Thursday, November 5, 2009

CREA / TREB and MLS Listings

CREA / TREB and MLS Listings

Steve Ladurantaye


Globe and Mail Update Published on Tuesday, Nov. 03, 2009 6:36PM EST Last updated on Tuesday, Nov. 03, 2009 6:38PM EST


Real estate agents won't lose their grip on the listings process as part of the Canadian Real Estate Association's settlement with the Competition Bureau of Canada, the industry group says.


The association signalled this week that its Multiple Listings System may need to be thrown open to competitors to satisfy the bureau – giving consumers more choices on how to buy and sell homes and lowering costs as discount real estate brokers emerge and cut agents out of the process.


One of the things that concerned the bureau was that sellers couldn't post a listing on the service without going through a real estate agent, and paying the associated fees. Access to the system is essential for would-be sellers, because it accounts for 90 per cent of residential property sales in Canada each year.


In a statement Tuesday, the association said reports that “a proposed resolution between CREA and the Competition Bureau would result in members of the public being able to access the MLS System to list their homes for sale without involvement of a Realtor member of CREA ... is incorrect. The MLS system is a system for Realtor members of CREA.”


The association didn't say how it would address the bureau's concerns – which also include clauses that prohibit anyone but an agent from handling transactions that are associated with an MLS listing – but did say it hoped to see a resolution before its December meeting. The bureau can impose changes if it feels its concerns weren't adequately addressed.


Anyone who has bought a house knows the addictive rush of browsing properties from home, clicking and scrolling through thousands of properties searching for a perfect match.


But the MLS that allows such easy access – paid for by members of the real estate association – was never intended as a public service. Instead, it was meant to provide agents with quick access to a robust database of properties they could offer to their clients.


“The system was set up as a data-sharing service between members,” said Don Lawby, president of Century 21 Canada. “It was not set up to have the industry deal with the consumer. That's the way it is now, and it's very difficult to go back. But I don't know where the middle ground would be.”


MLS – a similar version is used in the United States – was developed in the 1960s, long before computer networks made information sharing simple and efficient. It allows agents from different agencies to co-operate on deals, and ensures that each property is well-exposed to potential buyers.


It has been a gold mine for sales people with exclusive access to the inner workings of the system – historical prices, seller information and an enhanced search engine are closely guarded industry secrets. In the 1960s, about $1-billion of deals were sealed through the system. Last year, sales hit $132-billion, according to CREA, generating about $6.6-billion for real estate agents, assuming a typical 5 per cent commission.


But the Competition Bureau has signalled that the system's data should be shared with outside companies, which could open the door to discount providers – companies that would help consumers seal a real estate deal for a flat fee, rather than the typical commission structure.


That's a tough sell for an industry that has funded the database and relies on it for its livelihood.


“The real question is, are we moving to have a for-sale-by-owner service funded by the real estate industry?” Mr. Lawby asks. “I don't see that happening. This isn't a public utility – what happens is someone sets up a business for very little money and can just expose consumers to our products.”


Ian Martin, a Vancouver-based consultant who operated a web service that relied on MLS data that was shut down, argued that consumers are paying for the database with each purchase and the data generated with each sale should be part of the public domain. Other sites have also tried to build sites using MLS data, but have also been shut down.


“Basically, CREA purposely provides limited access to the data in order to protect the fat commissions of its agents,” he said. “The data should be public as it was paid for by consumers. This would allow venturous companies to present the data in dynamic ways through various applications. Otherwise, the public is stalemated by a huge bureaucratic monopoly.”



from: http://www.theglobeandmail.com/report-on-business/house-listings-to-remain-in-agents-hands-crea/article1350167/

Tuesday, November 3, 2009

50 All-Time Great Retail Subject Lines

The success of email campaigning revolves around the ten words or less that fill the subject line of your message. What are great subject lines? offer some really great and proven-to-work subject lines that you can test out for your email marketing campaigns.


First of all, I'm assuming at this point that your recipients will recognize you from your "From Label". I've written why your From Label is very important in your email marketing campaigns. If they are familiar with who the email is coming from, you'll have better luck getting your email opened with a catchy subject line.


You'll see that some of these subject lines are a bit vague like "An Exclusive Offer for You", however sometimes that might get more opens than if you talk about a specific product. That's something that you need to test for yourself in your own campaigns.


A Call To Action!

Enjoy this Special Offer at Our New Location

25-40% off - Email-Only Offer – Today Only

Invitation-Only 2 Hour Event Starts 11:30 AM CT

Ends Today! 20% Off Friends & Family

Top 10 under $10

Free shipping - offer ends in 3 days

Free product with purchase of [product name]

[New Product] has arrived. Order now before we run out.

Earn double points for [insert product or action].

