The official publication of

Bay East Association of REaltors®

JULY 2007

THE TECHNOLOGY ISSUE

PRST STD
US Postage
Paid
Permit #66
Paradise, CA
 U
SEE
QUALITY
AT N O R T H A M E R I C A N
I N E V E R Y D E TA I L

FROMOURPEOPLETOOURSERVICE

G O A H E A D E X A M I N E U S C L O S E LY
fromthePRESIDENT
Chuck Edell, 2007 president
Bay East association of realtors®
Technology has slowly crept into the real estate
industry. During my early years as an agent, I would
create a list of potential homes based upon the
expectations of my client and the information found
in the MLS. After reviewing numerous MLS books
and Hot Sheets, conversing with my colleagues and
exploring potential neighborhoods, my clients and I
would spend the afternoon looking through my Thomas
Guide map book and touring houses in the hopes of
finding the perfect home.
In today’s market, many agents adopt the best of
emerging technology and use them to the clients’
and their own advantage. Tools such as Treos, GPS
navigation systems, personal websites, and email
expand the boundaries of a REALTOR® beyond the
traditional real estate business model. Tech-savvy
REALTORS® can now research a neighborhood, email
a picture and description of a house, and schedule a
tour with the listing agent with their cell phone while
they park outside of a home that a buyer would like to
view.
Bay East has always been committed to providing you
the tools and support to be successful. Our Technical
Training Department presents a variety of tech courses
that can enhance productivity, at no additional cost
to you. Recently, they began offering a series of
emerging technology seminars in which new industry
trends are presented and guidance is given on how
you can incorporate these tools into your business.
These seminars include:
• Real Estate Podcasting/
Video Sharing Poised
to become one of the next
technological advances in the
real estate industry, this cutting-
edge marketing tool allows you to
present a house in an innovative
manner. Imagine being able to
provide a narrative walkthrough to
visitors without being present at the
house. Discover the possibilities
of visitors touring a home without
ever leaving their desktop.
• Real Estate Blogging One of the biggest
phenomenons to hit the real estate industry in recent considered threats to the real estate industry. Rather,
years is blogging. This form of online communication these developments should instead be accepted as
offers numerous benefits for REALTORS® including tools to assist us, expand our markets, and achieve
lead generation and an opportunity for open dialogue great success as REALTORS®.
with prospective clients in a way never before possible.
By sharing their insight and knowledge, agents extend
the dialogue with existing clients and create an instant
rapport with potential clients.
Chuck Edell
2007 President
Plus, the members of Bay East Tech Support are
willing to supply you with guidance on the best Please feel free to contact me at any time regarding
emerging technology to incorporate into your any issue you may have. I will do my best to answer
business. Their expertise is free and one of the many your questions and resolve any difficulties. It is best to
benefits available with your membership to Bay East reach me by email at chuck@realtyexperts.com.
Association of REALTORS®.
Today’s technological advances should not be
3
Volume 6, Issue 6 • July 2007
Bay East Association of REALTORS® Board
of Directors
Chuck Edell, President
JULY2007
INSIDEthisissue.. columns
Melrose Forde, President-Elect
Jean Powers, Treasurer
Gib Souza, Past President
page 3: From the president
Central County
page 5: CEO Notes
Otto Catrina, Director PAGE 7: INVESTING IN TECHNOLOGY • NAR Survey
Michael Godfrey, Director shows REALTORS® investing in and demanding more
Pam Winterbauer, Director technology.
Tri-City
Tom Cree, Director PAGE 8: REALTORS® 2.0
DEPARTMENTS
Dorothy Jackson, Director
page 10: TECH TIPS
Shawna Jorat, Director PAGE 12: BLOGGING 101• Explore the ABCs of publishing
John Juarez, Director page 13: EDUCATION HIGHLIGHTS
to the Internet.
Miguel Velazco, Director page 13: NEW MEMBERS
Tri-Valley PAGE 14: TAP THE POWER OF PODCASTING • Trump page 18: HOUSING REPORT
Pete Conley, Director competitors by using the new outreach medium.
Jeri Jorgenson, Director
Tammy Pryor, Director
PAGE 16: MARKETING GETS MASHED UP WITH MAPS ON THE WEB
Mike Fracisco , Director
New interactive mapping software goes beyond giving
At-Large directions to help you market your listings and your Mediation
Jeanie Reitzell, Director
services. Bay East, in conjunction with the Professional Standards Councilm
Don Faught, Director
Pat Huffman, Director now offers Mediation to all members and their clients at special rates
PAGE 17: GOOGLE MAPS STREETVIEW
Affiliate to resolve disputes arising from the real estate transaction at any
Cathy Campbell, Director
point during or after the transaction. For more information, please
Chief Executive Officer
Tricia Thomas visit the Mediation page of the Professional Standards section of our
Vice President of Administration website at www.bayeast.org/programs/standards/mediation/.
Pam Barnes
Technology Training Director
Larnett Eckles Membership Renewal
Chief Financial Officer You should have received your 2007/08 Membership Renewal. In
Francoise Jordan addition to the paper invoice, an email notification that includes a link
Government Affairs Director
to pay your membership dues online was sent on May 30. All mem-
David Stark
Member Programs Director
bership renewals are due by July 2. Please add a $25 late fee if your
Toni Wilson payment is made after July 3. If your payment is made after August
MLS Support Services Director 2, you will need to include a $100 restatement with the payment. For
Jason Woods
more information about our online payment system, please contact
Information Technology Director
Mark Flavin us at (925) 730-1070.
Communications Coordinator/Editor
Joseph Smith

Bay East Realtor® Magazine is the official

publication of Bay East Association of REALTORS®
and is published monthly. Although every effort has
been made to ensure the accuracy and thoroughness
of this publication, errors may occur. Bay East
Association of REALTORS® shall not be held liable for
misinformation, typographical errors, omissions and/
or misprints in editorial and/or advertising materials. To
advertise in Bay East Realtor® Magazine, contact
Central Valley Communications:

Michelle Manos, Executive Director

(209) 981-1414
Bryan White, Business Development
(209) 598-5040
Jaye Stevens, Account Executive
(209) 712-0857
Shaina Pijl, Marketing Assistant
(209) 858-1700
CEOnotes
TRICIA THOMAS
and target-market services and programs
that are most relevant to the needs and
preferences of each group.

