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BY FREDERIK HELLER

The relatively new medium known as podcasting has come a long way in just a few short months. The term podcast was coined and first used in February 2004 by The Guardian newspaper, describing audio MP3 files that could be downloaded to a computer or other device (but not to be confused with MP3 music files).

Podcasts started as a kind of audio blog. Inexpensive recording software and weblogs allowed people to record and distribute their own audio programs, talking about technology, music, religion, and just about anything else under the sun. The new medium quickly caught on with technology buffs, radio stations, and amateurs, and the number of available podcasts grew exponentially.

Then last summer, Apple effectively endorsed the podcasting phenomenon by creating a podcast directory on its wildly popular iTunes online music store, helping to propel the technology into the mainstream. Now it seems that everyone from the kids next door to multinational corporations is podcasting. Teachers, real estate professionals, accountants, automobile manufacturers, and even National Public Radio and President Bush have all joined the ranks of podcasters around the world.

What Is a Podcast?

The proliferation of Apple's iPod audio player certainly has helped the podcasting trend, but despite the name, you don't need an iPod in order to listen to a podcast. A podcast is simply an audio program that listeners can subscribe to via an RSS feed. They are often, but not always, updated regularly, and can be downloaded to any computer or device capable of playing audio files — desktop computer, laptop, MP3 player, iPod, PDA, cell phone, etc.

Podcasts are often described as a kind of TiVo service for audio content. They offer a convenient way to distribute, download, and listen to all kinds of Internet audio "broadcasts," whenever and wherever the listener chooses. Podcasts cover just about any topic, ranging from interesting and educational to downright pointless. In fact, it’s almost as easy to create a podcast as it is to download one — all you need are a microphone, recording software, and access to the Internet.

The main advantages of podcasts are their portability, convenience, and low cost. Since they are compatible with just about any device capable of playing audio files, they can be used on the go, in the office, and at home. Unlike traditional and Internet-based radio, you can listen to a podcast whenever you like, without having to schedule your listening to broadcast schedules. The vast majority of podcasts are free, although a few are beginning to require paid subscriptions.

Potential Uses and Future Trends

To help understand the potential impact of podcasting, take a quick glance at some numbers. In an April 2005 report, the Pew Internet & American Life Project found that more than 22 million people, or 11 percent of the U.S. population, owned an iPod or other MP3 player. Of those 22 million, 6 million people (29 percent) had downloaded and listened to podcasts. Those 6 million people weren't just teenagers; the Pew survey found that high percentages of baby boomers and other older generations were among those who had listened to podcasts. Men and women were equally represented among podcast listeners.

Since the Pew survey was conducted last year, much has happened in the podcast world. And the general consensus is that the technology has certainly exploded in popularity in recent months.

For the most part, podcasting is still in its early stages of development. Like blogs, Web sites, and so many other Internet-based technologies, podcasts started out as a grassroots innovation by amateurs and hobbyists and only recently began attracting the attention of the business world. Now, companies large and small are exploring ways to profit from the podcasting boom. For some, this means creating their own podcasts as a way of attracting customers and generating business. Automakers, consulting firms, and others offer informative podcasts with news, interviews, and tips, all while promoting their products and services.

Here a few other trends to watch for:

