Real Estate Magazine - Red Oak Realty, August 2018 by RISMedia

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Left to right: Vanessa Bergmark, Owner & CEO; Chris Crane, Director of Operations; Melissa Bush, SVP Sales; Passion Broussard, Sales Manager

Red Oak Realty:

Putting the Client First A Winning Strategy for This East Bay Independent â&#x20AC;&#x201C; Page 88

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{Contents} August 2018/Vol. 34, No. 8 • www.rismedia.com

ON THE COVER 88 Red Oak Realty: Putting the Client First - A Winning Strategy for This East Bay Independent For Vanessa Bergmark, growth was never about bigger, but rather, better. As the owner and CEO of the San Francisco Bay area’s Red Oak Realty, Bergmark has led the company, which was founded in 1976, from 12th in marketshare to closing in on second without the typical brokerage formula of increasing offices and agent count. Instead, Bergmark turned her focus squarely on the consumer. “Having more agents isn’t what’s best for the consumer,” she explains. “Having agents that have resources that can protect and support the consumer is what matters.” Fresh off a rebranding that’s positioning the company for the future, Bergmark shares her strategy for helping homebuyers and sellers navigate the exceptionally lucrative yet challenging Bay area real estate market in this exclusive interview.

HIGHLIGHTS 26 Making Brokers the Center of the Universe Here, learn how MoxiWorks is setting itself apart from the competition through its focus on broker needs.

30 Real Estate’s Forever Brand See how Berkshire Hathaway HomeServices President and CEO Gino Blefari and his team are fostering a “forever” real estate brand.

46 You Got Your MTV, Now Say ‘I Want My BPP’ Representing our industry’s turn to speak, the Broker Public Portal (BPP) movement is about creators having control over their work.

98 Smart Homes: The Way of the Future, or a Risk to Homeowners?

46 51 P ower Broker Perspectives: Nancy Fennell, Matthew Watercutter, Ed Forman

In this exclusive feature, we examine the true cost of smart home technology.

61 H ow to Market Yourself

FEATURES

64 S trategies: BackAgent; Buyside;

28 G lobal Spotlight: Greece: A Life of Luxury

42 D riving Down Car Costs Just Got Easier for REALTORS®

45 K nipe Realty ERA Powered Wins Wit h a Servant’s Heart

Without Selling Yourself Short Homes.com; HSA Home Warranty; Realtors Property Resource® (RPR®)

83 W ebinar Recap: The Power of Teams: What Makes Them Tick?

84 E veryONE Wins 100 R ISMedia’s Great Spaces 104 A sk the Experts: Preparing Buyers for Real Estate Success RISMedia’s REAL ESTATE August 2018 3

HEADLINERS

95 Susan Gill, CENTURY 21 Fairways

15 P olicy Matters: Supreme Court Ruling in Wayfair Case a Win for Real Estate and States

16 N AR Power Broker Roundtable: Charitable Giving: Why and How REALTORS Give Back ®

18 R EBAC Report: Stay Smart About Brokerage Technology

20 Executive Appointments 24 1 0 Secrets for Writing Content That Attracts and Engages

48 I ndustry Innovators: Angel Piontek on the Future of Real Estate Technology

57 S ocial Skills: Marketing Listings

Real Estate

95 John Finn, United Real Estate Richmond

EXPERTS 23 B rian Buffini - Achieve a Consistent Income by Generating High-Quality Leads

37 T erri Murphy - 7 Ways to Take Your Marketing From Dull to Dynamic

39 A dam Contos - Give Your Industry Fears a Reality Check

41 M att Widdows - There’s No Room for B.S. in Today’s Brokerage Landscape

55 L aurie M. Brown - Case Study: App Makes Open House Profitable

59 D esirée Patno - Increasing Gender Diversity Without Quotas

63 S herri Johnson - 6 Methods to Drive Listings With Your Sales Team

71 V erl Workman - Building Relationships With Trust

72 C leve Gaddis - It’s Okay to Borrow Influence From Others

73 R ick Geha - Harness the Power of Your Relationships Inside and Outside the Industry

74 S arah Michelle Bliss - People Don’t Care How Much You Know, Until They Know How Much You Care

With #TransformationTuesday

78 W ebinar Recap: Good Content Reigns Supreme When It Comes to Mastering Social Media

81 Blog Spot: Paint Color Can Get You a Higher Sale Price, Zillow Reports

97 Demand Expands to Hot Inland Markets

INTERVIEWS 92 Tommy Brigham, ARC Realty 93 D an Bowden, HomeSmart Realty Group

94 T homas Brown, The Agency Texas

EVERY ISSUE 6

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Publisher’s Desk

12 Did You Know? 107 Service Profiles 115 Referrals 120 R E: Real Estate— It’s Easy to Make a Case for NAR’s Legal Resources

83 4 August 2018 RISMedia’s REAL ESTATE

Don’t Miss RISMedia’s Real Estate

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September 5 & 6 at the Harvard Club of New York City

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The New Real Estate Reality

Come and learn how to grow your business and cement your position at the top of the leaderboard.*

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Join us for RISMedia’s CEO Exchange Welcome Reception, Wednesday, September 5 at New York’s iconic Tavern on the Green for an unforgettable networking event.

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{Online} Trending on View these and more at blog.rismedia.com!

Biggest Obstacles Homeowners Face When Selling a House on Their Own

Are you a #Newsmaker, or know someone who is? 2019 nominations are open until Sept. 1. Get yours in today! rismedia.com/ newsmaker-nomination

Homeowners who try to sell their homes on their own often experience more stress than those that hire an agent. Here are four common challenges people face when they try to go it alone.

Study: San Antonio Tops List of Fastest-Growing Large Cities in the U.S.

They say everything is bigger in Texas, and, apparently, things are just getting bigger, as five of the 15 fastestgrowing cities in the U.S. are located in the Lone Star State.

Top 10 Most Desired Home Features

With Design Your Dream Home, Homes.com has taken a more ingenious approach to collecting data in order to compile a list of the 10 features homeowners desire most.

Real Estate Insights: What You Need to Know About Buying a Second Home If you think you’re ready to purchase a second home, don’t rush into it. Read this guide to ensure it’s one of the best decisions you’ll ever make.

#CEOX2018 is covering rebranding, tech, and more. See who’s speaking in NYC this September at RISMedia.com.

5 Ways to Future-Proof Your Kitchen

How you decorate your kitchen today can look outdated 10 years down the road. When looking for projects that’ll provide a lasting return on investment, look to tech.

Congrats to Angela Machin, of Coldwell Banker Apex, REALTORS®, for winning our latest

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{Publisher’s Desk} A Long-Term Relationship

n today’s start-up environment, the new normal seems to be here today, gone tomorrow. Heavy venture capital investment, lots of hype, then sell to the highest bidder and move on to the next thing. Residential real estate is just a pit stop—a quick hit when opportunity knocks.

Generate More Business from Social Media!

Then there are those who see this business for what it is—a long-term relationship. Take Warren Buffett, for example, who says, “Berkshire Hathaway wants to be in businesses that are enduring. Real estate brokerages will be around 100 years from now and [Berkshire Hathaway] HomeServices will be around 100 years from now.” In this month’s cover story (page 30), which takes an inside look at the franchise Buffett gave his company name to, Berkshire Hathaway HomeServices, the idea of residential real estate as a lifetime commitment is explored in the concept of what they’ve aptly termed a “forever brand.” The idea of forever applies at every level, starting with the brand itself, all the way down to the agent relationship where the goal is to develop clients for life. “A forever real estate agent understands that the concept of home is predicated on the many changes life can bring and it doesn’t start—or end—with the transaction,” says Berkshire Hathaway HomeServices President and CEO Gino Blefari. “That’s what we want consumers to associate with every single sales professional who carries our Berkshire Hathaway HomeServices name.” To borrow Gino’s terminology, you’ll find many strategies in this issue for developing “forever” relationships with clients, from implementing technology systems that streamline and manage communication, like MoxiWorks (page 26), to building relationships based on trust and becoming the most influential agent in your market (page 71).

Automated Facebook posts lead prospects to your personalized landing page!

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We hope you take away a few ideas that help you forge the type of relationships that live long beyond the transaction. After all, that’s why we’re in this business in the first place.

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MY WHY? i I see my goals as inevitable triumphs. Because, like the diehard agents at RE/MAX, I donâ&#x20AC;&#x2122;t let anything stand in my way. Not setbacks. Not surprises. Not even myself. This is my tribe.

Why RE/MAX? The culture is my why. ÂŠ2018 RE/MAX, LLC. Each office is independently owned and operated. 18_241062

Find your why at joinremax.com

CEO & Publisher John E. Featherston Executive Vice President Darryl D. MacPherson

EDITORIAL Executive Editor Maria Patterson Online Managing Editor Beth McGuire Managing Editor Paige Tepping Online News Editor Suzanne De Vita Senior Content Editor Zoe Eisenberg Associate Content Editor Liz Dominguez Blog/Social Media Editor Jameson Doris Contributing Editors Lesley Grand; John Voket; Barbara Pronin; Keith Loria; Andrew King; Deborah Kearns

INFORMATION TECHNOLOGY Chief Information Officer Edward T. Kingston Web Designer Kevin Kirwan Director, Client Solutions Peter Di Salvo Information Technology Manager James Jones Research Analyst Jaxson Corsi

DESIGN Art Director Kelli McKenna Production Manager Susanne Dwyer Senior Designer Christy LaSalle

COMMUNICATIONS & PUBLIC RELATIONS Communications Director Mike Dominguez

CLIENT SERVICES & EVENTS MANAGEMENT Client Services & Events Management Director Cindi Gallucci

SALES Senior Vice President Anne Kraft Senior Vice President Kara T. Stripay Senior Vice President Paul Purvis Director, Business Development Brett Johnson Director, Business Development Andy MacPherson

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PUBLICATIONS & SERVICES Real Estate magazine Annual Power Broker Report & Survey RISMedia’s Automated Content Engagement (ACE) www.rismedia.com (Daily e-News) blog.rismedia.com (Housecall) RISMedia’s Real Estate CEO Exchange Power Broker Forum, Reception & Dinner at NAR Annual Power Broker Forum & Reception at NAR Midyear Copyright® 2018 by The Relocation Information Service, Incorporated-RISMedia, Norwalk, Connecticut. All rights reserved. Editorial and executive offices at 69 East Avenue, Norwalk, CT 06851. Telephone: (203) 855-1234. Magazine subscription rate $83.40 per year, including postage ($166.80 for two years); Canadian subscription rate $200.00 (U.S.) per year, including shipping and handling ($400.00 for two years). All subscription and advertising correspondence call 1-800-724-6000. Material in this publication may not be stored or reproduced in any form without permission. Requests for permission should be directed to Managing Editor, RISMedia, Inc., 69 East Avenue, Norwalk, CT 06851. The opinions expressed in this publication are those of specific authors and columnists and are not intended to or do not necessarily represent the opinion or views of the publisher, his staff, other authors, advertisers, or subscribers.

{Did You Know?} #REalityCheck

From 2010 to 2015, the amount of residents in the suburbs swelled 3.7 percent—aligning with, though higher than, the 3.4 percent observed in urban areas. Source: The Urban Land Institute (ULI)

In June, the average home was listed for a median $299,000 and sold in 54 days.

SOLD

Source: realtor.com®

According to a SmartAsset study, the top five metro areas where it’s more cost-effective to purchase a home rather than rent are: 1. 2. 3. 4. 5.

12 August 2018 RISMedia’s REAL ESTATE

Gary, Ind. Columbia, S.C. Baton Rouge, La. Syracuse, N.Y. Charleston-North Charleston, S.C.

The average homeowner is forking over 17.1 percent of their income for their mortgage, an allocation that’s grown from 15.9 percent in 2017, according to a recent report by Zillow.

If you think the closing is just the icing on the cake, you should definitely get in touch.

JOIN THE RELENTLESS ©2018 Century 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and the CENTURY 21 Logo are registered service marks owned by Century 21 Real Estate LLC. Century 21 Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated.

Century21.com

{Policy Matters} Supreme Court Ruling in Wayfair Case a Win for Real Estate and States by Erin Stackley This column is brought to you by the NAR Real Estate Services group.

n June 21, the Supreme Court issued its holding on South Dakota v. Wayfair, Inc., reversing a long-standing rule on online sales tax collection in a decision that’s a win for real estate, brick-and-mortar retailers and the states. The case dealt with whether states can require out-of-state online retailers to charge and remit sales tax on purchases made by residents. Upending a long-held precedent, the Court ruled that the South Dakota law in question, which did just that, could stand, and that the previous doctrine controlling this issue no longer applies. The Wayfair decision reverses a 1992 Supreme Court case, Quill Corporation v. North Dakota, which held that states couldn’t require remote sellers (at the time, catalog retailers) to collect state sales tax unless they had a “nexus” to the state via a physical presence within its borders. The decision also stated that “Congress may be better qualified to resolve [the problem],” but in the 26 years since then, Congress failed to do

so. This is despite bipartisan legislation being introduced each Congress. The National Association of REALTORS® (NAR), a member of the Marketplace Fairness Coalition and advocate for internet sales tax fairness, has long supported these measures. Though Congress came close at times, it was unable to get legislation on this issue signed into law. In the time that passed, as ecommerce grew, the issue only became more pronounced. In the absence of Congressional action, the Wayfair decision opens the door for other states to enact similar laws to South Dakota’s, which will go a long way toward leveling the playing field between retailers regardless of where they exist. The majority opinion, written by Justice Kennedy, reflects on the changing nature of commerce in the 21st century, declaring that the physical presence test is out of date and that “economic and virtual contacts” with a state are enough to satisfy the nexus requirement. For commercial real estate, the states and NAR, which have long been advocating for sales tax parity between online sellers and brick-and-mortar stores, this ruling is a victory. Main Street retailers

are important to the communities they serve and are a crucial sector in commercial real estate. Competing against online retailers that offer goods at seemingly lower prices due to not charging sales tax has hurt their ability to grow, and, in some cases, resulted in them going out of business. In addition to leveling the playing field, the ruling will help states, which have struggled to make up for lost sales tax money, estimated to be billions of dollars each year. That money can be reinvested into infrastructure, schools, public works projects and other areas that make communities attractive and increase property values. This ruling still limits states’ authority. The South Dakota law only requires sales tax collection by sellers delivering more than $100,000 of goods or services into the state, or engaging in 200 or more separate transactions for the delivery of goods or services per year. In addition, the decision included the requirement of “economic or virtual contacts,” which will likely be a source of debate between states and online retailers. Overall, the Wayfair decision is a positive step on an issue that’s been stagnant and harmful to commercial real estate for many years. NAR joined two amicus briefs that were sent to the Court for this case, supporting the position, which ultimately prevailed. NAR is pleased with how the Supreme Court ruled, and looks forward to seeing Main Street businesses once again competing on a level playing field with e-commerce retailers. RE Erin Stackley is a senior policy representative for Commercial Issues for the National Association of REALTORS®. RISMedia’s REAL ESTATE August 2018 15

{The NAR Power Broker Roundtable} Charitable Giving: Why and How REALTORS® Give Back MODERATOR:

Christina Pappas District Sales Manager, The Keyes Company, Miami, Fla.; Liaison for Large Firms & Industry Relations, NAR PARTICIPANTS:

Jim D’Amico Broker/Owner, CENTURY 21 NS Group/North Shore, Boston, Mass.

Drayton Saunders President, Michael Saunders & Company, Sarasota, Fla.

Shane McCullar CEO/Owner, Keller Williams Realty Metro Center, Leesburg, Va.

Chris Trapani CEO/Co-Founder, Sereno Group, Los Gatos, Calif. The Power Broker Roundtable is brought to you by the National Association of REALTORS® and Christina Pappas, NAR’s Liaison for Large Firms & Industry Relations. Watch for this column each month, where we address broker issues, concerns and milestones.

Christina Pappas: In my company,

charitable giving started with Ken Keyes way back in 1926, and over the years, my grandfather and my father have grown that tradition, currently giving to the Dolphins Cancer Challenge and more than 60 other charities within our footprint. We give because we see ourselves as the heart of the community, and giving back, especially to the causes our agents support, is as important as anything we do. So, I thought it might be eye-opening to hear how other companies approach giving. Jim, can we start with you?

Jim D’Amico: For us, too, giving starts with our agents, many of whom 16 August 2018 RISMedia’s REAL ESTATE

sit on the boards of local charities— like Understanding Cam, which was started by a local family to fund autism research, or Wounded Warriors, which makes a difference in meeting the needs of local heroes. We put our money—and our time—into making our communities a better place to live.

Drayton Saunders: Seven years

ago, we started a foundation for those very same reasons—to make a significant difference in the lives of those who need it in our own community. We have a council made up of agents and staff to help us manage our program, and we tend to focus on local efforts that fall off the big-picture radar—groups like 40 Carrots that are all about shelter, sustenance, and feeding kids when they’re out of school for the summer. Giving isn’t mandatory, but many of our agents donate funds maybe once a year or a little out of every transaction, and the company matches 10 percent of the total.

Shane McCullar: Our charitable efforts began with Hurricane Katrina. We had agents all over the Southeast Coast at that time who were totally wiped out—needed everything from canned goods to toilet paper. We joined the NAR effort to raise $2 million in relief funds, and Keller Williams on its own raised another $2.3 million. We pitched in again after the flooding in Houston and Puerto Rico, and we give generously to our KW Cares program, in which 100 percent of all donations go to KW agents and their families who, for whatever reason, need a helping hand. Chris Trapani: In our case, my co-

founder, Ryan Iwanaga, and I feel so strongly about social responsibility that we’ve pledged to give 1 percent of our gross commissions to charitable or community-minded groups.

“We put our money— and our time— into making our communities a better place to live.” – Jim D’Amico Broker/Owner, CENTURY 21 NS Group/North Shore As a company, we are committed to being eco-friendly, so much of what we choose to support is environmental in nature—recycling, sustainability, ecological awareness—but we also sponsor a number of community events—beach clean-ups, arts and music festivals, relays, even summer movie nights. Our goal is to make the 1 percent we give total $1 million a year.

CP: I’m not surprised to hear these huge numbers, and I think it’s wonderful that every leader, every company, seems to find a way to give back that reflects their ethics and their values. Why are we, as REALTORS®, as a profession, so committed to charitable giving?

SM: For us, it’s personal. It’s near

and dear to our hearts. We saw what Katrina left behind. It made us realize that everyone is vulnerable, no matter how secure you think you are.

JD: And it’s more than money. It’s rolling up your sleeves, working at the soup kitchen, organizing a drive to cover expenses for a family who’s lost a child. Sometimes, it’s a teambuilder, like our Basket Brigade, filling baskets of food for the needy. DS: The hidden benefit is we’re a better company—a stronger company— for giving back the way we do. RE 8For an expanded version of this article and other NAR Power Broker Roundtable topics, please visit www.rismedia.com.

A Tech Champ

Dale got it done for us! His tech skills and great tools gave us everything we needed to find our dream home. – Chris L.

Dale Corpus, REALTOR

Dale got it done with RPR mobile

{REBAC Report}

Stay Smart About Brokerage Technology by Marc D. Gould

echnology is a powerful tool for improving the profitability of your brokerage and your agents’ performance. The current pace of innovation is almost staggering, especially with the latest developments in artificial intelligence.

New tools now incorporate machine learning, predictive analytics, computer vision, natural language technologies, and more, to provide real estate professionals with a wide array of time- and money-saving options for prospecting and working with clients. Now, more than ever, brokers must view technology as a critical factor for remaining competitive, including agent recruitment and retention. If done well, technology can enhance your agents’ productivity and provide more time for giving clients that vital human touch.

ing their ability to design technology that helps REALTORS® be more successful. So far, nearly 50 companies have participated in the REach® technology accelerator. To learn more about their offerings, visit narreach.com.

NEW: E-PRO® CERTIFICATION UPDATE! Completely revamped with new content In classrooms - July 2018

FINDING THE BEST OPTIONS Start by asking your agents. What technologies are on their radar? What’s most appealing about a particular tool, and how will it make measurable improvements? Try to learn from other brokers by attending industry events and reading articles in Real Estate magazine, in addition to other outlets geared toward managing brokers. Search for case studies on individual brokerages, detailing what technologies they’re using. One of the best ways to find options aligned with the industry is by looking among companies of NAR’s REach® accelerator program. Each year, less than 10 firms are selected and given opportunities for top-tier industry feedback, improv-

18 August 2018 RISMedia’s REAL ESTATE

Online course - late 2018 Learn more at epronar.com

IMPROVING THE PROCESS Before going too far down the path of selecting new technology for your office, these steps can help you determine which tools are worth your investment: Define the objective. What problems are you trying to solve, or what opportunities are you hoping to seize? Given the allure of new technology, it’s all too easy to put the cart before the horse. Set benchmarks. Establish a target return on your investment and make it as measurable as possible. That

way it’ll be easier to step away if a tech solution isn’t meeting your objectives and try something else. Facilitate buy-in. Not every agent in your office is going to use every tool you offer, and that’s okay. But don’t make the mistake of adding technology that no one supports. TRAINING AGENTS People won’t use what they don’t understand. That’s why training, along with ongoing tech support, should also be part of your vendor selection criteria. Agent training, however, shouldn’t be limited to specific technology applications. Encourage and support agents’ efforts to stay informed about the full spectrum of technology topics, including new digital marketing techniques, virtual staging, transaction management, and more. I’m pleased to announce that NAR’s e-PRO® certification program has been completely updated, with new classroom training sessions starting this month. The e-PRO® certification includes the latest real estate technology updates, including comprehensive training on data security. Visit epronar.com for additional details. RE Marc D. Gould is senior vice president, Member Development, for NAR and executive director of the Real Estate Buyer’s Agent Council (REBAC). A wholly-owned subsidiary of NAR, REBAC is the world’s largest association of real estate professionals focusing specifically on representing the real estate buyer. With more than 30,000 active members, REBAC awards the Accredited Buyer’s Representative (ABR®) designation to REALTORS® who have completed the designation requirements. To learn more, visit REBAC.net.

{Executive Appointments}

NRT, LLC, recently announced the appointment of Charles El Moussa as president of Coldwell Banker Texas. In this newly created position, El Moussa will be responsible for the daily operations and sales of NRT’s Coldwell Banker-branded operations in the state, including Coldwell Banker United, REALTORS® in Houston and Austin and Coldwell Banker Residential Brokerage in Dallas/Fort Worth. El Moussa has a successful 15-year track record of building and growing companies in the real estate industry. He served as chief operating officer and general counsel for RE/MAX of Texas where he was responsible for overseeing the company operations and the growth of hundreds of franchise units. El Moussa will report directly to Kate Rossi, regional executive vice president, Eastern Region for NRT. Realogy Holdings Corp. has announced the appointment of Katrina L. Helmkamp as chief executive officer of Cartus Corporation, its relocation services subsidiary. Helmkamp has more than 27 years of leadership experience in business strategy, operations, product development, tech-

nology and innovation across multiple sectors. She will report directly to Realogy Chief Executive Officer and President Ryan Schneider. Helmkamp has served as CEO of two privately-held companies. In these roles, she accelerated product innovation, shifted toward more digital and social marketing, built strong leadership teams, and led with technology and data. Most recently, she served as CEO of Lenox Corporation, a market leader in quality tabletop and giftware. From 2010 to 2014, she was CEO of SVP Worldwide, the global leader in sewing machines.

William Raveis Real Estate (WRRE) has added two industry veterans to its business development team: Tom Milazzo, named regional vice president of Business Development of Connecticut and Affiliates; and Michael Dean, regional vice president of Business Development in Lower Fairfield County, Conn., and Westchester County, N.Y. The new senior-level positions are part of WRRE’s overall growth strategy.

Howard Hanna Real Estate Services has named Nan Malysza regional

vice president of New York. Malysza, formerly vice president of Training and Strategic Growth, will work with Karen Leonardi, senior vice president of the Western District of the region, to oversee the Buffalo North region, and is responsible for its operations, profitability and growth. In her previous role, Malysza worked in both the Buffalo and Rochester regions to develop and implement training and professional development. She collaborated with management to coordinate and oversee all training and regional recruitment programs.

RELO Direct® has announced Patrick Fleming, CRP, as vice president, Sales. With two decades of experience in corporate relocation, finance and mortgage, Fleming will develop workforce mobility solutions by working with global mobility and senior management teams in the Northeastern U.S. Additionally, Fleming will engage with RELO Direct’s supply chain to source new business and collaborate with Leading Real Estate Companies of the World® (LeadingRE), its parent. RE

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Achieve a Consistent Income by Generating High-Quality Leads by Brian Buffini

t’s no secret that lead generation is a vital part of your business. As technology has become ubiquitous in our industry, many agents have begun purchasing leads in the hopes of filling their pipelines with reliable business all year round. However, real estate is a social business that’s built upon relationships. While many agents are focused on turning cold leads into new clients, the most reliable source of new business lies with both past and existing clients. According to the National Association of REALTORS®, 80 percent of all real estate transactions come from referrals. Why purchase cold prospects when you can work by referral? INVEST IN YOUR RELATIONSHIPS Purchased prospects tend to be low-quality. Since you don’t have a relationship with them, they’re less likely to trust you or choose you to help them buy or sell their home. Although purchasing prospects gives you a larger number of people to contact, quantity does not equal quality. Everyone is so preoccupied with leads that no one talks about the significance of quality. Which is better: a hundred cold leads from a list, or one or two warm leads—or referrals—from your clients? The only way to generate high-quality leads is to build relationships with

your clients and ask for referrals. Sure, developing relationships with your database takes time; however, by investing your time and energy into your clients, you’re developing a network of advocates who will refer you to people they know and trust. In the process of delivering high-quality service, you’ll stand out from your competition. BUILD TRUST WITH YOUR CLIENTS As your clients grow to trust you, they’ll begin to refer you to others. The best way to stay on your clients’ minds is to maintain consistent contact with them. Send a marketing

piece with topical information each month and follow it up with a phone call. After the call, send a handwritten note that mentions how much you enjoyed speaking with them, while reminding them that you’re never too busy for their referrals. To encourage consistency, track your communications with your contacts—that is, each time you call them, write them a note or send them an email. Mark it in your CRM. Although it may not seem connected, committing to personal growth will help you build trust with your clients. How? The sharper your skills, the more your clients can rely on your knowledge and expertise to guide them through the real estate process. Attending industry events and trainings will keep you on the cusp of emerging trends in your market. Additionally, events offer plenty of opportunities to network with other like-minded professionals, and share tips and strategies to help you serve your clients better. THINK LIKE A FARMER Cultivating relationships with your clients may take time, but the payoff is a pipeline full of reliable referrals from people who trust you and are advocates of your business. What could be better than spending time with people you like and enjoy? By staying in touch with your clients, you’ll generate a steady stream of leads throughout the year. Every time you communicate with your clients and ask for a referral, you’ll plant the seed for future business. RE Brian Buffini immigrated to San Diego from Ireland in 1986 and became a top performing REALTOR®. He then founded Buffini & Company to share his powerful lead-generation system. Buffini & Company has trained over three million people in 37 countries and coaches more than 25,000 business pros. Today, Brian’s a New York Times best-selling author and reaches over 1 million listeners a year through “The Brian Buffini Show” podcast. For more, visit buffiniandcompany.com.

RISMedia’s REAL ESTATE August 2018 23

10 Secrets for Writing Content That Attracts and Engages

y now, you realize that the old method of marketing doesn’t work. Buyers now hold all the power. Chasing them down and begging them to buy is a waste of time and money. They want to find you—and your main job is to be found. You need to switch from an outbound approach to an inbound one. That means sharing content—blog posts, white papers, newsletters, social media posts—and plenty of it.

“When your content is consistently helpful, relevant and compelling, people will connect with you and your business,” says Justin Champion, author of “Inbound Content: A Step-by-Step Guide to Doing Content Marketing the Inbound Way.” “They’ll come to trust you, and from there, you can convert them to leads and close them into customers.” To get to this point, of course, you must be able to write content that’s engaging and persuasive enough to pull readers in and keep them hooked. In his new book, Cham24 August 2018 RISMedia’s REAL ESTATE

pion—HubSpot Academy’s content marketing professor—offers a wealth of information to help readers get started. Here, excerpted from the book, are 10 ways to write more effective content: 1. Start with an attention-grabbing headline. This is one of the best ways to improve the performance of your content. Great headlines are specific, make a promise and prompt the reader to read the piece now. You might try the how-to

format (“How to Use Excel: 14 Excel Tips, Tricks and Shortcuts”), or the list format (“30 Call-to-Action Examples You Can’t Help But Click”), or the negative-angle format (“Why You Should Never Email a Proposal”). 2. Make sure the tone is relevant to your readers. Ask yourself if it should be serious, fun and personable, uplifting, quirky, humorous or authoritative. Simple, a company reinventing online banking, has a blog on finance and money. The writing is human, inspiring and warm, which perfectly aligns with its goal of taking the frustration and difficulty out of dealing with a bank. 3. Educate the reader. Your blog posts, ebooks and white papers should be created with the purpose of teaching your audience to do something better or better understand a topic. This is why it’s crucial

to create a detailed buyer persona; it helps you better understand the challenges your reader faces, their pain points, how they learn and their goals. 4. Add to the conversation; don’t rehash it. To cut through the clutter, your content should add something new, be of higher quality or more comprehensive than what already exists, answer all the reader’s questions about the subject, and include the most recent and relevant data for support. Before you write, research what already exists on the subject and ask yourself, “What’s missing?” 5. Write the way people search. What words do people actually use to search and communicate? If your target reader searches for financial planning rather than wealth management, you’ll naturally want to use the former in your headline

and content. Use keyword research to guide you, but always default to what sounds natural and interesting to your audience. 6. Settle on one core idea. A clear piece of writing should have one main idea, and everything else should tie back to it. When you begin, identify the main object and how the reader will benefit, and add it to the top of your draft. 7. Support your brand messaging, values and strategy. In every piece of content you create and distribute, think carefully about the words you use, the tone, the subject matter and the details you provide. Every aspect should reinforce the reader’s view of who your brand is, and why they should want to know you better. 8. Give it a relevant call to ac-

tion. You might ask them to share the content or leave a comment, to subscribe to your newsletter, or to download a related piece of content to take with them. This encourages people to keep interacting with your company. Ask for it directly and make the conversion process as seamless as possible. 9. Comb through it for errors and poor grammar. The final stage of writing—the editing process—is often rushed. Take time to refine your content pieces. This will ensure that you correct any errors that could damage your credibility and the trust you’ve built with the reader. 10. Use contractions. Contractions help you sound more conversational and more human in your writing, so be sure to change words like “do not” to “don’t” and “would not” to “wouldn’t.” RE

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Making Brokers the Center of the Universe The approach that’s made MoxiWorks a star by Maria Patterson

hat was born and bred within a forwardthinking brokerage now stands as one of the most well-entrenched technology players in the residential real estate industry. Since its launch as an independent entity in 2012, MoxiWorks has gone from serving its parent, Windermere Real Estate, and its 6,000 agents, to providing its open-platform, Cloud-based system, which allows data to be shared among tools from any vendor, to more than 60 brokerages and 110,000 agents across the country. And along the way, MoxiWorks has been joined by more than 40 platform partners.

