It’s been a long road back for the real estate development industry. When the down slope for residential real estate began in 2006, the world was a very different place. It’s hard to believe that Facebook only existed on college campuses, and the first generation of the iPhone wasn’t introduced until 2007. But it was the iPad introduction in 2010 that really changed the world for real estate developers, bringing the wealthy discretionary buyer into the digital realm. Today, as many developers begin to reenter the market, they are recognizing new marketing challenges as a result of changing technology.

Top 10 Changes:

1. Website infrastructure and design must prioritize tablet interaction. This means a more focused navigation plan that emphasizes ease of navigation and intuitive exploration.

2. Video isn’t just a fluff marketing piece that you produce once and forget about. Video content on YouTube is a powerful part of your SEO program and a new way of selling your community to the consumer. Ongoing development of content is important.

3. Word-of-mouth referrals now happen online through social media channels. Developing a dynamic social marketing program includes strategies for procuring recommendations and engaging consumers to share your story.

4. Affiliate marketing opportunities have expanded tremendously due to the ease of online interaction. Social marketing programs with businesses that have like-minded consumers result in integrated traditional and online programs.

5. Google keyword programs are priced based on the relevancy of those terms to your website content. Developing a website that supports your pay-per-click program will reduce your overall cost for paid placements.

6. Natural search engine placement requires a dedicated focus on building an Internet footprint, not just a basic website. Utilizing online resources of social marketing, Google places, YouTube and other portals enhances the visibility of your website.

7. Printed brochures and direct mail requirements are significantly reduced through the use of digital fulfillment tools. While they remain a necessary component of the program, they should be designed for use in multiple mediums to stretch your marketing dollar.

8. Transparency of your lead management through online access is important to guide your marketing outreach. Evaluating traffic, follow up and conversion is instantaneous, allowing for redirection of marketing dollars when necessary to maximize effectiveness.

9. The world has become a smaller place. Outreach to international investors, brokers and consumers can be accomplished through digital strategies with greater impact.

10. Integrated sales and marketing ensures that all resources are focused on the same end result – leads that convert to sales. Aligning these objectives is important to make sure you aren’t just attracting website visitors, you’re welcoming new homebuyers to your community.

For more information on how to take advantage of today’s digital marketing tools to maximize your sales success, visit TheCottonSolution.com, give us a call at 772-287-6612 or contact Stephann Cotton direct at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Cotton & Company’s 5th annual consumer survey is underway. The annual online report surveys prospective homebuyers throughout the US to gain insight into the current buyer's psychology. With more than 700 respondents providing insight on the factors that affect their purchase decision, the data has become an industry standard for forecasting residential real estate trends.  As the data continues to be analyzed for the final report, early indications show liquidity has returned to the market.

When asked about their reason for not purchasing to date, the consumer response “Can’t sell my existing home” dropped significantly from the 2011 market data. As additional support to this position, consumer interest in “Waiting for Better Pricing” has dropped to 8%, from the highpoint of 29% in 2010.  In addition to information on timing, size of home and other product related questions, The 2013 Cotton Report will also provide insight into the use of new technology and social marketing for researching new home opportunities.

Keep an eye out for the final results to be published in the coming weeks. 

March 10th at 2am, we sprung ahead one hour. Daylight Savings Time is nearly upon us. “DST” is a way of making better use of the daylight hours by setting the clocks forward one hour in the spring and then back again in the fall. Do you believe this is a good practice or not worth the hassle for one extra hour of evening daylight during the warmer months?

There are different schools of thought on this practice. Some studies report that DST saves energy, but you can find just as many studies that report it does not. Some people say the loss of that one-hour of sleep affects their health, mood and body clocks. However, many appreciate the extra hour of daylight in the summer to accomplish outdoor chores and activities after the work or school day such as yard work, evening exercise and social pursuits. Perhaps DST can even boost tourism because of the potential increase in evening outdoor activities.

DST does bring up safety concerns for the early morning, especially for children walking to school or waiting at a dark bus stop. Farming groups have also expressed anti-DST views, saying that it has an adverse impact on rural families, businesses and communities.

Did you know that not all areas of the world observe DST? Did you know that some areas right here in the continental US do not observe DST? Most of Arizona, except for the Navajo Nation community, is run on Mountain Standard Time all year long. Until 2006 some parts of Indiana did not observe DST either.

