Real Estate Magazine - John L. Scott Real Estate - October 2021 by RISMedia

Strength and Savvy Keep Real Estate Legacy Going Strong J. Lennox Scott shares how a steadfast commitment to excellence has powered John L. Scott Real Estate for 90 years - Page 54

J. Lennox Scott, Chairman & CEO John L. Scott Real Estate

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Happening This Month @RISMEDIA INSIDE THE COVER For agents, finding the right real estate company to call home shouldn’t be about a company’s brokerage model, but rather, it’s business model. In this month’s cover story, find out why HomeSmart believes their evolutionary business model is the best game in town. Page 46.

TRENDING ON

‘

Did you realize that family disputes during real estate transactions can also be fraught with danger? Find out how to handle familial disagreements in “Protecting Yourself During Disputes,” available on our Housecall blog, blog.rismedia.com.

SAVE THE DATE

RISMedia is back LIVE for our Power Broker & Newsmakers Reception & Dinner at the San Diego Marriott on Friday, Nov. 12, during the REALTORS® Conference & Expo. Contact Deb Ryan at deb@rismedia.com for information on attending.

TUNE IN: ‘SUCCESSFUL AGENTS DON’T PROSPECT, THEY SHARE’

Always smiling real estate coach Darryl Davis joins RISMedia’s RealEdge podcast this month with strategic advice for agents trying to keep their heads above water in tumultuous times. Listen at rismedia.com/podcasts.

NOMINATED FOR NEWSMAKERS? MORE-INFO DEADLINE APPROACHING

If you’ve been nominated to become an RISMedia 2022 Real Estate Newsmaker, be sure to complete your online form so that the editorial team can consider your nomination further. Form completion deadline: October 15 (find the link in your Nomination email).

RISMedia’s REAL ESTATE October 2021 1

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CONTENTS October 2021/Vol. 37, No. 10

ON THE COVER 54 Strength and Savvy Keep Real Estate Legacy Going Strong

J. Lennox Scott shares how a steadfast commitment to excellence has powered John L. Scott Real Estate for 90 years

Seattle in the 1930s was a youthful city on Puget Sound on the western edge of the nation—a friendly city with tree-lined streets, a burgeoning city center, and 350,000 hard-working residents largely connected to the lumber and fishing industries. Into this thriving city with a small-town vibe came a young Scottish immigrant named John L. Scott, who worked in the lumber business before gravitating to real estate and opening the doors of John L. Scott Real Estate in 1931. Today, led by his grandson J. Lennox Scott, the company is continuing to flourish. In this month’s cover story, Scott takes us behind the scenes of the firm’s storied history.

HIGHLIGHTS 46 A Better Future for Agents

HomeSmart believes the right business model will always win. Here’s why.

58 T aking the Verified Path to

Success

Here, learn how the Verified Approval from Rocket Mortgage provides buyers with a competitive edge.

62 B ecoming a Champion of Green

and High-Performance Homes Introducing the 2021 EverGreen Award winners.

72 T urning a Vision Into Reality

In this exclusive feature, Anthony Lamacchia—CEO of Lamacchia Companies and broker/owner of Lamacchia Realty—discusses what motivates him.

HEADLINERS 11 Marketwatch 12 N AR Power Broker Roundtable: The Long View: Carving New Paths to Profitability

14 W omen in Real Estate: How One REALTOR® Fights Against Domestic Violence

17 M eet the Newsmakers: Jessica

Edgerton, Fara Captain, Anthony Hitt

21 P olicy & Legal Matters:

Cybersecurity Awareness Month: Protect Against Fraud RISMedia’s REAL ESTATE October 2021 3

41 C urbio: A Revamped Home

Renovation Experience

85 K athleen Kuhn – Leverage Your Network and Don’t Lose a Repeat Customer Again

42 R eal Estate Webmasters

Wins Gold at Muse Creative Awards 44 H ousing Price Growth Breaks Record, But Likely to Slow

FEATURES 52 B rokers Discuss the Modern 22 R EBAC Report: Is Your Digital

Marketing Strategy Still Relevant?

26 Power Broker Perspectives: Mark Johnson

COACHING 29 B rian Buffini – Go From Busy to Productive With These Simple Tips

30 S herri Johnson – Create

Sales for Your Clients With These Expired Prospecting Tips

31 D arryl Davis – Promoting Your

Commitment as a New Real Estate Agent

32 T erri Murphy – Refresh Your

Sales Approach With a Referral Guide

33 V erl Workman – Tracking Key Metrics Vital to Growth

35 T he Experts at McKissock

Learning – How the Commercial Real Estate Market Is Adapting to Post-Pandemic Needs

BUSINESS BUILDERS 37 C inch Home Services: A

Shared Vision and Company Culture

38 H SASM Home Warranty:

Home Warranties a Valuable Commodity in Fast-Paced Market

39 C onstellation1: A Customized Approach to Supporting Agents

40 P ropertybase: Standing Out With Custom Real Estate Tech

Meaning of ‘Full-Service’ 54 Strength and Savvy Keep Real Estate Legacy Going Strong 60 Innovative Furniture Leasing Company Feather Emerges Victorious From ‘Pitch Battle’ 64 ‘Zombie Foreclosures’ Falling, But Will Likely Rise Again 66 The Family Advantage 70 5 Ways to Rebrand Your Real Estate Business

TRENDS & ISSUES 75 M ichael Minard – How

Thinking Like a Publisher Will Help You Attract and Engage Clients

76 O livia Mariani – Smart Agents Adopt Disruptive Models to Elevate Seller Services

77 R ick Haase – Will You Bestow a Thriving Brokerage?

86 J eff Bailey, Todd Bailey and

Anthony Laurita, United Real

Estate North Jersey

88 J osh Naughton, RE/MAX Innovative Properties

89 R andy Coffman, Better Homes and Gardens Real Estate Wine Country Group

90 F rank Nolan, Vanguard Properties

91 G retchen Pearson, Berkshire Hathaway HomeServices Drysdale Properties

92 V erl Workman – How to

Attract Motivated and Talented Real Estate Professionals

TEAM TALK 94 P ower Team Profile – Synergy Is Key for Married Silicon Valley Team Leaders

