Buying a “Real Estate” Camera - Part 2/2

0
Posted by Bryan on August 27, 2008 – 1:45 pm
Filed under Real Estate Marketing, Real Estate Technology

So what type of camera are you using to shoot listing photos?

As a photographer, I recommend that all real estate agents shoot with an SLR, or a single lens reflex camera. That is one with detachable lenses, often a more robust camera body, and more refined controls. With an SLR camera and a little know-how, you can approach all shooting situations confidently, and routinely post quality, attractive listing photos online, and in print format. In reality though, I understand that not everyone wants to lug around a large camera, or learn specifically how to use it, so I’ve simply listed some feature recommendations for all the three main camera sizes.

Real Estate Camera

Option (a): The Ultra-Compact, Point-and-Shoot Camera

Feature Recommendations:

Wide Angle Lens (38mm or wider) - Ultra compact and compact cameras almost never have lenses wider than 38mm. Get the widest you can, so that you can fit most of those large rooms into one shot.

White Balance Override – You will be shooting under a variety of lighting conditions, and it never hurts to have control.

Built in Flash – With at least the ability to shoot 9.8 ft. (3 meters) for brightening those dimly lit rooms.

Low Noise – Noise appears as impure, pixilated colors and a lack of detail. It results from shooting at high ISO, and/or in poorly lit conditions.

Easy to Navigate Menu – Find a camera with a menu system that makes sense to you. Make sure you can find what you’re looking for quickly and efficiently.

Option (b): The Mid-Size Camera

Feature Recommendations:

Wide Angle Lens (28mm to 35mm) – More options exist in mid-size cameras to achieve wider angles. Also, many of these cameras have a removable adapter ring around the lens that can accommodate “wide-angle adapters” if you fancy something wider.

Built-in Flash – With the ability to shoot 13.1 ft. (4 meters). Better yet, seek out a camera that has a “hot-shoe” to accommodate an external flash.

Aperture Range Starting at f2.8 to f3.5 – Aperture refers to the amount of light that can pass through the lens. The lower the number the more light that can pass. As photography is all about light, go for as low a number as possible.

Low Noise – see above

Lithium-ion Battery – Opt for one with plenty of “shots per recharge” so you can avoid running low on power when shooting. Carry a second battery if you want to avoid setbacks.

Option (c): The SLR (Single Lens Reflex) Camera

Feature Recommendations:

Wide Angle Lens (18mm) – Most SLR cameras come as a kit with an 18-55mm f3.5-5.6 lens, or similar. Check to see if these kits can be broken up and preview higher quality lenses. The advantages are better construction, faster focusing, wider aperture, and higher quality glass. Also, I recommend getting a UV filter to protect the lens from dust, scratches, and impact. A polarizing filter will be beneficial for shooting exteriors.

External Flash – The best accessory for a SLR camera is a good external flash. Don’t worry if you’re not too tech-savvy, as modern flashes have a TTL (Through the Lens) mode which automatically sets the flash in sync with your camera.

Dust Reduction – Dust and debris will inevitably get inside your camera body when changing lenses. Many SLR cameras now have sensor coatings and vibration mechanisms to alleviate this problem.

Auto Focus Points – Aim for at least five focusing points.

ISO 200-1600 – An ideal range for all your real estate photo needs.

The Power of Syndication Part Four of Four

0
Posted by Megan on August 20, 2008 – 3:13 pm
Filed under Listing Syndication, Point2 Agent, Real Estate Marketing

Over the past few weeks and months we’ve been sharing information about the importance and power of using listing syndication, and the benefits you’re sure to reap from syndicating your listings.  Now that you’ve syndicated your listings, what’s next?

Having your listings syndicated is just the start.  A key factor of a great syndication provider is one that takes the listing data, sends it out, keeps track of how they are doing, and report that information right back to you.  Why are reports on how your listings are doing at the syndication partners important?  Knowing which partners are doing well, where you could use additional exposure, and being able to gauge the traffic each listing is getting helps you to ensure that your listings are being marketed in the best way for you.  Quality syndication reports will show you the number of detailed views or referral clicks each listing has.  This allows you to see exactly how well your listings are performing.

