EXEC THE MAGAZINE BY REALTY EXECUTIVES, FOR REALTY EXECUTIVES
THE DIGITAL EXECUTIVE How technology is leading to higher productivity
Eliminating the pain of 3rd-party providers How Realty Executives blows away the competition
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WINTER/SPRING 2016-2017
32% more
transaction sides are closed by Realty Executives agents than the industry standard.
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INDUSTRY-LEADING TECH BACKS REAL ESTATE’S TOP PROFESSIONALS Simplicity and automation help Realty Executives agents cut through clerical clutter on a daily basis.
In keeping with its legacy of innovation, Realty Executives celebrated 50 years in the industry by completely rebuilding and revolutionizing its technology, training and customer service. What resulted was an industry-leading offering for agents and brokers that has others scrambling to catch-up. Scottsdale-based Realty Executives International has developed and launched a suite of home-grown tech tools to transform its offerings to agents, and, by extension, to homebuyers and sellers. Those tools are backed entirely by the company’s best-inclass customer service and product development teams, who work hand-in-hand to support exclusive tech offerings for the Realty Executives network. This comprehensive suite of tools includes: • Proprietary digital marketing resources, including an intranet called PrimeAgent • Personalized, local websites • Lead management • Contact management • Automated email campaigns and broadcasts emails • On-demand (mobile) marketing via SMS • Listing automation materials and videos
32%
more closed transaction sides completed by Realty Executives agents than the industry standard
With a set of essential, proprietary digital marketing resources, including a new portal that provides everything Executives need to run their business, Realty Executives International’s technology offerings make it easy for real estate professionals to streamline customer connections and focus on client needs. “We started by engaging our real estate agents as our eyes and ears to gauge the demands of the marketplace,” said David Celaya, Vice President of Training and Product Development at Realty Executives International. DAVID CELAYA
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“We’ve gone from spending 45 minutes to an hour creating each flyer and postcard to getting the job done in less than a quarter of the time.” Those “eyes and ears” belong to some of the most productive agents in the industry. According to the 29th annual REAL Trends 500 survey, published in 2016, Realty Executives agents are 32% more productive than the industry average. Those numbers represent a whole lot of successful buyers and sellers who have benefited from the expertise and personalized, one-on-one attention of their trusted real estate partner, their Realty Executives agent.
“Providing simple and effective tools to automate marketing tasks helps our Executives streamline their efforts and improve how they approach their often highly-varied ‘to-do’ lists on a daily basis. This gives them the flexibility and freedom to focus on what needs to be done to grow their businesses and ultimately stay more productive,” said Dave Tedesco, CEO of Realty Executives International.
BECAUSE LOST TIME IS NEVER FOUND The effectiveness of the tools is evidenced by the fact that Realty Executives agents don’t miss a connection with a client when they are out in the field, which is where the majority of their jobs must happen. All tools are mobile optimized, mobile accessible and built on a modern, mobile-responsive platform to meet the needs of today’s on-the-go real estate professionals.
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And it gets better. “Mobile optimization was just the beginning. From there, we have enhanced our toolset by automating many of the marketing tasks that would otherwise take up valuable time,” Celaya said. Take for example, the company’s new listing automation tools. Rather than spending time re-entering information about a home for sale that has already been entered into an agent’s MLS, with a fews clicks, Realty Executives agents can create a set of branded, professionally designed print marketing pieces with no editing or special skills required. Executives can also share their listings to social media channels instantly, and order professional postcard prints with options for every door direct mailing.
“We’ve gone from spending 45 minutes to an hour creating each flyer and postcard to getting the job done in less than a quarter of the time,” says Becky Wilde, Administrative Manager for Dale’s Home Selling Team of Realty Executives Integrity in Hartland, Wisconsin. Wilde has been with the Realty Executives brand for 12 years. “The changes in the communication and support we get from Realty Executives International has been phenomenal,” Wilde adds. “All we have to do is reach out through chat and so many ideas we’ve suggested have been implemented, almost immediately.”
