For those who say that social media is a fad might want to rethink their viewpoint the next time they sell their home.

LinkedIn has partnered with Rofo.com to create a real estate portal on LinkedIn, steering the real estate industry into social media.  The app will be called “Real Estate Pro,” and can be used by any agent with a LinkedIn profile.

“Real Estate Pro” displays residential and commercial listings and recently finished deals, but also posts market data within an agent’s local area.  Launched on the 23^rd, “Real Estate Pro” creates a localized marketplace for brokers, and updates directly on the profile page of the user.

View the video below to see more about how this new app works.

LEED homes are at the cutting edge of green home development, and now Habitat for Humanity is getting in on the action. The Habitat for Humanity covering the Greater Indianapolis area just launched a six-week build of a LEED (Leadership in Energy and Environmental Design)-certified home on Wednesday. Located on the 1300 block of Ninth Street, this new endeavor will be Habitat’s first platinum-standard LEED house. This new project will include products such as “25-year asphalt shingles, compact fluorescent light bulbs, a tankless water heater, and a solar-powered attic fan.”

Energy efficient products are used in Habitat for Humanity builds because all Habitat homes meet at least the gold-standard requirements as set by the U.S. Green Building Council. This means that all Habitat homes have received between 75 and 89 points (based on a 100 point scale) also set by the USGBC. But this new platinum-standard home has raised the bar, earning 90 points or more. Its future owner, Lori Pye, did not specifically set out to live in a green home, but claimed, “I picked my three favorite, and then I just happened to pick that one (the LEED house).” Lori will enjoy her new home come September 3^rd when she officially moves in and becomes an active member in the ever-growing green campaign.

For more information, visit http://www.indystar.com/article/20100722/LOCAL18/7220414/Habitat-for-Humanity-takes-green-to-new-level

In a fit of clarity and logic, the EPA will delay enforcement of a rule requiring contractors to take additional precautions when renovating houses where children could be exposed to lead dust from old paint until Oct. 1. Although the Senate passed a much-needed delay of the $37,500-per-day-per-incident fine, there are still more onerous points to the lead paint debate to hash out.

The NAHB said the delay will give contractors and remodelers much-needed time to get the training to meet the stricter requirements. “EPA listened to our concerns and did the right thing,” said NAHB Chairman and Bloomfield Hills, Mich. Builder Bob Jones.

So that’s a bit of good news. Outcry and pressure from the industry worked. Now that we have breathing room on the enforcement side perhaps we can take a look at some of the recent changes to the lead paint rules. One aspect of the bill that has been getting some attention is the proposed Renovator Rule. If enacted, the latest EPA-backed revision will require laboratory-level dust clearance for many small jobs, at a cost of hundreds of dollars per job. Worse yet, the proposal also makes it illegal to use most of the HEPA vacuuming systems recently purchased for this EXACT purpose.

We’re not ones to say that lead paint isn’t dangerous or that the legislation isn’t necessary. According to the Centers for Disease Control, more than 30,000 children in the United States tested positive for lead poisoning in 2007. That is unacceptable.  But as of May of this year there were 212 training providers with 10,000 courses offered, and more than 230,000 renovators had already been trained.  However, we don’t need to look very hard to tell the number of teachers available have been far too few to make a dent in the numbers of contractors who can potentially work on pre-1978 homes — including roofers, plumbers, painters and general contractors.

As of April 22, any person being paid to work in a home built before 1978 must be certified. Homes built after 1978 do not have lead paint in them. A provision in lead paint rules has allowed owners of older homes to opt-out of the lead-safe work practices mandated by the rule if no children under six or pregnant women resided in their home. That came to an end on July 6^th.

The rule also requires contractors to post informational signs, use work-area containment measures and waste handling/cleanup measures. Work practices such as open-flame burning of lead based paint are banned (not that you’d want to do that anyway, right?) and limits machine sanding or grinding. The rule applies to projects in all states that do not already administer a similar EPA-authorized Renovation Rule.

http://www.epa.gov/lead/pubs/regulation.htm

We’ve all heard it before: It costs more to build green.  But does it? And how can you save money on your green home or renovation?

GREEN BUILDING ACTUALLY SAVES MONEY

True, the project itself costs more. There is about a 20 to 30 percent increase above the cost of a traditional home or renovation.  However, that and more will be made up over time.

Take for example, energy efficient windows.  They initially cost more than regular windows, that’s for sure, but they are also coated with a microscopic metal that reflects heat. This keeps heat out in the summer and inside in the winter. A quarter of a home’s energy is lost through its windows, so over time energy costs will decrease.

This also applies to energy efficient products such as water heaters.  They may cost more upfront, but will save on water heating bills. When monthly costs are factored in, green home products actually save money.

