And to refer back to the title of my post back in April, has it come crashing down to Earth like a huge white elephant, or elegantly applauded in as yet another Apple master stroke?

Before I answer that I’ll come clean and admit that I got one on the day they launched.

The Good

1- They are an extremely good presentation tool. Visually everything just comes to life on the screen. Keynote (Apple’s version of PowerPoint) can do some wonderful things and smart Australian companies will be working on some presentations for this tool and rolling them out to their sales force as I write this. If (like real estate agents) you’re presenting one-to-one, or one-to-two, there’s no better tool.

2 – The size “just works”. I was struggling to see where it would fit in the market if you already had a small laptop and an iPhone, but as soon as I saw one I instantly got it. The size is perfect. It’s not (as I feared) just a laptop without a keyboard. It’s small and slim enough to be a genuinely different product.

3 – As with all Apple products, it’s intuitive. It’s interesting that many of Apple’s products don’t even come with an instruction manual.

4 – It’s not all about fancy games and funky Apps. This thing has got some business grunt. Apps I downloaded on day one included; Pages, Numbers and Keynote (Apple’s version of Microsoft’s Word, XL and PowerPoint), as well as PDF Viewer, GoToMeeting and an App called DocsAnywhere, which enables you to sync the documents on your PC or MAC with your iPad, via iTunes.

5 – For the iPhone owners amongst you, some of the features you already know and love just work much better on the bigger version.

6 – It’s fast, particularly in WiFi mode, but it seems pretty slick in 3G as well.

7 – Battery life, the Achilles heel of the iPhone, thankfully the iPad doesn’t suffer the same problem.

The Bad

1 – You can only do one thing at a time and can’t jump around from one application (or program) to another like you can in Windows. If you want to quickly dive out of “something” to do “something else” for a few seconds, you can’t without closing the program you’re in.

2 – You have to get the WiFi/3G version. If you get the cheaper WiFi only version you’re wasting your money, as the device will not be anywhere near as mobile as you need it to be. Think iPod Touch (WiFi only) versus iPhone (WiFi/3G), there’s just no comparison.

3 – Touch screen keyboards are just not that great.

So, the verdict? For this industry I think they’re a great investment for an agent, assuming that you (or your business) is prepared to work hard to create the tools that will make the iPad really blossom.

A win for Apple I think.

Firstly, I have to confess that I’m in love with the Apple brand. The iPod is one of the best consumer inventions in memory and, from a person that used to feel pretty cool in my teens using a yellow, waterproof Sony Walkman (yes, I pre-date the Sony “Disc”man) it’s amazing how quickly I became reliant on my iPod. I took it everywhere and looked forward to a morning run so I could use it.

As you can imagine, the iPhone blew my mind, and continues to amaze me almost every day. I break into a cold sweat if I forget my iPhone. The iPod and BlackBerry are now gathering dust in the spare room, waiting until I get around to putting them on eBay.

I’m now seriously considering buying a MAC for home. Why? I have no idea. As a marketer I’ve just been sucked into the vortex, and I just want one. Every time I switch on my PC at home I’m secretly hoping that it’s broken so I can justify the new purchase to my fiancée (who I know secretly wants one as well).

So, to the eagerly awaited Australian launch of the iPad. Apple’s website is positioning this product as “A magical and revolutionary product at an unbelievable price.” I’m a little sceptical.

Really good marketers are masters at finding a gap in a market and creating a product or a service that exploits that gap and fills the void. Exceptional marketers take that one step further and develop a product or service to fill a void that doesn’t even exist, and then create the gap via clever marketing. Before you know it, nobody can understand how they lived without what you’ve invented.

However, in launching the iPad I wonder if Apple has just got a little carried away. As one of the most powerful brands on the planet are they forcing a product onto us that we just don’t need at all?
Apple is telling us that you can conveniently; surf the web, watch videos, download and use apps, flick through photos, manage your diary and emails. All of these things you can do on your MacBook and iPhone. I struggle to see why you would buy this product if you already have the iPhone, and particularly if you also own a MacBook (Apple speak for a laptop).

Will this product revolutionise the way that we consume information and, in turn, how we do business in the real estate sector?