• Advertising. As might be expected, the possibilities of podcast advertising are being vigorously explored. Marketing firms are beginning to buy and sell advertising space on some of the most popular podcasts, which can pull in hundreds of thousands of listeners per month. Many podcasts also are funding themselves through sponsorships, with a short audio ad promoting the sponsoring firm at the beginning of the program. There are at least 20,000 podcasts out there, according to some estimates, and most of them cater to subscribers with very specific interests, creating endless potential for niche marketing opportunities.
• Search engines. Besides advertising, another interesting development to watch is that of podcast search engines. Although there are dozens of podcast directories available on the Web, and general search engines can be used to help find programs, new search engines specifically for podcasts are beginning to crop up. Podzinger and blinkx both create indexes of keywords used in podcast broadcasts, making it possible to search for terms used in an actual program. For example, a search for “real estate” in Podzinger will find recent podcasts that mention the phrase. These audio search engines can be used to locate podcasts that discuss a particular interest, and can help track programs that mention specific names, places, or companies. The technology that enables searching of audio content can only improve, and more podcast search engines can be expected to come online in the near future.
• Vodcasting. If podcasting is the current big thing on the Internet, the next big thing, some analysts say, will be vodcasting. Short video-based podcasts are already available on the Web, and the number is expected to continue increasing, spurred on by the recent introduction of Apple's Video iPod and the widespread availability of digital cameras, cell phones, PDAs, and other gadgets capable of recording video. Just as podcasts are making it possible for anyone to create their own online radio station, vodcasts are predicted to do the same for television.

Potential Impact on REALTORS® and the Real Estate Industry

For members of the real estate community, podcasting can be an interesting and useful tool, whether you're considering becoming a podcaster yourself or are just content to listen to a few.

Here are some possible uses for real estate:

• Marketing. A quick search for “real estate” in podcast.net, iTunes, or any other podcast directory is all it takes to prove that practitioners and home owners alike are beginning to take advantage of this new medium. Hundreds of podcasts are available covering homebuying and selling tips, market conditions in specific local areas, viewpoints of real estate and the economy, real estate investment trusts, real estate investing, and more. At least two technology providers offer services that turn property listings into podcasts. For real estate professionals, podcasting can be a low-cost method of sharing expertise and reaching customers, but it also can be time-consuming and requires imagination to create a program that will keep listeners and potential customers coming back for more.
• Business. In addition to creating and using them as marketing tools, there also are plenty of podcasts that cater to the personal and professional interests of practitioners. Podcasts on local news and issues, the economy, new sales techniques, technology, cultural diversity, and countless other topics can be downloaded and listened to whenever it's convenient.
• Company info. Real estate firms and local associations also can use podcasting in any number of ways. Some firms have already begun using podcasts as a way to automatically bring updates on benefits and company information to sales associates and other employees who spend most of their time working away from the office. Associations also can offer podcasts on local industry news, recordings of education sessions, and other presentations.
• Advertising. Podcast advertising and vodcasting are two trends the real estate industry should keep an eye on. Sponsoring or advertising on a podcast may prove to be a great way to reach niche audiences, but keep in mind that the business models for podcast ads are still very much in their infancy. Costs, potential audience, and the podcast content and update frequency should all be carefully considered when buying ad spots in this new medium.

Innovative practitioners might consider delving into vodcasting to deliver online neighborhood tours, highlight new listings, etc. While podcasting has already taken off, whether or not vodcasting will become as popular as expected, though, remains to be seen.

“One of the key components of the WoodlandsFineProperties.com website is a Video Podcast Tour of the Woodlands community”, said Christina Frueh, President of California Fine Properties. “Podcasting has quickly become a new revolution in the way real estate is marketed, reaching online buyers as well as iPod and video cell phone users. The ability to reach targeted demographics with high quality video tours of communities and individual homes is incredibly powerful. The podcast subscription model is booming in popularity because it gives consumers the ability to access and watch the content when and where they want it. In this case, our Video Podcast Tour puts the Woodlands community’s key selling features literally into the palm of potential homebuyer’s hands. To further generate interest in home ownership in the Woodlands community, the Woodlands Video Podcast Tour® will be widely distributed online via iTunes, Google Video, Yahoo Video, You Tube and Be Social, all powerful components of this unique marketing and PR mix.”

“The majority of my customers are embracing the Internet and I don’t see this trend slowing,” said Kathy Bost of RE/MAX, Santa Clarita. “California Fine Properties partnered with me to develop my new community-specific Woodlands Fine Properties website. The main objective of this online resource is to bring potential homebuyers to the Woodlands, an exclusive, guard-gated community in the Santa Clarita Valley. This effective online resource also adds value to current Woodlands homeowners by enhancing the desirability of home ownership in the community. Additionally, this customized website provides me with a very distinct competitive advantage at listing presentations with Woodlands home sellers. It’s a win-win any way you look at it.”

