Real Estate Magazine - HomeSmart International - November 2015

www.rismedia.com

‘High Brokerage Fees Are Dying’ HomeSmart International Takes Today’s Brokerage Model to New Altitudes

HomeSmart International CEO & Founder Matt Widdows is taking today’s broker and agent income to new heights - Page 58

Providing real-time customer feedback through social media

Why...because service matters.

Scan to learn more

SM

HOME WARRANTY

Because Service Matters

SOLD A HOME WITH ONE SWIPE OF A SMARTPHONE. HIT US UP ON TWITTER.

We’re always scouting for agents who show a certain penchant for getting it done. Agents who should affiliate with a brand that has state of the art tools that increase speed and a network that supports their business every step of the way. So, if that sounds like what you’re looking for, get on it.

C21.COM/CAREERS ©2015 CENTURY 21 Real Estate LLC. All Rights Reserved. CENTURY 21® is a trademark owned

by CENTURY 21 Real Estate LLC. CENTURY 21 Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunities Act. Each office is independently owned and operated.

RADON WHY IT MATTERS WHAT IS RADON? • Radon is a colorless, odorless and tasteless radioactive gas formed by the breakdown of uranium, a natural radioactive material found in soil, rock and groundwater.

• Radon released from the ground can build up to hazardous levels inside a home.

WHY TEST FOR RADON? • Radon is the second leading cause of lung cancer after smoking, putting your clients’ health at risk.

• Nearly 1 in 15 homes in the United States and Canada has an elevated radon level, even in areas with fairly low environmental radon.

Ask about our

Home Inspection Packages!

• Any home may have a radon problem – old or new homes, well-sealed or drafty homes, and homes with or without basements.

Pillar To Post Home Inspectors can test your client’s home for radon.* For more detailed information, visit the website below.

800-294-5591 *Services vary by location.

pillartopost.com/radon

{Contents} November 2015/Vol. 31, No. 11 • www.rismedia.com

{On the Cover} 58 ‘High Brokerage Fees Are Dying’

58

HomeSmart International Takes Today’s Brokerage Model to New Altitudes When Matt Widdows founded HomeSmart in 2000, there were just two agents, a receptionist, and the dream of a new real estate brokerage model with low agent fees and efficient technology to drive what he calls, “incredible customer service.” Today, HomeSmart is an international franchising company that continues to experience hypergrowth. In this month’s cover story, take a closer look at what drives this innovative and revolutionary real estate brand.

{Highlights} 24 Unlocking the Door to New Business

74

12 Policy Matters: New Clean Water Rule Could Have Broad Impact

36 Building a David vs. Goliath Strategy

16 N AR Power Broker Roundtable: Introducing 2015 NAR President-Elect Tom Salomone

Find out how Homes.com plans to ‘out better’ the giants.

18 R EBAC Report: The Buyer

74 The Next-Generation Mortgage

Representation Agreement: Tips for Getting It Signed

12

21 Executive Appointments 22 The RREIN Reporter Leads Like a Top Producer…

Online!

54 I t’s Open Enrollment Season, and We’re Here to Help!

72 3 Mistakes That Will Threaten Your E-Signature’s Legal Validity

32 Keeping It Personal In this exclusive interview, find out how Tom Salomone intends to approach the year ahead as the 2016 National Association of REALTORS® President.

{Headliners}

49 W ebinar Recap: Ignite New

In this month’s feature, The Entrust Group discusses the growing popularity of using self-directed IRAs to fund real estate investments.

80 I ndustry Insight: Hispanic Women are Taking Charge Among the Fastest-Growing Homebuying Demographic

90 S cene & Heard: RISMedia’s 2015 Real Estate CEO Exchange

Here, learn how Quicken Loans has reengineered home loan financing for modern consumers.

{Features} 42 Standing Out from the Competition through Continuing Education 50 Buyer Representation a Competitive Differentiation among 2015 REBAC Hall of Fame Inductees RISMedia’s REAL ESTATE November 2015 3

58 ‘High Brokerage Fees Are Dying’ 67 Strategies: American Home Shield; First American Home Buyers Protection Corporation; Homes.com; HSA Home Warranty; Realtors Property Resource®

76 Reliable Data On-the-Go 84 Making Connections

24

87 S treamlining Workflow through Personal Service and Online Tools

94 T rending: Brokers Face Technology Adoption Challenges Head On

96 RISMedia’s Great Spaces 101 Ask the Experts: Collecting Accurate Information at Open Houses

102 Building a Legacy

{Interviews} 57 Cleve Gaddis, Gaddis Partners, RE/MAX Center

62 Joseph Pluscht, Jr., PattersonSchwartz Real Estate

96

63 Graeme Canivet, RE/MAX INTEGRA

63 Dendea Balli, HomeSmart RGV 65 Jane Estes and Nicholas Costantino, Engel & Völkers Hoboken

{Experts} 28 Verl Workman - Basic Training: Accountability Equals Love

96

30 Geoff Lewis - Business Building: Championing Homeownership the Right Way

44 John R. Ciet - Growth Is Good

{Every Issue}

47 Brian Buffini - Why Being All-In

9 Publisher’s Desk 12 REtrends 104 Service Profiles 114 Referrals 120 RE: Real Estate—The

Is Critical to Your Team and Business

52 Seth Kaplan - Life in Mobile: Intelligent Ads: Adding Value to the Broker Value Proposition

82 Vince Leisey - Culture: The Importance Coaching Has On Your Culture 4 November 2015 RISMedia’s REAL ESTATE

87

.REALTOR Web Address: A Key Component of Your 2016 Branding Strategy

WE’VE TAPPED INTO A LEGACY

AND REPUTATION THAT CLIENTS TRUST WE’VE EXPANDED INTO NEW MARKETS AND INCREASED OUR AGENT BASE

WE ARE RANKED

BROKERAGES

JOSHUA TANNER | PRESIDENT & CEO Better Homes and Gardens Real Estate Generations

AMONG THE TOP THREE

IN OUR MARKET

WE’RE BETTER

bhgrefranchise.com ©2015 Better Homes and Gardens Real Estate LLC. A Realogy Company. 175 Park Avenue, Madison, NJ 07940. All Rights Reserved. Better Homes and Gardens Real Estate LLC supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office is Independently Owned and Operated. Better Homes and Gardens® is a trademark owned by Meredith Corporation and licensed to Better Homes and Gardens Real Estate LLC. This is not intended, and shall not be deemed to constitute, an offer to sell a franchise. Franchise offerings made only by a Franchise Disclosure Document.

THESE FRANCHISES HAVE BEEN REGISTERED UNDER THE FRANCHISE INVESTMENT LAW OF THE STATE OF CALIFORNIA. SUCH REGISTRATION DOES NOT CONSTITUTE APPROVAL, RECOMMENDATION OR ENDORSEMENT BY THE COMMISSIONER OF CORPORATIONS NOR A FINDING BY THE COMMISSIONER THAT THE INFORMATION PROVIDED HEREIN IS TRUE, COMPLETE AND NOT MISLEADING. This advertisement is not an offering. An offering can only be made by a prospectus filed first with the Department of Law of the State of New York. Such filing does not constitute approval by the Department of Law. The Minnesota registration number for this franchise system is F-5883. *Ranked #3 by sides in Gulf Coast MLS for May, 2015 YTD.

{Online} A Look Inside the NYC Luxe Life

Trending on

bit.ly/1KxDg1d

6 Easy Steps to Efficiently Declutter Your Home

Does your home look like a storage locker or a pack rat’s dream? If so, it’s time to purge, declutter and refresh. bit.ly/1VET2KI

Staying Safe Online:

Is It Smart To Buy a Fixer-Upper as Your First Home?

Many people buy fixer-uppers because of the lower cost, but sometimes those kinds of homes can end up costing you a lot more in the long run.

Here are some things to consider when you’re trying to decide. http://bit.ly/1LL6QT3

Millennials and the New American Dream

A recent survey identified the driving factors behind new age home buying habits and de-bunked millennial home buying myths. The results may surprise you. bit.ly/1VDSx94

“Sometimes it’s just fun to see what New York life is like when we live in the Midwest. This one is SLEEK. Not for everyone for sure. But fun to see.”

- Karen Barber, ReeceNichols O’Connor & Associates, Gardner, Kan.

Fifty-Four Percent of Metros on Pace to Reach Eight-Year High in Home Sales bit.ly/1KBL1Af

How REALTORS Can Protect Themselves ®

“NY sales at 44.7% cash... wow! Isn’t business great?”

Real estate professionals take a broad array of precautions to stay safe, from martial arts classes to setting up safety policies within their company.

However, what they may accidentally overlook is online safety. bit.ly/1PizufF

- Weichert, REALTORS®, Suffern, N.Y.

Smart Upgrades That Will Make the Joneses Want to Keep Up with You

Trending: More Favorable to Buy Than Rent

Keeping appliances up to date will make any neighbor jealous. It’s even easier for families whose homes have a home warranty policy. bit.ly/1N8OdKv

bit.ly/1NKoLcy

“It’s always good to know what is the better option when making such a big decision, as well as having professional advice.”

Connect with RISMedia @RISMediaUpdates

Linkedin.com/company/rismedia

@HousecallBlog

Youtube.com/user/rismediaupdates

Facebook.com/RISMedia

@RISMediaUpdates

Pinterest.com/RISMedia

6 November 2015 RISMedia’s REAL ESTATE

- Todd Powers, Powers Real Estate Services, Greenwood, Ind.

ESANET BENEDICT | REALTOR® Better Homes and Gardens Real Estate Gary Greene

I’M BETTER

bhgrecareer.com ©2015 Better Homes and Gardens Real Estate LLC. Better Homes and Gardens® is a registered trademark of Meredith Corporation licensed to Better Homes and Gardens Real Estate LLC. Equal Housing Opportunity.

Each Better Homes and Gardens® Real Estate Franchise is Independently Owned and Operated.

3 Reasons Why the REALTOR Domain Should be Part of Your 2016 Branding Strategy

Logo

Business Card

r an.realto hleenfreem www.kat

Websites

1. New year, new you! Now is the perfect time to update your brand’s overall look, from your logo to business cards to your web address. Update your brand and show customers you stand for professionalism, ethics and trust.

2. Instantly communicate to consumers that you are a REALTOR®. Web addresses that end in .com or .net can’t do that. Nor do they offer you the level of service and industry support the .REALTOR domain does, including hands-on assistance and access to website design tools for little to no charge.

3. Get the web address that’s ideal for your business.

Place your name, your neighborhood or what you specialize in to the left of the dot in your .REALTOR web address—it’s an additional opportunity to brand yourself.

Your brand is a promise.

Claim your .REALTOR web addresses at www.claim.REALTOR For more information, visit www.about.REALTOR

{Publisher’s Desk} Milestones and Why They Matter

O

n November 13, we will host our annual Power Broker Reception & Dinner during the National Association of REALTORS® Conference & Expo in San Diego. Our Power Broker event honors the nation’s leading brokers who ranked among the Top 500 firms in our annual Power Broker Report, but more importantly, provides a rare opportunity for old friends, new faces and the industry’s best and brightest to come together.

This year’s event holds special significance for me—and for the entire RISMedia team—as it marks the 20th anniversary of the Power Broker Dinner and RISMedia’s 35th year in business.

I started the firm in 1980 and the change and growth we’ve experienced since our early days is truly amazing.

I know many of you in the brokerage business can relate. Real estate boasts many firms, faces and families who have been hard at work for decades. Like RISMedia, you traveled from humble beginnings to big success—and the path was most likely filled with twists, turns, peaks and valleys. Yet you stayed the course, learned as you went, and adapted as the road dictated, to arrive at where you are today—stronger, wiser, and better at what you do. And like RISMedia, your journey is far from over.

’

Stay engaged with your prospects and customers with RISMedia’s industryleading content—relevant articles, videos and drip email campaigns for staying engaged between buy/sell transactions!

“Pop-a-Note” (Drip Email) Fun, light and unique way to keep in touch with clients and prospects using an easy drip email platform. Send notes on pop culture topics of interest, helpful real estate-related topics, or both!

Includes custom branding with photo, contact info and links, plus a customized News Hub with more consumer-facing real estate articles.

During the 20th anniversary of the Power Broker Reception & Dinner this month, we will pay tribute to not only our Power Brokers, but those who helped us found this event. I’ll never forget how 20 years ago, Darryl MacPherson and I sat with Jim Sherry and David Charron and discussed the void that existed in the industry—the lack of networks for and recognition of the top brokers in the business. In these unforgettable conversations, the concept of the Power Broker was formed and RISMedia began its mission of covering, serving, and honoring these true leaders of our industry.

It is with great anticipation that we look forward to celebrating this very meaningful milestone on Nov. 13, and paying special tribute to Jim and David.

On the occasion of these monumental milestones, all of us at RISMedia extend our deepest appreciation to our Power Brokers, our industry partners, our clients and most of all to you, our loyal readers.

Here’s to the next 35 years in business—who knows where the path may lead us.

Wishing you continued success,

John E. Featherston CEO & Publisher

Content Library Thousands of articles and hundreds of video tips to choose from, updated daily! Access relevant, professionally written and editable content that you can download and use to enhance all of your communications—website, blogs, social media sites, newsletters—including RSS feeds for automatic delivery. Search for keywords, or filter for industry professionals or consumer targets for your communication and engagement systems.

For more information, contact Brett Johnson at 203.855.1234, ext. 143 or bjohnson@rismedia.com.

Together is better.

JOIN THE

MOVERS & SHAKERS At RE/MAX, you’re among real estate agents who take themselves seriously. We’re talking forward-thinking professionals who do anything but ride on the coattails of others. We’re a talented league of agents – and you’re a perfect fit.

Join our team.

©2015 RE/MAX, LLC. Each RE/MAX® office is independently owned and operated. 1539152

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

EDITORIAL Executive Editor Maria Patterson Online Managing Editor Beth McGuire Managing Editor Paige Tepping Senior Editor Nick Caruso Senior News Editor Zoe Eisenberg Online Associate Editor Suzanne De Vita Contributing Editors Lesley Grand; John Voket; Barbara Pronin; Keith Loria; Andrew King; Deborah Kearns; Reva Nelson

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

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

SALES Senior Vice President Anne Kraft Senior Vice President Kara T. Stripay Vice President Elizabeth Spivak Business Development Advisor Brett Johnson Guidebook Sales Gus Olsen

ADMINISTRATION Client Relations Manager Patty Sinisko Circulation Manager Alice Heffron EVENTS AND MEMBER NETWORKS Events & Network Relations Manager Randi Vannucchi Research Analyst Jaxson Corsi RIS CONSULTING GROUP Vice President, Managing Director John Sculley, CRP Projects Director Peg Guinta, CRP Email: consulting@rismedia.com

HEADQUARTERS 69 East Avenue, Norwalk, CT 06851 RISMedia: (203) 855-1234 • FAX (203) 852-7208 Top 5 in Real Estate Network®: (203) 853-2167 FAX (203) 852-7208 RIS Consulting Group: (203) 852-4304 • FAX (203) 852-4309 www.rismedia.com • www.top5inrealestate.com

PUBLICATIONS & SERVICES Real Estate magazine Annual Power Broker Report & Survey Content Solutions www.rismedia.com (Daily e-News) blog.rismedia.com (Housecall) RISMedia’s Real Estate CEO Exchange Power Broker Forum, Reception & Dinner at NAR Annual Power Broker Forum & Reception at NAR Midyear Copyright® 2015 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.

{REtrends}

All in the (Multi)Family The multifamily rental market continues its five-year streak of robust growth that began just after the Great Recession ended and is expected to remain strong for several more years, based on the recent Freddie Mac Multifamily Outlook. Results show that multifamily supply will continue to enter the market at elevated levels, reaching the highest level of completions since the 1980s. Demand has kept pace with new supply, calming concerns that growth might start to decelerate. Performance at the national level will remain strong, but increased dispersion across geographic markets, brought on by new supply and economic drivers in those metros, could impact multifamily fundamentals locally.

paying all-cash in 2005—the biggest increase of any language group. This study came from RealtyTrac® and Ethnic Technologies, and findings were drawn from an analysis of 10 million publicly recorded residential property sales deeds in 2014 and 2015 compared to 2005 by ethnicity and native language spoken. Among all language groups, the share of all-cash buyers of U.S. homes increased 65 percent from a 20 percent share in 2005 to a 33 percent share in the 17 months ending in May 2015.

Mandarin Chinese-speaking buyers also increased as a share of overall buyers more than any other language group between 2005 and 2015, up more than 9 percent.

Unbalanced Savings

Coming to America – with Cash A recent joint analysis found that 46 percent of Mandarin Chinese-speaking buyers who purchased U.S. homes in the 17 months ending in May 2015 paid all-cash, up 229 percent from the 14 percent share

12 November 2015 RISMedia’s REAL ESTATE

Unfortunately, one-fifth of Americans do not have a savings account, and nearly two-thirds of those who do have no more than $1,000 saved, according to a recent survey from GOBankingRates.com. Perhaps attributable to age, seniors (those aged 65 and older), are most likely to have $10,000 or more saved.

Millennials (those aged 18 to 24), are most likely to have less than $1,000 saved, and worse yet, Gen Xers (those aged 35 to 54), are most likely to have a savings account balance of $0.

“I am grateful that we were able to join Engel & Völkers early on. I have no doubt that the brand will provide a truly dynamic presence in every market they enter.”

- Doug Dorsey, Engel & Völkers Richmond

Only the best in the business join our brand.

Doug Dorsey is the owner of a leading luxury real estate firm in Richmond, VA. One with a long history in the community and a strong reputation for quality service and expertise. Seeing how real estate in his market was becoming more global and the expectation of quality service growing higher, Doug sought to improve his business for the benefit of his agents and his clients. To give his agents access to world-class marketing tools and technology, and an international network that is truly connected, he joined Engel & Völkers. Today, as the owner of Engel & Völkers Richmond, Doug and his agents can continue to service their clients with the highest level of quality and expertise no matter what the future might bring.

Engel & Völkers 430 Park Avenue · 11th Floor · New York · NY 10022 · Phone +1 212-234-3100 info@evusa.com · evusa.com

©2015 Engel & Völkers. All rights reserved. Each brokerage independently owned and operated. Engel & Völkers and its independent License Partners are Equal Opportunity Employers and fully support the principles of the Fair Housing Act.

An eightpack of crayons at the Millers’ closing led to four successful sales for their agent the next month.

When Joanne began showing the Miller family homes, she quickly took a liking to little Iris. And when it came time to recommend a title provider, she knew it had to be a company that would adhere to the TRID rule while taking care of the entire family. So Joanne directed the Millers to Stewart Title. Our team delivered a smooth closing experience – and some old-fashioned entertainment for Iris – so Joanne could leave a lasting impression on the Millers … and on the friends they sent her way the next month.

To see how we can make you look good to your customers, visit stewart.com/ris1.

© 2015 Stewart.

{Policy Matters} New Clean Water Rule Could Have Broad Impact This column is brought to you by the NAR Real Estate Services group.

The Environmental Protection Agency (EPA) and the Corps of Engineers (Corps) recently finalized a controversial regulation known as the Waters of the U.S. Clean Water Rule.

by Russell Riggs

T

he Environmental Protection Agency (EPA) and the Corps of Engineers (Corps) recently finalized a controversial regulation known as the Waters of the U.S. Clean Water Rule. This Clean Water Rule fundamentally changes what waters of the U.S. are regulated under the Clean Water Act. The rule also has the possibility of sweeping in other waters on a “case-by-case” basis, depending on the determination of federal regulators.

More importantly, property owners still have a lack of clarity about what is needed or required to not be regulated by these expansive changes.

For that reason, NAR continues to pursue legislative opportunities that would require the EPA to withdraw the rule and start from scratch.

The three main areas of the rule include: 8Increase in jurisdiction over ephemeral streams – The tributary definition relies on presence of bed, banks, and ordinary high water mark, which can be seen even in features without ordinary flow. Ephemeral streams, which may flow only for a few hours or days following a rain event, could now be regulated as tributaries.

8New expansive jurisdiction over adjacent waters – The rule allows for jurisdiction over all waters (not just wetlands) based on adjacency. The rule’s

expansive definition of “neighboring” also includes FEMA designated floodplains, which allows the agencies to regulate many isolated waters that were not previously regulated.

8Many ditches subject to federal regulation – The broad tributary definition allows for jurisdiction over many ditches as “waters of the U.S.” The ditch exclusions are still narrow, and it will be the responsibility of the property owner to prove that a specific ditch meets the exclusion criteria and should not be regulated.

Legislative Activity While EPA and the Corps have gone about finalizing the Clean Water Rule, Congress has moved legislation that would require the EPA to withdraw this rule.

8S. 1140, the Federal Water Quality Protection Act sponsored by Sen. Barrasso (R-WY), passed out of the Senate Environment and Public Works Committee. The bill requires withdrawal of the rule and sets new criteria for what waters should and shouldn’t qualify for Clean Water Act protection.

8H.R. 1732, the Regulatory Integrity Protection Act sponsored by Rep. Shuster (R-PA), passed out of the House in May. The bill requires the withdrawal of the rule and tells the EPA and the Corps to start from scratch.

8Congressional Appropriations Committees have passed bills that pro-

hibit the EPA from using any funds in FY 2016 to implement the rule.

There is no timeframe yet for moving the Senate bill to the floor. The House bill made it to the floor for a vote, but was withdrawn due to an unrelated controversy.

Advocacy The Clean Water Rule was one of the August Recess Talking Points for NAR’s Federal Political Coordinators (FPCs). All FPCs scheduled in-district meetings with their Representative or Senator to discuss issues of importance to NAR going into the fall legislative session. This was a great and timely opportunity to make sure Congress knows how important this issue is to NAR members.

Litigation Several lawsuits have been filed against the EPA and the Clean Water Rule, including one by over 30 state Attorneys General. All the lawsuits seek to have the final rule withdrawn.

NAR, in coalition with other regulated stakeholders, will continue to engage the EPA as they implement and enforce this rule to ensure that federal officials follow the letter of the law and that property rights are protected. RE

Russell Riggs is senior policy representative for the National Association of REALTORS®.

RISMedia’s REAL ESTATE November 2015 15

{The NAR Power Broker Roundtable} Introducing 2015 NAR President-Elect Tom Salomone Jim Imhoff Chairman & CEO, First Weber Group, Madison, Wis.; Liaison for Large Residential Firms Relations, NAR

Tom Salomone NAR 2015 President-Elect, Broker/Owner, Real Estate II, Coral Springs, Fla. The Power Broker Roundtable is brought to you by the National Association of REALTORS® and Jim Imhoff, NAR’s Liaison for Large Residential Firms Relations. Watch for this column each month, where we address broker issues, concerns and milestones.

Jim Imhoff: Tom Salomone epitomizes

the opportunity this business holds for a dedicated, passionate entrepreneur.

Getting his real estate license right after high school at his father’s behest, Salomone embarked on his 40-plus-year career as REALTOR® and broker/owner.

But as his success grew, so did his passion for making a difference, which is why his involvement at the local, state and national association level built to the current crescendo—stepping into the role of 2016 president of the National Association of REALTORS®. Tom, first of all, congratulations on your upcoming presidency. In your opinion, what is the biggest challenge brokers are facing right now?

Tom Salomone: Shrinking bottom lines. The No. 1 challenge for brokers is remaining profitable. As the bottom line shrinks, many brokers have gone out and gotten involved in affiliate businesses, such as mortgage and title.

JI: What is NAR doing to help brokers with the ongoing challenge of profitability?

TS: A couple years ago, NAR started

16 November 2015 RISMedia’s REAL ESTATE

Broker Summit conferences to open the doors specifically for brokers.

The response has been so great that in 2015, we expanded it to three programs in different regions of the country. We also developed an Idea Exchange Council for Brokers, a think tank-style meeting at each of NAR’s major conferences.

These events are a way to bring brokers together to exchange ideas and success strategies.

JI: In your opinion, should brokers be looking at more aggressive growth strategies now that the market is rebounding?

TS: I really believe that’s an individual decision for each and every broker. There are some brokers who want to expand their firm and some who are happy with the size of the company the way it is. NAR will continue to provide guidance to address the issue of growth and expansion so you can learn about different business models, tools and philosophies.

JI: How should brokers approach recruit-

ing in today’s environment?

TS: As technology continues to

evolve, the broker needs to ensure that if you come to work for him or her, not only will they help you in the technology world, but they will also be available to sit with you when you’re helping a client.

Technology may help you get to the point of listing a property, but if it’s 8:00 p.m. on a Thursday and you’re an agent sitting face-to-face with a client who’s thinking about writing an offer, and you have a question, you need to know that your broker is going to be available.

Brokers have to have a business model where potential new agents feel comfortable and trust that the broker is going to be there to help them be more successful.

JI: How can brokers attract millennials into their firms?

TS: You need to look at things you

may not have looked at in the past.

You may be putting ads in the newspaper or handing out flyers at real estate schools, but you may need to get more aggressive. Find out when local colleges are having career days and teach students about potential careers in real estate. For many, real estate is the second or third job they’ve had in their life. There’s nothing wrong with that, but wouldn’t it be great if kids go to college saying “I want to be a real estate professional?” State associations should be talking to colleges in their respective states about providing real estate courses and degrees. If more colleges offered real estate as a major, I think that would help get more young people into the business.

JI: Tom, what does it take to be a great leader in today’s real estate environment?

TS: When you think of the personalities that get into a commissioned business, normally they have a very positive attitude and they’re great with people. It’s really important in our industry to be a consensus builder. You have a lot of strong personalities coming at you with lots of different opinions, and the leader has to be the person who brings the group together and builds consensus. You always have to make decisions based on what’s best for the REALTOR®. If someone comes to me with an idea, I tell them to be ready to answer one question: How does it benefit the REALTOR®? Brokers always need to keep their perspective on what’s best for them and for the REALTOR®. It needs to be a win-win situation. RE 8For an expanded version of this article and other NAR Power Broker Roundtable topics, please visit www.rismedia.com.

{REBAC Report}

The Buyer Representation Agreement:

Tips for Getting It Signed

by Marc Gould

O

ver the last 20 years, the real estate industry has changed drastically when it comes to buyer representation. We’ve gone from an environment where buyer agency wasn’t even legal to one where 59 percent of buyers are represented, according to NAR’s most recent Profile of Home Buyers and Sellers.

Notably, 40 percent of represented buyers had a written agreement with their agent in 2014, a figure that has held steady for the last five years.

As a broker, you know how important it is to formalize the buyer-client relationship in writing. However, your agents may encounter buyers who are unaware of the benefits of a written agreement. I wanted to offer a few tips for encouraging your agents to get the agreement signed, because in the end, it’ll help your business.

8Acknowledge client concerns.

Some buyers may feel uneasy making a commitment early in the homebuying process. The key is to listen to their concerns, and then suggest options that address those specific concerns in ways that make everyone feel comfortable with the arrangement. If buyers feel that an agent will listen to them, there’s a better chance that they will want to sign an agreement.

8Clearly explain the benefits of a signed buyer rep agreement.

Misunderstandings are less likely to occur when both parties fully understand their roles and duties to each other. By deciding on specific terms of services, duration, and compensation ahead of time, the home search process can proceed without the 18 November 2015 RISMedia’s REAL ESTATE

disagreements that may arise when terms are left vague.

8Suggest a trial period. Agents may tour a few properties with buyers before signing an agreement.

This allows all parties to get to know each other before making a commitment to working together. With this arrangement, agents also have the opportunity to determine whether they want to establish a relationship with the buyer.

8Propose a short-term agreement that can be extended. Create an agreement that lasts for two or three weeks with a clause to extend if all parties wish to continue the arrangement. NAR research shows that it takes buyers approximately 10 weeks to find a home. Be sure that agents communicate this estimate to buyers prior to deciding on a short-term agreement, as an extension will almost certainly be necessary to complete the home search process.

8Provide a guarantee. Offer the ability to cancel the agreement if

specified terms are not met. Agents should include a description of their duties and services to the buyer in the written agreement. If a guarantee is offered, buyers have the right to end the agreement if agents haven’t fulfilled any part of the written services.

By allowing a buyer to choose an option that they’re most comfortable with, agents show they have the best interests of the buyer in mind. This establishes a level of trust between parties that’ll serve the working relationship well. Equally important, these options communicate that your agents are confident in their abilities to deliver excellent service to buyers. Confidence and trust are key components in a strong buyerrepresentative relationship, and will establish your agents’ reputations as exceptional, buyer-focused professionals. Many of your peers have been recognized as exceptional buyer’s representatives in the REBAC Hall of Fame. See page 50 for the latest inductees. RE Marc Gould is vice president, Business Specialties, for NAR and executive director of REBAC. A wholly-owned subsidiary of NAR, The Real Estate Buyer’s Agent Council (REBAC) is the world’s largest association of real estate professionals focusing specifically on representing the real estate buyer. With more than 30,000 active members, REBAC awards the Accredited Buyer’s Representative (ABR®) designation to REALTORS® who work directly with buyer-clients. To learn more, visit REBAC.net.

GIVE YOUR TEAM A POWERFUL EDGE. Empower them with the

ABR DESIGNATION ®

.

THE ABR® DESIGNATION SETS YOUR TEAM A PART. Each and every REALTOR® in your agency contributes to your bottom line. Help them earn more with the ABR® Designation. REALTORS® with designations earn nearly twice as much as agents without designations.* They also benefit from improved buyer loyalty, and extensive resources, tools and education unmatched in the industry.

Strengthen your team and your bottom line.

Visit rebac.net/abr/benefits-brokers to learn more. *Based on the 2013 NAR Member Profile survey data, the median income of REALTORS® with no designation was $33,500, and the median income of those with at least one designation was $61,100. The difference between the two is $27,600.

This information is accurate as of May 2013.

{Executive Appointments}

Century 21 Real Estate LLC announced that Cara Whitley, a 20-year veteran of loyalty marketing, business development, strategy and change management, is the company’s new global chief marketing officer. Whitley, who will lead the marketing, advertising and digital media efforts through the C21® System’s next phase of continued global expansion and growth, will report directly to Rick Davidson, president and chief executive officer. Formerly chief marketing officer of Squaw Valley Ski Holdings since October 2013, Whitley has earned a reputation as a change agent who succeeds at driving results and consistency from her teams in complex

global and multicultural environments. She possesses a strong knowledge of overseas and domestic markets, and plans to use her customer engagement experience transforming the loyalty landscape enjoyed by the C21® System here in the states to consumers and industry professionals around the world.

Leading Real Estate Companies of the World® announced that Erin Koops has been promoted to executive vice president, Member Services. In this role, Koops will oversee the company’s Business Solutions consultants, broker-to-broker referral program, member education for core programs

and services, white-glove international referral liaison program, and U.S. Military on the Move affinity program. These services are offered to the network’s 500+ market-leading residential real estate companies in more than 50 countries around the world. Koops, who joined the company in 2006, started her career as a financial analyst on Wall Street and later worked in corporate finance and operations for Marvel Entertainment and Sara Lee Corporation. She holds Worldwide ERC’s Certified Relocation Professional (CRP) designation and has served on its YP40 (Young Professionals) Board. RE For more executive happenings, please visit www.rismedia.com.

{RREIN Reporter} News and information for and about RISMedia’s Real Estate Information Network® (RREIN) Christy Budnick Executive Vice President

Linda Sherrer

Founder and CEO Berkshire Hathaway HomeServices Florida Network Realty

Berkshire Hathaway HomeServices Florida Network Realty: Collaboration and Passion Win the Day

by Barbara Pronin Barbara Pronin: Linda, why don’t we start with a brief recap of your background and your vision for the firm?

Linda Sherrer: Buying my first home as a young Navy wife many years ago was a great learning experience for me and set me on the path to pursuing a career in real estate. In 1988, Prudential offered me the opportunity to open one of their first franchise companies. That’s when Florida Network Realty was born, and my vision was to grow it into a significant full-service company serving the northeast region of the state. When Prudential left the real estate sector, we chose to affiliate with one of the premier brands on the planet—Berkshire Hathaway. In January 2014, we became known as Berkshire Hathaway HomeServices Florida Network Realty.

BP: Christy, you left a successful career in the banking and mortgage industries to become Linda’s right-hand person. How is it working out?

Christy Budnick: I began my career as a loan officer and after a few years, I found I loved the sales and leadership training side of the business. In late 2001, Linda and I discussed the idea of going into business together. She challenged me to turn around one of her branch offices that needed some special attention, so in January 2002, I joined the company. Within a year, the branch became profitable, and I enjoyed the challenge and found I loved the business.

BP: How would you describe the company’s current positioning in the market?

LS: We’ve always been the luxury leader in our market, but we are grateful to service clients in every price point. The Berkshire Hathaway brand and the respect 22 November 2015 RISMedia’s REAL ESTATE

and dignity it stands for resonates with our clients. Our closed volume at this point is up 23 percent year-overyear, beating the MLS average by nearly 10 percent.

BP: What is motivating today’s buyers and sellers?