While such growth could not have been accomplished without state-of-the-art technology, CEO York Baur believes the real key to MoxiWorks’ success has been its laser focus on broker needs, from its inception at Windermere and every day thereafter. “We are of brokers, by brokers and for brokers,” says Baur. “Our belief is that brokerage is the sun of the solar system, so we listen very carefully to what our brokers ask of us.” MoxiWorks Vice President of Business Development and Product Evangelism Georgia Perez echoes that sentiment. “What makes us different is that even though we are deeply technological people, we also have real estate DNA. We know the problems we are trying to solve.” And she means this literally. While Perez has 25 years’ experience in technology, she also has 10 years’ experience as a REALTOR®. According to Baur, broker input and feedback steers the ship at MoxiWorks. “I would argue that we have some of the best technology anywhere in the tech world. But what’s different about us is our focus outside the building. Customers give us feedback on prototypes before we ever write a line of code. That’s different from what most software companies do.” 26 August 2018 RISMedia’s REAL ESTATE

THE PRODUCT PLAN According to Perez, a product isn’t developed unless it can do one of three things: help a broker with recruiting, retention or agent production. “We’ve seen the pain points of the broker, and we’re focused on consistently solving their pain and helping them be more profitable,” she says. With that goal in mind, MoxiWorks has put forth an impressive lineup of solutions-oriented products for brokers and their agents (see sidebar on page 27). From the classic fan-favorite CMA and marketing presentation software Moxi Present, to the recently introduced allin-one recruiting and retention system Moxi Talent, the drive to make life easier for brokers and agents—and thereby more profitable—is ongoing. “We are an agile development shop,” explains Perez. “We listen closely to our customer base and connect them to each other; then we talk about what we want to develop. We are a very quick-moving and evolving company.” While MoxiWorks’ homegrown products have been instrumental to its success, so has its model of inclusion.

As Perez explains, “We are a completely open platform. If a broker has a relationship with other vendors, we’ll make it work. We don’t demand you work only with our product.” Baur also points to the level of service customers receive after signing on with MoxiWorks as a key differentiator among technology firms. “When you wrap up the development of our product with the great user experience and post-sale service, you get a delighted customer.” NEXT-LEVEL PARTNERSHIPS So delighted have customers been with MoxiWorks, in fact, that many have become partners on a higher level, playing an instrumental role in fast-tracking the company to success. Earlier this year, for example, Baur worked with Leading Real Estate Companies of the World®President and CEO Paul Boomsma to develop Boomsma’s technology vision for the global network of more than 560 independent real estate firms: the LeadingRE Cloud. According to Baur, “This is an important strategy Paul is unfolding because for a long time, the independent real estate firm has struggled with technology. They lament about the amount of energy it takes trying to decide what type of product to use and the pain involved in changing. Paul saw the opportunity to solve this problem, and it shows his investment in constantly making the network better.” Powered by the Moxi Cloud, the LeadingRE Cloud will provide members with plug-and-play tools, as well as control over property and consumer data. “You as a brokerage can mix your own unique technology cocktail that fits your value proposition,” explains Baur. While LeadingRE made the investment in MoxiWorks’ cloud platform, other brokerage firms saw the opportunity to invest in the company as a whole. While this began with Windermere, followed by Long and Foster Real Estate in 2015, in January of this year, Hanna Holdings, parent of Howard Hanna Real Estate Services, also came on board as an investor, further strengthening MoxiWorks’ current and future positioning in the residential real estate space. While brokerage investors such as Hanna “like having a seat at the table” when it comes to the inside track on product development, the benefit works both ways, says Baur. “We have a built-in focus group of some of the most powerful brokerages in the country, and that’s a huge asset we use to every advantage,” he says. What’s more, MoxiWorks’ brokerage investors provide a critical layer of accountability for all of the firm’s broker clients, big and small. “You’re not dealing with some cigar-chomping venture capitalist,” says Baur. “You’re dealing with like-minded companies. Our brokerage board affords us the ability to think longer term than

EASING PAIN, BOOSTING PROFITS At MoxiWorks, all products must pass a litmus test before proceeding into development: they must help make brokers more profitable. Here are just a few from the starting line up: MOXI TALENT. Solving the ongoing recruiting and retention challenge, Moxi Talent was launched in June 2018. “Most brokers wake up every day worrying about disruptors and wolves at the door,” says Baur. “We recognized that brokers need to be great at the recruiting process.” Moxi Talent shows the geographic holes that need to be filled and then identifies recruits. The program also gives managers a dashboard to track existing agents, identify weak spots and have meaningful conversations. MOXI MARKETING. This suite of tools includes components like Moxi Insights, Moxi Publish and Facebook Ads. MOXI PUBLISH lets brokers market as they see fit. “The majority of brokers have very specific demands around their branding,” says Perez. “They want materials to represent the brokerage’s brand and the agent’s brand better, so we gave them an area where they can craft and curate any kind of content and craft any campaign.” MOXI INSIGHTS provides predictive analytics by augmenting an agent’s database with public record information. This gives agents a better idea of who is more likely to list, and also provides demographic and lifestyle information to help them forge deeper relationships. “Predictive analytics provides science and raw material to help agents practice the art of relationships,” says Baur. CONCIERGE. Concierge services help agents with tasks like database management. “An agent’s most valuable asset is their database,” says Baur, “yet they aren’t curating it. We will consolidate, organize, clean and upload their databases for them into Google, Microsoft, Moxi or partner tools.” Concierge services will also help agents tune-up their websites and differentiate them with content. “We want to help agents run a business like a business, and these are the types of things they should outsource.”

many financially driven companies would be allowed to. We have a much longer sight horizon than next month or next year.” And staying focused on broker needs is what will bring MoxiWorks continued success, Baur believes. “Keep your eye on the ball, and the scoreboard will take care of itself.” RE For more information, please visit www.moxiworks.com.

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{Global Spotlight}

GREECE: A Life of Luxury by Paige Tepping

ased in Athens, Greece, JK Property & Yachting has been at the heart of the capital city’s real estate market for 14 years. With Owner/CEO Jeronymo Kontonis at the helm, JK Property & Yachting has continued to grow and evolve alongside the real estate industry by establishing a wider global network of services and connections to better serve their clients. Here, Kontonis talks about what’s keeping the luxury market moving in Greece— and the current challenges that need to be overcome.

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Please describe your current housing market. With 280,000 real estate properties currently on the market in Greece, we’re seeing demand increase for the older, smaller apartments in the historic center of Athens that are priced between €40,000 and €100,000. There’s also a lot of interest in properties located in the coastline areas of Athens that are priced between €200,000 and €400,000, in addition to properties ranging anywhere from €1,000,000 to €3,000,000 in the premium tourist destinations that include Mykonos, Santorini and Corfu. As far as prices go, they’re currently rising in specific areas of Athens and within most tourist destinations.

Tell us about the types of properties in your market, and which are most popular. In addition to selling properties in Athens, we also sell properties located in tourist destinations throughout Greece that are close to the sea. Properties close to the center of Athens, in addition to those close to the sea, are most popular.

What types of buyers do you work with? While the main interest traditionally comes from European countries, such as the United Kingdom, Germany, France and Russia, we also work with a lot of buyers from Scandinavian countries. Buyers from the United States and Australia are also a promising market. In fact, more than 100,000 foreigners—mainly from the U.S., Europe and Australia— currently own properties in Greece, with individuals from Russia and Eastern Europe following with an approximate 10 percent share. Over the last three years, we’ve seen a growing interest from those living in the Middle Eastern countries (United Arab Emirates, Lebanon, Israel, Egypt, Kuwait and Saudi Arabia), with many buyers from China, as well.

What are your biggest challenges/opportunities for growth? While the holiday home, hospitality and residential markets all show promising signs of growth, they’re being significantly affected by the country’s economic condition and high income taxes. The major factors that will challenge these markets include political and economic instability, with government reforms taking place slowly, as well as the privatization program’s slow progress. We also have an unstable tax regime in Greece. In fact, the Value-Added Tax (VAT) has increased from 13 percent to 24 percent in certain areas, which we need to work on decreasing—along with our income tax—in order to attract more foreign investors. And last, but not least, the property ownership tax (ENFIA) needs to be reduced. As the issues noted above improve, the psychology and mentality of Greek residents will recover. At the same time, interested investors will be more motivated to proceed with ventures in the Greek real estate market.

How does being part of Leading Real Estate Companies of the World® help advance your business? Being a part of LeadingRE will help us to look and work globally as we meet and cooperate with the biggest and most successful real estate companies in the world, exchange ideas and learn new opportunities. And if you’re working with the best, you become better and better. The partnership allows our clients to trust us more to list and sell their properties abroad through both our company and LeadingRE. RE For more information, please visit www.jkproperty.gr.

What are some of the most important trends in your market? The most promising point for further foreign investment is the Golden Visa program. Available for nonEuropean Union residents who buy properties valued over €250,000, the program offers these buyers and their families a visa permit that’s valid for five years (with the possibility to renew it for an additional five years). Greece’s Golden Visa program has the lowest investment amount in Europe, and is currently still in effect with more than 1,300 permits issued mainly to buyers from China and Russia, as well as citizens of the United Arab Emirates. Furthermore, there’s an increasing demand for new or totally renovated apartments or villas from both locals and tourists, which is creating competition with existing resale properties. However, it’s rare to find new buildings for rent around big cities (especially in Athens), opening opportunities for buyers to invest in old properties and completely renovate them. RISMedia’s REAL ESTATE August 2018 29

REAL ESTATE’S

FOREVER

BRAND Gaining New Insight Into Berkshire Hathaway HomeServices by Melissa Kandel

Gino Blefari, President & CEO, Berkshire Hathaway HomeServices, on location at an exclusive Berkshire Hathaway HomeServices Maui Properties listing—the Kona Peninsula Residence—at Kailua-Kona, Hawaii.

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erkshire Hathaway HomeServices President and CEO Gino Blefari recently hosted the brand’s Top 50 brokerage leaders and their guests at the

company’s annual Berkshire Elite Circle conference, an exclusive leadership retreat held in June in Kona, Hawaii.

Against a backdrop of sandy beaches and tropical clime, Blefari summarized his immense respect for network members and his vision around Berkshire Hathaway HomeServices’ value proposition. “Forever—as I define it—means enduring through all times, and just as the waves have endlessly crashed against the shores of Kona, Berkshire Hathaway HomeServices will forever serve the lives, lifestyles and needs of our clients,” he said. For Blefari, the concept of “forever” might be simply explained by a maritime metaphor, but its application to the brokerage network and respective franchisees is complex and all-encompassing. When asked why he and Chris Stuart, chief operating officer at Berkshire Hathaway HomeServices, have dedicated such significant time to establishing Berkshire Hathaway HomeServices as the “forever real estate brand,” Blefari explains: “All of us with years of real estate experience have witnessed how for decades individual real estate agents advertise their desire to be accepted by consumers as their ‘real estate agent for life.’ Regrettably, this offering seldom materializes, becoming nothing more than an overused phrase.” Warren Buffett, chairman and CEO of Berkshire Hathaway Inc., has said the brand will be around a century from now. “Berkshire Hathaway wants to be in businesses that are enduring,” he explained. “Real estate brokerages will be around 100 years from now and [Berkshire Hathaway] HomeServices will be around 100 years from now. It will always be a very important business.”

According to Blefari, the more consumers recognize and respect a real estate brand—and the brokerages that bear its name—as representing their needs forever, the more significant meaning will be placed on the concept of a “real estate agent for life.” “Brokers and brands in general, while succeeding in creating transactional value, have fallen short in their attempts to establish lifelong value with consumers,” he says. “To create lasting, forever value within a brand or brokerage means doing a whole lot more.” Specifically, Blefari believes brands and brokerages must persuade consumers that the company culture represents an extension of this forever concept, focused on nurturing the fundamental role of an agent as

stands that the concept of home is predicated on the many changes life can bring and it doesn’t start— or end—with the transaction. That’s what we want consumers to associate with every single sales professional who carries our Berkshire Hathaway HomeServices name.” It’s a weighty task to imbue the forever title on a fast-growing network of nearly 46,000 agents working in almost 1,400 offices nationwide (with an expanding global presence), but if anyone is up to the challenge, it’s Blefari and his team. “Change begins with solid leadership,” he says. “And we happen to have the best leaders in the business guiding our forever brand.”

A Leader Leads Forever To truly execute a forever vision requires immense insight, inspiration and innovation from all those responsible for turning “forever” into “for real.” At the top of Berkshire Hathaway HomeServices’ command sits Blefari, who understands that great leadership means holding team members accountable for the

“A forever real estate agent understands that the concept of home is predicated on the many changes life can bring and it doesn’t start—or end—with the transaction. That’s what we want consumers to associate with every single sales professional who carries our Berkshire Hathaway HomeServices name.” – GINO BLEFARI, President & CEO, Berkshire Hathaway HomeServices

a trusted advisor who extends value, skills and advice not only before or after a transaction, but also throughout a client’s entire life. “As seasons change, as families grow and as children leave the nest, lifestyle needs evolve,” says Blefari. “A forever real estate agent under-

particular facet of “forever” they have committed to accomplishing. “A forever-focused team functions much like a team of Olympic rowers,” explains Blefari. “To move steadily forward and win the race, each member must be acutely aware of the strengths and weaknesses of those RISMedia’s REAL ESTATE August 2018 31

Executive team: Allan Dalton, Senior Vice President of Research and Development, HSF Affiliates; Brian Peterson, CFO, HSF Affiliates; Teresa Palacios Smith, Vice President of Diversity, Inclusion and Multicultural Strategies, HSF Affiliates; Gino Blefari, President & CEO, Berkshire Hathaway HomeServices; Rosalie Warner, Vice President of Network Services, HSF Affiliates; Chris Stuart, Chief Operating Officer, Berkshire Hathaway HomeServices; Michael Jalbert, Senior Vice President of Global Sales, HSF Affiliates

around them and work to achieve a kind of synchronicity that’s almost poetic in its perfection.” Blefari, with more than 30 years of industry experience, is no stranger to navigating waters both smooth and choppy. His success is the kind many write books about; he began as a golf course manager turned awardwinning real estate agent, and later, founded Silicon Valley, Calif.-based Intero Real Estate Services, which became one of the fastest, organically growing companies in the history of real estate. At Berkshire Hathaway HomeServices, he’s a hands-on leader, fostering a culture of outstanding performance and accountability by leveraging his operational expertise and experience. Every Thursday evening, tens of thousands receive Blefari’s “Thoughts on Leadership,” a rundown of his weekly travels and the inspiration they bring. A voracious audio book and podcast listener, Blefari has taken his leadership lessons to implement an entire method of operation that every team member at his organization follows. Framed after the 32 August 2018 RISMedia’s REAL ESTATE

best-selling book “The 4 Disciplines of Execution,” team members focus on Wildly Important Goals, or WIGs; act on their lead measures; keep a compelling scoreboard; and create a cadence of accountability. Blefari himself participates on departmental WIG calls, where members announce their WIG progress and set commitments for the upcoming week. It’s a well-oiled machine of process, procedure, time management, accountability and execution at the Berkshire Hathaway HomeServices headquarters—and it has resulted in tremendous growth. Blefari is the first to admit it’s still a work in progress, but tremendous strides have been made, especially in sales. Top-quality brokerages join the network with a regular rhythm, network firms acquire and merge with market leaders to expand their reach, and through careful consultation, Berkshire Hathaway HomeServices network brokerages are increasing profitability at impressive rates. With a sharp focus on growth, Blefari has for two years mentored a group of Berkshire Hathaway Home-

Services brokerages called the “Mavericks,” and guided these companies to achieve new levels of success. The original Mavericks group, which is made up of nine Berkshire Hathaway HomeServices network brokerages, (there are plans to expand to a second Mavericks group in 2019), saw an overall 159 percent jump in bottom line, pretax profit. Since the group began in December 2015—and up until December 2017—the top five bestperforming Mavericks brokerages saw a 4.3 times rise in pre-tax profit, corresponding to 329 percent growth in profit; followed by 4.3 times, corresponding to 328 percent growth in profit; 3.3 times, corresponding to 230 percent growth in profit; 2.6 times, corresponding to 164 percent growth in profit; and 2.5 times, corresponding to 127 percent growth in profit, respectively. “I don’t think there are very many companies that can say in two years, ‘I’ve more than doubled or I’ve more than tripled or I’ve more than quadrupled my pre-tax profit,” says Blefari. “And keep in mind, these brokerages

were all good operators to begin with, but can now say that they’ve done just that.”

property search tools and responsive design to offer, as Stuart describes, “something for everyone.”

Executing a Forever Vision Growth at Berkshire Hathaway HomeServices isn’t just a result of more diligently operated network brokerages, it’s also empowered by the tools and systems Berkshire Hathaway HomeServices provides. Leading the technology and marketing charge is Stuart, who understands that forever means being the most innovative and integrative brand in the industry. “We do not need to be obsessed with disruption,” he explains. “We need to be preemptive regarding the erosion of our value and create an environment where network agents can serve their clients in a way no mobile search ever can.” Stuart helms these initiatives with a strong tech and growth background. Previously, he was part of the executive leadership team at Intero Real Estate Services, and prior to his time at Intero, co-founded a mortgage brokerage firm that grew to become one of the largest in Northern California. He also built and oversaw Silicon Valley-based teams at Oracle, and was responsible for creating some of the very first internet-based applications in arenas ranging from commerce and customer service to knowledge management and inventory control. Today, his extensive technology and business development pedigree is put to work, and Stuart sits in the driver’s seat of the brand’s innovation. Under his watch, Berkshire Hathaway HomeServices is now working with some of the most forward-thinking companies in the world—Salesforce, Adobe and VaynerMedia—to enhance the brokerage network with unmatched technological, digital and predictive sophistication. First, there’s a new website project underway that combines the power of an industry-leading content management system, a Fortune 500 development experience, best-in-class

“Our new website utilizes artificial intelligence to deliver content specific to a user’s interests and persona type. An investor needs to know different information from a luxury buyer or first-time buyer, and our website will use machine learning to serve a user exactly the content he or she wants to digest.” – CHRIS STUART Chief Operating Officer, Berkshire Hathaway HomeServices

“Our new website utilizes artificial intelligence to deliver content specific to a user’s interests and persona type,” he says. “An investor needs to know different information from a luxury buyer or first-time buyer, and our website will use machine learning to serve a user exactly the content he or she wants to digest.” Concurrently, network brokers, offices, teams and agents will have the ability to create their own experience

within the system—vendors and apps can be added or removed in the plug-and-play environment—while still maintaining the Berkshire Hathaway HomeServices brand identity. “Being a forever brand means creating an online experience that’s dynamic and valuable,” says Stuart, who is also at the forefront of a project that will create more transparency and data portability among industry tools and systems. “We’re creating a central data hub that allows Berkshire Hathaway HomeServices, our vendors and our franchisee’s vendors to retrieve data from other platforms and understand the cause-and-effect relationship between them,” he says. It’s a philosophy Stuart staunchly abides by: Every system, tool and program must speak to one another, and be measured, then analyzed, in a data-driven approach to growth. Even brand marketing initiatives with new ad partner VaynerMedia are meticulously examined by an expansive, experienced team to determine what’s working and what’s not, then figure out why. VaynerMedia, founded by social media guru Gary Vaynerchuk, is widely regarded as one of the most cutting-edge marketing firms on the planet. In conjunction with the Berkshire Hathaway HomeServices team, VaynerMedia executives broke down the previous campaign, Good to Know, and transformed it into Good to Ask, a non-traditional, digitalcentric marketing machine that uses highly advanced SEO, SEM and targeting strategies to send poignant ads to consumers most likely to connect. “The digital-focused approach lets our team be more flexible than we would be with traditional media like TV or print,” says Vaynerchuk. “The brand is reaching more potential customers than ever before, but more importantly, the right people with a customized message.” The crux of the campaign is highquality content, delivered as longRISMedia’s REAL ESTATE August 2018 33

form video vignettes, sleek visuals and informational takeaways. Since the campaign launched, the brand has garnered almost 180 million impressions across social media platforms like Instagram, Facebook, YouTube and Pinterest. This innovative tactic to real estate marketing represents only one of many ways the brand is differentiating itself as a forever name. “Forever also means being an all-inclusive leader,” says Teresa Palacios Smith, vice president of Diversity, Inclusion and Multicultural Strategies at HSF Affiliates. Palacios Smith joined HSF Affiliates (which owns and operates the Berkshire Hathaway HomeServices franchise network) in August 2017, tasked with overseeing the franchisor’s commitment to increasing diversity among its brokerage networks. “We understand the importance of helping our network brokerages mirror the diversity of the communities they serve,” she says. “For us, ‘diversity’ is so much more than a catchphrase; it’s woven into the inclusive fabric of who we are as a brand, as a network and as professionals helping others achieve the dream of homeownership.” Most recently, Palacios Smith received one of the first-ever RISMedia Real Estate Newsmaker Awards, bestowed to several industry leaders at the National Association of REALTORS® Legislative Meetings & Expo in Washington, D.C., earlier this year. Leaders who received the award exemplify an outstanding ability to garner positive headlines, a direct result of their effectiveness in creating change. Gary Acosta, co-founder and chief executive officer of the National Association of Hispanic Real Estate Professionals (NAHREP) says, “I have no doubt that through her influence, the network will better service every single member of their respective communities and make them feel cared for, always.” “Teresa is transforming the Berkshire Hathaway HomeServices net-

34 August 2018 RISMedia’s REAL ESTATE

work through her dedication to diversity,” says Jim Park, the national chairman emeritus for the Asian Real Estate Association of America (AREAA).

“For us, ‘diversity’ is so much more than a catchphrase; it’s woven into the inclusive fabric of who we are as a brand, as a network and as professionals helping others achieve the dream of homeownership.” – TERESA PALACIOS SMITH Vice President of Diversity, Inclusion and Multicultural Strategies, HSF Affiliates

“In the entire real estate industry, there is no greater ambassador for diversity and the empowerment of women in business than our own Teresa Palacios Smith,” says Blefari. “I have witnessed firsthand her incomparable efforts tied to inclusivity, diversity and gender equality for our network agents and the communities they serve.” For the Berkshire Hathaway HomeServices brokerage network, “community” is an ever-expanding concept, especially as the brand grows both in America and across the globe. “It’s important for us to develop a deep understanding and respect for the businesses and cultures that distinguish all countries,” says Michael Jalbert, senior vice president of Global Sales for HSF Affiliates.

“Forever in the franchise sales arena means being highly selective of the brokerages that join our network and focusing on our global growth,” he says. Since joining the team in October 2017 after previous positions driving growth at major real estate brokerage networks, Jalbert has orchestrated impressive franchise transactions for Berkshire Hathaway HomeServices that are helping to bring the forever brand to new markets. “I’m delighted, yet not the least bit surprised, that prominent real estate brokerages are drawn to our brand,” says Jalbert. “Industry leaders near and far—and the markets they serve—recognize and appreciate the universal relevance of Berkshire Hathaway HomeServices. Specifically, they understand how our brand, unlike any other in the real estate industry, represents prudent decisions and sage advice—and these brand promises transcend geography.” Globally, Berlin became the brand’s first international stronghold in March with the launch of Berkshire Hathaway HomeServices Rubina Real Estate, an award-winning brokerage and recurrent honoree for Germany in the prestigious International Property Awards. In 2017, Rubina Real Estate was named “Best Real Estate Agency” and “Best Property Consultant (Marketing)” for all of Europe. “Most brands are hyper-vigilant regarding recruiting and retention, whereas the Berkshire Hathaway HomeServices culture is based on selection and development,” explains Jalbert. “That comes into play with franchise sales, because we attract brokerages that don’t want to just grow a little; they want to grow exponentially among a network of elite professionals and a team of strategic leaders.” And Berkshire Hathaway HomeServices leaders aren’t just adept at creating forward-moving initiatives; they’re also experts at coordinating all projects to foster the kind of synergy necessary for sustainable progress.

“Forever means our core services are all in alignment,” says Karen Cain, director of Program Management Office at HSF Affiliates. “You can have a transformative vision and put together a strategic plan, but real success comes from putting a system in place, setting goals, holding team members accountable and, most importantly, executing on every single initiative until it’s complete.”

KAREN CAIN Director, Program Management Office, HSF Affiliates

The execution of the mission that Berkshire Hathaway HomeServices be real estate’s forever brand also requires excellence in research and development. “Selecting Allan Dalton to be senior vice president of Research and Development was essentially an inevitable decision based on his experience, skills, results and scholastic approach to real estate,” says Blefari. “I can think of no one else who, in addition to being president and co-owner of a major regional brokerage, created the national marketing system for multiple brands,” he adds. “Then, to top it off, Allan was the chief executive officer of what at the time was the largest real estate website in the world, realtor.com®. Clearly, the combination of his offand online experience and expertise within the real estate industry is second to none.” Dalton, an author of several real estate industry books, including

“Leveraging Your Links,” an examination of the role of social media marketing, brings to his position seminal observations. “First, as an industry, we have been so-called farming for years, but planting the wrong seeds,” explains Dalton. “Specifically, as a transaction-to-transaction industry, we have been planting only seasonal and annual seeds, and Gino wants us to begin planting perennials, as well.” And, he notes: “Presently, consumers often have only one doctor, lawyer, dentist or financial planner, yet divide their loyalty amongst multiple real estate professionals. Our research and development must mitigate against this long-standing consumer practice.” Dalton believes that as part of the vision of forever, Berkshire Hathaway HomeServices network sales professionals must possess the skills and knowledge to create forever loyalty with their clients.

ALLAN DALTON Senior Vice President of Research and Development, HSF Affiliates

Currently, learning is given significant weight at the brokerage network, and Rosalie Warner, vice president of Network Service, ensures Berkshire Hathaway HomeServices network sales professionals are armed with the knowledge to advise clients worldwide. “Forever means growth and profitability based on consultative service and support,” says Warner, who oversees the Business Consulting and

Global Network Training teams. “We challenge network brokers by asking them, ‘What do you do better than your competitors, and what do you do that none of your competitors do?’ Often, through our classes and consultation, they gain valuable ways to build that competitive edge.” Warner says unlike other brand initiatives that are hurtling toward the digital, her team is out in the field daily, meeting face-to-face with agents and management to provide customized training, solutions and knowledge. “As we see models change, we’re right there changing along with them,” she says. Her team isn’t just changing the game of real estate; they’re also writing the rules on how it’s played. For instance, Warner and leaders from Berkshire Hathaway HomeServices meet several times each year with a group of millennial-age top producers. Named the REthink Council, these network agents share best practices, insights, challenges and wins that are then turned into videos, white papers and content for the network to digest. “The REthink team brings a fresh perspective and makes us ask, ‘Are we doing something the way we’ve always done it because we’ve always done it that way, or because it’s the best way to do it?’” she says. The question ultimately speaks to why Berkshire Hathaway HomeServices can live up to its enduring status. Firmly grounded by the strength of its storied Berkshire Hathaway Inc. heritage, the brand is unafraid of change and constantly anticipating the wave before it crashes ashore. “We’re not a brand focused on just today or tomorrow,” says Blefari. “We see the waves before us, of course, but concentrate on the entire ocean, because like our Berkshire Hathaway HomeServices brand, it’ll be around forever.” RE Melissa Kandel is director of Global Communications, PR and Digital Media for Berkshire Hathaway HomeServices. For more information, please visit www.berkshirehathawayhs.com.

RISMedia’s REAL ESTATE August 2018 35

SUCCESS We have you covered. Lead Gen

Call Center

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Everything you need, in one place. Visit weichertfranchise.com. © 2018 Weichert Real Estate Affiliates, Inc. 225 Littleton Rd. Morris Plains, NJ 07950. Weichert® is a registered trademark of Weichert Co. All other trademarks are the property of their respective owners. REALTOR® is a federally registered collective membership mark which identifies a real estate professional who is a Member of the NATIONAL ASSOCIATION OF REALTORS® and subscribes to its strict Code of Ethics. Each franchisee’s results may vary. We do not make any representation about a franchisee’s future financial performance or the past financial performance of company-owned or franchised outlets. This advertising is not an offering. An offering can only be made through a Franchise Disclosure Document and in states where authorized. If you are currently a member of another franchise organization, please disregard. In New York State, an offering can only be made by a prospectus filed first with the Department of Law of the State of New York. Such filing does not constitute approval by the Department of Law. This offering is registered in Minnesota under registration No. F-5056.

THESE FRANCHISES HAVE BEEN REGISTERED UNDER THE FRANCHISE INVESTMENT LAW OF THE STATE OF CALIFORNIA. SUCH REGISTRATION DOES NOT CONSTITUTE APPROVAL, RECOMMENDATION, OR ENDORSEMENT BY THE COMMISSIONER OF CORPORATIONS NOR A FINDING BY THE COMMISSIONER THAT THE INFORMATION PROVIDED HEREIN IS TRUE, COMPLETE AND NOT MISLEADING. Each Weichert® franchised office is independently owned and operated.

7 Ways to Take Your Marketing Strategies From Dull to Dynamic by Terri Murphy

Demonstrate your social media power with statistics on boosting Facebook posts and other targeting you have in place to get their property in front of buyers who are a precise match. Show your YouTube channel and its views and shares to help build trust and validate the effectiveness of these methods in gaining exposure.

Never underestimate the power of video. Share past videomarketing examples that go beyond virtual tours, such as how the use of drone technology creates higherlevel exposure for rural or restricted locations.

self to expert status with hyper-local statistics, trends and data specific and relevant to that homeowner.

Discuss your strategic partnerships with your local lender partner and how that alliance helps to double service offerings to both buyers and sellers. Activities like circle prospecting and expanding lead generation channel options for service are just a few of the actions that, when done with a lender, help create more buyer opportunities.

re you truly an “expert” at marketing your listings, your brand and your services?

You might want to think again. Even if you’re doing a decent job at marketing, the bar continually moves from average to exceptional. Your clients are looking for a real “deal,” so if you don’t have an exceptional value proposition to dazzle them with, you may be just another interview and find yourself competing with the crowd. About now, you may be feeling a tad frustrated and confused, battling to keep up with the next best platform even though you’ve barely implemented the last shiny new tool. Don’t despair! Although you never want to abandon what’s always worked, tweaking the experience and the delivery is guaranteed to increase your production. Here are some tips to help you “wow” a potential listing client:

Chances are you’ve relied on current MLS-generated CMAs and company tools that have worked well, but may now be limiting your conversions. Elevate your-

Acknowledge that the mutual goal is to get the best price in the shortest period of time, which takes powerful marketing with precision. Have both a digital and print marketing plan that goes way beyond the standard MLS fare. Give the seller a totally unique and refreshing presentation with visual examples that speak less about what you do, and more about how you and your team (office, etc.) handle specifics like lead capture, incubation and conversion.

Inform the seller of high-level marketing initiatives you deploy, such as single-property websites, the placement of an interactive voice-response system rider on the sign, and a list of lead generation tools, like geofencing strategies, that capture the power of mobile technology.

The ageless, tried-and-true open house strategies work fine, but an open house on “steroids” engages the immediate area with over 100 “personal touches,” thereby enlisting the neighbors in helping to find a new neighbor. Sellers have heard it all, and to book more business, you’ve got to up your game to go from now to WOW! Consider a refresh, revamp and redesign of your next presentation to get more listings with ease. For a complimentary Open House on Steroids Action Plan, visit http://bit.ly/2MffJrv. Terri Murphy is a communication engagement specialist, author, speaker and coach. She is the author/co-author of five books, and founder of MurphyOnRealEstate.com. Contact her at TerriMurphy.com, MurphyOnRealEstate.com or Terri@TerriMurphy.com. RISMedia’s REAL ESTATE August 2018 37

{Business Building}

Give Your Industry Fears a Reality Check by Adam Contos

he saying “the only constant is change” has never been truer in real estate than it is today. The amount of change we’ve seen over the past 25 years won’t come close to what’s coming in the next five.

