Social Advertising Sells

Accessibility?  I learn a little each year and I’m occasionally left speechless.   Some time ago, a client, very vocally, complained about publication of pictures to promote a home.  Ordinarily, I don’t read a lot into an unreasonable complaint, but I remember the unusual.   Apparently, I published pictures of a home online.  First, listing agreements note permission to publish and promote information for listings and pictures are a huge part of  that promotion.  Beyond Facebook, Twitter, Linkedin, Google+ and Instagram, I pay for online promotion in a variety of places (with color pictures of course) and usually keep track of exposure.

Broker Authority: Seller authorizes Broker to: Advertise the Property as Broker deems advisable including advertising the Property on the Internet unless limited in (6)(a)(i) or (6)(a)(ii) below.   Source: FAR Exclusive Right of Sale Advertising

Anyway, the client, unbeknownst to me, must have been unhappy with some of the pictures.  I’ve had clients micromanage pictures or ask repeatedly to change the order or placement, but usually, if the property is not to be promoted online or with images, the verbage in every listing shown above, is followed by selection of an opt-out.  As long as I’m allowed to make some reasonable effort to sell a home and as long as the client understands the limit to promotion will slow a sale, I don’t mind.

That said, images, mobile friendly access and social media have become essential to selling homes in recent years.  Opting out of online promotion, signs, shortening a listing unreasonably or making it difficult to show a home, all make selling more time-consuming or occasionally nearly impossible.   Promoting homes through a strong online presence can mean almost as much as a sign years ago.   Classified ads and open houses have been replaced by targeted advertising and detailed pictures or video.   Personally, I find the change refreshing.  Every change is just a way to match my combined presence to the way clients communicate.

My advice to a potential client would be to seek out agents with connection.  Look for agents with a network and communication skill.  Searching their name online with the area name isn’t a bad idea.


First Time Buyers, Thoughts and Listening

First time buyers have so much to consider and, often, no real estate or sometimes thinking beyond an average lease term. They come from a variety of backgrounds and cultures. Jobs, goals, age…everyone has a different need, but what should all buyers and first time buyers consider, before buying?

What do you need? Are you buying because it seems like the thing to do or have you considered what you expect from a home? Sometimes expectations and budget don’t quite match. I like to spend time getting to know clients. We talk about where they live and how they live. Do you enjoy knowing neighbors, walks, sports or the gym? Are schools important? Where do you work and do you plan to commute? Are any changes planned? Will you need proximity to medical care? Will stairs be an obstacle?

Thinking about why you want to buy and how you want to live makes sense. I’ve watched so many buyers pick a home they love, in an impractical location. Location, location, location can mean more than just finding the perfect neighborhood. The best neighborhood might be too far from work or school. It might be beyond your budget. Consider homeowner’s fees. If you need a loan to buy, like most first-time buyers, have you considered the monthly payment for an association? I know of one neighborhood with the finest amenities. I won’t go into detail, but they have everything…seriously! The monthly fees amount to an added $150,000 in loan payment or qualification. This fee, although a great value, becomes an obstacle to subsequent buyers and

No big purchases or debt.

sometimes a burden to the buyer. Developers will sometimes pay the fee for a period of time in new construction, but considering the sticker shock for the next buyer or the shock as the “free period” runs out can be important. Will you refinance? Adding debt like a car, changing income or other plans, can mean you no longer qualify for the loan on the home you own. Don’t spend your down-payment or borrow money before closing!

  • Location (proximity and preference)
  • Budget changes? (car, family, retirement?)
  • Needs (wants vs needs)
  • Future Changes to available income?
  • Prequalify with lender. (I always prefer local)
  • Check down-payment and source.
  • Don’t add new debt.
  • Lifestyle

When I work with a client, hopefully you, I try to think ahead. I’ve been doing this for a long time…literally half a lifetime. Sharing the questions or offering advice is what any agent should offer, but thinking of the things you might not even know to ask is my profession. My goal is always to know you, listen to you and help you make the best decisions.

I’ll leave you with a few tips. First, always think about resale. No home is forever and circumstances almost always change. Drive the neighborhood you like on a weekend evening. Sometimes parking and the feel of an area is much different on a weekend after 5PM. Documents to see before making an offer should, ideally, include a survey, termite bond, utility history, insurance coverage and a 4-point inspection, if available. Old appraisals or inspections are nice, if the owner/list agent will release. Ask for more than one valuation. I will often pull comparables, with 2 or 3 estimates/Broker Price Opinions. Ask for a written estimate of closing costs. Nothing, well almost nothing, is more awkward than a big surprise for the buyer at closing. I produce an estimate for “ballpark” payment, cash to close and costs.

