Norma Crouse

At its heart, real estate is a business of information. A Realtors job is to gather, understand and convey that information. It's what makes you an expert in the field. You can spend every hour of your working day processing information. You can know your market area cold, able to spew out even the smallest market detail in a second.

For a Realtor, the rubber meets the road when a hot prospect is interested in the information they possess. So what possible reason could there be to give away hard earned expertise for free? The biggest reason is that it's the surest way to build your business. What good is the ability to spew out the data if you have no one to spew it out to?

Being an expert and establishing yourself as an expert are two different things. When you establish yourself as an expert, you will attract prospects to you. In the community, the Realtors that get the business are the ones who have established themselves as experts. They've branded themselves as a trusted source of information. They did so by giving away their expertise.

Giving away expertise is a technique that has been used by internet marketers for some time. They call it the pink spoon. Attract interest in your product, you, by developing a giveaway that establishes you as an expert. It's a concept that Realtors can use to their benefit too.

Sharing your expertise with the community is how you develop your pink spoon. It's what will separate you from all the other choices consumers have when time comes to buy or sell. It's like this. When consumers look to participate in the real estate market they have limited sources with which to research realtors.

Consumers want and look for the best service they can find. But unfortunately they don't often have the resources they need to make the best decision. They may have a refrigerator magnet with a number, there may be a sign down the street they can check into and maybe they'll ask their family. But wouldn't it be nice if you were positioned in their minds as the local expert. Who do you think they'd call then?

If you've become aggressive in placing yourself in the local market, chances are your name will come up when consumers start to search. But being aggressive means more than putting your listings and name in the homes book once a month. Even there, your one in many Realtors consumers can choose from.

The trick is to stand out. The key is to find the outlets to stand out in. In real estate those outlets are mailings, advertorials, local newspaper columns and internet advertising campaigns. In each of these outlets you are marketing your expertise. You give away your information and knowledge so that prospects are naturally attracted to you when the buying or selling time comes.

But even if you do stand out, you still need to deal with the competition. And the competition comes in varying forms these days. In many markets there is tremendous pressure to lower listing fees. When I first got into the business the fee was traditionally 7%. Recently in my market it has become 6% and is heading down. It is becoming harder and harder for most Realtors to sell value for service.

You need to give ample reason to earn the higher fee. One way of doing this is to establish your expertise in advance. The way to do this is marketing. I'm talking specific marketing with the intent of building your value beforehand. This marketing comes by way of sharing your expertise with the community.

A good example would be the difference between a buffet steak house and a premier steak house. Sure they both sell steak, but which one has the higher value. Steak is steak at the end of the day, but the premier steak house has established itself as superior brand. They command more money.

When Realtors work in the community they face many marketing challenges. Among them are perceived depreciation of a Realtors value, increased competition and in some places stagnating market conditions.

In order to compete more effectively, Realtors must position themselves as experts in their field. The best way to do this is to give away targeted expertise in as many outlets as possible.

Staying warm doesn't have to cost a fortune. Here are some ideas from the U.S. Department of Energy for conserving heat and saving money.

When the leaves start falling, you know that the heating bills are about to start rising. But keeping your home warm and cozy on chilly autumn nights doesn't have to break the bank.

The U.S. Department of Energy offers these simple tips and relatively inexpensive home improvements that will help ensure cold gusts stay out and your furnace doesn't have to work harder than it should.

The goal: Conserve energy and keep more of your hard-earned dollars in your pocket.

Share these ideas with customers and use them for your own house. After all, who doesn't need to save a little money these days?

1. Plug air leaks with caulking, sealing, or weather stripping. Save 10 percent ($190 per year) or more on energy bills. Focus on windows, doors, outlets or switch plates on exterior walls.

2. Properly maintain the heating system. Heating accounts for half the average family's energy bill (approximately $950 per year). Make sure the furnace or heat pump receives professional maintenance each year. The small cost (about $75-100 for most service calls) will pay back in better performance all year long.

