"Check Out Our Comprehensive Home Buyer and Seller Guide!"
For consumers in the market to buy or sell a home, it's crucial to stay informed about recent changes in the process. The landscape has evolved significantly, with new federal regulations mandating initial contracts with agents for buyer representation before home viewings. It's time to engage with your clients actively! A recent article by WAV Group highlights the necessity of updating your website to include seller concessions. However, the real transformation needs to occur in your marketing and communication strategies. Seize this moment to champion transparency and advocate for consumers navigating the evolving real estate market. Today, our industry requires a unified, consumer-centric approach to address the shifts in how real estate transactions are conducted. This message needs to resonate across all platforms: MLS listings, REALTOR® associations, brokerages, teams, agents, and even media outlets. With 131 million U.S. households needing to familiarize themselves with the changing landscape of real estate, the stakes are high. Imagine the perception if a potential client learns about these changes from sources other than their trusted agent — it could cast doubt on your credibility and integrity, potentially leading to misunderstandings about commissions. In fact, you can leverage this as an opportunity for lead generation. Consider creating a comprehensive whitepaper, prominently featured on your website and social media channels. Make it omnipresent in the digital sphere, branded to your agency. Accompany it with a press release and seek coverage in local news outlets, radio shows, and relevant consumer blogs or podcasts. As an industry, we have a collective responsibility to communicate effectively with consumers. This messaging should seamlessly integrate into your marketing efforts. Experts on the team, like Marilyn Wilson, Bondilyn Jolly, Kevin Hawkins, and Victor Lund are already assisting clients in this endeavor, and WAV Group Communications stands ready to help you craft a unique and impactful message tailored to your audience. Shoot the team an email to coordinate a call. Let's embrace this communication challenge together and ensure that consumers are well-informed and confident in navigating the real estate market's evolving landscape. To view the original article, visit the WAV Group blog.

eXp World Holdings Revolutionizes Real Estate Radio With 'KGCI Real Estate on Air' Partnership
eXp Realty announced a partnership with "KGCI Real Estate on Air," an online streaming radio channel. The platform was created to empower, inspire and foster professional growth for all real estate agents through a dynamic mix of educational, insightful and motivational segments. "KGCI Real Estate on Air is a complete game-changer for our industry," said Bryon Ellington, Chief Learning Officer, eXp Realty. "It's a one-stop-shop for all the knowledge and expertise agents need to thrive in their day-to-day operations. Through this partnership, we envision KGCI Real Estate on Air becoming an indispensable resource for agents everywhere, empowering them to develop their skills and stay at the forefront of an ever-changing industry." KGCI Real Estate on Air features daily broadcasting, and is designed to build community and provide guidance to agents. The channel will also keep agents updated on the latest industry trends and opportunities, ensuring they stay ahead of the curve. According to statistica.com, internet radio's reach in the U.S. has increased sharply in the last decade with 75% of the population having listened to online radio in December 2023, compared to 45% in the previous 10 years. Weekly online radio consumption among U.S. listeners has also increased, growing from 12% in 2007 to 70% in 2023. One of the most exciting aspects of KGCI Real Estate on Air is the inclusion of agent voices from around the globe. eXp Realty agents Knolly Williams, Hollie Kitchens, Ricky Carruth and Carrie Soave are just a few top-producing agents who will be sharing their insights and experiences on the channel. "As an agent, I can tell you KGCI Real Estate on Air is exactly what we need in the real estate industry today," says Monica Weakley, another top-performing agent at eXp Realty and member of eXp World Holdings Board of Directors. "In today's landscape, agents face a constant influx of change. This station seeks to foster an open dialogue that promotes continuous learning and thoughtful discussions, ultimately fueling professional growth. Together, we will embark on a journey to elevate the real estate industry, and I am thrilled to be a part of that." Tune in to KGCI Real Estate on Air daily at realestateonair.fm. "We're excited to see the impact this radio channel will have on our agents and the real estate industry as a whole," said Ellington. "Let's tune in and start this new chapter together!"

The Art of Listening
Our greatest form of communication Over the last 10 days of business planning and family communication, a common thread has emerged. Listening may be our greatest form of communication. Our geopolitical landscape is stressed with two wars, political battles, labor strikes in the health care, entertainment and automotive industries, and fear of recession. Compassion and empathy We need to listen to each other in significant doses. We need compassion and empathy to reign. Many of our friends, colleagues, and family members have emotions that need to be heard. Heroes are made by good listeners. The US real estate markets are having the worst year for units sold since 2008 to 2010. 2024 may be flat to slightly down compared to 2023. Collectively, the related stresses resemble the GFC in 2008 to 2009 as well as COVID Q2 2020. We have endless buyers seeking minimal inventory and mortgage rates 2.5 times more expensive than Q4 2021 and January 2022. All of us learn in these cycles to meet people "Where they are," knowing this was an emotional state and not a geographical location. Connecting requires empathy, compassion, and patience. Last Friday's podcast / post by Scott Galloway, articulates the art and power of listening better than I could ever communicate. If you are not a subscriber to Scott's newsletters, I seriously encourage it. Source: Scott Galloway, profgalloway.com Scott's final thought in his writing last week: "The best advice you can give is to listen, which is to tell that person that they matter. The most effective treatment for anybody's grief or anxiety is time and care. The former takes care of itself, and the latter can be achieved when we tell someone we love them, without words. By listening." If you think you are close to the closest people in your life – "get closer." Listening is an amazing way to meet people where they are and to get closer. This Is Where We Are Now. Mark McLaughlin serves as CEO of McLaughlin Ventures and M&A Advisory at WAV Group. To view the original article, visit the McLaughlin Ventures blog.