CB: There is a lot of pent-up demand in our area across all price points. Jobs are back on track, credit has been repaired in most cases, and REOs and short sales are greatly diminishing. We seem to be in the “sweet spot” of the market right now, with prices increasing but still affordable. Corporate relocation accounts for just over 20 percent of our business, and we are representing several group moves with more on the horizon.

BP: How does your training program encourage agent success?

CB: Linda and I regularly spend time in each of our offices and take a personal interest in our 300-plus agents and their support teams. We provide excellent, focused classroom and online training and put a lot of emphasis on broker coaching. Our non-competing broker managers are charged with ensuring that our agents have the latest and most comprehensive market intelligence, and our sales meetings resemble strategy sessions, so our agents are well-armed with tangible ideas to better serve clients and increase business. Our agents lead the market in per-agent productivity, which is a direct result of our rigorous selection process combined with in-depth coaching and training.

BP: How is your technology evolving to meet today’s changing needs?

LS: We have every technology tool a productive agent could ever want, including optimized, mobile-responsive websites, CRM, and enhanced listing placement on realtor.com®, Trulia and Zillow. We have a full bevvy of social media tools and ecard/enewsletter offerings, a lead-generating text rider program, dotloop transaction management and many other marketing tools. We are careful to emphasize that this is still very much a personal business, so our training focuses on how to use the tools to support the building of relationships.

BP: What are your plans for continuing to grow the company?

LS: Growth is a continuing journey, so we will always be open to expansion opportunities that fit into our company culture, in addition to cultivating agents who are

able and committed to do the best possible job for their clients. The secret to our success, if there is one, has been to anticipate change, treat people with care and respect, and reinvent our business strategies to make the most of every opportunity. RE For more information, please visit www.floridanetworkrealty.com..

RREIN Network News Berkshire Hathaway HomeServices Florida Realty recently celebrated their expanded presence in Sarasota County with a new location in the highly trafficked, popular area of Palmer Ranch. On September 24, there was a grand opening and ribbon cutting event for the new location at 7231 S. Tamiami Trail in Sarasota. The event was hosted by Elaine Glandon, regional vice president, and Mike Holland, Palmer Ranch/Sarasota/Lakewood Ranch managing broker. www.BHHSFloridaRealty.com Fox & Roach Charities Board of Trustees recently contributed a total of $150,000 toward technology advancement to three separate organizations in commemoration of Fox & Roach Charities’ 20th anniversary. West End Neighborhood House, Inc. and Hilltop Lutheran Neighborhood Center were recipients of a $50,000 donation to update current computer labs and expand the student’s technology capabilities. West End House offers programs that provide free access to technology to 600 disadvantaged youth, grades K-12, from high crime and impoverished areas. Fox & Roach Charities, a charitable foundation sponsored by Berkshire Hathaway HomeServices Fox & Roach, REALTORS® and The Trident Group, is committed to addressing the needs of children and families in stressful life circumstances. www.foxroach.com

Berkshire Hathaway HomeServices Florida Network Realty recently kicked off its inaugural meeting of the REthink Council. The council is designed to bring together millennials from the company’s branch offices to discuss insights, issues and trends. The local chapter is part of a larger national initiative by Berkshire Hathaway HomeServices to promote collaboration and networking with an emphasis on sharing millennial perspectives on real estate and bridging communication gaps. www.FloridaNetworkRealty.com.

CENTURY 21 New Millennium reaffirmed its commitment to its agents, staff, core service providers, clients and community at its company meeting held recently at the Hilton in Springfield, Va. Todd Hetherington, CEO and co-

Top: In commemoration of Fox & Roach Charities’ 20th anniversary, $150,000 toward tech advancement was contributed to three separate organizations.

Center: Berkshire Hathaway HomeServices Florida Network Realty’s inaugural meeting of the REthink Council.

Bottom: Berkshire Hathaway HomeServices Florida Realty celebrates their expanded presence in Sarasota County with a ribbon cutting.

owner of CENTURY 21 New Millennium, started the meeting by announcing the company’s new mantra, “Vested in You…Together We’re Better.” The keynote speaker was Joe Niego, expert presenter, top-producing agent, and author from Buffini & Company. Other presenters were Burke Smith, who, in addition to being president of HSA Home Warranty, is also an international real estate coach and consultant to top agents and brokers; Matt Gentile, global director of Social Media for Century 21 Real Estate LLC; and Jennifer Rizzi, director of Video Evangelism for Videolicious. www.c21nm.com RISMedia’s REAL ESTATE November 2015 23

Unlocking the Door to New Business

by Maria Patterson

Self-directed IRAs can turn anyone into a real estate investor

P

ost-Great Recession, many investors are looking at real estate as the smart place to put their hard-earned retirement money.

Real estate investing, however, is often relegated to the cash-rich or investment groups, boxing out the average Joe. But that doesn’t have to be the case.

According to Oakland, Calif.-based The Entrust Group, many consumers—along with the real estate professionals who serve them—are unaware that they can use their self-directed IRA to fund a real estate investment.

A self-directed IRA is one in which the individual account owner has complete control over selecting and directing their individual retirement investments, allowing them to utilize their IRA funds among several permitted investments, from precious metals to real estate.

By becoming well-versed in how to purchase real es-

24 November 2015 RISMedia’s REAL ESTATE

tate with IRA funds, brokers and agents can enlighten clients about a financing source they may not have known about—one that involves no credit criteria—facilitating sales that might not have happened otherwise.

A provider of self-directed IRAs for more than 30 years, The Entrust Group works closely with real estate professionals and consumers to make the process of IRA-funded real estate purchases easy to understand and simple to carry out. The Entrust Group’s core principles focus on education and client service, making them a valued resource for both the agent and the consumer.

Hugh Bromma founded The Entrust Group in 1981 when he came across a business in Southern California that was helping people use self-directed 401(k)s to purchase real estate. “People were using 401(k)s to invest in subdivisions out in the middle of the desert, and I thought, ‘This is really interesting—people are making money tax-free. That’s pretty cool.’”

Bromma bought the company and then began the pro- Education Is Priority One cess of educating the various players involved in using “Education is a huge part of what we bring to the table,” self-directed funds for real estate investing: real estate says Craig. “We’re not a financial advisor, but we educate brokers and agents, accountants and lawyers. Bromma people on the opportunities that exist. People want to became a huge champion of educating professionals invest in what they know. If you know the real estate and the public at large about the ability to use retirement market, it opens up a whole avenue for them to use their funds, tax-deferred or tax-free, and about the necessity of pool of funds that they thought had to be locked up in due diligence in the process. As Bromma says, “We are bonds or the stock market. We educate people on how a constantly innovating and constantly educating.” self-directed IRA is a vehicle that can be used to invest “The opportunity to invest in real estate has been the in real estate.” most popular throughout our company’s history,” says “We usually work directly with the client and then also The Entrust Group President Jason Craig. “Real estate is educate the agent,” says Vann. “Most of our clients have a tangible asset and people gravitate already located an agent by the time “Education is a huge part they come to us. We go out to speak toward it. Non-recourse loans allow a person’s IRA to borrow and buy the to agents to educate them as well so of what we bring to the property. What that person’s individual table. We’re not a financial that it trickles down when they’re dealcredit score and credit history is does ing with clients. advisor, but we educate not come into play. The IRA (as a bor“We have to educate the agent and rower) receives the funds from a bank people on the opportunities educate the client to make sure everythat exist. People want to thing happens by the IRA’s rules and or other party that does non-recourse loans.” invest in what they know. regulations,” continues Vann. “We have If you know the real estate to show the real estate professional How the Process Works and the client that these types of conmarket, it opens up a According to Craig, investing in real estracts cannot be written the same way whole avenue for them tate with a self-directed IRA is not very as a traditional real estate contract.” to use their pool of funds different from purchasing real estate According to Vann, education is parafor personal use—there are rules and that they thought had to be mount in helping to avoid a prohibited processes that must be followed in orlocked up in bonds or the transaction, in which the client gains der to avoid potential problems. personal benefit. stock market.”

One of the most important factors “The main issue to be aware of is – JASON CRAIG for a client to understand when utilizwho’s disqualified, which would be the President, The Entrust Group ing self-directed IRA funds is that the IRA owner, the beneficiary of the IRA, investment property becomes an asset grandparents, spouse, etc.,” explains of the IRA, which means the IRA owns it—not the buyer. Vann. “It’s important for clients to realize that they and “The offer needs to be made in the name of the inves- the IRA are two separate entities.” tor’s IRA as the buyer, not your client, the individual inVann also stresses that agents and their clients need vestor,” explains Craig. “From there, the self-directed IRA to be aware of prohibited actions down the road. “If the company works with you, your client, and the necessary client rents the property, then all rental income would third parties to make sure the transaction is efficient and flow into the IRA, but many ask tenants to send the seamless. It’s important to note that all income from a income to them personally. So while the transaction rental property goes into the IRA. The income is tax-de- might not have been prohibited at purchase, it can beferred until a distribution is taken from the IRA.” come so if the client engages in prohibited transactions Irene Vann is the real estate manager for The Entrust later.”

Group. She and her team work closely with real estate brokers, agents and their clients in handling transactions A Trusted Personal Guide funded with self-directed IRAs. Personalized client service and strong relationships According to Vann, a common challenge clients often are the foundation of The Entrust Group’s brand. Serhave when purchasing real estate through their IRA is vice, in fact, is one of the firm’s strongest competitive understanding that while the IRA is theirs, the purchase advantages. contract cannot be in their name. “We have to educate the “Ninety-two percent of clients said they would do busiagent and educate the client to make sure that everything ness with us again,” reports Bromma. “Client service is done by the IRA’s rules and regulations,” she says. and the face-to-face are so important.”

RISMedia’s REAL ESTATE November 2015 25

“We need to educate people on what they can and can’t do when they’re investing in alternative assets,” says Craig. “We have dedicated points of contact who work with a person throughout the lifecycle of their account. We have support people in different time zones and people know who you are. You don’t get passed off.

People have to figure out which way to navigate and that takes a human touch.”

The Entrust Group provides this same level of service and guidance to real estate professionals through its Business to Business programs.

According to Craig, while more and more people are aware of the concept of using self-directed IRAs for real estate investing, they don’t understand the ins and outs of how it works. “We work with real estate agents to help them understand how they can use self-directed IRAs to help grow their business,” he explains. “Most don’t understand how it works or that it can even be done. Some have clients who bring it up to them. We want to be proactive and get in front of that curve.”

According to Craig, agents can grow their business by letting clients know how they can utilize their self-directed IRAs for real estate.

“Once an agent understands how they can leverage self-directed IRAs to grow their business, they can get new clients out of it, and they are also separating them-

selves from every other agent,” says Craig. “The real estate professionals who understand it are excited about the opportunity to generate more leads from their existing database.”

To help spread the word, The Entrust Group is making a major push at events around the country, including an upcoming presence at the CRS show and the annual National Association of REALTORS® Conference in San Diego. Craig and his team also host speaking presentations for agents in various regions around the country, in addition to providing reports, case studies, marketing materials and videos to help educate REALTORS®. “We want to make the process as seamless as possible and try to arm brokers and agents with all the resources they need,” he explains.

“We’d like to see more really solid B2B relationships develop that last a long time,” says Bromma. “We want to engage with real estate professionals to help their clients, whether they’re buying their first investment property or buying apartment buildings. We want to help them get the right kind of education and the right plan.”

The self-directed IRA strategy is one that withstands market fluctuations, says Bromma, and one that will only grow in popularity down the road. RE For more information, please visit www.theentrustgroup.com.

BE A SUPER BROKER BY UTILIZING THE SUPER ALL-NEW

store.realtor.org/shopRIS BE A HERO TO YOUR AGENTS — HELP THEM DISCOVER THESE NEW FEATURES:

* Faster Single-Step Checkout

20%OFFER BONUS

Use Discount Code

SHOPRIS

to receive 20% off your first REALTOR® Store purchase!

* Expedited Checkout for MVP Rewards * Intuitive, Dynamic, Responsive Design * Rating and Reviews for Products

* Brings the products you need center stage

GET IN, GET WHAT YOU NEED, GET BACK TO BUSINESS

YOUR SUCCESS

IS OUR FOCUS. American Home Shield® is committed to helping you be the best you can be.

At AHS®, we want what’s best for you. That’s why we use years of industry knowledge to create a home warranty plan tailored to your needs and your clients. And AHS offers many helpful resources readily available to you.

WHAT WE CAN OFFER YOU: Free Marketing Materials

for communicating the benefits of AHS to your clients at no cost.

Firsthand Knowledge

about the real estate market and potential customers living in your area.

Powerful Management Tools

that help you organize and review multiple warranty orders.

Package Savings

with special, reduced pricing for real estate home warranty coverage on homes less than 10 years old.

Valuable Tips

for your clients about home owning, seasonal maintenance and energysaving recommendations.

FOR MORE DETAILS VISIT

ahs.com/realestate or

CALL

800 735 4663

©2015 American Home Shield Corporation. All rights reserved.

{Basic Training}

Accountability Equals Love

by Verl Workman

A

s business leaders, trainers, coaches and even parents, we’re often put in situations where we have to hold one or more people accountable to do their job, make the right decisions, or perform at a higher level. When dealing with entrepreneurs (agents), we have to understand that the concept of accountability—and the desire to be held accountable—goes against their natural disposition. According to Dave Blanchard, CEO of The Og Mandino Group, “99.5 percent of all entrepreneurs are resistant to structure, 80 percent are resistant to authority, and 97 percent are constantly obsessively thinking.” That means the very people we’re trying to hold accountable don’t want the accountability!

Accountability Is Critical to Success Top income earners have coaches in many areas of their lives, including a business coach, financial coach, fitness coach and sometimes a mindset coach. The elite have learned that good coaching comes with a higher level of accountability, and that drives them to do better. A good coach will not accept excuses and pushes you outside of your comfort zone to excel in business—and life.

Accountability Is Synonymous with Integrity If you make a commitment to do something, and you’re a person of integrity, you’ll do it. Many times we don’t want to be coached because we don’t want to feel guilty for not living up to our commitments. Don’t avoid it.

Being Willing to Be Held Accountable Opens the Door to New Opportunities It’s amazing to be part of the growth of so many people. As we hold our clients accountable to prospect daily, practice their scripts and dialogues,

28 November 2015 RISMedia’s REAL ESTATE

and become masters of real estate, it’s amazing to see their confidence increase, and, as a result, their business grow. When we have a client who pushes back and isn’t willing to be held accountable, the opposite is true. They continue to do things as they always have, and their results don’t change.

As we hold our clients accountable to prospect daily, practice their scripts and dialogues, and become masters of real estate, it’s amazing to see their confidence increase.

Accountability Equals Love As a parent, we tell our children to look both ways before crossing the street, and when they run into the street, we scream “STOP!” and then snatch them up and hug them. With teenagers, we create accountability by putting curfews in place and teaching them that when they’re

violated, there are consequences.

School teaches that when you turn your homework in correctly and on time, you get good grades. Each of these acts, and the accountability that comes with them, are spoken out of love. We love you; therefore, we’re willing to hold you accountable to do the things that seem hard at first, but will ultimately protect you and help you grow.

If you’re ready to grow in your business and fulfill the commitments you make, true accountability through credible coaching should be your next step. There are a lot of coaches out there, but few understand the power of commitment and accountability, and the love it takes to do the hard things.

As an agent, if your broker wants to hold you accountable, be open to it and commit.

As a team leader, don’t let your agents down by allowing them to avoid accountability.

As a parent, well, I stopped giving parenting advice a long time ago.

Simply love your children enough to hold them accountable. 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. Sign up today for a free business consult with Verl by sending an email to coach@verlworkman.com.

To hire Verl to speak at your next event, email events@verlworkman.com.

MAKING THE BEST BROKERAGES BETTER

SM

WHERE LEADERS

LIVE.

What distinguishes Leading Real Estate Companies of the World® is strong leadership at each of its brokerage companies, large and small. These people are at the helm of the network’s 500+ market-leading firms around the world, coming together under the Leading Real Estate Companies of the World® banner to create a powerhouse that collectively sells more homes than any other network. At LeadingRE, it’s all about “Making the Best Brokerages Better” with a robust menu of industry-leading brokerage services in technology, marketing, education and lead generation.

LeadingRE.com | 800.621.6510

Leading Real Estate Companies of the World® Brokers: Armand D’Alfonso, Nothnagle Realtors – New York J.B. Goodwin and Mark Murrell, JBGoodwin Realtors – Texas Lynsey Engels, Mel Foster Co. – Iowa Claude Ginesta, Ginesta Real Estate – Zurich Diane M. Ramirez, Halstead Property – New York

{Business Building}

Championing Homeownership the Right Way

by Geoff Lewis

A

t the annual convention of the National Association of Hispanic Real Estate Professionals (NAHREP) in September, the organization’s co-founder, Gary Acosta, spoke passionately about the group’s mission to raise Hispanic homeownership to over 50 percent.

Anyone witnessing the resolve and commitment of the 2,000 convention attendees could envision the goal being reached. These were industry professionals putting aside their competitive differences and standing united behind a common objective. It was inspiring and impactful to hear their ideas and experience their enthusiasm.

So what would it take to reach 50 percent?

Overall Gains The Hispanic homeownership rate currently stands at about 45 percent, down significantly from a four-year run (2005 - 2008) above 49. The peak, however, was unsustainable, built on an artificial foundation of dangerous credit products. Too many of these owners, like millions of others, had purchased homes they simply couldn’t afford. After the housing crisis, the Hispanic homeownership rate settled into the 45 - 46 percent range, where it has stayed for the past four years.

During the same post-crisis timeframe, though, the raw number of Hispanic households owning homes has risen each year. From the 6.1 million of 2010, the figure grew to 6.8 million, higher than ever before, to start 2015.

30 November 2015 RISMedia’s REAL ESTATE

So although the homeownership rate dropped, and has remained flat, more and more Hispanic families are enjoying the benefits of owning their home. That’s encouraging.

Solid Base Even more encouraging is the foundation upon which that growth is built. The base is fortified not with risky loans, but with increased education, improving job prospects, growing entrepreneurship and gains in purchasing power—the same fundamentals that help all homebuyers.

What’s more, the primary roadblock to Hispanic homeownership is also common to other buyers: overly tight mortgage lending standards.

Fortunately, positive signs have emerged on that front. Moves made earlier this year to increase credit accessibility through responsible lending standards have helped the housing recovery gain valuable momentum heading into 2016. Small but meaningful actions like the FHA’s 0.5 percent reduction of mortgage insurance premiums and the first-time buyer down-payment adjustments by Freddie Mac and Fannie Mae have enabled credit-worthy families to secure loans, enter the market and pursue the dream of homeownership.

Brighter Outlook These changes and other factors are having a significant impact. Through August, NAR reported a seasonally adjusted annual rate of 5.3 million existing-home sales, a 6.2 percent gain from a year earlier. In markets across the country, prices are rising, equity is building and distressed properties are diminishing.

Challenges absolutely still exist, but 2015 is a strong year for housing.

Energized Group The high-energy NAHREP convention crowd certainly reflected the improving times. Halls and meeting rooms throughout the Chicago Hilton buzzed with conversations about paving the way to homeownership for those who want it—and doing so in a manner that avoids the pitfalls of a decade ago.

Within that framework, the message from Gary and other NAHREP leaders was clear. In calling for consistent access to reasonable mortgages, and public policy that promotes homeownership, they were advocating that people with steady jobs, promising futures and a hunger to own a home should have the opportunity to do so.

That’s an easy concept to support—in every way possible. RE

Geoff Lewis is president of RE/MAX, LLC. For more information, visit www.remax.com.

Tablet

Your Window of Opportunity...

Just Opened RPR Mobile™ is now optimized for tablets with a clearer, bolder view of the dynamic data clients expect ... anytime, anywhere

New! Optimized for iPad and Android Tablets

TECHNOLOGY A N A LY T I C S INNOVATION

© 2015 Copyright. All Rights Reserved. Realtors Property Resource, LLC® is a member benefit of the National Association of REALTORS®.

Personal Keeping It

by Maria Patterson

NAR 2015 PRESIDENT-ELECT TOM SALOMONE PUTS THE POWER OF RELATIONSHIP FRONT AND CENTER

T

om Salomone has seen a lot in his 40-plus years in the real estate industry…lots of markets, lots of trends, lots of regulations.

But the one factor that has remained constant throughout is the power of the relationship. Already off to a productive start, Salomone is committed to affecting positive change during his 2016 term as president of the National Association of REALTORS®. In this exclusive interview, the current president-elect and broker/owner of Florida’s Real Estate II, Inc. shares his game plan for the year ahead and his thoughts on what it takes to make it in real estate.

Maria Patterson: Tom, you’ve been involved in the local, state and national REALTOR® associations for many years. As a busy, successful REALTOR® and broker/ owner, why did you feel the need to also get involved in the bigger picture?

Tom Salomone: I got my real estate license the summer between high school and college. I graduated high school on a Sunday, and the next day, my dad enrolled me in real estate school. I said, ‘But dad, I’m going to college,’ and he said, ‘then I suggest you pass your test on the first try.’ My attitude has never changed from when I first got into the business. Everything I’ve ever done in my life, I’ve done because I thought I could make a positive difference. Whether at the national or local level, if I think

32 November 2015 RISMedia’s REAL ESTATE

I can make a positive difference, I throw my name in the hat. And it’s the same as the 2016 president of NAR—I feel I can make a positive difference for members and consumers.

MP: In your opinion, what have been some of the most significant changes to the real estate business over the course of your career?

TS: For me, it’s watching the business models change over time and what, unfortunately, has come along with that is a lack of agent supervision. That’s why NAR always needs to be involved in education and professionalism.

Obviously, the other huge change over my 40 years has been the emergence of technology. You need to embrace technology and deal with the different business models if you want to be successful in the business.

MP: What do you think is the current state of the national real estate market? What are your predictions for housing and real property ownership in 2016?

TS: It seems that the market is improving across the country, although there are still pockets that are struggling. For example, I practice in Florida where we’re still dealing with short sales and foreclosures. But overall, I see the market improving slowly. There are some months where we drop back and some months where we pick up. I think the most positive sign right now is the pick-up in housing starts and new construction. Hopefully, this means developers and builders are finding it easier to get financing to start projects. Plus, residential and commercial real estate are tied in together—if there’s new construction happening, it often means new businesses are opening in the area as well.

MP: In your opinion, what are the biggest challenges for today’s REALTORS®? Conversely, where do the biggest opportunities lie?

TS: The market is incredibly competitive for agents and

love people to invest in RPAC, but we also want to explain to them all the things they may not know NAR provides for them. The goal is to increase the percentage of REALTORS® participating in RPAC and also get more people they need to be extremely knowledgeable and embrace involved in the process. We’ve already had 28 states and technology. One of the challenges in today’s world is to 253 local boards sign on to support this initiative. be able to blend technology and the personal touch. In Second, we’re joining forces with Boys & Girls Clubs many cases, technology has taken the personal contact of America. We all see the things some kids are going out of our lives and affects relationships. In as much through, and as I’ve moved up the ladder in the Assoas technology has overwhelmed the world, I think as ciation, I’ve continually heard about the need to make human beings, we still like to be handled with a per- sure future generations have the opportunity to enjoy the sonal touch. This same challenge also American Dream of homeownership. presents the greatest opportunity. The So I’ve put my concern for children “One of the agents who can blend the mastering and the future of our industry and of of technology while still maintaining challenges in today’s our country together and decided to personal contact with the client and something about it. I thought, “You world is to be able do customer have an advantage. People know what, since I’m going to be presineed to understand that you care to blend technology dent of the largest trade association in the world, it’s a great opportunity to about them and will sit with them and and the personal leverage this leadership role and do walk them through the transaction. really big that we’ve never This is where the REALTOR®’s profestouch. In many cases, something sionalism is going to shine. been involved with before.” technology has taken Our relationship with the Boys & MP: How can REALTORS® maintain this Girls Clubs of America will kick off in the personal contact December, and REALTORS® across the ‘personal touch’ with clients?

TS: One of the mistakes we sometimes country will have an opportunity to get out of our lives and engaged. Both of our organizations make is trying to find the “real estate” answer. Before you worry about what affects relationships.” are important to the community and the real estate answer is, think about we can help each other. The response – TOM SALOMONE the answer as a human being. How can around the country has been incredNAR President-Elect, ible. We’ve already seen monetary doI be the best agent, the best broker?

Broker/Owner, Real Estate II nations, but the time element and the You have to be educated and knowledgeable, and you have to put caring volunteerism are also really important. about other human beings first. Treat We want REALTORS® to go into clubs others the way you want to be treated. and volunteer with the children. It goes back to the importance of personal touch—we need to show the world MP: What are your thoughts upon assuming the role of that REALTORS®do a lot more than list and sell property.

NAR president for 2016?

They really care about their communities and about the TS: I feel really good about the association and the direc- next generation. tion we’re going in. There are a lot of good things happening every year and the next team that comes in should MP: What are REALTORS® currently most concerned about in terms of legislation/regulations and why? build upon those successes.

We have two initiatives I recently announced for 2016. TS: We’re watching a laundry list of issues in WashingFirst, I’ve always felt like we needed more members to ton. Tax issues are always watched closely, particularly in participate at the association level. So we’re going to an election year like 2016, when we are watching what launch a year-long, countrywide phone bank and organize the candidates stand for. Tax reform doesn’t have a spemember-to-member phone calls. We’re going to call upon cific bill being considered, which means we have to reREALTORS®who are active in the Association to sit down main vigilant against possible attacks on the mortgage and make 10 calls to people they know. Of course, we’d interest deduction, 1031 exchanges and a host of other RISMedia’s REAL ESTATE November 2015 33

real estate-related tax policies. On the regulatory side, working with the Consumer Financial Protection Bureau to help guide and direct the implementation of the “Know Before You Owe” regulations is an ongoing effort.

MP: What are some of the most valuable programs NAR currently has/will be rolling out that benefit REALTORS® and help them be more successful?

TS: The educational opportunities at NAR are incred-

ible. Under the REALTOR® Party umbrella, there are numerous training and education programs available online and at associations across the country that make REALTORS® more successful in their communities. We also have incredible benefits “As REALTORS®, it is through our REALTOR Benefits® Pro700,000 members took our job to educate the gram—over advantage of at least one of NAR’s 30 public on the benefits industry leading partner offers, whether of homeownership; it it was for help renting or buying a car, getting insurance coverage for themis still the best long- selves, their home and automobiles or term investment, and their business, or using e-signature and overnight shipping services to close so many positive things transactions quickly and efficiently. The opportunities are limitless and that’s come with it.” part of the association at all levels— – TOM SALOMONE local, state and national.

MP: What do you see happening with interest rates and how might that impact the market in 2016?

TS: I’m not an economist, but the consensus seems to be that when rates rise, it’s going to be a gradual change and won’t have a huge impact on the market. It’s interesting that the Federal Reserve did not raise rates recently (at press time). It shows that they’re still concerned about the economy and housing. What’s more important are the banks’ lending requirements. NAR will continue to work to make sure that overly stringent lending criteria do not needlessly impede the market.

MP: What are the biggest concerns of real estate consumers right now and how can REALTORS® best address these concerns?

TS: Due to the way the media tends

NAR 2015 President-Elect, Broker/Owner, Real Estate II

to frame things, I think for the first time ever, there’s a question about the value of homeownership. People are wondering if homeownership is the right way to go or if renting is a better option. As REALTORS®, it is our job to educate the public on the benefits of homeownership; it is still the best long-term investment, and so many positive things come with it. Statistics show that people who own their own homes have a lower divorce rate, their kids get better grades, and they are more involved in their communities.

MP: What would you like people to know about REALTORS®?

TS: I would like the public to know that

REALTORS® are great, outgoing people who get up every day to go out and help consumers reach whatever their goals may be. They’re problem solvers. They’re good, honest people trying to help other human beings. At the same time, they’re involved in their communities, coaching on the ball field or volunteering at the hospital. They’re helping people, and at the same time, building better communities. One of my goals is for the public to understand that REALTORS® are integral parts of our communities. RE

RISMedia’s REAL ESTATE November 2015 35

Building a David vs. Goliath Strategy

by Zoë Eisenberg

Illustration by Rafael Calderon

36 November 2015 RISMedia’s REAL ESTATE

How Homes.com Plans to ‘Out Better’ the Giants

T

he Internet has been called the “leveler of the playing field,” offering opportunities for local businesses to gain prominence in search results. In the real estate space, many of the top spots are dominated by portals who have the expertise, resources and consumer recognition to outperform local agents and brokerages. The biggest players in the industry are venture-backed, publicly-traded companies with mandates of growth over profitability. Their online strategies tend to focus on a “bigger is better” mantra, without consideration for the industry metrics themselves. One outlier to the larger portal mix is Homes.com, a private company based in the Mid-Atlantic founded on a traditional print business model, and one of the oldest players in a niche dominated by silicon tech.

“We’re not focused on delivering the biggest audience, but the right audience at the right time in their buying cycle.”

- DAVID MELE President, Homes.com

“Driving big traffic numbers is a strategy, but it’s not ours,” says David Mele, president of Homes.com.

“We’re not focused on delivering the biggest audience, but the right audience at the right time in their buying cycle.”

And despite its smaller stature, Homes.com is delivering on this promise, a true “David vs. Goliath” success story where a quality-overquantity philosophy is helping the company both differentiate itself and thrive.

Who better to lead Homes.com against the giant industry competitors than a “real” David? Mele came from a successful career in traditional publishing, leading The VirginianPilot—the largest newspaper in Virginia—to significant digital growth by introducing web services to their advertising mix and successfully transitioning the 150-year-old newspaper into a digital powerhouse for local businesses.

“When I took over Homes.com and started digging into industry numbers, the biggest disconnect was around the actual number of real estate transactions and the traffic numbers the largest portals were presenting,” says Mele. “The math just didn’t work. How valuable are 100-million-plus visitors a month

when there are only about five million actual homes sold each year?

We knew agents wanted to reach a much more targeted audience.”

So Mele and his team are focused on delivering exactly that—a transaction-ready consumer for real estate agents and brokers.

A Better Search Strategy With close to three million real estate listings for sale or for rent, Homes.com’s inventory is equal to or exceeds many of its competitors.

And they work hard to make sure this inventory is visible to the right audience, when a consumer is searching for their next home.

“When people use a search engine like Google to search for a house, they typically search using ‘homes for sale’ with the city they’re interested in, e.g., ‘homes for sale Atlanta,’” explains Grant Simmons, Homes.com’s vice president of Search Marketing and Consumer Engagement. “We specifically target these queries because we know consumers using them have an intent to buy or rent, are closer to a purchase decision, and are often at the point where they need a real estate professional to guide them.”

Simmons, who drives the consumer marketing strategy for RISMedia’s REAL ESTATE November 2015 37

“We’re constantly justifying ‘bigger isn’t better’ outcomes in an industry where traffic volume is held as the primary measure of success.”

Homes.com, has over 20 years of experience in diverse online verticals and isn’t blind to the marketplace perceptions—“We’re constantly justifying ‘bigger isn’t better’ outcomes in an industry where traffic volume is held as the primary measure of success.

More traffic without better targeting isn’t valuable; better quality traffic tends to equal better leads to our partners,” he says. “However, this doesn’t mean we don’t see the value in growing traffic, but our main focus is on quality, which requires better-managed growth.”

If the total number of real estate transactions in the U.S. is approximately five million a year, where are the massive number of visitors coming from? “Many of our competitors are targeting longer tail or street address-level queries,” explains Simmons. “Those kinds of searches are generally for home values or driving directions, and are much less likely to be consumers looking for an agent.”

- GRANT SIMMONS VP of Search Marketing and Consumer Engagement, Homes.com Ruane’s 20 years of experience in online advertising and real estate marketing have given her a deep understanding of the marketing options available to agents and brokers. In consulting with them about their online and offline marketing strategies, the goal for Ruane was always the same: connecting real estate professionals with a transaction-ready buying and selling audience. “We realize agents and brokers have lots of choices,” acknowledges Ruane.

“We offer a value alternative to the bigger brands, with an audience that is unique to Homes.com, supported by a customer service team that is second-to-none.”

“Our primary marketing strategy to date has relied on better targeting of search audiences,” says Mele, “but we understand that branding plays a key role in why users click on a search result.” Mele anticipates investing a lot more in branding Homes. com to both consumers and real estate professionals, but aligning with his vision of better over bigger, he doesn’t see Homes.com spending big bucks on “chest-thumping”

A Better Marketing Strategy “Our primary business focus is on helping transaction-ready consumers connect with real estate professionals,” says Erin Ruane, Homes.com’s vice president of Sales. “We’re not trying to take the real estate pro’s job. Rather, we want to help them through better online visibility and valuable introductions to potential clients.”

Homes.com By the Numbers

21 million visits monthly 90% of page views are consumers searching for their next home 38 November 2015 RISMedia’s REAL ESTATE

Almost 3 million property listings 76% of buyers are not yet working with an agent

campaigns. “You won’t see our commercials on the Oscars,” says Mele, “as our objective isn’t broad-based blasts to audiences who aren’t even considering a move. We want to be efficient and focus on audiences of value by delivering the right messaging at the right time, attracting the right consumers.”

