Looking Out From the Garage

Everyone knows there is a football game.  But that isn't the only contest each year...  The Superbowl has become the biggest venue for advertisers each year... ok, ONE of the biggest venues.  Along with the Daytona 500 (next week) and the Olympics, the Superbowl is looked to for the best in TV advertising. 

Honestly, I'm not that much of a football fan.  I have watched the Vikings since I was a kid (Fran Tarkenton, Alan Page, the Purple People Eaters...), and I manage to catch about 30 minutes of football a year.  But I record the Superbowl so that I can catch the ads. 

I stumbled across something on Twitter tonight that gave me a little joy...  ALL of the Superbowl ads.  I don't know how I missed a couple of these (some might have been regional...).  But I got the chance to watch them all again. 

Which ones are YOUR favorites?

Why?

It has been pretty busy here the last couple of days.

The AJC (Atlanta Journal - Constitution) did a feature on me in the business section Sunday.  The online version actually was visible on Friday, and I started getting emails and tweets and messages on FaceBook from folks around the country that know me through social networking.

On Saturday, word had gotten out, though FaceBook especially (I posted a link... after I got it from a vendor in Seattle) and my local friends started responding.

Sunday morning I woke up to several emails, some phone calls and more social network messages.  And it has continued today.

I would like to thank everyone.

I have spent a good portion of the day looking at listings that sellers (and a few agents) have sent me from around Atlanta of their multi-car garage homes.  I have kept a pretty close eye on Gwinnett County for a few years, but many of these were outside of my normal search parameters.  And it is always fun to look...

If you missed it, here is a link to the article.

I guess I do need to toot my horn... I can't expect everyone to have seen it already.  And I AM very pleased and flattered that Michael Pearson decided I would be a good subject.

More importantly, the reaction to the article has shown me the power of social networking and internet marketing and reputation management.  My name travelled far and fast.  As did the names of companies/networks I mentioned.

It is important to know that is being said in order to apologize, thank or correct the person saying it.

Thanks again, and feel free to give me a shout if you have questions or comments... or if you are looking for a "garage home".  And the home in the picture IS available.

from LaneBailey.com

Since when did real estate agents become the official distributors of recipes? 

I get a newsletter from an agent (that has not listed a home in my community in 7+ years) that always features recipes.  No market data.  No area information.  Just a couple of recipes and some thinly disguised promo propaganda. 

Why?  Really... why?

There is another agent that has farmed the area for quite a while as well.  Her newsletter comes out every 5-25 weeks (yes, I meant to say it that way).  In it she lists all of the sales for the last twelve months, the average price and the days on market for the subdivision. She also lets me know that she is number one for integrity and service. 

Better, but I don't recall ever seeing one of her signs here either.  The point there is that there is no interpretation of the data.  Is it up?  Down?  Average?  Accelerating?  No idea. 

These aren't cheap.  They are printed in color.  The market data is obviously short run (it isn't a giant subdivision).  The recipes are on nice paper.  The postage isn't cheap.  But they are both missing a couple of things...  consistancy and relevence. 

Now for my alarming revelation... 

I have never actively farmed my own neighborhood.  I talk to people when we go out walking and stuff... but aside from the business card ad in the newsletter, I have not done much here in my own front yard.  Shameful I know...  But, after talking with some of the people I know around here, they are glad I'm not beating them over the head with my business. If you are one of my neighbors, I'll be happy to help you sell your home.  I'm not going to beat you up or anything if you choose someone else, though. 

So, are you ready for the ultimate broccoli recipe?

Take 1 pound of broccoli, place in 13 gallon plastic bag.  Place plastic bag in a large plastic bin next the the garage.  On the appropriate evening, place plastic bin at the curb for pick-up. 

yum

I have mentioned before that I have been wandering around the internet for quite a while.  I was on bulletin boards before the World Wide Web became "the thing".  And I have continued to be active on web forums centered around various topics, from political debate to automotive hobbies. 

