Real Estate has been dominated in recent years by the typical demographic. A sales person between the age of 48-54 with at least 10 years experience. At what point, should the Agents begin embracing the new wave of Realtors? YPN (Young Professional Network) has been doing its part for the Real Estate industry to invite these upstarts into its club. But we have yet to see mentoring truly take place. There are 3 essentials to great Real Estate mentoring that every one must seek…

I was fortunate in that I grew up in a family business. I still remember getting my Real Estate license at the age of 18. Between College semesters at Carson-Newman College I would sell homes in Northern Virginia. When I started out I knew enough to be dangerous but I learned and was mentored by my mother Vicki Nellis, one of the top Real Estate agents in Re/Max and Northern Virginia and my father, Jim Nellis a licensed Appraiser. I remember when I was young I wanted to do it all “on my own”. I actually did not want to be seen as “riding coattails”…

Mentoring in Real Estate

I now know that was foolish. I will embrace any coattail or mentoring I can find from those that are experienced and can offer a new perspective in Real Estate. I have had some incredible learning experiences at the National Association of Realtors Annual Meetings and through some international Real Estate Groups: CyberStars with Brad Korn & StarPower with Alex Charfen. It is essential for any Realtor whether 1 year in the business or 15 years to continually reinvent themselves and stay in tune with the market and competition. By seeking out the 3 essentials of mentoring this can take place:

Mentoring Essential 1: Seek out a Mentor.

This seems to be an easy step but is normally the one that paralyzes so many. Many Realtors believe they can simply learn it on their own or don’t need help. After 15 years in Real Estate, I understand the value of one-on-one mentoring with Realtors outside of my own area. There are at least 5 Realtors that I hold in high esteem that at the drop of a hat I could call them and get answers to questions. Do you have that as part of your counsel? It starts with the first Mentor that you seek out. Seek with these things in mind:

Seek out a Mentor that is successful and where you want to be in life…

Seek out a Mentor that has skills you want to develop…

Seek out a Mentor that works in a similar price point/sales price

Mentoring Essential 2: Define your Mentor Relationship

This is a huge part of the equation. So many friendships/relationships have been ruined with unmet expectations. Rules, time frames and work should be established by all parties involved. Some questions to think about before you begin the relationship:

How long will this process take? (I normally suggest 6 month maximum because you can always extend if needed)

Are you working on a specific project/goal?

How can this Mentor help you? What skills do you need to develop or enhance? (Have these written out ahead of time)

Mentoring Essential 3: Homework is a MUST

I know so many of us hate homework and every day are happy that we don’t have tests and projects that are due next week. But you must start embracing the idea of accomplishing both small and big tasks with your mentor.

Realistic Goal Setting is essential and is a way that you and your Mentor can enjoy the process and work together. As you check off tasks/accomplishments the relationship will deepen and so will the passion of seeing you succeed to even higher heights.

Every Mentor wants to feel that they are giving of themselves for the greater good… In Real Estate Mentoring it is to develop you as a better Realtor and increase the professionalism of their industry. Happy Seeking!!

Many small business owners are concerned that by their clients or consumers seeing that they are not “in town” they could lose business. You do have an option to keep it private from certain groups or friends when you comment on your profile page.

Here is a screen shot of what it will look like:

Facebook Comment Privacy Option

As you start to type in your new comment you will see a deadbolt or lock icon to the bottom right of the comment bar. Click on it and then select the option: Customize. You will then see the above screen appear. Type in the friends or lists that you want to “hide” it from.

Next time you are out of town or would like for only certain friends to see your comments use the privacy section located next to your new comment.

For more tips on Facebook and how to use Social Fusion purchase the e-Book today at SOCIAL FUSION

Skinning is the process of overlaying a branded image, logo or advertisement over a social sphere or website. The majority of social spheres: Facebook, Twitter & YouTube allow you to skin their spheres. Posterous, WordPress Websites & the majority of template websites also allow for you to skin the home pages. When you skin a social sphere or website you now create a “landing page” or “portal page”.

A landing page is meant to be a modern day billboard. Rather than sending all the traffic to the free site like twitpic and advertising their website you show off your connection points and have these new consumers land on your other profiles and/or website. A landing page is limited in that it is a billboard style so that the consumer can not go directly to your other pages or spheres without opening a new window.

