Notorious R.O.B.

Rawr!

On Marketing, Technology, and Real Estate

A Musical Review of Inman’s “To Be A Broker” Study

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There is an interesting little dichotomy in the results of the survey that Inman ran recently, and published as a Special Report: “To Be A Broker: Charting a Course for Recovery“.  It’ll cost ya some money, unless you’re an Inman Premium subscriber, but I think Inman did a great job here in putting the information together.  If you care about the industry, brokerage models, and the like, you’re going to want to check out this report.  So go buy one, or subscribe.  (Disclosure: I am a columnist for Inman.com… so uh, if you subscribe and such, I think I benefit through that.  Plus, you can see my archives on Inman.com, which might be entertaining later.)

My first thought upon reading the Report was that the sample might be skewed — after all, presumably Inman contacted brokers in its database of subscriber or some such.  They have to be among the tech elites, these brokers, to be subscribers of Inman.  Then my second thought was, that real estate brokers, more than perhaps any other group of business owners in America, need a remedial class on business strategy.  My third thought was, hey, this might be a good blogpost!

Said blogpost follows.

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On Marketing Strategy: Answers to Critics

So now that Benn Rosales of AgentGenius has jumped into the fray with his latest post, which comes on the heels of Jim Marks’s critique of my Inman column (subscribers only), I figure it might be good to consolidate my responses here.  And this is not to mention the various commenters on the Inman post, conversations via Twitter, email, etc.  This topic’s got folks fired up — in a good way. :)

Let me point out that the critiques come in three different flavors.

  1. Social media is a great marketing platform!
  2. Interaction on social media, including Twitter, is no different from offline networking.
  3. Twitter is a great tool for building sphere of influence!

Let us go through each in order, then summarize with what I think is a larger lesson about marketing strategy.

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Clients, Consumers, Information: Dialogue on My Inman Column

As expected, my latest Inman column brought out only wide agreement and headnodding.  Positively sleepy comments section there.  NOT.  Go read it fast, or better yet, go be a subscriber so Inman can continue to pay me for my ramblings.  (LOOK! A COMMERCIAL PITCH!)

First of all, I owe a word of thanks to everyone who responded over at Inman — especially to those who disagree and are taking my points apart.  I guess I’m a Hegelian in the way I view progress: thesis, antithesis, synthesis.

In any event, I wanted to post a few responses on this blog since I want to carry the conversation beyond just Inman readers, and past the 24-hour paywall deadline.

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Happy New Year & Welcome to New York

2009 is indeed upon us, and with it, Inman’s Real Estate Connect NYC.  I would like to welcome all the realestistas heading to the Big Apple, and say I’m looking forward to meeting you all in person.

And temporally speaking, 2008 has given way to 2009.  I can’t explain the feeling, but I have this strong premonition that 2009 will be a watershed year for the real estate industry.  Many important debates on Big Topics are happening right now, and I think events of this year will start to show us where the future lies.

I plan on revisiting this soon (after this week’s worth of meetings and discussions) but as I see it, there are three Big Topics for us in 2009:

  1. Big Dogs or The Swarm
  2. Brand or Social Media
  3. Centralization or Diffusion

The three are, of course, inter-related.  And it isn’t clear that any of the above are Either-Or choices.  They may, rather, be a spectrum along which each individual realestista and the companies that make up the Industry align themselves.

But broadly speaking, and generalizing much, it does seem to me that 2009 promises to be an important year pitting two ideas against each other: The Firm or The Network.  The ultimate solution is likely to be a blend of the two (thesis & antithesis into synthesis), but that debate will be fun to have.

And it just so happens that some of the best and brightest are coming to my town, to spend a few days doing nothing but eating, drinking, and debating.  I’m looking forward to it with gusto.

Wilkommen, Herren und Damen!

-rsh

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Some Reflections From Flight

Seeing as how we’re stuck on the ground in Newark… just some random thoughts.

1.  What accounts for the immense incompetence of airlines?  I mean, they’re private enterprises, in a competitive environment.  Why do they all suck so uniformly?  Is it that they are so wrapped up in government regulations that they are effectively pseudo-government entities?

2.  Why is there so little information available regarding flights?  Here I am, with some three hundred other people, sitting in a chair that has less space than the average slave during the Middle Passage, and we’re simply told that the tower is holding us on the ground for 30 minutes.  We’re in the Internet Age.  Couldn’t the airlines simply throw up on the little TV monitors a continuous feed from traffic control of the conditions that are causing the delay?  Simply knowing why we’re delayed would help assuage the frustration most passengers feel.