planetRE Rolls out RealEstate ChatGPT
planetRE announced a new Enterprise AI platform called Chocolatechips.ai. The platform was developed in collaboration with leading researchers and globally embeds new technology in AI imaging, video, text and avatars. It can be used by a single user or by teams with permission-based sharing and collaboration of content. Chocolatechips.ai is the first platform with optimized deep learning specific to real estate and planetRE intends to extend the platform to other leading verticals. Most AI platforms in the market today are generalized, and hence a specific domain practitioner takes a longer time adapting it to their business. One of the big challenges is what question to even ask the AI system on an ongoing basis to keep generating meaningful marketing content. The new platform has been rapidly learning the real estate ecosystem related to consumer purchases, rentals, loans and home improvement, enabling a quick onboarding and adoption of the new AI Content Generator by practitioners. This content can in turn be used within the system to instantly create email, blogs and social media marketing that is now specific to the real estate domain. This step is a precursor to adopt valuable AI tools, as it offers a rich library of learning to influence the creation of text, imagery and video. There is voice-to-text and text-to-voice embedded with branded agent avatars for personalization with clients. Future versions will see new forms of synthetic computing. "AI tech has been growing at a rapid pace in all fronts," said Subrao Shenoy, CEO of planetRE. "The connection of AI to a business domain practice is crucial to be adopted, and this platform offers that bridge. We believe domain specific customizations will accelerate AI within large verticals."

New Study Reveals Increased Transparency on Commissions Leads to Increased Value in Consumers' Eyes
WAV Group's new Buyer Agent Commission Study reveals many insights from buyers about their awareness, understanding and appreciation of how commissions work when buying a home. Chief among these insights is the undeniable connection between transparency and perceived value on the part of home buyers. Those who indicated they were "totally clear" about the commission paid were 59% more likely to think their agent "completely earned the commission" than those who were unclear. In general, the large majority of buyers were satisfied with the services they received from their agent (88%). Buying a home in any market can be complicated. No two transactions are exactly the same, and something always comes up right when you think all is clear. With this many moving parts, buyers appreciate clear communication and prompt responses. As one buyer indicated in the open-end questions, "My agent showed me many many houses and answered every phone call and email and text quickly and with answers I was able to understand. She walked me through every step of the process." Buyers recognize how hard it is to successfully purchase a home, especially in the recent housing market. They are appreciative and grateful for the creativity and hard work their agents deliver to help them successfully purchase a home. Agents earn their commission, and home buyers recognize that. Get the full report now. To view the original article, visit the WAV Group blog.

Keller Williams Releases Expanded Edition of 'Your First Home'
Keller Williams announced the release of an expanded second edition of Your First Home: The Proven Path to Homeownership, a book that serves as a consumer guide to the adventure of home buying. "This book is about buying your first home, and I sincerely want to encourage you to make that leap," said Gary Keller, best-selling author and co-founder and executive chairman, KW. "What's great about owning a home is that it can lay a solid foundation for your financial future while also setting the tone for your personal lifestyle." "This book's goal is to be your trusted guide and help you know what to expect," said Keller. Assembled from hundreds of interviews and in-depth research with real estate agents and consumers, Your First Home is an in-depth guide on the complete process of homeownership. The book was expanded to address new trends and tools to help consumers find, finance and buy a home. Your First Home helps readers: Navigate the real estate buying process, from home search to closing day. Secure a real estate agent to advocate for you. Find a lender you can trust. Secure the lowest interest rate and monthly payments. Identify a home that's right for you. Craft a winning offer. Negotiate with sellers. Settle into homeownership with style. "Real estate agents will tell you that helping first-time home buyers is one of the most satisfying aspects of their work," said Keller. "They know that becoming a homeowner is a huge milestone, and they feel honored to be involved." Your First Home is 280 pages and is available at KellerINK.com, Amazon, Barnes and Noble, and other online booksellers. The book also serves as a valuable tool that real estate entrepreneurs can leverage to build their business. A previous edition of Your First Home was published in 2008 and has sold more than 50,000 copies to date. The book was written by Keller and Jay Papasan, vice president of strategic content, KW. Keller and Papasan are the bestselling co-authors of The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results, The Millionaire Real Estate Agent, The Millionaire Real Estate Investor, and SHIFT: How Top Real Estate Agents Tackle Tough Times. "I love what I do and feel honored to be able to help people take ownership of their first home," said Keller. "So, good luck on your journey. I hope it's as smooth and enjoyable as it can be, and that you'll be thrilled when you get there—into your first home." For more information and to purchase Your First Home, visit KellerINK.com. Media interviews with Papasan are available.

5 Things Agents Hate to Hear (But Need To)
No one grows from fluff and feel-good falsities. Agents who want to reach next-level success need tough love, no B.S., real-talk tips. Disclaimer: If you get fired up while reading this, read on. Let's dive into some things you don't want to hear, but need to. #1. (Most) Agents Suck at Tech Adoptions and Follow Up Consider what Chris Stuart called "The Loyalty Gap": According to NAR's Buyer and Seller Trends Report, 91% of buyers surveyed said that they would use their agent again. However, only 13% actually used the agent from the previous transaction. Most agents aren't great at following up with past clients to generate further opportunities, or adopting the tech that will empower them to make outreach easy. When agents work with a platform, many don't actually use it and log on. BoomTown's data found that 59.4% of platforms have 75% of users logged in the past month. Even though we know that working leads yield consistent results, we still see that the majority of users do not log in regularly. However, there are agents that are fantastic at following up with leads. When you poll top producers about their pillars of business, past clients and SOI are a top source of transactions. The agents that are good at tech adoption and follow-up are: Self-aware and intentional with their actions, investing time into adopting technologies. Aware that tech adoption and lead follow-up have a symbiotic relationship, meaning that adopting tech should facilitate more seamless and efficient communications. When you sign up for any tech service, go into it with humility and a real hunger to figure it out. The more you work at tech adoption and follow-up, the better and more efficient your business becomes. #2. Complaining About "Exclusivity" and "Limitations" in a Platform is a Cop-Out Oftentimes, when agents evaluate a service, they ask if they will be the only ones in their market using it or if there are limitations. Instead of asking about whether or not a platform is "exclusive" or "limited," focus on asking questions about adoption and usability. Questions to Ask on Usability: How do you all help ensure that my agents have the resources to succeed with your product? What kind of staff do you employ to focus on usability of your product? When it comes to leads, focus more on how the leads are generated — typically, it's through Google Ads, Facebook, and Instagram. 3 Questions to Ask on Lead Generation: How are the leads routed to me? What are the costs? What sources are contributing to the prices? Asking these questions can help you make the best decision for your business. #3. Internet Leads Don't Suck, You Might Just Suck at Working Them If you think that internet leads suck, you might just suck at working them. Internet leads are important because everyone looks at listings online nowadays. Besides the traffic potential, internet leads are an incredible way to build your database. Keep in mind the lead funnel. Just because a lead is at the top of the funnel doesn't mean it's bad — you just need to focus on the long-term future. Leveraging technologies and services will help create a system for your follow-up. #4. Commission Compression is the Natural Selection of Real Estate Agents Have you felt the screws tightening on your commission? You need to start evaluating your value proposition if you want to grow and attract talent. Otherwise, you will lose out to online models, and ultimately give those organizations more strength. This will have an impact on your ability to command specific commissions in the future. To compete with the Zillows and Redfins in the market, you need to be able to attract top talent. Evaluate your value proposition as an organization: What does onboarding look like? What kind of tools am I providing to help new agents succeed? #5. Zillow Isn't Going Anywhere Zillow's advertising budgets are astronomical, they dominate real estate SEO, and they have a 23.9 billion market cap. Consumers aren't just going to stop leaning on Zillow. If Zillow is a concerning competitor, all you need to do is level the playing field. Create an amazing consumer experience. Be an incredible source of local real estate knowledge to become indispensable. Have your own branded consumer app. Provide convenience, speed, and white-glove service. Work with leading technologies To view the original article, visit the BoomTown blog.

