Catchy taglines are everywhere in advertising. Whether they rhyme, or they inspire, or they create a memorable image, taglines are something every advertising agency works hard to craft. How many of us know, “Like a good neighbor” or “Just do it”? While you might not create a slogan as memorable as those, you should be able to come up with something that your local clients will always think of. Need a little inspiration to get started? Here are some suggestions for slogans and ways to get the creativity rolling.

When you do come up with a slogan, you need to use it throughout your advertising and on your website. That way, people will be faced with the association frequently and they will be better able to keep your name and the slogan together.

Your slogan should be short and sweet. Try your best to keep it under eight words. Anything longer will just deter people instead of drawing them in. It should also make sense for the brand you are creating.

One thing you can do is come up with a rhyming slogan. Case in point – a Realtor named Scott Geller tagged “The Home Seller” after his name and because it rolls off the tongue so smoothly, it has become all one phrase. And, that makes it easy to advertise. His word of mouth campaign keeps his advertising costs low.

Your slogan should make a tug on the heartstrings, too. You are taking part in one of the most important events in a person’s life. By letting your customers know what you can do in terms of customer service, your slogan will help quickly convey what you can do. Consider something like, “Jane Smith – Helping Your Family Make the Right Move”.

Avoid any slogans that are bland or generic. They won’t work to set you apart from your competition, and they might even work against you. If your slogan is generic, your potential clients might think you are, too, and that you won’t be the best agent they can find. Think about something like, “I’ll take the stress out of your home buying experience”, or “Call the Carson City condo specialist”.

You can also consider your location for your slogan. When you add in your place, it not only helps make you the personal expert for someone, you also boost your search engine ranking.

Creating an image in your potential client’s mind is an effective slogan, too. Assuring your client you can solve the mystery of home buying or be their personal navigator makes that slogan unique and memorable at the same time.

If creativity is still escaping you, you can contract this process out and hire a professional. Some will even blend the slogan into your total advertising plan, and not charge you too much for it.

Now, if you come up with a slogan and you test it on your friends and family but you receive a negative reaction, be ready to set that slogan aside and pick something else. You should also not take it personally. Try out another one and keep going until you do find one that is well received.

Real estate investing strategies have undergone major changes in the past four years. Before the banking crisis and economic recession, many investors were generating massive profits through rehabbing distressed properties and engaging in house flipping. Today, investors are using distressed properties to generate rental income or to offer creative financing options.

The first step to achieving real estate investment success is to become educated about the market. Investors should become familiar with the various types of investment properties such as residential, commercial, and vacant land, as well as investing in real estate notes and land contracts.

Residential real estate can be used as rental properties or placed for sale. Many investors are offering creative finance strategies to attract buyers who cannot qualify for bank financing. Popular financing options include lease purchase option agreements and seller carry back mortgages.

Commercial real estate includes a wide mix of properties such as condominium and apartment complexes, retail shops, warehouses, and office buildings. Investors often partner with other investors or investment groups when purchasing commercial property in order to cover the costs and management duties required to maintain investment properties.

Commercial property has the potential to generate substantial profits as long as investors evaluate market conditions. Investors may be entitled to tax incentives when commercial investments bring employment opportunities to the area or when properties are upgraded using energy-efficient technology such as solar panels or other forms of green energy.

Investors often seek out bank owned foreclosure properties because this type of realty is usually priced well below market value. Bank owned realty encompasses all types of properties and can range from mobile homes to swanky high-rise apartments and industrial parks to golf courses.

Locating residential and commercial foreclosures is relatively simple. Using the services of a realtor can expedite the process. Agents can access the multiple listings (MLS) database to quickly locate all types of properties for sale.

Once banks repossess properties they are first placed for sale through public or government auctions. The property is given back to the bank if it goes unsold at auction. Banks then sell foreclosure properties through their loss mitigation division or local realtors.

Prices of bank owned properties are generally higher than properties sold through auction. However, banks remove liens and judgments in order to sell the real estate with a clean title. Buyers are able to take quick possession and can move forward with preparing the property for sale or rent.

