Real Estate Magazine - CMG Financial - March 2021 by RISMedia

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THE JOINT VENTURE GUIDE

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{Contents} March 2021/Vol. 37, No. 3 • www.rismedia.com

ON THE COVER 64 CMG Financial: Humanizing the Mortgage Loan Experience

THE JOINT VENTURE GUIDE

Life is a learning process for Chris George, rancher, family man, near high school flunk-out and, incidentally, founder, president and CEO of California-based CMG Financial, a $500 billion mortgage company seriously bent on humanizing the mortgage process. As a struggling high school senior with five accomplished siblings, George was advised by a guidance counselor to “look for work fixing small engines.” But at 19, in 1982, he went to work for a finance company—and the rest, as they say, is history. “I was a young male who fit the stereotype of the time,” says George. “You might say the mortgage industry found me, and I felt a gravitational pull.” In this month’s cover story, George candidly discusses how he and his team are committed to making a positive difference in people’s lives.

HIGHLIGHTS

28 G rowing, Connecting and Helping Agents Close More Sales

This month, learn how bold moves are creating modern advantages for the RE/MAX® Network.

48 W hat Partnership Is Right for You?

In this exclusive feature, examine the differences between desk rental, marketing service agreement and joint venture partnerships.

58 E levating the REALTOR® Brand Here, learn about the next wave of the National Association of REALTORS® ‘That’s Who We R’ campaign.

60 M eet the Newsmakers: The 2021 Hall of Fame

Join us in celebrating our 2021 Hall of Fame Newsmakers.

HEADLINERS 13 P olicy Matters: Paycheck Protection Program: Forgiveness Options SHARE

14 N AR Power Broker Roundtable: Big Data: We Have It—Now What Are We Doing With It?

18 E xecutive Appointments 21 R EBAC Report: How to Manage Buyers’ Rising Concerns About Flooding

27 S taying Focused and Productive While Working From Home

RISMedia’s REAL ESTATE March 2021 3

41 J oint Ventures: Working Toward a Common Goal

76 M aking Home-Buying More Appealing...and More Affordable

86 3 Luxury Staging Trends to

91 A sk the Experts: Home

Dilemma

104 R ISMedia’s Great Spaces

Take ‘Center Stage’ in 2021

87 H ow the Right Partnership Can Improve the Consumer Experience

89 S trategies to Win in the New Environment: The Activities That Are Driving Success

95 H ome Prices Increased Across All Metros in Q4 2020

99 H ousing Affordability Steady, But Challenges Ahead

INTERVIEWS 82 C hris and Alicia Parker, RE/MAX® Incompass

107 E levating Value Proposition Through Joint Ventures

CH4 Realty Group

84 K im Smith, WEICHERT, REALTORS® — Team Metro

85 R obert Rinke, Levin Rinke Realty

EXPERTS 24 B uffini & Company – Get the

FEATURES 38 M oving Parts: Pandemic 42 43

Reshuffles Hot and Cold Housing Markets S trategies: Homes.com P ursuing a Partnership?

Know Your Own Culture First

47 D ominate Your Market by

Making a Positive First Impression R ecord-Breaking Home System Usage Makes Home Warranties More Important Than Ever C MG Financial: Humanizing the Mortgage Loan Experience H ow ‘Playbooks’ Are Changing the Landscape of Real Estate Tech S taying Relevant in Real Estate Through Effective Communication P ower Broker Perspectives:

Dan Forsman T he Foundation of a Great

64 68 77

Partnership: Trust

4 March 2021 RISMedia’s REAL ESTATE

Express – 3 Tips for Creating a Stand-Out Brand for Your Brokerage

90 S tefan Peterson – What Do Sellers Actually Want? New zavvie Report Reveals 6 Megatrends

92 T he Experts at CMG Financial – How to Make Sure Your Joint Venture Is RESPA Compliant

94 D arryl Davis – The Simple Daily Activity That Will Drive Your Business Forward

83 B rian Marincic, HomeSmart

102 B log Spot: 4 Ways to Boost Curb Appeal

88 T he Experts at Real Estate

Inspections in Today’s Environment 103 S olving the Down Payment

Most Out of Your Real Estate Marketing Materials

26 T he Experts at CMG Financial

96 T erri Murphy – Do You Recruit Using Manipulation or Invitation?

97 A llen Alishahi – ‘COVID Marketing’ Reaches New Heights

98 T he Experts at CMG Financial – How to Maximize Joint Venture Opportunity by Increasing Your Capture Rate

100 S herri Johnson – Launching New Agent Success Through Effective Orientation

101 D aniel Ramsey – What a Top 1% Financial Advisor Learned From the Real Estate Industry

– P&L: An MSA to a Joint Venture—When Is It Time to Make the Flip?

35 L indsay Favazza – What to Post on Your Facebook Business Page to Build Your Brand

37 A dam Slivka – Teams, Too, Can Plateau. A New Brand and Broker Could Be the Answer

45 R ick Haase – New Business

POWER TEAMS 71 Verl Workman – What Agents Want vs. What They Say They Want

72 S arah Michelle Bliss – Building Real Estate Brands for the Future

Models Taking Ground: How Can You Compete?

51 J osh Harley – 4 Steps to Building a Team

52 F rank Chimento – How Do You Sell More Homes, Faster?

55 A shley Bowers – Leadership to Survive…or Thrive

56 T he Experts at CMG Financial

EVERY ISSUE 6

RISMedia Online

Publisher’s Desk

16 Women in Real Estate

– How to Maintain a Successful

108 S ervice Profiles

Joint Venture Long-Term

115 R eferrals

81 T he Experts at CMG Financial – The Joint Venture Cheat Sheet

120 R E: Real Estate—NAR Academy at Columbia College

A HELPFUL HINT YOUR CLIENTS WILL THANK YOU FOR

Telling your clients about seasonal HVAC tune-ups is a win-win. It’s a good way to help them ensure their A/C is ready for summer — and a great reason to check in with them (before and after) to see if they need anything. This is just one of the on demand services HSA customers are eligible for as part of an HSA Home Warranty and why you should always make HSA your first choice for home warranty protection. SM

Contact an HSA team member for more information or visit onlinehsa.com SM

RISMedia.com in the Spotlight: March

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

Study: The Safest Cities in America

Over the course of 2020, personal finance site WalletHub conducted a study to look at the cities in which Americans feel most protected from dangers, including non-physical threats. According to the study, Columbia, Maryland, tops the list.

worry about, if this occurs regularly, you might need to investigate further. Here are a few issues that indicate that your circuit breaker box should be looked at right away.

Everything You Need to Know About Construction Loans

Do you want to build your own home? Are you wondering how construction loans work? When it comes to real estate and mortgages, there isn’t a one-size-fits-all choice. It all comes down to circumstances, and in this case, if you’re building your own home, you’re going to need a construction mortgage loan.

Issues That Mean Your Circuit Breaker Box Should Be Inspected Immediately

If your power goes out, you more than likely head straight for the circuit box to see if the breaker tripped. While a tripped circuit breaker is nothing to

• Mortgage rates, applications and forbearance • Home values

How to Find the Right Waterfront Property for You

Investing in a waterfront property is a way to ensure a maximum return while also providing you with a unique opportunity to enjoy a luxurious view. If you’re thinking of purchasing one of these properties, here are a few things to keep in mind to prevent overspending and ensure a sound investment.

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6 March 2021 RISMedia’s REAL ESTATE

Learn about:

• Pending and newhome sales

Tear It Down: Ways You Can Make Any Home Demolition or Renovation Easier When you’re ready to start a renovation or demolition project, the first step is to gather all the equipment, tools, materials and supplies that will be needed. This includes renting items that you don’t own.

We’re just a few months into 2021. What might the future hold for the remainder of the year? Our online reports can help prepare you for the next several months, no matter what’s rounding the corner.

• Builder confidence and construction activity • Homeownership and vacancy statistics • Generational and moving trends • And more! Visit the News tab on rismedia.com for more information.

SPRING INTO ACTION April 8 | 11:00 a.m. - 5:30 p.m. EST

RISMedia and the National Association of REALTORS® co-present “Spring Into Action 2021,” a full-day virtual event with two separate tracks for brokers/managers and agents. Spring Into Action will provide hands-on strategies for maximizing the spring and summer real estate markets, delivered by a star-studded lineup of top brokers, team leaders, sales associates, trainers, coaches and subject-matter experts.

More than 20 sessions and 75 speakers!

Presented by

WIN $10,000 FOR YOUR COMMUNITY Since 2000, Good Neighbors Award winners and the nonproﬁts they lead have received nearly $1.4 million in grants. REALTOR® Linda Brown was inspired to turn her passion into action when she opened Eden Village, a tiny-home community offering permanent housing and support services to the formerly homeless. With her Good Neighbor Award win, the impact A Farm Less Ordinary can make in her community has expanded exponentially! Realize a return n your inspiration and see what $10k, and national and local media exposure, can mean for your cause and community!

Enter the Good Neighbor Awards today! Linda Brown, 2020 Good Neighbor Award Winner

2021 ENTRY DEADLINE:

MAY 7

For information about how to apply, go to nar.realtor/gna or call (800) 874-6500. Only REALTORS® can win. Sponsored by:

{Publisher’s Desk}

One Year Later, Stronger Than Ever

t was a year ago this month—on March 20, 2020 to be exact—that we went into lockdown here in Connecticut, with non-essential businesses shuttering their doors, schools shifting to virtual learning, and travel restrictions firmly put in place. Like most of you, however, RISMedia never slowed down. We pivoted to a work-from-home environment, put new tools in place to keep our team communicating, connected with our clients and readers to find out how we could best serve them during this critical time, put forth a plan for virtual events, and forged ahead. Today, we reflect on the past year with sadness for the suffering and strife it brought to so many, but also with great pride and amazement for how we weathered the storm and are so much the better for it. One year later, and we’re reaping the benefits of the many creative ideas and important technologies we implemented that will continue on well past the pandemic. I know that many of you share a very similar experience. For example, in this month’s cover story (page 28), we do a deep dive into how the leaders at RE/MAX kicked into high gear to guide their global network of more than 135,000 agents to success throughout the pandemic. The results a year later? A host of modern programs and resources to give RE/MAX brokers and agents an important advantage for the future. As CEO Adam Contos says, “We’re never satisfied with the status quo. We’re always exploring new and better ways of getting things done.” As we move further into 2021, finding “new and better ways of getting things done,” as Adam says, will be a mantra for many real estate professionals and the brokers and service providers who serve them. That mantra will continue to drive us here at RISMedia, as well, starting with our next virtual event on April 8— RISMedia’s Spring Into Action, co-presented by the National Association of REALTORS® (action.rismedia.com)—the unveiling of our exciting new brand refresh in May, followed by a comprehensive revamp of rismedia.com. We are so excited by the creativity and expertise put into this project by our partners, Morgan Carey and the team at Real Estate Webmasters, and we cannot wait to share it with you! Remember, don’t slow down in the face of challenge—continue to innovate. Innovation will get you over the hurdles today and leave you standing stronger than ever tomorrow.

John E. Featherston CEO & Publisher

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EDITORIAL Executive Editor Maria Patterson Online Managing Editor Beth McGuire Managing Editor Paige Tepping Senior Online Editor Liz Dominguez Blog/Social Media Editor Jameson Doris Content Editor Paige Brown Contributing Editors Lesley Grand; John Voket; Barbara Pronin; Keith Loria; Andrew King

CREATIVE SERVICES Vice President Kelli McKenna Production Manager Susanne Dwyer Junior Designer Janet Yung-Balbin Digital Content Specialists Liz Ruggiero; Aidan Whalen

INFORMATION TECHNOLOGY Chief Information Officer Edward T. Kingston Senior Software Engineer Kal Salim Web Designer Kevin Kirwan Web Developers Hema Yemmireddy; Firas Abbas Director, Client Solutions Peter Di Salvo Information Technology Manager James Jones

CORPORATE DEVELOPMENT Senior Vice President Jay Featherston

Become The Best Agent You Can Be. With RISMedia’s ACESocial, you can… • Share consumer-focused real estate and lifestyle content to your Facebook, LinkedIn and Twitter—automatically, every day. • Showcase your listings on a custom branded landing page, complete with a lead generation form. • Gauge your reach, including impressions and engagement, with metrics and reporting tools.

CLIENT SERVICES & EVENTS MANAGEMENT Vice President, Client Experience Brett Johnson Senior Director, Client Services & Events Deborah Ryan Director, Client Services & Events Darcy Sledge Client Services Representative You Kim

SALES Senior Vice Presidents Kara T. Stripay; Anne Kraft Directors, Business Development; Ryan M. Rindom; Colleen Featherston

Agents from across the country are connecting and educating their social sphere each and every day with ACESocial. Here’s what they have to say...

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PUBLICATIONS & SERVICES Real Estate magazine Annual Power Broker Report & Survey ACESocial (Automated Content Engagement) www.rismedia.com (Daily e-News) blog.rismedia.com (Housecall) RISMedia’s Real Estate CEO Exchange Power Broker Forum, Reception & Dinner Real Estate Newsmakers Reception & Dinner Copyright® 2021 by The Relocation Information Service, Incorporated-RISMedia, Norwalk, Connecticut. All rights reserved. Editorial and executive offices at 69 East Avenue, Norwalk, CT 06851. Telephone: (203) 855-1234. Magazine subscription rate $83.40 per year, including postage ($166.80 for two years); Canadian subscription rate $200.00 (U.S.) per year, including shipping and handling ($400.00 for two years). All subscription and advertising correspondence call 1-800-724-6000. Material in this publication may not be stored or reproduced in any form without permission. Requests for permission should be directed to Managing Editor, RISMedia, Inc., 69 East Avenue, Norwalk, CT 06851. The opinions expressed in this publication are those of specific authors and columnists and are not intended to or do not necessarily represent the opinion or views of the publisher, his staff, other authors, advertisers, or subscribers.

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{Policy Matters} Paycheck Protection Program: Forgiveness Options This column is brought to you by the NAR Real Estate Services group.

by Erin Stackley

n its year-end 2020 Omnibus and COVID-19 relief bill (“Consolidated Appropriations Act, 2021”), Congress reauthorized the Small Business Administration (SBA) Paycheck Protection Program (PPP), adding $284.5 billion in funding and extending the program through September 2021. The new law also expanded eligibility to certain qualifying 501(c)(6) organizations and allows the hardest-hit small businesses to access second-draw PPP loans should they be necessary. While these changes affect access to the loan program, some early borrowers are now beginning to think about forgiveness options for the loans they took out in 2020. For many, this process may seem confusing and burdensome, feelings that are compounded by the fact that the program’s requirements and its forgiveness application forms have evolved since it was created in last April’s CARES Act. At the time this article was written, the SBA was offering three PPP forgiveness applications, each with different eligibility requirements. For all PPP borrowers, forgiveness applications must be filed with their SBA lender (not the agency itself), while borrowers have up to 10 months from the last day of their covered period to file before they must begin

to make payments (and pay interest). Borrowers can also apply for forgiveness at any point before the maturity date, which is either two or five years from the loan origination. Borrowers who took out loans of $150,000 or less are now eligible to use a simplified forgiveness application, Form 3508S. This form was created by Congress to reflect the reality that many of these borrowers are sole proprietors, independent contractors or very small businesses that lack the resources to consult with attorneys or accountants to review their applications and may struggle to complete the more complex forms on their own. Form 3508S is a single-page document (with an optional demographic-information page), which simply requires borrowers to self-certify that they have met the program requirements for forgiveness. (These borrowers should still maintain records backing up their certifications for at least six years after they file, in case they are audited.) Borrowers who took out loans larger than $150,000 but who met certain program requirements are eligible to use Form 3508EZ, a threepage forgiveness application. To be eligible, the business must not have reduced employee salaries by more than 25% while keeping the number of full-time equivalent (FTE) employees on staff, or they must not have reduced employee salaries by more than 25% and were unable to operate at the same level as on Feb. 15, 2020 due to health and safety restrictions. This form has fewer cal-

culations than the full forgiveness application and requires less documentation. Borrowers must account for how the loan was used and certify that they met payroll and employee retention requirements for forgiveness. In addition, documentation showing payroll and non-payroll costs during the covered period must be provided. Finally, the full forgiveness application—Form 3508—is for all other borrowers (although technically any borrower can use it). At five pages long, it is the lengthiest form and includes a “PPP Forgiveness Calculation Form,” the “PPP Schedule A” and the Schedule A worksheet. Combined, these forms require that borrowers show how loans were allocated while recording employee numbers/salary levels during the covered period. Documentation verifying payroll and non-payroll costs as well as salary levels and any reduction in FTE employees is also required. Regardless of which form a borrower uses, questions about what they are required to provide should be brought to their SBA lender, who can guide them through the process. Additional resources can be found at the SBA website (SBA.gov) or at NAR’s coronavirus page: nar.realtor/ coronavirus. RE

Erin Stackley is NAR’s senior representative of Commercial Legislative Policy. RISMedia’s REAL ESTATE March 2021 13

{The NAR Power Broker Roundtable} Big Data: We Have It—Now What Are We Doing With It? MODERATOR:

Cindy Ariosa Senior Vice President, Regional Manager, Long & Foster Real Estate, Chantilly, Virginia; Liaison for Large Firms and Industry Relations, the National Association of REALTORS® (NAR) PARTICIPANTS:

Matthew Gardner Chief Economist, Windermere Real Estate, Seattle, Washington

Joan Docktor President, Berkshire Hathaway HomeServices Fox & Roach, REALTORS®, Philadelphia, Pennsylvania

Lacey Conway President, Latter and Blum, Inc., New Orleans, Louisiana

Mark Stark CEO/Owner, Berkshire Hathaway HomeServices, Arizona, California, Nevada Properties, Las Vegas, Nevada The Power Broker Roundtable is brought to you by the National Association of REALTORS® (NAR) and Cindy Ariosa, NAR’s liaison for Large Firms & Industry Relations. Watch for this column each month, where we address broker issues, concerns and milestones.

Cindy Ariosa: Big data! We have only

to look at the pop-ups on our computer screens to know that Big Daddy Data knows more about us than many of our closest friends, from what we like to read in bed to where we’re dreaming of going on our next vacation. As brokers, we have more big data readily available than many of us yet understand. So, we begin this month’s discussion with a man who’s been using big data for the better part of his career. Matthew, what do we need to know?

14 March 2021 RISMedia’s REAL ESTATE

Matthew Gardner: To begin with, as we’re all aware, we can’t look at housing in isolation. The market is influenced by many things: demographics, interest rates, joblessness, the economy—a whole range of facts and figures to be interpreted. For me, it’s pulling from a plethora of sources—the Labor Department, the Census Bureau, the Case-Shiller Index on forbearance, construction lending, to name a few—and parsing through the data to pull out the trends that can aid in making housing predictions. CA: The kind of indicators you share with the industry through your quarterly Gardner Report… MG: Right. It’s one of many data

insights real estate professionals can use to help them win and sell more listings.

Joan Docktor: RealScout, a listings

alert platform we like, uses our own listings and the Buyer Match by Buyside solution. It pulls together all the buyer data in our databases and matches it with our listings. Our agents like having it all in a single dashboard. It’s smart data that brings them closer to their clients. Whether it’s platforms like these or the chat feature on our website, AI is such a powerful tool.

Lacey Conway: No question, most

of these aggregated data platforms know our customers better than we do—and sometimes we feel like we’re not on the cutting edge if we don’t dive in to make the most of it. At the same time, it’s a delicate topic. We know it would give us a better understanding about buyer and seller behavior, but our agents are a little wary about sharing their CRM client data.

Mark Stark: We use Buyside, too.

It’s been a great prospecting tool. But we’re careful about the analytics

“Every decision we make is based on what’s best for our customers—so the technology we use has to be hyperlocal and provide real-time data.” - MARK STARK CEO/Owner, Berkshire Hathaway HomeServices, Arizona, California, Nevada Properties

we adopt. Every decision we make is based on what’s best for our customers—so the technology we use has to be hyperlocal and provide real-time data. We’re not there yet with all these analytics.

CA: You don’t see them as a way to move the needle? MS: Analytics don’t create deals. If

there are 5 million sales in a year in the country, how much is my share going to change if I pay for more analytics?

JD: Ideally, these services complement each other. We don’t want technology on top of technology, leaving less time for human interaction. But we’re open to listening to the vendors who come to us with amazing programs. MG: For one thing, they answer the questions our clients ask us every day: Is this a good time to buy? Where are prices trending? We want our agents to be trusted advisors. Big data can help them do that. LC: We are certainly more aware of the data. Sometimes, it’s almost scary how AI gives you information whether you want it or not—like Netflix telling us what we want to watch. But we haven’t been focused on evaluating platforms. Maybe it’s time to do more of that. RE 8For an expanded version of this article and other NAR Power Broker Roundtable topics, please visit www.rismedia.com.

Women in Real Estate:

A Powerful Presence Among RISMedia’s 2021 Newsmakers by Maria Patterson

ast month, RISMedia revealed the 300-plus industry professionals honored as 2021 Real Estate Newsmakers. Among this year’s Newsmakers, recognized in eight different categories, is a growing force of headline-making women in real estate. Here, we highlight just a few of this year’s honorees: ACHIEVERS

Jennifer Shemwell

President Phyllis Browning Company A graduate of Yale University and Harvard Business School, Shemwell leads the firm founded by her mother, Phyllis Browning. In 2020, the company was recognized as an innovator and leader in COVID-19 best practices, and surpassed many of their 2019 numbers within the first three months of 2020.

CRUSADERS

Fee Gentry

Co-Founder & Chairperson ONE eXp In addition to co-founding the ONE eXp diversity and inclusion initiative, Gentry is the founder of the Black Network at eXp and a member of the board of directors at eXp World Holdings, Inc. Throughout 2020, she helped lay the foundation for action and awareness within eXp, setting company policies to fight racism and division. FUTURISTS

Kathryn Redican

Chief Operating Officer Berkshire Hathaway HomeServices New England, New York and Westchester Properties With Redican’s guidance, the firm rolled out more tools and campaigns than ever before to support business during the pandemic, including the ability to make offers on a property directly from the website, training materials on virtual open houses and creating a new designation: Virtual Specialist.

INFLUENCERS

Nicole Lopez Cummins

Founder/REALTOR® True Houston Real Estate A property rights advocate, Lopez Cummins co-created an online platform in 2020 where vendors who had participated in traveling shows could continue to sell their goods during COVID-19. Lopez Cummins and team also 16 March 2021 RISMedia’s REAL ESTATE

helped vendors set up Facebook Business pages, using funds raised to create Texas Relief Warriors, a nonprofit for assisting hurricane victims.

INSPIRATIONS

Anne Fish

Advisor Engel & Völkers Jackson Hole Fish is a real estate professional dedicated to pledging a share of her commissions to charities and nonprofits. Since she was unable to hold annual fundraising events in 2020, Fish stepped up her efforts and donated tens of thousands of dollars to local causes through her 10% of commissions at closing program.

LUMINARIES

Marty Rodriguez

CENTURY 21 Marty Rodriguez Rodriguez is recognized as one of the most successful agents in the history of the CENTURY 21® franchise, her team ranking first in the country for 13 consecutive years, and first in the world for six consecutive years. Rodriguez quickly adapted to the challenges of COVID-19 and maintained her entire staff while providing top service through virtual business.

TRAILBLAZERS

Tanya Reu-Narvaez

SVP Human Resources Realogy Holdings Corp. Reu-Narvaez has grown workforce diversity and inclusion (D&I) by building relationships with NAHREP, AREAA, NAGLREP, NAREB and WomanUP. In 2020, she launched the Inclusive Ownership Program to increase diversity in the Coldwell Banker broker/owner base, and took the Agents of Change events virtual. She also helped launch in-house Fair Housing Training and local D&I Councils.

TRENDSETTERS

Chao Cheng-Shorland

CEO & Co-Founder ShelterZoom With a background in technology and forward-thinking ideas, Cheng-Shorland has helped to usher in revolutionary ways to manage documents and contracts in a secure manner. With the onset of the pandemic, she developed a software platform, DocuWalk, allowing agents to carry out high-quality services completely virtually. RE

To see RISMedia’s complete gallery of 2021 Real Estate Newsmakers, please visit rismedia.com/2021-newsmakers.

{Executive Appointments}

The Federal Housing Finance Agency (FHFA) recently announced that Clinton Jones started as the agency’s new general counsel. Jones succeeds Alfred Pollard, who is retiring from the agency after a distinguished financial services career. Since 2019, Jones has served as a senior advisor at FHFA. Prior to joining the agency, he served for 24 years in various senior legal roles at the U.S. House of Representatives Committee on Financial Services. Jones was also a vice president at Fannie Mae and an attorney advisor for the U.S. Department of Housing and Urban Development. Lone Wolf Technologies has named Greg Robertson as head of Sales, MLS/ Associations/Franchisors. Robertson, cofounder of W+R Studios, joins Lone Wolf with a wealth of sales, operational and industry knowledge. He has been active in the real estate technology industry since 1992, and currently produces the popular Vendor Alley blog, as well as multiple podcasts on industry issues, including Listing Bits. In his new role, Robertson will lead the company’s association and franchise cloud initiatives, spearheading a seasoned sales team to help associations and MLSs across North America bring more value through member benefits. He will also be instrumental in positioning Cloud CMA as part of Association Cloud.

AJ Canaria has joined the MoxiWorks team as their new creative producer, where

18 March 2021 RISMedia’s REAL ESTATE

he’ll use his skills in creative storytelling, photography and videography to help continue to build brand stories for MoxiWorks and their brokerage clients. Canaria is known throughout the real estate industry for his authentic partnerships and photography, covering the most notable real estate events across the country. Prior to joining the MoxiWorks team, Canaria worked as the creative brand ambassador for Inside Real Estate and was previously the creative director for PlanOmatic.

Real Estate Webmasters (REW) recently announced that industry veteran and leader Amy Pye has been brought onboard as the company’s new art director. Having worked on branding and design campaigns for the likes of 7-Eleven and Intel, she brings her 15 years of art director and design experience to Real Estate Webmasters. Pye is not unfamiliar with REW. In fact, she’s been a freelance contract designer for many years with the company.

George Slusser, an industry valuation expert, has joined WAV Group to head its new Mergers & Acquisition Advisory Division. As the newest member of the WAV Group team, Slusser brings more than 35 years of experience, including personal participation in over 300 real estate brokerage mergers and acquisitions on both the acquiring and selling side including hundreds of brokerage company valuations. Slusser most recently was the former COO and chief growth officer of SVN International (formerly Sperry

Van Ness), and past president and COO of Coldwell Banker Commercial Real Estate. Slusser will head a team that has participated in over 600 acquisitions and mergers with purchase prices totaling $1.1 billion.

Berkshire Hathaway HomeServices (BHHS) New England Properties, Westchester Properties and New York Properties recently announced the promotion of several members:

Kathryn

Redican

to the position of chief operating officer, and Meryl Freedman and Gregg Wagner to senior vice president roles. In her new role, Redican will work closely with the company’s president and chief executive officer, Candace Adams, to spearhead network-wide financial and performance growth initiatives, oversee enhanced corporate strategy, and implement important communications directives for the brokerage’s more than 1,800 real estate associates. Freedman and Wagner will work together, sharing oversight of the company’s growth. Their mutual responsibilities will include a concentrated focus on amplifying marketshare, relationship-building and management, spearheading recruitment initiatives, monitoring sales activities and trends, and providing support for the brokerage’s office leaders and 1,800 sales executives. RE

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

MEET RISMEDIA’S 2021 REAL ESTATE NEWSMAKERS Now live at rismedia.com/2021-newsmakers

Get to know the impressive individuals we’re honoring as 2021 Real Estate Newsmakers, now available in our searchable online Newsmakers directory. Here, you’ll find the gallery of this year’s 300 Newsmakers, grouped by category, beginning with our esteemed 2021 Hall of Fame inductees. Explore their stories, get inspired, share in their success.