Redfin Launches New Feature for Homebuyers to House Hunt Together While on a FaceTime Call
Redfin announced that homebuyers using the Redfin app can now house-hunt with their friends, family or real estate agent while using FaceTime. This comes as Redfin adds support for SharePlay, a set of features that make it possible for iPhone and iPad users to share experiences completely in sync while on a FaceTime call. The new experience is available through the Redfin app on iPhone and iPad devices running iOS 15.1 and iPadOS 15.1 or later. "The ability to house-hunt with family members or your agent at any given moment, no matter where any of you are physically, is a game-changer," said Redfin Chief Technology Officer Bridget Frey. "In a market where one-third of homes accept an offer within a week of listing, buyers need to make decisions quickly about what homes they want to tour. Until now, there hasn't been an elegant way to have this kind of shared virtual home search experience on-the-go." To get started, homebuyers on a FaceTime call can open the Redfin app and use SharePlay to search for homes and browse listings together. When someone shares their search with the other callers, the filters they're using, along with the map, homes and photos they look at, will sync to everyone's devices. Throughout the FaceTime call, when anyone finds a new home they want the others to see, they can share it with the group with the touch of a button. "When a home hits the market, being one of the first people to discover and tour it gives you a competitive advantage," says Seattle Redfin Agent Shoshana Godwin. "There aren't enough homes for sale, and the good ones fly off the shelves. If I can make a quick decision on a FaceTime call with my client about whether it's worth their time to tour a home, we can book a tour and make an offer before other buyers beat us to it." Redfin app users can start a home search while on a FaceTime call today by updating to the latest version of the Redfin app in the App Store and confirming that their iPhone is running iOS 15.1 or their iPad is running iPadOS 15.1. To download the Redfin iPhone or iPad app, visit the App Store.

Learning Communications from Compass
No doubt that Compass has had a significant impact on how real estate brokerages compete. Compass grew by communicating to agents that they invest in the future of their profession by investing in technology. The point of this article is to demonstrate how a brokerage technology communication strategy is as important as the technology itself. Investing in Technology At conferences, I hear competing brokers complain about Compass technology. They say, "Compass does not have any technology that we do not have." In a sense, those brokers are right—the average agent uses eleven different software platforms just to do their day-to-day job. What Compass offers is a platform, a one-stop-shop that combines all these tools and is designed with agents in mind. National firms or even multi-state regional firms understand the investment that it takes to build and maintain a national brokerage platform, and we all know that Compass has the money to make this investment. It is insanely hard because real estate is operationally different across America. If you compare and contrast any two brokers for their tech stack, you learn that they all have strengths and weaknesses. I stand by my belief that technology does not sell real estate, agents do. And the best technology in real estate is the technology that you use. It is the relationship between the software and the user that makes all of the difference. Excellence is driven by communication and Compass seems to be communicating with its agents while they build out their technology platform. I saw this press release come out on July 1: Compass Launches AI-Powered Video Studio. I do not know if Compass built Video Studio or licensed it; it does not matter. The headline screams "technology innovator" and they wisely add AI for artificial intelligence. Most people do not know what buzzwords like artificial intelligence or machine learning are, but it sounds high tech and supports the mission of Compass to define their brand with advanced technology; it also seems to be working. If you look at Compass's most recent earnings call, it shows that their agents are outpacing this already hot market. Creating automated marketing videos for listings has been around for at least seven years. I recall writing about it when Imprev launched it. MoxiWorks purchased Imprev and the product is now called MoxiImpress. I believe that RE/MAX, Realogy, and plenty of others have had this feature since the launch—probably 35% to 50% of agents have access to AI powered video for marketing listings. MoxiWorks is not alone with this competing technology. Property Panorama has been making property videos forever, so has Back at You Media, and Amarki—in addition to every professional photographer with a virtual tour application, and so many others. It is easy to build the video template and data tag it with RESO standard fields to use machines to build the videos. Here is an examples of a MoxiImpress video: NextHome Joe Skousen of Inside Real Estate recently told me that they have found a step even better than an agent simply just taking a few pics and doing it on their phone. The auto-creation from the pictures and turning it into a branded YouTube with strong, automatic distribution channels and so on, is where the key to success is. It gets the video, but immediately generates numerous views, traffic, and interest. Here are a couple examples: If you are a CoreLogic MLS user, perhaps the most modern solution is from HomeVisit—which is integrated into Matrix and Realist. Not sure if it is available in every market, but I would expect it to be soon. Sure, Compass did a really nice job of building out this technology. They have great brand management and style guides that allow their brand to pop across all media, including video. It looks really nice. What Compass executed better than others is the communication of the technology and the value to their agents. And considering how many agents are joining Compass, it looks like agents are listening. From the press release: Compass agent testimonials from the Listing Presentation in Marketing Center beta test include: "The first time I used Video Studio, I was floored at how quickly and easily it created a custom video. When I'm in a rush, I can create a great listing video in under a minute, but when I have more time I have the ability to edit the video further." — Denise Bongiovanni, Agent, Compass New York "We love that in just a few clicks, we can have a sleek, modern listing video that matches our style and brand." — Brian and Jason Knox, Agents, Compass Florida "Video Studio automatically populates room descriptions, which saves me so much time. And the ability to immediately push the video to my network as a digital ad is a game-changer." — Michael K. Davis, Agent, Compass New York Compass helps agents grow their businesses, serve more clients, save time, and stand out as valued, trusted and professional advisors in their markets. During the first quarter of 2021 Compass had revenue of $1.1 billion, an 80% increase from Q1 2020. While the U.S. residential real estate market grew transactions by 14% in Q1, Compass grew Total Transactions by 67%.1 Compass is home to nearly 21,000 agents operating in over 50 markets in the U.S. In 2020, Compass agents assisted home sellers and buyers to transact approximately $152 billion in residential real estate. With 4% of the U.S. market, Compass is the largest independent real estate brokerage by Gross Transaction Value. Winning with communications! I was at the Gathering of Eagles conference speaking with a brokerage who was concerned about Compass coming into their market. The broker told me about the Compass technology platform and asked what they need to do to compete. Sadly, the broker/owner had a better grasp on Compass technology than the technology that they provide to their own agents. That broker studied Compass technology more than they study their own. Compass is winning the technology battle with communications more than technology. They blow their horns clearly and constantly. That is what makes them a great competitor. To view the original article, visit the WAV Group blog.

