Berlinnhrealestateblog.com: February 2009

The word "remax" ranks as the No. 2 search term in the real estate category

Consumers Continue to Use 'remax' in Searches for Real Estate Info

The word "remax" continued to rank as the No. 2 search term for consumers seeking real estate information online in December

According to the December search-term report by Internet traffic analysts Hitwise, "remax" trails only "realtor.com" in usage by consumers seeking real estate Web sites.

Hitwise, a subsidiary of Experian, has been collecting and analyzing data directly from Internet Service Providers (ISPs) since 1997.

The search terms in the report were ranked by volume of searches that successfully drove traffic to Web sites in the Hitwise Real Estate category for the four weeks ending Dec. 27, based on U.S. Internet usage.

Hitwise Real Estate Search Term Rankings, December 2008
1. realtor.com - 1.98 percent
2. remax - .61 percent
3. zillow - .58 percent
4. real estate - .43 percent
5. apartments for rent - .37 percent
6. zillow.com - .37 percent
7. realtor - .33 percent
8. century 21 - .30 percent
9. coldwell banker - .27 percent
10. www.realtor.com - .25 percent

Copyright © 2009 RE/MAX International

0 commentsTeam NER • February 11 2009 08:53AM

RE/MAX Marketing Edge continues to grow...



The RE/MAX International Chairman and Co-Founder's insights on recruiting, retention, management and creating brokerage profitability in any market conditions
February 11, 2009Key Points Our Marketing Edge
Grows in Slower TimesIt's important to understand what effect the economic mess is having on our competitors, and how it impacts our competitive advantages.

Many brokerages today, including national franchises, regional giants, smaller independents and local mom-and-pop firms, are struggling far more than firms within the RE/MAX organization.

While our offices certainly face challenges in this market, our competitors - especially those with business structures based on gross commissions and traditional splits - are hit even harder by the downturn in prices, sales volume and revenue. A growing number of competitors have been unable to adjust expenses and income to a point of breakeven, and that creates recruiting opportunities for us.

Realogy is strugglingOne competitor in particular, Realogy, the owner of Century 21 and Coldwell Banker, appears to be far from stable financially. Spun off from Cendant and purchased by Apollo Management in 2007, Realogy is saddled with billions of dollars of debt in the form of high-interest bonds. Interest alone runs into the hundreds of millions.

Realogy appealed to bondholders last November in an attempt to refinance $1.1 billion in bonds and shave nearly $600 million from the loans, but instead found itself in litigation with an investor group led by financier Carl Icahn. The debt load, combined with heavy losses from the market downturn, has forced the company to cut back in ways that could change the competitive landscape.

We don't expect the demise of the Realogy brands, but we do see a potential for productive agents to wonder whether they should make a move.

It's up to us to offer a better alternative. We must show recruits how our responses to the downturn have left intact the services tied directly to agent success - elements such as LeadStreet, Design Center, brand marketing and RE/MAX University (with its growing stable of foreclosure and short sales education).

Initial advantage returningIt's interesting to see that even our original competitive advantage, the maximum commission concept, is returning to us to some degree. In the early years, it was all we had. But over time, after losing thousands of agents to us, competitors adjusted their approach and offered higher splits to their best agents. Meanwhile, we developed many other advantages, including our brand awareness, market share, Web presence, training programs, reputation and more. Now though, amid financial distress, competitors are returning to splits of 60-40 or 50-50, leaving RE/MAX as the option of choice for agents seeking a higher return.

Century 21 cuts national TVBrand marketing remains another key RE/MAX edge, especially after Century 21's recent decision to abandon national TV advertising. Their ad budget is based on commission revenue, and the explanation that online ads are a more effective way to reach consumers sounds like spin to us. Ultimately, the decision will hurt their agents at a time when effective marketing is crucial.

RE/MAX TV ads, which generated more than 5.8 billion impressions last year, drive consumers to remax.com and ultimately to our Associates. Offline advertising triggers online action, and in many cases that means a sale, a commission and a potential lifetime customer for an Associate.

Voice is growing even strongerOur strategic mix of national media includes TV, radio, print, online, sponsorships and other promotions. But nothing beats TV for building consumer confidence in the brand, and halting these messages is the last thing to do in a down market. People in our target demographic, adults 25-54, spend more than half their media time with TV (51%), followed by radio (22%) and the Internet (18%). We're strong in all three.