Finally, we have learned what services our

CHIEF EXECUTIVE OFFICER
members value the most and what means
Building a Better Association • Last month, we conducted an
of communication are most effective.
online survey to learn more about our members and gain a better understanding of
The highest service rankings went to our
the type of services you’d like us to offer. We had an overwhelming response, with
Professional Standards program, followed
610 of our 6,000 members participating. The next steps are to evaluate the data as
closely by Education, Computer Support
part of our annual strategic planning and budgeting process so we can adjust our
and Market and Statistical Analysis (60% or
business plan to meet member needs.
more of the survey respondents felt these
services to be extremely important). With regard to communications, 82% of the
I found the survey results fascinating and I wanted to share the data with you.
respondents said they found the Bay East REALTOR® Magazine a useful resource
There are some changes from the 2005 Member Survey that highlight growing
for information, but 75% felt that email (such as Constant Contact) was the most
trends in the industry. 70% of our members have a salesperson license which
efficient way to get timely information.
is a decrease from two years ago when 85% were salespeople. Where did they
go? They became brokers. Today, 26% of our members are brokers, which is a
All of this data will now be cross-tabulated so we can better understand the specific
significant increase over the 15% ratio two years ago. (4% of the total membership
preferences of each group (i.e. how do agent service preferences differ from broker
falls within the office manager category, many of whom categorized themselves in
preferences?). The final analysis gives us the ability to make program decisions and
the broker category in 2005).
allocate resources more efficiently and more effectively. And, ultimately, it enables
the Bay East Board of Directors and Leadership Team to continue building a better
Our membership has more tenure in the business than they did several years ago
REALTOR® association.
when 61% had been in the business 5 years or less. In fact, a total of 28% of our
members had been in the business 12 months or less. This year’s survey shows
that only 42% of our members have been in the business for 5 years or less and
within that category, only 6% have been in the business for 12 months or less. Our
membership is reflective of a more experienced “workforce” than it was two years
ago, and one that is predominantly well-educated. 49% or our members have a
Bachelor’s Degree or higher.

We’re also a richly-diverse association. 22% of our members are Asian/Pacific

Islander, 5% are African American, 11% are Latino/Hispanic, 1% is Middle Eastern,
2% are South Asian, 56% are Caucasian, and 3% consider themselves of another
origin not listed above. We are fortunate to have the same diversity reflected in
the Bay East staff and we strive to achieve similar balance in our leadership. Our
strategic planning process also recognizes that the membership demographics
closely mirror the homebuyer/seller demographics. As we design our education
and public advocacy programs, we are placing increasing emphasis on assisting
REALTORS® who do business in an increasingly diverse marketplace.

What else did we find out about our members? 55% of them are women (56% in
2005); 81% practice real estate full-time; and 92% have worked in no more than 4
real estate companies. Our survey also tells us that 58% of our members are Baby
Boomers (42 – 60 years old) which is not a significant change from the 57% ratio
in 2005. The number of Millenials (under 30 years old) has dropped from 6% to
3% while the number of Civics (61 years old and over) has increased from 15% to
19%. Generation X (31-41 years of age) members remained largely unchanged.
We track this information because we’ve learned over the years that each group
have communication and service delivery preferences. It has enabled us to design
 You find ‘em.
We’ll
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Speaks Chinese Direct (510) 574-0176
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Cell (510) 366-6861
Call us today
for all your answers.
Ed Steinway – Home Loan Center Manager – (510) 574-0170
Kristy Ramirez – Sales Office Coordinator – (510) 574-0191

Working together is the key

Rhonda Alcazar
Loan Consultant
Emy Liclican
Loan Consultant
to getting the job done.
Direct (510) 574-0173 Speaks Tagalog
Cell (510) 427-9788 Direct (510) 574-0193
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39395 Paseo Padre Parkway, 2nd Floor • Fremont, CA 94538

