December 18, 1998

Realtors get the sales pitch, too

By TOM KELLY
The Real Estate Advisor

I always had been curious why the National Association of Realtors holds its annual convention in November. Maybe the governing body knows that it's typically cold and gray in just about every region (with the exception of Orlando next year) and therefore brokers and agents will be more willing to stay inside and attend classes and seminars.

However, after attending so many of these yearly events I have come to the conclusion that main reason the convention takes place between Halloween and Thanksgiving is so Realtors can do their Christmas shopping. From rhinestone earrings that announce "Sold!" to knit sweaters that proclaim, "I'm On the Market," the cavernous convention floor is always jammed with products, technologies and services focused on housing and salespeople.

While the obvious services -- printing, marketing, computer systems, digital cameras --seemed to be everywhere, some of the baubles, food and equipment came as a surprise.

Why would anybody build a cozy little display shed to serve jam and french bread at a Realtor trade expo?

"Because my company makes recipe postcards for Realtors," said Linda Gallagher. "You know, those great seasonal ideas you get in the mail?"

Oh, yes ... those.

What floored me on the expo floor were the three complete aisles of jewelry. Chains, watches, pins -- you name it -- in gold and silver and substitute materials trying to appear to be the real deal. Some of the eye catching messages were "Ask me," "Available" and "Loan Goddess." Wait until the male mortgage bankers and brokers hear about the logical spin-off ... I walked away wondering when and where I would first see my first "Loan God" tie-pin or cuff links.

Terry Whiting, owner of the Portland-based Real Estate Super Store has 2,000 items in his catalogue and simply can't bring enough gear to the NAR Convention each year. He sells to realty firms in all 50 states, including Windermere, John L. Scott, Century 21 and Prudential franchises in Western Washington.

"You never know what real estate people are going to buy," Whiting said. "But there are supplies and materials that they need every day. We have just about anything you can want when it comes to marketing a house."

Whiting also sells the large real estate signs that are often pitched on the lawn in front of a home for sale. Under the large company display sign, Whiting offers some smaller, creative "sub-head" monikers that read "I'm Gorgeous Inside" to "Check My Backyard." He says he'll pay between $3,000-$4,000 for his 10-foot-by-10-foot display to be present at the five-day show.

"You have to look at it from my standpoint," Whiting said. "If your market is Realtors and you've got 16,000 of them under one roof for the weekend, you go and pay the price. The movers and shakers are here.

"The problem is location of the conventions. We can't take the time to drive our truck next year to Florida and then pay the rent. With the prices going up, we do only West Coast shows from now on."

One company that clearly gears up for the holidays is the aptly named Closing Statements which specializes in unique closing gifts for "the successful Realtor." The company will ship you a cotton tapestry throw ($54.75) complete with your name and the date you purchased your home surrounded by a dozen front-door entry scenes. If chocolate is your key, how about a "Congratulations" chocolate box ($29.75) filled with chocolate houses and an optional chocolate customized gift tag?

One of the vendors deluged with requests was Expresscopy.com., a full service printing firm based in Portland catering to real estate brokers and salespersons. Expresscopy.com can produce color business cards with the salesperson's picture in fewer than five minutes. The company also will overnight personalized calendars, fliers and invitations if received via the Internet.

"I've been coming to these things for four years now and it would be a huge mistake if I missed it," said Lee Dietz, president of Expresscopy.com. "Some of the business comes immediately, some down the road."

Another new item which quickly became marketed for its "versatility" was a large purse or handbag with plastic sleeves. The idea was to have Realtors insert their current listings into the sleeves (perhaps an additional evening bag for homes sold?) so that potential customers could check out the property photos around town.

"I'm going to get one of those for my mother for Christmas," a woman from Iowa said. "I can tell her to put pictures of her grandchildren in it and take it to her bridge club."

Bingo. Mom, guess what I got you for Christmas ...

Previous columns:

• More home shoppers fall into the Net, 12-11-1998
• RV owners can get a tax break, 12-04-1998
• Who owns listing to your home?, 11-26-1998
• Tuccillo sees 1999 as great for housing, 11-20-1998
• Realtors' web site is on a roll, 11-13-1998
• Wake-up call for borrowers, 11-06-1998
• Some folks fall through cracks in refinancing, 10-23-1998
• An update for real estate's 'Bible', 10-16-1998