3.  Is there some reason why airport security couldn’t be outsourced effectively?  The TSA employees I’ve had the pleasure of encountering have all been incredibly surly, rude, and unfriendly.  I can’t imagine that screening for security is all that rigorous for TSA — and in any event, no reason why private contractors couldn’t be made to follow the same procedures for security and screening.  Create some competition in airport security screening and see what happens.

4.  The exact same as #3, except applied to Departments of Motor Vehicles.

5.  Seeing as how I’m heading to Inman, and I’m interested in meeting bloggers… I wonder why there isn’t a blog advertising network for real estate blogs.  Inman has some blog network, but I don’t know if that’s an ad network as well.  I mean, 4Realz is an Inman Network Blog, but they’re not allowed to do any advertising because they’re hosted on WordPress.com.  I wonder if it makes sense for the RE.net bloggers to talk to guys like Pajamas Media or BlogAds or CrispAds etc.

6.  Mark Twain once wrote, “The coldest winter I ever spent was a summer in San Francisco.”  He was right.

-rsh

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Off to San Francisco

So I’m off to San Francisco today to attend RE Bar Camp and Inman’s Real Estate Connect.

I’m sure this is going to be a great week, filled with new people, new things to learn, and new stuff all around.

I’m hoping to meet many of the bloggers I’ve only communicated with over the Interwebs — many of you, I’m sure I’ll meet at one or more of the events.

Blogging may be very light while I’m over there, since we’re also a sponsor and I have various other duties, but… we’ll see what I can put up from time to time.

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So… Anyone Going to Inman SF?

Just curious… anyone going to Inman SF?  Looks like I will be able to make it out there, and just thought I’d see who else (who might be reading my tiny little blog) might be going.

Would be great to finally meet some of you folks in person. :)

-rsh

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Washington Post and Assumptions

Inman News has a very interesting… I guess one would have to call it an Op/Ed or News Analysis on the Washington Post’s story on HUD Secretary Jackson’s last day:

An article in last Sunday’s Post deserves credit for attempting to go beyond the allegations of cronyism that forced Jackson to resign, and taking a deeper look at the role HUD policies may have played in the housing downturn. Unfortunately, the article doesn’t deliver on that promise.

The Post claims that because Jackson “pushed for legislation that would make it easier for federally backed lenders to make mortgage loans to risky borrowers who put less money down,” he will be “remembered as a Cabinet secretary so committed to carrying out President Bush’s goal of increasing homeownership that he encouraged policies that threatened to exacerbate the mortgage crisis.”

Matt Carter does go on to explain some of the political shenanigans that went on in wa-wa land (aka, Washington DC, which is like la-la land, aka, Hollywood, in that they both indulge in fantasies, but different in the personal attractiveness factor) and basically debunks the WaPo story.  The entire thing is worth a detailed read, especially if you’re interested in legal and political issues in real estate.

I thought it interesting, however, that there were two assumptions made in the story.

First, Matt assumes good faith on the part of the Washington Post.

What’s ironic about the Post’s story is that the Bush administration (and Republicans in general) usually come under fire from housing advocates for attempting to limit the government’s role in lending — especially when it comes to Fannie and Freddie, which during the housing boom were hobbled by caps on their portfolios and requirements to maintain additional capital (those limitations were imposed in the wake of management and accounting scandals that forced both companies to restate several years of earnings). Some critics say the limits on FHA, Fannie and Freddie were one reason “private label” lenders — many employing much looser underwriting criteria — were able to boost their market share so dramatically during the boom.

To claim that the administration’s lone attempt to expand a government-backed loan guarantee program “threatened to exacerbate the mortgage crisis” suggests a lack of awareness of the changes that took place in the lending industry during the housing boom, or the motives for expanding FHA loan guarantee programs.

Matt — maybe it’s not a “lack of awareness” but willful ignorance?  Or worse still, perhaps the WaPo simply doesn’t care about inconvenient things like the truth.  I think he actually means to suggest it, but is politely refraining from calling a spade a spade.  I have no such restraints, polite or otherwise.  Washington Post’s story is nothing more than a politically motivated hit piece on the Bush Administration written by left-wing editors and writers in an attempt to lay the blame for the current pain in the real estate market at the feet of the White House by any possible means.

It’s a shame, but that is the state of the “news” media in this country today.  When people like Ron Peltier of HomeServices and Alex Perriello of Realogy talk about the relentlessly negative media environment for real estate, there is some truth to their complaints.