There is one place in particular that I have been a member of for quite some time called Pirate 4x4.  It is a four wheel drive forum owned by a club called the Pirates of the Rubicon in California... but that is only a SMALL part of the story of Pirate.  And there is a specific reason I am not providing a direct link to the general forum. 

Pirate is a unique crowd.  They are:

• vulgar
• smart
• talented
• ignorant
• mean-spirited
• vicious
• open
• welcoming
• protective
• amazing
• diverse
• single-minded

This is the place that requires a flame-suit more than any other.  If Pirate were a bar, people would disappear and show up dead or as "crew" on tramp steamers.  The bartender would just shoot people that he didn't like... it would be the nastiest place in town. 

Did I mention that I have been a member of their forum for 7 years?  I love the place. 

Suspension engineers for aftermarket companies (and some mainstream manufacturers) go there to learn.  There are guys that know more about metallurgy than many university departments... and more about welding than a trade school.  There are people that can kick out a Jeep tub (the main part of the body) as a CAD drawing in a couple of hours that would make Chrysler jealous. 

And this is where this post gets to the point. 

I need you to bear with me for a moment...  Go here.

Despite this happening in Texas, Dan at Blue Torch (Pirate regular, and someone I know) decided that this was something that needed to be addressed.  

Project Warrior was born.   

Volunteers from around the country are going to gather in Alabama, at Blue Torch, to rebuild this Jeep into something that will be amazing.  Hardcore 4x4 suppliers from around the world are donating products.  Ian from Extreme 4x4 on Spike TV will be there working on the Jeep. 

The build will be December 5-7th at BTF. 

A few of the vendors ponying up parts are:

• Interco Tires
• PRP Seats
• Rubicon Express Suspensions
• many, many more... 
  

If you choose to follow the link, be careful.  You could get an eyeful.  But, if you are an automotive hobbiest, you might learn some things.  If you are a 4x4 enthusiast... you will definately learn something. 

As I said, they are protective.  They love the men and women that go into harms way.  There is an exceeding level of respect for those in the armed forces.  I do to.  I hope that the coward that perpetrated this will be caught by the police... and not by a Pirate. 

BTW, Dan knows that there will be press.  But, I also know that the press doesn't matter to Dan.  Doing what is right is what matters to Dan.  And there are going to be 100 others there have nothing to gain except knowing that a few members of the military will know that they are appreciated and respected.

I'm really curious about this...

Every single day I get emails announcing Broker Tours or Broker Open Houses for properties where there is some "inducement" to show up. 

• Gas Cards
• Grab Bags
• Food
• Gift Cards
• Chances to Win Trips
• Shopping Sprees

Does this really work?  To get something more than just bored agents? 

When I first came in to the business, I held one of these events at the insistance of my seller.  After collecting the cards, I did some searches (note, I did not search every single agent out) and found that most of the agents weren't that active in actually selling stuff.  And this was in a strong market.  There was even one agent that told me that she just came to the Broker Opens to "graze" the free food and to look around houses for decorating ideas... 

Has anyone had consistent good results from these things?  Or are they just a feel good strategy that harkens back to the 80s?

I took a few minutes out of my busy blogging schedule today to do a brake job on my wife's van before she took the kids to the beach for a couple of days...  I bought more than I needed to the other day, just to make sure that I didn't end up needing something I couldn't get my hands on after starting. 

So, I finished the job and was taking back the items I didn't need. 

Talk about disappointing!?!

There I stood with a bag of stuff that needed to be returned.  There were five people at the counter all on the phone... it seemed like they were with customers, so I wasn't terribly annoyed.  And then a couple of them finished up with the phone calls... and walked away from the counter.  One started stocking shelves.  The other was in the back.  Now, at ten minutes, I was starting to be a bit annoyed...

I had yet to be acknowledged.