Here are some ideas on how the product “could” be used:

1. Listing Presentations. Laptops can be a little intimidating in the lounge room, some agents suggest that they can create a barrier between the prospective vendor and the agent. Maybe a touch screen tablet will soften that a little.

2. Property Searches. Some of our offices have MACS in reception, enabling the public to drop in and browse our website. The novelty of using iPads could work well.

3. Capturing Information at Open Homes. With the right software (that plugs directly into you database) it would be pretty handy to record not just buyer details, but buyer feedback on an iPad during open homes.

I’m still a sceptic, but I’ll let you know when I’ve bought one (which will probably be early May by the way).

Jill Tarter: Why the search for alien intelligence matters (TED Prize winner!)
The SETI Institute’s Jill Tarter makes her TED Prize wish: to accelerate our search for cosmic company. Using a growing array of radio telescopes, she and her team listen for patterns that may be a sign of intelligence elsewhere in the universe.

Sylvia Earle: Here’s how to protect the blue heart of the planet (TED Prize winner!)
Legendary ocean researcher Sylvia Earle shares astonishing images of the ocean — and shocking stats about its rapid decline — as she makes her TED Prize wish: that we will join her in protecting the vital blue heart of the planet.

Gustavo Dudamel and the Teresa Carreño Youth Orchestra: A musical sensation from Venezuela.
The Teresa Carreño Youth Orchestra contains the best high school musicians from Venezuela’s life-changing music program, El Sistema. Led here by Gustavo Dudamel, they play Shostakovich’s Symphony No. 10, 2nd movement, and Arturo Márquez’ Danzón No. 2.

Jose Antonio Abreu: Help me bring music to kids worldwide (TED Prize winner!)

Jose Antonio Abreu is the charismatic founder of a youth orchestra system that has transformed thousands of kids’ lives in Venezuela. Here he shares his amazing story and unveils a TED Prize wish that could have a big impact in the US and beyond.

See Past Ted Talk Winners 2009/2008, 2007, 2006. 2005

Visit the Ted Website

All TED Talks

Yes: Certain text copied directly from TED website.

So it got me thinking, what is an expert? Well to me, an expert is someone who tells you something you should already know. There are no experts that can actually predict the future accurately.

After spending a few weeks in my Hawaiian shirt and cabana shorts I decided to put some pen to paper and fax this off to Peter to type out, with some instructions on how to actually copy word for word what I write – alongside some hints from Julie Bishop on how to do this.

Here is some advice from the old man for 2009

Sportspeople flogging property developments:

You can always tell when a person who has recently retired will do almost anything for money, especially when it is flogging off ‘amazing’ investment opportunities. Glenn McGrath – the best way to muddy your name after decades building it up is to get on board for some quick cash and flog real estate, yes, this maybe a great investment, but history has shown us that these developments can be dubious at best – after all just ask Craig McDermott how well this works out in the long term Glenn and stick to the charities and flogging caravans. 

Executive Salaries:

Well we thought these guys were gurus, turns out they just heard someone else made a killing on something so they just all followed the pied piper until it all came tumbling down. At least we no longer have to listen that old chestnut – that you need to spend money to get the ‘best talent’! So my hats off to the best of the best around the globe who have made middle income earners across the worlds bail out about 10 trillion of their debt. 

Everything I have: 

Every time I hear the heart wrenching story of a person or family sinking their last dollar into a financial services company or property development my heart bleeds – for about 5 seconds –  then I think, hang on why did you put EVERYTHING you had into it? You deserve to be burnt. The only things anyone should ever put all their money into is their principal place of residence and/or your business.

George Bush:

Most of you might be happy to see George Bush go – unless you are in the richest 1% of Americans, who will miss him dearly. NY Times reports that when Georgie Boy took over from ‘The Cuban’ Clinton – the richest 1% of America only took home 9% of the weekly American income and when Gorgeous George left office it was up to 23%!. Not only that, average US wages dropped by $2000USD per annum over the 8 years George was at the helm. Ouch! History does not look too kindly on those figures George, no matter how many memos you send to the press corps

Savings?

