Real Estate Magazine - Realty Group Inc., July 2018 by RISMedia

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Flipping the Model to Put Agents on Top Realty Group Inc. â&#x20AC;&#x201C; Page 88 Left to right: Long Doan, Broker and CEO; Mike Bernier, President and Co-owner, Realty Group Inc.

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{Contents} July 2018/Vol. 34, No. 7 • www.rismedia.com

ON THE COVER 88 Flipping the Model to Put Agents on Top Realty Group Inc. For Long Doan, broker and CEO of Minnesota’s fast-growing Realty Group Inc., success is measured by the achievement of his partner-agents. “Every one of our agents is the CEO of their own business,” he says. “They don’t work for me. I work for them.” Doan and company President and Co-owner Mike Bernier are committed to providing a business platform designed to help their agents excel—and the strategy is working, driving the company’s net growth by more than 3,000 percent in the four years since they started growing Realty Group. But an out-of-the-box approach and a commitment to excellence are just the beginning of the story. In this month’s cover story, Doan and Bernier discuss the unique culture at the core of their company’s success and the changing role of agents and brokerages in today’s competitive environment.

HIGHLIGHTS

24 Using Location to Attract, Engage

and Convert More Online Leads

Here, learn how Local Logic is transforming the real estate industry by personalizing the customer experience on real estate broker websites.

30 Powered by Unity This month, meet the leadership team who is forging a new paradigm at the National Association of REALTORS®.

40 RISMedia Awards Inaugural Newsmakers in Real Estate Take a look inside our First Annual Real Estate Newsmaker Awards Reception & Dinner, and meet the 2018 Hall of Fame inductees, in this special photo recap.

56 Commitment, Dedication and

Perseverance: A Fool-Proof Recipe to Continued Success

In this exclusive feature, take a closer look at RE/MAX Twin City Realty’s Faisal Susiwala’s prosperous real estate career.

FEATURES 47 P ower Broker Perspectives: Michael Rogers, Paul Breunich 53 T he Science Behind Commission

Structures

60 S trategies: American Home Shield® (AHS®); BackAgent; NAR-GRI 62 R ejecting Fear and Welcoming Change: Brokers Adapt to a Shifting Industry

80 Blazing a New Trail 84 A New Path to Homeownership® 92 The Complete Digital Real Estate Experience

100 RISMedia’s Great Spaces 104 A sk the Experts: Facebook and Real Estate

RISMedia’s REAL ESTATE July 2018 3

HEADLINERS

EXPERTS

15 P olicy Matters: Visa Programs

23 B rian Buffini - Beat the Mid-Year

Are Important for Real Estate, but Need Reforms to Stay Viable

16 N AR Power Broker Roundtable: Traditional Real Estate and the ‘New Normal’

18 R EBAC Report: Undeniable Arguments for Education

20 Executive Appointments 28 2 019 to Bring Change in Market Momentum 29 6 Ways to Go Outside Your Comfort Zone for Real Estate Success 74 G en Z Lives on These Platforms—Do You? 77 B log Spot: 4 Tips for Getting a

55 S herri Johnson - Helping Agents

Motivation Slump

26 T erri Murphy - Create Influence With Connection for High Profitability

37 A dam Contos - Don’t Let This Article Distract You

39 L aurie M. Brown - Do Your MLS Subscribers Suffer From Overlapping Market Disorder (OMD)?

51 Desirée Patno - Building an Authentic Client Base On- and Off-Line

Convert Expired Listings Into Income 58 T odd Sumney, Jim Sparkman, Don Sturgeon - Focus on Newer Agents? How Dare You! 67 V erl Workman - Creating Leverage Through Strategic Partners 68 R ick Geha - Leveraging Teamwork 69 B rooke Sines - Increase the Size of Your Team Through Strategic Partners—and Keep It Legal 70 T amera Phallan - Easy Access to Free Leads

Home Off the Market Quickly

79 W ebinar Recap: Simple Steps to Multiply Your Real Estate Business

98 T rending: Competition and the Consumer: Industry Presents Sides at Workshop

INTERVIEWS 96 Todd Hetherington, CENTURY 21 New Millennium

96 B onnie Mays, United Real Estate Lexington and Louisville

97 Mark Pessin, Realty ONE Group

27 28

EVERY ISSUE 6

RISMedia Online

Publisher’s Desk

12 Did You Know? 107 Service Profiles 115 Referrals 120 R E: Real Estate— Accelerate Your Business With the REach® Class of 2018

4 July 2018 RISMedia’s REAL ESTATE

Don’t Miss RISMedia’s Real Estate

Exchange presented by

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

READY, SET, NOW:

The New Real Estate Reality

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

SPECIAL EVENT

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.

*Seating is limited. Please visit www.rismedia.com/rismedia-ceo-exchange for information on attending.

#CEOX2018

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

Home-Buying: The Rise of Home Energy Scores

We’re all familiar with measures that assess the desirability of a home, from rankings that show the neighborhoods with the best schools to a Walk Score® that reveals how easy it is to get around without a car. Now there’s a new rating gaining traction: the Home Energy Score.

Home Décor: 2018 Lighting Trends

Whether you’re purchasing a home or selling one, a lighting upgrade may soon be climbing your to-do list. In order to modernize your lights and increase your home’s value for years to come, find light fixtures that not only gel with recent trends, but will also have lasting design power.

Real Estate Survey: Children Have Major Impact on HomeBuying Decision

According to a recent Harris Poll survey commissioned by SunTrust Mortgage, 55 percent of U.S. homeowners factor their children’s opinion into the home-buying process.

Know a Newsmaker? Nominations are now being accepted for our 2019 Newsmakers. To nominate a Newsmaker, visit

rismedia.com/ newsmaker-nomination and complete the form.

X Real Estate

2018’s Hottest Backyard Amenity: Detached Living Spaces

Forget a pool or a BBQ area on your deck. Something else is trending this year as a must-have backyard amenity, and that’s sheds.

First-Time Homebuyer? 5 Questions to Ask Before Hiring a Moving Company

Exchange presented by

#CEOX2018 is right around the corner! For the most up-to-date information, visit RISMedia.com.

If you’re new to the moving game, here are five important questions to ask any company you’re seeking to employ.

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6 July 2018 RISMedia’s REAL ESTATE

Learn how Power Brokers are adapting to a shifting industry in our

#PowerBroker Forum recap, which took place during the REALTORS® Legislative Meetings, in this issue and on RISMedia.com.

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{Publisher’s Desk} Honoring the Change-Makers

hen you’re leading an organization that’s responsible for serving 1.3 million people, the odds are stacked against you. But that hasn’t deterred the NAR leadership team from making some very bold moves this year—and suffering some slings and arrows in the process. But the reality is, change isn’t easy. It’s hard and messy, and involves trial and error. However, this team is up for the challenge. As Bob Goldberg says, “It may not be what we want to hear, but if members are listening and participating, and we have an opportunity to hear what they’re saying…I say, bring it on.” In this month’s cover story (page 30), I hope you’ll gain greater insight into the mission that’s driving the NAR leadership team and the changes they’re trying to effect—both for members and the consumers they serve. I also hope you’ll get a better understanding of the real intent behind the changes. A lot of muckraking has gone on in the past several months as individuals and entities try to grab headlines to advance their own agendas. Hopefully this story helps set the record straight. And speaking of headlines (real headlines), we are so proud to share with you some of the unforgettable moments captured during our First Annual Real Estate Newsmaker Awards Reception & Dinner held in Washington, D.C., at the famed National Press Club (page 40). I love the tagline of the National Press Club—“The Place Where News Happens”—because it captures who we are at RISMedia, the essence of these new awards, and the award winners themselves. While we honored seven inaugural Newsmakers in May and inducted them into our Newsmakers Hall of Fame, we are Credit: PlanOmatic now expanding the scope of the Real Estate Newsmaker Awards to recognize the hundreds of deserving individuals out there making headlines every day. To nominate a Real Estate Newsmaker, please visit rismedia.com/ newsmaker-nomination. The deadline is August 1.

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MY WHY? Iâ&#x20AC;&#x2122;m selective about who I work for. So, when I heard about the origins of RE/MAX, I was intrigued. Their North Star was simple, yet radical: pay agents what they deserve. And that I can get behind.

Why RE/MAX? Their story is my why. ÂŠ2018 RE/MAX, LLC. Each office is independently owned and operated. 18_300074

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

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 RIS CONSULTING GROUP Vice President, Managing Director John Sculley, CRP Projects Director Peg Guinta, CRP Email: consulting@rismedia.com

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{Did You Know?} #REalityCheck

New-home sales slipped slightly in April, down 1.5 percent to 662,000. The average new-home sales price was $407,300, while the median was $312,400. New-home listing inventory was 300,000, representing 5.4-months supply. Source: The Commerce Department

According to a new realtor.com® report, in a brisk six years, the average cost of a home has jumped 83 percent across California.

According to RentCafé, THE TOP FIVE MOST PROSPEROUS CITIES IN THE U.S. ARE:

1. Odessa, Texas 2. Washington, D.C. 3. Charleston, S.C. 4. Fontana, Calif. 5. North Charleston, S.C.

12 July 2018 RISMedia’s REAL ESTATE

The average borrower categorized with credit as “fair” can be on the hook for $21,000 more than a borrower with an “excellent” score, according to an analysis recently released by Zillow.

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*Agents with current home warranty products in the HSA system might not be designated in our records as real estate professionals, and will need to contact the HSA renewal department or their local HSA representative to enroll under the discount program. This offer is not valid in Arkansas, Arizona, Alabama, California, Colorado, Florida, Hawaii, Idaho, Louisiana, Maine, Mississippi, Montana, Nebraska, New York, Nevada, New Mexico, North Dakota, Oklahoma, Oregon, South Dakota, Texas, Utah, Washington, West Virginia, or Wyoming. © 2018 Home Security of America, Inc. All rights reserved.

{Policy Matters} Visa Programs Are Important for Real Estate, but Need Reforms to Stay Viable This column is brought to you by the NAR Real Estate Services group.

by Russell W. Riggs

hile not apparent at first glance, many visa programs support real estate markets across the country. Visa holders purchase property, invest in property, keep other properties in good shape, provide capital for development and contribute to and stimulate property markets and economic development. However, these visas face challenges to remain viable: some are linked unfairly to the immigration debate, and, as a result, struggle to remain authorized by Congress; others are plagued by unfavorable media reports and carry with them the scent of corruption; still, others are beset by administrative backlogs and delays. Because of their wide-ranging and positive impacts on real estate, it is in the interest of the National Association of REALTORS® (NAR) to keep these programs authorized and viable, while also advocating for reforms to ensure their transparency and accountability. SEASONAL WORKER VISAS The H-2B Seasonal Worker Visa program allows employers to hire workers to fill temporary (usually six months), non-agricultural jobs in the U.S. However, employers must first exhaust all avenues for hiring domestic workers before using the H-2B program. Resort areas in par-

ticular use the H-2B program for temporary jobs such as landscapers, lifeguards and wait staff. Legislation to reform the program has been introduced in Congress, but this is one of the programs that’s linked to the broader issue of immigration reform. As a result, movement on reforming the program is stalled. NAR supports reforms to the H-2B program that make the visas more transparent and accountable, offer temporary jobs to foreign workers without taking away opportunities from Americans and reduce regulatory burdens on employers. INVESTMENT VISAS Through the EB-5 Investment Visa program, foreign investors are placed on a path to U.S. citizenship in exchange for investing at least $500,000 in a new U.S. business and creating at least 10 jobs.

NAR supports this program because, many times, the investments provide capital that promotes economic development in mixed use and commercial real estate projects. In addition, jobs created through this economic activity also contribute to property ownership. The EB-5 Program expires on Sept. 30, 2018. NAR supports reform legislation introduced in Congress that would more effectively track where the capital comes from, where it goes and whether or not jobs have been created. However,

that bill is unlikely to pass prior to Sept. 30, so NAR supports a shortterm program extension prior to its expiration. GREEN CARD BACKLOG FOR LEGAL IMMIGRANTS Currently, there’s a disconnect between employment-based legal immigration visas and the number of legal immigrants that are allowed into the U.S. from other countries. While there’s no per-country limit to awarding employment-based visas based on skill, there’s an arbitrary cap per country for green cards, creating a massive backlog. This backlog grows worse every year. While there isn’t a firm count, hundreds of thousands of legal immigrants with employment-based visas are stuck in this bureaucratic limbo. For example, 300,000 legal immigrants from India may wait for years to obtain a green card. This backlog has a dramatic impact on the national economy, primarily through unrealized economic activity. Workers with these visas are in the country, but are hesitant to invest, purchase property, create businesses or otherwise engage in longer-term economic activity. There’s legislation that would reform this system and provide more resources to resolve the disconnect between legal visas and the green card backlog. However, this legislation has just been introduced and is unlikely to be passed prior to Congress adjourning in November 2018. RE

Russell W. Riggs is a senior policy representative for the Environment and Administrative Regulatory Reform. RISMedia’s REAL ESTATE July 2018 15

{The NAR Power Broker Roundtable} Traditional Real Estate and the ‘New Normal’ MODERATOR:

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

Sherry Chris CEO, Better Homes and Gardens Real Estate, Madison, N.J.

Joan Docktor President, Berkshire Hathaway HomeServices Fox & Roach, REALTORS®, Devon, Pa.

Long Doan Broker & CEO, Realty Group Inc., Coon Rapids, Minn. 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: Everything old is

new again. These words were never truer than they are today, especially in the real estate industry, which has changed and re-invented itself over and over since the term ‘REALTOR®’ was first coined in 1916. So what exactly is traditional real estate? What do we mean by “the new normal”—and where is the industry heading? Sherry, you’ve been a real estate innovator through several cycles of change. What do you see as today’s “new normal?”

Sherry Chris: I’ve been around long

enough to see how the industry has turned upside down with the advent of modern technology. In the early

16 July 2018 RISMedia’s REAL ESTATE

days of technology application, consumers would search our websites on their own and perhaps eventually call an agent. Today, we can give our agents the edge through the use of predictive modeling. We can use Smart Bots. We can match up artificial intelligence (AI) with a treasure trove of deep, rich data to determine the habits and patterns of potential buyers and sellers so that the agent can be the first to reach out with exactly what that consumer is looking for. But the truth is that regardless of the impact technology is making, the agent was, is and should be the trusted advisor at the center of every transaction.

Joan Docktor: I agree. Today’s

new normal combines the best of traditional real estate—that is, building relationships and giving every consumer the best possible experience—with everything that technology can offer to advance those goals. We’re using AI to make our agent CRMs smarter—to give our agents more and better information, and to keep them front and center with consumers. We’re also in the process of developing Chat Bots, or Smart Bots, to reside online and answer consumer questions 24/7—and to connect online searchers with knowledgeable, live agents.

Long Doan: Of course, technology has dramatically changed the way real estate is practiced today. But that’s only one piece of the puzzle. In my new normal, keeping the agent front and center means more than providing tools. It means creating an environment where the broker works for the agent and not the other way around. Our goal is to provide a business platform that includes technology, as well as marketing support and coaching to help every agent become the CEO of his or her own business.

CP: There’s another way the industry is

changing, and it has to do with physical footprint, both in terms of space and layout. What may have begun as an economic need is giving us a new-normal benefit. In our offices, for example, cubicles are becoming a thing of the past in favor of open spaces—almost like a Starbucks atmosphere—that are flexible and that create a more congenial business setting.

LD: I think that back when cellphones went viral, and everybody became mobile, many agents seemed to want to skip the office in favor of working from home. But now, agents are coming back because they miss that interaction. Part of my approach is making the office environment so valuable, in terms of support, sharing and mentoring, that agents want to be there. JD: That’s a good thing, because real estate is first and foremost a people business, both in terms of office culture and in building client relationships. But as more business is transacted online, the new normal also means that we need to be more focused than ever on security. As brokers, we need to have online security measures in place to help keep consumer information, as well as all of our data, as safe and secure as possible. SC: And yet, all of that’s in the background, as far as consumers are concerned—security, data mining, even Smart Bots. All most consumers want to know—even millennials—is that their agent is there for them, face-to-face, throughout every phase of their transaction. In that way, traditional real estate hasn’t changed... and I doubt that it ever will. RE 8For an expanded version of this article and other NAR Power Broker Roundtable topics, please visit www.rismedia.com.

WE’RE MORE THAN A NETWORK.

Barcelona, Spain, site of the 2018 LeadingRE Global Symposium

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

{REBAC Report}

Undeniable Arguments for Education by Marc D. Gould

’ve been intimately involved in real estate education for 17 years. It’s work that never grows old, in part because I’m constantly reminded that the phrase “knowledge is power” is an indisputable truth.

Education’s importance may seem obvious. Too often, however, lives get busy and education falls through the cracks. As a broker, there are many excellent reasons to recommit to the pursuit of knowledge, including:

1. Attract and retain agents. When agents are deciding what office to affiliate with, a big consideration is the amount of support they’ll receive from their broker. Every broker wants their agents to succeed. But how do you achieve that result? Brokers who provide education send a strong signal that they’re genuinely interested in their agents’ success—and have a plan to make it happen.

2. Risk management. In addition to attracting agents, education also plays a key role in your risk management. After all, an ounce of prevention is worth a pound of cure—but only if your agents know what the risks are, and how to prevent them. For example, data security and privacy is a constantly evolving and growing concern. NAR has developed numerous resources to help tackle this challenge, including a new course, Data Privacy: Protecting Your Clients & Your Business. 3. Win with consumers. Agents who pursue knowledge are also superior advocates for buyers and sellers. Education informs opinions, 18 July 2018 RISMedia’s REAL ESTATE

builds confidence, cultivates new skills, and much more. Agents aren’t the only beneficiaries. With each incremental gain in agent knowledge, consumers are better served, resulting in positive word-of-mouth and new referral business. Talk about a win/win.

4. Specialized teams/agents. If your brokerage includes one or more teams, each team member likely plays a specialized role. Whether it’s bringing in new listings, working with buyers, transaction management or advertising and marketing, each of these skill sets, and others, can be strengthened through education. Likewise, individual agents who are concentrating on a particular niche market can use education as a powerful tool to rise to the top of their specialty.

Countless Education Options Learning options have proliferated, with exciting developments in both classroom and online formats. NAR’s online learning, in particular, has improved by leaps and bounds, and is an excellent option for self-paced education. Our classroom courses have also benefited from new technologies, while offering agents opportunities to share tips and network with other real estate professionals. You can learn more about NAR’s professional education offerings at nar.realtor/courses, including toprated courses such as the Accredited Buyer’s Representative Designation course, Seniors Real Estate Specialist® Designation course and Pricing Strategies: Mastering the CMA course. But don’t limit yourself to NAR resources. There are many other excellent providers of online education on business planning, negotiating, marketing and other topics, such as lynda.com (now part of LinkedIn) or coursera.org.

Beyond Your Brokerage Education makes sense for individual brokerages, but it also makes sense for all REALTORS®. It’s one of the best ways REALTORS® can further separate themselves, in the minds of consumers, from a real estate licensee, and support one of NAR’s top strategic priorities—increasing industry professionalism. 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.

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Experience the confidence that comes from working with Quicken Loans. RealEstate.QuickenLoans.com Equal Housing Lender. Licensed in all 50 states. NMLS #3030. ©2000 – 2018 Quicken Loans Inc. All rights reserved. Lending services provided by Quicken Loans Inc., a subsidiary of Rock Holdings Inc. “Quicken Loans” is a registered trademark of Intuit Inc., used under license.

{Executive Appointments} ERA Real Estate has announced Dave Collins as chief operating officer (COO). Alongside CEO/ President Simon Chen, Collins, who was senior vice president of Broker Services, will be responsible for assessing the brand’s growth and reinforcing its resources and tools. Since joining ERA, Collins has helped the brand reimagine how a broker services team can cater to all levels of real estate professionals by focusing on individual success. He oversaw the implementation of the “Four Disciplines of Execution,” a tool used to measure engagement and significantly increase production and broker retention rates. His background also emphasizes online lead generation, metrics measurement and analysis, relocation and commerce experience. Halstead has appointed Leslie Bogen Winkler president of Halstead Management Company. Bogen Winkler, formerly EVP, has more than 40 years of experience. Halstead Management Company currently manages approximately 20,000 units within 200 buildings throughout New York City. Previously, Bogen Winkler served as head of Penmark Realty

Management, which merged into Halstead Management eight years ago, and as president of Bellmarc Management Company.

National Association of REALTORS® (NAR) Chief Lobbyist and Senior Vice President Jerry Giovaniello is retiring at the end of the year. Giovaniello, who has been with NAR for 37 years, will continue on until the association names a replacement, and will assist with the transition. Giovaniello joined NAR in 1981 from Capitol Hill, where he was chief of staff for two members of Congress from California. He was named NAR’s chief lobbyist in 2001, and is a fixture in the halls of Congress. Giovaniello has developed longstanding relationships with legislators on both sides of the aisle, and a reputation for ensuring REALTORS®’ voices are heard on important policy issues. Under Giovaniello’s direction, NAR achieved numerous legislative and regulatory accomplishments. He led fights to oppose a flat tax proposal in the late ’90s, to permanently prohibit banks from entering real estate brokerage, and to persuade Congress to pass mortgage debt relief and a first-time homebuyer tax credit during very challenging times for the housing market and economy after

the financial collapse. His leadership helped secure the continuation of the National Flood Insurance Program (NFIP), and, most recently, he successfully led efforts to persuade policymakers against slashing homeowner tax benefits.

Howard Hanna Real Estate Services has announced changes to its leadership in New York, with Karen Leonardi named senior vice president of the Western District and Albert Picchi named senior vice president of the Eastern District. Howard Hanna acquired Nothnagle REALTORS® and RealtyUSA, two leaders in the New York region, in 2017. Leonardi began at Howard Hanna in 2008 as vice president of Corporate and Consumer Affairs, and was instrumental in the rebrand of Nothnagle REALTORS® and RealtyUSA. Prior, she was CEO of the Greater Rochester Association of REALTORS® (GRAR). Picchi began in 2001 as vice president and regional manager of RealtyUSA, which he continued on as after the Howard Hanna transaction. RE

For more executive happenings, please visit www.rismedia.com.

