Anthony Hitt

When I get an email from an agent with an @aol, @hotmail or @yahoo email address, I immediately think something less-than-positive about the agent.  At a minimum, I get the impression that these agents think of the real estate business less as a “profession” and more as a “part-time job.”

This may seem judgmental, but I’m sharing my opinion because I’m not alone.  Many Internet-savvy people share my perception.  Since most of the world – and probably all of your clients and potential clients – use email to communicate, you should know what your email address says about you.

Just to be clear: I’m not referring to the name on the left of the @ symbol.  I’m referring to the domain.com on the right.  (Yes, the bit on the left has it’s own implications, but this is a different conversation.)  Let me give you an example.  If I send an email to a potential client from my anthony.hitt@sothebyshomes.com address, I will leave a certain impression.  Immediately, the recipient knows I am part of a company with a reputation for success that stands behind my own career.  If I send an email from anthonyhitt@hotmail.com, I leave a completely different impression, even if the content of the email is identical.

That is not to say that an agent cannot be very talented, successful or professional if she or he doesn’t use a company email address.  But understanding an email domain’s impact and other options for success are vital in a competitive market.  Whether it’s right or wrong, people judge us based on the clothes we wear, the cars we drive and, in this digital age, the email addresses we use.

Dan Fernandez coined the term “domain shame” in 2005 in his post “What does your e-mail domain say about you?”  He wrote: The inferences and stereotypes once implied by a person’s e-mail name – pimpman404 or spoiledbrat770 speak for themselves – are now being passed on to the domains they use for correspondence. Addresses originating from Hotmail, Yahoo and America Online are often painting a picture of the user.  Cheap, naive, unsophisticated, amateurish, low-rent. Or perhaps the most dreaded label of all – spammer. 

Last week on broker caravan, I did my own research.  I posed this question to several agents: “What assumptions do you make when an agent sends you an email from an @aol or @hotmail email account?”  The responses, as expected, were a mix of “part time,” “old school,” “out of touch,” and “plan on using the phone.”  In fact, no one said anything positive.

It gets worse.  In Fernandez’s 2005 post, he went on to quote an executive who stated: “I’ll never hire someone with an AOL.com address. It screams that you’re at a very basic stage.”  And that was in 2005!

Obviously, the perceptions might be wrong.  You may be totally committed to your Internet-using customers.  But using a free email account doesn’t say that.  A free email account says, “I’m not making the relatively small effort to make sure I have a reliable email service because I don’t see the importance,” or “I do things in the cheapest way possible instead of in the smartest way possible.”

Not all domain names carry a negative perception. Some believe @gmail and @mac email addresses leave sophisticated impressions.  Their users are thought to be knowledgeable and Internet-savvy… and to come with a certain “cool factor.”  So those domains may be better options for agents looking to improve their email image.

Even better, owning your own domain name conveys a professional expertise in your email address while advertising your brand at the same time.  That is, why not use yourname@yourcompany.com?  For example, I’ve just started a new real estate blog for Santa Monica at SM411.com.  Using anthony@sm411.com gives me a professional identity with the site and simultaneously promotes my new blog.  Personally, I think every agent should have his or her own domain name and handle all email using that domain.

By the way, if the reason you opted for an @aol, @hotmail or @yahoo email address was because it is free, you should know that Google’s Gmail now allows you to have your own domain hosted on its network – for free. 

Of course, there are as many reasons that real estate agents choose a certain email service as there are real estate agents – and there are many valid reasons people choose an AOL or Yahoo! email address for business purposes.  But think about your image as a professional when choosing a service and sending your emails.  The advantages of a domain name upgrade may far outweigh the convenience of a free service.

Of course I know there are varying opinions about whether or not open houses are a good idea. Some agents think they are a waste of time. Some sellers don’t want “looky-loos” in their homes. And who wants to give up a Sunday? On the other hand, the National Association of Realtors® annual Profiles of Buyers & Sellers constantly ranks open houses as an important source of home buying research. Their statistics indicate that more than 50 percent of buyers find open houses valuable.