RE/MAX leads the industry in TV Share of Voice, and in 2008 we had a television presence equal to all other national competitors combined. The numbers will be even better without C21 in the mix. We're also the undisputed leader in national radio, and our presence during premier sports events - such as the Olympics, the NCAA's March Madness basketball tournament and the just-ended NFL season - delivers even more consumers to remax.com and leads to Associates.
  TV and Web Ad
It's also worth noting that C21 has had a longtime presence in national Spanish-language TV advertising, with RE/MAX the only other contender. With C21 out of the picture, imagine the marketing and recruiting implications for RE/MAX in states like Florida, Arizona, Texas and California, where prices have declined dramatically and affordability has risen.

Internet strategies are working tooThough we haven't dropped TV to do so, we've made huge investments online. We have aggressive paid-search and SEO campaigns in place, and consumer awareness of remax.com rises exponentially when the site appears in both organic and paid search results. According to Hitwise, the word "remax" ranks as the No. 2 search term in the real estate category, trailing only "Realtor.com." And remax.com itself, with its consumer-friendly IDX display of all listings from all companies - without extra clicks - is our ultimate online advertisement.

The bottom line: Because of the structure of our ad fund, we don't have to choose between TV and Internet. Our Sales Associates get them both. Here's a print ad that will soon run in Realtor Magazine. Download a PDF version you can use in your recruiting and retention efforts.

Coming UpIn the next Profit Lines, we'll talk about the RE/MAX value proposition in this market and why every Affiliate should get as much education as possible in distressed properties, REOs, foreclosures and short sales. Considering how much of the market is represented by these transactions, it's vital that we learn how to capture an even larger portion of this business.

Final ThoughtWhile there's no shortage of business-related news and analysis available these days, one piece we think stands out is Jeff Thredgold's Tea Leaf newsletter, which is filled with insights and useful information about the economy. Subscriptions, with no strings attached, are free. After subscribing, you'll receive a weekly e-mail linking back to the newsletter site.

Download past editions of Profit Lines via RE/MAX Mainstreet.



© 2009 RE/MAX International. Permission is granted to RE/MAX Affiliates to reproduce or forward this newsletter in its entirety, provided this notice is retained. All other rights reserved.
RE/MAX International, Inc.  |  5075 S. Syracuse Street  |  Denver, CO 80237  |  USA


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0 commentsTeam NER • February 11 2009 08:50AM

Do you want to see some before & after photos?

This 3 bedroom 2 full bath home is situated on a private 2 acres of land with water and mountain views.

Now look what water can do...

A once beautiful house that sold for $299,000 in 2006 in total ruin in 2009.

7 commentsTeam NER • February 06 2009 02:48PM

Berlin New Hampshire (NH) First-Time Homebuyers

Before you go looking for a home, you should see how much financing you may qualify for.

The prequalification process

During the prequalification process, a lender will typically ask you for some basic financial information that will help them decide how much money you could comfortably afford to borrow. The lender will then provide you with a prequalification certificate summarizing your home-buying budget.

Prequalified vs. preapproved

Your prequalification letter is an important resource, but it does not mean you will be automatically approved for a loan.

  • A prequalification letter is simply a reference document designed to provide some general guidance on how much money you can potentially afford to borrow.
  • Once you've found a house you'd like to buy, you'll still need to go through the formal loan approval process with a mortgage lender.

In contrast, preapproval means that you've applied for and received conditional approval for your loan, before you actually make an offer on a house.

  • As part of the preapproval process, we will run a credit check on you and review your credit score.
  • If you are preapproved for a loan, you can be confident that your loan will be processed quickly and easily, as long as all information you have provided is accurate and can be documented upon request.

How to use your prequalification letter

Your prequalification letter can help you start your home search on the right foot. A buyer's real estate agent (one who represents only you in a purchase transaction) will often request that you get prequalified or preapproved for a mortgage before looking at houses to help you find a home that best suits your actual budget. Keep in mind that if you are working with a seller's real estate agent (one who represents the seller), you may want to avoid disclosing your maximum budget, as it could potentially work against you in the negotiation process.