A syndication provider that includes all of this automatically and continues to grow the list of partners will be ready for the long haul.  Make sure that your syndication needs are handled by experts who are working to be RETS compliant, gives control over who you choose to syndicate to, and provides detailed statistics and reports for you to evaluate.  Point2 Agent provides seamless syndication to over 35 partners and continues to add new and exciting partners all the time.

Point2 Agent Syndication

Point2 Neighborhood Watch

1
Posted by Chris on August 19, 2008 – 2:32 pm
Filed under Real Estate Marketing, Uncategorized

It’s a beautiful day, what exactly am I doing inside when I could be out running or playing Frisbee?

This is the thought that kept creeping into my head for the majority of last Sunday afternoon as I sat at my desk trying to convince myself that I was indeed being proactive and getting a jump on this week’s work – when in fact I had barely accomplished anything other than flesh out some ideas for articles and constantly check Twitter for updates.

Upon realizing this I thought it would probably be best to take a short break and clear my head, with the intention that doing so would let me come back to my work with some fresh ideas. I decided to wander upstairs to visit our realty support team to see what was new with the weekend crew, if they were not too busy taking calls and answering emails.

After chatting for a few minutes I happened to peer out the window and noticed a large blue blob sitting in the backyard of a house down the street. Not knowing what on earth it was, I asked one of the support representatives, and was informed it was a inflatable above-ground pool. Turns out there was something wrong with the water pump and it needed to be repaired, so it was deflated for the time being.

Taken aback, I asked how they knew this – did they happen to know the people that lived there? I was told that no, we have never spoke to them before, yet we know a tremendous deal about them. For example, I was told that this family recently purchased a new patio set, the lady of the house loves to garden, and they have a cute dog.

These observations were not confined to this one residence either, I was told of the time a house down the block was victim of a hit-and-run from a utility truck, how the neighborhood children like to build bike ramps in a cul-de-sac, and how one neighbor’s raspberry plants are growing quite well this year. All of this information collected in passing from our support team’s fifth floor vantage point.

After hearing all this, my first thought – well actually my second thought, after “our support team has some voyeuristic tendencies that need to be addressed” – was most any real estate professional would love to have detailed hyper-local information like this. Think about it - the best way for real estate agents to provide timely and accurate information to help their clients, as well as position themselves at the centre of the conversation, is to have access to extremely detailed local information such as this.

However, it is obviously not practical (or for that matter legal) for real estate agents to stake out a neighborhood in order to get all the information they can about it to help them provide better service. So what can you do in order to get the pulse of your neighborhood or selling area?

The answer, unsurprisingly, lies in the power of the web. Over the past few years there have been a number of startups that are looking to capitalize on the rise of hyperlocal information in order to provide consumers and businesses better results. The Following is a run down of some of the best services, and what you can do get hyperlocal results:

Yelp – A user-generated review site for local business and services. Want to know where your prospects like to shop? Check out this site and then use the results to figure out where to buy closing gifts from.

StreetAdvisor – Want to know how people perceive different streets or segments of a neighborhood? Check out this site, which rates streets on many different metrics – so you know where to target your efforts for maximum effectiveness.

Outside.In – Want to know what’s making news in your neighborhood? Use this hyperlocal aggregator to find out what’s being said, by whom, and when.

If nothing else, remember to check out Point2 Homes. Our agents have added a tremendous wealth of local information to neighborhoods all over the globe, which you can use to help enhance your business and learn about surrounding areas. Either that or come down to the Point2 HQ and ask one of our customer service representatives – they seem to have all the information!

Buying a “Real Estate” Camera - Part 1/2

0
Posted by Bryan on August 18, 2008 – 7:34 am
Filed under Real Estate Marketing, Real Estate Technology

Before we delve into the fundamentals of photographic technique, I’d like to take some time to discuss camera options for real estate professionals.

First off, digital cameras are everywhere - there are big ones, small ones, silver ones, black ones, metal ones, plastic ones, slow ones, fast ones, underwater ones… and ultimately, good and bad ones.

But what is a good digital camera?

A good digital camera is the same now as it was before – a camera that is capable of taking the pictures YOU need to take. In this case, YOU = Real Estate Agent.

