4-5 areas with the right roll-out, marketing, and advertising.  (I have no idea about the roll out or advertising Chase International did for this project.)  But now, rather than wait for the general public to “catch up” to this technology, all the real estate tech blogs are exploring; What’s next?  What’s better than Chase Nation?  How can we surpass their tech-genius?  (One of our local real estate companies even tried their hand at creating a Second LIfe office and failed miserably.)

In my mind it all comes back to figuring out WHAT the consumer wants and WHAT the consumer is willing to use.  For the millions and millions of dollars that are annually spent in advertising budgets, statistics, and analyzing the behviors of consumers, my question always becomes; “Why not simply ask them?”  I encourage EVERYONE… whether in Real Estate or whatever business, to target your top 10 clients and ask them about their Psychographics.  Ask them why they worked with you, what they liked, what they didn’t, what websites they visit, what they think of yours, how you could improve it, etc…  Go to the source and listen… The #1 desire of all human beings is to be heard and understood.

Then, when you find what they want, desire, like, etc… then put 110% of your efforts into providing that to the nth degree and making their experience better.

(Part 2 to come – stats and figures)

Matt Dollinger