Making the most of the Internet to identify and attract potential real estate clients is not as easy as simply posting property listings, you must compile a wealth of information, incentives and possibilities so that serious parties can not only find you on the huge world wide web but realize at a glance why your properties are the right option for them. Learning how to create workable real estate leads online that convert into active clients is a challenge, but by reviewing techniques that have worked for other entrepreneurs you can get a good understanding of how to determine your target audience and learn why they are attracted by particular properties. No doubt good, strong Web techniques require some investment, but there are additionally many low-cost methods to drive clients directly to your digital door.

Developing your own web site is an excellent idea if you manage multiple properties that change often and have particular characteristics that appeal to select audiences.

Although you may be able to do your own site a professional real estate website put together by a specialist may be your best bet. A good website not only contains detailed data and photos on existing homes, but will have valuable information that only an experienced realtor can supply regarding community conditions, current industry worth and the kind of loans products available for house buyers. When creating a web site, remember that your selection of keywords, titles and graphic captions will affect your web page standing and rating on search engines, so employing a advertising advisor to study the ideal terms, key phrases and anchor words is essential to getting your page ranked properly. They can additionally help you periodically revise and refresh your key words and site text so it doesn’t lose its ranking simply because it has turn out to be stale. There are numerous real estate marketing tools that are at hand to help with proper keyword research and search engine optimization.

Other ways of marketing your properties on the web include generating blogs using free services like Word Press and linking these weblogs to your main website. You could additionally consider generating a homepage for social networks like Facebook or My Space or even start own YouTube account to post movies of your house listings. A good media advisor can help you integrate all of these services into a control panel with which you can make multiple updates with a single submission, therefore growing your outreach capability. In order to do this effectively you might want to purchase marketing products for real estate professionals that are created specifically to advertise your website.

Of course, not everybody who visits your website, looks at your movies, reads your weblog or signs up for your social networks can turn into a customer, so don’t be disappointed and remember that the normal objective is to harvest 10% of your web visitors into workable prospects that are worthy of an immediate response. By instituting member’s program, opinion researches, updates and special offers, you can pinpoint possible clients and gather contact data for follow-ups. Unquestionably, it requires a while to get rid of all the bugs before you have a successful Internet campaign, but as soon as you do you ought to be rewarded with a regular supply of fresh prospects that can be worked with by conventional flyer campaigns, viral e-mail blitzes and even determine juicy potential customers that warrant personal telephone calls.

Article by Simon Volkov

An expired listing letter is a valuable asset for realtors and investors. When properly structured these marketing letters can help professionals secure new realty deals and earn income.

The expired listing letter is sent to sellers whose real estate contract has ended. Most contracts extend for six to twelve months. When property goes unsold during the listing period and the contract ends, sellers can extend the agreement terms; locate a new realtor; list the property as for sale by owner; or take the property off the market.

Realtors and investors locate expired listings by searching the Multiple Listings Service database consisting of nationwide homes for sale. When contracts expire, agents and investors send an marketing letter to the seller in attempt to gain their property listing.

Investors new to expired listings marketing can locate sample letters via the Internet or through other realtors. Investors should adapt letters to accommodate the situation. For example, a marketing letter sent to homeowners would include different verbiage than letters sent to business owners selling commercial properties.

Good sources for learning marketing strategies is through networking groups clubs and online investment forums. To become successful in this field, investors should create a marketing plan and utilize various strategies to locate investment properties.

While expired listing letters are normally sent to sellers, investors occasionally use letters to contact real estate agents whose contracts have ended. When investors can orchestrate a sale they can earn commission from closing the sale while realtors do most of the work. Using this strategy can help investors generate solid leads and develop good working relationships with realtors.

Investors may want to consider using the services of a marketing company or copywriter to create marketing materials. Realtors often use a variety of prospecting tools such as postcard marketing, direct mail campaigns, flyers, cold calling, and word-of-mouth referrals.

The primary goal of expired listing letter is to locate motivated sellers, purchase real estate below market value, and earn profits by closing realty sales.

Investors must stay abreast of changing market trends and develop marketing strategies which make them stand out from the crowd. Sellers are often bombarded with advertisements from realtors and investors when property listings expire. Those who develop unique marketing materials and a solid plan can capitalize on this niche.