It was Benjamin Franklin who is widely credited with first suggesting a form of  DST in 1784. The practice was adopted by the US, Europe and other countries off and on from 1916 to 1966. But it was the Uniform Time Act of 1966 that provided the basic framework for DST. Congress has been tinkering with it ever since, making changes over the years. Most recently, in 2007, The United States, Canada and some other countries extended DST. While it gave us that extra hour of evening daylight for 4 more weeks each year, it cost US companies billions to reset automated equipment and it put us further out of sync with Asia and Africa time-wise.

Senator Darren Soto on Friday, Feb. 8th, filed a bill (SB 734) that would mandate Florida keep its clock in daylight-saving time year-round. The bill known as the "Sunshine Protection Act". Soto has little hope his bill will get passed this year but said he wants to start a discussion about daylight-saving time.

Whether you think it’s a good idea or a bad idea; whether you think DST is beneficial or detrimental, it seems that it’s here to stay in one form or another.

For years, we have been posting and sharing information about our companies and ourselves through the Internet. Among all of the outlets available on the Internet today, Facebook is among the most popular, used to help deliver detailed and sometimes over the top information to the public.

As of January 2013, Facebook released a new search tool, called Graph Search, allowing Facebook users to find almost whatever they want on Facebook, including people and places and which people like which places. This information has always existed, however, now Facebook is making it easier for the public to access. Graph Search is currently in limited beta testing, allowing only a certain amount of people to have access until it integrates into the mainstream platform for all Facebook users.

Graph Search is very easy to use, as it resembles Google Instant, showing you various possible results as you type. For example, if you were interested in finding a barbeque joint in Florida that your friends have “liked” on Facebook or checked into, you would type into the search box “my friends who like barbeque.” In a sense, this tool is not only giving you access to data that people have entered into Facebook, but directly also related to their connections and likes.

Graph Search can also be used to find people who like the same hobbies as you, music, or even places that your friends have visited that you might be interested in traveling to as well. This same search will also allow Facebook users to find friend-recommended doctors and other healthcare suppliers, stores, hotels, travel locations and more.

It eliminates the hassle of “Googling” and allows you to find more of what you’re looking for and which is probably more relevant to you, by using your network of friends and connections. It’s more likely that you will try something new if you see that your friend has visited or shopped there too.

This is a big deal for small businesses because rather than having to wait for a customer to recommend your company, you may find that searches are naturally leading new customers directly to your Facebook Page, which in turn can help increase leads.

As with all cycles, the current market rebound has provided us with an opportunity to re-evaluate our lead generation efforts and to revisit our past successes. One thing that we’re constantly reminded of is that the real estate industry is all about timing. Today, inventory is at its lowest point in six years, and the local and national media are recognizing the market’s return. The timing is right. What’s next?

1.  Look to Database. If we’ve been really good students of the game, we’ve spent this interim period wisely by educating our prospects, laying the groundwork and nurturing their interest in your property. Now that they are ready to “jump off the fence,” we may even have a slight advantage.

2.  Communicate. Now is the time to reach out to EVERYONE in the database and make a fresh assessment. The cost to keep relevant communication in their sphere of awareness is minimal. The cost of losing a lead to a competitor who keeps his project in front of everyone is immeasurable. Lifechanging events happen every day.  A lead that went cold a year ago, could be hot today.

3.  Convert the Ones You’re With. Real estate professionals understand the value of their “book of business.”  Even those prospects that may have previously been moved to an attrition category should come up for review. We are constantly hearing from sales offices around the country that this current market rebound is bringing us repeat visitors from 2-4 years ago, and many of those prospects are now ready to make a deal. Never underestimate the value of your database--they are the low-hanging fruit.

4. Happy Endings/Happy Beginnings. Once the sale is made, the selling doesn’t stop. Every new home buyer should be an instant resource for referral leads. Ongoing communication with your residents will continue to generate leads for the future. It is imperative to foster an ongoing conversation through social marketing. Utilize Facebook, LinkedIn, Pinterest and YouTube to share the excitement. Maximize the use of digital resources to provide ample opportunities to share your story with friends and family.

It’s time to use all of the tools in your toolbox. An informed prospect is your best opportunity to convert to a buyer and become a great referral source. For more information or assistance in developing your communications plans, visit TheCottonSolution.com or contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it . 

We all know the old adage, “A picture is worth a thousand words,” but in order to get the photo to evoke the right one thousand words, several key factors must be considered before that shutter is released.