A portal page however, gives you that advantage. The portal page is simply defined as a skin that sends consumers to the different links and pages you want them to go- with one-click they land on a company’s product page, purchase page or even ancillary products and information. We are starting to see the BIG companies invest 6-7 figures into their social media marketing and skinning approach. Facebook business pages are a great example of skinning the sphere with a portal page. Below is a screen shot of Harley Davidson’s portal page. It can also be found at Harley-Davidson:

Harley Davidson Portal Skin

Each of these icons direct you to a new website or page on Harley Davidson’s site or an affiliate. Imagine the amount of traffic you can begin attracting to your site through a social sphere skin. Your skin must engage the consumer and one of the best ways is through icons/images that are on a portal page. Not all social spheres allow for skinning nor a portal page. GetSkinned is a company that can help you with branding your image online and creating your own landing & portal pages so that you do not lose the necessary web traffic when consumers find you online.

If you watch any TV- especially commercials 2 out of 5 will reference their Facebook Business page which is of course already skinned. I was watching TV the other day and saw a Honda Ad- at the end they referenced NOT Honda.com rather www.Facebook.com/Honda – They get it – they understand where the consumers are already communicating, shopping and dreaming. They along with hundreds of other companies are starting to embrace the modern era of advertising… Don’t be left behind. GetSkinned today…

Honda Facebook Skin

Skinning is the process of overlaying a branded image, logo or advertisement over a social sphere or website. The majority of social spheres: Facebook, Twitter & YouTube allow you to skin their spheres. Posterous, WordPress Websites & the majority of template websites also allow for you to skin the home pages. When you skin a social sphere or website you now create a “landing page” or “portal page”.

A landing page is meant to be a modern day billboard. Rather than sending all the traffic to the free site like twitpic and advertising their website you show off your connection points and have these new consumers land on your other profiles and/or website. A landing page is limited in that it is a billboard style so that the consumer can not go directly to your other pages or spheres without opening a new window.

A portal page however, gives you that advantage. The portal page is simply defined as a skin that sends consumers to the different links and pages you want them to go- with one-click they land on a company’s product page, purchase page or even ancillary products and information. We are starting to see the BIG companies invest 6-7 figures into their social media marketing and skinning approach. Facebook business pages are a great example of skinning the sphere with a portal page. Below is a screen shot of Harley Davidson’s portal page. It can also be found at Harley-Davidson:

Harley Davidson Portal Skin

Each of these icons direct you to a new website or page on Harley Davidson’s site or an affiliate. Imagine the amount of traffic you can begin attracting to your site through a social sphere skin. Your skin must engage the consumer and one of the best ways is through icons/images that are on a portal page. Not all social spheres allow for skinning nor a portal page. GetSkinned is a company that can help you with branding your image online and creating your own landing & portal pages so that you do not lose the necessary web traffic when consumers find you online.

If you watch any TV- especially commercials 2 out of 5 will reference their Facebook Business page which is of course already skinned. I was watching TV the other day and saw a Honda Ad- at the end they referenced NOT Honda.com rather www.Facebook.com/Honda – They get it – they understand where the consumers are already communicating, shopping and dreaming. They along with hundreds of other companies are starting to embrace the modern era of advertising… Don’t be left behind. GetSkinned today…

Honda Facebook Skin

Nellis: Brian tell me how you got your start with video

Copeland: I was a Communications major at Carson-Newman College and I have been the Director of Marketing & Publishing for companies prior to my launch into Real Estate. So I had a background in marketing and media which first excited me to bring my knowledge of video to my current career.

Nellis: How much money did it cost you to get started with video?

Copeland: I was so poor when I started in a 1 bedroom condo that I did not have the option of a large production company or the big payouts to make a video. My mantra became “do something with nothing.”

Nellis: How long does it take you to create a video?

Copeland: When I first began from pushing the button to record to the final product it ran 4 hours. Now I can do a quality production in under 1 hour.

Nellis: Have you always done the video production yourself?

Copeland: I did at one time hire someone to do it but even after showing him the shortcuts it would still take about 4 hours. So it made more sense for me to simply go back to doing it myself in under 1 hour.

Nellis: How are your videos different than most Realtors that are using video?