Professionals who specialize in expired listings usually work with sellers that are anxious their property did not sell during the contract period. Most are distraught, stressed out, and feel let down by their listing agent. The last thing they want is more empty promises. What they want is to find someone who can sell their home and place money in their pocket.

Investors who can solve sellers’ problems will earn their business. When developing marketing materials it is crucial to focus on sellers needs and not on the investment business being promoted.

Expired listing marketing is a competitive market. Investors and realtors must be committed to their clients and provide results. Those who take time to create solid marketing plans and develop a strong network will improve their chance of locating motivated buyers and build a reputation for being the go-to-guy for closing realty deals.

Find More Sample Marketing Plan For Real Estate Articles

by Michigan Municipal League (MML)

Article by Jeff D

As a professional Realtor, chances are you are aware that real estate lead generation techniques should be as dynamic as the constantly evolving industry. Market needs and demands are continuously shifting, so it is important for you to come up with new strategies that are in step with the times. But did you know that there is a big difference between just modern lead generators and truly innovative techniques that best build your name in the industry?

Basically, lead generation isn’t about selling your properties, but about selling your name as brand. You need to present yourself first as trustworthy, knowledgeable and proficient, and the sales will follow as surely as there are demands.

When you implement real estate lead generation techniques, you want to attract both buyers and sellers to take advantage of the portfolio of properties you are managing. You want to help every client be connected with properties that best suit their specifications, budget, and lifestyle.

Modern Traditional vs. Modern Innovative

In recent times, real estate lead generation techniques such as acquiring e-mail addresses, building social networking contacts, joining online mailing groups are by now considered traditional. This is because going online and doing research through the Internet has become the natural course for obtaining information.

However, simply obtaining a bunch of emails still would not be able to give you an idea what they want or need in terms of property acquisition. Essentially, that would be just like the cold telephone calls of olden times, where real estate agents blindly peddle their services with only a generic framework to get them through a dialogue.

The truly innovative way of generating leads maximizes technology and the Internet arms real estate agents with vital information freely given by potential clients. This will equip them as they customize their offers that would best lead to a successful sale.

One of the best tools for innovative real estate lead generation is by building purpose-specific websites that can be a primary source of information for people interested in entering into real estate dealings.

Some of the most innovative techniques offer free online services that add value to your name and brand are the following:

1. Multiple listing service (MLS)2. Property search by email3. Comparative market analysis (CMA)4. Mortgage calculator5. Specific real estate updates by locality/area6. Real estate e-book, newsletter and other helpful publications7. E-courses or actual live property management workshops

These are just some of the elements that you can add on to your website to make it more informative, interactive, and therefore appealing for users to visit regularly. Their common trait is to provide highly useful information and free service to potential clients who will undoubtedly appreciate the extra effort you spend for their needs. What’s more, these add-ons do not require costly investment; you just need to find a reliable contractor to provide a packaged, all-in-one service for your lead generating needs.

Ultimately, the most innovative real estate lead generation technique may use the most revolutionary technology available, but its success still relies on the classic values and reliability of excellent customer service.

In almost every real estate investing seminar I’ve ever attended, a lot of time has been invested in teaching real estate investors and potential real estate investor on how to find good deals. Because deal-finding is so crucial to ones investing success and longevity in the real estate investing business, I recently decided to chat with a real estate investment friend and look back and see which methods have generated the most deals and the best deals for him.. In reviewing the 200 properties he has bought or flipped over the last 5 years, I was surprised to find that many of the “traditional” sources of great deals haven’t worked for him, while some less obvious methods have been great lead generators. I’d like to share with you the results of my study.

The Multiple Listing Service. The MLS is essentially a catalog of all the properties listed for sale by brokers. Needless to say, some of them are good deals for investors, and some aren’t. Sometimes there is a great foreclosure in there, sometimes not. The trick is to ferret out which properties have motivated sellers without making offers on all of them. I’ve honed this skill through years of translating agent lingo like, “Handyman’s special” (looks bad, smells bad, has at least one major system that doesn’t function), “needs TLC” (ugly, but not smelly, and everything works). What you’re going to find is a lot of cost, markup and competition has set the price. As an investor, you really want to find ways around the ‘traditional real estate sales’ databases if at all possible.