1. Shotlist – Organize. Organize. Organize. The more organized you are before a photoshoot, the easier it will be the day of. Create a shot list that breaks out the details: the shot, the location, the scene, which models are used, what’s the wardrobe, which props are needed, what is expected of the client. Review the shot list with EVERYONE. The photographer, the talent, the client, even the maintenance department! (Hey, you never know when you are going to need a ladder STAT!) Having everyone on the same page is critical to a stress-free shoot.

2. Sun - Just like the planets, everything on your shotlist revolves around the sun. Know when and where the sun will rise and set. Organize a shot list around the sun. Save the “magic hours” for signature shots, ie: golf, beach, marina, views, etc. Spend the high sun hours inside shooting interiors. Besides, if you are shooting outside in south Florida during the middle of the day, the first thing that will need to be retouched is the perspiration.

3. Lighting – Taking the time to light the shot is essential. Balancing the interior light with the natural exterior light can be very tricky. Colored films are used to soften the bulb’s flash and remotes are used to ensure all the lights flash simultaneously with the shudder.

4. Preview – Back in the good ole’ days we used these great little things called “Polaroids.” Polaroids were time and money suckers. Then along came the digital revolution! Hallelujah! Now we can capture the perfect shot. (Well as perfect as mother nature will allow.) By previewing your shot, you can look at every single detail. Are the pillows aligned? How is the furniture arrangement? Are there any light stands in frame? Pay special attention to the windows, doors and plants. Just because the room is decorated perfectly, doesn’t mean that it will be perfect in frame. The lens has a tendency to distort. Reminder: objects in mirror may be closer than they appear.

5. Props – A prop collection is a must have for a photoshoot. Here are a few simple things to always have on hand:

• Faux ice – Let’s face it. Ice melts.
• Cola – Use this to make ice tea or even white wine.
• Glassware – From martini glasses to coffee mugs.
• Hair Accessories – A simple up-do can drastically change the look of an outfit.
• Color – Towels, books, bowls, hats- anything to add a splash of color.
• Clips – Binder clips, clamps, clothespins, zip-ties, twist ties, etc. There’s always that one pesky drape that won’t stay open!

In today’s world it is so easy to say, “Just photoshop it.” But we all know how well that worked out for Beyonce. By setting the stage before the photo is taken, the more authentic and perfect the photo can be. The last thing that you want is for a prospect to fall in love with an image they saw on your website or in your ad and you can’t deliver.  Paying more attention to the details upfront, results in a trustworthy end-result. 

In regional marketplaces across the country, real estate brokers are seeing the light at the end of the tunnel. Although the downturn has been prolonged, brokers stand ready to drive success as the market rebounds. With the national media promoting the rebound of the housing market, brokers are anxious to earn those illusive commissions. And that’s the name of the game – making money.

As the developer or owner of a new residential community, brokers can provide a quick burst of momentum for your program. Here are some things you do to capture their attention and their clients:

1. Communicate and educate. A strong broker partner is a resource for his clients. He/she knows what is happening in the market – where the opportunities lie, what’s selling and at what price point. Don’t assume the broker community is reading everything you are. Be deliberate in your communications to keep them updated on your progress.

2. Make it easy. Every broker has a database of potential clients they are working with. The easier you can make it for them to share the details of your offering the better. Make sure you remove your direct contact information to protect the broker’s relationship with his/her clients and consider customizing your marketing materials with the broker’s photo or contact information. They want to look good to their clients, why not help them achieve their goal as well as your own.

3. Develop a plan. Most sales teams are focusing on their prospect database, but your broker database is equally, if not more, important. Structure an action plan for outreach and follow up for the real estate professionals in your market. It’s important to maintain top-of-mind awareness so when that buyer asks them about available product, you are included in their presentation.

4. Be happy to write the check. It doesn’t matter how much effort the broker puts into the presentation or closing of the deal. The only thing that matters is that you were introduced to the client. Paying a commission to someone who only had to give you a name is the best thing that could happen. Celebrate success.

Remember, general market awareness is critical to the success of both your consumer and broker marketing programs. Often it’s the consumer who will ask the broker about a property they have seen online or read an article about. Although most deals will be written with a broker these days, they don’t always start out that way. It’s important to work both sides of the equation to maximize your sales potential.

Seems like a simple question, but the answer may not be so clear. A discussion panel of ULI industry experts provided personal insight on the future:

Lewis Goodkin – Second home communities are finding their residents are no longer supporting the club structure. Baby boomers want “insulation” not “isolation,” and they are becoming more about necessity than ever before.

Elizabeth Plater-Zyberk – There are three primary obstacles to long-term development:

1) Getting people comfortable with change.

2) Affordability as tax credits may not continue and costs are rising.