Quality Data, Better Local Insights With the large majority of Homes.com’s listings sourced directly from the MLS, Homes.com knows the answer to building trust with consumers is through accurate and insightful data.

“Quality listing data has always been a priority of Homes.com from day one,” says Andy Woolley, a 20year veteran of the real estate media and technology industry, and Homes.com’s vice president of Industry Development. “Thanks to our direct data-feed partnerships with MLSs and brokers, consumers searching for their next home benefit from timely and accurate listing information, and are able to connect directly with the listing agent representing the seller.”

Although listings are the core component of any real estate portal­­ — and important to consumers looking for choices—the Homes.com team is taking it a step further by aggregating additional local information to provide homebuyers and renters with local insights, giving them the ability to determine whether a neighborhood is right for them. This kind of data includes housing market reports, school scores (Homes.com created their own grading system),

cost-of-living analyses, neighborhood statistics and commute calculators.

All of these data and tools give consumers a rich overview and an authentic peek into what it’s actually like to live in their area of interest, guiding them to an ideal home that suits their needs and lifestyle.

Homes.com’s focus on quality is deeply rooted in their company’s culture. In seeking a metaphor to convey their vision, they looked at other industries where smaller challengers were proven successful by delivering on quality.

“It wasn’t difficult to find a company with similar values,” says Woolley.

“In fact, all of the leadership team at Homes.com were long-time fans of the Whole Foods brand before recognizing the values and vision we had in common. Whole Foods is known for focusing on a quality consumer experience and products, and it’s the same for us. At Homes.com, quality traffic and leads are both a direct result of quality data and information.

That’s why we continue to focus on strengthening our relationships with industry partners.”

“We are a little company based in Norfolk, Va., not Silicon Valley,” says Simmons. “We know we’re up against the big guys, so we let

“Our primary business focus is on helping transactionready consumers connect with real estate professionals.”

- ERIN RUANE VP of Sales, Homes.com

‘quality over scale’ drive our marketing initiatives. From Google campaigns to social media to print, it’s all geared toward attracting a higher-quality audience. Ultimately, we don’t want to be the big guy; we just want to do a great job at making great introductions.”

Better Products, Better Opportunities With this laser focus on attracting the right consumers and serving the best data, Homes.com has successfully created the ideal audience for its advertising partners. “An agent can work with our sales professional and say they want to target a specific zip code or city and that they have a set marketing budget to spend each month,” explains Ruane. “If the inventory is available, we can offer a very geo-targeted consumer, and if a location is already taken, we have some innovative tools that identify other local opportunities that both agents and brokers can leverage.”

With targeted digital ad campaigns, pros can easily pinpoint a specific audience with a defined budget, making the programs far more effective than the traditional “wide-net” approach.

Ruane explains that each Homes.com program also includes a robust set of reporting and marketing tools that help agents and brokers answer the important questions: “How many impressions?” “How many leads?” and “What’s the ROI of the marketing spend?”

One of their newly launched programs is Local Connect, offering agents and brokers the opportunity of prominent listing page-branding and leads on property inquiries. The practice of prominently displaying listing agent details runs contrary to some industry competitors and appears to be a welcome differentiation for ensuring listing agents receive both brand awareness and the leads from their listings.

Top 5 Tips to Get Google Love Grant Simmons, Homes.com’s vice president of Search Marketing and Consumer Engagement, offers the following insights to improve your site’s SEO and gain some Google love.

MOBILE IS A MUST. You need a mobile-friendly website that is easy for users to navigate on mobile devices and for search engines to understand.

MAKE IT USER-FRIENDLY. Is your site content easy to find, browse and understand? Generally, if it’s great for users, it will be great for search engines.

CONTENT TRULY IS KING. Are you answering the most common userdriven questions on your website?

Position yourself as a topic expert to build a level of trust with your audience.

LINK LOVE. Links are still part of the Google algorithm. Inspire people to link to you by offering high-quality, valuable content. Do not buy links.

SAVVY SOCIAL. Social media offers great visibility and branding opportunities. Although not a direct ranking factor, it is a great way for users to discover, share and then link to your content.

So far, reviews of the new product have been stellar. “When we first started with Homes.com’s Local Connect product, it was as though we turned a faucet on,” says Jeff Cook, owner of Jeff Cook Real Estate in Summerville, S.C. “The quality leads from Homes.com are the nicest people. We’re finding that most are willing to talk, or even ready to buy.”

In addition to high-quality leads, Cook says that using Local Connect generates revenue simply because of the amount of time being saved by his agents.

RISMedia’s REAL ESTATE November 2015 39

“Time is so valuable,” stresses Cook, who explains that Local Connect helps his firm secure more qualified clients in less time.

Local Ads, another new Homes.com advertising product, also works to bring active buyers and sellers directly to professionals by advertising their listing inventory with one of the largest top-of-page banner ads available in the industry.

“With our targeted approach to driving engaged consumers to our clients, Local Ads positions advertisers one click from a home shopper’s search on Google,” explains Ruane. “Once they land on Homes.com, they see a big banner at the top of the search result page with that advertiser’s listings and prominently-displayed contact info.”

For Homes.com client Frank Baloun, broker/owner of RE/MAX Showcase in Windermere, Fla., partnering with Homes.com was a no-brainer once he saw their suite of tools. “When deciding where to invest our online advertising dollars, we considered the competitive landscape and ultimately decided to go with Homes.com’s new Local Ads,” says Baloun. “We’ve tried the other major sites, but the available advertising products didn’t perform in a way that served our needs.

Homes.com’s new ad format gives my brokerage prominent exposure at the top of the page and gives us another tool we can use in listing presentations.”

Homes.com Local Ads place your listings one click from Google.

40 November 2015 RISMedia’s REAL ESTATE

“Homes.com’s listing detail pages always clearly identify who the listing agent and broker are at no cost. It’s clear and honest advertising—‘your listing, your leads’—and it’s the only way we want to do business.”

- ANDY WOOLLEY VP, Industry Development, Homes.com

A Better Friend to the Industry Customer kudos aside, Homes.com is still painted with the same broad brush that has tarnished many real estate portals in recent years. The debate continues over whether listing portals are the industry’s friend or worst enemy, with much of the discussion centering around the display of listing agent and brokerage branding, and the routing of consumer inquiries.

The Homes.com attitude is different, focusing on the agent, broker and MLS with products like Local Ads and Local Connect that facilitate a connection to in-market consumers, rather than interrupt it.

“We’ve made a simple but important commitment to the industry, to always deliver leads to the listing agent on their own listings,” explains Woolley. “Homes.com’s listing detail pages always clearly identify who the listing agent and broker are at no cost. It’s clear and honest advertising—‘your listing, your leads’—and it’s the only way we want to do business.”

Better Industry Partnerships: Powered

by Homes.com The company recently renewed their technical and services contract with remax.com. The two companies have been partners for over 10 years—an extensive lifespan for a technology partnership in an industry that continues to shape-shift.

“We power remax.com with the same technology as Homes. com,” says Woolley, “but here

we’re behind the scenes.” All of the Homes.com tools utilized by remax. com are branded to RE/MAX, offering the same lead generation and insight to consumer behavior, but with RE/MAX customizations.

In addition to remax.com, Homes.com also powers ERA.com, tulsarealtors.com and tens of thousands of broker and agent websites nationwide.

Is Better Quality Marketing Working?

With a targeted approach to funneling the right audience, providing cutting-edge tools and quality content and positioning themselves as a friend to the industry, it would seem the “David” portal is ready to rock.

But, some may wonder, are they as successful as the Goliaths?

You bet.

2015 has been Homes.com’s best year ever, with managed growth driving quality, in-market traffic; in fact, 90 percent of their page views were from in-market homebuyers and renters actively looking for their next home.

“We have an urgency in the company right now,” says Mele, “but not in an effort to outspend or out-shout our competitors. It’s about quality, responsible management, innovative marketing, industry-leading products and a focus on delivering more to our clients—and better.”

And with that kind of attitude, who’s to argue they won’t deliver just that? RE

For more information, please visit http://connect.homes.com

Your Complete Multimedia Marketing Program

Local Print • Hyper-local advertising • Thousands of locally distributed magazines where your prospects… …Eat …Work …Shop …Play • Drives local traffic to your website • Local phone calls • Local email leads • Local text leads • Local branding

RealEstate Book.com

LocalSmartMobile

• Wide web exposure • Over 1.5 million listings updated daily • Optimized for mobile users • GPS enabled for location based searches via mobile • iPhone App

• Personal web, mobile & tablet site • Mobile business card • Vanity text code • Text code lead generation • IDX integration

• Android App

• One-click printable property flyer

• SMS Text Lead Generation

• Exportable contact and lead database

• Enhanced packages available

• Builds traffic to your personal site

Direct Mail • Out of market reach through direct mail programs • Your ad, text codes, phone number and website delivered to relocating buyers • Broadens your reach to generate more new leads • Geographically and demographically targeted mailing services available

Yard Signs with GPS Enabled Code • GPS enabled text code drives traffic to single property mobile site • Delivers leads in real time to listing agent • Opportunity for immediate response while the prospect stands in front of the home!

• Great listing tool!

• Display advertising available

To advertise call 888-809-8495, or enter your zip/postal code online at Store.RealEstateBook.com

You know where your prospects eat, live, shop & play.

Will they find you there?

We give you the best mix We of offline put you and digital everywhere marketing. you need to be.

Standing Out

from the Competition through Continuing Education NAR’s online designations and certifications platform revamped in face of growing interest

by Paige Tepping

S

tanding out in today’s market goes way beyond having access to the latest and greatest technology tool.

In fact, for a vast majority of real estate professionals, continuing education has become an integral piece of the puzzle.

Whether it’s earning a designation or certification that provides in-depth training on representing buyers or sellers, technology, pricing properties or serving the real estate needs of clients age 50+, the National Association of REALTORS® (NAR) and its affiliated Institutes, Societies and Councils provide a wide range of programs and services that help members increase their skills, proficiency and knowledge.

With an underlying goal of providing educational tools that’ll help members develop their business 42 November 2015 RISMedia’s REAL ESTATE

and their skills, NAR is committed to continuing education, so much so that they recently rebranded their online designations and certifications platform—complete with a new name.

From REALTOR® University to the Center for REALTOR® Development, the decision behind the name change reflects the need to provide a level of differentiation between the online designations/certifications platform and the Masters Program (also housed under REALTOR® University), while maintaining the notion that each and every course is designed for REALTORS®.

The platform revamp also involved the introduction of a new

logo, a new URL (www.realtordevelopment.org) and an advertising campaign.

For the team behind the rebrand, incorporating the Code of Ethics course that all REALTORS® must take into the designations/certifications platform is one of the most significant aspects of the entire process. Originally housed at realtor. org, two versions are available—one that counts toward Continuing Education (CE) and a non-CE, free version. An online CE safety course was also recently rolled out. Members can also look forward to the Pricing Strategy Advisor (PSA) certification, a brand-new program set to launch by the end of the year.

But it doesn’t end there. As we get ready to wrap up 2015, there are even more changes on the horizon. Not only will the new year bring a refreshed website to the table—a loyalty program where members can earn badges and other incentives upon course completion, in addition to gamification, will be available.

As the numbers continue to grow— attendance in the online courses offered through NAR has increased by about 20 percent each year over the last few years—NAR will continue to look at new courses and topics that will be of interest to members.

And NAR’s members are just as excited about the changes taking place, judging by some of the many comments from a recent evaluation of the online designation and certification courses: 8 “Great, relevant content…love all the

resources that are available to us.”

8 “It will help me become a better

REALTOR®.”

8 “The system was user-friendly,

which made it very easy to use and understand.” RE For more information, stop by booth No. 1431 during the REALTORS® Conference & Expo, or visit www.realtordevelopment.org.

一 伀 圀 䘀 刀 䄀 一 䌀 䠀 䤀 匀 䤀 一 䜀 一 䄀 吀 䤀 伀 一 圀 䤀 䐀 䔀

䌀 䔀 䰀 䔀 䈀 刀 䄀吀 䤀 一 䜀

伀一䔀 匀唀䌀䌀䔀匀匀 䄀䘀吀䔀刀 䄀一伀吀䠀䔀刀

吀伀倀 㔀 䤀一 吀䠀䔀 一䄀吀䤀伀一

一愀瘀椀搀 䄀氀椀

㘀㔀⬀ 伀䘀䘀䤀䌀䔀匀

刀攀愀氀琀礀 伀一䔀 䜀爀漀甀瀀 䈀䴀䌀 䄀猀猀漀挀椀愀琀攀猀 匀愀渀 刀愀洀漀渀Ⰰ 䌀愀氀椀昀漀爀渀椀愀

㠀Ⰰ ⬀ 䄀䜀䔀一吀匀

匀琀愀爀琀 礀漀甀爀 猀甀挀挀攀猀猀 猀琀漀爀礀 愀琀 伀眀渀䄀伀一䔀⸀挀漀洀

䘀䄀匀吀䔀匀吀 䜀刀伀圀䤀一䜀 㜀 夀䔀䄀刀匀

吀栀椀猀 猀栀漀甀氀搀 渀漀琀 戀攀 挀漀渀猀琀爀甀攀搀 愀猀 愀渀 漀昀昀攀爀 漀昀 愀 昀爀愀渀挀栀椀猀攀⸀ 伀昀昀攀爀猀 漀昀 昀爀愀渀挀栀椀猀攀猀 洀愀礀 漀渀氀礀 戀攀 洀愀搀攀 戀礀 搀攀氀椀瘀攀爀礀 漀昀 愀 昀爀愀渀挀栀椀猀攀 搀椀猀挀氀漀猀甀爀攀 搀漀挀甀洀攀渀琀 ⠀漀爀 瀀爀漀猀瀀攀挀琀甀猀⤀Ⰰ 愀渀搀 椀渀 挀攀爀琀愀椀渀 猀琀愀琀攀猀 琀栀攀 搀椀猀挀氀漀猀甀爀攀 搀漀挀甀洀攀渀琀 洀甀猀琀 昀椀爀猀琀 栀愀瘀攀 戀攀攀渀 爀攀最椀猀琀攀爀攀搀 眀椀琀栀 愀 猀琀愀琀攀 愀最攀渀挀礀 琀栀愀琀 爀攀最甀氀愀琀攀猀 琀栀攀 漀昀昀攀爀猀 愀渀搀 猀愀氀攀猀 漀昀 昀爀愀渀挀栀椀猀攀猀⸀

communications skills. As independent brokers, it is our charge to train our affiliated agents daily on delivering a great listing or buyer-broker presentation that builds a sense of like, trust, respect and value. Effective interpersonal communication that reduces risk and persuades people to take action has no equal.

3

Growth Is Good Commentary by John R. Ciet

T

he antagonist in a famous 1980s movie is known for popularizing the phrase, “greed is good.” I don’t know about that, but what I do know is that in business, ‘growth is good.’

Since we founded our real estate brokerage in 2009, my partners George Morris, Rob Ockey and I have sought to create the most dynamic and growth-oriented real estate brokerage in the United States. When we started in June 2009, we truly started at zero. We had no affiliated agents and no production. Today, we have nearly 500 independent sales professionals and 40,000 square feet of class-A space. By the end of 2009, we had closed a total of 65 sides. This year, with the CENTURY 21® System and its iconic brand behind us, we will close nearly 5,000 transaction sides.

How is it possible to go from no agents and zero production to 500 agents and 5,000 closings in six years? Based upon our experience, it comes down to one inescapable answer: know your job and do it well.

Because of our success, we have the opportunity and privilege to interact with real estate brokers and agents from around the world who are curious to know our “secret.”

Well, the secret is there is no secret. Simply put, you cannot do your 44 November 2015 RISMedia’s REAL ESTATE

job unless you properly identify what it is.

As a broker who has experienced significant growth, these are three action items that I recommend be placed at the top of your daily activities list:

1

Proactive Recruiting. Social media is terrific, but nothing replaces picking up the phone and talking to agents. Sending an email or posting on a social media thread is not proactive, and is far less efficient than building rapport and creating person-to-person value. Of course, many will still try to recruit agents through methods other than the phone or face-to-face prospecting, but they simply have less of a chance of being effective. It’s no different than the results earned by sales associates who pick up the phone or knock on doors to start conversations with buyers or sellers rather than waiting for business to come to them.

2

Teach Communication Skills.

The No. 1 skill for a real estate professional is their interpersonal

Coach. Successful, growthoriented independent brokers coach their sales associates on a weekly basis. As brokers, it is our job to eliminate distractions that keep sales professionals from prospecting, and run interference between the people, products, and activities that waste their time and money.

Of course, we should consistently encourage them, but be willing to express the truth and hold them accountable to activities and a schedule that will allow them to grow their business.

Effective brokers grow their business regardless of the market. They understand and recognize that their job consists of the three things mentioned above, and they work hard every day to do them better than their competition.

The growth we have earned at CENTURY 21 Everest Realty Group is no accident. We grew via two big acquisitions, and about 80 percent of the sales associates we have recruited since the inception of our company have joined us through oneby-one recruiting.

Go out and work your job, and I guarantee you will see growth that your competition thinks impossible.

RE

John R. Ciet is broker/owner, CENTURY 21 Everest Realty Group.

NAR: My Advocate

for exclusive membership advantages

adVOCaCy NAR advocates every day on behalf of the nation’s 1 million REALTORS® and 75 million property owners through lobbying, policy development, political communications, grassroots advocacy and as the nation’s largest contributor to federal candidates. reALtOr.Org/POLitiCAL-AdVOCACy

realtOr benefits® PrOgraM Your official member benefits resource bringing you discounts and special offers on products and services just for REALTORS® from over 30 industry-leading companies.

reALtOr.Org/reALtOrbenefits

NAR advocates for its one million members every day. www.REALTOR.org

MeMber Value Plus Get more from your membership! Complete simple actions and earn valuable rewards like free products, gift cards and more with the Member Value Plus (MVP) program.

reALtOr.Org/MVP

MeMber Center Access benefits from your Local, State, and National REALTOR® Associations, and customize and view your 2015 membership card. Access your benefits on the go with the app for your tablet or mobile device!

MeMberCenter.reALtOr.Org

valuable, you’ll also discover new ways to serve them. Plan a coffee or lunch date, bring them their favorite beverage or another small gift or write a personal note to say how much you appreciate them. Meeting with your team members individually also gives you the opportunity to offer encouragement and guidance.

While you’re making your team feel special, you’re also modeling the Work by Referral System. When you show them how it’s done, they understand how to incorporate client lunches, pop-bys and personal notes into their routine with their clients.

Why Being All-In Is Critical to Your Team and Business

by Brain Buffini

A

s leaders, we expect our teams to buy into the vision and goals we’ve set for our business. We want them to not only commit to their roles, but also commit to improving themselves and the company, as well. But what about us?

Do we demand the same from ourselves?

Teams expect their leaders to be fully committed to the vision, goals and business. They want someone who can model the culture and expectations, as well as commit to constant personal and professional growth and development. The most effective leaders understand this.

That’s why when teams begin to fail, it’s important to look to their leaders and ask this simple question: Are they all-in?

Being all-in takes commitment; it’s the promise you make to yourself, your team and your business that you’ll put everything you have into succeeding. When you’re all-in, your team can count on you to lead by example, nurture relationships and commit to personal and professional growth.

Lead by Example It’s important to model the habits, attitudes and behavior you expect from your team. If you expect them to have a positive attitude, exude positivity yourself. If you want them to prioritize their schedules and work smarter, show them how. When they see you working hard, generating leads, setting and achieving goals and giving your best, they’ll take notice and be inspired to develop those habits as well.

Nurture Relationships Strong teams and businesses are built on the foundation of strong relationships. Build these relationships by spending time with your team and clients. Not only will you get to know them better and make them feel

Commit to Growth Growth is vital to your success. After all, if you stop growing, your business will stagnate. Show your team that you’re all-in by attending classes and seminars to help improve your skills and reach your goals. Encourage them to do the same and invite them to the seminars that you attend. Personal and professional growth will not only keep you motivated to achieve your goals, it’ll motivate your team as well.

Being all-in is not only essential to your business, but also vital to building a successful team. Be the model of the habits and attitude that you expect. Let your team see that you’re not only committed to your values and expectations, but you live by them as well. Are you all-in? The time to start is now. RE Brian was born and raised in Dublin, Ireland, and immigrated to San Diego in 1986 where he became the classic American rags to riches story. After becoming one of the nation’s top REALTORS®, he founded Buffini & Company—an organization dedicated to sharing his powerful lead-generation systems with others. Buffini & Company has trained three million business professionals in 37 countries and currently coaches more than ten thousand business people across North America.

RISMedia’s REAL ESTATE November 2015 47

RREIN RREIN RISMedia’s Real Estate Information Network®

NIERR

RREIN

EMPOWERING NIERR

RREIN

Brokers

NIERR

RREIN

Sales Associates Consumers 48 November 2015 RISMedia’s REAL ESTATE

Webinar Recap:

Ignite New Leads Like a Top Producer…Online!

by Nick Caruso

F

or today’s real estate pros, business comes from a wide variety of places. For those not maximizing leads from the Web, a lot of prospective clients—and money—could be left on the table. For Galand Haas, operating principal of Keller Williams Realty Eugene and Springfield in Oregon, and Lane Hornung, CEO and founder of 8z Real Estate in Boulder, Colo., and the cofounder of COhomefinder.com, appropriately capturing and managing Internet leads is the reason why they garner hundreds of added leads each and every month.

In the latest RISMedia Agent Webinar Series, “Spark Sales Success…Online!” moderated by Verl Workman, founder and CEO of Workman Success Systems, Haas and Hornung shared with attendees how their companies handle these valuable online leads.

“There is no one source for Internet leads,” says Haas, whose companies pull in 250 - 300 buyer leads and 150 - 200 seller leads per month from the Web alone.

Some of his business comes from pay-per-click (PPC) Google AdWords and postcard campaigns, as well as plenty of other sources. Using a variety of systems such as Real Pro Systems and Client Creator, Haas is able to manage these leads and ensure that his agents have plenty of leads to work with.

Haas then ran webinar attendees through what he believes to be the critical components of conversion, noting that exposure through PPC ads is a must. Consumers are out there, he says, but companies must market and obtain phone numbers, names and emails. “If you get those three components, you have

a pretty good chance at converting that lead into real business.”

Haas doesn’t rest on PPC alone, however. He still uses weekly email blasts to update everyone in his database, hitting 15,000 people each week with information about what’s happening in the area or an informational news piece. He also works newspaper ads into his strategy, placing ads in the Sunday Classifieds section, pulling in an additional 20 - 40 buyer leads every weekend.

Hornung has found similar success in navigating digital waters and was one of the earliest adopt-

ers of online lead generation. He remains a big fan of using Facebook ads, which allow him to get hyper-local and hyper-targeted. Out of 80,000 visits to his sites, 5 percent (4,000) become prospects, and 8 - 10 percent become referrals to agents (300 - 400 monthly leads).

Hornung says that online marketing is akin to online dating—“It’s all about the eye candy. Nobody reads text online. We work with Studio, out of Canada, to produce killer digital fliers in order to attract people. I don’t think too many Match.com profiles without photos are getting dates.”

Like Haas, Hornung believes phone numbers are key. Even if the number of people who sign up on the form decreases, the quality of leads you receive in the end will go up dramatically, along with your ability to convert them, he says.

BoomTown helps his company stay organized, allowing them to tackle large numbers and decipher between prospects they’ve spoken to and those they haven’t yet connected with.

“The whole goal is to move from an online relationship to a realworld relationship so we can do what we’ve been doing in real estate forever—provide belly-to-belly service,” says Hornung. RE This article originally appeared on RISMedia’s blog, Housecall.

Visit us at blog.rismedia.com.

Nick Caruso is RISMedia’s senior editor.

RISMedia’s REAL ESTATE November 2015 49

Buyer Representation

a Competitive Differentiation among

2015 REBAC Hall of Fame Inductees

by Paige Tepping

Sharon Goodin Principal Broker, Progressive Real Estate, Newport News, Va.

Victoria Doran Broker Associate, Coldwell Banker, Barrington, R.I.

Connie Glass-Birnbohm Broker Brand Manager/VP, Berkshire Hathaway HomeServices Fox & Roach, REALTORS®

Krista Shortreed Broker Associate, Realty Executives, Janesville, Wis.

50 November 2015 RISMedia’s REAL ESTATE

I

n today’s ever-evolving market, one thing real estate professionals can all agree on is the fact that buyers need to know they can trust the individual they’ve chosen to guide them through likely the biggest purchase they’ll make in their lifetime. As the competition continues to heat up, real estate professionals are raising the bar even higher when it comes to going above and beyond for their buyer clients by investing in their future and laying a solid foundation through continuing education.

We recently had the opportunity to sit down with the top echelon of Accredited Buyer’s Representatives (ABR®) who will be inducted into the Real Estate Buyer’s Agent Council (REBAC) Hall of Fame during the REALTORS® Conference & Expo, taking place this month in San Diego, to candidly discuss how they’re using their ABR® designation to not only grow their business, but set themselves apart from the competition.

For Sharon Goodin, principal broker at Progressive Real Estate in Newport News, Va., earning the ABR® is a must—especially for agents just getting into the business. “Buyers will always need some help as they make their way through the process, and the ABR® designation provides real estate professionals with the extra punch they need to gain credibility among today’s buyers.”

Not only does the ABR® designation prepare agents to more readily work with buyers, it also goes a long way toward providing a solid starting point upon which to grow, something that Victoria Doran—a broker associate with Coldwell Banker in Barrington, R.I.—feels is vital to continued success.

With 32 years of experience under her belt, Doran has earned both the Graduate, REALTOR®Institute (GRI) and

ABR® designations. “One of the biggest benefits asso- fessionals who are determined to stay ahead. ciated with continuing education is the fact that it gives For Shortreed, the passion doesn’t end with havyou a foundation to build from,” says Doran, “which is ing earned her ABR® designation. In fact, since 2011, great because when you have something to go back Shortreed has channeled her passion into teaching others of its importance. “I was completely devastated and look at, it’ll help you later on down the road.”

In addition to being prepared for any and every situa- when I would see young couples at open houses who tion that may come to light during a real estate transac- had no idea where to begin,” says Shortreed, who was tion, the ABR® designation is an integral piece of the motivated to get into teaching to ensure buyers weren’t puzzle in terms of keeping things running smoothly sitting at the closing table in the dark as to what was throughout the process. going on.

For Krista Shortreed, a broker associate with Realty As an instructor of New Jersey Salesperson Pre-LiExecutives in Janesville, Wis., it’s the level of client censing and ABR®courses, Glass-Birnbohm takes pride loyalty that comes with having earned the ABR® des- in teaching agents how to truly represent their clients in ignation that resonates most with her. “Clients feel so any situation. “I enjoy opening the minds of agents to comfortable once you explain that you have their best think outside the box, to let go of old habits and skills interests at heart, especially since many buyers typi- they find comfortable and replace them with systems cally think that REALTORS® are only in it for the money. and resources to help set themselves apart from the Not only does their loyalty allow for a smoother transac- competition.” tion, it’s also become my best form of advertising.”

Not only are they passionate about their responsibility toward buyer representation, the new“In the end, buyers want to know that est members of the REBAC Hall of they can trust you,” adds Goodin, Fame are honored to be included who points to her use of REBAC’s among such an esteemed consumer one-sheets as a group. key piece of the puzzle in “Being inducted into establishing trust among the REBAC Hall of Fame clients. confirms that continBut perhaps most ued work and perseimportant of all is the verance can help you underlying premise attain whatever goals of the ABR® designation, a credential that you have in mind,” stands for the benchsays Goodin. mark of excellence in “It’s so humbling to – Connie Glass-Birnbohm buyer representation. be a part of this group,” Broker Brand Manager/Vice President, “When buyer agency adds Doran, “as the Berkshire Hathaway HomeServices Fox & Roach, REALTORS® came into existence, it more education you get, was obvious to me that the more proficient you are agents should not only difin your business.” ferentiate themselves by sayFor Glass-Birnbohm, being ing that they’re going to represent knowledgeable in regard to the someone as a buyer’s agent, but by skills required in the process of client demonstrating it thoroughly,” says Connie representation—including a solid negotiation Glass-Birnbohm, broker brand manager/vice president strategy and communication skills—is just one piece of Berkshire Hathaway HomeServices Fox & Roach, of the puzzle.

REALTORS®. “By earning the ABR® designation, you’re “Dare to be the exception that wins business empowering yourself with the tools and skillsets you through honest service and expertise,” concludes need to promote the difference between someone who Glass-Birnbohm. RE is trained as a buyer’s agent and someone who’s not.”

In an industry that never stands still, continuing edu- For more information about the REBAC Hall of Fame, visit cation is more important than ever for real estate pro- www.REBAC.net/HOF.

“Dare to be the exception that wins business through honest service and expertise.”

RISMedia’s REAL ESTATE November 2015 51

{Life in Mobile} Intelligent Ads: Adding Value to the Broker Value Proposition

by Seth Kaplan

A

s we continue to explore the digital advertising space within the real estate industry, we’ll be shifting our focus to one of our larger reading demographics: brokers. Over the past few months in part one and two of this four-part series, we’ve looked at Google’s overwhelming prominence in the origination of real estate-related searches on the Web. We’ve also defined what Intelligent Ads are and how agents can leverage them to market their listings and compete with the large portals. This month, we’ll look at a widely discussed topic within the industry—the value proposition of the broker—and how intelligent ads can add value.

Change is inevitable, and it’s no secret that the value proposition of the broker has changed along with the real estate industry over the past several years. It’s a topic that comes up fairly regularly in industry publications, at events and in conversations with industry colleagues—both brokers and agents. Many of the successful brokers who are thriving in today’s market have found ways to redefine their value proposition to their agents, making them more successful while simultaneously attracting more successful agents to their firm. One of the more common 52 November 2015 RISMedia’s REAL ESTATE

things I’ve heard from brokers of late is that they’re playing a bigger role in the support services they offer to their agents. With agents busier than they’ve been in years, their broker’s ability to streamline things in areas of technology, transaction management, marketing, etc., solidify their value proposition.

So how does offering the Intelligent Ad Platform—a new system designed to automatically create and place ads in the top spot on Google for an agent and their listings—add value to the broker’s value proposition? We recently caught up with a

few brokers who were part of the Intelligent Ad Platform Pilot program and asked them how offering the Intelligent Ad Platform to their agents furthers their value proposition as a broker.

“We believe this is just the tip of the iceberg in terms of this platform becoming an agent’s one-stop shop for marketing themselves and their listings digitally,” says Brenda Tushaus, general manager of RE/MAX Results in Minnesota. “As a company, we can leverage Above the Map to further our recruiting and retention efforts for top talent in our market. It will give our agents a significant competitive advantage, ensure they win more listings and it reinforces our commitment to provide the tools they need to drive referral-free leads.”

According to Kathy Kuyoth and John Mangas, broker/owners of RE/MAX Preferred in Ohio, “a lot has changed in our value proposition as brokers since we bought our first RE/MAX franchise in 2001.

The Intelligent Ad Platform has the potential to be part of the nextgeneration RE/MAX Preferred value proposition that changes everything once again.”

As quickly as things change in today’s real estate industry, adapting to the new norm and shifting your value proposition to meet the demands of agents and the market is crucial. Offering tools that help agents set themselves and their listings apart from the competition can serve to further your value proposition. RE Interested in learning more? Visit http://linkto.us/IAP for a video demo, or sign up for one of our weekly webinars.

Seth Kaplan is president of MRE – Win Local®.

ag

ant v d A he

ar

Cle e r A s e

aster eals F D e m se Ho lity • Clo redibi C r u Yo rease nd als • Inc ur Bra o Referr Y e d t n a i a t n s s fere sine • Dif eat Bu p e R e t Mor • Ge

T

ENHANCE YOUR SALES For your clients, buying a home is a dream come true.

But if the property needs remodeling, finding the right contractor can be a nightmare.

Fortunately, you can be a difference-maker by offering them a FREE solution with a 3-YEAR WARRANTY to turn those worries into peace of mind.

Contractor Connection® will provide your clients access to a national network of highly qualified, trustworthy contractors, wherever your clients are from coast to coast.

REMODELING AND REPAIRS Offering remodels and repairs with a 3-year warranty | Industry leader in customer service 4,800 contractors held to the highest standards | contractorconnection.com

It’s Open Enrollment Season, and We’re Here to Help!

by Bob Goldberg

D

on’t miss this once-a-year opportunity to tackle a high-priority decision—your health insurance coverage. Open Enrollment for 2016 qualified health plans (major medical) begins on November 1, 2015 and

ends on January 31, 2016.

Why Is Open Enrollment Important?

Once Open Enrollment ends, you won’t be able to enroll in a health plan again until November 2016, unless you experience a “qualifying life event,” such as job loss, divorce, the birth of a child, relocation, etc. Additionally, if you don’t have a qualified health plan, you could be subject to the federal tax penalty.

