Category Archives: Marketing

What Your Realtor Should Really Be Sending You…The Goods

I am pleased to announce the launch, and early adoption by Paragon Real Estate Group, of the newest addition to the San Francisco real estate scene “The Goods“, real estate marketing made simple.

The goal of this new offering is to make it easy for real estate agents in the San Francisco/Bay Area to provide their clients with what they need, and should expect, from their agent…time sensitive, factual, market data that pertains to the area in which their property is located, or the area where they would like to be. We’d like to put an end to unnecessary print marketing (think of the trees!), stop the sending of mugshot branded magnets, notepads, Zagat Guides, coffee mugs, and all the other crap clients don’t need, or necessarily want from their real estate agent. Keep in front of your clients with valuable real-time market data they can use.

The Goods will provide your company with a new link every two weeks to newly listed, as well as recently sold property data your clients can browse by location, property type, price, beds, baths and DOM. You can include the link in your marketing pieces, and also receive a raw html snippet/preview of the data to include in your marketing, inviting your clients to click through and track sales in their area.

Paragon Real Estate Group is the first to adopt and use this great new product for their agents’ clients, and positive feedback is already rolling in.

-The Goods is a terrific tool for our agents to deliver to our clients: It’s fast and easy to use and it provides our clients with extremely timely and valuable information about new listings and what’s selling in the market, which is at the top of the list of resources our clients want most from us. -Patrick Carlisle, Chief Marketing Analyst, Director of Business Development, Paragon Real Estate Group

Here is a sample of how Paragon incorporates it into their marketing. You’ll notice they call it “Market Watch”. You can call it whatever you like.
ParagonMarketWatch

In this age of Zillow, Trulia, Redfin, and the countless apps hitting the market which afford your clients the luxury of tracking the market without your help, you can’t afford to let this opportunity slip you by. Brokers of every company in the Bay Area should be jumping on this offering, as simply put…it’s a no-brainer.

For more information about The Goods, visit www.theGoods-SF.com.

$302,000 Worth Of Furniture Comes With This House…Sort Of

Originally listed for sale in the Fall of 2012 for $1,850,000, price chopped, relisted a mere 11 days ago, now asking $1,798,000, this property apparently has an “expansive, unobstructed view of the City and the bay”, but that’s not all.

From the “agent only” remarks we occasionally can’t help but to share with you. It’s a “beautifully remodeled home in Diamond Heights, with the option to buy the house furnished for $2,100,000.00. Show this house blind.”

21ora

Are we the only ones that are confused by the marketing of a home that apparently has a fabulous remodel, great views, and great furniture ($302,000 worth), none of which we get to see?

Oh…hold on, hold on, hold on. It’s there…”Show this house blind“. Now we get it.

-21 Ora, San Francisco [MLS]

Hey Buyers! Turns Out There’s More Inventory Than You Thought

Have a look at what hit our email in the past couple months, and the companies heavily marketing “pocket listings”, “off market” property, or “not on MLS” opportunities.

You, the buyer, would probably like to know about these opportunities, wouldn’t you? Well…you can’t. Not until these brokerages wake up and join the year 2013, move beyond “private” or internal email as the method of choice for delivering these opportunities, look to social networks for some guidance as to where the buying (and selling) public lives, and get with the program!

Pacific Union, McGuire, Zephyr, Paragon, TRI Coldwell Banker, Vanguard, Sotheby’s, the list goes on and on…you ALL have pocket listings, and you’re all marketing them “privately”, so let’s make an effort to encourage each other to participate in an alternative marketplace to bring these opportunities to your fellow agents and the public, rather than continuing to shove this growing marketplace under the massive bureaucratic rug that is our National, State, and Local Association of Realtors. And for heaven’s sake, quit throwing your colleagues (Climb Real Estate) under the bus for taking a step in the right direction! (You know who you are.) It’s high time an alternative to the MLS takes shape, and the opportunity is right here and now.