Agent Performance and List/Sell Ratios…Small Coffee Shops and Big Burgers

List to Sale Percentage 7 Year History Amelia Island NCMLS 4/19/2017 List to Sale AVG Percentages

I care about clients.  Their homes, future, savings….every penny they spend…I care.  It becomes personal when you care.  Years ago, I started in the industry with our family business.  Our motto at one time was “Think Pink”…changing to “Quality Service from People Who Care!”.   The first got attention, but the second meant something to me.  To this day, I care about clients and try to give more than expected.

I have a theory.  Every broker has a finite capacity to manage active residential listings.  Too many residential listings means I would have less time for each client.  I might not be available when needed or have the time for each client.   Even if I wanted to manage that many residential listings, I would begin to turn down added work at around 8 or 10.  Homes take more work and more “hands on” time to schedule, show and promote.  It seems logical to think there might be a best performance number, hypothetically between 5 and 10 active residential listings per agent.

T-Ray’s Burger on South 8th Street

Recently, I took the time to look at listing percentages for a number of top producing agents.  Some have absolutely amazing sales figures and tend to focus on the sheer number of sales.  I tend to look at a different statistic.  At random, I compared 5 high production agents in the area.  I looked at several indicators of performance, but finally focused on one measurable number…the original list price, compared to the sales price.    I rarely have more than five active homes listed.  Because I own the location and have a small office in a great location, I make enough with a mix of homes, land and commercial property listings.   Depending on the property, I sometimes aggressively price and sometimes price to sell quickly.  However, I think my average number should fall in a general range near the average list to sell ratio for the area.

Surprisingly, the agents I compared ranged from 69% to over 97%  in average list to sell percentage.  Now, the kinds of listings and price can change the percentage, but we’re also talking about averages and reasonably representative numbers.  97% is impressive, but 69% tells me the original listing might have been high or the prices dropped substantially for another reason.  My advice would be to consider the experience of the agent “AND” the List/Sell percentage, when selecting representation.   Ranges a little below average aren’t necessarily bad, but consistent numbers far below list price, should prompt questions.   Higher volume isn’t necessarily better or indicative of superior “single listing” results.

What does sales volume mean?  With teams of agents often attributing all sales to a single agent, the volume means less, but I see it another way.   Listing simply based on volume is like choosing a coffee shop based on square footage.  The single agent, in my opinion,  carrying a mobile office 24 hours a day, is often as or more effective than a team, formed to handle a  high volume of listings.   I am a little biased as a one man shop for the last 15 years,  but I even like smaller coffee shops.    What about hamburgers?  The chain with drive through might boast billions served, but the best burgers on Amelia Island are still at T-Rays….an old gas station converted into a restaurant years ago.   All things equal, where would you choose to buy a coffee or burger?  What about choosing a broker to sell or for advice when buying?

Downtown Fernandina Beach Density Change…not quite what you think.

I’m going to weigh in on something the City of Fernandina Beach is considering. Opposing points of view seem to be charged, to say the least, but I think I might be able to add perspective. First, as a disclaimer, I work in Downtown Historic Fernandina Beach and own one of the buildings. I’m also the listing agent for two other properties potentially impacted by a change to density.

Before assuming I’m only considering this from an owner’s point of view, I’d like to paint a picture of how one property might look without the change or after an approval. The Boat House, a building directly across from City Hall, is an under-utilized corner property with great potential for redevelopment. If we’re talking about parking requirements and density, as they stand today, the boat house might become a meeting hall, office suites, hotel or a variety of other commercial uses. Why does increased density actually amount to a lesser intensity of use? The majority of interest in purchasing properties or redeveloping sites downtown is in creating livable loft space on second or third floors. Allowing density changes, actually encourages the use of sites for the more desirable and saleable (is that a word), conversion. At $200/foot or more construction cost, the likely configuration is going to be smaller footage, high-end, loft space. Unlike some supporters of increased density, I think the spaces nearer the water, in particular, will follow pricing you see in cities like Portsmouth, NH, Boston or even New York. Prime locations may start as affordable, but our real win is in creating a path for different hours of parking impact and creating variety in the kinds of users you see downtown. We have 24 hours in a day. Consider the times most office or retail locations impact the area and the benefit of creating living space for people also interested in shopping or spending money downtown. As owners or developers naturally seek the greatest benefit, I see this as a potential way to encourage a kind of complimentary diversity.