Does Your Website Have a Newsroom? It Should
One of any organization's core public relations strategies is the creation and dissemination of your story. Every company has a story. What makes you different? Better? Stand out? Memorable? And once you nail your story, you need to tell your story. You must share your story and publicize it to maximize its reach. For your story to grow until everyone who needs to know your story knows it, you have to make your story highly accessible. From a public relations perspective, that means making sure that journalists have access to the information they need to learn about your organization and the people who run it. One of the most important pieces to accomplish this also is one that is often neglected: the creation and curation of a newsroom on your organization's website.

Research-Powered Communication Is Rocket Fuel for Marketing
In our last blog article, WAV Group PR and Communications Strategist Myra Jolivet distinguishes between marketing and public relations tactics. Magnetic PR storytelling elevates your voice and supplements your competitive edge. While communications plans do not need to be complex or expensive, they do need to be laser targeted to specific audiences with a resounding message. The hardest part is serving the demands of your market segment by delivering newsworthy advances in innovation.

The Art of the Quote in a News Release
News releases remain a useful tool for public relations programs. The value of a news release does not come from search engine optimization, clicks on your website, or direct sales that result from its publication. The real value of a news release comes from helping you tell your story told the way you want it told. News releases help frame and shape your story--whether it is the announcement of a new product or service or the acquisition of a company or new talent. Most importantly, the words you choose, once used by others, can keep your story consistent and clear.

Office Safety: Dealing with Angry Visitors, Part 4
Over the past month, we've been showing you what to do when an agitated person visits your brokerage, MLS, or association office. Today, our series wraps up with the final steps you need to take to deescalate a tense situation. Watch the video above to learn: How to guide an agitated person to a resolution by offering them options Why it's important to stress the consequences of each option Why respect and validation are crucial—and why ultimatums never work Sample scripts for offering options and validating their choice Need to catch up on this rest of this series? Check out parts one, two, and three here.

Office Safety: Dealing with Angry Visitors, Part 2
When an agitated visitor comes into your office, it's better to be proactive than reactive. If you can identify an angry person as they approach, you can prepare yourself to de-escalate the situation--and keep you and those in your office safe. How can you do that? In this week's episode of "Real Answers," we'll show you exactly what to look for. Watch the video above to learn: The physical signs of an agitated person Why you need to lead the de-escalation process, not the visitor The body language to display to better calm a person--and the physical stances to NEVER take in a tense situation Want to learn more? Check out part one of this series, where we showed you what NOT to do when an angry person visits your brokerage, association, or MLS office. Next week: The verbal strategy to use to defray a tense situation.

Friday Freebie: Intranet for Brokerages and Teams That Outlasts COVID-19
If you're like most brokerages or real estate teams, the coronavirus pandemic has changed how you communicate with your agents. But though we all must physically be apart right now, you can still build community and stay connected via technology. One of the more encouraging things to come out of this pandemic is how the real estate community has come together to support each other. Several real estate technology vendors are waiving their subscription fees to existing customers for the duration of the crisis. Others, as you'll see in this Friday Freebie, are giving new users free access to their products… forever.

Safe Selling: New Listing? Here's Why Agents Should Meet the Neighbors
Did you know that there are certain neighborhood and property features that scare off predators? It's true, and in this week's Safe Selling episode, you'll find out what those are. They say information is power, and the more your agents know about the neighborhood their listing is in, the safer they and other agents will be. So, brokers, encourage your agents to knock on doors and meet the neighbors of their new listing. (And, bonus, it's a good way to find potential new business!) Watch the video above to learn: What you should find out about a neighborhood Which neighborhood/property features scare off predators How to seamlessly incorporate the information you've learned into conversation with a prospect What to listen for in a conversation that signals that you may be dealing with a predator Why you should always input the information you've learned about the neighborhood into the showing notes field of your MLS. Next: Learn how you can use the showing appointment time to establish power and control.

