Small is Big: Controlling Media Messages About Real Estate
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Small is Big Controlling Media Messages Mark Allen (@Red_Allen) Chief Executive Officer Minneapolis Area Association of REALTORS ®
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"Freedom of the press" is one of our nation's founding principles, so do we really want to dictate the way our industry is portrayed in the media? Message control? Spin doctoring? Little miss can't be wrong? Not exactly. Spin is gross. But all associations do have an opportunity to influence the news. The most accurate, compelling and honest information available about housing comes from your local MLS. Learn how to create factual, easy-to-use material from MLS data that your members and the media alike will appreciate.
Transcript of Small is Big: Controlling Media Messages About Real Estate
Small is BigControlling Media Messages
Mark Allen (@Red_Allen)
Chief Executive Officer
Minneapolis Area Association of REALTORS®
Washington Post’s 2010 Mensa Invitational
#1 Winner:
*Cashtration* (n.): The act of
buying a house, which renders the
subject financially impotent for an
indefinite period of time.
Ouch!
Media:
the means of communication
…that reach or influence
people widely.
Controlling Media Messages
From greatwhitesnark.com as retweeted by @gingerw via @timoreilly
Who Are You?
What Is Our Aim?
Making residential real estate analytics
easy to understand.
Found at flowingdata.com
The Country That Pees Together…
Matt Cohen, Clareity Consulting CTO:
“MAAR provides better visualization of the
data. That makes it easier for REALTORS® to
educate clients about the local market. And
educated buyers and sellers are more likely
to make sound choices that will help avoid
another housing bubble.”
High Praise
Elegant and intuitive visuals
Easy trend spotting
Detailed & thorough yet readable
Harness the power of your data
The Things People Want
What Is Our Focus?
Local
Local
Local
Local
Local
Local
Local
Local
Local
“Local” implies
geography
but is so much
more.
Demonstrating Local
“The Thing”
MLS data is the richest,
cleanest and most powerful
real estate data available.
Own your local space. The gold hasn’t been
fully mined...yet.
It Starts with MLS Data
The Seedling
Foreclosures & Short Sales
Advancing the Concept
Sortable Stats
Client Consultation
Blogs and Websites
Social Networks
Marketing
Government
Media
Academia
Business Planning
How It Can Be Used
Government Strategy
• Local market products
• Distribution strategies
• Market research resource
• Affecting public policy
• Return on investment
News Media Strategy
• Press releases
• Talking points
• Electronic media
• REALTOR® spokespersons
• Distribution strategies
• Market research resource
• Anecdotal stories v. hard data
From Foe to Friend
By KARA McGUIRE
Star Tribune February 7, 2010
The [MAAR] Realtors group, known for
its ability to take in-demand housing
data and turn it into digestible reports
for housing pros and consumers alike…
Others Telling Our Story
MARKET PRESENTATIONS
What Happened to Mr. Big?
Weekly e-newsletter
Website
Office visits
Print publications
Presentations & CE classes
Advertorial
Targeted emails to brokers
Best of all: Raving fans
UNFETTERED ACCESS
Distribution Strategy
Overheard
“Visibility is more
important than ability.
Secret agents don’t do
a lot of business.”
WAY BACK IN 2001
Converging Catalysts
• REALTOR® demand
• Consumer expectation
• Under utilized MLS database
• Public affairs leverage
• NAR envy (color me green)
• Build it and they will come
Following Your Call
Build it and they will come
The Magic Formula
Get Data
Make Pretty
Send
You Can Do This
YOU REALLY CAN.
But if you don’t want to,
there are many people
ready to help you.
HINT, HINT:
Thank You for Your Time!Minneapolis Area Association of REALTORS®
www.10kresearch.com
Mark Allen (@Red_Allen)
Chief Executive Officer
10K Research and Marketing