97 V erl Workman – Gain a

Competitive Advantage in Your Real Estate Market

98 S arah Bernard – 5 Strategies

to Position Your Brokerage Ahead of the Competition

99 S herri Johnson – Real Estate

Teams: Stay in the Game for More Sales This Year

78 J osh Harley – Lessons From

Fathom Realty’s Successful IPO

79 A llen Alishahi – ‘Tokenization’ and Its Role in the Post-Pandemic Real Estate Model

81 S hawn Terrel – Online Auctions a Sound Marketing Method for Real Estate Professionals

82 L ane Hornung – ‘Power

Buyers’ Surge Provides Sellers More Options

83 B ill Scavone – Elevating the

Customer Experience Every Step of the Way

84 D iane Hartley – Why and How to Network With Local Luxury Real Estate Professionals

4 October 2021 RISMedia’s REAL ESTATE

BROKER STRATEGIES

EVERY ISSUE 1

appening This Month @ H RISMedia

From the Publisher

18 Great Spaces 100 Service Profiles 108 Referrals

112 RE: Real Estate—It’s Always the Right Time for Right Tools, Right Now

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FROM THE PUBLISHER

An Evolutionary Mindset

s I write this, we’ve just wrapped our Real Estate CEO & Agent Leadership Exchange. This marks the second year of the virtual version of our storied September event that we’ve historically held in New York City. And despite a different setting and a different delivery method, the event was a tremendous success, bringing together thousands of attendees to tune into more than 25 sessions from 75-plus presenters and panelists. My sincere appreciation goes out to all our participants, attendees and sponsors. I know that most, if not all, of you can relate to having to take a different approach to business in the past 18 months. As many have talked about, pandemic times have necessitated the need to be flexible and creative in order to arrive at solutions for both our professional and personal lives. However, I believe this is an important mindset that we must take forward with us, because the ability to pivot and evolve shouldn’t be relegated to times of crisis—it should be baked into our business models.

Everything Your Agents Need to Succeed

The CE Shop’s convenient online courses were designed with your agents’ long-term success in mind. You don’t have to take our word for it: Our award-winning courses have a 96% student satisfaction rate1. Discover how our partnership program can help you keep your agents up to date on all things real estate and grow your business with perks like a revenue-sharing program and a dedicated Account Manager.

HomeSmart, for example, has taken this approach since the get-go. A commitment to constantly evolving is what founder Matt Widdows built his business model on, beginning with a technology platform that was way ahead of its time. In this month’s cover story (page 46), we take a closer look at how the firm’s flexible, always forward-looking business model and technology offering is changing the game for agents. And speaking of forward-looking, we’re so excited to get back together again in person on November 12 for our 25th Annual Power Broker & Newsmakers Forum, Reception & Dinner held at the San Diego Marriott during the NAR conference. Be sure to stop by our booth at the Expo where our editors will be recording on-the-scene interviews with industry leaders and convention-goers alike. You’ll also be able to check out some exciting developments at RISMedia.com. It’s all part of RISMedia’s evolving gameplan to deliver the critical information needed to grow your businesses and prosper long-term. Once again, to all our presenters, sponsors and tens of thousands of attendees who joined us virtually over the past year, thank you for embracing evolution with us. While we may not go looking for change, if we greet it with open arms, great things can happen. Wishing you continued success,

John E. Featherston CEO & Publisher

Together, we can take your business to new heights. Visit TheCEShop.com/Partner to learn more. 1

Determined by end-of-course student surveys.

Stay on top of the week’s most important stories impacting real estate professionals in just two minutes, every Saturday, with RISMedia’s Headliners. Each week, we’ll unpack the stories that you need to know more about, so you can keep your finger on the pulse of the industry.

Subscribe to our daily newsletter at ris.media/daily_news,

and be sure to follow us on social media so you never miss an episode!

Watch now at rismedia.com/headliners

CEO & Publisher John E. Featherston

EDITORIAL Executive Editor Maria Patterson Vice President, Online Editorial Beth McGuire Managing Editor Paige Tepping Content Director Caysey Welton Senior Online Editor Liz Dominguez Associate Online Editor Jesse Williams Blog/Social Media Editor Jameson Doris Content Editor Paige Brown Associate Online Editor Jordan Grice Contributing Editors Lesley Grand; John Voket; Barbara Pronin; Keith Loria; Andrew King

CREATIVE SERVICES & MARKETING Senior Vice President Kelli McKenna Marketing Director Philip Lodato Email Marketing Specialist Brit Owen Production Manager Susanne Dwyer Designer Janet Yung-Balbin Digital Content Specialists Liz Ruggiero; Aidan Whalen

CORPORATE DEVELOPMENT Senior Vice President Jay Featherston

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

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

SALES Senior Vice Presidents Kara T. Stripay; Anne Kraft Director, Business Development Colleen Featherston

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

“In order to garner additional followers, you have to provide people with content—that’s where ACESocial comes into play for me.” Janice Bradford

Real Estate Agent, Keller Williams Home Town Realty

Simplify Your Social Media Strategy RISMedia’s ACESocial is here to help you grow your real estate brand with exclusive content automatically posted across your social media accounts every day! Engage and resonate with your audience with an affordable and simple social media strategy. With ACESocial, you can… • Let your friends and followers know who you are with customized branded landing pages that include your logo, headshot, URL and more. • Automatically deliver exclusive consumerfocused real estate and lifestyle content, including articles, infographics and professionally produced videos, to your Facebook, LinkedIn and Twitter. Instagram coming soon! • Showcase your MLS listings on your branded landing pages, complete with lead generation form. • Measure your results, including engagement and impressions, with metrics and reporting tools.

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

Earn your ABR® Designation. Get started at abr.realtor.

MARKETWATCH

Zombie Foreclosures a Non-Issue...For Now

The portion of pre-foreclosure properties that have been abandoned into zombie status dropped slightly, from 3.6% in the second quarter of 2021 to 3.5% in the third quarter of 2021. The numbers reflect the current strength of the U.S. housing market, however, the situation may change as federal protections for homeowners expire. See the full story on page 64. Souce: ATTOM Data Solutions

A Return to Pre-COVID Seasonality?

For the week ending Sept. 4, median listing prices increased 8.3% YoY—the sixth consecutive week of single-digit price growth. New listings decreased 8.1%—the first dip in nine weeks. Source: realtor.com®’s Weekly Housing Trends Report

Fannie Mae’s Home Purchase Sentiment Index (HPSI) decreased in August by 0.1 points to 75.7. The HPSI is down 1.8 points compared to the same time last year.

Homeowner DIY Craze Continues

According to a survey of 1,000 U.S. adult homeowners, nearly two-thirds did projects they were not planning to do before the pandemic, with almost half taking on four DIY projects or more over the past 18 months. Even as pandemic lockdowns subside, 93% say they are considering another DIY project in the next year. Here’s why: • To save money: 62% • To occupy spare time: 56% • For fun: 52% • To learn a new skill: 47% Source: Angi