Whether you are a big believer in open houses or not, putting a bit of strategy into one can change your perspective on what really makes an open house successful.

In this market, both sellers and their agents are looking for ways to breathe life into the market and stand out from the competition. I am a believer that well orchestrated open houses can be an important part of a comprehensive marketing strategy. Let me repeat that: well orchestrated open houses. When an open house looks neglected, comes with a lurking odor, and the only things in sight are a Realtor® and a plate of untouched chocolate chip cookies, more is on the line than a missed sales opportunity.

Many times, open houses just don’t make sense. For instance, a home that is off the beaten path or in a gated community may not be a good candidate for an open house. Certain price points are more appropriate for open houses than others. As the Realtor®, it’s important that you consider the pros and cons to open houses and articulate your rationale to your sellers. Hosting an open house just because your seller wants one is as bad as NOT having one just because you don’t want to sacrifice a weekend.

If you do decide to host an open house, consider these ideas to make it the Best Open House possible:

(1) Commit to making it the best it can be. If you are going to spend your precious time hosting an open house, make it worthwhile to everyone. Make it pay. The sellers probably wouldn’t choose the inconvenience if they had the choice, so if you would truly rather spend your time doing something else, don’t do it. Train and place another agent who meets your high standards instead.

(2) Set expectations for the sellers and set goals for yourself. Make sure your sellers know what they need to do to prepare their home so it’s ready to show. They should understand that when you get potential buyers to show up but the house shows poorly, the open house could actually hurt, or certainly delay, the process. Go over a “to do” list of what you and the seller need to do to make each open house a success. Also, make sure to communicate your expectations about how many people you hope to have so the seller shares your understanding about whether the result was good or bad.

You should also be clear with yourself about the reason you are hosting the open house. First, of course, is to show and sell the home. But I always set other goals. For example, I set out to meet at least one “A+” buyer and add five other potential buyers to my database. I also hope to meet at least three of the neighbors. One day they may be selling and will already know how I market and sell homes.

(3) Whether you conduct one open house or many for a property, set the dates for the entire month so you and your sellers can plan and live your lives. Consider holidays and other local events. I’ve found Super Bowl Sunday is not a good day for open houses in my area but Mother’s Day is usually very busy. I also suggest alternating weekends or even going every third weekend to keep the open house fresh and busy. I hate open houses where no one shows… the message to the potential buyer who does show up is that no one else is interested.

(4) On the other hand, a busy open house is full of energy. People buzzing about how great the home looks. This is where a buyer wants to live. Make sure you do what it takes to build traffic, especially if the home won’t be open every weekend. The local paper may work, but remember that 80 percent of buyers are looking on the Internet. Make sure to list your open houses on the MLS site, Realtor.com, your personal and property websites, and sites like Frontdoor.com, Zillow.com and OpenHouse.com. Even Craigslist.org can be a great way to attract potential buyers. In addition, I prefer a personally signed invitationletter to the neighbors instead of an impersonal postcard.

Of course, make sure your open house signs are up as early as possible and in high traffic areas to alert buyers who are out early for church, their morning workout, or Starbucks. If you are going to do it, do it big. Put as many signs out as possible and make sure your signs look better than your competitors’. (By the way, make sure you are well aware of local ordinances about open house signs.) Remember, someone hires you because you are the best. Everything you do should show it.

(5) Show up early and don’t let anyone in until it’s time… remember “on-time” is15 minutes late — meaning if you are showing up at the advertised time you are already late. You want to be prepared and want the space to be ready before anyone sees it. Walk through the house and make sure the lights are on, window treatments are open and toilet seats are down. (My pet peeve.) Look at each room through the eyes of a potential buyer. Is there anything you can do to give it a better “Wow!” factor? If so, do it.

(6) Do your homework. Be sure you know what questions will be asked and what your answers will be. Know the house and be honest. Don’t guess when you don’t know an answer. Imagine that everything you say is recorded. Then, how would your answer sound if played back in the future? Let’s say, perhaps, in a courtroom.