Tel (510) 574- 0191 • Fax (510) 795-0654
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INVESTINGINTECHNOLOGY
NAR Survey Shows REALTORs®
Investing in and Demanding
More Technology
REALTORs® invest heavily in technology, with more
than half of brokers, sales agents, associate brokers
and managers saying they spent more than $1,000
last year, according to a new survey by the National
Association of REALTORs®.
The 2007 REALTOR® Technology Survey, conducted
by NAR’s Center for REALTOR® Technology, also
found that 25 percent of respondents spent more
than $2,000 on technology in 2006. In addition,
approximately two-thirds of those surveyed have a real
estate business website, and a quarter spends more
than $1,000 annually to maintain their site. Nearly all
of these sites – 93 percent – provide listing search
capabilities. Other than their own website, the most
popular sites for REALTORs® to display their listings
include the local MLS, their broker’s website and
REALTOR.com.
“REALTORs® have invested a lot of time and
millions of dollars in building and improving real estate
technology, and the demand for additional technology
is high,” said Mark Lesswing, NAR Senior Vice
President and Chief Technology Officer. “While eight in
ten REALTORs® think the current technology supplied
by their broker is valuable, two-thirds would like their
broker to expand the amount of technology offered.
Eighty-four percent of those surveyed were also
interested in augmenting the technology and services
offered by their Multiple Listing Service.”
One of those services is the Comparative Market
Analysis, which compares a home to similar properties
that have sold in an area. Ninety-four percent of
those surveyed include a CMA as part of their listing
presentations, and most REALTORs® are satisfied
with the program. However, 35 percent thought the
program could be improved by offering the ability to
personalize designs and making it easier to use.
The most popular devices REALTORs® use
in their day-to-day business include digital
cameras, desktop computers, and
cell phones. The survey also
revealed the growing popularity
of smart phones or PDAs, which
provide phone, Internet and
email capabilities. In 2005, only
8 percent of respondents used
a smart phone compared to 28
percent in 2006, and as many as
30 percent of respondents plan to
purchase or replace one in the coming
year.
REALTORs®’ use of automated forms and
transaction management software is also on the rise
as real estate transactions become more complex. In more
fact, more than three-fourths of REALTORs® surveyed than
half of their
said they must manage as many as 20 documents to
business comes from referral clients, which makes
complete a real estate transaction. Fifty-nine percent of
staying in touch with current and past clients crucial
those surveyed use an automated forms management to a REALTOR®’s success. The most popular way to
program to help streamline the paperwork involved in maintain relationships with current clients is through
a transaction. Twenty-three percent of respondents phone calls (48 percent) and e-mail (39 percent).
use a transaction management system, which tracks
each step of the real estate process, and 69 percent Two-thirds of REALTORS® continue to communicate
of those who aren’t currently using a transaction with their former clients at least once or more every
quarter. The methods, however, have changed.
management system are interested in adopting the
Electronic newsletters have gained in popularity
technology.
as a way to stay in touch with former clients; other
favored methods are mailings and market updates. By
“By integrating and adopting innovative systems comparison, the telephone has fallen out of favor; in
and processes, REALTORs® continue to advance 2005, one of every three REALTORs® picked up the
real estate technology, improving communication phone to reach out to former clients, but less than 1
with home buyers and sellers and streamlining percent of REALTORs® in the current survey relied on
transactions,” said NAR President Pat V. Combs, of phone calls to stay in touch with their past client base.
Grand Rapids, Mich., and Vice President of Coldwell
The 2007 REALTOR® Technology Survey was based
Banker-AJS-Schmidt. “However, real estate is still
on data from field research conducted from February
a high-touch business. Building strong, personal 28 to March 14 of this year. CRT e-mailed the survey
relationships with home buyers and sellers and to 21,869 NAR members, including REALTOR®
understanding their unique needs, is essential to brokers and agents, and generated 468 usable
helping them find the home of their dreams.” responses. The survey is available for free download
at www.REALTOR.org/crt.
Indeed, survey respondents cite referrals and repeat
business as the top sources for generating the greatest
number of leads. One-third of respondents said that
7
REALTOR2.0
Mark Flavin

BestofWeb2.0
Director of Information Technology

We have heard about it for years at the

California Association of REALTORS®
(C.A.R) and National Association of
REALTOR® (NAR) events, successful real
estate professionals are quickly evolving
into a new business model-REALTOR® 2.0.
REALTOR® 2.0 refers to the way that
consumers interact with their REALTOR®. In
REALTOR® 1.0, a real estate professional
would prepare a list of potential homes
based on the expectations of the client and
the information found in the MLS. If you
were cutting edge, you might have an IDX
site search in which potential clients could
come to you with a list of prospective homes
in which they were interested.
In REALTOR® 2.0, tech-savvy real estate
professionals embrace new web tools
to advertise and solicit consumers. By
harnessing emerging technologies such as
RSS readers, mashups, blogs, podcasting
and wikis, REALTORS® are able to present
large bandwidths of information to their
clients and interact with them as never
before.
The Internet is quickly becoming the point
of first contact with buyers, sellers and
REALTORS®. 64.7% of respondents to
NAR’s recent technology survey stated they
wanted their broker to expand the amount
of technology that was offered. 50% of
respondents display their listings on their
own websites.
As REALTORS®, these technological
advances might make your job more
demanding and yet ultimately more efficient.
You can communicate with clients any time
of the day and they expect that. It is my
belief that the agents who incorporate these
advancements in their business will achieve
success.
• www.stumbleupon.com
What It Does: A free, service that lets people rate and recommend random Web sites to their friends as they “stumble”
around the Internet.
Cool Factor: Stumbleupon provides a way for individuals to find new sites and services that are complimentary to their
likes and dislikes.
• www.meebo.com
What It Does: Meebo allows people to communicate via IM regardless of location, operating system and device.
Cool Factor: People can IM without the need of downloading popular instant messaging services such as Yahoo
Messenger and AOL Instant Messenger. In addition, Meebo can be embedded into a website presenting the
opportunity for visitors to converse with you.
• www.digg.com
What It Does: Digg lets users vote on sites and places them on the Digg homepage based upon the number of diggs,
or votes, received.
Cool Factor: Digg allows you to know what is going on in the web before everyone else does.
• www.pandora.com
What It Does: Pandora creates an Internet radio station based on your musical preferences.
Cool Factor: Imagine a radio station that played only your favorite songs. If it plays one you don’t like, you can elect
never to hear it again. Have the picture in your head, open your eyes – you must be at Pandora, your personal Internet
radio station.
• www.eyespot.com
What It Does: Eyespot allows you to upload, edit and publish video to other websites at no cost.
Cool Factor: People can discover the world of producing streaming video without spending a billion dollars.
• www.dabbledb.com
What it Does: Dabbledb.com is an online database system that lets you manipulate data in real time and share it with
the world or keep it private.
Cool Factor: An individual can enter data into the site and have a fully functional database within minutes.
Colleen Badagliacco (California Association
of REALTORS® President) meets with
Michael Godfrey (Bay East Director),
Chuck Edell (2007 President) and Gib
Souza (Past President).
Ms. Badagliacco met with several members
of Region 5 & 6 at Garre Vineyards &

