REALTORreview 速
An e-publication of the Raleigh Regional Association of REALTORS速
2013 PRESIDENT
Asa Fleming Energizes RRAR!
WINTER 2013
REALTOR
RALEIGH REGIONAL ASSOCIATION OF REALTORS®
®
review
WINTER 2013, VOL. 5, NO. 1
features
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RRAR’S BEST DRESSED MALE AND FEMALE TO WIN $150 EACH This contest calls attention to the importance of professional attire and its influence on client trust.
111 Realtors Way, Cary, N.C. 27513 Phone: 919-654-5400; Fax: 919-654-5401 www.rrar.com RRAR OFFICERS Asa Fleming, President Frank DeRonja, Vice President Mollie Owen, President-Elect
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LINKEDIN IS THE ‘IT’ PLACE FOR REAL ESTATE REFERRALS Tap this powerful and easy B2B tool for building a real estate referral database and online credibility.
Harriett Doggett, Secretary/Treasurer Stacey Anfindsen, Immediate Past President RRAR DIRECTORS Vince Bankoski
Becky Harper
Diana Braun
Grayson Hodge
Brenda Carroll
Morty Jayson
Kelly Cobb
Linda Kolarov
Steina De Andrade Gina Miller Frank DeRonja
Mindy Oberhardt
Bill Fletcher
Mark Parker
Van Fletcher
Teresa Pitt
Marshall Gay
Margaret Sophie
Tom Gongaware
Josh Swindell
Lewis Grubbs
Kevin Woody
REALTOR FOUNDATION OF THE TRIANGLE OFFICERS ®
President: Frank DeRonja President-Elect: Vince Bankoski Secretary/Treasurer: Morty Jayson NCAR REGIONAL VICE PRESIDENTS
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ASA FLEMING TAKES THE HELM Take a look back at a glamorous and fun affair, honoring the 2013 RRAR president and recognizing the REALTOR® of the Year.
departments 3 President’s Message 11 Newsmakers 15 Welcome 16 Local Market Update 19 RRAR Events
Harriette Doggett
Teresa Pitt
NAR DIRECTORS John Wood
Linda Trevor
TRIANGLE REALTORS® LEADERSHIP ACADEMY DEAN Mark Parker
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ANATOMY OF A REAL ESTATE MARKETING WEBSITE Get step-by-step tips for designing your home page so it stands out among search engines and prospective clients.
Members are cautioned that the inclusion of a name, specific commercial product or service in an article, or in this publication does not imply endorsement by the Raleigh Regional Association of REALTORS®. All advertisers in this publication wholly support the Fair Housing Act and fully promote equal opportunity housing. Copyright 2013 by the Raleigh Regional Association of REALTORS®. All rights reserved. REALTOR® REVIEW STAFF: Patricia Gregory Rand, managing editor, patriciar@rrar.com Heidi Ketler, APR, editor, hketler@verizon.net Sandee Washington, communications associate, sandeew@rrar.com Shelly Beck, graphic designer, sbdesign@cox.net
SHOWN ON COVER: RRAR President Asa Fleming pictured with his wife Tangie and their two children.
For editorial contributions and ad inquiries, please contact Sandee Washington at sandeew@rrar.com or (919) 654-5400.
rrar.com REALTOR Review ®
Preliminary Identity Colors
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R T TE ES EN NT CO
BEST DRESSED REALTORS WIN $150 PRIZE! ®
u WHO AMONG RALEIGH REGIONAL ASSOCIATION OF REALTORS® HAS REALLY GOT IT GOING ON WHEN IT COMES TO PROFESSIONAL ACCOUTREMENT?
Meet the Best Dressed for REALTOR® Success Contest – whose mission is to identify RRAR’s most stylish man and woman. Those so ordained are well versed in the dos and don’ts and wear it well. According to Dictionary.com, well-dressed means “attired in clothing that is of good quality, is properly fitted and is appropriate and becoming.” It’s safe to say, REALTORS® are among the best dressed of all professionals. This makes sense considering our important role in what is one of life’s grandest investments. It behooves us to dress the part.
a home buyer’s confidence that said professional is knowledgeable and representing the client’s best interests. Many thanks to Ray Larcher, recently lauded as the RRAR REALTOR® of the Year, who was inspired to plan a contest after reading the Wall Street Journal article, “To Sell A Penthouse, Dress With Some Polish.” He said the article is a reminder that customers pay attention to the details of more than just the listings.
Send your nominations to bestdressedrealtor@ gmail.com. Photos are welcome. The winners will Research tells us of the effect of an appropriately coiffed professional involved in a sales transaction. be duly recognized and awarded $150 each. Keep As it relates to real estate sales, it tends to elevate up with the contest by following us on Pinterest.
S A V E
T H E
APRIL
D AT E S
13-14 20-21
Tour from Noon ’til 5 p.m.
FOR MORE INFORMATION: 919.493.8899 • www.TriangleGreenHomeTour.org Be sure to check the website close to tour time to find out where to pick up your free tour guide!
A FREE event April 13-14 and 20-21 featuring a diverse group of green-built homes open to the public for touring. A green building professional will be on-site to answer your questions and describe their homes’ green features. Don’t miss this unique opportunity to see first-hand the renewable energy and green building practices at work in our area! The homes entered are all built by members of the Green Home Builders of the Triangle, who are dedicated to building smarter.