WINTER/SPRING 2016-2017
POWERED BY EXPERTS™
Dale’s Home Selling Team is an eight-member powerhouse, and one of the leading producers in the Realty Executives network. The team is lead by Regional Developer, Dale Schaechterle, who was awarded franchising rights for the entire state of Wisconsin in 2013, and has been a top broker with Realty Executives since 1993. “Dale’s Home Selling Team has implemented virtually all of the marketing tools Realty Executives has to offer,” Schaechterle stated. “I don’t think there’s a day that goes by that we don’t receive a lead from the on-demand mobile tool, which is a favorite of ours.” Realty Executives websites are coupled with on-demand marketing via SMS to create a powerful pairing of digital marketing tools. Whereas agent websites and mobile marketing tools were previously offered by two separate third-party vendors at nearly double the cost, the new tools not only are more affordable, but also seamlessly integrate with a contact manager built into the company’s intranet. This integration streamlines what would have been yet another step in the process involving a third vendor-controlled CRM tool. Realty Executives agents no longer waste precious time going to multiple vendors and negotiating contracts. With the new tool set, they instead can follow up on leads texted in from a home listing, reach out personally to both new connections and the rest of their contacts with a quick market update email as well as direct the possible buyer to their website where it details all the homes the agent has personally walked through. And they can do it all while working in the field. Simplicity and automation help Realty Executives agents cut through clerical clutter on a daily basis. “We will continue innovating on behalf of our Executives and brokerages,” Celaya states. “Video automation tools, additional functions in our intranet that open up lines of communication between agents and brokers, and new SEO and website customization enhancements are just some of many ways we will answer the call of our network. Our Executives are our and each other’s inspiration and the reason why we are poised for growth on a local, national and international level in 2017 and beyond.”
We’re not just agents, we’re local experts. We know the neighborhoods we serve. We know who built the homes in our communities. We know the area’s development plans and zoning details. We know the schools and local businesses. We know the other real estate brokers in town and their agents. And we know how to protect buyers and sellers. But perhaps most importantly, we know that a community thrives when a family makes it their home — a home that you help them find.
More than 50 years of brand recognition Realty Executives International is highly recognized as a real estate industry leader, ranking among the top franchises in Entrepreneur, Inc., and Success. Culture of top producers Realty Executives International’s competitive pricing and flexible fee structure are tailor-made for the highest performers in the real estate industry. In fact, our Executives close 32% more transactions per agent than other leading franchises, according to RISMedia, giving them a greater income, as well. Technologies, training and support PrimeAgent is a proprietary technology suite that provides everything Executives need to run their business, all in one place. PrimeAgent includes a customized agent website, contact manager, drip marketing campaigns, print marketing materials, on-demand mobile marketing, a fully-stocked training center and industry-leading support.
High value without the high cost We are proud to provide our Executives world-class tools, training and customer support. And we are even prouder to provide all these services for less than $2 a day.
IN-HOUSE TOOLS MEANS NO MORE THIRD-PARTY HEADACHES Powered by Experts™ – Realty Executives in-house team develops proprietary business tools
In 2014, Realty Executives International identified reliance
on 3rd-party vendors for many core business functions as a major challenge for Broker/Owners, brokerage staff and agents. This made for a fragmented approach, where agents had to access a myriad of different services to do their jobs. Because Realty Executives tech tools are now developed and supported in-house, agent and brokerage staff receive world-class customer support through chat, email and phone. Prior to bringing this support in-house, brokers and Executives faced an inconsistent level of support. When the prior technology set needed to be fixed or enhanced, the company’s request got in line with all of the others supported by the third-party vendor. Now Realty Executives provides real-time, in-house support with faster turnaround on all requests. This support comes at no additional cost and is quick and simple – in fact, according to Zendesk, a leading software in customer support tools, Realty Executives Customer Service handles three times the amount of support than the average real estate company in less than 1/4 of the time.