A Real [estate] Pro

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Beat the Mid-Year Motivation Slump by Brian Buffini

ig Ziglar, a man considered the greatest motivator of all time, once said, “People often say motivation doesn’t last. Well, neither does bathing; that’s why we recommend it daily.” Although motivation encompasses the reasons we have for acting or behaving a certain way, many of us confuse motivation with inspiration. While inspiration starts on the inside and works its way out, motivation starts on the outside and works its way in. However, it’s not a permanent state. That’s why we must follow Zig’s advice and work on it every day.

5 WAYS TO GET AND STAY MOTIVATED 1. Foster the right mindset. Staying motivated is a daily job, but when you’ve cultivated the right mindset, it becomes a normal part of the day. Instead of succumbing to negativity, fill your mind with positive information, including books and podcasts. Some of the most innovative and influential business leaders have written about their journeys to success; read their work or listen to the audiobook. The more positive information you consume, the higher your motivation will be. 2. Set goals. As Napoleon Hill wrote, “A goal is a dream with a deadline.” Set a goal and you’ll be motivated to work toward achieving it each day. Be specific. Ask yourself: 1. What do I really want? 2. What do I need to achieve it? 3. What are my next

steps? This will narrow your focus and help you rekindle your motivation when you need it. 3. Seek accountability. Defined as the willingness to accept responsibility for one’s actions, accountability can help you achieve more than you had anticipated. Although you may be able to hold yourself accountable to a degree, it’s more effective to have an accountability partner. For example, if you want to lose five pounds, team up with an accountability partner to meet you at the gym. You can keep each other motivated and ensure you stick to your new healthy habits. For the ultimate accountability partner, get a coach. A coach will not only hold you accountable to your goals, they’ll also help you set realistic goals in the first place. If

4. Commit to tracking. Tracking is measuring the steps taken as a means to an end. It’s an objective standard that allows you to see how you’re doing and assess how close you are to reaching your goals. For most of us, the feeling of progress and the progress you see when you objectively measure aren’t the same. For example, you may feel as if you’re knocking your lead generation out of the park; however, if you review the information you’ve tracked, you may notice that you’ve only made three calls in the last four days. The more you review your progress, the more motivated you’ll be, whether it’s to get back on track to reach your goals or to set your sights even higher. 5. Share your motivation. If you follow these steps each day, you’ll become an example to those around you who wish to become more successful. Share your goals and encourage others to set and share their goals, too. Supporting your friends, family and colleagues will not only benefit them, it’ll help you stay motivated along your own success journey. RE Brian Buffini was born and raised in Dublin, Ireland, and immigrated to San Diego in 1986, where he became the classic American rags to riches story. After becoming one of the nation’s top REALTORS®, he founded Buffini & Company, an organization dedicated to sharing his powerful lead-generation systems with others. Based in Carlsbad, Calif., Buffini & Company has trained over 3 million business professionals in 37 countries and currently coaches more than 25,000 business people across North America. Today, Brian’s a New York Times best-selling author and reaches over 1 million listeners a year through his popular “Brian Buffini Show” podcast. For more information, pick up a copy of his latest book “The Emigrant Edge,” or visit buffiniandcompany.com. RISMedia’s REAL ESTATE July 2018 23

Using Location to Attract, Engage and Convert More Online Leads Local Logic looks to transform the industry by personalizing the customer experience on real estate broker websites by Liz Dominguez

t’s becoming increasingly harder to engage with and convert online leads—especially with all the online resources and technology readily available to consumers. So, what catches the eye of buyers and sellers in today’s tech-centric real estate industry? It’s all about location, location, location. And that’s where Local Logic comes in—a start-up that uses AI and machine learning to zone in on consumers’ needs.

Co-founded in 2014 by CEO Vincent-Charles Hodder and Chief Product Officer Gabriel Damant-Sirois, Local Logic is changing the way consumers approach real estate information by personalizing their experience. “It was clear that location is a big factor in residential choice behavior, but that the data wasn’t readily available to homebuyers and agents,” says Damant-Sirois. “My co-founders and I gave ourselves the mission of making the data on cities more available and understandable to help people make one of the most important decisions in their life.” The company is helping consumers make more informed decisions via personalized insights, as well as keeping the agent in mind by shortening the time it typically takes to convert a lead—increasing conversion rates exponentially. “Local Logic increases traffic on site through SEO and good user experience,” says Damant-Sirois. “Once people are on our clients’ site, they convert more by 10 - 36 percent, which means, ultimately, more qualified leads. We can also provide much more detailed information about location directly to real estate professionals so that they can enhance their marketing tools and better prepare for visits.” And the secret behind this highly efficient system? An abundance of localized information at consumers’ fingertips. With Local Search and Local Maps, buyers

24 July 2018 RISMedia’s REAL ESTATE

can pinpoint listings according to the lifestyle categories that matter the most to them, such as transportation, access to services, character, etc. “The new generation of on-demand homebuyer is looking for solutions that allow them to personalize their purchasing experience. They’re looking for properties that fit their lifestyle. And although home amenities are a big part of their decision, it’s location that determines the type of lifestyle they will have,” says Hodder. “Real estate professionals need to consider this when assisting a homebuyer. They need to understand the intricacies of a neighborhood to deliver the lifestyle their client is looking for.” Damant-Sirois also believes that location can have an overall impact on nearly every segment of a consumer’s lifestyle. Everything from their commute, nearby schools and how busy a street is will have an effect on their daily lives. “According to a Trulia survey, 84 percent of millennials are willing to forgo key home features to live in their ideal neighborhood. Homebuyers care about that more and more, and brokers and agents should provide these solutions if they want to attract and engage with their potential clients,” adds Damant-Sirois. The true success behind Local Logic, however, is the unique background that both Damant-Sirois and Hodder bring to the local market. As previous urban planners with experience in real estate development and residential choice behavior, Local Logic’s co-founders understand the importance of location in the home search and how it can make the process more efficient for both consumers and agents. “We wanted to simplify the multitude of elements that needed to be considered when analyzing a location, making it easier for homebuyers, investors and real estate professionals to compare different locations and match the right people with the right location,” says Hodder. And, most importantly, Damant-Sirois and Hodder use their backgrounds to not only provide a value proposition

to consumers, but to real estate professionals, as well. “Local Logic aimed to extend the value it creates throughout the real estate company value chain,” says Damant-Sirois. “We’re already creating value by attracting and engaging visitors to our clients’ website and converting them into quality leads. We want to help REALTORS® become location experts and better market their properties based on what homebuyers are looking for in their area of activity and the property they’re trying to sell, while providing information on homebuyers to perfect their pitch and close deals faster.” The first step for the co-founders involved making Local Logic a household name within the industry, a step already taken by building credibility with well-known real estate institutions. “Two instrumental moments for the success of Local Logic were the partnerships with Royal LePage and Realtor.ca, Canada’s largest real estate websites,” says Damant-Sirois. “Those partnerships increased our online visibility as our solutions were displayed on every property in Canada and helped our sales effort as we had proven that we could provide value for the top websites in Canada.” What does the future look like for a real estate community that embraces Local Logic? Hodder looks to create an impact—both in the U.S. and Canada—in everything

from brokerage hiring to conversion rates and transaction efficiency. “We want to have a greater impact…from helping brokerages attract more prospective buyers on their websites, converting these buyers into leads, helping agents close the deal and providing solutions for agents to nurture those clients and ensure repeat business,” says Hodder. “We’re developing solutions to target all these important steps in the consumer funnel, making sure the agent is at the center of it all by providing them access to the most up-to-date information to make them the hyperlocal expert.” And more than that, Local Logic’s goals include increased data transparency and an industry that understands the importance of pairing a consumer with the best-matched property. “We want to have an impact on how the city is used and developed to better represent the needs of citizens,” says Hodder. “And we believe quality data on how cities function, and how areas are perceived by homebuyers, can create significant value in how homebuyers decide on a home, and how real estate professionals match people with homes.” RE

For more information, please visit www.locallogic.co.

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Create Influence With Connection for High Profitability by Terri Murphy

site URL, a lead capture system already in place for their price range, a screen capture of your lead incubation reports, as well as the CMA. Begin by digitally demonstrating your premium marketing plan to visually engage the seller to interact as you review your special initiatives. Profile information like your use of professional photography, video, geofencing and lead generation systems before discussing the CMA.

Consider a makeover. Confidence

eeling blue because you lost a listing to a competitor? If you’re wondering why this happened, it may be the perfect time for a tune-up. Start by asking yourself the following question, and be honest with the answer: How do I show up?

comes with deep preparation, so take the time to design this meeting and make it positive, energetic and engaging. Take a look at how you present yourself. Where’s your energy level? Are you genuinely interested and excited to meet this new client? Are you clean, neat and appropriately dressed? Are you on time and highly organized with your laptop or iPad? Look the part of the superstar to get superstar compensation.

Pump up your engagement factor. Have With a few rare exceptions, like a family friend in the business, sellers make their decisions based on their needs, not your history of success. Have you made a conscious effort to update and redesign your first impression to meet their needs? First, you have to get their attention. Here are a few strategies to pump up your first impression and keep them coming back:

Respond quickly. If you’re in a market with fast inventory, every listing opportunity counts, so when given the chance, create a “wow” experience from your very first contact. If your sellers choose to contact you electronically, respond quickly. And be sure your website, interactive voice response system, email and text are designed for instant notifications. Immediate response is a powerful first impression, so make every effort to be lightning fast with 26 July 2018 RISMedia’s REAL ESTATE

your response time to all leads.

Set yourself apart. When a seller contacts you to possibly list their property, set yourself apart with the delivery of a pre-listing appointment package.* This information isn’t promotional marketing material about you and your great service; it’s all about the seller. The cover letter sets the expectation of the next steps they can expect when they work with you. This package can either be delivered as a hard copy or sent digitally.

Prepare for showtime. When was the last time you spiffed up your listing presentation? When you arrive for the actual appointment, make it a real showstopper. You want the seller to see you as different and creative, with such impressive services that you become their only choice. Arrive with customized feather flags, riders for call capture (if signs are appropriate), a single-property web-

you invested in advancing your communication skills to learn the best ways to engage with a variety of generational groups to be more relevant to their preferences? Top performers know that the real work lies in the rigors of purposeful practice on a regular basis. Update your social media sites regularly to be sure you’re relevant and to keep your information up-to-date and accurate. Want the big bucks? Do a better job than the others and get more listings for more profits. *For a complimentary podcast on how to best use a pre-listing system, visit http://bit.ly/2xoLk7L. 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.

2019 to Bring Change in Market Momentum by Suzanne De Vita

lthough demand is exploding and home prices are rising swiftly, analysts are anticipating a market moderation in the next year. According to new projections, the fluctuation is forecasted to start in 2019.

28 July 2018 RISMedia’s REAL ESTATE

Analysts at Freddie Mac are anticipating appreciation will decelerate to 3.1 percent in 2019, with home sales to soften at a 2 percent growth rate and total 6.44 million. 2018, however, is anticipated to bear out as it has in recent years—fast-growing prices, which Freddie is pegging to rise 7 percent, and sales up 3.3 percent to a total 6.32 million. What’s causing the cycle to shift? One factor is mortgage rates, which have risen steadily this year; in fact, Freddie predicts 30-year fixed mortgages will have an average 4.9 percent rate by the close of 2018, and an average 5.4 percent rate by the end of 2019. At press time, the average 30-year rate sits at 4.66 percent. Climbing costs are not a demand deterrent, however—and even with the change in market momentum, consumers are confident in the economy, which facilitates more spending, including on homes. Employment has gained meaningfully this year, hitting a milestone in the

spring, and the economy is expected to grow 2.7 percent, the analysts at Freddie project. With the demand for homes not subsiding, a beef-up in inventory is necessary, says Sam Khater, chief economist at Freddie Mac. “While this spring’s sudden rise in mortgage rates is taking up a good chunk of the conversation, it’s the stubbornly low inventory levels in much of the country that are preventing sales from really taking off like they should be,” Khater says. “The underlying demand for buying a home is holding up, and will continue to do so, as long as the economy is generating solid job and income growth. Most markets simply need a lot more new and existing supply to cool price growth and give buyers enough choices.” RE Suzanne De Vita is RISMedia’s online news editor. Email her your real estate news ideas at sdevita@rismedia.com.

6 Ways to Go Outside Your Comfort Zone for Real Estate Success by American Home Shield®

Increasing your exposure to new ideas in books, podcasts and blogs can also help prepare you to take on new challenges. 3. Make a plan. Instead of plunging immediately into unknown waters, take time to develop a plan. Creating an outline of what you want to achieve, what you’d like to change, and how you see yourself attaining the best end results can help you stay on track. 4. Explore different markets. Perhaps you’ve reached your sweet spot with a certain real estate market or clientele. While it’s great to keep a good thing going, you may be missing out on opportunities to expand into areas with strong growth potential. Look into neighborhoods you may have overlooked in the past, or try researching groups of buyers or sellers who may be new to you.

any seasoned sales professionals suggest shaking things up now and then, and venturing outside your comfort zone in order to go from a good salesperson to a great salesperson. It’s an exercise that can help you break that sales plateau and expand into techniques you may not have thought of before—but there’s an art to stepping outside your comfort zone effectively. When it comes to professional growth, change can sometimes be a valuable ally. This can mean shifting your approach to gaining new business, re-examining your relationships with current clients, or possibly venturing into new real estate markets. Yet despite the potential benefits of entering unknown or unfamiliar territory, it can be challenging to know how or where to start. Here are six ways to challenge yourself to go beyond your comfort zone. 1. Take a look at what you’re doing now. Many times, the best way to chal-

lenge yourself is to take a look at your current situation. What are your approaches to building your business? How about your strategies for developing your client relationships? If you find that your professional path has become overly familiar, it may be a sign to explore new tactics. 2. Get inspired by new ideas. Do you have a colleague who seems to have a great plan for growing their business, or a friend in another industry who is upto-date on technology and other resources? Don’t hesitate to ask others for their insight and advice.

5. Take on unfamiliar situations. Is there a course or networking event you’ve been curious about but have avoided due to a lack of familiarity with the subject? Maybe there’s a professional area that you’ve wanted to improve upon (such as giving presentations or hosting educational seminars). Despite the discomfort that can come with tackling potentially uncomfortable situations, taking them headon can help boost your confidence, knowledge and skillset. 6. Don’t be afraid to experiment. It’s hard to get new plans off the ground without giving them a chance—and sometimes, this can mean experimenting with different approaches or ideas. Give yourself the time to try out something new, then observe and record what happens. Sometimes the best results come from the most unlikely situations or sources. RE For more information, please visit www.ahs.com. RISMedia’s REAL ESTATE July 2018 29

Unity

NAR’s 2018 Leadership Team (left to right): First Vice President Vince Malta; Immediate Past President Bill Brown; President-Elect John Smaby; President Elizabeth Mendenhall; CEO Bob Goldberg; Treasurer Tom Riley; Vice President of Government Affairs Kenny Parcell; and Vice President of Association Affairs Colleen Badagliacco. Photo credit: Melissa Dispenza, Graphic Design Lead, NAR Communications.

30 July 2018 RISMedia’s REAL ESTATE

Working Together to Forge a New NAR by Maria Patterson

HE SEARCH FOR THE NEXT CEO TO HEAD THE NATIONAL ASSOCIATION OF REALTORS® (NAR) WAS AN INTENSE PROCESS. When it came down to the final few

candidates, Bob Goldberg knew he had his work cut out for him, having served with NAR for 22 years. Goldberg also knew he was the change agent needed, and was brimming with cutting-edge ideas to quickly steer NAR and the industry into the future.

To prove that he was exactly the right person for this mission, in his final presentation to the search committee, which included NAR 2018 President Elizabeth Mendenhall, Goldberg presented a long list of changes he would enact should he become CEO—changes that presented huge logistical hurdles and even larger cultural ones. “I looked at it like this,” says Goldberg. “As the industry changes, I think the members’ association has to move faster than those changes. We have to be proactive instead of reactive. If you get mired in doing things the way you’ve done them in the past, even if it has been successful, then you’re destined to be behind the curve of change.” Goldberg outshone the competition, landed the CEO job and took the helm on August 1, 2017. With little time to celebrate, the list of changes he had proposed was handed back to him with a question: “How soon can we get these done?” It was, perhaps, in that moment that the new NAR was born—not in a series of changes outlined by Goldberg, but in a meeting of the minds around a unified goal: to make NAR a more nimble, member-centric, and future-focused organization. As Mendenhall describes it, “Bob has brought a culture of ‘yes’ to the association. He says, ‘Let’s see if we can do it before we say no.’ That attitude gets you endless possibilities because any idea can be explored.” According to Goldberg, he’s simply giving the membership what they deserve. “Our members have an expectation of their national association, and their state and local associations,” he explains. “In order to better serve them, we need to be progressive, and we need to make sure the member is first in every decision we make.”

UNITING FOR MEMBERS While his appointment to CEO made headlines, the real story at NAR lies in the unique strength of the partnership between Goldberg and the leadership team, headed by Mendenhall and including 2018 President-Elect John Smaby; 2018 First Vice President Vince Malta; 2018 Treasurer Tom

RISMedia’s REAL ESTATE July 2018 31

Riley; 2018 Vice President of Association Affairs Colleen According to Mendenhall, much of the criticism aimed Badagliacco; 2018 Vice President of Government Affairs at NAR of late boils down to misinformation. “A lot of Kenny Parcell; and Immediate Past President Bill Brown. the pushback is caused by a delay in information and From the outset, Goldberg has been in lock-step with a lack of knowledge,” she explains. “The more open we this team to put several significant changes in place in are and the more we talk about where we’re headed, the the 11 months since he officially became CEO. greater insight it gives people. As we continue to do that Why has this team been able to accomplish so more and more, members will be pleased, because the much so quickly? For starters, excellent and open changes we’re making are the things they’ve told us they communication. want and need.” “The most critical part of making this work is the This commitment to increased, more transparent communication among the NAR leadership team and staff amount of communication we have with each other and with members is central to NAR’s overarching goal to as a leadership team,” says Goldberg. “We constantly knock down the “ivory tower” and become a truly memtalk about issues. We don’t wait to have monthly meetings—we communicate in real-time. The other thing that ber-centric organization. makes us different is that To that end, Goldberg has we’re laser-focused on beworked tirelessly to open ing out with our members the channels of communiCEO Bob Goldberg shares a laugh cation to brokers, agents and listening. We listen beduring the photo shoot with 2018 NAR fore we talk.” and industry partners, perPresident Elizabeth Mendenhall and sonally engaging with more Chemistry plays a big President-Elect John Smaby. than 10,000 members and role, too. “We have a variety of skill sets among us,” industry stakeholders on says Mendenhall. “That social media and meeting gives us such a broader in person with more than depth of knowledge. We 100 boards and association executives, as well trust each other and can as directly responding to rely on different people for emails. different tasks.” While the path of open Plus, says Goldberg, “Our communication and transleadership team really like “OUR LEADERSHIP TEAM REALLY LIKE EACH parency hasn’t been the each other, and we respect OTHER, AND WE RESPECT EACH OTHER’S easiest one to travel, it’s each other’s opinions. That OPINIONS. THAT GOES A LONG WAY WHEN exactly what Goldberg goes a long way when you’re YOU’RE COLLECTIVELY TRYING TO DO THE wants. collectively trying to do the RIGHT THING FOR MEMBERS. “I wouldn’t trade this right thing for members. It open and transparent apgoes a long way toward movIT GOES A LONG WAY TOWARD MOVING ing things forward fast and proach for anything,” he THINGS FORWARD FAST AND EFFICIENTLY.” efficiently.” says. “What comes with it - BOB GOLDBERG, CEO Of course, with rapid is an opportunity to educate members and, therechange comes discomfort fore, they will have an opinion and get engaged. It may and missteps, especially when those changes impact not be what we want to hear, but if members are listening 1.3 million people. Goldberg, Mendenhall and the leadership team have confronted criticism with resilience, and participating, and we have an opportunity to hear however, sticking to their guns when they know decisions what they’re saying, that’s a good thing. That’s the price are in the best interest of members, and stepping aside you pay for transparency, and I say, bring it on.” when revisions need to be made. Mendenhall eloquently and passionately addressed CHANGING FROM WITHIN the difficulties—and the necessity—of change during her opening remarks at the NAR 360 presentation In order to truly effect change for the membership massduring May’s Legislative Meetings in Washington, D.C.: es, Goldberg knew it meant looking within, as well. “Change involves fear,” she told the standing-room-only “When I became CEO, I talked about my vision for turncrowd of 2,500. “But we’re not divided by hateful coming the association ‘inside out’—for creating a radically ments; we’re united. We can’t be afraid of criticism and member-centric organization. We must become not only comments and missteps. We have to own the responsithe National Association of REALTORS®, but also, more bility of what this association is and what we’re doing.” importantly, the National Association for REALTORS®.” 32 July 2018 RISMedia’s REAL ESTATE

To do so meant a full organizational realignment at NAR, which led to changes like 227 employees reporting to new leadership and an abolishment of the “silo mentality.” Job titles were reexamined and terms like “departments” and “divisions” were replaced with “teams” and “groups.” The goal was to invert the pyramid, and the process is ongoing. “The main goal of the realignment never ends,” Goldberg explains. “We will always look to perfect our structure to make sure it’s member-first and member-focused. That’s why we did what we did—to eliminate the hand-off

mentality and a delay in responsiveness, and to make us more nimble. We’re working hard with leadership to flip the pyramid upside down so that the members are at the top and NAR is at the bottom.”

WHY REALTORS® HAVE TO ‘OWN IT’

sion for capital gains on the sale of a principal residence, and preserved the 1031 like-kind exchange for real property. Mendenhall is calling upon members to increase advocacy efforts, as it directly affects their business. One of the most important legislative issues on the agenda for this year is the preservation and advancement of the Fair Housing Act. The Act turned 50 in 2018, but work remains to ensure fair access for all, Mendenhall says.