Tech advances are moving at light speed. Well-funded upstarts and new business models (hello, iBuyers) are already flexing their muscle. The consumer experience is becoming more customized, more mobile and faster by the day. In response to all this coming— and current—change, there’s been a lot of talk (and more than a few articles) stirring the pot of fear in the industry. Perhaps you’ve picked up on it, as well. Fear of the unknown. Fear of missing out. Fear of the upstart down the block. The general concept of fear is an interesting one. Regardless of whether or not a threat is real, a response of fear is something we manifest in our heads; its reality is born from our own perceptions and emotions. Consequently, when you don’t buy into the fear, it fails to exist. Here’s one way to think about it: FEAR = False Evidence Appearing Real. In this light, fear becomes something you control. It doesn’t control you. This subtle change in mindset can greatly influence how you approach your business. TURN FEAR ON ITS EAR Certainly, fear shouldn’t be completely discarded. It’s part of nature, and in our DNA. Fear drives a survival instinct that keeps us alive in the face of danger. Leading by fear in business, how-

imagined), you still control your actions, your business and the direction you want to go. So, instead of being pushed back on your heels, commit to pushing ahead even more aggressively. Attack the market. Charge forward with what you’re great at—and do more of it. When you lead with confidence, you make others adjust in response to your innovations and the value you bring to the table. You become the one instigating the change and instilling the fear of the unknown into the competition. RE

Key Takeaways: -W ith all the talk surrounding changes in the real estate industry, it can be easy to fall into a mindset of fear. ever, can result in the outcome you were afraid of in the first place. Fear puts you in a mindset of protection. It inhibits innovation and the urge to charge forward. It leads to a herd mentality where you become a follower, one of the pack. Fear can paralyze you into complacency and non-action. Simply, fear puts you on defense. And you can’t put any points on the board playing defense. Of course, smart business people must be aware of the pressures and potential threats to their business. The important thing is to take a step back from the headlines and hoopla and assess what’s real and what’s not. In viewing fear as “False Evidence Appearing Real,” you realize that although you may have no control over the changes around you (real or

- F EAR = False Evidence Appearing Real. -D on’t buy into all the hoopla and, more importantly, don’t let fear drive your business. This can lead to the very result you were fearing in the first place. - T urn the fear of change to your advantage by instilling it in the competition. Do this by being aggressive, leading with confidence and championing innovation in your business.

Adam Contos is CEO of RE/MAX, LLC. For more information, visit www.remax.com.

RISMedia’s REAL ESTATE August 2018 39

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At ERA, there’s an agent with the knowledge for that, whatever that may be. Meet your ERA match today, and move closer to owning your dream home.

ERA.com © 2018 ERA Franchise Systems LLC. A Realogy Company. All Rights Reserved. ERA Franchise Systems LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office is Independently Owned and Operated. ERA and the ERA logo are registered service marks owned by ERA Franchise Systems LLC.

There’s No Room for ‘B.S.’ in Today’s Brokerage Landscape Commentary by Matt Widdows

n early 2017, one of our upstart East Coast franchises, HomeSmart Realty Advisors in Philadelphia, adopted the phrase “No B.S.” (no broker splits) in their marketing to agents. This statement is powerful because it clearly summarizes the frustrations agents have with “traditional” models. It also explains why thousands of agents continue to look to a model like HomeSmart’s as the place where they want to grow their business.

A TRANSACTION-FEE BUSINESS MODEL IS NOT A DISCOUNT BROKERAGE When I was an agent, there weren’t a lot of options. If you wanted to be an agent, you had to deal with broker splits—or B.S., as many agents would say. You gave up 20, 30, 40 percent or more of your commission every time you sold a house—and, you worked hard for that commission. Paperwork and file review was a slow and inefficient process. More time was spent chasing approval and signatures than getting leads and listings. That’s why, the day I opened HomeSmart in 2000, I started building technology that, combined with brokerage business systems, would allow brokers to offer agents an alternative to brokerage splits (B.S.) by keeping 100 percent of their com-

missions, and, at the same time, run a profitable brokerage business. Early on, there were dissenters and those who labeled us as a discount brokerage. Nearly 20 years later, the industry finally caught up to what I knew then. Technology, efficiency and customer service would become the recipe that enables growth for both the brokerage and its agents. NEW MODELS, OLD PROBLEMS Today, there are new models and brokerage concepts emerging by the week, it seems. Some of them follow changing consumer preferences. Others promise ownership in various formats. All ask the agent to give up portions of their commission. While these trends continue to get headlines, what we’re experiencing is that agents would rather have con-

trol of 100 percent of their commissions, and make their own personal decisions on how to invest in their businesses and their future. WHY THE 100 PERCENT NO B.S. SYSTEM WINS What many of today’s trending brokerages continue to ignore is balance. Some take the extreme position of being all-in on technology, but in ways, agents still end up paying heavily in commissions and extra fees. iBuyers have started to retrofit agents into the transaction, but not in a way that allows agents to be in control of their business. Tech-enabled systems must help agents effortlessly navigate their day-to-day business and their sales transactions, so they can prioritize their relationship with their clients at every step. Balance of technology, process and people has always been the core focus of the HomeSmart brokerage business system, and, it works. That same start-up franchise in Philadelphia adopted our model and grew from zero to just under 100 agents in one year. As our industry continues to grow and change, at HomeSmart, we’ll continue to stay focused on a business model that removes the B.S., leverages technology that supports operational efficiencies and allows our agents to provide exceptional customer service to their clients. RE Matt Widdows is the CEO and founder of HomeSmart International. HomeSmart is built around technology that provides franchisees and agents with cuttingedge tools, which enable them to spend more time focusing on clients and the profitability of their businesses. Learn more about franchising opportunities at HomeSmart.com/Franchising.

RISMedia’s REAL ESTATE August 2018 41

Driving Down Car Costs Just Got Easier for REALTORS®

by the National Association of REALTORS®’ REALTOR Benefits® Program Team

iven how many miles most real estate professionals drive,

the cost of purchasing and maintaining a vehicle adds up quickly. Fortunately, members of the National Association of REALTORS® (NAR) can enjoy a valuable benefit when purchasing or leasing one of the many eligible vehicles from FCA US LLC (Fiat Chrysler Automobiles), NAR’s official automobile manufacturer provider through the REALTOR Benefits® Program.

42 August 2018 RISMedia’s REAL ESTATE

This exclusive program includes a $500 cash allowance on vehicles popular with REALTORS®, such as the Jeep® Grand Cherokee, Ram 1500, Chrysler Pacifica, or the newly added Alfa Romeo Stelvio and Giulia, among other popular models. Even better, the cash allowance is on top of the deal negotiated at the dealership, and can be combined with most national and local incentives. The $500 cash allowance is also available to family members residing in the same household. EXPANDED! COMPLIMENTARY MAINTENANCE PACKAGE When a REALTOR® purchases or leases an eligible new FCA US LLC vehicle, they also receive the benefits of an exclusive member-only Mopar® Vehicle Protection package that includes:

SPECIAL SAVINGS ON AUTO INSURANCE While considering new vehicle purchases and current insurance policies, don’t forget that NAR members could save hundreds with Liberty Mutual1 via the REALTOR Benefits® Program. Benefits include: • 12-month rate guarantee • 24/7 customer service • Lifetime Repair Guarantee Liberty Mutual also offers The Liberty Mutual Auto Insurance Referral Program™, which lets NAR members extend to their clients the same auto insurance benefits they have access to through NAR’s REALTOR Benefits® Program—another way for agents to help their clients.

• Four lube, oil and filter services using synthetic oil • A road-hazard tire and wheel service plan that includes full repair or replacement cost for all four tires and wheels • Free first-day car rental and daily $35 rental car or taxi reimbursement, if needed, while the owner’s car is undergoing service at the dealership SURPRISING VALUE Many NAR members don’t realize that leveraging the savings offered through just one REALTOR Benefits® Program partner can return the value of NAR membership dues many times over. For example, the FCA US LLC benefit alone is valued at $1,000— the equivalent of more than six years of NAR membership dues.

THREE SIMPLE STEPS Redemption is easy. For complete requirements, instructions, and eligible vehicles (including a current list of 2019 vehicles), be sure to visit NAR.realtor/RealtorBenefits/ FCA before taking these steps: 1. Shop online, or at any Alfa Romeo, Chrysler, Dodge, Jeep®, Ram®, or FIAT dealership. 2. Make a deal, combining applicable incentives and special programs. 3. Inform the dealer of eligibility to receive the $500 cash allowance, as a member of NAR. EXPLORE MORE GREAT DEALS The REALTOR Benefits® Program is the exclusive member benefits program of the National Association of REALTORS®, providing savings and

Liberty Mutual is NAR’s exclusive provider of auto, home and renter’s insurance. To learn more about the benefits and savings Liberty Mutual offers through NAR’s REALTOR Benefits® Program, visit NAR.realtor/RealtorBenefits/LibertyMutual. Discounts and savings are available where state laws and regulations allow, and may vary by state. Certain discounts apply to specific coverages only. To the extent permitted by law, applicants are individually underwritten; not all applicants may qualify. Coverage provided and underwritten by Liberty Mutual Insurance and its affiliates, 175 Berkeley Street, Boston, Mass. ©2018 Liberty Mutual Insurance.

special offers just for NAR members. Program partners are carefully selected and understand the unique needs of real estate professionals. Learn more and save by visiting NAR. realtor/RealtorBenefits. RE RISMedia’s REAL ESTATE August 2018 43

LS150

Knipe Realty ERA Powered Wins With a Servant’s Heart by Zoe Eisenberg

mall businesses across the country have only recently recovered from the economic crash of 2008. And this is especially true for real estate. It was the year subprime mortgages and foreclosures permanently entered the daily conversation. A year earlier, Jeff Knipe had launched Knipe Realty in Portland, Ore., with a small staff and ambition to become a trusted source in residential real estate. Facing the downward spiral, he kept his team focused on powering through.

Members of Knipe Realty ERA Powered celebrate affiliation with ERA Real Estate and the brokerage’s 10th anniversary. (From left to right: Kimberly Thomsen, Tara Golden, Nash Ahmed, Melissa Feroglia and Kevin Davis)

“When homeowners are overwhelmed with financial stress, and the market is a series of short sales, it can be tough to power through without feeling defeated,” says Knipe, owner of Knipe Realty ERA Powered. “But instead of backing out and surrendering, I realized that my faith in real estate—and the belief that homeownership is critical for a community to thrive— would inspire us to challenge the tough times successfully.” In the last decade, Knipe’s persistence has helped them grow from one office to four offices with 235 agents serving the Portland metro area, Salem, Vancouver and beyond.

To further accelerate its growth, Knipe joined ERA Real Estate to access its valuable resources and technology. Following $600 million in sales last year, Knipe is eager to boost profitability and productivity across his offices. “The excitement here is unmatched. Our affiliation with ERA is well timed with our 10th anniversary. Our journey and growth to date is a testament to teamwork and our deep ties within the communities we serve. The affiliation with ERA will only further propel our growth,” says Knipe. “Jeff is passionate about real estate, and he’s an excellent brand

ambassador for ERA’s culture of collaboration and innovation,” says Simon Chen, president and CEO of ERA Real Estate. “In just a couple of months, Jeff and his team have been able to take advantage of ERA’s platforms, specifically Zap. They’ve skillfully combined it with local market knowledge and tried-and-tested marketing strategies to boost agent productivity and maintain retention, which has netted big wins in the Pacific Northwest.” For Knipe Realty ERA Powered, the power of technology goes beyond its features and functionality. Working in tight-knit communities, the real test of technology is its ability to add value to every interaction between the agent and their clients. Zap offers accurate lead generation, which helps match the right agents with clients, and eventually, their dream home. “I always tell my team to lead with a servant’s heart,” says Knipe. “We play a significant role in shaping our community. The dream homes that we help our clients find are the stories that make our job worthwhile. We’re intimately involved in helping families and individuals make one of the biggest decisions of their life. Whether it’s connecting a family with the right home that fits their budget or helping a young couple establish their first major investment together, it’s a responsibility that we don’t take lightly.” “Jeff’s view of technology aligns with ERA. We see technology as a vehicle to do the heavy lifting for his agents so that they can use their time listening and talking to their clients and truly understanding their needs,” concludes Chen. “And that concept mirrors ERA’s culture, which emphasizes collaboration within our network and the deep connections we’ve built and continue to support with our brokers.” RE For more information, please visit www.era.com.

RISMedia’s REAL ESTATE August 2018 45

You Got Your MTV, Now Say ‘I Want My BPP’ Commentary by John Mosey

n August 1981, MTV became the first all-music video channel. It went live with its first video by The Buggles, “Video Killed the Radio Star.” The cable television channel had a little over 200 videos to air. Sixteen of those videos featured Rod Stewart.

Still, those music videos helped sell record albums and deepened the relationship between music fans and artists. But to reach more viewers and get record labels to produce higher-quality videos, MTV needed additional cable stations. A more prominent national footprint was vital to compete 46 August 2018 RISMedia’s REAL ESTATE

against the 100-percent ad-funded broadcast networks. MTV was only asking for 10 cents a month per subscriber, but the cable firms balked. Without more cable companies to distribute its content, MTV wouldn’t survive. Cable companies back then were decentralized, and their owners were

out of touch with what their new subscribers wanted. These owners couldn’t see the value in a cable channel appealing to a bunch of rock and rollers. The only thing that could work to change this impasse was for artists to go directly to their audience. That gave birth to the “I Want My MTV” campaign. It was only because MTV was a matter of pride for rock and rollers that Mick Jagger of the Stones did an “I Want My MTV” promo, breaking his pledge to never do

commercials. His promo is why Pete Townshend and David Bowie did ones, too. When MTV ran their ads in every new market they targeted, every local cable operator gave in after just three weeks. They went market by market, adding up to one million new subscribers per month. MTV was saved. FAST FORWARD TO BPP Does this sound familiar? Home search in the real estate industry today is dominated by ad-funded portals. Meanwhile, Broker Public Portal (BPP) with Homesnap is fighting to build a larger nationwide footprint. BPP needs more MLSs to help take back the relationship with the consumer. It’s a grassroots strategy that’s being led by agents and brokers who already have relationships with homebuyers and sellers. When the industry can deliver the best possible experience for consumers, then the consumer traffic to third-party advertising sites will be returned to the better alternative of a home-search experience delivered by the same people who create the listings and are best able to help buyers and sellers make informed decisions. Many real estate agents spend hundreds—even thousands—of dollars a month to promote their listings

with online advertising companies. Agents believe they have no choice but to spend their money on third-party sites. That’s why BPP was formed. If agents give their customer a superior home-search experience with the tools and information they want, there will be no need for the consumer to search elsewhere.

Home search should be a much better experience than what advertisingdriven media companies are offering. That’s precisely what BPP with Homesnap has set out to deliver to MLSs. MTV was created to deliver something that was better than just hearing a song on the radio. It was born to help bands let their fans experience their music in a whole new way. Home search should be a much better experience than what advertisingdriven media companies are offering. That’s precisely what BPP with Homesnap has set out to deliver to MLSs: a search experience so good it will help agents reestablish and reinforce existing personal consumer relationships. Most importantly, the BPP move-

ment, like the MTV movement, is about creators having control over their work. Agents work hard to create listings and shouldn’t have the leads they generate be sold back to them. It’s now 875,000 agents and over 145 MLSs strong. BPP represents our industry’s turn to speak. I WANT MY BPP! Our message now to agents and brokers is simple and clear: You need to ask for BPP. MLS boards, officers, management and staff need to hear your united voices. Tell them loud and clear, “I Want My BPP. ” It’s just $1 per agent per month for your MLS to join in supporting what’s already become the most successful, industry-driven initiative in real estate. Adding MTV wasn’t an option for cable operators until their phones started to ring off the hook. Signing up for BPP is easy if your MLSs are with the program. Do you want your BPP? Contact your MLS today and say, “I Want My BPP!” RE John Mosey is president and CEO of NorthstarMLS, which supports over 17,500 REALTORS® in Minnesota and Western Wisconsin. NorthstarMLS facilitated more than 87,000 real estate transactions valued at over $24 billion in 2017. Mosey is also 2018-19 chair of the Broker Public Portal. For more information, please visit brokerpublicportal.com or homesnap.com/bpp.

Industry Innovators: Angel Piontek on the Future of Real Estate Technology

by Jameson Doris

ngel Piontek, associate broker and vice president of Marketing at Coldwell Banker Elite, got her start after college as an advertising professional in New York City. It’s this foundation that’s led her to utilize technology and design to better serve her clients in any way possible. Her knowledge of technology has since spilled over into her love of smart homes. As products like Nest and Amazon’s Echo become more pervasive in the average U.S. household, smart home products are not just for the tech-savvy consumer anymore. Here, Piontek discusses newly available products and what she believes will be the next big tech trend in real estate, among many other things.

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What first drew you to the real estate industry? After graduating from college, I packed my little car and got a job in New York City. I worked for an advertising firm where I learned, firsthand, the effect of marketing and advertising on a large scale. I loved the city, and still do, but having my first child caused me to re-examine what was important. The idea of creating a space that I can truly make my own was a dream. I wanted to create a place where laughter is often heard, memories

are made and adventures are experienced. The birth of my first child delivered with it the realization of the true power of home. We moved back to Virginia and I began the search for a career that was challenging yet fulfilling. Real estate was a perfect marriage of my creative background and the desire to help people find this wondrous place called home. Why did you choose Coldwell Banker? As a new agent, I was in search of a firm with a great reputation and brand recognition. I also wanted a brand that offered the tools and resources to build a solid foundation. I found that at Coldwell Banker Elite. While I started my career with the Coldwell Banker brand, I took time off when my second child was born. Then, I accepted a leadership opportunity at another firm for

a few years. That office was eventually acquired by a regional real estate group that wasn’t a good fit for me. It was then that I made the decision to come back to Coldwell Banker. What was your biggest obstacle when you were an agent? I was young and came from a corporate background where my weekends and my schedule were my own. It was a hard lesson in time management and business planning. You have to play many different roles besides simply “selling,” and it ranges from being a bookkeeper, marketing expert, negotiator and many more. It’s not just a job; it’s a business, and you need to have that mindset. You’ve moved up through the ranks at Coldwell Banker Elite fairly quickly. What advice would you give someone who has similar goals? My journey is certainly not your typical real estate career path. I expected to get my license, sell real estate and that was the end of it. My advice for someone who wants a dual role is to take on leadership opportunities in your office. Generally, progressive brokers are looking for people who take initiative and prove themselves. Make sure you’re doing different and innovative things so that you’re setting an example. You may have to create these opportunities for yourself. For example, if you want to join the marketing team, build a case before there’s even a need for it. You can volunteer to help with company initiatives, or you could create a tribe in your office by spearheading a marketing collaboration group. Show off your design and marketing skills with custom materials for your listings. When a position opens up in your firm, you’ll have a higher chance of securing that role.

Tell us about your experience with Coldwell Banker’s Blue Crew. My experience representing the Coldwell Banker brand during the 2018 Consumer Electronic Show as part of the Blue Crew was incredible. I’m a huge smart home junkie and early adopter, so spending time with some amazing brands and running around the smart home marketplace was akin to a child going to Disney World for the first time. It was fun creating videos to showcase some of the newly available products and technology to the Coldwell Banker brand and audience. Besides the smart home area, one of my favorite sections was Eureka Park, a collection of start-ups launching a new product, service or idea. Smart home technology has had a massive impact on the real estate industry, but what effect has that had on the average U.S. homebuyer? Whereas a large number of homes have connected devices, the concept of smart home technology is still an emerging one in the real estate industry. Coldwell Banker and CNET worked together to create a definition of what a smart home means as it relates to selling a home. This definition gives us a baseline for what is considered a smart home—and how we can promote it. Agents are becoming more educated on the benefits this technology brings to the way we live and how we can use it to market a home. Today, it’s a differentiating factor when selling a home, but it will soon be an expectation. Consumers will force this issue as the ubiquity of the technology increases and more and more devices are installed in homes.

How important is the role of virtual reality in real estate today? The buyer journey starts online, and, for some homes, it ends online, too.

We no longer live in a time where buyers are out there looking at 20 homes in one weekend. They’re eliminating many of the properties based on how they’re presented online. It’s more critical than ever to show a home in the best light. 3D and virtual reality tours provide an immersive experience for the buyer and a much better option than standard videos. It’s a better viewing experience and the prospective buyer can go at their own pace. What’s the next big tech trend going to be in real estate? If I had to choose something outside of smart home and VR, I would say the next big tech trend is blockchain for real estate. While for many it’s still a mystery, this technology will revolutionize the way we exchange money for properties, record deeds and transfer title. The blockchain process for real estate brings the highest level of accountability, a digital trail that cannot be edited once recorded and isn’t stored in one single server. The transaction is accessible to anyone and easily verifiable. I’m all for a process that offers more transparency and facilitates a more efficient selling process. Where do you see yourself five years down the road? Five years from now, I see myself completely consumed by technology—okay, so perhaps that’s happening now! All kidding aside, I love learning about new products and ideas that help us better serve our clients. I’m looking forward to what the next five years will bring in the real estate industry. Technology will continue to evolve, and I’ll be around to embrace it. RE

Jameson Doris is RISMedia’s blog/social media editor.

RISMedia’s REAL ESTATE August 2018 49

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{Power Broker Perspectives} by Keith Loria

Nancy Fennell:

Staying True to the Vision

After working in the corporate world for many years, Nancy Fennell obtained her real estate license in 1985 and hasn’t looked back. Today, as president of Dickson Realty, Fennell believes that homeownership is still one of the cornerstones of the American Dream, which is why she enjoys matching people to their dream homes in the Northern Nevada marketplace. “Housing is so important,” says Fennell. “It’s the foundation of our neighborhoods, communities and cities. It’s our community gathering place and where our children go to school. Our home is our own blank canvas to create our version of sanctuary.”

With the first half of 2018 behind us, how is your market faring so far this year? Nancy Fennell: In spite of

the most severe lack of inventory we’ve ever experienced (12 days of inventory under $350,000), the law of supply and demand, coupled with the 140 new companies that have moved to the region in the past four years (including Tesla, Apple, Google and Switch), has kicked in. While volume is up significantly, units are only up slightly at 5 percent.

Do you have any plans to grow the firm in the next 12 months? NF: We do plan to grow our firm. For us, it has never been about quantity, but rather, quality. Growing our firm means continuing to provide our agents with the most efficient and effective tools to leverage their time so that they can do what they do so well. Training, sharing and collaborating will continue to make our existing agents more productive. We’ll expand to new markets, and we’re always open to mergers and acquisitions that make sense. What sets your firm apart in the marketplace? NF: We aren’t for everyone, and not everyone is for us. Having a vision for both our company and our community—and funding it—is what attracts some of the finest agents in the business to us. They share our vision and they set us apart. Growing up as an agent in the business has been a great help. When

VITALS: Dickson Realty Years in business: 45 Size: 8 offices, 270 agents Regions served: Northern California and Northern Nevada 2017 sales volume: $1,315,884,834 2017 transactions: 3,061 No. 211 in sales volume in RISMedia’s 2018 Power Broker Report www.dicksonrealty.com agents talk, we listen. We work at having a collaborative environment, which is critical when it comes to attracting some of the best and brightest.

How are you updating your technology and training to provide the resources agents need to succeed? NF: In addition to employing an outstanding outside firm that we’ve worked with for many years to help us vet our technology needs, we also have an incredibly talented vice president of Marketing who came from the digital world. As far as training, we do offer an inhouse training program, but we’ve found that not all agents want to be trained; therefore, we’re providing ways to do what we need to do for them while allowing them to do what they do so well, which is build relationships and help people buy and sell real estate. How are you attracting new agents to your firm and retaining top producers? NF: When the market is

good, which it currently is, there are many people entering the business. We might interview 30 or 40 agents a month and hire one or two. Our new agent training, Dickson University, which used to be a six-month program, is now a three-month mandatory program taught by a talented group of leaders that’s attracting new agents to our firm. We feel blessed to have maintained so many of our top producers. It’s all about sharing a vision and building unshakable trust with them. They know they’re important to us, and we will do whatever we can to help make them successful, because if they’re successful, we’re all successful.

What are some of the challenges the industry is facing, and how is your firm responding to combat these issues? NF: I believe we, as brokers, are one of the biggest challenges to our industry. While we seem to be distracted by the new, shiny idea and the doom of the

RISMedia’s REAL ESTATE August 2018 51

future, we forget that we’ve always been adaptive. There have always been disruptors in our market and our business. Understanding who we are and what we offer—and being able to share that vision with agents and the public—has grown our company over the years. Another challenge that we’re experiencing on the national level is a lack of inventory. To combat these issues, we’re spending time working on workforce development, attempting to reduce local building barriers, talking to everyone we know about how to fund affordable housing, working on keeping our state viable for the industries we want to attract, being good corporate citizens and educating the public about how to overcome the challenges in the market.

Matthew Watercutter:

Local Expertise Fuels Expansion With 81 offices and 1,250 associates, HER REALTORS® deftly serves Central, West Central and Southwestern Ohio. Matthew Watercutter, the firm’s principal broker and senior regional vice president, has been helping to lead the company for almost a decade.

52 August 2018 RISMedia’s REAL ESTATE

How would you characterize your market in 2018 so far? Matthew Watercutter: While the overall market has been strong, it’s definitely a seller’s market as a shortage of inventory and a lack of motivation from a high percentage of sellers to move is creating a vacuum for buyers. This is making every transaction and every negotiation competitive, which is driving up home values. However, in some instances, sellers are homeowners and they still aren’t listing and selling because of the increase in home values. In some cases, a move-up seller would spend more than they gain in the increase in their current home’s value. Are there any plans on the horizon to grow the firm? MW: With the belief that real estate is still local, we’re continuing to add new offices regularly through our community office program, which puts local experts in contact with local buyers and sellers to help maximize the local knowledge to the benefit of the buyer and seller. We’re also continuing to recruit both new and experienced agents to our firm using some of the most intuitive technology platforms and aggressive commission structures in the industry. What sets HER REALTORS® apart from others in the Ohio marketplace?

MW: With offices in local communities, as well as being local market experts, we’re able to provide professional and individualized services that cannot be replaced by algorithms or call centers on the other side of the country. With local offices and full-service agents, managers and brokers, we’re able to provide unparalleled service.

What do you consider to be some of the biggest challenges the industry is facing today? MW: First and foremost, low inventory is creating a very competitive market; however, through our professionalism and experience, we’re able to provide a seamless experience for the consumer, which is allowing us to market to sellers and help them decide if moving is the right decision for them. An additional challenge is the increasing

number of syndicated websites attempting to provide information to both buyers and sellers without actual local knowledge. This misleads buyers and sellers, creating unrealistic expectations of the home-buying process.

What are the biggest opportunities for increasing business right now? MW: With the lower unemployment rate and companies not only hiring, but transferring employees, we’re taking advantage of these opportunities and marketing to those individuals who are transferring into or out of the area. These new employment opportunities are creating an opening for the brokerage to increase marketshare with education and marketing to these buyers and sellers. What’s the secret to retaining top producers? MW: Our top talent is retained through a very beneficial product offering of tools and technology, as well as training and support to help them both maintain and increase their business.

VITALS: HER REALTORS® Years in business: 62 Size: 81 offices, 1,250 associates Region served: Ohio 2017 sales volume: $2.5 billion 2017 transactions: 12,681 No. 76 in sales volume in RISMedia’s 2018 Power Broker Report www.herrealtors.com

What do people enjoy most about working at your firm? MW: Even though we’re a large firm spread out over a large part of Ohio, we strive to and succeed at maintaining a family atmosphere coupled with professionalism and positivity. Although each office has somewhat of an individualized culture, those individualized cultures provide an overall positive culture. I believe in starting at the local level and trickling up, as opposed to starting at a macro level and trickling down.

Ed Forman:

A Reputation for Success

Before entering the real estate business in 1972, Ed Forman served on Senator Herman Talmadge’s staff in Savannah, Ga., and for the U.S. Senate in D.C. for eight years. While he “bumped” into real estate, Forman has been a leader in the industry for 45 years, and now serves as REALTOR® Emeritus and president of Jacksonville, Fla.-based Watson Realty Corp.

How would you describe the Jacksonville market so far in 2018? Ed Forman: The market is strong, but the challenge is listing inventory. In fact, we have some areas where there’s 30-days inventory. In some markets, the inventory is impacting our productivity. What are some of the biggest opportunities out there for the firm? EF: One of the things we’ve been working on—and this is our opportunity—is trying to capture a larger share of the pie. The pie has shrunk, and we’re looking at how we can differentiate ourselves, meet the needs of our buyers and sellers and bring greater value to the transaction. Some sellers are afraid to put their home on the market because they’re worried that they won’t be able to find a home, so we recently introduced a guaranteed sales program to alleviate some of those fears. The program allows sellers to list a property, and, if buying a property from us, we’ll guarantee the sale of their existing property so that they can purchase as a cash buyer and not worry about losing the home they want to buy. This gives us a competitive advantage. Can you talk about your firm’s recent growth and your plans for the rest of 2018? EF: We’re coming off a very successful merger/acquisition last year, which includ-

VITALS: Watson Realty Corp. Years in business: 52 Size: 52 offices, 1,500 agents Regions served: Jacksonville to Greater Orlando to Port Charlotte 2017 sales volume: $3.445 billion 2017 transactions: 15,912 No. 43 in sales volume in RISMedia’s 2018 Power Broker Report www.watsonrealtycorp.com ed an insurance company, five offices, association management and a school. We bought a site in Jimmy Buffett’s Margaritaville in Ormond Beach, and we’re going to build a freestanding office there. We also bought a site in Lake Nona where we plan to build a new office.

What’s your competitive differentiation? EF: It all starts with the people. We have an extremely qualified leadership and salesforce. We work hard to find extraordinary people and compensate them well. We have a trusted name with 52 years in the business, and our founder still works every day. Our reputation is pristine. I’m sure all of that plays into agents wanting to be part of the firm. What else attracts them to the company? EF: We have a great track record of helping people become very successful. We have a large training department, a large marketing department and a great support team, and

we feel that we’re a stakeholder of our agents’ success. There’s a large level of commitment to anyone who joins our team.

You mentioned training earlier. What are some of the things you offer to your team? EF: We have two weeks of training for people starting their career with us, in addition to advanced training classes for experienced people, which is a huge advantage that we offer. We recently launched a new CRM, and we offer two training sessions a day so that 100 percent of our people are trained on it and can utilize it as best they can. What do agents enjoy most about working for your firm? EF: It’s a pretty cool place to work. Everyone is treated well and respected, and we’re a solutions-based company. If there are issues, we look for the best solution. It’s a very collaborative and cooperative environment. It makes it really nice to be part of the team. RE

RISMedia’s REAL ESTATE August 2018 53

Case Study: App Makes Open House Profitable Commentary by Laurie M. Brown

his REALTOR®’s proven system of working open houses to her advantage has paid off. Last year, leads captured at her open houses bankrolled 50 percent of her business. See if you can spot what works in this anecdote about her recent open house that turned a brief interaction into four separate transactions totaling $5.3 million in sales. Twenty minutes before Nicole Nicolay heads to her open house, she logs into RPR®, prints one Mini Property Report and one Neighborhood Report, puts them into her bag and hits the road. “It may seem as if I didn’t put a lot of effort into my open house, but rest assured, I’m backed by a powerful and seamless system that does all of the work for me,” says the veteran real estate pro working out of Pleasanton, Calif. That—and anyone who knows her will tell you, her cheery disposition and shrewd business acumen—are the trifecta of successful open house strategies. “A woman with two kids in tow appeared in the doorway, and, within

seconds, exclaimed that she loved the house but wasn’t ready to buy,” says Nicolay. “She said she’d have to sell her house first and find temporary accommodations while searching for her next home so that she could make a firm offer. The market is that competitive here. “The woman also admitted that she was feeling overwhelmed by the prospect of uprooting her family twice, as anyone would be,” Nicolay says. “I knew at that moment I could ease her fears and set her on the right path, ensuring her that the process can be streamlined by an agent with the right tools at her disposal—and, secretly, I knew I was that agent.

“So I made a simple suggestion: ‘Let’s check out what your house is worth. Give me your address and while you look around, I’ll see what I can come up with.’ She looked at me with a quizzical expression but decided to play along. “My soon-to-be new client said she thought her house could sell for about $500,000, so as she turned the corner toward the dining room, I jumped into RPR, entered her address, created a property report complete with RPR’s Realtor Valuation Model® (RVM®), and texted it to her before she finished touring the second floor. “Ding! I heard her phone’s notification system go off. She came down the stairs, phone in hand, smiling. ‘Wow, I just got a report from you!’ she exclaimed. ‘It says my house is worth $525,000. Is that true?’ she asked. ‘Well, we can find out,’ I said. ‘Let’s get together at your place to talk more. I’ll get an idea of what you’ve done to the property and we’ll rerun the numbers to confirm.’ “Days later, I listed her beautiful home for the RVM valuation of $550,000. From there, we found her new house without having to move her and her family into a temporary place. And she was so impressed by my spot-on analysis and responsiveness that she referred me to a family relative, who also bought and sold through me.” Sure, Nicolay recognizes that this, in all, was an incredible experience. Yet, what’s important is that she had the wherewithal to listen to an open house visitor who thought she wasn’t ready to buy and took the bull by the horns to bring forth a deal. And the common thread? Realtors Property Resource®. RE Laurie M. Brown is marketing and communications manager for Realtors Property Resource® (RPR®). For more information, please visit www.narrpr.com.