The recent Foxtel campaign is amusing! I am at a loss to understand how joining Foxtel saves me money? If they take $30 per month out of my already dwindling account, how does that save me money? That’s $30 less than what I would have if I didn’t join Foxtel. 

Insurance:

As bushfires raged across Australia, we now get set for some technicalities that allow insurance companies to deny payouts. I always wonder why insurance companies can worm their way out of payouts.

I have an idea, it is quite a simple one. I think insurance companies should have to list what you are not covered for, in relation to the type of insurance you have taken out. I bet you a monthly terrorism surcharge that would be a long list!

Mortgage Stress?

When I purchased my first home in the 60′s, I owned my television (His Masters Voice) and my radio, I only called family and friends when I needed something/to go somewhere and I paid cash for my car! In fact my only monthly debts were for my house, phone, wife and electricity bills. Today the majority of Australians make payments monthly on the house, car, televisions, stereos, mobile phones, phones, Internet, cosmetic surgery and of course Foxtel. See where I am heading with this?

My Pet Hate:

About the only time I ever curse is when a politician speaks these words “Australians are smart enough” followed by their opinion on some subject. I think we should have a big wet fish come across the screen and slap any politician who utters those words. 

President Obama

: Yes, I must admit, I kinda like the guy who speaks a little funny. One thing about him though, he is probably the best speaker I have ever come across. I remember the night he won the election and he gave one of the greatest speeches I have ever heard. Now, cast your mind back to Kevin Rudd on election night, I am a swinging voter and went to a little gathering at a local farm, most of the people there were supporters of Kevin Rudd, by the end of the speech they were booing and hissing, it was just so darn boring. I hope he reealises it is not only his words but his delivery. From now on Kevin, just give us the facts as you see them and shut up. Also Kevin, don’t get your speechwriters to use swear words as we know it is just not you and you end up spending all night saying rosaries instead of fixing the economy.

Finally…..

We have the worst wage to mortgage ratio in the western world, but we have bigger problems, it is just too easy to get credit. This is the root of all of our problems. Hopefully no more!

So I am now sitting here eating breakfast and spitting my muesli all over the television as I hear our Prime Minister speak. That Barack fella spoke and had the cats ears perking, the finches shrieking and my wife going all gaga, then Kevin comes speaks and everyone has lost the will to live.

Over and out!

I recently posted about how real estate agents can use podcasts to turn their entire town into a referral network.

But I thought some agents might still be intimidated by the idea of getting together their own real estate podcast. So, I asked journalist and podcaster Mark Jones to share some tips with Business2.com.au.

Q. Mark, you are the Australian Financial Review‘s former information technology editor, you host the Scoop podcast for MIS magazine and your company Filtered Media provides editorial, social media, speaking and consulting services.

Tell me, why should real estate agents podcast?

A. Well, first let me give you some kudos for this blog. I speak with many people in the communications & PR profession and few have made the leap into the blogosphere.

Podcasts are a powerful form of media because in the first instance they appeal to our desire to listen to audio content on our own terms. Radio is great, but podcasts are better because you have access to a literal universe of ideas on your mobile device when you’re on the bus, train, or working at your computer.

The amazing opportunity for real estate agents is that podcasts appeal directly to their core skills. In my view, real estate is only partly a sales function. You are in the people business – understanding their needs and finding solutions.

Agents are a source of valuable information on everything from market trends, to demographics and local news and politics.

If you want to build trust and be known as an expert in your field, hosting a podcast and inviting clients on your database to listen is a very easy and effective way to achieve that goal. If they keep listening to your show, you will always remain top of mind – and that’s the goal, right?

Q. How has the Scoop podcast performed as a business tool for Filtered
Media?

A. I produce The Scoop because digital media is my passion. Hosting a business technology show was something I had always wanted to do – and I believe you’ll have more success in life if you follow your passions. So there are benefits that have followed from that approach.

Through The Scoop I am regularly staying in contact with my business network. Media and consulting is very much a word-of-mouth business, so this is a useful way of remaining top of mind among industry peers. Beyond that, the podcast’s core function is actually to build value for misaustralia.com , so I don’t think about the show in purely selfish terms. If it doesn’t create value for MIS, it won’t continue!