Nominations for RISMedia’s 2022 Newsmakers open this spring. Stay tuned to rismedia.com for details.

Global real estate opportunities are everywhere.

Earning the Certified International Property Specialist (CIPS) designation provides the knowledge, research, network, and tools to globalize and expand your business, whether you cater to buyers or sellers.

Start Earning Your CIPS Designation Today. Learn more and find classes online or in the classroom at NAR.realtor/CIPS. Reach out to us at CIPS@realtors.org.

{REBAC Report}

How to Manage Buyers’ Rising Concerns About Flooding by Marc D. Gould

Also, point buyers to valuable resources from credible sources. The National Association of REALTORS® (NAR) has compiled an extensive list at nar.realtor/national-flood-insurance-program. Get familiar with Flood FactorTM. Buyers searching for properties on realtor.com® may ask you about Flood FactorTM, a new flood risk visualization tool developed by the First Street Foundation, which behaves similarly to other realtor.com® mapping filters like schools, noise and crime. The tool also displays FEMA’s flood risk score.

loods are the most common and costly natural disaster in the U.S. and a growing problem that is not limited to FEMA’s designated high-risk areas. New simulations use high-resolution topographic maps and advanced modeling techniques to reveal a more detailed and comprehensive flood risk assessment.

For example, researchers at the First Street Foundation found that 14.6 million U.S. homes are at high risk of flooding. That equals roughly 15% of all residential properties and 6 million more homes than previously estimated by FEMA. Further, flooding is not limited to coastlines or interior waterways. Heavy rainfalls can cause extensive damage in urban areas when rainwater runoff overwhelms sewer and stormwater systems. Frozen ground and paved surfaces exacerbate the problem. Increasingly, homebuyers worry about purchasing a home that might flood—and the risk of rising premiums for flood insurance. What steps should managing brokers take to address buyers’ concerns and guard their brokerage from the risk of legal liability or other adverse actions?

Encourage your agents to take these steps to help buyers make informed purchase decisions and to protect themselves. Know your role. Buyer’s agents need to meet all their legal and professional obligations without overstepping their boundaries and acting like flood risk experts. Know your state’s disclosure laws concerning flooding. And remember that the REALTOR® Code of Ethics requires disclosure of any reasonably apparent adverse facts, such as flood damage. Be responsive. If a buyer is concerned about flooding, encourage them to do their due diligence and be ready to supply the best authoritative resources, including local experts like your floodplain manager, surveyors, engineers and inspectors with flood expertise.

Lean on RPR®. Did you know that the latest FEMA flood maps are also built into Realtors Property Resource® (RPR®)? Flood zone mapping layers are offered in RPR®’s residential and commercial platforms. Embrace transparency and build trust. Flooding is a somber concern, and the risk of litigation and damaged reputations must be taken seriously. Real estate professionals should not shy away from helping buyers understand risks, explore mitigation options and make informed purchase decisions. Proactively serving as a flooding resource is the best way to build trust and earn more business. RE Marc D. Gould is senior vice president of Member Development for NAR, overseeing a wide range of professional development programs for REALTORS®, including the Real Estate Buyer’s Agent Council (REBAC). REBAC is the world’s largest association of real estate professionals focusing specifically on representing the real estate buyer. With more than 27,000 active members, REBAC awards the Accredited Buyer’s Representative (ABR®) designation to REALTORS® who have completed the specialized education and documented experience in working with consumers purchasing a home. To learn more, visit REBAC.net.

RISMedia’s REAL ESTATE March 2021 21

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Get the Most Out of Your Real Estate Marketing Materials

Ask them about the content and any takeaways they may have had. Write a Note Instead of calling, you could choose to write to your clients to check in. Everyone appreciates a handwritten note. Keep it short and sweet and remind them that you are always on hand to answer any of their real estate questions.

By Buffini & Company

Host a Facebook Live Social media is a great way to reach out and connect with your clients. Consider hosting a Facebook Live to expand on the topic covered by the marketing mailer you sent. This isn’t as daunting as it may seem and will allow you to connect with your clients, friends and family in a more intimate way.

xceptional real estate marketing is vital to the success of any business. After the challenges of last year, however, coming up with innovative ways to connect with your customers has become more difficult. After all, the magic of your marketing doesn’t just come from the flyers or emails you send; it’s the way you engage with your clients over the material that really stands out. In order to target your efforts for maximum results, you’ll need to make your marketing materials come alive. Sending monthly value-add pieces is a great place to start. Mail your top clients timely information on topics such as tax preparation, buyer and seller trends, time management and more. You can also supplement that information with a value-add email on a similar topic. Once you’ve made monthly contact with your clients, it’s time to bring that marketing piece to life. Here are a few ways to follow up with your marketing pieces to separate yourself from the crowd and generate more leads. Make a Call One powerful way to capitalize on the 24 March 2021 RISMedia’s REAL ESTATE

The magic of your marketing doesn’t just come from the flyers or emails you send; it’s the way you engage with your clients over the material that really stands out. value-add flyer you mail is to call your clients to see if they have received what you sent them. Remember that every meaningful conversation you have with a client can develop and strengthen the relationship.

Write a Blog Post Writing a blog post about the subject is a great way to dig deeper into the topic in question, providing yet another opportunity to connect with your customers. A blog post doesn’t need to be an entire novel. A short and helpful feature will hit just the right note. Smart real estate marketing can add value to your business in 2021, but you must maximize your strategy to optimize results. To do this, you need a proven system that puts your clients first and keeps you front and center. To take your real estate marketing plan to the next level, check out Referral Maker® PRO. The Referral Maker PRO marketing kit includes impactful materials, such as monthly notecards, marketing flyers and countless other benefits that will help you deliver a rock-solid marketing and lead generation strategy for 2021. RE To learn more, please visit https://buffiniandcompany.com.

P&L: An MSA to a Joint Venture—When Is It Time to Make the Flip? Commentary by the Experts at CMG Financial

f you’re currently in a marketing service agreement (MSA) and you’re evaluating when to make the flip to a joint venture model, you need to establish your goals first. Ask yourself, “What will a joint venture partnership give me that the MSA does not?” and “How will a joint venture partnership elevate the existing MSA?” A greater investment in the partnership will also come with a greater risk. Before you commit to any joint venture partnership, even if you are taking an existing partnership to the next level, you’ll need to determine if your investment is worth the return. When you believe your current MSA lender would be a good candidate for a joint venture, consider the investment cost and potential profitability. You shouldn’t just position yourself to break even with the initial liquidity investment. Rather, you should be in a position for continued growth. An upward trajectory is necessary so that you are in a good position to earn additional revenue as your brokerage grows.

26 March 2021 RISMedia’s REAL ESTATE

In addition to market conditions, the success of the joint venture depends on the ability to provide opportunity to the mortgage company. In every market, the volume needed to support a joint venture operation varies. The key is being able to provide consistent mortgagee volume to the mortgage partner on a monthly basis to make your investment pay off. Lenders usually use the term “capture rate” as a way

Before you commit to any joint venture partnership, even if you are taking an existing partnership to the next level, you’ll need to determine if your investment is worth the return. to represent the buyers’ controlled sales and the percent that the lender closes. An often-overlooked area of opportunity is attracting quality loan officers who come with personal production, including the ability to capitalize in a refinance market. As a potential stake owner, it is important to calculate these figures prior to investing. As any ownership model and business today, a joint venture brings risk along with its higher rewards. With an MSA, you are limited to the control you have over the customer experience. However, with a joint venture, you are creating a new customer experience with your mortgage partner. The integration of the referring partner company and the mortgage company is vital for the success of the company. It is important to find a partner with an agent-marketing centric mindset. The goal of the joint venture is to build a mortgage company around the specific needs and opportunity for the partnering company. It is a real opportunity to differentiate the partner company in their specific market space. RE For more information, please visit https://www.cmgfi.com/jv-partners.

Staying Focused and Productive While Working From Home by Jameson Doris

or many, the COVID-19 pandemic feels like it’ll never end. Many real estate professionals across the country are still stuck at home, working remotely in a career that thrives when agents are able to meet with clients face-to-face. Staying motivated and focused may seem impossible, but it’s necessary to get through this crisis with your business still intact.

With vaccines rolling out and new cases in the U.S. dropping, there are clear signs that the end of the pandemic is in sight. Here are some tips on how to stay focused at home until we cross the finish line. Schedule Breaks One of the easiest ways to stay productive while working from home is to schedule breaks throughout the day. Staying focused can be more difficult when stuck inside, but as an

agent, you should be used to getting tasks done while away from your office. Be sure to accomplish at least one large, meaningful task before you take a break—and be mindful of how much time you’re taking with each break.

wanted to learn, or an informative real estate podcast you wanted to check out (like RISMedia’s RealEdge, rismedia.com/podcasts), take advantage of the time you have available today. Also, be sure to research the plethora of free real estate webinars and courses that are available. Clean Up Your Schedule With all the different projects you likely had to push to 2021, your to-do list could probably use some cleaning up. Take advantage of the time you have at home now, before we return to a new normal, to handle this task. Simply organizing your schedule won’t feel like hard work, but it will make your life easier when you’re no longer working from home. RE

Study Up There may be no better opportunity over the course of your career to study the ins and outs of your industry. Whether it’s a few strategies you

WE CAMPAIGN FOR YOU. A new year means a new wave in our consumer ad campaign designed to show the value you bring as a REALTOR®. You and your agents can access campaign logos, print and banner ads, social messages and more at ThatsWhoWeR.realtor

REALTORS® are members of the National Association of REALTORS®

Jameson Doris is RISMedia’s social media/blog editor. Email him your real estate news ideas to jdoris@rismedia.com.

GROWING, CONNECTING AND HELPING AGENTS CLOSE MORE SALES ®

Bold Moves Create Modern Advantages for the RE/MAX ® Network by RISMedia Staff

28 March 2021 RISMedia’s REAL ESTATE

year ago, in March 2020, on the heels of an active January/ February that set the year up as a strong one for home sales, the reality of COVID-19 hit the U.S. consciousness like a prize fighter’s uppercut. The blow essentially knocked the housing market to the canvas. At RE/MAX®, where spirits were high after an extremely successful convention in February, that bewildering moment could have triggered a total retreat. And indeed, many competitors began cutting back on staff and services almost immediately, apparently intent on hunkering down and riding out the storm. RE/MAX leaders went the other direction. They doubled down, actually increasing the level of services provided to the network. “Our leadership team has experienced market downturns and challenges before, so we knew we wanted to do more for our agents and brokers—not less. From the start, we did all we could to help them stay visible and connected to their communities,” recalls Adam Contos, CEO of RE/MAX Holdings, Inc. “Our advice was for them to reach out to people with kindness and a helping hand—not a sales pitch. And we ramped up our services to support their efforts.”

STAYING VISIBLE AND CONNECTED

Additional services rolled out immediately. RE/MAX launched daily live webinars covering technology, video, social media, digital marketing and conducting business virtually. They arranged for free Zoom Pro accounts for RE/MAX brokerages around the world—with

affiliates logging over 25 million minutes of video conferencing. They worked with vendors to create discounts and other special programs. They created timely new marketing resources so affiliates could share messages of hope and empathy in their communities. They distilled and distributed vital government assistance materials. They developed new shows for Facebook Live. They popped into hundreds of virtual office meetings to offer insights and assurance. And they worked with brokers and agents to relieve some of the financial pressure caused by the market’s pause. In other words, they leapt into action and helped RE/MAX affiliates navigate through the early, dark days of the pandemic—with no furloughs or layoffs of the, by-now, allremote headquarters staff. The result was a cascade of confidence, as brokers were better prepared to support agents, and agents, in turn, were better able to serve their buyers and sellers.

“We’re never satisfied with the status quo, and we’re always exploring new and better ways of getting things done.” - ADAM CONTOS CEO, RE/MAX Holdings, Inc.

Fortunately, the real estate pause was short-lived. Activity came roaring back in July, and an exceptional second half pushed 2020 to a U.S. total of 5.64 million existing-home sales, a 5.9% increase over 2019 and the highest mark since 2006, according to the National Association of REALTORS®. “RE/MAX agents and brokers didn’t furlough themselves last spring and summer. They stayed in the game and were ready to go when buyers and sellers needed them most,” says RE/MAX Chief Customer Officer Nick Bailey. RISMedia’s REAL ESTATE March 2021 29

“We’re a network of professionals who take our roles seriously and never, ever quit. If anything, our affiliates supported each other at every turn; the network really came together when times were tough.”

A MODERN INNOVATOR

2021 Marketing Keeps Focus on Agents From the very first day an agent joins RE/MAX, they stand to benefit from the billions (with a “B”!) of dollars spent building a brand recognized and trusted by consumers. The iconic RE/MAX balloon helps open doors for agents in over 110 countries and territories around the world. The 2021 RE/MAX Advertising Campaign, which launched in January, is expertly tailored for a digital world of social media, streaming video and targeted online placements—while also covering TV, radio, print, outdoor and more. All of it focuses on the value of an agent and features the tagline, “The Right Agent Every Step of the Way.” “The 2021 campaign highlights how a skilled agent can alleviate pain points in the real estate journey,” says Abby Lee, RE/MAX senior vice president of marketing and communications. “Homebuyers and sellers don’t have to go it alone—and that’s what these ads so cleverly depict.” Created in collaboration with award-winning ad agency Camp + King of San Francisco, the 2021 package includes 12 playful video spots, including one highlighting The RE/MAX Collection®, the network’s luxury brand. A new twist this year is the “Hustle Video Editor Tool,” which enables RE/MAX agents to create short, professional-quality videos featuring their own imagery and/or visuals from the campaign. In just a few minutes, the agent has a video—about them, a listing, their community, virtually anything—that’s perfect for social or sharing. The Hustle Video Editor Tool adds to a set of do-it-yourself marketing tools available to RE/MAX agents through remaxhustle.com. The resources, along with several complementary services, put the power of RE/MAX advertising in the hands of the agent. “Our innovations in recent years make it possible, and simple, for agents to promote themselves using creative assets from the campaign,” Lee says. “Our goal is to help RE/MAX agents connect with their clients and communities. And the new campaign does exactly that.”

30 March 2021 RISMedia’s REAL ESTATE

Now, a year after the initial shock of the pandemic, both the RE/MAX corporate team and the global network of over 135,000 agents are rolling at full speed. RE/MAX is moving forward as an ambitious modern innovator—teaming a start-up mentality with decades of experience and industry-leading success. “We’re never satisfied with the status quo, and we’re always exploring new and better ways of getting things done,” says Contos, who hosts thought leaders from multiple industries on his Start With a Win podcast, which surpassed the 100-episode milestone late last year. “We focus on helping productive agents save time, close sales and deliver an excellent customer experience. RE/MAX is a business that builds businesses, and it starts with attracting the right people and giving them the best in tools and support.” To that end, RE/MAX has introduced a number of innovations in technology, artificial intelligence, digital marketing and data science over the past few years. The advancements have come through a combination of acquisitions, expansions, strategic partnerships and in-house development. In fact, the RE/MAX technology team has grown to more than 200 full-time employees. “Our investments in technology, data and digital marketing enable us to create even more competitive advantages for RE/MAX agents and brokers,” says Chief Operating Officer Serene Smith. “We believe real estate is a relationship business built on human connections, and our technology helps our affiliates establish and strengthen those connections—in faster, easier ways.”

A growing footprint beyond the original The reach of RE/MAX Holdings, Inc. extends beyond its namesake real estate brand. Recent moves: 4 2016: Motto Mortgage launches as the first U.S. national mortgage brokerage franchise. With over 200 franchises sold, Motto Mortgage has grown into a network of more than 125 open offices in over 30 states. 4 2018: booj, a Denver-based tech company, is acquired to develop a new tech platform for agents and brokers.

“Our model isn’t about downlines, gimmicks or being the absolute cheapest option in town. It’s about providing value.” - NICK BAILEY Chief Customer Officer, RE/MAX

EXCLUSIVE TO RE/MAX

One of the more recent technology moves was the December 2019 acquisition of First®, a North Carolina firm blazing new trails in AI and machine learning. The First app, now a RE/MAX exclusive for U.S. agents, uses predictive analytics to evaluate an agent’s contacts and identify those most likely to sell in the near future. The app, essentially an intelligent coaching platform, then prescribes a strategic action plan for the agent to reach out, fortify the connection and be top-of-mind before the homeowner even considers a move. First has been recognized for its

industry innovations, and its flagship app has been acclaimed since its launch in 2015. Introduced to the RE/MAX membership at the 2020 R4® convention, First has become a go-to resource for thousands of agents across the country. “When I started my real estate career, I was one of those people taking spaghetti and throwing it at the wall to see what would stick,” says Brandy Liss of RE/MAX 1st Class in League City, Texas, who credits the First app for multiple sales. “I threw money at every shiny new object that hit the market, and much of it was a waste. But I use First every day. It’s a great resource and tool.”

CULTURE OF PRODUCTIVITY

The point of RE/MAX innovation is helping agents in the world’s most productive real estate network get even better at what they do. And despite all the noise in the industry, nobody in the world sells more real estate than RE/MAX, in terms of residential transaction sides. The biggest reason: productive agents. “RE/MAX is the best brand for agents who want to own a real es-

4 2 019: First, a four-year-old tech startup, is acquired, making its flagship app—which helps agents identify potential sellers—a RE/MAX exclusive. 4 2 020: wemlo, a Florida-based tech startup, is acquired to support Motto Mortgage franchises with loan processing and create opportunities in the mortgage broker channel. 4 2 020: Gadberry Group is acquired, adding a premier location data firm to the RE/MAX technology mix.

tate sales business and work with buyers and sellers,” says Matt van Winkle, broker/owner of RE/MAX Integrity and RE/MAX Northwest, a 650-plus agent multi-office operation in the Pacific Northwest. “Other models want agents to act like brokers and spend their time recruiting, but RE/MAX agents are in the business of helping consumers and closing sales.”

RISMedia’s REAL ESTATE March 2021 31

And they do it exceptionally well. In the 2020 RISMedia Power Broker Report, which analyzed 2019 sales data from the top 1,000 U.S. brokerages with the highest sales volume, RE/MAX agents averaged 14.8 transaction sides each. That was more than double the figure (6.9) for all non-RE/MAX agents in the study. RE/MAX agents also averaged nearly $4.9 million in sales volume, topping the competitor average of $2.6 million by 84%. To Bailey, the two-to-one edge in per-agent production speaks volumes about RE/MAX in 2021. “RE/MAX was built by and for entrepreneurial agents who are passionate about closing sales and growing their business,” Bailey says. “Our model isn’t about

‘Good Morning RE/MAX’ Delivers Value, Insights Tuesday mornings have become something special for RE/MAX affiliates—and anyone else interested in the insights of real estate stars and business leaders. “Good Morning RE/MAX with Nick Bailey,” which began as a featured session at the 2020 RE/MAX R4® convention last February, evolved into a must-see Facebook Live stream as part of the response to COVID. A mash-up of serious real estate conversation and mood-lightening hijinks, the 30- to 40-minute shows 32 March 2021 RISMedia’s REAL ESTATE

“We believe real estate is a relationship business built on human connections, and our technology helps our affiliates establish and strengthen those connections—in faster, easier ways.”

- SERENE SMITH COO, RE/MAX

downlines, gimmicks or being the absolute cheapest option in town. It’s about providing value, and about bringing agents into an environment where they can be more productive. It’s really as simple as that.

are informative, fun and accessible to anyone. They’re also uniquely RE/MAX. Bailey hosts “GMR” with Pam Harris, RE/MAX SVP of Customer Experience. Most of the 20-plus episodes—archived on the We Are RE/MAX Facebook page—include a virtual conversation with at least one special guest. Here’s a sampling of insights the guests have shared:

“We’re moving fast and breaking new ground every day. It’s a great time to be with RE/MAX.” RE For more information, please visit www.remax.com.

“Giving back is doing something other than focusing on yourself all the time. It’s looking at others with the eyes of compassion and understanding and trying to see what they go through.” – Marie Osmond, Children’s Miracle Network Hospitals co-founder, on 5/19/20 “When [homebuyers] get stuck on the [upfront costs], they need to think about the monthly payment and take advantage of these ridiculously low rates.” – Ivy Zelman, real estate strategist, on 12/8/20

“We want the American Dream to be able to resume for people. Having a home is a big part of the American Dream, and we don’t ever want that to be lost.” – Dr. Ben Carson, then-U.S. “I don’t want to see home Secretary of Housing and Urban prices spike too much Development, on 5/12/20 because that means affordability challenges— “The transaction doesn’t you will squeeze out the stop at the closing; it potential first-time buyers. starts at the closing.” We want people going into home– Jared James, ownership in a successful way—not real estate coach, through subprime mortgages, but on 11/17/20 (rather), staying within budget.” – Lawrence Yun, NAR chief economist, on 9/1/20

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What to Post on Your Facebook Business Page to Build Your Brand Commentary by Lindsay Favazza

s VP of Marketing at Lamacchia Realty and Crush It in Real Estate, the biggest question I get asked is: “What do I post on my Facebook business page?” Some would hope the answer would be, “Here’s a list of posts that should be posted every two days at 4:00 p.m. to get the most engagement.” Unfortunately, this question is more complex, and so is the answer. When it comes to posting on social media, the strategy is so personal that there’s no one-size-fits-all plan. The good news is that there’s a simple framework that will help generate effective ideas and set you apart from the rest. The three building blocks of the framework are the main topics your business page should discuss. You should strive to make your posts 50% business related, 30% personal and 20% about the community. The business part is easy. You post listings, open houses, client success stories and more, but this can be difficult for someone who is just starting out. This person should focus on training, posting blog articles and videos of them educating

When it comes to posting on social media, the strategy is so personal that there’s no one-sizefits-all plan. their friends and followers as to the realities of the current market. Personal posts are the next topic to cover. Potential clients are looking for someone they know, like and trust to help guide them through the biggest transaction of their lives, so letting them get a glimpse into who you are as a person is important. Think about HGTV’s Chip and Joanna Gaines. You know they flip houses, but they always seem to

weave their hobbies or their family and friends into each episode. This helps them connect with viewers and build a loyal following of people who truly see them as humans and not just home-flipping machines. Connect with your followers as a human being so they see past the agent and get to know you. The third topic to cover is community. Real estate is a communitydriven business. While it’s possible to sell a home pretty much anywhere you’re licensed, whether you live there or not, if someone knows that you’re part of their community, they will automatically feel more connected to you. Posting pictures of yourself at the local park on your business page is a great example. Now that you have the three topics that will guide your posts, feel free to mix them together. For example, if your kids are helping you drop off gifts to your past clients, post a picture of that on your business page. This demonstrates a personal and business post. A video of you sitting on the sidelines of the local soccer field cheering on your daughter’s team is an example of a personal and community post. If you’re wearing your brokerage gear in the picture, it’s now all three: business, personal and community. Not only does the answer to the “what do I post” question get easier when you break it down into these three building blocks, it also gets more fun. You can even turn the question into a game you play each day to determine what the next great post would be. For more social media tips and tricks, visit www.crushitinre.com/ social-media-tips. RE

Lindsay Favazza is vice president of Marketing at Lamacchia Realty, Crush It in Real Estate, and REAL Training and Systems. For more information, please visit www.lamacchiarealty.com.

RISMedia’s REAL ESTATE March 2021 35

Teams, Too, Can Plateau. A New Brand and Broker Could Be the Answer Commentary by Adam Slivka

orking within a real estate team is more commonplace than ever in the industry. And like other business models, there are pros and cons. Most teams operate with each member pitching in and sharing willingly in the spirit of collaboration to better serve clientele. Invariably, there comes a time when the team, especially after reaching a sales plateau, sets higher goals for itself, such as adding entrepreneurs, closing more deals and building more long-term relationships with consumers. It’s at this time of stagnation when the conversation to switch brokerages begins to percolate in earnest, and decisions are ultimately made to remain with the current brokerage or find a company and brand better suited to supporting those higher goals. For us, after meeting with numerous brokers and companies, our decision to partner with Susan Gill at CENTURY 21 Fairways Real Estate

helped reduce costs and net more income dollars. By affiliating with the most recognized name in real estate, according to a 2020 Kantar ad tracking study, my team now has access to enhanced tech and product support, wide-ranging learning and coaching, and a productivity platform that includes CRM, marketing and public relations business tools. Overall, the growth culture that Susan leans into, and the direction and mission of the CENTURY 21® brand, aligned with my team’s vision and focus on delivering a service that exceeds client expectations—and is one they would be proud and willing to refer to others. In today’s market,

it’s these things that make the difference. Case in point: In today’s market, conventional wisdom says it is extremely easy for sellers to sell and difficult for buyers to buy. Conventional work, on the other hand, will not get the team (or agent) the business. Low inventory presents many challenges, and having a company that provides access to market data and the team to leverage it in the client’s best interests is critical. What’s the average sell-to-list ratio? What’s the average time on market? Is the client price point outperforming or underperforming in the market? Not everybody knows how to play in this field. Writing a deal is just the first part. You have to get to the closing table. And just because a contract is signed at listing price in the first few hours doesn’t mean that the seller was met with the best outcome. Maybe a seller counseled by a team of market experts wouldn’t have left tens of thousands of dollars on the table. Conversely, a team that knows how to use unorthodox negotiation strategies may be able to create a good deal for a buyer even in a seller-favored market. My goal as a team leader moving forward is to grow with a focus on the ways we can improve the consumer experience. Hence, how I know our alignment with the mission of the CENTURY 21 brand coupled with access to the very best market data, marketing and tech tools, and a culture of collaboration and growth, will be the answer for helping my team get over the plateau. I wish others the same in 2021 and beyond. RE

Adam Slivka is an associate broker with The Slivka/Nedley Team at CENTURY 21 Fairways Real Estate in Irwin, Pennsylvania. For more information, please visit www.slivkanedleyteam.com. RISMedia’s REAL ESTATE March 2021 37

{Intel}

Moving Parts: Pandemic Reshuffles Hot and Cold Housing Markets by Andrew King

ike any major market disruption, the COVID-19 pandemic has created its share of winners and the less fortunate across the real estate economy. Generally, the residential sector has outperformed many other industries; however, a closer look at moving behaviors has found that not all buying and selling is steady across the nation.

According to realtor.com®’s Top Housing Markets of 2021 list, the hottest cities are the smaller population centers, including several state capitals like Sacramento, California, that have not yet seen the dramatic price increases of pre-pandemic cities such as San Francisco or Seattle. Gil Torres, broker/owner, Exclusive Realty & Mortgage, says he’s been seeing the demand grow throughout the pandemic as employers from the technology industry adapt to working from home and seek out more space around the suburban outskirts of 38 March 2021 RISMedia’s REAL ESTATE

Sacramento all the way up to Lake Tahoe. “The biggest influx has been from the Bay Area,” Torres says. “We are seeing a lot of Silicon Valley coming here—a lot of cash buyers. In the Bay Area, they’re not getting multiple offers any more, and listings are spending more days on the market.” The sudden market correction in and around San Francisco has been emblematic for some metropolitan centers, including Manhattan and Seattle. Torres says it’s been one of the few hurdles for his team lately as buyers aren’t getting their expected

windfalls from the sale of their Bay Area home. Still, with low interest rates, he says the market is expected to stay hot throughout the year. Jo Garner of Sierra Pacific Mortgage in Tennessee says she expects rates to remain low in the first quarter and start to inch up in the second quarter. However, there has been so much demand with people moving and refinancing that she doesn’t think the available rates will spike as a result. In the Memphis area, Garner says most of the buying activity is from people expanding their square footage to live with older family members while staying relatively close to their original neighborhoods. A recent study from the National Association of REALTORS® found that multigenerational home-buying went up once the pandemic hit the U.S. by 15% versus the 11% who purchased before April. The state has also had more than its share of new residents. According to a U-Haul study, Tennessee became the No. 1 state for rented one-way U-Haul orders last year, surpassing multi-year favorites Florida and Texas.