LIZABETH MENDENHALL’S rallying cry for her 2018 presidency is the phrase, “REALTORS® Own It!” While effective in its simplicity, its meaning is actually multilayered and deeply significant. In its simplest form, Own It relates directly to the NAR mission of advancing homeownership for more Americans, but the message is also meant as a call to action for NAR leadership and REALTORS® themselves. “In our organization, our local presidents and state presidents turn over every 365 days,” explains Mendenhall. “You have to be willing to take ownership of your organization during that time. We’ve given it to you; make it better than where you found it. And, as REALTORS®, there’s a lot of conversation about professionalism. You have to be willing to be more professional and own your role in the transaction as a trusted advisor for the consumer—you can’t leave it up to someone else.” Mendenhall’s 2018 priorities break down into four key areas:

1. INCREASED PROFESSIONALISM. This year, NAR is introducing the REALTOR® Commitment to Excellence Program, which invites members to take a skills assessment to measure their proficiency in 11 areas, including ethics, advocacy, technology, data privacy, and customer service. “Professionalism has so many components,” says Mendenhall. “A lot of consumers really like their real estate agent, but they don’t like real estate agents as a whole. What you really want as a consumer is someone who has your best interest at heart, someone who is looking out for you. We have to be the best that we can be.” 2. INCREASE INFLUENCE IN AN UNCERTAIN LEGISLATIVE, REGULATORY, AND POLITICAL ENVIRONMENT. NAR played a huge role in this year’s historic Tax Cuts and Jobs Act, collectively sending a record-high 300,000 letters to Congress. NAR’s efforts helped preserve the rules of exclu-

BELLY-TO-BELLY WITH REALTORS® Part of the organizational realignment at NAR meant getting NAR staff on board with its new member-centric mission. To make that happen in a fast and tangible way,

“As stewards of the right to own, use, and transfer private property, REALTORS® depend on a free, open market that embraces equal opportunity. Fair housing protects our livelihood and business,” says Mendenhall, “and it protects consumers. It makes all of us stronger.”

3. TAKE THE MANAGEMENT OF REAL ESTATE DATA TO THE NEXT LEVEL. The third priority involves the evolution and management of real estate data. “Competition and the demand for more data and analysis is forcing the management of real estate data to evolve,” says Mendenhall. “We want to help brokers better understand effective ways of managing their data.” 4. ENSURE THE ROLE OF THE REALTOR® IS ESSENTIAL TO THE CONSUMER. All of Mendenhall’s priorities feed into the ultimate goal, which is to make sure the REALTOR® remains essential to the consumer. And one of the best ways REALTORS® can secure their role is to stay educated, informed, and current on innovation. And that’s where NAR can help. “One of the things NAR does best is provide news and information on every issue and every new technology coming up,” says Mendenhall. “You don’t have to know everything, but you have to know what you don’t know. You have to be confident and know why you’re doing what you’re doing.”

RISMedia’s REAL ESTATE July 2018 33

Goldberg instituted an ambitious program to put NAR program, the REALTOR Benefits® program and the Realtors® Information Network (RIN) businesses, the group staff side by side in the field with REALTORS®. The Day is forming a new think tank of strategic players who will in the Life Program mandates that every NAR employee—that’s 350 people combined from the Chicago and meet regularly to help keep Washington, D.C., offices—anthe association on the cutting nually shadow a REALTOR® in edge of innovation. the field, participate in a sales “This will be a collection or staff meeting at a brokerage of some of the top minds in office, or visit a state or local technology and business innovation,” says Goldberg. REALTOR®association. “This think tank will serve as Designed to give everyone at a key feeder into the leaderNAR a firsthand understanding ship team so we can be way of the challenges faced by the ahead of the curve with planmembers they’re serving, the ning for our future.” program has been completed by Embracing the future of 100 NAR staff (including Goldberg), with the entire staff on innovation even further, track for completion by August next month, NAR will debut 31. a brand-new event: the iOi In another effort to get the (Innovation, Opportunity and NAR team into the trenches, Investment) Summit, takNAR Presidents, left to right, Malta 2020, Mendenhall 2018, ing place August 28 - 30 Goldberg launched the ExecuSmaby 2019 with CEO Goldberg tive Outreach Program in January at Bespoke San Francisco. 2018. Through the program, NAR NAR has long been driving senior management teams were innovation and benefits to formed to serve as direct points of contact and sources members through its strategic investment arm, Second of information for the staff and volunteer leadership of Century Ventures, and its Reach®technology accelerator the local, state, MLS, and brokerage entities within each program. The iOi Summit will now extend that mission of NAR’s 13 regions. The goal of the program is to utilize by bringing together technology innovators, capital investors, and the real estate industry to help get in on the NAR senior management as direct points of contact and ground level of cutting-edge opportunities. conduits of information for members, and, in turn, provide NAR’s top tier with a greater understanding of the key issues facing REALTORS®. AN ONGOING MISSION These programs are just two examples that define the larger cultural shift taking place at NAR. As Goldberg exThe transformative partnership that Goldberg and Menplains, “We understand that REALTORS® won’t always denhall have forged isn’t something that will fade with come to NAR seeking information, so our priority is to the tenure of her presidency. better connect NAR’s resources to REALTOR® communi“We started this year with clear goals,” Mendenhall ties in a more personal environment.” says, “which came from strategic planning and research and from the members. The entire leadership team is EMBRACING THE DISRUPTORS clear on these goals, but more importantly, the NAR staff is clear and committed, as well. We’re doing a better In a real estate environment where brokers and job of melding the entire organization together to ensure REALTORS® are increasingly worried about new busicontinuity.” ness models infiltrating their business—the so-called And while so many changes have already been put in “disruptors”—Goldberg wants to change the converplace, there’s no slowing down. NAR will adapt as memsation and embrace these firms—invite them into the bers’ needs dictate. tent, so to speak—in order to lead change before it “Everything we do, everything we’re all about, every leads us. decision made on a daily basis, must answer, ‘How does To that end, NAR created the Strategic Business Innothis benefit our members?’ That’s the ROI for NAR staff vation and Technology Group, designed to drive industry and leadership,” says Goldberg. “We’re the stewards for innovation and benefits to members through strategic the members. We need to make sure that every penny relationships with a broad range of business and techthey pay us in dues is well spent on their behalf.” RE nology players. In addition to overseeing NAR’s Second For more information, please visit www.nar.realtor. Century Ventures, the REach® technology accelerator 34 July 2018 RISMedia’s REAL ESTATE

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L'ATTITUDE SEPTEMBER 8 - 11, 2018 MANCHESTER GRAND HYATT HOTEL, SAN DIEGO

Four days of content focusing on:

MEDIA, ARTS & ENTERTAINMENT POLITICS & CULTURE BUSINESS & ENTREPRENEURSHIP TECHNOLOGY & THE FUTURE OF EVERYTHING

{Business Building}

Don’t Let This Article Distract You by Adam Contos

t often begins the minute you start your day. A barrage of emails to respond to. Text messages pinging your phone. Questions and conversations with colleagues. And, perhaps, a morning ritual of checking Facebook, Twitter and the daily news. Throughout the day, there are lunches to go to, appointments to attend and issues to resolve—and, maybe, some more web surfing and texting thrown into the mix. Needless to say, it’s pretty easy to get distracted from the very reasons we go to work in the first place. So, how is a busy real estate professional expected to deal with all the distractions and disruptions? The solution can be found in one word. Focus. The most effective leaders and successful business people—no matter the industry—discard the diversions and remain laser focused on the essentials of building a successful business. Everything flows from one’s focus (or lack thereof). Your focus determines how you plan your day. It influences the decisions you make. What clients you choose to meet with. The mentors you follow. The associations you join. The designations you earn. The events you attend.

“Look, a squirrel!” It’s easy to overlook the impact all the little distractions can have on a day. On their own, the amounts of time spent chatting with coworkers, checking Facebook and enjoying an extended lunch seem pretty trivial. But, like millions of gathering snowflakes, the accumulation of little things can too easily result in an avalanche that ultimately overwhelms your day.

All these distractions then morph into excuses. How many times have you gone home for the day thinking, “Well, I couldn’t get to (important thing) because of all the time I spent on (unimportant thing).” It’s easy to avoid updating your business plan when there are tons of emails to respond to. Finding time to assist a struggling client is tough when you’ve spread yourself too thin with obligations that don’t move the needle. Even outside elements can disrupt a day. Being overly concerned with and fretting over issues such as market fluctuations, service disruptions and industry developments all serve to distract from—and provide excuses against—committing to the task at hand.

single-minded pursuit of an objective—but you do need a strategy. It starts with defining your goals, planning how to get there and executing the plan. Then comes the hard part—remaining disciplined and focused on the plan. Here are some ideas that can help: Time block your day. Establish times for when your door is open and when it’s not. Prioritize your activities. Delegate the small stuff. Learn to say “No.” Another tip: Stick to your rules relentlessly (adjusting only in emergencies), otherwise, they quickly become “optional.” The amount of time in a day is one commodity that’s exactly the same for every person. It’s what one chooses to do with that time that makes all the difference. The best plans, strategies and ideas in the world mean nothing without the focus to carry them through. RE

Key Takeaways: -W ith all the daily emails, text messages, appointments, casual conversations, etc., it’s easy to get distracted from the very reasons we come into work in the first place. - I n avoiding distractions, start with defining your daily goals, planning how to get there, then executing the plan with laserlike focus. -S et rules for your day by time blocking, prioritizing tasks and delegating the small stuff.

A Focused Solution I want to be clear that staying focused and avoiding diversions is not about dodging conversations, skipping lunches or ignoring emails. You don’t need to be a robot in

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

RISMedia’s REAL ESTATE July 2018 37

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Do Your MLS Subscribers Suffer From Overlapping Market Disorder (OMD)? Commentary by Laurie M. Brown

LSs, an indispensable part of the multi-faceted real estate industry, are gaining ground when it comes to adoption of innovative data share options. The trend is being fueled by increasing demand for greater accuracy, efficiency, standardization and widespread access across multiple jurisdictions. That data then invokes a powerful transformation among REALTORS® by deepening their degree of influence when working with buyers and sellers. Simply put, data-driven agents are equipped to present all available options to clients, moving closer and more quickly to the closing table. Through cooperative data-share systems, such as RPR View (which we’ll cover later), MLSs overcome Overlapping Market Disorder (OMD), a condition that requires agents and brokers to enter listings into multiple systems and pay dues to each of those systems. This multiplicity of effort has several downfalls by: 1. Driving up expenses for subscribers 2. Doubling or even tripling workloads 3. Skewing market reports 4. Narrowing promotion of properties 5. Limiting property searches on IDX-powered websites One of Minnesota’s leading multiple listing services, NorthstarMLS®, is listening to their REALTOR® subscribers who, when asked by Clareity Consulting, said access to multiple MLSs is essential to adequately fa-

cilitating their businesses—a whopping 87 percent agreed. Northstar and seven other Minnesota MLSs are partners in a reciprocal data-share agreement that provides over 17,600 REALTORS® with access to data from neighboring MLSs. RPR View™, one of the many features offered through Realtors Property Resource® (RPR®) administers the agreement. As one of the nation’s largest listing data-share initiatives, RPR View offers agents access to listings from MLSs outside their coverage area, including on- and off-market properties. “I could say that the fundamental reason for choosing RPR is that there are no fees or contracts, but

that would be an oversimplification,” says NorthstarMLS CEO John Mosey. “The fact that it’s free takes a lot of dialogue out of the political environment. Everybody is on the same page, focusing on the mission, rather than political or personal agendas. “Our MLS also keeps absolute control over who sees our listings and which fields we share.” Today, 377 MLSs representing over 840,000 REALTORS® share on-market listings with another MLS through RPR, and 355 MLSs share off-market listings with another MLS. The feature has helped save thousands of dollars for MLSs that often pay vendors for such functionality. The Ithaca Board of REALTORS® and four other local MLSs in upstate New York also use RPR View™ to share data. Norma Jayne, executive officer of the Ithaca Board of REALTORS® says, “We believe sharing data creates an enhanced opportunity to use the RPR Mobile™ application. We also believe members can produce better comparable property reports since they often list near the boards we’re sharing data with.” This month, RPR unveiled a “new view for RPR View,” a fully-transparent display of every MLS that’s agreed to share its data across an agent’s home state and even across the nation, including which types of data are being shared: on market, off market, additional info and covered counties. RE For more on RPR View, visit blog.narrpr.com/mls/rprpartner-integrations.

Laurie M. Brown is the marketing communications manager for Realtors Property Resource®.

RISMedia’s REAL ESTATE July 2018 39

RISMedia Awards

Inaugural Newsmakers in Real Estate

New Annual Event Held at National Press Club in Washington, D.C. Photos by PlanOmatic

40 July 2018 RISMediaâ&#x20AC;&#x2122;s REAL ESTATE

Opposite page: Top Row (L to R): John Featherston, CEO/ President, RISMedia; Ron Peltier, CEO/Chairman, HomeServices of America; Elizabeth Mendenhall, 2018 President, NAR, CEO, RE/MAX Boone Realty; Joseph Rand, Chief Creative Officer, Better Homes and Gardens Real Estate Rand Realty; Bob Goldberg, CEO, NAR; Darryl MacPherson, EVP, RISMedia; Bottom Row (L to R): Helen Hanna Casey, CEO, Howard Hanna Real Estate Services; Matt Widdows, CEO/Founder, HomeSmart International; Teresa Palacios Smith, VP of Diversity & Inclusion, HSF Affiliates John Featherston, CEO/President, RISMedia

s advocacy took center stage at the REALTORS® Legislative Meetings & Trade

has covered, chronicled and celebrated the professionals making news in real estate, and we are honored to be formalizing these honors starting with the first annual RISMedia Real Estate Newsmaker Awards.” The inaugural Hall of Fame class of RISMedia’s 2018 Real Estate Newsmakers are: National Association of REALTORS® Chief Executive Officer Bob Goldberg; HomeServices of America Chairman and CEO Ron Peltier; Howard Hanna Real Estate Services Chief Executive Officer Helen Hanna Casey; HSF Affiliates Vice President of Diversity & Inclusion Teresa Palacios Smith; RE/MAX Boone Realty CEO and National Association of REALTORS® 2018 President Elizabeth Mendenhall; Better Homes and Gardens Real Estate Rand Realty General Manager and Chief Creative Officer Joseph Rand; and HomeSmart International Founder and Chief Executive Officer Matt Widdows. “While transactions and dollar volume are extremely important, the ones succeeding and transforming the industry are also the fabric of their communities,” said Featherston. “We wanted to start recognizing those real

Expo in Washington, D.C., this past May, 125

industry leaders gathered for RISMedia’s inaugural, invitation-only 2018 Real Estate Newsmaker Awards Reception & Dinner, which honored seven industry luminaries for their headline-making influence in real estate in 2017. The event, held on May 17 at the illustrious National Press Club—“The Place Where News Happens”—honored RISMedia’s first annual Real Estate Newsmakers, those individuals making headlines as a result of their newsworthy contributions to the real estate industry, and the communities and consumers they serve. According to RISMedia President and CEO John Featherston, “RISMedia’s Real Estate Newsmaker Awards honor the industry’s real newsmakers: the people who are positively affecting our industry and the millions of consumers we serve. Our industry promotes and provides consumers with a pathway to responsible homeownership. Over the past three-plus decades, RISMedia

RISMedia’s REAL ESTATE July 2018 41

Above: Darryl MacPherson, EVP, RISMedia Above Right: Gino Blefari, HSF Affiliates; Ron Peltier, HomeServices of America; Rei Mesa, Berkshire Hathaway HomeServices Florida Realty; Dan Steward, Pillar To Post Home Inspectors Below Right: Todd Hetherington, CENTURY 21 New Millennium

newsmakers who are making a difference in their communities. This year, we are starting with a small, Hall of Fame, inaugural class of Newsmakers, but next year, hundreds of Newsmakers will be recognized.” The 2018 Newsmakers shared the following remarks upon receiving their award from RISMedia Executive Vice President Darryl MacPherson:

BOB GOLDBERG, CEO, National Association of REALTORS® (NAR) Awarded in recognition of his commitment to the industry and homeownership, and his mission to change the paradigm at NAR, and effect real change for members and the consumers they serve. “I’m excited to be in this new Hall of Fame and be an inaugural inductee. I am thrilled to be inducted along with my fellow leader who is making those changes (at NAR) happen: Elizabeth Mendenhall. We are a new NAR. We are member-centric; you will continue to see a difference in how we work with all of you in this industry.”

42 July 2018 RISMedia’s REAL ESTATE

Dottie Herman, Douglas Elliman; Helen Hanna Casey, Howard Hanna Real Estate Services; Desirée Patno, NAWRB; Teresa Palacios Smith, HSF Affiliates

Above Left: Mark and Ann Woodroof, Better Homes and Gardens Real Estate Gary Greene; Christina Pappas, The Keyes Company Above: Miguel Carreno, Allen Tate REALTORS® Left: John Horning, Shorewest REALTORS® and Lennox Scott, John L. Scott Real Estate

RISMedia’s REAL ESTATE July 2018 43

ELIZABETH MENDENHALL, 2018 President, National Association of REALTORS® (NAR); CEO, RE/MAX Boone Realty

JOSEPH RAND, Chief Creative Officer, Better Homes and Gardens Real Estate Rand Realty

Awarded for passionately advocating for REALTORS® and homeowners on issues such as preserving the mortgage interest deduction to increasing homeownership for all Americans. “To be here standing before you and beside you is very overwhelming. RISMedia’s publication made me better as a broker and more knowledgeable about the industry. I accept this on behalf of the NAR leadership team, and I’m glad to be part of a team with Bob and all of you. It wouldn’t work without all of you being a part of it.”

Awarded for his increasingly significant role as a thought leader and influencer in the real estate industry—for challenging the standard way of approaching the business and innovating for the future. “This is really quite an honor. So many people talk about change coming from the outside, but I really don’t see it. The idea that change can’t come from within is just wrong. I see people bringing change every day. We can’t be closed off to new ideas or the threats of alternate business models; I’m proud to stand by people who are embracing change.”

HELEN HANNA CASEY, CEO, Howard Hanna Real Estate Services

MATT WIDDOWS, CEO/Founder, HomeSmart International

Awarded for spearheading one of the country’s leading, independent family-owned and operated real estate firms, and creating a storied real estate legacy. “This award recognizes what we do every day in our market, and not only what we achieve, but what we believe. I would have to say many have made us the newsmakers; we didn’t do it on our own. To all the winners and the RISMedia staff of incredible people, thank you for making me into what I am today.”

Awarded for working with Angel Flight to fly his private plane into the Caribbean during last fall’s Hurricane Irma, delivering supplies and transporting passengers in need of medical treatment. “This is such an honor to be awarded for this, and I want to thank everyone at RISMedia. What it comes down to is giving back to someone in your community. Just show up to help those in need—there’s enough for everybody to help out.”

Jeff Sposito, J. Rockcliff REALTORS®

44 July 2018 RISMedia’s REAL ESTATE

Bob Goldberg, NAR; Elizabeth Mendenhall, RE/MAX Boone Realty

RON PELTIER, CEO/Chairman, HomeServices of America Awarded for becoming a true industry icon, growing HomeServices of America from four to 44 brokerages over 20 years, joining the Berkshire Hathaway family, and creating HSF Affiliates. “While seven people have been recognized, there are a lot of great people who are doing a lot of great things, and a lot of game changers in this industry. I hope there are 400 people next year, because we haven’t been doing a great job of recognizing those goodwill stories.” Pictured: Bo Menkiti, The Menkiti Group, Keller Williams Capital Properties

TERESA PALACIOS SMITH, VP of Diversity & Inclusion, HSF Affiliates Awarded for taking on a first-of-its-kind role, vice president of diversity and inclusion for HSF Affiliates, and effecting necessary change for the future of our industry and homeownership. “I am without words, but I have to tell you that to be in the company of the individuals receiving these awards, who I have admired for years...I am in awe. This award doesn’t really apply to me as much as what’s happening in our industry today: women empowerment, women in leadership and in real estate. It is truly part of my appreciation that we acknowledge the importance of making sure we all have an even playing field and equal opportunity.” Designed specifically for a select group of 125 broker/ owners, brand executives and real estate service leaders, the Real Estate Newsmaker Awards Reception & Dinner was an invitation-only event. The event was presented by master sponsor the National Association of REALTORS® and host sponsors Elm Street Technology, HMS Home Warranty, PlanOmatic, Realtors Property Resource® (RPR®), Sherri Johnson Coaching & Consulting, ShowingTime and zipLogix™. Earlier on May 17, RISMedia hosted its annual Power Broker Forum, “Adapt, Compete, Win: How to Wow Customers—and Agents—in a Changing Real Estate World.” See the full recap on page 62. RE RISMedia Editors Maria Patterson, Liz Dominguez and Suzanne De Vita contributed to this report.

Ellen Ostermann, Tina Balaka, Shorewest REALTORS®

RISMedia’s REAL ESTATE July 2018 45

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{Power Broker Perspectives} by Keith Loria port on the team we have, we continue to selectively add agents as we’re introduced to or approached by candidates.

What sets your firm apart in the marketplace? MR: The focus that we put on our agents is a point of differentiation for us. In fact, no other firm has a unified leadership team whose sole focus is the support of their agents. We’re also selective when it comes to who joins our team. Ethics, character and the resulting culture motivate us more than production. We have a long-term view for this company, and we’re committed to holding true to the principles that have contributed to our 71-year history.

Michael Rogers:

Creating Value for Agents and Clients Alike Michael Rogers, current president of Dorsey Alston, REALTORS®, started with the firm in the spring of 2000. The thing he loves most about the residential real estate industry is the fact that it touches everyone. He also understands that providing the best counsel to homebuyers is of utmost importance.

A second-generation Rogers and the third Atlanta native to own and run the firm, he’s helped keep the firm a leader in the area over the years.

How is your market faring so far in 2018?

Michael Rogers: Our market continues to shine. Demand continues to outweigh supply, making it a great time for sellers to enter the market. What is your growth strategy? Are you planning to grow your firm in the next 12 months? MR: Our growth is very

From your viewpoint, what are the biggest challenges the industry is facing? MR: In 2016, 235 real estate tech companies received venture capital funding, compared to just

72 in 2012, according to Inc. magazine. In 2017, several of these start-ups entered the Atlanta market to test their models. Some companies are attempting to change the way homes are bought and sold by moving to an onlineonly model, using complex systems to price homes sight unseen, then buying the homes if they don’t sell for that price. Others are bringing virtual reality and real-time data to the home-buying and -selling experience. All of this is potentially disruptive to the residential real estate business.