3) Transit is a necessity and new roads are not being planned. The roads must come first.

Charles Cobb – Many places still have a need for new housing communities with lifestyle elements as part of the design. Low-cost, healthy lifestyle options including trails for walking, jogging and outdoor activities remain important. Internationally, there is a significant need for the master-planned model developed in the United States in the 1970s.

Andrés Duany – Vertical development is no longer an affordable option. High cost prohibits a young population from energizing key city centers. Youth returns to an area when failed projects become rentals that are below market value. Today, the cost of construction is very high, and young people are pessimistic about the future.

The experts agree it's time to listen to the consumer, but caution that just because they say they want something doesn’t mean they are willing to pay for it. Today, salaries have retracted to levels of the 1980s, but the cost of construction continues to increase. The resulting trend may see architecture being sacrificed for affordability. Demographics of the communities of the future will see much more cultural diversity.

“Lead generation” is all the channels used to create potential buyers. It used to be that print media generated early interest, then the lead came into the sales office and the buyers were then sold on the community and product. Oh, how things have changed!

Today’s lead generation channels still include many traditional resources like brokers, signage, direct mail, events, television, public relations and many others.  But today the biggest change is online- where your website acts as your virtual sales office.

Ever wonder when real estate sites receive the highest traffic? 10 PM. That’s right!  Laptops go to the bedroom and buyers begin their search. They explore, watch videos, visit Facebook pages and compare communities to decide which are worth touring. It makes sense. Why would anyone waste their precious time visiting a place that doesn’t excite them? And now with social marketing, SEM, sponsored links and SEO it’s a whole new world that is constantly evolving.

That’s why it is important to hire a firm not only dedicated to understanding these changes, but understanding how a buyer is interacting throughout the sales process.   It’s this understanding that will convert web traffic to live bodies visiting your project.

“Conversion” is the percentage of sales office traffic that winds up closing on a home.  To increase the conversion rate, we must focus on the flow of information. How are leads being followed up? Do you know your prospects' hot buttons or timing? Do you understand the fears they have about buying or where else they are looking? Are you fully educated on who your buyer really is? All of this information is pertinent to the sale, and comprehensive customer relation files should keep track of the details. Sales management should analyze reports and review the customer feedback to focus on ways to increase the conversion and review sales agent performance. Making sure that EVERY customer is properly handled is the responsibility of the developer as they have the most to win or lose.

Q:  So which is more important – Lead Generation or Conversion?

A:  They are equally critical to a successful marketing and sales program. It is like milk and cereal -- you can’t enjoy one without the other.

As the market improves and you start refreshing your marketing program, remember there is an intricate process to selling. Every aspect of the process should be reviewed to generate optimum performance.

Video content is new terminology in the digital marketing age. In years past, creating a video meant a one-time production to acquire and edit a short film to tell the story of your community vision. In today’s content-rich environment, new marketing channels provide outlets where video becomes a constantly evolving tool. Creating compelling video content should rise to the top of your priority list for a variety of reasons:

1. As consumers, we live in a visual world and technology has opened the door to online learning, on-demand movies, and independent entertainment delivered through alternative channels. We look to YouTube for “how to” videos, recipes and research. Why would buying real estate be any different?

2. Making a new home purchase is an emotional decision. Through the use of music, sound and impactful visuals, the homebuyer can feel the personality of the community, its residents and gain an appreciation for the lifestyle they dream about living.

3. Today’s digital cameras provide a low-cost, high quality opportunity. More often than not, you can acquire the footage without requiring an expensive lighting crew and high paid talent.

4. Better yet, video editing no longer requires a million-dollar edit suite to compose your message, and there is no reason to stop after creating one video or one television spot.

5. Google owns YouTube, therefore a high priority is placed on YouTube videos in search engine results. Branded YouTube Channels should take full advantage of the SEO tools built into the application.

One size does not fit all, and it shouldn’t have to. Multiple videos may be developed to match the personality of each of your target market segments. For a real-world example, visit AzuldeCortez.com and take the Quiz!

Social marketing is today’s referral and affiliate marketing programs. Viral sharing of video content will engage like-minded friends and family who are often potential purchasers in learning more about your community.

Years ago, there were three major broadcast networks. Today, there are over 500 television channels and endless distribution opportunities on the Internet. It’s time to get organized and get to work. The world is “watching” for you. If you need help putting together a program, we’re here to help. TheCottonSolution.com, This e-mail address is being protected from spambots. You need JavaScript enabled to view it .