In addition to the house, know everything there is to know about the neighborhood. What other homes are on the market? How do they compare? Are they open today? What about the schools? Restaurants? You will get more new clients by impressing them with your honesty and knowledge of the market than you will any other way.

(7) Skip the gimmicks. Some agents swear by the idea of “extreme” open houses: BBQs, bouncy castles or giveaways. While there may be an exception, these gimmicks usually don’t attract real buyers and can be a giant headache. Instead, raise the bar and present the house in its best light and be the best possible advocate for the house and its neighborhood.

(8) Remember, we call it hosting an open house – like hosting a party. You want your visitors to feel welcome and comfortable in what may be their new home. Greet your guests; don’t interrogate them. Remember, you want potential buyers to feel at home. Quizzing them about whether or not they have an agent, forcing them to sign in or following them around doesn’t do that. It certainly decreases the potential for meeting future clients. Instead, acknowledge and welcome everyone as they enter.

I’m not fond of walking through the house with guests. I want them to experience the house on their own. They don’t need me to tell them about the basement or the garage. I choose a controlling position near the front door and work the open house from that location.

Let guests know that you are available to answer questions and highlight a feature or two they can glimpse on their tour. As they appear to be wrapping up their visit, ask questions and volunteer your expertise about the home, neighborhood and market. In my opinion, it doesn’t matter if they already have an agent – give ‘em what you’ve got. If they do have a good agent, they will appreciate your professionalism and leave with a better feeling about the home. If they don’t have an agent or have one that seems to be inferior, you will have a new client if there is a connection.

I’m not a believer in the way so many choose to start a conversation: “Are you working with an agent?” It’s like asking, “Do you need any help?” in a department store. Does that ever get any real conversation going? And do you really want to come across like you are trying to steal someone else’s client?

Instead, a good opener is, “How long have you been looking?” It’s conversational, not too direct and the answer will tell you how to proceed. For example, “About ten years” will generate a different response from you than “We are just getting started.” If it feels right, I often follow up with: “Do you have someone who is emailing you new listings as they hit the market?” I know agents who now swear by this approach.

(9) Be safe. Sadly, there are horror stories about agents who are harmed, or worse, at open houses. This is another reason that it may not make sense to host open houses in low traffic areas and why you should invite as many people as possible. While I’ve never known anyone personally who has had a problem, better safe than sorry. With that in mind, remember to:

• Expect the best, plan for the worst.
• Be aware of your surroundings.
• Trust your instincts.
• Keep your cell phone with you at all times.
• Keep pepper spray with you.
• Keep visitors out until you are ready and lock up before closing. 
• Don’t let anyone in after you have closed up.

(10) Follow-up. Be sure to follow-up with the seller when you said you would and report, honestly, how many people there were and whether the response was positive or negative. If you gleaned new ideas or realized some hidden potential that could improve the next showing, such as removing furniture or making a repair, take care of it as soon as possible.

Also, follow up with any prospects that you met during the day. Drop a handwritten note to a neighbor you spoke to and call or email anyone who left legitimate contact information on your guest register. The call may go something like this:

“This is Anthony with Sotheby’s International Realty. We met this afternoon at the open house I was hosting at 123 Ocean Avenue. I wanted to thank you again for coming and see if there were any other questions I could answer for you.”

Again, don’t be overbearing or pressure your contact. Call with sincerity to offer your knowledge and expertise. (If you are going to make calls, be sure your guest registry states that you will follow up and that by signing, guests give you permission to make contact.)

These are only a few, and some would say the more obvious, suggestions to conducting a profitable open house. There is so much more that savvy agents are doing now to make sure that they and their clients benefit from a few, well-spent hours. Unfortunately, if you spend time visiting some open houses, you will also find that far more are doing less than they could for their clients, yet expecting far more results.

Raise the bar on your open house. Be creative. Be responsible. Be the agent your sellers expect you to be. Review each aspect of your open house and decide how you can elevate the process. You and your clients will be glad you did.