Q. You told me that you have two brothers-in-law who are real estate
agents. Do you think most agents are technologically sophisticated enough to
create a podcast for themselves?

A. Yes, I do. One in Sydney and another in Canberra. Both of my bros-in-law are what I’d call proficient gadget users – they’ve got iPods, smart phones, notebooks and so on. Really, that’s the level of technical proficiency you need to record a podcast. The real skill in media, regardless of format, is your content or story ideas. Content is king!

Q. How much of creating a podcast can a real estate agent outsource inexpensively?

A. You could outsource your podcast to a friend or colleague, but really I think the personal touch is better. At its most simplest, you need a fairly current computer, a microphone and headphones (or headset), and some editing software. Apple’s GarageBand (free) is great, or on the PC try Audacity (free) or Adobe Audition.

Q. If you were a real estate agent creating a podcast, what are the first
three things you would do to make it happen?

A. 1. Listen to other podcasts first. Get an idea of what different styles and formats work for you.
2. Talk to colleagues and clients about your ideas for a show – what do they want to hear?
3. Record your first show, or pilot episode, and publish it on the web. Get feedback and keep improving!

Q. What kind of topics would you focus on?

A. It’s a hard question to answer because it will depend on the industry or markets you serve. You might want to go broad and talk about macro trends in real estate. Or you could go hyper-local and talk about issues in your immediate community.

Q. Is there one rule of podcasting that a newcomer should follow?

A. Just be yourself. Podcasting, like radio, is a very personal form of media. Remember that people are looking to be both informed and entertained! Don’t be afraid to edit down your show if you think it’s rambled on for too long.

Q. How important is it for agents to produce podcasts regularly?

A. The answer is yes. If it feels too daunting, try once every two or three weeks, but really I think you should aim for weekly – even if it’s just a 15 minute show. There are no rules about how to approach topics, but the “how to” idea is a good one. Magazine empires thrive on the “5 ways to bake a cake” idea.

Q. Do you know of any real estate agents that use podcasts effectively?

A. Nope, sorry! Have a look on Google or iTunes Music Store and I’m sure you’ll find plenty of examples.

Q. What resources are out there that can be helpful to agents who want to
create podcasts for the first time?

There are plenty of bloggers and podcasters who have written helpful guides. Again, a quick internet search will lead you in the right direction.

Q. Does Filtered Media provide podcast services to businesses like real
estate agents? If so, what sort of things do you do?

A. Yes indeed. I thought you’d never ask!

One of the services I provide is to visit a company and speak about trends in digital media such as podcasts, blogs and social networking. From there we can work on a strategy to determine which forms of digital media will achieve your objectives.

I currently provide a mixture of strategy, training and outsourced digital production services. I’m finding there is a lot of interest from people wanting to understand digital media, particularly among large companies.

After posting about why real estate podcasts can be a good idea on real estate agent websites, I want to follow up with this post on how you can turn your real estate podcasts into a broader marketing tool.

Real estate marketing should be simple. The best way to keep things simple is to squeeze as much juice as possible out of whatever simple techniques you use.

Before I get to the details of how to do that with podcasting, let me say that it will take some work. It is not complex, but nor is it a once-off quick fix. Instead, it’s a strategic solution for the real estate agent or principal who is looking to make solid improvements to their market position in the medium term.

The strategy is to use the podcast as an outreach tool for creating or deepening your relationships with other businesses in your area, turning them into your referral network for new business.

The first step, and you may need a graphic designer for this, is to prepare a counter-top display about your business that includes your logo and contact information, as well as a space for some business cards.

Better yet, instead of business cards, include some cards with a special offer to get the attention of passers-by. For example, offer a free market report to those who mention having seen the card.You could also just use a pile of the cards without the display, or just create a poster to mount in storefront windows.

Third, begin to approach local businesses with the opportunity. It’s best to do this in person. Here’s your pitch:

“I post real estate podcasts about our community on our website. We reach XXX unique visitors each month, almost all of whom are actively considering moving to this area or already live here. I’d like to mention the excellent service your business provides, and encourage these people to spend money with you. Would you like that? In exchange, I don’t want money. I only ask that you let me place this display (or these marketing cards, or poster) in your store and to replenish them as they disappear.”