Many investors are buying residential properties through Fannie Mae’s Homepath Mortgage program. In addition to selling homes at deeply discounted prices, Homepath Mortgage offers low down payment requirements and special financing options to both individual buyers and real estate investors.

Many Fannie Mae properties qualify for grant money offered through HUDs Neighborhood Stabilization Program. NSP grants are offered to improve properties located in areas with high rate of foreclosure. Qualified investors can obtain up to five NSP grants.

Investors who invest in commercial real estate must become educated about federal, state, and county property laws. Commercial buildings must comply with the Americans with Disabilities Act and be zoned for commercial use.

Although the real estate market continues to head in a downward spiral, there are still plenty of solid investment opportunities. Investors must stay abreast of market conditions and be capable of changing strategies when needed. Otherwise, they will quickly become another real estate statistic.

My, how things have changed – quickly! If you’re still investing, I’d love to hear how you’re adjusting and what you see for the future. I’ll start with some of the Covid changes we’ve already made.

NOTE: Much of what I share is what we’re already experiencing and changing in our own business. Much is based on our 2008-2010 real estate investing experience.

1. Don’t stop. Historically, real estate always works, you simply need to adapt to market changes. Therefore:
   • stay flexible
   • learn about and secure funding
   • stay involved in online networking groups – both local and national – to stay abreast of changes you need to be aware of as they happen.
2. We’ve increased our marketing. Why?
   • People are going to need money which means selling their personal or family members’ properties. We want to be available when a need arises to offer what help we can.
   • There are fewer investors buying already because of fear of the future and lack of funding, so there hasn’t been a better time to be in the market in years!
3. Get educated. What we’ve seen recently is exactly what we experienced in 2006-2007; everyone was getting into real estate investing because it was so easy. As the business becomes more difficult now, those who are prepared, informed, and educated have incredible opportunity.
4. Buy for less. We all know the future holds uncertainty. Price values may drop greatly in the coming months/years. Sellers know that, too, which is why many will want to sell sooner rather than later. They also realize that you’re taking on their risk when you buy, so they understand when you offer less than they hope for. And, it’s true, you are taking on risk. Make sure when you make an offer that it’s a price you can live with if the value drops over the next 3-6 months.
5. Properties are still selling well, so buy properties you can turn quickly – this is not a time to buy large rehabs!
6. Buy and sell virtually. This is the perfect time to learn how to transition your business to virtual. We are currently doing due diligence online, asking permission to walk around the property and take photos, then asking the seller to either send us interior photos themselves or to leave the property while we enter and take photos. Sellers appreciate our concern for their well being. We are requiring that they allow a property walk-through before closing to insure their own photos do not omit something we should know about.
7. Prepare for longer days on market when selling. Watch your local property days-on-market to have an idea of what to expect. As lenders begin to dry up and/or increase their borrowing requirements, there will be fewer qualified buyers and both selling and closings will take longer.
8. Expect lenders to tighten borrowing requirements.
   • We’ve already seen private lenders stop lending due to fear of future risk and a need to keep their funds secure for themselves.
   • Many hard money lenders have stopped lending all together because they were bundling loans and selling them. Those loans are no longer being purchased, so those lenders are no longer lending.
   • Banks have stopped offering jumbo loans, which means they’re already concerned and responding.
   • Pretty much anyone still lending has begun requiring that the borrower has more funds on hand, higher credit score, and is a stronger applicant all the way around. Plus, they’re increasing points and interest rates.
9. Higher priced properties will be the first to slow, so focus on the properties that are below your area’s median price point (and know what that price point is!).
10. Expect this “event” to last for a while – possibly years. In 2008, the common response was that the worst was over and things were going to start getting better. “Things”, however, continued to get worse.

Remember, we’re very early in the “new reality” and what’s coming is hard to predict. Stay aware, stay flexible, stay informed, stay in touch with other investors. There’s always money to be made in real estate.

Do you agree/disagree with what I’ve shared?

What changes have you made or do you plan to make going forward?