About The Woodlands at Valencia Community
Regarded as a hidden gem in the Santa Clarita Valley, the private, guard gated Woodlands community is located in Valencia, California. It represents a great alternative to the congested LA lifestyle with easy freeway access and is within walking distance of shopping, entertainment and fine dining. In 2005, CNN Money nominated Santa Clarita as one of the top places to live due to its’ family oriented environment, safety and award winning schools at the elementary, junior high and high school levels. The Woodlands community was built by Taylor Woodrow Homes in 1999 and is situated on 185 acres of land, graced with mature, lush landscape, 90 acres of preserved open space featuring magnificent 100-year-old oak trees, neighborhood paseos and expansive nature trails. Woodlands residences are rich in character with a tasteful blend of Early California, Santa Barbara and Traditional Monterey inspired architectural styling creating an attractive and varied street scene. Unlike residents of many other Santa Clarita communities, Woodlands residents benefit from no mello-roos taxes. For more information about home ownership in the Woodlands community, please visit www.WoodlandsFineProperties.com , email Kathy@WoodlandsFineProperties.com, or call Kathy Bost at 661-803-3114.

About California Fine Properties
California Fine Properties is the real estate marketing division of Impact Factory®, an award winning, full-service marketing company. California Fine Properties was founded to bring a new level of creativity and effectiveness to the marketing efforts of real estate professionals. We develop effective, consumer-focused marketing and advertising tools that connect with today's tech-savvy audiences. Our leading edge products and services enable agents to market themselves and their listings much more effectively. Based on our 20+ years of experience developing cutting edge marketing resources for small firms to major corporations such as HMS Host, Iwerks Entertainment and Jose Cuervo Intl., we utilize proven marketing, branding and advertising techniques that are revolutionizing the way that top real estate professionals market themselves. For more information, please visit www.CaliforniaFineProperties.com, email us at info@CaliforniaFineProperties.com or call us at 661-310-3769.

Podcasting has quickly become a new revolution in the way real estate is marketed, reaching online buyers as well as iPod users. The ability to reach targeted demographics with high quality video tours of communities and individual homes is incredibly powerful. The Taylor Woodrow launch represents the first foray by a homebuilder into the growing universe of podcasting, which has been steadily increasing in popularity over the last two years.

Taylor Woodrow has incorporated podcasting into their business model to increase home sales by catering to the technological revolution and practicality of the podcasting industry. There has never been such a practical opportunity to market homes with a large national and global reach, while allowing the user to take the home buying experience literally into their own hands.

There are 7 different communities that are available in the western region currently, with more communities to follow. These podcasts can be found in iTunes by simply typing "Real Estate" into the podcast search, or they can be found at iTaylorWoodrow.com.

The integration of podcasting into corporate business models is becoming much more prevalent. Podcasting offers opportunities for traditional marketing & advertising methods to be extended, while complimenting existing sales activities. There have been over 50 million iPods sold to date, with nearly 80 million portable media players in the United States; in addition, more than 70 percent of homebuyers are now using the Internet as an integral part of the home buying process.

Today, Internet savvy individuals think nothing of filing their taxes, ordering up expensive furnishings, electronics and even qualifying possible future spouses on the Web. Heck, virtually every major automobile company on the planet can help you assemble all the features you want in a new car, and arrange to have it delivered to your door in a matter of hours in certain markets.

As a result of the World Wide Web, individuals from all corners of the globe are drawn together with a click or two, often facilitating transactions that are not only satisfying to all parties, but in many cases worth millions.

These days, few are surprised to learn a rapidly growing number of these lucrative deals – 77 percent - involve real estate. And they aren’t being done by huge international investment conglomerates.