Not a nod, wave, greeting "give me a sec..." NOTHING. 

The manager came out for a minute and handed the guy that was stocking shelves a couple more items.  And looked at me.  And went to the back again. 

How long would this go on?

We were at fifteen minutes when another counter person finished up and motioned me to the counter.  He asked if I had a return (duh!?!) and started processing it.  And then the manager walked back out and handed him several items and told him they needed to be on the shelf ASAP.

Was there an invisible rush?  I was the ONLY customer in the store!

The counter person excused himself to put up the items as ordered.  Before the Manager could escape to the back again, I mentioned that I would like to get done and leave before my four year old got his license.  That got a nasty look.  But the Manager turned and kept walking. 

Counter person got back and continued to process my return.

Manager comes back out with more merchandise to stock... has to be done immediately.  Counter guy is actually pleading my case.  And gets told that the merchandise is more important than the customer standing there waiting. 

We were at twenty minutes when I decided that the manager needed customer service training...

This should have been a 3 minute stop... it was way over budget. 

1. Customer in store
2. Customer on phone
3. anything else (cleaning, stocking, etc.)

It is pretty simple.  It took a total of 15 minutes to process my return, after waiting ten minutes.  There was NO reason this should have been over a 5 minute stop. 

The District Manager agreed that it wasn't handled appropriately... but didn't know how to correct the situation.  What?  And he admited it to me? 

"Tell your manager that getting the cans of spray paint on the shelves isn't as important as keeping the customers from driving to one of the other 5 parts stores within 3 miles.  And then tell the manager that if she can't handle that, she should think about a job elsewhere.  Finish up by telling the manager that you will only get one more call about them treating a customer like this because after that call she will be unemployed."

It isn't rocket science.  Treat people the way you want to be treated. 

I'm not naming the store because the previous trip was fantastic.  When I bought my supplies, the Assistant Manager was great.  Helpful, courteous and knowledgable. 

The District Manager knows that too...

I believe in always delivering the service I expect from others.

Scary, I know.

Ok, a couple of caveats.  

• Atlanta area agents, don't steal this from me yet... I'm kicking it around in my head.
  
• I haven't talked to anyone about this yet, so if it is stupid... give me the opportunity to find someone to blame.
• I don't know if it would fly with the needed parties yet. 
  
• I don't know if anyone would show up.

Here goes...

I'm thinking about trying to put together a series of lunch or dinner "chats" dealing with real estate, investing, and related financial issues.  I would host, and bring in experts on the various topics.  While it wouldn't be completely real estate related, I think it could be a good source of leads.  

The basic plan is to find an establishment that would offer a discount on a slow night in order to drum up the business.  The first thought I had was to try someplace like Moe's...  Moe Money Tuesdays was the title that popped into my head. 

It would be kind of like a first time homebuyer's seminar.  

What do you think?   

Advertising and marketing are generally done for the purpose of finding as many people as possible. We see it on TV and magazines, or hear it on the radio. Spam emails, and pop-up ads. They are all focused on one thing, getting as many people as possible to get the message.

But, in real estate, that is all wrong. We don’t have a million pairs of shoes or billions of hamburgers or even 287 cars on the lot. We are trying to sell one house. Just one. Ok, if I have 10 listings, I’ might be trying to sell 10 houses, ditto for 100 or 1ooo… but when I write an ad for one house, I only need that ad to sell one house. The pictures of the house only need to sell that one house. The flyer is all about that one house.

How many buyers does it take to buy one house?

If you just said one, move to the front of the class…

Why, then, do we write ads that try appeal to scores, if not hundreds of potential buyers? Simple, it is to cast a wide net… at least that is what the marketing types call it. Put it in front of as many people as possible and hopefully someone will want it.

Does that sound like a good strategy?

Does McDonald’s support the opera? Do the Atlanta Thrashers advertise their games on billboards in Detroit? Is Barak Obama running his commercials on Nickelodeon? Are we going to see Mitt Romney hosting a special on the Disney Channel?