Simplifying a Complex Decision If you’re like most people, the thought of considering your health insurance options is about as appealing as preparing your taxes. That’s 54 November 2015 RISMedia’s REAL ESTATE

where members of the National Association of REALTORS® (NAR) have a significant advantage, by tapping into the resources available via REALTORS® Insurance Marketplace, a partner in NAR’s REALTOR Benefits® Program.

“The online Marketplace makes health insurance easy to understand and buy,” explains Shannon Kennedy, president of SASid, Inc., administrator of REALTORS® Insurance Marketplace. “Only NAR members can access the private health insurance exchange, an easy-to-use mini-site within RealtorsInsurance-

Marketplace.com where you can obtain quotes and compare the best plans and products from top-rated insurance carriers, and then complete your purchase online.”

Complimentary Consultations For personal help, members can take advantage of complimentary phone consultations with licensed benefit specialists. “If you need assistance, or want to learn about your options, our representatives will guide you through the exchange, even if you need help navigating the public exchange,” explains Jamie Vie, team leader/product support at SASid. “This is a service offered exclusively to NAR members.”

Broker Resources The Marketplace includes resources for brokers and association executives—information you’ll want to share with your agents to help them better understand Open Enrollment and their options. Visit RealtorsInsuranceMarketplace.com/ae.

More than Major Medical As you consider your options during Open Enrollment, it’s important

New! Introducing Members TeleHealth to understand how supplemental health plans might assist in your decision-making.

Supplemental Health Plans Supplemental plans are designed to be combined with a high-deductible major medical plan as part of an overall cost-savings strategy; they can help cover some of the healthcare costs that your high-deductible plan may not cover.

Supplemental plans now available* through the Marketplace include an Accident Deductible Protection plan (which helps pay for out-of-pocket medical expenses incurred through an accident) and REALTORS® Core Health Insurance, which provides supplementary coverage for everyday healthcare needs.

Also available is a brand-new telehealth service plan, Members TeleHealth, which provides easy access to doctors via telephone, smartphone app, Web chat, and/or email for a low monthly rate without needing to bill your insurance.

Imagine: your child wakes up with a fever. Or perhaps you’ve come down with a case of the flu. The doctor’s office is closed, or it may take days to get an appointment. Now imagine that you could get immediate care for your child and yourself, no matter what time of day or night, without leaving home.

Welcome to telehealth, an easy and affordable way to see a doctor through telephone, app, Web chat, or email. It’s a new approach to healthcare, and one of the hottest trends in digital medicine.

Members TeleHealth provides NAR members with 24/7/365 access to MDLIVE, a leading provider in the telehealth field, with a national network of 2,300+ board-certified physicians who can assess non-emergency medical issues, wherever you might be. MDLIVE doctors are always on call, offering time savings, convenience, and peace of mind.

To learn more, visit www.RealtorsInsuranceMarketplace.com/telehealth/.

Additional Marketplace plans include REALTORS® Dental Insurance, SMART Short Term health insurance, and Drug Card America, a prescription drug discount card.

resource that connects members with discounts and special offers on products and services just for REALTORS®. To learn more, visit REALTOR. org/RealtorBenefits. RE

Access ALL Your Benefits REALTORS® Insurance Marketplace is just one suite of services offered through the REALTOR Benefits® Program, the official member benefits

*Plan eligibilities vary due to state availability and age restrictions. See the Marketplace site for details.

Bob Goldberg is senior vice president, Marketing & Business Development, the National Association of REALTORS®.

圀愀渀琀 琀漀 䜀攀渀攀爀愀琀攀 䴀漀爀攀 䰀攀愀搀猀 愀渀搀 刀攀瀀攀愀琀 䈀甀猀椀渀攀猀猀㼀 䐀椀猀挀漀瘀攀爀 䠀漀眀 愀 刀攀愀氀 䔀猀琀愀琀攀 䤀刀䄀 䌀愀渀 䠀攀氀瀀 夀漀甀

䜀刀伀圀

䜀爀漀眀 礀漀甀爀 戀甀猀椀渀攀猀猀 愀渀搀 栀攀氀瀀 礀漀甀爀 挀氀椀攀渀琀猀 猀愀瘀攀 昀漀爀 爀攀琀椀爀攀洀攀渀琀 眀椀琀栀 椀渀瘀攀猀琀洀攀渀琀猀 琀栀攀礀 甀渀搀攀爀猀琀愀渀搀Ⰰ 爀攀愀氀 攀猀琀愀琀攀⸀ 圀攀ᤠ氀氀 瀀爀漀瘀椀搀攀 礀漀甀 眀椀琀栀 琀栀攀 攀搀甀挀愀琀椀漀渀愀氀 琀漀漀氀猀 琀漀 栀攀氀瀀 礀漀甀㨀 吀愀瀀 椀渀琀漀 琀栀攀 攀砀椀猀琀椀渀最 眀攀愀氀琀栀 琀栀愀琀 氀椀瘀攀猀 椀渀 礀漀甀爀 搀愀琀愀戀愀猀攀 匀琀愀渀搀 漀甀琀 昀爀漀洀 琀栀攀 挀漀洀瀀攀琀椀琀椀漀渀 䜀攀琀 洀漀爀攀 爀攀昀攀爀爀愀氀猀℀

眀眀眀⸀拠攀刀攀愀氀䔀猀琀愀琀攀䤀刀䄀⸀挀漀洀

䌀愀氀氀 ㄀ⴀ㠀 ⴀ㌀㤀㈀ⴀ㤀㘀㔀㌀ 眀眀眀⸀拠攀䔀渀琀爀甀猀琀䜀爀漀甀瀀⸀挀漀洀

Systems, Programs and Processes Secure Success

by Lesley Grand Cleve Gaddis Gaddis Partners, RE/MAX Center

Years in real estate: 13 Region served: North Atlanta Average market time: 53 days What is the single biggest advantage of having a team?

Leverage. No one is good at everything. Our individual team members, however, each have his or her own unique strengths. So when you put us all together, we are greater than the sum of our parts.

How do you differentiate your team from others in the marketplace?

We have created our own unique selling proposition. We offer the Sure Home Buying System® as well as the Sure Home Selling System®.

Both are trademarked. At their most basic form, the selling proposition is simply this: Whatever we say we are going to do, we do. Our whole M.O. is that our clients are the best educated clients in the marketplace.

That means we educate every client about every conceivable issue surrounding the transaction so that when he or she finally makes a decision, it is with confidence that he or she is making the correct decision.

Please talk about your systems.

We have a seller system and a buyer system. It’s best to look at the buyer

side more in depth to understand the systems. There are five steps that make up the Sure Home Buying System®: sure preparation, sure offer, sure negotiation, sure due diligence and sure closing. Each step is in place so that we can come as close as possible to anticipating and disclosing every possible aspect of the transaction.

Our goal is to have the buyer uniquely well educated.

What’s your best real estate strategy?

First of all, nobody should be committed to having the transaction go through. Our allegiance is to our clients, and as such, we want what is best for them. We protect our buyers and our sellers. It’s also important to remember that the sellers’ and the buyers’ interests are not in line with the agent’s interest. It is imperative that we are on the side of the client.

And again, our goal is to have zero surprises at closing. I am so strongly committed to this philosophy that I ask all of our clients at closing what they learned after the closing that they would have liked to have known before. All eyes should be wide open going into the transaction.

How do you market the benefits of working with an agent team to your clients?

Our results are simply better than

most of the market almost all of the time, so we market our results.

What are the two pieces of technology that you and your team can’t live without?

Top Producer and Google Docs.

What’s your best advice to agents on the team?

Individual agents need to look at their business as a business. Ultimately, everyone should want to create value when they are building their real estate business. If you think like you are running a business that you could ultimately sell, you would need systems, programs and processes in place that not only make that business successful, but unique.

Best advice overall?

Our whole philosophy is to make sure our clients know more about the transaction than anyone else.

The thought is that through our education process, they are taken care of and come away with the best possible outcome. RE

RISMedia’s REAL ESTATE November 2015 57

‘High Brokerage Fees Are Dying’ HomeSmart International Takes Today’s Brokerage Model to New Altitudes

by Paige Tepping HomeSmart International CEO & Founder Matt Widdows is taking today’s broker and agent income to new heights

58 November 2015 RISMedia’s REAL ESTATE

W

hen Matt Widdows founded HomeSmart in 2000, there were just two agents, a receptionist, and the dream of a new real estate brokerage model with low agent fees and efficient technology to drive what he calls “incredible customer service.” Today, HomeSmart is an international franchising company that continues to experience hyper-growth.

In the early ’70s, most brokerage models were traditional, charging agents high-split commissions.

Suddenly, a new breed of real estate brokerage came along—the 100 percent commission model.

As with anything new, the old guard promptly referred to the new model as “low service, discount brokerages” and attempted to discredit the evolution while diminishing the value that these companies offered their agents.

Fast forward to 2000 when HomeSmart emerges with its new disruptive model. And, just like in the ’70s, there was no shortage of naysayers trying to stop the progression of the industry and HomeSmart. But this time it’s different, and the industry as we know it is at stake.

‘The Traditional Model Is Dying— They Just Don’t Know It Yet’ What didn’t exist in the ’70s is the likes of Zillow, the proliferation of data available to buyers and sellers, and a more tech-savvy, informed consumer. This is putting more pressure on both the agent and brokerage to change. Brokers have to prove their value more than ever before, which includes finding ways to reduce fees to the agent. So, how does that translate to the death of the traditional brokerage model?

“Most traditional brokers have come to rely on high agent fees from

question the level of service and value they receive for those high fees, and that’s why we believe the traditional model is dying—they just don’t know it yet.”

Meanwhile, HomeSmart’s top agent across the company last year grossed more than $1 million in GCI while paying the company just over $12,000 in brokerage/ franchise fees. It’s examples like this that are resulting in many topproducing agents making the move to HomeSmart.

8 2

heavy commission revenue to ensure operational success,” says Widdows, HomeSmart’s chief executive officer. “The high fees they charge their agents are causing agents to

Numbers that Back the Model HomeSmart International:

8 2015 REALTOR® Magazine Franchising List

82015 Entrepreneur Top Low Cost Franchises List 8 2015 Entrepreneur Franchise 500 List #376 (4th highest ranked real estate franchise)

82015 Inc. 5000 #2986 (a three-year growth of 120 percent)

8 Net positive franchisor growth in agent count and office count since franchising began

889 percent of all inbound calls are answered without going to voicemail

Recent HomeSmart Franchisee Accomplishments:

A snapshot of milestones hit by some of the company’s franchisees.

8( HomeSmart Phoenix) 2015 RISMedia Power Broker Report – Sales Volume No. 15, Transaction Sides No. 12 8 (HomeSmart Phoenix) 2015 Phoenix Business Journal Book of Lists No. 1 Residential Real Estate Brokerage 8 (HomeSmart Phoenix) 2015 Phoenix Business Journal Book of Lists No. 1 Residential Real Estate Agent (Bobby Lieb) 8 (HomeSmart Evergreen Realty in Irvine, Calif.) 2015 RISMedia Power Broker Report – Sales Volume No. 168, Transaction Sides No. 353 8 (HomeSmart Professionals Real Estate in Providence, R.I.) – Year-over-year growth of more than 100 agents 8 (HomeSmart Advisors in Spokane, Wash.) 2015 Inc. 5000 No. 279, three year growth of 1661 percent 8 (HomeSmart Professionals in Palm Springs, Calif.) Year-over-year growth of more than 25 percent

RISMedia’s REAL ESTATE November 2015 59

The HomeSmart team celebrates the recent opening of its new World Headquarters.

“These top agents are finding HomeSmart’s customer service and technology alone are worth the move, and the money they now save is a bonus they can spend on retirement or that vacation they always wanted to take. High brokerage fees are dying,” says Widdows.

How HomeSmart Charges So Little and Offers So Much Customer service was (and still is) mission critical at HomeSmart, and providing platforms that enable the company to offer that is key. More than 15 years ago, Widdows quickly realized there was very little in the way of transaction management software or other systems to manage a brokerage. What did exist was nothing more than glorified CRMs or accounting systems. He knew that he needed end-to-end technology and systems in order to achieve operational efficiency and customer service goals.

“The only way to offer high-touch customer service is through integrated technologies that create operational efficiency. I realized that few people in the industry had even begun to think about how proprietary, integrated technology would streamline the industry,” says Widdows.

60 November 2015 RISMedia’s REAL ESTATE

“As an agent, I saw a lot of room for improvement in the industry, and I knew that I could create technology systems that met the high bar in service and support that I had set while keeping transaction fees low for agents.”

Widdows set out to create his own proprietary system to solve efficiency problems for both brokers and agents alike. He had owned and sold a computer company in the early ’90s and wrote the first version of his transaction management software. The system would track each transaction for the brokerage, allow input on the brokerage side for document review, track documents received, and then display that information to the agent through a Web portal. This was the first platform to truly connect the brokerage and its agents via technology in the industry. It resulted in a huge reduction in phone calls from his agents because they had what they needed throughout the transaction. Widdows estimates that initial platform alone saved him a full-time employee, which meant 50 percent of his entire staff at that early point in the company’s history.

Soon after, Widdows hired software developers to take what he had already created and develop a

full-blown brokerage management system based on his experience as both a broker and agent. The philosophy behind the software was to simply take the human tasks that staff or agents perform on a day-today basis and automate them. This was the first step in making real estate easy, which is the company’s motto. As a result of this initiative, every HomeSmart office has been 100 percent paperless since 2007, an incredible feat in and of itself.

The problems we face today in real estate technology are not the same problems we faced in the early 2000s. Back then, it was tough to find much in the way of technology for the real estate industry. Today, it’s almost as if there is an abundance of technology and much of it doesn’t “play nice” together.

“A lot of companies that focus on technology do so for the ‘wow’ factor or to eliminate human interaction,” says Ashley Bowers, HomeSmart International chief operating officer.

“We create and implement technology to make everything in the real estate business simpler for people, not to remove the human element of this very relational business.”

As the first decade of HomeSmart came to a close, the question of

In Their Own Words franchising popped up more and more. Widdows had to make a final decision about whether to become a technology company that made an impact on the industry, or a franchised brand that changed it. He chose the latter.

Franchising Rebels HomeSmart International has taken a unique approach to franchising in that Widdows still owns three of the company’s highly successful brokerages in small, medium and large markets. And, all three brokerages operate at a profit without adding in affiliate partnerships and ancillary services, a rarity in the real estate brokerage business today.

Because of this approach, coupled with the immense success of the HomeSmart franchise in Phoenix, Widdows and his team are able to guide HomeSmart International franchisees to design their own company infrastructures based on a scaled model of the flagship brokerage to help set them up for success following a tried-and-true method.

“During the economic downturn, agents began demanding lower fees and higher value out of their real estate brokerages,” says Bowers. “We believe that’s why we grew so much during that period of time. We offer high value at a low cost, which is what agents want. We also provide a landscape for brokers under the HomeSmart brand to succeed longterm, regardless of the economic conditions.”

This focus on brokers, agents and consumers is the driving factor for why Widdows has invested millions of dollars to develop integrated proprietary technology, designed to make the everyday life of a broker or agent much more seamless.

“Our technology platforms exist to make conducting the real estate business as easy as possible,” says Todd Sumney, HomeSmart International chief marketing officer. “It enables our franchisees to conduct

See what HomeSmart franchisees are saying:

“This company is all about fighting for agents in the industry to get them what they need to be successful.

My brokerage’s growth in recent years is greatly attributed to the efficiencies and service I am able to offer to my agents under the HomeSmart brand.”

- Randy Rector Broker/Owner, HomeSmart Evergreen Realty (Irvine, Calif.)

1,100+ agents and 8 offices

“Formerly an owner of another major brand, I realized the need for change in order to compete in the marketplace. When I opened HomeSmart just over a year ago, I had no idea my company would propel forward like it did. The growth I’ve experienced is incredible, and I am running my business much more efficiently with HomeSmart’s technology.”

- Dean deTonnancourt Broker/Owner, HomeSmart Professionals Real Estate (Providence, R.I.) 103+ agents and 1 office

“My brokerage company has grown by 423 percent in agent count since my partners and I bought our HomeSmart franchise. We’re also growing in production, too—our closed transactions are up 97 percent and sales volume is up 102 percent year-over-year!”

- Don Sturgeon Principal Broker/Owner, HomeSmart Realty Group (Salem, Ore.) 80+ agents and 1 office

a high volume of transactions with minimal staff overhead and exponential efficiencies to make for a highly scalable growth model.”

The Sky’s the Limit Widdows, an avid pilot, approaches the world with a “sky’s the limit” attitude. He’s never satisfied and will continue to pursue all of life’s adventures to the fullest. This is a theme amongst the HomeSmart team, which often refers to this saying: “Set ridiculous expectations and find a way to make those expectations normal.” In this spirit, Widdows recently built a state-of-the-art, 38,000-square-foot World Headquarters for HomeSmart International.

This will allow the team to continue to grow in order to best serve bro-

kers, agents and consumers.

“We won’t succumb to becoming like every other real estate brand out there,” says Widdows. “From day one, I’ve wanted this company to approach things from a rebellious standpoint—and that’s exactly what we’re going to continue doing into the future because it’s who we are inherently.”

HomeSmart International has set a goal to help 100,000 agents get the raise they deserve. Based on the trends within the organization, the sky’s the limit for this innovative and revolutionary real estate brand. RE

For more information about HomeSmart International, visit www.HomeSmartInternational.com or www.Facebook.com/HomeSmartFranchise.

RISMedia’s REAL ESTATE November 2015 61

{Broker Best Practices} A Model of Certainty in an Uncertain Environment

by John Voket

Joseph Pluscht, Jr. President/CEO Patterson-Schwartz Real Estate, a member of Leading Real Estate Companies of the World® Hockessin, Del.

Region served: Delaware, Southeastern Pennsylvania and Northeastern Maryland Years in business: 29 Number of offices: 9 Number of agents: 380 Best time management tip: Get the highest rate of return on your energy by focusing on what will have the greatest impact.

Best recruiting technique: Ask “why” questions so that you truly understand what’s important to prospects on both a business and personal level.

Key to keeping buyers and sellers working together successfully: Education and counseling are crucial. It’s also important to become a trusted advisor and keep the lines of communication open.

Tell us about two or three of your most recent technology best practices that are making a difference at your company.

Our agents have access to an online toolbox, designed in-house and constantly updated, that provides them with everything they need to run their business. It also collects data on each listing and generates reports that can be shared with clients.

In addition, we’ve centralized the management of listing content on syndicated websites like Zillow and Trulia, so when consumers engage, the accuracy of that data is a reflection of our brand. To provide the best experience, we offer a custom feed for listing content to ensure the highest accuracy when displayed on these sites. And last but not least, we centralized lead handling from these sites to ensure that it’s handled quickly and professionally.

62 November 2015 RISMedia’s REAL ESTATE

What strategies do your agents use to achieve customer loyalty?

They sign on with a commitment to provide buyers and sellers an exceptional experience. Our agents also understand the challenges associated with buying and selling and can clearly and plainly articulate a plan of action. By setting expectations and providing timely follow up, they become a model of certainty in an uncertain environment.

After being named one of Delaware’s Top Workplaces for three of the past four years, can you identify why Patterson-Schwartz Real Estate is such a great place to work?

Based on feedback from the survey, our agents and employees attribute the company’s ability to execute as a key reason for being a top workplace. They strongly believe senior managers understand what’s happening across the organization, and that our sales managers are well connected to agents. At the corporate level, they feel we execute new initiatives efficiently and that there’s strong inter-departmental cooperation—all of which lends to helping them build successful real estate businesses.

Is there some initiative, campaign or service project that helps keep Patterson-Schwartz Real Estate top of mind in the communities you serve?

We embrace the philosophy that being a good neighbor is more than just giving money to a worthy cause. It’s about developing and investing in our community, so we donate a portion of every transaction to the Patterson-Schwartz Foundation in order to help support numerous local charitable organizations.

“Get the highest rate of return on your energy by focusing on what will have the greatest impact.”

– Joseph Pluscht, Jr. President/CEO, Patterson-Schwartz Real Estate, a member of Leading Real Estate Companies of the World®

Honesty and Integrity Key in Today’s Market

by John Voket

Dendea Balli Broker/Owner HomeSmart RGV McAllen, Texas

Region served: South and Central Texas Years in real estate: 6 Number of offices: 3 Number of agents: 60 Best tip for getting the right listing price: Know the market and be plugged in.

Best tip for running a successful meeting: Keep the agenda short and the energy high. In addition, deliver an action plan with goals and be sure to follow up.

Most effective way to motivate agents: Be consistent, persistent and relentless while showing them you care.

Best recruiting technique: Show them the money.

Key to getting buyers and sellers to successfully work together: Kill the monsters upfront, communicate, listen and emphasize the team approach.

Your McAllen office is closing 90 percent of listings in-house. What factors are making this possible? Most importantly, our agents are plugged in and educated about the properties we’re listing.

Since there is strong unity in the office with a well-structured base and 100 percent commission paid, our agents are always willing to help one another and build each other up. This creates a wealth revolution for the agent who engages the system and uses it productively.

Tell us about the brand new agent training program your company is poised to launch.

We’re introducing Brian Buffini to train our team on his proven lead-generating system that emphasizes the basics in order to educate and motivate our agents to use a systematic approach that generates lasting business. This high-energy, focused program will take our HomeSmart agents to the next level—from rock star to superstar.

You and your team are very proactive regarding Texas Proposition 1. Why is this issue so important to you and your team?

Prop 1 will save homeowners money by increasing the homestead exemption. This is great news for Texas homeowners because they keep more of their hard-earned money. Prop 1 helps seniors and people with disabilities by giving them muchneeded tax relief, providing them a lower property tax cap, which helps keep their property tax burden low. Prop 1 will also constitutionally ban real estate transfer taxes, which target home sales as another taxing source. This means that Texans won’t ever be double-taxed on their property.

How do you coach your agents to deal with the negative effects of the media?

Honesty and integrity go a very long way in this business. Real estate is very unforgiving, and agents must focus on their fiduciary duty to the client. Perception is reality and agents must be wellinformed, educated and progressive in their ability to adapt to the situation at hand. I am diligent in teaching agents to utilize good training and strong communication skills to overcome the persuasive tactics of the media.

Cracking the Lead Conversion Code

by Paige Tepping

Graeme Canivet Director of Technology RE/MAX INTEGRA Mississauga, Ontario, Canada

You recently implemented FiveStreet as a pilot program for RE/MAX INTEGRA. What were you striving to solve?

There were a number of factors on the radar, not all of which had to do with lead conversion, but that was certainly a big factor. We had an existing product that was truly becoming a Frankenstein, and while it served us really well over the years, we realized that as we’re continuing to make things more sophisticated, agents needed some-

RISMedia’s REAL ESTATE November 2015 63

thing simpler. So we decided to pull the Band-Aid off the functionality we had in the past and provide our agents with a simple, mobile-friendly platform that would go beyond serving just RE/MAX leads by consolidating any lead that comes into the company in one place. It was also important that we adopt a product that would solve the underlying problem of how we deal with incoming business.

Not only did it have to be a game changer, but we had to be able to prove to our agents that it would ultimately bring them more business.

What has changed in the way leads are handled that helps you close on more of your online opportunities?

The biggest change is the fact that each and every lead that comes into the company is being pulled into one place. From there, manual and technological processes can be applied so that leads are followed up with in a timely manner. FiveStreet has a sophisticated auto-response feature that gets back to clients within the first few minutes of receiving a lead while working behind the scenes to warm up the lead by getting it to the right agent.

The ability to warm up leads will help our agents close more business, an important factor in a day and age when the faster you respond to online leads, the more likely you are to turn the lead into real business.

How does this fit into the rest of your technology set?

We’ve made several additions to the RE/MAX Launchpad Productivity Suite—a one-stop shop for all the best tools in real estate—over the past several years. And we’re excited that FiveStreet is now a key product within the RE/MAX toolset as we work toward catapulting our agents’ productivity to the next level. In order to achieve this goal, we need to provide our agents with the tools that’ll help them with the lifecycle of the client from lead to close.

Have you had any early wins in which sales associates earned business with FiveStreet?

Based on the success of our pilot program that concluded in August, we made the decision to purchase FiveStreet for the 16,500 agents within the firm. While we’re in the middle of rolling it out, we’ve seen several overnight successes

64 November 2015 RISMedia’s REAL ESTATE

throughout the pilot, the most notable being the auto-response feature. No matter what time of day or night a lead came in, the lead was being followed up with immediately, which went a long way toward communicating that the agent was serious about winning their business. In addition, through social channels such as Facebook, agents could see that those involved in the pilot program were closing business because of the quick response time. The fact that all the information an agent needs to provide a good first experience is being aggregated in one spot will help them earn business.

Many consider it challenging to introduce a technology standard in the entrepreneurial environment of real estate, where agents at times resist a broker’s recommended solution. How is the adoption going?

While we’re still in the beginning phases of implementation, we had great success with adoption when we introduced the pilot program. In fact, we brought on 100 individuals—brokers and agents alike—and 60 of them stayed on board the entire time. FiveStreet isn’t another app that agents need to figure out. If you can email and text, you can use FiveStreet.

In general, was implementation complicated?

The most complicated thing so far is the change management from the system our brokers and agents have been using. The pilot program was a great jumping-off point that we can use to show agents the success rate of those who were involved from the beginning.

It seems you have raised the standard in response time. Are your sales associates seeing this as a challenge or an opportunity?

Agents definitely see it as an opportunity, one that technology solves for them so that they don’t have to change their behavior. We’re not asking them to double-enter information; we’re simply providing them with a system that integrates and complements what they’re already doing. Responding to leads in a timely manner is a huge challenge for agents who spend a majority of their time out of the office with clients.

FiveStreet bridges the gap so that they can get the best of both worlds.

How would you describe the coordination effort involved in bringing FiveStreet and Move into your organization? Did you get the support you needed?

The team at Move has been fantastic. Not only do they have the resources, acumen and desire to help us, we’ve had multiple project managers, product owners, tech providers and account managers working with us. We were provided hands-on training and webinars throughout the process, and the team was instrumental in helping us understand and work through any transition pains.

For more information, please visit www.marketing.realtor.com/broker.

Solving Today’s Toughest Challenges

by Zoe Eisenberg

Jane Estes Licensed Partner/Broker of Record

Nicholas Costantino

Licensed Partner Engel & Völkers Hoboken Hoboken, N.J.

Region served: Concentration on Hudson and Bergen Counties Years in real estate: Jane: 14; Nicholas: 15 Number of offices: 1 Number of agents: 41 Average time on market: Less than 30 days Average sales price: $695,000 Favorite way to connect: Face-to-face meetings.

Meeting in person goes a long way these days with so many people using social media.

Top time management tip: Creating to-do lists.

Being a real estate agent is very much like being a television producer. The more organized you are, the smoother your transaction will be.

What are the current market conditions in your area?

Nicholas Costantino: We have very low inventory and high demand, which is moving prices quickly to the upside. Buyers need to be prepared to make an offer as soon as they find a home they

like, as most homes are getting multiple offers within the first week on the market.

Jane Estes: Hoboken is a very unique market in that we get a lot of buyers from New York City who find that they get more living space for their money over the Hudson River here in Hoboken. We also have a number of families who are deciding to stay in Hoboken as we get better and better schools in town.

What are some of the most difficult challenges buyers face today?

JE: Due to the lack of inventory combined with the high demand for properties, buyers are faced with bidding wars on a daily basis.

NC: As agents, we have to make sure our clients are educated in regard to current market conditions and how best to position their offer to stand out.

How does your company work to solve these challenges?

JE: Overcoming the challenges that bidding wars create is complicated, so we work with our agents to help them fully understand the consequences of waiving certain contingencies in a negotiation.

NC: We’re constantly taking the pulse of the market, studying the most current data and meeting with the whole company to talk about what they see. By having everyone share their input, we get some great suggestions on what is and isn’t working in today’s market.

What is your team doing to stay ahead of the competition?

JE: We recently transitioned to Engel & Völkers from Empire Realty Group. Empire Realty Group has been our firm for the last 10 years, and we’ve grown it to a wonderful boutique firm with a great reputation and culture in Hoboken. We feel that joining the Engel & Völkers global brand will bring us to the next level as far as reach and exposure are concerned. By joining with Engel & Völkers, we’re standing out amongst our competition, in addition to staying ahead.

NC: By partnering with Engel & Völkers, we’re putting our company in a great position for the future. The real estate market is becoming more global every day, and with Engel & Völkers, we feel we’ve aligned our company with an amazing global brand. RE

RISMedia’s REAL ESTATE November 2015 65

Log on and discover NAR’s Online Education Destination.

®

The Center for REALTOR® Development is your source for NAR’s online Designation and Certification courses. Available anytime—virtually anywhere.

We make it easy for you to grow your skill set in all facets of real estate!

Invest in yourself.

www.onlinelearning.REALTOR

{Strategies}

Standing Out in a Competitive Market FIRST AMERICAN HOME BUYERS PROTECTION CORPORATION’S PRODUCTS ADD VALUE FOR COLORADO FIRM’S CUSTOMERS

by Paige Tepping

R

eal estate professional Scott Nordby takes great pride in being at the helm of a full-service company with full-time REALTORS® who go above and beyond to ensure their clients’ needs are being met at each step of the real estate transaction. In fact, it’s this level of commitment that ultimately led Nordby to provide First American Home Buyers Protection Corporation home warranties to buyers and sellers in the Denver, Colo., market.

“In our market, there are multiple offers on homes, and it’s not uncommon for buyers to waive inspections and

purchase a property as-is,” says Nordby, real estate broker and owner of Innovative Real Estate. “The home warranties we offer through First American provide a safety net for both buyers and sellers in case a covered system breaks down after the transaction has been completed, but they also go a long way toward boosting the buyer’s level of confidence in their purchase.”

While the benefits associated with home warranties are plentiful, Nordby can’t say enough about his experience in working with First American over the last four years. “The team at First American is always available and willing to help if a client has questions or needs assistance,” explains Nordby, who adds that the company’s dedication to educating agents and homeowners on their home warranties is second to none.

In addition to providing a product that offers peace of mind for the parties involved in any given real estate transaction, First American is 100 percent committed to making sure homeowners understand the terms of the warranties they offer. “Representatives take the time to come into our office meetings to explain to our agents what the warranty covers, the value it provides for the customer, and how to use it,” says Nordby.

But the benefits don’t end there. Nordby notes that First American’s home warranties set his company—and RISMedia’s REAL ESTATE November 2015 67

his agents—apart from the competition. “Home warranties are one more thing we can offer to increase our value proposition to our clients.”

by teaching them how to streamline their business practices through RPR, the largest comprehensive database of parcelcentric property information on the market.

For more information, please visit www.homewarranty.firstam.com.

“Prior to RPR, I used a variety of sources from public records to the MLS and even realtor.com® for general reference,” says Giordano, “but the all-in-one capability that RPR offers makes all the difference in the world.”

As a state instructor and a member of the Florida REALTORS® Board of Directors, Giordano was first introduced to RPR when the association decided to make the system available to its members.

“Our board hosts classes every month on RPR,” says Giordano, “so I started dropping in until I learned enough to start working with it on my own.”

Today, Giordano has nothing but positive things to say about RPR. One of the biggest benefits? The amount of time RPR has saved her throughout the process of servicing cold leads.

“I used to spend hours researching and filtering, setting up searches and sending reports when a buyer or seller would reach out to me, but thanks to RPR, I can now pull a comprehensive report in about four minutes… from the comfort of my couch,” says Giordano.

“I can still show extreme professionalism by supply-

Raising the Bar in an Ultra-Competitive Market REALTORS PROPERTY RESOURCE® SETS FLORIDA REAL ESTATE PROFESSIONAL UP FOR CONTINUED SUCCESS

by John Voket

J

ulianna Giordano, a REALTOR® with Keller Williams Realty Partners SW in Pembroke Pines, Fla., uses Realtors Property Resource® (RPR®) for a wide variety of tasks—from staying on top of her pricing strategy to building referrals. She also shares her passion with other real estate professionals

68 November 2015 RISMedia’s REAL ESTATE

ing the client with what they’re looking for, and hopefully it’s enough to win them over, or at the very least, they’ll remember me a year or two down the road when they’re looking again.”

Not only does RPR go a long way toward setting Giordano apart from the competition, but the flexibility that’s built into the program is a boon when it comes to meeting and exceeding the needs of today’s clients.

“Some clients may want a more comprehensive report, while others may be overwhelmed by it, so they may need a shorter version,” says Giordano, who goes on to explain that RPR is instrumental in differentiating her firm from others in the eyes of clients.

“We let our clients know that our REALTORS® have a tool that not everyone can access, which helps leverage us from others,” says Giordano, a huge benefit in today’s ultra-competitive market.

For those who may not be taking advantage of all that RPR has to offer, Giordano’s advice is simple: “You already pay for it through your membership, so try it. Once you learn it, you won’t believe how professional, clean and detailed the reports are.

“By providing the proper training for agents to use RPR, it only serves to elevate the REALTORS®within your office, the office itself and the entire company,” Giordano concludes.

