New Marketing Information!

760/442 Area Code Split - Public Hearings Scheduled

On August 25, 2008, the California Public Utilities Commission (CPUC) announced it will hold two additional public participation hearings regarding the recent decision to split the 760 area code, in response to a petition requesting an Area Code Overlay instead of an Area Code Split.

More information on the 760 area code is available at: www.cpuc.ca.gov/760areacode

The public is invited to comment on the petition at two Public Participation Hearings as follows:

September 4, 2008, 4pm–7pm
Carlsbad City Hall, Council Chambers
1200 Carlsbad Village Dr.
Carlsbad, CA 92008

Click here to learn more about the differences between an Area Code Split and an Area Code Overlay.

The Ruling setting the hearings is available at: http://docs.cpuc.ca.gov/PUBLISHED/RULINGS/87021.htm

New Title Insurance Law - SB 133 Exposed

CLTA's Title Insurance Marketing Law en route to Governor's Desk

Bulletin 08/09-35 - August 26, 2008

Senate Bill 133 (Aanestad), a piece of CLTA-sponsored legislation intended to change the title rebate law, will soon be up for consideration by Governor Schwarzenegger. The bill, which passed out of the Senate late last week, must be acted on by no later than September 30 once it reaches the Governor’s desk.

SB 133 is intended to provide the California Department of Insurance with the statutory authority to create a registration program for title marketing representatives, whom the bill defines as “a natural person who is an employee and whose primary duty is to market, offer, solicit, negotiate or sell title insurance.” In addition, it is also meant to both clarify and significantly limit by statute what may be spent for marketing expenses.

To achieve those ends, SB 133 expands the list of “per se” inducements under Insurance Code to include expenditures for “food, beverages and entertainment,” regardless of the amount, essentially making any such expenditure prohibited. The bill also specifically prohibits advertising for – or paying for the advertising that is produced by or on behalf of – a person, or that results in a direct or indirect subsidy to a person. Only expenditures for promotional items with a permanently affixed title company logo are permitted, and in those cases the value of each item must be $10 or less.  Exceptions for education or educational materials are also made, though the items in question must be exclusively related to the business of title insurance, and may not allow for accrual of or be in any way tied to continuing education credits.

In regards to the bill’s licensing requirements, under SB 133 a “title marketing representative” must obtain a valid certificate of registration from the Department of Insurance. Each application for a certificate must contain a statement signed by the company that will employ the title marketing representative, stating that he or she will be provided training in the anti-rebate law within 60 days of the hiring date or date of application. To account for necessary processing time by the Department, a title marketing representative could work on a provisional basis in the interim period while the application is being processed.   In the event that a title marketing representative’s employment is terminated, the employer company must notify the Department within 30 days of the termination.

Low Budget Power Marketing - Part 6

Part 6.) Confirm Listing Information Accuracy. There are many new listing sites (Trulia, Oogle, realestate.google.com, realestate.yahoo.com, to name just a few) that draw their information directly from your local MLS and corporate websites. This 'syndication' is wonderful since you spread the word about your listing to many other listing sites without additional effort.
But here is what top producers have learned: Not all the data comes to the syndicated sites accurately - so check them to make sure your property is correctly listed within a few days of posting your new property.
Recently, a Realtor top producer asked for my thoughts regarding his online marketing.  He had a great 4/3 property at an incredible price, but he had low web-based lead activity. Upon further investigation, the independent listing sites showed the property as a 6 bedroom home. Obviously, anyone searching for a four bedroom home would never see his property. Turns out, the MLS and his corp site both have the property listed as a 4 bedroom with 2 optional office/bedrooms, so a simple change fixed the problem.