A joint program of the HBA of Durham, Orange, & Chatham Counties and the HBA of Raleigh
Tour sponsored by
president’s message
New President Renews Enthusiasm and Energy Dear REALTOR® Member, For those who were unable to attend the inaugural ball honoring 2013 Raleigh Regional Association of REALTORS® President Asa Fleming, excerpts from his inspirational speech are offered here. It is with a great deal of humility and gratitude that I stand here before you tonight to accept the Asa Fleming honor of serving as president of this association for 2013. I had been told over a decade ago that this was not possible and that I would never hold this position. I truly believe that if you have a definite purpose, backed by a burning desire for its fulfillment, and take action through definite plans, you will definitely find yourself living that purpose. I have many people here to thank tonight. I asked for their assistance, they immediately stepped up and made it happen… Asa then thanked numerous individuals. To my fellow REALTORS®, I need your talents, your expertise and your energy. I need you to help make this association as successful as possible, all of which comes from you volunteering. And also when you volunteer, do it with a great deal of passion. I simply volunteered for a committee, and it changed my entire life. I want to continue to respond to our members’ needs and concerns. I want to keep up with change and ensure our association remains a leader in the industry. I will encourage new ideas and embrace emerging technology and more efficient ways of doing business. I want to engage as many members as possible, to encourage them to get involved and take advantage of the resources that this association has to offer. Together we will continue to do what so many of the great (RRAR) presidents before me have done, and that is to move this association further into the future successfully. So thank you for the honor you have given me by selecting me to be your president for 2013. Let’s all work hard, make a good living, and at the same time, let’s also have some fun!
Asa Fleming
Sincerely,
REALTOR Review ®
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MISSION STATEMENT The Raleigh Regional Association of REALTORS®, the area’s voice of real estate, promotes the highest ethical and professional standards and cooperation among its members; provides products, programs and services to meet the evolving needs of the real estate industry and consumers; and serves as a leading advocate of private property rights and community involvement. VISION STATEMENT “Anticipating and meeting the opportunities and challenges of our industry.” RRAR 2013 COMMITTEE CHAIRS Bylaws: Mollie Owen Building: Mollie Owen Communications & Public Relations: Mark Parker Community Service: Frank DeRonja Government Affairs: Lewis Grubbs RPAC: Mollie Owen Personnel: John Wood Grievance: Morty Jayson, Nancy Cashell, Teresa Pitt and Dayne Luck Hall of Fame: Ed Willer Nominating: John Wood RRAR 2013 COUNCIL CHAIRS Women’s Council of REALTORS® Chair: DeJane Perry Kerr Triangle International Council of REALTORS® Chair: Stuart Deibel Community Service Committee Chair: Margaret Cohen The REALTOR® Foundation of the Triangle President: Frank DeRonja Top Producers Council Co-Chairs: Gina Miller & Sandy Edwards Property Management Council Chair: Debbie Henry Small Brokers Council Chair: Tim Devinney RRAR STAFF DIRECTORY Main Office (919) 654-5400 Fax (919) 654-5401 www.rrar.com RRAR Company Store, (919) 654-7253 Executive Vice President Raymond C. Larcher, Ext. 218, rayl@rrar.com Association Services Director Betsy Ramsey, Ext. 217, betsyr@rrar.com Association Services Associate Vicki Buckholtz, Ext. 216, vickib@rrar.com Communications Director Patricia Gregory Rand, Ext. 239, patriciar@rrar.com Communications Associate Sandee Washington, Ext. 238, sandeew@rrar.com Education Director Cara Mottershead, Ext. 211, caram@rrar.com Education Associate Sonya Yankoglu, Ext. 212, sonyay@rrar.com Facilities Manager Mary Rachel White, Ext. 210, maryrachelw@rrar.com Governmental Affairs Director Tara L. Robbins, Ext. 215, taralynl@rrar.com Information Associate Shelia Clark, Ext. 200, sheliac@rrar.com Store Manager Yukari Powers, Ext. 201, yukarip@rrar.com TMLS STAFF DIRECTORY Vice President of Operations Rachel Wiest, Ext. 219, rachelw@trianglemls.com Communications/Data Asset Manager Christy New, Ext. 220, christyn@trianglemls.com Compliance Director Letitia Santos, Ext. 234, letitias@trianglemls.com Compliance Associate Raina Joyner, Ext. 242, rainaj@trianglemls.com Data Distribution Director Carol Hamrick, Ext. 213, carolh@trianglemls.com Membership Associate Bonnie Eaddy, Ext. 207, bonniee@trianglemls.com MLS Systems Director Kathy Matheson, Ext. 233, kathym@trianglemls.com MLS Technical Support Associate J Stepp, Ext. 226, js@trianglemls.com MLS/Realist Support Associate Jennifer Horton, Ext. 227, jenniferh@trianglemls.com Technical Operations Director Matt Nagy, Ext. 225, mattn@trianglemls.com Training Development Manager Allan Nielsen, Ext. 208, allann@trianglemls.com CTC/MLS Training Manager Lynne Brid, Ext. 232, lynneb@trianglemls.com RRAR/TMLS MEMBERSHIP/ FINANCE DEPARTMENT Membership/Finance Director Randi Clodfelter, Ext. 221, randic@trianglemls.com Finance Associate Pat Long, Ext. 222, patl@trianglemls.com Finance Associate Jill Pressley, Ext. 221, Jillp@rrar.com Membership Associate Kelly Hunsucker, Ext. 209, kellyh@trianglemls.com
Asa Fleming
TAKES THE HELM A
sa Fleming, the 2013 president of the Raleigh Regional Association of REALTORS®, lifted the gavel at a board meeting one week before the official installation of the association’s officers and board of directors at the Sheraton Imperial at the Research Triangle Park on Jan. 12. Fleming shared goals and his plan to communicate with members via videos every two weeks. In his first video of the year Fleming said, “I am truly honored to serve as president of the Raleigh Regional Association of REALTORS®. He also encouraged members to get engaged saying, “If there ever was a year you should get involved, this is the year you should pay attention… Our association is only as strong as our members.” Visit www.rrar.com to view the entire video. REALTOR Review ®
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Ray Larcher IS REALTOR
®
OF THE YEAR! Fleming graduated from North Carolina State University with a bachelor of arts degree in political science and began his real estate career 15 years ago in New York. In addition to serving as president of the Raleigh Regional Association of REALTORS® (RRAR), he is a member of the Board of Directors for the REALTOR® Foundation of the Triangle. He is a graduate of the inaugural 2008 Triangle REALTOR® Leadership Academy and served as dean of the 2011 class.