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

Taking the Unexpected Expense Out of Home Repairs ARIZONA REALTOR® STRESSES THE IMPORTANCE OF AMERICAN HOME SHIELD® FOR TODAY’S BUYERS AND SELLERS

by Keith Loria

S

teve Douglas, an associate broker with Coldwell Banker Residential Brokerage in Oro Valley, Ariz., has been a REALTOR® for close to 15 years.

One of the ways he ensures his clients are satisfied throughout the real estate transaction—and beyond—is by connecting them with American Home Shield (AHS®).

With over 40 years of industry-leading expertise, AHS’ home warranty plans not only go a long way toward

streamlining the transaction, they also take the unexpected expense out of home repairs.

“I started using AHS around 2002,” says Douglas.

“I’ve tried other [warranty providers] a couple of times because of specials they were running, but I like AHS best because of the support they offer in case there’s ever a problem.”

In addition to utilizing AHS’ home warranties on his listings to protect buyers, Douglas also believes that they’re just as important for sellers to possess during the sales process.

“I write AHS home warranties in on almost all of my listings,” says Douglas, who goes on to explain that 95 percent of his sellers—and 90 percent of his buyers— take advantage of AHS coverage. “I always attempt to negotiate a home warranty into the purchase contract,” adds Douglas. “If the seller won’t pay for it, the fallback is a 50/50 split. If they still won’t do it, I recommend that the buyer pay for it out of pocket.”

And Douglas can point to many instances over the years when AHS has saved the day for his clients. From servicing an air conditioner that wasn’t operating at its highest level to replacing a faulty water heater and fixing a trash compactor, AHS’ comprehensive coverage is a boon in today’s market.

Douglas has also found success with the AHS Appliance Discount program, which several of his clients have utilized to save money when buying new appliances at retail.

The program allows AHS home warranty customers to purchase quality, brand name appliances at significant discounts. Not only is this a great way for sellers to enhance their showings with better appliances, but it also allows buyers to save on remodeling costs upon moving into a new space.

RISMedia’s REAL ESTATE November 2015 69

“My clients have used the AHS Appliance Discount program a handful of times, and it’s been very successful,” says Douglas. “In fact, I recently had a client who wanted to change his washer because it was on its way out. He was able to use the program to purchase a much higher-quality machine than he had—at a discount.”

It’s no wonder that Douglas is such a strong advocate for AHS, advising everyone he works alongside to follow his lead and add coverage for each and every client.

For more information, please visit www.ahs.com/realestate.

Delivering Qualified, Motivated Consumer Leads HOMES.COM’S LOCAL CONNECT ENABLES SOUTH CAROLINA REAL ESTATE FIRM TO LEAD WITH REVENUE

by John Voket

A

s Jeff Cook continues to grow his neighborhood network of boutique offices, he is depending more and more on Homes.com and their Local Connect advertising to ensure each and every one of his agents is not only receiving the most leads, but the most qualified, motivated leads.

Knowing that Homes.com is delivering leads that connect his team to buyers and sellers who are ready to hit the ground running has freed up his managers and company executives to concentrate on the challenges associated with a rapidly growing and successful enterprise.

“Our third neighborhood office just opened and number four is coming next March,” says Cook, with Jeff Cook Real Estate in Summerville, S.C. “Because the demand for our services is growing so fast, having the right people in the right place is critical. However, the most important part of this rapid growth is leading with revenue.”

For Cook, one of the only things that’s consistently taken the edge off the firm’s growing pains is knowing that virtually every lead passed on to an agent through Homes.com represents a client who is likely ready to jump.

“As soon as I learned about Homes.com, we took the plunge,” says Cook, who goes on to explain that the firm has been working with Homes.com for five years now.

“We knew the brand would get a lot of traction among

70 November 2015 RISMedia’s REAL ESTATE

folks looking for the best local source for buying or selling their home.”

One of the most exciting developments occurred when Cook learned that Homes.com would be selling leads based on impressions.

“That was a big thing for us, as it allowed us to get our name and face in front of a group of listings beyond our own,” says Cook, who purchased 25-30 zip codes right off the bat. “And I have to say, the quality of the leads from Homes.com are the nicest people. We’re finding that most are willing to talk, or are even ready to buy,” adds Cook.

“When we first started with Homes.com’s Local Connect product, it was as though we turned a faucet on.

The first day we had the program live, a buyer called in and asked our secretary to be her agent. When she told the caller she wasn’t licensed, the client was a little concerned because she really wanted that person to sell her home. That speaks volumes to the level of responsiveness from our staff.”

Besides quality leads, Cook says that using Homes.com and Local Connect generates revenue simply because of

rest assured that if there’s a mechanical failure of a major system, the system will have potential coverage under the warranty contract. And who wouldn’t want a home warranty as a safety net, alleviating potential stress and making sure the new home is ready for new, positive memories?

the amount of time being saved by his agents.

“Time is so valuable,” adds Cook, “so when the people we’re receiving through Homes.com are so receptive to discussing their needs, it helps us secure more qualified clients in less time.”

Aside from encouraging real estate professionals to connect with Homes.com, Cook’s next best piece of advice is to “buy every zip code they can.”

For more information, please visit connect.homes.com.

Home Warranties: The Best Bonus Money Can Buy SWEETENING THE DEAL WITH HSA HOME WARRANTY

by Nick Caruso

W

hile buying a home remains one of the biggest investments a person will make in his or her life, there’s always a lingering fear that something may go wrong soon after the purchase. Though home inspections may catch most of these problems before they occur, what happens if a major system or appliance goes haywire shortly after closing?

This is where home warranties come into play. With a home warranty in place, buyers, sellers and the agents involved can

HSA Home Warranty provides this protection. A renowned home warranty service provider since 1984, HSA is known for its top-notch service and dedication to its clients. Kevin Levent, president and CEO of Better Homes and Gardens Real Estate Metro Brokers in Atlanta, Ga., began his relationship with HSA in 1996 upon joining the Better Homes and Gardens real estate network. His longstanding relationship with HSA goes to show just how highly he and his entire firm regard home warranties.

“The warranty may help to limit the buyer’s exposure to possible unknown expenses,” says Levent. “While most transactions require nearly all the cash most buyers have, limiting future expenses is important.”

In 1996, Levent had almost 600 agents. Today, his company stands at about 1,900 agents. “All of them like HSA Home Warranty and the local sales representatives, Fran Stiakakis and Tammy Dale, who provide a level of service that exceeds our expectations.”

In addition to relieving buyers’ anxieties, Levent says that having a warranty on their listings goes a long way toward strengthening their marketing efforts. “Promoting a listing with a warranty attached gives Better Homes and Gardens Real Estate Metro Brokers a little extra flair when trying to allure buyers to fall in love with a home,” says Levent, who goes on to explain that HSA’s service has been “phenomenal.”

“Between their alignment with my agents, their competitive pricing and the product itself, it’s been as good of a relationship that you can ask for when it comes to a service provider,” he says.

Levent says many of his agents even use the company’s products for their personal homes as well, speaking volumes of how they revere the value of an HSA home warranty.

In an industry that moves at lightning speed, with ongoing deals that are constantly in flux, Levent has never considered seeking home warranty services elsewhere.

“I would definitely recommend HSA for their integrity and commitment to fulfilling their promises. There’s been no reason to shop for a different supplier, or even to attempt to change. After 20 years, I think that’s a pretty decent testament.” RE

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

RISMedia’s REAL ESTATE November 2015 71

{Blog Spot}

3 Mistakes That Will Threaten Your E-Signature’s Legal Validity

by Pem Guerry

W

ith compliance requirements differing from industry to industry, it can be difficult (and tiring) to keep up with an influx of regulations, especially regarding digital documents. But don’t be discouraged—documents using e-signatures are every bit as legal as those using traditional wet ink signatures.

As with any paper document, however, e-signatures come with rules to abide by. But sometimes, documents and signatures may be contested in court. If that happens, it’s critical to make sure your e-signatures provide undeniable proof of their validity.

In order to avoid a negative court ruling, keep in mind (and at bay) these three mistakes that could undermine your e-signature’s legal validity.

8Mistake No. 1: Your signer isn’t authenticated. In today’s technology-driven landscape, receiving information not intended for you is a common— yet avoidable—occurrence. High-level authentication methods, such as two72 November 2015 RISMedia’s REAL ESTATE

factor authentication, require signers to prove their identity by confirming their log-in information, answers to pre-selected questions or by entering a code sent to their email address or cellphone.

Authentication, in addition to comprehensive audit trails, legally validates that the intended signers view and sign only their document under only their privileges.

In the 2010 Adams v. Quiksilver, Inc. case, the e-signatures were dismissed due to multiple parties accessing one online agreement without proof of which party actually signed the agreement.

8Mistake No. 2: Your signer doesn’t

know they are signing a legal document. To uphold legally compliant electronic signatures, you must prove that the signer knows he or she is signing a legal document. Basic legal disclosure and consent language, which the signer must read and approve before signing a document, secures this.

However, depending on your business’ policies or the compliance requirements in your industry, you may need to alter the consent language to cover all bases.

In the 2002 Labajo v. Best Buy Stores, L.P. case, the plaintiff, Christina Labajo, after signing up for a free magazine subscription, was unknowingly renewed and charged for it. Best Buy was able to prove that Christina signed the signature pad, but they couldn’t prove that she read the disclosure.

8Mistake No. 3: Your document isn’t protected from unauthorized alterations. Documents must include tamper-evident technology in order to retain legal validity. Ensuring that this technology is included in your e-signature software will negate any prospect of alteration.

Many solutions are reliant, or dependent, upon a link to the e-signature vendor for proof, and it is critical that the evidence be embedded in the signed document and completely independent of the vendor.

Keeping these mistakes in mind, evaluate whether or not your electronic signature solutions provider meets your legal needs. If your documents are ever challenged in court, make sure you can show a clear, comprehensive authentication method, audit trail and proof of tamper-evident technology. RE This article originally appeared on RISMedia’s blog, Housecall. Visit us at blog.rismedia.com.

Pem Guerry is executive vice president at SIGNiX, an Independent E-Signature™ solutions provider.

Graduate to a new level of real estate as a GRI.

GRI: advanced education for growing your business Earn the most comprehensive real estate designation.

Whether you’ve been in the business a while or are just starting out, you can expand your knowledge with the Graduate, REALTOR® Institute (GRI) designation.

It’s more than just a designation.

GRI is an elevated educational experience, so you’re learning and improving your business.

Earn the GRI designation and become an industry leader with: • In-depth state and national market knowledge • Progressive business skills • State-of-the-art systems and tools • Expert risk evaluation

Learn more at: realtor.org/GRI

Quicken Loans Reengineers Home Loan Financing for Modern Consumers

The Next-Generation Mortgage

by Maria Patterson

W

hen was the last time you deposited a check with your mobile device? Went grocery shopping online? Refilled a prescription by text? Probably just a few minutes ago! While the technological era may have its downsides, they are far outweighed by the positives— more convenience, less paper, faster transactions, 24/7 access…the list goes on.

It’s no surprise, therefore, that the modern world’s digital crusade has found its way to the home-loan business. Leading the charge is Detroitbased Quicken Loans, with an online mortgage process that continues to meet the demands of today’s real estate consumers and the real estate professionals who serve them. From first-time homebuyers to refinancing homeowners, Quicken Loans is steadily building its raving fan base—especially among the up-andcoming generation of homebuyers.

Made for Today’s Consumer…and Agent Adam Oberski, sales manager for CENTURY 21 Curran and Christie, serving the metro Detroit area, has witnessed Quicken Loans’ rising popularity first-hand. “For our newer

74 November 2015 RISMedia’s REAL ESTATE

agents, and for much of the consumer base out there, they’re used to this click-and-instant-feedback world that we’re now in,” he explains. “Quicken Loans, through the tools they offer, has done a great job of adapting to what consumers are becoming accustomed to. They’ve done a great job of capturing consumers.”

While the Quicken Loans online model has an appeal that spans generations, it resonates particularly well with the millennial crowd.

“Of course it’s going to appeal to the younger generation more,” says Oberski. “However, I’ve seen one or two generations above me that are online savvy and taking advantage of the tools Quicken Loans has to offer.

Some buyers are coming to the table with a preapproval from Quicken

Loans before even coming to us.”

“For Gen Y buyers, relationship banking doesn’t really mean anything, the way it did for their parents and grandparents,” says John Mangas, broker and co-owner of RE/MAX Preferred, serving Northwest Ohio.

“The majority of buyers we’ve worked with through Quicken Loans tend to be younger buyers. Sure, there’s an exception to that rule, but it’s a mindset thing; a lot of baby boomer clients don’t want to do a loan app online—they want to sit down across the table from someone. If they’re going to bare their soul, they want it to be in a more intimate setting.

That doesn’t really mean anything to Gen Y.” According to Mangas, the online mortgage model will only become more prevalent. “Quicken Loans is probably a foreshadowing of what the lending industry will become,” he explains. “As more millennials come into the marketplace, that millennial buyer is changing the way the real estate business operates, and that includes the mortgage process.

They want things in real-time on their own terms. Their process mirrors the level of service that first-time Gen Y buyers want.”

The Quicken Loans model also stands to have positive ramifications for brokers in their recruiting efforts.

“We’ve made a real concerted effort to recruit Gen Y agents, and they ‘get’ Quicken Loans way more than traditional agents,” says Mangas.

Streamlining a Cumbersome Process An already burdensome real estate transaction process is getting worse, not better, says Mangas.

“In theory, the home purchasing process should be streamlined and simplified, but just the opposite seems to be the case,” he explains.

“The process is becoming more cumbersome as regulations are imposed on lenders. It’s taking additional time and documentation, and this has created a lot of angst among home-

buyers, particularly those who are self-employed and small business owners.”

According to Mangas, the Quicken Loans model removes some of the common roadblocks that impede the transaction.

“Quicken Loans is probably a foreshadowing of what the lending industry will become.

As more millennials come into the marketplace, that millennial buyer is changing the way the real estate business operates, and that includes the mortgage process.”

– John Mangas Broker/Co-owner, RE/MAX Preferred

“Quicken Loans has some programs and processes that some of the traditional mortgage brokers and lenders don’t offer,” says Mangas.

“There are occasions when a buyer just doesn’t fit into the traditional mold, and Quicken Loans is there as an alternative. They do document and verify—they’re not just shoveling money at anyone who fills out a loan application—but they get to a ‘yes’ or ‘no’ pretty quickly. It’s nice to know in a short timeframe if the loan is not something they can do.

It allows everyone to move on as opposed to sitting in a holding pattern for five or six weeks.”

However, when it comes to turning around a loan quickly, Oberski stresses that it’s primarily about the consumer, whether working with Quicken Loans or a traditional bank.

“What matters is the individual behind the loan—as long as the consumer, agent and lender are aligned and working diligently together, we’re consistently seeing anywhere from 25 - 45 days for a loan.”

Aside from an overall streamlining of the mortgage loan process, the Quicken Loans model offers some particular features that consumers really like.

“Everybody loves calculators and Quicken Loans has a number of calculators available for anything you might need to forecast,” says Oberski. “The other great feature is the My QL real-time status update of where your loan stands. This helps both the consumer and the agent, who can help make sure the transaction is going as smoothly as possible.”

Keeping It Personal While Oberski reports that many of his firm’s more than 2,000 annual transactions are still completed through a traditional lender, a growing number are being done with Quicken Loans. He attributes this to several factors, the most important being Quicken Loans Founder Dan Gilbert’s commitment to customer service, an edict that is enforced throughout every division at Quicken Loans. Therefore, while the Quicken Loans’ online mortgage model requires little face-to-face, that doesn’t mean personalized service gets the short-shrift.

“One of the challenges that both consumers and agents have is communication, and Quicken Loans has done a good job of incorporating both technology and a high level of service and communication at all the appropriate levels of the transaction,” says Oberski. “They’ve really worked on their brokerage relationships; they have a team in the field, a direct point of contact and a bat line we can call.

The online program may be fantastic, but it comes down to answering the phone and getting the results.

“It really comes down to communicating,” adds Oberski. “At the end of the day, you can have the best set of tools, but if the wrong individual is administering them, they’re not going to be effective. When you put a great lender behind great tools, it creates a great experience.” RE For more information, please visit www.Agent.QuickenLoans.com.

RISMedia’s REAL ESTATE November 2015 75

Reliable Data

On-the-Go

Solutions Found in CRS Data’s New MLS Tax Suite

by Nick Caruso

I

n an industry inundated with numbers—from sales, mortgage histories and comps to demographics and property analyses—it’s easy to see how critically important big data is to real estate. With so much at stake for every transaction, it’s vital for brokers, board members and REALTORS® to be able to quickly organize and analyze information. Since 1989, CRS Data has remained a trusted data provider, working to seamlessly streamline the reporting process for industry professionals in need. With their new MLS Tax Suite product, brokers and associations can integrate the most up-to-date tax data, maps and comps right into an already-existing MLS system.

“I don’t think there’s a day that goes by that I don’t use CRS Data. It is such an integral part of my business at this point,” says Joey Tucker, associate broker with Coldwell Banker Upchurch Realty in Athens, Ga. As former president of the Athens Area Association of REALTORS® and former regional director for the Georgia Association of REALTORS®, Tucker is no stranger to the dire need for accurate data. He uses CRS Data’s MLS Tax Suite for a wide range of needs that includes pulling reliable property reports and creating targeted prospecting lists.

The Suite also includes enhanced mapping capabilities, an expanded and comprehensive multicounty search tool, added home improvement values and mobile optimization.

“The Refined Values tool is incredibly helpful for my clients and so easy to use. I can enter in the type of remodel or renovation and the amount spent, and the system will provide a value based on comparable renova76 November 2015 RISMedia’s REAL ESTATE

tion data in the area,” says Tucker.

And the bonus: “It’s intuitive and easy to use. The layout is clear, simple and logical to navigate,” he says.

In order to create such a dynamic product, CRS Data went right to those it intended to serve.

“We went straight to our customers, conducting surveys and interviews to initially begin the process of creating the MLS Tax Suite,” says Matt Casey, CRS Data president and CEO. The company knew that its new public records product needed to incorporate all the tools and functionality their customers have always wanted and desperately needed. Thanks to the invaluable feedback they garnered, the company was able to outline this truly innovative product, incorporating the help of every one of its departments.

“From our data and tech team to customer service and product development, every aspect of our company was involved in creating a refined and streamlined experience within the MLS Tax Suite,” says Casey.

For Jessica Hickok, association executive for the Greater Springfield Board of REALTORS® and the Southwest Missouri Board of REALTORS®, CRS Data’s new Suite was exactly what she needed. After examining all aspects of the available systems for compatibility on mobile devices, ease of use, and the reliability of data and mapping compatibility, CRS Data’s MLS Tax Suite ended up piquing her interest and serving her organizations’ purposes.

“Our board wanted to make sure that our members had access to the best public records data available because they use this member benefit daily,” she says.

“We turned back to CRS Data’s MLS Tax Suite time and time again because of its broad range of features and tools.”

Particularly impressive to Hickok was the range of map views and perspective capabilities available on the MLS Tax Suite. “In addition to the ability to enlarge the map view within a property report, we also like that our members can explore past sales, listings, flood zones and more, all on one map within the Layers tool.”

“The Layers tool is perfect for exploring recent sales and can be completely controlled to look at sales in the last three months, six months and up to 24 months,” adds Tucker. “Labels, listings, foreclosures and FEMA flood zones can all be ‘turned on’ to view on one common map. It makes reviewing potential properties and evaluating them reliably so simple,” he says.

Tucker also speaks volumes of the ability to brand his property reports. Headshots, contact information and even a few words about the property can all be easily added to reports. Options are available within the profile and settings section to custom-tailor each report, including the ability to rearrange the order in which information appears.

Thanks to its simplicity in design and function, customer response has been overwhelmingly positive.

“We continue to hear customers say how much faster it is to create the reports they need within the new MLS Tax Suite. The simplified search allows users to start with as little as a last name or street number, and the results are much more comprehensive,” says Casey.

Hickok hears a similar echoing of positivity.

“We hear constantly that the prospecting section is fantastic and simplified. Once a prospect list is created, our members can start printing on any label of a used label sheet. That’s just one example of something simple that makes their lives easier,” she says.

On long days spent out on the road, access via mobile device has never been more important than it is today.

Mobile compatibility is yet another aspect of the service that Hickok raves about.

“It’s been vitally important for our members to be able to access their property data on any mobile device. Real estate agents just don’t have the time anymore to con-

“Our board wanted to make sure that our members had access to the best public records data available because they use this member benefit daily. We turned back to CRS Data’s MLS Tax Suite time and time again because of its broad range of features and tools.”

- JESSICA HICKOK Association Executive, Greater Springfield Board of REALTORS® and Southwest Missouri Board of REALTORS®

Computer: Map views can be expanded and printed within any MLS Tax Suite property report. The display options are endless.

Mobile Devices: CRS Data’s MLS Tax Suite is fully optimized for mobile devices, so agents can access property data on their iPad, iPhone or Android wherever they go.

stantly go back into an office,” she says.

“Access to so much data is empowering. No matter where our customers are, they have access to reliable information,” says Casey.

While having an extremely practical product and source of reliable data is more than half the battle when choosing to start a partnership with a vendor, being able to conduct business with a company whose service backs it up is really the icing on the cake.

“As a broker using the Suite regularly, the customer service I’ve received has been impeccable,” says Tucker.

“I always know when I call or email the HelpDesk, I’m going to talk with an actual person who works for the company. As a board member, I have peace of mind knowing that our members are going to get the help they need.”

Tucker appreciates the company’s promptness in action and ability to explain solutions quickly, but the rarity he’s come to value and trust is their human element.

“We always know that CRS Data has our best interests at heart.” RE For more information, please visit www.crsdata.com RISMedia’s REAL ESTATE November 2015 77

We offer you

a complete systemfor

Stop wasting

success.

Sick of programs that don’t produce, coaches who don’t listen, and promises that aren’t kept? We have the cure! After nearly 20 years of industry leadership, Verl Workman has built a whole new organization comprised of the best trainers and most effective systems in the business.

• Full Team of Successful Real Estate Coaches • Comprehensive Agent & Broker Programs • Personal & Executive Coaching Options Systems that provide real results.

Marketing that produces real leads.

Insights and ideas that make a real difference in your business and your life. They’re all part of our new coaching program and systems – and our

Hire Real Estates Best Coaches and Trainers

mission to help you achieve greater Purpose, Productivity & Prosperity.

FREE Business Consult no cost or obligation

WorkmanSuccess.com/Consult

Cleve Gaddis

Coach, Speaker, 7 Figure Income Earner, Specializes in Brokerages & Teams.

Terri Murphy

Speaker, Coach, Consultant, & Social Strategy Expert.

Jeff Firnstahl

Coach, Speaker, Team Leader, Business Owner & Prospecting Specialist

385.282.7112 | Coach@WorkmanSuccessSystems.com | WorkmanSuccessSystems.com

your time... ...your talents and your opportunity for

real success.

This 8-week interactive program features live, video and team training to help you start fast and finish on top. Every agent who works with buyers should go through this training.

TOPICS INCLUDE: • Business Planning • Daily Success Habits • The Magic Script • Power Prospecting parts 1 & 2 • ABC’s of Lead Management • Overcoming Objections Big V Style

“I’m so sure you’ll start seeing results immediately, I’ll let you have the first three sessions - FREE!”

DON’T WASTE ANOTHER MINUTE.

WorkmanSuccessSystems.com/BAM

CALL NOW! 385.282.7112

There has never been a coaching team or training like this before and I’m willing to prove it! But don’t wait.

This offer is available for a very limited time to a limited number of new coaching clients.

So, don’t waste another minute. Act now!

– Verl Workman, Founder & CEO

twitter

facebook twitter

RSS facebook

flickr RSS twitter

flickr linkedin facebook

myspace RSS linkedin

myspace youtube flickr

foursquare youtube twitter linkedin

email myspace foursquare facebook

you

{Industry Insight}

Hispanic Women are Taking Charge Among the Fastest-Growing Homebuying Demographic

T

he Hispanic population has become a catalyst for the U.S. housing market, and new data recently released by Better Homes and Gardens® Real Estate and the National Association of Hispanic Real Estate Professionals® (NAHREP) show that Hispanic women, in particular, are essential to unlocking this buying power, based on their perceived roles within the household. The national study of more than 1,000 Latin American/Hispanic women ages 25 to 60 reveals that 91 percent of respondents think buying a home is the best financial investment they can make—and they are taking charge of this commitment.

Sixty-one percent of Hispanic women surveyed believe they will play a larger role than their partner in their next home purchase, specifically when it comes to: researching homes to visit (59 percent), researching communities or neighborhoods (58 percent), deciding which home to eventually purchase (54 percent) and researching the finances, such as mortgage options (43 percent). The concept of Latina women being primary decision makers translates into the home as well. On average, those surveyed 80 November 2015 RISMedia’s REAL ESTATE

believe that they are responsible for 69 percent of household purchase decisions over $100, and one-third believe they are in charge of all such decisions.

“Historically, we’ve been able to broadly project the influence the Hispanic demographic would have on our industry by the sheer population growth alone,” says Sherry Chris, president and CEO, Better Homes and Gardens Real Estate LLC. “However, it’s vital to understand that Latina women in particular are

a driving force behind decisions related not only to the home, but the actual home-buying transaction process. It’s our responsibility to educate the industry on the primary roles these women have taken on as primary decision makers. There is no better partner than NAHREP to help us discover and share this important information.”

According to the survey results, the Hispanic population will be driving a significant amount of real estate activity in the near future. Nearly half believe they will live in their current home for only five years or less.

Of significant interest, they view their next move as an investment opportunity. More than half would look to rent out their former home as an additional source of income versus selling. The majority (66 percent) of those surveyed who have never owned a home, as well as 84 percent of non-homeowner millennial respondents, are confident they will be able to buy one at some point in their lifetime—and, on average, believe this will be within the next three years.

“Our organization is committed to helping the Hispanic population achieve homeownership and educating real estate influencers on how to help them at every juncture,” says Teresa Palacios Smith, 2015 NAHREP National President.

“Thanks to Better Homes and Gardens Real Estate’s continuous support, we’ve been able to focus on the Latina demographic and help the industry better understand the nuances surrounding the modern Hispanic woman as a consumer and how she’s impacting her family’s lifestyle within the home.”

While Hispanic women are increasingly bilingual and value the Spanish language as part of their culture, tradition and identity, survey findings on the importance of the Spanish language when it comes to participating in a home transaction may surprise

real estate professionals and marketers. Sixty-one percent of respondents do not think it’s important that their real estate professional speaks Spanish. However, not to discount the desire of the remaining 39 percent who value this attribute, they are overall evenly split in their reasoning: a Spanish-speaking sales associate would make them feel more at ease with the steps of the transaction process (26 percent), would make them feel the sales associate understands their culture and lifestyle (26 percent) and would help them better connect with extended family members who play an active role in the transaction process (22 percent).

Focusing specifically on the group of Latinas who are currently looking to purchase a home, 48 percent feel it’s important for an agent to speak Spanish, which highlights the need for recruiting strategies that target

Hispanic agents. The study showed a more resounding preference than language: the agent’s gender. Seventy-three percent of Latina respondents prefer to work with a female agent in lieu of a male.

Additional insights include: Home Is Where the Heart Is: Hispanic women want to see and host their loved ones often. Eighty-seven percent would like their home to be the main gathering place for family celebrations. Respondents also claim the top reason for purchasing a home today would be to provide an ideal environment for their family.

Affinity for Multi-Generational Living: Sixty-two percent would buy a home with room for more people than currently live with them. This is in line with the Better Homes and Gardens Real Estate 2013 survey results,

which found that 63 percent of Hispanics would likely have their parents, grandparents or other extended family members living with them at some point.

Family Ties: Thirty-four percent of those surveyed would prefer a less desirable home closer to their family than their dream home, no matter the location.

Puttin’ on the Ritz: Hispanic women value certain luxury amenities to help their families live their best lives in their home. The top desires are an in-ground pool (50 percent), a gourmet chef’s kitchen (50 percent), a spa-like bathroom (47 percent), a “smart” home (31 percent), an outdoor kitchen (29 percent) and a built-in home theater system (29 percent). RE For more information, visit www.BHGRE.com.

Manage your showing activity here, there or anywhere.

Showings Made Easy!

We keep you seamlessly connected to what matters.

Personal Service Meets High Tech: The New Standard

CSS has transformed the way agents schedule appointments and manage showing activity with courteous and knowledgeable customer service, the intuitive interface of Showings.com and the convenience of the CSS Mobile App. It’s about the seamless integration of personal service and user-friendly technology that delivers accurate information in real-time, every day.

Agent | Broker | Company | MLS

Get Started Today! | Showings.com/About | info@Showings.com | 877.688.7469 © 2015 Centralized Showing Service, Inc., Showings.com, and the CSS brandmark are trademarks of Centralized Showing Service, Inc. All rights reserved.

{Culture}

The Importance Coaching Has on Your Culture

groups and share what they’re doing.

Again, this brings them together in a positive manner. We bring in speakers and top producers to share various ways to prospect and role play what they’re doing with buyers and

by Vince Leisey sellers. We push and encourage agents to get outside their comfort s I’ve mentioned in previous articles in this series, we zones, helping them overcome fears focus on coaching and culture more than everything else and mental obstacles.

Bringing the agents together crecombined. This month, I want to discuss the importance ates an environment where they’re of coaching your agents and the impact it will have on your motivated by each other’s success, culture and bottom line. have friendly competition and look to their colleagues as respected We see coaching and training agents owner or manager must friends. They’re more willing to help as a number of things (see graph on be in each meeting each other and cheer one anothright). to help keep the er on. This energy transmits If everything else is equal in life, group on track. throughout the office and there is no debate that those who By encouraging everyone is left feeling like have a coach and are held account- one another, they’re part of a great, winable will out-produce those who sharing ideas ning team. don’t. and talking In the end, culture without Through one-on-one coaching, we about issues great coaching or break down the agent’s strengths they’re having in vice versa doesn’t • New-Agent Training and weaknesses. We focus on build- the market, everywork. Agents can • Top Agents ing their strengths and have them one walks away feeling love the company -Week Prospecting focus on three strategies to build positive, energized, better • 8Class and environment, but their business. When anyone tries to prepared to handle issues if they aren’t mak• One-on-One Coaching do too many things at once, they get and focused on how to coning any real money, Accountability Groups frustrated and usually stop working tinue to grow their business. • they’ll leave. ThereThe agents also get to know • Accountability Partners on all of them. fore, the responsibilBy helping the agent understand each other better, which leads • Sales Meetings ity and burden is on and focus on a few things at a time, to them working together bet- • Mastermind Groups us as owners and they’re able to achieve more, and ter. They bond. managers to make Our view is not to take business sure we understand how to teach, the sense of accomplishment drives them to continue to work hard. Ul- from each other, but to take busi- develop and coach our agents to not timately, they grow their business ness away from other competition only meet their goals, but exceed faster and are much happier. By in the marketplace. As a coach and their own expectations. When we putting in the time to coach them, trainer, by actively participating in help agents grow through coaching we’ve found that they’re more likely mastermind groups and one-on-one and create a positive environment to to help others. This means everyone coaching, we become more knowl- work in, they’ll be loyal and more proedgeable and able to help all of our ductive. And we’ll attract additional is more productive.

The mastermind groups we de- agents succeed. agents. RE velop have the greatest positive imWe’ve also developed a six to pact on culture. There are 12 people eight week prospecting class that Vince Leisey is the president of per group. The agents must have consists of approximately 70 agents Berkshire Hathaway HomeSeran accountability partner, turn in a at a time. Each agent must have an vices Ambassador Real Estate, weekly schedule and share ideas accountability partner and complete www.bhhsamb.com. Email Vince that are helping them grow their specific prospecting activities on a with your comments at business, among other things. An weekly basis. Agents get together in

A

vince.leisey@bhhsamb.com.

82 November 2015 RISMedia’s REAL ESTATE

Introducing the MLS Tax Suite

One New Product. Endless Property Data Options.

•

Intuitive navigation to simplify your work day

•

Additional search capabilities, such as our multi-county search tool

•

Optimized for mobile devices

•

•

Enhanced mapping capabilities

Cleaner, dynamic interface that makes browsing property data easy

•

New suite features, like our added home improvement values

TAKE PROPERTY DATA TO THE NEXT LEVEL WWW.CRSDATA.COM | 1-800-374-7488

Visit with us at booth #939 during the 2015 REALTORS® Conference & Expo.

Making Inside Xome’s vision and tools for helping agents

I

n a traditional off-line real estate transaction, an agent usually acts as a communication hub among the multiple parties involved. XomeSM, which launched in June 2015, was created to make agents’ daily lives easier by facilitating communication and building smart workflows and apps that allow them to focus on higher-value activities, like fostering strong relationships with customers.

by Keith Loria

“Xome aims to make the real estate transaction experience more transparent and less complex for both real estate professionals and consumers,” says Xome CEO Kal Raman.

“We estimate that an agent will facilitate between 20 - 40 interactions with as many as seven different parties during the transaction. That’s a lot of phone calls and emails.”