8
Winery on May 31, 2007 to promote her
vision of REALTOR® 2.0.
 One-stop loan shopping.
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TECHtip
I’m holding an Open
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Use the Open House feature in Paragon
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the big event is happening! You may
enter up to 3 open house dates for each
of your listings. There’s also room for
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Here’s how to get it done…
1. Login to Paragon.
2. Select Listings > Maintain Listings.
(Be patient while your inventory list
displays.…)
3. Select the desired listing by clicking
the round selection button located to the
left of the MLS#.
4. At the “Select an Action” drop-down
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• Date: Enter the date as M/D/YYYY or
use the calendar icon.
• Select the Begin/End time (don’t
forget to specify AM or PM).
• Enter comments about the Open
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you are limited to 255 characters so
be succinct. New Century Executive
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6. Click the Add link to submit the
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Paragon will create an entry in the
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blogging101
To Blog or Not to Blog!
Larnett Eckles
Technology and Training Director
What’s all the buzz about blogging? Is it
right for me? First of all, what is a blog?
According to Blogger.com:
“A blog is a personal diary. A daily pulpit. A
collaborative space. A political soapbox. A
breaking-news outlet. A collection of links.
Your own private thoughts. Memos to the
world….In essence, your blog is whatever
you want it to be. There are millions of them,
in all shapes and sizes, and there are no
real rules.
“In simple terms, a blog is a website, where
you write information on an ongoing basis.
New information shows up at the top, so
your visitors can read what’s new. Then
they comment on it, link to it or email you.
Or not…
“A blog gives you your own voice on the
web. It’s a place to collect and share
information that you find interesting –
whether it’s your political commentary, a
personal diary, or links to web sites you want
to remember.
“Many people use a blog just to organize
their own thoughts, while others command
influential, worldwide audiences of
thousands. Professional and amateur
journalists use blogs to publish breaking
news, while personal journalers reveal inner
thoughts.
“Blogging is about more than just putting
your thoughts on the web. It’s about
connecting with and hearing from anyone
who reads your work and cares to
respond…you can control who can read and
write to your blog – make it available to just
a few…or let the entire world see what you
have to say!”
12
Consider these reasons as to
why you may want to blog:
• It’s your oyster! Create on-going
conversations with readers and potential
clients.
•It’s your opportunity! You are able to
position yourself as a neighborhood or
market expert.
• You generate awareness of your
services! Blogs are social! Blogs are
shared, blogs are linked to, and blogs are
distributed.
So…is blogging for you? Only you can
answer that. The best way to find out is to
try it, and there’s no time like the present.
As you ponder this venture, keep these
thoughts in mind: Know your niche; Read
other blogs; Experiment; Review your
writing skills; and most importantly, Write for
a purpose!
Blogging Best Practices
• Update your blog regularly
• Stick with a single topic
• Link and acknowledge others
• Get involved in the conversations
• Self-promote your blog through word-of-
mouth
• Reference previous blog posts in later blog
posts
Are you interested in exploring blogging
more deeply? Remember, the best way to
understand it is to try it! From the blogging
seminar recently conducted at Bay East,
it was suggested that you use Blogger.
com. They’ve “worked really hard to make
it really easy for you. In less than five
minutes you can be part of the phenomenon
that’s transforming web and media to a
participatory activity. What will happen
then? Who knows. It might be fun, though!
And remember: Blogger.com is totally free,
and if you have trouble, help is just a click
away on any screen, where you can find the
answer you’re looking for or even ask their
dedicated support staff for help!”
Have fun blogging!
EDUCATIONhighlights
Bay East offers an array of exciting and informative live seminars, classes and events designed
NEWmembers
to keep you up-to-date on the latest trends. Please remember our classes are subject to change
or cancellation; always check class status with Member Services at (925) 730-4060.
Professional Development
Emerging Technologies - The Why and How of
Video Streaming • July 26 (1:00 – 3:00 pm)
Fee: $30 includes a Jump Drive which will contain
all class materials. Standard listings are a picture
and a paragraph - video streaming is so much more.
Let the Bay East Technology Staff teach you about
how you can use Video Streaming to get the client
attention your listing deserves or drive clients to your
web.
ABR (Accredited Buyer’s Representative) and
WCR Elective – Negotiating • July 31 (9:00am
– 4:30 pm) • Fee: $135 Education Advantage;
$150 REALTOR® Member; $300 Non-REALTOR®
Member. This course is one of the three course
days required to obtain the ABR Designation.
We will show you how to consistently secure the
best outcomes for your clients and communicate
effectively under pressure. Learn how to negotiate
your way to a win-win for you and your client.