Low Budget Power Marketing - Part 3 - 5

Part 3.) Video as a means to communicate - Let's face it, you are competing for the same eyeballs as the major TV and Cable networks so you better be somewhat entertaining. Not to worry, your audience will forgive your lack of professionalism so long as the content is relevant and timely, and authentic in it's delivery. Click here for a list of the top 10 ways to market yourself, How Video Killed The Business Card.
Cost = Free (YouTube.com) as long as you have a video recorder. Beg to borrow from a friend, if not.

Part 4.) Localize - Does not mean you wouldn't take a listing outside your area. But it does refer to your focus: physically (your town, or part thereof) and demographically (only people you love to work with and who make you money). This focus will allow you to 'drill down' to the core of your demographic where they will get to know you, learn to like and respect you, and ultimately choose to do business with you - plus refer their friends to you.

Part 5.) Deliver World-Class Service - My auto mechanic said yesterday that he is planning to purchase a home within the next three months. I asked him if he was interested in a referral (yes, I know some really great Realtors!) and he explained that he already had the best Realtor he could imagine lined up. Hmmm. I asked what it was that he liked about this professional so much. He explained that she helped several of his family members with their transactions over the years and remarked, "I know she will fight for me at every turn - a really tough negotiator (treated my money like it was hers)." Not much I could add to that. From the customers perspective that said it all.

Low Budget Power Marketing - Part 1 & 2

Top producers we work with tell us there are 10 key strategies to generate new listings and new buyers in today's market. The real secret is simply doing them all consistently, over and over again. We will be sharing these insider secrets with you over the next few days: Here's the first two:

Part 1) Mass Email - There is not much else as effective and inexpensive as mass email. It should be the bedrock of your 'Touchpoint' communication to your sphere of influence. At all costs (of your time mostly), commit to it. Be sure to make your emails timely, frequent, and relevant. If you have multiple demographics within your list, write a separate email to each audience. This 'Top of Consciousness' marketing is critical for your branding success.
Cost = Free, or up to to $15 per month if you prefer a professional email service provider (who help you get through the spam filters - a good thing). Click here and here for two email service providers.

Part 2.a) Blog to Your Sphere of Influence - Your blog site should eventually become your main website (with a link back to your old site). Consumers will learn more about you and who you are compared to your current website, and the bottom line is today's consumer demands this from you. Good blog postings pull back the 'veil of hype' about who you are, what you believe, and what you do to make a difference in peoples lives. Frankly, people are tired of hyped-up amplified websites. The good news is blogs work, but only when your postings are frequent, relevant, and timely.  Also, search engines will reward you for your good work by eventually ranking your website higher and higher which is the holy grail in reaching the coveted online consumer.
Cost = Free, or no more than $8 per month for professional blog service provider. Click here, here and here for  blog service providers. Click here and here for great training services to start up on the fast track.

Part 2.b) Blog to Community - Buyers are coming from further away and via more diverse sources then ever. You will learn from, connect to, and expand your sphere of influence enormously by engaging in the various real estate community sites. Begin with the Active Rain community. Register with all your information, and make serious comments on blog entries that interest you, and you are on your way. Be sure to have a 'students mindset' and learn how the experts make these community blogsites work for them.
Cost = Free

Call Shawn (760) 271-8584 or Bev (619) 246-6715 if you would like to learn more.

The New Housing Act 2008 - A Panacea?

Swirling throughout the media are countless opinions on the effects the new Housing and Economic Recovery Act of 2008 will have on the real estate market. Not all real estate pundits and experts are certain that the benefits will be as far reaching as hoped, as Marcie Geffner at Inman News points out in her article today. Click here to read. Marcie breaks down the main components and explains in plain-language how each will effect the real estate market over time. Click here to read the entire analysis.

HOUSING RESCUE & FORECLOSURE PREVENTION ACT OF 2008

The "American Housing Rescue and Foreclosure Prevention Act of 2008" (H.R. 3221) was signed by President Bush on July 30, 2008. This measure provides mechanisms to help the troubled housing market as well as tighten lending practices and reform financial institutions.

Click here to read the summary, or here for the detail: H.R. 3221