Small is Big
Controlling Media Messages

                  Mark Allen (@Red_Allen)
                     Chief Executive Of...
Ouch!
 Washington Post’s 2010 Mensa Invitational

#1 Winner:
*Cashtration* (n.): The act of
buying a house, which renders ...
Controlling Media Messages
Media:
the means of communication
…that reach or influence
people widely.
Who Are You?




        From greatwhitesnark.com as retweeted by @gingerw via @timoreilly
What Is Our Aim?

Making residential real estate analytics
easy to understand.
The Country That Pees Together…




  Found at flowingdata.com
High Praise
Matt Cohen, Clareity Consulting CTO:

“MAAR provides better visualization of the
data. That makes it easier fo...
The Things People Want
 Elegant   and intuitive visuals
 Easy   trend spotting
 Detailed   & thorough yet readable
 Ha...
What Is Our Focus?
Local                              “Local” implies
   Local
        Local
                             ...
Demonstrating Local

    “The Thing”
It Starts with MLS Data

   MLS data is the richest,
cleanest and most powerful
 real estate data available.



Own your l...
The Seedling
Weekly Activity Report
Monthly Market Indicators
Housing Supply Outlook
Local Market Updates
Foreclosures & Short Sales
Advancing the Concept

    Sortable Stats
Blog and Video
How It Can Be Used
   Client Consultation
   Blogs and Websites
   Social Networks
   Marketing
   Government
   Med...
Government Strategy
• Local market products
• Distribution strategies
• Market research resource
• Affecting public policy...
News Media Strategy
• Press releases
• Talking points
• Electronic media
• REALTOR® spokespersons
• Distribution strategie...
From Foe to Friend
By KARA McGUIRE
Star Tribune             February 7, 2010

The [MAAR] Realtors group, known for
its abi...
Others Telling Our Story
MARKET PRESENTATIONS
What Happened to Mr. Big?
Distribution Strategy
           UNFETTERED ACCESS
   Weekly e-newsletter
   Website
   Office visits
   Print publica...
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 a...
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 All...
Small is Big: Controlling Media Messages About Real Estate
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Small is Big: Controlling Media Messages About Real Estate

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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.

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Small is Big: Controlling Media Messages About Real Estate

  1. 1. Small is Big Controlling Media Messages Mark Allen (@Red_Allen) Chief Executive Officer Minneapolis Area Association of REALTORS®
  2. 2. Ouch! 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.
  3. 3. Controlling Media Messages Media: the means of communication …that reach or influence people widely.
  4. 4. Who Are You? From greatwhitesnark.com as retweeted by @gingerw via @timoreilly
  5. 5. What Is Our Aim? Making residential real estate analytics easy to understand.
  6. 6. The Country That Pees Together… Found at flowingdata.com
  7. 7. High Praise 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.”
  8. 8. The Things People Want  Elegant and intuitive visuals  Easy trend spotting  Detailed & thorough yet readable  Harness the power of your data
  9. 9. What Is Our Focus? Local “Local” implies Local Local geography Local but is so much Local Local more. Local Local Local
  10. 10. Demonstrating Local “The Thing”
  11. 11. It Starts with MLS Data 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.
  12. 12. The Seedling
  13. 13. Weekly Activity Report
  14. 14. Monthly Market Indicators
  15. 15. Housing Supply Outlook
  16. 16. Local Market Updates
  17. 17. Foreclosures & Short Sales
  18. 18. Advancing the Concept Sortable Stats
  19. 19. Blog and Video
  20. 20. How It Can Be Used  Client Consultation  Blogs and Websites  Social Networks  Marketing  Government  Media  Academia  Business Planning
  21. 21. Government Strategy • Local market products • Distribution strategies • Market research resource • Affecting public policy • Return on investment
  22. 22. News Media Strategy • Press releases • Talking points • Electronic media • REALTOR® spokespersons • Distribution strategies • Market research resource • Anecdotal stories v. hard data
  23. 23. 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…
  24. 24. Others Telling Our Story
  25. 25. MARKET PRESENTATIONS What Happened to Mr. Big?
  26. 26. Distribution Strategy UNFETTERED ACCESS  Weekly e-newsletter  Website  Office visits  Print publications  Presentations & CE classes  Advertorial  Targeted emails to brokers  Best of all: Raving fans
  27. 27. Overheard “Visibility is more important than ability. Secret agents don’t do a lot of business.”
  28. 28. 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
  29. 29. Following Your Call Build it and they will come
  30. 30. The Magic Formula  Get Data  Make Pretty  Send
  31. 31. You Can Do This YOU REALLY CAN. But if you don’t want to, there are many people ready to help you. HINT, HINT:
  32. 32. Thank You for Your Time! Minneapolis Area Association of REALTORS® www.10kresearch.com Mark Allen (@Red_Allen) Chief Executive Officer 10K Research and Marketing
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