Legal Updates with Gov Hutchinson •
August 9 (1:30 – 3:30 pm) Fee: $35 Education
Advantage; $40 REALTOR® Member; $80 Non-
REALTOR® Member. Let California Association of
REALTORS®’s General Counsel fill you in on the
latest in Real Estate Law. Gov’s two-hour Legal
Update is a must for those of you who need to keep
up to date on contract law and legislative concerns.
This is a sellout seminar so sign up early.
Short Sales Seminar - How To Handle An
Upside Down Sale • August 15 (9:00 am – Noon)
Fee: $45 Education Advantage; $50 REALTOR®
Member; $90 Non-REALTOR® Member
This seminar is approved for three-hours of DRE
consumer protection CE credits. Take this how-to-
seminar from nationally known instructor, Dennis
McKenzie and learn a step-by-step procedure for
listing agents who must negotiate a short sale.
Technical Training
July 11, 16, 19, 23, 24, and 30
August 1, 2, 7, 8, 13, 14, 20, 23, 27, and 29
Paragon Essentials is a mandatory three-hour
class which covers Searches, Saved Searches,
Views/ Reports, Email Listings, Print Reports, Listing
Input, and Quick and Easy CMA. Please call or visit
our website for class times.
July 12 (9:00 – 11:00 am)
August 6 (1:30 – 4:30 pm)
Create Flyers Using MS Word
Basic Microsoft Word instruction
July 25 (9:00 am – Noon)
August 9 (1:30 – 4:30 pm)
August 22 (9:00 am – Noon)
Paragon Listings is a three-hour class which
covers everything you need to know about entering/
changing listings, putting properties on Tour/
Open House, uploading photos, and associated
documents. (Prerequisite: Paragon Essentials)
July 26 (1:30 – 3:30 pm)
August 15 (9:00 – 11:00 am)
Popular Bells & Whistles, part of the Grab-It-&-Go
Series, is a fun-packed two hour class comprising
of the following: “Resize Digital Pictures”, “Radius/
Rubberband/Polygon Searches”, “Customize
Reports”, “Market Monitor”, and “Driving Directions.”
July 18 (9:00 – 11:00 am)
August 15 (1:30 – 3:30 pm)
Paragon - Contact Auto-Email Notification is
a two-hour class that covers entering Contacts/
Prospects, assigning searches, setting up auto
email notification, and more. (Prerequisite: Paragon
Essentials)
July 10 (1:30 – 4:30 pm)
July 31 (9:00 am – Noon)
August 16 (1:30 – 4:30 pm)
August 30 (9:00 am – Noon)
Paragon - Create a CMA Presentation is a three-
hour class which covers all the steps in generating
a CMA Presentation packet. (Prerequisite: Paragon
Essentials)
July 17 (9:00 am - Noon)
August 21 (9:00 am – Noon)
WINForms® Basic is a three-hour class covering
creating and saving a template for a Purchase
or Listing transaction, and emailing forms. After
exploring how to use the Desktop version, the online
version will be covered.
July 17 (1:30 – 3:30 pm)
August 21 (1:30 – 3:30 pm)
WINForms® Advanced is a two-hour class covering
additional functionality of the application including:
Clause Manager, Mortgage Calculator, Sticky Notes,
importing/exporting forms between desktop/online,
electronic signature and much more. (Prerequisite:
WINForms® Basic)
M A R KETING M EETINGS
Wednesday
Central County Marketing Meeting
Knudsen’s Ice Creamery
3323 Castro Valley Blvd., Castro Valley
Member information and officer contact
information can be found on our website,
www.centralcounty.org
Thursday
Tri-City Marketing Meeting
Golden Peacock Banquet & Bistro
3681 Peralta Blvd., Fremont
Member information and officer contact
information can be found on our website,
www.tricitiesmarketing.com
Livermore Marketing Meeting
Robert Livermore Community Center
4444 East Avenue, Livermore
Member information and officer contact
information can be found on our website,
www.livermoremarketing.com
Friday
Valley Marketing Meeting
Tommy T’s Restaurant
5104 Hopyard Road, Pleasanton
Member information and officer contact
information can be found on our website,
www.valleymarketing.com
Hispanic Association of Real Estate
Acapulco Restaurant
19950 Hesperian Blvd., Hayward
Member information and officer contact
information can be found on our website,
www.ahbr.org
Central
Adriana Venegas, International Brokers
Allen Shin, Re/Max In Motion
Anita Longoria, Looker Realty
Araceli Ramirez, Realty World Neighbors
Christian Dulay, Hilltop Lending Corporation
George Newkirk, Keller Williams/Castro Valley
Geraldina Schirado, Re/Max In Motion
Jacquelyn Campbell, Keller Williams/Castro Valley
James Borja, Coldwell Banker
Jamie Hester, CWM Financial
Jerri Savage, Keller Williams/Castro Valley
Karl Kruger, J. Motto & Co.
Michael Cunningham, Re/Max In Motion
Paul Yolland, MJS Independent Brokers
Samuel Wilder, Wilder Realty
Sharon Johnson, Realty Professionals
Susan Toscano, Advance Adobe Properties
Tammi Hannah, Keller Williams/Castro Valley
Vincent Vo, Help-U-Sell San Leandro
Wenonah Washington, Keller Williams/Castro
Valley
Tri-City Monica Welch, Financial Title Company
Armand delos Santos, Global Realty Marketing
Benjamin David III, Universal Marketing Group
Bipin “Bip” Bubna, Classic Realty
Carmen Rosas, Century 21 Mission-Bishop
Carrie Knoth, Timothy Crofton, Inc.
Catherine Zhou, RE Realty Experts
Chona Ramos, The Mili Realty Group
Dawn Carlson, Re/Max Executive
Demetrio Nitafan, Dem Realty & Mortgage Co.
Fidel Asilo, Complete Realty
Gurcharan Singh, American Dream Prop Corp
Gurmeet Singh, United Real Estate & Mortgage
Imelda Punsalan, At Home Realty
Jessica Anit, Exit Covenant Realty
Liza Ann Dolor, Maxim Realty and Loans
Madeline Choi, RE Realty Experts
Maria Loza, Community One
Maribel Guerrero, The Mili Realty Group
Marshall Bell, Infinity Financial
Max Meregillano, Dem Realty & Mortgage Co.
Nadra Troop, Re/Max Executive