RISMedia’s REAL ESTATE August 2018 55

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Marketing Listings With #TransformationTuesday by Liz Dominguez

veryone loves to see a good before and after shot. Regardless of whether it’s a personal weight loss journey or a newly painted piece of furniture, it’s all about the dramatic reveal and being able to see change happen right before your very eyes. So, why hasn’t the real estate industry jumped on the #transformationtuesday bandwagon? It’s the perfect opportunity for agents to showcase their real-life or virtual staging skills. On Instagram alone, the hashtag has appeared in 12.5 million posts. The best part? This specific hashtag makes the rounds on all major social media platforms. Agents can market their listing transformations on Instagram, Facebook, Pinterest, Twitter, and more. And for buyers who have trouble envisioning the home as their own, being able to see a bare version of the space compared to a nicely staged room can help them reimagine other layout possibilities and how their own furniture might fit in. According to a Forbes article, two brokers in New York City are at the cusp of this trend with a time-lapse video of their home staging. While the Instagram world rarely shows the work that goes into these pristine,

stylized photos, there’s something to be said for making the story more realistic and relatable with a middleof-the-action shot that shows social media users how hard work and a creative eye can go a long way. The end result doesn’t mean as much if the audience can’t see what the space looked like to begin with. Forget boring, run-of-the-mill staged photos. Agents can better engage homebuyers by allowing them to feel like participants in the home makeover process. Why stop at vacant homes? Many homeowners try to clean up their homes before putting them on the market. Small things, such as adding a fresh coat of paint and taking care of the curb appeal by planting some colorful flowers in the back and front yard, can have a powerful impact on photographs (as well as showings). Even something as simple as decluttering can command attention if showcased with before and

after shots. There are other hashtags that agents and homeowners can take advantage of when marketing their home reveals on social media; however, none are as popular as #transformationtuesday. Here are a few trending terms on Instagram: #homestaging – 670,118 posts #decluttering – 125,050 posts #houseflipping – 78,987 posts #houseflip – 38,878 posts #homestagingworks – 24,676 posts From a series of photos that show the evolution of a space to a collage or time-lapse video, these depictions show buyers that a property has the true potential to transform into their home. RE This appeared first on RISMedia’s Housecall, blog.rismedia.com.

Liz Dominguez is RISMedia’s associate content editor. Email her your real estate news ideas at ldominguez@rismedia.com. RISMedia’s REAL ESTATE August 2018 57

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Increasing Gender Diversity Without Quotas Commentary by Desirée Patno

iversity and inclusion (D&I) continues to be a priority in the corporate world, especially in the housing ecosystem. To increase opportunities for women, some have advocated legislative action. One example is California’s potential SB 826 bill, a law that would require the state’s largest public companies to have at least one woman on their board by the end of 2019. While such policy action may be perceived as long overdue, enforcing quotas is not an all-encompassing solution to the lack of diversity in companies’ executive positions. Increasing diversity of representation in your business will require more than meeting quotas. Placing experienced women in top positions is necessary to have more diverse voices at the table where major decisions are made. However, for these professionals to be perceived as more than just token hires, there needs to be a culture shift in companies that embrace D&I. According to Mercer’s 2017 When Women Thrive report, analyzed in the NAWRB 2018 Women in the Housing Ecosystem Report, effective gender strategies are those that take place at the individual and organizational level. Here are some key characteristics of effective practices for increasing female representation at all professional employment levels. RESEARCH WHAT WORKS Organizations should conduct research both within and outside their company to figure out which practices are creating change, and which efforts need to be improved. This might involve creating better leave and flexibility programs for employees, reconfiguring leadership

roles that complement women’s unique competencies, and training managers to effectively administer leave and return-to-work processes. ENSURE PAY EQUITY Women thrive when organizations have a strong pay equity process, as they’re more likely to have greater female representation when they also have a team dedicated to gender equality. Methods for ensuring pay equity include adopting processes based on pay data and statistical analysis, supplemented with remediation protocols, and implementing fair promotions and performance management with a gender lens.

MEET DIVERSE NEEDS It’s crucial for organizations to assist a diverse workforce with programs that meet their unique health and financial needs, which vary between men and women. Compared to men, women tend to have lower-paying jobs, more gaps in terms of provided services, and live longer. Companies should take into account the various obstacles women face in achieving economic growth when implementing programs to help them succeed at the personal and professional level. INCORPORATE D&I IN YOUR WORK CULTURE These initiatives are only effective if they’re adopted as part of a company’s practices and ethos. There can be disagreement within an organization about the necessity and effectiveness of these efforts, which should be discussed in an open, encouraging environment. If a company’s top executive and managers don’t make D&I a priority, then it can’t be expected that other employees will. D&I initiatives can effect change when all genders and employment levels work together to ensure equal opportunity within their organizations. Women thrive when men are also engaged in D&I efforts. Gender diversity needs to be adopted by all employees, because having a diverse workforce helps the entire company succeed. RE

Desirée Patno is the CEO and president of Women in the Housing and Real Estate Ecosystem (NAWRB) and Desirée Patno Enterprises, Inc. (DPE), as well as chairwoman of NAWRB’s Diversity & Inclusion Leadership Council (NDILC). With 30 years of experience in housing, Patno is a champion for women’s economic growth and independence. In 2017, Entrepreneur. com named her the HighestRanking Woman and 4th Overall Top Real Estate Influencer to Follow. For more information, please visit www.nawrb.com.

RISMedia’s REAL ESTATE August 2018 59

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How to Market Yourself Without Selling Yourself Short Commentary by the Experts at Realty ONE Group

o one dislikes a salesperson more than a salesperson. This sentiment is true in all areas of customer service, but especially in real estate. When you’re in an industry as fulfilling and challenging as ours, your mentors, fellow colleagues and even your textbooks will stress the importance of marketing yourself in order to be successful in this business. The question in the back of everyone’s mind, however, is how does one go about effectively marketing him or herself without coming off as insincere or as a pest? BE GENUINE Real estate is a relationship business, so it should go without saying that one should make an effort and create relationships. Start by having real conversations with people. People in general appreciate it when someone expresses genuine interest in what the other person has to say, and they can sense when someone is purposely elevating their skillsets to make themselves sound

more impressive than they really are. Always be mindful of the other person’s needs and body language, in addition to how the conversation is progressing overall. If the person you’re speaking to seems receptive to what you have to say, then by all means, continue with the flow of the conversation. If they show no interest, gently back away from the topic and let the moment take its natural course.

BE RESPONSIVE It seems like common sense to respond to someone when they reach out to you, but you’d be surprised how often people let the opportunity to immediately respond pass them by. Should someone reach out to you expressing interest in a listing, try and respond to that lead as soon as you can, preferably within the first five minutes (if not, then within the hour). While an automatic response can help in a bind, a thoughtfully worded email or phone call will come off as sincere. This all applies to social media, as well. If you receive a reply or direct message to one of your tweets or Facebook posts, take the time to respond, no matter whether the comment was positive or negative. People want to know that you’re a real person. BE POSITIVE The key to marketing yourself without selling yourself short is to be positive about who you are. Recognize that you’re a real estate professional who offers guidance and support to your clients, is equipped with cutting-edge technological tools and is unafraid of taking on a challenge. Avoid the need to act or respond defensively (this is especially true when dealing with social media). Rise above the negativity and stick only to the facts, and, in due time, people will know who you are—and what you have to offer. RE Marketing, continuous training and coaching are important elements that Realty ONE Group offers to all their real estate professionals. To learn more about how Realty ONE Group can help you market yourself and take your business to the next level, visit www.RealtyONEGroup.com. RISMedia’s REAL ESTATE August 2018 61

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them how many listings and sales they forecast for the next month. This will drive your team members to achieve their goals, which, in turn, will help achieve the team’s goals.

Drive open house activity. Not ev-

6 Methods to Drive Listings With Your Sales Team by Sherri Johnson

eing a sales manager in today’s competitive environment means adding value to your sales team by leading them to achieve their goals. If you’re sitting at your desk 50 percent of the day, then it’s time to engage in the practice of getting out of your office, walking around and talking to your agents. Sure, they need you for administrative tasks, but the reality is that you’re a sales manager, and your No. 1 job is to create listings and sales from your sales team. Start employing these methods, and you’ll begin to see immediate results.

determines the rate of the pack. Create an environment of high drive and success. Your agents will follow your lead.

how to hold open houses, how to conduct listing appointments and how to convert leads into income. Getting your agents into the office and focused on prospecting activities gives them the opportunity to create their own success…and agents who show up to the office talk to other agents about new listings, ultimately creating sales.

Lead by example and set the tone for success. The speed of the leader

Get agents into the office. Set

the tone in your office by using a Prospecting and Sales Training Activity Calendar every week. Post printed copies throughout the office and include your sales meetings, new agent training meetings and call events. Schedule these so that agents have to come into the office. Offer a training class every week on

Ask agents what they have in their pipelines for buyer and seller leads.

Help them to convert these leads to appointments. Identify opportunities where your agent can offer free pre-approval to help move the lead through the stages of the sales cycle. Find out daily and weekly what new listings or sales your agents are working on, and consistently ask

ery agent will want to hold open houses, and that’s fine. Find the ones who will maximize open houses as a lead generator to find new listing and buyer leads. Open houses can and should be the most profitable 2 - 3 hours of an agent’s week if they properly plan and convert the leads. Help those holding the open house sit on the right-priced property to maximize their time.

Lead the effort to create FSBO and expired prospecting groups. Create

a group of agents that meet weekly to prospect FSBOs and expired leads. Show them how to contact and convert these leads into appointments and income. Caravan to expireds and FSBOs to do door-knocking. All new or newer agents should be required to attend these activities.

Create momentum and hold agents accountable to their annual and monthly goals. Meet with agents for a check-in and ask them how you can help them succeed. Review what their action plan is to create business, and offer them suggestions on ways to increase their opportunities to get in front of more people to convert more listings and sales. RE For a list of other lead-generating ideas to coach your sales team, and for more methods to drive agent listings in your office, email yourock@ sherrijohnson.com. Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. With 20 years of experience in real estate, Johnson offers coaching, consulting and keynotes, and is a national speaker for the Homes.com Secrets of Top Selling Agents tour. For more information, please contact coaching@sherrijohnson.com or 844-989-2600 (toll free) or visit www.sherrijohnson.com. RISMedia’s REAL ESTATE August 2018 63

{Strategies}

Staying Ahead of the Game With Comprehensive Market Research REALTORS PROPERTY RESOURCE® A BOON TO THE COMMERCIAL SECTOR by Keith Loria

ith more than four decades of experience in commercial real estate, Danny Levison knows a good thing when he sees it. That’s why the principal of Atlanta Investment Properties (AIP) is a big proponent of Realtors Property Resource® (RPR®) when conducting market research. With a background that includes stints as a REALTOR®, investor, landlord and manager of a commercial brokerage that purchased, leased and managed multi-tenant commercial properties, today, Levison is head of both CommissionTrac and SharedSpace, a company that provides coworking opportunities throughout Georgia.

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“I first got involved with RPR through the National Association of REALTORS®, and, as they’ve grown their commercial sector, they’ve added some tools that have helped us when it comes to analyzing buildings and demographics and accessing tenant information,” says Levison. “They’re making a concerted effort to make sure they’re aware of everything out there while making it easy for our members to find it.” Levison champions RPR thanks to its ease of use and depth of data, which allows the coworking company to run important analyses on each market it’s interested in before making a firm commitment. After all, with data on more than 166 million parcels in the U.S., the service is second to none. “RPR is now providing a hub of varying services that commercial members can utilize,” says Levison, who notes that there’s been a faster rate of acceptance in CRE technology in the last three years than the past 30. “The rate at which acceptance is occurring is at a much faster pace each year,” he adds. “It’s quite beyond grassroots, and RPR is trying to be the go-to place for our commercial members.” And RPR is important for all of Levison’s business interests. For AIP, a combination of a brokerage business, property management and investment vehicle, RPR’s data is

vital to the success of the company as it looks to purchase both office and industrial buildings. “They’ve created a place on the website for commercial services, broken down into various categories (CRMs, financial software, listing services), and word is getting out that if you’re looking for a service to help you run your brokerage office, here’s a portal that houses the services for you,” says Levison. “You can simply go to one spot and find the services you need.” For SharedSpace, RPR’s analysis helps direct Levison toward finding new spots. “We’d honestly be guessing when choosing a next location if it wasn’t for RPR data telling us where there’s a need and exactly how we can best market to that particular area’s demographics,” says Levison. For those not currently using RPR, Levison suggests checking out the portal and seeing all it has to offer. For more information, please visit www.narrpr.com.

Buyer Data: An Untapped Asset

looking for a specific type of property,” adds Iglesias. This capability has helped The Keyes Company generate over 1,032 seller leads year-to-date from the Buyside platform. But the benefits don’t end there. In fact, while the firm is experiencing phenomenal results when it comes to generating seller leads, there’s a lot of potential in other areas, as well—all of which translate to being able to

“Buyside is able to quickly digest all the data we get from online leads, in addition to the information entered manually by our agents, and tell us which listings match with specific buyers, as well as the number of buyers looking for a specific type of property.” - WENDI IGLESIAS Chief Information Officer, The Keyes Company

BUYSIDE BRIDGES THE GAP TO TURN DATA INTO LEADS, LISTINGS AND PROFITS by Paige Tepping

hile buyer data is plentiful in this day and age, most brokers agree that it’s often one of their largest untapped assets. So what does it take to bridge the gap? For the folks at The Keyes Company in Miami, Fla. (No. 30 in sales volume in RISMedia’s 2018 Power Broker Report), the answer is Buyside—a data science and marketing solution whose mission is to turn data into leads, listings and profits. “Brokers across the board have leads coming in from various sources—whether it be a traditional customer referral or an online lead generation platform—and while the data is plentiful, knowing how to use that data and successfully match it up is where the true magic occurs,” says Wendi Iglesias, chief information officer at The Keyes Company. And that’s just what Buyside does. “Buyside is able to quickly digest all the data we get from online leads, in addition to the information entered manually by our agents, and tell us which listings match with specific buyers, as well as the number of buyers

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service the customer, the ability to come to a quick sale and getting the listing into the hands of buyers in a much faster way. “The buyer data we have access to through Buyside allows our agents to go into a listing presentation with not only a strong marketing platform, but also the ability to tell the seller exactly how many buyers they currently have that are pre-matched to their property,” says Paula Renaldo, chief marketing officer at The Keyes Company. The listing presentation tool from Buyside, called the Buyer Market Analysis, has been used over 2,600 times by the firm’s agents so far this year, resulting in over 320 signed listings. “From there, the agent can call the buyer’s agent and let them know they have a listing that matches what they’re looking for—and set up a showing if they’re interested.” “We’ve realized a huge benefit in capturing listings,” notes Iglesias, who goes on to explain that since they began using Buyside, their agents have been trained to make the Buyer Market Analysis from Buyside part of every listing presentation, which has led to captured listings being the firm’s largest ROI to-date. Buyside’s data has also been a boon when it comes to helping better focus their agents and determine where to invest their marketing dollars. “The data we receive from Buyside is pointing us in the right direction when it comes to our marketing budget,” says Renaldo. “But, more importantly, it’s providing me with the intel I need to train our agents in regard to how to use the data within their marketing materials.” Whether it’s one-on-one meetings, training sessions or webinars, training the firm’s 4,000 agents as to how to use the data in listing presentations, with the buyer and on social media is a key step in taking advantage of ev-

“Working with Buyside has never been about them coming in to pitch a product to our agents, but rather, the partnership centers around how we get our agents to engage, making sure it becomes an asset for them.” - PAULA RENALDO Chief Marketing Officer, The Keyes Company

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erything Buyside has to offer. And the firm’s agents absolutely love the competitive advantage they’ve been afforded via Buyside. “They’ve taken to it very quickly, as it’s easy to understand,” says Iglesias, who notes that 20 percent of their agents are considered power users. As more buyer data becomes available—and the team can dig deeper into the details—there’s apt to be a shift in the firm’s digital strategy, as well as how and where marketing dollars are spent. “We’re also going to see a shift in the way in which we speak to sellers, which will ultimately be based on buyer behavior,” says Renaldo. More than just a product, Buyside is always willing and available to work with Iglesias, Renaldo and the team at The Keyes Company to grow the product in tandem with their needs. “Working with Buyside has never been about them coming in to pitch a product to our agents,” says Renaldo, “but rather, the partnership centers around how we get our agents to engage, making sure it becomes an asset for them.” “Buyside is always willing to work with us,” concludes Iglesias. “The team is fantastic; they’re always available, agreeable and full of ideas. It’s been a wonderful relationship from the get-go.” For more information, please visit www.getbuyside.com.

Going Above and Beyond With a Consumer-Centric Model HSA HOME WARRANTY’S UNIQUE FOCUS ON CLIENT SERVICES PAVES THE WAY TO REAL ESTATE SUCCESS by Liz Dominguez

s a second-generation REALTOR® following in her mother’s footsteps—and with her own career in real estate spanning nearly 10 years—Carol Esposito of Howard Hanna Real Estate Services (No. 4 in sales volume in RISMedia’s 2018 Power Broker Report) has seen her fair share of industry products, and that includes home warranties. None, however, has been able to compete with HSA Home Warranty. The No. 1 agent at Howard Hanna for the Buffalo/Niagara region for 2017, Esposito, a mother of five children and a REALTOR® with a busy career, understands that life can often get in the way, and that’s the No. 1 reason why she believes in HSA’s product—a resource for real estate clients who also juggle a variety of life obstacles. Thanks to the comprehensive coverage safeguarding

homeowners from costly covered repairs and headacheinducing troubleshooting, a covered mechanical and appliance failure won’t be one of these obstacles. The most significant benefit HSA provides? According to Esposito’s clients, fast service, with an in-and-out timetable and customer-centric attitude. “I’ve had people whom I’ve represented on the buy side who have purchased the warranty and told me, ‘My dishwasher went; HSA reps responded fast, and the technician came over quickly to get the issue resolved,’” says Esposito. “Another one of my clients had a furnace problem and couldn’t get over how quickly HSA responded.” But timing is just the tip of the iceberg. In fact, Esposito says that the true value comes from the unique focus on client services. Esposito’s local HSA rep, Michael McKenzie—who is typically assigned to assist with agent-facing needs—goes above and beyond by involving himself on the consumer side, as well. “Michael will return your call, text you back, answer on weekends and answer at night. He strongly believes in the product he’s representing,” adds Esposito. And while the value of the product speaks for itself, Esposito provides a more intimate perspective. As a staunch believer in the power of HSA, Esposito purchased the warranty for her own home—an experience she’s able to relay to her clients to help them understand the benefits that HSA provides. “My clients, over the years, have purchased home warranties. I believe in the HSA Home Warranty so much that I purchased it for my own home,” says Esposito. “I had a problem with my garage door—the keypad and mechanism weren’t working. I called, and within 30 minutes, the company reached back out and sent someone to my home in just two hours. I share my experience with all of my clients.” Who has taken Esposito’s message to heart? Many clients, but there may be more of a trend toward firsttime homebuyers, who prioritize convenience and budget protection, especially in their first year as homeowners. Many of Esposito’s clients find so much value in the product that they renew their contract after their first year. “I’ve had a great experience with HSA and my clients recommend it,” concludes Esposito. “They give me positive feedback on a regular basis.” For more information, please visit www.onlinehsa.com.

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Creating a Competitive Edge and Mastering Marketing HOMES.COM CHANGES THE GAME FOR ONE NEW JERSEY REAL ESTATE PROFESSIONAL by Liz Dominguez

hat will real estate agents do for leads? According to Jacqueline Balza, broker salesperson with United Real Estate in New Jersey, everything under the sun, from door-knocking to signing up with marketing and lead generation services. However, not all companies are created equal. When Balza started her career nearly 10 years ago to pursue her love for being a real estate matchmaker, she became frustrated with companies who promised leads that never came, and who provided nonexistent customer service. After much trial and error, she found what she was looking for with Homes.com. “With other companies, I was never able to get anyone on the phone. My representative at Homes.com, however, listens to my needs. It’s priceless. We have such a great relationship because he understands what makes my business run,” says Balza. Through Local Connect—a Homes.com service that allows agents to attract leads in the local markets they wish to pursue—Balza has converted and closed six, going on seven, leads in just a year. “I was waiting for a specific zip code to open up for a

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year, and when it freed up, my representative, Thomas, called me to tell me he already sent the sign-up email so that I could lock it in,” says Balza. “It makes me feel like I’m working with a company that really cares.” Even when she decided to expand her business into uncharted territory, Balza used Homes.com to help create a presence in markets that were largely unclaimed by franchises and other big-name brokerages, giving her the competitive edge she needed. “I was predominantly working three counties in the past and was getting bored. I don’t like to limit myself, and my brokerage doesn’t limit me, so I was able to branch out into cities in which I had never sold a house,” says Balza. “I went from nothing in that area to selling homes because of Homes.com.” The quality leads received have been a game changer for Balza’s business. “You need to market, and if you’re not marketing in the right spot, you’re just wasting money,” says Balza. “I’m not marketing in vain. The leads are real, and you can actually talk to real people. I’m never afraid that I’m wasting my time.” Balza also uses Preferred Listings by Homes.com to market her business. “When other agents show up on the site, it makes sure that I’m the listing agent being displayed for my personal listings. With other companies, they have other agents’ contact information rotating through your listing, but with Homes. com, they make sure that it’s your face in front of everyone,” says Balza. One of the biggest benefits? According to Balza, being able to rely on the proactive customer service and incoming profitable leads while she continues to focus on building her business and closing deals. “I’m looking to hit $3 million in sales this year. I’m already halfway there and there’s still half the year to

“With other companies, I was never able to get anyone on the phone. My representative at Homes.com, however, listens to my needs. It’s priceless. We have such a great relationship because he understands what makes my business run.” - JACQUELINE BALZA Broker Salesperson, United Real Estate

go,” says Balza. “There’s no doubt in my mind that with Homes.com I’m going to hit that $3 million sales goal. “If you’re an agent that’s really working leads, Homes.com is going to change your career,” concludes Balza. For more information, please visit connect.homes.com.

Fueling the Digital Real Estate Engine BACKAGENT DRIVES GROWTH AT FATHOM REALTY by Maria Patterson

hen Fathom Realty launched in 2010, its mission was clear: bridge the gap between the traditional, full-service brokerage and the 100-percent commission models that were gaining in popularity at the time. For CEO Josh Harley, the solution came in the form of a fullservice model that combined the training, technology and support of a traditional brand with commission-plan options that outshone anything else out there. How to pull off the seemingly impossible? With a technology-driven online brokerage model. “Having brick and mortar locations is costly and eats up a huge percentage of a brokerage’s revenue,” explains Harley. “By eliminating this unnecessary cost, we are able to keep our costs low and pass those savings on to our agents in the form of low or no fees and awesome commission splits.” Clearly, the plan is working. Today, Fathom is home to 2,400 agents operating in 19 states; according to Harley, the company continues to bring on more than 120 agents per month. Key to the success of the Fathom Realty business model is a well-run technology engine. That’s why Harley launched with BackAgent as its transaction and agent management system from the get-go. “BackAgent allowed us to centralize and streamline our business while significantly reducing our overall administrative costs,” explains Harley. “Having BackAgent has allowed us to grow at a rate that would have been extremely difficult and costly to do without.” What’s more, says Harley, BackAgent helps Fathom keep a careful eye on compliance, allowing the team to easily review and approve or deny contracts, automate the commission disbursement forms and track commissions paid. The BackAgent system also helps

manage the agent force and their licenses, and assists with setting up local meetings and events through a calendaring system. “I recognize that we cannot build culture in a vacuum and understand the importance of bringing our agents together,” says Harley. “We bring our agents together for monthly training events, mastermind meetings, and good, old-fashioned fun. You do not need offices to accomplish that.” BackAgent is also a critical tool for helping agents streamline and stay organized. “It allows our agents to easily upload their transactions, track important details as they move through the transaction workflow, and feel confident that they did not miss anything,” explains Harley. While similar technology offerings continue to pop up on the real estate landscape, Harley feels that BackAgent is in a class of its own. “There are many transaction management companies available today, but BackAgent was one of the first, and I believe they are still the best,” he says. “Most companies provide pieces of what BackAgent provides, but I have not found one who provides everything we need to run our business the way BackAgent allows us to.” Ultimately, this gives Fathom and its agents an important competitive edge. “BackAgent allows our agents to focus more of their time on serving their clients and less time on the paperwork. This equates to a higher level of service, more productivity and closings, and, therefore, happier agents. It’s good for our agents and great for our bottom line.” RE For more information, please visit www.backagent.com.

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{Power Teams}

Building Relationships With Trust by Verl Workman

3. L earn the tried-and-true FORD dialogue and ask questions about Family, Occupation, Recreation and Dreams. 4. T ake notes after each meeting and record the things you learn or discover. 5. K eep notes about family and personal interests in your database and review notes from previous meetings prior to your next scheduled appointment. Be sure to bring up things from past meetings so that they know you were paying attention. 6. C onnect on social media and respond to what they post with a thumbs up or a simple comment.

ooking back at the factors that have helped create a sustainable business model for over 20 years, I reflect on marketing strategies, sales skills, training and always trying to do the right thing, in addition to a variety of other factors that can—and have—contributed to success. As all of these (and more) considered, we’ve found that top performers in every business have one thing in common: They know how to build, cultivate, nurture and maintain deep, longstanding relationships.

We call this the art of “BRT,” or building relationships with trust. As we go through life, we’ll have material things come and go, and while we may accumulate wealth or possessions, it’s through deep and meaningful relationships that we find real value in our existence. Relationships with agents, brokers, team members, vendors, partners, clients, family, church groups, friends from

school, charities etc., have the ability to define our lives and become the measuring stick for success. Imagine if each person you connect with you do so with a specific purpose to connect on a deeper level and build a relationship that has the ability to survive any transaction. You would get paid for the service you provide, but your greater value would come from building another real connection, where you have the ability to have a positive impact on that person’s life. Building Relationships With Trust as a System I’m a big believer in systems, and if you find something that works, create a system for it so that you can duplicate that system, as well as the success that comes from following it. Here are the steps to effective BRT: 1. Listen to understand, not to respond. 2. Be interested, not interesting.

7. W henever you have a touch with a relationship, always schedule the next touch. Whether it’s a call, email, birthday card or simply taking the time to check in, if you put this on your calendar and follow up, you’ll be blown away by just how quickly you can accumulate great relationships. The bottom line is that everyone in your life has a story. They all have challenges and they all have victories, and we all need people to share these life experiences with. As you focus on developing and building relationships with trust in every area of your business and life, the money will always take care of itself. And, more importantly, the impact you have on the world will be measured by the impact you have on others—not by how much you sold, or the money you made. Verl Workman is the founder and CEO of Workman Success Systems (385-282-7112), an international speaking, consulting and coaching company that specializes in performance coaching and building successful power agents and teams. Contact him at Verl@WorkmanSuccessSystems.com. RISMedia’s REAL ESTATE August 2018 71

{Power Teams} It’s Okay to Borrow Influence From Others by Cleve Gaddis

he most successful real estate agents in the future will be the ones who provide the most benefit to their clients. The ones who are experts in all things real estate. The ones who can answer, with confidence, just about any question a client might ask and become a trusted advisor and valuable resource in the process. Here’s the problem, though: For most of us, it’s impossible to know everything and to have answers ready for every single question that might be asked. This is where your personal connections and your vendor list come into play.

If you want to become a real “influencer” in your market, buyers and sellers must consider you the local expert. Even if you don’t have the ability to give all the right answers or to provide the appropriate guidance yourself, you need to be able to find the answer—or provide another resource that can. Here are five things you must do to become your market’s most influential agent: 1. TELL PEOPLE YOU’RE A MARKET EXPERT. Tell everyone you know that you want to be a resource for them, and offer your services whenever possible. This extends beyond simply helping them buy or sell a house. You should offer to help with property tax questions, mortgage information, home inspection

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questions, estate or probate questions, and more. 2. HAPPILY FIND THE ANSWERS. It’s easier to tell everyone that you’re a market expert than to actually be one. It takes time to do the research or to find a vendor or other resource to answer every single question someone asks. You’ll very likely want to quit searching before finding answers, but don’t ever stop, because once you find the answer to a question the first time, you’ll be able to answer the same question with confidence every time in the future. 3. FOLLOW UP. Make sure you follow up with the person who asked the question and provide a clear and concise answer. Additionally, follow up a few weeks later to see if the information you provided was helpful, and to see if they need anything else. 4. CREATE A VENDOR/RESOURCE LIST. Keep accurate and up-to-date records of the vendors and other resources you rely on to help you answer questions. This will allow you to easily reach out again when

the need arises next. Make a habit of adding to your list every time you meet someone who can help you in the future. 5. READ, LISTEN AND WATCH. Keeping up with current trends in real estate requires an investment of time. Read all trade publications, listen to informative podcasts and watch instructional videos. And really pay attention. Think about how you can use whatever information you’re learning to help your clients and position yourself as an even more valuable resource in your market. I’m happy to share a sample of the spreadsheet we use to keep up with vendors and other people we rely on as resources. Email me at Cleve@GoGaddis.com if you’d like a copy. Once you have a copy of the spreadsheet, you’ll have to commit to updating it regularly (at least once a month). Stick with this plan for a year or so, and you’ll become the most influential agent in your market, and everyone will rely on you for answers to their most important real estate questions. As more people rely on you as their go-to resource, they’ll also turn to

{Power Teams}

you whenever it’s time to buy or sell a home, so you better prepare to close more sales. Cleve Gaddis is a master coach with Workman Success Systems and team leader with Gaddis Partners, RE/MAX Center in Atlanta. He learned sales the hard way, selling vacuum cleaners door-to-door, and now puts those skills to use in helping his team close $60 million annually. He loves to share his systems and strategies to help others succeed. He hosts the Call Cleve Atlanta Real Estate Show heard weekly on NewsTalk 1160 WCFO. Contact him at Cleve@GoGaddis.com.

Harness the Power of Your Relationships Inside and Outside the Industry by Rick Geha

elationships are the key to success in the real estate business. There’s nothing to argue about. It’s not an opinion; it’s an official foundational fact about real estate.

You created relationships long before you got into real estate. In fact, the Census Bureau says that anyone who has graduated from high school knows approximately 2,000 people by first name. And while you probably don’t remember all the people you actually know, or at least knew at one time or another, your database of people you know needs to be growing constantly, and it’s up to you to make it happen. So, what do you need to do about all this? Well, let’s just say that your success in life (not just in real estate) is going to be pro-

portional to the number of amazing relationships you create for the sake of the relationship, not for the sake of a hidden or alternate agenda. While this may be difficult for some of you, others may enjoy the task too much. Either way, I’ve found that the more I make a conscious choice to meet new people, stay in contact and create great relationships, the more successful I become. In fact, taking the time to build relationships, and then nurture and maintain them, has paid tons of dividends. What if I could show you how to make those relationships become catalysts for exponential growth in your life and business? This happens through leveraging the relationships you have both inside and outside the industry. If the old adage is true, that if you have lots of money, you usually have no time, and if you have lots of time, you have no money, what if we could change that permanently? It’s actually pretty simple, and can also be achieved through leverage. It’s what most people are looking for in their lives as they look toward creating systems that allow them to bring in revenue with less effort on their part.

