For those of you that didn’t attend ACMS, here is a link to my presentation from the event. I believe there are strategies and information you’ll find valuable.

Download ACMS Presentation (PDF – 3.5MB)

It all starts by determining what you’re trying to attain with the technology. Is lead generation the sole focus? Do you plan to use social marketing to stay connected with your current owners? Are you looking to broadcast special offers as quickly as possible? All of the above?

BrightDoor customer Hampton Lake has a robust Facebook presence.

As a primer to the potential of social marketing, I’ve compiled the following links to help as you build your plan. Although these articles aren’t necessarily real estate focused, they do provide some good background information on social media marketing, tips and best practices.

• From Pragmatic Marketing - Tuned in social media
• From Associated Content - Business: Three Risks and Myths of Social Networking
• From About.com – Reasons to Adopt Social Media Marketing
• From Duct Tape Marketing – Your Social Media Strategy

Once you’re off and running, like any other marketing initative, analyze the results and makes any necessary adjustments. In the digital age, change is just a few keystrokes away.

There are some notable changes from Q1:

• Lack of management experience is a big factor – lots of confusion about what to do next.
• Increased pursuit of any and all types of “efficiencies”. How can I cut cost and still do more.
• Continued financing hurdles for those that want to buy – especially on home sites.
• Buyers perception is that you can get 25% – 40% off at present.  They all want foreclosures or short sales….then it’s tough to get them financed.
• Pre-development communities are stagnant or dead.
• New development ownership and private capital on the rise.
• Interested prospects want completed communities – show me the clubhouse, let me play the golf course, what time is dinner?
• We are using the web and social networking much more. Must be targeted rather than mass media.
• Most prospects are jumpy and just won’t spend cash or go further in debt.
• On site agents have to relearn the art of selling.
• Follow-up is the key! Must be more frequent and more creative.
• Sales consultants have to be just that — consulting on financing, timing, market competition and they better be well versed in the competition too.
• A strong, trusted brand even more relevant than ever before.
• Developers lacking a positive and strong track record are dead in the water in this environment. People will not trust un-proven developers.
• Still watching for signs of positive consumer confidence – starting to see some now!

Add your feedback below….

All good questions. But consider this. If persistance pays off, how do I manage my marketing and sales efforts over the long term? Agencies are invaluable at establishing your brand and developing a plan for targeting your ideal prospects. Most of them understand that an integrated marketing approach (mostly weighted around online) is the best, most cost-effective approach.


Today, unified software systems like BrightBase give you the power and flexibility to take control of the on-going content management process. This now extends to your public website (inventory, site maps, surveys, registration) as well as other sales force automation tools such as information kiosks and sales center presentation. No one expects the “good old days” of 2006 to return anytime soon. As developers consider how to get back in the game, those with a persistant approach are best positioned for long term success. They’ll need technology that gives them full control of their online presence.

1. Tell yourself a positive story. Life is a story. The story we tell ourselves and the role we play in that story determines the quality and direction of our life. The best real estate professionals are able to overcome adversity by telling themselves a more positive story than the rest. Instead of a drama or a horror movie, they define their life as an inspirational tale. Instead of being the victim, they see themselves as a fighter and overcomer. You may not be able to control market conditions, but you can influence the outcome of your story.
2. Model yourself after success. Are there real estate practitioners succeeding today? Of course there are. Seek out those people in your market and ask to meet with them. Learn from their advice and model their attitudes and actions. If they can succeed, so can you.
3. Focus on the important stuff. Tune out the negative voices and start making positive choices. What are you doing on a daily basis to grow yourself, your team, and your business? Don’t focus on the negative things other salespeople and the media are saying. Instead, focus on marketing your business, taking care of clients, and building loyal relationships. Every morning ask yourself this question: “What are the three most important things I need to do today that will help me create the success I desire?” Then take action on those items.
4. Replace “have to” with “get to.” This simple word swap can change your mind-set and your approach to work and life. It turns a complaining voice to an appreciative voice, and acknowledges that life is a gift—not an obligation. So often we grudgingly say things like “I have to go to this meeting,” “I have to meet with this client,” or “I have to sell houses in this market.” In reality, it’s not about what we have to do. It’s about what we get to do. Research shows that when we practice gratitude, we get a measurable boost in happiness that energizes us and enhances our health. It’s also physiologically impossible to be stressed and thankful at the same time.
5. Refuse to participate in the recession. Professionals who’ve thrived during past recessions continued to go about business as usual regardless of market conditions. They worked hard and focused on taking actions to grow their business. As others are paralyzed by fear, take the opportunity to charge forward.
6. Boost your marketing and advertising. It may seem counterintuitive to spend more money on advertising and marketing right now. But with so many of your competitors cutting back in these areas, this is a great opportunity to build your brand and gain market share. People are still buying and selling, and they will buy from those whom they trust and see in the marketplace.
7. Create a positive vision. Instead of being disappointed about where you are, make the decision to be optimistic about where you are going. Create a positive vision for your future and the future of your team. Vision helps you see the road ahead and it gives you something meaningful and valuable to strive towards.
8. Invite others on your bus. Invite colleagues and customers to board your bus for a positive ride. Send them an e-bus ticket at www.TheEnergyBus.com. Share your vision with team members and ask them to join you in making this vision a reality. Be a positive influence.
9. No more complaining. Abide by the “no complaining” rule. When you realize you’re about to complain, replace your thoughts and words with positive actions. Let your complaints help you identify what you don’t want so that you can focus on what you do want. The key is to turn complaints into solutions.