Properties listed in the MLS are for sale. To anyone, including the real estate investor. This may seem pretty profound, but some of the other methods touted as great ways to find deals involve locating owners, then finding out if they want to sell. Properties in the MLS also have the advantage that all of the information about the property is pretty much laid out for you – a major time saver. For the average real estate investor, time really is money. And, with the sophisticated, computerized access available to your agent, it’s a matter of a few keystrokes to view all of the properties that are handyman’s specials, or bank-owned, or in estate, or priced under a certain dollar figure – whatever youd like to concentrate on. The disadvantage is that if you’re after foreclosures, you may not find the deals here.

Another reason that the MLS has worked so well is that generally the market for really ugly properties is where real estate investors may want to be, otherwise the deals for good real estate investing values just won’t be there. Coincidentally, these are the same properties that most agents prefer not to spend a lot of time with. In many cases, they’re downright cooperative – particularly when I’m offering all cash and a quick closing.

Direct mail to real estate agents? At one point, we did a mail out to 1,200 agent names from the Board of Realtors and generated a 3-part mailing to send to every agent in town. For the real estate investor, this might seem like a respectable idea, however there are drawbacks.

The theme of this campaign was this: if you, Mr. Agent, have a property listed that fits a specific real estate investment criteria, I’ll make an offer and you get to keep the entire commission. Out rolled a brilliant campaign -all posted first class, incidentally – and in numbered the telephone calls. All 9 of them. Thats correct. The workweek after the 1st letters got out, we got 9 calls. We had already produced offers on 3 of the houses; 2 were out of our price range; and two were overpriced listings soon to expire. Not a beneficial take for the average real estate investor seeking to realise a living with real estate investment .

The succeeding mailing gave even more answers – about 16 replys – all basically in the same classes. The final mail out, a postal card, encountered no notice at all. Basically, we consumed close to $1700 on a campaign that gave nothing for our real estate investing concern.

I still guess that this idea has some merit, but if performed again, we would make some substatial shifts. Initially, we’ll target only the 350 or so brokers who name the kinds of real estate investment properties we would purchase. Then, we would do a better job of composing the marketing collateral, underlining how the broker and his seller could gain from doing work with our real estate investment business. Finally, we would make the campaign a continuous one throughout the next twelve months, trying out dissimilar letters for reception and sending the best to the same real estate agents over and over. And lastly, to personalise the campaign by following up with a telephone call to the 30 or so preferred candidates. Target marketing our real esatate investing marketing attempts.

Ads in the Yellow Pages. For half dozen years, we have featured an ad in the “real estate” section of the Yellow Pages. Each calendar year, the ad has possessed some variation of the phrasing, “We purchase homes – all cash. This advertising only yields 3-4 calls a calendar month, but for some grounds the caliber of the telephone calls is better than those that are produced by whatever other means we have ever practiced. The sellers incline to be incited, cooperative, and bear unlisted houses. All of these items are precisely what the real estate investor is wanting in investment properties.

What is great is that you get to look at with these ads once a calendar year, then leave em. While they usually are pricy – 1000s per 12 month time period – the telephone company will regularly charge you every month for the price. In addition, as one of the very few ads in the telephone directory that promises to buy investment properties, You have not got alot of competition. This works out, but getting connected with people that own the houses in hand: banks, any mortgage company that possesses (and does not want) foreclosures, key real estate agents, any one that recognises the market and recognises you embody the real esate investor that understands the marketplace. Both cases, you succeed. Yellow pages, you pay for the leads, the word of mouth, time is payment for the great real estate investing leads.

Advertised FSBOs? Properties For Sale By Owner,
a.k.a. FSBOs, are a preferent means for a number of real estate investors. For us, on the other hand, have never bought a holding from an owner who promoted his property for sale rather than ringing me. Sounds like a deal for the budding Real Esatate Investor who purchases homes for a living right?

We have found various issues with straining to purchase FSBOs. The 1st is that many are not actually for sale. Some FSBOs are just “trying out the market to ascertain what variety of offers he’ll acquire. Other FSBO sellers are very moved to sell, but do not list because they need to keep all of the money from the sale. They do not wish to pay a commission – but they do not desire to receive a lower price, either. And sometimes a seller opts to try to sell their holding by themselves because they owe too much to bear a 5%-7% commission, even if he sells it at full price. For the real estate investor, obviously there is no economic value here.