How is your company responding? MR: It puts pressure on us to continue to hire the best people in the markets we serve, and to help sellers realize the value of working with a professional with the highest ethical standards and with a company that cares deeply about the community. These tech firms are presenting challenges, but they’re also creating an ex-

VITALS: Dorsey Alston, REALTORS® Years in business: 71 Size: : 2 offices, 242 licensed REALTORS® Regions served: Metro Atlanta 2017 sales volume: $837,475,014 2017 transactions: 1,556 No. 321 in sales volume in RISMedia’s 2018 Power Broker Report www.dorseyalston.com

organic. While our No. 1 priority is focusing our sup-

RISMedia’s REAL ESTATE July 2018 47

cellent opportunity for us to continue to distinguish ourselves by creating value for our clients and our agents.

What are the biggest opportunities for increasing business right now? MR: Millennials are on the cusp of surpassing baby boomers as the nation’s largest living adult generation, according to the U.S. Census Bureau. This is a huge opportunity for Dorsey Alston, REALTORS® and our business. We have more than 30 real estate professionals who fall into the millennial generation, which accounts for more than 10 percent of our agents. We’re focused on not only hiring the top young real estate professionals in the field, but also on giving them the training and support to succeed. With millennials transitioning from renters to homeowners, we’re well-positioned.

How are you updating your technology and training to provide the resources agents need to succeed? MR: We’re in a very competitive market where marketing materials and mediums are as important as ever. To that end, we’ve made new hires focused on social media, graphic design and personal marketing support for agents. We’ve also made greater investments in produc-

48 July 2018 RISMedia’s REAL ESTATE

tion equipment this year than any other time in our company’s history.

What do people enjoy most about working at your firm? MR: We’ve not only created an environment that fosters business success, but we’ve also created a fun working environment and a place that appreciates all the individuals that comprise our team. In addition to our focus on our clients, we also emphasize giving back to the community and building our camaraderie within.

Paul Breunich

An Unparalleled Value Proposition Paul Breunich, president & CEO of William Pitt and Julia B. Fee Sotheby’s International Realty, celebrated his 30th year at the company in 2018. “What drives me most about this business is the competition and the survival of the fittest aspect,” says Breunich. “It’s pure capitalism. No one knows what a house will go for; it’s all supply and demand.” During his three decades at William Pitt and Julia B. Fee Sotheby’s International Realty, Breunich has navigated the firm through an explosive

growth cycle, which includes the opening of 11 new offices, its expansion into the Connecticut shoreline, Berkshires and Massachusetts markets, as well as bringing building and land technology onboard as an equity partner in order to position the company for future growth.

How would you characterize your market in the first part of 2018? Paul Breunich: The new year started with somewhat lower sales versus the first quarter of last year, with every market we serve experiencing a small decrease in either unit sales or dollar volume, or both. The declines aren’t enormous, but they’re consistent and, therefore, significant. This is the first time we’ve observed an overall decline in several years. I believe the passage of the new tax bill helped to prompt a pause among buyers at the end of last year, spreading a degree of uncertainty

among consumers, particularly in those states like ours where the bill may have the greatest effect on income and property taxes. This pause led to a lower rate of closings in the first quarter. However, we remain in a very healthy economy, and we’re now starting to see a normalization of our markets, with deals and sales activity pacing very similar to this time last year. I’m optimistic that high consumer confidence will override concerns associated with the tax bill going forward, though we can’t predict the future.

Any plans for growth at the firm in 2018? PB: 2018 will certainly be a year of growth for us. We recently opened a new regional office in Hartford County, Conn., expanding our presence in the state while bringing the global Sotheby’s International Realty brand and its luxury real estate services into the Hartford market area,

“The biggest opportunity we have right now is to take our unparalleled value proposition and showcase it to both competing agents and consumers, and to be a leader in innovation.”

– Paul Breunich President & CEO, William Pitt and Julia B. Fee Sotheby’s International Realty

purpose is to help real estate agents—primarily agents who are new to the business—become top-tier professionals in the industry by learning the critical fundamentals of the business in a revolutionary way. Classes provide them with an in-depth understanding of real estate sales skills, marketing, social media, customer service and sales psychology. We also use the center as a sort of test tube research center where we try out new products and systems, ironing them out before we introduce them to our 27 brokerage offices.

VITALS: William Pitt and Julia B. Fee Sotheby’s International Realty

Years in business: 69 Size: 27 offices,1,000 agents Regions served: Connecticut, New York and Massachusetts 2017 sales volume: $4,163,231,909 2017 transactions: 6,032 No. 34 in sales volume in RISMedia’s 2018 Power Broker Report www.williampitt.com

which is a new territory for us. We always keep our eyes open for potential acquisitions, as well.

What are some ways your firm is differentiating itself? PB: One of our most excit-

ing initiatives is the recent launch of the Imagine Lab, an innovative educational facility devoted exclusively to elite real estate training, combining state-ofthe-art technology with client-based hospitality education. Its primary

What are the biggest opportunities for increasing business right now? PB: The biggest opportunity we have right now is to take our unparalleled value proposition and showcase it to both competing agents and consumers, and to be a leader in innovation. We do this by marrying our expert marketing skills with the new technology that’s available, by providing agents and consumers with access to smoother, easier transactions, and by arming our clients with the best information and market knowledge.

How are you updating your technology to provide the resources agents need to succeed? PB: With technology, we’re

always looking at the best products out there, those with open APIs that work with our systems. We’re currently in the process of creating a single app for our agents that will integrate all of our tools on one easy-to-use platform, accessible right from an agent’s personal smartphone, tablet or desktop. In addition, we’re constantly attending national conferences through the Sotheby’s International Realty brand, which allows us to network with our peers and stay ahead of the competition with exposure to new technological offerings coming down the pike.

How are you attracting new agents to your firm and retaining top producers? PB: We attract new people through our value proposition, which includes not only our unique brand offerings, powerful marketing and innovative tools, as discussed above, but also our leadership team—noted experts and masters of their profession, all devoted to supporting our agents and clients with the most extraordinary service. We draw upon these same differentiators to retain our top producers, recognizing that they’ll ultimately do more business by utilizing our value proposition than they would by working at a competing firm. RE

RISMedia’s REAL ESTATE July 2018 49

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Building an Authentic Client Base On- and Off-Line Commentary by Desirée Patno

hen the Pew Research Center began measuring social media usage in 2005, 5 percent of U.S. adults used at least one social media platform. Today, 69 percent of the public utilizes some form of social media. Utilizing social media to interact with your customers can translate to better client relationships and higher revenues, while disregarding or misusing online interaction can cost you your job, or your business money. There are very few demographics you cannot reach online; if you are not connecting with your market on social media, you are closing off an entire communication channel with your customers. Connect with your intended audience with a combination of eyecatching and emotionally-impacting content. Platforms such as Facebook, LinkedIn and Instagram are great for agents to share visuallyappealing photos that represent their business platforms. When potential clients see a beautiful image or moving content that sticks in their memory, it encourages them to want to work with you.

Another way to build your client base is to share relatable stories, whether it’s the happiness you share in helping a family buy their first home, or spending time with your family after a stressful day at work. Taking that extra step to share with your community will help instill a sense of personal connection that will keep your following interested in your projects and services. The key to making the most of social media is authenticity. When creating content for your profile, blog or website, don’t focus on the reaction you want. If you post content just for a reaction, or write what you think people want to hear, your content becomes empty. Market your products and services in a clear and honest way to drive engagement with your intended demographic. Connect with potential clients by putting your true self forward.

It’s important to remember, however, that having thousands of likes, followers and retweets will not necessarily lead to direct contacts or profit growth. In addition to online engagement, building authentic and sustainable personal connections with your clients will help solidify your brand and impact your sales. In an article for Inc., entrepreneur and author Damon Brown shared how taking a break from social media for two months helped him increase the strength of his outreach. After noticing that many of his clients were those he met at events or were a part of his email community, he decided to focus his attention on relationships that were helping his business. By engaging and building his email list, asking for community feedback and having in-depth conversations while networking at local events, he built stronger relationships with his clients, his email list increased from word of mouth, and his income-producing sales rose. Changes in social media platforms, such as in terms of service, can potentially disconnect you from your community. Therefore, having a supportive, loyal client base offline, as well as online, is pivotal for securing your following and building your bottom line. 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 Highest-Ranking Woman and 4th Overall Top Real Estate Influencer to Follow. For more information, please visit www.nawrb.com. RISMedia’s REAL ESTATE July 2018 51

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The Science Behind Commission Structures by the Experts at Realty ONE Group

eal estate professionals work off commission and, unfortunately, it can be somewhat confusing, especially for those newer to the industry. However, it is important to understand how different commission splits and structures work. It is, after all, what pays your bills.

The commission on a transaction is typically shared by a number of different people. There are real estate agents who are represented by a broker who works on the buyer’s side, and there are real estate agents represented by a broker who works on the seller’s side. Everyone in the transaction gets a piece of the pie. The transaction goes through the respective broker who then distributes to the agents working on their behalf. There is no standard or typical commission that is charged to the seller. The splits and fees between a broker and real estate agent vary widely. For the sake of example, let’s break this down with a 60/40 split and 6 percent commission. Let’s say a home sells for $350,000 and there is a 6 percent commission ($21,000) paid by the seller. If the commission is split in half for the buyer’s agent and

the seller’s agent, then 3 percent ($10,500) will go to each party. From there, 60 percent of that $10,500 will go to the buyer’s agent ($6,300) and 40 percent ($4,200) will go to the brokerage representing the buyer’s agent. The exact same thing happens on the seller’s side. This type of split can be beneficial for agents who might be newer to the industry and will benefit from being a part of a brokerage that provides not only leads, but also mentorship and education, which is typically factored into the 40 percent the broker takes. Plenty of brokerages and agents have been very successful using this model and other versions like it, such as the 70/30 or the 80/20 splits. It is important to research each brokerage and determine what they offer in exchange for the percentage they will take with every transaction.

What about the 100-percent commission model? First established in 1965 and launched in 1973 by RE/MAX founder Dave Liniger, the concept was simple: attract the most successful agents that would be more profitable on a fixed monthly fee and taking home 100 percent of the commission. Today, there is a new generation of 100-percent models, and with the help of the technological revolution, many of them are incredibly successful. As Pat Kelly, president of Brokerage Operations at Realty ONE Group explains, “Today, more than ever, REALTORS®are empowered to run their own business. Choosing how to best serve their clients, and how to market and advertise a property, are just a few of the decisions they make on a daily basis. Many REALTORS® are opting for a 100-percent brokerage so they can better invest in serving their client needs.” Realty ONE Group is a perfect example of a well-oiled, 100-percent commission machine. The real estate professionals within Realty ONE Group pay a fixed monthly fee in exchange for different avenues of education, mentorship, marketing collateral and technological tools, all designed to enhance their personal business. The proof is in the pudding with the unbelievable expansion we have seen. Realty ONE Group currently has 134 offices in 33 different states with over 10,000 real estate professionals. It’s pretty clear that this version of the 100-percent commission model is not only enticing for agents, but also working. It’s absolutely crucial to do the research and determine what commission model and brokerage will work best for your career. Find a brokerage that will help you grow your personal brand and your business. RE To learn more about Realty ONE Group’s services and unique commission structure, please visit www.RealtyONEGroup.com.

RISMedia’s REAL ESTATE July 2018 53

Aria Resort and Casino

1200+

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World Class Speakers

Education Sessions

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follow suit and pull expired listings that didn’t sell in their area from the past 12 months, and then offer their services. 8Give your agents script strategies on what to say to these homeowners. Most expired homeowners are probably down on the market because their house didn’t sell. Encourage agents to offer new statistical market data to these sellers, as well as a highenergy, results-oriented market plan. 8Remember that success is contagious. Share success stories for converting expired leads at office meetings—when agents see others creating income from this resource, more will join—or, start an “Expired Club” where agents can work individually or together to motivate and inspire one another with their successes.

Helping Agents Convert Expired Listings Into Income by Sherri Johnson

n a competitive real estate world where agents are constantly fighting for listings, there’s a free resource that’s often overlooked. While agents are spending additional money on leads, there are thousands of expired listings just sitting in the MLS. Many homeowners still want to sell their houses, and would if they had the right agents and the right marketing plan.

Here’s my Sherri Johnson Strategic Action Plan for helping your agents convert expired listings into massive amounts of income:

free leads will help build their business. You’ll be giving them the confidence they need to create massive amounts of income from this great lead source.

8Motivate your agents to prospect expired leads. While some agents will

8Pull expired listings in your market and show agents how many leads exist.

be hesitant to do this, there will be some who realize the benefits. Take the few that will and run with it. Inspiring your agents to go after these

You’ll be demonstrating how much money they can really make from this resource. Encourage them to

Coaching your agents on the benefits of converting expired listings will lead to an increase in income and success. To receive my free, exclusive script strategies for prospecting expired listings, email yourock@ sherrijohnson.com. To learn more about brokerage consulting with Sherri Johnson Consulting, contact me at 844-989-2600 or www.sherrijohnson.com/contact. Follow us on Facebook, Instagram and Twitter. RE Sherri Johnson, CEO & founder of Sherri Johnson Coaching & Consulting, is a national leader offering world-class real estate keynotes, consulting and coaching while delivering accelerated results. She boasts a distinguished 20 years of experience as a top agent and executive of a Top 3 National brokerage. She has recruited, trained and coached thousands of agents, and was responsible for leading over 700 real estate agents and over $1.6 billion in annual sales volume. Johnson is the national speaker for Homes.com for its Secrets of Top Selling Agents national tour. Contact coaching@sherrijohnson. com or 844-989-2600 (toll-free) or visit www.sherrijohnson.com.

RISMedia’s REAL ESTATE July 2018 55

Commitment, Dedication and Perseverance:

A Fool-Proof Recipe to Continued Success Faisal Susiwala’s entrepreneurial spirit and work ethic set the stage for a prosperous real estate career by Paige Tepping

als talking about investing in real estate and how it was or Faisal Susiwala, a broker with RE/MAX Twin City Realty Inc. Brokerage in Cambridge, advantageous to immigrants who were coming to the country with nothing at all,” says Susiwala. Ontario, graduating from high school and With a brother attending his first year of university— going to university had always been the plan. But and a sister not far behind—Susiwala looked to real esthat all changed when his interest in investing and tate as an opportunity to get his family out of the rut of looking at real estate for long-term growth catafinancial instability once and for all. “There were times where I had self-doubt, wondering what I’d pulted him in an entirely different “There were times gotten myself into,” notes Susiwala, “but direction. “I sort of fell into real when the recession hit in 1990, I knew it where I had selfestate not knowing I was going to was either going to break me or motivate doubt, wondering make it my career,” says Susiwala, me to make this thing work.” what I’d gotten myself who was licensed under the OnAt just 19 years old, Susiwala put his into, but when the nose to the grindstone and dedicated his tario Real Estate Association at the recession hit in 1990, time and energy to establishing strateripe young age of 18. And while it gies and techniques to build up his busiI knew it was either hasn’t always been easy, Susiwala’s ness, as well as his clientele. The youngentrepreneurial spirit and work ethic going to break me or est practicing real estate professional in have paved the way for a storied real motivate me to make the business at the time, Susiwala took a step back and looked at what the sucestate career that continues to grow this thing work.” cessful people who had come before him and prosper.

– Faisal Susiwala Broker, RE/MAX Twin City Realty Inc. Brokerage

Born in Preston, England, Susiwala and his family immigrated to Canada when his father received an employment opportunity in the textile industry as a weaver in Cambridge—where Susiwala and his brother and sister were raised. “I can remember sitting in front of the TV watching shows that featured coaches and other profession56 July 2018 RISMedia’s REAL ESTATE

had done to make a path for themselves in the industry, which included everything from billboard ads, bus ads, bench ads, flyers, cold calls and everything in between. “From what I evidenced at the time, I made the decision to invest the money I had made within my first year in the business into marketing and cultivating my sphere of influence,” says Susiwala, who hit the ground running by

Getting to Know Faisal Susiwala going back to his roots and marketing his services to evHere, Faisal Susiwala answers a few personal ery person he had touched—or been touched by—along questions, shedding the way. “The community support I received was incredsome light on his life outible,” says Susiwala, who attributes much of his success side the confines of the over the years to his dedicated marketing strategy. real estate industry. “I realized very early on that most real estate professionals were marketing on a feast or famine basis, or If I weren’t in real sporadically throughout the year,” says Susiwala. A big estate…I’d be a race car push among real estate professionals between Februdriver. ary and April resulted in numerous sales the following months; however, as summer approached, marketing What’s one thing people seemed to fall by the wayside before picking up again as don’t know about you? the school year started. Marketing efforts dropped sigThat I like my quiet time. nificantly as the end of the year approached, as well—a While I come across as vicious cycle that Susiwala had no intentions of getting being very energetic, social and fun to be with, caught up in. “I don’t stop,” notes Susiwala, who points I do appreciate my alone to consistency as the key ingredient to his marketing time. success. “I advertise the same way every single day, week, month and year—with no interruption.” How do you like to relax Upping the ante even further, Susiwala goes on to and unwind? With my explain that having the right people in place is another wife and kids. Whether key ingredient to his continued success. “Even when I it’s driving to our cotcouldn’t necessarily afford it in the beginning, I began tage or being out on the staffing myself so that things wouldn’t fall through the slopes, I’m most relaxed cracks—and no matter whether the business was slow when I’m in an environor booming, I focused on consistently increasing my ment where there are staff, support team and marketing people to make sure no distractions. Nothit never appeared that we were slow,” says Susiwala, ing brings me greater laying the foundation for his 100-percent personal apjoy than being with my family. proach to the business. “When my clients need me, they get me 100 percent of the time, which is only possible What’s the last book because I have the right people in place.” that you read? “The And he must be doing something right, as the accoMonk Who Sold His Ferlades continue to pour in year after year. In fact, Susirari” by Robin Sharma, a wala began hitting the Top 10 category at both the nabook I picked up because tional and international level approximately 10 - 12 years of my love for Ferraris. ago, a standing he’s been able to maintain ever since. I also attend seminars In 2017, Susiwala was ranked No. 4 in all of Canada and No. 6 in the entire world, the same year in which he earned the title of RE/MAX LuWith a passion for Ferraris, Susiwala would minary of Distinction for having earned over be a race car driver if he weren’t a real estate phenom. $20 million during a RE/MAX career of at least 20 years. Even more impressive is the fact that he’s the youngest individual to have ever achieved this lofty honor. “There’s no such thing as getting rich quick and finding success overnight,” concludes Susiwala. “But if you’re honest, consistent and always looking after the interest of the client first and foremost, the money and the success will come.” RE

and read a lot of material from life coach Tony Robbins. What’s the last movie that you watched? “The Greatest Showman.” I wasn’t sure about the movie when I sat down to watch it, but it was a very enjoyable story about a young kid that made it. Are there any hobbies that you enjoy spending time on? My favorite hobbies include skiing and mountain biking with my kids. My wife and I also love to travel, so we try to do a lot of that. And we take our kids with us wherever we go. Out of all the places you’ve traveled, which is your favorite? South Africa, for the beauty of the country, its nature and the water. If you could only eat one thing for the rest of your life, what would it be? My mother’s Samosa, which is a pastry filled with chicken, meat or veggies. It’s basically the Indian version of Pierogi.

For more information, please visit www.homeshack.com. RISMedia’s REAL ESTATE July 2018 57

Focus on Newer Agents? How Dare You! Commentary by Todd Sumney with Jim Sparkman & Don Sturgeon

kay. I’m going to say something controversial: The majority of the real estate industry has it all wrong about one thing—new and lower-producing agents. Every time I turn around, there is another article or blog post or speaker up on the podium talking about how we should only focus on the top-producing agents—only recruit high-volume agents and not allow just anyone to be an agent…eschewing new or lower-producing agents completely. Yet, I recently attended the awards banquet of a brokerage that is No. 1 in its market area in agent count, transactions and sales volume, and 15 of their top 30 agents—all high volume producers last year— have been in the business three years or less. Maybe the real estate industry is missing it. Maybe there’s a different opportunity and approach. The three brokers who own and oper-

Don Sturgeon, Jim Sparkman and Mark Farrow

58 July 2018 RISMedia’s REAL ESTATE

ate the brokerage referenced above would propose a different strategy for all of you brokers out there. Four years ago, Don Sturgeon, Jim Sparkman and Mark Farrow opened up HomeSmart Realty Group based in Salem, Ore., with only 13 agents. Today, that brokerage has well over 250 agents and is No. 1 in every major category, as stated earlier. So, I’ve asked Jim and Don to join me in this article and share with you three simple steps to creating a home and an opportunity for those new to the industry, and to discuss

how doing so can yield big results for a brokerage. 1) CREATE AN OPPORTUNITY FOR ALL AGENTS TO JOIN YOUR BROKERAGE. Todd Sumney: How do you create an opportunity for agents of all production levels to join your brokerage? Jim Sparkman: It’s important to understand that it’s not up to us as brokers to say how many transactions new agents should set a goal for—or how many they should achieve in a particular timeframe. This goal is personal and belongs to them, not us. Therefore, we make it our personal goal to create an environment of opportunity, rich with positive collaboration and learning so they can first see what is possible, and then decide what they are capable of. This is their life and their career. Get to know the agents who are interested in joining your brokerage. Start a conversation by asking them about their goals. Do they already have the ambition to close eight to 10 transactions in year one and 24-plus thereafter, or do they need some encouragement and direction to help them set that goal? We want our agents to look to us for inspiration, training and assistance, and to each other for peer support. This is the mindset that has been the most successful model for us. It’s more important to us to have an agent that is confident and welltrained at any production level—who feels support from the brokerage— than it is to have a self-starter who does twice the amount of transactions, but feels they have to teach themselves. 2) TRAIN THEM UP AND SHOW THEM THE WAY. TS: So how do you train newer and less experienced agents to ensure they’re successful?

