Pat Kitano's Homegain Article: Hype or Results?
Friday, April 18, 2008 at 09:02AM 
Pat Kitano wrote an article on Transparent Real Estate that proposes a question about image among real estate sites and uses Homegain as an example -- basically stating that Homegain is image-challenged due to negative association with web 1.0 lead generation companies.
There may be some truth to this, but Pat also recognizes Homegain's recent efforts aimed at utilizing web 2.0 functions. Louis at Homegain has the same ideas I do about web 2.0 regarding utility. It's one thing to create a web 2.0 "image" through language and marketing efforts designed to portray "cutting edge", and it's another thing to assess the utility of new ideas and functions as a business like Homegain should. There is too much hype and not enough show already among self-proclaimed web 2.0 players.
As a matter of fact, I'd be disappointed in Louis and Homegain if they went the "image" route just for the sake of image. I sort of admire the cautious, bottom-line approach of a serious business that says we will use what we think works best for our company. Image without substance is enough of a problem without all companies prostituting themselves to the image-johns. I do agree, that image is important as long as the image truthfully portrays the substance.
Here's an image: a company that is dedicated to authenticity and consumer usefulness and satisfaction, maintaining profitability and the willingness to innovate. Novel idea.
Never should buzzwords and image cloud the issue of what's real. It seems like most consumers would be hip to hype by now, but the hype always works for awhile. It won't be long before there is a shakeout in RE sites and a separation of hype and substance. I think image is more than buzz, it's something tangible that companies build through results over a period of time -- it becomes the soul of the company. Does Homegain have a substantive business soul? I think it does. I've been impressed with the down-to-earth movement Louis is leading with the company. I've cringed a few times when he beats up on Zillow a little too much -- I want to say "fugeddiboutit" (did I spell that write New Yorkers?) -- Zillow will either prove substantive and profitable or they won't. Plus, there's room for everybody and the business models are different.
The image opportunity I see for Homegain is the lead company innovator that moves beyond the first generation, learns from the mistakes made and becomes the quailty place for agents who are looking for an already-built site for managing online business -- and a place for consumers to hook up with agents. Call the tools and methods 1.0, 1.25., 1.5, 1.87 or whatever, if it works and seems like a good short and long-term strategy with no unintended consequences, then go for it.
I think what some people are looking for is the web 2.0 mindset -- are you one of us? Do you speak our language? Do you fit in our community? Are you politically, web 2.o correct? God forbid you be a free thinker and play outside the community guidelines or show any reactionary signs, holding on to old methods we abhor and don't approve of?
Louis might have to take a course in web 2.0 culture so he can speak the language and wear the right clothes and get in on the right community. I would teach you Louis, but I don't have it down myself. I'm still a lonely free-thinker that talks like a redneck and acts like a "bare-footed ragamuffin irreverant toward the 'truth' " (I forget where I heard that, but I'm paraphrasing). It's funny how the "new" online quickly becomes the status quo.
I'm just picking and having fun. I don't associate all these ideas to Pat's article, it just made me think of things I observe in online interactions in relation to "image".
It's all good, and we're all going somewhere, even if we don't yet know where.
Reader Comments (12)
Hi Mike... thanks for contributing to the thread and for this article because the overwhelming conclusion is Louis' accessibility has basically elevated HomeGain's Web 2.0 presence (by definition of Web 2.0 as creating dialogues and relationships with the communities it serves). Everything you say about the authenticity of his engagement accrues to HomeGain's image shift that I'm addressing. And it is all good...
Pat,
I thought your article was a good objective look at Homegain and images in general. It takes a lot of hard work to create a good image. The reality is that perception, whether correct or incorrect, plays a large part in consumer psychology. All the talk about online reputation management has validity.
I'm not one to worry obsessively about what other people think, though, but I am glad to have a voice where I put myself out there for all to judge rather than be a victim of a few skewed perceptions. In this sense, Louis is doing a good job of getting his voice heard.
Mike
Joe and Rudy,over at Sellsius spell it
"Fuhgeddaboudit"
See their leaving Brooklyn sign:
http://blog.sellsiusrealestate.com/blogging/sellsius-joe-and-trulia-rudy-reunite-for-bloggings-sake/2008/04/11/
Thanks, they ought to know. What do you think about the new wall paper here?
I like it better, but I miss the tree. I also like the REVIEW a post feature.
Do you get much spam?
We've added the capcha form to eliminate it.
I'm going to add the tree later. No, I don't get too much spam, just a little.
As your site grows in popularity (as it will) you will become a target to spammers.
I'll check into the chacha form. Thanks. Do you think I'll ever be popular enough to sell ads and buy a new pair of shoes?
Mike
You can try selling ads through Google if you want already.https://www.google.com/adsense/www/en_US/adsense_video.html?sourceid=aso&subid=ww-en-ha-synsearch_adsense_lptest_video&medium=sem
Do you have Google analytics on your site. You should get that so you have an idea of how many visitors you are getting, how long they stay, where they come from etc.
http://www.google.com/analytics/indexu.html
As to the shoes -do you need to be popular to buy shoes?
I meant I need the money from selling ads to buy some shoes. I have to be popular to sell ads. :)
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Thanks, John.