SURVEY: Would you ever buy a fixer-upper?

We surveyed our readers to find out if they would ever buy a fixer-upper

HomeActions newsletters are distributed by over 5,000 real estate professionals reaching over 3 million email newsletter readers every two weeks. This week, we’re polling our readers to find out if they would ever buy a fixer-upper. Find out how they responded to our August 2018 survey.

> View August Survey Results > View All 2018 Surveys

Triggering Real Estate Leads with Interactive Neighborhood Data

During an interview with ATTOM™ Data Solutions for their June edition of the Housing News Report, Barry Friedman, CEO at HomeActions, explained the different forms of lead-generating content in real estate marketing. Some content is created to provide information for the reader. While this type of content may not explicitly promote a brand, its intention is to stimulate interest in the brand’s products or services. There is also actionable content designed to trigger a response from a consumer, indicating a warm lead. Paired with an interactive neighborhood data feature called Neighborhood360, actionable, lead-generating content is designed to both help the consumer learn more about a desired area and produce a high-quality lead for a real estate professional.

Barry J. Friedman, CEO of HomeActions, LLC

Barry J. Friedman, CEO of HomeActions, LLC


1. What is your elevator pitch for HomeActions?

HomeActions is a cloud-based platform designed to help agents communicate more effectively with their sphere of influence: their clients, prospects and referral sources. We try to get agents connected to a potential customer as early into the buying cycle as possible, before the customer has decided to buy or sell. And we do that primarily through content marketing.

We provide the content in the newsletters, and we’ve developed unique systems to tell when a client or prospect has put their toe in the water, meaning they are ready for a real estate transaction.

We’ve found that content comes in different forms. There is just information, just designed to provide information, not to elicit a response. Then there is trigger content. We start all trigger articles out with “is this your situation?”. If this is not their situation, they are probably not going to read it. No matter what we say afterward, if someone clicks on that article in my mind it is a warm lead — someone you would want to go in your pipeline.

Another key type of content we use in our newsletters is an interactive article. There is special technology associated with it. What this is about is how do you build your pipeline so that eventually people come out of your pipeline and become clients?

I started a previous company called BizActions which was sold to Thomson Reuters in 2012. From 2012 I really got into HomeActions wanting to build it up. We think we are the largest in the real estate space delivering about 3.5 million newsletters every two weeks on behalf of our 5,000 Realtor clients. We help those clients put together their database. We learned you can’t have content marketing without a database. We de-dupe it and cleanse it to make sure the email addresses are as clean as possible.

2. How is HomeActions utilizing ATTOM Data Solutions?

Our interactive articles are what uses ATTOM data. It’s basically a know-yourneighborhood type of article. Or if you are looking for real estate, check out the neighborhood first. When they click that article, we provide some content about why this information is important. Then we ask for their name and phone number.

We ask “why are you interested in this content?”. You wouldn’t think people would answer that but they do. These are purpose questions, and there are six purpose questions. They check off the ones that apply. When they hit submit, we then go to ATTOM’s servers and grab that property and we deliver a URL to them that gives them all the property and neighborhood information.

We’ve kept certain things in and kept certain things out. We don’t include crime statistics. We used to include AVM (Automated Valuation Model) in there but we took that out and we made AVM a separate article. Some Realtors like the AVM component because if someone is looking for the value of a property that is a heck of lead.

We then deliver that neighborhood data to the client. And they are always happy about. They often check it for several properties. Then we send it over to the Realtor with the reason why they are looking for the information. Mr. Smith is looking to buy a house. That’s a heck of a warm lead.

3. How is the marketplace responding to HomeActions products/services?

Realtors are happy with having that type of local information. I would say that it has gone over well with the Realtors.

We kept on getting more and more interest in this information, and how we managed the information. We figured out a way to take your data and make it work in a lead generation environment.

We just came out with a new feature where you can add advertisements to your newsletter and there is a shared revenue component so you can share the revenue from that. We do all the work. We are sending out about 7 million newsletters every month. Let’s build the template of our newsletter in such a way where we can embed unobtrusive advertising, share the money with the Realtor, and that way we can make money off all these contacts. We already have 100-plus Realtors signed up.

4. Why did HomeActions decide to use ATTOM Data Solutions?

There were a few companies that had the data so it wasn’t like ATTOM was the only one. But I like the way they presented the data, and there was some flexibility so I could add some things and subtract some things. And the people were nice. I didn’t know if I could afford this. I didn’t know if people would like it or not. So we were able to start out with flexible pricing. That worked out really well for me because I could gauge whether my clients were interested or not, and we kept on getting more and more penetration. Then we decided to integrate into our overall product. And that’s when I went back to negotiate a fixed-price contract. And that is working out well.

5. What has been your experience with the data delivery?

We have had no problem. Maybe one little problem where the data was not updated promptly, but we got that fixed quickly.

6. What has been your experience with the data quality?

I’ve had no problem with data delivery or data quality with the exception that ATTOM hasn’t built an API that allows me to send information on Realtors so that when you present the neighborhood data you present it as branded with that Realtor. We haven’t been able to do that in an eloquent way.

7. What has been your experience with customer service?

Customer service has been fine. People have been very nice.


ATTOM Data Solutions is a leading provider of publicly recorded tax, deed, mortgage and foreclosure data along with proprietary neighborhood and parcel-level risk data for more than 155 million U.S. properties.

As published in the June 2018 issue of the Housing News Report Newsletter.

SURVEY: Which of these home design trends should die in 2018?

We surveyed our readers to find out which of these home design trends should die in 2018

HomeActions newsletters are distributed by over 5,000 real estate professionals reaching over 3 million email newsletter readers every two weeks. This week, we’re polling our readers to learn which of these home design trends should die in 2018. Find out how they responded to our July 2018 survey.