Don Sturgeon: Once we have shown them the opportunity and inspired them to achieve, we focus on giving them a clear path to accomplish those possibilities. When any agent comes to us, especially new agents that have just earned their license, we start them off with a training program we created that aids them in everything real estate school missed. We focus on helping them market themselves, build their brand and do the right things consistently with a schedule, regimen and a plan. Those processes create transactions, which build experience, confidence and a solid sphere of influence. When low- to mid-producing or brand-new agents join us, they’re welcomed into our brokerage and taught how to lead generate, write up con-

“We want our agents to look to us for inspiration, training and assistance, and to each other for peer support. This is the mindset that has been the most successful model for us.” – Jim Sparkman HomeSmart Realty Group

tracts, geographically farm an area, build their sphere and reach their goal. Typically, the agents come out of the training program doing more transactions than they would have done without it. When the program is over, agents have the knowledge and experience they need to jump right into your brokerage’s resources so you can continue to meet their other needs moving forward. 3) PROVIDE ONGOING SERVICE AND SUPPORT. TS: So, what else do you feel a brokerage should do to enable these agents to become the best in our industry? JS: Since we were top agents ourselves before opening our own brokerage, we know firsthand how important it is for brokers to provide strong customer service and broker support to agents—so they can, in turn, serve the consumer and build a robust real estate business. When they have a transaction that starts to go sideways on a Thursday night at 7:00 p.m., they need service and support and guidance right away. The more you make information available, make your broker team accessible, and put systems and processes in place that provide value, the more success you cultivate. We

believe it is our job to be the facilitators of the agent’s success. We can’t do the transactions for the agents, but we can be their backbone of support and provide them with the tools they need so that they can focus on their goals and be successful in their careers. You can do this. We can all do this. Every top producer was, at one point, a brand-new agent with no transactions under their belt. So, who will create the opportunities for the next generation of leaders, inspire them and train them up? My hope is that, as an industry, we collectively cultivate our future leaders and shape our future by sharing insights and principles like these that have enabled brokerages to onboard brandnew or lower-producing agents, and, in turn, grow their business. You can do it, too. Let’s all take the time to invest in our agents, and they’ll be more confident, more experienced and stay for the long run. RE Jim Sparkman and Don Sturgeon are principal broker/ owners of HomeSmart Realty Group in Salem, Portland & Corvallis, Ore., and Vancouver, Wash., with over 250 agents. Todd Sumney is the chief industry officer for HomeSmart International. For more information about joining HomeSmart as an agent, visit HomeSmart.com/ join, or visit HomeSmart.com/franchising for franchise opportunities.

{Strategies} Protecting Homes Before, During and After the Sale

Streamlining the Transaction Workflow

BUYERS AND SELLERS ALIKE FIND AN ALLY IN AMERICAN HOME SHIELD®(AHS®)

BACKAGENT’S ROBUST DECISION ENGINE REVOLUTIONIZES THE REAL ESTATE INDUSTRY

by Zoe Eisenberg

by Keith Loria

hristina Bailey of The Christina Bailey Group at Coldwell Banker Residential Brokerage in Camp Hill, Penn., has been in real estate for exactly a decade. Since the start of her career, she’s been upping her client offerings through a longstanding relationship with home warranty provider, American Home Shield® (AHS®).

onnie Plaster has been a part of Long & Foster Real Estate since 2003, starting as a managing broker in Virginia, and rising to the role of senior vice president, regional manager of Montgomery County and Washington, D.C.

In 2011, Long & Foster merged two separate offices in McLean, Va., which brought about 260 agents under one roof, but presented some challenges, as well. “Warranties have become increasingly important in ne“One of the issues we were having was how to take gotiating deals in a tight market,” says Bailey, who works this number of people and create a mechanism for everywith a team of eight agents. one to communicate and be on the same page in regard In recent years, AHS has become more than just a to how the transaction was managed, as well as some of warranty provider, acting as a valued resource for Bailey’s the back-office functionality,” says Plaster. “At the time, clients and team. “Buyers are buying the warranty to proLong & Foster didn’t have that kind of platform in place, tect their investment,” says Bailey, who explains that sellso I went looking for something to fill that specific need.” ers are more willing to accept an offer when it’s paired Plaster learned about BackAgent, brought it in on a with the comfort that comes with the home warranty. trial basis and was very impressed with its transaction And, Bailey points out, AHS also supports her sellmanagement platform. ers. “The warranty is offered on our listings for “BackAgent was different than the compemarketing,” says Bailey. “Who wouldn’t tition, as it offered some back-office soluwant to buy a house with a home wartions in addition to transaction manage“Who ranty offered?” Bailey explains that ment,” says Plaster. “In fact, BackAgent wouldn’t want her sellers often utilize AHS during the managed the training calendar, an online to buy a house inspection process for covered repairs version of the office roster, conference with a home that may arise, noting that it’s a little room/common area scheduling and floor warranty offered?” extra something to help the entire duty, while providing a platform for agents - CHRISTINA BAILEY home purchasing process, regardless to share information. As a manager, I was The Christina Bailey Group of which side you stand on. able to go in, set the business rules and “You never know what can happen in allow the platform to manage the process.” the months to come. It eases [my client’s] Under Plaster’s leadership, the newly merged mind to know that they just need to make a phone office became Long & Foster’s second billion-dollar ofcall to AHS should something go awry. The customfice—and the BackAgent system played a large part in er service side of AHS is very responsive and eager to this achievement. help,” says Bailey. “The system helped us take two offices that were run “I always recommend AHS to colleagues, friends and differently and align them so that we had the same sysfamily,” says Bailey. “It’s an added protection on your tems in place for everyone,” says Plaster. home to cover the unforeseen. Sometimes you won’t Although Plaster has moved up the Long & Foster ladneed it, but the moment you don’t have it, you’ll wish you der and is no longer at the office on a day-to-day basis, did. Life is complicated enough. I like to make homeownhe notes that BackAgent is still being utilized by the ership repairs easy with AHS.” firm’s agents and employees. “When I became the Regional Manager of Washington, For more information, please visit www.ahs.com/realestate. D.C., we implemented BackAgent for the D.C. offices in order to offer a paperless solution and a platform for our Agent Services Group,” says Plaster. “This allowed 24/7 60 July 2018 RISMedia’s REAL ESTATE

online access to the transaction, providing yet another level of support for our agent support operations.” There’s also a promotional part of BackAgent that Plaster feels a lot of people don’t understand or know about. “Let’s say it’s Friday afternoon and an agent has a new listing or open house and needs some marketing materials for the weekend. The agent can simply go in and create a fact sheet, property brochure or other promotional item in just 30 seconds,” says Plaster. “The agent can create a PDF and print the piece on the spot or send it out for professional printing if they have more time.” Plaster also found BackAgent’s support to be incredible, explaining that there were certain challenges in the marketplace due to its three jurisdictions (D.C., Virginia and Maryland), which made it necessary to be able to manipulate the platform accordingly. “The BackAgent staff worked with us to make this happen,” says Plaster. “They’ve jumped right on anything and everything we’ve ever contacted them for.” For more information, please visit www.backagent.com.

Providing Value and Overcoming Market Challenges NAR’S GRADUATE, REALTOR® INSTITUTE DESIGNATION (GRI) SETS THE BAR HIGHER IN A COMPETITIVE MARKET by Liz Dominguez

alue. That’s what today’s consumer is all about. What are they getting out of their REALTOR® relationship that they just aren’t getting with other agents? While tech and other innovations are highly regarded as bonus amenities, nothing beats the experience and knowledge provided by continuing education—an invaluable add-on that consumers will be hard-pressed to compare to other, less applicable measures when in the trenches of a transaction. The biggest proponent of continuing education, specifically the Graduate, REALTOR® Institute (GRI) designation? None other than the National Association of REALTOR®’s (NAR) own Member Services Committee Liaison, and GRI-designee himself, Pat “Ziggy” Zicarelli. A broker with over 40 years of experience in the industry

and a past president of the San Fernando Valley Association of REALTORS®in California, Zicarelli is most proud of being elected 2016 President of the California Association of REALTORS® (C.A.R.). He was also named 2016 REALTOR® of the Year for California by NAR. As a conduit between the NAR committees and leadership team, Zicarelli upholds the REALTOR® image and shares the importance of knowledge with fellow NAR members. One of the biggest benefits? Preparedness for any obstacle within the market and the expertise to get consumers to the closing table regardless of what challenges arise. “The GRI program provides REALTORS® with a solid foundation of knowledge and skills to navigate any market condition,” says Zicarelli. “Learning to analyze and understand how a particular change in the market affects buyers and sellers, and the process of the transaction, is one of the competencies studied in the GRI curriculum.” In addition, the GRI designation elevates the status of industry professionals, giving designees the edge they need to stand apart from the competition. “REALTORS®who achieve the GRI have made a strong commitment to provide a higher level of professional services. The education you receive in the GRI program is considered, by many, as the most comprehensive training program available to REALTORS®,” says Zicarelli. Zicarelli adds that being a designee coincides with being a part of some of the top REALTORS® from around the country, signaling to consumers that they’re in the hands of a highly qualified professional with an extensive education. “[REALTORS®] gain a solid foundation, as well as indepth education in legal and regulatory issues, technology, professional standards and the sales process. The GRI program is designed to enhance REALTORS®’ knowledge of real estate marketing and hone skills that will set you apart from the competition.” And in the face of disruptive business models that rely on technology, such as all-in-one transaction services or AI that looks to take over customer-facing interactions, the GRI designation stands on its own, attracting today’s clients who still prioritize customer service and a smooth transaction over agents who rely on third-party tools versus first-hand experience. “Our clients are more sophisticated than ever, requiring us to perform at the highest level to earn and keep their business,” says Zicarelli. “By earning the GRI, you’re armed with real-world knowledge about new technologies, laws and marketing techniques that positively affect our ability to best service our clients.” RE For more information, please visit www.nar.realtor/GRI. RISMedia’s REAL ESTATE July 2018 61

Rejecting Fear and Welcoming Change:

Brokers Adapt to a Shifting Industry RISMedia D.C. Power Broker Forum Draws Standing-Room Only Crowd by Liz Dominguez

by Liz Dominguez Pictured (L to R): John Featherston, CEO/President, RISMedia; Rei L. Mesa, President & CEO of Berkshire Hathaway HomeServices Florida Realty; Helen Hanna Casey, CEO, Howard Hanna Real Estate Services; Tipper Williams, Operating Principal, Virginia Realty Alliance Group; Rett Harmon, Agent and Co-owner, Century 21 Novus Realty; Joseph Rand, Chief Creative Officer, Better Homes and Gardens Real Estate Rand Realty

Photos by PlanOmatic 62 July 2018 RISMediaâ&#x20AC;&#x2122;s REAL ESTATE

lexibility and a strong value proposition that both agents and consumers buy into—that’s the secret to surviving in a shifting industry quickly being transformed by technology and disruptive business models.

“You have to be nimble—you can’t manage from a state of fear,” said John Featherston, president and CEO of RISMedia, as co-moderator alongside Joseph Rand, chief creative officer of Better Homes and Gardens Real Estate Rand Realty, at RISMedia’s Power Broker Forum, held May 17 in conjunction with the REALTORS® Legislative Meetings & Trade Expo in Washington, D.C. Among many strategies shared at the forum, “Adapt, Compete, Win: How to Wow Customers—and Agents—in a Changing Real Estate World,” embracing and adapting to change was the underlying message from panel members Helen Hanna Casey, chief executive officer of Howard Hanna Real Estate Services; Rett Harmon, co-owner of CENTURY 21 Novus Realty; Rei Mesa, CEO/president of Berkshire Hathaway HomeServices Florida Realty; and Tipper Williams, operating principal of six Keller Williams offices in the Virginia region. “The real estate industry may be a much easier place to work in 10 years from now because of the tech coming in, but if agents don’t get with the program, they won’t be in the business,” said Williams. Is adapting to technology enough? Casey doesn’t believe so, as today’s consumers are savvy, and are looking for brokerages that go the extra mile. “The whole thing is customer service; that’s where the demand is,” said Casey. “Otherwise, we would have al-

ready been taken away by technology. Today’s educated and articulated consumers aren’t going to put up with sales associates unless they are doing more serviceoriented work for their clients.” Consumers shouldn’t be the single focus either, Rand noted. Brokerages have a responsibility to manage their agents. Business models, core values and strategies

Pictured (L to R): John Featherston, CEO/President, RISMedia; Darryl MacPherson, EVP, RISMedia; Tipper Williams, Operating Principal, Virginia Realty Alliance Group

RISMedia’s REAL ESTATE July 2018 63

Helen Hanna Casey, CEO, Howard Hanna Real Estate Services

need to be tested—a proven track record is what leads to successful business and client relationships. “If it’s not affecting agents, why would they adopt it?” Casey asked. “If you’re not looking at how you are affecting consumers, why would they come to us? You have to think about both the agent and consumer to make it work.” Creating a competitive brokerage can be accomplished with several strategies—Mesa noted that there is no onesize-fits-all solution. Harmon, for example, looks at the value he is offering, ensuring it can be attractive enough and still genuine to stand out in an industry with a lot of noise. With Williams’ previous experience in education, she believes continuous learning is key to creating a successful and attractive brokerage with a competitive edge. “I noticed over the years that when I learned something by watching others or sitting in a classroom, I became better,” said Williams. “I translate that into real estate. If we’re not changing and not evolving, someone else is going to come in and do it for you.” Mesa focuses on only bringing in agents that meet his brokerage’s standards—hiring practices which must be scalable in order to maintain consistency across the board, whether the broker manages one or multiple offices. “Focus on hiring and attracting the best people out there who are going to be passionate about the company,” said Mesa. “When you have a small office that you can see and touch every day, you control that experience for the consumer—but when you have 40-plus offices,

John Featherston, CEO/President, RISMedia (left) and Rei L. Mesa, President & CEO of Berkshire Hathaway HomeServices Florida Realty 64 July 2018 RISMedia’s REAL ESTATE

Rett Harmon, agent and co-owner, Century 21 Novus Realty

that consumer can have a completely different experience with agents even a few miles apart. We have to look at the industry and how to overcome that.” So, what does the real estate industry of tomorrow look like? Although impossible to predict, the panelists see a trend toward: AGENT TEAMS “Expand on working together, and it makes a much higher quality of life if done correctly,” said Harmon. “It’s all about learning how to merge businesses so that agents can enjoy travel if they want to take a break without sacrificing their real estate career and income.”

Joseph Rand, Chief Creative Officer, Better Homes and Gardens Real Estate Rand Realty

STRONGER BROKERAGE STANDARDS “For those with more than one office, you can’t overlook communications,” said Casey. “If you’re not in-sync, you’re not going to be able to fire those you need to fire. Our managers have to deliver the [brokerage’s] message day in and day out, so you have to give them those standards.” DISRUPTOR PARTNERSHIPS “Keep your mind open with so-called ‘disruptors,’” said Mesa. “We need to talk to them and we need to think about how to partner with them instead of pushing them out—they are not going away.”

With no crystal ball in hand, it can be difficult to determine which strategies will work best for the changes ahead—and, of course, some business models work better than others, depending on the market, size of the brokerage and how the strategies align with their core values. Although each case is unique, there are steps brokers can take to ensure they are putting their best foot forward. Here’s what the panelists suggested: • “Stop being fearful of new ideas.” – Mesa • “Stop doing what everyone else is doing, and do what you need to do.” – Casey • “Don’t be afraid of technology.” – Harmon • “Do things in a systematic way.” – Williams • “Market to people in a way that is meaningful to them.” – Rand • “Continue to develop, break down walls and focus on the consumer.” – Featherston RE Liz Dominguez is RISMedia’s associate content editor. Email her your comments and story suggestions at ldominguez@rismedia.com. RISMedia’s REAL ESTATE July 2018 65

{Power Teams}

Creating Leverage Through Strategic Partners by Verl Workman

listing appointment to make sure they know that we’ll do our best to qualify each buyer so that the seller can make the most informed decision when dealing with multiple offers. Honors the lead source. Where much is given, much is expected. When we give business to a lender to pre-qualify, it’s critical that we track conversions and follow-up, and that once the client is approved, they come back to the source that referred it.

hether you’re an individual or a team, building your real estate practice isn’t necessarily hard; however, building a successful seven-figure business requires effort, planning and strategy. We’ve learned that the difference between the average and the exceptional is that the exceptional actually do the activities that everyone else knows they should do, but very few actually do. Many people define teams as a team leader, an assistant or client care coordinator and one or more buyer’s agents. While this is a good description of a team, it’s not the only one that works. In fact, teams come in all shapes and sizes, and often consist of single agents who have developed strategic partners, virtual assistants and contract-toclose assistance without building a “traditional” team. The Value of Strategic Partners Most agents think about strategic partners as lenders or others who

pay for a portion of their advertising and marketing. With the Consumer Financial Protection Bureau (CFPB) and local regulations, it’s critical that you follow the rules of engagement and make sure your relationships are compliant, legal and ethical. That said, we’ve learned that strategic partners are much more valuable than whatever financial contribution they may choose to make to your marketing strategies. A great strategic partner does the following: Provides best-in-class service. As agents and brokers, we pride ourselves on doing the right thing and providing exceptional client experiences. If you have strategic partners that don’t adhere to this philosophy, you’re setting yourself up for negative reviews and poor client referrals, possibly eliminating future transactions. Your partners must be the best. Assists in lead generation and follow-up. When combining for lead generation and conversion, your partners can and should be part of the follow-up and sales process when possible. We recommend our lenders call the prospect prior to a

Is present and participates in team energy. We always invite our strategic partners to be involved in our team huddles, role plays and prospecting nights. Not only does this allow them to get to know our agents, but it also allows us to help them learn how to prospect and grow their business as we grow ours. Shows up at opens, client events and gives back to the community. Great partners look for opportunities to be present when we’re with clients, and within the community. They show up. Is more interested in doing the right thing for the client than the money they make. This shouldn’t have to be said, but partners who focus on the client rather than the sale or commission will do a better job. The money will follow for everyone involved in the transaction. Choose your partners carefully, make sure they exhibit the same core values you have, and involve them in the activities that generate greater results for everyone involved. 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 July 2018 67

{Power Teams} Leveraging Teamwork by Rick Geha

ast month, I wrote about understanding the power of leveraging teamwork, an article in which I mentioned hiring—and the importance of hiring the right people. While getting the right people on the bus and into the best seat for them is critical, how do we find those people? And how do we hire and create low turnover, as well as a happy, healthy and thriving team and environment? For me, throughout the years I’ve spent running offices and my team, I’ve always found ways to leverage my strategic or allied partners—the people with whom I did business in the industry and those who called on me or did business with me. These are the people that know, love, trust and respect you. And there are more of them than you may realize. Sometimes, we’re so locked into what we’re doing, and working with blinders on, that we’re not paying attention to all of those who are rooting for us on the sidelines. And, believe me, it’s not only the ones that you currently give your business to that are rooting for you to have a healthy, happy and successful business and life. In fact, those who hope to earn your business one day—in addition to those who know who you are, how you are and how you treat those around you—are rooting for you, as well. About a year ago, I posted on my personal Facebook page that I

68 July 2018 RISMedia’s REAL ESTATE

was looking to hire another buyer’s agent for my team. I simply placed an ad that said: Looking for a new buyer’s agent on my team. Candidate must have an active real estate license, and they must be hungry, humble, smart and coachable. That’s all I put, but it caused my phone and private messaging to blow up. I had lenders, title, insurance, inspection and home warranty people sending me the names of individuals they thought might be looking. Not only was I excited, but I was also surprised at just how many people were looking at me from afar and willing to help after all these years. I called each and every one of them and thanked them for their input. I also asked if I could use their name when I called on the person they recommended—and I respected their confidentiality as I went out into the world to hire that particular agent. That being said, it’s important to note that some of the best people I’ve ever hired have come from referrals from strategic partners already in my business. Being in real estate is just like being in business in the community doing anything else. You must act like and do the deeds of a person interested in those you

work with and those in your community—and become an advocate of your community, as well. Letting people know you care not only goes toward the very fiber of your business and your outcomes, it also sets the stage for them returning the favor. One of my coaching clients, a husband and wife team from Minnesota, set out each year to call all of their strategic and allied partners. They sit down to prepare their real estate business plans with them because most don’t prepare their own. They show them their business plan and where— for example—it says that they’ll give their insurance agent at least three referrals that year, if not more. So, when their insurance agent prepares his business plan, it’s easy to ask him to include only one referral from him to them for that year. Make sense? In the end, brainstorming, masterminding, helping others and being open is all it takes. 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.