RISMedia’s REAL ESTATE October 2021 11

NAR POWER BROKER ROUNDTABLE

The Long View: Carving New Paths to Profitability Cindy Ariosa, Senior Vice President, Regional Manager, Long & Foster Real Estate, Chantilly, Virginia; Liaison for Large Firms and Industry Relations, the National Association of REALTORS® (NAR): While agents today are deservedly thriving, brokers, by and large, have been looking at shrinking margins, increased expenses and shifts in the industry that call for attention and resourcefulness. Some of us are rethinking traditional business models, evaluating our ancillary services, even the space in which we work. Others are looking at expanding their outreach or finding avenues for more closely collaborating with agents. Jim, what’s your business focus of late? James D’Amico, CEO/President, CENTURY 21 North East, Danvers, Massachusetts: Property management, for one thing. It’s relatively new for us, and it’s a labor-intensive effort— but it’s a natural channel for the real estate sector, and perhaps one of the most recession-proof. There’s been no shortage of challenges integrating it into our business, but it’s stabilizing and productive now, and we predict a bright future ahead. Joan Docktor, President, Berkshire Hathaway HomeServices Fox & Roach, REALTORS®, Devon, Pennsylvania: Ancillary services continue to add value, and it’s certainly the wave of the future. We’ve doubled down on property management, which we’ve been doing for a while, but we’re also getting more into moving services. Craig McClelland, Vice President/COO, Better Homes and Gardens Real Estate Metro Brokers, Atlanta, Georgia: The focus for us has been agent support—specifically, developing ways to stream more business to them. Over the past three years, we’ve developed a concierge system for incubating leads, which is now responsible for a third of our closings—and we’ve consolidated relocation, client services and new licensees in a Company General Business department that is growing exponentially. 12 October 2021 RISMedia’s REAL ESTATE

Bess Freedman, CEO, Brown Harris Stevens Real Estate, New York, New York: The rental business is exploding for us now, as New Yorkers who fled the city during COVID are flocking back in droves. Our agents are extraordinarily busy, and one of our core principles has always been that when you focus on your people, performance happens. So, our money, too, is on building rapport and relationships with our agents and providing them with the tools and marketing they need to do what they do better than anyone else. CA: For some time now, the money for brokers has been squarely in ancillary services. Has COVID changed the ways in which we reach out to consumers? JD’A: Yes, I think so. Our call center, for example, is fully staffed and makes about 1,000 calls a month. It’s been a boon for cross-business—real estate, property management and the like—and it works because COVID got so many people accustomed to doing business remotely. CM: We’ve been in the iBuyer space since 2019, but we’re always on the lookout for new things to bring to the table that are acceptable and appreciated by consumers. Of late, we’re invested in offering expanded financing options. In today’s market, customers appreciate having money upfront to buy before they sell, for example, or renovate to increase the value of their home before they list it—and helping them do that ensures they do business with us. CA: The pandemic had many brokers looking at changes to their physical space. Are we still reimagining that? JD: We want to be sure our producers and top teams have all the space they need. But as leases have come up for renewal, we’ve done some strategic consolidation based on usage—maybe 20 to 30% overall. BF: Our agents love the office culture—if anything, we’re looking for larger spaces these days. CM: With sales up 50% year-over-year, we’ve not shut down any offices. In fact, we just opened three offices in Florida, and we’re looking to expand our footprint. CA: Strategic thinking. Auxiliary business channels. It’s a time when creativity pays. RE The Power Broker Roundtable is brought to you by the National Association of REALTORS® (NAR) and Cindy Ariosa, NAR’s liaison for Large Firms & Industry Relations. Watch for this column each month, where we address broker issues, concerns and milestones. For an expanded version of this article and other NAR Power Broker Roundtable topics, please visit www.rismedia.com.

WOMEN IN REAL ESTATE

experience domestic violence or sexual harassment from clients or colleagues in the workplace. “When people find out that I work in domestic violence, it starts a conversation, and then they realize that it’s a confidential conversation,” she says. “I’m known as a resource, just like when a real estate agent needs to get an inspector.”

Ida Petkus

How One REALTOR® Fights Against Domestic Violence By Jordan Grice

or Ida Petkus, a home is more than four walls and a roof. It should also be a safe space for its owners.

Petkus, a REALTOR® with Berkshire Hathaway HomeServices Florida Realty, has worked to ensure that people can live safely in their homes. However, after more than a decade of advocating for domestic violence victims, she knows that isn’t always the case. “I don’t think that crosses people’s minds until it is in front of them,” Petkus says, remembering her first encounter with domestic violence early in her career while working with a client in 2006. “I knew it was a divorce scenario, but I had no idea what the history was of the divorce,” she says, adding that as she toured the property, one of the sellers had spray-painted a threat to her client. According to Petkus, the incident served as a wake-up call and catalyzed her path to becoming a domestic violence advocate and establishing the Domestic Violence 14 October 2021 RISMedia’s REAL ESTATE

Advocacy (DVA) Center in 2009. The nonprofit works to help victims navigate the court system, provide referrals and counsel people across demographics confidentially. “That moment was just like, wow, real estate is much more than buying and selling properties. It’s about people’s lives, and I always consider it a business relationship that doesn’t end at the closing table,” Petkus says. Being a Resource While her advocacy work has earned recognition, Petkus says the accolades serve a bigger purpose. “Any time someone is recognized, hopefully, it elevates someone else or inspires them to volunteer for what’s important to them,” she says. “It’s not about the recognition. It’s about awareness.” Petkus’ reputation in the nonprofit and advocacy sector has also turned her into a resource for agents who

“Real estate is much more than buying and selling properties. It’s about people’s lives.” -Ida Petkus, REALTOR®, Berkshire Hathaway HomeServices Florida Realty; Founder, Domestic Violence Advocacy (DVA) Center.

Finding Your Cause According to Petkus, finding time to volunteer within the community and various organizations is a great way to mix things up as an agent. “It sparks a little flame in you that you are doing something good,” Petkus says. “You have to recognize what your priorities are and understand that you need some balance from going 100 miles an hour with real estate.” According to Petkus, getting started is as simple as tapping into resources like community groups and established initiatives within local organizations or brokerage-sponsored efforts. “You can start by volunteering,” she says. “Many brokers have a designated nonprofit that they help. See what your options are and see what fits, and if you want to head one up, reach out to get a mentor or someone that does similar work to find out how things work.” RE Do you know someone who is making strides toward the advancement of women in the real estate industry? Contact editorial@rismedia.com to learn more about our Women in Real Estate series.

YOUR BIG GOAL DESERVES A

BIG BRAND. Placing the balloon beside your name gives you instant credibility, global connections and the potential for more referrals. Here, you can be part of residential, commercial and luxury real estate networks that each hold long-established reputations for delivering results.

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MEET THE NEWSMAKERS

Championing Diversity and Inclusion By RISMedia Staff

any of this year’s Newsmakers are leading the charge to expand diversity and inclusion at their companies, within the real estate industry, and throughout the communities they serve. Here are just a few of those who are striving to make a difference.

CRUSADERS Anthony Hitt

President & CEO, Engel & Völkers Americas • Hitt led Engel & Völkers to become the first corporate partner of the LGBTQ+ Real Estate Alliance. • He will serve on the sponsor advisory board, which will focus on long-term strategy, public policy and industry trends.

“We are so proud of our inclusive culture that continues to grow Executive Vice President of Broker/Owner, Captain & Co. Operations | Corporate Counsel Real Estate, LLC because of organizations Leading Real Estate Companies • A member of the Tennessee such as the LGBTQ+ Real of the World® (LeadingRE) REALTORS® Diversity committee, Captain offers two courses on Estate Alliance.” • In 2020, Edgerton took on the

CRUSADERS Jessica Edgerton

CRUSADERS Fara Captain

role of overseeing LeadingRE’s diversity and inclusion initiatives.

