WCR Mid-Year Education Session (Saturday, May 15th – 12:45pm – 2:00pm) – Washington DC

Register Here

Tara-Nicholle Nelson, MA, Esq.

From intensive regulation, to lending guidelines and the mortgage climate, to consumers’ basic belief in the value of homeownership – the world of real estate has evolved into an entirely different marketplace than it was just five years ago, and it continues to evolve at breakneck speed. The REALTORS® who survive and thrive will be those who embrace this challenge and change their own games to stay in front of the new desires, demands, guidelines and expectations of critical real estate constituents: buyers, sellers and lenders.

In this intensive Education Session, REALTOR®, syndicated Inman Columnist, author and real estate attorney Tara-Nicholle Nelson will inspire and illuminate you to become a game-changer in your own business, office and market area.

Drawing on data and wisdom from an amazing array of disciplines and industries (from psychology to marketing to magazines!), Tara will explore the five key mindset shifts, power-tweaks and intensely impactful business model remodels you can, no, must make for your business to flourish in this next-gen real estate world order.

Tara will also provide REALTORS® with the necessary next steps and tools to execute these 5 essential transformations in their individual practices.

Well, Learned is still wising us all up to how we can fuel our targeted M2W efforts by understanding a new, nuanced but powerful psychographic subgroup of women:

Green Moms

With her latest release, The Green Mom Eco-cosm: A Social Study Into Their Motivations, Convictions and Influence, Learned partnered with The Social Studies Group “to study the women who are really influencing “green mom” consumer behavior online.   As with so many other issues, women exploring more sustainable consumer practices each begin an engagement with ‘green’ for their own unique reasons.

[Their] research found that these women have a definite hunger for products and solutions to help their families live more sustainably, and they are enthusiastically pursuing ‘green products’ that fit the lifestyles they want to achieve.”

Want to power your own efforts to attract and retain Green Moms in your business?  Download the study, here.

If you want to attract smart women consumers, and advise and coach them successfully through the lifestyle design ‘experience’ that is buying or selling a home, a smart social media strategy is the ticket.

The 2009 Women and Social Media study by BlogHer, iVillage and Compass Partners reveals that

42 million U.S. women
are online weekly doing
some form of social
media activity

and then goes on to illuminate which social media they use, for what, and more – lots of insights to inspire and fuel an effective social media plan.

Download the study, here.

]]> http://www.wrelda.com/blog/2010/03/09/blogher-study-reveals-how-women-consumers-use-social-media/feed/ 0 http://www.wrelda.com/blog/2009/12/22/new-coldwell-banker-study-reveals-interesting-insights-on-gender-differences/ http://www.wrelda.com/blog/2009/12/22/new-coldwell-banker-study-reveals-interesting-insights-on-gender-differences/#comments Wed, 23 Dec 2009 01:34:28 +0000 admin http://www.wrelda.com/?p=239 Just read an interesting article on AzBiz.com summarizing the key bullet points found in a recent Coldwell Banker study of the differences between men and women real estate consumers.

The headline of the article “Women make up their minds faster when buying a home,” was very counterintuitive to me until I dug a little deeper into the substance underneath. The statistic at issue was:

“Almost 70 percent of women said they knew the day they walked into a house if it was right for them, versus 62 percent of men who said the same thing.”

And I think that’s correct – women are extremely decisive when they have been listened to and their agent shows them a home that seems like an appropriate backdrop for their Vision of Home. But the reality of working with women consumers is that getting to that point can take more time with women than with men. That’s why we have begin helping them do that work on the web or in events, before they ever even call us, via our social media and educational marketing.

Check out the rest of the article here – you’ll find several other interesting insights therein.

And I quote:

• Forty-seven percent of recent home buyers were first-time buyers.

• Twenty-one percent of recent home buyers were single females, and 10 percent were single males.

• Nine in ten home buyers and 94 used the Internet to search for homes.

but

• Real estate agents were viewed as a very useful information source by 81 percent of buyers who used an agent while searching for a home.

• Forty-four percent of buyers (and forty percent of sellers) found their agent through a referral from a friend or family member.

• Among both first-time and repeat buyers, single female buyers are nearly twice the share of single male buyers. Among first-time buyers the share of single female buyers was 25 percent, and the share was 17 percent among repeat buyers.

And check this graphic out. 

Contrary to popular belief, the desire to own a home in America is alive and well – in fact, it was the primary motivation for buying for over 60 percent of first-time home buyers and over 30 percent of move-up buyers.

WRELDA members must speak directly to this desire to own a home in 2010, in their educational and event marketing. Hmmm, maybe we need a webinar on Why Women Buy and how to harness these motivations to attract them into your business. I’ll get to work on that!

The field guide’s intro paints a great macro picture of the rise in market share of women consumers over the last two decades, before describing some of the unique challenges women face and providing oodles of resources to help you help them.

“According to the State of the Nations Housing: 2009 report, compiled by the Joint Center for Housing Studies of Harvard University, “social and economic trends have given women a more powerful presence in housing markets. Between 1980 and 2000, the number of households headed by unmarried women increased by almost 10 million.” The same study, however, also states that, “because women still earn less on average than men do, they are more likely to face housing problems than either married-couple households or households headed by unmarried men.”

This Field Guide contains books, Web sites, statistics, reports and journal articles on women and new homeownership trends, homebuying needs and special issues concerning women and financing. (D. Winchester, Information Specialist)”