RRAR past presidents commend Ray Larcher.
Throughout his real estate career, Fleming has chaired and served on numerous RRAR committees. Actively involved in the North Carolina Association of REALTORS® (NCAR), he is on its Board of Directors and chair of its diversity committee for the second consecutive year. Additionally, Fleming is a member of Class See ASA FLEMING on page 6
2012 Leadership Academy graduates share a moment of fun! REALTOR Review ®
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ASA FLEMING continued from page 5
XV of Leadership North Carolina, having graduated in May 2008. Fleming is involved in numerous community organizations and non-profits. He was appointed to the City of Raleigh Appearance Commission, is a member of the Board of Directors for Marbles Kids Museum, of Rebuilding Together of the Triangle Inc. and of the 100 Black Men Triangle East Chapter. He is also a member of the Wake County Voter Education Coalition. Fleming and his wife, Tangie, live in Raleigh with their two children, Asa II (“Deuce”) and Alexis, and their dog, Holly. REALTOR Review ®
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RRAR 2013 OFFICERS President Asa Fleming President-Elect Mollie Owen Vice President Frank DeRonja Secretary/Treasurer Harriett Doggett Immediate Past-President Stacey Anfindsen RRAR BOARD OF DIRECTORS Vince Bankoski Diana Braun Brenda Carroll Kelly Cobb Steina De Andrade Frank DeRonja Bill Fletcher Van Fletcher Marshall Gay Tom Gongaware Lewis Grubbs
Becky Harper Grayson Hodge Morty Jayson
See ASA FLEMING on page 8 REALTOR Review 速
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ASA FLEMING continued from page 7
Linda Kolarov Gina Miller Mindy Oberhardt Mark Parker Teresa Pitt Margaret Sophie Josh Swindell
Meredith Price Cheryl Rushing Glenn Weeks Pat Wray TRIANGLE MULTIPLE LISTING SERVICES INC. Raymond C. Larcher, President
Kevin Woody
Rachel Wiest, Vice President of Operations/Treasurer
2012 LEADERSHIP ACADEMY GRADUATES
Christy New, Executive Associate
Sally Bauer Vicki Buckholz
TRIANGLE MULTIPLE LISTING SERVICES 2013 DIRECTORS
Brett Bushnell
Stacey Anfindsen
Brenda Carroll
Eddie Brown
Karen Dyer
Janice Durham
Scott Hoyt
Tom Gongaware
Robyn Marshall
David Jones
Andy May
Eddie Speas
Michelle Meyer
Kirk West
Bryan Moore
John Wood
Summer Bowen
REALTOR Review 速
Matt Nagy
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LinkedIn Is the ‘It’ Place for Real Estate Referrals BY BERNICE ROSS
Generating referrals is a key part of the real estate business. Of all the social media sites currently available, LinkedIn has evolved into the site of choice for generating testimonials and referrals. If you’re not already capitalizing on this powerful tool to build your referral database, the time to get on board is now. The National Association of REALTORS® just released its 2012 Profile of Home Buyers and Sellers. The profile contains a variety of very surprising facts, especially when it comes to how consumers are locating their real estate agent. Seventy-four percent of the consumers would use their real estate agent again or recommend their agent to others, NAR found. Another 15 percent would probably recommend them. That’s a whopping 89 percent of the consumers who would use their agent again.
Here’s what’s astounding: Only 16 percent of the repeat buyers and 23 percent of the repeat sellers actually used their previous agent on their most recent real estate transaction. Putting it a little differently, 73 percent of all repeat buyers and 66 percent of all repeat sellers who would use their agent again end up working with someone else. This huge decline in business is due to one simple fact: Agents fail to stay in contact with their past clients. So how do most consumers find their next agent? The answer: “referrals.” Here’s how the numbers break down. For repeat buyers, 34 percent were referred by a friend, neighbor or relative; 6 percent were referred by another real REALTOR Review ®
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estate agent or broker; and 5 percent were referred through their employer or a relocation company. For first-time buyers, 49 percent were referred by a friend, neighbor or relative; 5 percent were referred by another real estate agent or broker; and 2 percent were referred by their employer or a relocation company. In other words, 45 percent of all repeat buyers and 56 percent of all firsttime buyers relied on a referral to locate their agent. As these numbers illustrate, creating and maintaining a strong referral database is critical for success in today’s highly competitive real estate sales environment. See LINKEDIN on page 10
LINKEDIN continued from page 9
do on Facebook, LinkedIn does the heavy lifting for you and finds them automatically.
Expertise.” Fill this out with as many real estate-related specialties as possible.
Old-fashioned mailing programs are expensive and can take years before they yield a return.
To use LinkedIn to build your referral database, invite the people you know to become members. As you meet new buyers and sellers, invite them to become members, too. Once they join, you then have access to the people who belong to their LinkedIn network as well.
Once this is complete, other members of your LinkedIn network can endorse you for your various real estate specialties (as well as any other skills and expertise that you may have).