If you are purchasing expensive properties creatively, these sellers are ripe for the variety of answer you propose. A majority of real estate investors schemes is to buy ugly real estate cheaply and for immediate payment, and you just do not witness this type of deal in advertized FSBOs.

fFiers to Targeted Neighborhoods: Last calendar year, we delivered 14,000 double-sided “We buy real estate” circulars published. We employed an individual to set this flyer in the threshold of every single, two, or multi family residence they saw in the prospective region. Every three calendar weeks or so, 5,000 approximately of these flyers were delivered, and the reply from qualified sellers was first-class. For a price of less than $500, we gained 3 deals that clearred over $8,000. For a new region for the experienced real estate investor or just examining a dissimilar way to ‘farm’ the real estate investment outlooks in a given area, this is very good and popular way to find out if there are any sound real estate investment deals to capture.

Billboards in the same neighborhood? Here is a object lesson in messing up a beneficial thing: hot on the heels of our massively successful circular campaign, I settled to spring for 4 large billboards in the same vicinity. The trouble was that my marketing budget is only so large, and purchasing the billboards signified stopping the fliers. Still, I envisioned that the billboards would get more attention anyway, so I handed over the $1,800 and acquired…

No response.. Nothing……

The Point? Keep with What does work. This is the number one rule of obtaining good real estate investment properties.
.
Employing only one lead source at a time. In my experience, it is best to use at least a few dissimilar techniques of lining up deals at the same time: preferably 2 youve practiced before with some results, plus 1 that you are screening. Which takes us to:

Not understanding which of your deal-finding techniques are producing, and which are not. If you are going to expend money on fliers or ads or phone pole signs or whatever, it is very significant that you give attention to which methods are getting good leads, and which are not.. For any real estate investing occupation, and business in general, one needs to monitor and try out the outcomes of a marketing campaign. If you are not tracking your lead sources to expose which are producing leads and which you should give up, youre wasting away time and money that could be set to use giving you deals.

A long and drawn out battle between the Canadian Real Estate Association (CREA) and the federal competition bureau has ended. The competition bureau has long accused CREA, who owns theMultiple Listing Service, of maintaining a monopoly by limiting access to the MLS to full service real estate companies.

The rules have now ‘changed’. Under the new regime, Canadian home sellers will still have to retain the services of a realtor to list on th MLS but will be able to do so for a flat fee. The CREA has agreed not to deny or discriminate against realtors who offer only posting services. As far as I can tell, this is nothing new ” discount brokers have been listing properties on the MLS for years??

As a realtor, I am all in favour of al a carte services for home sellers; the industry has long had ‘no standard fee’. My opinion is that the ‘general’ fee that is charged to the seller (7% of the 1st $100,000 and between 2.5 to 3% of the balance) has been arrived at by the action of the free market. The seller understands that approximately half of this fee will go to another agent for bringing in a qualified buyer. The buyers agent is prepared to put in the effort to help clients find a home because they get paid a commission to do it. This makes for an efficient market, too efficient apparently.

In Canada, around 90% of successful real estate sales happen via the MLS system and there’s good reason for that. Once again I fully support a la carte services where consumers can choose what they want to pay for. These days we have access to discount everything, cars, food, stock trades and even legal services. Why should real estate be any different? The answer is it shouldn’t. That being said, consumers must clearly understand the inter-connectedness of service and value.

As far as I can see, the real estate mlsmodus operandi is not about to change anytime soon. The MLS system works because it provides value to Canadian home sellers and buyers. Those that want to ‘take advantage’ of the MLS but don’t want to pay for it are going to be sorely disillusioned ” but then that’s discounting, you get what you pay for.

On the topic of monopolies Iwonder whetherMelanie Aitken and her team are planningon takinga look at fatcatICBC’s position in theCanadian market place? Oh no wait, they’re federal aren’t they, that would be a conflict of interest……

Learning how to market in the real estate business is crucial for all real estate investors. Finding the best leads that will get them the greatest deal is all about learning how to market themselves to sellers. Establishing a plan for marketing is important. Just advertising and then hoping that deals will fall into an investors lap can be a time waster. Most deals end up falling through. A real estate investor must have a great marketing plan that will ensure every deal will go through. A marketing plan can be a step-by-step guide on how a real estate investor plans to find great deals and close on them. When an investor buys a house to flip, they should always keep track of where those houses came from because this will become vital when looking for other great deals. Marketing is all about making great contacts, and knowing which contacts a person can work with for the long-term. It is also about setting goals, following through on goals, following up on leads, and creating deadlines. When a person knows that they have only a certain amount of time to get something done, they will work that much harder. Keeping good records of each property that is bought and sold is vital in the investment business. It helps an investor to know where they stand.