These virtual to actual transactions are being done by individuals who are tapping the electronic resources available to locate, tour, finance and contract home sales. But a surprising twist to this trend, is that some of these deals are being done sight unseen – with the buyer’s first actual glimpse of their new property coming as they pull up in front behind the moving van.

Recently, a regional study was commissioned by Prudential California Realty to find out exactly how many Web savvy clients are willing to forego the convenience of “kicking the tires,” in order to beat what is often a stampede of interested buyers that converge on particular markets every time a new listing surfaces.

While Sherry Chris, COO of Prudential California/Nevada/Texas, told RISMedia that buyers who take the plunge totally sight unseen are increasing slowly, many more are quickly narrowing down their home buying selections to just a couple by utilizing the sophisticated information and imaging capabilities available on the Internet.

“Since the survey has come out, I’ve had a lot of agents and managers call with stories about their clients who came to the table having narrowed down their choices to one or two online,” Chris said. “This is tremendous shift from even 10 years ago when the consumer might look at 20, 30 or 40 homes or more. And it certainly helps by putting the consumer much more in control of the transaction.”

Bob Moles, former CEO of the Cendant Real Estate Franchise Group and now chairman of Intero Real Estate in San Francisco, agreed that the level of technology is turning the business of home selling and buying upside-down.

“With video streaming on the Web, it’s a lot easier to get an idea of what the property is like,” Moles said. “Sight unseen is still an exception to the norm, but it is a growing trend.”

One of Moles’ agents recently enjoyed her first sight-unseen sale, and her client was literally half a world away.

“We have an agent in our Cupertino [California] office - Sophie Tsang – who sold a house to an individual from Bejing sight unseen. This was a million-dollar home!” he said. “The idea that somebody in China can be exposed to one of our company’s properties is really incredible. And the content that they can access is getting so much better. It’s not just still photos or virtual tours; you are actually moving through the home in real-time, seeing exterior, neighborhood, features – it’s a completely different feel.”

Sherry Chris agreed that the phenomenon of buying sight unseen has been happening more and more frequently in West Coast markets.

“Even going back to the early Internet days, we were experiencing some sales from European investors or those relocating,” she said. Sherry has utilized the Web herself, eventually choosing a new home of her own from among several she toured on Internet sites.

“I felt very comfortable going online looking at properties and was able to narrow my choice down to a few. And I bought a property I viewed online myself,” she said. “In the future, we believe there will be a larger number of people buying sight-unseen online, especially with new and newer homes.”

However, when it comes to purchasing more established homes in older neighborhoods, Chris still recommends buyers take a personal look at it with their own eyes, and not through the sometimes selective viewfinder of a Webcam.

May 23, 2006 – Santa Clarita, CA – The impact that the Internet is having on the real estate industry is dramatic. According to the latest Real Estate Trends report, the Internet is one of the top 15 trends impacting the real estate industry. According to the National Association of Realtors, 77% of homebuyers use the Internet to help them find a home. To survive in a world where homebuyers and sellers have more power via the Internet, industry experts agree that agents and brokers must adapt new marketing techniques, the most important one being online marketing. These dramatic trends in the real estate industry led Santa Clarita Realtor® Kathy Bost to choose California Fine Properties to develop a new branded website for the community that she specializes in, Woodlands at Valencia.

“More and more of my customers are embracing the Internet and I don’t see this trend slowing,” said Kathy Bost of REMAX, Santa Clarita. “California Fine Properties is partnering with me to develop my new Woodlands community website. The site content will be very similar to how new home developments are marketed, embracing the Woodlands lifestyle as well as the amenities and exclusivity of the community. As a Woodlands resident myself, I believe that each home in the community is very special and should be marketed as such. As the California real estate market continues to normalize, there are going to be fewer buyers and more listings. Enhanced marketing by real estate professionals is critical now more than ever, which is why I’ve chosen to create this highly specialized community website. This online resource will add value to current Woodlands home owners by enhancing the desirability of home ownership in the community, and will provide valuable information for people looking to buy a home in the Woodlands.”