As Matt Carter himself reports in another article on Inman, fact is that this whole ‘subprime’ thing may have been much ado about nothing:

According to the latest economic letter from the Federal Reserve Bank of San Francisco, it’s likely ARM loans have higher delinquency rates than fixed-rate loans not because of the payment shock associated with interest rate resets, but because the people who took them out had higher risk characteristics.

And later in the article:

The flip side of Yellen’s analysis is that markets that weren’t subject to lots of speculation are in better shape to weather the storm. PMI’s latest risk index shows a reduced risk of price declines in markets that didn’t see steep run-ups in prices during the housing boom.

Huh.  And here we are, thinking all this time that the reason why the housing market is in the tank is because of irresponsible bankers and mortgage brokers selling these DANGEROUS subprime loans to poor unsuspecting consumers.  Turns out, mortgages have less to do with delinquencies than the price fluctuation brought on by speculation?  Whodathunk reading the New York Times or Washington Post?

About those poor unsuspecting consumers… that’s the second assumption Matt makes.  He writes at the end of his excellent analysis:

HUD estimates the simplified disclosures will help consumers save $8.35 billion a year. Had those disclosures been in place during the frenzied buying of the housing boom, many buyers who got into homes by taking out loans they didn’t understand might have instead gone with more affordable mortgages — or not taken out a loan at all. (Emphasis mine)

Why do we continue to believe that the problem was buyers who “didn’t understand”?  Why do we persist in the assumption that these delinquent buyers were tricked, fooled, bamboozled into buying million dollar homes on $35K a year incomes?  Maybe these buyers understood perfectly well that they were taking an enormous gamble but simply didn’t care; maybe they all thought they’d get out before the market crashed and make a few tens of thousands of dollars for nothing.  Maybe they fell into the trap that every bubble-economy fool falls into: the Greater Fool theory.  Maybe they’re not poor unsuspecting victims after all, but simply gamblers without morals or ethics or sense of personal responsibility.

That would, after all, fit the profile of “higher risk characteristics”.

People are walking away from houses not because the loan terms got so damn onerous, but because their gamble didn’t pay off.  That’s the only possible interpretation of the San Francisco Fed report.  ARM or 30-year fixed, makes no difference — the rapid rise, then rapid fall, in housing prices does.  Those are the facts.

The responsible buyers, the ones who didn’t feel like speculating on real estate, who weren’t “flipping condos” and dreaming of making big bucks on No Money Down deals, they’re still buying in this market.  They were buying at the height of the boom too — but they didn’t go pouring everything into $2M condos on $50K a year.  They behaved like rational adults, rational consumers.  And they continue to do so.

Are there innocent victims?  Meh… I suppose… but it would have to be one hell of a story involving either a health crisis or unemployment to pass the smell test if someone bought a house they simply could not afford a mere two years later.

As for the Washington Post and the rest of their comrade-in-arms in the media… should we see a Democrat elected to the White House in the fall, I think we’ll suddenly find that the editors will discover hitherto unseen silver linings in the real estate cloud.  The sun will break through the dark clouds, and wonder of wonders, we may come to learn that WaPo and NYT begin to see a ray of hope, a brighter tomorrow.

Even then, making assumptions about their “lack of awareness” would be a step too far in the direction of naivete.

-rsh

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In Which I Answer Inman’s Question

The Inman blog asks a question:

What’s interesting is that it points to a need to rebuild some trust between consumers and the real estate industry. Real estate agents even before the downturn suffered a bad image in the minds of consumers, and with emotions flaring in the midst of this housing recession we’re likely to hear more backlash from people looking for someone to blame.

Some agents appear to be finding success in building consumer trust through blogging. What are some other ways to combat this in a down market?

Actually, what’s really interesting is how Inman talks about a need to “rebuild some trust”, then mentions in the very next breath that real estate agents even before all this gotterdammerung had a bad image.

That isn’t called “rebuilding”.  That’s called “building”.  As in from scratch.  And I have the answer.

Start firing agents until you only have good ones left.

1.3 million Realtors in America today.  Those would be the so-called ‘good’ real estate agents, right?  You know, the ones who are members of NAR and have subscribed to a Code of Ethics?  So there are plenty of non-NAR member agents running around out there too.

Find an industry professional.  Find a bar.  Get said professional drunk.  Ask him how many of the 1.3 million Realtors are really professionals who abide by every whit and jottle of the Code of Ethics.

You want to build trust?  Start by being trustworthy.  Want to know who is and isn’t trustworthy?

Try this.

And as you shrink away in horror, ask yourself, “Well, why not?

-rsh

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