• Under her leadership, LeadingRE is building alliances with inclusivity-based organizations, developing new plans to support members in their diversity recruitment efforts, creating an information coop for members and expanding its library of fair housing resources. “As business leaders, we must be intentional about making this an inclusive profession.” - JESSICA EDGERTON

inclusivity: “How to Be an Inclusive REALTOR®” and “How to Be an Inclusive Leader.”

• In 2020, she produced a series of video posts on Facebook called “Unpacking the ‘R’ Word” that drew from her own experiences and included links for resources and a place for honest discussion.

- ANTHONY HITT To meet all 300 of RISMedia’s 2021 Newsmakers, please visit RISMedia.com/ 2021-Newsmakers. Stay tuned as we’ll be announcing our 2022 Newsmakers in an upcoming edition!

Save the Date: RISMedia’s Power Broker & Newsmakers Reception & Dinner

On Nov. 12, RISMedia will be honoring it’s 2021 Power Brokers and Real Estate Newsmakers during a gala event at the San Diego Marriott. Contact dryan@rismedia.com for more information on attending.

RISMedia’s Real Estate Newsmakers is brought to you by RISMedia’s REAL ESTATE October 2021 17

GREAT SPACES

Former WeWork CEO Says Goodbye to Greenwich Village In this month’s edition of Great Spaces, take a peek inside Adam Neumann’s home, which recently sold for $13.65 million. by Jameson Doris Adam Neumann, the controversial co-founder and former CEO of WeWork—who was forced out of the shared workspace company following a delayed IPO—recently sold his townhouse for a hefty sum. Built in 1847, the 5,168-squarefoot home was purchased by Neumann and his wife, Rebekah, in 2013 for $10.5 million. The two renovated the townhouse extensively. The Greek Revival home, which includes six bedrooms, five and a half baths and an additional office and den/study, features vast views to the north and south of its prime, tree-lined block just off Fifth Avenue. The property is currently set up as an 18 October 2021 RISMedia’s REAL ESTATE

owner’s triplex with a guest suite on the top floor. Notable home features include high ceilings, hardwood floors, plaster rosettes, a grand fireplace with a marble mantle, a sunroom and full-height windows. The main floor houses the kitchen, dining room and sitting area, all of which provide access to meticulouslymaintained gardens.

Listed by: Danny Davis, Corcoran Group Sold for: $13,650,000 Photos by: Corcoran Group RE

ONE SMALL BOOK

– Spa nish

| Esp año

l – Ing lés

GLOSSARY

Eng lish

E TE AT TA ESTA OF REAL TERMS RY INDUST LA DE S TÉRMINO INMOBILIARIA A INDUSTRI tne in par

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with

MAKES A BIG DIFFERENCE 25% of all housing transactions involving Hispanics are negotiated entirely in Spanish. Increase your Hispanic market share with the only Spanish-English glossary in the industry featuring colloquialisms

Digital version now available online! Download at nahrep.org/glossary

POLICY & LEGAL MATTERS • Regularly back up critical data, applications and systems, and keep those backups separate from existing online systems. • Prior to engaging any outside IT provider, review their privacy policies and contracts.

Cybersecurity Awareness Month: Protect Against Fraud

By Olive Morris

his October, the National Association of REALTORS® (NAR) is again recognizing Cybersecurity Awareness Month and the critical importance of protecting Americans’ data and sensitive information from fraud. Real estate fraud is one of the nation’s most prevalent forms of cybercrime, with REALTOR® associations and Multiple Listing Services being among criminals’ latest targets. Information breaches can jeopardize real estate transactions and have the potential to expose businesses to client lawsuits, government sanctions and large fines. According to the FBI’s 2020 Internet Crime Report, more than 13,000 people were victims of wire fraud in the real estate and rental sector in 2020. Because home-buying requires copious paperwork and large transfers of money, homebuyers can fall victim to cybercriminals posing as real estate agents, lawyers and title agents. NAR maintains membership with the Coalition to Stop Real Estate Wire Fraud to help raise awareness of these scams. NAR recommends that real estate professionals implement the following best practices to reduce their cybersecurity risks and protect their clients:

1. Maintain Proper Cyber Hygiene • Never click on unknown apps, attachments or links, as doing so can unintentionally download malware. Malware can cause computers to crash or slow down, lock out users, and allow criminals to track keystroke records. • Encrypt sensitive information and utilize two-factor authentication for accounts whenever possible. • Carefully guard login and access credentials and regularly purge your email accounts. • Use complicated passwords and a different password for each account. • Avoid doing business over public, unsecured WiFi. 2. Implement Other IT-Based Security Measures • Keep antivirus software, firewalls, operating systems and security patches active and up to date.

3. Review Law, Policy and Insurance Considerations • Because laws differ between states, NAR recommends that businesses consult a licensed attorney to maintain and update data protection and cybersecurity frameworks. • In collaboration with your attorney, stay up to date with your state’s data and security privacy laws, and develop a written disclosure warning clients of the possibility of transactionrelated cybercrime. NAR has created a Wire Fraud Email Notice Template that you may use and adapt. • Develop and implement the following: - Document Retention and Destruction Policy - Cyber and Data Security Policy - Breach Response and Breach Notification Policy • Ensure that staff members and licensees have reviewed and are following all implemented policies. • Review your current insurance coverage and ask your insurance agent about cyber insurance that addresses both liability and incident response. In 2020, NAR partnered with CyberPolicy® to offer customized cyber liability insurance to REALTOR®owned brokerages. RE For more information, visit www.nar.realtor/ data-privacy-security.

Olive Morris is the National Association of REALTORS® policy representative for federal technology issues. RISMedia’s REAL ESTATE October 2021 21

REBAC REPORT

3. Revisit QR codes. Before the pandemic, QR codes had almost faded into obscurity. Now, people readily use their cellphone cameras to visit a landing page with valuable content, so consider bringing QR codes back into your marketing plan to connect with today’s homebuyers.

Is Your Digital Marketing Strategy Still Relevant?

By Jennifer Rzeszewski

efore joining the National Association of REALTORS®, I was a practicing REALTOR® helping clients realize the dream of homeownership. Among other things, that experience taught me the importance of establishing innovative marketing strategies and using systems for success. Systems provide consistency and prevent essential details from falling through the cracks. But when it comes to marketing your services, systems can age and potentially become less effective. That’s because marketing, like decorating and fashion trends, can become stale. As a result, tactics that used to work like a charm may fall flat with today’s consumers. So it’s essential to periodically reevaluate every aspect of your digital marketing strategy, especially given the impacts of the pandemic. Here are several examples. 1. Get comfortable with video. Consumers can’t seem to get enough video content, making it a powerful marketing tool. According to WordStream, social video content generates 1,200% more shares than text and image content combined! 22 October 2021 RISMedia’s REAL ESTATE

If you aren’t using video already, this may be the most valuable addition to your marketing strategy. And if there’s any upside to a pandemic, hopefully you’ve grown more comfortable being in front of a video camera. 2. Optimize online communities. It’s no surprise that online groups provide valuable opportunities to connect with your local community and other real estate professionals for networking and marketing purposes. However, the pandemic has amplified the significance of online communities across the globe. For example, a 2020 report sponsored by Facebook and The Governance Lab at New York University found that in 11 out of 15 countries (including the U.S.), respondents said their most important groups operated online instead of in person.