[The same properties shown above, with links to the site:]
-Dominican Estate [Decker Bullock/Sothebys]
-53 Clifford Terrace [Vanguard]
-1299 Bush Street [Vanguard]
-219 Brannan [Vanguard]
-524 Roosevelt [Vanguard]
-2876 25th Ave [Vanguard]
-466 Hill [Vanguard]
-2509 Polk [McGuire]
-855 Folsom [McGuire]
-2094 Bush [McGuire]
-66 Parker [McGuire]
-2200 Pacific [McGuire]
-171 Caznea [McGuire]
-615 Buena Vista West [Sotheby’s]
-2245 Francisco [Sotheby’s]
-29 Oak Springs [Sotheby’s]
-26 Sanford Lane [Pacific Union]
-1200 Laguna [Zephyr]
-1278 Stanyan [Zephyr]
-50 Lansing [Zephyr]
-Nob Hill Secret address [TRI Coldwell Banker]
-2325 Divisadero [TRI Coldwell Banker]
-2220 Sacramento [TRI Coldwell Banker]
-465 10th St [TRI Coldwell Banker]
-6 Emlin, Kentfield [TRI Coldwell Banker]
-595 12th Ave [TRI Coldwell Banker]
-850 Powell [TRI Coldwell Banker]
-287 Mangels [Barbegelata]

[Editor’s Note: Some of these properties were placed on PocketListings.net, and others have since hit MLS and are now sold, but they did land in our email a very short time ago. You can expect some of these links to be killed by day’s end, due to panicking brokerages.
Finally, if you’d like to be alerted when these opportunities hit our inbox, drop us a line, and we’ll figure out a way to get them to you.]

-PocketListings.net: How To Tutorial [blog.pocketlistings.net]
-Climb Real Estate, PocketListings.net Join To Bring You More Buying And Selling Opportunity [theFrontSteps]
-It’s not listed, but it’s definitely for sale [New York Times]
-Remaking Real Estate, Again [SF Gate]

1 Ecker (16 Jessie) Sellers Very Happy With Their Sale…Who’s Next?

It’s been busy…so let’s share some testimonials, get back to blogging, which in turn will create more testimonials. Sound good? Cool…

Alex knows the San Francisco market very well. This helped us, as sellers, to understand what different buyers value and what to expect. He is also adaptable and efficient. Our sale was the first resale in a new condominium, but Alex did not let that slow things down. He successfully navigated the administrative overhead of the situation. In addition, when we sold our home, privacy was of absolute importance. To meet our needs, Alex came up with an agent-first marketing approach that leveraged his pocket listings network (PocketListings.net). He also used social media (Facebook, Twitter, theFrontSteps.com Blog) to get the word out before and after our open house. In under a month from initial contact, even over the seasonally slow Christmas holiday, Alex obtained multiple offers for us. He then helped us identify the most suitable buyer, which ensured us a fair price and a smooth close. We would highly recommend working with Alex for anything real estate in San Francisco.

-Milla and Chad

[Editor’s note: Links to websites were added by us.]

Thanks guys! Glad it worked out so smoothly for you, and the buyer. And very happy we were able to navigate all that “administrative overhead”…nice way to put it.

Sellers, let’s get your place on the market! We not only need the inventory, but you stand to make substantial gains.

How To List Your Home When The Master Suite Is “Unwarranted”

Following on the heels of a recent post we did about what makes a room a bedroom, this email came to me, as did the replies.

Scenario:

You have a new listing in Bernal Heights that’s about to come on the market. Legally, it’s a 2 bedroom, 1 bathroom Single Family Home, but your seller added a very nice bedroom and bathroom suite without the benefit of permits downstairs. The structural engineer signed off on the plans, but the city never issued a permit.

Do you list the property in the MLS as:

-2 Beds/1 bath with a description that there is an unwarranted master suite in the marketing remarks?
-3 beds/2 baths with a description that the room is unwarranted?

The general consensus from replies:
Five agents thought that the home should be listed as a 2 bed/1 bath
Six agents thought that the home should be listed as a 3 bed/ 2 bath

Clearly, as was the case with “What Makes A Room A Bedroom”, the jury is still out on this one. Bottom line…READ THE DISCLOSURES! Know what you are buying and be 100% confident with your decision to purchase. It’s not like you’re choosing which coffee to drink. It’s a BIG decision. Don’t just roll the dice.

-What Makes A Room A Bedroom [theFrontSteps]
-Winner: The Best Coffee House In San Francisco [theFrontSteps]