Here’s where the power lies. By having a system that communicates with your database of clients on a regular basis, you are, in fact, leveraging that database to be bringing you business. There are even systems that allow you to leave voicemails for your entire database, as well as those that send eNewsletters (or snail mail if you prefer) to everyone in your database once a month. While staying in touch on a consistent basis is important, any form of communication with your database needs to include calls to action. Show them that they’re valuable, and that by staying associated with you, they’ll benefit by being in a relationship with you. Events are another great leverage tool that will allow you to create a lot of business while expending very little focused energy on certain systems and activities. And, more importantly, remember that you can leverage relationships inside and outside the industry in a very similar fashion. Most of the systems I use—and my ability to leverage my relationships in the most effective manner—come from getting coached and being held accountable. I don’t mean for that to be a commercial for coaching, but rather, a gentle re-

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{Power Teams}

minder to take a look in the mirror and ask if you’re currently living up to your full potential and honoring the time you’ve set aside for your loved ones and family, as well as yourself. Rick Geha of The Rick Geha Real Estate Team began his real estate career at age 22. Over the past 15 years, he’s led more than 1,000 classes and workshops throughout the U.S. and Canada and has presented keynote addresses to thousands of professionals from all industries and walks of life. Rick is currently a coach with Workman Success Systems. Contact him at Rick@ RickGeha.com.

People Don’t Care How Much You Know, Until They Know How Much You Care by Sarah Michelle Bliss

“P

eople don’t care how much you know, until they know how much you care” is probably one of my favorite quotes when it comes to building a referral-based business. As real estate agents, we think our job is to sell homes, but in reality, the house sells itself. Our primary goal should be an intentional focus on networking and creating lifelong relationships that extend to family, friends and other real estate-related industries.

This isn’t the first real estate article you’ve read that stresses the importance of having a Top 50 and staying in flow with those you’ve done business with—and those you hope to do business with. However, have you considered the 74 August 2018 RISMedia’s REAL ESTATE

reach of those people in your Top 50? Who do they know? Can they help you grow your business? And what about individuals and companies that you give business to? The two areas you should consider if you truly want to maximize a referral-based business include a referral network and referral reciprocity. A referral network is made up of other business owners or businesses, real estate-related and not, that come together and exchange referrals. Now, in return for being in my referral network, there’s a requirement, and that’s where the word reciprocity comes into play. If I give a lender my referrals, at some point, I expect that lender to refer me a lead. If I give an insurance agent a ton of business, there’s an expectation that they also send me people who want to buy or sell a home. Far too often I see agents giving industry affiliates business, which of course we have to do, but they never ask for the business in return. If you’re in sales and giving business to others, you need to consider asking for referral reciprocity. After a transaction closes, my goal with the client is to be their go-to for all things real estate-re-

lated. I want them calling me for a recommendation to anything they need when it comes to their home, which covers a lot of areas in a person’s life. And this brings me back to the quote at the beginning of the article: “People don’t care how much you know, until they know how much you care.” If I’m able to refer an insurance agent who saves them a ton of money when their child turns 16, or a trustworthy pet sitter for when they finally take that dream vacation, or a qualified estate planner when their parents move to assisted living, I’ve done more than just help them with a home purchase or sale; I’ve impacted their life. And this is where the magic happens—and how you create lifelong relationships in a referral-based business. Sarah Michelle Bliss is a coach with Workman Success Systems. She has been in the real estate industry since 1995 and is an original founder at RE/MAX Professionals, where she has been a part of the Nate Martinez Team since 1997. Over the past 20 years, she has taught locally and nationally, coached and influenced her peers through team management, agent development and training. She is currently the director of Agent Development for RE/MAX Professionals in Glendale, Ariz. Contact her at SarahB@workmansuccesssystems.com.

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Webinar Recap:

Good Content Reigns Supreme When It Comes to Mastering Social Media

by Paige Tepping

astering social media is more important than ever as consumers continue to turn to social media platforms for their real estate needs.

This topic was discussed during RISMedia’s latest webinar, “Mastering Social Media: Tips and Tools That Work.” Moderated by Sherri Johnson, CEO and founder of Sherri Johnson Coaching & Consulting, and sponsored by RISMedia’s ACE (Automated Content Engagement), the panelists shared their tips for leveraging social media. “The key to successful social media is not just posting things, but rather, getting people to respond and reply,” explained Johnson. For Pam Charron, a broker associate with Berkshire Hathaway HomeServices Florida Realty, it’s this call to action that lays the foundation for success. “When you post, the best thing 78 August 2018 RISMedia’s REAL ESTATE

you can do is ask a question to get the dialogue going,” said Charron. While opening the lines of communication and engaging in meaningful dialogue is a key component in achieving social media success, standing out is just as important. “The key factor behind social media is all about being social and differentiating yourself as an individual,” said Ron Rocz, broker/owner of RE/MAX Nexus. Utilizing ACE on an enterprise level, Rocz underscored the importance of being present. “We engage with different types of audiences in different ways,” said Rocz. “With so much noise surrounding us today, people tend to selectively tune out the frequencies

they don’t want to pay attention to.” “As real estate professionals, we need to be seen all the time,” added Amy Waugh Curry, a REALTOR® with Berkshire Hathaway HomeServices New England Properties. “It’s critical to be dancing in and out when others are going to be in and out of their social media.” In addition to establishing your presence on social media, the panelists agreed with the notion that in the end, it all points back to having content in front of people on a regular basis. That’s why they’ve all chosen to integrate ACE into their social media strategy. “Up until I began using ACE, I was a Facebook stalker,” explained Brenda Noffert, associate broker with Better Homes and Gardens Real Estate Alliance. “I would troll my past and future clients and respond, but never engage.” In fact, trying to break out of her daily routine to go and engage on social media was a struggle. “Not only has ACE made social media easier for me, but it also brings the emotional connection up one level,” said Noffert. For Waugh Curry, the biggest benefit in utilizing ACE comes from being able to better connect with millennials, while allowing her to stand out from others: “ACE works because of its consistency, and it’s brought me closer to my clients.” “At the minimum, take the time to get profiles set up so that when people Google you, they find you,” concluded Charron. “Then, invest in ACE and let it work for you.” RE To learn more about ACE, visit ace.rismedia.com. To view the webinar in full, visit https://youtu.be/rzAAQbVpQgg.

Paige Tepping is RISMedia’s managing editor.

{Blog Spot}

Paint Color Can Get You a Higher Sale Price, Zillow Reports by Liz Dominguez

t can be difficult to decide what to update and remodel if you’re thinking of selling. While kitchens and bathrooms have typically been prioritized for their return on investment, the style in which you revamp your home can have a huge effect on its salability. One factor you may not have considered can have more of an impact than you think, and that’s paint color. Which paint colors will get you the most bang for your buck? Zillow’s 2018 Paint Color Analysis examined over 135,000 photos from homes sold across the U.S. to see how sales prices compared for homes with colored walls versus homes with white walls. The results varied depending on room type. Homes that feature charcoal gray or black doors typically sell for $6,271 more than expected. Low on the list for exterior paint colors? Yellow. Homes painted in this color reportedly sell for $3,408 less than expected. Houses with kitchens that have a different color for the upper and lower cabinets, known as tuxedo cabinets, sell at a $1,547 premium. The most popular color combination? Dark, navy blue or black kitchen islands with white cabinets. In dining rooms, however, homes that feature oat brown to medium sandy brown walls, and with yellow undertones, typically sell for $1,684 less than expected. As for bathrooms...light blue or periwinkle blue paint, specifically with a gray-blue tint, increases the average selling price of a home by $2,786. However, don’t discount neutral colors, especially if you’re accentuating them with dark pops of color.

Zillow found that homes with light taupe living rooms, particularly with tan, peach or pink undertones, sell for $2,793 more than expected, while homes with more boisterous colors, like raspberry red in a kitchen, typically sell for $2,310 less than expected.

Homes that feature charcoal gray or black doors typically sell for $6,271 more than expected. “For a seller, painting a front door is one of the least expensive home prep projects, but also one that can have a powerful impact on a home’s sale price,” says Kerrie Kelly, Zillow home design expert. “While cool, neutral wall colors like tan and light blue are still popular, we’re seeing a notable shift in home design where pops of color—particularly in darker hues of blue and gray to even black—are becoming increasingly popular. Contrasting colors, especially in kitchens and home exteriors, add interest and dimension to a room that plays very well in listing photos and videos.” RE For more information, please visit www.zillow.com. This article originally appeared on RISMedia’s blog, Housecall. Visit us at blog.rismedia.com.

Liz Dominguez is RISMedia’s associate content editor. Email her your real estate news ideas at ldominguez@rismedia.com.

RISMedia’s REAL ESTATE August 2018 81

ARE YOU MAKING A DIFFERENCE?

YOU MIGHT BE AN RISMEDIA

REAL ESTATE NEWSMAKER RISMedia is now accepting nominations for its 2019 Real Estate Newsmaker Awards, honoring recipients for their newsworthy contributions to the housing industry and their positive impact on the communities and consumers they serve.

RISMedia’s 2019 Newsmaker Award winners will be featured in the December 2018 issue of RISMedia’s Real Estate magazine and honored at a reception at the National Press Club in Washington, D.C. next May.

There is no cost to nominate a Newsmaker. Nominations are due by Sept. 1, 2018, and you may nominate as many candidates as you’d like.

Rules & Regulations To nominate yourself and/or a worthy individual(s), just complete the online form at rismedia.com/newsmakernomination. Candidates can be selected as an RISMedia Real Estate Newsmaker for a variety of headlinemaking accomplishments, including: • Advancing the industry • Impacting change • Technology achievements • Championing diversity and inclusion • Business success and growth • Humanitarian efforts • Industry activism and support • Thought leadership and influence • Excellence in customer service • Creativity and innovation

See all the details at rismedia.com/newsmaker-nomination.

Webinar Recap: The Power of Teams:

What Makes Them Tick? by Suzanne De Vita

evoid of marketshare or size, brokers have extensive operations to oversee—an obligation often streamlined through structured teams. As demonstrated in the recent RISMedia webinar, “Leveraging the Power of Teams”— moderated by Verl Workman of Workman Success Systems—there are benefits to embracing teams, including the departmental groups that keep revenue streaming in. “None of us is as strong as all of us,” explained Tom Dempsey, divisional vice president of National Sales for Quicken Loans, sponsor of the webinar. “Teams are critical to our success. Everything that we do is centered around the team environment; it’s part of our culture.” Jean Marotta, vice president of Relocation Services at Berkshire Hathaway HomeServices PenFed Realty—No. 33 in RISMedia’s 2018 Power Broker Report for sales volume—believes a firm foundation predicates success. “I have always subscribed to a universal strategy for building teams,” said Marotta on the webinar. “There are key components that you need to have: creating consistency; creating and maintaining a healthy environment; creating boundaries; creating the rules of engagement; creating realistic expectations…and, of course, we’re big on training.” According to Deni Carrell, manager of Relocation and Client Services with Carpenter REALTORS®— headquartered in Indianapolis, and No. 201 in RISMedia’s 2018 Power Broker Report for sales volume—all of the components are essential. “Setting expectations, training, communication and checking per-

formance—making sure the agents are converting and that they’re on the right team for their business plan and their personality…those are all important to have successful teams,” said Carrell. Behavioral considerations, for example, are key. “In our training of both our internal teams and our external teams, I talk about the ‘etiquette’ of teams, the behavior of teams… and we spend a lot of time working on team-building, [and] working on lines of demarcation and boundaries, so we have teams that are respectful to each other,” Marotta

said. “Teams are so dynamic; they bring so many personalities and ego.” Also crucial is grasping the nuances of each temperament, so that members mesh together well. “We get something in writing that tells us a little bit about them… their business…where they live… their hobbies...” Carrell said, referencing Carpenter’s Relocation Specialist Profile, a questionnaire. “We find it important to pair personalities, along with skillsets, to make sure someone is on the right team.” Additionally, both Carrell and Marotta have baseline requirements for teams, from experience (two or three years, for instance) to personal production. “Regardless of which team the agent is on, we typically like no more than 25 - 30 percent of an agent’s business to come from our department,” said Carrell. “We want to make sure they’re growing their own business…[and if a] source does not exist, or if the business of that source declines, our agent is still able to be successful without it.” Education is paramount, as well, and that entails face-toface interaction and online training. “That’s our responsibility—to provide the education and communication,” said Marotta. “We can’t take away from the value of that personal communication, besides the technology, that we use to support the teams.” RE To view the webinar in full, visit https://bit. ly/2N5IM29.

Suzanne De Vita is RISMedia’s online news editor. RISMedia’s REAL ESTATE August 2018 83

{Broker Spotlight}

EveryONE Wins Why Realty ONE Group Believes Its Success Is Just Getting Started by Paige Tepping

uccess is a familiar feeling for Kuba Jewgieniew and the team at Realty ONE

Group.

Since its founding in 2005, Realty ONE Group has turned heads with its rapid growth and distinctive lifestyle brand. The company has been recognized as one of the fastestgrowing real estate brokerages in the nation seven years in a row by the Inc. Magazine 500 and 5000 lists. Its famous fee-based model ushered in its “UNbrokerage” nickname and attracted more than 10,000 real estate professionals to its family. But all that’s about to change—or shall we say, expand. Realty ONE Group has launched an aggressive franchise expansion initiative that calls for the company to share its growth, culture and brand with thousands of real estate professionals. Instead of focusing on his own success, Founder and Chief Ex84 August 2018 RISMedia’s REAL ESTATE

ecutive Officer Jewgieniew is focused on empowering his franchisees. This summer, he adopted a new mission statement for the organization that’s designed to rally teammates to the cause. Realty ONE Group’s mission is “to continually perfect our YOU-first focus so that everyONE wins.” “We all win or lose together. What we live and breathe by is the belief that everyone can win,” Jewgieniew says. “We believe in supporting our real estate professionals in their businesses, not just their careers. We see our professionals as CEOs of their businesses.” Jewgieniew is leading this business transformation, from brokerage to franchisor, by focusing energy on three key areas: growth, people and culture; technology; and branding. His vision calls for Realty ONE Group to become the premier residential real estate franchisor by extending the Realty ONE Group lifestyle brand, culture and success formula to pro-

“We all win or lose together. What we live and breathe by is the belief that everyone can win.” - KUBA JEWGIENIEW FOUNDER & CHIEF EXECUTIVE OFFICER

fessionals across the globe. “We’re offering a clear, simple model for real estate professionals to keep more of their money, have more control over their business and leverage our tools to achieve success,” he says. “We believe this will be a disruptive force in our industry.”

GROWTH The results of Realty ONE Group’s transformation already speak for themselves. At the beginning of 2017, the firm operated in 17 states. Today, Realty ONE Group operates in 33 states. And by the end of 2018, the company will be in 40. Since September 2017, the firm has added 55 new franchisees. The goal is to add 100 new franchisees in 2018. “That will double the size of the company—that’s our goal,” says Vinnie Tracey, president of Realty ONE Group Affiliates, who joined the company in 2017 to spearhead franchise expansion. He formerly held a similar role at RE/MAX International.

Realty ONE Group employees volunteering on ONE Day

Jewgieniew recruited him to the company after Tracey spent 38 years at RE/MAX. Tracey agreed to join the team, intrigued by the opportunity to develop a franchise model focused around the real estate professional. “Our job is to teach our real estate professionals how to be better business people by providing them the training, coaching and tools to

make them successful,” he says of Realty ONE Group’s model. “They have to provide the desire and work ethic.” Tracey praises the Realty ONE Group team for its transformation over the last year. He says the organization had to recommit itself to the franchise model after years as a hybrid that operated corporate brokerage offices and offered franchises. The new focus is exclusively franchising. “We knocked down all the barriers and said, ‘Let’s go!’ We made franchise sales our main focus— and it shows what’s possible,” Tracey says. He credits the leadership and passion of Realty ONE Group’s people for the successful transformation—and bright future. “We had to morph from a brokerage into a franchisor, and we have done that successfully. I’m very, very proud of that,” says Tracey. “It took a mind switch. Now, we do things for the good of everybody. “We are REALTOR®-centric versus being company-centric. Our agents are free to run their own businesses,” he continues. “We offer them a lifestyle brand that attracts quality

Jewgieniew and Realty ONE Group Affiliates President Vinnie Tracey at ONE Day, the firm’s national day of giving back, held annually on May 1. RISMedia’s REAL ESTATE August 2018 85

Internal 3D designer Juan Sosa designing Realty ONE Group’s new headquarters in Laguna Niguel.

agents who provide world-class service. That will result in more marketshare and income for everyone.” The evidence is clear. Realty ONE Group’s first franchisee, Barbara Baker in Southern California, began as a solo agent. After signing with the company, she has grown to 350 professionals on her team in just five years. She recently signed a 10-year franchise extension. “Our real estate professionals are empowered to achieve greater success, faster,” Jewgieniew says. How? Realty ONE Group’s innovative fee-based franchise model. Rather than paying a commission on every sale, Realty ONE Group charges a flat fee. Last year, Realty ONE Group researched what REALTORS® who had joined their company in the prior 12 months would have paid in commissions at other firms. The results were staggering. Jewgieniew says that his REALTORS® saved $168 million that would have gone to their prior affiliations. At Realty ONE Group, they keep those dollars and reinvest them into growing their business. He says that their real estate professionals earned $400 million in gross commission income last year. With U.S. expansion well underway, Jewgieniew has tasked Tracey with international growth, too. In fact, Realty ONE Group has plans to open a Canadian franchise this year. 86 August 2018 RISMedia’s REAL ESTATE

A small handful of other international options are being vetted, as well. But international markets carry a unique set of challenges and opportunities. “It’s all about finding the right partners,” Tracey says. PEOPLE Jewgieniew says that his “everyONE wins” mantra is driven by the special company culture embedded at Realty ONE Group. He calls it “coolture,” and it heavily focuses on recognizing each teammate and praising their performance. “This is a people business,” Jewgieniew says. From the beginning, Realty ONE Group was built to be a company that invested in the success of its people, explains Jewgieniew, not because it would increase profits, but because he believes a community of professionals and dreamers can come together to change an industry, make a difference in local communities and support each other. At Realty ONE Group, employees are encouraged to express their unique qualities and be supported. A native of Poland, Jewgieniew encourages his employees to travel and explore. He fosters a diverse staff, with large numbers of employees hailing from Europe, Latin America and across the U.S. The result has been a “coolture” that promotes giving. Through Re-

alty ONE Group Cares, a nonprofit 501(c)3, both corporate and franchise employees regularly volunteer and give back in the communities where they live. “We give back in communities across the nation,” Jewgieniew says. “Everyone participates. Everyone gives. That’s not forced by corporate. They’re doing it because they want to build better communities.” TECHNOLOGY AND BRANDING In addition to great people and a growth strategy, Realty ONE Group recognizes the importance of emerging technology and a unique brand. It has invested heavily in both this year. Jewgieniew, a former licensed financial and investment advisor, understands the speculative tech play taking place in real estate today. Publicly traded real estate companies such as Redfin, Zillow and eXp Realty are being rewarded for their advancements in technology. Other firms, especially those who can’t articulate their technology strategy, are trading at a discount. Realty ONE Group’s philosophy is centered around the real estate professional and surrounding him or her with a suite of technology tools that can be accessed by their business. While details are proprietary, Jewgieniew mentions data, analytics, machine learning and

The new headquarters will include ‘show-stopping’ features, such as a tree house-inspired overlook.

artificial intelligence as core pieces of Realty ONE Group’s investments. “We want to be known as the button company,” he says. “Our professionals are backed by automation.” This suite of technology tools, from marketing to customer service, is powered by a virtual tech ecosystem called the zONE. The zONE functions like an app store on a smartphone. Users are able to access tools, coaching and other resources based on their needs and level of production. All basic tech tools are available to each franchisee, while new or more advanced tools are available to top performers. Combined with this suite of technology is a renewed emphasis on the Realty ONE Group brand—something Jewgieniew has nurtured since launching in 2005—and creating a distinct lifestyle brand in the space. “Black and gold brings a level of elegance and sophistication,” he says of the brand colors. “We stand out.” Realty ONE Group’s chief brand officer, David King, joined the company in early 2018 after seven years at Movement Mortgage, the seventh-largest retail mortgage lender in the U.S. At Movement, King elevated the Movement brand from a small regional lender to a national force. He’s asked to do that—and

“This is a transformational time for us, as there’s a lot all coming together.” - DAVID KING CHIEF BRAND OFFICER

more—at Realty ONE Group. “This is a transformational time for us, as there’s a lot all coming together,” King says. One of his first major projects is working with Jewgieniew on the design and build of a new corporate headquarters in Laguna Niguel, Calif. It’ll be located near Realty ONE Group’s Cube8, an internal branding agency King leads. The new headquarters “will be a showroom as much as a headquarters,” King says. There will be plenty of show-stopping features, such as

a top floor overlook inspired by a treehouse. Visiting franchisees will be invited to attach a memento to the branches of the tree, as a symbol of their commitment to Realty ONE Group. “Kuba sees a lot of powerful symbolism in the tree, its roots, branches and leaves,” King says. “We see our real estate professionals as the leaves, giving the tree its beauty.” Everything at Realty ONE Group displays Jewgieniew’s influence. He started the company 13 years ago, quickly becoming a force in West Coast and Southwest real estate. He’s been recognized internationally for his acumen in building the “UNbrokerage.” This next chapter will show his diversity as a leader, as he makes the transformation from powerhouse broker to empowering franchisor. Realty ONE Group will double in size in 2018—but even bigger opportunities lie just over the horizon, as the “UNbrokerage” model that has been so successful for Jewgieniew is shared with thousands of real estate professionals worldwide. “This is the year we’ve been building toward for 13 years,” Jewgieniew says. “We believe this is the time at Realty ONE Group where everyONE wins.” RE

For more information, please visit www.realtyonegroup.com. RISMedia’s REAL ESTATE August 2018 87

{Broker Spotlight}

Red Oak Realty:

Putting the Client First A Winning Strategy for This East Bay Independent by Maria Patterson

or Vanessa Bergmark, growth was never about bigger, but rather, better. As the owner and CEO of the San Francisco Bay area’s Red Oak Realty, Bergmark has led the company, which was founded in 1976, from 12th in marketshare to closing in on second without the typical brokerage formula of increasing offices and agent count. Instead, Bergmark turned her focus squarely on the consumer. “Having more agents isn’t what’s best for the consumer,” she explains. “Having agents that have resources that can protect and support the consumer is what matters.” Fresh off a rebranding that’s positioning the company for the future, Bergmark shares her strategy for helping homebuyers and sellers navigate the exceptionally lucrative yet challenging Bay area real estate market in this exclusive interview. Left to right: Vanessa Bergmark, Owner & CEO; Chris Crane, Director of Operations; Melissa Bush, SVP Sales; Passion Broussard, Sales Manager

88 August 2018 RISMedia’s REAL ESTATE

Maria Patterson: Red Oak Realty has a rich history. Tell us a bit about it. Vanessa Bergmark: The four founders started the company in 1976 in a garage in Albany, Calif.—just like Apple! Like a lot of companies in the ’70s, we were formed by a group of dissatisfied agents who didn’t feel they were getting the resources they needed, so they went out on their own and started Red Oak. The company has had great retention ever since. Many of the people who were with the company back then are still here today or just recently retired.

MP: When did you come on board? VB: I joined the firm at the beginning of the downturn in 2007, when REOs were the norm and technology had moved very quickly into the real estate space. I had been running a large franchise and had just adopted my first child. The guys at Red Oak tracked me down and I went from running an office of 200 people to 20 people. Everyone said I was taking a step backwards, but to have the possibility to be home at 6:00 p.m. and not be on a plane all the time…I jumped at the opportunity. After a year and a half, I took over

both the Oakland and Berkeley offices as the general manager, and in 2010, purchased the company from the original four owners. At the time, a lot of people thought I was nuts. This was during the worst downturn in economic history, and, at that point, I had a two year old and a six month old.

MP: Interesting timing, given the start of the recession. How did you help the firm through it? VB: I learned about REOs and short sales, got our agents into coaching and training, and moved everyone toward technology. We got off desktops and onto laptops. We moved into paperless transactions and advertising digitally and upping the ante with photography. I changed the operations of the company from a more traditional approach to one that was a bit more tech savvy and strategic.

MP: So, where does the firm stand today in terms of size and marketshare? VB: We have two offices and 116 agents and staff combined. We were 12th in marketshare when I bought

Red Oak Realty’s Executive Team.

the company, and now we’re hugging second place.

MP: How did you achieve such impressive growth without acquiring offices and agents? VB: We’re not a huge brokerage and our trajectory is not that of most traditional brokerages. We did it not by recruiting a massive amount of agents—we’re at just 100 agents. Rather than putting our efforts into recruiting a lot of agents, we focused on staffing. We hired a great marketing director, beefed up our transaction department and brought on superior legal support. We hired smart agents and focused on their needs. We upped all of our resources so that we could provide more support to agents in order to improve the client experience. We grew our marketing team with people who understood digital marketing and social media and all the things you can do today to advertise a property. For every property we list, there’s a proRISMedia’s REAL ESTATE August 2018 89

Market knowledge is a key component to the brand’s continued success.

cess baked in to support our clients at a very high level.

MP: Why is this strategy of investing within, as opposed to spreading out, particularly important in your area? VB: In the Bay area, you might have to write 6 - 10 offers to get one into contract; properties move within 14 days. Much of the work is done on the front end by staff and agents before a listing even goes public. It’s like a production for a movie—and the seller is the one who benefits. I believed that having multiple offices spread out in multiple territories with multiple agents and multiple managers would be diluting the experience—what we wanted to offer was a distilled experience. So we grew our local market knowledge instead. And it’s worked. We were at $250 million in sales when I bought the company and we’re just under $1 billion today.

MP: So, how does your strategy of focusing on the agents you have rather than recruiting more agents translate to better service for the consumer...and increased profitability for your firm? VB: Having more agents isn’t what’s best for the consumer. Having agents that have resources that can protect and support the consumer is what matters. Those resources don’t usually come in the form of another agent, they come in the form of a well-trained, sophisticated support staff on the back end—people who can do all the research and admin work so that the agent can focus on what they do best, which is knowing the market, getting the house prepared and successfully negotiating the transaction. Our model is to run the firm like a serious business. By doing so, our per-person produc90 August 2018 RISMedia’s REAL ESTATE

tion increased by 30 - 40 percent. The market changes like the tide; if you’re not full-time servicing several transactions a month, the consumer you’re working for won’t get the best service. Why bring in more agents who won’t do as many transactions per year? Why not support the ones you have instead?

MP: How would you describe your market? What are the greatest challenges? VB: We’re in the technology hub of the country, so our clientele demands that you’re technologically up to speed. They want to know that you know what you’re talking about when it comes to marketing a house and financing. Our clients are incredibly educated—we’re dealing with everyone from CEOs of tech companies to savvy millennials, and the way they communicate and the speed in which we have to respond is critical. When you’re moving properties within 14 days, marketing, speed and accuracy are of the utmost importance.

MP: How are you best serving the needs of your clientele? VB: A lot of documents go into the contract here—our agents and staff have to know a lot about disclosures, condition and local ordinances. Rather than constantly outsourcing it, we looked at how the company can inter-

“The market changes like the tide; if you’re not full-time servicing several transactions a month, the consumer you’re working for won’t get the best service.” - VANESSA BERGMARK OWNER AND CEO

nally support the agent and the client by taking this part of the job over. As opposed to being part of a franchise, we’re deeply ingrained in a specific community. Berkeley, Calif., is unlike anywhere else in the country. There’s a high income and it’s an expensive place to live. It’s also still counter culture and doesn’t respond to elite marketing. If you try to go glitzy to appeal to the 1 percent, it works against you. So the question we ask is, “What am I doing today that will help my buyer and seller?” What am I doing to train and prepare my agents to take care of that person? Will having a lot of inexperienced agents help that consumer? Probably not. We’re hyperfocused on what our sellers need and getting their property exposed and sold.

MP: It sounds like you really take a consultative approach with every client… VB: One of the most important things we do is educate the consumer. It’s so easy to get frustrated in this market. Educating them on what they can afford and showing them the data so that they don’t end up bidding against themselves is critical. We also educate them on financing. We can’t make the low-inventory piece go away; what we can do is help them get started within this ecosystem and not put their homebuying plans on hold for the next six years. We let people know, “Here are the tools you have; don’t go to this neighborhood—we know you love it, but this is what you can spend, so let us introduce you to this alternative where your buying power might be stronger.” From the seller’s perspective, we advise them on many things, such as how much they should put into the house to get the right return.

MP: Tell us about the typical process of working with a seller. VB: When we first meet with someThe company rebrand includes new colors and patterns developed by 1000 Watt Consulting.

one, we really hone in on the hyperlocal statistics. Agents are well versed on market data and have access to yearly, quarterly and monthly statistics on every neighborhood that affects us. We take it down to the microscopic level and break it down by house type, by certain features that have high demand, and analyze the impact of that for sellers. That’s what we do on the front end prior to marketing. Then it’s about positioning the property for maximum return. You have to market in the portals and in the local community by word of mouth. Should there be video? A floor plan? How involved does the seller want to get in prep, interior design and landscaping? A lot of buyers don’t have time to do a renovation or put in a garden, so we often provide referrals for that. Then we focus on the best ways to market, set bid dates and create demand on those dates. All of this is done weeks, if not months, in advance by the agent. This is all very thoughtfully prepared in advance in a very methodical way.

MP: Your market is very competitive. How are you setting the company apart? VB: We just rebranded the company.

logo play in the digital world across social media and all the digital portals, as well as print. We needed to make sure we wouldn’t get lost in the volume—that we would stand out online, in a magazine or when you’re simply driving by. We needed to make sure people would pay attention. We wanted to get both higher marketshare and consumer mindshare.

MP: How do you stay innovative in terms of marketing? VB: I’m always very cautious about saying what the next big thing is, such as video, which can work against a property if it’s used incorrectly. It’s our job to make the property look as best as possible, then price it competitively to the right demographic. On Facebook, you can do a lot of targeted marketing. We also hired a PR company out of LA, Lion & Orb. Anytime we get a listing, we snap photos and get the story to our PR team who then crafts a great narrative and pitches it out to publications such as Dwell, the Wall Street Journal, Curbed, etc. That’s a huge piece of our marketing with massive reach for the property and a huge benefit to our sellers.

We looked at how our colors and

MP: What’s on deck for the future of the firm? VB: The firm’s focus will be on using our rebranding to have a more powerful national and local reach. We’re looking at growing our marketing team and adding services that will benefit clients. Right now, we’re all about how we serve our clients, not just in one transaction, but during the course of the homeownership experience. It’s all about learning how to stay relevant to your customer and giving them what they need as a busy homeowner. We want to take care of them on an abundant level, not only as a buyer and seller, but as a homeowner, too. RE For more information, please visit www.redoakrealty.com.

RISMedia’s REAL ESTATE August 2018 91

{Broker Best Practices}

ARC literally stands for ‘A Relationship Company,’ so we built a foundation on strong personal interactions, which is the core of any successful business. We’re hyperfocused on investing in and helping agents build strong, long-standing relationships with clients, while doing the same through our business and relocation relationships as a company.

Investing in Strong Personal Interactions by John Voket

Tommy Brigham Chairman/Founding Partner ARC Realty, a member of Leading Real Estate Companies of the World® Birmingham, Ala. www.arcrealtyco.com Region served: Greater Birmingham, Montgomery and Wetumpka Years in real estate: 40 Number of offices: 9 Number of agents: 300+ Best advice for new agents: Build a strong database and use it to facilitate touchpoints with your clients at least 30 times a year. No. 1 best practice for owners/managers: Establish and build strong, 92 August 2018 RISMedia’s REAL ESTATE

authentic and trusted relationships with agents and staff. Key to staying profitable: Focus on managing the things you can control with diligence, then adjust decision-making around the things you can’t control. This provides the opportunity to adapt based on day-to-day market rhythm. Best recruiting technique: In my 40-plus years in the business, I’ve found that when you create a customer-for-lifeexperience with your own agents, the rest will fall into place. Tell me about how you’re setting the bar for your entire team when it comes to relationshipbuilding that helps promote long-term and repeat/referral business.