REAL ESTATE TOOLS DEVELOPED BY REAL ESTATE PEOPLE Leading the company’s team of developers is David Celaya, Vice President of Training and Product Development. Celaya brings a unique perspective to his role in that he started his career in 2008 with a small real estate group, ultimately obtaining his license and working with network-leading Realty Executives brokers in the El Cajon, Calif., area. By 2011, Celaya was the head trainer for the entire Pacific Region. His industry experience allows him to see tool development through the eyes of a real estate agent. “We have replaced our entire third-party toolset with new, proprietary technology. Everything works seamlessly together, so agents only have to go to one place to meet all their business and marketing needs,” Celaya explains. Building this integrated suite of technology tools in-house provides several key benefits for the Realty Executives network: • Full control of the development • Ability to make enhancements that meet the needs of their customers • The highest level of customer support, with an unwavering focus • Integration of all critical business tools for a seamless experience • Quick innovation to continually improve how the demands of mobile Executives and consumers are met • Websites for brokerages and agents that combine the power of SEO and direct consumer interaction to drive more visitors to sites by providing the network with the perfect channel to showcase hyperlocal expertise
EXPERT MARKETING SUPPORT AND TRAINING Complementing Realty Executives International’s tech offerings and customer service is ongoing training through many different avenues: an online training center, webinars, training events and conferences. Realty Executives International also hosts webinars for brokerages including one of the most popular training opportunities, the Certified Marketing Executive (CME) Course. As a franchisor, Realty Executives International offers this 4-week training course a couple of times throughout the year, which is a “train the trainer” webinar series, educating one or more people within each brokerage so they can be the go-to expert within the office, providing hands on technology and marketing support. Currently at 300, Realty Executives has certified enough brokerage staff to reach a 1:25 ratio of CMEs to Executives.
agents and the ability to leverage their experience and knowledge to find out what’s working and not working in today’s market. Most importantly, Realty Executives gives me the flexibility to run my brokerage the way I feel best serves my Executives and my area. I am excited for the future and Realty Executives is where it will be,” Locricchio explains. Realty Executives International has coupled time-saving, traffic driving tools with in-office local marketing experts that know the proprietary systems inside and out and can quickly connect with the franchisor’s concierge team to provide feedback, ask questions and ultimately continue to shape and evolve tech offerings to match the shifts in the industry. So what’s next?
“Part of the solution has been to make marketing tasks simple and easy for real estate agents, but it doesn’t get much easier than having someone in your office who can take care of those tasks for you entirely. Now our Certified Marketing Executives can help more of our agents achieve their goals, because Realty Executives listing automation and marketing tools streamline their jobs, lessen the chance of making entry errors and put them in touch with a customer service team that focuses only on Realty Executives,” says Broker/Owner Frank Locricchio of Realty Executives Home Towne in Port Huron, Mich., who credits Realty Executives for changing his real estate career and focus for the better. After 14 years of working for an independent broker, Locricchio decided to make the leap to Broker/Owner. “I knew I was missing something but didn’t know what it was. After extensive research and a trip to Arizona I decided to purchase my franchise. No office, no agents yet, but my new relationship with Realty Executives International gave me the confidence and support I needed to be successful.” Fast forward nearly four years later and Locricchio leads a growing business of 25 Executives and is in the process of opening his second office. “Now instead of ‘just selling’ my focus is on supporting my agents and growing our company. Realty Executives gave me the tools and training and their technology is top notch, but that is not the only selling point. The same company that gives me the international brand, technology and support also gives me a network of some of the industry’s top brokers and
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Despite all of the readily-available online listing information, today’s buyers and sellers need a qualified real estate professional on their side to effectively navigate the market. Part of every real estate agents’ job today is to effectively communicate what they do, how they do it and why they should be chosen and trusted. Through their site offerings, CRM and email marketing systems, Realty Executives International has provided the tools brokerages and real estate professionals need to showcase their local expertise and effectively own their market. In test markets, local search rankings for Realty Executives broker website products improved from pages 5+ to page 1 in Google search engine results for core keywords. Looking ahead, Realty Executives International will focus heavily on providing training, resources and inspiration to make the important task of showcasing an Executive’s professional value on their websites, across social media channels, and through email marketing and SMS simple and effective.
WINTER/SPRING 2016-2017