> View July Survey Results > View All 2018 Surveys

SURVEY: How often should you deep clean your kitchen?

We surveyed our readers to find out how often they deep clean their kitchens

HomeActions newsletters are distributed by over 5,000 real estate professionals reaching over 3 million email newsletter readers every two weeks. This week, we’re polling our readers to learn how frequently they deep clean their kitchens. Find out how they responded to our June 2018 survey.

> View June Survey Results > View All 2018 Surveys

SURVEY: What’s the best brand of home appliances?

We surveyed our readers to find out their preferred home appliance brand

HomeActions newsletters are distributed by over 5,000 real estate professionals reaching over 3 million email newsletter readers every two weeks. This week, we’re polling our readers to learn about their preferred home appliance brand. Find out how they responded to our May 2018 survey.

> View May Survey Results > View All 2018 Surveys

HomeActions Partners With RevInSite and CurbCall to Offer Integrated Newsletter Advertising and Protection App to Real Estate Agents

HomeActions LLC, a lead-generation and client relationship platform for real estate professionals, has entered into a partnership with RevInSite to allow trusted local service providers to place advertisements inside HomeActions real estate newsletters. RevInSite, formerly known as Nest4Less, helps real estate professionals integrate service provider listings into their websites.

HomeActions is also further developing its partnership with CurbCall Inc., which develops innovative technology for real estate agents. This newest phase focuses on an important but often neglected aspect of the real estate profession: real estate agents’ personal safety.

Ramping Up Advertising

In the new program, a HomeActions client has the option of allowing local businesses to place advertisements in their real estate newsletters. For example, a local lawn care company, neighborhood hardware store or plumber might want to place an ad. All HomeActions clients will have to do is pass the names of possible advertisers to HomeActions. If these companies are interested, RevInSite will show them how to set up the ad. The advertising fees will be split among RevInSite, HomeActions and the clients. HomeActions will add advertisements only from service providers that are recommended by its clients.

In addition, HomeActions clients will be able to list these local business advertisers in a directory of service providers that can be shared with social media sites, websites or anywhere online.

HomeActions currently provides 5,300 agents with newsletters that reach almost 4 million readers nationwide, who receive almost 7 million emails a month. “Everyone is a winner with this program,” said Barry Friedman, CPA, CEO and founder of HomeActions. “Our clients get advertising revenues while putting helpful local businesses in front of their prospects. And local businesses know their names will appear in front of hundreds, and even thousands, of homeowners who need their products and services.” Indeed, advertising revenue may even equal or exceed the cost of the newsletters for HomeActions clients.

More about the program is available at https://homeactions.net/support/service-providers-portal-advertising-program/.

Keeping Real Estate Agents Safe

HomeActions is now offering to its real estate clients — at no additional charge — CurbCall Protect. It’s a system that’s as simple as it is powerful: All an agent has to do is press a single “Begin Showing” button when they are at a house with potential buyers, for example, and an SMS text alert containing a map of the precise location of the house is automatically sent to the agent’s emergency contact. If at any time an agent feels threatened, they just have to hit the big red “Panic” button to immediately text the emergency contact that the agent needs help.

Protection Against Kidnapping, Too

CurbCall Connect offers another layer of protection that can save agents even if they can’t hit their panic buttons: If an agent unexpectedly leaves the “Safety Radius” (possibly against their will), CurbCall Protect will automatically trigger an emergency alert to an emergency contact and will map real-time positions so police can be sent to the agent’s location immediately.

This isn’t just a “better safe than sorry” situation. Real estate agents, who by the nature of their business frequently find themselves in empty houses with people they hardly know, face danger regularly. Indeed, the Beverly Carter Foundation, named for a real estate agent who was kidnapped and killed in 2014, was founded to help protect agents.

“This is an important step in our work to integrate ourselves completely in the lives of real estate agents,” said Friedman. “With our wide range of marketing and sales products and partnerships, we are increasingly becoming a complete source of assistance to agents. With the addition of CurbCall Protect, we provide agents with perhaps the most important service of all: protection against physical harm.”


 

About HomeActions
HomeActions LLC is a digital marketing and lead-generation solution with compelling content and interactive widgets for real estate agents. The HomeActions platform provides automated prospecting and marketing delivered biweekly via email to a professional’s sphere of influence. HomeActions’ professionally written articles portray agents as trusted advisors looking out for readers’ interests by helping them care for the biggest investment in their lives. With instant lead access, customer relationship management capabilities and robust predictive metrics, the system has the capability to generate real-time leads and top-of-mind awareness while nurturing relationships that lead to long-term success and more referrals. HomeActions is a privately held virtual company that employs more than 50 people and is headquartered in Green Cove Springs, Florida.
www.homeactions.net

About RevInSite
Formerly known as Nest4Less, RevInSite is a tool that helps real estate brokerages, agents and service providers add value to their current marketing platforms. It provides users with an innovative home services directory to integrate into websites, featuring a mix of renowned national brands as well as trusted local service providers.
https://rev-insite.com/

About CurbCall
Founded by veteran real estate professionals, Boston-based CurbCall Inc. develops innovative technology for real estate agents. Its CurbCall Connect on-demand lead-routing platform offers the built-in intelligence to instantly connect consumers with agents available to serve them now, plus reporting and analytics for accountability.
http://curbcall.com/

SURVEY: Should all homeowners install security systems?

We surveyed our readers to find out if they believe all homeowners should install security systems.

HomeActions newsletters are distributed by over 5,000 real estate professionals reaching over 3 million email newsletter readers every two weeks. This week, we’re polling our readers to learn about their opinion on home security. Find out how they responded to our May 2018 survey.

> View May Survey Results > View All 2018 Surveys