Safe Selling: How to Spot Dangerous Red Flags Over the Phone
As a broker, have your agents ever commented that they felt 'funny' when talking to a new prospect? Don't brush off their concerns--that may be their intuition warning them that a prospect is not who they seem to be. Instead, share this video on 'active listening' and the red flags that can warn agents that something is off with a prospect—before they ever meet them in person. Watch this week's 'Safe Selling' video to learn: What active listening is, and how to use it with prospects How to tell a legitimate buyer from a suspicious prospect The 'onion peeling process' of drilling down into what a prospect says and looking for inconsistencies Why inconsistencies in what a prospect tells you are a red flag And, bonus, while active listening can help you weed out shady prospects, it can also help you gain a deeper understanding of what real buyers need! Stay tuned until next week when we'll explore why meeting a new prospect in your office and copying their license is a safety myth.    

Safe Selling: How to Avoid Marketing Language That Attracts Predators
Do your brokerage's agents project power in their marketing? It can make the difference between turning off a predator and catching their eye. As we've learned previously, predators often choose their next victim on the internet. Last week, we talked about how agents can use their headshots to project strength and repel a potential attacker. But did you know something as subtle as the language used in agents' marketing can also influence a predator? Predators look for easy targets—those they deem weak or subservient. As with headshots, agents can subconsciously project strength or weakness via the language they use. What kind of language are your agents using? Watch this week's 'Safe Selling' video to learn: The word you should NEVER use in your real estate marketing The phrase you should use instead Why strong language will attract more business while deterring dangerous criminals Tune in next week when we'll dive deeper into how agents can market online while protecting themselves from criminals.

Real Estate Journalists Heading to Austin
For more than 50 years, the National Association of Real Estate Editors (NAREE) has met three times a year to hold journalism conferences. Of all the events that WAV Group Communications attends, none pack more value into a few days than NAREE. The peer exchange is unmatched in our business. If you are not familiar with NAREE and you do corporate communications, PR, or real estate coverage as a journalist, blogger or author, this is a "must-join" organization. Membership information is here. Their gatherings, coupled with their annual NAREE Network Membership Directory that includes everyone's contact details and profiles, make your membership investment worth every penny. Since 1929, the non-profit NAREE has been a place where real estate writers, editors, columnists, authors, and communicators come together to learn, as well as exchange ideas and best practices and get to know one another better. More than 600 professionals—active (journalists) and Associate members (communicators)—meet three times a year, a winter meeting at the International Builders Show (IBS), a fall meeting typically help during the NAR Annual Convention, and one every spring. This year, the spring conference is in Austin, June 26-29 at the Hyatt Regency Austin on the banks of Lady Bird Lake. Yes, attendees will get a great view of Austin's famous "Bat Bridge." Awesome Austin NAREE was last in Austin almost ten years ago, in 2010. Former NAREE president Shonda Novak wrote the condo explosion in Austin, which has changed the city's skyline since then dramatically—from the 58-story The Independent (nicknamed the Jenga Tower) at the western edge of downtown to the 38-story Northshore, across from the Hyatt. On the docket, Novak reports, is the tallest building yet at 66 stories and to include apartments and office space. Austin is a hotbed of high tech, and it is home to top real estate innovators OJO Labs (AI leader), the Austin Association of Realtors®, and Redfin. This tech drives massive economic growth, impacting real estate on two fronts: the overall market and the significant number of hot real estate related tech startups. In addition to OJO Labs, according to BuiltinAustin hot real estate related tech startups include Opcity, Homads, ListingSpark, Rabbet (construction), RealHQ (Agent Pronto), RentHub, RealMassive (CRE), RealSavvy, REThink CRM, TenantCloud, and Turnkey Vacation Rentals. I love going to Austin—despite the horrific traffic to and from the airport during rush hour. Like its famous music scene, the food scene also rocks. My two top shares: Clay Pit for Indian food and Franklin's for BBQ (worth the wait and reopened a year and a half ago after a fire closed it for several months). NAREE Line-up The tentative NAREE Spring Conference agenda is online and will be updated as we get closer. The highlight for me comes Friday afternoon—the "Meet the Press" function. It's speed dating with reporters. NAREE attracts the "Who's Who" of reporters who cover real estate. Name a top US news publication or real estate trade and they are likely to have someone in attendance—or even several folks. NAR gives a Midyear Economic Forecast, and we typically get insight into cutting-edge firms. My colleague, WAV Group founding partner Marilyn Wilson, will be helping out on one of those panels. The annual NAREE Awards will be Friday night—honoring top reporting and now in its 69th year! The social aspect built into the spring conference makes it the most special NAREE event of the year and an excellent opportunity for newcomers. Wednesday and Thursday evenings, the NAREE current president hosts a hospitality suite with an open bar and delectable treats. Because of generous sponsors, there's often a giveaway item (or two) that you won't toss away but use. Bottom line: if you work with real estate journalists or are one, join NAREE and we'll see you in Austin at the end of the month! To view the original article, visit the WAV Group blog.

Office Safety: Dealing with Angry Visitors, Part 3
So now you know the first two steps (see parts one and two) in dealing with an agitated person who visits your real estate office. You're aware of how to identify an angry person from a distance, and the non-verbal tricks that can help you de-escalate the situation. Now, let's talk about verbal strategy. What do you say to an upset individual to defray a tense situation? Watch this week's episode of "Real Answers" to find out. In the video above, you'll learn: Why validation is key to calming an agitated visitor Sample scripts for validating their feelings Why you need the person to be calm and rational, and how to get them there Next week, we'll explore the next steps in defusing the situation with your upset office visitor. Stay tuned!  

Office Safety: Dealing with Angry Visitors
For weeks, we've been sharing strategies that agents can use when faced with an agitated squatter. But what happens when the agitated person is a member of the public--and they're in your office? In this week's episode of Real Answers, brokerages, MLSs and associations will learn what NOT to do when an upset individual enters their office and makes a scene or starts a confrontation. This episode is the first in a series of four that looks at how to handle this potentially dangerous scenario. Tune in next week to learn what TO DO when confronted by an angry person in your office!    

3 Uses for Microsoft Teams in Picking Up the Slack
For the past couple of years, almost everyone I knew used Slack for team collaboration. It was a powerful tool with tons of integrations with other applications and platforms. Slack's infusion of a new round of funding at $427 million last summer revealed some impressive stats. Slack reported that they had over 8 million daily active users with over 70,000 paid teams. Enter Microsoft Teams. Microsoft Teams wrangled its way into the collaborative chat market. Below are three ways that Microsoft Teams can make your real estate company more efficient through collaboration and transparency.