So let’s talk about the “real estate” camera:

Real Estate Photography

  1. First off, your “real estate” camera is going to make you money. You are not buying it to shoot a picture of Uncle Fred at the upcoming family reunion; you are buying it to more effectively sell houses. I’m not saying you have to buy the best camera on the market, but what I am saying is that if you find the camera that can really shoot the pictures you need, just buy it. Prices have come down vastly, and your purchase should be considered as a business expense.
  2. Shooting quality home interior photos is difficult. Owning a camera that has the required features for real estate photography is meaningless, unless you know how to use them. You must learn how to use your camera. An intelligent sales associate, manuals, online blogs and tutorials, practice… these are just a few ways to better your knowledge about how to use your camera.
  3. Bigger is better. Yes, it’s true – bigger, bulkier cameras have more features and options than small point-and-shoot cameras. If you’re keen on owning a camera that easily fits in your front pocket, you will have to make sacrifices when it comes to taking pictures of real estate. So, it’s your decision: small and convenient, or large and feature-rich. Of course, you can always have one of each.

Stay tuned for my next post, when we’ll take a look at some more specific camera options and features . . .

Open House? Thats Music to My Ears!

4
Posted by Chris on August 12, 2008 – 12:47 pm
Filed under Real Estate Marketing, Real Estate Sales

I have to confess something to everyone - I am a “Lookie Loo”.   No, not a member of the New Zealand hipster band, but rather someone who, as Elizabeth Weintraub defines it:

“…people who often masquerade as [property] buyers but have no real intention of ever buying. Other types of Lookie Loo’s are those who are intensely curious about the interior of other people’s homes and have developed a hobby of touring open houses.”

I am not entirely sure why or how this fascination with lurking about other peoples homes started, but for the past couple years every time I see an open house sign in my neighborhood I am drawn to it in the same manner that some people have to stop when they see a yard-sale. 

Over this time I have seen all kinds of homes, from hip metropolitan villas to absolute dives (kindly marketed as “fixer uppers”). I have found that just like meeting someone new, I have formed my impression in under 2 minutes; even when there are a few things that tend to bind all the experiences together, such as lit vanilla candles, stacked magazines on coffee tables, and organized remote controls (still haven’t figured that one out).

However, this weekend I experienced an open house that made me question the way I form my opinions at open-houses and consequentially indirect marketing as a whole.  The whole experience started innocently enough, with me wandering into a new condo development open-house that was happening on my way home from running some errands.  At first glance, everything seems fairly standard issue; open layout, clique color palette, and high efficiency appliances.  But the more I saw of the property the more I liked it - and I could not figure out why.  This was just like every other condo that was being built in the area, and was fairly “cookie-cutter” for lack of a better word.  Then, as I was standing in the master bathroom scrutinizing the grout between tiles it hit me - there was music playing.

I came back downstairs and sure enough there was soft down-tempo jazz coming through the living room stereo system, the kind of music that you would hear at your favorite lounge while enjoying some cocktails with your friends.  I must have stood there slack-jawed for a good minute before I fully comprehended the fact that it was this aural stimulus that was responsible for my unfounded interest in the condo.  It was not that I have all of a sudden discovered a new passion for faux-African artwork that adorned the place, it was that I was subconsciously drawn to the pleasing music and the feelings and memories it evoked.

From a marketing perspective this was a fairly profound experience.  Agents and home-owners spend so much time and effort making sure that the look, smell, and feel or a property is conducive to buying that aural stimulus is ignored, when as shown above, it can really have an impact on the consumer and the message you are trying to communicate indirectly. 

So I put the question out to both real-estate professionals and home buyers; have you ever used/heard music at an open-house, and/or do you think it is an effective tool for marketing a property?  Let us know what you think in the comments.

Where do we go from here? MLS 5.0

0
Posted by Carey on August 11, 2008 – 7:45 am
Filed under MLS & Associations, Real Estate Technology

I previously posted the Excecutive Summary of a white paper our CEO, Saul Klein, was preparing on the future of the MLS called MLS 5.0

The paper is now complete.  It paints an insightful picture of where the MLS is, and where it (should be) going.

Saul Klein’s MLS 5.0