Copeland: My videos are part of a unique service that I provide for my clients. Too many times Realtors will call their slideshow of still shots with music a video. That is NOT a video. My clients understand and appreciate the difference that I bring them when I market their home and neighborhood.

Nellis: What do you mean by marketing their neighborhood?

Copeland: The neighborhood is FREE and the home is the investment. Every buyer first buys into the free product, the neighborhood. Once they have settled on the area they want to live in they will the begin to narrow down options for a home. My neighborhood videos allow buyers to know the neighborhoods before ever visiting Nashville.

Nellis: Tell me about an experience with your neighborhood videos and a client

Copeland: I had relocation buyers that came to town that frustrated me at first. The reason is simple they knew too much.

Nellis: What do you mean they knew too much?

Copeland: I started getting upset because every place that I pointed out or mentioned, they KNEW. Finally I asked them if they had been here before and how they knew all of the local spots and communities… They told me “Brian we know all of it because we viewed every video on your site before we came to town.” That is the importance of mastering neighborhood videos for your local area.

Nellis: Where should our readers go to see some of your neighborhood videos?

Copeland: Go to Nashville & Beyond

Nellis: Ok… Let’s talk specifics so people can know what to buy for Video Production. How about the camera itself?

Copeland: When I started out I had a cheap consumer grade Sony Handycam. I am now using the Panasonic DVX-100B. This camera along with all of the extras I purchased ran me approximately $10,000.00 Of course, this is not what I would suggest for most Realtors. You can easily purchase a video camera for under $600.00 that will do the trick. For those that want the next step up it will cost about $1,500-2,000.00

Nellis: WOW, $10,000.00 for a Video Camera and components? How long did it take for you to see the return on that investment?

Copeland: Actually within 3 months I was hired for an exclusive project based on my Videos. A developer/builder found me as result of my video marketing and production. As stated before, for those just starting out I do not recommend buying an expensive camera. Start small…

Nellis: I know some are using FLIP cameras, what do you think about them?

Copeland: The lighting is really more important than the camera. I would recommend going to a higher level than the Flip or the Video Mode on a digital camera. Sony makes great products and I would recommend starting there for your readers.

Nellis: Are there other products needed for a good video?

Copeland: A lavaliere microphone is a must and runs about $300.00 so that you capture great sound when interviewing people in a video- especially for testimonial videos. I would also recommend the SHURE Podcaster which is about $140.00 – this can be used for the narration of the videos.

Nellis: What about music?

Copeland: I would recommend www.MusicBakery.com. There is a download fee. You are always best using generic music and not “hit music”. My advice is to look for royalty free music to use with the videos. I have been blessed because of my Music background I have access to great music I can use for my videos at a fractional cost. Definitely try to leverage musicians in your local area for your videos.

Nellis: How about TIPS for Video once you push the record button?

Copeland: No Movement. I see way too many videos where the Realtor is bouncing through the rooms and causing nausea to set in for the viewer. The best option is to find the optimal place in the room and do not move. Stand in one spot and twist so that the viewer can easily understand context as they watch the video.

Nellis: What about motion?

Copeland: Utilize motion with what is inside the home. In rooms I typically turn on the ceiling fans to create motion. As well in the bathrooms, turn on the faucets and let the water run for the video. Another way to show motion is to start with the camera already ZOOMED in on one element and then ZOOM out to the greater room.

Nellis: Once we have the video done, now what? Where and how do you syndicate your videos?

Copeland: I am a big proponent of WellcomeMat – I put all of my videos on there and then I take the embed code to put the video on my own website. Some consumers can find you on the WellcomeMat site but YouTube is still better for SEO for the video. I also use a great website for mass syndication of videos once you have produced them. The site is Tube Mogul.

Nellis: Brian, thank you for your time and for the quick tips and education on how to do video. I look forward to seeing a higher level of production from all Realtors based on this interview.

If you want to know more about lighting production for videos go to Lighting with Brian Copeland

For more information on Real Estate in the Nashville area go to Brian Copeland Real Estate

Claudette Anderson’s business is completely focused on the internet. Anderson’s company is E-Realty and consists of 15 Realtors. Her individual team consists of 4 Realtors spread throughout the Triangle Area, a Listing Coordinator, Closing Coordinator and Internet Marketer. Anderson has focused on internet marketing since 2001.

