Archive for the 'Marketing' Category

If you can use email, you can generate a report on Cloud CMA!

This is Part IV in our “Does the world really need a new CMA program?” series in which we blog about the creation of our latest web application, Cloud CMA.

UI- Oh My!

Form should follow function so before I share some of the design elements of the Cloud CMA user interface I want to briefly discuss what key innovations we have included.

Today I’m going to talk about the first.

1. If you can use email, you can create a report on Cloud CMA.

Recently Dan Woolley sent out this Tweet:


Cloud CMA is really a report generator.
When we launch Cloud CMA it will be able to generate 3 types of reports:

Buyer Tour
Property Profile

The idea of using email to generate reports came from using services like TripIt and Posterous. Here’s how it works:

Assuming a Cloud CMA subscriber has already set up their account (loaded their profile and contact information, and chosen a default report theme). Now a Cloud CMA subscriber can simply generate reports by sending an email to one of 3 email addresses:


In the example of creating a Buyer Tour. All the Cloud CMA subscriber has to do is give the report a title, such as “The Rudolph Family” in the Subject Field, and the MLS numbers of the homes they wish to include on the tour in the Subject Body of the email. That’s it!


In mere minutes a completely customized and personalized report will be emailed back to the agent. The agent can then print the report, forward the report to their buyer, or both.


And if the agent wishes to do so they could include their buyer email address in the CC: field and the buyer will receive the report once it is generated!

Of course they can alternatively log on and use the Cloud CMA web application to create the report, but if they already know the properties they want to include on the CMA, Buyer Tour or Property Profile they can just send an email.


This is also a great way for subscribers to use Cloud CMA via their mobile phone. We are also playing around with creating reports by sending a direct message to @CloudCMA on Twitter.

Next up, MLS + API = Something Special


Real Estate Walkabout – Episode I

Okay, I’m back from the Inman Connect conference. The conference was great and W&R Studios was very busy. Dan moderated a workshop called “Connect Tech”, that was well received. Dan was also a judge on two panels, one having to do with new business ideas (Connect LaunchPad) and Connect Create (I’ve already written about this here).

We also took part in StartUp Alley. This was two heavy trafficked sessions where we got a chance to demo Dwellicious to a lot of new people. The response was great!

startup alley sign

SA Table

And as many of you know we (Dwellicious) didn’t win the Inman Innovator Award for “Most Innovative Technology”, that honor went to, so congrats to them. I was kinda bummed, but buoyed by the great feedback we had received at the show. We even got a few unsolicited “shout outs” during the final session!

Walkabout New Logo

But enough about the conference, I’ve got a job to do, and that’s to spread the word about Dwellicious and how it can help agents and brokers engage with today’s buyers and sellers!

I have a few stories to tell about a few office visit, but I thought I would start off with something I like to call, “How I roll”.

My new license plate frame!

My new license plate frame!

My Rig.

My trunk.  Extension cord, Check!  Flyers, Check! Projector. Check!

My trunk. Extension cord, Check! Flyers, Check! Projector. Check!

MacBook Pro
OSX 10.5.7
2.4 GHz Intel Core 2 Duo

iPhone 3Gs

I use FireFox 3.5 as my primary browser and Tweetie for my Twiiter client on my phone and computer.

My strategy:

I’m going old school.

Drive by local real estate offices and try to get a meeting with the broker. If the broker is not available I leave a Dwellicious Pro Flyer along with my card. Then I follow up later in the week. The end result I hope to do is have a meeting with the broker and get included on their weekly/month sales meetings with their agents.

So that’s how I roll. Check back later this week when I write about my first office drive bys and my first broker meeting.


REBarCamp LA see you there!

Dwellicious will be sponsoring the upcoming REBarCamp LA.

What is Real Estate Barcamp?
Real Estate Barcamp is essentially a one-day social media marketing conference for the Real Estate industry. Attendees are expected to learn the direct business application of social media for their business.

They already have over 100 attendees signed up!

I attended the REBarCamp New York last year right before Inman and had a great time meeting new people and learning. Since I’ve moved back to Southern California I thought it would be a great idea to sponsor this Los Angeles event and start getting reaclimated with the real estate scene here.

Visit the website for more details.


When? Thursday, April 2nd!