A real estate investor should also keep records on sellers who are not ready to sell yet. They could come in handy in the future. Keeping track of how much money an investor is having to take out of their own pocket, as opposed to how much they are making on sells is also important. This way the investor can make sure that they are not losing more money than they are making. It will help them to stay ahead of the game in the long run. Knowing how many deals an investor is making a month, will also help them to set better goals to making more deals the next month. Keeping track of which marketing strategies work the best will also help an investor to weed out the modes that are not working, and keeping the strategies that are working. Knowing which advertising strategies work the best is another way to keep ahead of the game. If advertising in the yellow pages is what is generating more leads, an investor will know that this is a viable strategy that needs to continue. If they are getting no leads at all for this strategy, then they can save money by not advertising in the yellow pages anymore.

If the multiple listing services is giving them more leads, then an investor knows that this strategy is working. Marketing is about seeing what is and what is not working. This also helps an investor to know if they need to change their marketing strategies to fit more with their target audience.

For sale by owner is the most beneficial option with the people which helps them in saving the heavy charged commission from the real estate agents. But for this one really need to have complete knowledge about the properties for sale by owner and this is possible through various listings of For Sale by Owners. Many people don’t even know that selling house own your own helps in saving sales commission. The best way to sell your home is through listing. It helps and benefits the sellers in several ways. You just need to do a proper research and value your property that you want to sell in the local market. Listing helps a seller in number of ways. Following are some benefits of getting your property listed:

Benefits of Listing your Home for Sale by Owner

Multiple accesses: By getting your property listed one can make his/ her property viewed at multiple sites. Your property is posted at the most popular real estate sites which are viewed by many property buyers.

Image posting: Through listing your property, you can post unlimited images of your property which helps the buyers to have a good glance at the area/capacity of the property.

Online Sharing: Many websites provide you the facility to share or publish your property with your friends and relatives through social media which helps the property seller to advertise the property for sale by owner to maximum number of investors in property.

Full exposure: now a day’s many websites helps you to expose your property 24/7 to the buyers. Some even provide you the services with free registration or minimum registration fees.

Mapping and description: Listing of your sale by owner house provides an attractive mapping of your property with unlimited textual description of your property which provides maximum information to the buyers and helps them to know the exact and the correct details about the property.

Listing even provides full description for the commercials, business properties and houses for sale by owners. They even provide the resources needed to sell the homes, businesses, commercial properties using for sale by owner process. One saves a lot of money through listing on House on Sale by owner. So you really don’t have to dependent on brokers for buying or selling you own property.

Real estate investments are often termed as low risk investments that can potentially yield good returns. A lot of people think that real estate is an easy business where you don?t really need to do anything. However, the truth is that real estate business does need you to put in some effort (if you really want to make profits out of it). The most important thing is to be able to uncover the real estate for sale that will yield profits. So how do you go looking for real estate for sale?

Generally, a lot of people start looking for ?real estate for sale? through the internet. And why not, internet is after all the hub of all information. So, you could look for real estate for sale using the search engines on the internet. You could also specify your requirements in search criteria on the real estate sites in order to get very specific results on real estate for sale. You can even view images and video of some of the properties thus reducing the need for personal visits for viewing. So, this is surely a good option for finding real estate for sale.

However, not everyone is tech-savvy and there are a lot of people who still take the approach of putting up an ad in the local newspapers. So look for real estate for sale in the local newspapers. In fact, there are some newspapers that are dedicated to just that. You could even go ahead and put up a ?wanted? ad in these newspapers. Sometimes, looking up for real estate for sale in old newspapers (like 1-2 months old) can help you get a good deal (in case the property owner has not been able to sale the property and has become a bit more ?motivated? to sell it).

MLS i.e. multiple listing service is often termed as one the best ways to look for real estate for sale. These are published by the real estate boards. If you can lay your hands on a MLS book as soon as it is out, you can really expect to get good deals. The key is to act fast.

