• Guerilla marketing

    Homegaingorilla

    The bright orange polyester plush toys pictured here come to Inman News from China, courtesy of the folks at HomeGain.

    "Behind the cute and cuddly nature of this critter is a profound message for real estate agents to 'stop monkeying around' and fight the effects of a challenging market with HomeGain's help,' " each Inman staff member who received one was informed in a letter from company execs.

    We could just do what we usually do when promo stuff like this arrives -- ignore it and go about our daily business. But instead of a "see no evil, hear no evil, speak no evil" approach, I thought it would be interesting to hear from readers whether you think HomeGain will get much mileage out of this campaign.

    Last year, I was somewhat appalled when a well-known company that provides fraud detection services for mortgage lenders sent us fortune cookies with slogans like "Confucius say: Loans to crooks/Make problems with books."

    At least HomeGain is not likely to offend anybody with its new campaign (Isn't the first rule of marketing, "First, do no harm?" Or is that some other profession?). Stuffed animals do seem to be the rage this year. Here's where these guys came from if you want to jump on this trend.

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  • What is a lead?

    The folks at 1000Watt Consulting debuted this video of people -- consumers we presume -- speaking frankly about their real estate needs. The jist is that people are people, not leads.

    Marc Davison, a partner with 1000Watt and Inman News columnist, has addressed the topic of lead generation in past columns. (See "Lead generation is dead.") Davison's tongue-in-cheek satire of the death of lead generation appears to be a cry for a return to conversation and value, rather than numbers, clicks and drip e-mail.

    From Davison's column: "Lead Generation is survived by Customer Engagement, its decidedly more social, open and confident offspring. Some industry observers familiar with Customer Engagement note that it also shows the influence of its grandparents, Conversation and Value."

    The video raises some interesting questions about the future of automated lead generation, which seems to work wonders for some in the industry while leaving others frustrated and hostile. Which business model will work for brokers, consumers and agents?

    See also, "Real estate, the Web and the great divide," by Steve Kropper.

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  • Deadstick landing

    Eject_3 Does Fed chairman Ben Bernanke see himself as the pilot of the U.S. economy, attempting to make a deadstick landing aboard the U.S.S. Housing Market?

    Before the invention of the ejection seat, pilots taking off and landing from aircraft carriers were pretty much doomed if they lost engine power below the altitude where their parachute could open in time to save them if they were forced to bail out. Nowadays, they can ride a flameout right down to the deck, if need be, and eject at the last minute -- their rocket-powered seats will propel them high enough for a safe descent by parachute.

    After taking a beating at the tail end of 2007, stocks have really flamed out in the New Year. Thanks in part to gloomy numbers on unemployment and manufacturing, the Dow Jones Industrial Average plummeted 256 points today and is down 750 points since the day after Christmas, or about 5.5 percent.

    The credit crunch that erupted last summer, leaving many subprime and alt-A mortgage lenders unable to finance new loans, shows little sign of abating, either. So the Fed announced today that it would make up to $60 billion in short term loans available to banks this month, up from $40 billion in December (see Inman News story).

    All of this seemingly bad news could help housing markets recover, by pushing mortgage rates down. As investors pull money out of stocks and put it into safe bets like Treasurys and other bonds, that brings interest rates down. Even mortgage-backed securities -- at least those built around prime mortgages with backing from Fannie Mae and Freddie Mac -- are considered a safe haven by many investors.

    So mortgage rates could be headed below the 5.25 percent bottom seen from 2002 to 2004, mortgage broker and syndicated columnist Lou Barnes writes today -- unless the Fed sees the need to attempt a dramatic rescue of the economy.   

    While many Wall Street investors are hoping the Fed will continue to slash short term interest rates to stimulate economic growth (it's lowered the federal funds overnight rate three times since September, to 4.25 percent), Barnes says that could send long-term rates in the other direction.

    "The bond market won't like the inflationary consequences. The economy and especially housing need lower long-term rates; if the Fed appears to abandon discipline, long rates will rise no matter how far the Fed cuts," Barnes writes.

    So while he can't say so publicly, Bernanke has to let the economy slide toward recession until inflation is under control, Barnes theorizes.

    The Fed chair "must engage in brinkmanship to hold inflation below the 2 percent bound -- a priority on nobody's screen except bond investors," he says. That's not something that's easy to explain to the public, but "It's the only way to get long-term rates down, and to achieve a durable rescue."

    Going back to the ejection seat analogy, Bernanke and the Fed's Open Market committee could hit the eject button now by making drastic cuts in short-term interest rates. But they'd rather let the economy continue to lose altitude in the hopes of saving their multibillion dollar aircraft from the drink.

    The ejection seat analogy (which is mine, not Barnes') may be lacking in at least one respect: what, if anything, can still be saved if Bernanke hits the short-term interest rate ejection button too late? Bond investors?

    Expectations of a big rate cut at the Federal Open Market Committee's next meeting Jan. 30 have soared, by the way, with futures market investors betting on a 50-basis point reduction in the federal funds rate to 3.75 percent (that's the red line in the chart below from the Cleveland Fed (click for full size)).

    If Bernanke and company are NOT ready to hit eject at the end of the month, expect stocks to tank and long-term interest rates -- including mortgages -- to come down more.

    Marketsexpect

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  • Lead generation strategy for '08: Lend a helping hand

    Many people in the real estate industry continually stress the notion that great real estate sales careers are all about relationships. Taking this concept to heart, we ask Realtors out there -- have you helped a former client in need lately?

    Some 1.4 million homeowners will face foreclosure overHelpme the next year, according to a prediction from the U.S. Conference of Mayors. Are any of these folks your clients? If so, what are you doing to help them?

    Realizing that it's not a fiduciary duty for Realtors to follow up with clients and offer counseling or advice post-transaction, it still stands to reason that agents should be out there proactively touching these folks who are now in crisis mode. There's a lot to gain from this.

    This is good client relations, good lead management, good marketing and PR. Reaching out to lend a hand to clients who risk losing the home agents helped put them in will likely lead them to turn to that agent time and again for any future transactions or referrals to friends and family. It could be as simple as sending along an email outlining options such as the HOPE NOW hotline, telephone numbers for workouts or loan servicing help, the names of good attorneys or strategies to prepare for a short sale.

    Lots of smart veterans of the real estate industry are touting a return to the basics in today's market. Reaching out in a time of need is a pretty basic act of relationship-forming that could help your business this year. Feel free to share your success stories here.

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