Pasadena Hilton
168 South Los Robles Avenue
Pasadena, CA 91101

Time: 9:00am to 5:00pm

Cost: FREE! But you have to RSVP here

Follow on Twitter: @REBarcampLA

I hope to see you there! – Greg

Dwellicious Pro and

This was leaked at the Inman Connect conference in New York City. But we only got permission today to issue the press release.

Many thanks to who really stepped up to the plate. These guys are true leaders. I can tell you from speaking with them are really committed to this industry and fostering innovation. They don’t get too much credit, but they should.


W&R Studios and partner on launch of Dwellicious Pro.
New tool gives agents and brokers a way to engage with web savvy buyers and sellers via First 100 sign-ups will be paid for compliments of®.

Boca Raton, FL (January 18, 2009) — Web-software company, W&R Studios, announced today that it will be launching a new web application, Dwellicious Pro, designed for real estate professionals that work with it’s recently launched social bookmarking site, Dwellicious.

“The recently launched is a great way for buyers and sellers to organize, share and discuss real estate online. Dwellicious Pro gives agents and brokers a way to engage and track their clients,” said Greg Robertson, co-founder of W&R Studios.

Dwellicious Pro gives real estate agents and brokers a branded Dwellicious Home Page, plus a full dashboard to see where their clients are looking for real estate and what type of properties interest them. Dwellicious Pro users will be given statistics, charts, and graphs on client searching behavior, bookmarked listing prices, changes in prices to bookmarked listings, and even a simple sales pipeline report. Brokers and agents will have a simple way enhance bookmarks and monitor their syndicated listings through Dwellicious Pro.

“With Dwellicious Pro we wanted to accomplish two main objectives” continued Mr. Robertson. “The first was to put the real estate agent and broker back at the beginning of the home search process and second to provide a new way for agents and brokers to engage with today’s web savvy consumers,” concluded Mr. Robertson.

As part of the launch promotion of Dwellicious Pro,® is paying for the first 100 subscribers to Dwellicious Pro.

“We think Dwellicious is a great idea, and we want to foster innovation in our industry,” said Curt Beardsley, Vice President of Product Marketing at®. “® has by far the most inventory, and our listings are updated an average of 48 times per day. We think® is the perfect place for consumers view listings, and is complimented by Dwellicious and the ability for consumers to share and interact with this data,” stated Mr. Beardsley.

The first 100 real estate professionals who visit, sign up, and enter the promo code RCOM will have the first 3 months charges waived, compliments of®.

“We are thrilled to have® participate in the launch,” said Dan Woolley, co-founder of W&R Studios. “It really shows’s® leadership and commitment to this industry by creating an open environment where innovation can thrive.”

Dwellicious Pro is available on a pay as you go, monthly subscription basis. For more information on plans and pricing visit

About W&R Studios
Founded in 2008, W&R Studios ( ) is a privately held web software company. W&R Studios focuses on creating the next generation of web-based software solutions for the real estate industry. By providing a “less is more” approach to software design, elegant user interfaces, and using the latest in agile programming, W&R Studios’ software applications are at the same time powerful, yet accessible to everyone. Co-founders Dan Woolley and Greg Robertson each have over 15 years experience developing and marketing software solutions.

About®®, where the world shops for real estate online, is operated by Move Inc., (NASDAQ: MOVE) and is the official Web site of the National Association of Realtors®. Ranked as the #1 homes-for-sale site,® currently offers potential home buyers access to over four million property listings, as well as the most brokers and agents. It also provides Realtors® and the home sellers they represent with the Internet’s largest real estate marketplace, reaching more than 6.6 million consumers in September 2008. Agents and companies have the power to customize® resources to maximize their brand and productivity.

REALTOR® and® are registered trademarks of the NATIONAL ASSOCIATION OF REALTORS®. REALTOR® is a federally registered collective membership mark, which identifies a real estate professional who is a Member of the NATIONAL ASSOCIATION OF REALTORS® and subscribes to its strict Code of Ethics. All other trademarks appearing above are the property of Move Inc., or of their other respective owners.

Any questions? Please contact Greg Robertson at W&R Studios. 714.240.3895 website adds Dwellicious “chiclet”!!


I’ve gotta thank Rene, Sam and Justin at the Houston Association of REALTORS(r) for making this happen.