Upping Your Game with Real Estate Investor Content
What is so different about real estate investor website content? It's not as much about different topics as it is about a higher level of content treatment. Don't get offended, but some real estate investors are spending more hours in educating themselves each year than your Continuing Education requirements. They're using their money for courses and taking on risk, and the successful investors are constantly bulking up their knowledge base to reduce risk and increase profits. Do you really want to work with real estate investors? Perhaps you're busy enough that you don't have to. However, if you would like to build a client base of buyers and sellers who need very little hand-holding and bring you repeat business, then investors are desirable. Here are real estate website content hints to help you build an investor client niche.

Great PR Begins with Great Storytelling
What makes the difference between a good public relations campaign and a great public relations campaign? It's the story. If you don't have a great story to tell, you won't have great PR. It's that simple. The truth is, after three decades in this industry, most of the PR I witness is mediocre. Why? Because the stories are mediocre. I don't know if the companies or the products are just outright dull or the professional crafting the stories didn't work hard enough, but too much of what I read and see being done in PR today is milquetoast. And unfortunately, a lot of PR today that is being practiced is awful.

What's the Best Way to Announce Leadership Changes?
The real estate industry is undergoing a massive transition in leadership. Top executives who have run major real estate brokerages, associations and MLSs for decades are heading for retirement. Moreover, at the beginning of any new year comes a flurry of new leadership announcements. What's the best way, from a public relations perspective, to announce a major leadership change?

4 Types of Content Real Estate Pros Need to Use
What does your real estate content say about your business and brand? While you don't have to be a writing expert to create an excellent blog post, it's important to make sure that your content represents the best elements of your brand. That requires creating content that demonstrates your expertise, speaks to the needs of your audience, and takes advantage of trends geared specifically toward real estate clients. Creating different types of content allows you to connect with different segments of your audience, and keeps people coming back to see what you'll create next. Today, we're going to take a closer look at four types of content that are essential for marketing your real estate business.

How to Differentiate Your Content Between Social Media Channels
The number of social media users worldwide is estimated to reach an excess of 2.77 billion by 2019, so if you aren't currently incorporating it into your marketing efforts, you're going to want to start – ASAP. Not only does it give you access to this booming population of users and potential clients, but it also allows you to do so without breaking the bank, a major plus for any business. Although it is becoming a widely used marketing tactic, many professionals are spending valuable time posting on various social media channels while failing to generate the levels of ROI they are searching for.

Talking Your Way to Better Real Estate SEO
Weren't you proud when you learned something about SEO, or Search Engine Optimization? You learned about keywords, key phrases, and terms like "long tail." All of those articles and classes about the META content on your site and how to create effective titles and descriptions for SEO has helped you along the way. Well, we're popping your bubble now! First, getting on the first page of Google desktop searches has become very difficult just using the key phrases strategies. The big players like Zillow and Realtor.com are occupying a lot of first-page real estate, pun intended. That's the not-so-good news. But there is some great news too. How would you like to pop to the top for real estate SEO on the ever-growing number of mobile searches?

How to Create Content That Makes You Stand Out
The secret's out – content marketing works. So well in fact, that virtually everyone seems to have hopped on the content marketing train in some way, shape or form, meaning the amount of content floating around the online universe is exploding at rates that are tough to keep up with. For instance, within the minute that you spent clicking on the link to this article and reading the first sentence alone, 350,000 tweets were sent. By the end of today, 95 million new pictures and videos will be posted on Instagram. By the end of this month, 79.7 million new WordPress blog posts will be published. Have I scared you away from ever practicing content marketing? No? Good.

Working Your Real Estate Vendors and Lenders for Content
Where to get real estate website content is a question asked often in the search engines. You may be able to write some or even all of your content when it comes to ability, grammar, and spelling. Or, maybe you have someone to edit what you write. Before you spend money for content that often isn't of high quality, think about what your vendor and business contact partners can provide for you free--and gladly do it.

The Emergence of Dark Social
I was starting to hit my stride helping companies integrate social media into their public relations programs when I was mugged by Dark Social. If you are not familiar with the term Dark Social, I wasn't either, until recently. At first, I thought Dark Social was somehow related to the Dark Web. Fortunately, I was wrong. Dark Social are those communications methods that involve direct communications with people so they are "social." But unlike social media, they are not out in the open. Thus they are "dark." This includes email, text and chat apps. The other reason it is called Dark Social: these communications methods are almost impossible to monitor. Website analytics or any dashboard can't measure it.

Less Is More When It Comes to Your Corporate Boilerplate
Companies spend a lot of time and money focusing on their elevator pitch. As a PR professional, I can appreciate that and endorse the value of a key, succinct message to describe your company. My guess is so much focus has been placed on a strong elevator pitch because it's highly valued when a firm is out raising capital. I just wished more folks paid attention to their boilerplates.

The Most Dangerous Words in the English Language
Always. Never. Every. Everyone. Everybody. All. Must. These are some of the most dangerous words in our vocabulary. For writers and speakers, as my nephew in Alabama would say, these words are as about as useful as a steering wheel on a mule. That's because these words are typically perceived to be an exaggeration.

Registration Marks Do Not Belong in News Releases
Allow me to share a professional rant. We have to stop listening to the lawyers on this one. Companies are habitually adding registration marks to their news releases. I confess. I have more than one client that requires them. But I have to stop, raise my hand and ask one question. Why? The answer I hear is that it is "required" for trademark, service mark, or membership mark protection. It's a registered word, and we own it. We have to protect our ownership, so put the damn circle "R" at the end of the name. End of story. But it is not. The most significant takeaway upfront is this: you will never see a registration mark in the middle of a story in the New York Times, USA Today, Time magazine, or any legitimate print news source. So, what the heck are we doing littering our news releases with them?