Furthermore, phrases such as “I’m never too busy for your referral” or “Oh, by the way, if you know of someone who is thinking about buying or selling a home, I definitely would appreciate your referral” have been so overused that they are not particularly effective. Today, there is a much better way to generate referrals and to do so almost effortlessly. If you haven’t joined LinkedIn.com, this is one of the quickest ways to expand your referral database. The motto at LinkedIn is “Relationships matter.” This site is an excellent business-to-business way to connect on the Web. Currently there are more than 100 million experienced professionals in the LinkedIn network. If you haven’t already joined LinkedIn, you begin the process by creating an online profile that summarizes your educational and professional accomplishments. Your profile helps you locate others as well as helping them to locate you. For example, once you post your profile, the system notifies you of other people who share the same associations that you do. This is a quick and easy way to locate old classmates and former colleagues, as well as to expand your current referral network. Rather than having to search for them manually like you
LinkedIn also has a place for recommendations. This means that anyone who is in your network can view testimonials posted on your
The next step is to go into your current LinkedIn database and review other profiles. Go to the “Profile” tab in the tool bar and click on “Recommendations” in the drop-down menu. Scroll down to the “Make a Recommendation”
LinkedIn has evolved into the site of choice for generating testimonials and referrals. If you’re not already capitalizing on this powerful tool to build your referral database, the time to get on board is now. behalf. This is a great way to build online credibility, as well as to expand your referral database. For example, ask past clients to join and to post a recommendation on your behalf. When your past client posts the recommendation, it appears on both your profile and your client’s profile. Thus, if a friend of your past client is looking for a real estate agent and sees the recommendation, there’s a high probability that you will receive that referral with little or no effort on your part. LinkedIn has just launched a new tool that makes creating and exchanging recommendations even easier. Here’s how to capitalize on this system: First, be sure to fill out your LinkedIn profile as completely as possible. Pay special attention to the area that asks for your “Skills and REALTOR Review ®
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section and endorse their skills and expertise. The system will notify the recipient, and in most cases, they will endorse you as well. This is a simple way to build social capital on LinkedIn, as well as increase the probability of receiving a referral from the people who are in your LinkedIn network. If you’re not linking up your clients on LinkedIn, make this one of your top priorities on your “todo” list for 2013. Bernice Ross, chief executive officer of RealEstateCoach.com, is a national speaker, trainer and author of the National Association of Realtors’ No. 1 best-seller, Real Estate Dough: Your Recipe for Real Estate Success. Hear Bernice’s five-minute daily real estate show, just named “new and notable” by iTunes, at www.RealEstateCoachRadio.com. She can be reached at Bernice@RealEstateCoach.com or @BRoss on Twitter.
newsmakers
Bromhal Appointed to North Carolina Real Estate Commission Laura Bromhal of Prudential York Simpson Underwood Realty has been appointed to the North Carolina Real Estate Commission. Bromhal is one of Prudential York Simpson Underwood Realty’s topproducing sales associates. She has been with the company for more than 20 years and works out of the North Hills office. Bromhal
“Laura has been a dedicated and outstanding sales associate with Pru YSU for over 20 years,” said Tommy Camp, president and chief executive officer. “I am very proud of her recent appointment.”
Larcher Is REALTOR of the Year!
®
Raymond “Ray” Charles Larcher was named 2012 REALTOR® of the Year by the Raleigh Regional Association of REALTORS® at the association’s annual inauguLarcher ral ball at the Sheraton Imperial Hotel in the Research Triangle Park on Jan. 12. Larcher, who is Raleigh Regional Association of REALTORS® (RRAR) executive vice and Triangle MLS Inc. president, was chosen for his 20 years of exceptional service to the association. “Ray is an outstanding executive director and is most deserving of this award,” said Phyllis Brookshire, 2012 REALTOR® of the Year, who presented the award. “We are grateful for his loyalty, commitment and all of his efforts on behalf of the Raleigh Regional Association of REALTORS®.” A native of Massachusetts, Larcher joined RRAR in 1994 when the association had only 2,200 members. Today, there are more than 5,000 members. Prior to that, Larcher spent 13 years with the North Carolina Association of REALTORS® in Greensboro. Larcher is active with the state and national associations. He is a past governor of the Association Executive’s Institute of the National Association of REALTORS® and has served on numerous REALTOR Review ®
committees over the years. Currently, he is serving on a task force for the Association Executives Committee. He is also a past chairman of the Association Executives Committee of the North Carolina Association of REALTORS® and has served on a variety of committees for this association, including strategic planning. Larcher completed his undergraduate work at Husson College in Bangor, Maine, and his graduate studies at Old Dominion University in Norfolk, Va. He also holds a certificate from Duke University in non-profit management. He is a military veteran, having served with the United States Naval Amphibious Forces in Inshore Undersea Warfare. Larcher and his wife, Becky, have four grown children.
Local REALTOR Honored as Entrepreneur of the Year ®
Lisa Skumpija has been awarded the 2012 Entrepreneur of the Year Award by the Raleigh Regional Chapter of the Women’s Council of REALTORS®. This award recognizes a REALSkumpija TOR® member who fully exercises her potential as an entrepreneur and real estate industry leader and who shares her time, talent and expertise with others in the profession and in the community. Skumpija, a Chatham County REALTOR® and 2010 president of Raleigh Regional Chapter of the Women’s Council of REALTORS® (WCR), is recognized for her entrepreneurial spirit and passion for her real estate business. She also is the top-producing agent for Realty World Carolina Properties (RWCP). “Congratulations to Lisa! She is a tireless and dedicated businesswoman. We are so immensely proud of her and her accomplishments,” said RWCP broker/owner Eric Andrews. “Obviously she has found some sort of time portal. We don’t know how she is able to successfully run and work two full-time jobs, while still making time for WCR and her family. Lisa has a thirst for knowledge and always makes a sincere effort to share with the rest of our office. We are all elevated from her efforts. This is a welldeserved award.” For more information, visit www.wcrraleigh.org or wcr.org. l 11 l
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Click here for the full infographic. The website in this infographic is a responsive theme being built by Placester.
Anatomy of a Real Estate Marketing Website 18 CRUCIAL FEATURES OF A REAL ESTATE HOME PAGE BY SETH PRICE
Most people find it hard to imagine a website as more than some nice design and pretty images to show off to customers, colleagues, friends and family. When you are thinking about what’s important on your real es-
tate website, you need to consider both new and repeat visitors alike. Your homepage is the most important page of your real estate website. While its main job is to convert your visitors into leads and customers, you also need to REALTOR Review ®
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build trust, communicate value and solve visitor problems. Here are 18 super-important homepage elements that will get you started in the right direction.