Patrice Newsome, At Home Realty
Sonette Padama, At Home Realty
Tahira Janjua, Home Advantage Corp
Tanisha Dhillon, Paragon Real Estate & Mortgage
Virgilio Pineda, Universal Marketing Group
Wendy Chiu, BayOne Real Estate Investment
Corp
Tri-Valley
Bill Shanley, Prudential California Realty
Brenda Richardson, Intero Real Estate Services
Brian Barbir, Prudential California Realty
Genevieve Mongrain, Keller Williams Tri-Valley
Giselle Nieto, RE Realty Experts
Haidee Gonzaga, Excel Realty
Hope White, Intero Real Estate Services
Jeff Lee, New Star U.S. Pro Real Estate
Jessica Caorsi, Prudential Ruby Hill Realty
Jill Fusari, Tucker Assoc Real Estate Services
Jimmy Araujo, Everest Realty Group
Leo Kirby, Century 21 Lincoln Realty
Luz Puentes, Prime Investment
Melina Packard, Coldwell Banker Prof.
Melissa Longley, Ziprealty Inc.
Muhammad Moosa, Windermere East Bay Realty
Nasira Mojaddedi, California Home Realty
Peyman Rad, Infinity Capital & Real Estate
Richard Goh, Prudential California Realty
Ron Cutchon, Alain Pinel, REALTORS®
Steve St. George, St. George Business Ent., Inc.
New Affiliates
Central
Brad Warren, Bradley K. Warren & Assoc.
Kevin Williams, Financial Title Company
Luis Castillo-Munoz, Prepaid Legal Services, Inc
Sam Medina, Wachovia Home Loans
Tara White, Financial Title Company
Tri-City
Anne Sagehorn, JCP Disclosure Reports
Copney Toler, JCP Disclosure Reports
Roevic Garingan, Verizon Wireless
Ruby Walia, Financial Title Company
Tri-Valley
Brad Louden, Residential Pacific Mortgage
Edilberto Po, Hope Home
Joan Leavitt, Residential Pacific Mortgage
Mari Mahoney, Residential Pacific Mortgage
Marion Martini, Residential Pacific Mortgage
Martin Young, Joy Olivier Insurance Agency
Sandy Hermann, Residential Pacific Mortgage
Terri Terriquez, Residential Pacific Mortgage
Theresa Po, Hope Home
Tom Reiser, The Reiser Group
New Platinum Affiliates
Tri-City
Trisha Forde, Verizon Wireless
Tri-Valley
Mary Lombardo, Vintage Mortgage Group
13
TapThePowerofPodcasting
Trump competitors bread; the actual content
by using the new is the “meat”; and the
outreach medium. close, with your contact
MICHAEL RUSSER
 information and call to action
(if appropriate), is the second
Every day real estate professionals slice of bread.
strive to put their unique imprint on
marketing messages so that they can • Assemble the necessary
“rise above the noise.” The Internet hardware. You’ll need a
has made a huge difference in the way reasonably good condenser
you market your services. And now, microphone. The one I use
there’s yet another arrow to add to is the $29.95 Professional
your marketing quiver: the relatively Microphone from Serious
new medium, podcasting.
Podcasting Magic. You also will need a
is a Net-born neologism that refers to sound card for your computer
broadcasting audio information (music, — but most computers have
the spoken word) over the Internet them already installed.
• Weekly podcast “radio” shows that include phone
specifically to be downloaded into and played from an
interviews with guests
MP3 or other audio player or on your computer. • Install sound recording and editing software.
• An audio real estate blog, or Web log
This can range from $35 to several hundred dollars
(extemporaneous thoughts on what’s happening in
Apple’s iPod is the most well-known audio player. depending on how fancy you want to get. The basic
your market)
Because these players tend to be highly portable, they software captures the audio but doesn’t offer a lot
provide a unique opportunity for anyone to listen to of editing options. More expensive options allow
Your voice can be a powerful marketing tool.
anything (including your audio message), anywhere, you to mix in music, edit the audio, and tweak the
With the right approach (and some practice), oral
anytime. Initially, the main use of audio devices was sound quality. For most real estate professionals, the
communication is far more expressive and compelling
to store and play music. However, the options are inexpensive variety works just fine.
than mere words or images on a piece of paper or
expanding. For example, universities such as Duke
computer screen. Also, when clients and customers
and Purdue offer hundreds of podcast-based classes. • Record from a quiet location. Find someplace
hear your podcast, they may be more likely to perceive
From a real estate marketing perspective, podcasting where you and your computer can be as free from
you as an authority on real estate.
offers many possibilities to help you stand out from ambient noise as possible. If the recording software
your more silent competitors. You could record: isn’t loaded onto a laptop that you can take to a quiet
Getting Ready
place, then record your podcast earlier or later in the
Successful podcasting takes planning and
• Reports on various aspects of buying and selling real day when it’s more quiet at home or at the office.
commitment. In setting up a podcast,
estate
•Descriptions of new listings Mr. Internet, RUSSER Communications, its staff, and
• Determine your content. Are you going to do audio
officers receive no compensation from any third-party
reports that don’t require frequent updating (e.g.,
• Brief introductions of you and your team vendors and make no recommendations as to the
financing options, seller disclosures, and staging a
• Custom audio newsletters or articles within your suitability of the products or services mentioned in this
home), or are you going to commit to a weekly audio
newsletter article. Always thoroughly investigate any product or
blog?
service before trying or purchasing.