If you have a reasonable reputation and handle things appropriately, this should work with a number of local businesses. Once it does start to work, anyone who visits your suburb will immediately know that you are the best real estate agent or agency in the area, because so many local businesses “recommend” you by displaying your materials.

Of course, you could try to do all of this without the podcasts. But in my experience, other businesspeople are more willing to help if they know you offer them something in return. You want to build relationships, and relationships are a process of exchange, not a one-way street.

Who knows what unexpected benefits will sprout from the relationships you seed in this way?

NOTE: See the link if you want to treat your real estate podcast as media and generate revenue. (Via Mequoda Daily)

But has anyone actually sat back and said, ‘hang on – if so many people are spending so much more time online and are not watching as much TV and listening to as much radio, then why are the figures not telling us this?”

This is because in my opinion the whole way that these things are added up are simply wrong. As an example, I had a little get together last week and I asked a few questions to the 15 guests at a BBQ.

1. How often do you watch TV?
3 people said they never watched TV at all, but sometimes hired a DVD. 4 people rarely watched TV, 3 people told me they watched TV every night and the remaining 5 told me that their TV habits have changed so much and that they watch much less TV than they did only a few years ago.

2. How often do you listen to radio?
6 people never listen to the radio, 4 do only on the way to work (in their car) and 5 listen to a couple of shows in bed at night.

3. How often do you buy the newspapers?
3 never do, 12 always buy the Sunday Papers, 8 buy that Saturday papers as well (and all of these 8 mentioned the property guide) but only 3 purchased the midweek papers.

4. Use the Internet?
14 people use the Internet everyday. 1 uses the Internet every other day and all use the Internet for researching property. In fact 12 told me they look at property at least 4 times a week online.

Now all I can say is that I think companies should really do their own research, I have to say that of all of my friends are pretty much free thinkers and as much as I hate the term (a little left). But it does tell me that all of the research that goes into TV viewers each week is a little pathetic and hardly a true indication of who actually watches TV.

The problems everyone has is that so many companies make money out of TV, Newspapers and Radio advertising and these same companies make very little out of Internet advertising that it makes it hard for large companies habits to change. The last companies I would trust as far as spending my money on marketing would be advertising agencies or ad buyers.

It simply comes down to results and they will vary from city and region, but do not trust just what you are told, do some research yourself. There are a few Google Adword specialist companies out there and one of the bloggers on here does this kind of work.

I would suggest pulling some kind of advertising from another sector, if only for a month or a week and place a little money into marketing your won website through a Google Adwords campaign, you may be pleasantly surprised!

The big end of town (PBL, News Ltd, Rural Press, Seven) are either planning to get bigger or are buying into other stocks so that no-one else can compete against them.

The government’s laws will need to be tightened and any calls for the regulation of Internet TV need to be thrown out the door.

Almost all of the press in the past year since the government announced changes to the laws have focussed on what the big end of town think about the changes, some are now happy and some are now upset at the new laws. Does this ring alarm bells for anyone else?

I personally have nothing against big companies getting bigger, but when there are laws in place to protect these companies I cannot help but be angry.

A free market economy should allow anyone to compete against anyone, yes you must protect consumers to ensure diversity, but we have 2 major city/metropolitan players in newspapers, 3 major players in free to air television and only one player in Pay TV.

So something has to give…..this is simply not diversity.

The ACCC has said it will not allow any consolidation in the newspapers/television/radio space, but when these companies can buy large chunks of shares in rivals – simply to control who can buy what, is bordering on the ridiculous……

Everything, including the PBL split, is about………you guessed it, control + money……………and who pays………..again, very good – the consumer!

So tell me, your views on the Media Ownership Laws!

The report showed British Internet users spend an average 164 minutes online daily – compared with an average of 148 minutes a day for TV.

Read the full article here.

I think this trend would be similar here in Australia.

This is why a growing amount of companies are increasing their advertising budgets online and why television, newspapers and radio is struggling to create any growth in revenues. This also explains why traditional media companies such as News Ltd, Fairfax and PBL are buying more and more online assets.

In my opinion I think traditional media companies think if they own all of the major websites in Australia and New Zealand then they can get back to controlling the advertising spend of big business.