3. Install a programmable thermostat. Programming the thermostat from 72ºF to 65ºF for eight hours a day while no one is home, or everyone is tucked in bed, will cut the heating bill up to 10 percent ($90 per year), paying for a basic unit in less than a year.

4. Seal and insulate heating ducts. A system can lose up to 60 percent of its warmed air before it reaches the register (wasting $570 in warmed air per year) if ducts are not properly insulated in unheated areas such as attics and crawlspaces.

5. Insulate, insulate, insulate. Adequate insulation in the attic, ceilings, exterior and basement walls, floors, and crawlspaces can save up to 30 percent on home energy bills ($630 per year). Focus on the attic. (Heat rises.) Most homes should have between R-30 and R-49 insulation in the attic. Learn more at www.eere.energy.gov/consumer.

6. Close fireplace dampers when not in use. When in use, reduce heat loss by opening dampers in the bottom of the firebox (if provided) or open the nearest window about an inch, close doors to the room, and lower thermostat setting to 50-55ºF.

7. Let the sun shine in. Open curtains on south facing windows during the day to allow sunlight to naturally heat the home, and close them at night to reduce the chill from cold windows.

8. Stay out of hot water. Water heating accounts for 15 percent of household energy use. Reduce water heating costs by lowering the water heater's thermostat setting. Each 10ºF reduction can save between 3-5 percent in energy costs. Also insulate the hot water heater and hot water pipes.

9. Install storm windows over single-pane windows or replace them with Energy Star qualified windows. Storm windows reduce heat loss by 25 to 50 percent, and storm windows with low-e coating that reflect heat back into the room during the winter months save even more energy. Look for the Energy Star label to maximize savings. Energy Star qualified windows reduce heating and cooling bills by an average of $345, but could be higher in cold and hot climates, compared with uncoated, single-pane windows. Can't afford new windows just now? Tape clear plastic sheeting to the inside of window frames if drafts, water condensation, or frost are present.

10. Net big savings with a little label. When replacing appliances, light bulbs, electronics, or heating and cooling systems, cut energy bills by up to 30 percent ($600 per year) with Energy Star labeled products. Use compact fluorescent light bulbs (CFLs) in place of comparable incandescent bulbs. Find retailers at www.energystar.gov.

These and other improvements that impact the energy efficiency of a home can save home owners money in the short term and serve as a selling point to potential buyers later. Be sure to save receipts, documentation, and manufacturer's information.

Not sure where to begin? Try the Department of Energy's online energy audit tool at www.hes.lbl.gov. In the long run, a whole-house energy audit is a fool proof way to make a plan to address wasted energy and make a home operate efficiently for years to come. Visit www.natresnet.org to find a qualified auditor in your neck of the woods.

category:Government and Politics

Pataskala voters, if you think you're too busy to get out and ­vote on Election Day or that your vote "won't matter anyway," ­consider that just one vote ...
-made English the language of America instead of German (1776)
-approved American independence from England (1776)
-gave Thomas Jefferson the presidency (1800)
-admitted Texas (1845) and California (1850) into the Union

See Pataskala voters? Your vote DOES matter in elections. And this one-stop local voting election resource for Ohio that has all the election information you need to cast your Pataskala ballot and make your voice heard for this election.

We have:
- Early OH voting and registration information
- Pataskala, OH polling places
- Ohio ballot measures
- Election candidates and coverage
- How to register to vote in Pataskala, Ohio

Start here to get involved in a little thing we like to call "democracy".

Presidential Race
Democrat: Barack Obama
Republican: John McCain
Independent: Ralph Nader
Libertarian: Bob Barr
Green: Cynthia McKinney
Constitution Party: Chuck Baldwin

U.S. Senate
No races this year.