Today, Xome is the only real estate platform that focuses on a complete consumer and agent experience, going beyond the agentselection phase of online residential real estate to provide a true one-stop shop for buying or selling any home in the U.S. “We also know that agents have been sold a lot of technology solutions in the past. At Xome, we believe in a pay-for-performance model with agents; if we don’t perform, agents shouldn’t have to pay,” Raman says.

“Since launch, over 14,000 agents have signed up for the Xome Agent

84 November 2015 RISMedia’s REAL ESTATE

Network. When agents realize they are being handed qualified referrals without having to pay up front, it doesn’t take much convincing to get them to sign up.”

Once agents use the tools and receive referrals, they become the company’s biggest recruiting asset.

The Benefit to Agents Raman shares that by meeting the future generation of homebuyers where they already spend a majority of their time—online—Xome reduces the effort and cost of customer acquisition for real estate agents who join the Xome Agent Network.

“Xome helps funnel interested buyers and sellers to Xome Agents to allow them to take on more highvalue volume without wasting time on individuals uninterested in transacting,” he says. “Xome also gives agents the tools needed to take their business into the digital age and improve the speed and convenience of

the transaction process. Our tools help make agents more productive by digitally integrating the major parts of the real estate transaction that an agent would normally have to arrange off-line and in a manual manner.”

Allison Cornia, Xome’s senior vice president of Marketing, notes that for agents, Xome offers software and tools designed to make them more productive and remove some of the heavy lifting involved in real estate transactions. Xome also offers agents growth and revenue opportunities through the Xome Agent Network.

“For consumers, they get increased transparency and visibility to the entire real estate transaction process, access to real-time transaction status, 1 percent or greater savings, and a 24/7 concierge to help facilitate,” she says.

Launched by Pros Xome, formerly known as Solutionstar, was formed about three years ago to provide solutions to residential mortgage servicers and lenders throughout the entire loan lifecycle. The company grew very rapidly through acquisition and organic growth.

“In 2013, we introduced Homesearch.com to address the market’s

growing need for alternative methods of real estate liquidation,” Cornia says. “In May 2014, we acquired Real Estate Digital, a leading provider of real estate technology, data, and media services to brokerages and agents.”

Raman, a leading technology executive who worked at Groupon, eBay, and Amazon, joined the company in the fall of 2014 as CEO. “As the company began to integrate these disparate parts of the real estate transaction process, it became clear that an opportunity existed to provide an end-to-end platform to the different constituencies in the real estate ecosystem,” Raman says.

The Xome website and app were launched in June 2015, creating the first truly integrated digital real estate platform to connect every major touch point in the home-buying and -selling process, from finding or listing a home all the way through closing.

Making It Mobile This month, at the annual National Association of REALTORS® Conference in San Diego, Xome will be launching Xome Pro, an agent-focused mobile app designed to facilitate the agent’s duties in the real estate transaction process. At press

time, this product was being piloted with several large brokerage firms.

Agents will be able to use the app to share property listings and schedule tours with their clients; create, review, and accept offers; schedule property inspections; order title and settlement services; deposit earnest money; and complete the close process all from the mobile app.

“Xome Pro allows them to manage their client base, integrate leads from Zillow, communicate with in-app messaging to their clients, and facilitate the sharing of documents with all parties to the transaction,” Raman says. “For an agent, it’s essentially a client relationship manager and a transaction manager all in one app, and the agent is able to customize the app with their branding.”

At Your Beck and Call The Xome Concierge is a 24/7 service that allows users instant access to concierge staff via chat, email or phone. With Xome Concierge, users can take control by asking questions about any part of the once daunting process and Xome’s experts will always point them in the right direction.

“The Xome Concierge is a key ingredient to differentiating the cus-

tomer experience,” Raman says.

“Homebuying and selling are the most expensive and personal transactions a consumer will make in their life, and having a resource to reach out to, no matter what time of day, is key to having consumers feel empowered in the process.”

Agents get the benefit of using Xome Concierge and are able to leverage them as a virtual assistant to help with their Xome transactions.

Looking Ahead According to Raman, the company’s near-term focus is to bring more consumers and agents on board, get their feedback and adjust the Xome experience as necessary.

“Our priority is building a base of happy, satisfied customers who want to evangelize this ‘new school’ way of buying and selling a home,” he says. “We also want to continue to build a strong base of partner agents who are as committed to giving the consumer a great buying and selling experience as we are, and to help those agents build their business.

We will continue to develop innovative applications and solutions that help improve the real estate experience for all parties.” RE

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

Connections

RISMedia’s REAL ESTATE November 2015 85

Streamlining Workflow through Personal Service and Online Tools Centralized Showing Service offers a smarter, quicker and more effective way to handle showing activity

by Barbara Pronin

A

re you still playing phone tag with agents and sellers when you want to schedule a showing?

“If you are,” says Texas REALTOR® Eloise Eriksson Martin, “you’re standing in the way of your own productivity and needlessly complicating your life.”

Eriksson, a consistent top producer with Dave Perry-Miller and Associates in Dallas, Texas, has been effectively managing her showings with Centralized Showing Service, Inc. (CSS) for nearly 20 years.

RISMedia’s REAL ESTATE November 2015 87

“I use CSS every day of my life,” says Eriksson. “With a single phone call to one of their fabulous service reps—or by using the CSS Mobile App or going to Showings.com—I can schedule, cancel or re-schedule showing appointments, track the showing activity on my own listings, or send changes and information to showing agents. It’s like having a personal assistant on hand to take care of the scheduling and information sharing, all while providing me with valuable feedback.”

According to Eriksson’s son James Martin—a sales associate with Dave Perry-Miller and Associates for the past eight years and a CSS member since the beginning of his career— the process increases the number of showings on a home because of the Showings.com exposure.

“In today’s fast-paced, competitive market, the CSS service helps me stay ahead of the pack,” Martin says. “Agents find it easy to schedule showings, and I get almost instant notification and feedback about every showing—and agents can choose to be notified of showing activity by phone, email, or text message.”

It’s also a valuable listing tool.

Sellers appreciate the expanded exposure and the fact that it gives them a close connection and a means to review the showing activity on their home.

“They can accept or decline showing appointments by text message or email and track the showing activity whenever they like,” says Martin.

CSS was the first service to address the issue of home showing inefficiencies, according to CSS President Bob Faherty, who co-founded the company in 1996 with his brother, Kevin.

“We believed agents were spending too much time and energy on the mechanics of managing the showing 88 November 2015 RISMedia’s REAL ESTATE

process,” Faherty says. “Our intent was to offer workflow efficiencies that free them up to pursue more profitable activities such as meeting with clients or following up on referrals—or finding the time to improve their work-life balance.”

“I use CSS every day of my life. With a single phone call to one of their fabulous service reps—or by using the CSS Mobile App or going to Showings.com—I can schedule, cancel or re-schedule showing appointments, track the showing activity on my own listings, or send changes and information to showing agents.”

– Eloise Eriksson Martin REALTOR®, Dave Perry-Miller and Associates

Faherty goes on to explain that CSS’ integrated service provides a state-of-the-art reporting and feedback system that takes the scheduling burden off the agents’ shoulders, assuring efficiency, appointment control, and comprehensive feedback whether they’re in the office, out in the field, on the golf course, or enjoying an afternoon with their families.

The company currently schedules more than 20 million showings a year for more than 170,000 agent members in over 70 U.S. real estate markets. There is one phone number for all showing agents in a city to call to schedule multiple appointments.

“I personally don’t know many agents who don’t use this service,” says Martin. “There are even videos

online where you can find tips on getting the most from a quick visit to Showings.com.”

Listing agents have their own Showings.com page to review and monitor showing activity. Buyers agents can get showing instructions, such as how to enter or secure a home, or “take care not to let the dog out”—and sellers and their agents appreciate the prompt feedback.

At the same time, Eriksson appreciates the lengthy service hours and the cheerful efficiency of the company’s customer service representatives.

“They’re happy to handle not just the showing requests, but confirmations, call-backs, and changes,” Eriksson says. “They’re right there if I call in last minute to change showing hours or instructions, or to pull a listing from a showing tour.”

A newly updated greeting process identifies the caller and stands ready to assist with no need for the agent to state their name or ID number.

“We pay close attention to feedback from our customers,” says Faherty, “and our IT department is always working to enhance our services by phone or online at Showings.com.”

There’s also a Live Chat feature on Showings.com that allows agents to ask questions of the CSS Helpdesk service reps.

“If efficiency is key to productivity, and productivity is a precursor to success, then having a means to streamline your workflow is one sure way to achieve it,” adds Eriksson.

Martin wholeheartedly agrees.

“CSS and Showings.com offer a smarter, quicker and more effective way to handle every aspect of showing activity in less time…and with far less effort.” RE For more information, please visit www.showings.com.

Some

Agents Just

Get It. Do You Belong?

Sign up for Top 5 in Real Estate today at

Top5inRealEstate.com

twitter

facebook twitter

RSS facebook

flick RSS r twitter

flick r linkedin facebook

myspace RSS linkedin

myoutube yspace flick r

foursquare youtube twitter linkedin

email mfoursquare yspace facebook

Top 5 Agents Get What They Want.

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

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

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

Nearly 200 attendees packed the Yale Club’s Grand Ballroom for RISMedia’s 2015 CEO Exchange. Below (l to r), Jeff Detwiler, Dottie Herman and Mark Stark kicked off the event with ‘Blueprints for Sustainable Success.’ Bottom: RISMedia President & CEO John Featherston presided as Master of Ceremonies.

Scene & Heard: RISMedia’s Real Estate CEO Exchange Leading Brokers Converge in NYC to Talk Sustainable Business

O

n September 16 and 17, nearly 200 power brokers and industry leaders from across the nation gathered in New York City for an invitation-only think tank in which they candidly shared strategies for building and sustaining profitable firms for the long-haul.

“I am celebrating 30 years in the real estate industry this year. In those 30 years, I have attended many, many meetings,” says Ed Krafchow, chairman of the board for Better Homes and Gardens Mason-McDuffie Real Estate. “What makes RISMedia’s meeting so relevant is its intimacy to the industry. This group celebrates its independence to speak openly and honestly to each other and to share the very core of the business and its challenges, which makes this conference the ‘think tank’ of the industry.”

Held at The Yale Club in New York, N.Y., RISMedia’s 2015 Real Estate CEO Exchange, “Building Sustainable Success,” took a realistic look at the current and future state of the real estate brokerage business. More than 30 industry experts and top brokers (see page 93) shared high-level insights and proven tactics for securing longterm viability at the sold-out event.

Keynote presentations and panel discussions at the event included: 90 November 2015 RISMedia’s REAL ESTATE

8 Here Today, Ready for Tomorrow: Blueprints for Sustainable Success 8The Fate of Data Control 8 Turning Data into Dollars: Broker Strategies for Leveraging Online Leads 8The Safety Challenge 8 Leveraging Mortgage & Title Opportunities: Regulatory Compliance & Current Opportunities 8Lessons in Leadership 8 The CEO Exchange Super Session: Sustainable Success Starts Now For recaps of the above presentations, please visit www.rismedia.com.

“The CEO Exchange has always attracted the most creative CEOs in the country, who are able to exchange ideas in an intimate, sophisticated environment,” says Candace Adams, president and CEO

Above (l to r): John Reinhardt, Robin LaSure, Ken Baris, Pam O’Connor, Whitney and Roberta Lacosta. Right: Jeff Sposito, Tom Holobowski. Below left: Craig Cheatham demonstrated his defense of brokers during ‘The Fate of Data Control.’ Below right (l to r): Tom Hosack, David Charron, Victor Lund, Bob Hale, Dale Ross, Cheatham. Bottom (l to r): Anthony Hitt, Michael Mahon, Marty Rueter, Jon Coile, Candace Adams, Jose Perez Caption

Caption

RISMedia’s REAL ESTATE November 2015 91

Top (l to r): Joe Rand, Sheryl Chinowth, Dan Elsea, Peter Hunt, Mike Schlott, Jeff Sposito. Below left: Paul Charron. Below right (l to r): Diane Ramirez, Joan Docktor, Sherry Chris, Fafie Moore, Gretchen Pearson. Second from bottom, left: Welcome Reception guests were treated to a Cigar-Rolling Experience, sponsored by Quicken Loans. Bottom right: Dermot Buffini leads the CEO Exchange Super Session. Bottom left: Guests mingle and network at the Welcome Reception, sponsored by Better Homes and Gardens Real Estate.

Save the Date!

Registration is open for RISMedia’s 2016 Real Estate CEO Exchange, taking place Sept. 13 - 14 at the Harvard Club in New York City. Seating is limited—visit www.regonline.com/ rismedia2016 to reserve your spot!

of Berkshire Hathaway HomeServices New England Properties. “It is a fast-paced event with great networking.”

In addition to an in-depth line-up of keynote presentations and panel discussions, this year’s CEO Exchange once again offered key networking opportunities for attendees, presented in rich, New-York-City flair.

On the opening day of the event, the CEO Exchange Welcome Reception, sponsored by Better Homes and Gardens Real Estate, was held in the Yale Club’s famed Library. In addition to cocktails and hors d’oeuvres, the Welcome Reception featured a unique Cigar Rolling station, brought to attendees by Quicken Loans.

RISMedia once again closed the CEO Exchange with The Ultimate Power Broker Open House Experience, sponsored 92 November 2015 RISMedia’s REAL ESTATE

The Star-Studded Line-up More than 30 leading brokers and industry experts (in alphabetical order) served as speakers and panelists during this year’s CEO Exchange: Candace Adams, President & CEO, Berkshire Hathaway HomeServices New England Properties

‘The Ultimate Power Broker Open House Closing Reception,’ sponsored by Halstead Property, took place at Jade Condominium in Manhattan’s Flatiron District.

(L to r): Halstead Property Listing Agent Amy Herman, John Featherston, and Halstead Property CEO Diane Ramirez.

by Halstead Property, a member of Luxury Portfolio International®. Experiencing the one-of-a-kind, luxury lifestyle only found in Manhattan, attendees of this year’s Ultimate Power Broker Open House Experience got a taste of the reality TV spotlight while touring a multimillion-dollar Flatiron listing.

The Open House listing, a penthouse duplex in Jade Condominium at 16 West 19th Street, is co-listed by Halstead agent Amy Herman and Nest Seekers agent Ryan Serhant, star of Bravo’s “Million Dollar Listing New York.” Producers were on hand at the event to capture footage for the Emmy-nominated series.

Listed for $12,995,000, the 3,894-square-foot property features show-stopping views of the Empire State Building and Freedom Tower, four bedrooms, four-and-a-half bathrooms, a solarium, 15-foot ceilings and walnut and limestone flooring. Accessed by a floating oak staircase, the solarium opens to a private rooftop garden with a dining area and lounge-style seating. RE

2015 Real Estate CEO Exchange Sponsors Master Level Berkshire Hathaway HomeServices Better Homes and Gardens Real Estate CENTURY 21® Real Estate ERA Real Estate Homes.com National Association of REALTORS® realtor.com® Host Level Dotsignal • Halstead Property • MRE – Win Local® Quicken Loans® • Realtors Property Resource® Wells Fargo Home Mortgage • Zillow Event Level American Home Shield® • Buyside Delta Media Group, Inc. • Dotloop • HSA Home Warranty • Leading Real Estate Companies of the World® Pillar To Post Home Inspectors • Real Estate Webmasters RealtyTrac • ReferralExchange • TourFactory

Dermot Buffini, CEO, Buffini & Company David Charron, President & CEO, MRIS Paul Charron, Chairman of the Board, Campbell Soup Company Craig Cheatham, President & CEO, The Realty Alliance Sheryl Chinowth, CEO & Cofounder, Chinowth & Cohen Sherry Chris, President & CEO, Better Homes and Gardens Real Estate

Chris Lim, Founder & CEO, Climb Real Estate Group Victor Lund, Founding Partner, WAV Group; CEO, RE Technology Michael Mahon, President, HER REALTORS® Fafie Moore, Broker/Owner, Realty Executives Nevada Charles Oppler, NAR Vice President; Broker/Owner, Prominent Properties Sotheby’s International Realty Gretchen Pearson, President & Owner, Berkshire Hathaway HomeServices Drysdale Properties Jose Perez, Executive Vice President, Sales, Proxio

Jon Coile, CEO & President, Champion Realty, Inc.

Diane Ramirez, CEO, Halstead Property

Jeff Detwiler, President & COO, Long & Foster Companies

Joe Rand, Managing Partner, Better Homes and Gardens Rand Realty

Joan Docktor, President, Berkshire Hathaway HomeServices Fox & Roach, REALTORS® Dan Elsea, President Brokerage, Real Estate One John Featherston, President & CEO, RISMedia Dave Garland, Manager, Rainmakers Group Bob Hale, President & CEO, Houston Association of REALTORS® Dottie Herman, President & CEO, Douglas Elliman Real Estate Anthony Hitt, CEO, Engel & Völkers North America Tom Hosack, CEO & President, Northwood Realty Services Peter Hunt, Chairman & CEO, HUNT Real Estate ERA

Dale Ross, CEO, Realtors Property Resource® Marty Rueter, President, Weichert Real Estate Affiliates Mike Schlott, President, Randall Family of Companies Jeff Sposito, President & Founder, J. Rockcliff REALTORS® Mark Stark, CEO & Owner, Berkshire Hathaway HomeServices Nevada Properties & Arizona Properties Ken Trepeta, President and Executive Director, The Real Estate Services Providers Council Inc. (RESPRO) Paul Wells, Broker/Owner, RE/MAX of Barrington Charles Williams, CEO & Founder, Buyside

Ed Krafchow, Chairman of the Board, Better Homes and Gardens Real Estate MasonMcDuffie RISMedia’s REAL ESTATE November 2015 93

{Trending}

Brokers Face TechnologyAdoption Challenges Head On

by Deborah Kearns

As real estate technology continues to evolve at lightning speed, brokerage leaders are tasked with showing their agents the value of adopting new tech offerings to stay ahead of the competition.

Real estate has been an industry in transition, as new technologies emerge almost daily to reshape the way buyers and sellers search for homes. The price of this progress has been one of changing not only the industry’s attitude about technology, but our adoption of it.

From big data-driven search portals to mobile apps to 140-character social media marketing, the way agents use technology to attract and serve clients is also in constant flux to keep up with consumers’ demands. It begs the question of how brokerage leaders are identifying and overcoming roadblocks that impede the successful embracement of new technology within their firms.

The biggest hurdle for most brokerages, perhaps, is getting their membership’s buy-in. Brokers must provide training, support, follow-up and constant monitoring to take the pulse of how new programs and products are being received—or panned—in the field.

Age Gaps, Lack of Time Pose Greatest Obstacles While most agents see the value in

94 November 2015 RISMedia’s REAL ESTATE

things like big data, SEO-enhanced websites and social media, there are still hold-outs among older agents who need extra convincing when a new app or client relationship-management system comes down the pike.

That’s why in-depth training and constant communication are critical components of any new rollout, says Joan Docktor, president of Berkshire Hathaway HomeServices Fox & Roach, REALTORS®, which operates in Pennsylvania, Delaware and New Jersey.

“I think age can be a factor in technology adoption,” says Docktor. “The younger generation has grown up with it so they tend to be power users. Some of our seasoned agents may find it more difficult or even overwhelming when they are first introduced to a new tool. They prefer to do things the old way. We stress, however, that if they want to stay in business for the long run, they must be able to connect with the new generation of buyers and sellers who are using these tools.”

Mark Hughes is seeing a similar trend within his brokerage, First Team Real Estate in Southern California. Compounding the generational and confidence roadblock, he says, is that top-producing agents are too busy to carve out the time needed to master a new system.

“Agents are typically so busy working in their business that they get rare moments of uninterrupted focus to work on their business,” says Hughes, First Team’s chief operating officer. “They learn and adopt new technology only when they have to,

Joan Docktor,

President, Berkshire Hathaway HomeServices Fox & Roach, REALTORS®

Mark Hughes,

Chief Operating Officer, First Team Real Estate

David Siroty,

Vice President, North American Communications, Coldwell Banker

Tom Skiffington, Broker/Owner, RE/MAX 440

Jodi Dines,

Chief Information Officer, Real Estate One

and even then their attention and focus is choppy. And, unfortunately, that negatively affects how well they understand and implement new tools.”

Building Early Awareness Leads to Adoption For brokerage leaders, getting a dozen or even hundreds of agents on board with new tech offerings can be a daunting task. For a large, international real estate franchise like Coldwell Banker, effectively communicating the value of company-wide tech investments is an undertaking of monumental proportions.

David Siroty, vice president of North American Communications for Coldwell Banker, has an entire team of communications professionals who take on the critical role of playing messenger to the franchise’s 88,000plus members worldwide. In late 2014 when the franchise unveiled CBx, an

exclusive listings app that uses big data to paint visual pictures of a market’s sales activity, coupled with ancillary information like census data and employment trends, Siroty managed a detailed communications plan to create a buzz around the new app in the days, weeks and months leading up to its release, he says.

CBx underwent extensive pilot testing with 20 Coldwell Banker associates from markets big and small around the country before it was launched. Then the app was rolled out gradually to brokers and managers, and finally to agents, accompanied by targeted messaging and guides to reinforce the value of CBx to the entire membership, Siroty says.

“After you create awareness of new technology, then you focus on that initial engagement, emphasizing what the new technology does,” Siroty says. “Once agents have heard about it, you can now work on adoption and getting them hooked. You have to create a continued dialogue using success stories from their peers, and you have to communicate it over time, so they see what your tools can do for their businesses.”

With an internal blog, an agentfacing Facebook group 12,000 members strong, and an active YouTube channel, Coldwell Banker is practicing what it preaches to its agents about adopting cutting-edge tech-

nology by leading through example, which is a must if you expect agents to follow the brand’s lead, Siroty says.

Finding the Right Tech Takes Trial and Error With the relentless flow of new tech gadgets, apps, programs and services inundating the industry nonstop, it’s hard for agents to determine where to best allocate their time and resources. They’re not alone. Brokers struggle with making the same decisions for their offices.

Finding what works takes trial and error, as well as time, says Tom Skiffington, broker/owner of RE/MAX 440 in Perkasie, Pa. Skiffington says he made the decision back in 2000 to move his office to a paperless system long before it became hip or the industry touchpoint. While it’s difficult to judge the return on his initial investment, the anecdotal evidence points to increased savings of time, money and workload—not to mention the credibility the paperless move has engendered for his company, Skiffington says.

“Brokers should be spending about 10 to 15 percent of their time investing in new technologies and training,” Skiffington says. “When new agents join, we set everything up for them—their website, social media pages, search portal profiles, their blog, and LeadStreet [the RE/MAX network’s proprietary leadgeneration system].

“I sit down with each agent and our IT department to walk them through everything, and I offer one-on-one coaching in small groups for all of our agents with instant implementation of our tech offerings. This helps ensure they actually know how to use it and the knowledge isn’t lost on them.”

Tech a Game-Changer in Recruiting, Retention Agents want to align themselves with companies that are viewed as progressive and ahead of the market, and that now includes access to the latest tech. Whether it’s a paperless office, a mobile app or digital signature software, brokers must offer recruits and existing agents services and support they can’t get anywhere else, says Jodi Dines, chief information officer of Real Estate One in Detroit.

“If an agent is sold on our tools and sees those tech offerings as a good value because the broker has communicated the benefits in the recruiting talk, that’s a solid reason to join us,” Dines says. “If each of our current agents finds one or two tools we offer that they can’t live without, it can mean the difference between them staying with us or looking elsewhere. That’s why encouraging adoption is so vital.”

Docktor agrees, adding that recruiters and managers must be proficient in using tech tools to better explain how they can help agents become more profitable and productive.

“It’s another arrow in our quiver,” Docktor says. “Technology may come with a cost, but it can help agents become more profitable and productive. Although real estate is still a relationship business and referrals will always be the golden standard of gaining new business, having certain technology is a baseline requirement. You’re simply not in the game if you don’t offer the right tools.” RE

Deborah Kearns is an award-winning writer based in Denver with more than a decade of experience in corporate communications and news journalism. She has covered the real estate industry for more than seven years.

For more information, visit www.deborahkearns.com.

RISMedia’s REAL ESTATE November 2015 95

{RISMedia’s Great Spaces}

This sprawling contemporary in Carmel, Calif., is just as wowing on the outside as it is inside.

by Nick Caruso & Zoe Eisenberg

Beautiful Carmel, Calif., Contemporary Created by renowned architect John Marsh Davis, this extraordinary mid-century modern residence is replete with a warm organic design with detailed woodcraft inside and a blending of earth and home outside. With five bedrooms, six-and-a-half bathrooms and 9,200 square feet, the home privately sits atop a 20-acre knoll with both ocean and forested views. Also noteworthy are its reflecting pools, patios and terraces, artist’s loft, library and theater.

Listed for: $10,988,000 Listed by: Alain Pinel REALTORS®, a member of Luxury Portfolio International® Listing info: www.luxuryportfolio.com, MLS#: 81330176

96 November 2015 RISMedia’s REAL ESTATE

A Peek Inside One of London’s Most Luxurious Properties One of London’s most exclusive and stunning penthouses is now available in Knightsbridge, covering an expansive 10,000 square feet and providing incredible views over the city.

Presented to the market by Wetherell, the penthouse of Wellington Court is located in a historic, refur-

bished residential building that dates back to the 19th century. Boasting six bedrooms, state-of-the-art appliances and elegant 1920s-inspired interior décor, the property provides the best view of the city, thanks to the rooftop terrace—the largest of its kind in Hyde Park.

If the property looks impressive from the outside, wait until you see the inside. The property is accessed via its own private lift and opens out into an impressive entrance hallway.

This London penthouse has it all. Panoramic views of the city, plus the gorgeous scene of Hyde Park? Check!

Inside are six bedrooms, including a sprawling master bedroom complete with his and her bathrooms and dressing rooms. There’s a modern fitted kitchen, a dining room with space for 10, a full home gymnasium, cinema room, and even a spa treatment room. The real pièce de résistance, however, is the main lounge terrace. Fully landscaped and complete with lounge space, a dining area, heat lamps and lighting, this 1,000-square-foot, immaculate terrace provides uninterrupted views of Hyde Park and the Serpentine, as well as panoramic views over the London city skyline.

Situated in one of the most affluent and well-appointed neighborhoods in Prime Central London, the penthouse at Wellington Court is a truly stunning space. Like what you see? All of this can be yours—for a cool £35 million.

style rustic farm home spans over 4,600 square feet. Although it was built in 1985, this expansive home offers quaint detailing of a time gone by, but with all the modern amenities you need. Secluded and serene, the space offers intricate detailing including wide-plank hardwood floor-

ing, a massive fireplace, rustic brick work and all the chandeliers you could ever dream of. Resting on over five pristine acres, you can take a long walk in the woods, read a book in the library (fully decked out with built-in bookcases) or soak up the sun in a sunroom that leads out to your private in-ground pool!

Listed for: $399,900 Listed by: Jerry Holden, the Holden Agency Listing ID: 9031105

For more information, visit http://bit.ly/1Ghh8nG Listed for: £35 million Listed by: Wetherell

Quaint Mansfield Mansion Looking for luxury living in the state of Ohio? Located in Mansfield, this four-bedroom, five-bathroom saltbox-

Secluded and serene, this Mansfield, Ohio, mansion has plenty of modern amenities, while giving off a vibe of days long past.

RISMedia’s REAL ESTATE November 2015 97

The current owner, in the spirit of the home’s style, made a number of enhancements to match her aesthetic. She commissioned world-renowned Emeryville architect Eugene Tsui to design her kitchen. Tsui implemented his signature “biologic” design with lighted niches and appliance enclosures, glass countertops encased with diagonal metal spines, swinging wood cutout doors, drawers and cabinets. Famed Burning Man artist Dan Das Mann fabricated a beautiful steel door with rectangular coils protruding from the surface. The intimate living room—with its domed ceiling—has a sunk-in conversation pit with circular seating, a fireplace and an amoeba-shaped window cut specifically to hide the freeway while showcasing Crystal Springs Reservoir. The owner enhanced the intimate setting with specially made orange-colored plaster for the seating area and tangerine accents.

More information is available at www.FlintstoneHouse280.com.

The “Flintstone House” in Hillsborough, Calif., was initially met with resistance in the community when it was built. Shocker!

Listed for: $4.2 million

Iconic ‘Flintstone House’ Now Up for Grabs The iconic Hillsborough, Calif., landmark at 45 Berryessa Way, seen from highway 280 and affectionately known as the “Flintstone House,” was recently listed for the first time in 19 years by Judy Meuschke of the Alain Pinel REALTORS® Burlingame office for $4.2 million. Designed in 1976 by Bay Area architect William Nicholson, the single-family home received its nickname for its unique exterior, which boasts multiple stone domes in an organic flow.

The unique appearance of the home is the result of Nicholson’s

98 November 2015 RISMedia’s REAL ESTATE

use of experimental architecture and non-traditional building materials.

The bubble-like domes were constructed by spraying shotcrete onto steel rebar and mesh frames over inflated aeronautical balloons. Originally painted off-white, the one-of-akind building was painted orange in 2007 and now includes a purple accent dome. Nestled into the hillside overlooking Crystal Springs Reservoir, the exceptional residence has been admired by tourists and travelers alike. However, as San Francisco builder and project manager Wayne Da San Martino explains, it wasn’t always loved, and was initially met with resistance in the community.

Listed by: Judy Meuschke, Alain Pinel REALTORS®

‘Paradiso’: Telluride’s Ultimate Alpine Estate Gracefully set upon one of the most dramatic 35-acre sites in the spectacular Telluride, Colo., region, this masterpiece of contemporary design is unmatched in its setting, quality, detail and accommodations.

Overlooking a reflective pond mirroring views of the towering cirque of rolling meadows and 14,000-foot peaks that surround the property, the home’s soaring spaces showcase the very best in sophisticated mountain living.

Of all the Great Spaces we’ve covered thus far, this alpine estate in Telluride, Colo., might be one of the greatest!

Featuring the very finest materials sourced from all over the world, including Italian marbles, Indian limestone, exotic granites, bluestone and native rock, the construction process was uncompromising in its commitment to quality. Over the course of the last four years, the finest craftsmen worked to seamlessly meld these same materials with the most elegant fixtures, finishes and furnishings available. Center-pivot glass doors wrap the home and give way to large outdoor spaces ideally suited for entertaining or quiet reflection, while gently blurring the lines between indoor and outdoor living.

Sumptuous master and guest suites are complemented by warm and intimate living areas, while a host of amenities from a fitness room, indoor and outdoor spas, salon, theater, wine room and outdoor fire rings accommodate its guests.

With a kitchen fit for a top chef combined with a suite of top-of-the-line

appliances and an outdoor galley, even the most discriminating culinary aficionado will be duly satisfied.

Located just 10 minutes from the tarmac of the Telluride Regional Airport and 20 minutes from the heart of historic downtown Telluride, the

property offers the perfect balance between privacy and proximity. RE Listed for: $39,100,000 Listed by: Bill Fandel, Telluride Sotheby’s International Realty

RISMedia’s REAL ESTATE November 2015 99

{Ask the Experts} Mark Tepper Senior Vice President of Sales Open Home Pro® www.openhomepro.com

Q:

How do I collect more accurate contact information from open house visitors?

A:open

Many agents successfully use houses to meet new prospects and entertain potential buyers. Unfortunately, visitors can get cagey about giving away their contact details, and buyers who feel pressured into registering might provide bogus information.

You’ll collect better leads at your next open house if you focus on three simple things: setting the right tone upfront; making it easy for visitors to sign in; and demonstrating your expertise.

Set the Right Tone An open house where the agent seems distracted or disinterested can be an awkward experience, as can tours that feel like you’re under a microscope. Creating a comfortable environment is critical to your event’s success, but how do you set the right tone?

Start by warmly and confidently greeting each visitor. Pay attention to your body language, and avoid

Many agents successfully use open houses to meet new prospects and entertain potential buyers. Unfortunately, visitors can get cagey about giving away their contact details, and buyers who feel pressured into registering might provide bogus information. postures—such as crossed arms— that come across as unwelcoming.

Directly ask visitors to sign in before touring the property. If they resist, explain that it’s a security requirement of the seller, who has opened their home in the hopes of finding a buyer. Legitimate homebuyers should have no problem sharing a few basic details.

Demonstrate interest in each visitor’s home search, but don’t come on too strongly. Allow buyers to explore the home freely (within reason) and adapt your communication style to fit theirs. Putting visitors at ease will result in more promising leads.

sional nature of this format entices more visitors to leave legitimate contact information. In fact, we’ve found that 95 percent of the email addresses collected by agents using the Open Home Pro® app are real. Visitors also automatically receive a follow-up email with agent and property details, saving time and delighting prospective clients.

Whichever method you use, provide clear instructions. Indicate that you would like their name, phone number, email address, and representing agent (if they have one). Try to limit the amount of information required. If visitors have to work too hard, they won’t sign in at all.