Working From Home Macro-factors—such as recovering employment, taxes and a vaccine to get COVID-19 under control—will be driving the market for the foreseeable future as well. However, it’s the more individually based motivations that will drive moving decisions for many new buyers and sellers. “The trend of working from home is going to continue. Even if we get everybody vaccinated and build up herd immunity, people have discovered that they don’t have to go into an office every day,” says Nina Hollander, broker at Coldwell Banker Realty in Charlotte, North Carolina, a city projected by realtor.com® to be third in the nation with a 13.8% gain in sales and 5.2% gain in price. Hollander has been working with a variety of homebuyers who noticed they want more space after quarantining for much of 2020. It’s a behavior pattern that’s been playing out on the West Coast as well, according to Matthew Gardner, chief economist of Windermere Real Estate in Seattle. “What do you do when you look at anything too much? You get bored,” Gardner says. “For a lot of people, they’re looking around and saying, ‘I wish my living room was larger.’” However, that doesn’t mean everyone will want to make a drastic move to rural areas where their money will go indefinitely farther. Nor will they flock to the tropical paradises of Florida or Hawaii. “We’re not going to move to the wild blue yonder. We’re going to an adjoining county and getting a great house, and we’ll put up with the commute a couple times a week,” Gardner says. Hollander says most of her clients in and around Charlotte are staying close but upgrading their neighborhoods and buying larger spaces that have dedicated home offices. The plan, she says, is for them to maintain their lifestyle from within striking distance of their office, while only commuting there occasionally. “When the worst of the pandemic is over, some percentage will work

from home all of the time, and some percentage of the population will work from home at least part of the time,” Hollander says. Like many American cities, Charlotte has seen its center business district, known as Uptown, struggle while every other neighborhood and suburb thrive. Hollander says it’s because some have left the employment center, which is anchored by the Bank of America headquarters, for suburban areas of Charlotte, plus newcomers from the traditional destinations of New York and Connecticut are simply passing on Uptown all together. While Charlotte has come of age in recent years, buyers are moving to smaller towns as well. Jill Goldman, director of sales for the Matt Fetick Team, Keller Williams Realty, in Kennett Square, Pennsylvania, says new residents are moving in for the extra space that they can’t find in the cities—and some are thinking about moving to warmer climates. “What we are seeing so far are buyers from this region buying homes in the suburbs with more room for swimming pools, hot tubs and with proximity to better shopping. Some buyers are coming from Philadelphia, and others are buying homes that will accommodate a home office,” Goldman says. “As far as buyers moving to other regions, I have certainly heard people discussing relocating to warmer areas or areas near their extended family since they can work remotely, but I am also hearing people say that they are approaching the idea with caution to be sure that working remotely is going to be permanently allowed at their jobs. “I feel that once the workforce has a better understanding of whether working remotely is here to stay, we will see moves motivated by lifestyle (like moving near family or choosing a warmer climate), and we will likely see renovations that will include true home offices and personal recreational amenities like home pools and gyms become the norm,” Goldman adds.

The Cost of Commuting When one does the math on commuting, the numbers definitely add up. Gardner notes that workers who leave their expensive apartments in a city’s central business district for bigger homes on the outskirts of town might gain an hour on their commute. However, if they’re only taking that drive once a week and working the other four days from home, it could equal that same amount of time lost to transit—only now the employee is happier with a larger home and easier lifestyle. With the advent of workers spending only a day or two each week in the office for special collaborative assignments or client presentations, Jason Mitchell, president of The Jason Mitchell Group in Scottsdale, Arizona, says the new commuting equation could make employers happy as well because it will boost staff productivity. “When you consider someone who’s working from home who may have a 45-minute or an hour commute or more, they get two extra hours of the day. So not only does it impact their lifestyle, it also impacts their work. Because they can spend an hour more on work, and still get an hour more back in their life,” Mitchell says. “Most businesses that I’ve seen, this has actually been helpful.” Mitchell says people will most likely be happier living outside of the city in a spacious house rather than a “container” apartment with a huge rent. “It’s really expanded the footprint of what the residential buyer looks like,” Mitchell says. “It’s allowed people the opportunity to say, ‘Wow, this is amazing! This is what it looks like to actually buy a home and not have to worry about the commute anymore.’ This has been very impactful.” RE

Andrew King is a contributing editor to RISMedia.

RISMedia’s REAL ESTATE March 2021 39

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Joint Ventures: Working Toward a Common Goal by Chris George

To see the full interview, visit www.cmgfi.com/jv-partners/ BerkshireHathaway-drysdaleproperties

Gretchen Pearson

President and CEO Berkshire Hathaway HomeServices Drysdale Properties www.bhhsdrysdale.com

had positive experiences with all of our partnerships, especially our most recent joint venture with CMG Financial.

What made you decide to form a joint venture How did your past experipartnership? ence with partnerships GP: I found that larger lead you to forming a joint companies with existing venture? mortgage relationships were Gretchen Pearson: In the past Pearson gaining a financial advantage on 35 years in this industry, I have us. Our joint venture partnership found that partnerships are the best was our defense mechanism, giving way to improve the customer experi- us the ability to stay competitive. Even ence. When the mortgage and real es- though our team was smaller, a joint tate side work in sync, whether that’s venture partnership gave us the ability through a marketing service agree- to speed up the transaction time and ment (MSA) or a joint venture (JV), cut costs, delivering a better customer we can create a repeatable, unified experience. customer experience. When I moved out of branch management in the late What led you to select your joint ’90s, I grew my career and, eventu- venture partner? ally, my brokerage through numerous GP: When I met with the leadership at formal partnerships. When we formed CMG Financial, one of the first things our brokerage in 2005, one of the I was asked was, “What do you want first things we did was put an MSA in to do?” A joint venture partnership place. We were starting a new busi- succeeds because both entities are ness, and we wanted to get our com- working toward a common goal. If pany off the ground. Partnerships like your joint venture partnership does MSAs and joint ventures give you the not begin with an exploration of both tools to expand your business with a partners’ goals, it will not achieve partner who shares your values. I’ve long-term success.

Another thing I look at is the potential partner’s existing relationships. Does the partner maintain other longterm partnerships, or is it regularly changing affiliations? Do its existing partnerships tend to grow or end within a few economic cycles? Referrals matter. Talk to your potential partner’s existing partners to find out more about their relationship. Find out what is working and what is not. Your ideal joint venture partner should complement your services and enhance the customer experience.

Did you meet your financial expectations with your joint venture partnership? GP: We had an incredible launch; we outperformed our expectations and continue to outpace our growth. We’ve set lofty goals for this year and are continuing to recruit and prepare for another busy year. Even facing the economic hardship of the pandemic, our partnership enabled us to withstand and adapt. We were able to increase our marketing spend, invest in formal training programs and still financially withstand market cycles. How do you convert agents to work with your joint venture? GP: My agents are always looking for ways to improve the mortgage transaction for their clients. One of our core values is to create the change we’d like to see in this industry. Through our joint venture partnership, we gain access to exclusive products that elevate our customers’ experience. Real estate is a relationship-based business. Clients return to agents they’ve trusted in the past. The same applies to agents and lenders; agents who are satisfied with their joint venture experience will keep doing business together. RE Chris George is the CEO of CMG Financial. For more information, please visit cmgfi.com/jv-partners.

RISMedia’s REAL ESTATE March 2021 41

{Strategies} “There have been several people who have found us on Facebook who didn’t even know about us before that. That’s because of our relationship with Homes.com.” - BEVERLY DAVISON Broker, The Georgia Club Realty

Converting Website Traffic Into Quality Leads

Davison especially loves Homes.com’s SEO Fuel product, which offers proven strategies to build her website’s presence in search results, helping the site attract more traffic to convert into quality leads. HOMES.COM’S SEO FUEL PRODUCT HELPS “We share our website with the golf club because we GEORGIA REAL ESTATE PROFESSIONAL LEVERAGE sell golf memberships, and when I started, we had no HER COMPANY’S ONLINE PRESENCE real estate presence on the site at all,” says Davison. “We started to focus on some presence on the website by Keith Loria for the real estate company by creating different pages and utilizing that with Homes.com to get traffic.” everly Davison, a broker with The Georgia Club Today, the site gets hits on those looking for the real Realty in Statham, Georgia, has been in the real estate portion of the business. Better yet, the social media aspect adds to the number of people who know estate business for more than three decades and about The Georgia Club. has seen first-hand the game-changing successes “We’ve been happy with the traffic that’s been coming to our website, but you never of the industry. know where people will be looking when Davison was an X-ray technician when she desearching for a home,” says Davison. “There cided to transition from the healthcare field to have been several people who have found us real estate in 1983 and came to her new career on Facebook who didn’t even know about us once she became involved in selling her first home. before that. That’s because of our relationship Davison Over the years, she’s held various positions with difwith Homes.com.” ferent homebuilders and even worked in management Davison also likes that the team at Homes.com makes for a while before joining The Georgia Club, a golf course themselves available by phone and email, answering any community close to Athens. questions in minutes, and alerting her as to what’s comShe also has her own company, Beverly Pike Real Es- ing up in the neighborhood to promote. tate, where she focuses on resales, in addition to run“It’s very hands-on. I can let them know what’s coming ning a property management company where she man- up and whether we have a new face or new plans, and ages rentals for clients. they take that information and utilize it to create some Three years ago, Davison started working with interest…and I don’t have to think about it,” says DaviHomes.com, which, according to her, has been a game- son. “Being able to communicate directly with whoever changing decision. specializes in that area has been so helpful. They do “When I came onboard The Georgia Club, they were monthly meetings to review the traffic, and I’m able to spending an exorbitant amount of money without any way talk about what content I need hyped up for the month. to measure it,” says Davison. “I got in touch with some We couldn’t be happier.” different places to see what they could do for us, and I decided to go with Homes.com. They do an excellent job with our SEO and social media for so much less than what the prior company was doing it for.” For more information, please visit https://marketing.homes.com.

42 March 2021 RISMedia’s REAL ESTATE

Pursuing a Partnership? Know Your Own Culture First by Chris George

To see the full interview, visit www.cmgfi.com/jv-partners/nexthome-chat

James Dwiggins

in working arrangements and other pandemic-related disruptions? JD: We pivoted very quickly—within days—and said “we’re going to lead the charge on information”; we foWhen you’re vetting organizations cused really hard on the truth and making sure we kept our members to form a joint venture partnership safe. We’ve always put our memwith, what would you define as a bers’ needs first and our financial ‘dealbreaker?’ James Dwiggins: We have to partner needs second. We shifted from hostwith a company that shares our cul- ing Town Halls with our members to small regional meetings ture. Everything we have done to discuss concerns and as a real estate brokerage health and safety issues. has always been about the We talked about a health customer and making sure and safety policy that our their needs come first and offices would follow to they get the experience make sure we were reducing they’re looking for. If you’re going to do this, you need to Dwiggins liability with our agents in the field and also with consumspend the time talking about when things don’t go right and how ers. In this remote environment, we you handle that. There are lots of op- are going above and beyond to make tions out there, but one of the things a human connection at a distance, that makes a successful joint ven- and we doubled down on this human ture is when the leadership teams connection. align to achieve the same goals. We define our organization by our culture What advice do you have for orgaof service, and we can’t replicate nizations getting started in the joint that customer experience unless we venture space? partner with a company that shares JD: Before you consider a joint venture partnership, you need to fully those same core values. understand your own organization’s culture. Find partners with a similar How have you been able to maintain your company culture amid a change mentality, and you’ll be able to exCEO NextHome www.nexthome.com

ecute a shared vision. If you don’t have a good feel for your own organization’s culture, you’re not going to be able to align with the right joint venture partner. We’re very selective about who we bring into the company. We’ve turned more people away than we have taken in solely because we are looking for a partner who shares the same values of putting the customer first. How can an agent benefit from a joint venture partnership? JD: The agent can benefit because a joint venture partnership gives you more resources to serve your clients and enables you to deliver a repeatable client experience. When you have access to a direct lender, your clients get more products, more attentive service and a better overall personal experience. Do you expect more broker-lender joint venture partnerships to be formed in the coming months? JD: Absolutely! Following one of the busiest years in housing history, with record low mortgage rates and limited homes for sale, real estate professionals will need a competitive edge to attract new business. Joint venture partnerships benefit the broker and the lender by leveraging each entity’s strengths to stand out in a crowded market. In my case, I am very excited to see where my joint venture, NextMortgage, ends up in the next few years. We have the right people involved, the right vision, and we are adding more great people to the mix. It’s taking what we’re doing well on the residential side and adding it to what our lender partner, CMG Financial, does well on the mortgage side. RE Chris George is the CEO of CMG Financial. For more information, please visit cmgfi.com/jv-partners.

RISMedia’s REAL ESTATE March 2021 43

New Business Models Taking Ground: How Can You Compete? Commentary by Rick Haase

nsiders and outsiders to our industry have ignited a fire under traditional brokerage models. By some accounts, more than 60% of our nation’s brokerages now operate non-traditional service delivery and agent compensation models. These marketplace “transformers” are greatly enabled by massive inflows of investment capital, enabling heavy investment in technology solutions for agents, brokerage leaders and consumers.

While third-party listing aggregators, iBuyers and the like promise to provide algorithmically-generated data, they cannot compete with high-quality, local market expertise and actionable advice provided by experienced, market-savvy brokers and agents. Training and education programs built around the interpretation of local market data and knowledge are paramount to retaining past, present and future customers. Successful brokerages need to enable their agents to provide this market knowledge in abundance and deliver it with great frequency. Brokerages also need a powerful agent productivity platform that enables agents to transact business 100% virtually while providing a professional, efficient in-market office space when needed. Mobile workflow tools provide safer,

cost-efficient communication, lead generation/management, presentation and contracting functionality. Building or evolving your business around these technologies and processes allows you to compete more effectively. Expensive legacy systems may be crippling your profitability. COVID-19 has created even more awareness around how traditional brokers spend money. Physical offices are under-utilized and less meaningful than ever before. Never underestimate the importance of good communication. Agents must have a disciplined approach to stay in touch with clients. An important component of agent and business retention is to be fully and frequently engaged in communication that proves expertise while reinforcing the value brokers and agents bring to the transaction. By adhering to the above practices and principles, United Real Estate’s national franchise and company-owned network doubled in size in the past 12 months. We also invested heavily in developing our proprietary technology stack over the past decade. As a result, our system’s delivery costs are much lower, and we pass those cost efficiencies to our brokers and agents.

By some accounts, more than 60% of our nation’s brokerages now operate nontraditional service delivery and agent compensation models. Having operated both traditional and full-service, transaction feebased agent compensation models, I’ve seen firsthand that profitability can be reached well in both. However, the fast-moving water of the brokerage industry is definitely the transaction fee-based model. Profitability for the brokerage and higher incomes for agents are both achieved when operated properly. A surefire way to see if your brokerage needs retooling is to ask yourself two simple questions: 1. In recent years, has it become harder to recruit and retain agents? 2. Are key components of your value proposition easily obtained outside of your brokerage? If the answer to either of these questions is “yes,” it is especially important to seek business model guidance, insulate your brokerage from the flames of competition and thrive in 2021. RE Rick Haase has led real estate brokerage strategy and operations for over 30 years. Haase joined United Real Estate (URE) and currently serves as president of United Real Estate and chief operating officer of its parent company, United Real Estate Group (UREG). In these roles, he is responsible for leading enterprise operations and driving growth. United Real Estate Group owns and franchises real estate brokerages in 46 states. For more information, contact Haase at rick@unitedrealestate.com or visit www.unitedrealestate.com.

RISMedia’s REAL ESTATE March 2021 45

Dominate Your Market by Making a Positive First Impression With Real Estate Webmasters, opportunities abound for Mid-Atlantic firm by Paige Tepping

for his brokerage since the launch of their website. “Morgan provided us with great ideas, which he continues to build on, as he wants to be better and better. We not only appreciate what he’s doing, but also the fact that he makes himself available to be involved as well,” says Northrop, who points to SEO as one of the biggest benefits in working with REW.

“You have a very short window to make a first impression, and Real Estate Webmasters does a good job when it comes to making that first impression”

s President and CEO of Northrop Realty in Clarksville, Maryland, Creig Northrop’s goal is to teach others to be better than they were yesterday. “If you grow your people, you will grow your company,” says Northrop, who has spent the past 35 years implementing this very philosophy.

ity to lead by example as Having jumpstarted his caone of the key factors in reer working alongside his his continued success mother, it didn’t take long over the years. for Northrop to realize that “Real estate is not just he wanted to branch out on a job for me, but rather, a his own, and so, in 2000, lifestyle. It’s about havhe and his wife created the Northrop ing good people in your Creig Northrop Team, which went on to become the No. 1 team life and building a company around those people,” says Northrop. in the nation three times over. “I like people who are smarter In 2018, it was announced that the Creig Northrop Team would be- in their arena than I am,” adds come Northrop Realty, a Long & Fos- Northrop, who felt an immediate ter Company. Today, Northrop Realty connection with Morgan Carey, CEO is a full-service brokerage that em- of Real Estate Webmasters (REW), ploys 300 real estate professionals who loves his business the way spread among 14 offices in Mary- Northrop loves real estate. Working with REW for the past land, Delaware, D.C., Virginia and six-plus years, Northrop has nothing Pennsylvania. With a passion and love for what but good things to say about the ophe does, Northrop points to his abil- portunities that have been created

– CREIG NORTHROP President and CEO, Northrop Realty

And in today’s COVID world, where it’s more important than ever to have a consistent look and feel across the internet, the team at REW continues to go above and beyond to get the Northrop Realty name in front of the masses both prominently and professionally. “You have a very short window to make a first impression, and Real Estate Webmasters does a good job when it comes to making that first impression,” says Northrop. Looking toward the future, Northrop has his sights set on dominating the Mid-Atlantic—with REW being a prominent piece of the puzzle in making that happen. “As a web company, Real Estate Webmasters is open when it comes to working creatively,” concludes Northrop. “I’m very proud to be working with them.” RE For more information, please visit www.rew.com.

RISMedia’s REAL ESTATE March 2021 47

What Partnership Is Right for You? Examining Desk Rental, Marketing Service Agreement and Joint Venture Partnerships by the Experts at CMG Financial

n today’s exceptionally busy housing market, broker-lender partnerships are more important than ever. The right partnership can give you the opportunity to grow your business through market cycles and deliver a consistent client experience. If you’re starting to think about a lender partnership, you’re probably evaluating your options and comparing the differences between a desk rental, marketing service agreement (MSA) and a joint venture. Each partnership level has its own benefits, and the right partnership choice starts with what you’re looking to accomplish with the relationship, what you’re willing to invest and what you’re looking to get in return.

48 March 2021 RISMedia’s REAL ESTATE

Desk Rental: Testing the Waters A desk rental is a common partnership arrangement where a lender will lease office space or an actual desk within a real estate broker’s office in exchange for referral business. With a desk rental, you get a lender who is available to answer your questions on-site without a significant upfront investment. For a desk rental to be compliant, the real estate broker must lease the office space at market value to the lender. With a lower upfront investment, a desk rental will be a limited revenue opportunity. Additionally, a desk rental comes with a limited commitment from the organization. With less of an investment, the lender can choose to leave or change offices fairly easily. A desk rental could be an opportunity to try out a partnership and see if it’s the right move for you. It has a higher level of compliance comfort but will have limits with the amount of revenue it can generate.

MSA: Dating More Exclusively An MSA is defined as a relationship between a real estate broker and a lender in which the broker agrees to market the service of the lender in exchange for a marketing fee. An MSA provides the lender with additional lender-focused marketing that has the potential to increase revenue. In this relationship, it can be hard to balance expectations between the lender and the referral partner. Due to the structure, it is based on services rendered, not normal operating financial best practices. An MSA can sometimes create compliance issues. The Consumer Financial Protection Bureau (CFPB) states that “any agreement that entails exchanging a thing of value for referrals of settlement service business involving a federally related mortgage loan likely violates RESPA, whether or not an MSA or some related agreement is part of the transaction.” To remain compliant, MSAs require a substantial amount of documentation. Additionally, MSAs tend to have a higher lender turnover and lack the ongoing return on investment of a more balanced partnership. Over time, the turnover can erode the confidence of the referral partner’s organization, thus devaluing future opportunities. This type of relationship requires you to collect better intel and set well-defined expectations with your lender from the start of the MSA. It means that you need to be organized in advance to meet compliance requirements and, most importantly, it means finding a partner that isn’t just transactional.

Joint Venture: A True Partnership A joint venture is the entrepreneurial option for brokers and lenders who can use their success in growing their company and apply it to maximizing the value of a mortgage relationship. A joint venture is defined as a standalone mortgage operation, which traditionally has shareholders that include both a mortgage company and a referral source. As its own legal and financial entity, through ownership, a joint venture is the compliant way to maximize the earning potential in a mortgage relationship. When you partner with an established lender, you gain access to all of the services of the parent company. This means that there is a clear operational, marketing, technology and customer service model for your brokerage to easily adopt and provide optimal value for the partner’s company. There are three different partnerships that require different levels of capitalization. Each level has its pros and cons in regard to revenue caps and operational control. The three levels are broker, correspon-

The right partnership can give you the opportunity to grow your business through market cycles and deliver a consistent client experience. dent and full agency. Here is the breakdown of each model: •A broker venture is the lowest capitalization required of entry. This model requires all loans to be sent to a third party to complete the mortgage process. In return, it can cause a loss of control and servicing for the client. Due to high-cost lending laws, revenue is limited. •A correspondent venture has a higher capitalization of entry but more overall control of the mortgage process. In this model, the venture funds most of its business on its own, resulting in higher revenue opportunities. •A full agency venture has the highest barrier of entry. It allows the venture to become eligible to apply for a HUD license. This allows you to fund all loans including FHA loans, thus maximizing revenue and increasing the customer experience. When forming a partnership, your choice depends on the type of customer experience you want to deliver and the level of return you would like to get. Essentially, the more you invest in your partnership, the more autonomy you have over the operations of the entity. The greater risk you take with that ownership is offset with the reward of providing a mortgage model that is centered around your business. Why is a joint venture partnership more valuable? Joint ventures represent the premier partnership model in the mortgage industry. It gives brokers a compliant partnership to operate freely with the tools of an established lender in a compliant environment. Joint venture partnerships give brokers access to impactful marketing, advanced technology and a proven lender experience in today’s mortgage environment. A joint venture partnership is the best partnership tier for brokers with an entrepreneurial mindset and the desire to take control of their own company. RE For more information, please visit https://www.cmgfi.com/jv-partners.

RISMedia’s REAL ESTATE March 2021 49

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4 Steps to Building a Team Commentary by Josh Harley

ave you reached a plateau as a solo agent? Here are four essential steps to building a successful real estate team.

STEP ONE is evaluating your systems and processes and writing things down to be emulated. For solo agents, everything you need is in your head, but when you run a team, that no longer works. The same goes for scripts. You may know exactly what to say and when to say it, but how about your agents? Evaluate your tech as well. Will it work for a team? Can it transfer leads and manage sales? It’s also essential to hire a transaction coordinator and a marketing assistant. Hand over the tasks that don’t make you money so that you can focus your team on those that do. STEP TWO involves creating and understanding your value proposition. Show potential agents why they should join your team and agree to pay you a split. By creating a solid foundation in step one, you’ll have a fair value exchange to justify the team split. While you handle the training, support, expenses, brand-

Build a culture that rewards agents for hard work, celebrates their successes and supports them through losses. ing, marketing and lead generation, your team can focus on working with clients. They may be giving up 50% of the commission but only handle 30% of the work. That’s fair. STEP THREE is deciding team structure. There are two main team structures: the mentorship model and the leads model. In the mentorship model, you personally train and coach your agents. Agents are drawn to your success and want to emulate you. While rewarding, this model can become a revolving door. Just when the agents start

making you money, they decide they’re ready to fly solo. A second approach is the leads model, which is employed by many top teams across the country. In this model, agents are attracted to you because you’re giving them leads. The benefits of this model include immediate gratification to you and your agents. You’re providing them leads, so they begin closing business quickly. Unlike the revolving door of the first model, your agents become addicted to your leads. It’s harder for them to leave because they don’t have the ability or money needed to generate the leads for themselves. The drawback in this model is the cost. STEP FOUR is deciding on compensation. Splits matter. One of the biggest mistakes I see teams make is not charging a high enough split. With an 80/20 split, your team has to close five sales for the same income you’d earn closing just one sale as a solo agent. With a 50/50 split, agents keep their 50% share while you have 50% to pay for operating costs and have a little left for yourself. Be patient when hiring. If you’re doing it right, you’ll interview 10 agents for each one you hire. Build a culture that rewards agents for hard work, celebrates their successes and supports them through losses. Create a sense of family. Doing these things will allow you to build a team and a business where everyone wants to show up every day and work their hardest. RE Josh Harley is the founder and chairman of Fathom Holdings Inc. (Nasdaq: FTHM). Harley is a Marine Corps Veteran and an advocate for servant leadership and placing others first. For more information, visit www.FathomCareers.com.

RISMedia’s REAL ESTATE March 2021 51

How Do You Sell More Homes, Faster? Commentary by Frank Chimento

or decades, real estate professionals have wrestled with finding the secret to overcoming the challenge of staying top of mind with their spheres of influence and past customers. In fact, our industry continues to report that 90% of consumers love working with their real estate agent, but when they move again in seven to nine years, only 13% work with the same agent. Recently, Berkshire Hathaway HomeServices CEO Chris Stuart was paraphrased as saying that agents need to “…mind the loyalty gap, and enormous business opportunities exist in doing a better job of keeping up with past customers and spheres of influence.” He’s not wrong, especially when considering that our industry reports that upward of 86% of an agent’s business is procured from their sphere of influence. Typically, real estate agents miss out on repeat and referral opportunities because they lack consistent follow-up, fail to provide relevant value and miss the correct timing to make the most impact.

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Creating customers for life is no longer an abstract concept. It’s now a practical reality thanks to MooveGuru’s acquisition of HomeKeepr. Together, these two organizations have unveiled the industry’s only all-in-one mover- and home prorelated concierge service designed to keep agents in front of their customers, for life. By providing utility connections, the best rates on home services, and valuable discounts for national and local retailers, the MooveGuru customerfor-life program solves the loyalty gap challenge. Never before have agents and brokerages been able to stay top-of-mind while providing real value to current and past cus-

tomers through complete automation in an all-in-one platform. Simply put, many real estate professionals attempt to stay in front of their spheres of influence and past customers by providing off-the-shelf, real estate-focused newsletters, emails, postcards and social media posts. What’s often missing is the “sticky factor” or “value” to the end user or consumer. Providing discounts and coupons on home-related products and services customers are seeking creates a connection that drives repeat engagement and a spirit of reciprocity. Everyone likes the person in their life who brings them gifts in the form of discounts and special offers for the products and services they already want to purchase. MooveGuru sends discounts on services (including utility connections) frequently used by homebuyers and sellers to clients, branded on behalf of agents and their brokerages, with partners in every major brand as well as large independents. Also, timing is extremely important. Did you know that 93% of Americans order pizza on the day of their move? Did you know that homebuyers shop for homeowners insurance about 35 days before closing? And, within 10 days after moving, homeowners reestablish their grocer and pharmacy relationships. All of these (and many more) moments in time create multiple, ongoing points of engagement for you and your customers. Having a system that provides this while you focus on the highest and best use of your time is a gamechanger in our relationship-driven industry. RE

Frank Chimento is VP of Sales and Biz Dev at MooveGuru. For more information, please visit www.mooveguru.com.