{Power Teams} Increase the Size of Your Team Through Strategic Partners—and Keep It Legal by Brooke Sines

o you have partners that you work with daily that you’re not currently leveraging? I’m going to go out on a limb here and guess that this is an area in which you could use some assistance. Many of us have our “go-to” lenders, title reps, inspectors, plumbers, roofers, and more. It’s important to not only have these relationships, but also to ensure that they’re a winwin for each party involved. If you’re currently hosting client appreciation events, yet not asking for your partners to sponsor and/or contribute to the event, you’re spending much more than you should be. Any time my team plans to distribute client gifts, host a client ap-

preciation event or do a community event, we develop the event and evaluate our costs. Then, the work of securing sponsors begins. We set a goal that our investment for everything we do is mostly time, whether it’s our team’s time in addressing envelopes, or time spent planning and attending the actual event. More often than not, we spend less than $500 on our events. Of course, we value our partners greatly, and ensure they know that. Another great way to leverage partnerships is by building relationships with service providers that make you look good. For example, since I live in Michigan, I thought about something we could offer a new homebuyer during our cold and snowy months. How about a free snow plow? To that end, we’ve partnered with a local snow removal company to offer our clients a free snow plowing upon moving into their new home. We also work with a local lawn care company that provides a free lawn mowing to new residents upon their arrival to the area. How thoughtful is that? Your clients are so busy moving and unpacking boxes that offering to remove their worries about mowing their lawn

blows them away. These companies are getting the first opportunity to bid their services for the clients in the future. Besides the snow removal and lawn care, we also partner with a local HVAC company that offers a free tune-up and service upon move-in. And what do they get out of doing this for us? They get to slap their sticker on the furnace for future service calls. Also, since some home warranty companies won’t include the furnace on the home warranty unless it’s been recently tuned up, this service helps avoid any issues on this front. We also offer a $25 dry cleaning gift certificate, a dozen roses, a gift card to a carpet cleaning company, a free roof inspection, and more, within our closing gift to clients. If you don’t want to incorporate these specific items into your closing gift, you might consider partnering with a local florist to provide a floral centerpiece for your open houses (leaving it behind for the client once the open house is finished). Just be sure to place a card on the counter advertising the florist during the open house. There are many ways to leverage your partnerships and create a win-win for your clients, your partners and yourself. All of the ideas above have nothing to do with referrals, and are keeping within our legal licensing requirements as agents and brokers. Try to implement a few of these in your business, too. Brooke Sines is a Workman Success Systems Coach and full-time REALTOR® with RE/MAX of Grand Rapids. After working for several years as an entertainment agent, Sines’ love of people and real estate led her into a career as a full-time REALTOR®. She’s an expert in her field and a great communicator that treats every coaching client as her No. 1 priority. Contact her at Brooke@ WorkmanSuccessSystems.com. RISMedia’s REAL ESTATE July 2018 69

{Power Teams}

Easy Access to Free Leads by Tamera Phallan

s real estate professionals, we should be aware that retail lenders (your local banking locations) are the trusted financial advisors to many of our clients. Further, when those clients consider buying a home, they may begin the process by reaching out to their banker. What does that mean for you? Retail lenders have an expansive base of buyers that could take your real estate business to the next level. Simply communicating and building relationships with loan officers in your neighborhood—or in the areas you want to work in on a consistent basis—and 70 July 2018 RISMedia’s REAL ESTATE

asking to be included among the real estate professionals they recommend to their clients, has shown to produce deals each year. What if you met with two new retail lenders every month? That’s 24 new lender relationships a year. If you received only one referral from each lender a year, that’s 24 new deals a year. Would that make a difference in your business? If it was only half of that, would it be worth it? For many agents, I think it might. The conversation with these retail lenders is simple. First, begin by inquiring about how many loan applications the loan officer receives in any given month. Then, ask how many loans they closed last year. For almost all lenders, there’s a big gap between those two numbers. Often, more than half of their loans don’t progress beyond the application stage because as real estate professionals, we’re trained to direct clients to use our specific

lenders. What if you could promise the lender that if they bring you a client that they’ve pre-approved, that you’ll make all reasonable efforts to keep the loan with them? Of course, nobody would ever recommend that you do anything but live up to your fiduciary responsibility. However, if it was a good fit with the lender that brought you the lead, you wouldn’t intentionally work to move the client to someone else. You might even say that if they aren’t the right lender for that client because of some specific need, you’ll try to bring them another client. Beyond the basic idea of retail lenders being a trusted advisor with a database of potential clients—who might benefit from partnering with a real estate professional for their next real estate transaction—you might consider finding loan officers that are in a similar place in their career path. That means that new agents should look to partner with loan officers that are on the newer side, while more experienced agents should look to loan officers who match their level of experience. Instead of spending money every month with a lead provider, why not try building a relationship with someone who keeps you on the list of real estate professionals they recommend when they need some help? While it seems like a simple concept, what if it works?

With almost 25 years in corporate training and support, Tamera Phallan—a real estate professional with Team Parodi at Realty Associates—has been helping agents grow their business in the financial services and real estate markets locally and nationally. Her passion for sharing information, techniques and the success of her clients keeps her motivated to do more and continue to grow. Phallan recently joined Workman Success Systems as a team coach. Contact her at tamera@teamparodi.com.

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Gen Z Lives on These Platforms—Do You? by Suzanne De Vita

or agents and brokers, Facebook is a key marketing spoke. Now, other platforms are on the rise—channels that Generation Z, the next home-buying wave, is flocking to in force.

Generation Z—teenagers today— are connecting not on Facebook, but on Instagram, Snapchat and YouTube, according to a new Pew Research Center survey. Facebook has fallen out of favor with Gen Z, with 51 percent usage—a steep tumble from 71 percent three years ago. By comparison, 72 percent are on Instagram, 69 percent are on Snapchat and 85 percent (the highest share) are on YouTube. When asked which channel they log onto most, Snapchat won with 35 percent of the vote, followed by YouTube (32 percent), Instagram (15 percent) and Facebook (10 percent). Why the attrition? While the #DeleteFacebook fallout has not materialized in meaningful migrations away from the platform, 24 percent of the teens surveyed have a negative overall perception of social media, attributed to bullying, the capability of presenting a pseudo-reality and characteristically impersonal interactions. Conceivably, teens, too, are more likely than older social media users to explore newer platforms—45 percent are online 74 July 2018 RISMedia’s REAL ESTATE

“almost constantly,” and 44 percent check in throughout the day on social media, according to the survey. Despite the shift by teens, in real estate, Facebook is the leader, and undisputedly valuable. According to a RISMedia survey, 91 percent of agents and brokers have their business on Facebook, and use the platform to promote their services. With the ability to advertise, brand-build with consumer content and stay in touch, Facebook is at once an incubator for leads and a digital marketing tool—and with two billion monthly users, the opportunities speak for themselves. However, with Facebook frequented less by teens, bolstering your online presence with Instagram, Snapchat or YouTube (or all three!) is important for the long term. According to a 2017 survey by Zillow, Generation Z is facing the financial hardships millennials have today, so content that educates them is key. Gen Z is also diverse, which has implications for how you communicate and connect with them on social media.

Even so, Generation Z’s expectations of their real estate professional are no different than any other: expert guidance and outstanding service. Here’s how you can deliver on their favorite platforms: Instagram – Eighty percent of Instagram users follow at least one business on the platform. For agents and brokers, the clear course is to use Instagram Stories to showcase tours—but to appeal to Gen Z, aspirational content is the route to take. Have a client who just closed on their dream home? Celebrate and share their story. Have crisp listing photos of a property? Post them. What about eye-catching landmarks or restaurants in town? Caption them with why they make your market special. Snapchat – Snapchat has over 190 million users, comprised of a legion of (mostly) teens. For agents and brokers, the benefit is in the branding. Are you holding an open this weekend? A client party this summer? How about a community event? Add a creative geofilter to the location, and include your logo. (Pro Tip: Avoid geofilters that are overstuffed (i.e., contact info)—you want it to be fun and shareable.) YouTube – Like Instagram, agents and brokers can post tours on YouTube, and, like Snapchat, there are branding opportunities within the videos. For Gen Z, consider making a first-time homebuyer series, with updates weekly. Are you in a college town? Create a “Getting to Know”/ introduction to the market video. Do you have clients raving about your services? Share testimonial-type videos. Whatever you highlight, add a call-to-action, and cross-promote it by posting it to your blog, Facebook, LinkedIn, etc. RE Suzanne De Vita is RISMedia’s online news editor. Email her your comments and story ideas at sdevita@rismedia.com.

{Blog Spot}

4 Tips for Getting a Home Off the Market Quickly by Meghan Belnap

ere are four tips to share with your sellers to help generate a ton of interest and potential bids:

GIVE YOUR YARD ATTENTION Cleaning up your yard and making it look welcoming will do two things for sellers: First, a beautiful yard that’s free of cracks and weeds will attract more potential buyers; second, curb appeal can add as much as 5 percent value to a home—and there are many improvements that can give you a large return on investment. Some of the best options include upgrading your mailbox, fixing your siding and adding walkways. PAINT INSIDE AND OUT Buyers want to see a fresh, clean space when they visit a home. By

painting inside and out, you have the chance to apply a neutral tone throughout the home. New wall coverings mean no fingerprints or smudges—and with new paint, there are no nail holes to hide. Using a bold color on the front door will add appeal and draw the eye to the entrance. Consider hiring a professional painter to help ease the process. PRICE YOUR HOME INTELLIGENTLY Listing out the right sales price is often the best way to sell your home quickly. If priced too high, you may

scare buyers away before they even come to an open house. If priced too low, you may lose out on money. Work with your agent to price your home appropriately for your location. DEPERSONALIZE THE SPACE Buyers want to look at a home as if they’re moving in. When you leave toys or clothes laying around, people see “you” in the home. Staging experts suggest that you rent a storage room and pack up everything that shows your family, pets or lifestyle until the home sells. By removing everything that’s personal, you can make way to stage the home. Another idea is to hire a professional staging company to give you some tips. A designer is usually paid by the hour, so you can ask a few questions while showing him or her the home. They’ll provide insight into the colors, accent walls and accessories that’ll play up the characteristics of your home, making for a great house showing. RE This article originally appeared on RISMedia’s blog, Housecall. Visit us at blog.rismedia.com.

RISMedia’s REAL ESTATE July 2018 77

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Webinar Recap:

Simple Steps to Multiply Your Real Estate Business

by Jameson Doris How will you increase your business in 2018?

The focus of RISMedia’s latest webinar, “8 Simple Steps to 10 Times the Business,” moderated by Cleve Gaddis, coach with Workman Success Systems, and sponsored by Homes.com, centered around capitalizing on the resources you have at your disposal and putting a stepby-step strategy in place to multiply your business. Featured speakers included Samantha Knoerr, chief operations officer of the Christy Buck Team with Infinity Real Estate Group in Texas, and Joel Roberts of the Joel Roberts Team with Keller Williams First Atlanta Realty, as well as Tim Rabara, sales manager at Homes.com. “It’s mastering the basics that makes all the difference when upping your business,” said Gaddis. “The key to building our business plan is identifying our mission

statement and all of our agents’ strengths and weaknesses,” Knoerr noted. Here are several of the steps that were touched upon during the webinar: GROW YOUR TEAM We’re continuing to see an increase in the popularity of real estate teams. In some areas, most transactions are initiated by a team member. As such, growing a team is an obvious choice for multiplying your business and having more of an influence in your community. An added benefit is more time on your hands to focus on generating leads for yourself and your agents. “I stopped trusting that my agents are going to lead generate and convert business like I convert business,” said Roberts. “Instead,

I have them concentrate on concierge service for their clients.” HIRE A VIRTUAL ASSISTANT Going along with the idea of clearing up time so that you can focus more of your energy on generating leads, and, in turn, business, the panelists discussed hiring a virtual assistant. Of course, this pertains more to brokers or agents dealing with high volumes of transactions, but a virtual assistant can be a major aide to any real estate professional. There are a wide variety of different tasks and price points you can hire a virtual assistant for. This is a big plus, as you can dictate what you need done and decide on a reasonable cost for yourself and your business. “The first thing I did when I got a virtual assistant was have them set up my calendar,” said Knoerr. “It’s gotten to the point where I just check Dropbox, put the address into Google Maps and show up.” SET GOALS AND FOLLOW UP After putting your business plan in place, so much of following up with it and maintaining a competitive approach has to do with your mindset. You can’t successfully attain 10 times the business you’re currently producing without a positive attitude and making the decision every day to rely on and set high goals for your team members. “I was running myself ragged trying to close all these deals on my own,” said Roberts. “Last year, we closed 170 transactions just under $2 million GCI. This year, the goal is 200 transactions and $2.2 million CGI.” RE To view the webinar in full, visit https://bit.ly/2Lwt7ai. Jameson Doris is RISMedia’s blog/social media editor.

RISMedia’s REAL ESTATE July 2018 79

{Broker Spotlight}

Blazing a New Trail How NextHome Achieved Unprecedented Growth in Just Three Years by Maria Patterson

ow does a company break into franchising in 2015 and end up with 290 locations and 2,500plus agents in 43 states just three-and-a-half years later? According to NextHome CEO James Dwiggins, it’s all about giving real estate professionals what they want: the flexibility to maximize profitability, automated technology solutions, and contemporary branding and marketing to support them in the field. But for Dwiggins, it’s not just about racking up numbers— it’s about helping agents be productive and ensuring an exceptional customer experience. We recently sat down with Dwiggins to find out just how the young brand has grown so quickly, and why he feels it’s changing the franchise business. Maria Patterson: NextHome launched in January 2015. Tell us your current size and how the company has grown so quickly. James Dwiggins: It’s certainly been

an exciting time for us. We start80 July 2018 RISMedia’s REAL ESTATE

ed franchising in 2015 and as of May 2018, we have over 290 franchised locations and 2,500-plus “NextHomies” across 43 states. In 2017 alone, the company closed over 10,000 transactions worth over $2.5 billion in volume. These are incredible numbers for a three-year-old company.

MP: How do you explain such tremendous growth in such a short amount of time? JD: Our growth really has to do with

NextHome’s modern brand identity, including mascot Luke, the orange Frenchie, was developed in collaboration with global design firm Pentagram.

four things. The first is our flexible franchise model where franchisees can choose between a one-year or five-year franchise agreement. This length of agreement has never been available in real estate until we introduced it. The second is our variable franchise fees. Members can choose to pay us a flat monthly fee or a percentage of their commission. This allows higher-producing agents to save money by paying us a flat amount each month regardless of the number of transactions they close, while lower-producing agents only have to pay us when they close a transaction. The third reason is our technology platform. Not only is every solution we offer included for every member, but also the product offering provides everything they need to be success-

In just 3.5 years, NextHome has expanded to 2,500-plus ‘NextHomies’ across 43 states.

ful in today’s real estate business. More importantly, it’s completely automated so members can access everything in one location—the data is shared across the entire platform, so there’s no need for duplicate data entry. This is why our technology adoption rate is over 70 percent. The final reason for our growth is our branding and marketing. The NextHome brand is modern, clean, and designed to attract today’s Gen X and Y homebuyers and sellers. We worked closely with the world’s largest independent design firm, Pentagram, to create a brand that truly resonates with today’s consumer. This combination of products, services, and cost structure has provided an opportunity for small- and mediumsized brokerages to be part of something bigger without the significant upfront or ongoing costs of our competitors. I believe this is why we’ve added so many locations in such a short period of time.

MP: The average NextHome office is much smaller than traditional brokerages. Why is that? JD: We believe the future brokerage consists of smaller, highly producRISMedia’s REAL ESTATE July 2018 81

NextHome believes the future of real estate brokerage lies in smaller, more productive offices.

tive offices. We all know real estate is cyclical, and overhead is the one expense you can control. It’s why we teach our franchise owners to keep it low and steer clear of large office locations. There is simply no reason to have an office with 50 desks where only 10 are being used at any point in time. It’s no secret that brokerages across the country are struggling to maintain profitability, and the ones that are in the black have thin profit margins. This is due to large overhead costs, unproductive agents and downward pressure on commissions from a lack of perceived value proposition by the agents. It’s why NextHome continues to increase our value proposition so our offices can justify the fees they charge for agents to be affiliated with them, and thus, help maintain profitability. Also, 50 percent of our offices are agent teams who went out on their own to open an office with us, so they’re naturally smaller in size; another 40 percent of our offices are small- to mid-sized independents who join us, and the rest are smaller existing franchisees from a competitor who convert. Unlike our competition, we don’t measure our success by the number of agents we have in the company, but by how much business they do and how profitable they are. We’re confident our members are winning on both of those fronts.

MP: You signed on with a major design firm to help develop the NextHome brand. Tell us about your collaboration with Pentagram. JD: We knew we had to create a modern brand identity, not just another real estate brand lacking intention or emotional connectivity. After studying great brands across the globe, one design firm kept coming up again and again—Pentagram. With offices in London, New York 82 July 2018 RISMedia’s REAL ESTATE

and San Francisco, they’ve created the brand identity for companies like Verizon, Tiffany & Co., and more recently, Mastercard and American Express. When we approached Pentagram to help us build the NextHome brand, they were truly excited to create something entirely different and fresh for our industry.

MP: How did Pentagram help define your branding…and what led to the creation of your mascot, Luke? JD: During the creation of our brand identity, we realized that our company name speaks directly to what we do—help people buy or sell their NextHome. It’s a phrase buyers, sellers and agents already use in their daily conversations. “NextHome” represents forward motion and progress, and speaks to the transition buyers or sellers go through. Another key component of our brand identity was the emotional connection—something consumers can relate to or talk about. That’s how our orange Frenchie mascot “Luke” was born. We wanted to direct the conversation between consumers and our agents toward something positive and fun during this often stressful process. Think of great brands you’re already familiar with—you emotionally connect to their mascot, not their logo. For example, with Geico, you think of the

“‘NextHome’ represents forward motion and progress, and speaks to the transition buyers or sellers go through.” - JAMES DWIGGINS CEO, NextHome

gecko. With Budweiser, you think of the Clydesdales. With Coca Cola, you think of the polar bears. That’s why we use Luke in all our marketing and especially next to our yard signs. He’s the emotional element connecting consumers to our brand, and gets conversations started all across the country.

MP: Companies talk a lot about culture these days, but it’s apparent something very different is going on at NextHome. How would you describe it? JD: Family. Collaboration. Standards. Purpose. These are the things that define a “NextHomie.” For us, it’s about helping our agents become more productive and, more importantly, ensuring an exceptional consumer experience when working with our agents.

MP: How do you protect that culture while growing so rapidly? JD: To create a family atmosphere, start by not recruiting everyone. It’s about the right people who share the same values and vision of the company. Just because someone closes 75 deals a year, it doesn’t mean they’re a good fit for us. Their values and vision must line up with ours for it to be a win-win. This approach of not bringing everyone into the company has led to collaboration that’s simply not seen in our industry. Because our members are so aligned, they don’t view each other as competitors, but partners working toward the same goal. I’ve truly never seen a group of people more willing to share ideas and best practices with their peers, just to help them succeed.

MP: How does the company’s collaborative environment benefit the consumer? JD: This member collaboration has led to minimum standards our entire company is expected to follow. For NextHomies, it’s about having the most professional brand presence and agents in the marketplace. You NextHome’s culture of family, collaboration, standards and purpose is maintained by only bringing on the right people with the same values and vision.

simply can’t have that if everyone is doing things differently at varying levels of quality. We hold each other accountable to these high standards, which, in turn, creates a more professional company. It’s become our purpose. If we’re going to remain at the center of the real estate transaction into the future, we must do more for the consumer, listen to their needs, and embrace change. This is the culture of NextHome, and has genuinely become part of our DNA.

MP: What’s your strategy for effectively marketing the firm and best serving the needs of prospects and clients? JD: We spend a majority of our time listening to buyer and seller needs. When something is commonly requested by buyers or sellers, we go to the extent of making it a minimum standard across our company. It’s important to us that clients receive the level of marketing and professionalism they deserve. We then make sure our offices and agents have the products and services to fulfill those needs, and we automate the process of creating them so it’s not a burden of cost or time to our members. It has to be easy for our agents so they can focus their time on client relationships and moneygenerating activities.

For example, we recently rolled out a new marketing automation product for our agents. This new product automatically creates a collection of beautiful marketing pieces for them when a new listing is entered into our system. Our members receive an email containing a single property website, social media posts, flyers and brochures, and postcards for farming, as well as other materials. We also send them new marketing pieces for their open houses, a price reduction, or farming materials after the property is sold. By doing this, we can require these marketing pieces be used on every listing, which raises the level of professionalism in our company, while also not requiring our agents to do any additional work. This is a prime example of how we effectively market the company and serve everyone’s needs.

MP: What’s on deck for the future of NextHome? JD: Our primary objective is to continue expanding the franchise into markets we don’t currently serve. We’re expecting to grow to 350-plus locations in all 50 states by year’s end, and our goal in 2019 is 500plus locations with about 5,000 NextHomies. We’re also planning to expand internationally in 2019 to start our global referral network. We’re very excited to take the brand outside the U.S. We have several more products and services scheduled to launch this year, which will further enhance our technology and marketing platform. And finally, we’re focused on automation and integrating AI into our proprietary CRM system. Our goal is to further automate outreach to prospects and clients for our agents and increase their perceived value proposition and professionalism. These are just a few of the many exciting things on the horizon for NextHome. RE

For more information, please visit www.nexthome.com. RISMedia’s REAL ESTATE July 2018 83

{Spotlight}

A New Path to Homeownership

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Home Partners of America Creates New Homeownership Opportunities for Consumers While Creating New Business Opportunities for Agents by Maria Patterson

84 July 2018 RISMediaâ&#x20AC;&#x2122;s REAL ESTATE

ot surprisingly, renting skyrocketed in the U.S. in the wake of the housing crisis—and whether it’s due to continued financial restrictions, misinformation about options or other reasons, a decade later, a large swath of the population is still choosing to rent.

can buy the home. The price to buy the home is established upfront, as are set annual increases in rent if the lease is renewed—full transparency is a key part of the process. Should the home appreciate in value over the pre-agreed sales price in that timeframe, all the upside goes to the renter turned homebuyer.