• Create a standard format. Think of every podcast

as a sandwich. The opener that grabs the listener’s
attention and says who you are is the first slice of

14
TOPTENTECHISSUES
The following are the Top 10 Issues that the Bay East Tech-
nical Support Center encounter on a daily basis:
1) MLS ID and Password Forgotten • Member for-
gets ID and password for the Paragon system. Solution:
Contact the Tech Support Center at (925) 730-7100 to get
ID and Password. After verifying the last 4 digits of the social
security number, ID and password are given to the member.
2) Java Settings • Member purchases a new computer
and does not find the search bar at the top of the Paragon
screen. Solution: Download the Microsoft VM 3809 soft-
ware by either running the autofix program or downloading
the software manually from www.bayeastsupport.com.
3) Popup Blockers • Popup blockers cause problems
on Paragon when trying to email or create a CMA.
Solution: Depending on what pop-up blocker it is, each
of those popup blockers can be configured to allow Paragon
as a trusted site for pop-ups
4) Email is Invalid • Every email in the Paragon System
has to be verified. When an email is not a verified a mem-
ber will receive an error that email address in Paragon is set
to invalid. Solution: Verify the send email address after
receiving an email. Once the member receives the email
there is a link inside the email to verify the address. After
clicking on the link, the member can email from the Paragon The member here will have to call CAR for a reset of the
system. software to allow extra installations.
5) Hardware Issues • Members experience hardware 8) Microsoft Outlook Help • Members use Outlook
issues such as a printer not working or a computer not boot- for their contacts and emails. Solution: There are two
ing up to the Windows screen. Solution: Bring the com- common solutions for the problem.
puter into Bay East for an inspection by a System Support • The outlook.pst file is too large and emails need to be de-
Representative. leted or archived, so new emails can arrive into the inbox.
• Occasionally, Outlook program files become damaged and
6) MLS Xchange Login Problems • Members have the detect and repair option can fix most of these problems.
problems logging into MLS Xchange or other MLS systems Other solutions will have to be looked at through either a
in the area. Solution: There are two different types of Webex session or brought into the Tech Center for a closer
solutions: inspection.
• The member is inputting the wrong User ID and password
9) Searches on Paragon • Members want to conduct
(ELP¬YOUR¬CLIENTS¬GET¬MORE¬THAN¬JUST¬A¬HOME¬L
• The ID and password in the other system do not match
more advance or specific searches. Solution: Call the
what is on Paragon and needs to be reset at that specific
MLS. An email is sent to the specific MLS for password Tech Center at (925) 730-7100 to learn how to customize
reset.
'IVE¬THEM¬PEACE¬OF¬MIND the layout on Paragon to add fields that the members need
to conduct the search.
7) Winforms Installation • Members encounter prob-
lems downloading Winforms. 10) Partial Saving a Listing • As agents add informa-
Solution: There are two different solutions for download- tion to a listing, sometimes the listing does not save in its
ing Winforms. entirety.
• The wrong ID and password is being used for the CAR site Solution: Individuals should restart and save the listing
to access the Winforms download page. A call is made to every 5 – 10 minutes, so as not to lose any of the work that
CAR for the correct ID and password. was entered.
• Have exceeded the number of installations of the software.
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MarketingGetsMashedUpWithMAPS
Mike Antoniak

You’ve probably been using online mapping software

for years to find the quickest route for getting from
Point A to Point B. But Web-based maps have come a
long way since their inception. A new host of easy-
to-use programs can help your clients and prospects
explore neighborhoods, find listings, and learn about
your services — without ever having to step away from
their computer.

These new maps, sometimes referred to as

“mashups,” let you combine basic mapping data with
information from another source, such as listing data,
photos, or video. As a result, clients and prospects who
access your customized maps can click on particular
homes or landmarks to see the additional images or
data that you’ve added. These maps can serve as
great marketing tools for properties, neighborhoods, or
your services.

One example that’s already garnering lots of attention

is Google’s free My Maps. Released in April, the
software allows you to easily embed photos, video,
and text to landmarks on an online map. You can even
view the map you created in Google Earth. Some other
mapping programs include:
• Yahoo! Maps. Create and publish personalized maps
on Yahoo!, share them, or incorporate them onto a
website. Like Google Maps, the site includes a number
of application programming interfaces (or APIs), which
you can use to build maps or combine with other
content for mashups. A free registration is required.
• Microsoft’s Windows Live Local. Web surfers can
search the map database and use Microsoft MapPoint
Web services to tap a programmable Web service for
integrating maps, driving directions, and information on
an area into a websitee. The developer center includes
a number of resources explaining what’s available and
how these mapping tools can be used. There’s also a
tutorial on linking maps and directions to your website.
• MapsAlive. Insert landmarks in maps or floor plans
that link to additional information or photos. There’s
a 30-day free trial period; thereafter pricing starts at
$19.95 per month.
• Map Solutions GeoLocator. Create maps of an
area with listing information from a property database
or MLS, and a CMA report on the map page. Annual
subscription is $169.
• Real Estate MapBuilder. Use tools for linking listings
on maps to whatever real estate data subscribers
choose to include. There’s a free seven-day trial,
thereafter the service costs $19.95 per month.
So, How Do I Use It?
All of the above services simplify the process of
creating and distributing customized maps that
can help consumers learn more about a home or
neighborhood.
The challenge for you comes in deciding what
information you’d like to include on maps to provide
practical benefits to potential buyers and sellers. The
key is to make your maps as relevant as possible to
your clients’ needs.
and provides directions, staff listings, services offered,
and contact information.
Or, you may want to create a customized map of your
individual market area, complete with schools, photos
of parks and local landmarks, and information about
restaurants and entertainment.
Get on the Map
With Google’s pervasive influence, its release of My
Maps is guaranteed to create more awareness of and
interest in these mashups, especially since they are
so easy to develop now with simple online prompts to
walk you through the process.
The service also gives you the option of keeping maps
private, for personal distribution, linking to them from
your website, or publishing them for public access
through Google search results.
Such mapping software will allow you to easily provide
quality, detailed information about your properties
online and give your prospects a chance to explore,
wherever they are. In an industry whose mantra will
always be “location, location, location,” these new
mapping solutions can certainly bring value to the work
you do.