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Leadership to Survive... or Thrive Commentary by Ashley Bowers

“P

ivoting,” “unprecedented,” “new normal,” “stay safe.” These are all words or phrases that quickly became a part of our everyday conversations last March. Business leaders across the country were scrambling to chart new courses in a changed world. At HomeSmart International, we decided to take a different path. I found myself seeking moments of self-reflection, looking to find calm in the storm and being thoughtful about next steps rather than reacting to each piece of news and every prediction about business and life. It was a good reminder that in times of turmoil, it’s important to focus on what you can influence and/or control. We knew we had a solid plan for 2020 and had already started executing on it when our world changed last spring. Industry sources said we’d be down 70%, but our data was telling a different story. We saw a path to recovery that wasn’t as dire as the experts thought, but knew we

needed to take some steps to get there. We ramped up communication, adjusted our approach to our revenue goals, went virtual and kept service as our No. 1 priority. As fall rolled around, we were back on pace for the year, employees were engaging in the culture and optimism could again be felt through our every move. The lesson in this crisis isn’t the successful tactical steps we took to survive, but the fact that we already had our organization’s foundation in place to succeed when it mattered most, allowing us to focus on what we could control. This meant that we didn’t need to reinvent our com-

By embracing all that 2020 brought us, we as leaders will forever be in a position to lead our teams to thrive. pany in the middle of the crisis like many others. For years, we have been putting everything in place to be able to handle what 2020 threw at us, both good and bad. Rather than rashly go into survival mode and pivot, we trusted our plan, kept working it and relied on our culture. This kept us from making it up as we went and lurching from rash decision to rash decision. Our long-held philosophy of leading to thrive and playing to win paid off. With the pandemic’s end hopefully in sight, and the promise of normal life returning soon, it’s critical as leaders that we don’t chalk it all up to surviving another uncontrollable crisis or we will miss very valuable lessons. But if we pick and choose the things we wish to keep with us, we are fooling ourselves into thinking we couldn’t have done any better. We need to keep it all. The good, the bad, the tears, the success, the rebuild and more. By embracing all that 2020 brought us, we as leaders will forever be in a position to lead our teams to thrive. RE Ashley Bowers is president of HomeSmart International and has more than 20 years of experience in talent management and organizational growth industries. She thrives on empowering teams to achieve success and drive profits, and brings a unique approach to organizational leadership. For more information, visit HomeSmart.com. RISMedia’s REAL ESTATE March 2021 55

How to Maintain a Successful Joint Venture Long-Term Commentary by the Experts at CMG Financial

he name says it all. A joint venture partnership is just that: a partnership. Any successful long-term joint venture partnership depends on two equally involved entities mutually invested in the organization, financially and operationally. A partner who is only partially invested is only partially committed to the joint venture’s success. A long-term joint venture partnership depends on shared goals and an equal desire to achieve those goals. Building the right team is essential—the ability to attract and retain talent is the foundation of any company. When recruiting loan officers for the joint venture, it is vital to identify the loan officers who are already working successfully within your agent population. Converting these loan officers to your new joint venture is the fastest way to earn your agents’ trust. These loan officers have demonstrated their value to your company and have a successful rapport with your agents. Your agents will know what to expect from these loan officers, and the joint venture gives everyone the advantage of a unified customer experience. 56 March 2021 RISMedia’s REAL ESTATE

A common agent concern that comes up when forming a new joint venture is, “How will I know that the loan officer and new company will take care of me in the same way that I am used to?” Agents may be hesitant, as they believe that any significant change will disrupt their workflow and inhibit their ability to effectively serve their customer base. This is a common concern that the right mortgage partner will answer. It is important for your selected mortgage partner to be able to support the mortgage operations and offer consistent service to its referral partner and their agents. Leveraging existing lender relationships solves

that problem because the agents will know what to expect. However, if you are unable to recruit existing loan officers, speak to your agents to find out the qualities that are important to them in a loan officer. As a broker, you may think you know, but every agent has different needs. When you are thoroughly engaged in the new talent acquisition process, you truly serve your agents and offer them a unique opportunity to take more ownership over the customer experience. As a partner to a joint venture, you have greater access to new products and new technology, which allows you to strengthen your existing repertoire and create a new type of home-buying experience for your clients and agents. To take your company further, we recommend that you integrate the customer experience early on and make sure this new experience really is the best-in-class service you’ve promised to deliver. The key is to make sure your new loan officers are involved; leverage them to answer questions for your homebuyers who are working with an agent, and help their other customers identify an agent. The power of knowledge for both industries works hand in hand. In most cases, the home-buying process starts with the mortgage company. So not only does a joint venture give you the advantage of working with a loan officer you know and trust, but you also get the opportunity of earning new business before your competition. Through a successful joint venture partnership, you maintain the same tone, cadence and focus of your current real estate brand while cultivating new business earlier in the buying funnel. RE For more information, please visit https://www.cmgfi.com/jv-partners.

On set in Los Angeles while filming new TV spots for the ‘That’s Who We R’ campaign.

Elevating the REALTOR® Brand The Next Wave of ‘That’s Who We R’ Commentary by Karen Bebart

n February, the National Association of REALTORS® (NAR) launched five new, visually dynamic TV spots telling stories of how REALTORS® open doors to opportunity for their clients and serve as trusted allies within and beyond the transaction. A novel “frozen moment” technique tricks time and allows the viewer to peek into the future to visualize and internalize the emotional journey people experience when opening the door to a new chapter and living their dreams of homeownership or opening a business.

NAR launched the foundational “That’s Who We R” campaign in 2019 and built on that groundwork in 2020, leveraging the power of our iconic REALTOR® trademark and increasing its recognizability with consumers. The world took notice, as 2.93 billion media impressions reinforced the REALTOR® brand last year, and the campaign earned a slew of prestigious nation58 March 2021 RISMedia’s REAL ESTATE

al awards and accolades. In 2021, the campaign focuses on “opening doors to opportunity,” kicked-off by five heartwarming spots. We get a glimpse of buyers’ dreams turned into reality as we watch a young woman running the food bank she envisioned, an expectant mom who sees her growing family thriving in a larger home, a condo owner enjoying time with

friends, and a business owner finding the perfect spot for a new hair salon. In each case, a REALTOR® helped make it happen. NAR’s Consumer Communications Committee is tasked with oversight of NAR’s consumer ad campaign. According to 2021 Chair CJ DelVecchio, “REALTORS® make dreams possible by opening doors to new opportunities every day. Whether helping find a new home or commercial property, REALTORS® are caring and trusted advisors, competent navigators throughout the real estate process.” The ads capture the relationship between REALTORS® and consumers, and illustrate why prospective clients should seek a REALTOR®’ s expertise and integrity to help realize their goals and aspirations. BUILDING A COMPREHENSIVE STRATEGY These television ads are part of a fully integrated media strategy, primarily aimed at first-time homebuy-

ers across multiple outlets. This includes traditional and streaming audio and video across highly rated cable networks and local broadcast affiliate stations, a diverse array of social platforms, and digital publishers like Vox, Attn:, and The Daily Beast, where we can tell deeper stories through our branded content partnerships. Grounded in a data-driven strategic plan, every media placement is carefully considered, tracked, measured and analyzed to inform next steps in the campaign. Resulting metrics show that we are moving the needle in brand comprehension and increasing the likelihood that consumers will use a REALTOR®, a member of the National Association of REALTORS®, when they need an agent. INVALUABLE ASSETS ALL FOR YOU Mass messaging keeps the brand top of mind and educates the public on the REALTOR® difference, and you and your agents can tap into and extend the power of NAR’s national campaign. Leverage it locally by utilizing the many marketing assets, including logos, print and banner ads, and social assets. In 2020, NAR introduced the Photofy app, which holds a library of campaign images and animated gifs, to make sharing on social platforms

easy. Images can be selected, personalized and shared in only a few taps.

music, ensuring the new spots feel authentic, so members can “see” themselves in the spots.

“REALTORS® make dreams possible by opening doors to new opportunities every day. Whether helping find a new home or commercial property, REALTORS® are caring and trusted advisors, competent navigators throughout the real estate process.”

FILMING IN A PANDEMIC Filming took place in Los Angeles in December, and safety was our first priority. We took every measure to protect the cast and crew, including hiring an on-set COVID officer and requiring and providing ample PPE, sanitizing stations, and repeated testing. We were also able to do some good. The “Food Bank” spots were shot at an actual food bank, and the 2,000-plus pounds of food used for the shoot were donated to the food bank. We also donated the wardrobe and props to a local charity.

– CJ DELVECCHIO 2021 Chair, NAR’s Consumer Communications Committee

ENSURING AUTHENTICITY Creating authentic content was critical, and we were fortunate to have a Consumer Communications Committee that offered key input about wardrobe and other important details. DelVecchio and Vice Chair Justin Knoll provided indispensable insight on scripts, casting and even

ENGAGING IN THE CAMPAIGN This is your campaign, so don’t miss a chance to share in its success. Encourage your agents to open doors to opportunity for themselves and use the print, web and social assets for 2021 by accessing them at ThatsWhoWeR.realtor, or downloading the Photofy app at photofy.com/nar. RE

Karen Bebart is the director of Consumer Brand Advertising for the National Association of REALTORS®.

{Meet the Newsmakers}

2021 Real Estate Newsmakers: The Hall of Fame By RISMedia Staff

ast month, RISMedia announced its 2021 Real Estate Newsmakers and, for the fourth consecutive year, its 2021 Newsmakers Hall of Fame—a select group within RISMedia’s annual Newsmaker honorees, which celebrates icons in the industry for their longstanding and/or exemplary service.

SHERRY CHRIS

shire Hathaway HomeServices, Dalton is one of the most iconic real estate leaders in the industry today, providing leadership, strategic vision and executive decision-making for each brand. Dalton has spearheaded the governance of Real Living and is a valuable contributor to the Berkshire Hathaway HomeServices executive team. Over the course of his career, Dalton has created myriad programs for brands and companies, leaving a permanent imprint on the real estate industry.

JOAN DOCKTOR

President & CEO Realogy Expansion Brands

Chris currently serves as president and CEO of the Realogy Expansion Brands portfolio, which includes Better Homes and Gardens® Real Estate and ERA®, focusing her efforts on guiding the strategic growth of the brands within the division. Chris most recently served as president and CEO of Better Homes and Gardens Real Estate. Under her leadership, the brand grew significantly across more than 40 states and six countries. Well-known for building brands based on next-generation consumer insights along with her innovative marketing and sales acumen, Chris’ tech-forward mindset has been proven to usher brands to the next level in the industry.

President Berkshire Hathaway HomeServices Fox & Roach, REALTORS®

Serving as president of Berkshire Hathaway HomeServices Fox & Roach, REALTORS®, Docktor has been instrumental in the growth and profitability of the company. In 2020, she quickly adapted to leading the firm’s more than 70 offices, 5,500 sales professionals and 700 employees virtually, holding daily meetings with leadership and forming a plan to keep everyone safe and business moving. Docktor kept the company informed and used weekly videos and blogs to stay personally connected and engage with agents.

ALLAN DALTON

J. LENNOX SCOTT

Serving as CEO of Real Living Real Estate and senior vice president of Berk-

Scott is the third-generation chairman and CEO of Seattle-based John L. Scott Real Estate, founded in 1931 by his

CEO & SVP Real Living Real Estate and Berkshire Hathaway HomeServices

RISMedia’s Real Estate Newsmakers is brought to you by 60 March 2021 RISMedia’s REAL ESTATE

CEO John L. Scott Real Estate

grandfather. A longtime industry advocate and thought leader, Scott is also a member of the National Association of REALTORS®’ Strategic Thinkers Advisory Group and the Large Residential Firms Advisory Group. In 2020, Scott and his team introduced the concept, “Everything Video: LIVE Communication,” realizing that, during these challenging times, presenting an engaging presence online is crucial.

VINNIE TRACEY President Realty ONE Group

A well-known industry veteran, Tracey serves as president of Realty ONE Group, partnering in building the company’s overall strategy at the executive level while leading the growth of the company around the world through franchise sales. In 2020, Tracey provided much-needed strategic direction, inspiration and motivation during live Town Halls throughout the year, and he continues to be a mentoring figure to many, both within the Realty ONE Group network and beyond.

DAN FORSMAN

President & CEO Berkshire Hathaway HomeServices Georgia Properties

As the president and CEO of Berkshire Hathaway HomeServices Georgia Properties, Forsman is the leader, visionary, motivator, protector and supporter of more than 1,550 associates in 22 locations. After kicking off 2020 with great success, the pandemic, a microburst of a recession and a contentious presidential election presented many challenges, none of which Forsman wasn’t able to overcome. From the safety and comfort of his employees to ensuring real estate was deemed an essential service, his continued support and resources never wavered.

LESLIE APPLETON-YOUNG SVP & Chief Economist California Association of REALTORS® (C.A.R.)

Appleton-Young, who joined C.A.R. in 1984—a statewide trade organization with more than 195,000 members—directs the strategic thinking for the association, guiding the research and economics team to analyze and interpret trends, and foster understanding of the economic and housing market landscape. She has overseen the development of key programs, such as the Diversity Initiative, and the Housing Affordability Fund, C.A.R.’s philanthropic arm, which promotes homeownership for first-time homebuyers and low-to-moderate-income buyers.

CAMERON MERAGE CEO & Founder First Team Real Estate

Early in his career as a top agent, Merage completed hundreds of transactions involving millions of dollars. He drew upon this experience to create the strategic vision for Orange County, California’s First Team Real Estate, founded upon the principles of unwavering commitment to client service, value creation and unmatched knowledge of the local market. Amid the pandemic, Merage shifted his team to a remote work environment and launched the Helping Community Heroes program, offering a free 1/4% interest rate reduction for essential workers.

CRAIG CHEATHAM President & CEO The Realty Alliance

Cheatham is president and CEO of The Realty Alliance, an invitation-only network of some of the largest, full-service real estate firms in North America. Comprising nearly 70 residential real estate firms, which are home to more than 120,000 agents collectively, The Realty Alliance members also operate mortgage, insurance, title/settlement, concierge, commercial, property management and other related business lines. In his role, Cheatham is responsible for coordinating the network’s significant influence on industry policy.

ROSEY KOBERLEIN Chairperson Long Companies

After nearly four decades in real estate, Koberlein now serves as chairperson of Long Companies. In this role, Koberlein will focus on strategic planning for the company’s direction and growth, both organically and through acquisitions, and step away from the nuts and bolts of daily operations. In 2020, Koberlein led Long Realty through the trials of the pandemic and shutdown to success. In addition to her local commitments, Koberlein frequently speaks at the national level. RE

To learn more about the 2021 Real Estate Newsmakers Hall of Fame, and meet all 300 2021 Newsmakers, go to RISMedia.com/2021-Newsmakers. For consideration for the 2022 Real Estate Newsmakers, please email nominations to Maria Patterson, maria@rismedia.com. Official online nominations will open this spring.

RISMedia’s Real Estate Newsmakers is brought to you by RISMedia’s REAL ESTATE March 2021 61

Record-Breaking Home System Usage Makes Home Warranties More Important Than Ever New Industry Data Shows Finding Best Client Coverage Among REALTORS®’ Top Priorities by Beth McGuire

esults are in from our latest home warranty survey, co-sponsored by Cinch Home Services, and the numbers bear out what we’re seeing across the country in the new work-from-home environment—that usage and wear and tear of home systems and appliances is the highest it’s ever been and, as a result, home warranties for both buyers and sellers are more important than ever before.

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RISMedia collected more than 500 responses last month from a majority of experienced real estate professionals with more than 10 years of experience, from nearly every state in the U.S. Some highlights from the data show that for both buyers and sellers, nearly 90% of respondents believe a home warranty gives their clients peace of mind during the purchasing and negotiating processes. And 94% of respondents believe that coverage is the most important criteria when choosing a home warranty company to present to their clients. We asked Adam Brown, vice president of Cinch Home Services, if these stats reflect what he’s seeing

at one of the nation’s leading home warranty companies based in Boca Raton, Florida. “REALTORS® do more than help sell or buy homes; they serve as partners in some of the most critical decisions in their clients’ lives,” Brown Brown says. “With this in mind, real estate agents are placing a higher emphasis in finding the best home protection coverage for clients. It’s not just about price—it’s about what’s in the best interest for their clients.”

90%

Nearly of respondents believe a home warranty gives their clients peace of mind during the purchasing and negotiating processes.

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94% of respondents

believe that coverage is the most important criteria for their clients when choosing a home warranty company. Brown adds that like all home warranty companies, Cinch saw an increase in service requests throughout 2020 as more people were forced to stay home due to the pandemic, utilizing their home systems and appliances more than ever. “The role of the home has changed, perhaps for good. Living rooms have become offices, conference rooms and even classrooms, all open for business 24/7,” adds Brown. “The Cinch team is committed to helping our customers get the most out of their homes amid this new reality, no matter whether they’re enjoying time with family or taking care of business.” RE

THE BEST REAL ESTATE EDUCATION Having award-winning courses and Agent Essential resources at your recruits' fingertips can help your brokerage retain more agents. Give us a call today, and discover how we can achieve your goals together with our 100% online real estate education.

Stay tuned for more results from our survey online at www.rismedia.com.

Beth McGuire is RISMedia’s online managing editor.

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CMG Financial: HUMANIZING THE MORTGAGE LOAN EXPERIENCE by Barbara Pronin

64 March 2021 RISMedia’s REAL ESTATE

ife is a learning process for Chris George, rancher, family man, near high school flunk-out and, incidentally, founder, president and CEO of California-based CMG Financial, a $500 billion mortgage company seriously bent on humanizing the mortgage process. Barbara Pronin: Chris, what was your plan when you started your company? What did you want to do differently? Chris George: The more time I spent

Chris George, President & CEO, CMG Financial

As a struggling high school senior with five accomplished siblings, George was advised by a guidance counselor to “look for work fixing small engines.” But at 19, in 1982, he went to work for a finance company—and the rest, as they say, is history. “I was a young male who fit the stereotype of the time,” says George. “You might say the mortgage industry found me, and I felt a gravitational pull.” George had a slight hearing problem, he explains, which made him a really good listener, and to his surprise, he found out pretty quickly that he could sell. “But I didn’t like the attitude of most loan officers to customers,” he says, “or the cookie-cutter approach to making loans.” So, in 1993, at the age of 31, he started CMG Financial, housed in his garage, with seven employees committed to his mission of turning every residential mortgage transaction into a personalized experience.

at the finance company I worked for, the more I began to question the way the loan process worked. I was tired of seeing customers turned down for a mortgage loan because they somehow didn’t fit the mold. I knew there had to be another way. I started CMG Financial on the simple premise that no two customers are the same—that every homebuyer has a unique story, and that there must be more ways than one to make a loan work.

BP: Where did you get the funding to start a business? CG: I got it off the ground by maxing out my credit cards. I had no money of my own. But my dad had taught me that no one could tell me how to be successful—that if I failed, I should fail forward, learn from it and do it better next time. That gave me the confidence to make the leap.

BP: What did you take away from your experience as a young loan officer that influences your thinking? CG: In my heart of hearts, I’m still a loan officer. I know that every loan counts because every loan represents a family trying to achieve the dream of homeownership, and doing the right thing for that customer— finding a way to help them achieve that dream—is more important than profit. That means digging in for every customer, every time. It’s a commitment, and I empower every one of my loan officers to take the same approach. They all have my cellphone number. They can call me any time, day or night, and they do, because they know that I’ve sat in their chair and I know what they are going through. I will do whatever it takes to help them help a customer walk away successful.

BP: Can you give us an example? CG: Sure. One of our loan officers in Southern California had a qualified, repeat customer in Maine who wanted to buy a home on one of the lovely islands out in the center of a lake. But even though the property had been backed by Freddie Mac in the past, both Fannie and Freddie said their rules were clear: “No loans on a property that doesn’t have public access.” With her options pretty much exhausted, the loan officer called me

George started CMG Financial on the simple premise that no two customers are the same.

RISMedia’s REAL ESTATE March 2021 65

The CMG Financial team is laser-focused on humanizing the mortgage process.

directly—because, again, that’s our policy. Long story short, I talked to Freddie Mac’s CEO at a conference soon afterward. He couldn’t believe I was chatting him up on behalf of one specific loan. But one step after another, we were able to make the loan work.

BP: Your company has innovated some unusual loan programs. Which are you most proud of? CG: Let’s start with the Home Ownership Accelerator Loan, better known as the All in One Loan, or sweep account, which links your checking account to your home loan. Essentially, it’s a tool that sweeps money in and out of your account in a way that lets you write checks as you need to, but automatically applies the excess funds to your home loan. It’s not for everyone, but for those who typically carry a high checking account balance, it’s a great way to pay off your mortgage faster and pay significantly less interest. The typical 30-year loan, for example, can be paid off in 11 - 14 years using this program, and the borrower will pay $50,000 to $60,000 in interest over the long haul instead of $80,000 to $90,000. We started this program in 2005, and it was so popular that by 2008, we were breaking our own production records.

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BP: Then came the 2008 downturn… CG: Yes, and a lot of companies went down as a result. But I hate losing because I didn’t do everything I could, so I took a deep breath and went a few million dollars into debt to keep the company afloat. We went from 500 employees to 100, and at the worst of it, fewer than that, and it took us five years to pay down the debt once business began to turn around again. But our mission never changed, and today, we have over 2,400 employees, we’re licensed in all 50 states and D.C., and we did $30 billion in business in 2020.

“I believe we are making a difference—a positive difference—in people’s lives. And at the end of the day, that’s what matters— wringing the most good out of every day and taking every opportunity to be better.” – CHRIS GEORGE, President & CEO, CMG Financial

BP: That was quite a gamble and quite a recovery. How are you able to stay so flexible? CG: As a privately-owned company, we can make decisions quickly. We don’t have to wait on a board or

investors for approval. That gives us the freedom to pilot and present new programs and solutions as we sense that customer needs are changing. And we’re totally free to go the extra mile. My core belief is that anyone and everyone we deal with is our customer—including all the REALTORS®, who are truly our partners—and I need them to leave happy. A happy customer is a customer for life, and I’m really proud that 70% of the business we do comes directly from customer referrals.

BP: You can’t possibly help every customer every time? CG: No, but we bend over backward trying. One of my loan officers called me at 11 p.m. on Christmas Eve, working on a loan he said he believed in. We made a few phone calls, and we made it work. That’s just what we do. BP: I noticed something on your web-

site about a HomeFundit program. What is that about? CG: It’s a crowdfunding program to

increase your down payment, putting buyers in a stronger position when they are ready to make an offer. It’s really just a very easy-to-use gifting platform that’s popular for those who are looking for unique ways to increase their down payment, especially among couples getting married. Most couples planning a wedding today have already lived together for a while. They don’t need toasters or towels. What they want is money toward a home purchase—and they have families and friends, and a good-sized social network, many of whom will be giving them wedding presents anyway. The HomeFundit program is a unique way to get the word out so they can start their married life as homeowners.

BP: Last year began with a global pandemic that continues to upend business as usual. How has your company adapted to meet these very unique challenges? CG: The pandemic has been a unique tragedy, and we mourn for those who’ve been impacted. At the same time, months of isolation and the chance to work remotely has had many working Americans on the move, so REALTORS® and all of us in the industry needed to step up to meet demand while finding new ways to work. Of course, we sent most of our workforce home, and we cut down where we could on brick and mortar. Thankfully, with good planning and committed thinking, our people have been outperforming themselves.

BP: What’s happening now, during this period of recovery? CG: In many ways, business has forever changed, and some of it for the better. As company president, and as past chair of the MBA (Mortgage Bankers Association), for example, I made 47 in-person appearances across the country in 2019. Last year, every meeting took place via Zoom, which saved a lot of wear and tear, increased efficiency, and gave me more time with family. That kind of change for the better is not apt to go away—certainly not altogether. It’s also given our employees options. About a third of our people are back in the office because that’s where they prefer to be. Another third will never return because they like working remotely—and a third are choosing to alternate. That’s fine, as far as I’m concerned, because happy people are the best producers, and this is one more way to make sure they’re happy.

An active industry leader, George advocates on behalf of lenders and the consumers they serve.

BP: You were honored as 2019 HousingWire Vanguard for your leadership in the industry, Chris. You’ve served as chairman of the MBA, and you actively support several charitable organizations. How do you find the time when you are so involved in your business? CG: I have to reference my dad again, an educator and a great mentor, who said that being a good leader means putting the needs of others before your own. I believe that—and taking a leadership role in the industry gives me a chance to advocate on behalf of lenders and the consumers we serve.

BP: What about your charitable commitments? CG: Our CMG Foundation raises funds mainly for three organizations: Northern California’s cancer support community; MBA’s Opens Doors Foundation, which pays mortgages and rent for parents with critically ill children; and the Gary Sinise Foundation, which, among other things, adapts homes to meet the special needs of the nation’s injured veterans and first responders.

BP: You are also establishing a presence in the joint venture sphere. Why? CG: From my own experience as founder of a company, I have a real appreciation for the entrepreneurial spirit it takes to form a joint venture, and I like seeking out exclusive joint venture partners—REALTORS®, builders, financial institutions and such who share our cultural dynamic. The goal, of course, is to work alongside them to help create the company they envision.

BP: It sounds as though you are comfortable in your shoes, Chris—that you are living the life you probably never envisioned while you were casting about after high school… CG: Wow, that’s a mighty thought. But yes. On a personal level, I’m blessed with a family I love. We live on a ranch not far from our offices here in San Ramon, and I’m grateful for them every day. And the company? It sounds corny, but I really like who we are. I believe we are making a difference—a positive difference— in people’s lives. And at the end of the day, that’s what matters—wringing the most good out of every day and taking every opportunity to be better. RE For more information, please visit https://www.cmgfi.com/jv-partners.

RISMedia’s REAL ESTATE March 2021 67

How ‘Playbooks’ Are Changing the Landscape of Real Estate Tech A Q&A with Joe Skousen, founder and president of Inside Real Estate by RISMedia Staff

nside Real Estate continues to position itself as an innovation leader in the real estate tech space. In August 2020, they announced a significant Innovation Investment focused on accelerating their use of technology to dramatically enhance the experience of real estate professionals and consumers across the entire home transaction cycle.

With a clearly articulated vision and a playbook; we’re building these a veteran leadership team, it’s no playbooks directly into our surprise that Inside Real Estate kvCORE Platform, and is at the forefront of the gamebuilding on the principles changing “playbook” technolthat have powered our ogy that is about to simplify life products for years: ease for real estate professionals of use, automation, cuseverywhere. Here, Joe Skousen, tomization and high ROI. CEO of CORE Division at Inside Skousen Real Estate, discusses the emergTalk about your plans ing tech and the company’s plans to to deliver this technology to our unveil playbooks to the industry. industry. Are other companies using playbooks? ‘Playbooks’ are an emerging buzzJS: We’ve seen some technology word for 2021. What are they? companies in other industries usJoe Skousen: In a broad sense of the ing playbooks in a similar way. For word, a “playbook” is a collection of instance, SaaS marketing and sales tactics or methods that simplify an companies, like HubSpot or Outreach, action, sort of like a best practice to- provide a playbook tool that can be do list. It often just describes a docu- accessed from a CRM record in the mented, step-by-step process related platform to provide guidance to sales to a repeatable task. What we’re do- teams. ing at Inside Real Estate is quite difOur playbooks go a level deeper. ferent. We’re not merely writing out They’re a set of proven “plays,” more 68 March 2021 RISMedia’s REAL ESTATE

like a wizard that takes users through a curated set of activities, branded and tailored to the broker and agent, with a logical flow that makes it easier and faster to achieve their desired business outcome. We’ve seen how customers are using our technology successfully, so our new playbooks are based on best practices that will help kvCORE customers reduce the time it takes to accomplish their goals and leverage their investment at its highest potential.