Source: Agenda 4/18/2017 City Commission Meeting Agenda item 9.1.

Some time ago, at first reading, I published an open letter to the Fernandina Beach City Commission. I have the same thoughts today. We face opportunity. As we watch downtown change, this is a rare opportunity to encourage smarter redevelopment and change the kind of diversity we see downtown. If you agree or don’t agree, I’d love to hear comments. As a real estate broker, native, owner and party involved in marketing more than one downtown property with redevelopment potential, I see the potential for shaping a more complimentary future. Diverse uses create greater potential for the area, should extend parking viability for many more years and should create an added vigor to downtown business. As far as I can tell, City of Fernandina Beach planning, Nassau County Economic Development, the Chamber, the Historic Downtown Merchant’s Association and Main Street, all support the change. I urge you to take a second look and understand density isn’t always what it seems. This change, by the way, is only a single added unit per lot. Wording to request a change, when subm
itted, requires a density calculated based on acreage. When lots are often 25’x100′, it sounds dramatic, but the real change is far less. The clear majority of properties could not take advantage of the change, but it will spur smarter development of properties like the Boat House, complimenting the vicinity through diverse redevelopment.

Social Media and Real Estate…Trees, Forest and Content

I’ve been using Facebook since 2007 and other social media for several years prior. During the last 10 years, use of this tool has become a more and more frequent part of my day. Brokers are required to be expert at communication and networking, but I continue to be amazed by “one dimensional” advertising programs, usually offering no interactivity, no feedback and consisting of a message on paper you hope someone might see.  How is it tracked? How many people read the ad or respond? Often these questions are simply impossible to answer with print advertising. My last print ad received a total of “ZERO” responses at a cost of more than $500.00! Compared to proper promotion by someone with an understanding of social media, print advertising is, literally, nearly worthless, in my opinion. I’ll stop beating the dead horse, but feedback from an old client last year made me think.

Concours d’Elegance Providing Content

Oddly enough, this one client thought I “ONLY” used social media to promote property. At the time, I took the impression as a backhanded compliment. The client liked social media and frequently visited my company page, so developed an impression based on their activity.  Sometimes we can’t see the trees for the forest, but social media, like it or not, is being used by well over 80% of the population. That would not include children too young to create a profile, those with various disabilities and, I’m guessing, those with an aversion to change. This equates to a higher percentage of the real estate buyer/seller target market, in my opinion. The point I’m trying to make is that we should adapt to the consumer preference and use any tool they are in the habit of using.

Communication might be key, but the average client might not always see the difference between an agent spamming their personal news-feed with real estate listings and someone with a genuine following. As a single user it is difficult to see the broader spectrum beyond the few people you might follow or a single paid post compared to real content and interaction. Periodically, I use services like to consider my “score” or I actually filter out spam with saved searches including the minus sign “-“. It is about followers/readers who like what you say and I like to know when content generates interaction.  Paying for content does nothing…especially without a live interaction at each end.  I pay attention to the things I feel create interaction and influence or define my presence.

Vladimir Putin won’t meet Rex Tillerson on visit to Russia – Negotiation 101

Over the morning coffee today, I watched commentary on the first formal visit to Russia by the current US administration.  Blogs and media seem to take the refusal to meet an appointed Secretary of State as some sort of snub, but I see it differently.    Consider the position of both parties.  One party is backing a very unpopular decision and it is almost a certainty the conversation will revolve around Russia support of Syria and it’s current leadership.   The position becomes difficult as you consider the, from Russia’s public point of view, position possibly denying use of SARIN and opposite views of use of force to incapacitate planes.

In any negotiation, how would you approach a choice, if you were faced with an answer you lose by giving directly.  This may sound like code, so I’ll give an example. An owner or group of owners want to sell.  Their positon is weak and absolutely nothing good will come from meeting with the buyer directly.   In fact, it is possible someone will ask an unpleasant question….”What’s your bottom number?” or “Didn’t you pay half the asking price last year?”.  Adding an intermediary makes all the difference.  The intermediary has time to consider the reply or can slow a reply by deferring to the owner.  As a broker, I’m really a professional intermediary.    Putin is just responding in a reasonable fashion.  It is far less damaging to Russia if they meet Tillerson, but buffer a reply.   Again, I’m assuming the answer is not yet mutually agreeable.  This is an early meeting and equivalent to meeting to discuss terms in a future relationship, leading toward mutual agreement, I hope.

Now, consider the trade with China and recent concessions to the US.   The best path is to offer “least offensive”, but mutually acceptable solutions, while keeping what I need to reach my objective.    Push only as much as necessary.