Of course not. It wouldn’t make any sense. That isn’t the target market. Should we do media buys on national TV networks to sell houses in the suburbs of Atlanta, GA? Still no.

So, what is the point of all of this?

Simple. Niche marketing. As real estate agents, we do it. A real estate agent can’t be all things to all people. I can’t be an expert in everything. I wrote a while ago about specializing in everything… And that it doesn’t work. One can’t be a specialist in everything.

Other agents specialize in a small geographic area, or in golf properties or equestrian properties. They spend their time with those people, or in those areas.

Still other agents (actually, the majority) don’t specialize in anything. They will list anything or deal with any buyer. They don’t aspire to be the experts in their field. They just aspire to get another deal done.

I specialize in properties for auto enthusiasts. I market to auto enthusiasts. I understand auto enthusiasts. I AM an auto enthusiast. I understand the needs of people that are like me.

Wrap it up, Lane.

Here is what it comes down to… I write my blog, and my website for auto enthusiasts that are or will be interested in buying properties with big garages. I study the market for properties with big garages. I work with buyers interested in those types of properties. I do this so that I can target market for homes with big garages. I know that there is only one buyer needed to sell a property. And, I know that the buyer of a property with a 4 car garage will probably like cars. And, I know that I have a better chance of finding that buyer on a car website than cruising Disney’s website. I know that when I start buying TV ads in Atlanta, Speed TV will be a better ad buy than the Game Show Network. I also know that an ad for th at house is getting a higher number of appropriate hits in Hemming’s Motor News than in the AJC.

So, if you are really trying to sell your house, let me know. We can work out a marketing plan that will search for the buyer in the right place, rather than just standing at the mall and yelling out hoping that the right person passes by.

Just as a funny aside, one of the agents in my network wrote about a seller in FL that wanted him to hire a person to stand in the front yard and shake a for sale sign on the weekends. Granted, it will get attention, but will a passerby be so thrilled to see the person standing in the yard that they will have to buy the house?

Call me the King of Plan B…

As always, I try to have a plan B.  This one still needs more development, but I am getting there.

I have been trying to work with Parkview High School here in Gwinnett County for the last several weeks on a $1000 scholarship for a student blogger.  As part of this, I have had a couple of volunteer judges from the Active Rain real estate community agree to help sort through the entered blogs.  Further information about the criteria and the latest updates are here.

Well, I am against a major roadblock.  Officials at the school have informed me that blogs are not allowed as part of the curriculum, and therefore cannot be part of a scholarship’s requirements.  I am still hardheadedly pursuing this concept.  I think there are some tremendous benefits for both the students and the school.

So, I will make a commitment here:

I will continue to offer the scholarship.

The school is not able to promote the scholarship, but that doesn’t mean it can’t be offered.  I will have to rely of search engine placement, word of mouth and viral marketing to get the word out.  So, the big question is…  Will there be students interested in pursuing this scholarship?

Contact me through my site.  Read the links to see what sort f conditions.  We will maintain that the blog cannot violate any part of the GCPS Student-Parent Handbook.

I will be updating this subject in the next few days to fill in blank spots in the requirements.

...to a Senior at Parkview High School in Lilbun, GA.  Now we just need to see who it is. 

Sometime next week I hope to announce the details, but I have decided to offer a $1000 scholarship for a graduating Senior at Parkview HS.  I hope that I am able to expand the program to some more schools in Gwinnett County in the next few years, but this is a start.  I'm meeting next Monday with the counsellor at the school that administers these types of things, and we are going to figure out the rules and requirements. 

So, if you are a high school senior at Parkview, or know one... let them know.  There will be some qualifications, but they won't have anything to do with real estate or any other career choice.  It will also not be income restricted or based on GPA or other direct school performance... or athletic performance. 

Curious? 

I'd love comments...