How exactly will these ‘playbooks’ work inside kvCORE? JS: Our nickname for kvCORE is the “Productivity Platform,” and our playbooks in kvCORE are our next great productivity enhancement. It’s like hitting the “easy button.” With playbooks built into kvCORE, we simplify and automate all the best practices around common real estate activities, such as promoting a new listing, hosting an open house, engaging your sphere, recruiting, farming, etc. We’ve curated the most impactful set of features and activities and put them into one simple, automated and streamlined workflow that lives right on your dashboard. For example, our “Promote a Listing Playbook” is made up of 13 of the most powerful and proven kvCORE features, queued up for quick use. You simply hit play. Agents can customize plays and save changes as their default, so future campaigns are one click and done. It’s much more than just a task plan or list of activities; these playbooks are prepared and designed for launch. It’s a one-click experience for multichannel, multifaceted workflows that are proven to get maximum results. When can we start seeing this new technology from Inside Real Estate? JS: We will be rolling out a series of playbooks to our 250k-plus kvCORE users starting in the spring of 2021. RE To check out kvCORE, visit insiderealestate.com.

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{Power Teams}

What Agents Want vs. What They Say They Want by Verl Workman

s brokers and owners, we try to provide services, solutions, training, technology, marketing, workspaces and so much more for our agents with the goal of making them happy and helping them be productive. But a majority of agents rarely use the services provided by the brokerage and complain that the commission structure is out of balance. So what do they really want? There are almost as many answers to this question as there are agents, but when you dig deeper, you learn that what most people crave is to be loved, to have and provide income for their families, to feel secure and to be part of a community that makes a difference. While agents want more leads or higher splits, what they are actually saying is that they are not earning enough money to feel secure. As leaders, if we get to the root of the problem, we will most likely find that we already provide the tools agents need to accomplish their financial goals. So how do we get them to use the resources provided? As an owner, you walk a fine line between creating accountability and leaving the agent discouraged or picked on, so they begin looking for other places where they can complain without accountability. Coaching companies exist for this

reason. When agents engage with an outside coach, they invest in systems, tools and advice, and because they are paying for it, they are much more likely to follow the advice and utilize the tools. Accountability is a choice they make in this circumstance, and since they made the choice, they own the accountability. A great coaching company in partnership with the brokerage will dive into the company-provided tools and resources and partner with the managers and leaders to help the agents who have engaged in the coaching adopt those systems. Great coaches are focused on keeping the agent dialed in on moneymaking activities and creating leverage in their business and lives. As coaches, we can hold their feet to the fire by digging deep into their core motivating values, reminding them that their behavior is not consistent with their goals and beliefs. By tracking the activities that generate the desired results, coaches get to behaviors that allow agents to find increased income, better life balance, love and stability. By

While agents want more leads or higher splits, what they are actually saying is that they are not earning enough money to feel secure. using the right third-party coaching partner, brokers can focus on their strengths and allow agents to invest and focus on their personal and business development. Every office has a culture that is either intentionally or accidentally created. My challenge to each brokerage and office is to create your culture of productivity and coaching. Having partnered with many brokers and owners, we have found that we can serve more agents and create lives of purpose, productivity and prosperity by working together. RE 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, or go to www.WorkmanSuccess.com to learn more.

RISMedia’s REAL ESTATE March 2021 71

{Power Teams}

Building Real Estate Brands for the Future by Sarah Michelle Bliss

ow that we’re a few months into 2021, it’s time to take advantage of the new opportunities that are at your fingertips. Perhaps it’s also time to give your real estate brand a refresh for the new year. Here are a few tips to get you started on building a brand that is modern, relevant and irresistible.

1. Marketing personas. People want to do business with an agent they like, and like attracts like. Don’t be afraid to build your personality into your look so long as it is professional and presents you as the expert. Take it a step further by defining who your perfect client is and building your brand around them. For example, if you are excited about helping first-time homebuyers, your brand should take into consideration what a firsttimer needs in an agent. 2. Unique value proposition. Most of us come into the real estate industry from a previous career, which lends us skills and experience that can be used to create a unique value proposition (UVP). Your UVP should differentiate you from the competition, so go beyond the typical real estate jargon. 3. Digital processes. Now that we have experienced a pandemic, the digital world will never be the same. It is critical that your brand incorporates Zoom meeting options for listing presentations and virtual show-

72 March 2021 RISMedia’s REAL ESTATE

ings, using Google Earth to highlight nearby amenities. Your marketing should have a rich combination of relevant, local and evergreen content. Lastly, your brand needs to be mobile-friendly and consistent across all platforms, marketing materials and team members if you have a team.

4. Automation. Speed-to-lead conversion is not a new conversation, but as we press forward with the digital era, there is an increasing demand for faster response times, and automation is a key element. Advancement in AI technology is opening the door for tools that allow real estate agents to automate the qualification process of a lead and match them to their ideal home. 5. Community involvement. People want to be a part of something bigger than themselves, and this can be a contributing factor as to why a consumer hires you (or doesn’t) to help them buy or sell a home. Find a charity or cause that you are passionate about and use your brand to create leverage to support your community.

Define who your perfect client is and build your brand around them. 6. Professional photos. Many agents are using outdated photos in their branding and marketing. Your customer cares about connecting with the real you, and the first place they start is with your picture. If you haven’t updated your photo in years, make it your first step in modernizing your brand for 2021. If you aren’t currently using a professional headshot, make an appointment today. RE Sarah Michelle Bliss is a master coach with Workman Success Systems. She has been in the real estate industry since 1995 and is an original founder at RE/MAX Professionals, where she has been a part of the Nate Martinez Team since 1997. Today, she serves as the firm’s director of Agent Development. Over the past 23 years, she has taught locally and nationally, and coached and influenced her peers through team management, agent development and training.

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Making Home-Buying More Appealing...and More Affordable How to help clients pay off their mortgage faster with the All In One LoanTM by Dave Herbst

With more knowledge about innovative products like the All In One Loan, you become the provider of opportunities that your clients may not have otherwise. mind. Because of its features, and their home’s appreciating value, they were able to use their All In One Loan to pay all college tuition costs for both their sons. It was the greatest gift they could have given them as they started their lives as adults, made possible by their home loan.

Ruth Ann Fisher Broker Del Coronado Realty Coronado, California

years without refinancing. It makes home-buying more appealing and homeownership significantly more affordable.

What piqued your interest How do you position it in in the All In One Loan proyour business? gram initially? RF: If I have a client Ruth Ann Fisher: A client of who receives bonuses, mine used one and raved commissions or other about it. They were fairly payments, I always sugconservative, so I found it gest the program. Or, if a Fisher client is looking for flexibility intriguing that they chose this program over a traditional loan. for planned expenses, like As I became familiar with its ben- renovating the home or buying an efits, I decided to use it for my own investment property, I introduce home purchase. the All In One Loan. For those How can the market benefit? RF: Most people need financing to buy. But what many don’t realize is how rigid and expensive a mortgage is, even with a low rate. The All In One Loan changes that by using the borrower’s everyday cash to accelerate the pay-off and lower monthly interest payments while also providing access to equity money for 30 76 March 2021 RISMedia’s REAL ESTATE

buyers, it allows them to view the home as an asset more than a liability. Can you share a client success story? RF: I am blessed to have had the opportunity to work with several clients who chose the program, but one in particular comes to

For homebuyers needing a loan, what opportunities exist? RF: One of the best features is the ability to use qualified and nonqualified assets as income. This helps many self-employed and passive-income earners qualify. Delayed financing allows cash buyers to recoup up to 80% of their investment without seasoning. For those in high-cost areas, there are no geographic loan limits. It allows ADU (accessory dwelling unit) income to qualify, and there’s no better way to benefit from an investment property. What advice do you have for your peers in the industry? RF: Talk to your lenders about the program. Ask them to make it available if they don’t already. With more knowledge about innovative products like the All In One Loan, you become the provider of opportunities that your clients may not have otherwise, not just related to the home purchase, but to their overall financial well-being. RE Dave Herbst is vice president, All In One Loan Fiance, at CMG Financial. For more information, please visit https://www.cmgfi.com/all-in-one.

{Real Estate’s Social Media Leaders}

Staying Relevant in Real Estate Through Effective Communication by Paige Brown

Lee Goldstein

and solutions for dealing with home-buying and -selling through the COVID-19 pandemic, such as ensuring preapproval and dedicating time Starting off his real estate and effort to those who have career as an appraiser, Lee already hired them to be their Goldstein Goldstein, broker/owner of agent. With their busy season InTrust Realty, Inc., has just wrapped boosted in July 2020, rather than up his 15th year in the industry. With the usual peak in May and June, a rich work history, owning a chain of Goldstein described the market as video stores in New York and delis “crazy,” but remained committed to and restaurants in North Carolina, great customer service and taking Goldstein thought he was finally re- the best possible care of clients. tired in 2005. Then the wide world of In addition to high-quality, face-toreal estate pulled him in. face service, video conferencing and With his experience in appraising Zoom meetings, social media plays and running a successful business, a huge role in Goldstein’s customer Goldstein shifted gears and joined service, especially on the marketing his wife by getting his real estate li- side of his business. “I think social cense. “I got into sales in 2005 with media is pretty incredible right now,” RE/MAX,” he explains. “In 2012, we he says. “In order to be relevant, you opened our own company...that’s have to have communication, and when InTrust Realty started.” InTrust you have to have conversations.” Realty, Inc. went from an employee Crediting his success to meanpool of two, Goldstein and his wife, ingful communication across these to a dedicated team of eight REAL- digital platforms, Goldstein has also TORS®and a goal to bring on a larger noticed a significant growth in his folteam by implementing lucrative busi- lowing over the last year. He explains ness models for new agents. the importance of not only posting Over the last year, Goldstein and consistently, but following up with his team have developed skills comments and questions, and develBroker/Owner InTrust Realty, Inc. Raleigh, North Carolina

oping relationships through simple conversation. “It’s really important that you post, and it’s really important that you have conversations. The more conversations you have, the more people that get to see your posts and the more people that make comments,” he says. “And then it grows from there.” Goldstein turned to RISMedia’s ACESocial in 2016 to help him in his social media marketing efforts. He believes that this platform has given him the presence he was looking for, while providing high-quality content to his social circle. “It really made me start thinking about what I needed to do on social media,” he explains. “ACE was a way to get relevant content on my page very quickly and for an inexpensive price.” Through his utilization of the ACESocial platform, Goldstein also discovered the significance of posting consumer-focused content across his social media. He explains that most REALTORS® only post and share information about their business, which is often overlooked. “ACE makes you more relevant and gets people interested, rather than just trying to tell them what you do,” he says. Goldstein believes that in order for agents to become and remain a valuable resource, having more than bare bones on their social media is essential. “ACESocial definitely helped me to think about these things and find a way to make my social media more important in my business and, ultimately, be more relevant in the market.” RE For more information, please visit intrustrealty.com and rismedia.com/acesocial.

Paige Brown is RISMedia’s content editor. RISMedia’s REAL ESTATE March 2021 77

{Power Broker Perspectives} by Keith Loria

stopped doing closings. But I needed to figure out how to push 10 years into the future in two weeks. And we did that.

Dan Forsman: Committed to Excellence As President & CEO of Berkshire Hathaway HomeServices Georgia Properties, Dan Forsman has become a known force in the Metro Atlanta real estate realm. But real estate was not the career path he initially imagined. Forsman was a CPA and worked in the accounting field, but fell in love with real estate. He enjoys solving problems and helping people throughout the entire real estate process. Please characterize the challenge you faced when the pandemic began. Dan Forsman: The last day of our brand convention in Nashville on March 13, 2020, everything began to shut down, so we went from a wideopen spring market to sending everyone home. I had to adopt “you’re essential, not expendable” as my mantra for my REALTORS® and employees. Within two weeks, everyone was home. Accounting never stopped processing commissions, agents never quit doing deals, and lawyers never

What is your outlook for 2021? What sort of strategy do you feel will work in your market based on what you learned in 2020? DF: At the end of 2020, I got COVID and had to quarantine for 14 days. Through that time, the fourth quarter, our sales were through the roof. We have a vaccine, and combined with generation-low interest rates, and 20 million households that could still refinance, I think it will be a gangbuster year. It will be a year where unit sales will be up 5 - 7% and average sales prices will be up over 7%. We’re coming out of the gate wide-open. What makes your firm unique when compared to others in your marketplace? DF: No. 1, we’re Berkshire Hathaway, and we’re built to last. We are in this cycle of continuous improvement. We have a different discipline, mindset and a commitment to excellence because we do have one of the most admired brands in the world. What’s the best piece of advice you can offer an agent as they look at the year ahead? DF: I coined the term, “fierce presence,” and I believe you need to bring this fierce presence to all the components of your life in the world in which we live. That means you’re aggressive wherever you are at and trying to be forever bold. You need to have your day planned and lean into the power of habit. You need to continually improve your skill set and always be learning.

Power Broker Perspectives is brought to you by 78 March 2021 RISMedia’s REAL ESTATE

What sort of employee makes a good fit for your firm? DF: Someone who wants to help people, someone who has success, someone who has discipline, someone who is a competitor—maybe a high school athlete or someone accomplished in their drama club. We want someone who has accomplished exceptionalism somewhere. How do you maintain a proper work/ life balance? DF: When COVID hit, and we went home, I didn’t think I would work eight hours a day, and it turns out I was working 15 hours a day. This past year, because of the pandemic, I worked more than I ever have, and only in the fourth quarter did I take any time off. You need to find a way to have the discipline so that you are really sharp when you are on. For me, I have my hobbies, but if you don’t schedule those vacations, they won’t happen. You need to be disciplined. RE

VITALS: Berkshire Hathaway

HomeServices Georgia Properties

Years in business: 35 Size: 21 offices, 1,550 agents Regions served: Greater Metropolitan Atlanta market and North Georgia 2020 sales volume : $4.5 billion 2020 transactions: 11,600 www.bhhsgeorgia.com

The Foundation of a Great Partnership: Trust by Chris George

To see the full interview, visit www.cmgfi.com/jv-partners/realtyonegroup-chat

Kuba Jewgieniew Founder and CEO Realty ONE Group www.realtyonegroup.com

Our joint venture satisfies that need through its mission to create a unified real estate and lending experience for the customer. It truly reflects the “ONE” component of the Realty ONE Group.

How did your background with startups prepare you for launching a joint Jewgieniew venture? Kuba Jewgieniew: Launching a joint Explain to us the ‘one’ cornerstone of venture is essentially starting a new your organization. business. Even when you are work- KJ: ONE represents unity—that ing with two established entities, through togetherness, we all achieve your joint venture will operate as more. Our mantra is “EveryONE Wins something new. Over the past de- Together.” We drive each other’s succade, I’ve been an investor in start- cesses and achieve milestones, and ups, and one thing I learned early we celebrate them. We do what we on is that in any relationship or any say. We’re action people. It’s very business, you don’t only invest in the simple, very straightforward. Our idea or the concept, you invest in the purpose is to make a positive difpeople. We have had success in the ference in people’s lives around joint venture arena because we’ve the globe, and our next chapter, I’m taken the care to invest in the right proud to say, is that we’re becoming people. Our main differentiator is our an international brand. two assets—our people, who represent our culture, and our branding, How did you choose your joint venwhich tells our story. ture partner? KJ: It takes time to get to know each What was missing from your market other and go through the vetting that led you to your joint venture? process and make sure there is a KJ: Our market needed a business strong alignment before moving formodel that could withstand econom- ward with a joint venture agreement. ic changes and provide lasting value. We’re not going to just “test it out.”

We want to launch a joint venture partnership the right way, and there’s definitely a process and a discipline to it. Our purpose is not profit; our purpose is to make a meaningful difference in peoples’ lives—starting locally. Our business is hyper-local. So, we want to make a difference in peoples’ lives in the place that we work, play and serve. The lender partner we’ve chosen has the same exact beliefs. Simply put, the foundation of any lasting joint venture is trust. And the trust is that your partner is the expert in their field. We don’t have multiple partners and unnecessary “noise” trying to influence us, so we have the freedom to choose who we do business with and how we do business, and how we do business is very much aligned between our organizations. The joint venture should reflect a bond that both entities commit to long-term and grow together over time. What have you done to convert agents to trusting your joint venture? KJ: Our brokerage was built on the foundation of listening to our agents. Listening turns to understanding. To get our agents to truly care about this partnership, we’ve listened to them explain the local dynamics of this market, and we built a model to serve it. How are you recruiting loan officers to work with your joint venture? KJ: We are a volume and value play. We give agents opportunity and empower real estate professionals to use the savings to reinvest back into their business. When a loan officer joins our organization, they get access to this growing network of mega offices. It’s an opportunity to work with hundreds on hundreds of real estate professionals in every area of expertise. RE Chris George is the CEO of CMG Financial. For more information, please visit cmgfi.com/jv-partners.

RISMedia’s REAL ESTATE March 2021 79

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The Joint Venture Cheat Sheet

Questions to ask your potential partners Commentary by the Experts at CMG Financial

c What

does the communication with the loan officer and agent look like?

Operations c How long does it take for licensing to process? c

What are the licensing requirements?

How fast can you launch a joint venture?

ill your existing operations structure W be able to support the joint venture as it scales?

an you walk me through the operations C setup of a joint venture?

c What

can delay a joint venture from forming?

c What

does the onboarding process look like for potential joint venture loan officers?

reat your potential joint venture partner like anyone else you would hire to work for your company and start with an interview. Make sure your core values align so that you will execute a shared vision. You should also review other important topics that will directly impact the customer experience, including technology integration, marketing support and operational efficiency. Most importantly, you should review investment expectations and compliance. Some sample questions you can use for your joint venture interview include: Core Values c How much time will I invest in the mortgage company? c

What does the mortgage partner expect from the real estate partner?

c Do

the lender’s existing core values align with the brokerage’s existing core values?

c What

value will this joint venture bring to my agents?

c If

there are any discrepancies or setbacks, how does your team resolve them?

Technology c How can the lender’s technology integrate with your existing technology?

c Will

there be a disruption of service related to technology integration?

o you have in-house developers and enD gineers to help build and maintain website, app and other shared technology?

Marketing c What does the mortgage company’s marketing support look like? c Is

there existing company branding to incorporate?

c Will

new brand guidelines need to be developed?

c You

have the name, but is the web domain available? Have you evaluated the cost of the entity’s name?

c Do

you have a lead-capture process and/or strategy?

c Provide

an overview of a past joint venture launch. Can you walk me through what our launch would look like?

Financials c Am I financially ready to enter into a joint venture partnership? c

W hat is my financial risk?

c What

is my return on investment and when will I break even and/or begin earning?

c What

are the expenses of operating a mortgage company?

Compliance c How do we know that this is compliant? c

A re my name and logo trademarked?

c How

equipped is your compliance department to handle a new company?

c What

process do you have set up to ensure that everything is RESPA compliant?

As you know, a joint venture is an exciting opportunity to start something original. However, with any investment there is risk, so it is important to have all of your questions answered so you feel comfortable prior to signing any document. Whomever you choose to be your partner, make sure you don’t feel pressured or rushed, because setting up a joint venture takes time for proper execution. RE To see the answers to the above questions, visit www.cmgfi.com/jv-partners-answers. RISMedia’s REAL ESTATE March 2021 81

{Broker Best Practices} Leveling the Playing Field

by John Voket

No. 1 tip for getting buyers and sellers to work together: Be proactive, not reactive. Put aside your ego and help clients discover solutions to the problem(s) at hand.

Chris and Alicia Parker Broker/Owners RE/MAX® Incompass West Chester Township, Ohio https://incompass-west-chester-oh.remax.com Region served: Southwestern Ohio Years in business: Chris: 10; Alicia: 10 Number of offices: 2 Number of agents: 17 Best time management tip: Focus on the priorities only you should complete and delegate the rest. Key to running a successful meeting: Determine your goals, have an agenda and take notes to send to everyone afterward with an actionable item if appropriate. And get feedback whenever possible. Most successful recruiting technique: Listen to the agents you’re looking to recruit and learn about their specific hopes, dreams and aspirations so that you can determine a plan to set them up for success.

82 March 2021 RISMedia’s REAL ESTATE

What is the biggest challenge the pandemic presented to you and your team? Our biggest challenge was trying to run a thriving real estate office while being disconnected physically from our sales team and administrative staff. We were able to accomplish this virtually, however, nothing beats interacting in person with your clients and colleagues. Why did you decide to convert to RE/MAX? Operating an independent brokerage helped us appreciate being in business for ourselves, not by ourselves. While we felt that it was going to be difficult to grow our independent brand and keep up with technology, we wanted to focus on what was most important, which was growing our sales team and providing support to set them up for success with the best brand in the industry. On the surface, nobody likes change, but there is comfort in knowing that the RE/MAX brand is predominant across the industry and at the consumer level. What do you find most valuable about being affiliated with RE/MAX? It’s nice to be part of something bigger. As a RE/MAX

“Listen to the agents you’re looking to recruit and learn about their specific hopes, dreams and aspirations so that you can determine a plan to set them up for success.” – CHRIS AND ALICIA PARKER Broker/Owners, RE/MAX® Incompass

franchise, we are not just a local brand, but national and even international. Not only do we appreciate being able to communicate with others in the field who are facing the same challenges, but it’s great to be able to refer a deal to a RE/MAX agent in Seoul, South Korea.

How has the RE/MAX conversion impacted your business overall? It has put us on the same playing field as other big brands. We have a much better chance of competing as a RE/MAX franchise than we did as an independent in regard to recruiting, developing and retaining agents. The RE/MAX brand also helps agents convert prospects into clients because they don’t have to explain who we are anymore.

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

Delivering Value Every Step of the Way

by Paige Tepping

only is the shift being felt from the agent to the consumer, but it’s also changing the brokerage’s relationship with the agent, and I think it’s going to result in a significant consolidation within the industry. We want to be out ahead of this consolidation, and so we are aggressively growing.

Brian Marincic Broker/Owner HomeSmart CH4 Realty Group Rock Springs, Wyoming and Colorado https://homesmart.com/franchise/hs0075 Region served: Southern Wyoming, Colorado’s Western Slope and Northern Front Range Years in real estate: 19 Number of offices: 5 Number of agents: 205 Favorite part of your job: Interacting with agents and helping them grow their business. You recently opened a new office. Can you talk about the experience and why now is the right time to expand your company footprint? The recent addition of our new office caused us to double in size, so the experience has been both busy and exciting. We feel that there is a pretty fundamental technology shift occurring in the industry, especially from the brokerage perspective, and this is what fueled our expansion. Not

What would you point to as the key to your continued growth over the years? Our growth is directly related to adding value to the agents and making sure what we provide is worth something to them. That’s why our main focus at HomeSmart CH4 Realty Group is to ensure that whatever we put our energy into is going to bring value to our agents. Our affiliation with HomeSmart allows us to do just this, specifically through the use of their RealSmart Agent platform, which I believe is leading the industry at every level. I truly believe that we are leading the industry shift I noted above and that agents and companies are looking to the brand to see how they can compete. When it comes to HomeSmart, they just get it, and that’s why we’re with them. What is your best tip for keeping agents motivated? Motivating agents isn’t our focus due to the fact that when an agent comes to HomeSmart, they already understand their own value, so they’re joining the company because of what they get by coming to us. Our focus is on making sure we

“Our main focus at HomeSmart CH4 Realty Group is to ensure that whatever we put our energy into is going to bring value to our agents.” – BRIAN MARINCIC Broker/Owner, HomeSmart CH4 Realty Group

deliver to their value proposition by not only staying current, but also giving them the tools, tech, support and service that allows them to build their own business and be successful. How has being part of HomeSmart helped you navigate these challenging times? HomeSmart has been very good when it comes to staying up to date with what is going on. They also understand that while this is a national pandemic, there are regional issues that we have to deal with. To that end, they’ve been providing information and support from a national level, getting it to us in a way that we’re able to take it and adapt it to our specific situation. While each state is doing its own thing, HomeSmart has been very proactive as far as helping us gather information and evaluate how to best manage our circumstances. Where do you see HomeSmart CH4 Realty Group in five years? Our goal is to be the leading brokerage across the Intermountain West. For more information, please visit www.homesmart.com.

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{Broker Best Practices}

Teamwork Makes the Dream Work

by Jameson Doris

embraced social media platforms. We have agents utilizing Twitter, Facebook and Instagram, but we also blog and use TikTok.

Kim Smith Broker/Owner Weichert, Realtors® — Team Metro Hickory, North Carolina https://kim-smith.teammetro.net Region served: Western Piedmont region of North Carolina Years in real estate: 25 Number of offices: 1 Number of agents: 33 Key to attracting top agents: It’s all about having a collaborative office culture based on teamwork, fun and results. Agents want to know that you’re there to support their success. Top agents respect that and want to associate themselves with that type of office. What’s your secret to staying relevant in today’s ever-changing real estate landscape? We’re relevant because we’re always evolving. We know that our clients are no longer walking through the front door of our office, but rather, they’re looking for homes and agents online. For us to meet clients, we have

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How do you stay in touch with your clients? We build relationships for life through constant follow-up by using myWeichert, a CRM powered by kvCORE, which allows us to set up customized campaigns for each type of client. We can email, text or video message them through the platform. One of the great things about myWeichert is the fact that each morning we get a list of who we need to reach out to that day. This is based on tasks we have created as well as the client’s behavior. Better yet, we can do this directly from an app on our phones, which keeps us on the top of their minds when they are ready for their next move. Where does your market stand in regard to reopening in the midst of COVID? In North Carolina, most businesses are open with limits on indoor capacities. Thankfully, real estate-related services have remained essential, and we’ve been able to operate safely. During the initial stay-at-home order, we did experience a slight slowdown, but it was brief and only lasted a couple weeks. We rebounded and have remained strong, with our market seeing a 9.3% increase [by the end of 2020.] In what ways have you helped your agents cope with the challenges associated with the pandemic? We’re fortunate to be part of a fran-

“Agents want to know that you’re there to support their success. Top agents respect that and want to associate themselves with that type of office.” – KIM SMITH Broker/Owner, Weichert, Realtors® — Team Metro

chise that is forward-thinking. At the start of the pandemic, we were given resources to turn our business virtual. Not only did we begin holding virtual open houses and showings through Facebook Live, but we also started doing listing presentations and buyer consultations through Zoom. Additionally, we implemented procedures recommended by the Centers for Disease Control and Prevention (CDC) to help keep our agents, staff members and clients safe.

Where do you see your business in five years? I see our firm being No. 1 in our market. We have grown consistently every year that we’ve been in business, even during the Great Recession. Our continued success is based on yearly planning, setting goals and taking the necessary actions to achieve them. Not to sound cliché, but we know that teamwork makes the dream work. For more information, please visit www.weichert.com.