H1 / Header
Consumers shouldn’t have to guess at what you do. Your H1
is the first thing search engines scan to start understanding your site and the first thing people will see when your site is displayed in search results. Make it clear and easy to understand
H2 / Sub-header A short description of what you do and how you’re valuable.
Benefits This is an opportunity to describe why your website and your business will solve your visitors’ problems. Think of it as a summary of qualifications. Keep it brief.
Primary Call to Action All the primary call to actions should be above the fold and provide multiple options for consumers in every stage in the buying cycle.
Testimonials Social proof helps to show that other customers trust you and the service you offer. Using videos and quotes with real names and photos will help with this message and decrease potential objections.
date content in your blog, don’t include one.
Secondary Navigation Footer or sidebar navigation allows you to reiterate your primary navigation and also provides a fast track to any second-tier supporting pages.
Navigation Providing a clear path into your website helps reduce bounce rates. Make your navigation text clean and simple so it doesn’t overwhelm consumers. Organize your navigation so that it directs them where you can be most valuable.
Primary Images The images above the fold have the opportunity to capture a visitor’s attention. Invest in professional imagery. Make your selection to fit your market and audience.
Teaser Properties Featured listings allow you to showcase some of the properties
Recruitment Messaging In the real estate industry, the growth of your business is often determined by the growth of your team. By addressing recruiting here, you can demonstrate your growth, as well as discuss the value of working for and with you.
Up-to-Date Blog Content Add additional value and support your inbound marketing efforts by creating great content for your blog. Just make sure you’re adding new posts regularly. If you aren’t going to have up-toREALTOR Review ®
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a consumer might find on your site. Choose listings that have great photos and showcase the best stuff in your market.
Sharing and Saving Opportunities Make it easy for a consumer to share and save properties that they like. This helps engage your consumers, and when they’re saving, allows for additional lead capture opportunities.
More Social Proof If you’ve received awards or press in prominent publications, be sure to build in a display case for them. Let your visitors know that the world at large thinks you are great.
Secondary Calls to Action Offering up ebooks, market data, and tools and tips that your consumers find valuable will help you generate more leads. See ANATOMY on page 14
ANATOMY
Footer Calls to Action
continued from page 13
The footer can be another valuable opportunity for lead generation. Use your footer wisely. Add video, lead capture and sub-navigation, and don’t forget the social media buttons.
Additional Resources Most of your visitors aren’t ready to buy yet. By offering neighborhood information, videos and maps, you help real estate consumers orient themselves and more easily hone in on the properties that suit their needs.
0 3 0 4 site visitors
Phone Number Having your telephone number readily available is just good for business. It makes it easier for a potential customer to move their inquiry offline and brings you one step closer to turning a prospect into a lead.
When you are thinking about what’s important on your real estate website, you need to consider both new and repeat visitors alike. While its main job is to convert your visitors into leads and customers, you also need to build trust, communicate value and solve visitor problems.
Physical Address The No. 1 local search ranking factor is a physical address in the city of search. Local search services like Google+Places, Bing Places and Yahoo search rely on understanding where your business is located so they can properly match you with searches in your geographic area. Seth Price is director of sales and real estate marketing at Placester, a Cambridge, Mass.-based technology company specializing in building online marketing tools for the real estate industry. A 14-year veteran Internet marketer, Price has consulted for leading B2B and B2C brands, including: Metlife, BMW, Sony, Nationwide Financial, AAI Foster Grant, Toys are Us and Conde Nast. Connect with Price on Facebook (www.facebook.com/sethkprice) and Twitter @sethstuff
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Chapel Hill - NC 1450 Raleigh Rd, Ste 208 Chapel Hill, NC 27517 P: (919) 442-4132
Raleigh - NC 5922 Six Forks Road, Suite A Raleigh, NC 27609 P: (919) 256-6380