Last Chance: Get up to $25 now

Save 10% on your next order

Enjoy [season] with rates from $65

Service Notice: Exciting new changes at [your company]

An Exclusive Offer for You

[Your company] October Specials

Last minute deals, special offers, and new [product name]

Act Now to renew your [subscription name]

Online only: 25% off friends and family

Introducing our latest…[product/feature here]

[Product name] Promotion week. Save 25%

Extended for a day! Get Free shipping through Friday

Stock up and save 15%

Limited Supply: Limit 2 [product name] per customer

Ho-ho-ho: The [your company] holiday catalog is here!

Email subscriber exclusive: [Product name] sale is here

Ends Today: Take 20% off your entire order

Private Sale Ends Today

Your choice of amazing items $50 + under

Great gifts for [Dad, Mom, etc]

Best Sellers every [girl, boy, man, woman, dog, etc.]

Everything you need when the temperatures [rise, fall]

Free Shipping--Limited Time Offer


Word Play Works!

Sometimes all you need is a little vase lift (retailer selling vase's)

We've got you covered from head to toe (retailer selling hats, shirts, pants and boots)

How La Perla got its name (retailer selling lingerie, telling a story inside the email)

Temperatures Fall, Style Rises (retailer selling coats)

Celebrity Favorites (selling accessories that Hollywood is wearing)

Did you remember to get a gift? It's ok, we did. (retailer wanting to get people to register for gift reminders)

10 Gift Ideas for your little ones (retailer listing top 10 suggestions for kids)

Manhattan View for a Song in the Shower (retailer selling shower curtain with Manhattan skyline on it)

Take your pick: Our 9 Favorite Dresses (retailer suggesting by popularity)

Coolest modern desk on the job...for $149 (retailer including price in the subject line)

Score Great Savings on Game-Time Gear: HDTVs, Furniture & More (retailer selling TV's with a sports slant)

Party Like it's 1999 Aged Cabernet Special (wine retailer)

In our store: Last minute Mother's Day combo ready to go (retailer getting the last minute shoppers with a catch "combo to go".)

Adorn Your Home Now & Through the Holidays (Home decor retailer)

Mind-Blowing Grenache (wine retailer)

Bring this email to a Gap store and win! (retailer trying to get store traffic)

I hope this gets your creative juices flowing. You can also find some great holiday-specific subject lines here. If you've got some great subject lines that have worked for your business, comment and let us know.

It looks like Twitter has reinvented the world yet again. Last week they launched a new feature call Twitter Lists. This changes the game, yet again. It was probably the most rapid viral adoption of a new online functionality that I've ever seen. It's a natural extension to what is already a massively powerful media.


Check it out and play around with lists. It's a bit confusing at first, but I'm starting to realize just how big a change this represents. "Twitter Lists" is a trending topic today, so there's no end of Tweets and Tips and Blogs about them.
Case Study of Larry Purchase


Client: Larry Purchase , Real Estate Sales Representative for Royal LePage


Where: Toronto Ontario, Canada


Prepared: Jan 2009


Branding and Direct Marketing


Larry is a seasoned real estate salesperson with Royal LePage. He has been in the business for over 20 years. He was looking to get his business back on track. He had been losing ground for years due to personal issues and not understanding what he had to do to get
the business back that he had lost to his competitors.


Larry came to us with no previous marketing initiatives except for the odd cold call and calendars he would send out during the holiday
season. He is a ‘call-it-as-he-sees it’ kind of guy and did not see how marketing his service to his friends and neighbours would help him. He would come into a meeting and ‘call-it-as-he-saw-it’ as opposed to having a plan in place and guiding his clients through a process. He tried direct mail marketing previously with very little success.


We sat down with Larry to find his ‘Unique Value Proposition’ - what made him different from the others in his market place. We went though our standard questionnaire and once completed, wrote up a creative brief to ensure we were taking the right path. Once we had a clear message and ‘Unique Value Proposition’ for Larry, it became very easy to implement a strategy for him.
We cleaned up the look of his image, made him recognizable in the community, strengthened the look of his brand and got him on a plan to succeed. He was sceptical at first but as the process moved forward he started to see the “trees through the forest”. He was now ready to start to connect with his target market on every level. We put his plan into action.


On his first mailing alone of only 2200 pieces, he received 6 phone calls (this is a big number in the real estate world). 2 were serious people wanting him to list their home, 3 were serious people interested in the property he listed on the card and wanted to buy, and 1 was calling to say he really connected with his marketing approach and wanted to work with him in the future on a commercial property he had. We also provided him with letters and a schedule to start to touch base with older clients he once had to win them back over to his service again.


He is now working the strategic marketing plan we suggested he put in place which expanded his presence in his market place. So much so that he is now on a Canadian Network Television Show “REALTOR vs. REALTOR” and getting even more exposure. He business has grown 200% since we created strategic marketing plan for him and he is on his way to doubling that by spring of 2010.


- From the desk of Trevor Joyce, Preident, Iconica Communications Inc.