“We are thrilled to partner with Kathy Bost on her online marketing initiatives,” said Christina Frueh, President of California Fine Properties. “When my family was looking to move from Glendale to Santa Clarita last summer, we had heard of the Woodlands but found very little information about the community online. After months of research and driving around the area many times we eventually bought a home in the Woodlands. A Woodlands community website would have really streamlined our home search process. My team and I are developing the WoodlandsFineProperties.com site content with my first hand experience of what home seekers want and need to know about a community they are considering.”

Today’s consumers are online like never before and this trend opens many new opportunities for forward thinking real estate agents and brokers. As part of California Fine Properties’ unique selection of marketing services, we’ve developed state-of-the-art tools that enable agents and brokers to take advantage of the power of Internet marketing including our Podcast HomeTour® technology. The Woodlands community website is just one example of our innovative marketing services for real estate professionals. We are uniquely positioned to develop other city and community websites in all areas of California. In the Santa Clarita Valley there are nearly 2,000 real estate professionals and we have just 10 exclusive web domains available including WestridgeFineProperties.com and BridgeportFineProperties.com, among others, that can be built out using our customized community web portal strategy. Statewide, we have only 200 exclusive domain names available such as MalibuFineProperties.com and BeverlyHillsFineProperties.com that serve to position select agents and brokers as area specialists through our custom branded community websites. Real estate professionals who take advantage of this exclusive Internet marketing technique will find themselves a giant step ahead of their competition. Interested brokers and agents can contact us for more information and a no cost consultation.

About California Fine Properties

California Fine Properties® is the real estate marketing division of Impact Factory®, an award winning, full-service marketing company. California Fine Properties was founded to bring a new level of creativity and effectiveness to the marketing efforts of real estate professionals. We develop effective, consumer-focused marketing and advertising tools that connect with today’s tech-savvy audiences. Our leading edge products and services enable agents to market themselves more effectively, attract the best listings and market those listings more effectively. Based on our 20 years of experience developing cutting edge marketing resources for small firms to major corporations such as HMS Host, Iwerks Entertainment and Jose Cuervo Intl., we utilize proven marketing, branding and advertising techniques that are revolutionizing the way that top real estate professionals market themselves. For more information, please visit CaliforniaFineProperties.com or call 661-310-3769.

But lately I am becoming more adept at realizing a truth about many real estate agents and brokers: many don’t believe that the party of excess that was the last three years is really over. While they may hem and haw, complain and bemoan, postulate and prognosticate, far too many are just not ready to do anything about what is staring them in the face: we are entering a very risky time for the real estate industry.

Just the other day, I read an article celebrating the personal home as a retirement device. "Don't pay any attention to the abysmal rate of savings in this country" the article seemed to say, "the equity in your home will pay for your retirement!" Another article bemoaned the Morgan Bank (J.P. must be rolling in his grave) new offering of credit cards with limits up to the equity in one's home. Hey, folks—the system is broken.

Sure, sell your family home for retirement; better yet, spend it on your Visa card!

But, where will you live? Do you want to leave your roots and migrate to "where everything is still cheaper"? (Exactly where is that, please--I’d like to know) Likewise, when will so many realize that the same old techniques won't cut it when the market gets flooded, when prices are falling faster than the barometer in hurricane season, when people walk away from 100% financing that suddenly has a property with an 80% value to that financing? Has anyone noticed our budget deficit? Our national debt? Our trade imbalance? That gas is headed for $4 a gallon? Can you believe that these things are all connected and that they all spell T-R-O-U-B-L-E for the real estate industry?

Oh, sure: sales are ripping along in parts of the Midwest, while down 15% in California, 50% in Florida. Foreclosures continue to climb, while there are still pockets that haven’t got the point: the party's over—or, at least is in abeyance—for a while. (If I had a nickel for all the brokers and agents who all are agreeing with me, but are doing nothing substantive about it, I’d have enough to put zero down on that new condo that will appreciate 20% annually and pay for my retirement.)