Also, several tax incentives are available for those who build green. Individual items may be eligible for rebates as well.  Green products are also more accessible for DIY-ers, as major home improvements stores carry energy saving materials.

Green is now viewed as a way to add value to the home. In fact, a green house can add 20 percent to the overall value of the home in some markets.

3 WAYS TO SAVE ON A GREEN BUILDING PROJECT

1. WATCH THE SIZE OF YOURHOME

If you are building a home, start by making it smaller. Do you really need two guest rooms? A living room AND a family room? Two closets in each bedroom? Probably not. The best way to cut costs is to figure out exactly what you need in the layout of your house… and what you can do without.  Avoiding the cost of material for a room you might use only twice a year will significantly help your savings.  And it could allow for extra room in the budget to buy higher quality materials and products for the rooms you do use.

2.  THINK ABOUT WHERE EVERYTHING WILL GO

Not only will you save money by where your house is located, but you’ll save based on how it’s designed. Homes with east and west-facing windows help block much of the solar gain inside the house. If trees are planted in certain areas, they can provide natural shading for the home. And try to place water heaters in a neutral position so they can be as close as possible to every water source that will use it. The farther away a water heater is from a bathtub or dishwasher, the longer the water has to travel, and therefore will cool down. To make matters worse, more energy will be used to re-heat the water.

3. BE CREATIVE WITH MATERIALS

Many sustainable materials can be used or recycled in the building process.  Boards from old buildings can make beautiful wood floors. Or a structural material (such as grout or concrete) can function as the finished surface as well, eliminating the need for additional purchases. Think also about all-in-one products such as  primer that has the look of real paint so an extra coat is not needed.

If you use a stronger framing material for the skeleton of the house, studs do not need to be used as close together, which will also save money and optimize each piece of material.

Green building is not just a trend. According to the National Association of Home Builders, “…it is the future of building.” Hopefully more homeowners and builders will learn that this future is more cost effective and won’t break the bank.

Check out these sites for more information:

http://www.csmonitor.com/Environment/2010/0630/A-home-made-green-and-lean/

http://www.finehomebuilding.com/item/11613/green-building-myth-1-its-more-expensive

Most men – at least the ones I know – have a special space they call their own, whether it’s a basement with a flat screen TV, a peaceful office, a garage with a never-ending supply of tools or even a motorcycle for joyriding. Most often deemed the “man cave,” men designate a household area as their space and let the testosterone flow.

The man cave is where men can truly be themselves – loud, macho and simple. Crude even. The cave provides a kind of vacation from chaotic life. I hesitate to say, but this includes a nagging wife, barking dog and screaming kids. It’s true: the man cave is the key to every man’s sanity.

Google “man cave” and variations of the same idea appear on the screen: extravagant rooms with pool tables and home theaters, ideas for masculine decoration and videos outlining the tools and techniques for building the ultimate man cave.

What if the idea of a macho space was created for something usually marketed toward women? Chrysler has done just that with the “man van,” a special (manly) version of the Dodge Grand Caravan.

Chrysler's "Man Van" prototype

Rumored to hit dealerships within the next couple of months, the man van will feature a slightly sportier look with a snazzy black-and-gray interior trim accented with hot-colored stitching on the seats and steering wheel. Besides an effort to make many old vehicles feel new because of sluggish sales, Chrysler hopes to help men overcome the highly feminine stigma surrounding the minivan. With the man van, dads can feel more comfortable toting the kids to school or picking up groceries.

Beyond the cool factor of the man van, what’s even more interesting is the fact that Chrysler is marketing a minivan for men. With most minivans focused on sliding doors, the driving experience and convenience, Chrysler’s man van is the first of its kind in the marketplace with others not far behind. Honda Motor Co. is already planning to launch a sleeker “athletic” design for the Odyssey.

Looking back at our “Missing Males White Paper,” which states that males are virtually ignored in the household marketplace in terms of product development and marketing, the man van goes beyond the norm. Will it gain the attention of the modern-day man? Or will it be seen as joke? I personally see the man van as a bit cheesy, but hope this could be the start of more household product marketing geared toward men.

Although Chrysler and Dodge have declined to comment on the man van, dealers of Chrysler have said that the man van will turn heads. For the minivan-driving man, the man van is just what he needs to claim his on-the-go space.

Many companies can, quite easily, describe their brand and what it stands for.  These descriptions, however, can become too long to be effective.  Is it possible to describe your brand in less than a minute? What about 30 seconds? In a post discussing the importance of keeping your “elevator pitch” short and sweet, Michael Gass provides a few tips for selling your most valuable assets here.