4. Leverage helpful resources. Real estate professionals wear many hats, so it’s essential to utilize resources that can simplify your marketing efforts. ABR® designees, in particular, have access to numerous customizable member benefits to supplement their digital marketing strategy. Specifically, REBAC provides several social media marketing tools, including attention-grabbing consumer videos, infographics and Photofy templates so members can tell consumers about their ABR® designation and the value they deliver. Additionally, over 9,000 of our members participate in our ABR® Referrals & Networking Community on Facebook. It’s an exceptional forum for gaining business-building tips and exchanging referrals. These are just a few examples of the many benefits we provide our members and the ways agents can refine their digital marketing efforts. If you haven’t earned your ABR® designation yet, I hope you’ll explore our efforts to support your success. RE Jennifer Rzeszewski is the vice president of Member Development and the executive director overseeing the Real Estate Buyer’s Agent Council (REBAC), the largest association of professionals focused on representing buyers. REBAC awards the Accredited Buyer’s Representative (ABR®) designation. Learn more at abr.realtor.

BE TRUSTED. BE ICONIC. BE RELEVANT. BE BETTER

Trust is all about standing the test of time. For almost 100 years, Better Homes & Gardens® has symbolized the kind of trust that brings consumers unparalleled peace of mind. Associating with America’s go-to brand for lifestyle and design gives our affiliated-agents a unique edge – as well as access to a unique set of tools, technology and professional development resources.

LEARN HOW TO GROW YOUR BUSINESS WITH BHGRE ® Register to attend our free webinar:

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BHGRECAREER.COM © 2021 Better Homes and Gardens Real Estate LLC. All rights reserved. Better Homes and Gardens®, the Better Homes and Gardens Real Estate logo, and Be Better® are registered service marks owned by Meredith Corporation and licensed to Better Homes and Gardens Real Estate LLC. Better Homes and Gardens Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each franchise is independently owned and operated.

Real Estate Webmasters brings home gold in International Muse Creative Design Awards. This year’s competition saw over 43,000 entries from over 102 countries, and was judged by more than 180 industry leaders. REW’s submission of www.carlycarey.com is built on the brand new Renaissance platform which also claims to be the most ADA / AODA compliant, SEO friendly and world’s fastest real estate website according to testing on Google Page Speed lighthouse framework. To view Carly’s site, and more, vist: www.rew.com/case-studies

Our reaction when we found out we won.

POWER BROKER PERSPECTIVES erage agent earns two-times the national average, and our per-person productivity (PPP) has increased 8% year-to-date. How is the real estate market looking as of Q4? Is there any lingering impact from the pandemic? MJ: The real estate market has been unlike any other. This is a historical moment in time for all of us, and we’ve seen exponential growth. The inventory constraint is forcing us all to be more resourceful and creative. The pandemic has redefined the meaning of “home,” as home is now so much more than it used to be.

Johnson

Not Your Average Real Estate Firm MARK JOHNSON BUILDS AN ENVIRONMENT WHERE ‘AGENTS CAN BE THEMSELVES’

by Keith Loria

PAR Real Estate is one of the U.S. real estate market’s rising stars, with 65 locations across 24 states. In 2018, the company hired noted real estate coach Mark Johnson as its new CEO, and he’s been instrumental in the growth JPAR has seen, relying on his decades of experience examining the inner workings of high-performing real estate companies. What makes you a fit for the real estate industry? Mark Johnson: I’m a human performance student, coach and people person, and I have always worked on developing myself and leaders. And when I was called to enter the real estate industry, it was a natural fit. My team and I have built a company of winners in an industry where our av-

“We are innovative, with a strong culture rooted in core values and integrity.” -Mark Johnson, CEO, JPAR Real Estate

What is the key to recruiting and maintaining strong agents? MJ: We seek a different kind of agent. We are very different from your average real estate company. We aren’t so large that an agent feels invisible. We are innovative, with a strong culture rooted in core values and integrity. It’s not so much about recruiting as it is continuing to build one of the best places to work in America. To that end, we are consistently awarded the best place to work. And we want to help agents build wealthy, and also mentally strong, families. It all goes back to the focus on people. What makes JPAR unique? MJ: We aren’t like anyone out there. We aren’t going to make any false

Power Broker Perspectives is brought to you by 26 October 2021 RISMedia’s REAL ESTATE

VITALS:

JPAR Real Estate Years in business: 9 Size: 65 offices, 3,500 agents Regions Served: 24 states 2020 Sales Volume: $5.6 billion 2020 Transactions: 22,250 www.jpar.com promises, and we aren’t trying to be the biggest. We want to be the best. We are focused on people—and process—over profits, yet our goal is to help agents create wealth. How do you ensure your agents are happy? MJ: Happiness is the personal responsibility of the agent. We are an agent-centric company, so there’s no smoke and mirrors—and the agents can be whoever they want to be. We provide support, tools and a lot of communication. How does JPAR stay up on the latest technology? MJ: Several ways. First, I am highly connected in the industry and maintain great relationships. We also follow all of the industry news media in addition to several outside the industry—trendmakers like Peter Diamandis, author of “BOLD.” What’s the best piece of advice you like to share with your team? MJ: Be a solutionist. Be a problemsolver. Solve your customers’ challenges in an elegant, easy way. Also, what makes you productive is more than hard work. Yes, it is hard work, but it is also proper sleep, time off, exercise and nutrition. RE

Dubai, United Arab Emirates — Site of the 2021 LeadingRE Global Symposium and home of LeadingRE member Bonne Apart Group

Delivering the highest quality service to home buyers and sellers is what defines our invitation-only community. Our members are market leaders with distinctive personalities, deep local knowledge and the agility to address market-specific trends. They come together as Leading Real Estate Companies of the World® to leverage their inherent strength with global connections, industry-leading resources and international business opportunities.

LeadingRE.com/OurCompanies

COACHING you the ability to manage and improve your productivity. When you know where your time goes, you can see what works and what doesn’t and then adjust your course accordingly.