16 For instance, a real estate brokerage with many local

offices can create a map that pinpoints every location
GoogleMapsStreetView
Mike Solis
To explore Google Maps Street View, go to http://maps.google.com/help/maps/streetview/
System Support Representative
A few weeks ago, Google unveiled the newest feature of
its mapping tool – Google Maps Street View. This new
feature provides users with 360-degree ground level
views from designated locations on maps. Areas on the
map where Street View is available are indicated by a
blue outline. Users can click and drag the icon to any
place on the map where Street View is available.

To rotate, users can click and drag the photograph left

to right, or use the arrow keys. Clicking on the arrows
on the road allows you to take a virtual walk down the
street. Clicking on any part of the screen or using the
slider bar on the left allows users to zoom in. It hasn’t
come without its share of controversy, as many people
have expressed concern over privacy related matters.

The Street View images are clear and systematically

stored, allowing anyone in the world to look and zoom in
anywhere else as if they were using a telescope. Google
claims that the images aren’t anything that can’t be
viewed normally from the street, while also providing
links on pages where users can flag inappropriate
images.

Controversial or not, this new feature can be an

extremely useful tool for REALTORS®. By using
Street View, REALTORS® can visit a neighborhood
and explore schools, parks, and other sites, all without
leaving their computer. If they like what they see, they
can then schedule a viewing of the home, saving the
time usually involved in traveling to different locations.
Users can also share views with others by clicking on
the “Link to this page” link in the top right hand corner
of the screen, copying the web address in the web
browser, and pasting it in an email.

With this feature, REALTORS® are able to present

virtual tours of neighborhoods to clients, allowing them
to explore and get a feel for different areas.

Street View is currently limited to metropolitan areas

like San Francisco, Los Angeles, and New York, but
according to the engineers in charge of the project, only
a small percentage of the information they’ve collected
has been made accessible on the site. As new regions
are constantly being added, it’s realistic to believe that
the feature will be available for smaller towns and cities
in the near future.
HOUSINGreport
Total Units Sold
May 2007 Housing Report May 2004
The median price of an existing, single-family home in southern Alameda
County during May 2007 was $705,000, a 4.3 percent increase over the
1080
$675,710 median in April and a 4.4 percent increase compared to March
2007.
May 2007

438
Highlights for June 2007
• The Median Price Sold of a Home was $705,000, a 4.3 percent
increase from the previous month.
•Total Units Sold in Southern Alameda County was 438 in May 2007, an
‘05 ‘06 ‘07
increase of 14.3 percent from the previous month.
• The Average Days on Market (DOM) for the month was 26 days, a
decrease of two days from 28 in April 2007.
• There were 2617 homes on the market at the end of May 2007, an
Year to Date Summary
• The Median Year to Date Sales Price of a home increased slightly
increase of 12.1 percent from the previous. Using May 2007 statistics,
(0.8%) compared to the same period last year. Livermore (2.1%) showed
there are nearly six months of homes on the market.
an increase. Houses in Newark and Fremont maintained their medium
• The Median Sales Price of a three-bedroom home increased from
price from 2006. Sold residences in San Lorenzo (-1.8%), Dublin
$609,919 in April to $630,000 in May 2007.
(-2.2%), Union City (-3.2%), Castro Valley (-3.5%), Pleasanton (3.6%),
• The Sold Average Square Foot Price was $407.46, a decrease of
Hayward (-3.7%), and San Lorenzo (-6.0%) showed a significantly lower
$12.13 per square from April 2007.
median sales prices.
• The Average Year to Date DOM was 35 days, an increase of nine days
for the same time period in 2006.
• The Total Units Sold for 2007 was 2,165 homes, a decrease of 15.7%
from 2006. Pleasanton (24.3%) and Dublin (3.3%) showed increases
Sold Market by Price Range
in number of units sold. Fremont (-3.6%), Livermore (-9.9%), Newark
1% (-21.4%), Castro Valley (-24.5%), San Lorenzo (-26.5%), Union City

16% 7% $300,000 - $399, 999

(-32.6%), San Leandro (-35.3%) and Hayward (-35.4%) showed a
$400,000 - $499, 999 decrease.

51% $500,000 - $749, 999

24%
$750,000 - $999, 998

More than $999,999 Days on Market

May 2007

26
May 2004

15

18 ‘05 ‘06 ‘07

 E S TAT E H O ME S F RO M
THE LOW $1 MILLIONS.

play - relax - enjoy

life at stonebrae
Carefully chosen by three of America’s leading luxury builders for its
peerless surroundings and designed to offer the ultimate country club
lifestyle, Stonebrae sets a new standard for the discerning homebuyer.
M O NTR O SE VI L L AGE
To put it simply, Stonebrae is a living experience like no other in Warmington Homes California
the East Bay. 2,532 – 3,475 Sq. Ft.
510.727.6951
Mon. 2-5, Tues.-Sun. 10-5
•Private, gated setting
•Elevated hilltop location with breathtaking Bay views
•18-hole championship golf course by acclaimed architect David McLay Kidd
•30,000+ square foot clubhouse featuring pool, tennis and health spa
•Over 1,200 acres of preserved natural spaces
•State-of-the-art elementary school onsite

CARRI CK VI L L AGE
Toll Brothers
3,412 – 5,050 Sq. Ft.
510.583.0197
Open Daily 10-5

STI RL I NG VI L L AGE
Standard Pacific Homes
3,123 – 3,798 Sq. Ft.
510.538.5663
Open Daily 10-5

Located in Hayward, CA, south of 580 atop

the East Bay Hills - for directions or info call
510.728.7878, or visit us online at
www.stonebrae.com
Photographed on location at Stonebrae.

Square footages are approximate. Models do not depict ethnic preference.

Pricing effective date of publication and is subject to change without notice.

3% BROKER REFERRAL Broker co-op requires Broker to accompany buyer on first visit. SB1183