There’s little doubt that the U.S. real estate market is undergoing a profound transformation. After several years of freewheeling lending practices and unsurpassed increases in home valuations, the real estate market is undergoing a major correction. Home values are dropping in many areas around the country, and some homeowners are facing an impending uptick in their adjustable rate mortgage payments, placing them in an untenable position.

In short, it’s a volatile market. Lenders are tightening the criteria for mortgages, and subprime lending is gone. Most homeowners who are holding subprime mortgages are facing foreclosures, while others are trying to sell their homes before they find themselves in a negative equity situation. As a result, real estate professionals, investors, and home sellers are scrambling to gain an edge in a competitive marketplace.

Real Estate Marketing

Long gone are the days when traditional methods of real estate marketing are sufficient to move properties. A sign on the lawn, a Multiple Listing Service listing, and an open house still have their place, but they comprise only one facet of an effective real estate marketing campaign.

Just as in most other areas of business, the Internet is playing a crucial role in real estate. Online listings of homes for rent, homes for sale, and foreclosures draw an increasing number of buyers and investors. Photographs and video are increasingly being used to whet the appetites of potential buyers. Still, online listings and multimedia presentations are relatively passive forms of marketing in this competitive era. Those who are on the cutting edge are utilizing the Internet to their best advantage, and taking strategies from the playbooks of those in other fields.

Email Marketing as a “Push” Strategy

If drawing potential real estate buyers to an online listing is a “pull” strategy, then real estate email marketing is a “push” strategy – one that makes sense in today’s marketplace. After all, retailers and e-tailers use email marketing to their best advantage. Email inboxes are stuffed with large and small business emails alike. It makes sense that real estate email marketing can also be effective, in that it delivers information about agents, developers, sellers, and their respective properties directly into the hands of interested potential buyers.

Email Marketing is Easier than it Seems

At first blush, real estate email marketing may seem out of reach for many people. After all, their expertise is in real estate and they may not be very tech savvy. On the contrary, there are online real estate services that make email marketing a cakewalk for virtually anyone.

When looking for an online email marketing service, choose one that can help you create emails, manage your contact lists, and obtain tracking reports. Essentially, you should be able to send your first email marketing piece in less than an hour. The best services have “wizards” that allow you to, for example, put together email newsletters using a Web interface and on a single screen. Templates and click-and-drag functionality allow you to easily arrange text, upload photos, and instantly see what your recipients will see when they receive your email.

Once you’ve sent your emails or newsletters, the service should enable you to track the results, telling you how many emails you sent, how many bounced back, how many people opened the email, how many clicked on the links, and how many forwarded it on to others.

There’s little doubt that real estate email marketing is a cutting edge tool that helps push your message into the inboxes of potential buyers. And in today’s competitive environment, it’s an advantage you can’t afford to be without.

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Are you a first-time real estate buyer? If so, now is the time to act. Most experts say the real estate market is in a poor state. Yes, this is true, but mostly for sellers. If you have the needed financial resources now is the time to buy. To improve your chances of making a profit or getting the best deal, look at short sales. They are increasing in popularity and present many opportunities for buyers.

If you are unfamiliar with the real estate market and short sales, you may be looking for more information. Please continue reading on for short sale information and the answers to commonly asked questions.

Question: What is a short sale?

Answer: A short sale is used to describe the process of selling a home for less than the outstanding mortgage. For example, if a borrower still owes $50,000 on their mortgage, the lender may be willing to sell the home for $40,000 or less.

Question: Is there a difference between short sales and foreclosures?

Answer: Yes. In many ways, they are similar. The borrowers and current homeowners must leave the home, but there is a huge difference in how it comes about. With foreclosures, home occupants are forced out of the home. With short sales, they were involved in the decision to sell, so they are already prepared to leave. Also, short sales are sold directly through the mortgage lender or a real estate agent. Foreclosed properties are typically sold through an auction.

Question: How does a short sale come about?

Answer: The process begins when the borrower realizes they can no longer afford their home. This may be due to job loss, a pay reduction, adjustable rate mortgage, or just poor financial choices. Typically, a borrower asks a mortgage lender about a short sale. They do so because one is less damaging to a credit report than a foreclosure. The mortgage lender reviews the borrower’s assets, income, and hardship letter. Unless the lender believes they can get more from the property in a foreclosure auction, most will opt for a short sale.

Question: What types of properties are sold via short sales?

Answer: All. Most short sale properties are single-family homes. Right now, these are the individuals most likely to fall behind in payments. The owners of multi-family homes and commercial buildings should have income coming in from tenants. That does not mean the property cannot enter into default, it is just less common.

Questions: Are shot sale properties a good deal?

Answer: Most of the time, yes. Short sales involve selling a home for less than the amount due on a mortgage loan. Lenders who agree to a short sale have already accepted the fact they will not get all of their money. Still, some is better than nothing and lengthy foreclosure proceedings. Since most have already accepted the fact, they are willing to take a loss and offer a great or decent price. The only instance in which a short sale may not be a good deal is with underwater homes. This is when the borrower owes more than the home is worth.

Question: How long does a short sale take?

Answer: It depends on the lender in question. With short sales, the borrower has no say. The lender makes all the decisions. Small banks, where the supervisors are onsite, can have an answer for you by the end of the day. Most often, it may take a month or more.

Question: Should I have payment for a short sale property upfront?

Answer: It is not required, but will be beneficial. If you need financing, acquire it upfront or get pre-approved. A mortgage lender is more likely to accept your buy offer and quicker when you can pay right away.

Question: Can I bargain for a lower price?

Answer: It will not hurt. Mortgage lenders are already taking a loss with short sales. For that reason, they will be less likely to lower their selling price. If you have cash in your hand and are ready to pay, bargaining for a lower price may work.