West of Crane Island, Minutes to Amelia, Spectacular Waterfront Acreage

Essentially a point of land fronting on McGirts and Lanceford Creek, I first visited the site about 20 years ago. Water frontage is usually very limited and waterfront is so expensive, it is very uncommon to find anything like this property. Normally, a property this special might be divided into 15 or 20 lots. I’ll leave the video here, but this is one of the finest views in the Amelia Island area. Around 1800 feet on the water, 22 plus total acres with 12 to 15 upland acres, make this a private retreat, but still only minutes to the nearby resort communities.

Brokerage services are provided by Ed Boner and The Realty Source, Inc.- Lic Real Estate Broker – FL. To submit an offer or for more detailed information, I’m available during or after normal business hours. (904)556-7554


Vision 2032 Invaluable Narrative for Nassau County

Shrimping was, at one time, a major part of the local economy.

Consensus reports like this represent a great deal of thought and care to match the community desires for growth and inescapable reality of change, coming to Nassau County.   Planning for the future is a part of good government and the requirement to plan for capacity, submit a comprehensive plan and need for a vision, beyond responsible planning, is interesting reading.

The recommended strategies of Vision 2032 reflect the community priorities identified in the visioning process. They became a primary source in the creation of the goals, objectives, and policies of the Nassau County 2030 Comprehensive Plan. Source: 4/4/17

As a broker, I make time to learn and read about my industry.  Reading over the story of where we were and where we want to go…well, invaluable is a good description. I grew up on the island and am one of the diminishing population of Nassau County/Amelia Island natives. Even for me, re-reading this confirms, but occasionally is a little surreal. When I was a kid, Citrona Drive stopped at the entry to the local dump. Most of the area along the beach was undeveloped, Sunrise Drive, Oak Marsh, Summer Beach, the Ritz Carlton and more, simply didn’t exist. Tourism was a much more minor part of the economy and nightlife for kids sometimes consisted of driving from the beach to the river and back again. Main Beach (an older generation called it Wolf Park), was filled with a skating rink, games room, Moore’s Grocery, a country bar and putt-putt. Over the years, it can be difficult to maintain perspective. Newcomers often hope to change everything and locals sometimes think nothing should change.

Reading the visioning narrative is helpful in other ways. Beyond simply being a thoughtful look at the county, it offers a combined theme for future growth. Everyone, myself included, thinks in terms of personal experience. We make judgements and assumptions. My island should look a certain way and growth should only move forward when it fits my view of the world…or so I’d like to think. All change in local planning requires consensus or public support. A document like this offers a less biased, more realistic view of a possible future path. Regardless, I hope you’ll take a few minutes to click the link and read more.

Motivation and Offers

On Sunday, it might not be the best time to think about motivations some owners might have or some of the considerations going into a sale.  I’ve had some odd experiences and over the years and I’ve become aware of the need to get as much of the story as possible, before making an offer.    

Some years ago, I can remember writing an offer on a home being sold in a divorce…or so I thought. It was obviously a difficult sale and the offer was geared toward sensitivity to the owner’s circumstance.   An option to remain for time after closing was a part of the offer.     Move time seemed important and I felt removal of a financing contingency, might make a difference.  We offered it as an option, since time was not an issue for us.  We also offered terms like the option to pick up maintenance prior to the sale and no cost for a period after closing. In considering the offer, I found loans and foreclosure information, leading me to believe this would be a short sale or cash at closing from the owner to pay off the loan. Oddly, no one seemed to be willing to negotiate the price at all or even respond to the offer. This was, by the way, a strong offer and a prequalified/proof of funds was attached. The offer failed and about a year later, the property sold at far less than our offer at a foreclosure auction. So, why didn’t we see a reply? Why wouldn’t a couple facing foreclosure consider or even reply to an offer? Knowing what obstacles might stand in the way of an offer or what each party might actually want, can make offers work. The failure to reply, underlined the importance of considering the “why”. Money, timing, wording of an offer is important, but I was convinced I’d missed something. Months later, I was told one party had hoped to purchase the property at auction…possibly through a family member. It explained a lot, but is something I might never know.

Motivation might be financial or emotional. It might involve ego and the way you present an offer. I tend to think of offers in hard/soft or aggressive/passive terms. Am I going to counter? Do I want to make my best offer first and what is the other side thinking? Words, response, demeanor and timing all might telegraph intentions and learning how to share information, without creating damage, is something that comes with practice.