Evergreen Content for Websites, Breaking Content for Blogs
How can you generate more leads from your real estate website? One thing goes without saying: without great real estate website content, your lead generation strategies will not be successful. It's a fact, so instead of fighting it, just fix it with valuable evergreen content. What is evergreen content? As with trees, it's content that's green (relevant) year-round forever. It's not content that is specific to a date or dated event unless it's in a form that discusses a regularly scheduled event. Even then, the content should stick to what's relevant every time the event happens. Think about the value of internet content over time. You write an article, let's say about title insurance, and someone reads it years later. If it's still valid and informative, it's going to be just as valuable to your site and lead generation at that time. Your blog is where you can create more time-sensitive content, such as announcements of zoning changes, special events, etc.

Effective PR Means One Message Does Not Fit All Audiences
Too often public relations activities rely on the "spray and pray" method these days. It's just too easy. First, there's the availability of cheap digital newswire services to blast out a news release for a few hundred dollars or less. If you want to get some quick online news cover and links to post to social media, it's just a few clicks away. Second, creating email lists of reporters and bloggers has never been more accessible. So much so, I would venture to guess reporters are suffering from unsubscribing fatigue. The cause may be that too many people who call themselves PR pros are either lazy or just don't understand one of the key tenets of effective PR: the medium, the message, and the target audience must match.

Great PR Begins First and Foremost with Understanding the Media
For the last few weeks, I have been wearing the hat of a reporter. All I can say to the journalists whom I have worked with over the last couple of dozen years: I now feel your pain when it comes to unsolicited pitches from PR people. Moreover, I apologize on behalf of seasoned PR pros who would be as disappointed from this experience as I am. I now understand why many of you treat me with immediate suspicion and even an attitude of disdain if you have never worked with me before. It appears my chosen profession is still often, well, very unprofessional. It all comes down to one simple PR 101 lesson that I have found hardly any PR person whom I have interacted with recently follows: know the publication you are contacting BEFORE you pitch them a story, invite them to your press conference, or ask them to interview your CEO. Let me explain how I discovered this revelation.

3 Tips for Writing Great Real Estate Content
Whether you're an experienced real estate writer or just getting started, you've likely experienced writer's block. You sit down with all of those great ideas you brainstormed, grab a cup of coffee... and then, BAM! You just can't get the right words on the page. The good news is there are plenty of different ways to make your life easier when creating real estate content. Taking the time to learn about content creation, develop your skills, and practice regularly will have you blogging like a pro in no time! Below, our team offers these three tips to help you create great real estate content.

The Ultimate Guide to Email Follow Up
Whether it's for business or for pleasure, following up via email is a timeless to-do for anyone wanting to stay top-of-mind with colleagues and friends. Email follow-ups are key to perpetuate business, especially with the reliance on referrals. With the busyness of our professional and personal lives, keeping in touch – especially with those you don't see on a daily basis – can be difficult, and sometimes we can lose business (and relationships!) because of that. You genuinely care about your clients; but even if you do send an email now and again, it can feel like they blend in with the rest of the emails piling up in their inboxes. However, there are a few easy things you can do to maximize your gain from email follow-ups and to make sure they don't go unnoticed. Here's everything you need to know on how to follow up:

How to Identify, Optimize, and Upcycle Your Best Content
At first glance, real estate seems full of catch-22s. One of these catch-22s is the fact that many real estate pros find themselves too busy working leads to generate leads but need incoming leads to keep business going. That's why time management is such a popular topic in real estate. Managing your time isn't just about time blocking and routines. It's about finding opportunities to accomplish multiple goals with the same time and resources. One way you can do this is by repurposing your old content in new ways.

Real Estate Definitions Handbook for Sales, Marketing and Tech Terminology
If you're a real estate professional in today's digital world, it's crucial that you adopt the technological solutions that are available to you, since we're living in an increasingly technological world. By arming yourself with a knowledge of relevant tech terms and tools, and harnessing the power of these solutions to improve your business, you can make processes simpler and more successful — both for you and your clients. A knowledge of tech terminology can also help ensure you stay on-par (or ahead!) of your competitors. Here are some of the most important terms you should know.

Which Brokerage Intranet Solution is Right for You? (Part 2)
Yesterday, we took a look at the first of two intranet solutions for brokerages. Today, we're highlighting WOLFconnect, an intranet and "front office" platform from our 2017-18 Technology Guide. What is WOLFconnect? WOLFconnect is part of Lone Wolf's Complete Enterprise Solution, a full service brokerage platform that includes back office, accounting, website management, transaction management, and more. While WOLFconnect can stand alone, it is arguably more powerful when connected to the rest of the suite. WOLFconnect itself is a modular solution that offers five different modules that brokerages can purchase as suits their needs:

3 Powerful Tools for Communicating Your Brand
To become a successful brokerage and Local Market Master, your brand needs to be consistently shared with your ideal audience in a variety of different places and ways. Three of the most powerful digital promotional and marketing tools that Garry Wise, co-founder of GoodLife Luxury and The Paperless Agent, and his team use to promote their brand message are: Facebook Google My Business Yelp This list is by no means exhaustive, but each tool listed above has a set of advantages and unique features, has a wide market reach, and is being developed to help businesses reach customers. By creating a local brand message you are able to: Give your customers a clear message of what you offer them; Show your customers how you are different and superior to others in the marketplace; Use to evaluate your marketing for brand consistency. With your local brand message in hand, let's explore the three most powerful tools for communicating your business' brand.

Can You Sell More with Fewer Adjectives?
Among the 25 most commonly used words in real estate listings are descriptive words such as beautiful, spacious, luxury, huge, and must-see. Now, there's nothing wrong with these words. Consumers are familiar with them. But when it comes to listings, is familiarity a good thing? Home shopping is a frustrating experience. Listing after listing, picture after picture, consumers develop shopping fatigue. My theory is that listing descriptions can be a factor in this fatigue. Adjectives make listings vague and unclear. As a result, listings look the same during the home shopping experience—regardless of what they contain. Wordy listings full of adjectives and irrelevant information can take 30 percent longer to sell.

9 Tips to Improve Your Email Writing Skills
As a real estate professional, you could be handling countless numbers of emails every single day. These tips aim to help you write better, stronger messages. Why Email Writing Is Important It's not uncommon for email to be your primary method of communicating with your clients and other businesses. Yet there are many problems that can accompany this written form of communication. As it turns out, there are many people that are unaware of how to effectively write an email to have the effects they desire.

