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Putting a Face on Real Estate since 1995™
• Avalar Austin Awards • Capital Title Grand Opening • WCR Monthly Luncheon • AMBA Spring Golf Tournament • HBA Chili Cook-Off • and much, much more!
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JUNE 2012 • VOLUME 17 • ISSUE 2
vices and a tion all the you’ll agree ome...
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Marketing to women: you’ve come a long way, baby by Autumn Rhea Carpenter
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arketing to women has evolved since the 1950s, when advertisements told females that they could find happiness in a vacuum cleaner, matching kitchen appliances and a ketchup bottle that even they could open. While women represented the primary consumer and decision makers for the home, advertising agencies and companies chose these stereotypical, conventional methods that despite their sexist tone, won women’s attention and dollars. Fast forward 60 years and women remain
important decision makers, especially in real estate. As women accepted more roles outside of the home, the sexes' buying behaviors have become more alike, making it harder to create women-targeted marketing techniques. However, there are some market standouts, including single and divorced women, the ‘mommy market’ and empty nesters.
Single and Divorced Women According to the 2011 State of the Nation’s Housing Report from the Joint Center for Housing Studies of Harvard University, more than one in five homebuyers is a single woman. Twice as many unmarried women are purchasing homes, compared to single men. Single women comprise more than one-third of real-estate ownership growth since 1994, especially since more men than women lost jobs by a ratio of three to one. Women are marrying later, pursuing higher degrees and continuing to close the salary gap, with never-married women now earning 94 percent of what their single male counterparts do. Fewer women are waiting for a husband to build a nest egg—they’re not waiting to nest, either.
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n Freeman v. Quicken Loans, Inc., the U.S. Supreme Court ruled that charging consumers a flat fee in addition to a percentage-based commission does not violate Section 8(b) of RESPA if the fee is not split and paid to a third party. Previously, plaintiffs in other cases argued that paying a fully disclosed administrative brokerage commission was in violation of Section 8(b) because it was not sufficiently associated with a specific service performed by the broker.
Tuesday, June 19 CREW Networking Luncheon Chateau Bellview - 11:30 a.m. to 1 p.m. Wednesday, June 20 CRS Bi-Monthly Luncheon - Westwood Country Club - 11:30 a.m. to 1 p.m. NAHREP Monthly Luncheon Cool River Café - 11:30 a.m. to 1 p.m. ABoR PAC Spelling Bee Word Hunt The Park at the Domain - 4 to 7 p.m. Thursday, June 21 ABoR Xplode Technology Lab ABoR Office - 9 a.m. to 4 p.m
“They are knowledgeable, empowered consumers who want timely, reliable information,” says Matt Menard, of Keller Williams Realty/The Austin Real Estate Experts. “If it’s a single woman, location, lifestyle, investment, and security tend to be driving factors. Divorced moms often want the best schools they can provide their kids, along with a safe community with good amenities and activities.” Women tend to request updated kitchens
Front Page: Continued on page 26
Supreme Court says flat fee on top of commission does not violate RESPA by Texas Association of REALTORS
Upcoming Events
The court determined last week that Section 8(b) applies only when the fee is split by the broker and distributed to a third party and that party has not provided a specific service for the fee. Brokers should still be cautious. This ruling does not change any TREC rules, limit the new federal watchdog, the Consumer Financial Protection Bureau, from going after settlement service providers for unfair or deceptive trade practices, or allow kickback arrangements in exchange for referrals of real estate settlement services. Read more from NAR Legal Affairs at http://realtormag.realtor.org/. RL
NARI General Membership Meeting Dave & Buster's - 11:30 a.m. to 1 p.m. WCAoR June Luncheon WCAoR Office - 11:30 a.m. to 1 p.m. HBA Networking Social Factory Builders Stores - 5 to 7 p.m. Friday, June 22 WCAoR Monthly Farm/Ranch Meeting WCAoR Office - 11:30 a.m. to 12:30 p.m. KB Home Agent Happy Hour The Park at the Domain - 4 to 6 p.m. Thursday, June 28 Parade of Homes "Raise the Roof" Street Party REALTOR Preview 8001 Lenape Trail - 5 to 8 p.m. Wednesday, July 11 WCR Happy Hour Jasper's - 4 to 6 p.m. Friday, July 13 WCAoR Tech Tune-Up ACC Cypress Creek - 8 a.m. More at www.myRealtyLine.com