How are you attracting and retaining top agents in your market? I give a great deal of credit to our agents for attracting other top agents to ARC. Our support staff also helps attract and retain highquality agents by working hard on the relationship side of our business culture. That being said, our marketing/support staff is not only larger than most, but also fully dedicated to supporting our agents when it comes to maximizing their potential. Because our agents know that they’re our customers, they know that we’re committed to their success. They, in turn, tell their peers about this great culture, and those peers come calling to be part of the ARC team. What are the latest and most effective marketing practices you’re implementing at ARC Realty? There are so many tools out there today, but the most effective ones

we’re using are social media platforms like Facebook, Instagram, Twitter and Snapchat. We combine those with the use of traditional media outlets to create a comprehensive digital campaign to benefit all our stakeholders. We also have a program called Lolo, which is a database gifting program. In addition, we use Waze—a navigational program—and Canva—a customized flyer platform—to enhance our already effective marketing practices. How does ARC Realty engage in giving back to the communities it serves? From the beginning, we’ve been engaged as a civically responsible corporate neighbor in our communities. We remain at the forefront of outreach and engagement, which involves working with the city, the University of Alabama at Birmingham, local schools, our children’s hospital, regional cancer center and additional children’s services organizations throughout town. We believe ARC Realty is obligated to engage in our community and contribute to society for the greater good.

For more information, please visit www.leadingre.com.

Staying Ahead of a Shifting Technology Landscape by Paige Tepping

Dan Bowden Broker/Owner HomeSmart Realty Group Orland Park, Ill. www.homesmart.com/real-estate-agent/illinois/orland-park/17563-danbowden

What factor has the largest influence on the real estate industry today? Internet leads. As we all know, today’s consumer is online, and as a broker, I want to facilitate connecting our agents with those consumers. It starts with our free HomeSmart websites for every agent, and hundreds of free online and social media marketing templates, content and videos. Additionally, we’re addressing this challenge by allowing our agents to partner with other websites and real estate companies that provide leads or referrals by zip code. We also use Commissions Inc. and OpCity, a lead-generation program that introduces agents to clients who are ready to transact in real-time. In what ways are your agents using technology to better serve their clients? The technology our agents have access to through HomeSmart’s proprietary platform enables them to have info readily available for both their buyer and seller clients. They also have access to easily customizable listing and buyer presentations. In fact, when they pull up to a home for a listing appointment, they can simply snap a photo of the house, enter the client’s information and have a customized listing presentation at a moment’s notice.

Region served: Midwest Chicago Years in real estate: 18 Number of offices: 3 Number of agents: 200 total in Orland Park, Naperville and Chicago’s West Loop Best advice for new agents: Treat your business like a business. No. 1 tip for running a successful meeting: Follow through with your agents and give them the tools they need to implement the opportunities and tasks discussed during the meeting. Please describe some of the current trends you’re seeing in your market. First and foremost, we’re currently experiencing a strong resale market. While the foreclosure business has all but dried up at this point, we’ve seen a lot of investors come into the area, in addition to agents doing a lot of flipping. It’s also important to note that other parts of the country are growing faster than we are. We were a bit slow to react to the downturn, which meant that it took us longer to get through it, but we also didn’t get hit as hard as other areas.

Can you talk about some of the tools provided by HomeSmart that are producing the best results for your company? HomeSmart’s marketing design center, which includes everything you can imagine a real estate professional might need for marketing, is one tool we’re getting a lot of benefit from. While other big brands outsource their marketing to other companies, HomeSmart’s proprietary technology provides our agents a one-stop shop for all lead management, transaction management and marketing. The fact that everything our agents need is housed in one platform makes it simple and easy for them to access and use. What is one of the challenges your market faces, and what are you doing to overcome it? Our biggest challenge is seasoned agents not adapting to the constant technology changes. In order to stay ahead of this, we have three different full-time support staff in the office that are charged with teaching and training on a variety of things. HomeSmart’s CIO, Todd Sumney, also comes out one or two times a year to do a full HomeSmart marketing essentials course, which encompasses all the marketing that’s available to our agents and how to use it.

For more information, please visit www.homesmart.com.

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Mastering Lead Conversion With a Team Approach by Paige Tepping

Thomas Brown Founder/Owner The Agency Texas Austin, Texas www.theagencytexas.com Region served: Texas Years in real estate: 20 Number of offices: 3, with one to open in Dallas in 2019 Number of agents: 55 What is the first action your team takes when receiving an online lead? When it comes to online leads, speed to lead is critical, so it’s important that our agents get on top of the lead right away. Whether it’s picking up the phone and making a call, or sending a text or an email, you have to do whatever you can in order to get their attention. More often than not, they want to schedule an appointment to see the home right away, so our agents begin by thanking them for taking the time to reach out. From there, they ask about setting up a showing time at their earliest convenience. When following up with online leads, it’s also a good idea to provide information about properties other than the one they initially inquired about, in order to give them options.

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How fast are your agents getting to the lead? Our agents are receiving texts and emails as soon as the lead comes in, which puts them in the position to be able to call the consumer and provide the information they’re looking for right away. We also have an inside sales team that’s responsible for nothing but scheduling appointments, so they’re calling each and every lead that comes in, as well. How important is the lead source itself in terms of getting to step one (setting an appointment), and where do you get the leads? The lead source is extremely important. While we get our leads from the big national sites, we also have a website that produces organic leads. I’ve been working with realtor.com® on and off for the last five years and full-time for the last 1.5 - 2 years. What happens if they aren’t motivated to move right away? Any lead that isn’t ready to move is set up on an exclusive drip campaign through our CRM depending on their specific timeline. While drip campaigns offer the agent a simple way to stay in front of the consumer, the overall success of the campaign and actually working with the lead at some point down the road depends on the agent and how good they are at following up. In addition to reaching out

“When it comes to online leads, speed to lead is critical, so it’s important that our agents get on top of the lead right away. Whether it’s picking up the phone and making a call, sending a text or an email, you have to do whatever you can in order to get their attention.”

through an automated drip campaign, we’re also constantly touching base through a variety of different avenues. What kind of conversion can you achieve with this? We’re realistically in that 4 - 6 percent conversion ratio and improving. While some of my agents are converting between 9 and 10 percent, I firmly believe in the equation that less equals more. To that end, agents that are getting 30 - 40 leads a month are closing at a much higher percentage than those that are getting more leads in any given month. How many leads are you getting, and do you ever find that you have more than your agents can service? When it comes to the leads we have coming in, we do have more than our agents can service, because I bring

the business in before I hire agents. For example, I currently have two new agents joining the company (at press time), and I already have leads coming in to service them. I don’t hire agents and then try to get the business, so we definitely have more leads than we have agents, but this is ultimately by design. That being said, we do have a surplus of leads that don’t get serviced well enough, which is why our conversion rate is 4 - 6 percent as a team, rather than 9 - 10 percent. Our goal is to be in that 9 10 percent range by this time next year, which we’ll achieve by bringing on the right people. I don’t hire any part-time agents; all of my agents are full-time and committed.

For more information, please visit hub.realtor.com/team.

Finding Success Through Drive and Dedication

by John Voket

Susan Gill Broker/Owner CENTURY 21 Fairways Real Estate Irwin, Pa. www.fairwaysrealestate.c21.com Region served: Irwin, Pa., and surrounding region Years in real estate: 22 Number of offices: 1 Number of agents: 14 Key to getting buyers and sellers working together: Tell both parties that we’re trying to do what’s best for the party we represent, and the real estate process, while complex, is a short period in both of their lives. Most effective way to motivate agents: By example. Success comes from drive and dedication. It’s also important to work as a team on some deals so that others follow. And, remind agents to work the deal, not the money. This will allow them to do a better job. Best tip for getting the right listing price: Do your homework. Don’t show up to a listing without being knowledgeable about the market, the property itself, and as much history as possible about the house and its surroundings.

Best tip for dealing with difficult clients: Always treat them with kindness, and be prepared. It’s hard to be difficult with a person that’s prepared. Let’s talk about your recent launch of the new company, focusing on the main reason why you wanted to affiliate with the CENTURY 21® brand. I chose the CENTURY 21 brand after visiting with the C21® team in Madison, N.J. Not only was the corporate staff great, but we also felt that our market was missing this well-recognized brand. Are there any technology tools provided by the CENTURY 21 brand that began working for you and the team right out of the box? One of the most impressive aspects of the technology we have access to through the CENTURY 21 System is the ability to touch a few keys on the computer and be able to produce eye-catching and informative brochures, videos and other media that help to build long-term relationships and drive more transactions.

How did your career-long participation and three-time leadership role with your regional REALTOR® Association help position you to establish your new company? My time spent with our regional REALTOR® Association allowed us to build several lasting relationships through the board. We all know that we represent different brands, but at the same time, we all have a common goal that we’re working toward. Your company prides itself on having a highly collegial and collaborative staff. What standards do you demand from your team members? When it comes to the members of my team, they have to respect one another and the real estate business itself. We’re an office with integrity, and we want to continue to see that integrity recognized as we grow.

For more information, please visit www.century21.com.

Building a Real Estate Family That Celebrates History and Community Involvement by Liz Dominguez

John Finn Managing Broker United Real Estate Richmond Richmond, Va. www.unitedrealestaterichmond.com Region served: Richmond, Va. Years in real estate: 40+ Number of offices: 1 (our second office is opening this month) Number of agents: 150+ Proudest achievement: My family has been involved in the real estate RISMedia’s REAL ESTATE August 2018 95

industry for four generations. It’s extremely gratifying for my brother, Jeffrey, and I to fulfill our father’s dream by continuing to build on it. One thing people don’t know about you: I never want to be the smartest person in the room. When I’m not, I know I’m going to learn from the encounter. You purchased Richmond’s oldest African Americanowned real estate company. How was the transition from independent to franchise? Robinson-Harris & Company Real Estate was founded in 1914, and is also the oldest African American-run business in Richmond. A culture that’s been around that long has to be based in superior client services. It was a seamless transition merging the two companies earlier this year. Even though United Real Estate—with its cutting-edge model and state-of-the-art technology—couldn’t be more different from Robinson-Harris’ older, traditional model, the consistency in core values and client services are the same. How do you run your brokerage differently from competitors? Family is a very important part of our culture. While a sense of family isn’t just a slogan, but rather, a commitment, we always try to project that to our team. A real estate office can become a very lonely space, but with an intense training program and support system in place, our team members never feel left alone out there. There’s always a broker, manager, mentor or accountability partner available to serve their needs. How has your community involvement made you a better real estate professional? In 2015, I became president of the Richmond Association of REALTORS®— a first-class, mid-size real estate association with incredibly dedicated members. The opportunity to exchange ideas with other professionals in the industry on a regular basis not only enhances my skills on a micro level, but on a macro level, as well. I became more active within the association about 10 years ago when I made the decision to change the way I was living. I stopped chasing money and started doing more service work. That’s why my business and personal life have reached such incredible heights today. As a 2017 REALTOR® of the Year winner, how do you define success in the industry? You can only be truly humbled by this recognition—but you have to under-

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Family is a very important part of our culture. While a sense of family isn’t just a slogan, but rather, a commitment, we always try to project that to our team. A real estate office can become a very lonely space, but with an intense training program and support system in place, our team members never feel left alone out there. There’s always a broker, manager, mentor or accountability partner available to serve their needs. stand that successes come over time from doing good work and helping other REALTORS® develop into the best they can be. I do that by providing a strong family structure to help our agents grow, which, in turn, drives both my success and United Real Estate’s success. What strategies do you have in place to help your clients get to the closing table? My background and experience in three complete real estate cycles helps my agents prepare themselves for what’s next. We’re constantly upgrading and looking for the most effective way to keep our agents at the forefront of technology. As an independent, I was always chasing the next state-of-the-art technology, and by the time I adopted it, it wasn’t state of the art anymore. United Real Estate is on the cutting edge of technology every single day, which is a huge advantage.

For more information, please visit www.unitedrealestate.com.

Demand Expands to Hot Inland Markets by Suzanne De Vita

Based on median days on market and online views, the remainder of the top 20: 6. S AN FRANCISCO-OAKLANDHAYWARD, CALIF. Age of Inventory: 25 days 7. V ALLEJO-FAIRFIELD, CALIF. Age of Inventory: 30 days 8. B UFFALO-CHEEKTOWAGA-NIAGARA FALLS, N.Y. Age of Inventory: 36 days 9. C OLORADO SPRINGS, COLO. Age of Inventory: 30 days 10. DETROIT-WARREN-DEARBORN, MICH. Age of Inventory: 37 days 11. RACINE, WIS. Age of Inventory: 38 days

alifornia’s domination as the hottest housing state is weakening, as other affordable markets trend up, according to a recent ranking by realtor.com®. California dipped out of the top five markets for the first time in six years, with the Bay Area finishing at No. 6. Close to half of the top 20 markets in the ranking had median values under the median nationally, or $299,000.

June’s five hottest housing markets, based on median days on market and online views, were: 1. M IDLAND, TEXAS Age of Inventory: 29 days 2. C OLUMBUS, OHIO Age of Inventory: 32 days 3. B OSTON-CAMBRIDGE-NEWTON, MASS.-N.H. Age of Inventory: 33 days 4. F ORT WAYNE, IND. Age of Inventory: 34 days 5. B OISE CITY, IDAHO Age of Inventory: 33 days According to Danielle Hale, chief economist at realtor.com®, demand is expanding inland, where buyers are meeting more practical prices. “As the record pace of sales con-

12. GRAND RAPIDS-WYOMING, MICH. Age of Inventory: 31 days 13. SACRAMENTO-ROSEVILLEARDEN-ARCADE, CALIF. Age of Inventory: 35 days 14. ROCHESTER, N.Y. Age of Inventory: 38 days 15. KENNEWICK-RICHLAND, WASH. Age of Inventory: 38 days

tinues to challenge would-be homebuyers, the hottest market rankings show that buyers are looking for markets that offer relative affordability,” says Hale. There is a what-if: Amazon’s arrival is likely to pressure prices up, Hale says. In Columbus, for example—No. 2 in the ranking—the median is $250,000, which has been consistent for the past year. If Amazon were to bring HQ2 into town, affordability could suffer. “In the three cities that were on Amazon’s list of possible HQ2 contenders—Columbus, Ohio, Boston and Dallas—affordability isn’t taking as big a hit as in other hot markets, despite properties selling faster than just about everywhere else,” says Hale. “This would change if Amazon were to come to town.”

16. STOCKTON-LODI, CALIF. Age of Inventory: 36 days 17. DALLAS-FORT WORTH-ARLINGTON, TEXAS Age of Inventory: 38 days 18. WORCESTER, MASS. CONN. Age of Inventory: 38 days 19. SPOKANE-SPOKANE VALLEY, WASH. Age of Inventory: 36 days 20. SANTA CRUZ-WATSONVILLE, CALIF. Age of Inventory: 40 days RE For more information, please visit www.realtor.com. Suzanne De Vita is RISMedia’s online news editor. Email her your real estate news ideas at sdevita@rismedia.com.

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{Trending}

Smart Homes:

The Way of the Future, or a Risk to Homeowners? by Liz Dominguez

litches of early iterations aside, AI-based technology has come a long way, and has an increasingly active presence in the lives of homeowners who are looking for

convenience and savings in a pushed-for-time era. From adaptive thermostats that automatically gauge energy usage and alter temperatures for optimal savings, to smart home speakers that use sophisticated artificial intelligence to provide services and information in real-time, a smart homeowner can now cross off a variety of menial tasks from their daily to-do list without doing more than speaking a phrase out loud or clicking a button on their mobile device. What is the true cost of this convenience? Some gadget adopters are reporting invasion of privacy, security risks, and more. For those who have not yet invested in smart home technology, these factors are largely holding them back; in fact, 98 August 2018 RISMediaâ&#x20AC;&#x2122;s REAL ESTATE

it is the second biggest reason for hesitation for 17 percent of nonusers, behind price (42 percent), according to a recently released report by PricewaterhouseCoopers (PwC), “Smart Home, Seamless Life: Unlocking a Culture of Convenience.” In addition, 56 percent of surveyed individuals stated they would choose encryption to protect their data when creating their own smart home. What technology misuses could lead to privacy or security risks? These are a few of the reported instances thus far:

1. GADGETS MAY BE SUSCEPTIBLE TO HACKING Last August, Wired published a story about a British security researcher for MWR Labs, Mark Barnes, who was able to install malware on an Amazon Echo device, turning it into a surveillance device that silently streamed audio to his own server. While newer models cannot be jailbroken this way, Amazon has not released any software to fix the issue with older units. For the typical owner, this may not seem like a significant violation; however, this could lead to another type of home theft in which fraudsters break into homes looking to steal identifying information via smart home gadgets, leaving little to no evidence of their break-in behind. While Barnes installed code for the specific purpose of audio streaming, he clarified that the installation of malware could serve other uses, such as stealing access to a homeowner’s Amazon account, installing ransomware or attacking parts of the network.

2. SMART TECHNOLOGY COULD LEAD TO LOCATION-BASED TRACKING Security investigator Brian Krebs recently reported on a privacy vulnerability for both Google Home and

Chromecast—found by Craig Young, a researcher with security firm Tripwire—that leaks accurate location information about its users. According to Young, attackers can use these Google devices to send a link (which could be anything from a tweet to an advertisement) to the connected user; if the link is clicked and the page left open for about a minute, the attacker is able to obtain a location. “The difference between this and a basic IP geolocation is the level of precision,” Young said in the article. “For example, if I geo-locate my IP address right now, I get a location that is roughly two miles from my current location at work. For my home internet connection, the IP geolocation is only accurate to about three miles. With my attack demo, however, I’ve been consistently getting locations within about 10 meters [32 feet] of the device.” Google initially told Young they would not be fixing the problem; however, after going to the press about the issue, Young reports that Google was releasing an update in mid-July (at press time) to address the privacy leak for both devices.

3. GLITCHES COULD LEAD TO INVASION OF PRIVACY According to local news stations in Portland, Ore., a resident (reportedly named Danielle) received a disturbing phone call from one of her husband’s employers telling her to shut off her smart home devices. After using Amazon devices throughout her home to control temperature, lighting and security, Danielle was made aware that a private conversation was accidentally recorded by Amazon’s artificial intelligence system, Alexa, and was sent to a number on the family’s contact list. Amazon has since reported that the Echo speaker picked up words in Danielle’s background conversa-

tions that it interpreted as “wake words” for recording and sending audio to a contact; however, an article published by the website The Information last July states that Amazon was considering obtaining recorded conversations and sending transcripts to developers so they can build more responsive software, making it unclear if these devices automatically record audio without waiting for “wake words.” These Vulnerabilities Could Impact Real Estate Smart homes are increasing across the country. According to Statista, a statistics website, the estimated value of the North American smart home market will be $27 billion by 2021. Of course, the vulnerabilities that have cropped up for some users could have an impact on the selling process. For example, some sellers have already begun using their security systems as a way to listen in on prospective buyers or watch them as they visit the listed home, regardless of whether local laws prohibit these recording practices. Additionally, if homeowners have devices such as Google Home or Amazon Echo, but do not have security cameras, how can they be sure that visiting buyers are not accessing sensitive information through these speakers? While agents always play a role in adding a measure of security by being present during showings, fraudulent activity that is internet-based only, such as obtaining online data through links, will be difficult to identify. RE

Liz Dominguez is RISMedia’s associate content editor. Email her your real estate news ideas at ldominguez@rismedia.com. RISMedia’s REAL ESTATE August 2018 99

{RISMedia’s Great Spaces} Sunset drinks on the terrace, anyone?

End-of-Summer Outdoor Entertaining Summer is the season for enjoying the great outdoors. This month, we’re exploring homes with seriously stunning exterior entertaining spaces, just in time for that end-of-summer party.

by Zoe Eisenberg

Rooftop Views in Tribeca Nothing says summer in the city quite like hanging out on a swanky rooftop or private terrace—and this two-bedroom, three-bathroom loft, located at 15 Hubert Street in the heart of Tribeca, has both. Each unit includes a 630-square-foot landscaped terrace with open views facing east and south, offering the perfect environment for an intimate evening cocktail party. The building

100 August 2018 RISMedia’s REAL ESTATE

also includes a landscaped communal rooftop lounge with views of the Hudson River. Inside, 2,830 square feet of living space include exposed brick, high ceilings and wide windows—a trifecta for New York City perfection. Listed by: Louise Phillips Forbes, Halstead Listed for: $5,995,000 Photos by: Halstead

Above and left: Take in “wow” views from inside and outside. Below: Kick your feet up and relax as you lounge by the water.

Loving That Lagoon Life This incredible waterfront estate in Coral Gables, Fla. (left and next page, top left), will be the life of any outdoor party. The incredible sixbedroom, 12-bathroom home sits on 2.38 acres of lush tropical landscape overlooking a pristine lagoon, with 600 different varieties of palms, trees and plants. One of the priciest homes on the market for the area, the estate includes a fully-equipped theater, a billiard room, two studies, a full bar, a full guest home and space to dock a 90-foot yacht—although you’ll have to bring your own. RISMedia’s REAL ESTATE August 2018 101

Pool? Fountain? Why not both!

Outside, you’ll find a space that reaches Gatsbian heights, with a mosaic-tiled pool, an outdoor living room, lounging terraces, gym, sundeck and kitchen. Listed by: Dennis Carvajal, ONE Sotheby’s International Realty Listed for: $55,000,000 Photos by: Nickolas Sargent Photos

Throw a Party, Real Housewives-Style This sweeping Montville, N.J., mansion (top, center and bottom right)— belonging to Melissa and Joe Gorga of Bravo’s “The Real Housewives of New Jersey”—recently made it onto the market for just under $3,300,000. With six bedrooms and eight bathrooms spanning 9,000 square feet, the elaborate home was built in 2009 and sits on over two acres of land. On the upper level are the bedrooms, main living spaces and a two-story library. Downstairs, features include a gym, salon, home theater, walk-in glass-enclosed wine 102 August 2018 RISMedia’s REAL ESTATE

cellar and bar, recording studio and padded kids play area. The sleek space nearly begs for a party, with a long curved drive, soaring ceilings and a bridal staircase welcoming you upon entrance. Outside, you’ll find a swanky pool and patio area tucked into the trees.

photo caption

Listed by: Michele Kolsky-Assatly, Coldwell Banker Global Luxury Specialist Listed for: $3,298,000 Photos by: Vizzi Edberg

High-End Historic Peacock Villa This handsome, historic villa was once owned by John T. Peacock, a Miami pioneer and one of the founders of Coconut Grove. Part of the original Peacock Estate, the 6,300-square-foot house offers five bedrooms, six baths and an acre of land, on which rest a pool, tennis court, an extremely grand entrance to “wow” guests and gorgeous, lush Florida jungle.

There’s also an outdoor bar, billiards area and a tiled poolside terrace—perfect for one of Miami’s original mavens.

Snag a slice of this Florida jungle (top and below).

Listed by: Lourdes Alatriste, Engel & Völkers Miami Listed for: $15,900,000 Photos by: Alain Almeida, Jehovy Santiago RE

RISMedia’s REAL ESTATE August 2018 103

{Ask the Experts}

“A home inspection is a prospective buyer’s most powerful negotiation tool, as well as the most valuable insurance one can ever get on a property.”

Dan Steward President Pillar To Post Home Inspectors www.pillartopost.com

When guiding clients through the real estate process, how can I ensure that they’re prepared to find success when in the midst of a seller’s market?

Pillar To Post Home Inspectors® enjoys a leading position in its category. As such, we have nearly 600 franchisees performing thousands of home inspections, and we gather a myriad of great tips from them. Here are some of their best tips for making sure your buyers are prepared—and positioned to be the most attractive bidder in a competitive seller’s market. - If your client isn’t going to be a cash buyer, make sure they get a pre-approval for a mortgage before looking for homes in their price range. - When putting together an offer, it helps if there are no contingencies involved, such as waiting for

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the client’s home to sell first. In the event that multiple offers are involved, it pays to be flexible in many areas, including—but not limited to—move-in date. - Work with your client to determine what they really need in a home versus what they really want. If inventory is tight, they may need to compromise. - Show your client that you’re committed to being in their corner and take the time to educate them in regard to everything they need to know as they make their way through the process. - Encourage your client to act quickly, as they’re bound to run into others who will not hesitate to make a move in a competitive market.

- L ine your client up with the most reputable home inspector you can find so that they’re ready for the inspection. While there’s typically a period that ranges from 7 - 10 days to complete the inspection, be sure to remind your client that the tighter market may have sellers expecting an even quicker turnaround. -A home inspection is a prospective buyer’s most powerful negotiation tool, as well as the most valuable insurance one can ever get on a property, which is why the Federal Housing Administration (FHA) requires a special form entitled “For Your Protection: Get a Home Inspection” with every contract. More often than not, there won’t be much to see on the inspection report, but if your client happens to write an offer on a home with an issue that needs to be addressed, you may save both yourself—and your client—a lot of heartache with this simple report. RE

Q& A

- Be sure your client has all their documentation ready in case of a quick close. It’s also important to make sure they know exactly what they need to have in order, should they encounter a tight timeline.

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Top Training & Coaching | Top Tools & Technology | Top Resources & Services

Index of Preferred Providers The leading companies providing services to the real estate and relocation industries

RREIN Service Providers

ABR®..................................................................................... 108

Ascent Real Estate, Inc........................................................... 112

American Home Shield........................................................... 108

Berkshire Hathaway HomeServices Ambassador Real Estate... 112

Berkshire Hathaway HomeServices......................................... 108

Berkshire Hathaway HomeServices C. Dan Joyner, REALTORS®....112

Buffini & Company................................................................. 108

Berkshire Hathaway HomeServices Florida Realty................... 112

Century 21 Real Estate LLC.................................................... 108

Berkshire Hathaway HomeServices Fox & Roach, REALTORS®.....112

Certified New Home Specialist ............................................. 108

Berkshire Hathaway HomeServices Georgia Properties............ 112

CINC (Commissions Inc)......................................................... 108

Berkshire Hathaway HomeServices Nevada Properties............ 112

Cole Realty Resource............................................................. 108

Berkshire Hathaway HomeServices Select Properties.................112

Create for the Human............................................................. 108

Calcagni Real Estate.............................................................. 112

CRS Data............................................................................... 108

CENTURY 21 Award................................................................ 113

DocuSign............................................................................... 109

CENTURY 21 New Millennium................................................. 113

Engel & Völkers...................................................................... 109

Coach REALTORS®................................................................. 113

The Entrust Group.................................................................. 109

Coldwell Banker D’Ann Harper, REALTORS®............................. 113

ERA Franchise Systems, LLC................................................... 109

Coldwell Banker Kappel Gateway Realty.................................. 113

Homes & Land....................................................................... 109

Diane Turton, REALTORS®....................................................... 113

Homes.com........................................................................... 109

Fillmore Real Estate............................................................... 113

HomeSmart International....................................................... 109

First Team® Real Estate.......................................................... 113

HomeTeam Inspection Service................................................ 109

GARDNER, REALTORS®........................................................... 113

HSA Home Warranty............................................................... 109

Gloria Nilson & Co. Real Estate.............................................. 113

Leading Real Estate Companies of the World®........................ 109

J. Rockcliff REALTORS®........................................................... 113

Motto Franchising, LLC®......................................................... 109

Jordan Baris, Inc., REALTORS®................................................ 114

MoxiWorks............................................................................. 110

Kinlin Grover Real Estate........................................................ 114

National Association of REALTORS®........................................ 110

Long & Foster Real Estate, Inc................................................ 114

The Personal Marketing Company........................................... 110

Lusk & Associates Sotheby’s International Realty.................... 114

Pillar To Post Home Inspectors................................................ 110

McCOLLY Real Estate.............................................................. 114

Quicken Loans....................................................................... 110

Page Taft................................................................................ 114

Real Living Real Estate........................................................... 110

Patterson-Schwartz Real Estate.............................................. 114

Realogy Holdings Corp........................................................... 110

Randall, REALTORS®.....................................................................114

realtor.com®.......................................................................... 110

RE/MAX 440 and RE/MAX Central......................................... 114

Realtors Property Resource®.................................................. 110

RE/MAX Gateway................................................................... 114

Realty Executives International............................................... 111 Realty ONE Group.................................................................. 111 RE/MAX, LLC.......................................................................... 111 RISMedia’s Top 5 in Real Estate Network®.............................. 111 Sellstate Realty Systems Network, Inc..................................... 111 Top Producer® CRM................................................................ 111 Workman Success Systems.................................................... 111 Xpressdocs............................................................................ 111 Zillow Group........................................................................... 111 zipLogix.................................................................................. 111

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ABR® (800) 648-6224 • www.rebac.net • Chicago, Ill. • Marc Gould, Executive Director Brokers are busy with many competing priorities. They should feel comfortable with their salespeople who have earned the ABR® designation when working with buyer-clients. Real estate professionals can hone their skills in representing the needs of homebuyers in real estate transactions and earn the coveted Accredited Buyer’s Representative (ABR®) designation, giving agents knowledge and confidence to navigate the market.

AMERICAN HOME SHIELD (800) 735-4663 • www.ahs.com/realestate As the founder and leader of the home warranty industry, American Home Shield is committed to providing our customers with protection for covered major components of the home systems and appliances that make a home work. The American Home Shield home warranty is included in more than 300,000 real estate transactions per year. And, as the nation’s largest home warranty company, we pay more service requests than any other home warranty company in the nation. That’s added up to more than $2 billion over the last five years. The Memphis-based company operates 5 customer service centers, employs more than 2,000 employees and has a national contractor network made up of more than 14,000 independent home-service contractors.

BERKSHIRE HATHAWAY HOMESERVICES (800) 666-6634 • www.berkshirehathawayhs.com Berkshire Hathaway HomeServices is a brand-new real estate brokerage network built for a new era in residential real estate. The network, among the few organizations entrusted to use the world-renowned Berkshire Hathaway name, brings to the market a definitive mark of trust, integrity, stability and longevity. The brand, grounded in the financial strength, efficiency and tradition of its HomeServices of America parent company, will change the face of residential real estate.

BUFFINI & COMPANY (800) 945-3485 • www.buffiniandcompany.com Headquartered in Carlsbad, Calif., Buffini & Company is the largest real estate coaching and training company in North America. Founded by real estate expert and master motivator Brian Buffini, the company provides a unique and highly effective lead generation system and comprehensive business coaching and training programs, which have helped entrepreneurs in 37 countries improve their business, increase net profit and enhance their quality of life.

CENTURY 21 REAL ESTATE LLC (877) 221-2765 • www.century21.com • Madison, N.J. • Nick Bailey, President & CEO Century 21 Real Estate LLC is a leading global residential franchise real estate sales organization, with approximately 8,300 independently-owned and -operated franchised brokerages and nearly 119,000 independent real estate professionals in 81 countries and territories worldwide. The Century 21® System capitalizes on brand marketing, promotions and sponsorships, and fundraising efforts with Easter Seals, to build brand awareness and preference. Technology initiatives include both English- and Spanish-language consumer websites, www.century21.com and www.century21.com/espanol, a recently redesigned intranet site, www.21Online.com, and the Century 21 Learning System®,

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a web-based learning platform. Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp.

CERTIFIED NEW HOME SPECIALISTTM (800) 428-1122 • www.sellnewhomes.com SellNewHomes.com is the online headquarters for Certified New Home Specialist™ and Residential Construction Certified™ training, sales systems and marketing tools, created by Dennis Walsh & Associates, Inc. Based in Newport Beach, Calif., the company is owned and operated by nationally recognized new home, real estate and construction experts Dennis and Teresa Walsh. The Walshes have established Certified New Home Specialist™ as the No. 1 brand of training and support products for new-home sales success. To learn more contactus@sellnewhomes.com.

CINC (COMMISSIONS INC) (855) 246-2717 • www.commissionsinc.com • Marietta, Ga. • Matt Hart, Director of Sales CINC is the premier lead acquisition and conversion marketing platform designed for top-producing teams, agents and brokers. Their solution includes a consumer website that integrates with local MLS data, a complete customer relationship platform for nurturing leads, and a trio of three mobile apps supporting all aspects of the home sale process. Each month, CINC generates over 290,000 new homebuyer and seller leads for its clients.