Make It Easy Get more visitors to sign in at your next open house by making the process effortless. Set up a dedicated registration space near the entrance, and have all necessary materials readily available.

You can create a streamlined experience with an open house app, which allows visitors to sign in on a tablet device. The high-tech, profes-

Demonstrate Your Expertise Rather than handing out flashy gifts to visitors, provide them with something that will genuinely assist in their home search and reinforce your position as a local real estate maven.

Consider creating a map of all the open houses being held in the neighborhood that day, including those of competing agents. Other ideas include a booklet of advice for first-time homebuyers or an in-depth analysis of the area. A professionally-designed brochure with details about the property will please your sellers and impress visitors who also have a home to list.

When visitors view you as a helpful expert—instead of a pushy salesperson—they’ll be more willing to sign in, and might even ask you to be their agent. RE For more information, visit openhomepro.com.

RISMedia’s REAL ESTATE November 2015 101

Erika Villegas, a member of the board of directors of the National Association of Hispanic Real Estate Professionals, shares the secrets of her success during a top producer panel at the 2015 NAHREP National Convention and Latin Music Festival.

During Realogy’s Explore event, Villegas led a roundtable discussion about recruiting millennials to the real estate industry.

Building a Legacy

by Nick Caruso

YOU CAN BUILD A HOUSE. YOU CAN BUILD A BRIDGE. AND YOU CAN BUILD A REPUTATION. For Erika Villegas of ERA Mi Casa in Chicago, that has meant building a part-time position with an independent brokerage into a wildly successful full-time career with a highly collaborative and community-minded international brand.

But along the way, Villegas has also been building a legacy, one that not only honors her family, but strengthens it for the future.

For the record, Villegas refers to real estate as her passion—not her career. But in pursuit of her passion, Villegas has collected a number of impressive accolades along the way. A consistent top producer in Chicago, Villegas is also ranked among the nation’s top 250 Hispanic real estate professionals. She serves as chair of 102 November 2015 RISMedia’s REAL ESTATE

the Young Professional Network of the Chicago Association of REALTORS®and is a charter member of ERA Real Estate’s Young Leaders Network. In addition, she is also a board member of the National Association of Hispanic Real Estate Professionals.

Villegas was introduced to real estate in 2003 when she and her husband were helping her mother sell her house. At home with her newborn son, she was looking for something to do, and was struck by the professionalism of their real estate agent.

“I had always worked and real estate seemed like a flexible option for me that also served a great purpose,” explains Villegas, who started out working part-time before going full-time in 2009 when her son entered full-day kindergarten.

It was in pursuit of another great purpose that she strengthened both her personal and professional connection to her community. As part of a grassroots advocacy effort, Villegas worked to revise a law that was originally focused on minorities to be applied city-wide. While the intent of the law was to reduce mortgage fraud, it

initially targeted zip codes that were predominantly made up of minority residents. Local real estate professionals supported the crackdown on fraud, but were opposed to the discriminatory targeting.

As the daughter of immigrants from Mexico, Villegas understands the challenges faced by minorities wishing to achieve the dream of homeownership. For that reason, she works with any client, at any price range. “Clients with challenges are often turned away, but I have found that these people become the most grateful clients who will refer your name to everyone they know. Doing the right thing always pays off,” she says.

With the goal of becoming the No. 1 agent in her neighborhood, Villegas set out to create connections to her community on a variety of platforms, advertising in oldschool newspapers as well as online portals. She also hosts a monthly wine social that brings together women in the community—many of them business owners—to network and socialize, in addition to communicating regularly with past clients, providing helpful information and market insights—and right before Thanksgiving, pumpkin pies. Last year, Villegas invited her clients to come to an open house at the office to catch up, connect and collect a pie.

She likes to be responsive to the evolving needs of her clients as well. In 2014, many of her clients had purchased investment properties, so she coordinated a seminar to help them maximize their investment.

Villegas’ sweet spot in her marketing efforts is the face-to-face opportunities she creates. She is also very hands-on when it comes to causes close to her heart. An active volunteer with her son’s school, Villegas, her husband and son have traveled to Guatemala on two separate occasions to help build schools. During the holiday season, she hosts a party to collect toys for the Salvation Army. And she always carries snacks and drinks in her car for homeless people in her community.

In every facet of her life, Villegas works to instill in her

son the importance of helping others and in making a difference.

Having watched how hard her parents and grandparents worked to make a better life, Villegas constantly strives to pay that forward.

“I know I have it easier thanks to them, but they inspire me to continue their legacy—to work hard to be a better person.”

Ensuring the continuity of that family legacy informs every aspect of her life, particularly her involvement with the National Association of Hispanic Real Estate Professionals. “NAHREP’s mission of promoting sustainable homeownership for Hispanics perfectly aligns with my personal mission,” says Villegas. “The overall optimism of NAHREP’s leadership is very uplifting, and now, as a member of the board of directors, I play a personal role in advancing that optimism.”

A recent client experience perfectly illustrates that critical combination of optimism and personal involvement.

“When your 95-year-old client invites you for lunch to celebrate her closing and requests White Castle, you bring it!”

Clearly, Villegas brings the burgers and a whole lot more. But she also works hard at having balance in all aspects of her life, being present for both her clients and her family.

“I make a point of turning my phone off for a few hours so I can give my family and friends undivided attention.

I also take at least two evenings off each week to have dinner with my husband and son,” explains Villegas.

At a recent YPN event, Villegas stressed how important it is to be able to articulate your value proposition.

“What have you done? What can you bring to the table?

What name are you creating for yourself?”

As someone who walks her talk, Villegas has undoubtedly made a mark…and is nowhere near finished. RE For more information, please visit www.ERA.com.

Index of Preferred Providers The leading companies providing services to the real estate and relocation industries ABR®..................................................................................... 105 American Home Shield........................................................... 105 Berkshire Hathaway HomeServices......................................... 105 Better Homes and Gardens® Real Estate LLC.......................... 105 Buffini & Company................................................................. 105 Carrington Real Estate Services.............................................. 105 Centralized Showing Service................................................... 105 Century 21 Real Estate LLC.................................................... 105 Certified New Home SpecialistTM............................................. 105 Coldwell Banker®................................................................... 105 Contractor ConnectionSM......................................................... 106 CRS Data............................................................................... 106 DocuSign............................................................................... 106 Dotsignal............................................................................... 106 Engel & Völkers...................................................................... 106 The Entrust Group.................................................................. 106 ERA Franchise Systems, LLC................................................... 106 Equity Real Estate.................................................................. 106 FeedbackCentral.................................................................... 106 First American Home Buyers Protection Corporation®.............. 106 HomeFinder.com.................................................................... 107 Homes.com........................................................................... 107 HomeSmart International....................................................... 107 HomeTeam Inspection Service................................................ 107 HSA Home Warranty............................................................... 107 Leading Real Estate Companies of the World®........................ 107 MRE – Win Local®.................................................................. 107 National Association of REALTORS®........................................ 107 On The Move, Inc.................................................................... 107 The Personal Marketing Company........................................... 108 Pillar To Post Home Inspectors................................................ 108 Point2.................................................................................... 108 Quicken Loans....................................................................... 108 The Real Estate Book............................................................. 108 Real Living Real Estate........................................................... 108 Real Pro Systems................................................................... 108 Realogy Holdings Corp........................................................... 108 realtor.com®.......................................................................... 108 Realtors Property Resource®.................................................. 108 Realty ONE Group.................................................................. 109 RE/MAX, LLC.......................................................................... 109 RentalRoost, Inc..................................................................... 109 RIS Consulting Services......................................................... 109 RISMedia’s Top 5 in Real Estate Network®.............................. 109 Showing Beacon.................................................................... 109 Stewart Title........................................................................... 109 Top Producer® CRM................................................................ 109 VoicePad................................................................................ 109 Workman Success Systems.................................................... 109 zipLogix.................................................................................. 109

104 November 2015 RISMedia’s REAL ESTATE

RREIN Service Providers

Ascent Real Estate, Inc........................................................... 110 Berkshire Hathaway HomeServices Ambassador Real Estate... 110 Berkshire Hathaway HomeServices C. Dan Joyner, REALTORS®....110 Berkshire Hathaway HomeServices Florida Network Realty...... 110 Berkshire Hathaway HomeServices Florida Realty................... 110 Berkshire Hathaway HomeServices Fox & Roach, REALTORS®.....110 Berkshire Hathaway HomeServices Georgia Properties............ 110 Berkshire Hathaway HomeServices Nevada Properties............ 110 Berkshire Hathaway HomeServices Select Properties.................111 Better Homes and Gardens Real Estate Mason-McDuffie........ 111 Better Homes and Gardens Real Estate Rand Realty............... 111 Calcagni Real Estate.............................................................. 111 CENTURY 21 AllPoints Realty.................................................. 111 CENTURY 21 Award................................................................ 111 CENTURY 21 New Millennium................................................. 111 Coach REALTORS®................................................................. 111 Coldwell Banker Advantage..................................................... 111 Coldwell Banker D’Ann Harper, REALTORS®............................. 111 Coldwell Banker Kappel Gateway Realty.................................. 112 Coldwell Banker Prime Properties........................................... 112 Diane Turton, REALTORS®....................................................... 112 Fillmore Real Estate............................................................... 112 First Team® Real Estate.......................................................... 112 GARDNER, REALTORS®........................................................... 112 Gloria Nilson & Co. Real Estate.............................................. 112 Harry Norman, REALTORS®..................................................... 112 J. Rockcliff REALTORS®........................................................... 112 Jordan Baris, Inc., REALTORS®................................................ 112 Kinlin Grover Real Estate Real Living....................................... 113 Long & Foster Real Estate, Inc................................................ 113 Lusk & Associates Sotheby’s International Realty.................... 113 McCOLLY Real Estate.............................................................. 113 Page Taft Real Living............................................................... 113 Patterson-Schwartz Real Estate.............................................. 113 Randall, REALTORS® Real Living...................................................113 RE/MAX 440 and RE/MAX Central......................................... 113 RE/MAX of Boulder, Inc.......................................................... 113 RE/MAX Gateway................................................................... 113 RE/MAX Professionals............................................................ 113

ABR®

CARRINGTON REAL ESTATE SERVICES

(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.

(877) 330-2773 • Carringtonrealestate.com/Join Carrington Real Estate Services is one of the 18 companies under the Carrington Holding Company, LLC. Together, these businesses cover virtually every aspect of the single-family residential real estate transaction, including investment in U.S. real estate and mortgage markets, loan origination and service, asset management and property preservation, rentals, and title and escrow services. By leveraging our family ties, we have grown to be one of the largest residential real estate brokerages in the country in just five short years. Join our network of more than 1,200 sales professionals serving 26 states.

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

CENTRALIZED SHOWING SERVICE

BERKSHIRE HATHAWAY HOMESERVICES

(877) 221-2765 • www.century21.com • Madison, N.J. • Rick Davidson, President & CEO Century 21 Real Estate LLC is a leading global residential franchise real estate sales organization, with approximately 6,900 independently owned and operated franchised brokerages and more than 100,000 independent real estate professionals in 78 countries and territories worldwide. The Century 21® System capitalizes on brand marketing, promotions and sponsorships, and fundraising efforts with Easter Seals to build brand awareness and preference.

Technology initiatives include both English- and Spanish-language consumer websites, www.century21.com and www.century21. com/espanol, a recently redesigned intranet site, www.21Online. com, and the Century 21 Learning System®, a Web-based learning platform. Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp.

(800) 666-6634 • www.berkshirehathawayhs.com Berkshire Hathaway HomeServices is a brand-new real estate brokerage network built for a new era in residential real estate.

The network, among the few organizations entrusted to use the world-renowned Berkshire Hathaway name, brings to the market a definitive mark of trust, integrity, stability and longevity. The brand, grounded in the financial strength, efficiency and tradition of its HomeServices of America parent company, will change the face of residential real estate.

BETTER HOMES AND GARDENS® REAL ESTATE LLC (866) 616-4224 • Madison, N.J. • Sherry Chris, President & CEO Better Homes and Gardens® Real Estate LLC launched its international franchise system in the residential real estate marketplace in July 2008. In October 2007, Realogy, a global franchising with company-owned real estate brokerage operations doing business under its franchise systems as well as relocation and title services, entered into a 50-year agreement to license the Better Homes and Gardens® Real Estate brand from Meredith Corporation, one of the nation’s leading media and marketing companies. For more information, visit www.realogy.com/media, or participate on the company blog at www.bhgrealestateblog.com.

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.

(877) 688-SHOW (7469) • www.showings.com • Overland Park, Kan. Established in 1994, Centralized Showing Service is one of the nation’s premier home-showing, appointment-setting services, with six call centers that service 70+ markets across the country. Each year, more than 15 million showings are scheduled for their more than 139,000 agent members. Agents can compile detailed showing reports and enter feedback into reports that can be given to sellers to keep them informed.

CENTURY 21 REAL ESTATE LLC

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

COLDWELL BANKER® www.coldwellbanker.com/join Coldwell Banker®, the original Silicon Valley real estate start-up founded in 1906, continues to lead the real estate industry with an insatiable appetite for innovation and exceptional experiences.

Following a series of industry firsts, including the debut of the Coldwell Banker On LocationTM YouTube channel, the consumerfacing Blue Matter blog and the revamped coldwellbanker.com

RISMedia’s REAL ESTATE November 2015 105

platform that allows sellers to post their own comments, photos and videos about their home, Coldwell Banker recently launched CBx, an exclusive iPad app that allows Coldwell Banker affiliated agents to utilize big data to augment their listing presentations.

grams and tools; multiple platforms for mobile, social and web; as well as access to its global network of real estate professionals, property listings and market data.

CONTRACTOR CONNECTIONSM

(800) 392-9653 • www.TheEntrustGroup.com The Entrust Group (“Entrust”) has been the industry leader in account administration services and education for Real Estate IRAs for more than 34 years. Entrust helps real estate professionals grow their business by assisting their clients in the purchase of real estate with their retirement funds, an option typically unavailable through banks and brokerage firms. Entrust provides personal service, a knowledgeable staff, and education to make real estate investing with IRAs straightforward and compliant.

www.contractorconnection.com Contractor Connection®, an industry leader in contractor-managed repair and home improvement services, provides insurance carriers and consumers a national network of residential and commercial contractors who are vetted and managed for performance, measuring quality, timeliness and customer satisfaction. For more information, please visit www.contractorconnection.com.

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

DOCUSIGN (866) 219-4318 • www.docusign.com/nar • Seattle, Wash.

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

DOTSIGNAL (866) 403-6010 • www.dotsignal.com Dotsignal is a mobile platform company with a single focus of helping clients engage with consumers using mobile technology. Dotsignal RE is designed to make “mobile” a significant part of the real estate brokerage business. Dotsignal was founded by CEO Matthew Simons in 2010 and represents the mobile initiatives of enterprise clients spanning a range of industries, including some of the largest and most respected brands in real estate. For more information, visit www.Dotsignal.com and www.facebook.com/dotsignal.

ENGEL & VÖLKERS (212) 234-3100 • www.evusa.com Since its beginning in 1977 as a specialty boutique providing exclusive, high-end real estate services in Hamburg, Germany, Engel & Völkers has become one of the world’s leading companies specializing in the sale and lease of premium residential and commercial property and yachts. Engel & Völkers currently operates a global network of over 5,000 real estate advisors in 500 residential brokerages and 43 commercial offices spanning 38 countries across six continents, offering both private and institutional clients a professionally tailored range of luxury services. Committed to exceptional service, Engel & Völkers supports its advisors with an array of premium quality business services; marketing pro106 November 2015 RISMedia’s REAL ESTATE

THE ENTRUST GROUP

ERA FRANCHISE SYSTEMS, LLC (800) 869-1260 • www.era.com • Madison, N.J. • Charlie Young, President & CEO Since 1971, ERA Franchise Systems, LLC, a global residential real estate leader, has set new standards in customer service, technology and training for the real estate industry. Top-notch offerings from ERA Real Estate include the Sellers Security® Plan, a comprehensive home protection plan, and ERA.com, its award-winning consumer website. The ERA network includes approximately 2,300 independently owned and operated offices with more than 33,000 brokers and independent sales associates throughout the United States and 34 other countries and territories. ERA Franchise Systems, Inc. is a subsidiary of Realogy Holdings Corp.

EQUITY REAL ESTATE (800) 789-9995 • equity-usa.com Equity Real Estate was founded in 2002 on the premise of being just and fair in all dealings. The company achieved prominence in its market of origin with a 17% market share and has since expanded across the nation with an impressive 20%+/year growth rate.

Equity provides an unprecedented suite of tools and resources for the amazingly low, flat fee of $499/transaction. Equity Real Estate is a privately-owned, debt-free company.

FEEDBACKCENTRAL (366) 369-3215 • www.feedbackcentral.com • Bedford, Texas FeedbackCentral.com contacts showing agents on behalf of sellers or listing agents to collect the feedback necessary to more effectively communicate buyer reaction to their homes. This service is available in two plans. FeedbackCentral.com Online is an automated email system in which showing agents are contacted to provide online feedback. FeedbackCentral.com Voice utilizes FBC representatives to contact showing agents via telephone to gather information on showings.

FIRST AMERICAN HOME BUYERS PROTECTION CORPORATION® (800) 444-9030 • https://homewarranty.firstam.com/realtor.aspx First American Home Buyers Protection is a leading provider of home warranties. We offer homeowners, home buyers and home sellers protection against costly repairs and replacements for their home’s essential systems and appliances. Our services are supported by a national network of independent pre-screened and qualified contractors. Founded in California in 1984, the company operates two call centers in California and one in Arizona, and is a member of the First American Financial Corporation family of companies.

HOMEFINDER.COM (866) 920-9493 • www.homefinder.com/agents-and-brokers • Chicago, Ill. HomeFinder.com is a leading online real estate search site and provider of strategic digital marketing solutions. The 20,000 real estate agents that comprise the HomeFinder.com advertising network utilize a unique suite of product offerings, including a patent pending Single Property Website. Through a national affiliate network of 375 online newspaper partners, HomeFinder.com is the only real estate search site to also provide relevant listing content to homebuyers through local online newspaper portals.

HOMES.COM (866) 697-3308 • http://connect.homes.com/ Homes.com offers brand advertising, lead generation, online reputation and marketing solutions to connect you with over 12.5 million consumers monthly! With a high average visit time, consumers visiting Homes.com are more engaged and more likely to buy when compared to visitors of other national real estate websites.

Connect with these motivated homebuyers and sellers with the most powerful suite of tools for your real estate business—and convert more leads to closed transactions.

HOMESMART INTERNATIONAL (800) 865-9025 • www.homesmartfranchise.com Founded in 2000, HomeSmart International is one of the fastest growing real estate companies in the nation with 66 offices in 14 different states, two countries and more than 7,500 agents.

HomeSmart International strives on the fundamental principles of efficiency and innovation by offering the systems and technologies necessary to stay on the leading edge of success.

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 onsite. Each team member focuses on his or her area of expertise, which keeps us efficient and saves you time. “Fast, Trusted and Accurate.” That’s the HomeTeam promise. We invite you to experience the difference the team approach makes. For more information give us a call at 844.HOMETEAM or visit us online at hometeam.com.

HSA HOME WARRANTY (800) 367-1448 • www.onlinehsa.com • Madison, Wis. • Mike Clear, President HSA Home Warranty provides home warranty coverage in 48 states and E&O insurance in all 50 states. The HSA Home Warranty repairs or replaces mechanical systems and appliances that fail due to normal wear and tear during the coverage period. With HSA Home Warranty, real estate professionals minimize their risk by lowering their exposure to liability. They avoid post-sale disputes about who should pay for the repair, and they can get the problem fixed quickly and conveniently by making just one call to HSA.

LEADING REAL ESTATE COMPANIES OF THE WORLD® 312-424-0400 • www.LeadingRE.com Leading Real Estate Companies of the World® is the home of the world’s market-leading independent residential brokerages in over 50 countries, with over 500 firms and 120,000 associates producing over one million transactions valued at $321 billion

annually. LeadingRE provides these leading local brands with world-class business resources and national and global connections, offering products and services for brand enhancement and marketing; technology and systems; lead generation; career development; and industry advocacy.

MRE – WIN LOCAL® (877) 720-0988 • www.MobileRealEstateID.com · Seth Kaplan, National Sales Director MRE – Win Local® is a mobile marketing and technology company that helps real estate agents, brokers and real estate-related firms power their mobile initiatives. Our suite of products for real estate professionals allows them to incorporate complex mobile technology throughout their existing marketing mix to reach consumers on all mobile devices. MRE – Win Local® will ensure real estate professionals are positioned to promote their brand and listings to buyers and sellers across all mobile devices.

NATIONAL ASSOCIATION OF REALTORS® (800) 874-6500 • www.REALTOR.org • Chicago, Ill. • Dale Stinton, Chief Executive Officer • Bob Goldberg, Sr. VP, Sales & Marketing, Business Development & Strategic Investments, Professional Development, Conventions • Kenneth Burlington, VP, Strategic Alliances, Business Development, Product & Sales Management • Karen Bebart, VP, Marketing, Digital Marketing, Marketing Research • Matt Lombardi, VP, Conventions • Marc Gould, VP, Business Specialties; Dean, Student Services, REALTOR® University • Constance Freedman, VP Strategic Investments, Second Century Ventures The term REALTOR® identifies a real estate professional who is a member of the National Association of REALTORS® and subscribes to its strict Code of Ethics and Standards of Practice. NAR members have access to the REALTOR Benefits® Program, the official member benefits resource for discounts and special offers on products and services just for REALTORS®. Program partners are industry leaders who understand the unique needs of real estate professionals and are committed to your success. Visit www.REALTOR.org/RealtorBenefits. NAR is also proud to make the .REALTOR domain available exclusively to members to help them stand out in the marketplace as the trusted source for real estate for consumers. Visit http://about.

REALTOR. And, for a lifetime of learning, REALTOR® University can take your career to the next level with continuing education courses, earning a designation or certification, or a Master in Real Estate degree. Visit www.REALTORU.com. The REALTOR® Store features print and ePublications including top-selling “Social Media for REALTORS®,” and the “2014 NAR Profile of Home Buyers & Sellers.”

Visit http://store.REALTOR.org. Additionally, NAR’s venture capital arm, Second Century Ventures, has invested in companies that push forward innovation in the real estate industry and can benefit NAR’s members. Visit www.secondcenturyventures.com.

ON THE MOVE, INC. (800) 645-9949 • www.onthemovetrucks.com • Boerne, Texas • Susan Nash, President/CEO • Sylvain Mallaise, Director of Sales • CJ Steen, Marketing Director On The Move’s trucks are moving billboards personalized with your company’s graphics and can be used for free by your clients.

This moving billboard can be driven around town by drivers you

RISMedia’s REAL ESTATE November 2015 107

do not have to pay, using gas you do not have to provide, while making thousands of visual impressions daily. A billboard can cost more than $1,000 per month. For less money you can obtain a rental truck for your clients to use and to even donate its use for community goodwill.

plete integrated media buy available. Included are interactive and locally distributed print ads; SMS text lead generation; personally branded Web, tablet and mobile sites; GPS-enabled yard signs and more. Go to Store.RealEstateBook.com to find your local Real Estate Book representative.

THE PERSONAL MARKETING COMPANY

REAL LIVING REAL ESTATE

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

(866) 373-6228 • www.realliving.com Real Living Real Estate is a full-service real estate brokerage network with a comprehensive and integrated suite of resources for franchisees and their sales professionals, as well as the consumers who work with them. The Real Living brand was recognized by Entrepreneur magazine, has received Inman Innovator Awards, and was named “the Most Promising New National Brand” by the 2013 Swanepoel TRENDS Report. Real Living Real Estate is a network brand of HSF Affiliates LLC, majority owned by HomeServices of America, Inc., a Berkshire Hathaway affiliate.

PILLAR TO POST HOME INSPECTORS (800) 294-5591 • www.pillartopost.com • Tampa, Fla. · Jay Gregg, Marketing Founded in 1994, Pillar To Post is now the largest home inspection company in North America with over 400 franchisees located in 47 states and eight Canadian provinces. The Pillar To Post difference includes printing a computer generated report on-site at the time of the inspection, requiring each inspector to carry $1 million in E+O insurance that covers both the agent and the broker, and three unique home inspection packages designed to better suit the individual needs of our clients.

POINT2 (888) 955-7900 • www.Point2Agent.com • Saskatoon, Canada • Linda Moola, Director of Sales, Syndication, MLS and Association Services (lmoola@point2.com) Point2 (www.point2.com) provides real estate marketing and lead management software to brokers and agents in North and South America, Europe, Asia, Australia and Africa, as well as listing data aggregation and syndication solutions to real estate MLSs, Boards and Associations across the U.S. and Canada. Point2’s solutions also include the consumer real estate listings portal, Point2 Homes, as well as end-to-end property management software for small to medium size organizations, managing up to 1,000 units.

Point2 is a Yardi Systems Inc. (www.yardi.com) brand.

QUICKEN LOANS (866) 718-9842 • AgentRelations@QuickenLoans.com For nearly 30 years, Quicken Loans has been celebrated for providing amazing mortgage services. For five years in a row, J.D. Power has ranked Quicken Loans highest in customer satisfaction for Primary Mortgage Origination. And this year, they’ve also ranked us highest in satisfaction for Mortgage Servicing. We’re currently the leading online lender and the second largest retail mortgage lender in the country. By creating industry-leading technology, we introduce clarity and speed to the mortgage experience. Every Client. Every Time. No Exceptions. No Excuses.

THE REAL ESTATE BOOK (770) 962-7220 • www.realestatebook.com • Lawrenceville, Ga. The Real Estate Book’s multimedia marketing packages combine print with mobile and digital tools to create the most effective personal branding and lead generation tools and the most com108 November 2015 RISMedia’s REAL ESTATE

REAL PRO SYSTEMS (541) 743-8510 • www.realprosystems.com Real Pro Systems is the leading provider of lead capture and management systems for agents and brokers. Our systems provide integration with many tools that make it a complete Internet marketing system that will engage and manage all your leads. Our systems have over 35 commercially available lead sources that are automatically routed into the system. Since we were founded by active real estate agents, we understand the unique needs of your business. We offer basic solutions for new agents just getting started, robust systems for established agents, and complete management systems for brokers and teams. Best of all, we listen!

REALOGY HOLDINGS CORP. (973) 407-7215 • www.realogy.com • Madison, N.J. • Mark Panus, SVP, Corporate Communications Realogy Holdings Corp. (NYSE: RLGY) is a global leader in real estate franchising with company-owned real estate brokerage operations doing business under its franchise systems, as well as relocation and title services. Realogy’s brands and business units include: Better Homes and Gardens® Real Estate, CENTURY 21®, Coldwell Banker®, Coldwell Banker Commercial®, The Corcoran Group®, ERA®, Sotheby’s International Realty®, ZipRealty®, NRT LLC, Cartus and Title Resource Group. Collectively, Realogy’s franchise system members operate approximately 13,500 offices with more than 254,800 independent sales associates doing business in 111 countries and territories worldwide.

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

REALTORS PROPERTY RESOURCE® (888) 914-7771 • http://blog.narrpr.com • Chicago, Ill. • Dale Ross, CEO • Marty Frame, President • Jeff Young, Chief of Operations Realtors Property Resource® (RPR) is a national, parcel-centric database which 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 www.RealtyONEGroup.com • (888) 461-0101 Realty ONE Group is a full-service real estate brokerage with more than 4,000 associates. It focuses on providing ethical, professional and results-oriented services to property owners and prospective real estate buyers. Since its inception in 2005, the company has grown to become the No. 1 real estate brokerage in Nevada and the fastest-growing real estate company in Arizona and California.

For more information, visit www.RealtyONEGroup.com.

RE/MAX, LLC (303) 770-5531 • www.remax.com • Denver, Colo.

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

RENTALROOST, INC. (925) 357-3783 • www.rentalroost.com • Pleasanton, Calif.

• Nitin Shingate, CEO & Co-founder • Vikram Raghavan, President & Co-founder • Harini Venkatesan, COO & Co-founder • Gabriel Balanag, Director of Business Development • Silvia Englert, Marketing Manager RentalRoost, Inc. is a technology-based rental search and recommendation engine that utilizes social media data and proprietary algorithms to help match users with rental properties. RentalRoost focuses on the users’ livability in each property they search, including how kid-friendly, pet-friendly, and commute-friendly a property is. RentalRoost was founded in 2012. In November 2013, RentalRoost launched nationally.

RIS CONSULTING SERVICES (203) 852-4304 • Norwalk, Conn.

• John Sculley, Managing Dir. • Peg Guinta, Projects Dir. RIS Consulting Services is an independent relocation consulting firm dedicated to designing and implementing comprehensive solutions to mobility issues. We deliver a full range of consulting services to our diverse corporate and relocation service company clients. The executives of RIS Consulting utilize their industry and specialty knowledge to analyze your situation, develop strategic options and implement designed solutions.

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

committed to the future development of their professional skills and services to the consumers and the communities they serve.

SHOWING BEACON (877) 277-6622 • www.showingbeacon.com • Lenexa, Kan. The Showing BeaconTM is a revolutionary showing notification system that alerts sellers when they can return to their residence after a showing. This patent pending, wireless device can be placed on a counter or tabletop, or hung on the inside of the front door.

At the conclusion of the showing appointment, the agent simply pushes the red button as they leave the residence and a text or voice message is immediately sent to the seller’s mobile device.

STEWART TITLE Stewart is a customer-focused, global title insurance and real estate services company offering products and services through our direct operations, network of approved agencies and other companies within the Stewart family. Stewart offers personalized service, industry expertise and customized solutions for virtually any type of real estate transaction. Real estate services include title insurance; mobile applications; eco-friendly closings; SureClose® document management system; specialty insurance services; commercial and global expertise and more. For more information, visit www.stewart.com.

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

VOICEPAD Toll-free: (888) 595.7347 • www.voicepad.com VoicePad is the real estate industry’s premier source for lead-generating mobile and Telecom technology. VoicePad supplies real estate brokerages with a comprehensive system that provides listing information on any phone, generates high-quality, actionable leads, tracks all leads on an online dashboard, and helps agents promote their listings through marketing and social media tools.

WORKMAN SUCCESS SYSTEMS (801) 987-0085 • www.VerlWorkman.com • Salt Lake City, Utah · Rusty Keys, Events Manager For more than a decade, Verl Workman has been one of the real estate industry’s most popular speakers. Verl delivers the necessary performance skills, the latest and most effective tools, practical lead-generating methods, proven dialogues and systems that work in order to achieve top performance and industry excellence.

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

RISMedia’s REAL ESTATE November 2015 109

RREIN Member Profiles ASCENT REAL ESTATE, INC. (619) 325-4100 • www.ascentrealestate.net Owned and operated in San Diego since 2005, Ascent Real Estate embodies an enviable combination of entrepreneurial energy, comprehensive industry experience, and local market knowledge.

This mix lets Ascent “out national” its local competition, thanks to its exceptional professional team and world-class infrastructure, and “out local” the national competition, thanks to its laser-like focus on the specific markets in which it operates. Our highly productive sales team of approximately 140 agents has elevated Ascent as a leader in marketshare in the Metro San Diego areas that we service. Our agents receive ongoing training and education, and they go above and beyond to deliver the diligent and ethical standard of care we are committed to providing. And, as the exclusive San Diego affiliate of Leverage Global Partners, Ascent Real Estate is a hyper-local brokerage with a global reach.

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

BERKSHIRE HATHAWAY HOMESERVICES C. DAN JOYNER, REALTORS® (800) 476-6650 · www.cdanjoyner.com Locally owned and operated, Berkshire Hathaway HomeServices C. Dan Joyner, REALTORS® has been serving communities in Upstate South Carolina since 1964. With more than 275 agents on board and nine offices serving the Greenville, Spartanburg and Anderson area, 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 NETWORK REALTY (904) 296-1906 • www.FloridaNetworkRealty.com or www.BHHSFloridaNetworkRealty.com Since 1988, Founder, President and CEO Linda H. Sherrer has led a team of more than 300 real estate professionals in eight branch 110 November 2015 RISMedia’s REAL ESTATE

offices in the buying and selling of residential property throughout Northeast Florida. The company also operates a corporate REO and relocation division, a builder sales and marketing division, a title company, a referral company and is in a mortgage partnership with EverBank. During the past decade, the company has sold more than 31,000 homes valued at more than $8.5 billion.

BERKSHIRE HATHAWAY HOMESERVICES FLORIDA REALTY (954) 693-0100 • (800) 386-1554 www.BHHSFloridaRealty.com • Sunrise, Fla. • Rei Mesa, CRS, CRB, President & CEO Berkshire Hathaway HomeServices Florida Realty (formerly Prudential Florida Realty) is a full-service brokerage servicing 17 counties throughout Florida and is a wholly owned subsidiary of WCI Communities, Inc. It is a franchise member of Berkshire Hathaway HomeServices. The company is the fifth largest brokerage in the nation among the affiliate network brokers and offers residential and commercial services, seasonal rentals, property management, REO & foreclosures, corporate relocations, referral services, mortgage, title, insurance, home service plans, and personal concierge services. BHHS Florida Realty is the No. 1 Fundraiser for The Sunshine Kids, having raised over $2.3 million since 2001.