NMLS (Nationwide Mortgage Licensing System) ID 2611 • NC - Lic #L-109803 • NMLS ID: 77324 LO#: NC - I-132803 - L-109803 NMLS (Nationwide Mortgage Licensing System) ID 2611 • Alabama Lic# 21566 • AR Lic#103947 - Guaranteed Rate, Inc. 3940 N Ravenswood, Chicago IL 60613 866-934-7283• AZ - Guaranteed Rate, Inc. - 14811 N. Kierland Blvd., Ste. 100, Scottsdale, AZ, 85254 Mortgage Banker License # BK-0907078 • CA - Licensed by the Department of Corporations under California Residential Mortgage Lending Act Lic #413-0699 • CO- Guaranteed Rate, Inc. Regulated by the Division of Real Estate, 773-290-0505 • CT - Lic #17196 • DE - Lic # 9436 • DC - Lic #MLB 2611 • FL-Lic# MLD618 • GA - Residential Mortgage Licensee #20973 - 3940 N. Ravenswood Ave., Chicago, IL 60613 • ID - Guaranteed Rate, Inc. Lic #MBL-5827 • IL - Residential Mortgage Licensee - IDFPR, 122 South Michigan Avenue, Suite 1900, Chicago, Illinois, 60603, 312-793-3000, 3940 N. Ravenswood Ave., Chicago, IL 60613 #MB.0005932 • IN - Lic #11060 & #10332 • IA - Lic #MBK-2005-0132 • KS - Licensed Mortgage Company - Guaranteed Rate, Inc. – License #MC.0001530 • KY - Mortgage Company Lic #MC20335 • LA - Lic #RML2866 • ME - Lic #SLM1302 • MD - Lic #13181 • MA - Guaranteed Rate, Inc. - Mortgage Lender & Mortgage Broker License MC 2611 • MI - Lic #FR-0016637 & SR-0011899 • MN - Lic #MO 20526478 • MS –Guaranteed Rate, Inc 3940 N. Ravenswood Ave., Chicago, IL 60613-Mississippi Licensed Mortgage Company, Lic # 2611 - • MO – Guaranteed RateLic # 10-1744 • MT Lic# 2611 • Licensed in NJ: Licensed Mortgage Banker - NJ Department of Banking & Insurance • NE - Lic #1811 • NV - Lic #3162 & 3161 • NH - Guaranteed Rate, Inc. dba Guaranteed Rate of Delaware, licensed by the New Hampshire Banking Department - Lic # 13931-MB • NM - Lic #01995 • NY - Licensed Mortgage Banker—NYS Department of Financial Services- 3940 N Ravenswood, Chicago, IL 60613 Lic # B500887• NC - Lic #L-109803 • ND - Lic #MB101818 • OH – Lic #MBMB.850069.000 and Lic #SM.501367.000 - 3940 N. Ravenswood Ave., Chicago, IL 60613 • OK - Lic # MB001713 • OR - Lic #ML-3836 - - 3940 N. Ravenswood Ave., Chicago, IL 60613 • PA - Licensed by the Pennsylvania Banking Department Lic #20371 • RI – Rhode Island Licensed Lender Lic # 20102682LL, RI – Rhode Island Licensed Loan Broker Lic # 20102681LB• SC – Lic #-2611 TN - Lic #109179• TX - Lic # 50426 & Lic # 47207 • UT - Lic #7495184- • VT - Lic #LL6100 & MB930 • VA – Guaranteed Rate, Inc. - Licensed by Virginia State Corporation Commission, License # MC-3769 • WA - Lic #CL-2611 • WI - Lic #27394BA & 2611BR • WV – Lic #ML-30469 & MB-30098 • WY – Lic#2247
REALTOR Review ®
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winter 2013
WELCOME NEW MEMBERS! FOURTH QUARTER 2012
Daniel Della Rova, Allen Tate The following are new Raleigh Regional Association Co. Inc. of REALTORS® members Janice Delory, Howard Perry & Walston Realtor who joined during the fourth quarter of 2012: Patrick Duffy, Keller Williams Realty Alicia Acuna Torres, Carolina Rhonda D’Urso, Re/Max MaxRealty Inc. One Realty Pamela Alexander, Wieland Patricia Earley, Epcon Communities Properties Inc. Raymond Eastman, Re/Max April Alford, BB&T One Realty Jordan Alston, Coldwell Banker Renee Eastman, Re/Max Advantage One Realty Judith Anderson, 919 Real Estate Kyle Eckenrode, Howard Perry Paula Andrews, Block & Associ& Walston Realtor ates Realty/Relocation Frederick Fetterolf, Paramount Tom Arndt, Howard Perry & Realty Solutions Walston-Triangle at Southpoint Amanda Garber, Icon Realty Gloria Ashe, Lavrack and Management Properties Inc. Terry Ashe, Lavrack Properties Inc. Steven Gardner, Allen Tate Co. Inc. Troy Gardner, Royal Park Realtors Jennifer Badalamenti, Howard Perry & Walston Realtor Michael Gianatassio, M Gianatassio Realty Vincent Barbour, Re/Max City Centre Ioana Gliguta, Keller Williams Molly Bergman, Howard Perry Sanchoy Gomes, Pan Realty L.L.C. & Walston Realtor Helene Greenberg, Howard Perry Gail Boswell, Prudential York & Walston Realtor Simpson Underwood Realty Sharon Gupton, Fonville Morisey/ Tara Brander, Champion Realty Preston Sales Office of Durham L.L.C. Debbie Harper, Howard Perry & Kelly Brown, Century 21 Walston Realtor Suburban Real Estate Inc. Helen Harris, Allen Tate Co. Inc. Megan Burge, Fonville Morisey/ Robert Harrison, Fonville Morisey/ Stonehenge Sales Office Brier Creek Sales Office Jayne Burton, Allen Tate Co. Inc. Thomas Hennessey, Hennessey Keve Butterfield, Fonville Morisey/ Real Estate Preston Sales Office George Heyward, Regan & Co. Crystal Bynum, Keller Williams Brad Hipps, Keller Williams Preferred Terry Hirneisen, Howard Perry & Della Byrd, Howard Perry & Walston Realtor Walston Realtor Lynn Holmes, Coldwell Banker Lisa Cauley, K. Hovnanian Homes Advantage Olivia Cerrillos, Howard Perry & Corey Hutcherson, Parler Walston Realtor Properties L.L.C. Eric Chesson, Howard Perry & Paula Ilissyn, Dream Living Realty Walston Realtor Sheronda Johnson, Icon Realty Ching-I Chuang, First Triangle and Management Realty Inc. Cherie Johnston, WSR Home Travis Colopy, Prudential York Buyers L.L.C. Simpson Underwood Realty Bruce Jones, Five Star Painting Sherry Compton, Allen Tate Co. Tlynthia Jordan, Icon Realty and Inc. Management James Cunningham, Dodd & Roger Judd, Concrete Raising Associates Inc. of North Carolina Charles D’Aleo, Mission Possible Matt Kaufmann, Mungo Homes Team Inc. of North Carolina Inc. Anthony Davis, Howard Perry & Walston Realtor Wojciech Kornaga, Junk King