COLE REALTY RESOURCE (888) 231-0732 • www.colerealtyresource.com • Omaha, Neb. Cole Realty Resource helps thousands of agents and brokers find success. Agents can connect with neighborhoods to stay top of mind and promote open houses or Just Listed/Sold properties, while brokers use this tool to recruit, retain and cheerlead new agents, allowing for confident prospecting. All of this is achieved through a combination of innovative technology, industry knowledge of end-user practices and comprehensive data providers. Let us help you become a top agent today!

CREATE FOR THE HUMAN (914) 909-6701 • www.createforthehuman.com • John Lim Create for the Human is a groundbreaking philosophy from John Lim, CEO of Life In Mobile and an innovator in real estate technology, that helps real estate and real estate-related companies humanize their digital marketing. Through education about the implementation of four main principles, Create for the Human offers companies the opportunity to exponentially increase their marketing success and bottom line by reaching behind their consumers’ devices and screens to capture and truly engage buyers, sellers, brokers and agents.

CRS DATA www.crsdata.com Since 1989, CRS Data has provided you with a wealth of tax data. Our new, customized MLS Tax Suite integrates seamlessly into your MLS system and gives REALTORS® current tax data, detailed maps and robust features on all browsers and mobile devices. Find listings and FSBOs quickly, evaluate them effectively and give clients professional presentations. We’re proud to provide a personal customer service experience to support our intuitive MLS Tax Suite. Learn more by visiting www.crsdata.com.

DOCUSIGN (866) 219-4318 • www.docusign.com/nar • Seattle, Wash. • Suzanne Alberti, Marketing Campaigns Program Manager - Web DocuSign is part of the National Association of REALTORS®’ Second Century Ventures investment portfolio and is the official and exclusive provider of ESIGN services for NAR members under the REALTOR Benefits® program. Offering the exclusive REALTOR® Edition, DocuSign is the safe, secure way to electronically send, sign and store real estate documents. DocuSigned documents are legally binding and backed with an audit trail.

ENGEL & VÖLKERS (212) 234-3100 • www.evusa.com Since its beginning in 1977 as a specialty boutique providing exclusive, high-end real estateservices in Hamburg, Germany, Engel & Völkers has become one of the world’s leading companies specializing in the sale and lease of premium residential and commercial property, yachts and private aviation. Engel & Völkers currently operates a global network of over 10,000 real estate advisors in more than 30 countries, offering both private and institutional clients a professionally tailored range of luxury services. Committed to exceptional service, Engel & Völkers supports its advisors with an array of premium quality business services; marketing programs and tools; multiple platforms for mobile, social and web; as well as access to its global network of real estate professionals, property listings and market data. Each brokerage is independently owned and operated.

THE ENTRUST GROUP (800) 392-9653 • www.TheEntrustGroup.com The Entrust Group (“Entrust”) has been the industry leader in account administration services and education of Real Estate IRAs for 35 years. Entrust offers real estate brokers and agents a costeffective, individualized approach to retirement savings using a self-directed IRA account with the AgentIRA Program. As part of this program, Entrust works with real estate professionals by assisting their clients with the purchase of real estate investments with retirement funds. The AgentIRA Program provides real estate brokers a strategy to attract, develop and retain high-quality talent. Learn more at www.theentrustgroup.com/agentira.

ERA FRANCHISE SYSTEMS, LLC (800) 869-1260 • www.era.com • Madison, N.J. • Simon Chen, President & CEO Since 1971, ERA Franchise Systems, LLC, a global residential real estate leader, has set new standards in customer service, technology and training for the real estate industry. Top-notch offerings from ERA Real Estate include the Sellers Security® Plan, a comprehensive home protection plan, and ERA.com, its award-winning consumer website. The ERA network includes approximately 2,350 independently-owned and -operated offices with over 40,000 brokers and independent sales associates throughout the U.S and 31 other countries and territories. ERA Franchise Systems, LLC is a subsidiary of Realogy Holdings Corp.

HOMES & LAND (800) 726-6683 • www.HomesAndLand.com Homes & Land, one of the industry’s most trusted and recognized brands, offers real estate professionals a marketing solution that combines the prestige of print and a suite of digital products. With a network of 220+ magazines in communities throughout the U.S. and Canada, Homes & Land connects top agents and brokers with quali-

fied homebuyers and sellers. Publishers provide custom advertising in an upscale magazine, global reach through HomesAndLand.com, and website partners including The Wall Street Journal, The New York Times, duPont REGISTRY and Robb Report. Visit HomesAndLand.com/Magazine-Directory to find your local publisher.

HOMES.COM (866) 697-3308 • http://connect.homes.com/ Homes.com offers brand advertising, lead generation, online reputation and marketing solutions to connect you with over 12.5 million consumers monthly! With a high average visit time, consumers visiting Homes.com are more engaged and more likely to buy when compared to visitors of other national real estate websites. Connect with these motivated homebuyers and sellers with the most powerful suite of tools for your real estate business—and convert more leads to closed transactions.

HOMESMART INTERNATIONAL (800) 865-9025 • www.homesmartfranchise.com Founded in 2000, HomeSmart International is one of the fastestgrowing real estate companies in the nation with more than 130 offices in 20 states and more than 15,000 agents. HomeSmart International offers franchisees, brokers and agents efficiency and innovation, coupled with the systems and technologies necessary to succeed in today’s evolving real estate industry.

HOMETEAM INSPECTION SERVICE (844) HOMETEAM • www.hometeam.com You can depend on HomeTeam for a faster, more efficient home inspection every time. Unique to home inspection companies, HomeTeam brings a team of inspectors on-site. Each team member focuses on his or her area of expertise, which keeps us efficient and saves you time. Fast, Trusted and Accurate—that’s the HomeTeam promise. We invite you to experience the difference the team approach makes. For more information give us a call at 844.HOMETEAM or visit us online at hometeam.com.

HSA HOME WARRANTY (800) 367-1448 • www.onlinehsa.com • Madison, Wis. • Mike Clear, President HSA Home Warranty has provided outstanding products and service to real estate professional and homeowners for more than 34 years. The HSA Home Warranty helps sellers and buyers protect their budget from the cost of repairing or replacing the major home system components and appliances in their home. With HSA Home Warranty, your clients get reliable budget protection backed by exceptional service. And you, the real estate professional, get a provider who works hard to better serve you.

LEADING REAL ESTATE COMPANIES OF THE WORLD® (312) 424-0400 • www.LeadingRE.com Leading Real Estate Companies of the World® is a selective global community of the highest quality independent real estate companies. We exist to make our members better by connecting them to opportunities and people around the globe, supporting them with a global referral network, professional development programs, and unique events. For more information on our 500 firms that span over 50 countries with 120,000 sales professionals, visit LeadingRE.com.

MOTTO FRANCHISING, LLC® (866) 668-8649 • www.mottomortgage.com • Denver, Colo. Created in 2016 as the second member of the RE/MAX Holdings,

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Inc. family of brands, Motto Franchising, LLC powers the growing network of independently-owned Motto Mortgage brokerages with a franchised business model structured primarily for real estate brokers interested in expanding into mortgage origination via an affiliated business. Motto Mortgage offices have access to loan products from top wholesalers and strong regulatory compliance support. The result is a different kind of business, created to innovate and disrupt the industry.

MOXIWORKS (206) 673-4591 • www.moxiworks.com MoxiWorks is a residential brokerage services company that makes agents significantly more productive and brokerages more profitable by helping them effectively run their businesses. MoxiWorks’ integrated tools are centered on a sphere-based selling process that drastically increases agents’ repeat and referral business, while lowering overall technology costs for the brokerage. Brokerages with MoxiWorks collectively sell over $72 billion worth of homes annually.

NATIONAL ASSOCIATION OF REALTORS® (800) 874-6500 • www.NAR.realtor • Chicago, Ill. • Bob Goldberg, CEO • Matt Lombardi, SVP, Marketing, Communications and Events •M arc Gould, SVP, Member Development • Mark Birschbach, SVP, Strategic Business Innovation and Technology • Karen Bebart, VP, Member Marketing and Communications The term REALTOR® identifies a real estate professional who is a member of the National Association of REALTORS® and subscribes to its strict Code of Ethics and Standards of Practice. NAR members have access to the REALTOR Benefits® Program, the official member benefits resource for discounts and special offers on products and services just for REALTORS®. Program partners are industry leaders who understand the unique needs of real estate professionals and are committed to your success. Visit www.nar.realtor/RealtorBenefits. NAR is also proud to make the .REALTOR domain available exclusively to members to help them stand out in the marketplace as the trusted source for real estate for consumers. Visit http://about.REALTOR. And, for a lifetime of learning, REALTOR® University can take your career to the next level with continuing education courses, earning a designation or certification, or a Master in Real Estate degree. Visit www.REALTORU.edu. The REALTOR® Store features print and ePublications, including top-selling “The Little Red Book: Safety Rules to Live by for REALTORS®” and the “2017 NAR Profile of Home Buyers & Sellers.” Visit www.NAR.realtor/Store. Additionally, NAR’s venture capital arm, Second Century Ventures, has invested in companies that push forward innovation in the real estate industry and can benefit NAR’s members. Visit www.secondcenturyventures.com.

THE PERSONAL MARKETING COMPANY (800) 458-8245 • www.tpmco.com • Lenexa, Kan. The Personal Marketing Company creates marketing systems for agents to become known in their market and attract clients for long-term success. Our marketing development team brings proven marketing expertise, cutting-edge technology and personal service to develop customized marketing solutions which can include: direct mail, email marketing, contact management, prospecting and farming, newsletter programs, FSBO and expired campaigns,

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client follow-up systems and marketing planning services.

PILLAR TO POST HOME INSPECTORS (800) 294-5591 • www.pillartopost.com • Tampa, Fla. · Alice Soon, Marketing Founded in 1994, Pillar To Post is the No. 1 home inspection brand in North America with over 550 franchisees located in 49 states and nine Canadian provinces. The Pillar To Post difference includes a printed on-site report allowing for faster closings, each inspector carrying $1 million in E&O insurance to cover both the agent and the broker, and convenient scheduling options to meet every client’s needs.

QUICKEN LOANS (866) 718-9842 • AgentRelations@QuickenLoans.com For more than 30 years, Quicken Loans has been celebrated for providing an amazing mortgage experience. In fact, J.D. Power ranked Quicken Loans highest in client satisfaction for mortgage origination the last eight years. Along with being the second largest mortgage lender, Quicken Loans leads the industry in technology with Rocket Mortgage, the first ever completely online mortgage experience. Whether applying for a mortgage online or with a mortgage banker, Quicken Loans is committed to client experience.

REAL LIVING REAL ESTATE (866) 373-6228 • www.realliving.com Real Living Real Estate is a full-service real estate brokerage network with a comprehensive and integrated suite of resources for franchisees and their sales professionals, as well as the consumers who work with them. The Real Living brand was recognized by Entrepreneur magazine. Real Living Real Estate is a network brand of HSF Affiliates LLC, majority owned by HomeServices of America, Inc., a Berkshire Hathaway affiliate.

REALOGY HOLDINGS CORP. (973) 407-7470 • www.realogy.com • Madison, N.J. • Mark Panus, SVP, Corporate Communications Realogy Holdings Corp. (NYSE: RLGY) is a global leader in residential real estate franchising with company-owned real estate brokerage operations doing business under its franchise systems as well as relocation and title services. Realogy’s brands and business units include Better Homes and Gardens® Real Estate, CENTURY 21®, Coldwell Banker®, Coldwell Banker Commercial®, The Corcoran Group®, ERA®, Sotheby’s International Realty®, ZipRealty®, NRT LLC, Cartus, Title Resource Group and ZapLabs LLC. Collectively, Realogy’s franchise system members operate over 15,000 offices with approximately 289,000 independent sales associates doing business in 117 countries and territories worldwide.

ENGAGE WITH REALTOR.COM® (800) 878-4166 • www.realtor.com Realtor.com® is real estate’s most accurate site, with listings pulled directly from over 850 MLSs and most listings updated every 15 minutes. Homes for sale on realtor.com® only display the real listing price established between seller and broker, not inaccurate machine-generated estimates. Visit realtor.com®.

REALTORS PROPERTY RESOURCE® (888) 914-7771 • http://blog.narrpr.com • Chicago, Ill. • Dale Ross, CEO • Marty Frame, President • Jeff Young, COO Realtors Property Resource® (RPR) is a national, parcel-centric database that is a free, exclusive benefit for REALTOR® members of the

National Association of REALTORS®. The database provides REALTORS® with all available information about every parcel of residential and commercial property in the United States, giving brokers and agents valuable tools and features to make them better informed in order to increase their efficiency in the marketplace.

in eight states, Sellstate is quickly growing into one of the premier real estate franchise systems. Unparalleled technology, design, commission structure and a passive income system, which pays a monthly payout average of over $1,100 per month, all go into making Sellstate the company of the future.

REALTY EXECUTIVES INTERNATIONAL

TOP PRODUCER® CRM

(800) 252-3366 • www.RealtyExecutives.com • Scottsdale, Ariz. Established in 1965, Realty Executives International is one of the largest and most established real estate franchise systems in the world, with over 8,000 agents and 500 offices globally. The company offers disruptive, flexible pricing models for unrivaled mobile technology, business tools, training and service, while providing protected territories to qualified franchisees. The privately-held company has been ranked as a leader in the real estate industry by publications like Entrepreneur, Success and Inc. magazines.

(800) 821-3657 • www.TopProducer.com Top Producer® CRM is the super fast, super easy real estate marketing system that makes it a breeze to build your loyal client base. Keep your sales pipeline running smoothly, follow up automatically, and manage your business in minutes with Top Producer® CRM.

REALTY ONE GROUP (949) 346-9549 • www.RealtyONEGroup.com • Lou Gonzalez, President, Realty ONE Group Affiliates Known as the UNbrokerage, Realty ONE Group is the fifth-largest real estate brokerage and one of the fastest growing real estate franchisors in the nation. With over 10,000 real estate professionals across the country and global expansion on the horizon, Realty ONE Group empowers real estate professionals with business tools, technology, coaching and 24/7 support that aligns with the brand’s core belief in being pro-agent with a YOU-First Focus. One-hundred percent family-owned and debt-free since day ONE, Realty ONE Group is committed to creating a dynamic “coolture” that focuses on helping their professionals achieve greater success, faster, and continues opening doors for their clients, real estate professionals, and franchise owners every day.

RE/MAX, LLC (303) 770-5531 • www.remax.com • Denver, Colo. RE/MAX was founded in 1973 by Dave and Gail Liniger, who still manage the company today. From a single office in Denver, Colo., RE/MAX has grown to be a global real estate franchise network with more than 100,000 sales associates in nearly 100 countries. The consumer website remax.com is consistently ranked among the most visited real estate websites, and LeadStreet provides referrals to RE/MAX sales associates with no fees from RE/MAX. To learn how RE/MAX can take your career to the next level, visit www.joinremax.com.

RISMEDIA’S TOP 5 IN REAL ESTATE NETWORK® (203) 853-2167 • www.Top5inRealEstate.com RISMedia’s Top 5 in Real Estate® is a membership network of leading real estate professionals who wish to “raise the bar.” Top 5 in Real Estate is a network of select real estate professionals from throughout the U.S. and Canada who have met the Top 5 in Real Estate’s stringent series of various career qualifications and who are committed to the future development of their professional skills and services to the consumers and the communities they serve.

SELLSTATE REALTY SYSTEMS NETWORK, INC. (866) 661-3847 • www.JoinSellstate.com • Fort Myers, Fla. Sellstate is a revolutionary, forward-thinking real estate franchise system that brings technology and creativity to a higher level. Labeled in RISMedia’s Real Estate magazine as “The World’s First Complete Real Estate System,” Sellstate brings a model that truly benefits both the broker and agent to the industry. Already located

WORKMAN SUCCESS SYSTEMS (385) 282-7112 • www.workmansuccesssytems.com • Salt Lake City, Utah Workman Success Systems delivers comprehensive team solutions to agents, brokers, and companies, private and group coaching solutions for every level of business, and proven seven-figure income earning systems and creating operational excellence. Workman Success Systems Founder, Master Coach and Speaker Verl Workman delivers the necessary performance skills, the latest and most effective tools, and proven dialogues and systems that work in order to achieve top performance and industry excellence. To hire Verl to speak at your next event, visit www.workmansuccess. com/speaking. Sign up for a free coaching consult by going to www.workmansuccess.com/consult.

XPRESSDOCS (866) 977-3627 • www.xpressdocs.com • Fort Worth, Texas As a trusted direct marketing provider for real estate professionals, Xpressdocs produces high-quality marketing materials efficiently and economically—from print and digital to mailing services and a custom technology platform, Xpressdocs has you covered. Our unique marketing platform helps clients maintain control over branding, the quality of the materials used and messaging, all while providing a self-serve online website to customize and order marketing materials and execute campaigns at the local level.

ZILLOW GROUP www.zillow.com Zillow Group houses a portfolio of the largest real estate- and homerelated brands on the web and mobile. The company’s brands focus on all stages of the home lifecycle: renting, buying, selling, financing and home improvement. Zillow Group is committed to empowering consumers with unparalleled data, inspiration and knowledge around homes, and connecting them with the right professionals to help, and helping real estate agents, lenders and rental professionals maximize business opportunities and connect with consumers.

ZIPLOGIX (866) 693-6767 • www.zipLogix.com With more than 20 years of experience developing real estatefocused software solutions and used by more real estate professionals than any other program, zipLogix has been established as the industry standard. This experience delivers a completely integrated real estate solution system that is led by zipForm® Plus, the exclusive and official forms software of the National Association of REALTORS®.

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RREIN Member Profiles ASCENT REAL ESTATE, INC. (619) 325-4100 • www.ascentrealestate.net Owned and operated in San Diego since 2005, Ascent Real Estate embodies an enviable combination of entrepreneurial energy, comprehensive industry experience, and local market knowledge. This mix lets Ascent “out national” its local competition, thanks to its exceptional professional team and world-class infrastructure, and “out local” the national competition, thanks to its laser-like focus on the specific markets in which it operates. Our highly productive sales team of approximately 140 agents has elevated Ascent as a leader in marketshare in the Metro San Diego area. Our agents receive ongoing training and education, and they go above and beyond to deliver the diligent and ethical standard of care we are committed to providing. And, as an exclusive San Diego affiliate of Leading Real Estate Companies of the World®, Ascent Real Estate is a hyper-local brokerage with a global reach.

BERKSHIRE HATHAWAY HOMESERVICES AMBASSADOR REAL ESTATE (402) 493-4663 • (800) 477-7653 www.BHHSamb.com • agents@BHHSamb.com Berkshire Hathaway HomeServices Ambassador Real Estate is dedicated to providing progressive, quality real estate services in Nebraska’s metropolitan Omaha and Lincoln surrounding areas. We service all types of markets: single-family residential, new construction, condos, corporate relocation, third-party relocation, acreages and commercial real estate. With approximately 400 licensed agents, we have an agent to meet your needs regardless of the style, price or age of the property you are looking for. We look forward to helping you sell your home or find that dream home you are looking for. We believe in each other and ourselves. We understand that trust is earned and that good, professional service is an essential part of that.

BERKSHIRE HATHAWAY HOMESERVICES C. DAN JOYNER, REALTORS® (800) 476-6650 · www.cdanjoyner.com Locally-owned and -operated, Berkshire Hathaway HomeServices C. Dan Joyner, REALTORS® has been serving communities in Upstate South Carolina since 1964. With more than 400 agents on board and 10 offices serving the Greenville, Spartanburg and Anderson areas, we are ready to assist with any commercial and residential real estate need. In addition to residential and commercial sales, we also offer corporate services, relocation and property management. With a passion for fostering long-term relationships with our customers and clients while upholding the highest level of professionalism, it’s easy to see why we’ve been the No. 1 real estate company in the Upstate for more than 20 years.

BERKSHIRE HATHAWAY HOMESERVICES FLORIDA REALTY (954) 693-0100 • (800) 386-1554 www.BHHSFloridaRealty.com • Sunrise, Fla. • Rei Mesa, CRS, CRB, President & CEO Berkshire Hathaway HomeServices Florida Realty (formerly Prudential Florida Realty) is a full-service brokerage servicing 17 counties throughout Florida and is a wholly owned subsidiary of WCI Communities, Inc. It is a franchise member of Berkshire Hathaway HomeServices. The company is the fifth largest brokerage in the nation among the affiliate network brokers and offers residential and commercial services, seasonal rentals, property management, 112 August 2018 RISMedia’s REAL ESTATE

REO and foreclosures, corporate relocations, referral services, mortgage, title, insurance, home service plans, and personal concierge services. Berkshire Hathaway HomeServices Florida Realty is the No. 1 Fundraiser for The Sunshine Kids, having raised over $2.3 million since 2001.

BERKSHIRE HATHAWAY HOMESERVICES FOX & ROACH, REALTORS® (610) 889-7705 • www.foxroach.com Now the nation’s second largest provider of total home services, Berkshire Hathaway HomeServices Fox & Roach, REALTORS® has 4,000 sales associates in 65 sales offices throughout the Tri-State area. Through its affiliate, the Trident Group, the company provides one-stop shopping and facilitated services to its clients, including mortgage financing and title, property and casualty insurance. For more information, go to www.foxroach.com.

BERKSHIRE HATHAWAY HOMESERVICES GEORGIA PROPERTIES (770) 992-4100 • www.BHHSGeorgia.com Berkshire Hathaway HomeServices Georgia Properties has 22 locations and 1,100 agents, and is an independently-operated subsidiary of HomeServices of America, Inc., a Berkshire Hathaway affiliate, and a franchisee of BHH Affiliates, LLC. Under the leadership of CEO Dan Forsman, the company is known for innovation and delivering exceptional value to associates and their clients. Berkshire Hathaway HomeServices Georgia Properties was ranked No. 1 in homes sold, buyers represented and overall transactions in 2014, 2013, 2012, 2011 and 2010 for the Greater Metro Atlanta area.

BERKSHIRE HATHAWAY HOMESERVICES NEVADA PROPERTIES (800) 735-4488 • www.BHHSNV.com With more than 260,000 homes sold and 35 years in the industry, Berkshire Hathaway HomeServices Nevada Properties is the leader in Las Vegas real estate. Consistently rated among the top brokers in the nation, our agents successfully help families find their dream homes. With six area offices, Berkshire Hathaway HomeServices Nevada Properties is a full-service brokerage focused on quality service and the development of its agents. Call today to see how we can help increase your business.

BERKSHIRE HATHAWAY HOMESERVICES SELECT PROPERTIES (314) 835-6000 • www.bhhsselectstl.com Since 2002, Berkshire Hathaway HomeServices Select Properties has helped keep the St. Louis real estate market local. With 11 offices in the metro area, Berkshire Hathaway HomeServices Select ranks as the No. 1 locally-owned real estate firm in St. Louis. Berkshire Hathaway HomeServices Select prides itself on providing the highest quality real estate brokerage services to its clients and customers and in being recognized in the community for high standards and ethics.

CALCAGNI REAL ESTATE (203) 272-1821 • www.calcagni.com • www.land-consulting.com Calcagni Associates is the premier independently-owned and -operated real estate company servicing central Connecticut for over four decades. We understand the benefits of providing service that goes beyond what is expected and pride ourselves on establishing lifelong relationships with our clients. In addition to residential real estate, we also specialize in land consulting and new construction, and have divisions that handle bank-owned properties and commercial real estate.

CENTURY 21 AWARD

DIANE TURTON, REALTORS®

(800) 293-1657 • www.century21award.com CENTURY 21 Award is the premier Southern California-based, full-service real estate company serving San Diego, Orange, San Bernardino, and Riverside counties from 15 distinctive office locations. Our 1,000 professional agents and staff are fully equipped to assist you with all of your real estate needs. Our services include residential, commercial, relocation, property management and bank-owned properties.

(877) 388-7866 • www.dianeturton.com Founded in 1985, the Diane Turton, REALTORS® name has earned renowned recognition as the premier real estate company in the markets that they serve. With 18 strategic locations on the New Jersey shoreline, the Diane Turton brand is the recognized leader in providing complete residential and commercial real estate ownership services and support. Diane Turton, REALTORS® caters to all real estate requirements, including title, insurance, relocation and referral services. The company is staffed with nearly 375 sales associates along with a full-time management/support team.

CENTURY 21 NEW MILLENNIUM (800) 727-6888 • www.c21nm.com CENTURY 21 New Millennium is a full-service real estate brokerage in the Greater Washington, D.C. area. The company, which specializes in residential and luxury properties, joined the CENTURY 21® System in 1998 and has established a sound and successful organization providing traditional residential and commercial services, on-site mortgage, title, property management, and access to a vast network of relocation and other real estate service providers worldwide. It has earned the status of No. 1 CENTURY 21 Firm in the World for the past three years. With 18 locations and approximately 750 real estate professionals, New Millennium is consistently included in REALTOR® Magazine’s Top 100 Companies List for all real estate firms nationwide regardless of brand. It is also a past winner of the prestigious Cartus Masters Cup, the Network’s highest honor. The Cartus Broker Network is the largest relocation network in the world and includes more than 775 hand-selected brokerages in the United States.

COACH REALTORS® (800) 321-7356 x139 • www.coachrealtors.com · LP Finn, Operating Officer, LP@coachrealtors.com Coach REALTORS® is a Long Island-based, full-service real estate company with 18 office locations and over 600 sales associates serving Nassau and Suffolk counties, N.Y. Coach REALTORS® is an exclusive affiliate of Christie’s Great Estates, a division of the famed auction house, and a member of Leading Real Estate Companies of the World®, and has been recognized by Who’s Who in Luxury Real Estate for over 14 years.

COLDWELL BANKER D’ANN HARPER, REALTORS® (210) 483-7002 • www.cbharper.com Coldwell Banker D’Ann Harper, REALTORS® is the largest full-service real estate company serving the entire Greater San Antonio metropolitan area, New Braunfels, Boerne, Bandera, Kerrville, Fredericksburg and Hill Country markets, representing buyers and sellers in all phases of their transactions. Since opening in 1986, the company has become a trusted name in the real estate industry. With eight offices, over 350 sales associates and over 100 support staff, the company’s extensively trained representatives have knowledge and expertise to service all aspects of the real estate business. Core services include global relocation, property management and rentals, commercial sales and leasing and mortgage financing.

COLDWELL BANKER KAPPEL GATEWAY REALTY (844) 861-5631 • www.KappelGateway.com Coldwell Banker Kappel Gateway Realty was created through the merger of Kappel & Kappel Realty, Inc. and Solano Gateway Realty, Inc. Both firms, founded in 1972, are the market leaders in Solano County, combining more than $600 million in sales dollar volume in 2012 and welcoming more than 240 agents in seven offices, with branch offices in Vacaville, Fairfield, Dixon and Green Valley. Eighty-five percent of our business is derived from returning and referred clients, a true testament to our clients’ high level of satisfaction with our services and our trusted real estate professionals.

FILLMORE REAL ESTATE (800) 528-6673 • www.fillmore.com Fillmore Real Estate is the New York metro area’s largest independently-owned real estate broker. Specializing in Brooklyn, Staten Island, Bronx and parts of Westchester, Fillmore has residential, commercial and rental divisions. For more information, visit us at www.fillmore.com or call us at (800) 528-6673.

FIRST TEAM® REAL ESTATE (888) 236-1943 • www.FirstTeam.com First Team® Real Estate is the No. 1 privately-held real estate company in Southern California with 2,000 agents and employees across 60 locations. First Team wins marketshare in any economic climate through innovation and proprietary marketing tools, and by successfully targeting the luxury market with First Team Estates®. Contact First Team today to find out how we have helped thousands of families realize their dream of homeownership— and how we can help you find yours.

GARDNER, REALTORS® (800) 566-7801 • www.GardnerRealtors.com Since 1943, GARDNER, REALTORS® continues our tradition of excellence as the leading full-service real estate company in the Southeast Louisiana and Southern Mississippi Region. The GARDNER Real Estate Family includes over 800 real estate professionals in 24 neighborhood offices that serve over 100 communities. Our professional services include residential and commercial sales and leasing, relocation and corporate services, asset management/REO and property management, plus the convenience and added value of one-stop shopping for mortgage, title and home warranty services. We are proud to be home grown, locally-owned and internationally known. Also, we love to give back to the communities we serve through GARDNER LOVE, which is the philanthropic arm of GARDNER, REALTORS® and The Gertrude Gardner Foundation.

GLORIA NILSON & CO. REAL ESTATE (732) 450-2300 • www.glorianilson.com Gloria Nilson & Co. Real Estate, a Berkshire Hathaway affiliate, has been a revered real estate company for over 40 years. We are known for our representation and commitment to providing clients with the highest level customer service. With our exclusive Christie’s International Real Estate Affiliation and Leading Real Estate Companies of the World® membership, we have a unique combination of worldwide expertise and regional connections. Our clients expect a world-class experience provided by skilled, knowledgeable agents, and we deliver consistently on that expectation.

J. ROCKCLIFF REALTORS® (925) 251-2501 • www.rockcliff.com • www.rockliffcares.com J. Rockcliff REALTORS®, located east of San Francisco, is the East Bay’s premier real estate company. Recently named No. 1 in residential sales (in the East Bay) by the San Francisco Business RISMedia’s REAL ESTATE August 2018 113

Times, J. Rockcliff specializes in service. With leading-edge technology, state-of-the-art marketing across multiple mediums, the most experienced management team in the Bay Area and dedicated, ethical and professional agents, our goal is to provide a client experience that is second to none. With almost 600 agents and nine offices, J. Rockcliff REALTORS® is the fastest-growing real estate company in the East Bay.

JORDAN BARIS, INC., REALTORS® (800) 4-JBARIS • (973) 736-1600 • www.JordanBaris.com info@jordanbaris.com Founded in 1952, Jordan Baris Inc., REALTORS® is among the most respected full-service real estate brokerages in Northern New Jersey. With a team of close to 150 associates, the firm operates offices in West Orange and South Orange, with teams focused on Essex, Morris, Union and Hudson counties. Jordan Baris, Inc. offers real estate brokerage to buyers and sellers of residential and commercial properties, developers, tenants and landlords; title services through JB Title Agency, LLC; and global relocation services through its membership with the Leading Real Estate Companies of the World®.

KINLIN GROVER REAL ESTATE (508) 420-1130 • www.kinlingrover.com Kinlin Grover has 16 real estate offices covering Cape Cod from the bridges to Provincetown, specializing in the marketing and sale of waterfront, village, commercial properties and fine homes. From the very beginning, the Kinlin Grover mission has remained constant: “To help our clients make the best real estate decisions and to uphold the highest standards of ethics and professionalism.” In addition, Kinlin Grover Vacation Rentals is the largest real estate firm on Cape Cod with over 600 privately-owned Cape Cod vacation rental homes. We value every client and pledge to deliver unsurpassed service as trusted advisors, expert facilitators and skilled negotiators.

LONG & FOSTER REAL ESTATE, INC. (866) 677-6937 ∙ www.LongandFoster.com Long & Foster Real Estate, the nation’s No. 1 independent brand by sales volume, is part of The Long & Foster Companies, a subsidiary of HomeServices of America, a Berkshire Hathaway affiliate. HomeServices is the nation’s second-largest real estate brokerage and one of the largest providers of integrated real estate services. Long & Foster Real Estate is the exclusive affiliate for Christie’s International Real Estate throughout select parts of the Mid-Atlantic and Northeast, and it is a founding affiliate of Leading Real Estate Companies of the World, a prestigious global network of real estate professionals that includes the Luxury Portfolio International division. Long & Foster Real Estate has over 220 offices, stretching from Raleigh, North Carolina, to Fair Haven, New Jersey, and from Martinsburg, West Virginia, to the Atlantic Ocean, and it represents more than 11,000 agents in seven Mid-Atlantic and Northeast states, plus the District of Columbia. The company, which has a productive commercial business in addition to its residential side, sold more than $31.2 billion worth of homes and helped people buy and sell homes nearly 88,000 times in 2016. Visit www.LongandFoster.com for more information.