Nellis: Claudette we typically focus on Money Lost and Money Found ideas. What would that be for you?

Anderson: Money Lost for most Realtors is not knowing how to convert leads. Our Team’s Money Found is the internet tool from Favorite Agent The most important part of that tool is learning how to convert the leads.

Nellis: Claudette why did you choose Favorite Agent versus all of the other marketing websites?

Anderson: They have a higher lead capture rate than the others. They capture 25-33% of everyone that accesses their gateway and lead capture system.

Nellis: What is a gateway system?

Anderson: The gateway is the portal for consumers to access listings. It is a search friendly IDX site that enables the consumer to save searches in a user friendly format.

Nellis: How many leads do you get a month from the system?

Anderson: It is totally dependent on our marketing budget. Currently we get about 2-3 leads a day. There is a direct correlation between the amount of business we want and the advertising money we spend. Right now I am training a Lead Coordinator to help with the growing leads and business.

Nellis: Tell me about the leads you get every month…

Anderson: Some leads are bogus but you will get that with everything. I have been using Favorite Agent since July 2008 and it has been very successful. We started online marketing with Favorite Agent in August of this year.

Nellis: Most Realtors & readers want to know about ROI. What has been your Return on Investment with this program?

Anderson: Well, I agree with them, anything you do has to be profitable. I pay $120.00 a month to Favorite Agent and then my monthly will depend on our Google marketing budget. We spend roughly $250-300 a month on internet marketing.

Nellis: So, you started advertising in August of 2008 spending approximately $400.00 a month to generate leads from your marketing and favorite agent website what has been the result?

Anderson: We have already generated 12 closings in under 4 months. We have 2 clients under contract and we are actively working with 7 more clients.

Nellis: Wow, that is very impressive. Are there any other tips you could provide to reach numbers like you just stated?

Anderson: The key to it depends on the training of the the Realtor converting the lead. I am putting together a lead conversion system that will come out later in 2009. It will teach Realtors how to have higher success with leads.

Nellis: What are your current conversion rates?

Anderson: If I talk with the lead over the phone I am at 72% If I only use email we are at 61% I will typically do an online presentation or meet with a new lead at a local coffee shop..My favorite destination spot is Stone Wolf Coffee.

Nellis: How can other Realtors avoid the pitfalls of losing possible internet leads?

Anderson: Most Agents give a “sales pitch”- that never works. Realtors need to build trust and credibility. Remember to NEVER pressure the lead. Many consumers are turned off by Realtors that try to sell them a home before understanding their needs.

Nellis: Claudette Anderson, thank you for taking your time to tell others about the success you are having online and some tips on how to increase their effectiveness for today’s consumer in 2009.

This week we highlight a Money Found solution presented by Chantel Ray, a Realtor from Virginia Beach. Chantel’s direct website is Chantel Ray Team

Nellis: Chantel, you mentioned that you had a great solution for connecting with clients during the Holidays. Tell me about your “Santa Calls”

Chantel Ray: James, I wanted to find an alternative to large expenses that accumulate with a big holiday party. I started thinking about what I would want if I was a kid just before Christmas. I would want to give Santa a heads-up…

Nellis: A heads-up? What does that look like?

Chantel Ray: Well, we contacted all of our past clients and asked them to send us the following information…

1. Children’s Names and Ages

2. Pet’s name(s) in the home

3. Birthday of the Child

4. Current Teacher’s name

Nellis: That is quite a list… So who is Santa and how many clients typically respond?

Chantel Ray: We have had a great response. In less than a week we have already had 50 families sign up for our Santa Call. Who is Santa? Santa is actually our contractor/handyman that helps with all of our properties and listings. It has been a great fit and we look forward to hearing from more families as we get closer to Christmas!

Nellis: What was the cost for this program?

Chantel Ray: Cost was right- ZERO… We sent out the notice via email and my contractor is making the calls for free. He is a fabulous Santa! It is the first year we did it and to coin your phrase we view this as a “Money Found” solution for our Team.

Chantel Ray thank you for sharing with all of our Readers how they can provide a fun and great service close to the Holidays to make it a great experience for all involved!! We wish you continued success in Real Estate in Virginia Beach. If you are looking for free school reports in Virginia Beach from Chantel click on School Reports