Home buyers used traditional media to search for listings and franchises had real buying power through their franchise, which in turn reduced costs to operations and vendors.

Home buyers would jump in the car and drive down to the local agency and browse window cards, contact an agent if they were interested and perhaps request an open home. Agents had constant contact with potential buyers because they needed the information and as we all know newspaper ads and window cards carry little information!

Also the media were so much more friendly and any negative publicity was a rare occurrence.

Also franchises had the power to advertise on TV (some still do) which gave vendors another reason to list with them.

Now
It is clear the Internet has becoming the number one choice for the majority of advertising and traditional advertising will move more to branding and exposure for agents rather than expensive listings.

Home buyers do their research almost exclusively online rather than browse shop windows and TV advertising are now consigned to silly campaigns like the “Thank you Mr Hooker” LJ Hooker adverts.

This is why I believe the future looks glum for franchises and franchisee’s.

Property prices have risen considerably since the mid 90″ and as franchise fees are pegged to a % their fees have increased dramatically from franchisee’s but their power has decreased almost as significantly.

Franchises are the winners while franchisees are the losers.
Franchisee’s advertise the franchise site (promoting it) rather than their own (a huge mistake!) and some franchises like LJ Hooker have steered clear of endorsing real estate portals like realestate.com.au/domain.com.au, instead getting their agents to push their own website.

Each week in newspapers all over Australia franchisee’s are promoting franchises sites like www.ljhooker.com.au, do LJ Hooker pay franchisee’s for all of this free publicity? Do franchisee’s receive commissions for companies that advertise on their sites?

Doubt it!

The person in charge of this at LJ Hooker should be tried by a military court, this shows a complete lack of understanding of the Internet and is failing and will fail going forward and this is why!

Consumers do not want to bounce from one site to another, they prefer getting all of their listings from one or two places and realestate.com.au has become the place where all residential agents MUST advertise.

Promoting your own site like www.ljhooker.com.au on TV is a complete waste of money and is a slap in the face to consumers.

The Internet’s success is because of the power it places in the user – not to corporations and I can confidently say many LJ Hooker franchises are losing vendors and sales because they do not advertise on www.realestate.com.au.

I mean what excuse can LJ Hooker sales people give to potential vendors when explaining why they are not on realestate.com.au?

Zero, Nanda, None! Well not with any understanding or conviction. After all…… agents tell potential vendors how they place their ads in front of as many potential buyers as possible. Well realestate/domain have millions of potential buyers visiting their sites each month, and this is about as good as a its gets in Australia.

They are only being fooled by their franchise and many are now going it alone and advertising on these portals anyway. So where is the franchise buying power there?

LJ Hooker might be a popular portal but buyers flock to the main portals and the success of the LJ Hooker site will only come whilst expensive TV campaigns operate and franchisee’s continue to promote the www.ljhooker.com.au site in newspapers.

Franchisee’s will eventually wise up so they cannot do this forever!

Another problem is the change in the way media now operate. TV programs like Today/Tonight and A Current Affair target exclusively dodgy sales people from all industries (because we seem to like it) for ratings and pretty much go after any real estate agents that does the wrong thing.

This was clear when last year some idiot salesperson from LJ Hooker sold a house to a couple for market price and did not mention that the former owners were butchered to death by another member of the family in that house before it was offered for sale.

After news of this went everywhere on TV, radio and print, LJ Hooker stood firmly by its salesperson for over a week (why do they always act so slow on these things) before finally taking action and reimbursing the buyer and sacking the salesperson.

How much damage did this cause other franchisee’s? I would say it caused massive damage Australia-wide and the good honest franchisee’s (majority) paid the price.

So all franchisee’s pay the price when one stuffs up. It is impossible to ensure honesty and integrity runs through all offices, especially in any sales and commission related industry and this is another reason why it cannot last.

The Future
My vision for the future is that the number of franchises will recede and real growth will come from private agencies, the amount of agencies in Australia and New Zealand will probably decrease with the onset of private advertising and some real pressure on fees but I believe the amount of private firms will continue to grow at the cost of franchises.

Interesting times ahead…….