I gave my two cents a couple months ago when asked to be a guest blogger on 1-to-1 Media. Here’s my take on the challenge:

The Right Elevator Pitch Gives Your Brand a Lift

The average elevator ride is 30 seconds. Even in the Empire State Building it is possible to ride from the lobby to the 80th floor in 45 seconds. That’s plenty of time to send a quick message on your iPhone or finish half of the overpriced, large nonfat, no whip, caramel latte. But is it enough time to deliver a strong, concise brand pitch to a potential business partner? It should be.

Whether you’re trying to promote your brand, interest a customer in your services, or grab the attention of a reporter, having a strong elevator pitch is critical to a company’s success. Like its name implies, an elevator pitch can be delivered in the time it takes to share an elevator ride with a prospect. For this reason it’s important to not think of your pitch as a traditional speech resulting in a signed contract and round of applause. Instead, it serves as an engaging jumpstart for an ongoing dialogue of indefinite length. Then, the quality of your compelling content can close the deal for you.

Below are five tips for creating an effective elevator hook:

Include the three pitch essentials:
It must contain the benefit that is most important to your audience, be specifically tailored to meet the needs and solve the pain points for your audience, and contain emotional appeal, since emotion is often remembered even when intellectual information and facts have been forgotten.

Determine your unique selling proposition:
Competition is inevitable for every company. Separating your brand from the pack is what creates the bulk of the hook. “I own a marketing company” doesn’t hold a candle to “I own a marketing company that has more than 20 years of proven success in positioning homebuilding and remodeling products as industry leaders.” Don’t be afraid to let them know how and why you are different, and why your unique capabilities will turn into an opportunity for them.

Embrace simplicity:
Avoid the Walt Whitman approach to writing and keep it simple. Time is precious, both yours and your audience’s, so respect that and only hit the highlights.

Keep it fresh:
Even after the perfect pitch is developed, your job is not over. Savvy businesses grow and change, and your pitch must follow suit. As your audience’s needs and expectations change, make sure you change the way you speak about your business. The language of your pitch, your approach, and what you choose to highlight for a particular audience must change over time.

Practice makes perfect:
The perfect concise, emotional, unique, and simple pitch is created. Congratulations! Now it’s time to practice it. Distribute the pitch to your entire team. It’s a great brand refresher for everyone. Since each pitch should be unique, memorizing the pitch is often not the best approach, but knowing the key messages inside and out ensures brand consistency and effectiveness.

This form of pitch is an ace in your pocket, and one of the most versatile messaging tools a company can have. Next time you find yourself in an elevator with a prospective client, instead of passing the time idling, you will be ready.

While at the Pacific Coast Builders Conference in San Francisco a couple weeks ago, I was fortunate enough to sit down with my favorite radio hosts, James and Morris Carey. They asked me to fill them in on new and innovative products from the show, many of which focused on energy saving and sustainability. Below is a little bit about the products and companies that stood out above the rest, as well as the audio clip of my time on On the House.

One really great thing I saw was a new lighting technology by Halo. Halo has introduced LED luminaries that save both energy and money by conserving electricity and having a longer life.

Eternal makes a hybrid water heater that conserves energy, and can save you money on your monthly water bill.

Several companies explored the great outdoors with products perfect for outdoor living:

Danver Stainless Steel Cabinetry introduced its Wood-Fired Pizza Oven, charcoal fire grill and smoker, and infrared grill, all made for outdoor cooking.

Belgard exhibited a ready-made outdoor fireplace that can literally be dropped on a patio with a forklift.

Fire Rock also makes a line of outdoor fire places that can be easily installed using a simple kit.

You can “build green” with Nichiha’s fiber cement. This cement is both water and insect resistant, and the factory even recycles its water when making their products.

I found these products to be quite impressive and revolutionary, and expect their popularity to rise  in home building.

“On the House” with the Carey Brothers

It’s easy to get carried away when writing. A lot of writers tend to  go on and on about a particular subject, when, in reality, most readers just want to get to the point.  This is okay in novels, where readers usually want lots of vivid details, but it is not okay in business. Marketing clients don’t have time to read lengthy articles. They just want to know what you’re trying to say, to figure out if they want to do business with you or not. Using big words and over-explaining is often counter-productive, and can cause clients to stop reading your articles all together.

Here are some tips from Ernest Hemingway on how to write more effectively:

1) Keep sentences short.

2) Write a short opening paragraph.

3) Use engaging words.

4) Be positive.

5) Keep only masterpieces.. eliminate anything that is not great.

To read examples of how these tips are used visit:

http://www.copyblogger.com/ernest-hemingway-top-5-tips-for-writing-well/

Bea Johnson of Mill Valley, Calif., has her own unique supermarket rituals.  She brings supplies such as glass jars and reusable bags to store the food items she buys.  She makes her own cleaning products, and she returns milk bottles for refills.  Zero-waste has become the lifestyle for Johnson and her family.