Manners, Please: The Best Way to Say 'Thank You' (Plus BONUS Email Templates)
This isn't the first time we've covered the thank you topic. Saying 'thank you' never goes out of style and we're always finding new ways to tell our network and customers thank you. Saying "please" and "thank you" were among the first manners that we all learned when we were children. It goes without saying, but expressing gratitude goes far beyond thanking our teachers, parents, and friends when we were kids. As we've grown up, saying "thank you" has taken on an even bigger role – especially in the business world. According to a 2014 survey by Ask Your Target Market, "81 percent of respondents agree that sending thank you notes is an important way to show appreciation." But it doesn't stop there. In addition to being polite and showing appreciation, saying "thank you" has a lot of other positive benefits both personally and professionally. According to Psychology Today, expressing gratitude has various benefits from growing new relationships to improving psychological health. So, if you are part of the 14 percent of people that say they never send "thank you" notes, it's about time you jump on the bandwagon. Take a look at our tips on the best way to say thank you and become a "thank you" expert: 1. Keep it short Everyone appreciates the effort that you go through to thank them because it makes them feel valued; however, it doesn't need to ramble on. Rambling is one of the most annoying email habits (check out 10 Email Habits that Annoy Your Customers to see what else is irritating your customers) so it's important to keep it short and sweet to truly make an impact.

What Real Estate Pros Should Know About Private Communications During a Showing
Those glued to HGTV well know the benefits of bugging a home with hidden cameras and listening devices during a showing. Opening the eyes of sellers and agents, these devices can point to overlooked or ignored strengths and weaknesses, making real estate selling a much easier endeavor. In the private sector, however, bugging could set you up for some ethical and legal pitfalls. Buggy benefits Bugs can give you timely, clear, honest feedback – the kind you're not likely to get from buyer's agents. Pricing feedback. Staging advice. Unappealing features (you know, the ones you've been nagging your sellers about for months). But while bugging can bring to light ways a home can be improved to boost mass market appeal, they can also reveal details that present ethical dilemmas. Bug bites What if you overheard a potential buyer touting their willingness to go over-and-above listing price for a home – but they later submitted an offer less than asking price? Would it be ethical to use this knowledge in negotiations? Turns out, just because you need or simply want this feedback doesn't make it legal.

All of a Sudden the Future is Real: Are You Ready?
You go to a café, order a drink and sit down. You start working on your laptop. Your phone buzzes with emails, texts. You're connected to the office. Confident in your technology. But as you look around, you notice things. The barista has a sleek pink Fitbit, the new version. Every step she takes to the carafe and back sends her fitness metrics to the cloud and then to her own personalized tracking site. The front 'cash' rings in eTransfers with an iPad. Even if you wanted to pay cash, they probably don't have any change on hand. The café's music is voice-activated, run by Bluetooth through Amazon Echo. No wires. No worries. A gentleman leaving the café wears a digital watch. He communicates through the watch by tapping it. He gets to the parking lot, hops into a Tesla and reverses effortlessly out of his parking space. You wouldn't have even known his car was on for the lack of an engine noise! You look back at your tech and shiver.

Action Words That Generate Responses
We've all been there, sitting at our desks, writing an email or a communication for work and wondering if we're potentially using words that could keep people from opening our email or could also positively influence them as they read it. There's a reason there's plenty of articles out there that tackle this exact conundrum of determining the best words for generating a response from your contacts. Since its birth in 1991, the world wide web grows everyday. The internet, as of January 2017, has over 4.78 billion registered web pages and over 3.48 billion users. The email realm is even greater: by the end of 2017, it is estimated that there will be 4.9 billion email accounts with over 206 billion sent daily. The sheer size and scope of content available is daunting to any blogger or marketer trying to build, but there are methods on how to capitalize on the audience size the internet provides: call to action words. Call-to-action words, CTAs, are not just verbs, but rather words that will provoke responses. CTAs can be placed in blog titles, email subjects, and advertisements links, and they increase the likelihood of grabbing attention from cold leads, or people who may not have heard of you, your website, company, or brand. MarketingExperiments, an Internet-based research lab that specializes in optimizing sales and marketing processes, has found that CTAs can increase clicks by upwards of 110 percent. In the content world, language plays such a big role that it cannot be ignored; our customers must be convinced to respond. In the IoT – the internet of things – persuasion is the only way to appeal and gather popularity and recognition. In short, action words are the words that have more persuasive power than other vocabulary. After research and experimentation, we at Contactually found that these five action words and phrases are the most powerful in provoking responses and fostering genuine relationships in the wide world of Internet and email communications. Action words that generate responses: Check out One of the most common yet most persuasive CTAs out there. It invites people in a suggestive and welcoming way, rather than an aggressive one that could spur people away. Modern phrases are more informal, and they are growing in popularity because they work so well with the growing younger generations. Typical words to replace with "check out" are command words, such as "watch now," "click here," and "read this." This CTA is a friendlier command, and surely it will get more people to check it out.

How to Reinvigorate a Past Relationship
The "Big Idea" behind relationship marketing is that staying engaged with key relationships puts you at a strategic advantage for your current business efforts and the task at hand. By consistently following up, keeping these relationships warm, and adding value, we are able to nurture new, repeat, and referral business opportunities. One of the hardest parts of this, however, is that pesky little word consistently. As much as we try: There are people who we forget about. There are people who we worked with at one point, then moved on. There are introductions we never followed up on, in-person meetings we never kept track of, etc. Bottom line, there are people in our past network that we rediscover the importance of. We all know that feeling – for whatever reason or another, you find yourself staring at a contact record for someone who you haven't spoken to in two or three years. If only I had stayed in touch! How to revive your past relationships: I could let your overwhelming guilt and shame invigorate your desire to make sure that you don't repeat your mistake again, but I'd rather provide a little bit more value to you. We see a relationship where our mindshare is completely exhausted – but how do we reconnect with them? Let's dive in.