Go From Busy to Productive With These Simple Tips By Brian Buffini

n today’s hectic and fast-paced world, everyone is busy, but very few are productive. Busy people try to do a million things at once, but they usually end up with very little to show for it. Productive people, on the other hand, apply the kind of concentrated effort that gets results. With so many tasks demanding their attention every day, the best real estate agents develop the kind of laser-sharp focus that’s required to be truly productive, not just busy. Here’s how. Narrow Your Focus Busy people have difficulty choosing what to focus on. They’ve got so much on their plate that they never complete any one task to the best of their ability. Productive people prioritize. They set clear goals and then narrow their focus to get to where they want to go. When you’re crystal clear about what you want to accomplish, you will use your time for what’s really important and become more productive as a result. Simplify While busy people tend to overcomplicate things—and often get bogged down as a result—produc-

tive people simplify. The key to keeping things simple and achieving more is to identify what’s really essential and then eliminate or delegate the rest. When you simplify, you concentrate your energy, and you get far more done in far less time. Measure Do you know how you spend your time? Most people overestimate what they get done in a day, when the reality can be very different. If you want to be productive, you have to keep track of exactly how much time you devote to each activity— and how successful your results are. Tracking your activity like this gives

In today’s hectic and fastpaced world, everyone is busy, but very few are productive. Get a Coach As well as helping you to narrow your focus and find where you may be overcomplicating things, a good coach will be your accountability partner. He or she will hold your feet to the fire, keep you on track to achieve your goals and celebrate every win with you. Getting a good coach is one of the most important things you can do to become more productive. Don’t have a coach? Buffini & Company One2One Coaching™ helps real estate professionals confidently navigate any market while maintaining their productivity, lead generation and customer service. Learn more about how One2One Coaching members earn 10X the national average by signing up for a free business consultation. RE Brian Buffini is the founder and chairman of Buffini & Company, the largest training and coaching company in North America. Based in Carlsbad, California, Buffini & Company has trained more than 3 million business professionals in 41 countries and has coached more than 25,000 business people. RISMedia’s REAL ESTATE October 2021 29

COACHING system and find the expired listings in your market, searching as far back as 18 to 24 months. I promise this is not a waste of time.

Prospecting expireds may require different selling skills, but you’ll be creating inventory for your buyer clients and solutions for expired listing sellers.

Create Sales for Your Clients With These Expired Prospecting Tips By Sherri Johnson

ne of our coaching members recently closed on a $1.5 million estate property that he generated from contacting an expired listing. He initially didn’t want to contact expired listings, but with lower than usual inventory, it was time to get creative. My expired strategies got him the lead and resulted in a double-sided sale within two days. It’s easy to sit back and “wait for something to come up in the MLS.” And while everyone does it, quite frankly, it’s lazy. Prospecting expireds may require different selling skills, but in the end, you’ll be creating inventory for your buyer clients and solutions for expired-listing sellers to help them achieve their real estate goals. We tend to “assume” that every property has sold quickly and garnered multiple offers. While I would agree that most properties listed in the last 18 months have sold quickly and for even 110% of their list price, there are many overlooked opportunities that have expired off the market. 30 October 2021 RISMedia’s REAL ESTATE

While sellers are concerned about the perceived lack of inventory issue, you can provide other options for finding your clients a property with these proven and creative sales strategies. 1. Expireds are the most qualified, free leads. I’ve been saying this for over 20 years. Expireds are the most qualified because we already know they want to sell, or they wanted to sell in the past and may still want to with the right approach and solution. 2. Search past expireds up to 18 months. Go back into the

3. Strategically contact the expired sellers and secure an appointment. You can get an appointment by adding value and providing them with value-driven solutions to help them sell their home and buy a replacement home. Master the delivery of the script and you’ll get an appointment every time. This is your opportunity to have a conversation with the seller and evaluate whether it’s a possible home for your buyer. 4. Convert the expired lead into either a sale for your buyer or a new listing. If the property isn’t a good fit for the buyer client you’re working with, no problem. This is where you pivot and discuss helping the seller with a plan to sell their home and help them move. While searching for expired listings may look different than what you’re used to, this type of creative prospecting is the exact solution you need to help find your buyer clients the property they want to purchase. RE Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. Johnson offers individual and group real estate coaching, and is a preferred coach for multiple national brokerages. She consults and speaks regularly for many leading industry organizations, including RISMedia, NAR, McKissock Learning and Homes.com.

COACHING I created a commitment statement: “My commitment is to find financing options for your company, so you have an influx of cash, and grow your business. I will do this with the utmost care and integrity.”

Promoting Your Commitment as a New Real Estate Agent By Darryl Davis, CSP

ne of the most common questions I get asked by new real estate agents is: “What’s the best way to start promoting myself?”

Start With What You Have Your asset is the brokerage you’re with, company track record and your skills. Then reach out to your sphere and work with other agents to get started. Set Yourself Apart People expect to see your experience, but what they don’t expect to see is your heart. Set yourself apart by creating a tagline that matches your commitment or core values. Two that we teach our Power Agent® members are: “We don’t close people, we coach people” and “We don’t sell people, we serve people.” There are all kinds of slogans and taglines you can come up with that show your heart’s desire for helping people. The Elevator Pitch There’s also power in having a great

elevator pitch, which is where you outline everything you do in 10 seconds or less. You can word it like this: “I’ll never close you, only coach you. To do that, I find out what you are committed to, give advice and present you with options. I am licensed by the state to coach and help people get to their Next Level® in life.” The Commitment Card My son is a salesperson for a financial company, and he helps businesses get loans. While he’s only been with the company for a couple of months, he’s breaking all kinds of records and is about to hit senior salesperson. The reason for his success? He has the same philosophy we’re sharing here. It isn’t about making deals. It’s about serving, not selling. In anticipation of this occasion, I got him business cards. On the back,

People expect to see your experience, but what they don’t expect to see is your heart. Set yourself apart by creating a tagline that matches your commitment or core values. When he gives this card out, his commitment to potential clients is outlined right there for them to see. You can do the same. Create a commitment statement for your business cards that explains that you’re committed to helping those you meet buy or sell their home while serving their interests with integrity. Good luck! Don’t forget that we’re here to help. RE Darryl Davis has trained and coached more than 100,000 agents globally. He is the best-selling author of “How to Become a Power Agent® in Real Estate,” which tops Amazon’s charts for most-sold book to real estate agents. Davis hosts a weekly webinar to help agents succeed in changing times. Visit www.DarrylSpeaks.com/ Online-Training.

RISMedia’s REAL ESTATE October 2021 31

COACHING

2. After compiling the list of service providers rated by your group, you can opt to convert the report to a PDF for electronic mailing, or print the booklet with a graphic of your team and town on the front cover. Put your contact information on the back for a less salesy look.