If you are interested in learning more, consider registering for my 38 Tips to Make Your Open Houses Pay webinar. You can learn more at AnthonyHitt.org.

Anthony Hitt is the #1 Webinar Trainer for Realtors® and teaches on a variety of topics of interest to real estate agents including business planning, lead generation, social networking, blogging, Internet technology, successful open houses/listing presentations and best business practices and systems. Visit AnthonyHitt.com or AnthonyHitt.org to learn more.

On February 12th, 2005, Sister Dorothy Stang, a Catholic nun from Dayton, Ohio, was shot six times and left to die on a muddy road in the Brazilian Amazon. Who was this woman? Why was she killed? And what will be done about it? The answers may hold the fate of the rainforest itself.

They Killed Sister Dorothy is a ground-breaking documentary feature and a true courtroom drama that follows the trial of Dorothy’s killers and examines her life’s work in the rainforest of Brazil.

A citizen of Brazil and the United States, Sr. Dorothy worked with the Pastoral Land Commission, an organization of the Catholic Church that fights on behalf of rural workers and peasants and defends land reforms in Brazil. She had begun her ministry there in 1966.

Her death came less than a week after meeting with the country’s human rights officials about threats to local farmers from loggers and ranchers.

After receiving several death threats, Sr. Dorothy commented, “I don’t want to flee, nor do I want to abandon the battle of these farmers who live without any protection in the forest. They have the sacrosanct right to aspire to a better life on land where they can live and work with dignity while respecting the environment.”

You can see David Brancaccio’s interview with Daniel Junge, the film’s director on PBS’s “NOW” program or online at PBS.ORG this week. The full documentary airs on HBO beginning March 25. This is truly “must see” TV.

“She only died in vain if we continue to do nothing.”

It’s simple. My philosophy is that the best way to push the real estate industry to new limits, to improve our individual and collective reputations, to earn the commissions we deserve, to attract more business and, ultimately, to live the lives we want is to “raise the bar” over the competition.

As real estate agents, when we provide the highest level of service, clients find it virtually impossible to choose anyone else. When we are experts, we don’t have to use manipulative scripts and techniques to get people to sign contracts. When we do more because we know more and have more to offer, we don’t have to fight as hard to generate listings. When we are better than the best, we make more money and we earn more than the rest. When we win by being smarter and stronger, the losers must raise the bar or else leave the industry. Consumers win. Professionals win. Our entire industry improves.

That’s the kind of real estate industry I want. I want to work with colleagues who know how to use technology to save us all time and energy and help us earn more money. I want to work with professionals who excite buyers and sellers with their charisma and confidence. I want to work with agents who love their jobs and make my day more rewarding. I want to help the winners win.

Challenge yourself to “raise the bar”even higher to become and remain better than the best.

Stress is everywhere right now. Everyone is dealing with so much uncertainty. Agents, buyers, sellers — people.

This hit my inbox today and I thought it was worth sharing. It appears to have been passed around a bit and I am not able to credit whomever wrote or originated it.

A lecturer, when explaining stress management to an audience, raised a glass of water and asked, “How heavy is this glass of water?” Answers called out ranged from 8oz. to 20oz.

The lecturer replied, “The absolute weight doesn’t matter. It depends on how long you try to hold it.”

“If I hold it for a minute, that’s not a problem. If I hold it for an hour, I’ll have an ache in my right arm. If I hold it for a day, you’ll have to call an ambulance.”

“In each case it’s the same weight, but the longer I hold it, the heavier it becomes.”

He continued, “And that’s the way it is with stress management. If we carry our burdens all the time, sooner or later, as the burden becomes increasingly heavy, we won’t be able to carry on.”

“As with the glass of water, you have to put it down for a while and rest before holding it again. When we’re refreshed, we can carry on with the burden. “

“So, before you return home tonight, put the burden of work/life down. Don’t carry it home. You can pick it up tomorrow.”