Just today, I was speaking with a broker paying (well, I promised I wouldn’t tell) A LOT for PPC (pay-per-click) and here was his "good news:" A new study (funded by whom, exactly?) says maybe only 15% of PPC is fraudulent! That means instead of a $2.5 billion annual fraud, it’s only a $1.25 billion annual fraud! Don’t worry, be happy!

I am probably as much of an optimist as anyone, but I just can’t shake the conclusions my brain is reaching about the congruence of factors now occurring: We are in for a battle over the next couple of years as the abuses of the past years "undergo market adjustment." This is not the time to be acting like Alfred E Neumann, that cover boy of Mad Magazine (His motto was "What, Me Worry?"). Ergo, here's some simple advice:
If you are not on a battle footing, get there. If you aren’t on the Internet and findable, get there. If you haven’t reapportioned your funds so that you are spending more on marketing and less on perks, get there. Ditto print and online advertising: cut your print budget by 50% and put half of that into online marketing.

If you have a poorly performing Web site, get a better site, subscribe to marketing services that get you found. Install a lead capture system. Stop buying clicks and start buying presence and real leads. Put your Web address on everything. Strap on your armor and man the battlements, because I think that we are in for a siege of at least two years length, during which time all the people doing nothing but talking will be fed to the monster. Our industry is under siege just as surely as cheap gas is gone forever.

In professional sports, when a player is not tuned in to reality, he or she is said to "not have his/her head in the game."

Based on what I am seeing and hearing, there are way too many people out there in the real estate business ignoring the daily indicators that things are changing. Please get your heads in the game, folks, or you might wake up to find that someone who has their head in the game has waltzed in and put you on the sidelines by taking over a good portion of "your" marketplace. The time for action is here: protect your market and your business. Whether you are in Sioux Falls, San Francisco or Schenectady, the most efficient, lowest-cost producer of the most listings and sales is the one who will prosper. Make that you.

The Internet has had an unbelievable impact on our industry. It has changed real estate forever. But I am glad to report I think it has been a great marriage and has improved real estate services for the consumer.

According to the California Association of Realtors’ 2005 Internet Versus Traditional Buyers Survey, “Nearly two-thirds of all first-time homebuyers used the Internet as a significant part of the homebuying process.”

These figures for all homebuyers are increasing every day.

Why would this be helpful to Realtors? Because now the buyers coming in our doors are probably ready to buy a home. Many of our buyers are now informed about financing, home prices in our area and the features that they can expect in a given price range.

Why does a buyer still need a Realtor? Because a home is probably the biggest investment a buyer will make in their lifetime, and it is still good to have someone in your corner making sure that you receive all the information you need to make a good decision.

And after the initial home selection, there are still many steps for a successful transaction, including the negotiation of the offer, the completion of the contract for the buyer’s protection and documentation requesting full disclosure by the seller.

How does a seller benefit from the Internet? A few weeks ago Zillow.com announced a new Web site that supposedly would eliminate a need for a Realtor. Sellers can use this Web site to determine value and then sell it themselves.

Many people who have tried this site are finding a lot of values are extremely low. Why would that be? For one thing Zillow.com doesn’t add value for a lakefront lot. One of my agents tried a lakefront home in Spring Valley Lake and it showed $470,000. Our value adjusted for location was about $720,000.

Just think about your own home. These values are based on the reported sales data. Did you call the County Assessor’s Office the last time you remodeled your kitchen?

Again, the Internet is a wonderful starting place for sellers to gather information about homes for sale in the area. Checking out Zillow. com may give a seller a feel for a probable selling price. But luckily for my profession, it still takes real eyes to see the view from your deck, the new granite counters and the weeping willow tree that transforms your yard in the summer.

Sellers will benefit from having their listings on national search engines with lots of pictures and virtual tours. Even print publications such as the Daily Press offer the placement of our print ads on the Internet.

Technology, like all tools, can be a help or a curse depending on the user. But it’s important for consumers to inform themselves.

by Caroll Yule