Staying Ahead of the Game

Robert Rinke Broker/Owner Levin Rinke Realty, a member of Leading Real Estate Companies of the World® Pensacola, Florida www.levinrinkerealty.com Region served: Northwest Florida Years in real estate: 30 Number of offices: 6 Number of agents: 190 Talk about being part of Leading Real Estate Companies of the World® (LeadingRE). I had an established independent brokerage, but I needed to grow. Just as I was looking at different brands, we got the call from LeadingRE, and it has been an excellent choice for us. While being able to keep our name was a huge benefit, more importantly, we value training, and the training provided by LeadingRE is great. It comes in bite-sized pieces, which allows our agents to sit back and view excellent training material each day for 15 minutes. This training has been invaluable, as it has put our agents ahead of the game.

by Lesley Grand

You spend a high amount of your annual budget on marketing. Can you talk about the reasoning behind this? We spend a great deal of money on marketing and training. In fact, we’ve hired trained videographers to make videos of our agents, the marketplace and the gorgeous lifestyle we lead in the eco paradise where we live. We also have drone operators who shoot incredible videos, and we dominate social media. In essence, we are a full-service marketing company built within a real estate company, and that marketing exposure has put us way out front in the market. What is your best advice for hiring and retaining agents? Brokerages do not make much money anymore. We work for the agents, which is a mentality I think we all need to have. You have to train and market, and then you attract all the great agents. It’s really as simple as that. Any money we earn from Levin Rinke Realty is poured back into the agents and the community. Margins are very lean, but we keep the best and the brightest by investing in them. How are you helping agents who are feeling unsettled due to the pandemic? Many of our agents have had a difficult time this past year. There’s not the same camaraderie that comes with being together and meeting in person, and while Zoom has been an effective alternative, it’s not the same. This last year has been scary for everyone, but it’s also been a record

“In essence, we are a full-service marketing company built within a real estate company, and that marketing exposure has put us way out front in the market.” – ROBERT RINKE Broker/Owner, Levin Rinke Realty, a member of Leading Real Estate Companies of the World®

year financially for our agents, so we try to concentrate on that. What is your best piece of advice for finding success in real estate? To succeed in real estate, you need two things: integrity and discipline. Because the barrier to entry is so low, many agents do not take the business seriously, but in order to make it, you have to be serious. And you have to be driven. It takes tremendous drive/ discipline to build up and maintain a great real estate business. For more information, please visit www.leadingre.com.

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3 Luxury Staging Trends to Take ‘Center Stage’ in 2021 by Diane Hartley

ost luxury real estate professionals and their clients know staging trends are important. But did you know staging changes as the market evolves?

Having a grasp on the latest staging trends gives you that extra edge over your competitors, and while having an expert stager is half the battle, you’re ultimately responsible for the end result. So, let’s take a look at some of the staging trends that are set to make a comeback in 2021, and some of the new staging trends that have emerged from nearly a year spent in quarantine. 1. Warm Tones Are Making a Comeback It’s true—the stark, minimal whites and grays that took center stage (no pun intended) for over a decade at open houses are taking a backseat to warmer, more inviting palettes. And while it’s important to choose a neutral that fits the home’s location, lighting and the room’s existing color palette, Certified Canadian Staging Professional (CSP™) Elite and Luxury Specialist Lori Pedersen told the Institute for Luxury Home 86 March 2021 RISMedia’s REAL ESTATE

Marketing (The Institute), “Really nice beiges are coming back—definitely not the caramels and the tans that were even before the grays— so no yellow-toned beiges, but nice soothing and warm beiges.” This is especially true in homes that offer a closer connection to nature, like those in mountain towns or beachfront property as they help to tie in the natural scenery. 2. ‘Creature Comforts’ Sell As luxury real estate coach and speaker Matt Ferrara said in a recent interview with The Institute, “Real estate is about people standing at the corner of life and change.” And right now, even the most successful clients are seeking comfort, certainty and security as the world deals with the pandemic. Staging is your opportunity to show them the kind of comfortable oasis your listing can offer. You can achieve this with more throw pillows, blankets, staged coffee and tea areas, and even out-

door dining areas. When staging is complete, a prospective buyer should be able to look at the space and think, “Yes, this feels like a space I’d like to spend a lot of time in.” 3. Black Statement Pieces Are Back Another unexpected luxury trend making a comeback? Black. Black statement pieces can help draw the buyer’s eye to the best features of the home. In our interview with expert stager Pedersen, she added, “Black is showing a strong place in staging. When everything is neutral and smooth, your eye has nowhere to rest. “But if we ground things with black pieces, like art that has a black frame, or a beautiful black marble island in a kitchen, those are things that really draw your eye.” Pedersen also mentions that in the luxury market, it’s okay to take some risks. Luxury buyers are typically looking for something a bit more notable and memorable, so staging has more creative leeway here than in the traditional market. Want to stay on the leading edge of staging trends and luxury real estate marketing strategies? Becoming a member of The Institute gives you access to some of the top producers in the industry and done-for-you marketing tools that give you an absolute advantage. The Institute also offers a wide range of resources for you to invest in yourself at any stage in your luxury real estate career—even if it hasn’t begun yet. RE Diane Hartley is president of the Institute for Luxury Home Marketing, a premier independent authority in training and designation for real estate agents working in the upper-tier residential market. Hartley brings her passion for luxury marketing and more than 20 years of experience growing and leading businesses to her role as president of The Institute.

How the Right Partnership Can Improve the Consumer Experience by Chris George

Mike Hickman President, CEO and Broker Seven Gables Real Estate www.sevengables.com

To see the full interview, visit www.cmgfi.com/jv-partners/sevengables-chat

is what drives our business; and what customers want, the right joint venture can give. If you’re focused on the process of providing the customer with a better experience, the right joint venture partner will take care of everything else.

How can joint venture partnerships prepare brokers for real estate market changes? What should you consider Mike Hickman: Like other before forming a joint organizations in the real esventure partnership? tate industry, we are coming MH: Choose a joint venture off of an incredibly busy year. Hickman partner that complements When you’re experiencing the what you’re already doing. For type of volume that we’re experienc- us, our lender partner takes care of ing now, a combined effort between the fulfillment side on the back end, a lender and a broker is more im- allowing us to focus on taking care portant than ever. I think that most of the customers. Before forming a customers don’t understand how joint venture partnership, I’ve had a the purchase process relates to the lot of agents call me expressing fruslender and the broker. The closer we tration with other lenders missing are in terms of communication, the closing dates. We’ve even had banks better communication the customer say, “well that’s just a target date.” gets from all parties. The closer we That’s a real disconnect when you’ve are in terms of fulfillment and opera- promised the customer an on-time tions, the better experience the cus- closing. With our joint venture parttomer is going to have closing their nership, our agents feel confident loan. with the experience they are promThrough our joint venture partner- ising their customers because they ship with CMG Financial, our fulfill- trust our lender partner. Trust is the ment has been like clockwork—it’s foundation of any joint venture partbeen great. The customer experience nership, which goes back to shared

values and cohesive company culture. The right joint venture partnership brings all of that together. How do you align your vision with your joint venture partner? MH: The very first time I had a phone call with CMG Financial, the first question I asked everybody on the phone was “could you tell me about your values?” I listened very carefully to what they had to say because I was in this frustrated mindset from previous partnership experiences. And that led me to an instantaneous connection because—I know this about partnerships, I know this about joint ventures, I know this about friendships (whether they be in business or outside of business)—when your values are aligned, it works beautifully and it works smoothly. We’re a values-oriented company looking for other values-oriented organizations. What services did you gain from your joint venture partnership? MH: Combining marketing forces has been especially beneficial. Our marketing director has been able to leverage the in-house marketing agency at CMG Financial. The more creative minds approaching a campaign, the more solutions you’ll find. I’m really impressed with the look and design of our marketing efforts; it’s helped us establish a bigger footprint in our market. What do you expect from your joint venture partnership in the coming months? MH: I’m very excited about it, and I’m looking forward to working together—our combined efforts will lead to something that a lot of people in this industry haven’t seen before. RE

Chris George is the CEO of CMG Financial. For more information, please visit cmgfi.com/jv-partners.

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3 Tips for Creating a Stand-Out Brand for Your Brokerage by the Experts at Real Estate Express

ou hear the word “branding” thrown around a lot in business circles, so much so that its meaning has almost become diluted. That can minimize the importance of true branding for many people when they create their marketing strategy—but branding your brokerage is crucial to building a business that will withstand changes in the market.

Here’s what you should know about branding and how to take the first steps toward building a strong brand in your niche or location. 1. Create long-form audio or video content In many ways, our phones have replaced our televisions, which is great news for your brokerage. Gone are the days where you will have to spend thousands of dollars on a TV commercial to get your name out there. Now, with social media, you can get in front of customers for free. And one of the best ways to do this is with longform audio or video content. First, create a video or episode of a podcast that tells first-time 88 March 2021 RISMedia’s REAL ESTATE

Remember that branding is a long game. Chances are you aren’t going to “go viral” overnight, but with some time and consistency, your brand can become more highly sought-after in your market. homebuyers what to expect when buying their first home, or explain some of the common faux pas sellers make when selling in a hot market. People will appreciate this free

advice and see you as the hardworking expert that you are. 2. Publish content across all social media platforms Once you’ve created your long-form content, use it to create all your social media posts for the next day or week across a variety of channels, such as YouTube, Facebook, Twitter, Instagram or your blog. You can post the full-length version on YouTube or whichever podcasting platform you use, then chop it up and post bite-sized clips on Instagram, Twitter and Facebook throughout the week. You can also transcribe it to create a written blog post that can be posted on LinkedIn or your website. Try breaking up your content into enough pieces that you have something to post each day. 3. Follow up and be patient Set aside some time each day to follow up on every comment across all of your platforms. You can use these comments as another opportunity to showcase your expertise and let your fans and followers know that you care about their questions or concerns. It’s important to remember that branding is a long game. Chances are you aren’t going to “go viral” overnight, but with some time and consistency, your brand can become more highly sought-after in your market. RE Real Estate Express is one of the nation’s premier online real estate schools, providing pre- and postlicensing courses, continuing education courses, and professional development to hundreds of thousands of real estate agents across the country. Real Estate Express, along with its sister schools McKissock Learning, Superior School of Real Estate, Allied Schools, The Institute for Luxury Home Marketing and Hondros Education Group, helps real estate professionals achieve sustainable success throughout each stage of their real estate career. Learn more at realestateexpress.com.

Strategies to Win in the New Environment: The Activities That Are Driving Success by Paige Tepping

icking off 2021 on a high note, RISMedia’s “Real Estate’s Rocking in the New Year,” a virtual event co-presented by the National Association of REALTORS® on Jan. 7, took a closer look at what real estate professionals across the board are doing to set themselves up for continued success during the session, “Strategies to Win in the New Environment: The Activities That Are Driving Success.”

“A lot has happened over this past year, but our panelists quickly turned situations, challenges and trends into opportunities,” said J. Lennox Scott, chairman and CEO of John L. Scott Real Estate, who moderated the lively discussion. Jumping right in, Scott turned to Michele Harrington, COO of First Team Real Estate, to discuss how she’s helping her agents navigate and implement an abundance of technology. To combat this overload, younger agents within the company, who have a better grasp on the technology, are coaching the more seasoned agents who may not be as proficient. “As brokers and owners, it is important that we understand that not

all agents want to learn to embrace technology,” said Harrington. “If we can figure out a way to make it easier on them by doing it for them, it’s a win-win for everyone.” Taking things off the agents’ plates is the name of the game for Anthony Lamacchia, broker/owner of Lamacchia Realty and CEO of Lamacchia Companies. “We kept telling our people to dial the phone, write the handwritten notes, send cards and call past clients, but they were having a hard time, so we created incentives for our agents,” he explained. The firm’s “Working By Referral” course, which runs twice a year, has been a key piece of the puzzle when it comes to getting agents focused on obtaining business from their

sphere of influence. “We all know that when agents are in touch with the people around them, they obtain business from them regularly—and we made it a little easier for them to do that,” added Lamacchia. Shifting gears to address the inventory shortage that’s apparent throughout a majority of markets across the country, Scott asked Todd Sumney, chief industry officer of HomeSmart International, to share his tried-and-true strategies to drum up listing inventory. Sumney challenged attendees to make 2021 their year by engaging their database, creating their own listings and tracking their progress. The three tactics he suggested? A CMA challenge, a video challenge and making the effort to do more things virtually. “We’re in a situation where we have low inventory, and the desired outcome is more listings, so go out there and create your own inventory,” explained Sumney. “You’d be surprised at how many people you can get to show up to a 10-minute virtual open house versus a traditional open house.” For J.B. Goodwin, founder and CEO of JBGoodwin REALTORS®, if there’s one thing 2020 taught us, it’s the importance of adapting. “Everyone thinks real estate is harder now than it’s ever been, but the way we’ve changed our practices because of COVID is no different than how we’ve adapted over the years to other market conditions,” he explained. RE Be sure to mark your calendars for April 8, 2021, when RISMedia and the National Association of REALTORS® present “Spring Into Action,” a full-day virtual event packed with strategies to help you maximize the spring and summer markets. Visit action.rismedia.com for more information.

Paige Tepping is RISMedia’s managing editor. Email her your real estate news ideas to paige@rismedia.com.

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What Do Sellers Actually Want? New zavvie Report Reveals 6 Megatrends Commentary by Stefan Peterson

midst the seemingly endless speculation and debate about the new ways of selling—including iBuyers, buy-before-you-sell bridge solutions and institutional buyers—one important factor has been neglected. What do sellers actually want? At zavvie, the first complete brokerage selling solutions platform, we realized we were in a unique position to consider this question. Today, zavvie helps bring thousands of offer requests each month to verified buyers around the country. Looking at our data, we thought it would also be useful for brokerages and others in the business. That’s why we created the new quarterly zavvie Seller Preferences Report (https://zavvie.com/ seller-preferences). This is the first quarterly report of its kind encompassing all selling solutions available to homeowners throughout the U.S. The Seller Preferences Report analyzes current iBuyer and buy-before-you-sell bridge solution-provider sales activity, including market locations, business volume and trends, and current buy boxes. The zavvie report also examines offer strength, offer acceptance rates, service fees, average conces90 March 2021 RISMedia’s REAL ESTATE

sions and time to close for sellingsolution providers. Here are the six seller megatrends we found during the past quarter: • Despite the unprecedented strong seller’s market in the second half of 2020, iBuyers managed a strong rebound at the end of the year, proving that their value proposition of speed, certainty and convenience is compelling even when sellers can sell quickly for top dollar on the open market. • Paradoxically, though iBuyer offer strength has declined steadily since COVID-19, iBuyer offer acceptance rates have increased. • Homeowners are five times more interested in bridge offers than iBuyer offers right now. • The average home price in a bridge transaction is 72% higher than an iBuyer purchase.

• Consumer demand for iBuyer and bridge programs is high throughout the country, including smaller markets where the national solution providers don’t yet operate. • Consumer satisfaction with iBuyers is high, averaging nine out of 10 in satisfaction scores, zavvie research shows. The data reveal these new selling options are aligned with consumers and will continue to become more relevant in the marketplace—and therefore, modern brokerages and agents embracing these new options will flourish. On the flip side, those who ignore the new options risk extinction. As one of our brokerage partner executives recently told us, “Most agents bring a CMA to a listing presentation. My agents bring offers.” Who do you think is going to win in the long run? Bridge is the future of real estate and will continue to grow rapidly. It’s a sort of “magic wand” that lets homeowners and interested sellers become cash buyers with no contingencies, and gives agents a chance to win more listings by offering those bridge solutions. The zavvie mission is to connect brokerages, agents and their clients with all the new ways of selling while preserving the agent’s role at the center of the transaction. As brokerage operators ourselves, we believe passionately in the role of modern agents in serving their clients. It is our hope that the quarterly Seller Preferences Report will help brokers and agents take advantage of what we’ve learned. RE Stefan Peterson is chief data officer and co-founder of zavvie, a technology company that is empowering the modern agent by making it easy to provide today’s consumers all the selling options: iBuyers, bridge and open market. For more information, visit zavvie.com.

{Ask the Experts}

Q: A:

What were the first steps?

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

Q: A:

How did 2021 start off for Pillar To Post Home Inspectors?

Surprisingly well, considering the kind of year 2020 was for all of us. As I’ve said before, 2020 started brilliantly, then in March we all got word that things were about to change radically for business owners. The value of the homes we inspected was over $55 billion, and thanks to all we learned and implemented last year, we are growing and continue to be very excited.

Q: A:

And how did things change for your network?

Like every other company, we had to take a step back, reassure our franchisees that we were “on this,” then form an immediate taskforce team to address all of the issues at hand. I always see this as the advantage of being part of a well-run franchise system, and this huge obstacle was about to prove that.

No. 1 was to reach out to our network of more than 500 franchisees with a leadership message informing them that we had formed a taskforce and were working with the National Association of REALTORS®, using CDC guidelines and following the facts rather than rumors. This is what they depend on us for. We immediately set out to put together a playbook for each home inspector in our network, which put them on track as far as next steps. Our franchisees are fluid and professional in their work, and they’ve continued to use this playbook well into the first quarter of 2021.

Q: A:

We also noticed an uptick in those seeking more outdoor space. Buyers and sellers still need home inspections, and our home inspectors perform them so efficiently that there isn’t a backlog.

Q: A:

What do you think was the Pillar To Post difference?

Aside from following all the guidelines, like always, we’ll continue to focus on customer service. We want to accommodate the homeowners and our REALTOR® partners. We debuted our PTP360 tour, which has allowed our franchisees to do more home inspections than ever, with terrific results. It has turned out to be a lifeline for both our franchisees and our REALTOR® partners and homeowners. Digital copies of the report and a blueprint plan can be handed to the agent so that negotiations for repairs can begin immediately. The report shows every nook and cranny of the home, depicting and noting any flaw or area that needs attention, as well as a description of the issue. In addition, we recently held our annual conference virtually, and not only was it a hit, it was done efficiently. We announced some new, exciting plans and are on track to grow exponentially and reach the lofty goal we have set for 2025. RE

Q& A

Will this method continue once things get back to normal?

We think this will be the new normal in that we’ve invented superior methods to serve REALTORS® and decrease the need to always have to be onsite for inspections. The pandemic was the impetus for some improvements that were coming down the pipeline anyway. Our franchisees and their certified home inspectors took the new technologies, adhered to the guidelines, and served their customers beautifully. Home inspections actually increased as time went on. Because people were spending more time at home making offices, play areas and spaces for the kids’ lessons, many upgraded or upsized their homes.

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How to Make Sure Your Joint Venture Is RESPA Compliant Commentary by the Experts at CMG Financial

Whether you are choosing an MSA or a joint venture for your forthcoming partnership, RESPA compliance is the responsibility of both the brokerage and the lender. To ensure that your new entity is compliant, both the brokerage and the lender should have on-site visits from compliance officers. Here are some best practices you should follow to maintain compliance for your MSA or joint venture: • Show regulators you have a successful Compliance Management System (CMS). Leverage your new lender partner to use their existing CMS, or choose a new system together. • Monitor policies and procedures. Appoint a compliance officer specific to your joint venture, or use your lender’s existing compliance team when possible. • Reasonable procedure to calculate marketing services. Use a third-party whenever possible.

f you are considering a marketing service agreement (MSA) or a joint venture, you need to be aware of one important factor, and that is compliance. You must iron this out prior to proceeding into any partnership. RESPA violations can be costly to both companies, impacting both your finances and your reputation, so it is vital to have the proper foundation before signing any agreements. MSAs or joint venture agreements and rolling documentation protect both partners and their new organization. Each type of partnership will have its pros and its cons, but as mentioned, compliance is the one thing they have in common, so let’s take a deeper dive into both.

In an MSA, the lender can only be paid for services rendered, not for any referrals. Rather than paying for access or opportunities, the brokerage can pay for general advertising. There must be a written agreement between the real estate brokerage and the lender with a third-party valuation done to protect both parties. A monthly validation of services must be documented to meet compliance guidelines. This documentation process is thorough to protect both partners and their organization. 92 March 2021 RISMedia’s REAL ESTATE

With a joint venture, licenses for the new joint venture must be obtained in all states where the joint venture will be operating, and the business must also be registered with each state’s secretary of state. There must be a written document of the separation of duties to ensure each entity is fulfilling their expected roles. Compared to an MSA, there will also be more costs associated with starting and operating a joint venture, but with an ownership stake, it can bring higher returns.

• Document your calculations and make sure they are consistent with all CMS policies. • Document services you are paying for and document that they were completed. This mostly applies to an MSA, but can be a good practice for a joint venture as well. • Monthly invoices, certifications and audits to serve as proof that services paid for were rendered. • Archive proof of advertising for reference in case of audit. • Never pay for access. For example, paying to attend real estate agent events. • No exclusive advertising relationships. Limiting the relationships could be a compliance violation. • Agreements should not be short-term. An MSA should be a minimum of six months to avoid the perception of paying for production. One of the most important reasons to use an MSA or form a joint venture is to operate compliantly, long-term, with your mortgage partner. RE For more information, please visit https://www.cmgfi.com/jv-partners.

Your Brand,Our Content MORE LEADS In today’s real estate market, success depends on being closely engaged with your prospects and clients whenever and wherever they prefer. Our Content Solutions makes it easy for you to stay top-of-mind and highly relevant by providing world-class editorial news, home-buying tips and compelling lifestyle information automatically delivered through your marketing and communication channels. Whether you’re driving interest via your website, blogs, social media, email or newsletters, we provide the content you need to build trust, develop relationships and grow your business.

1-800-724-6000 rismediacontentsolutions.com

The Simple Daily Activity That Will Drive Your Business Forward Commentary by Darryl Davis, CSP

Moving your business forward boils down to doing one thing every single day: talking to one buyer and one seller.

hether you’re a brand-new agent or a seasoned veteran in the real estate industry, moving your business forward boils down to doing one thing every single day: talking to one buyer and one seller. Yes, this seems so simple and obvious. But I can’t tell you how many agents seem to have forgotten all about this, because in their minds, they spend a lot of time getting ready to talk to buyers and sellers, but fail to actually have those conversations. Being Stuck We busy ourselves with worrying about Zoom or worrying about listing appointments, our advertising, our logos, our slogans, and so on. We put all of our time and effort into preparing ourselves to talk about real estate, but when it comes down to it, we don’t do it. We aren’t doing our business when we aren’t talking about real estate to another human being.

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Getting Unstuck Let’s use a trip to the grocery store as an example. There you are, getting your food for the week, and the young lady at the checkout mentions that she’s been renting a small apartment and is thinking about buying her first home. You ask her a few questions and talk about real estate for the few minutes it takes her to ring through your groceries, and there you go. She counts as a lead. Anyone you talk to who is thinking about making a physical move in their life is a lead, and you are there to coach them in regard to how to make that move and reach that next level in their life.

Tracking Your Conversations It doesn’t matter how you do this every day. The important thing is that you’re doing it. I would suggest that you make yourself a chart for each day with two columns, one labeled “buyer” and the other “seller.” Then you can put a dot in the correct column after every conversation you have with someone about real estate. Whether it’s the waitress at your favorite diner or the manager at your favorite bookstore, the important thing is that it doesn’t have to be a big deal. You just need to have a conversation with someone. Even if you only have one dot, you’re still moving your business forward. RE Darryl Davis has spoken to, trained and coached more than 100,000 real estate professionals around the globe. He is a best-selling author for McGraw-Hill Publishing, and his book, “How to Become a Power Agent® in Real Estate” tops Amazon’s charts for most-sold book to real estate agents. He is the founder of the Next Level® real estate training system The Power Program®, which has proven to help agents double their production over their previous year. Davis is currently hosting free weekly webinars to help agents navigate the new real estate reality. To learn more, visit www.DarrylSpeaks.com/ Online-Training.

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Home Prices Increased Across All Metros in Q4 2020

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he National Association of REALTORS® (NAR) recently released its latest quarterly report, which found that 88% of the metros followed (161 areas) saw double-digit increases year-over-year. This is down from the third quarter, when only 115 metros saw this type of growth. The national median existing single-family home price increased 14.9% year-over-year to $315,900. All regions experienced double-digit year-over-year price growth. The Northeast took the lead at 20.7%, followed by the West at 15.5%, the Midwest at 15.1% and the South at 14%. “The fourth quarter of 2020 presented circumstances ripe for home-price increases,” says Lawrence Yun, NAR chief economist. “Mortgage rates reached record lows, thereby driving up the demand. At the same time, inventory levels also reached record lows, leading to grim inventory conditions of insufficient supply in the fourth quarter.” The following areas saw the highest increases: Bridgeport, Connecticut (39.2%); Pittsfield, Massachusetts (32.2%); Atlantic City, New Jersey (30%); Naples, Florida (29.9%); Barnstable, Massachusetts (28.9%); Crestview, Florida (28.6%); Boise City, Idaho (27.1%); Binghamton, New York (24.4%); Kingston, New York (24.2%); and Spokane, Washington (23.6%). “Although tourism took a major hit overall throughout 2020, our data shows that vacation housing still did well in terms of sales,” Yun says. “Many people purchased in these areas because they found themselves with new work-from-home freedoms.” The 10 most expensive metros in the fourth quarter were located in the West and East regions: San Jose, California ($1.40 million); San Francisco, California ($1.14 million); Anaheim, California ($935,000); Urban Honolulu, Hawaii ($902,500); San Diego, California ($740,000); Los Angeles, California ($688,700); Boulder, Colorado ($661,300); Seattle, Washington ($614,700); Nassau, New York ($591,600); and Boston, Massachusetts ($579,100). “The average, working family is struggling to contend with home prices that are rising much faster than income,” Yun says. “This sidelines a consumer from becoming an actual buyer, causing them to miss out on accumulating wealth from homeownership.” RE

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Do You Recruit Using Manipulation or Invitation? by Terri Murphy

“W

e LOVE Referrals!” How often have you seen or used that message on the back of a business card or marketing piece? Of course we love referrals, and so does everybody else, both in business and in our personal lives. This has become a standard slogan found in almost every marketing initiative for salespeople across all industries, but can we measure the return?

Do you find it uncomfortable to ask directly for a referral, or to ask a new agent to join your team? If you find yourself cringing at the idea, the reason may be because asking feels like you’re manipulating the existing relationship for personal gain. In a recent interview with Rick Geha, master coach and an expert in recruitment, Geha shared his unique views on effective engagement in both recruitment and in securing referrals. He explained that the tone of your invitation, whether it be for joining a company or team or asking for referrals, is more powerful when you focus on the conversation from a different angle. Most recruitment scripts, for example, point out all the benefits 96 March 2021 RISMedia’s REAL ESTATE

Being part of a cohesive team that supports personal goals, not just company goals, creates a higher level of loyalty, trust and motivation. and features that are included. Higher commission splits, marketing assistance, transaction support, and even free coffee, all of which is quite attractive when considering joining a new company or team. But is that enough to convince that agent to join your team? The answer to that frequently depends on the persuasiveness of the interviewer and the specific

wants and needs of the interview prospect at that time. But what if there was a way to engage a candidate on a deeper level? It goes back to a fundamental human need to belong to something bigger than oneself…a community of like-minded individuals who mutually share goals and visions for their own lives, not just for the company’s bottom line. Geha brilliantly shares what happens when the conversation shifts from a tone of manipulation to one of enrollment. Imagine a conversation that addresses an authentic focus on personal development, professional skill advancement coupled with individual support, attention, guidance, coaching and counseling to advance the new team member in the achievement of not just their business success, but their own personal success. How differently the conversation rolls out when the recruiter speaks of the opportunities, focusing on how professional support advances the personal agenda of the prospect. Being part of a cohesive team that supports personal goals, not just company goals, creates a higher level of loyalty, trust and motivation. If recruitment is a goal for you this year—whether it be for your team, your company or your staff— use the enrollment approach to craft a message that is a compelling invitation to join a community where everyone is committed to their best performance to create their life by design. RE For a copy of Geha’s Top 10 Recruiting Tips, and other success tools, visit: http://bit.ly/36zHSpN. Terri Murphy is an author, TED Talk speaker and master coach with Workman Success Systems. She is the author of five books and the founder of the Women’s Wisdom Network Facebook Group. Contact her at Terri@TerriMurphy.com.