Source: Jon Gordon is a speaker, consultant, and author of The Energy Bus: 10 Rules to Fuel Your Life, Work, and Team with Positive Energy (Wiley, 2007), and The No Complaining Rule: Positive Ways to Deal with Negativity at Work (Wiley, 2008). Gordon’s next book, Training Camp: What the Best Do Better Than Everyone Else, is scheduled to be released next month.

Here’s just a few of them from the past week (click on any for the full article)!

• March Was U.S. Stocks’ Best Monthly Gain Since 1991
• U.S. Feb. Pending Home Sales Up 2.1%
• Consumers slightly more confident
• U.S. home sales climb at fastest pace in 10 months
• Certain areas of economy swelling with jobs

Like Kasey Casem said; “keep your feet on the ground, and keep reaching for the stars” (no idea why that popped in my head).

• Increasing anxiety about prolonged economic turmoil (domestic and global)
• With staff reductions, new spending hard to justify
• Increased pursuit of any and all types of “efficiencies”
• Financing hurdles for those that do want to buy
• Growing operational limitations imposed by lenders and owner/investors
• Near abandonment of print advertising, collateral and media
• Chapter 7 vs. chapter 11
• Interested prospects want completed communities (no renderings)
• Recognizing need for exceptional service and experience for every single on-site prospect
• Retail buyers are looking for foreclosures, short sales or a “steal”
• Leadership is learning to sell because all sales people have quit or been fired
• Watching for signs of positive consumer confidence
• Progressively more dependent on web-based databases and lead generating tools
• Interested prospects have low levels of interest in home sites
• Research is leading to a fractional explosion over the next 5 years
• Flush developers and lenders (and there are many) have the opportunity/opportunities of a lifetime
• Best location, best product and best price still wins!

Special thanks to these folks for their contribution this month: Linton West, Jason Weaver, Harry Redfearn, Terry Tolbert, Ranie Good, Chris Hill, Jami Mullikin, Terry Weaver, Gary Harmon, Judith She’, David Pisano, Mike Notartomaso, Burt Baine, Johnny Ussery

As our friend Terry Weaver likes to say, “If none of us hold back…All of us can move forward.” In the spirit of that notion, we’d like for you to sound off on any of these real estate sales & marketing topics:

• What source of inbound leads are most effective today?
• What lead generation efforts are you investing in this year?
• What ineffective sales and marketing programs are you eliminating?
• How are you keeping your sales team(s) engaged and motivated?
• What are you doing to ensure future success?

Terry Weaver’s 14th annual Amenity Community Excellence in Selling (ACES) Conference is officially underway at the Marriott Resort in Hilton Head, S.C. Although the economy has affected attendance (no surprise there), the overall mood of the event is positive. ACES attendees are traditionally focused on knowledge sharing and networking – never has this been more relevant than today. The event goes through tomorrow (Feb 4th).

Session topics today include persuasive communication tips, the power of positive leadership and Deven’s upcoming panel discussion on leveraging technology to improve marketing and sales productivity. Tomorrow’s sessions include influence strategies for a tough market, a strategic system for sales success and Terry’s final general session on success in 2009. BrightDoor is pleased to continue our participation with Marketing & Sales Institute (MSI) and this vital industry event.

With iCRM, you can unify your sales and marketing under a common platform. Launch email marketing campaigns. Entice web visitors to register through interactive site plan exploration. Schedule community tours. Provide online follow-up through personal web portals. Track and manage the complete customer experience. All from a single Software as a Service (SaaS) platform. What makes BrightDoor’s iCRM more compelling than ever? The answer is as close as your newspaper or TV.

With the global market in crisis mode, change is undeniable. Real estate buyers will be forever transformed – using the internet as THE key method of analysis and decision-making. They’ll be scrutinizing every purchase. Why would real estate be any different? It won’t be. As a builder or developer, it is imperative that they embrace the change and seek out new tools to restore their ability to effectively market and sell their communities.

We believe BrightDoor iCRM provides a compelling and cost effective way from which to rebuild your sales and marketing approach. I encourage you to learn more at Brightdoor.com and start a conversation with us.