U.S. House of Representatives
1st District:
Democrats: Steve Driehaus
Republicans: Steve Chabot
Independent: Richard Stevenson

2nd District:
Democrats: Victoria Wulsin
Republicans: Jean Schmidt
Write-In: James Condit Jr.
Independent: David Krikorian

3rd District:
Democrats: Jane Mitakides
Republicans: Michael Turner

4th District:
Democrats: Mike Carroll
Republicans: Jim Jordan

5th District:
Democrats: George Mays
Republicans: Robert Latta

6th District:
Democrats: Charlie Wilson
Republicans: Rich Stobbs
Write-In: Dennis Spisak

7th District:
Democrats: Sharen Neuhardt
Republicans: Steven Austria

8th District:
Democrats: Nicholas von Stein
Republicans: John Boehner
Write-In: Rich Stevenson
Write-In: Eric Wilson

9th District:
Democrats: Marcy Kaptur
Republicans: Bradley Leavitt

10th District:
Democrats: Dennis Kucinich
Republicans: James Trakas
Libertarian: Paul Conroy
Independent: Paul Visokaj

11th District:
Democrats: Marcia Fudge
Republicans: Thomas Pekarek
Write-In: Eric Johnson
Write-In: Robert Reed III
Write-In: Craig Willis

12th District:
Democrats: David Robinson
Republicans: Patrick Tiberi
Libertarian: Steven Linnabary

13th District:
Democrats: Betty Sutton
Republicans: David Potter
Write-In: Robert Crow

14th District:
Democrats: William O'Neill
Republicans: Steven LaTourette
Libertarian: David Macko

15th District:
Democrats: Mary Jo Kilroy
Republicans: Steve Stivers
Write-In: Travis Casper
Independent: Don Eckhart
Libertarian: Mark Noble

16th District:
Democrats: John Boccieri
Republicans: Kirk Schuring

17th District:
Democrats: Tim Ryan
Republicans: Duane Grassell

18th District:
Democrats: Zack Space
Republicans: Fred Dailey

State Senate
2nd District:
Democrats: Jackie Brown
Republicans: Mark Wagoner Jr.

4th District:
Democrats: L. Kathryn Bridgeman
Republicans: Gary Cates

6th District:
Democrats: John Doll
Republicans: Jon Husted

8th District:
Democrats: Daniel McCarthy
Republicans: William Seitz

10th District:
Democrats: Roger Tackett
Republicans: Christopher Widener

12th District:
Democrats: Thomas Matthew
Republicans: Keith Faber
Independent: Jack Kaffenberger Sr.

14th District:
Democrats: Greg Napolitano
Republicans: Tom Niehaus
Libertarian: Margaret Leech

16th District:
Democrats: Danielle Blue
Republicans: James Hughes

18th District:
Democrats: No Candidate
Republicans: Timothy Grendell

20th District:
Democrats: Rick Shriver
Republicans: Jimmy Stewart
Green: Timothy Kettler

22nd District:
Democrats: James Riley
Republicans: Bob Gibbs

24th District:
Democrats: Gary Kucinich
Republicans: Thomas Patton

26th District:
Democrats: Thomas Kruse
Republicans: Karen Gillmor

28th District:
Democrats: Thomas Sawyer
Republicans: James Carr

30th District:
Democrats: Jason Wilson
Republicans: Tim Ginter

32nd District:
Democrats: Capri Cafaro
Republicans: No Candidate

State House of Representatives
Click here to see State House of Representatives Candidates for OH

Governor and Statewide Races
State Attorney General
Democrats: Richard Cordray
Republicans: Mike Crites
Independent: Robert Owens

Statewide Ballot Measures
Issue #4 - Pending Statewide Ballot Issue: Initiated legislation requiring paid sick leave for employees in Ohio
To require certain employers to provide a minimum amount of paid sick leave to employees in Ohio by enacting Chapter 4114 of the Ohio Revised Code

Issue #5 - Pending Statewide Ballot Issue: Referendum on Legislation Making Changes to Check Cashing Lending- Sometimes Known as "Payday Lending-" Fees- Interest Rates and Practices
To lower the maximum loan amount to - provide borrowers with a minimum of 30 days to repay the loan- and set a maximum interest rate of 28% annual percentage rate (APR) on loans.