‘COVID Marketing’ Reaches New Heights Commentary by Allen Alishahi

ho would have thought that one of the most important pieces of insider knowledge an agent needs to have is which of the local internet companies provides the fastest download speeds? That’s just one of the ways the pandemic has changed how real estate professionals do their jobs. Even though the new trend of “COVID-safe marketing” began with ways to protect people from the virus, it has now reached into how we present homes to buyers—including utilities such as the internet and sound transfer between rooms. The biggest increase in demand is for a home that is flexible enough to accommodate both adults working from home and kids doing online schooling without getting in someone else’s way or using up all the bandwidth. What buyers want to see first and foremost is how they can work uninterrupted, so if you’re touring a home—either in person or virtually—make sure to point out how many outlets a potential office space has to accommodate all the devices a person needs these days.

This is also where staging experts need to work their magic when it comes to highlighting ways a room can serve multiple purposes. If the rooms are small, shelving that maximizes the use of vertical space will help buyers see that there is a way to create an effective workzone. Shelves can also be used to divide up the space so that two people can work in the area at the same time. Additionally, mudrooms are now being adapted into spaces that can be used to protect oneself before

Even though the new trend of “COVIDsafe marketing” began with ways to protect people from the virus, it has now reached into how we present homes to buyers. leaving the house or protect the rest of the family upon returning home. Even if your listing doesn’t have a designated mudroom, help your buyers see the opportunity for a “cleaning station” by staging a shelf with hand sanitizer, masks, disinfectant and plastic gloves right near an entry door. You could also have a box of disposable shoe coverings nearby if you want to convey to potential buyers that you are taking every precaution when people come to view the home. The pandemic has created a tremendous amount of upheaval, so it isn’t surprising that marketing has also been impacted. Within all that upheaval is the opportunity to stand out to clients as a professional who is responsive to their needs. Whether it’s showing them possibilities for this “new normal” of working from home or how to integrate cleaning protocols into the layout of their living space, we can help them move up the property ladder with less stress than they are expecting. RE

Allen Alishahi is president of ShelterZoom, the technology company behind DocuWalk. For more information, please visit www.docuwalk.com.

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How to Maximize Joint Venture Opportunity by Increasing Your Capture Rate Commentary by the Experts at CMG Financial

he success of a joint venture depends on three main factors: attracting the right mortgage talent, the support of the referral partner and the mortgage partners’ ability to deliver consistent service. Understanding these three pillars is ultimately the foundation of the success and longevity of a joint venture. The right loan officers will enhance the customer experience by delivering a dependable service for agents and their clients. With the support of the referral partner, the experience becomes more organic and autonomous, leading to better practices and repeat business. A common reason that agents can be hesitant to work with a joint venture is because it is something new. They grow their business through a repeatable customer experience with a lender who allows them to meet closing deadlines and provide a seamless mortgage transaction. Agents can be skeptical about the need to form a joint venture, especially if they are already working with a reliable lender. On the surface, a joint venture may just look like an additional revenue stream for the company, but while that is true, it

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can also benefit your agents. To increase your capture rate, show your agents how the joint venture can personally help them increase their client base. One of the main goals of a joint venture is to create a unified customer experience, limited miscommunication between agents and loan officers, and a more involved overall transaction. Your agents may be wary that working with a new joint venture could mean unpredictable customer service and a missed opportunity to grow their business.

However, when the mortgage company becomes part of the process through the joint venture, the agent has more control to shape the entire experience for their customer. The value of a better mortgage experience translates into a lifetime customer, with the client returning for all future real estate needs. Both the agent and loan officer are able to stay engaged with the client through the lifecycle of the loan and keep up with all their major milestones. It could be a refinance, a second home or something as big as a birthday. The goal is to build a personal relationship with the client and stay beside them throughout their next chapter, which could be 10, 20 or 30 years. Most brokerages see different phases of agent adoption when forming a joint venture. Typically, there are three phases—early adopters, general adopters and late adopters. Each segment has the potential to advocate for the next round of adopters by sharing their success with the joint venture. Use the early adopters’ testimonials to speak to the later adopters until you’ve converted your entire agent population. The best way to show your agents how they will benefit through this joint venture partnership is through word of mouth—real testimonials are so powerful. It is imperative to focus on testimonials from agents who have worked with these new loan officers and highlight testimonials from customers who have had a positive experience as well. This better customer experience can solidify the long-term value and ongoing business-revenue growth they can expect from the support of their new loan officer. Your greatest proof of value is your own satisfied agents advocating for the joint venture to their colleagues. RE For more information, please visit https://www.cmgfi.com/jv-partners.

Housing Affordability Steady, But Challenges Ahead by RISMedia Staff

ecord-low mortgage rates were helping to offset increasing home prices, keeping affordability steady in the fourth quarter of 2020, according to the National Association of Home Builders (NAHB)/Wells Fargo Housing Opportunity Index (HOI). However, continuing supply shortages could impact affordability in the future.

According to the report, 58.3% of new and existing homes sold between the start of October and the end of December were affordable to families who have an adjusted U.S. median income of $72,900—this hasn’t changed since the third quarter of 2020. “While historically low mortgage rates are helping on the affordability front, there was a significant jump in year-over-year home pricing from 2020 to 2019, as inventory remained lean due to supply chain issues and the COVID-19 pandemic,” says NAHB Chairman Chuck Fowke. “Moreover, lumber prices remain extremely high, and builders anticipate that regulatory costs are likely to rise, which will put even more upward pressure on home prices.” “Looking forward, interest rates are likely to rise as the pace of vaccines increase and economic activity climbs back to more normal levels,” says NAHB Chief Economist Robert Dietz. “One trend that will help counterbalance growing affordability concerns is the suburban shift in home sales and construction to smaller markets.” But how long can this last with home prices continuing on an upward trend? The HOI showed that the national median home price skyrocketed to an all-time high of $320,000 in Q4. What’s kept homeownership within reach is the low interest rate environment—NAHB reports the average mortgage rate fell by 20 basis points in Q4 to a record-low of 2.85%. In the fourth quarter, Lansing-East Lansing, Michigan, was the nation’s most affordable major housing market. The least affordable housing markets were in California: Los Angeles-Long Beach-Glendale; San FranciscoRedwood City-South San Francisco; Anaheim-Santa Ana-Irvine; San Diego-Carlsbad; and San Jose-Sunnyvale-Santa Clara. RE For more information, please visit www.nahb.org.

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Launching New Agent Success Through Effective Orientation Make them feel welcome. Consider having a coffee and donut meet-and-greet with other agents and staff. You can also have a welcome card signed by other agents. Even if new agents don’t know the names yet, they will appreciate the gesture. They will also look back later at the agents—including “big hitters”—who signed their card and feel the goodwill all over again.

by Sherri Johnson

Demonstrate your tech tools. Especially for proprietary software, introduce them to the systems they will need to immediately be effective in their new business.

here’s a difference between new agent onboarding and new agent orientation. Onboarding is checking all the administrative boxes: adding their license to your company, setting up their access to systems and technology, assigning a workspace, etc. To truly embrace new agents, you need to have an orientation program that engages them with you and your company’s culture. Whether that program is one day long, several days long, or spread out over weeks or months, orientation is a valuable tool to help new agents sell real estate immediately and lay the groundwork for a long, mutually beneficial relationship within your company. Here are several best practices you can employ in your orientation programs to help new agents get off to a great start in their new roles.

Provide specific support mechanisms. Let new agents know whom they should call for support—include names, contact info and areas supported (sales, technology, admin, etc.). If you have a mentor system within your company, all the better.

Provide an action plan. Aside from all the details, provide a basic gameplan—such as a 90-day activity checklist—that they can follow to jumpstart their lead generation and client acquisitions immediately.

Be prepared. Provide information in advance about where to park, how to get in the office and what to expect. Showing that you value the agent’s orientation will also demonstrate that you value their success.

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Review everyday culture. Common knowledge isn’t always commonly known, so put new hires at ease by reviewing things that you may take for granted such as how the phones are answered, where coats are hung, and how to refer to your company or office name.

Be consistent. If you have multiple offices, use the same basic orientation template in all locations. Some of the details will change, but the information and structure should largely be the same. Get feedback, then adjust. When orientation concludes, get feedback from the new agents and make adjustments so that you are better next time. Implement the practices above to make new agent orientation successful, and help your new agents make an immediate impact in their businesses and yours in 2021. RE Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. With 20 years of experience in real estate, Johnson offers coaching, consulting and keynotes, and is a national speaker for the Homes.com Secrets of Top Selling Agents tour and the Official Real Estate Coach for McKissock Learning and Real Estate Express. She is also an RISMedia 2021 Real Estate Newsmaker as an industry Influencer. Sign up for a free 30-minute coaching strategy session or visit www.sherrijohnson.com for more information.

What a Top 1% Financial Advisor Learned From the Real Estate Industry Commentary by Daniel Ramsey

warded as a top 1% U.S. financial advisor, Marvin Mitchell built an innovative lead generation process by learning what top REALTORS®do. He is a top-five finalist for National Retirement Advisor of the Year and a MyOutDesk client. He also earned the Elite Advisors Group award from Advisors Excel. Mitchell shares that “financial advisory firms are like dinosaurs.” As founder and CEO of Compass Retirement Systems, Mitchell built an innovative inbound marketing process, and now he’s closing multimillion-dollar clients weekly. How? Just like how top-producing real estate teams are doing it—with virtual assistants. “Attraction marketing is something that has to take place, so I began to look at who’s doing this right—and that was the real estate world,” Mitchell explains. “My virtual assistant recently made me $43,000 in commissions in less than half an hour,” adds Mitchell. “The return on in-

vestment (ROI) on our virtual assistants is amazing. I’m definitely going to finish the year with over 20 times ROI.” The current flows in your sales and marketing processes could keep you from generating more leads, traffic and revenue. As a real estate leader, you can see optimal results on your marketing and sales development when delegating your processes efficiently. “Once we get a lead, that’s where my virtual assistants come into the picture,” says Mitchell. “They follow up on those leads, get them on my sales team’s calendar and make our time more efficient. It saves us hundreds of

hours of time because we don’t have to find the most qualified people ourselves.” We all know that it takes good structure to reach top-producing levels and gain marketshare. To do so, top teams are bringing in the right help so that agents can focus on closing more deals. “When my virtual assistant recently landed a client, that alone paid for two virtual assistants for an entire year,” notes Mitchell. Talented Labor Without Local Limitations Real estate firms and brokerages realize, now more than ever before, that many functions can be done remotely and don’t require physical space. Real estate virtual assistants for recruitment, marketing and administrative roles are cost-effective and allow more freedom for local teams to focus on closing more deals. REALTORS® see that adding virtual assistant talent to the mix can also lower overhead costs (at up to 70% savings when compared to hiring a traditional employee). If the highest-performing financial advisor in the nation is leveraging virtual assistants, shouldn’t you as well for your own business growth? RE After several years of working in the real estate industry, Daniel Ramsey—founder and CEO of MyOutDesk (named the No. 1 virtual assistant service in 2020 by TechRadar & Analytics Insight)—realized that REALTORS® spend too much time doing tasks that are necessary but highly administrative, routine and time-consuming. In 2008, he founded MyOutDesk with a vision to provide REALTORS® with indispensable leverage through real estate virtual professionals to aid them in regaining time and freedom and have the ability to grow their business, all while reducing costs. To learn more, please visit www.myoutdesk.com/services. RISMedia’s REAL ESTATE March 2021 101

{Blog Spot} 4 Ways to Boost Curb Appeal by Evette Champion

As with the interior of your home, you should strive to have lovely curb appeal. pansies and hostas are great for colder climates, but hibiscus or peonies do better during the summer or in warmer climates.

omeowners focus so much on the interior of their homes that they may often neglect the outside—or at the very least do the bare minimum like keeping the lawn mowed. However, if you’re thinking about selling your home or want to one-up the neighbors, here are some ideas that will put other yards to shame. Update Your Walkway When folks come to your house, you want to roll out the proverbial red carpet. A beautifully done walkway can give off the impression that you’re welcoming guests to your house. If you have a plain concrete walkway, you can tear it up and install pavers, brick or slate—or you can simply powerwash the walkway and stain it with a special concrete stain. Add or Update Lighting Houses often have a generic porch light, but they don’t typically add any pizzaz to the exterior of the home. Upgraded light fixtures add a bit of class and appeal to your home without a lot of fuss. Dark fixtures with clean lines on lighter houses offer a more modern look if that’s your de102 March 2021 RISMedia’s REAL ESTATE

sired aesthetic. In addition to porch lights, you can also add walkway lights or light posts along the driveway. While flood lights that stay on aren’t necessarily great for curb appeal, motion sensor lights that alert you if anyone (or anything) comes onto your property are a good option. Create Flower Beds Suitable for Your Climate You’d be surprised by the way in which well-maintained flower beds can improve the look of your house. The bright colors, deep rich mulch and even trimming around the flower beds go a long way toward helping your house look put together. When choosing flowers, you want to be mindful of what type of flowers grow best in your particular neck of the woods. Flowers like

Use Color to Make Your House Pop Flowers are a great way to add some color to your house, but there are other ways you can add color. You can add a new coat of paint, which will freshen up the look of your house. Some popular exterior colors include shades of gray and blue, off white and light neutrals like taupe. Another great way to add color is by having a bold door and/or shutters. Red doors are typical, but have you ever considered robin’s egg blue or even a bright color like orange, fuchsia or green? Just remember to choose a color that complements the rest of the house, rather than one that clashes.

As with the interior of your home, you should strive to have lovely curb appeal. Not only will meticulous landscaping go a long way toward improving your home’s curb appeal, but it will also help make your house feel like home. RE Evette Champion enjoys educating new homebuyers about the world of real estate. This article originally appeared on RISMedia’s blog, Housecall. Visit us at blog.rismedia.com.

Solving the Down Payment Dilemma How to help first-time homebuyers increase their down payment with HomeFundIt by Doug Nesbit

Troy Hermanson

checks, paper gift letters, seasoning and financial statements—so buyers are reluctant to ask relatives for help, even though it’s allowed. When we meet with these types of buyers, we always bring up HomeWhat is the top issue FundIt, an exclusive Fannie typically faced by your Mae- and Freddie Mac-apbuyers today? proved program available Troy Hermanson: The largthrough CMG Financial and est buying segment demoits joint venture partners. graphically is millennials, With a HomeFundIt campaign, Hermanson a majority of whom are our buyers can receive down first-time buyers. Saving for a down payment gifts from anyone (family, payment is the top issue for them friends or anyone else in their netbecause home prices are going up, work) online, via debit or credit card, and rising rent plus student loan pay- with no offline paperwork, taxes or ments only make it harder. While we fees. It works with any conventional meet many prospective buyers who loan, including the 3% down-payment are mortgage-ready, nearly every buy- programs, and it is a gamechanger. er could use a larger down payment. Since anyone can give online, it opens doors to a larger down payWhat are you doing to help them ment. Even wedding guests can now over that hurdle? help with just a few clicks. TH: About 35 - 40% of our first-time buyers receive down payment gift What other aspects of HomeFundIt funds from parents. But using those benefit buyers? gifts can be a major hassle—paper TH: With HomeFundIt, nearly all of REALTOR® Forward Movement Group | Coldwell Banker West Bend Greater Milwaukee, Wisconsin

our buyers qualify for CMG’s $2-to-$1 match on down payment gifts, up to $1,500, toward loan closing costs. Many of them also use HomeFundIt’s unique UpIt program, which consists of over 1,000 top online retailers who pledge an average 7.5% of each purchase back toward the down payment. Essentially, the program has two ways to build a bigger down payment—gifting and shopping.

What’s the net result for your buyers? TH: Using HomeFundIt’s online downpayment gifting helps our buyers work from a stronger position in a busy market. Obviously, it helps improve their buying power—especially if they have to increase their offer to compete with multiple bids. It can even help them build reserves that they might need for future repairs, especially if the seller pushes back on items that come up in the property inspection—something we’re seeing a lot more in today’s tight market. How are you using this to grow your business strategically? TH: We set up a HomeFundIt real estate portal, which is a free branded website that allows our buyers to easily start an online down payment gifting page that features us. It comes with some great marketing tools that allow us to attract more buyers, like branded testimonial videos to share on social media, to make new buyers aware of the program. We use it as a real differentiator since it shows that we’re committed to helping first-time buyers be more successful in buying real estate, and we have a branded program that really delivers. RE Doug Nesbit is director of affinity partnerships at CMG Financial. For more information, visit https://www.homefundit.com. RISMedia’s REAL ESTATE March 2021 103

{RISMedia’s Great Spaces}

American Royalty In this month’s edition of Great Spaces, we take a look at a Massachusetts mansion with ties to one of America’s most famous families. by Jameson Doris

Vanderbilt Estate Listed for $12.5 Million There may no longer be American tycoons like there once were during the Gilded Age—the Vanderbilt family’s influence in U.S. culture is a shadow of what it once was—but one thing that has maintained its grandeur through the decades is the magnate’s real estate. Of the many properties that the shipping and railroad tycoon and his family owned through much of the late 1800s into the early 1900s, few have been demolished, yet only a handful are still owned by the Vanderbilt family. Two notable exceptions are the Biltmore Estate in Asheville, 104 March 2021 RISMedia’s REAL ESTATE

North Carolina, as well as Elm Court Estate in Lenox, Massachusetts. Elm Court Estate, the largest

American Shingle-style home in the U.S., was designed in 1886 by the architectural firm Peabody & Stea-

rns. The grounds were done by Frederick Law Olmsted, who is well-known for developing the field of landscape architecture and who also designed New York City’s Central Park. The property, located in the Berkshires, was built by philanthropist William Douglas Sloane and Emily Vanderbilt, granddaughter of Cornelius. The mansion is similar in style to the Biltmore, albeit less ornate, and has the distinction of being so massive that it technically spans two towns. Historically, it was the meeting site for the Elm Court Talks in 1919, which ultimately led to the creation of the Treaty of Versailles and the League of Nations. Measuring in at 55,000 square feet, the home has a jaw-dropping 106 rooms, 46 of which are bedrooms. The property most recently acted as an inn, run by descendants of Emily Vanderbilt and shuttered in 1999. Her family has since taken to renovating the property, so only 13 of the 46 bedrooms are completely redone, as are the main living areas. Original details in the home, such as the intricately-carved plaster ceiling in the dining room and the herringbone-wood floors, have been preserved. Other features around the 89acre property include a large butler’s house, a gardener’s cottage, multiple greenhouses (one of which is large enough to grow fruit trees), a caretaker’s house, a carriage house, a stable and two barns.

The sprawling property stretches across two towns and boasts 46 bedrooms—13 of which have been completely renovated.

Listed by: Timothy Lovett, Berkshire Property Agents Listed for: $12,500,000 Photos by: Timothy Lovett

Main living areas and more than a quarter of the property’s bedrooms have been completely renovated, but many spaces in the home still need to be finished.

RISMedia’s REAL ESTATE March 2021 105

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Elevating Value Proposition Through Joint Ventures by Chris George

To see the full interview, visit www.cmgfi.com/jv-partners/mckeehomes-chat

“It’s better to get everything you need from a single partner than to deliver an inconsistent customer experience from multiple lenders.” – PAT MCKEE Owner, Mckee Homes

tant. Competitive rates and products don’t matter as much as working toward the same goal.

Pat McKee

What factors should you consider before forming a joint venture Owner partnership? McKee Homes www.mckeehomesnc.com PM: If you’re working with multiple “preferred lenders,” consider How is a joint venture which lender has the most partnership different to offer you and your cusfrom other partnerships? tomers. Are you seeking Pat McKee: Unlike other more loan products? More partnerships, a joint venaccessible loan officers? ture is an extension of your More advanced technology? McKee own team. When you’ve got More extensive regional covermultiple preferred lenders all of a age? Identify your organization’s sudden, they’re not preferred any- needs and choose the lender who more. There’s no consistent cus- best fits those needs. tomer experience, and you lose the It’s better to get everything you benefits you get from having a single need from a single partner than to partner. When you’ve formed a joint deliver an inconsistent customer exventure, both entities have an equal perience from multiple lenders. vested interest in its success. Our joint venture, Vision Lending How has your joint venture partnerServices, started with several McK- ship improved your business? ee Homes employees who had been PM: Everyone in our industry has working locally with CMG Financial faced incredible pressures over the employees. We’d trusted them as past year. We didn’t plan for this kind our mortgage lender for about 10 of volume, but through our joint venyears—almost since the day we ture partnership, we were prepared started our business. It was amaz- to manage customer expectations ing to see how quickly everybody got and provide a better experience, on board with the joint venture… more so than if we were working with and how quickly we started convert- multiple preferred lenders. ing customers to Vision Lending Partnering with a company that Services. has similar values is very impor-

If you were pitching a new joint venture partnership to your internal team, what would you say? PM: On the surface of where we want to go with a joint venture is the fact that we want to improve our capture rates and grow our business. A joint venture partnership should serve specific needs. If I were sourcing a new joint venture partner, I would look for partners that enhance our existing organization by offering something we don’t or elevating something we offer to the next level. A true partner will integrate with our organization to provide better service and more control than working with an outside lender. Where do you want to see your business go this year? PM: We’re a fairly large regional builder in our area now, but we have plans to expand our coverage and double our business over the next five years. Our joint venture, Vison Lending Services, is a strategic part of that initiative. By offering more products to appeal to more homebuyers, and delivering a consistent customer experience, we are establishing brand recognition to help achieve this growth and reach more markets. RE Chris George is the CEO of CMG Financial. For more information, please visit cmgfi.com/jv-partners.

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Index of Preferred Providers

The leading companies providing services to the real estate and relocation industries

ABR®..................................................................................... 109

MyOutDesk Virtual Assistants.................................................. 111

American Home Shield®......................................................... 109 Berkshire Hathaway HomeServices......................................... 109

NAGLREP (National Association of Gay & Lesbian Real Estate Professionals)........................................................................ 111

Broker Public Portal with Homesnap....................................... 109

National Association of REALTORS®........................................ 111

Buffini & Company................................................................. 109

Pillar To Post Home Inspectors®.............................................. 111

The CE Shop.......................................................................... 109

Quicken Loans....................................................................... 111

Century 21 Real Estate LLC.................................................... 109

Real Estate Webmasters......................................................... 111

Cole Realty Resource............................................................. 109

Real Living Real Estate........................................................... 111

Constellation1........................................................................ 109

Realogy Holdings Corp........................................................... 112

Create for the Human............................................................. 109

REALTOR Team Store®............................................................ 112

CRS Data............................................................................... 110

Realtors Property Resource®.................................................. 112

Darryl Davis Seminars............................................................ 110

Realty ONE Group.................................................................. 112

Earnnest................................................................................ 110

REBAC................................................................................... 112

Fathom Realty........................................................................ 110

REeBroker Group.................................................................... 112

FCA US LLC............................................................................ 110

RE/MAX, LLC.......................................................................... 112

Homes.com........................................................................... 110

Residential Real Estate Council.............................................. 112

HomeSmart International....................................................... 110

Sherri Johnson Coaching & Consulting................................... 112

HomeTeam Inspection Service................................................ 110

United Real Estate................................................................. 112

HomeVisit by CoreLogic.......................................................... 110

Weichert Family of Companies................................................ 113

HSASM Home Warranty............................................................ 110

Wise Agent CRM..................................................................... 113

Leading Real Estate Companies of the World®........................ 111

Workman Success Systems.................................................... 113

Lone Wolf Technologies........................................................... 111

zavvie..................................................................................... 113

RREIN Service Providers Berkshire Hathaway HomeServices Ambassador Real Estate... 113

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

Berkshire Hathaway HomeServices C. Dan Joyner, REALTORS®....113

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

Berkshire Hathaway HomeServices Florida Realty................... 113

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

Berkshire Hathaway HomeServices Georgia Properties............ 113

Lusk & Associates Sotheby’s International Realty.................... 115

Berkshire Hathaway HomeServices Nevada Properties............ 114

McCOLLY Real Estate.............................................................. 115

Berkshire Hathaway HomeServices Select Properties.................114

Page Taft................................................................................ 115

CENTURY 21 Award................................................................ 114

Patterson-Schwartz Real Estate.............................................. 115

CENTURY 21 New Millennium................................................. 114

Randall, REALTORS®.....................................................................115

Coldwell Banker D’Ann Harper, REALTORS®............................. 114

RE/MAX 440 and RE/MAX Central......................................... 115

Coldwell Banker Kappel Gateway Realty.................................. 114

RE/MAX Gateway................................................................... 115

J. Rockcliff REALTORS®........................................................... 114

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

AMERICAN HOME SHIELD® (800) 735-4663 • www.ahs.com/realestate American Home Shield® founded the home warranty industry more than 45 years ago and remains the industry leader, with more than 1.8 million customers who depend on us every day. We offer not only home warranty plans that help protect against unexpected covered breakdowns of home systems, but we offer services that buyers can take advantage of day one of their contract. Current additional services offered are: rekey service, electronics plan, TV mounting service and pre-season HVAC tune-up service. We’re also leveraging our network of more than 15,000 licensed and qualified contractors to test even more services, like: pest control coverage, house cleaning services, garage door tune-ups, electrician services, and more. Discover the shield difference—contact your local AHS® Account Manager today by visiting ahs.com/find-rep.

BERKSHIRE HATHAWAY HOMESERVICES (800) 666-6634 • www.berkshirehathawayhs.com Berkshire Hathaway HomeServices, based in Irvine, Calif., is a real estate brokerage franchise 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, now counts more than 50,000 agents and nearly 1,500 offices throughout the U.S., Canada, Europe and the Middle East. It is known as the FOREVER Brand with FOREVER Agents aspiring to work with clients over time through all phases of real estate. Network members also embrace the community and have contributed over $30 million to the Sunshine Kids Foundation supporting kids with cancer.

BROKER PUBLIC PORTAL WITH HOMESNAP (202) 996-2921 • www.brokerpublicportal.com • Bethesda, Md. • Gayle Weiswasser, SVP, Communications & Business Development, gweiswasser@homesnap.com Broker Public Portal (BPP) is a collaborative venture between real estate brokerages and MLSs to create a national consumer home search experience that connects home searchers directly with the agent who best knows the home they are interested in. Homesnap is the public-facing brand of the BPP, the only national home search platform powered by real-time MLS data and following Fair Display Guidelines. The goal of BPP with Homesnap is to provide an industry-friendly home search alternative that provides interested leads, for free, to the listing agent or broker and that delivers accurate, real-time MLS information to home searchers.

BUFFINI & COMPANY (800) 945-3485 • www.buffiniandcompany.com Headquartered in Carlsbad, Calif., Buffini & Company is the largest real estate coaching and training company in North America.

Founded by real estate expert and master motivator Brian Buffini, the company provides a unique and highly effective lead-generation system and comprehensive business coaching and training programs, which have helped entrepreneurs in 37 countries improve their business, increase net profit and enhance their quality of life.

THE CE SHOP (888) 827-0777 • www.theceshop.com • Greenwood Village, Colo. Founded in 2005, The CE Shop has become the leading provider of online real estate education through an encyclopedic knowledge of the real estate industry. Our ever-expanding course catalog of prelicensing, exam prep, post-licensing and continuing education products are trusted throughout the industry and offer agents across the country the education they rely on.