7 Client Behaviors We All Hate!

I’ve been in the industry for a very long time, but only a broker for the last 30 +/- years.   We all develop thick skins, but there are a handful of behaviors, whether intentional or oblivious, I still find annoying.  You may have experience with similar behavior and, I hope, clients will consider the value of listening to an experienced agent and showing consideration to a professional.   Erasing the below behaviors would make my days much more pleasant and, in turn, lead to a higher level of service to each client.

  1. Initially a client looks at a listing with the listing agent or a selling side agent, but writes the contract with another agent, completely unfamiliar with the property.  This can happen in an industry as numbers increase, but paying attention to relationships makes a difference.  Personally, I think the intent of Article 16 of the
    Code of Ethics covers this for REALTORS® and I make every effort to avoid interfering in an ongoing relationship.   If an agent worked with a client months ago and there is an obvious interruption in relationship or if the client is obviously offended/unwilling to work with an agent, I feel comfortable moving forward with a relationship.  Interfering with an active interest and uninterrupted contact is something I would always avoid, but, from a broker’s view, it can be very annoying to complete all the work and showings, only to have someone else drop in to write the contract.  I’m overly aware of this, because it is a common issue and our responsibility to be sure we consider agency relationships, whether written or simply ongoing.  Think procuring cause.  

  2. A client sometimes talks to the list agent or owner, giving away the farm…. literally!  I think this is self-explanatory, but I would always hope to discuss terms, provide cost estimates and take the time to consider an offer “before” making intentions clear to the other party.
  3. Openly complimenting a property is polite, nice, considerate…. but hardly the thing you want to lead a conversation, if you plan to offer anything below the full list price.  I ask clients to think about questions, but to wait until we leave to share opinions on the property.   “I love this home!”, “This is the ONE!”, “I’m SOLD!”….is not the way to prepare a seller or list agent for negotiation.  I’m accustomed to thinking in terms of agency relationships and the limits of discussions I should have with a client or clients.   Walking back a statement can be difficult.
  4. Some Buyers love to write Low-Ball Offers in a “Seller’s Market”.   We all have aggressive clients.  I consider whether the creditworthiness and demeanor of the client is worth my time.  If someone is unrealistic, I do consider the value of my time and I’m pretty sure every good agent considers the same.  Agents have specialized knowledge and need sales to stay in business.  Most experienced agents pay attention to productive uses of time and will avoid wasting time….so it makes sense to never give an experienced agent the idea you’re wasting your time.
  5. I’m on time 99.99% of the time.  About once a year, I might run late or make a call to tell someone I’ve been detained.   Not showing up on time for appointments is far more common with clients.  I’d guess 10% to 30% of the time, a client shows up 5, 10 or even 30 minutes after the time scheduled.  The record, in the last 5 years, is 4 hours.  A client’s flight delayed, then they were lost, then needed to stop for lunch.  I understand delays, but it can be frustrating when your time is money.  One appointment can make it difficult to do anything else in the same day or half-day.   Showing consideration means a lot and I make a point of avoiding all habitually late clients.
  6. Some people have little loyalty, no matter how much you’ve been working together.  This moves back to the same theme.  Show consideration to an agent.   Loyalty, common courtesy and consideration makes a difference.
  7. Sometimes we work with a beer budget and champagne taste.   Asking to see homes in a price range a client can’t afford is not such an issue if the home is vacant and you aren’t inconveniencing anyone.  I avoid sightseeing tours and am very clear with curiosity seekers, if I’m sure.

Back in about 1988, I worked with a couple looking for a retirement home.  They gave me a price range and they were detailed in their story.  Prequalification was covered, they didn’t need to sell a home and they were visiting friends on a buying trip.  We had lunch at my expense, looked at every home in their price range.  After lunch, they took a break, only to go back to see homes for the rest of the day.  I think we spent around 8 hours together, diligently looking at everything.  I turned down another appointment to spend the second half of the day with this couple.  Several homes were on their favorite list and, based on their comments, I felt certain we were nearing an offer.   Oh….I didn’t mention the travel arrangements.  I picked them up at their friend’s home.   Anyway, the wife turned to me as we pulled into their driveway and said, “If we ever move to Florida, I’m sure Amelia Island will be on our list.  We’ve had so much fun today, you really were a pleasure!”.     I’d love to say this “lovely” couple, considering retirement, acted out of ignorance, but no one could possibly be oblivious enough to work an agent all day, in the Summer, let the agent pay for lunch and….well, basically show no consideration at all.   I began to think seriously about choosing clients carefully.  Time is valuable and picking clients can save a lot of time.