The one thing that will never change is the power of Refresh Your Sales Approach personal trust, and trust comes With a Referral Guide from recomBy Terri Murphy mendations here are plenty of different approaches to selling. The old sales model involved handing out your business card to every person from others. you see, wearing your company name tag and placing company

signs on your car. Have you noticed that this approach doesn’t work as well anymore? Today, the internet is the go-to source for any and all information. But finding resources through a Google search is missing an important piece: trust. The one thing that will never change is the power of personal trust, and trust comes from recommendations from others. So what if you flipped your sales approach and instead of “selling” to people, you asked them one of the most powerful questions you can ask to get a response? “May I ask your opinion?” When you ask a person for their opinion, you acknowledge their value as a resource, convey that their opinion has value, and on a subtle level, make them feel important. 32 October 2021 RISMedia’s REAL ESTATE

One of the most successful initiatives to get buy-in from your SOI is to build a referral guide. When you collect the top-rated services from your SOI, everyone wins, and you become their trusted resource. Here’s an easy way to reach out and “prospect” to build your referral guide. 1. Make it a point to contact people who know, like and trust you and ask them to share their opinions on the best service providers they currently use, rating them on a scale of 1 - 10 (1 = worst, 10 = best). Explain that you’re compiling a resource guide of trusted services rated by your own sphere of influence to provide to new buyers coming into the area as well as others in your database.

3. Minimize your costs by selling ads to the service providers who can place a coupon in the guide. This is a terrific opportunity for the provider to enjoy direct marketing, and for you to cut costs. 4. Consider making this an annual guide with yearly updates. It’s a win-win, as service providers get new business, and you have a great value-add to give prospects. RE Terri Murphy is a communication engagement specialist, author, consultant and master coach with Workman Success Systems. She is the author of five books, a TED Talk speaker and the founder of the Women’s Wisdom Network on Facebook. For more information, visit TerriMurphy.com or email Terri@TerriMurphy.com.

COACHING activities that generate real income, or what we call “money-making activities” (MMAs). Any agent or broker can use this tracker to measure how much time they actually spend on MMAs. Tracking activities that directly affect profitability is a strong motivator to change work habits and develop a productive routine. Tracking keeps you highly aware of your level of productivity and profitability, and accountability is how you choose to react to the numbers.

Tracking Key Metrics Vital to Growth

By Verl Workman

hen people hear the word “coaching,” they often think of the qualitative aspects, like improving motivation, adjusting mindsets or setting higher goals. And while a coach does help with all these things, it isn’t simply done through encouraging words. Growth in profitability also comes from tracking key metrics and making strategic, informed changes in your business.

Set KPIs Key performance indicators (KPIs), allow you to clearly understand where a business is in relation to where it should be. When using KPIs, focus on tracking the activities that generate the results you’re looking for. For example, many agents and brokers focus on lead conversion or sales, and while both are important, the number of new leads coming into the database, the number of conversations and the number of appointments set are more effective to track than leads and closing percentage. Some agents are used to working with data, but many avoid numbers whenever they can. As team leaders, it’s our job to help our agents feel comfortable using these numbers to take their business to the next level.

Improve Online Lead Generation Real estate professionals often focus on in-person or referral-based lead generation. Working your SOI and generating a system for referrals is effective, but it’s more effective to have three additional pillars of income. Take advantage of tools such as Google Analytics, HubSpot or Grow to keep tabs on your online presence. It’s important to be aware of how your website and online ads are performing so that you can adjust accordingly. If an ad isn’t getting any attention, determine how it differs from ads that are doing well. Track Daily Success Habits The Daily Success Habits Tracker allows you to measure each of your daily activities with points given for

Tracking activities that directly affect profitability is a strong motivator to change work habits and develop a productive routine. As you commit to tracking key numbers and discover the value of hiring the right coach who asks and tracks the right things, you’ll find that growing your business isn’t that hard. For a copy of the Daily Success Habits Tracker, email me at verl@ workmansuccesssystems.com and I’ll personally send you a copy as well as give you some pointers as to how you can best use this tool with your clients. RE Verl Workman is the founder and CEO of Workman Success Systems (385282-7112), an international speaking, consulting and coaching company that specializes in performance coaching and building successful power agents and teams. For more information, visit www.WorkmanSuccess.com. RISMedia’s REAL ESTATE October 2021 33

COACHING However, overall, hybrid companies are looking for less square footage and easily rearrangeable rooms to accommodate a fewer and inconsistent number of in-person employees.

How the Commercial Real Estate Market Is Adapting to Post-Pandemic Needs

By the Experts at McKissock Learning

ver the past year, working from home has transitioned from “temporary” to a new norm that many companies have begun to not only accept, but openly embrace.

With many employees receiving the go-ahead to work from home for the foreseeable future (or at least work from home most of the time), what will happen to the big, roomy office spaces their employers no longer need? In a recent Forbes article, “The Impact of a Hybrid Work Environment on Real Estate,” Co-Founder & CEO of Replay Listings Rodolfo Delgado predicts a “downsizing” trend within the commercial real estate space, potentially opening up opportunities for commercial real estate agents to help newly-hybrid companies navigate the relocation process. Hybrid Company Trends So Far Companies like Microsoft and Google are leading the way with flexible spaces designed to accom-

modate fewer in-person employees while still including virtual employees in roundtable meetings. Google’s “Campfire” rooms are circular to make it easy for everyone to be addressed, while Microsoft’s eye-level cameras and screens on the walls allow employees to maintain eye contact with their teammates, even if they’re remote. And if you’re wondering if the need for office space will ever phase out completely, it’s not likely. Delgado also considers the fact that in some metropolitan areas, employees may always want the option to work in an office outside their home if it’s safe. Plus, some companies and roles need in-person dynamics for better performance.

How Will the Hybrid Model Affect Commercial Market Value? Since now-hybrid companies may rarely need to host the entire team in person, Delgado estimates that hybrid companies will “recalibrate” the amount of square footage they lease in their buildings. As a result, leasing revenue will decrease, which also reduces their buildings’ market value. In some cases, landlords may need to repurpose some of the building space to use as residential housing. In the worst case scenarios, some commercial landlords may be forced to foreclose. What This Means for Commercial Real Estate Agents The commercial real estate industry needs trusted advisors now more than ever. If you’re a commercial real estate agent, reach out to your sphere of influence to see how your clientele are handling the back-to-work transition and whether they need help filling vacancies or planning for repurposing. Also, reach out to companies directly to see if they’re thinking about downsizing or relocating, then help them navigate the process. Unprecedented trends will continue to emerge—and staying current helps position you as an invaluable asset to key decisionmakers. RE As part of the Colibri Real Estate family of premier education brands, McKissock Learning helps hundreds of thousands of real estate professionals each year achieve sustainable success throughout each stage of their career via continuing education and professional development courses.

RISMedia’s REAL ESTATE October 2021 35

THE VOICE OF THE AAPI COMMUNITY AREAA is dedicated to promoting sustainable homeownership opportunities in the AAPI communities by creating a powerful national voice for housing and real estate professionals that ser ve this dynamic market. To find out more about AREAA visit areaa.org

/areaa

/areaanational

BUSINESS BUILDERS “The fact that Cinch was the company we selected after our careful vetting process says a lot about their commitment to excellence and their dedication to providing an outstanding experience, but most of all, about the quality of the people on their team,” says Starck. For Starck, that was the most important piece of the puzzle and what set Cinch apart from the competition.