CENTURY 21 REAL ESTATE LLC (877) 221-2765 • www.century21.com • Madison, N.J. • Michael Miedler, President & CEO The approximately 139,000 independent sales professionals in over 11,600 offices spanning 83 countries/territories in the CENTURY 21® System live their mission everyday: to defy mediocrity and deliver extraordinary experiences. By consistently chasing excellence, giving 121 percent and always elevating, the CENTURY 21 brand is helping its affiliated brokers/agents be the first choice for real estate consumers and industry professionals.

COLE REALTY RESOURCE (888) 231-0732 • www.colerealtyresource.com • Omaha, Neb. Cole Realty Resource helps thousands of agents and brokers find success. Agents are staying top of mind by connecting with the neighborhood by promoting open houses or just listed/sold properties, while brokers recruit, retain and support new agents, allowing for confident prospecting. All of this can be achieved through a combination of innovative technology, industry knowledge of end-user practices and comprehensive data providers.

CONSTELLATION1 (800) 503-5163 • constellation-1.com • Milwaukee, Wis. • Markham, Ontario • sales@constellationreg.com Constellation1 is an all-in-one brand of award-winning front office, back office and data services for brokerages, franchises and MLSs. Constellation1 simplifies the process of finding and implementing the right real estate technology by providing a portfolio of solutions tailored to the real estate industry. Regardless of a brokerage’s, franchise’s or MLS’ technology needs, Constellation1 is of service, providing industry leading front office sales and marketing tools, including lead generation and relocation management; back office software like accounting, eSignature and transaction management; and extensive IDX feeds and datasets. For more information, visit constellation-1.com and follow us on LinkedIn, Facebook and Twitter.

CREATE FOR THE HUMAN (914) 909-6701 • www.createforthehuman.com • John Lim Create for the Human is a groundbreaking philosophy from John Lim, CEO of Life In Mobile and an innovator in real estate technology, that helps real estate and real estate-related companies humanize their digital marketing. Through education about the implementation of four main principles, Create for the Human offers companies the opRISMedia’s REAL ESTATE March 2021 109

portunity to exponentially increase their marketing success and bottom line by reaching behind their consumers’ devices and screens to capture and truly engage buyers, sellers, brokers and agents.

CRS DATA (800) 374-7488 • www.crsdata.com For more than 30 years, CRS Data has provided a wealth of property tax data through the MLS Tax Suite. This beautiful system integrates seamlessly into your MLS system, offering REALTORS® current tax data, detailed map layers and robust features that are accessible on all browsers and mobile devices. Consistent product enhancements help ensure that the MLS Tax Suite performs as the industry’s leading and most innovative service. We’re proud to provide a personalized customer experience that is unmatched. Learn more by visiting www.crsdata.com.

DARRYL DAVIS SEMINARS (800) 395-3905 • www.ThePowerProgram.com Darryl Davis Seminars was founded by real estate expert, coach and international speaker Darryl Davis, CSP. For more than 30 years, Davis has been helping agents double their production by learning the listing and sales skills of real estate. These money-making skillsets are vital when agents are working with buyers and sellers to move their career to their Next Level™. His fast-growing membership platform, www.ThePowerProgram.com, helps real estate sales professionals design lives and careers worth smiling about. He is the best-selling author of three books with McGraw-Hill Publishers, one of which, “How to Become a Power Agent® in Real Estate,” is the No. 1 book sold to REALTORS®on Amazon.

EARNNEST (888) 870-2336 • www.earnnest.com • Greenville, S.C. • Melissa Kandel, Chief Marketing Officer One hundred-percent digital earnest money, no checks required. Earnnest is the largest digital earnest money service in the United States, allowing buyers to securely and electronically deposit funds directly to an escrow holder. Earnnest keeps agents, buyers and escrow holders in the loop with automated emails and tracking information.

FATHOM REALTY (888) 455-6040 • www.FathomRealty.com • Cary, N.C. Fathom Realty is a national, cloud-based real estate brokerage powered by a proprietary technology platform called IntelliAgent. Agents enjoy a higher net income through Fathom’s 100-percent commission, transaction-fee compensation model, allowing them to invest more money into growing their business. Fathom agents also earn stock grants based on their contribution to revenue and company growth. For more information, visit www.fathomcareers.com.

FCA US LLC (888) 898-1115 www.nar.realtor/fca FCA US LLC is a North American automaker based in Auburn Hills, Mich. It designs, manufactures and sells or distributes vehicles under the Chrysler, Dodge, Jeep®, Ram, FIAT® and Alfa Romeo brands, as well as the SRT performance designation. The company also distributes Mopar and Alfa Romeo parts and accessories. FCA US LLC offers extra benefits to membership of the National Association of REALTORS®.

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HOMES.COM (866) 697-3308 • http://marketing.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.homesmart.com • Scottsdale, Ariz. • Tori Sokol, Director of Marketing and Communications Founded in 2000, HomeSmart International is one of the fastestgrowing real estate franchisors in the nation, with a mission to lead the industry by providing the highest level of service, support, technology and value to our customers. The company offers franchisees efficiency and innovation coupled with the systems and technologies necessary to succeed in today’s evolving real estate industry. Its low-fee, high-value 100-percent-commission brokerage model keeps costs down for its nearly 19,000 agents across 31 states.

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.

HOMEVISIT BY CORELOGIC (833) 643-0445 • www.homevisit.com • Chantilly, Va. • service@homevisit.com Real estate marketing services spanning photography, video, image editing, Matterport 3D models and floor plan renderings, aerial imaging, print materials, direct mail and property websites. HomeVisit provides a single workflow that enables real estate professionals to significantly expand the scope and range of the marketing services they offer to homebuyers and sellers.

HSASM HOME WARRANTY (800) 367-1448 • www.onlinehsa.com HSASM Home Warranty has provided outstanding products and service to real estate professionals and homeowners for more than 35 years. The home warranty helps sellers and buyers protect their budget from the cost of repairing or replacing the covered home system components and appliances in their home. HSASM also offers additional services to help buyers maintain their homes, including rekey service, an electronics plan and pre-season HVAC tune-up service. With HSA Home Warranty, your clients get reliable budget protection backed by exceptional service, and you get a provider who works hard to better serve you. Contact your local HSA Account Manager today by visiting onlinehsa.com.

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 more than 550 firms that span over 70 countries with 135,000 sales professionals, visit LeadingRE.com.

LONE WOLF TECHNOLOGIES (866) CRY-WOLF • https://www.lwolf.com/ Lone Wolf Technologies is the leader in real estate technology, from back office, accounting and insights to transaction management. We provide agents and brokerages with everything they need to lead in real estate, all in one place—so they can amaze their clients, manage their business and improve their profits.

MYOUTDESK VIRTUAL ASSISTANTS

to evaluate, enhance and showcase their highest level of professionalism with the Commitment to Excellence program. Visit C2EX. realtor. The REALTOR®Store features publications, webinars and research reports, including the top-selling 2018 NAR Profile of Home Buyers & Sellers. Visit Store.realtor. Additionally, NAR’s venture capital arm, Second Century Ventures, has invested in companies that push forward innovation in the real estate industry, while benefitting NAR members. Visit secondcenturyventures.com.

PILLAR TO POST HOME INSPECTORS® (800) 294-5591 • www.pillartopost.com • Tampa, Fla. · Stephanie Bowling, Director of Marketing (416) 620-3572 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.

(800) 583-9950 • www.myoutdesk.com • www.myoutdesk.com/contact-us MyOutDesk is the largest, most trusted and reputable provider of virtual staffing in real estate—having served more than 6,000plus clients, including corporate giants such as Keller Williams, Coldwell Banker and RE/MAX. MyOutDesk virtual assistants (VAs) allow real estate teams the ability to focus on core activities that drive income and sales—saving our clients over $55 million a year. Focus on dollar-productive tasks without sacrificing your quality of service. Hire a Real Estate VA for up to 70 percent less than the cost of a traditional, full-time employee.

QUICKEN LOANS

NAGLREP (NATIONAL ASSOCIATION OF GAY & LESBIAN REAL ESTATE PROFESSIONALS)

REAL ESTATE WEBMASTERS

(561) 865-6117 • naglrep.com • Jupiter, Fla. • Jeff Berger, Founder NAGLREP is the No. 1 forum for LGBT homebuyers, sellers and LGBT and allied real estate professionals.

NATIONAL ASSOCIATION OF REALTORS® (800) 874-6500 • www.NAR.realtor • Chicago, Ill. • Bob Goldberg, CEO • Victoria Gillespie, Chief Marketing and Communications Officer • Katie Johnson, General Counsel, Chief Member Experience Officer • Mark Birschbach, SVP, Strategic Business Innovation and Technology • Marc Gould, SVP, Member Development 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, NAR’s official member benefits resource, providing savings and special offers on products and services just for REALTORS®. Program partners are industry leaders who understand the unique needs of real estate professionals. Visit NAR.realtor/RealtorBenefits. NAR is also proud to offer the .realtor™ and .realestate top-level domains to members to help them create a robust digital presence that supports their identity as a REALTOR®, and everything they do for their business. Visit get.realtor. NAR offers a number of designations, certifications and opportunities for continuing education that support member development. Visit OnlineLearning.realtor. NAR empowers REALTORS®

(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 nine years. Along with being the 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.

(877) 753-9893 • www.rew.com • Nanaimo, British Columbia • Morgan Carey, CEO • morgan@rew.com Real Estate Webmasters (REW) is the leading technology provider for the top 1 percent of real estate professionals in the world. Since 2004, we have helped shape real estate technology to grow with your professional needs. We are the secret weapon behind many of the names you already know and love, creating cutting-edge websites that generate leads, maximize efficiency and help ensure unrivaled success. If you can dream it, we can build it!

REAL LIVING REAL ESTATE (866) 373-6228 • www.realliving.com Real Living Real Estate is a full-service real estate brokerage franchise network with a comprehensive and integrated suite of resources for franchisees and their sales professionals, as well as for consumers who work with them. Real Living Real Estate earned a record 98 percent customer satisfaction rating for 2019, according to independent rating service Quality Service Certification, Inc., Additionally, the Real Living brand and its innovative concepts were recognized by Entrepreneur magazine. Real Living Real Estate is a network brand of HSF Affiliates LLC, which is owned by HomeServices of America, Inc., a Berkshire Hathaway affiliate.

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REALOGY HOLDINGS CORP.

REeBROKER GROUP

(973) 407-2162 • www.realogy.com • Madison, N.J. • Trey Sarten, VP, External 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®, Climb Real Estate®, Coldwell Banker®, Coldwell Banker Commercial®, The Corcoran Group®, ERA®, Sotheby’s International Realty®, ZipRealty®, Realogy Brokerage Group (Formerly NRT LLC), Cartus, Title Resource Group and ZapLabs LLC. Collectively, Realogy’s franchise system members operate over 16,300 offices with approximately 300,000 independent sales associates doing business in 113 countries and territories worldwide.

(760) 722-3222 • www.reebroker.com • Carlsbad, Calif. • Vgandas Anthony Razhas, Broker & CEO - info@reebrokerca.com REeBroker Group is the original and largest of virtual brokers in California, having handled 31,580 real estate transactions for a total sales volume of more than $10 billion since its inception in 2005. The Carlsbad-based, flat-fee brokerage partners with more than 2,000 real estate agents throughout the state and began its Loan Division in spring 2020. The company’s mission is to expand its technology platform, innovative agent tools, and outstanding support and mentoring programs to bring extensive opportunities for its agents to find success as real estate professionals while paying out the industry’s most competitive commission splits.

REALTOR TEAM STORE® (847) 991-4010 • www.NarTeamStore.realtor • Palatine, Ill. • Jordan Dunne We are a promotional products distributor selling logo products, and we have been the official supplier for the National Association of REALTORS® for 17-plus years. We sell logo items; if you have seen an item with a logo, we can get it. We stock over 300 items with the REALTOR®logo. They can be ordered on our website at www.NarTeamStore.realtor. We can custom-produce 10,000-plus items with any logo. We have considerable buying leverage in our industry; our factories are very interested in working with 1.4 million REALTORS®.

REALTORS PROPERTY RESOURCE® (877) 977-7576 • www.narrpr.com • Chicago, Ill. • Jeff Young, Chief Operating Officer/General Manager 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.

REALTY ONE GROUP (949) 297-2020 • www.RealtyONEGroup.com • Laguna Niguel, Calif. • Eddie Sturgeon, EVP, Global Growth Founded in 2005, Realty ONE Group is an industry disruptor, radically changing the face of real estate franchising with its unique business model, fun coolture, technology infrastructure and superior support for its real estate professionals. Realty ONE Group has been recognized by Entrepreneur magazine as a Top 5 Real Estate Franchise and has been on Inc. 500’s list of the FastestGrowing Companies for seven consecutive years. Realty ONE Group is surging ahead, opening doors, not only for its clients, but for real estate professionals and franchise owners.

REBAC (800) 648-6224 • www.REBAC.net • Chicago, Ill. • rebac@nar.realtor The Real Estate Buyer’s Agent Council (REBAC) provides training and support that help buyer’s representatives be successful in their business—and educates consumers about the benefits of buyer representation and the ABR® designation in order to improve their home-buying experience.

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RE/MAX, LLC (303) 770-5531 • www.remax.com • Denver, Colo. RE/MAX was founded in 1973 by original disruptors Dave and Gail Liniger, who changed the real estate industry forever. Headquartered in Denver, Colo., RE/MAX is now a global franchise network with over 130,000 sales associates in more than 110 countries and territories. 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.

RESIDENTIAL REAL ESTATE COUNCIL (800) 462-8841 • www.crs.com • Chicago, Ill. CRS Help: CRShelp@crs.com The Residential Real Estate Council was established in 1976 to provide real estate brokers and agents with shared knowledge and tools. Recognizing the need for advanced education, the Council developed training courses and established the Certified Residential Specialist (CRS) Designation. The Council is recognized as the leading provider of real estate education and networking for residential real estate agents, and the CRS Designation is considered the most prestigious designation a real estate agent can achieve.

SHERRI JOHNSON COACHING & CONSULTING (844) 989-2600 • www.sherrijohnson.com Sherri Johnson is the premier national real estate coach offering world-class coaching, keynote speaking and consulting services. No other real estate coach matches her 20-plus years of experience as a top agent, manager and executive of a Top-3 national brokerage, having personally led over 700 agents to $1.6 billion in annual sales volume. Sherri’s unique and proven coaching programs—including her exclusive Goldmine PipelineTM strategy—produce immediate, reliable results for agents nationwide, regardless of current production level.

UNITED REAL ESTATE (888) 960-0606 • www.GrowWithUnited.com • Rick Haase, President United Real Estate (URE), a division of United Real Estate Group, was founded in 2011 to provide solutions for brokers and agents in a rapidly changing real estate industry. Recognized by Inc. 5000 as one of the nation’s fastest-growing real estate companies, United has helped thousands of agents Find Their Freedom®with its full-service, 100-percent commission, transaction-based model. The company offers brokerage franchise and conversion opportunities, as well as

merger and succession opportunities. Its proprietary technology, Bullseye™ Agent & Broker Productivity Platform, provides on-demand access to next-generation technology, marketing and training for brokers and agents, powered by a 1.8 million-plus listings data warehouse. United operates in 24 states with more than 10,500 agents and over 100 franchise and company-owned locations.

WEICHERT FAMILY OF COMPANIES (800) 401-0486 • www.weichert.com • Morris Plains, N.J. Since 1969, Weichert, Realtors®has grown from a single office into one of the nation’s leading providers of homeownership services, made up of 18 full-service real estate-related companies dedicated to putting customers first. Its network of real estate brokerages includes more than 500 offices, serving markets in 42 states, with thousands of agents. As a Weichert agent, you have access to industry-leading sales and marketing tools, powerful technology, national and international referral networks and top-notch coaching and training, as well as a unique culture of support and sharing, from interactive staff to collaborative affiliates across the country. Franchises available.

WISE AGENT CRM (480) 836-0345 • www.wiseagent.com • Fountain Hills, Ariz. • Wise Agent Customer Support: help@wiseagent.com Wise Agent is a very powerful, all-in-one real estate CRM platform combining contact management, lead automation, transaction management and real estate marketing software. Wise Agent helps RE-

ALTORS®become more efficient, giving them the opportunity to save time and make more money.

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. 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. 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.

ZAVVIE (888) 407-4556 • https://zavvie.com/ • Boulder, Colo. • Lane Hornung, CEO Founded by Lane Hornung and Stefan Peterson, zavvie combines proprietary technology with real world operating expertise, to provide a superior iBuyer strategy for brokers. zavvie is making the experience simple and seamless for iBuyers and agents to work together in the best interest of the consumer by facilitating and empowering listing agents to get all available offers for their clients. Its platform is a one-of-its-kind offering, backed by market specific iBuyer and Open Market data and efficient technology. Its customer friendly interface works well with its top-notch Customer Success Team to create a seamless consumer-centric process for brokers and their clients.

RREIN Member Profiles 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 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 serves 21 counties throughout Florida with more than 40 locations and approximately 1,800 sales professionals. The full-service brokerage company, founded in 1999, is part of HomeServices of America, the nation’s premier provider of homeownership services. The company is a franchise member of the Berkshire Hathaway HomeServices’ network, one of the few organizations entrusted to use the worldrenowned Berkshire Hathaway name. The company offers residential and commercial services as well as seasonal rentals, property management, REO & foreclosures, corporate relocations, referral services, title, home warranty plans and personal concierge services. Berkshire Hathaway HomeServices Florida Realty ranks in the Top 10 in the network and is the overall No. 1 fundraiser for The Sunshine Kids Foundation in Florida, having generated more than $3.6 million. Visit www.BHHSFloridaRealty.com.

BERKSHIRE HATHAWAY HOMESERVICES GEORGIA PROPERTIES (770) 992-4100 • www.BHHSGeorgia.com Berkshire Hathaway HomeServices Georgia Properties has over 1,600 associates and 26 locations across the Greater Metro Atlanta and North Georgia area. The company generated over $4.1 billion in sales volume in 2019. Trendgraphix reports that Berkshire Hathaway HomeServices Georgia Properties is ranked No. 1 in home sales for the Greater Metro Atlanta area. Led by president and CEO Dan Forsman, the organization offers a full suite of real estate services RISMedia’s REAL ESTATE March 2021 113

including residential real estate, luxury real estate, new homes services, condo/high-rise services, commercial real estate, corporate relocation, property management, mortgage lending, title and settlement services, home warranties and insurance. Equal Housing Opportunity. Visit http://www.BHHSGA.com.

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.

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.

(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 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.

BERKSHIRE HATHAWAY HOMESERVICES SELECT PROPERTIES

J. ROCKCLIFF REALTORS®

(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.

(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 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.

CENTURY 21 AWARD (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.

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, and 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 20 locations and approximately 900 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.

COLDWELL BANKER KAPPEL GATEWAY REALTY

JORDAN BARIS, INC. REALTORS® REAL LIVING (800) 4-JBARIS • (973) 736-1600 • www.JordanBaris.com info@jordanbaris.com Founded in 1952, Jordan Baris, Inc. REALTORS® Real Living 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. REALTORS® Real Living 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 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.

COLDWELL BANKER D’ANN HARPER, REALTORS®

LONG & FOSTER REAL ESTATE, INC.

(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

(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

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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, N.C., to Fair Haven, N.J., and from Martinsburg, W. Va., 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 $31.1 billion worth of homes and helped people buy and sell homes nearly 85,000 times in 2017.

PATTERSON-SCHWARTZ REAL ESTATE

LUSK & ASSOCIATES SOTHEBY’S INTERNATIONAL REALTY

(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.

(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.

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.

(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®

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

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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 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 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 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 116 March 2021 RISMedia’s REAL ESTATE

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: 21 counties throughout Florida, including Southeast Florida, Southwest Florida and Orlando area Offering mortgage, title, insurance, home service plans and 1031 exchange services Offices: 40 • Associates: 1,750

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: 26 • Associates: 1,600

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+

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+

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+ 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 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

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 Jordan Baris, Inc., REALTORS® Real Living 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+

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

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Lusk & Associates Sotheby’s International Realty  100 Foxshire Dr., Lancaster, PA 17601 Tel: (717) 291-9101 • Fax: (717) 393-2336 Contact: Sandy Zercher Email: sandra.zercher@sothebysrealty.com URL: www.LuskandAssociates.com Coverage Areas: Lancaster County, Pennsylvania; Susquehanna Valley, Pennsylvania; South Central Pennsylvania Offices: 1 • Associates: 40 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 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: Nichole Moore, Director of Relocation, (864) 678-5362, nmoore@cdanjoyner.com, Jo Anne Conner, Destination & Broker-to-Broker 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+ 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 March 2021 RISMedia’s REAL ESTATE

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

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+

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®...................................................................................12

National Association of REALTORS®............................8, 27

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

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

The CE Shop......................................................................63

Real Estate Express...........................................................53

Century 21 Real Estate LLC.............................................15

Real Estate Webmasters.............................................22-23

CMG Financial................................................ IFC, IBC, BC

REALTOR Team Store®......................................................95

Create for the Human.....................................................59

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

Darryl Davis Seminars, Inc...............................................44

RISMedia’s 2021 Online Newsmakers Directory............. 19

Fathom Realty..................................................................50

RISMedia’s ACESocial.........................9, 11, 74-75, 106, 119

Homes.com......................................................................17

RISMedia’s Content Solutions.........................................93

HomeSmart.............................................................................25

RISMedia’s Housecall.......................................................34

HSA Home Warranty................................................................ 5

RISMedia’s Spring Into Action...........................................7

Lamacchia Realty.................................................................40

RISMedia’s Ultimate Real Estate Team Guide........80, 99

Leading Real Estate Companies of the World®.................. 1

ShelterZoom......................................................................46

NAR’s Certified International Property Specialist (CIPS) Designation.......................................................................20

United Real Estate............................................................57

National Association of Hispanic Real Estate Professionals (NAHREP)®..................................................36

Sherri Johnson Coaching & Consulting.........................33 Workman Success Systems........................................70, 73 Weichert, Realtors®...........................................................69

Build Your Brand and Generate Leads! “ACESocial allows us to provide a valuable, time-saving social media solution to all our sales professionals. Offering company-branded, professional posts through ACESocial adds value not only to our customers, but also to our REALTORS®!” - Rei L. Mesa, President & CEO, Berkshire Hathaway HomeServices Florida Realty

For more information, visit rismedia.com/acesocial or contact ace@rismedia.com or (203) 855-1234 ext. 1.

{re: Real Estate} NAR Academy at Columbia College An Exclusive Partnership to Benefit REALTORS®—and Brokers

aunched in 2020 to expand educational offerings for REALTORS®, NAR Academy is an exciting partnership between the National Association of REALTORS® (NAR) and Columbia College. With opportunities to earn real estatespecific certificates and associate, bachelor’s, and master’s degrees, this unique and innovative program ensures that NAR members interested in earning a college-level credential or degree will find the program that fits their interests and needs. “This strategic partnership advances our overall goal to broaden educational opportunities for REALTORS®, adding distinct value to their NAR membership,” says Ron Phipps, chairman, Board of Regents, REALTOR® University. “Columbia College is the ideal partner for this initiative. It has a legacy of academic excellence, a strong commitment to serving working professionals, and a robust online program—all qualities that align perfectly with our vision to help our members grow personally and professionally.” According to Marc Gould, NAR’s senior vice president of member development, “NAR Academy fills a gap in higher education for real estate professionals and is unmatched for the depth and breadth of its real estate-specific offerings. Accessible to all NAR members, this program meets students where they are and helps them get to the next level with invaluable content, practical skills and cutting-edge information— whether they’re starting fresh, have some college credits, or are ready to pursue a master’s degree.” Sarah Gustafson of Janice Mitchell Real Estate, Inc., recently earned her Certificate in Real Estate Leadership at NAR Academy and is thrilled with her experience. “The program was informative, educational and relevant. I wish I had taken it prior to getting into real estate leadership, as I would have been better prepared. I highly recommend it to REALTORS® and others interested in leadership positions in the real estate field. Also, I was so happy with Columbia College, I have finally decided to finish my bachelor’s degree after 20 years.” CUSTOMIZED CURRICULUM FOR REALTORS® NAR Academy’s curriculum was developed exclusively by professors and industry leaders with access to NAR’s considerable resources and proprietary insights for real estate practitioners at every level. 120 March 2021 RISMedia’s REAL ESTATE

Blending theory and practice, the engaging courses immerse students in real-world situations. From a college-level certificate to an MBA, NAR Academy has the program that’s right for every member’s career goals, time constraints and life situation. The innovative, stackable curriculum allows students to unbundle traditional degree programs into more manageable learning experiences that are directly tied to their careers. This enables students to learn new skills in less time, earning credentials along the way that can be stacked toward an associate, a bachelor’s and, ultimately, a master’s degree. Self-paced and flexible, NAR Academy’s online programs are designed to accommodate busy working professionals. With eight-week classes starting six times a year, the path to a certificate or degree is convenient and customizable. Plus, applicable college credits are easily transferred in, and students receive three credit hours for holding an agent or broker license.

“NAR Academy fills a gap in higher education for real estate professionals and is unmatched for the depth and breadth of its real estate-specific offerings.” - MARC GOULD Senior Vice President of Member Development , NAR

NAR ACADEMY OFFERINGS •C ertificates in Real Estate Leadership, Real Estate Negotiation, Digital Marketing for Real Estate •A ssociate degrees in Business Administration, Real Estate Management •B achelor’s degrees in Accounting, Business Administration, Finance, Human Resources Management, Innovation and Entrepreneurship, Management, Marketing, Organizational Leadership •M aster of Business Administration in Real Estate Management, Human Resources Management, Accounting Your agents’ success is good for your bottom line. Encourage them to distinguish themselves as leaders, gain a competitive edge, and accelerate their careers with a certificate or degree from NAR Academy. Visit nar.realtor/nar-academy to learn more and find details about exclusive $100 scholarships for REALTORS® for each eligible course. RE

HOW TO GET

STARTED WITH THE LEADER OF JOINT VENTURES

1 SET UP A MEETING 2 GET A PROFIT AND

FINANCIAL

LOSS ANALYSIS

3 KNOW IF IT IS

RIGHT FOR YOU

TO SET A MEETING Email chrisharris@cmgﬁ.com

Call Chris Harris 214-770-2238

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Real Estate Magazine - CMG Financial - March 2021

Articles inside

Service Profiles

Referrals

The Experts at CMG Financial

The Experts at CMG Financial

Ask the Experts: Home Inspections in Today’s Environment

Strategies to Win in the New Environment: The Activities That Are Driving Success

The Experts at Real Estate

How the Right Partnership Can Improve the Consumer Experience

3 Luxury Staging Trends to Take ‘Center Stage’ in 2021

Robert Rinke, Levin Rinke Realty

Brian Marincic, HomeSmart CH4 Realty Group

Kim Smith, WEICHERT, REALTORS — Team Metro

Chris and Alicia Parker

The Experts at CMG Financial

The Foundation of a Great

Communication Power Broker Perspectives

Real Estate Tech Staying Relevant in Real Estate Through Effective

Warranties More Important Than Ever CMG Financial: Humanizing the Mortgage Loan

Making Home-Buying More Appealing...and More Affordable

Experience How ‘Playbooks’ Are

Sarah Michelle Bliss

Know Your Own Culture First Dominate Your Market by

The Experts at CMG Financial

Pursuing a Partnership?

Joint Ventures: Working Toward a Common Goal

Strategies: Homes.com

Women in Real Estate

Moving Parts: Pandemic

Publisher’s Desk