“Whatever burdens you’re carrying now, let them down for a moment if you can. Relax; pick them up later after you’ve rested. Life is short. Enjoy!”

And then he shared some ways of dealing with the burdens of life:

1. Accept that some days you’re the pigeon, and some days you’re the statue

2. Always keep your words soft and sweet, just in case you have to eat them.

3. Always read stuff that will make you look good if you die in the middle of it.

4. Drive carefully. It’s not only cars that can be recalled by their Maker.

5. If you can’t be kind, at least have the decency to be vague.

6. If you lend someone $20 and never see that person again, it was probably worth it.

7. It may be that your sole purpose in life is simply to serve as a warning to others.

8. Never buy a car you can’t push.

9. Never put both feet in your mouth at the same time, because then you won’t have a leg to stand on.

10. Nobody cares if you can’t dance well. Just get up and dance.

11. Since it’s the early worm that gets eaten by the bird, sleep late.

12. The second mouse gets the cheese.

13. When everything’s coming your way, you’re in the wrong lane.

14 Birthdays are good for you. The more you have, the longer you live.

15. You may be only one person in the world, but you may also be the world to one person.

16. Some mistakes are too much fun to only make once.

17. We could learn a lot from crayons. Some are sharp, some are pretty and some are dull. Some have weird names and all are different colors, but they all have to live in the same box.

18. A truly happy person is one who can enjoy the scenery on a detour.

Happy New Year!

While most have finalized and are successfully implementing their resolutions and goals for 2009, this year I am also committing to a “to don’t” list - old habits I am quitting or replacing with better ones in the New Year. To that end, in 2009:

• I will NOT set unrealistic goals or expectations for myself or others.
• I will NOT focus on short-term benefits without taking into consideration how they will affect my long-range plans.
• I will NOT count on anything before it’s a reality.
• I will NOT fail to give credit where credit is due.
• I will NOT be complacent in my life or business.
• I will NOT take my clients for granted.
• I will NOT forget that this real estate market will pass - and so will the next good one.
• I will NOT lose sight of the fact that I can replace my business but not my family and friends.
• I will NOT neglect my body and health regardless of how important a pressing matter may seem to be.
• I will NOT stress.

And, there is no time more appropriate for me to THANK YOU for your business and referrals and to express to you and yours best wishes for a health, happiness and abundance throughout the New Year.

If you are here looking for the 411 on Santa Monica or Westside real estate or to learn more about me as a real estate professional, please go to my new website www.SM411.com — short for Santa Monica Information. It’s loaded with tons of data about the Westside real estate market, information on the neighborhoods and schools and, of course, a complete MLS listing search.

“Hello world!” is the pre-loaded title in Wordpress for a new blog’s first post. I like it. It seems like a great way to reintroduce AnthonyHitt.com to the public.

Some history for you: I’ve owned my name as a URL for a long time. Actually, as the Internet goes — since the beginning of time. It’s seen many variations. In the last 8 years alone, as a real estate professional in Santa Monica, it’s seen an equal number of design changes.  Before real estate, it was my personal site.

Over the past few years I’ve noticed a migration of Internet traffic away from personal websites to property and content sites with REAL information of interest to someone shopping for a new home or an agent to help them with their pending move.

If you already knew me, nothing on the site preceding this one would have told  you more than you had learned from personal experience.  If you didn’t, a site with an outdated picture and a few paragraphs about how great I am wasn’t likely to convince you to hire me over another agent with an equally irrelavent site.

So, today I am taking my URL back. AnthonyHitt.com returns as a place for me to share my thoughts about — well — about whatever. For the most part, I will discuss topics of interest to real estate professionals and our industry.

If you are looking for a Realtor to represent you on your next real estate transaction in Santa Monica or anywhere on the Westside of Los Angeles, I would be honored to get to know you. A good place for you to start getting to know me, the people I work with and our incredible location in Southern California, would be my all-new SM411.com – short for Santa Monica Information. You might also want to consider connecting with me on Facebook and/or LinkedIN, following me on Twitter or, be brave and call me at 310-264-1600.