However, many of today’s renters would likely opt for homeownership given the proper guidance and the right circumstances—and this is exactly where Home Partners of America comes in. Founded in 2012 with the ambitious yet simple mission to make homeownership a reality for more people, the Chicago-based firm offers a simple solution to put people on the path to buying a home. “When the company was formed, we were seeing many creditworthy people who still didn’t have access to mortgage credit,” says Home Partners Senior Vice President Ayoub Rabah. While credit standards were loosening, many were still falling slightly short when it came to qualifying for a home loan. That’s where the Home Partners Lease Purchase Program was born. Through the program, a creditworthy renter can work with a local real estate agent to identify a home listed for sale, and if the home meets certain eligibility requirements, they can lease it from Home Partners with the right to purchase. Home Partners buys the house—at which time the agent earns a sales commission—and then rents the home to the tenant. The tenant signs a one-year lease agreement that’s renewable for up to four additional one-year periods (an additional two years in Texas), and at any point in that timeframe, the renter

Program is designed to

“The Home Partners help turn renters into buyers. It’s not easy being a renter today. Our program is trying to solve this problem for the consumer by giving them more transparency, more control, more choice and more flexibility.” - AYOUB RABAH Senior Vice President, Home Partners of America

According to Rabah, the Home Partners program is designed to help turn renters into buyers. “It’s not easy being a renter today,” he explains. “So many renters sign a lease and love the house, but when they go to renew the lease, the landlord says, ‘Sorry, I’m selling the house.’ Our program is trying to solve this problem for the consumer by giving them more transparency, more control, more choice and more flexibility.” In addition to not being able to satisfy strict mortgage loan criteria, would-be homeowners are also

stuck in the rental cycle due to a fair degree of post-housing bust caution, as well as a lack of knowledge about unique programs like Home Partners’ Lease Purchase Program. These factors and more have contributed to a swelling rental population, and Home Partners believes many of these renters would become homeowners if given just a little more time...and the right options. That’s exactly why the Home Partners program is experiencing such great success. Working exclusively with real estate professionals to reach consumers, at press time, Home Partners has helped more than 19,500 people (and 9,000plus pets!) find residence in over 10,000 homes in 40 markets across the country. The firm has formed relationships with an increasing roster of A-list real estate firms, including nearly 800 of the Coldwell Banker offices owned by NRT LLC, one of the nation’s largest residential real estate brokerages; Berkshire Hathaway HomeServices; and Leading Real Estate Companies of the World®. According to Rabah, NRT LLC President and CEO Ryan Gorman was one of the first to really see the vision of the Home Partners program when it was launched in 2012. “We thought Home Partners was a wonderful idea for consumers who might not understand that there was a path to homeownership that may be available to them,” says Gorman, but it still took some convincing to get him onboard. “I thought the idea sounded too good to be true. I kept thinking, ‘What’s the catch?’ Home Partners understood my skepticism and I met with the founding team and asked a lot of questions. They were very receptive and actually found our discussion quite helpful in further developing the program. At the end RISMedia’s REAL ESTATE July 2018 85

of the meeting, I was convinced.” Rabah attests to the fact that what you see is what you get with Home Partners, where transparency is central to the program’s effectiveness and success. “We’re a cash buyer, we’re quick to close—typically 21 days or less. There are no hidden fees and no non-refundable deposits. Our rents do go up 3.75 percent a year, but that is all spelled out upfront so the renter knows exactly how much the rent will increase if they choose to renew the lease. The seller wins by selling to a qualified cash purchaser, the resident wins by renting a home they choose with the right to purchase the house at a predetermined price, and the agent wins by representing Home Partners in the purchase of the home and receiving a sales commission as they would on any other home purchase.” Gorman agrees that the Home Partners program benefits all parties involved, but most importantly, it provides renters with an opportunity to fulfill their American Dream of homeownership...a cause at the heart of NRT’s mission. When working with Home Partners, explains Gorman, “You’re not convincing someone to buy one house over another; you’re creating an opportunity for homeownership for those who may not have had one without this program. Our agents are trusted advisors, and they need to be able to offer solutions for everyone, no matter where they are in their lifecycle of real estate needs. Within every agent’s client database, there are people for whom homeownership is out of reach, whether due to credit constraints, job uncertainty or many other reasons. This program is designed to fill that gap. For us as a broker, the Home Partners program enables us to empower our agents with the best tools to serve consum86 July 2018 RISMedia’s REAL ESTATE

Home Partners: What You See Is What You Get A rarity in today’s complicated, technology-centric business world, the Home Partners Lease Purchase Program is clear-cut, easy to follow and actually delivers on what it promises...with no catches! In a nutshell, here’s how it works: - Agents sign up to become a Home Partners agent and invite prospective residents to apply for approval at homepartners.com. To qualify, prospects must have an annual household income of $50,000+ and stable employment, and pay an application fee of $75 per household. - Once approved, agents help applicants find a Home Partners qualified home. Qualified homes must: be a single-family home or free-standing townhome; be located in an approved community; be priced between $100,000 - $450,000 (although the maximum may vary in select markets); have a minimum of two bedrooms; be on a lot of three acres or less; and meet certain program criteria. - Once a qualified renter chooses a home, Home Partners purchases the home and then leases it to the renter; leases are initially for one year, with renewal options for up to an additional four years (two in Texas). The renter has the right to purchase the home at any point in that timeframe. Home Partners provides the resident with a pre-set price to purchase the home during each year of the lease term. There are no hidden fees or non-refundable deposits. If the home value appreciates above the agreed purchase price, the resident benefits from the appreciation by purchasing at the lower purchase price. If the value of the home doesn’t appreciate—or it declines—the resident can choose to simply continue renting by renewing the lease for the remaining years, or move out at the end of any lease term. - Home Partners and its subsidiaries serve as the property management company and handle all transactions and needs with the tenant.

ers better.” Rabah concurs. “Home Partners is aligned with the local agent’s mission of helping promote homeownership and being a solutions provider from a housing perspective,” he explains. “Some people are renters by

“The fact that we’re making a program like Home Partners available to all our agents, where we’ve done all the legwork and are making sure everyone understands it, shows that we’re truly trying to serve our agents and make sure they’re equipped with everything they need to better serve consumers.” - RYAN GORMAN President and CEO, NRT LLC

necessity, and some by choice. Many agents and brokerages have focused on buyers and not renters because of the economics of the transaction. Now, the agent has the opportunity to earn a full sales commission on the Home Partners purchase and, at the same time, give that renter a potential path to homeownership.” As renters look for ways to move into homeownership, embracing this market segment is a wise idea for real estate professionals—many just need the right guidance. As Gorman explains, “There’s a fair bit of misunderstanding and fear about homeownership. A lot of younger people watched what happened a decade ago, and homeownership looks scary from their vantage point. There’s a lot of apprehension, and beyond that, a lot of misperceptions. Things have changed so much in terms of who qualifies for a mortgage and the number of different products and programs there are that can help someone achieve their goals. A combination of fear and a lack of education are causing a lot of people to choose to rent for a period

of time prior to homeownership.” But this is where the real opportunity lies for savvy real estate professionals—an opportunity for them to truly shine as trusted advisors. And, according to Gorman, it’s up to brokers to help agents achieve that ultimate status. “As a broker, our role is to make sure our agents are the most educated and informed,” he says. “It’s to our advantage to make sure our affiliated agents remain the trusted advisor by providing them with education, awareness and technology support. “The fact that we’re making a program like Home Partners available to all affiliated agents, where we’ve done all the legwork and are making sure everyone understands it, shows that we’re truly trying to serve agents and make sure they’re equipped with everything they need to better serve consumers.” While a lot of factors go into making the Home Partners program successful for real estate professionals and their clients, Gorman stresses that the people behind the program are a critical part of the equation. “They have their heart in the right place and are creating homeownership opportunities by making the program more efficient, more affordable and more accessible.” Ultimately, early recognition of and involvement with innovative programs like Home Partners is critical for brokerages that want to stay relevant with both agents and consumers in today’s rapidly changing real estate environment. “We need to be looking over the horizon and staying ahead of what’s happening next,” says Gorman. RE For more information, please visit www.homepartners.com. This article is sponsored content; however, Real Estate magazine retains editorial discretion.

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{Broker Spotlight}

Flipping the Model to Put Agents on Top Realty Group Inc.

88 July 2018 RISMediaâ&#x20AC;&#x2122;s REAL ESTATE

“We flip the traditional real estate model so that instead of our agents working for us, we work for them.” - LONG DOAN Broker and CEO, Realty Group Inc.

by Barbara Pronin

or Long Doan, broker and CEO of Minnesota’s fast-growing Realty Group Inc., success is measured by the achievement of his partneragents. “Every one of our agents is the CEO of their own business,” he says. “They don’t work for me. I work for them.” Doan and company President and Co-owner Mike Bernier are committed to providing a business platform designed to help their agents excel—and the strategy is working, driving the company’s net growth by more than 3,000 percent in the four years since they started growing Realty Group. But an out-of-the-box approach and a commitment to excellence are just the beginning of the story. In this exclusive interview, Doan and Bernier discuss the unique culture at the core of their company’s success and the changing role of agents and brokerages in today’s competitive environment. RISMedia’s REAL ESTATE July 2018 89

with a grand total of eight agents and some very definite ideas about the way we wanted to run our brokerage.

Mike Bernier: We are grateful to have had remarkable success in these first four years, doubling our net growth year-over-year and expanding from our original eight agents to 250plus real estate professionals and growing. We currently operate out of three Twin Cities-area offices, and we expect to open two more offices within the next 18 months.

BP: So what approach have you been taking to fuel this kind of growth? MB: To start with, we recruit very

“Our greatest challenge, I think—which is also our greatest opportunity—is keeping up our forward-thinking approach and improving on our own growth rate.” - LONG DOAN Broker and CEO, Realty Group Inc.

Barbara Pronin: Let’s begin with a little personal background, and a brief description of your firm’s history and positioning in the marketplace. Long Doan: I have been in the industry for over 25 years, although the first 15 years were spent on the mortgage side. I started Realty Group in 2009 and closed more than 1,000 transactions in our first four years. Mike, who was a top producer ranking in the top one percent of Minnesota real estate agents, joined me in 2011. In 2014, when the real estate landscape changed and the market began recovering, we decided to partner and launch Realty Group 2.0 90 July 2018 RISMedia’s REAL ESTATE

carefully. There is a lot of buzz in the real estate community here because we are ranked as one of the state’s fastest-growing companies with the sixth most-recognized brand—so we get a fair number of inquiries. But most of the agents we take on board are referred by our current agents, so our growth has been both organic and controlled.

LD: In effect, we have 250-plus recruiters, and the reason our agents do the recruiting for us is that we attract, promote, develop and support them in ways that encourage and foster their success as business owners. We provide them with cutting-edge technology and marketing support, coaching and training at every level, and one of the most competitive commission payouts in the industry. It’s a partnership model that works, and it benefits everyone, including consumers, who are getting industry-best service from the most qualified agents in the business.

BP: How would you describe the state of your market? What are the challenges and opportunities? LD: There is still an inventory shortage in Minneapolis-St. Paul and surrounding areas, but we maintain a

proactive and collaborative environment with a high success rate in winning listings and multiple offers in this hyper-competitive market. Our greatest challenge, I think—which is also our greatest opportunity—is keeping up our forward-thinking approach and improving on our own growth rate.

BP: What is it that you do differently to set your firm and its agents apart from the competition? LD: In a word, it’s our partnership model. Each agent is truly the CEO of his or her own company. We flip the traditional real estate model so that instead of our agents working for us, we work for them. Our job is to bring value to them, which we do by providing a 100-percent commission with a flat fee. Our core purpose is to help them grow their business, which we do via leadership, marketing tools, leads, facilities and, most of all, the culture of success that defines us. We understand that this is a people business—that there is more than one path to success and that one size doesn’t fit all. And we take the time to encourage every one of our agents to find the best path for them.

MB: There are no layers here between us and the agents. We take a family approach to the business and are directly available to our agents when they need us. Taken together, our agents are given everything they need to succeed in running their own business. We must be doing something right because here in Minnesota, the average number of sales per agent is between four and five per year. Our agents are, for the most part, closing between 10 and 11 transactions a year, and our core of top agents will sell hundreds of homes this year.

BP: You’ve mentioned your strategy for attracting and recruiting agents.

What’s your retention rate like? MB: The fact is that Realty Group becomes home to our agents. People retire, but they rarely leave for any reason other than that.

LD: Again, we believe that our central purpose is to help each of our 250 CEOs to grow their business. We provide so much value to them that they don’t unplug and leave us—so we typically don’t lose people, especially the people we don’t want to lose. There is always some friendly competition, of course, but there’s also a lot of mentorship. Our mandate is to help other people achieve their dreams, and in doing so, we achieve our own. BP: I would imagine that kind of giving philosophy spills over into the larger community. What are your charitable efforts like? LD: All of our agents are active in the community, from serving on local boards and in our state real estate association to raising funds and volunteering for various local causes— mostly centered around the needs of housing, children and veterans.

MB: Specifically, we support Toys for Joy, a local holiday gift-giving program, Eagles Healing Nest for homeless veterans and Habitat for Humanity, among others. They are all programs that are dear to our hearts and give us lots of opportunity to contribute in many ways.

BP: What are some of your most innovative marketing strategies, and how are they helping you to connect with today’s consumers? LD: Branding is important. Our obligation is to market our people, and we are gratified to know that our brand is so recognized and well-respected throughout the state. That said, we expect—and train—our agents to market themselves in innovative ways. The fact is that the landscape

continues to change, and consumers don’t care what flag you are flying. They only want the best buy or sell experience they can get. Statistics tell us only four percent choose the brand over the individual agent—so it’s up to that individual agent, using technology, reputation and personal interaction, to become the agent of choice.

MB: We do some direct mail, but realistically, our aim is to help our agents brand themselves via effective networking and the innovative use of social media—letting people know who you are, what you stand for, and why

“The fact is that Realty Group becomes home to our agents. People retire, but they rarely leave for any reason other than that.” - MIKE BERNIER President and Co-owner, Realty Group Inc.

you do what you do. It’s the best way to build relationships that matter in the digital world we live in.

BP: How do you stay ahead of the curve on technology, online marketing and social media? MB: We are very focused on customer relationship management, and we have invested heavily in the effort to help our agents market themselves. For example, we have organized a full-scale production studio, where agents can film videos and other audio-visual marketing aids they can use on social media and elsewhere.

LD: At the same time, we never lose sight of the fact that we are first and foremost a people business. Our objective is to use technology to enhance customer relationships, not replace the personal connection. BP: What’s on deck for the future of the firm? MB: We surprise ourselves constantly with the rate at which the firm is growing. The road ahead is clear, and I can see us having 1,000 agents on board in the not-too-distant future. I think it’s mainly because we know who we are and what we stand for, and we are scaling organically with passionate real estate professionals who have the same kind of goals and commitment.

LD: Beyond that, we will continue to maximize opportunities in Minnesota to expand both our team and our footprint—and we’ll continue to work to raise the standards of real estate professionalism, one agent at a time. With so many real estate companies out there, both big box and independent, I think our growth will be driven by one overriding fact: We add more value for our agentpartners than any other brand in the industry. RE For more information, please visit www.realtygroupmn.com. RISMedia’s REAL ESTATE July 2018 91

{Spotlight}

The Complete Digital Real Estate Experience Realogy and Notarize Come Together to Close the Online Transaction Loop by Barbara Pronin

92 July 2018 RISMediaâ&#x20AC;&#x2122;s REAL ESTATE

echnology is becoming increasingly central to every aspect of our lives, and the buying and selling of homes is no exception. Not long ago, brokers had to convince agents to include photos with their online listings, and communicating with clients using video and text message was unthinkable. However, the proliferation of smartphones and advancements in webbased technology over the past decade dramatically changed how the real estate business is conducted. Real estate agents and consumers are now armed with a device that is a phone, a computer and a camera, right in their very own pockets. As a result, Realogy Holdings Corp. has been working diligently to digitize the real estate process, seeking to streamline its many moving parts for all those involved in the transaction: buyers, sellers, brokers, agents, lenders, mortgage investors, title companies, government entities, and more. As the leading and most integrated provider of residential real estate services in the United States, with more than 190,000 affiliated agents, Realogy has impressive access to data and assets that can translate into tools and innovation. Realogy spends more than $200 million annually on technology and is laser focused on its strategy to build, partner and buy best-in-class solutions designed to optimize agent recruiting and productivity by providing a more seamless user experience for agents.

“While we place great value on personal and face-to-face communication with our customers, we want to lead the industry with digital solutions that elevate and simplify the process of buying and selling.” - RYAN GORMAN President & CEO, NRT

“We have always been dedicated to creating exceptional real estate experiences for our customers,” says NRT President & CEO Ryan Gorman. “While we place great value on personal and face-to-face communication with our customers, we want to lead the industry with digital solutions that elevate and simplify the process of buying and selling.” As Title Resource Group (TRG) Chief Strategy Officer Walter Mullen aptly puts it, “It takes a village to make a real estate transaction come together. From looking at homes

with a local agent to securing the mortgage loan to the transfer of legal title, a mound of paper requiring signatures stands between the purchase agreement and the closing of the deal.” As the real estate transaction forges ahead into the digital age, an increasing number of busy consumers are more empowered thanks to the ability to have required documents not only signed, but now also legally notarized online, as an increasing number of states pass legislation allowing digital remote notarizations. In February 2018, the National Association of Secretaries of State adopted nationwide standards for online notarization. In June, Texas became the third state to authorize its commissioned notaries to perform online notarizations for signers from around the world who appear live before the notary on a screen via real-time, two-way audio-video conference software. According to Notarize, the first notary public platform to enable legal online document notarization, eight states have now passed laws allowing online notarizations, with additional states considering laws this year. In a move to advance the digital real estate experience for its affiliated sales associates, mortgage and title companies and its customers, TRG’s parent company, Realogy Holdings Corp., has now made an investment in Notarize. The expected addition of digital notarization to Realogy’s suite of offerings will advance the company’s goal of providing agents with a completely digital real estate transaction. “Notarize technology will allow TRG to better serve the growing number of customers who prefer online digital solutions,” says Don Casey, president and CEO of TRG. “Moving toward a full digital closing has been RISMedia’s REAL ESTATE July 2018 93

one of our strategic objectives for some time, and Notarize has helped tackle the legal and technical barriers to help make the digital real estate transaction a reality. Realogy’s investment in Notarize positions us at the forefront of change as the industry takes a step toward making buy-sell transactions, refinancing a home or executing a lease 100-percent digital.” “We believe that remote notarization will provide a timely and distinct advantage for today’s mobile buyers and sellers and for military stationed abroad,” adds Casey. “The enthusiasm for the technology is companywide.” “We expect this online option will provide security and technical flexibility to our customers, who would no longer have to find babysitters or take time off from work to sign before a notary,” says Scott McCall, CEO of Title Resources (TRG’s Underwriter). “We are excited to continue to move toward modernizing the closing process and bringing the chore of signing paperwork into the 21st century.” “From a title perspective, it’s a

“Moving toward a full digital closing has been one of our strategic objectives for some time, and Notarize has helped tackle the legal and technical barriers to help make the digital real estate transaction a reality.” - DON CASEY President and CEO, Title Resource Group (TRG)

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great tool for people with daytime conflicts,” Casey explains. “They can come to the virtual closing table long after business hours or even while they are traveling.” The electronic option brings stateof-the-art efficiency to the traditional real estate transaction and helps eliminate potential failure points, explains Gorman. “It has long been a logistical challenge—and a pain point for buyers and sellers—to have to drop everything, drive to an office and sit before that notary to sign real estate-related documents,” says Gorman. “We are always looking for innovative technologies, such as those offered by Notarize, to make the home-buying and -selling process seamless.” Realogy mortgage partner Nik Athanasiou, COO of Guaranteed Rate Affinity (GRA), is glad to see the practice gaining momentum. “There is no question that remote notarization puts the customer in the driver’s seat,” he says. “It streamlines the mortgage process, eliminating the need for overnight mail service, fax or hand-carried paperwork—and provides absolute transparency because customers input their own information at the time and place that works best for them.”

(Left to Right) Nikolaos Athanasiou, chief operating officer, Guaranteed Rate Affinity; Don Casey, president and CEO, TRG; and Walter Mullen, chief strategy officer, TRG

Government entities will also benefit in this further digitization and streamlining of the real estate transaction. “Freddie Mac is proud to be one of the early pioneers to accept electronic loan documents,” says Sam Oliver, vice president of Major Project Execution for the Single-Family Business at Freddie Mac. “We’re excited to continue working with Notarize to make 100-percent online eclosings a reality. Their partnership with Realogy and Freddie Mac via Guaranteed Rate Affinity will provide a more convenient, secure and endto-end solution for borrowers today.” The rapid acceptance of remote notarization comes as no surprise to Adam Pase, co-founder and COO of Notarize. “We are taking a historic process into the present,” says Pase. “So much of the real estate transaction has been conducted the same way for decades, but customers are expecting a new experience that empowers them on their terms,

anytime, anywhere. Now, Realogy’s companies will have the opportunity to be the vehicle to provide this solution to its customers.” Founded in 2015, Notarize serves a national audience, empowering notaries in Virginia, Texas and Nevada to serve customers online in all 50 states on a 24/7 basis, with new states expected to come online soon. “Our goal is to provide our brands and agents with leading-edge technology to help customers overcome last-mile problems,” Gorman adds. To him, Realogy’s investment with Notarize validates the company’s long-standing commitment to industry-leading technology solutions and leveraging these tools at scale. Realogy has been demonstrating its commitment to far-reaching

digital solutions with recent innovations such as ZapLabs, an IT transformation project designed to keep agents and consumers better connected throughout the real estate transaction, and its FWD Innovation Summit, which brings technology start-up companies focused on real estate in front of the company’s decision-makers. The company’s lead management program is also leveraging AI to increase lead quality and conversions. Just this past February, Cartus, the company’s relocation arm, launched its Leading Edge Analytics Practice (LEAP) platform, using predictive analytics, data science and artificial intelligence to drive improved levels of service. The program’s interactive timeline, for example, uses advanced

“So much of the real estate transaction has been conducted the same way for decades, but customers are expecting a new experience that empowers them on their terms, anytime, anywhere.” - ADAM PASE Co-founder & COO, Notarize

analytics and data acquired over millions of moves to help human resource and mobility managers predict and update employees’ relocation journeys as each move progresses. A 2017 report from the National Association of REALTORS® on real estate in the digital age confirms that while the initial search for property may have begun online, 88 percent of buyers in 2016 worked with an agent to find their home. But as digital devices play a larger role in every phase of daily life, and consumers continue to seek out new ways of doing business, maximizing technology can be a challenge. It is a challenge Realogy, NRT, TRG, Guaranteed Rate Affinity, Title Resources and Notarize take on with enthusiasm. As Mullen says, “We are going where the consumer is heading.” RE For more information, please visit www.TRGC.com.

(Left to Right) Adam Pase, cofounder & COO and Patrick Kinsel, founder and CEO, Notarize, Inc. RISMedia’s REAL ESTATE July 2018 95

{Broker Best Practices} Converting and Closing Online Leads With a Proven System Todd Hetherington

Getting our agents up and running with their tools is at the top of our priority list.

CEO CENTURY 21 New Millennium www.c21nm.com Alexandria, Va. Number of offices: 18 Number of agents: 875 No. 56 in sales volume in RISMedia’s 2018 Power Broker Report Your company, including your agents, have committed to software solutions for converting and closing more customers. What made this a top priority? When it comes to those real estate professionals who are committed to taking the business seriously and doing the job right, having a CRM is key. Lead conversion on the third-party relocation and tracking side stands at 58 percent, which is phenomenal, but our online lead conversion rate is currently between 2.5 - 3 percent, which I’d like to get closer to 8 - 9 percent. I’d also like to get more agents onboard and get them to use and appreciate the tools they have access to through realtor.com®. Another big expectation centers around getting one system in place. In the past, things have been so fragmented, so having a proven system that agents can rely on is key. For us, Top Producer—offered through realtor.com®—is the best.

