Don't build a website without looking at the bigger "Marketing" picture

Now that I'm with GraphicalData I am having more focused discussions with real estate agents and their brokers about websites. One of the things I've quickly learned is that you can not have a "website" discussion without having a "marketing" discussion.

Too often agents want to jump in and order up a website so they can check that task off some list they have in hand. Later, when the going gets rough financially they jettison the website because it is not meeting their needs.

Before getting the website ask yourself some questions, this may require a bit of introspection:
1) What kind of business do I want to do. Am I focusing on residential resale, commercial, new construction, condos.......etc

2) Write a paragraph describing your perfect buyer

3) Write a paragraph describing your perfect seller(in both cases be specific to type of home, geographic location, qualifications of the buyer or seller)

4) What are your goals for the website?Be realistic here. Come up with a number that you can logically work toward.

5) How much am I willing to spend?This has to be a realistic number that will not change with the market. Too often agents and companies spend lots of money when the market is good and pull it all back when things get tough. The key word here has to be "consistency". Granted, you may invest more as you have more to invest...but you should always have a core marketing effort going on. Note...I use the word "invest" on purpose. Dollars you spend are either to improve your business, have a goal and measurement attached or it is a charity. Too often business people mistake the two.

6) How am I going to track my success?

With this information you will be able to tailor your site to meet the needs of the people you are trying to attract and keep as customers. Don't try to make one site do too much. If you do residential sales and property management you may want to consider two separate websites, otherwise you dilute your message and will make it harder for your site to show up on the first page or two of search engine rankings.

Now that you are sitting down to actually start planning the website looks are important but only go skin deep as the old saying goes. Content is king. I'm running across good, hard working agents who have invested a lot of money into a website that looks good but has no real content. Make sure your website developer can and does provide the IDX feed for your site. Without it you will not be able to provide interactive home searches for your clients, nor will you be able to use many of the tools that make a great site like flyer makers, CMA tools or automatic e-mail notification services.

2007 Year End Real Estate Letter

I hope this annual letter and calendar find you and yours doing well. Please note that your calendar starts on December 1^st so go ahead and start planning next year today.

2007 has been an interesting year in real estate. The good news is the northwest has done very well in these turbulent times (except Tacoma Pierce). Even though we have seen our value increases flatten, our inventory grow and our market times lengthen we are still far better off than many other areas.

Some Stats comparing 2007 to 2004-2006 in Kitsap County (through Nov. 1 2007)
2004 2005 2006 2007

# of New Listings: 5038 5237 5634 6007

# of transactions: 3823 3871 3406 2836

Avg. Days on Market: 65 58 63 89

Avg. Sale Price $254,809 $307,235 $336,299 $367,730

You have heard a lot of talk about our real estate market. Much of the discussion has been framed by the media in a very negative light. When you add to it new highs for the price of oil, a lot of discussion about subprime lending and a falling stock market there is some room for jittery nerves. Real estate is a very local discussion. Sweeping generalizations of the real estate market cannot do it justice, you have to talk with local Realtors to get the straight scoop about their area.

Some facts about our area that make it a great place to live, buy and own a home. Our economy seems to be stable, unemployment is at 4.2%. Though subprime loans in the US accounted for upwards of 20% of the loans made in 2006, in our area only 8% of them were subprime. Money Magazine has listed Silverdale in their top 100 list of best places to live. We are close to the amenities of a large city without having to live with the drawbacks. The increase of population in Washington state for the foreseeable future will continue to outstrip construction.

As promised in last year’s letter, our market has shifted from a seller’s market to a buyer’s market. Though sellers are having to be a bit more patient than years past, and cannot afford to be as aggressive with their pricing, homes are still selling. Buyers are in the best position right now. There is plenty to choose from, sellers are being a bit more negotiable and interest rates continue to stay low.

I believe this trend will hold through the first half of 2008, we should begin to see a shift next summer or early fall. If you are thinking of investing in real estate I would recommend doing so before the end of the first quarter 2008. As this cycle works through, the fed will feel pressure to increase interest rates.

I’ve included with this year’s letter a graph showing how our inventory has grown. Should you have any questions about the graph or other market statistics let me know.

Please have a wonderful holiday season and a safe, healthy and prosperous new year. Should you know of anyone thinking about buying or selling real estate in 2008 please let me know or if you just want a market update please feel free to call or check out one of my web resources. Web Page: www.FranklyRealEstate.com or my Blog: www.FranklyRealEstate.Blogspot.com.

PS....sorry for the formating. Blogger just has never done well with cut and paste from MS Word.

Real Estate Statistics for Kitsap County, WA 2/18/2007

Watching stats like these will help you determine what kind of a market you are in.
For Kitsap County Washington as of 2/18/2007
1350 Active Listings
71 Homes went Pending last week
77 Average Days on Market

$305,601 Average List Price
$300,937 Average Sale Price

98% List price to sale price ratio

19 weeks of inventory

Learn more about Defining Your Market.

Annual Real Estate Update for Kitsap County WA

At the end of each year I send out a letter to all of my clients with a 1 page update on what is happening in Kitsap County. Below is this years letter:

I hope this annual letter and calendar find you and yours doing well. Please note that your calendar starts on December 1^st so go ahead and start planning next year today.

2006 has been a good year in real estate despite the doom and gloom you might have heard earlier in the year. The markets throughout the US that had the highest run up in value are the ones that had the biggest decline. Our area has done quite well. Though inventory and market time are up so is the value of your home. In general the value of your home has increased about 9% this year, a much more sustainable increase over the 20% increase of 2005.

Some Stats comparing 2006 to 2004 & 05 for Kitsap County (through Nov. 1 2006)

2004 2005 2006

# of New Listings: 5038 5237 5634

# of transactions: 3823 3871 3406

Avg. Days on Market: 65 58 63

Avg. Sale Price $254,809 $307,235 $336,299 (+9%)

If you were a seller in 2006 you had to be a bit more patient than you’ve had to have been over the past few years. You were not able to choose a list price as aggressive as in the past. Bottom line though is houses are still selling and sellers continue to see appreciation.

If you were a buyer in 2006 you’ve actually had the best of both worlds. Interest rates continue to stay low and you have more houses to choose from. The icing on the cake is that sellers have had to be a little more flexible in their sale price and have been more open to paying some of your closing costs.

I’ve developed two web resources to help you keep up with our market:

Website: http://www.franklyrealestate.com

Blogsite: http://franklyrealestate.blogspot.com (see what is in store for 2007)

Politics/Taxes – This last election cycle has brought in a new County Commissioner. Since there are only 3 Commissioners involved in making decisions for us at the County level the change out of 1 can have a large impact. This last change brings with it an increased risk to your property rights and increases the likely hood of increased taxes. Now, more than ever you need to be prepared to speak out if you see something going on that you disagree with. Letters to your local and state representatives as well as letters to the editor are great tools to get your point across.

Around Town – Bremerton continues to flourish, its skyline almost unrecognizable from a few years ago. We have real, on purpose condominiums being built where in the past Kitsap has seen apartment looking condos or converted condos. The Tacoma Narrows Bridge continues its construction. Stay tuned to http://www.wsdot.wa.gov/goodtogo/ to sign up for your “good to go” sticker that will allow easy passage on the bridge without having to stop and pay a toll

Please have a wonderful holiday season and a safe, healthy and prosperous new year. Should you know of anyone thinking about buying or selling real estate in 2007 please let me know or if you just want a market update please feel free to call or check out one of my web resources mentioned above.



PS Sorry for the formatting, apparantly Blogger does not like info from MS Word.