The Houston Association of REALTORS(r) website is THE example everyone points to of an association/MLS “doing it right”.


Bob Hale is asked to speak at numerous events about the way H.A.R. implemented their website and keeping it on the cutting edge of being Houston’s number one most visited real estate website.

Today was the first to add a Dwellicious “chiclet” on all their real estate

In case you didn’t know what a “chiclet” is, it’s a name given to the little social bookmarking icons at the bottom of web pages or articles you read on the the web.

They allow you to quickly post that website to the respective social bookmarking service. Here are some examples.

You probably didn't know what they were called, now you do!

You probably didn't know what they were called, now you do!

This makes it super easy for consumers in Houston, at the site, to add listings to their Dwellicious account. Check it out it works great!


Thanks again to Rene, Sam, and Justin!!!

Don’t forget Dwellicious formally launches at the Inman Real Estate Connect conference this Tuesday in NEW YORK CITY!!!

1964 New York World’s Fair and online startups

Over the Thanksgiving holiday you get to visit with family and hear stories, some stories you have heard a million times, others for the first time. Here’s a story my Mom told me about her and my Dad, which is one I had never heard.

First off my Dad and Mom met each other while in the Army. My Dad was a photographer, he tells me that being in Korea as a photographer was still the best job he ever had. When my Dad left the Army he traveled with my Mom around the country doing seasonal gigs. Might be hired as the photographer for Santa, or the Easter Bunny, take pictures at a school for “photo day”, or league night at a local bowling alley. Back in the day, as a working photographer, you needed to shoot and develop the film yourself. Being trained in the Army my Dad knew how to do all of this. My Mom was his pretty assistant.

santa 1960s
My Dad finally ended up hooking up with some friends who got a contract to work the World Fair in New York City in 1964. They had a perfect business going. Here’s how it worked.
Remember those towers from "Men In Black"

They would hire young guys to going out in the fair grounds, usually in front a famous landmark, and take pictures of young couples or families. In what I would call an “ambush” they startled couples with a flashbulb going off. Then the photographer would begin his sales pitch of whether they wanted to buy the photo he had just taken. If the photographer made the sale he would then have the couple pose for another photo, “just in case”, and take another picture.


What really was happening was that flashbulbs were cheap, film was not. When the photographer would initially “take a picture” of the couple all he was doing was getting their attention with the flash of light, so that he could give them his sales pitch. When they agreed, then, and only then, would he use film. The second shot, where the couple posed, was the only photo taken.

Speed was also part of the pitch.
Couples could either retrieve their photo the next day, at one of the photo kiosks around the fair, or have them mailed.


So each day a runner would send film over to an apartment, where a dark room was set up, outside the fair grounds. My mom would then place the photos, which sometimes my Dad would develop, in cardboard frames and either send them back to the fair for pickup or mail them out to the young couples and families who purchased them.

This seems to be a perfect model for an internet startup. First it helps if you have the skills to handle all parts of the job. In my Dad’s case he knew how to take photos and develop them. A perfect match of the creative and technical. Which as I’m writing this makes me realize that this is what I strive for too.

Their photo selling model also makes sense for marketing your product online. First you grab their attention with something “flashy”. Make sure this “flashy” item isn’t too expensive. Give them your pitch, close the sale, and then deliver it to them right away.

Of course my Mom would also point out it, it also helps to have a pretty (and smart) assistant partner.

Working on creating a Dwellicious video

I’m putting together a video that will give users a brief overview about the main features and benefits of Dwellicious. I’m hoping to post it next week. This is just one of several videos we plan to produce.

Just finished writing the script yesterday. Dan went over it and gave me some feedback. Now I’m putting together my list of screen shots.


My voice hasn’t really recovered from NAR and I’ve got a cough. So I’m not quite ready to do the voice over work as of yet. Plus I’m a little nervous of how my voice will come across. Lots of excuses!!!

I’m thinking of using a technique I’ve used in the past where I point the camera directly at the computer screen and film it. Since it’s an LCD I typically don’t get refresh lines. I just don’t want to spend the money on Camtasia right now and would rather film using a Mac.

Once I have all my shots created I’ll put the video together using iMovie and then add my voice over.

Just another day in the life at Dwellicious! Francis Ford Coppola look out!!