Open houses are another good way of getting the best out of time. You can get to see dozens of ?real estate for sale? properties in a very short period of time. And you never know when you might come across a property that is real gold.

Investor groups are yet another rich source of real estate for sale information. ButOf course, how can we forget the real estate brokers? Real estate brokers are one the most popular (and sometimes most effective) information resource for real estate for sale. Not only do they provide information about ?real estate for sale? but also assist in getting the deal finalized and closed.

Besides that, you can also get very good deals through public auctions, bank foreclosures, FHA and VA foreclosures and distress sales.

For Sale By Owner way of selling or renting homes has made a lot of changes in US real estate market. Not only it has revolutionized the property market but also taught common man the way to sell as for sale by owner and make huge savings. For once give a thought how comfortable you felt selling your last property and how did you manage to get this done. For some of the home owners that experience would have been a scary one and for some it would have been a normal affair. But owners who sold as for sale by owner set an example of how one feel comfortable and benefit with making huge monetary savings.

Many home owners are trying to sell their property these days to recover from economic downturn. Some of them need money to pay their mortgage, some of them to recover their business and some of them for financial stability. But not everyone have benefited from selling as for sale by owner and listing their home in Multiple Listing Service. Home owners who have listed in MLS as for sale by owner have got an added advantage as compare to those selling the traditional way. They list their home for a small fee which is as low as $349 only and that is listed in MLS database which is accessible to nationwide brokers who search for property on behalf of buyers.

When you decide to sell your home you need understand how MLS works and what do you need to do when listing as for sale by owner. Listing as for sale by owner is not a hurricane task and you need to do some simple task before moving to an MLS listing agent. You need to begin with investing some of your precious time for some initial research on US real estate market and studying local property market rates. This will help you to decide the price of your property you want to list as for sale by owner. In traditional way broker would decide the property price you should sell at but as for sale by owner you decide the price of your property. This gives enough room to you as a seller to let you negotiate price with the buyer.

MLS listing has always been a favorite place for both buyers and sellers who look for right property of their kind and saving money as well. For buyers their agent look for the kind of property they want and for sale by owner property are too noticed by them. When you list as for sale by owner you pay a small upfront fee and small commission of around 2-3% which almost half of sales commission you must have paid to traditional broker. For sale by owners have the advantage to bargain the sales commission with the buyers agents which let them save some more money. These properties are noticed by potential buyers’ agents giving them an edge over other sellers who prefer selling through advertising their property or through traditional real estate agent.
If you wish to know what more advantages are there to list as for sale by owner get in touch with some experienced for sale by owner listing agent. For more info and guidance visit ownerama.com.

The real estate in Miami constitutes the most desirable properties in the world. However, if you have decided to sell your home in Miami real estate, there are certain things you need to consider. Selling your home may not be a simple task; thereby you need to appoint a real estate agent to assist you in your venture. Your agent will help you to put up a listing in the Miami Real Estate Market. The following are some guidelines that you need to pursue while listing your property.

• Introduce your real estate in a reputed realty group that offers listing services in Miami. Complete your real estate listing and provide accurate information. Craft the listing in such a way that it is easy enough to understand as well as tempt your prospective buyer to know more about it.

• You can opt for online real estate listings, as they are one of the best marketing tools these days. You can create stunning online visual portfolios, which will play a vital role in marketing your property. With the help of several technological advances you can allow your prospective buyers to inspect your property from every angle. This will also help you to get buyers from different city and states, willing to buy real estate in Miami.

• Include the basic facts in your listing, such as the area of your property, number of bedrooms as well as the amount of property tax paid. Give a brief detail about the attractive selling points of your real estate, like remodeled master bedroom, large car parking lot, or even its location. Add color pictures of your property to support your written listing.

• Be honest while being factual. It is better not to manipulate the facts as the buyers will not be interested to work with you if your claims are inflated. Moreover, in Miami, not disclosing all the facts about your real estate is against the law.

Facts to check out while listing your real estate in Miami:

• Place your property in multiple listing services covering all of Miami.
• Opt for listing your real estate in national and international commercial listing and analysis database systems.
• Organize a detailed value analysis of your property.
• Use local newspapers and classified magazines such as Miami Herald, Miami Today, Sun Sentinel, Business Monday, Daily Business Review and South Florida Business Journal for classified and display ads of your real estate.