Nila Kucharski, Carolina MaxRealty Inc. Mary Kuga, Coldwell Banker Advantage Sean Lakind, Prudential York Simpson Underwood Realty Mary Lawrence, Howard Perry & Walston Realtor Hannah Light, Triangle Midtown Realty Drew Linton, Howard Perry & Walston Realtor David List, Fonville Morisey/ Veneta Ford Group Erin Litterilla, Howard Perry & Walston Realtor James Little, Keystone Management Co. L.L.C. Janet Liu, Triangle Investment Realty Amanda Loebach, Raleigh Cary Realty Inc. Robert Loschiavo, Howard Perry & Walston Realtor Donna Lunsford, Town of Cary Jenna Maiuro, Howard Perry & Walston Realtor Elaine Maneen, Whitlock Residential Realty Group Patricia Markulin, Trailwood Realty L.L.C. Ruben Martinez, Sunflower Realty L.L.C. Gerald Martinez de Andin, Keller Williams William Martinson, Epon Community Maryellen McMorrow, McJunk Inc. Monica Miller, Bright Horizons Children’s Centers L.L.C. Larry Miller, Fonville Morisey/ Inside the Beltline Office Rocco Mondo, Fonville Morisey/ Preston Sales Office Andrew Moody, Cornerstone Properties Stacie Morris, Weekley Homes L.L.C. Edward Mutio, Howard Perry & Walston Realtor Michael Norton, Keller Williams Realty Crystal Okafor, A-1 Realty Sarah Overholser, DeRonja Real Estate Evelyn Owens, Keller Williams Realty Taylor Pandich, Centex Homes
Heather Petrovich, Fonville Morisey/Inside the Beltline Office Nguyen Pham, Fonville Morisey/ Stonehenge Sales Office Danielle Pittman, List Assist Realty Tanya Register, Appraising Carolina Associates Shalini Rehan, Keller Williams Susan Reynolds, Briar Chapel by Newland Communities Samantha Rich, Fonville Morisey/ Stonehenge Sales Office Monique Richardson, Keller Williams Realty Elisa Roels, Prudential York Simpson Underwood Realty Bradley Rogerson, Howard Perry & Walston Realtor Linda Romano, Fonville Morisey/ Falls Sales Office Erica Rosenberg, Prudential York Simpson Underwood Realty Larry Shelton, Howard Perry & Walston Realtor Charles Smith, CityGate Real Estate Services L.L.C. James Southern, J and L Futures Inc. Latoya Spencer, Cort Furniture Rental Karen Tehrani, Fonville Morisey/ Preston Sales Office Emiline Thaxton, Howard Perry & Walston Realtor Patricia Thompson, Lavrack Properties Inc. Tracy Turner, The New Realty Group L.L.C. Bethany Vandagriff, Triangle Premier Properties Inc. Brij Verma, Northside Realty Inc. Lori Walls, Allen Tate Co. Inc. Milena Walston, Howard Perry & Walston Realtor Cheryl Wehrle, Fonville Morisey/ Lochmere Sales Office William Wellborn, Zip Realty Inc. Adam Winstead, Adam T. Winstead Gena Winstead, Keller Williams Preferred Ben Wood, Hodge & Kittrell Sotheby’s International Realty
If you would like to sponsor a new member orientation, please contact Betsy Ramsey at (919) 654-4500. REALTOR Review ® ®
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winter 2013
Local Market Update – December 2012 A RESEARCH TOOL PROVIDED BY TRIANGLE MLS
Entire Triangle Region
+ 0.3%
+ 26.6%
+ 2.7%
Change in New Listings
Change in Closed Sales
Change in Median Sales Price
December
New Listings Closed Sales
Year to Date
2011
2012
+/–
2011
2012
+/–
1,818
1,824
+ 0.3%
37,785
37,940
+ 0.4%
1,546
1,957
+ 26.6%
19,733
23,829
+ 20.8%
Median Sales Price*
$185,000
$190,000
+ 2.7%
$185,000
$189,900
+ 2.6%
Average Sales Price*
$222,651
$228,801
+ 2.8%
$223,109
$226,561
+ 1.5%
Total Dollar Volume (in millions)*
$343.4
$447.0
+ 30.2%
$4,395.9
$5,389.2
+ 22.6%
Percent of Original List Price Received*
92.0%
93.7%
+ 1.8%
92.0%
93.6%
+ 1.7%
Percent of List Price Received*
95.8%
96.6%
+ 0.8%
96.0%
96.5%
+ 0.5%
127
116
- 8.6%
126
119
- 5.8%
Inventory of Homes for Sale
14,117
11,802
- 16.4%
--
--
--
Months Supply of Inventory
8.6
5.9
- 30.8%
--
--
--
Days on Market Until Sale
* Does not account for seller concessions. | Activity for one month can sometimes look extreme due to small sample size.
2011
December 1,818
2012
Year to Date 37,785
2011
2012
37,940
1,957
1,824
1,546 19,733
+ 0.3% New Listings
+ 0.4% New Listings
+ 26.6% Closed Sales
23,829
+ 20.8% Closed Sales
Change in Median Sales Price from Prior Year (6-Month Average)**
All MLS
b
Entire Triangle Region
a
+ 10% + 8% + 6% + 4% + 2% 0% - 2% - 4% - 6% - 8% 1-2008
7-2008
1-2009
7-2009
1-2010
7-2010
1-2011
7-2011
1-2012
7-2012
** Each dot represents the change in median sales price from the prior year using a 6-month weighted average. This means that each of the 6 months used in a dot are proportioned according to their share of sales during that period. | Current as of January 10, 2013. All data from Triangle Multiple Listing Service, Inc.. | Powered by 10K Research and Marketing.
For further information regarding TMLS Market Trends and Analysis please visit: www.TriangleMLS.com
REALTOR Review ®
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winter 2013
Local Market Update – December 2012 A RESEARCH TOOL PROVIDED BY TRIANGLE MLS
Wake County
+ 2.1%
+ 33.0%
+ 0.2%
Change in New Listings
Change in Closed Sales
Change in Median Sales Price
December New Listings Closed Sales
Year to Date
2011
2012
+/–
2011
2012
+/–
910
929
+ 2.1%
19,545
19,577
+ 0.2%
866
1,152
+ 33.0%
10,629
13,267
+ 24.8%
Median Sales Price*
$217,000
$217,500
+ 0.2%
$209,380
$215,000
+ 2.7%
Average Sales Price*
$258,858
$255,173
- 1.4%
$247,084
$251,332
+ 1.7%
Total Dollar Volume (in millions)*
$223.9
$294.0
+ 31.3%
$2,625.9
$3,333.5
+ 26.9%
Percent of Original List Price Received*
93.1%
95.0%
+ 2.1%
92.9%
94.7%
+ 1.9%
Percent of List Price Received*
96.7%
97.4%
+ 0.7%
96.7%
97.2%
+ 0.6%
117
105
- 10.1%
121
111
- 8.0%
Inventory of Homes for Sale
6,510
5,147
- 20.9%
--
--
--
Months Supply of Inventory
7.3
4.7
- 36.7%
--
--
--
Days on Market Until Sale
* Does not account for seller concessions. | Activity for one month can sometimes look extreme due to small sample size.