Elements of this zero-waste philosophy have already hit mainstream.  Many shoppers already take reusable bags into stores to limit the amount of plastic bags they collect, or they use containers such as Tupperware boxes to take snacks to work as opposed to plastic sandwich bags.

The California state Assembly has also reacted to the growing trend of zero-waste. It recently approved a bill to ban plastic bags from stores.  Many stores already implement plastic bag restrictions – some even offer incentives for customers who recycle their bags.  Many  Trader Joe’s locations give a small discount for any customer who brings in a paper bags for re-use.

The benefits of the zero-waste philosophy are three-fold: it saves money, is healthier, and it’s better for the environment.  Without any packaging costs built into the price, food costs less.  Buying in bulk at local farmer’s markets also help save a great deal.  Many fattening foods come heavily wrapped and therefore should be avoided.   Also, food is fresher when it doesn’t come in plastic wrapping.  Especially if the food items purchased are fresh products from a farmer’s market.  And obviously, less plastic used in packaging will reduce the amount of chemicals and oils used to make shopping bags.  This will also lower the amount of plastic going into landfills and oceans.

For many zero-waste followers, it has become a refreshing, new way of life. “I think my family is a lot happier now,” said Colin Beavan, author of “No Impact Man.” “It’s not simply about less packaging, it’s about changing your whole outlook, about wanting less and getting so much more as a family.”  And any activity that can help save money while simultaneously saving the environment and reducing pounds will only become more popular. Zero-waste is here to stay.

You can read about Johnson’s daily zero-waste lifestyle on her blog at zerowastehome.blogspot.com.

Have we gone too far?

A 1978 Virginia Slims magazine ad reads, “Back then, every man gave his wife at least one day a week out of the house.” The ad depicts two very different women: a black and white photograph shows a woman in an apron hanging laundry outside while the other image illustrates a beautifully modern woman showing a little skin in a colorful, flowing dress. The ad continues, “You’ve come a long way, baby.” With feministic undertones, the ad is just one example of a campaign dedicated to the independence, glamour and liberation of women – worlds away from cooking, cleaning and taking care of the children. It illustrates a woman who is free, happy, and most importantly, unattached.

The Virginia Slims campaign, although not the first of its kind, helped pave the way for a critical change in the relationship between men and women, especially in marketing. The past few decades have been a transfer of women gaining authority in the marketplace. Today, role reversal is extremely common in marketing and advertising with many brands opening the door to women in a man’s world of sex, power and money. The surprising part is that women are coming out on top.

It’s no secret that women are powerful shoppers. Did you know they are responsible for 80 percent of all household purchasing decisions? With such a striking statistic, it’s not surprising that a great focus is directed toward women when it comes to marketing, advertising and the media.

How many ads can you think of that directly target men?  Of those,  do you think the modern man is fairly represented? It has been said that men are portrayed as indifferent, egocentric and self-indulgent. We discuss the role of men in the marketplace (or lack thereof) extensively in our Missing Males White Paper. The research here summarizes the idea that marketers and the media depict a man’s role in the household either negatively or not at all.

Today, not only do we notice the “missing male,” but we see a complete role reversal that changes the male / female dynamic even further.  Women are now portrayed as individuals with male characteristics – powerful, dominant and influential – while men are unexpectedly feminine, slave-like or illustrated as sex objects.

A current example of a brand taking advantage of role reversal is Xanté liqueur. With a racy slogan, “Unimaginable Pleasure – Oral Delight from the Country of Europe,” Xanté specifically targets women with sexually charged copywriting and controversial ads. The liqueur itself is described using words like affection, touch, penetration, and ménage a trios, but one phrase sticks out like a sore thumb: “The Golden Age of Women.” It’s ironic, yet playful and fun. The ads are the real catch with women leading sports in which you’d typically only see men participating – hunting, rowing, sledding, and cricket. In each ad, the men are very robotic, playing the role of dogs, servants and even objects.

Xante advertisement

It’s obvious that the women are in charge. The men are just their toys.

Take a look at this recent Marc Jacobs ad. I’ve taken the liberty of transforming the word “bimbo” into “HIMbo” when discussing the role reversal of men and women in marketing and advertising. This himbo fits the mold:

"himbo"

There’s been a 30 – 40 year transfer in how men and women are portrayed. It’s as if they swapped roles completely. Has it gone too far? I’m all for independent and strong women – both in the workplace and at home – and respect the necessary and long-awaited advances made in decades past.

But have the tables turned too drastically, where men lose credibility?

Do the media know they have created a true battle of the sexes? Maybe, but women have officially taken off their aprons to show what they’re really capable of: conquering anything a man can do. From leadership roles and strong opinions to successful careers and sports, women have come a long way (baby).