Future Focused: A United Approach by Paige Tepping

How many have bought-in and provisioned themselves with your tech solution? We currently have 260 agents benefitting from the whole suite, which includes Top Producer, FiveStreet and Market Snapshot. This is a buy-in rate we’ve never seen before, and I think a lot of it has to do with the way in which we announced the bundled package of savings and backed it up with coaching. Verl Workman (founder and CEO of Workman Success Systems) and I tag-teamed the process, and he’s done a great job pushing it company-wide. That’s a high rate of usage. How have your agents come together on this? We’re doing training on a variety of different fronts. In addition to Verl hosting webinars related to Top Producer and the entire technology suite, realtor.com®provides additional training and follow-up. One of the main reasons we chose Top Producer and the realtor.com®suite is because it goes hand-in-hand with the training and coaching that both myself and my agents receive from Verl. Do you have online leads coming in at the corporate level? Yes, and

Bonnie Mays Principal Broker, Lexington Broker/CEO, Louisville United Real Estate Lexington and Louisville Louisville, Ky. www.joinunitedrealestatelouisville. com Region served: Central Kentucky Years in real estate: 30 Number of offices: 3

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by Paige Tepping

we have a team in place to handle them. However, we’re currently working on beefing up this process. In fact, we’re getting ready to introduce a salaried agent model so that we can bring in an employee to be in charge of this on a full-time basis. How will this affect recruiting, retention and profitability? From a recruiting standpoint, we’ll have a greater advantage as we can offer leads to those agents that want to participate. While online leads aren’t for everyone, those who want them will have access to them, which will help when it comes to retention. As far as company profitability, that remains to be seen. In the end, it’s important to remember that online leads are expensive to procure, and even more expensive to cultivate and scrub. The goal is to get the qualified lead (rather than just the name and/ or email address), as this is far more appreciated among agents. Did you get help from realtor.com® to implement? Everyone from the top down at realtor.com® rallied behind the effort. Whether it had to do with the bundling of services, pricing, packaging, implementation and training, it was a true group effort. For more information, please visit www.realtor.com/brokerwin.

Number of agents: 340 Please describe a current trend you’re seeing in your market. Because we’re in a low-inventory market, there’s a lot of pressure on the various parties involved in any given real estate transaction. In fact, I recently heard a statistic related to this being the first time that

there have been more agents than listings, so when you’re representing a buyer and showing them multiple properties, it’s not uncommon for many of their offers to be rejected because they weren’t the highest bidder. While this trend isn’t necessarily different, it’s not one that I’ve experienced before.

What attracted you to United Real Estate and its unique model? While the model itself initially attracted me, I can’t say enough about the technology United Real Estate provides—in addition to the compensation plan, which is a big draw for agents. Agents pay a nominal fee for a robust technology system that includes a website, CRM, cloud document storage, online education, and more. I took a big leap of faith in introducing the United Real Estate model to the Lexington/Louisville markets, as I didn’t know the type of response I’d receive. But it didn’t take long for top producers to come knocking. In fact, since joining United Real Estate, my agent count has expanded from 25 to 340. Which tools/systems provided by United Real Estate are producing the best results for your company? The marketing portal we have access to is excellent, as it includes a vendor for postcards and virtual marketing. Agents also have access to training in key areas such as social media marketing, which is critical, as this is where the real estate industry is today. Everything is done on social media, whether it’s marketing your services or connecting with your sphere of influence. Training is a big part of United University, and this is a part of what we do in each office.

What philanthropic initiatives do you take part in that help keep your firm top of mind in the communities you serve? At United Real Estate, our national cause is Autism Speaks, which we heavily participate in. In fact, last year, our Lexington office raised $10,000 through agents contributing $10 - $20 from each closing. As of press time, our Louisville office has raised $1,275 in the month of April alone. Our agents absolutely buy into the philosophy of giving back, and it’s a huge part of the United Real Estate culture. How are you preparing your agents for the future? During last year’s REALTORS® Conference & Expo, we were told that the inventory shortage we’re currently experiencing was coming, and that it would stick around for a few years. In addition to providing reasons as to why, we learned how to prepare agents for a lowinventory market, which set us on the path to doing things differently. In addition to holding Saturday morning door-knocking parties, we also schedule open houses on different days and go out of our way to turn them into neighborhood parties. In the end, it’s all about going out and finding listings, while accentuating what you offer and how it’s different.

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

Supporting Agents on Their Quest to Build Successful Careers by John Voket

Mark Pessin Former Managing Broker, Carlsbad, Calif. Vice President of Learning Realty ONE Group Carlsbad, Calif. www.realtyonegroup.com/realestateagent/mark-pessin-6389035 Region served: Laguna Niguel, Calif. Years in real estate: 20 Number of offices: 1 Number of agents: 120 What’s your first goal as you transition into the role of Realty ONE Group’s Vice President of Learning? To increase the content and value of our in-house education platform for all agents, and ensure they have access to the best training and resources available. I’m also going to make sure we provide the highest level support to managers and affiliate owners, and ensure they can access our best recruiting, training, coaching and agent retention information so they can continue to grow and thrive. How will you utilize your experience to develop Realty ONE Group offices into resource centers? After managing three Realty ONE Group offices in two states, I’ve seen what’s necessary to succeed in that role. With the right team, relevant information and the best tools, we’re

able to support our agents with great efficiency. I was also an agent with Realty ONE Group for years, so I’ve experienced both sides of the desk. I’ll combine my experience with ongoing feedback from our team to provide the most timely, relevant, useful resources to our offices. What’s your most successful strategy for recruiting the best agents? I use the same methods to recruit that I used to generate clients when I was an agent, which includes consistently working with and maintaining my sphere of influence to generate referrals. I focus on taking excellent care of agents’ needs, and, in return, they promote me to other agents. Another strategy involves contacting new licensees because I love mentoring and coaching. I show them how our agent training programs and one-on-one coaching will provide the support they need to build a successful career. How can agents stand out and achieve client loyalty? To keep clients for life, you have to build relationships that go beyond the transaction. That means getting to know them and their families, understanding their personal goals and making sure that you’re truly delivering what they need. Then, you must stay in touch long after the sale. For more information, please visit www.realtyonegroup.com.

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{Trending}

Competition and the Consumer:

Industry Presents Sides at Workshop DOJ/F TC Exchange Explores Compensation, Data, the MLS, and More by Liz Dominguez

Technology, commission rates, real estate portals and overall brokerage competition—these were just a few of the themes discussed last month at a joint public workshop held by the Federal Trade Commission (FTC) and the Department of Justice (DOJ) in Washington, D.C. At the heart of the “What’s New in Residential Real Estate Brokerage Competition” workshop? The consumer. “We have the same end goal: the best experience for the consumer,” Katie Johnson, general counsel and senior vice president, National Association of REALTORS®, summed up in her closing thoughts during one of the panels, “Regulatory and Industry Factors Affecting Residential Real Estate Competition.” “That’s what we want to do, and what the current market environment supports—to raise the level of professionalism so that 98 July 2018 RISMedia’s REAL ESTATE

consumers are confident in their transactions.” Other panels—“Listings Data, Emerging Technology, and the Structure of the Real Estate Market” and “Developments in Real Estate Fee and Service Models”—touched on varying subjects; however, the transformation of technology and its effect on the industry, particularly the consumer, raised heated questions all centering around how to create the most efficient and fair real estate industry, all while maintaining a level of competition beneficial to the marketplace and tackling freedom of information without removing the real estate agent from the transaction. “We believe an inflection point that the industry is being driven by is the change in consumer behavior fueled by access to data—a lot of information that historically you needed an intermediary to gain access to—that’s empowering consumers to take on a lot of the traditional work that agents [do],” said the U.S. CEO of Purplebricks, Eric Eckardt.

“We are providing a lot of data to consumers and they still use agents,” said Johnson. “These are infrequent transactions, so both buyers and sellers want to be represented by professional real estate agents, but they are now doing a lot more work beforehand themselves. By the time they engage with an agent, they’ve developed a pretty clear picture of what they’re looking for and what’s available in the marketplace.” Where does the information come from? Largely, through MLSs and real estate portals such as Zillow and realtor.com®— companies that were represented at the event. “We inject listings from thousands of sources,” said Kathleen Philips, chief financial officer and chief legal officer at Zillow Group. “We are excited about the process of standardizing and trying to aggregate the most data possible in an extremely complete and fresh way. The consumer mission is central to what we do in terms of the democratization of data.” “As for data democratization and

free access to data, I have a more pessimistic view of this going forward,” said Luke Glass, executive vice president of Industry Platforms for realtor.com®. “You can leverage consumer data, and use that data to influence all market participants. All boats have risen in that tide, but looking forward, it really advantages big companies over small companies.” Will the emergence of too many portals force the distribution of information to become segmented? “There are positives and negatives,” said Stephen Brobeck, executive director for the Consumer Federation of America (CFA). “A lot more information is available to consumers about properties, and I think that it’s really important for consumers to have access to that information. On the other hand, if real estate portals are really large, they can wield a lot of power.” “As a technologist, there is this saying: ‘Garbage in, garbage out,’” said Simon Chen, CEO and president of ERA Real Estate, part of Realogy, one of the largest residential real estate companies in the U.S. “If the data isn’t consistent, and comes from multiple sources, [and] you have a hard time aggregating it, ultimately, it’s the consumer that is disadvantaged and inconvenienced by it.” However, others believe that cutting back on real estate portals could increase advertising fees, and, therefore, commission rates. “We view the portals as a tax that we would rather avoid—every dollar we have to spend is a dollar that we have to charge the consumer,” said Art Carter, CEO of the California Regional Multiple Listing Service (CRMLS) and chairman of the Board of Directors for the Real Estate Standards Organization

(RESO). “If there are only a few portals, you’ll see prices go up. We carefully monitor the price to advertise on different sites.” Although MLSs receive support from the majority of industry professionals, ethical questions were raised on whether consumers and agents should be forced to share listing information on real estate portals. “The forced sharing of listing data to listing websites and technology companies, which are not even essential to buyers and sellers taking advantage of brokerage services, may only be to the profit of third-party entities, and not to consumers, who already have great access to real estate information,” said Johnson. “We want every website to have every listing,” said Glenn Kelman, CEO of Redfin. “The problem is that websites outside the MLS don’t reciprocate. It creates fragmentation in the market if one website has a listing and another doesn’t—that benefits bigger websites.” With these ideologies, where does transparency fit in—and, more specifically, should the industry be more transparent about agent commissions? “Folks don’t understand how commission works; they assume if the buyer agent gets paid one thing, the seller agent gets paid the same,” said Khalil El-Ghoul, principal broker of Glass House Real Estate. “The buyer agent fee is free, the listing agent is the only one that gets paid, and the listing agent offers a share of his commission with the buyer agent…that’s not a good place for the industry to be in.” “The challenge is [the industry’s] lack of transparency and ability to collaborate in a way with the consumer, not with each other, to

expose what’s happening. What the fees and services are—that’s where we should be safely competing,” said Joshua Hunt, CEO of TRELORA. If change is on the horizon, some panelists warn that without close scrutiny of possible solutions, there could be consequences. “There are definitely points of friction in the real estate business, but we need to have knowledge and information if we’re going to make changes,” said Brian Larson, associate professor of Law, Texas A&M University School of Law, and of counsel, Larson Skinner PLLC. “Under-tested solutions come with risk.” The question remains: Should government regulation play a role in the transparency and sharing of real estate information? “We have to voice the importance of having free information, and if we allow some parties to withdraw some information, that could have important consequences,” said Dr. Panle Jia Barkwick, associate professor of Economics, Cornell University. “In an already vibrant and competitive environment, the National Association of REALTORS® does not think that a trade association or the federal government should mandate how or where REALTORS® and their customers’ properties are shared and posted on the internet; consumers and their agents should have ample choices and protections,” said Johnson. “We firmly believe industry innovation is abundant and the current market is working.” RE

Liz Dominguez is RISMedia’s associate content editor. Email her your real estate news ideas at ldominguez@rismedia.com. RISMedia Online News Editor Suzanne De Vita contributed to this report.

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{RISMedia’s Great Spaces}

Lakefront Living Goes Luxe To celebrate summer in this month’s edition of Great Spaces, we’re highlighting some seriously serene lakefront properties, from Minnesota all the way to sunny Florida. by Zoe Eisenberg

100 July 2018 RISMedia’s REAL ESTATE

Eco-friendly with waterfront views, this Minnesota mansion has it all.

Make a Splash on Mushroom Island This eco-friendly home is a masterpiece of modern architecture, with four bedrooms, three baths and panoramic views of Northern Minnesota’s White Iron Lake. The 4,822-square-foot estate sits on over seven acres of land on Mushroom Island Road. Inside, you’ll find wide windows, floors made from recycled-tobacco barn siding, walls paneled with knot-

ty pine and a great room with a stunning floor-to-ceiling stone fireplace. Other features include a four-season sun porch, a family room equipped with a drop-down movie screen, a boathouse and a detached five-car garage with a guest suite above. Listed by: Lindsay Bacigalupo, Engel & Völkers Minneapolis Listed for: $1,750,000 Photos by: Engel & Völkers

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A stunning Ohio space with major beach-town vibes.

Bay Village Beauty When it comes to lakefront living, it doesn’t get much better than the view from this custom stone, fourbedroom, six-bathroom home in Bay Village, Ohio. Take in the water (and the Cleveland skyline) from the property’s spacious deck, walk the steps down to your own sandy beach, or sit at the end of the private dock. Inside, 5,700 square feet of living space includes a great room with windowed walls, a walk-in pantry off the gourmet kitchen and a fitness room. Bonus: The property also includes a spacious guest cottage that’s connected to the main home by a wooden walkway. Listed by: Joan Ellis, Howard Hanna Real Estate Services, Rocky River office Listed for: $3,200,000 Photos by: Carl Staub

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Lakefront Living in Florida This Mediterranean-style lakefront home in Eustis, Fla., roosts on 1.37 acres of lush lawn with mature oak and fruit trees, an infinity pool with water views and a private dock. Walk through the estate’s custom double wrought iron doors and you’ll be welcomed by a sweeping grand staircase, a massive great room, five bedrooms, four bathrooms and 4,482 square feet of immaculately detailed living space. Remodeled in 2014, this home offers quaint lakeside living less than an hour outside of Orlando.

This Mediterranean-style home scores major lounge points with its sleek private dock.

Listed by: Lorie Clarke Reese, Florida Lifestyle Realty Group Listed for: $1,100,000 Photos by: Wise Commercial Photography RE

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{Ask the Experts}

“Facebook is currently creating stronger privacy settings and promising to make amends. In the meantime, users can turn off features, such as location-based settings and automatic updates if they’re concerned about their privacy. To see what you’re making available, review your privacy settings in your Facebook account. For those who want to leave the platform, but still maintain a social presence, there are other networking options.”

Patty McNease Director of Marketing Homes.com www.homes.com

Q: A:

Should I #DeleteFacebook?

The hashtag #DeleteFacebook has been trending since Facebook’s Cambridge Analytica fiasco in March. This has caused many to question what their next social step should be. While most agree that Facebook is too big to collapse, users still feel uneasy that it has such easy access to their personal information. Here are some insights into why Facebook has been so popular within the real estate sector, what the implications of the scandal are and some actions you can take to plan for the future.

them on a platform they use. Also, Facebook’s marketing and advertising strategy and algorithms make it easy to create ads and target the consumers you want to reach. Why is the Facebook data scandal such a big deal? While Facebook used personal information in the past for things like ad targeting, it was based on the information provided by the user. This time, a company called Cambridge Analytica collected personal information through Facebook, without consent, to create personalized political advertisements. To obtain this information, Facebook users took a quiz called “thisismydigitallife,” which gave Cambridge Analytica access to the quiz takers’ and their friends’ personal information. Even though a little over 270,000 users took the quiz, researchers were able to obtain data from 50 million user profiles.

Q& A

Why should I use Facebook? At the end of 2017, Facebook had an average of 1.4 billion people logging on daily; more than any other social network. Additionally, almost 30 percent of those users were between the ages of 25 and 34. Since millennials are still the largest group of homebuyers at 35 percent, it makes sense to target

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What should I do now? While some users left Facebook over the scandal, the vast majority have not. Facebook is currently

creating stronger privacy settings and promising to make amends. In the meantime, users can turn off features, such as location-based settings and automatic updates if they’re concerned about their privacy. To see what you’re making available, review your privacy settings in your Facebook account. For those who want to leave the platform, but still maintain a social presence, there are other networking options. While Instagram is a great way to connect with clients through visual media, it’s owned by Facebook; however, both Twitter and Snapchat are also popular platforms for real estate, and, when used well, can be great ways to connect with new and existing clients. Even though Facebook is still a great way to reach new clients, it’s understandable if you’re not ready to invest in your social media presence right now. Another way to attract leads is to focus on boosting your website so clients can find you straight from the source. Homes.com SEO Fuel is designed to improve your website’s organic search results so that you can get back to doing what you do best… selling. RE

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Top 5 Agents Get What They Want. If you’re a top producing agent, the truth is you could still be getting more. As a member of RISMedia’s Top 5 in Real Estate Network, you enjoy exclusive access to an array of personal branding, professional networking, multi-media marketing and technological resources few others could ever match.

In other words, you get everything you need to get the listing, get the deal and get ahead. All for less than most agents spend on smartphone service. Find out how top producers stay on top – and how you can join them there. Visit us at Top5inRealEstate.com today.

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

Moxi Works............................................................................. 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

RISMedia’s REAL ESTATE July 2018 107

ABR®

CERTIFIED NEW HOME SPECIALISTTM

(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.

(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.

AMERICAN HOME SHIELD (800) 735-4663 • www.ahs.com/realestate American Home Shield, a subsidiary of The ServiceMaster Company, founded the home warranty industry in 1971 and remains the industry leader. Servicing more than 1.3 million customers across 49 states, the company also issues and administers preventive maintenance contracts on major home systems and appliances in 48 states. The Memphis-based company operates three customer service centers, employs approximately 1,600 people and has a national contractor network made up of more than 10,000 independent home-service contractors.

CINC (COMMISSIONS INC)

BERKSHIRE HATHAWAY HOMESERVICES

COLE REALTY RESOURCE

(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.

(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!

BUFFINI & COMPANY

CREATE FOR THE HUMAN

(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.

(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.

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

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(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.

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 125 offices in 16 states and nearly 14,000 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 provides home warranty coverage in 48 states and E&O insurance in all 50 states. The HSA Home Warranty repairs or replaces mechanical systems and appliances that fail due to normal wear and tear during the coverage period. With HSA Home Warranty, real estate professionals minimize their risk by lowering their exposure to liability. They avoid post-sale disputes about who should pay for the repair, and they can get the problem fixed quickly and conveniently by making just one call to HSA.

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.

MOXI WORKS (206) 673-4591 • www.moxiworks.com Moxi Works is a residential brokerage services company that makes agents significantly more productive and brokerages more profitable by helping them effectively run their businesses. Moxi Works’ 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 Moxi Works 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 July 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 July 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 July 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+

116 July 2018 RISMedia’s REAL ESTATE

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+

RISMedia’s REAL ESTATE July 2018 117

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+

118 July 2018 RISMedia’s REAL ESTATE

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

The Personal Marketing Company..........................66, 78

AMEC............................................................................... IFC

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

American Home Shield.....................................................7

Quicken Loans..................................................................19

Asian Real Estate Association of America (AREAA)....54

Realtors Property Resource®...........................................21

Clareity..............................................................................27

Realty Group...................................................................BC

Club Wealth®.................................................................. IBC

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

Create for the Human.................................11, 20, 59, 105

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

Graduate, REALTOR® Institute (GRI) Designation.........38 Guardian Title................................................................. IBC

RISMedia’s Automated Content Engagement (ACE)...................................................................9, 72-73, 119

Homes & Land..................................................................46

RISMedia’s Real Estate CEO Exchange...........................5

Homes.com........................................................................1

RISMedia’s Top 5 in Real Estate Network®...................106

HomeTeam Inspection Service............................................52

Sherri Johnson...................................................................76

HSA Home Warranty..............................................................13

Weichert Real Estate Affiliates, Inc.................................50

Leading Real Estate Companies of the World ................17

Women in the Housing and Real Estate Ecosystem NAWRB...............................................................................36

National Association of Hispanic Real Estate Professionals (NAHREP)®..................................................35

Workman Success Systems........................................71, 75

National Association of REALTORS ............................8, 25 ®

RISMedia’s Automated Content Engagement

We write it. We post it. You take all the credit.

Learn more at ace.rismedia.com

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Accelerate Your Business With the REach® Class of 2018

echnology is a topic no member of the National Association of REALTORS® (NAR) can afford to ignore. But which tech companies are providing

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The REach®technology accelerator program, developed by Second Century Ventures (SCV), NAR’s investment arm, streamlines this for you by researching, sourcing and bringing you the latest technology trends and innovative tools to help you stay on the cutting edge and be more profitable. Leveraging World-Class Technology Every year, REach®selects six to 10 emerging technology companies to participate in a nine-month accelerator program that provides unprecedented access to some of the best minds in the real estate industry and fasttracks their growth in the real estate vertical. By expanding the association’s partnerships with technology leaders, and connecting selected startups to the real estate industry, SCV and REach®help ensure new technologies are designed in ways that support your role as being central to real estate transactions. Not only do these programs deliver innovative technology to you faster, they ensure that innovation makes you more profitable. Over the past 12 months, more than 279,000 REALTORS® have tapped into the products and services offered by one or more of the 48 REach® companies that have participated since the program’s inception in 2013, resulting in almost $30 million in savings.

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8Quigler - Delivers a compliance checklist in an agent app, which gives consumers process transparency, accountability and instantaneous communication. 8Realkey - Offers a browser-based transaction management system, which brings all parts of home-buying and getting a mortgage into a single unified portal where all communication, updates, information and documentation collection are automated.

8zavvie - Offers a turnkey, hyperlocal marketing system Get Ahead of the Rest One key benefit for NAR members is the ability to participate in the REach® Insight Panel where they enjoy first access to the new technologies introduced by REach® companies. Participants receive a free test account and exclusive discounts from the companies in exchange for providing feedback on their experience. The commitment is small and the experience of shaping customized products for the real estate industry is very rewarding. The testing period is now open and closes on September 30. To learn more, or to sign up, visit narREach. com/realtors. 120 July 2018 RISMedia’s REAL ESTATE

for agents, teams and brokerages, which helps generate listings and increases commissions. About REach® and Second Century Ventures Second Century Ventures (SCV) is a venture capital fund focused on promoting innovation in the real estate industry and helping the entrepreneurial spirit of real estate thrive. SCV has been fully capitalized by the National Association of REALTORS®, but operates independently. REach® is a Second Century Ventures company. To learn more about REach®, visit narREeach.com. RE

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