2011
December
2012
1,152 1 152 910
929
2011
Year to Date 19,545
19,577
866 10,629
+ 2.1% New Listings
+ 0.2% New Listings
+ 33.0% Closed Sales
2012
13,267
+ 24.8% Closed Sales
Change in Median Sales Price from Prior Year (6-Month Average)**
All MLS
b
Wake County
a
+ 15%
+ 10%
+ 5%
0%
- 5%
- 10% 1-2008
7-2008
1-2009
7-2009
1-2010
7-2010
1-2011
7-2011
1-2012
7-2012
** Each dot represents the change in median sales price from the prior year using a 6-month weighted average. This means that each of the 6 months used in a dot are proportioned according to their share of sales during that period. | Current as of January 10, 2013. All data from Triangle Multiple Listing Service, Inc.. | Powered by 10K Research and Marketing.
For further information regarding TMLS Market Trends and Analysis please visit: www.TriangleMLS.com
REALTOR Review ®
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winter 2013
Winner’s Trophies, Skill Contests, Raffles, Prizes
RRAR events
20 Real Estate & Taxes, 1:30 p.m.-5:30 p.m. Small Broker’s Council, 8:45 a.m. 21 New Member Orientation, 8:30 a.m.-3 p.m. 25 Top Producer’s Seminar with national speaker Chris Bird, 1 p.m.-4 p.m. 28 Triangle International Council of REALTORS®, 11:30 a.m.-1:30 p.m. Property Management Council, 11:30 a.m. 29 Good Friday, Office Closed
April
February
3 Women’s Council of REALTORS®, 8:45 a.m.
18 Presidents’ Day
Top Producers Council, 11:30 p.m.
19 Community Service Committee, 11:30 p.m.-1 p.m.
4 New Member Orientation, 8:30 a.m.-3 p.m.
20 C.E. Mandatory Update, 8:30 a.m.-12:30 p.m.
10 RRAR Board of Directors, 9 a.m.-11 a.m.
9 Triangle MLS Board of Directors, 1 p.m.-3 p.m. 16 Community Service Committee, 11:30 p.m.
Annual Review, 1:30 p.m.-5:30 p.m.
17 Small Broker’s Council, 8:45 a.m.
Small Broker’s Council, 8:45 a.m.
18 New Member Orientation, 8:30 a.m.-3 p.m.
Government Affairs Committee, 11:30 a.m. 21 New Member Orientation, 8:30 a.m.-3 p.m.
19 TRLA Seminar: Government Affairs with Tara Lightener Robbins
March
20-21 National Open House
6 Triangle REALTORS® Leadership Academy (TRLA) Orientation Dinner
22&24 NCAR Legislative Meetings 23 NCAR Board of Directors
7-8 TRLA Seminar: Leadership Concepts with Tom Martin
24 Government Affairs Committee/Joint with NCAR for Legislative Day, 7:30 a.m.-noon
7 New Member Orientation, 8:30 a.m.-3 p.m.
TRLA NCAR Legislative Day
11 REALTOR® Foundation of the Triangle Board of Directors, 12:30-3 p.m.
29 Annual Golf Tournament, Devil’s Ridge Golf Club
Mayberry Modernism: Selling Modernist Houses in the Triangle, 9 a.m.-11 a.m.
May
12 C.E. Mandatory Update, 8:30 a.m.-12:30 p.m. C.E. Secret Agent: Duties of Disclosure & Confidentiality, 1:30 p.m.-5:30 p.m.
1 Women’s Council of REALTORS®, 8:45 a.m. 2 New Member Orientation, 8:30 a.m.-3 p.m.
13 RRAR Board of Directors, 9 a.m.-11 a.m.
3 Leadership Academy Team Building Retreat, 9 a.m.-2:30 p.m.
14 Triangle MLS Technology Fair & Trade Show, 9 a.m.-4 p.m.
8 RRAR Board of Directors, 9 a.m.-11 a.m. 12 Mother’s Day
15 Tax Strategies for the Real Estate Professional, 10 a.m.-noon
14-19 National Association of REALTORS® Mid-Year meetings, Washington, D.C.
17 St. Patrick’s Day
15 Small Broker’s Council, 8:45 a.m.
19 Community Service Committee, 11:30 a.m.
16 New Member Orientation, 8:30 a.m.-3 p.m.
20 C.E. Mandatory Update, 8:30 a.m.-12:30 p.m.
For more information, visit www.rrar.com
REALTOR Review ®
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winter 2013
REALTOR Review 速
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winter 2013
JOIN US ON
Click to join us at http://pinterest.com/rrarrealtors/ REALTOR Review 速
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winter 2013
FHA Facts As Congress begins its review of the Federal Housing Administration (FHA) there are important facts to keep in mind:
Fact
The economic downturn slowed private lending for housing, and FHA stepped in with safe and affordable access to mortgage credit.
Fact
Since 2008, FHA has assisted 4 million homeowners: Without providing risky mortgage products. Without using exotic underwriting. Without using predatory lending practices.
Fact
FHA provided access to credit for millions of Americans who could then responsibly purchase a home - exactly the way Congress designed it to operate 80 years ago.
The one million members of the National Association of REALTORS® oppose any changes to FHA that will cause a disruption to the housing sector and undermine fragile local real estate markets. Let’s strengthen housing markets and our national economy by working together to ensure that FHA maintains its vital role for American homeowners.
To learn more, log on to www.realtor.org REALTOR® is a registered trademark that identifies members of the National Association of REALTORS®.
REALTOR Review ®
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winter 2013