From RIS Media:
Realogy Makes Bold Move to Counter Negative Media Spin
On October 5, Realogy took a strong stance against the barrage of negative press directed toward the real estate industry over the past several months. The Parsippany, New Jersey-based parent of such real estate brands as Century 21, Coldwell Banker, ERA and Sotheby’s, placed a full-page advertisement in USA Today to let consumers know that dropping mortgage rates and an increasing number of available properties make today the “perfect time” to purchase a home.
The Realogy ad ran in this past Friday’s main news section of USA Today, the section that receives the national newspaper’s highest readership.
The ad—whose headline read, “Opportunity is Knocking at Your Next Front Door”—was designed to let consumers know that rates for 30-year fixed mortgages have dropped in nine out of the last 10 weeks, potentially allowing home buyers to save more than $1,500 per year. Included in the ad were statistics from Realogy’s own home sales, including the fact that the company’s brands were involved in over 100,000 home sales in September—on average, one home sale every 30 seconds. The ad closed by encouraging consumers to contact a local real estate professional to learn more about “today’s home buying opportunities.”
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“Now is not the time to be quiet,” Perriello added. “Now is the time to be noisy.”In order to get positive information to consumers, Perriello expressed the need for brokers to become more involved as well. “Brokers need to share local market statistics with agents and make sure that the marketing and presentations agents are using are relevant in today’s market. This is the time when consumers need us the most.”
an excellent post. the other side of the equation… ‘their story’ to the realtors. lets translate the 4 activities here…
FIRST, ‘they’ tell the realtors..
1) work harder. go.go.go. (not saying they have not choice..its survival of the fittest from now own)… leave no stone unturned. early bird gets the work. not over till the fat lady sings.
2) tell clients (homeowners) they are overpriced. sell them on that.
3) tell prospects (buyers) as much objective, positive marketing as you can (ie mortgage rates, 1 month improvent in activity or historical differences from other housing busts)
SECOND, spend money on marketing. quick. 1 page adds in USA Today…a start.
THIRD, when sales are down, motivate by focusing on a ‘common enemy’ (negative media/press). blame them. attack them.
FOURTH, never let them see you sweat.
Perriello is right… this is no time to be quite.
“The ad—whose headline read, “Opportunity is Knocking at Your Next Front Door”—was designed to let consumers know that rates for 30-year fixed mortgages have dropped in nine out of the last 10 weeks, potentially allowing home buyers to save more than $1,500 per year.”
Opportunity knocking on your door???Can somebody knock on Kara’s clients door and bring a check!!!!!!!!!!!!
Great analyis, pay 40% more than you should, watch the market retrace but you save $1,500 a year. Send this guy back to school for economics 101. In conjunction with this, your damn tax increase just ate up your $1,500. They are getting desperate.
This is when consumers need realtors the most? Fact is they are unneecessary,and when this is all over, therre will be a lot less of them.
Didn’t I read something about Realogy (Previously Cendant) having a bad earnings statement?
Quite a few people in my area of NJ work for them and it worries me that realogy might go down
“It’s only a flesh wound.”
For those who might not know who Realogy is, they are:
Century 21
Coldwell Banker
ERA
Sotheby’s International Realty
Corcoran Group
(NRT)
jb
http://newjersey.craigslist.org/rfs/217933872.html
BC Bob – Is this your posting? Seriously, real estate for sale ads on Craigslist are pay for play so this person is REALLY intent on discouraging buyers. I am following some homes for sale that have been carried for almost a full year now without even being price reduced. If sellers are serious, they need to start distinguishing themselves by saying their homes are empty or will be soon with specifics on move timelines. Buyers won’t even bother showing up anymore because it is a waste of time with so many listings out there that are fishing to see how much they can get. If you are not serious about selling, take down the for sale sign, take down the MLS.
No. However, enjoyed reading it.
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