LUSK & ASSOCIATES SOTHEBY’S INTERNATIONAL REALTY (717) 291-9101 • www.LuskandAssociates.com When you work with Lusk & Associates Sotheby’s International Realty, you can count on specialists who can answer your questions, apply in-depth knowledge of current market conditions, and access extensive resources that can expedite the sale of your home.

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MCCOLLY REAL ESTATE (800) 348-2100 x206 • www.mccolly.com Since 1974, McCOLLY Real Estate has found your place to call home, from the shores of Lake Michigan in Northwest Indiana to Lake Street Beach in Chicago. McCOLLY is a proud LeadingRE member with bilingual agents in 14-plus languages among 450plus REALTORS® in 18 offices. McCOLLY Companies is the One Source for All Purpose Real Estate with its ancillary companies of McColly Insurance, Community Title, McCOLLY Auctions, McCOLLY Bennett Commercial, McCOLLY New Homes Division and Luxury Home Portfolio™.

PAGE TAFT (203) 453-6511 • www.pagetaft.com Since opening its Guilford office in 1980, Page Taft has expanded its presence with offices in the historic towns of Madison and Essex, Conn. Page Taft agents foster long-term relationships with clients based on a strong foundation of trust and an unsurpassed commitment to excellence. These unique strengths set us apart from our competitors and make us your most valuable resource in fulfilling your real estate needs.

PATTERSON-SCHWARTZ REAL ESTATE (877) 456-4663 • www.pattersonschwartz.com pattersonschwartz@psre.com Patterson-Schwartz Real Estate is Delaware’s largest independent REALTOR® with over 50 years of service to the Delaware real estate market and surrounding communities in nearby Pennsylvania and Maryland. With nine offices and 415 sales associates, we are committed to excellence, integrity and quality service. We offer a full range of services, including residential home sales, purchase and rental, relocation services and property management.

RANDALL, REALTORS® (401) 364-3388 • www.randallrealtors.com Randall, REALTORS® has been a consistent leader in the marketing of Southern New England properties for more than 28 years. Specializing in waterfront properties and second homes, our agents boast a 98.5 percent client satisfaction rating. Through our extensive marketing network, we offer tremendous exposure for our property listings and continue to deliver successful sales and representation for our clients. In addition, Randall, REALTORS®’ Vacation Rental Department offers a large selection of vacation rental properties serving the Southern Rhode Island shoreline and Eastern Connecticut.

RE/MAX 440 AND RE/MAX CENTRAL (215) 453-7653 • www.pahomesforsale.com • Tom Skiffington, Broker/Owner, tom@tomskiffington.com RE/MAX 440 and RE/MAX Central is a first-class, professional real estate company. Our goal is to provide the most prompt, courteous and professional services to all our customers and clients. We are the leading RE/MAX in Pennsylvania and Delaware with the highest sales volume and transactions. RE/MAX 440/Central has 10 different offices in Bucks, Montgomery and Lehigh counties.

RE/MAX GATEWAY (703) 652-5760 • www.gateway2realestate.com The real estate market is ever changing. It takes constant evaluation, review of recent trends to forecast a potential future and education of agents through mastermind groups and real estate information exchanges. These are areas in which we excel at RE/MAX Gateway. Contact us today if you are looking to advance your career in real estate through a multitude of educational experiences and resources, or if you need real estate advice in order to make informed decisions when buying and selling houses.

YOUR BROKER-TO-BROKER SOURCE FOR REFERRALS FROM REAL ESTATE’S LEADING RESIDENTIAL BROKERAGE COMPANIES CALIFORNIA Ascent Real Estate, Inc. 410 Kalmia St., San Diego, CA 92101 Contact: Gina Lancelot • Tel: (619) 325-4100 Email: info@ascentrealestate.net • URL: www.ascentrealestate.net Coverage Areas: San Diego Offices: 9 • Associates: 180 CENTURY 21 Award - Orange County 22342 Avenida Empresa, Ste. 110, Rancho Santa Margarita, CA 92688 Contact: Joshua Tucker, Director of Relocation Services Tel: (760) 217-2491 (Toll Free) • Fax: (619) 374-2706 Email: jtucker@century21award.com Coverage Areas: Orange County Offices: 15 • Associates: 1,200 CENTURY 21 Award - San Diego, Riverside 7676 Hazard Center Dr., Ste. 300, San Diego, CA 92108 Contact: Joshua Tucker, Director of Relocation Services Tel: (760) 217-2491 (Toll Free) • Fax: (619) 374-2706 Email: jtucker@century21award.com Coverage Areas: San Diego, Southern Riverside Offices: 15 • Associates: 1,200 Coldwell Banker Kappel Gateway Realty 750 Mason St., Ste. 101, Vacaville, CA 95688 Contact: Rachel Guerin Tel: (707) 427-5344 or (844) 861-5631 • Fax: (707) 446-9830 Email: info@kappelgateway.com • URL: www.KappelGateway.com Coverage Areas: Vacaville, Benicia, Davis, Dixon, Fairfield, Napa, Rio Vista, Suisun City Vallejo and Winters, Calif. Offices: 7 • Associates: 240 First Team® Real Estate 108 Pacifica Ave., Ste. 300, Irvine, CA 92618 Contact: Gayle D. Glew CRP, CRB, Director, Relocation and Corporate Services Tel: (855) 858-8028 (Toll Free) Email: gayleglew@firstteam.com • URL: www.firstteam.com Coverage Areas: Southern California counties of Orange, Riverside, Los Angeles, San Bernardino and San Diego Offices: 36 • Associates: 1,865 J. Rockcliff REALTORS® Headquarters Office: 4115 Blackhawk Plaza Circle, Ste. 201, Danville, CA, 94506 Contact: Robin Dickson, CRS, GRI, Executive Vice President Tel: (925) 251-2501 (O), (925) 324-1323 (C), 877-JRCKCLF (572-2523) (TF) Email: rdickson@rockcliff.com • URL(s): www.rockcliff.com • www.rockliffcares.com Coverage Areas: Alameda County: Alameda, Albany, Berkeley, Castro Valley, Dublin Emeryville, Fremont, Hayward, Livermore, Newark, Oakland, Piedmont, Pleasanton, San Leandro, Sunol, Union City; Contra Costa County: Alamo, Antioch, Bethel Island, Brentwood, Byron, Canyon, Clayton, Concord, Crockett, Danville, Diablo, Discovery Bay, El Cerrito, El Sobrante, Hercules, Lafayette, Martinez, Moraga, Oakley, Orinda, Pinole, Pittsburg, Pleasant Hill Port Costa, Richmond, Rodeo, San Pablo, San Ramon, Walnut Creek; San Joaquin County: Country Club, Lathrop, Lodi, Manteca, Mountain House, Stockton, Tracy, Silicon Valley/San Jose area

CONNECTICUT Calcagni Real Estate 330 South Main St., Cheshire, CT 06410 Contact: Steven Calcagni, President Tel: (203) 272-1821 ext. 302 Email: Steven_Calcagni@calcagni.com • URL: www.calcagni.com Coverage Areas: New Haven County, Central Connecticut Offices: 4 • Associates: 140

Page Taft 89 Whitfield St., Guilford, CT 06437 Contact: Karen Stephens, Executive VP • Tel: (203) 453-6511 Email: kstephens@pagetaft.com • URL: www.pagetaft.com Coverage Areas: Connecticut Offices: 3 • Associates: 60 Randall, REALTORS® 4009 Old Post Rd., Charleston, RI 02813 Contact: Jean Fournier, Dir. of Relocation & Referral Services Tel: (401) 486-9677 Email: jfournier@randallrealtors.com • URL: www.randallrealtors.com Coverage Areas: Connecticut and Rhode Island Offices: 9 • Associates: 175

DELAWARE Berkshire Hathaway HomeServices Fox & Roach, REALTORS® 1 International Plaza, Ste. 100, Philadelphia, PA 19113 Contact: Linda Zanzinger, Vice President, Relocation/REO Services Tel: (610) 595-3149 Email: Linda.Zanzinger@foxroach.com • URL: www.foxroach.com Coverage Areas: Greater Philadelphia Region, Greater Allentown and Easton Region, Southeast Pa., Southern and Central N.J., Northern Del. Offices: 65 • Associates: 4,000 Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Vicki Hamp, SVP of Corporate Real Estate Services Tel: (800) 335-0356 Email: Vicki.Hamp@LongandFoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 220+ • Associates 11,000+ Patterson-Schwartz Real Estate 7234 Lancaster Pike, Ste. 220B, Hockessin, DE 19707 Contact: Brian Pomije, Relocation Manager Tel: (302) 234-3600 (Office) • (302) 234-5207 (Direct) • (800) 443-2295 (Toll Free) Email: bpomije@psre.com • URL: pattersonschwartz.com Coverage Areas: Delaware (New Castle, Kent and Sussex counties), Pennsylvania (Chester and Delaware counties), Maryland (Cecil, Kent and Harford counties) Offices: 9 • Associates: 415

FLORIDA Berkshire Hathaway HomeServices Florida Realty 1580 Sawgrass Corporate Pkwy., Ste. 400, Sunrise, FL 33323 Contact: Rei Mesa, CRS, CRB, President/CEO Tel: (954) 693-0100 or (800) 386-1554 • Fax: (954) 236-6962 Email: ReiMesa@BHHSFloridaRealty.com Relocation Contact: Sharon Sapp, Vice President, Relocation, Referrals & REOs Email: sharonsapp@BHHSFloridaRealty.com • URL: www.BHHSFloridaRealty.com Coverage Areas: 17 counties throughout Florida, including Southeast Florida, Southwest Florida and Orlando area Offering mortgage, title, insurance, home service plans and 1031 exchange services Offices: 39 • Associates: 1,350

GEORGIA Berkshire Hathaway HomeServices Georgia Properties 863 Holcomb Bridge Rd., Roswell, GA 30076 Contact: Kathy Connelly, SVP Corporate Services • Tel: (678) 352-3321 Email: Kathy.Connelly@BHHSGeorgia.com • URL: www.BHHSGeorgia.com Coverage Areas: Metro Atlanta and North Georgia Offices: 22 • Associates: 1,100 RISMedia’s REAL ESTATE August 2018 115

ILLINOIS McCOLLY Real Estate 800 Deer Creek Dr., Schererville, IN 46375 Contact: Deborah Horton, CRP, RCC, Director of Referral/Relocation Services Tel: (800) 348-2100 ext. 206 Email: dhorton@mccolly.com • URL: www.mccolly.com Coverage Areas: Alsip, Aroma Park, Beecher, Blue Island, Bourbonnais, Bradley, Burbank, Burnham, Calumet City, Channahon, Chicago, Chicago Ridge, Clearing, Country Club Hills, Crest Hill, Crestwood, Crete, Evergreen Park, Flossmoor, Frankfort, Glenwood, Grant Park, Harvey, Hazel Crest, Hegewisch, Hickory Hills, Homewood, Kankakee, Lansing, Lemont, Lockport, Lynwood, Manteno, Matteson, Mokena, Momence, Monee, Morgan Park, Mount Greenwood, New Lenox, Oak Lawn, Orland Hills, Orland Park, Palos Heights, Palos Hills, Palos Park, Park Forest, Peotone, Richton Park, Riverdale, Roseland, Steger, Tinley Park, University Park, Worth Offices: 18 • Associates: 450+

RE/MAX Gateway 4090B Lafayette Center Dr., Chantilly, VA 20151 Contact: Scott MacDonald, President Tel: (703) 652-5760 • (703) 727-6900 (Cell) Email: scottmacdonald@remax.net • URL: www.gateway2realestate.com Coverage Areas: Virginia, Washington, D.C., Maryland Offices: 6 • Associates: 170

MASSACHUSETTS Kinlin Grover Real Estate 4 Wianno Ave., Osterville, MA 02655 Contact: Lucy Cundiff, Director of Agent Services Tel: (508) 420-1130 Email: lcundiff@kinlingrover.com • URL: www.kinlingrover.com Coverage Areas: Southeastern Massachusetts Offices: 16 • Associates: 275

INDIANA McCOLLY Real Estate 800 Deer Creek Dr., Schererville, IN 46375 Contact: Deborah Horton, CRP, RCC, Director of Referral/Relocation Services Tel: (800) 348-2100 ext. 206 Email: dhorton@mccolly.com • URL: www.mccolly.com Coverage Areas: Beverly Shores, Cedar Lake, Chesterton, Crown Point, DeMotte, Dyer, Dune Acres, East Chicago, Gary, Griffith, Hammond, Hebron, Highland, Hobart, Kouts, La Porte, Lake Station, Lake Village, Lakes of Four Seasons, Long Beach, Lowell, Merrillville, Michiana Shores, Michigan City, Miller Beach, Morocco, Munster, Ogden Dunes, Otis, Portage, Porter, Rensselaer, Roselawn, Schererville, Schneider, St. John, Sumava Resorts, Thayer, Valparaiso, Westville, Wheatfield, Whiting, Winfield Offices: 18 • Associates: 450+

LOUISIANA GARDNER, REALTORS® 3332 N. Woodlawn Ave., Metairie, LA 70006 Contact: Nancy Harmann, Director of Relocation & Corporate Services Tel: (504) 200-5080 • (504) 402-9567 (Cell) • (800) 256-5677 (Toll Free) Email: NHarmann@GardnerRealtors.com • URL: www.GardnerRealtors.com Coverage Areas: Southeast Louisiana, including Greater New Orleans and Greater Baton Rouge, and Southern Mississippi, including the MS Gulf Coast Offering a full range of services including Residential, Commercial, Leasing, New Homes, REO, and Loss Mitigation; plus individual and corporate Relocation, Property Management and National/International Referral Network services Offices: 24 • Associates: 800

MARYLAND CENTURY 21 New Millennium 5990 Kingstowne Towne Center, Alexandria, VA 22315 Contact: Todd Hetherington, CEO • Tel: (800) 382-1101 • Fax: (703) 822-0136 Relocation Contact: Jeff Hetherington, Director of Relocation Email: move@c21nm.com • URL: www.c21nm.com Coverage Areas: Northern Virginia, Washington, D.C., and the Southern Maryland markets. Our areas of expertise range from Fortune 500 executives to specialized training in military and government relocation. Offices: 16 • Associates: 700+ Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Vicki Hamp, SVP of Corporate Real Estate Services Tel: (800) 335-0356 Email: Vicki.Hamp@LongandFoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 220+ • Associates 11,000+

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MISSISSIPPI GARDNER, REALTORS® 3332 N. Woodlawn Ave., Metairie, LA 70006 Contact: Nancy Harmann, Director of Relocation & Corporate Services Tel: (504) 200-5080 • (504) 402-9567 (Cell) • (800) 256-5677 (Toll Free) Email: NHarmann@GardnerRealtors.com • URL: www.GardnerRealtors.com Coverage Areas: Southeast Louisiana, including Greater New Orleans and Greater Baton Rouge, and Southern Mississippi, including the MS Gulf Coast Offering a full range of services including Residential, Commercial, Leasing, New Homes, REO, and Loss Mitigation; plus individual and corporate Relocation, Property Management and National/International Referral Network services Offices: 24 • Associates: 800

MISSOURI Berkshire Hathaway HomeServices Select Properties 1650 Des Peres Rd., Ste. 205, Saint Louis, MO 63131 Contact: Angie Ignatowski, Relocation Director Tel: (314) 835-6000 • (314) 835-6050 (Direct) Email: aignatowski@bhhsselectstl.com • URL: www.bhhsselectstl.com Coverage Areas: St. Louis City, St. Louis County, St. Charles County, Jefferson County, Lincoln County Offices: 11 • Associates: Over 500

NEBRASKA Berkshire Hathaway HomeServices Ambassador Real Estate 13340 California St., Omaha, NE 68154 Contact: Katie Adams, CRP, GMS, VP Corp. Relocation & Business Development Tel: (800) 477-7653 or (402) 547-5137 Email: Katie.adams@BHHSamb.com • URL: www.BHHSamb.com Coverage Areas: Omaha and Lincoln Metropolitan Area, including Omaha, Bellevue, Ralston, LaVista, Papillion, Gretna, Elkhorn, Fremont, Lincoln, Council Bluffs and surrounding communities

NEVADA Berkshire Hathaway HomeServices Nevada Properties 3185 St. Rose Pkwy., Ste. 100, Henderson, NV 89052 Contact: Eileen Mitchell, Dir. of Relocation & Referral Services Tel: (800) 735-4488 Email: relo@BHHSNV.com • URL: www.BHHSNV.com Coverage Areas: Las Vegas, North Las Vegas, Henderson, Summerlin and Pahrump Offices: 6 • Associates: 1,050

NEW JERSEY Berkshire Hathaway HomeServices Fox & Roach, REALTORS® 1 International Plaza, Ste. 100, Philadelphia, PA 19113 Contact: Linda Zanzinger, VP, Relocation/REO Services

Tel: (610) 595-3149 Email: Linda.Zanzinger@foxroach.com • URL: www.foxroach.com Coverage Areas: Greater Philadelphia Region, Greater Allentown and Easton Region, Southeast Pa., Southern and Central N.J., Northern Del. Offices: 65 • Associates: 4,000 Diane Turton, REALTORS® 511 Forman Ave., Point Pleasant Beach, NJ 08742 Contact: Dawn Fetherston, Director of Relocation & Corporate Services Tel: (877) 388-7866 Email: info@dianeturton.com • URL: www.dianeturton.com Coverage Areas: Monmouth County, Ocean County and Middlesex County (N.J.) Member Organizations: Leading Real Estate Companies of the World®, Luxury Portfolio, Luxury Real Estate Offices: 18 · Associates: 375 Gloria Nilson & Co. Real Estate 826 Alexander Rd., Princeton, NJ 08540 Contact: Patricia (Tricia) Kobos Tel: (888) 467-MOVE (Relocation Line) • (609) 750-7605 (Direct) Email: pkobos@glorianilson.com • URL: www.glorianilson.com Coverage Areas: Mercer, Middlesex, Monmouth, Morris, Ocean and Somerset counties, N.J.; Bucks County, Pa. Offices: 23 • Associates: 700+ Jordan Baris, Inc., REALTORS® 50 Mt. Pleasant Ave., West Orange, NJ 07052 Contact: Carol Abdo, Relocation Director Tel: (973) 736-1600 (Office) • (800) 4-JBARIS (Toll Free) Fax: (973) 736-5159 Email: relocation@jordanbaris.com • URL: www.jordanbaris.com Coverage Areas: Essex, Union, Hudson and Morris counties. Specifically West Orange, South Orange, Maplewood, Livingston, East Hanover, Roseland, Short Hills, Montclair, Bloomfield, Belleville, Newark, East Orange, Orange, Irvington, Jersey City, North Bergen, Union, Vauxhall, Parsippany-Troy Hills Offices: 2 • Associates: 150 Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Vicki Hamp, SVP of Corporate Real Estate Services Tel: (800) 335-0356 Email: Vicki.Hamp@LongandFoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 220+ • Associates 11,000+

NEW YORK Coach REALTORS® 66 Gilbert St., Northport, NY 11768 Contact: Jose Matos, Inbound Referral Coordinator Tel: (800) 321-7356 ext. 138 Email: jmatos@coachrealtors.com URL: www.coachrealtors.com/buying-and-sellin/relocation.cfm The Coach REALTORS® Relocation Department understands the complexities and challenges of employee transfers and is very responsive to the many needs of relocating families. Coach’s relocation division is supported by three full-time referral coordinators: Jose Matos, Kathy Brandofino and Roseanne Tourto. These three professionals draw upon more than 50 years of combined relocation experience in order to make the client transition a comfortable one. Offices: 19 • Associates: 650+

Coldwell Banker Prime Properties 10 Osgood Ave., Green Island, NY 12183 Contact: R. James Long, Broker/Owner Tel: (518) 640-4008 • Fax: (518) 456-8980 Email: jim.long@ColdwellBankerPrime.com Coverage Areas: New York State, primarily Capital Region and Central New York Offices: 16 • Associates: 500 Fillmore Real Estate 2990 Avenue U, Brooklyn, NY 11229 Contact: John Reinhardt, President/CEO • Tel: (800) 528-6673 Email: JohnReinhardt@Fillmore.com • URL: www.fillmore.com Coverage Areas: Brooklyn, Staten Island, Bronx and parts of Westchester Offices: 16 • Associates: 400

NORTH CAROLINA Coldwell Banker Advantage 7610 Six Forks Rd., Ste. 100, Raleigh, NC 27615 Contact: Benina Drake, CRP, SVP Relocation & Referral Services Tel: (800) 274-5345 • (919) 846-3330 (Direct) Email: BDrake@AdvantageCB.com • URL: AdvantageCB.com Coverage Areas: Apex, Cary, Clayton, Creedmoor, Chapel Hill, Durham, Falls Lake, Fayetteville, Ft. Bragg area, Henderson, Holly Springs, Knightdale, Lake Gaston, Lillington, McGee’s Crossroads, Pinehurst, Pittsboro, Pope Air Force Base area, Raleigh, Southern Pines, Wake Forest and Zebulon Offices: 17 • Associates: 325 Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Vicki Hamp, SVP of Corporate Real Estate Services Tel: (800) 335-0356 Email: Vicki.Hamp@LongandFoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 220+ • Associates 11,000+

PENNSYLVANIA Berkshire Hathaway HomeServices Fox & Roach, REALTORS® 1 International Plaza, Ste. 100, Philadelphia, PA 19113 Contact: Linda Zanzinger, Vice President, Relocation/REO Services, Tel: (610) 595-3149 Email: Linda.Zanzinger@foxroach.com • URL: www.foxroach.com Coverage Areas: Greater Philadelphia Region, Greater Allentown and Easton Region, Southeast Pa., Southern and Central N.J., Northern Del. Offices: 65 • Associates: 4,000 Gloria Nilson & Co. Real Estate 826 Alexander Rd., Princeton, NJ 08540 Contact: Patricia (Tricia) Kobos Tel: (888) 467-MOVE (Relocation Line) • (609) 750-7605 (Direct) Email: pkobos@glorianilson.com • URL: www.glorianilson.com Coverage Areas: Mercer, Middlesex, Monmouth, Morris, Ocean and Somerset counties, N.J.; Bucks County, Pa. Offices: 23 • Associates: 700+ Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Vicki Hamp, SVP of Corporate Real Estate Services Tel: (800) 335-0356 Email: Vicki.Hamp@LongandFoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 220+ • Associates 11,000+

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Lusk & Associates Sotheby’s International Realty  100 Foxshire Dr., Lancaster, PA 17601 Tel: (717) 291-9101 • Fax: (717) 393-2336 Contact: Sandy Zercher Email: sandra.zercher@sothebysrealty.com • URL: www.LuskandAssociates.com Coverage Areas: Lancaster County, Pennsylvania; Susquehanna Valley, Pennsylvania; South Central Pennsylvania Offices: 1 • Associates: 40

Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Vicki Hamp, SVP of Corporate Real Estate Services Tel: (800) 335-0356 Email: Vicki.Hamp@LongandFoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 220+ • Associates 11,000+

RE/MAX 440 and RE/MAX Central 701 West Market St., Perkasie, PA 18944 Contact: Tom Skiffington, Broker/Owner • Tel: (215) 453-7653 or (215) 643-3200 Email: tom@tomskiffington.com URLs: www.pahomesforsale.com • www.lehighvalleyrealestate.com Coverage Areas: Pennsylvania counties: Bucks, Berks, Delaware, Chester, Montgomery, Lehigh, North Hampton, and New Jersey Offices: 10 • Associates: 170

RHODE ISLAND Randall, REALTORS® 4009 Old Post Rd., Charleston, RI 02813 Contact: Jean Fournier, Dir. of Relocation & Referral Services Tel: (401) 486-9677 Email: jfournier@randallrealtors.com • URL: www.randallrealtors.com Coverage Areas: Connecticut and Rhode Island Offices: 9 • Associates: 175

SOUTH CAROLINA Berkshire Hathaway HomeServices C. Dan Joyner, REALTORS® 745 N. Pleasantburg Dr., Greenville, SC 29607 Contacts: Karen Taylor, Director of Relocation, (864) 678-5244, ktaylor@cdanjoyner.com, Jo Anne Conner, Network Mgr., (864) 678-5227, jconner@cdanjoyner.com, URL: www.cdanjoyner.com Brookfield GRS, SIRVA, AIReS Relocation, Graebel, MI Group Coverage Areas: Greenville, Greer, Taylors, Duncan, Spartanburg, Mauldin, Simpsonville, Fountain Inn, Powdersville, Easley, Piedmont, Anderson Offices: 10 • Associates: 400+

TEXAS Coldwell Banker D’Ann Harper, REALTORS® 18756 Stone Oak Pkwy., Ste. 301, San Antonio, TX 78258 Contact: Pam Poitevent, Sr. VP Relocation Services Tel: (800) 521-1408 (Toll Free) • (210) 483-7035 (Direct) Email: ppoitevent@cbharper.com • URL: www.cbharper.com Coverage Areas: San Antonio metropolitan area including New Braunfels, San Marcos, Seguin, Spring Branch, Bulverde, Canyon Lake, Schertz, Universal City, Boerne, Bandera, Kerrville and surrounding areas Offices: 8 • Associates: 350+

VIRGINIA CENTURY 21 New Millennium 5990 Kingstowne Towne Center, Alexandria, VA 22315 Contact: Todd Hetherington, CEO • Tel: (800) 382-1101 • Fax: (703) 822-0136 Relocation Contact: Jeff Hetherington, Director of Relocation Email: move@c21nm.com • URL: www.c21nm.com Providers of world class real estate services in the Northern Virginia, Washington, D.C., and the Southern Maryland markets. Our areas of expertise range from Fortune 500 executives to specialized training in military and government relocation. Offices: 16 • Associates: 700+

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WASHINGTON, D.C. CENTURY 21 New Millennium 5990 Kingstowne Towne Center, Alexandria, VA 22315 Contact: Todd Hetherington, CEO • Tel: (800) 382-1101 • Fax: (703) 822-0136 Relocation Contact: Jeff Hetherington, Director of Relocation Email: move@c21nm.com • URL: www.c21nm.com Providers of world class real estate services in the Northern Virginia, Washington, D.C., and the Southern Maryland markets. Our areas of expertise range from Fortune 500 executives to specialized training in military and government relocation. Offices: 16 • Associates: 700+ Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Vicki Hamp, SVP of Corporate Real Estate Services Tel: (800) 335-0356 Email: Vicki.Hamp@LongandFoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 220+ • Associates 11,000+ RE/MAX Gateway 4090B Lafayette Center Dr., Chantilly, VA 20151 Contact: Scott MacDonald, President Tel: (703) 652-5760 • (703) 727-6900 (Cell) Email: scottmacdonald@remax.net • URL: www.gateway2realestate.com Coverage Areas: Virginia, Washington, D.C., Maryland Offices: 6 • Associates: 170

WEST VIRGINIA Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Vicki Hamp, SVP of Corporate Real Estate Services Tel: (800) 335-0356 Email: Vicki.Hamp@LongandFoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 220+ • Associates 11,000+

INDEX OF SERVICE PROVIDERS ABR®...................................................................................14

Realtors Property Resource®...........................................17

American Home Shield.....................................................1

Realty ONE Group............................................................22

Asian Real Estate Association of America (AREAA)....62

Red Oak Realty...............................................................BC

Century 21 Real Estate LLC.............................................13

RE/MAX, LLC.....................................................................10

Clareity..............................................................................19

Resort and Second-Home Property Specialist (RSPS) Certification......................................................................... 50

Create for the Human.................................11, 20, 47, 105 ERA Franchise Systems, LLC............................................40 Homes.com.................................................................... IFC HomeSmart International................................................21 HomeTeam Inspection Service............................................60 HSA Home Warranty................................................................ 7 Leading Real Estate Companies of the World®.............. IBC National Association of REALTORS®............................8, 25 The Personal Marketing Company..........................44, 54

RISMedia’s Automated Content Engagement (ACE)...................................................................9, 76-77, 119 RISMedia’s Content Solutions.........................................70 RISMedia’s Real Estate CEO Exchange...........................5 RISMedia’s Real Estate Newsmakers.............................82 RISMedia’s Top 5 in Real Estate Network®...................106 Sherri Johnson...................................................................80 Weichert Real Estate Affiliates, Inc...........................36, 58

Pillar To Post Home Inspectors...........................................2

Women in the Housing and Real Estate Ecosystem NAWRB...............................................................................38

Real Estate Express...........................................................56

Workman Success Systems........................................75, 79

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It’s Easy to Make a Case for NAR’s Legal Resources

taying on the right side of the law is just one of the many responsibilities facing real estate brokers and managers. How do you ensure

you’re covering this side of your business? For starters, make sure you’re leveraging the numerous valuable and time-saving resources provided by the legal team at the National Association of REALTORS®(NAR). Whether you want to stay informed about the latest developments or drill deeper on a specific topic, you’ll always find new and relevant reporting on real estate laws, compliance regulations and risk management issues from NAR at NAR.realtor/Legal. Following is a small sampling of available resources: Monthly Videos: Window to the Law One of the easiest ways to stay current on timely legal topics is via the Window to the Law video series. For example, the video titled “PHH v. CFPB – Important RESPA Decision” discusses a recent ruling by the D.C. Circuit Court, which removed the uncertainty surrounding advertising arrangements between settlement service providers and rejected the Consumer Financial Protection Bureau’s interpretation of RESPA. Each edition of Window to the Law is less than five minutes long, providing essential details for brokerage professionals. Segments also include a written transcript, downloadable slides, and, if applicable, related resources. It’s an easy way to share key points with members of your team and take steps to address important legal and compliance issues. Other recent video topics include:

8Creating a Cybersecurity Program 8 Legal Texting Under the Telephone Consumer Protection Act (TCPA)

8Avoiding Unlicensed Practice of Law 82018 MLS and NAR Policy Changes To access all of NAR’s Window to the Law videos, visit NAR.realtor/videos/window-to-the-law. Quarterly Updates: Legal Pulse Initially developed as a quarterly newsletter that analyzes legal trends and tracks cases and statutes, Legal Pulse has grown into a searchable database of hundreds of case summaries, organized by topic and date. It’s an excellent tool for digging deeper into specific le120 August 2018 RISMedia’s REAL ESTATE

gal issues. If you’re only interested in staying up-to-date on the latest developments, Legal Pulse offers three options: 1. T he complete quarterly Legal Pulse newsletter (typically 20 - 30 pages) 2. A one-page Executive Summary 3. Video highlights (under five minutes) Select whichever format fits your needs at NAR.realtor/legal-pulse. Real Estate Brokerage Essentials Every broker needs a comprehensive legal guide on their bookshelf, and the new fourth edition of “Real Estate Brokerage Essentials®: Navigating Legal Risks and Managing a Successful Brokerage” is the best tool you’ll find for running your offices efficiently and minimizing your risk for legal liability. Best of all, “Real Estate Brokerage Essentials” is easy to use. It provides step-by-step guidance on the most essential legal and risk management topics, including hiring and training employees, licensing issues, dealing with consumers, complying with intellectual property considerations, and handling tough business issues. You’ll also find numerous quick tips, helpful summaries and checklists to simplify and streamline your efforts to successfully manage your business, plus several training modules to test your knowledge. Order the latest edition of “Real Estate Brokerage Essentials” through the REALTOR® Store at Store.realtor/ REBE. Legal Resources at Your Fingertips Intellectual property issues, namely copyright issues regarding listing content, play a major role in the real estate industry. Explore the many resources NAR offers on copyright issues for real estate professionals at NAR.realtor/copyright. Whether you’re concerned about copyright infringement, wire fraud, new data security rules, independent contractor status, fair housing issues, or any number of other legal and risk management topics, count on NAR to help you stay current and compliant. RE

Current and Comprehensive Legal Resources To access a complete compilation of NAR legal resources, visit NAR.realtor/Legal.

WE’RE MORE THAN A NETWORK.

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WE’RE A COMMUNITY.

QUALITY CONNECTIONS INDEPENDENCE®

In an industry where relationships make the difference, Leading Real Estate Companies of the World® is a global community beyond compare — where the people behind the world’s top independent real estate firms come together to do business, collaborate on ideas and share opportunities. LeadingRE.com/OurCompanies

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