Issue #6 - Pending Statewide Ballot Issue: To Amend the Constitution by Initiative Petition for a Casino Near Wilmington in Southwest Ohio and Distribute to All Ohio Counties a Tax on the Casino
To adopt Section 6a to Article XV of the Ohio Constitution

Issue #3 - To amend the constitution to protect private property rights in ground water- lakes and other watercourses
To adopt Section 19b of Article I of the Constitution of the State of Ohio. This proposed Amendment would: make explicit that a private property owner has a right to make reasonable use of the ground water that lies beneath the owner's land- although this right is subordinate to the public welfare; make explicit that a private property owner who owns land on the border of a lake or other watercourse has a right to make reasonable use of the water in such lake or watercourse located on or flowing through the owner?s land- although this right is subordinate to the public welfare; not affect the public?s use of Lake Erie and other navigable waters of the state; and prevent the rights confirmed under this proposed amendment to the Ohio Constitution from being impaired or limited by the operation of other sections of the Ohio Constitution.

Issue #1 - To provide for earlier filing deadlines for statewide ballot issues
To amend Sections 1a- 1b- 1c- and 1g of Article II of the Constitution of the State of Ohio. The proposed amendment would: require that a citizen-initiated statewide ballot issue be considered at the next general election if petitions are filed 125 days before the election; establish deadlines for boards of elections to determine the validity of citizen-initiated petitions; standardize the process for legal challenges to citizen-initiated petitions by giving the Ohio Supreme Court jurisdiction to consider these cases and establishing expedited deadlines for the Court to make decisions.

Issue #2 - To authorize the State to issue bonds to continue the Clean Ohio program for environmental revitalization and conservation
To adopt Section 2q of Article VIII of the Constitution of the State of Ohio. This proposed amendment would authorize the state to issue up to two hundred million dollars (-000-000) of bonds for conservation and preservation of natural areas- open spaces and farmlands and other lands devoted to agriculture; provision of state and local park and recreation facilities; and land- forest- water and other natural resource management projects. It would also authorize the state to issue bonds up to two hundred million dollars (-000-000) for environmental revitalization and re-development of publicly and privately owned lands- including environmental remediation- assessment or clean up of contamination or pollution. Additionally- it would limit the amount that could be borrowed in any one fiscal year for either conservation or revitalization purposes to no more than fifty million dollars (-000-000) plus the principal amount of those obligations that in any prior fiscal year could have been but were not issued.

Servings: Serves 16 to 20.

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Ingredients

1 cup (2 sticks) unsalted butter
1 cup strong brewed coffee or 1 tablespoon instant coffee, dissolved in 1 cup hot water
3/4 cup unsweetened cocoa powder
1/2 cup vegetable oil
2 cups all purpose flour
2 cups sugar
1 teaspoon baking soda
1/2 teaspoon salt
1/2 cup buttermilk

2 large eggs
2 teaspoons vanilla extract

6 tablespoons milk
1 1-pound box powdered sugar

1 cup chopped pecans, toasted

Preparation

Preheat oven to 400°F. Lightly grease 15 1/2x10 1/2x1-inch jelly roll pan. Stir 1/2 cup butter, coffee, 1/2 cup cocoa and vegetable oil in heavy small saucepan over medium heat until smooth. Remove saucepan from heat. Stir flour, sugar, baking soda and salt in large bowl until blended. Whisk in cocoa mixture. Whisk buttermilk, eggs and 1 teaspoon vanilla in medium bowl until blended. Add to flour mixture and blended well. Spread batter in prepared pan.

Bake cake until tester inserted into center comes out clean, about 20 minutes. Transfer cake to rack.

Meanwhile, stir milk and remaining 1/2 cup butter and 1/4 cup cocoa in heavy medium saucepan over medium heat until smooth. Bring mixture to boil, stirring constantly. Remove from heat.Add powdered sugar and remaining 1 teaspoon vanilla and whisk until smooth.

Spread frosting over warm cake. Sprinkle with pecans. Cool cake completely and serve.