For more information on the home buying process please don't hesitate to contact Matt Martel from RE/MAX Northern Edge Realty located in Berlin, NH (603) 723-0521 or email me at matthewmartel@remax.net

1 commentTeam NER • February 06 2009 02:24PM

Berlin New Hampshire (NH) $15,000 tax credit for homebuyers!

Senate OKs $15,000 tax break for homebuyers

WASHINGTON - The Senate voted Wednesday night to give a tax break of up to $15,000 to homebuyers in hopes of revitalizing the housing industry, a victory for Republicans eager to leave their mark on a mammoth economic stimulus bill at the heart of President Barack Obama's recovery plan.

The tax break was adopted without dissent, and came on a day in which Obama pushed back pointedly against Republican critics of the legislation even as he reached across party lines to consider scaling back spending.

"Let's not make the perfect the enemy of the essential," Obama said as Senate Republicans stepped up their criticism of the bill's spending and pressed for additional tax cuts and relief for homeowners. He warned that failure to act quickly "will turn crisis into a catastrophe and guarantee a longer recession."

Democratic leaders have pledged to have legislation ready for Obama's signature by the end of next week, and they concede privately they will have to accept some spending reductions along the way.

Sen. Johnny Isakson, R-Ga., who advanced the homebuyers tax break, said it was intended to help revive the housing industry, which has virtually collapsed in the wake of a credit crisis that began last fall.

The proposal would allow a tax credit of 10 percent of the value of new or existing residences, up to a $15,000 limit. Current law provides for a $7,500 tax break for the purchase of new homes only.

Isakson's office said the proposal would cost the government an estimated $19 billion.

Democrats readily agreed to the proposal, although it may be changed or even deleted as the stimulus measure makes its way through Congress over the next 10 days or so.

"This bill needs to be cut down," Republican Mitch McConnell of Kentucky said on the Senate floor. He cited $524 million for a State Department program that he said envisions creating 388 jobs. "That comes to $1.35 million per job," he added.

Republicans readied numerous attempts to reduce the cost of the $900 billion measure, which includes tax cuts and new spending designed to ignite recovery from the worst economic crisis since the Great Depression.

But after days of absorbing rhetorical attacks, Obama and Senate Democrats mounted a counteroffensive against Republicans who say tax cuts alone can cure the economy.

Obama said the criticisms he has heard "echo the very same failed economic theories that led us into this crisis in the first place, the notion that tax cuts alone will solve all our problems."

"I reject those theories and so did the American people when they went to the polls in November and voted resoundingly for change," said the president, who was elected with an Electoral College landslide last fall and enjoys high public approval ratings at the outset of his term.

Obama did not mention any Republicans by name, and most have signaled their support for varying amounts of new spending.

Even so, the president repeated his retort word for word in late afternoon, yet softened the partisan impact of his comments by meeting at the White House with senators often willing to cross party lines.

His first visitor was Sen. Olympia Snowe, R-Maine, a moderate GOP lawmaker. Later he met with Sens. Susan Collins, R-Maine, and Ben Nelson, D-Neb.

"I gave him a list of provisions" for possible deletion from the bill, Collins told reporters outside the White House. Among them were $8 billion to upgrade facilities and information technology at the State Department and funds for combatting a possible outbreak of pandemic flu and promoting cyber-security. The latter two items, she said, are "near and dear to her," but belong in routine legislation and not an economic stimulus measure.

Collins and Nelson have been working on a list of possible spending cuts totaling roughly $50 billion, although they have yet to make details public.

The House approved its own version of the stimulus bill last week on a party line vote, but the political environment in the Senate is far different.

Democrats hold a comfortable 58-41 majority. But because the legislation would increase the federal deficit, any lawmaker can insist that 60 votes be required to add to its cost.

While the 60-vote threshold can impose a check on Democrats, it can also illuminate the cross-pressures at work on Republicans.

A Democratic attempt on Tuesday to add $25 billion for public works projects failed when it gained only 58 votes, two short of the total needed. But a few hours later, a proposed $11 billion tax break for new car buyers attracted 72 votes, including several from Republicans.

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2 commentsTeam NER • February 06 2009 10:37AM