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

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

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

on quality service and the development of its agents. Call today to see how we can help increase your business.

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

tions. 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

(888) 971-4636 • www.bhghome.com Founded in 1887 as Mason-McDuffie Real Estate and transitioning to the Better Homes and Gardens Real Estate Mason-McDuffie name in 2010, we are the 17th largest real estate services firm in the nation (RISMedia), No. 1 in the San Francisco East Bay (SF Business Times), and a leading innovator of real estate technology solutions to our agents and clients. With 29 offices and 1,700 agents, we bring a fresh approach to the business through the universal awareness of the Better Homes and Gardens brand.

(800) 727-6888 • www.c21nm.com CENTURY 21 New Millennium is a full-service real estate brokerage in the greater Washington, D.C. area. The company, which specializes in residential and luxury properties, joined the CENTURY 21® System in 1998 and has established a sound and successful organization providing traditional residential and commercial services, on-site mortgage, title, property management, and access to a vast network of relocation and other real estate service providers worldwide. It has earned the status of No. 1 CENTURY 21 Firm in the World for the past three years. With 18 locations and approximately 750 real estate professionals, New Millennium is consistently included in REALTOR® Magazine’s Top 100 Companies List for all real estate firms nationwide regardless of brand.

It is also a past winner of the prestigious Cartus Masters Cup, the Network’s highest honor. The Cartus Broker Network is the largest relocation network in the world and includes more than 775 hand selected brokerages in the United States.

BETTER HOMES AND GARDENS REAL ESTATE RAND REALTY

COACH REALTORS®

BETTER HOMES AND GARDENS REAL ESTATE MASON-MCDUFFIE

info@randrealty.com • www.RandRealty.com Better Homes and Gardens Rand Realty, founded in 1984, is the No. 1 real estate brokerage serving the northern suburbs of New York City, covering the counties of Westchester, Rockland, Orange, Sullivan and Putnam in New York and Bergen and Passaic in New Jersey. Rand has more than 850 sales associates, a commercial real estate company (Rand Commercial Services) along with title, mortgage, and insurance services (Hudson United). The companies can be found online at RandRealty.com, RandCommercial.com and HudsonUnited.com.

CALCAGNI REAL ESTATE

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

COLDWELL BANKER ADVANTAGE

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

(800) 274-5345 • info@AdvantageCB.com Coldwell Banker Advantage is a leading real estate company in the Fayetteville/Triangle area of North Carolina and is a nationally ranked Coldwell Banker office serving the communities of Fayetteville, Fort Bragg, Pope Air Force Base, Cary, Raleigh, Wake Forest, Creedmoor, Clayton, Durham, Benson, Southern Pines, Pinehurst and Lake Gaston. Coldwell Banker Advantage represents the highest levels of experience, knowledge and customer service. Our full-service office can assist with mortgage financing, insurance, title insurance and in-house Concierge Service.

CENTURY 21 ALLPOINTS REALTY

COLDWELL BANKER D’ANN HARPER, REALTORS®

(800) 525-7793 • www.C21AllPointsRealty.com CENTURY 21 AllPoints Realty is an award-winning, full-service real estate company with six offices serving Connecticut. We work with buyers and sellers in our own communities and throughout the country, establishing lifelong relationships by delivering outstanding service when it comes to any of their real estate needs.

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 loca-

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

RISMedia’s REAL ESTATE November 2015 111

COLDWELL BANKER KAPPEL GATEWAY REALTY (800) 426-0898 • www.KappelGateway.com Coldwell Banker Kappel Gateway Realty was created through the merger of Kappel & Kappel Realty, Inc. and Solano Gateway Realty, Inc. Both firms, founded in 1972, are the market leaders in Solano County, combining more than $600 million in sales dollar volume in 2012 and welcoming more than 240 agents in seven offices serving Solano County, 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.

COLDWELL BANKER PRIME PROPERTIES (866) 323-2277 • www.ColdwellBankerPrime.com With 15 sales offices and 500+ full-time real estate professionals, Coldwell Banker Prime Properties is the No. 1 Coldwell Banker affiliate in New York State. Coldwell Banker Prime Properties is a full-service brokerage dedicated to meeting and exceeding the needs of their clients, customers and sales associates. If you want a successful career in real estate, call us today.

DIANE TURTON, REALTORS® (877) DTURTON • www.dianeturton.com Founded in 1986, Diane Turton, REALTORS® is a full-service real estate company with 16 offices throughout Monmouth and Ocean counties in New Jersey. Whether you’re looking to buy, sell or rent in New Jersey, you’ll receive service that will surpass your expectations. Diane Turton, REALTORS® consistently ranks in the top of the markets it serves. The firm also provides a full range of financial services through Turton Signature Services, including home mortgages, property and casualty insurance and title insurance.

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

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

GARDNER, REALTORS® (800) 566-7801 • www.GardnerRealtors.com Since 1943, GARDNER, REALTORS® continues our tradition of excellence as the leading full-service real estate company in the Southeast Louisiana and Southern Mississippi Region. The GARDNER Real Estate Family includes over 800 real estate professionals in 24 neighborhood offices that serve over 100 communities. Our professional

112 November 2015 RISMedia’s REAL ESTATE

services include residential and commercial sales and leasing, relocation and corporate services, asset management/REO and property management, plus the convenience and added value of one-stop shopping for mortgage, title and home warranty services. We are proud to be home grown, locally owned and internationally known.

Also, we love to give back to the communities we serve through GARDNER LOVE, which is the philanthropic arm of GARDNER, REALTORS® and The Gertrude Gardner Foundation.

GLORIA NILSON & CO. REAL ESTATE (732) 450-2300 • www.glorianilson.com Gloria Nilson & Co. Real Estate, owned by Dick Schlott, has serviced the most discerning buyers and sellers of residential real estate in New Jersey for over 35 years with more than 700 sales associates within our 23 offices throughout New Jersey and Bucks County, Pa. As an exclusive affiliate of Christie’s International Real Estate, along with our luxury lifestyle magazine we offer our clients and associates the most cutting edge marketing services both, globally and locally. For additional information about Gloria Nilson & Co. Real Estate, please visit www.glorianilson.com.

HARRY NORMAN, REALTORS® (404) 504-7300 • www.harrynorman.com Founded in 1930, Harry Norman, REALTORS® is Atlanta’s oldest and largest residential real estate firm with 12 sales offices, various franchise and satellite offices, and more than 1,000 real estate professionals. Harry Norman, REALTORS® is a wholly-owned subsidiary of HomeServices of America, Inc., a Berkshire Hathaway affiliate. Harry Norman, REALTORS® is the exclusive Atlanta affiliate of Christie’s International Real Estate and achieves additional international exposure through membership in such exclusive real estate networks as Leading Real Estate Companies of the World®, the largest network of independent residential real estate firms with 600 members representing 5,000 offices and 150,000 associates across the U.S. and in more than 35 countries.

J. ROCKCLIFF REALTORS® (925) 251-2501 • www.rockcliff.com • www.rockliffcares.com J. Rockcliff REALTORS®, located east of San Francisco, is the East Bay’s premier real estate company. Recently named No. 1 in residential sales (in the East Bay) by the San Francisco Business Times, J. Rockcliff specializes in service. With leading-edge technology, state-of-the-art marketing across multiple mediums, the most experienced management team in the Bay Area and dedicated, ethical and professional agents, our goal is to provide a client experience that is second to none. With almost 600 agents and nine offices, J. Rockcliff REALTORS® is the fastest growing real estate company in the East Bay.

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

landlords; title services through JB Title Agency, LLC; and global relocation services through its membership with the Leading Real Estate Companies of the World®.

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

LONG & FOSTER REAL ESTATE, INC. (866) 677-6937 ∙ www.LongandFoster.com Long & Foster Real Estate, the largest independent residential real estate company in the country, is part of The Long & Foster Companies, which includes Prosperity Home Mortgage, Long & Foster Insurance and Long & Foster Settlement Services. It is the exclusive affiliate for Christie’s International Real Estate throughout select parts of the Mid-Atlantic, and a founding affiliate of LeadingRE, a prestigious global network that includes Luxury Portfolio International®. Long & Foster represents over 10,000 agents in seven states, plus Washington, D.C.

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

MCCOLLY REAL ESTATE (800) 348-2100 x206 • www.mccolly.com Since 1974, thousands of families in Northwest Indiana and Chicago Southland have trusted their home-buying, -selling and relocation needs to the more than 500 sales professionals at McCOLLY Real Estate. We’ve created a one-stop shopping environment to save you time and money with our in-house mortgage, title and rental services.

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

PATTERSON-SCHWARTZ REAL ESTATE (877) 456-4663 • www.pattersonschwartz.com pattersonschwartz@psre.com Patterson-Schwartz Real Estate is Delaware’s largest independent

REALTOR® with 50 years of service to the Delaware real estate market and surrounding communities in nearby Pennsylvania and Maryland. With seven offices and 350 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® REAL LIVING (401) 364-3388 • www.randallrealtors.com Randall, REALTORS® Real Living has been a consistent leader in the marketing of Southern New England properties for more than 28 years. Specializing in waterfront properties and second homes, our agents boast a 98.5 percent client satisfaction rating.

Through our extensive marketing network, we offer tremendous exposure for our property listings and continue to deliver successful sales and representation for our clients. In addition, Randall, REALTORS®’ Vacation Rental Department offers a large selection of vacation rental properties serving the Southern Rhode Island shoreline and Eastern Connecticut.

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

RE/MAX OF BOULDER, INC. (800) 825-7000 • www.BoulderCO.com Established in 1977, RE/MAX of Boulder was one of the first RE/ MAX franchises in the country and has been a model of success.

RE/MAX of Boulder offers one-stop shopping for the benefit of its clients and customers with a mortgage broker, an independent insurance agent and a title company all under one roof. A recognized leader in real estate sales for over 30 years, RE/MAX of Boulder specializes in relocation.

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.

RE/MAX PROFESSIONALS (303) 455-3300 • www.homesbythepro.com RE/MAX Professionals boasts the finest REALTORS® in the Denver Metro Area. For more than 30 years we have led the industry in sales, technology and professionalism. Recently, RE/MAX Professionals was recognized as the fastest growing RE/MAX in the world with nearly 400 licensed agents.

RISMedia’s REAL ESTATE November 2015 113

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: Client Services • Tel: (619) 325-4140 Email: info@ascentrealestate.net URL: www.ascentrealestate.net Coverage Areas: San Diego Offices: 7 • Associates: 140 Better Homes and Gardens Real Estate Mason-McDuffie 2260 Douglas Blvd., Ste. 140, Roseville, CA 95661 Contact: Linda Howard, President, Network Services Tel: (916) 488-1787 (Direct) • (800) 451-3131 (Toll Free) • Fax: 916-488-3749 Email: linda.howard@bhghome.com URL: www.bhghome.com Coverage Areas: Northern California, Northern Nevada Offices: 29 • Associates: 1,700 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: Loretta Neubert Phone: (707) 427-5344 or (800) 426-0898 • Fax: (707) 446-9830 Email: relo@kappelgateway.com URL: www.KappelGateway.com Coverage Areas: Vacaville, Benicia, Dixon, Fairfield, Rio Vista, Suisun City Vallejo and Winters, Calif.

Offices: 7 • Associates: 240 First Team® Real Estate 108 Pacifica Ave., Ste. 300, Irvine, CA 92618 Contact: Gayle D. Glew CRP, CRB, Director, Relocation and Corporate Services Toll Free: (855) 858-8028 Email: gayleglew@firstteam.com URL: www.firstteam.com Coverage Areas: Southern California counties of Orange, Riverside, Los Angeles, San Bernardino and San Diego Offices: 36 • Associates: 1,865 J. Rockcliff REALTORS® Headquarters Office: 4115 Blackhawk Plaza Circle, Ste. 201, Danville, CA, 94506 Contact: Robin Dickson, CRS, GRI, Executive Vice President Tel: (O) (925) 251-2501, (C) (925) 324-1323, (TF) 877-JRCKCLF (572-2523) 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 114 November 2015 RISMedia’s REAL ESTATE

COLORADO

RE/MAX of Boulder, Inc. 2425 Canyon Blvd., #110, Boulder, CO 80302 Contact: D.B. Wilson, CDPE, SFR, CRS, GRI Broker Assoc./Mgr., Relo. Svcs.

Tel: (303) 449-7000 • Toll Free: (800) 825-7000 • Fax: (303) 449-8554 Email: dbwilson@BoulderCO.com URL: www.BoulderCO.com Coverage Areas: Boulder, Longmont, Louisville, Lafayette, Broomfield, Niwot, Nederland, Lyons, Superior, Westminster, Erie, Firestone, Frederick, Jamestown, close in mountains and the entire Boulder Valley. Covering much of Adams, Larimer, Weld, Denver, Jefferson, Gilpin and all of Boulder and Broomfield counties Offices: 1 • Associates: 85 RE/MAX Professionals 390 Union Blvd., Lakewood, CO 80228 Contact: Brad Whitehouse, Broker/Owner Tel: (303) 268-4236 (office) • (303) 887-5159 (mobile) Email: bradwhitehouse@remax.net URL: www.homesbythepros.com Coverage Areas: Denver and surrounding areas Offices: 8 • Associates: 380

CONNECTICUT

Calcagni Real Estate 330 South Main St., Cheshire, CT 06410 Contact: Steven Calcagni, President Tel: (203) 272-1821 ext. 302 Email: Steven_Calcagni@calcagni.com URL: www.calcagni.com Coverage Areas: New Haven County, Central Connecticut Offices: 4 • Associates: 140 CENTURY 21 AllPoints Realty 117 North Main St., Southington, CT 06489 Contact: Kelly Peterson, COO • Tel: (800) 525-7793 Email: C21KellyPeterson@gmail.com URL: www.c21allpointsrealty.com Coverage Areas: Southington, Cheshire, Plainville, Bristol, Farmington, Newington, Berlin, New Britain, Waterbury, Watertown, West Hartford, Enfield, Somers, Suffield, Manchester, Windsor, South Windsor, East Hartford, Vernon, Tolland, Granby, New Haven, Branford, Northford, Meriden, Wallingford, North Haven, East Haven, Guilford, Old Saybrook, Orange, Naugatuck, Milford Office: 6 • Associates: 214 Page Taft Real Living 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® Real Living 4009 Old Post Rd., Charleston, RI 02813 Contact: Jean Fournier, Dir. of Relocation & Referral Services Tel: (401) 486-9677 Email: jfournier@randallrealtors.com URL: www.randallrealtors.com Coverage Areas: Connecticut and Rhode Island Offices: 9 • Associates: 175

DELAWARE

Berkshire Hathaway HomeServices Fox & Roach, REALTORS® 1 International Plaza, Ste. 100, Philadelphia, PA 19113 Contact: Linda Zanzinger, Vice President, Relocation/REO Services, Tel: (610) 595-3149 Email: Linda.Zanzinger@foxroach.com URL: www.foxroach.com Coverage Areas: Greater Philadelphia Region, Greater Allentown and Easton Region, SE Pa., Southern and Central N.J., Northern Del. Offices: 65 • Associates: 4,000 Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: Pandra.Richie@Longandfoster.com URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+ Patterson-Schwartz Real Estate 7234 Lancaster Pike, Ste. 220B, Hockessin, DE 19707 Contact: Marjorie Murray, RCC, Relocation Manager Tel: (302) 234-3600 (Office) • (302) 234-3605 (Direct) • (800) 443-2295 (Toll Free) Email: mmurray@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: 8 • Associates: 350

FLORIDA

Berkshire Hathaway HomeServices, Florida Network Realty 4190 Belfort Rd., Ste. 475, Jacksonville, FL 32216 Contact: Linda Lindenmoyer, Dir. Relocation, Referral Services and Bus. Dev. Tel: (800) 456-8036 • Direct: (904) 296-6400 ext. 313 Email: Linda.Lindenmoyer@Prunet.com URL: www.prudentialnetworkrealty.com or www.BHHSFloridaNetworkRealty.com Coverage Areas: Northeast Florida including: Jacksonville, Avondale, Ortega, San Marco, Riverside, Neptune Beach, Arlington, Southside, Atlantic Beach, Jacksonville Beach, Ponte Vedra Beach, Mandarin, St. Johns, World Golf Village, St. Augustine, St. Augustine Beach, Crescent Beach, Orange Park, Fleming Island, Middleburg. Serving Clay, St. Johns, Duval, Flagler counties Berkshire Hathaway HomeServices Florida Realty 1580 Sawgrass Corporate Pkwy, Ste. 400, Sunrise, FL 33323 Contact: Rei Mesa, CRS, CRB, President, CEO Tel: (954) 693-0100 or (800) 386-1554 • Fax: (954) 236-6962 Email: ReiMesa@BHHSFloridaRealty.com URL: www.BHHSFloridaRealty.com Relocation Contact: Sharon Sapp, Vice President, Relocation, Referrals & REOs Email: sharonsapp@BHHSFloridaRealty.com Coverage Areas: 17 counties throughout Florida, including Southeast Florida, Southwest Florida and Orlando area Offering mortgage, title, insurance, home service plans, 1031 exchange services!

Offices: 39 • Associates: 1,350

GEORGIA

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

Harry Norman, REALTORS® 532 East Paces Ferry Rd. NE, Atlanta, GA 30305 Contact: Patsy Alston, patsy.alston@harrynorman.com Tel: (404) 504-7950 Email: patsy.alston@harrynorman.com URL: www.harrynorman.com Coverage Areas: Atlanta, Ga. Offices: 12 • Associates: 1,000

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, Beecher, Blue Island, Bourbonnais, Bradley, Burbank, Burnham, Calumet City, Channahon, Chicago, Chicago Heights, Chicago Ridge, Clearing, Coal City, Country Club Hills, Crestwood, Crete, Dolton, Evergreen Park, Frankfort, Glenwood, Grant Park, Harvey, Hazel Crest, Hegewisch, Hickory Hills, Homer Glen, Homewood, Joliet, Kankakee, Lansing, Lemont, Lockport, Lynwood, Manhattan, Manteno, Markham, Matteson, Midlothian, Mokena, Momence, Monee, Morgan Park, Mount Greenwood, New Lenox, Oak Forest, Oak Lawn, Orland Hills, Orland Park, Palos Heights, Palos Hills, Palos Park, Park Forest, Peotone, Plainfield, Posen, Richton Park, Riverdale, Romeoville, Roseland, Sauk Village, Shorewood, South Holland, St. Anne, Steger, Tinley Park, University Park, Worth Offices: 15 • Associates: 550

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, Burns Harbor, Cedar Lake, Chesterton, Crown Point, DeMotte, Dyer, East Chicago, Fair Oaks, Gary, Griffith, Hammond, Hebron, Hessville, Highland, Hobart, Kentland, Kouts, La Crosse, La Porte, Lake Station, Lake Village, Lakes of Four Seasons, Lowell, Merrillville, Michigan City, Morocco, Munster, Ogden Dunes, Portage, Porter, Rensselaer, Roselawn, Schererville, Schneider, Shelby, St. John, Sumava Resorts, Thayer, Valparaiso, Wanatah, Westville, Wheatfield, Wheeler, Whiting, Winfield Offices: 15 • Associates: 550

LOUISIANA

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

MARYLAND

CENTURY 21 New Millennium 5990 Kingstowne Towne Center, Alexandria, VA 22315 Contact: Todd Hetherington, CEO • Tel: (800) 382-1101 • Fax: (703) 822-0136 Relocation Contact: Scott Becker, Director, NM Relocation Email: move@c21nm.com URL: www.c21nm.com Coverage Areas: Northern Virginia, Washington, D.C., and the Southern Maryland

RISMedia’s REAL ESTATE November 2015 115

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: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: Pandra.Richie@Longandfoster.com URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+

MASSACHUSETTS

Kinlin Grover Real Estate Real Living 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

MISSISSIPPI

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

Offices: 24 • Associates: 800

MISSOURI

Berkshire Hathaway HomeServices Select Properties 1650 Des Peres Rd., Ste. 205, Saint Louis, MO 63131 Contact: Angie Ignatowski, Relocation Director Tel: (314) 835-6000 • Direct (314) 835-6050 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

Coverage Areas: Las Vegas, North Las Vegas, Henderson, Summerlin and Pahrump Offices: 6 • Associates: 1,050 Better Homes and Gardens Real Estate Mason-McDuffie 2260 Douglas Blvd., Ste. 140, Roseville, CA 95661 Contact: Linda Howard, President, Network Services Tel: (916) 488-1787 • (800) 451-3131 • Fax: (916) 488-3749 Email: linda.howard@bhghome.com URL: www.bhghome.com Coverage Areas: Northern California, Northern Nevada Offices: 35 • Associates: 2,000

NEW JERSEY

Berkshire Hathaway HomeServices Fox & Roach, REALTORS® 1 International Plaza, Ste. 100, Philadelphia, PA 19113 Contact: Linda Zanzinger, Vice President, Relocation/REO Services, Tel: (610) 595-3149 Email: Linda.Zanzinger@foxroach.com URL: www.foxroach.com Coverage Areas: Greater Philadelphia Region, Greater Allentown and Easton Region, SE Pa., Southern and Central N.J., Northern Del. Offices: 65 • Associates: 4,000 Diane Turton, REALTORS® 511 Forman Ave., Point Pleasant Beach, NJ 08742 Contact: Dawn Fetherston, Director of Relocation & Corporate Services Tel: 1-877-DTURTON Email: dturton@dianeturton.com URL: www.dianeturton.com Coverage Areas: Monmouth County and Ocean County (N.J.) Member Organizations: Leading Real Estate Companies of the World®, Luxury Portfolio, Luxury Real Estate Offices: 16 · Associates: 350 Gloria Nilson & Co. Real Estate 826 Alexander Rd., Princeton, NJ 08540 Contact: Patricia (Tricia) Kobos Relocation Line: (888) 467-MOVE • Direct: (609) 750-7605 Email: pkobos@glorianilson.com URL: www.glorianilson.com Coverage Areas: Mercer, Middlesex, Monmouth, Morris, Ocean and Somerset counties, N.J.; Bucks County, Pa. Offices: 23 • Associates: 700+

NEBRASKA

Jordan Baris, Inc., REALTORS® 50 Mt. Pleasant Ave., West Orange, NJ 07052 Contact: Carol Abdo, Relocation Director Office: (973) 736-1600 • Toll Free: (800) 4-JBARIS • 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

NEVADA

Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: Pandra.Richie@Longandfoster.com URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+

Berkshire Hathaway HomeServices Ambassador Real Estate 13340 California St., Omaha, NE 68154 Contact: Katie Adams, CRP, GMS, VP Corp. Relocation and 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 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

116 November 2015 RISMedia’s REAL ESTATE

NEW YORK

Better Homes and Gardens Rand Realty 10 Schriever Ln., New City, NY 10956 Contact: Janet Farsetta, Vice President, Relocation Tel: (845) 825-8071 Email: janet.farsetta@randrealty.com • URL: www.randrealty.com Coverage Areas: The major New York suburbs, Westchester, Rockland, Orange, Dutchess, Putnam, Sullivan and Ulster counties in New York Offices: 25 • Associates: More than 800 Coach REALTORS® 66 Gilbert St., Northport, NY 11768 Contact: Elaine Elish, Inbound Referral Coordinator Tel: (800) 321-7356 x138 Email: elaine@coachrealtors.com URL: www.coachrealtors.com/buying-and-selling/relocation.cfm The Coach Realtors Relocation Department understands the complexities and challenges of employee transfers and is very responsive to the many needs of relocating families. Coach’s relocation division is supported by three full-time referral coordinators: Elaine Elish, Kathy Brandofino and Roseanne Tourto. These 3 professionals draw upon more than 50 years of combined relocation experience in order to make the client transition a comfortable one.

Offices: 18 • Associates 618 Coldwell Banker Prime Properties 10 Osgood Ave., Green Island, NY 12183 Contact: R. James Long, Broker/Owner Tel: (518) 640-4008 • Fax: (518) 456-8980 Email: jim.long@ColdwellBankerPrime.com Coverage Areas: New York State, primarily Capital Region and Central New York Offices: 16 • Sales Associates: 500

Region, SE Pa., Southern and Central N.J., Northern Del. Offices: 65 • Associates: 4,000 Gloria Nilson & Co. Real Estate 826 Alexander Rd., Princeton, NJ 08540 Contact: Patricia (Tricia) Kobos Relocation Line: (888) 467-MOVE • Direct: (609) 750-7605 Email: pkobos@glorianilson.com • URL: www.glorianilson.com Coverage Areas: Mercer, Middlesex, Monmouth, Morris, Ocean and Somerset counties, N.J.; Bucks County, Pa. Offices: 23 • Associates: 700+ Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: Pandra.Richie@Longandfoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+ 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

Fillmore Real Estate 2990 Avenue U, Brooklyn, NY 11229 Contact: John Reinhardt, President/CEO • Tel: (800) 528-6673 Email: JohnReinhardt@Fillmore.com • URL: www.fillmore.com Coverage Areas: Brooklyn, Staten Island, Bronx and parts of Westchester Offices: 16 • Associates: 400

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

NORTH CAROLINA

RHODE ISLAND

Coldwell Banker Advantage 7610 Six Forks Rd., Ste. 100, Raleigh, NC 27615 Contact: Benina Drake, CRP, SVP Relocation and Referral Services Tel: (800) 274-5345 • Direct (919) 846-3330 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: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: Pandra.Richie@Longandfoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+

PENNSYLVANIA

Berkshire Hathaway HomeServices Fox & Roach, REALTORS® 1 International Plaza, Ste. 100, Philadelphia, PA 19113 Contact: Linda Zanzinger, Vice President, Relocation/REO Services, Tel: (610) 595-3149 Email: Linda.Zanzinger@foxroach.com • URL: www.foxroach.com Coverage Areas: Greater Philadelphia Region, Greater Allentown and Easton

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

SOUTH CAROLINA

Berkshire Hathaway HomeServices C. Dan Joyner, REALTORS® 745 N. Pleasantburg Dr., Greenville, SC 29607 Contacts: Karen Taylor, Director of Relocation, ktaylor@cdanjoyner.com, (864) 678-5244 Jo Anne Conner, Network Mgr., jconner@cdanjoyner.com, (864) 678-5227 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: 9 • Associates: 275+

TEXAS

Coldwell Banker D’Ann Harper, REALTORS® 18756 Stone Oak Parkway, Ste. 301, San Antonio, TX 78258 Contact: Pam Poitevent, Sr. VP Relocation Services Tel: (800) 521-1408 (Toll Free) • (210) 483-7035 (Direct) Email: ppoitevent@cbharper.com • URL: www.cbharper.com Coverage Areas: San Antonio metropolitan area including New Braunfels, San Marcos, Seguin, Spring Branch, Bulverde, Canyon Lake, Schertz, Universal City, Boerne, RISMedia’s REAL ESTATE November 2015 117

Bandera, Kerrville and surrounding areas Offices: 8 • Associates: 350+

VIRGINIA

CENTURY 21 New Millennium 5990 Kingstowne Towne Center, Alexandria, VA 22315 Contact: Todd Hetherington, CEO • Tel: (800) 382-1101 • Fax: (703) 822-0136 Relocation Contact: Scott Becker, Dir., NM 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: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: Pandra.Richie@Longandfoster.com URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+ RE/MAX Gateway 4090B Lafayette Center Dr., Chantilly, VA 20151 Contact: Scott MacDonald, President Tel: (703) 652-5776 • Cell: (703) 727-6900 Email: scottmacdonald@remax.net URL: www.gateway2realestate.com Coverage Areas: Virginia, Washington, D.C., Maryland, West Virginia Offices: 4 • Associates: 108

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: Scott Becker, Dir., NM 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: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: Pandra.Richie@Longandfoster.com URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+

WEST VIRGINIA

Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: Pandra.Richie@Longandfoster.com URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+

INDEX OF SERVICE PROVIDERS ABR®...................................................................................20

National Association of REALTORS®......................8, 26, 45

American Home Shield...................................................27

National Association of REALTORS® Global.................119

Better Homes and Gardens Real Estate LLC..............5, 7

On The Move, Inc. .........................................................118

Center for REALTOR Development...............................66

The Personal Marketing Company........................86, 100

®

Centralized Showing Service..........................................81

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

Century 21 Real Estate LLC...............................................1

The Real Estate Book.......................................................41

Contractor Connection®.................................................53

Real Living® Real Estate...................................................19

CRS Data...........................................................................83

Realtors Property Resource®...........................................31

Dotsignal...........................................................................21

Realty ONE Group............................................................43

Engel & Völkers.................................................................13

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

ERA Real Estate................................................................46

RISMedia’s Content Solutions...........................................9

The Entrust Group.............................................................55 Graduate, REALTOR Institute (GRI) Designation.........73

RISMedia’s Real Estate Information Network® (RREIN)...............................................................................48

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

RISMedia’s Top 5 in Real Estate Network®.....................89

HomeSmart International.........................................35, BC

Stewart Title.......................................................................14

HSA Home Warranty...................................................... IFC

Weichert, Realtors®...........................................................56

Leading Real Estate Companies of the World®................29

Workman Success Systems.........................................78-79

®

MRE – Win Local ........................................ 11, 34, 103, IBC ®

In an increasingly diverse marketplace,

what you don’t know could hurt your bottom line.

NAR’s Global Education can help.

At Home With Diversity (one day course) Assess and understand attributes of diversity in your local market to earn the confidence of all buyers and sellers. The online AHWD course counts as continuing education credit in most U.S. states.

Visit realtor.org/ahwd.

Certified International Property Specialist Designation (CIPS) The CIPS designation includes five full days of study focusing on international real estate transactions.

Become part of an elite referral network of over 2,000 professionals worldwide.

Visit realtor.org/cipscourses.

{re: Real Estate} The .REALTOR Web Address: A Key Component of Your 2016 Branding Strategy

W

hether triggered by market changes, competition, mergers, or an outdated image, every branding strategy needs periodic updates to keep pace with the latest and greatest in the industry.

As a REALTOR®, you are your brand. You promote and market your real estate services on everything from business cards to open house signs, but your brand, your business, is about more than advertising—it’s about the entire customer experience, what you stand for and the expertise you provide to customers.

In this way, your affiliation with the REALTOR® brand can be a powerful component of your branding strategy, instantly affiliating you with the $5 billion, globally recognized and trusted REALTOR® brand while communicating what industry you are in and the professionalism and quality you provide to customers. It keeps you topof-mind with clients and prospects so that when they need real estate services, they think of you and what you do—.com or .net Web addresses can’t do these things. This is why you need a .REALTOR Web address.

What other advantages do .REALTOR Web addresses provide?

Beyond helping consumers identify you as a trustworthy professional, according to Google Keyword Planner, the term “REALTOR” is searched at least 2.24 million times across the globe on a monthly basis. .REALTOR domains continue to be seen as the trusted, valued source for real estate information online, which gives you a competitive edge, as search engines are more likely to find and identify .REALTOR Web addresses as relating to real estate than addresses like SamSellsScranton.com.

Why should my Web address include my name?

Your name is part of your brand and your Web address should showcase that. Web addresses also allow you to highlight what you specialize in, such as relocation services. For example, www.relocatedolly.REALTOR, tells users exactly what you do. Or, you can focus on the location you serve, like www.uppervalleylori.REALTOR, or the fact that you serve buyers, like www.buyitwithbrian.REALTOR. You can connect your Web address to any new or existing website as long as it is related to your real estate business. Plus, as a relatively new domain, there are many more available naming options 120 November 2015 RISMedia’s REAL ESTATE

compared to older top-level domains like .com or .net.

Your .REALTOR Web address can also enhance your email address, highlighting you as a REALTOR®, looking more professional than a personal email account with Google, Yahoo, etc., like info@JimFrank.REALTOR.

As 2016 approaches, reconsider your brand strategy, and make the .REALTOR Web address a part of your business.

Do .REALTOR domains cost more? Shouldn’t I stick with a cheaper option?

The .REALTOR domain offers more than Web addresses. It also provides several related services, including .REALTOR promotion, customer support to help set up your website, a privacy feature to secure your information in the public “WHOIS” directory of domains, free and discounted websites, and tools to help you leverage your website in your business. No other domain company offers this level of service.

The .com and .net Web addresses don’t have “REALTOR” after the dot, and ultimately, don’t tell a consumer about the business, industry and the trusted source that you are. Further, you may have a hard time getting a desirable Web address without having to pay premium prices.

REALTORS® can still get their first .REALTOR domain free for the first year. Brokerage firms can claim domains as well. Multi-year and multi-domain discounts are available. Brokerages can also join the .REALTOR Firm Program that provides marketing opportunities and one-onone technical support for their firm and REALTORS®.

Stay on the leading edge with .REALTOR Change rarely comes easily, but when it does, it presents opportunities, especially for those who embrace it early. As 2016 approaches, reconsider your brand strategy, and make the .REALTOR Web address a part of your business.

Visit www.about.REALTOR to learn more and claim your domains.