May 23, 2012

Mackel Family Legacy for Southern California Real Estate

Mackels in Real EstateMy uncle Larry has been the unofficial Mackel family historian. When my grandfather died in 1992, Larry was very good at bringing out many artifacts from my grandfather’s youth.   One of the more interesting items was his savings account passbook from Security Pacific National Bank and it was fun in looking at the kind of deposits and withdrawals my grandfather would make as a young man around the time of the first world war and in the 1920s. Along with the treasure trove items was this newspaper clipping taken from the LA Times in 1932.

My great-grandfather James Mackel immigrated from Ireland to Los Angeles in 1882.  The family story claims that his move from public service into real estate was prompted by an accident while working a fire. As the story goes, he caught a survivor jumping off the second floor and broke both his arms. When my great-grandmother answered the door upon his arrival, she fainted and he could not catch her. James Mackel’s youngest son, John (my grandfather), bucked the tradition and attended the University of Michigan where he obtained a degree in structural engineering. While running a successful engineering and architectural firm in Los Angeles, he did purchase real estate investments with my grandmother Maguerite, however, it was not until my father graduated from USC with a degree in business emphasizing in Real Estate, did we have a broker back in the family.

Being a 3rd generation native son of Los Angeles and southern Californian is something I am very proud of and the wonderful history my family has had in southern California makes me even prouder to call southern California my home.

Put a fork in it – it’s done. LA Times Real Estate Section is closed

The LA Times shut down it’s Real Estate section this week adding more evidence to what I have been trying to tell home sellers for the last several years…..PRINT MEDIA IS A WASTE OF MONEY, TIME AND EFFORT!!!

With the plethora of online information sources, RSS readers and the ability to look at homes online 24-7, it does not take a rocket scientist to figure out that the homes advertised in newspapers can never offer the information that you find online.  Simi Valley Home buyers know this spend their time online researching home values before making a purchase decision.

Glaring fact #1 – You rarely see the addresses in Print ads, but online not only do you get the address, you can look at satellite photos of the neighborhoods, street maps, reports, etc.

This one simple fact alone shows the power of online research for homes over the old guard – newsprint.  This is just he tip of the iceberg as to why print media is on life support for Real Estate.

If you are selling your Simi Valley home and your Real Estate Agent’s marketing plan involves use of News Print and Magazines like Homes & Land, you are definitely marketing the smallest part of the Simi Valley buyer pool and probably completely under marketing the the largest part of the Simi Valley buyer pool which resides and lives online.

Just putting your home in the Simi Valley Moorpark MLS does give your home SOME online exposure, but to leverage the full weight of your MLS listing, it needs to be syndicated and syndication strategies are more complex then having a Real Estate company’s corporate site push it to a few other online venues.

To get the syndication saturation levels needed to assure your home is properly represented for the largest number of online searches, a very meticulous formula must be followed.

For those that need the false positive of a tangible-tactile assurance that their home is really being marketed by it’s meager presence in the News Paper; you might as well start stepping out of your comfort zone as the Los Angeles Times has already done that for you.