Starck

A Shared Vision and Company Culture CINCH HOME SERVICES PROVIDES AN OUTSTANDING HOME WARRANTY EXPERIENCE

By Jameson Doris

hen a buyer moves into their new home, it’s typically after a stressful buying process—hopefully, made simpler by a skilled agent—and, more often than not, an arduous moving process. After settling in, the last thing they want to worry about is an appliance or home feature failing on them. This is where home warranties come into play. A home warranty is a service contract that provides a homeowner with discounted repair and replacement services should something break in their home. For decades now, Cinch Home Services has been a leader in the home warranty arena. For Aaron Starck, president of Berkshire Hathaway HomeServices Starck Real Estate, it was Cinch’s impressive track record and positive culture that led him to partner with the company. “We’ve been aware of Cinch, HMS at the time, for over 15 years,” says Starck. “In 2014, we began a search for home warranty services that worked best for our marketplace and our brokers. After thoroughly vetting four or five home warranty service providers, we began our partnership with Cinch.” Starck goes on to say that, as a general rule, he believes that home warranty service standards have to be high—or these companies will not last long in today’s competitive marketplace.

“The fact that Cinch was the company we selected after our careful vetting process says a lot about their commitment to excellence.”

-AARON STARCK President, Berkshire Hathaway HomeServices Starck Real Estate

“Through prior experience, we knew there were other good products in the marketplace, but ultimately, we felt there was a shared cultural fit between us and Cinch’s commitment to service,” says Starck. “This was exemplified by the local team behind that service whom we had a chance to get to know during our search.” This made Starck’s decision to work with Cinch a relatively easy one. Throughout the course of the firm’s relationship with the company, Starck notes that there have been many instances that confirm that they made the right choice. In the seven years since the partnership began, Berkshire Hathaway HomeServices Starck Real Estate’s clients have benefited enormously. The proof is in the numbers, as Starck explains that a high percentage of his clients use the warranty once it has been purchased. But the benefits of working with Cinch extend even further, according to Starck, who points to the service he and his team receive from Cinch’s local and national teams as another key benefit. “Stephanie Ramirez and Julie O’Brien work directly with our managing brokers and agents, and they’ve built a tremendous relationship with our offices,” says Starck. “They’re quick to respond to any client-related issues or other needs, such as training.” At the corporate level, Starck has a strong relationship with Dan Strayer, vice president of national sales, who Starck can count on to ensure the relationship with the company, his clients and his brokers runs smoothly. “Cinch is a familiar and trusted presence in our branch offices,” concludes Starck. RE To learn more about how you can partner with Cinch Home Services, please reach out to Doug Stein, chief growth officer, at dstein@cinchhs.com or visit www.cinchhomeservices.com. RISMedia’s REAL ESTATE October 2021 37

BUSINESS BUILDERS tages of home warranties. “When I started at Star One, I didn’t know a lot about home warranties, but after learning about the concept and what’s involved, I immediately saw the value. I even have an HSA warranty on my own home.”

“Something I talk to my clients about when we go to put their house on the market is the fact that HSASM Home Warranty offers a great product.” -MICHELLE MEENACH REALTOR®/Senior Sales Vice President, Star One REALTORS®

Meenach

Home Warranties a Valuable Commodity in Fast-Paced Market HSASM HOME WARRANTY BRINGS ADDED COMFORT TO THE REAL ESTATE PROCESS

By Keith Loria

efore getting into real estate, Michelle Meenach worked as an executive assistant to the chief development officer for the Dan Beard Council, Boy Scouts of America, so she understands the importance of always being prepared.

Since becoming a REALTOR® and serving as the senior sales vice president for Cincinnati, Ohio-based Star One REALTORS®, Meenach calls on her former company’s motto whenever discussing with clients why they should take advantage of a home warranty. “Something I talk to my clients about when we go to put their house on the market is the fact that HSASM Home Warranty offers a great product,” says Meenach. “I can offer it with a listing that will transfer to the buyer, but it also covers my seller while the house is on the market. Without having to pay the premium upfront, my seller is provided a level of comfort knowing that while their home is on the market, the home warranty will cover them.” Joining Star One is one of the best decisions Meenach made. “With the direction, guidance and support from CEO Mark Meinhardt, COO Patti Stehlin and the entire Star One family—you really can’t go wrong,” she says. Not only do agents share tips and advice, but the entire team is onboard with educating clients as to the advan38 October 2021 RISMedia’s REAL ESTATE

Working closely with the local account executive, Meenach learned all about the different packages offered by HSA as well as how the entire process works. “The customer service has been great. If an issue ever pops up after a transaction closes, I can call or text my sales representative, and I always get a response,” says Meenach. “I’ve had clients vent about home warranties not being worth the paper they’re written on, and when I ask them what company they’ve been with in the past, it’s never been HSA,” she says. “And after talking to them about HSA and my experience, they end up having a great experience, too.” In those discussions, which typically occur during the listing presentation, Meenach explains that a warranty is optional, but that it’s extremely beneficial—especially in today’s market with houses moving so quickly. “As a seller, everyone wants to know what’s in it for them. This will cover them during the entire listing period, from the day they sign the listing agreement,” says Meenach. “Even if we don’t go on the market for two weeks, they’re covered from day one.” Meenach can point to numerous examples of clients being relieved to have a warranty in place when something inevitably breaks down during the listing period. “There’s nothing worse than coming home one day and your heat or air conditioning is out,” she says. “With a home warranty in place, the client simply calls or goes online to request service, and HSA will arrange for a contractor to go out and diagnose and fix the problem.” And because the warranty transfers to the buyer at closing, it’s another great selling point for buyers who want one less thing to worry about. “I’ll include it for my buyers, and sometimes don’t even ask the sellers to pay for it,” concludes Meenach. “In fact, I tell them it’s my gift to them because I want them to have that extra layer of comfort.” RE For more information, please visit www.onlinehsa.com.

BUSINESS BUILDERS “How do we do it?” and “Why do we do it?” “Every type of policy we have—and every tool we utilize—comes back to fulfilling those questions,” Alt says. “We focus a lot on being a resource for our agents, getting feedback and identifying what it is that’s specific and unique to each agent. We then customize the tools we offer based upon the needs they have.”

“One of the biggest benefits that Constellation1 brings to the table is their willingness to customize their products to meet our needs.” Alt

-SHAWNA ALT President, First Weber, Inc.

A Customized Approach to Supporting Agents CONSTELLATION1 GOES ABOVE AND BEYOND FOR WISCONSIN BROKERAGE

By Keith Loria

hawna Alt grew up in the real estate business, having watched her mother run her own company. Even though she didn’t initially have the desire, she found herself following in her mother’s successful footsteps. After graduating from the College of Charleston with a degree in psychology, Alt returned to Madison, Wisconsin, to determine what her next steps would be. She met with one of her mom’s friends and colleagues, Jim Imhoff, who was CEO of First Realty at the time, and he suggested that she give real estate a try. Today, Alt serves as president of First Weber, Inc., a company where she’s been part of the leadership team going on 17 years. About three years ago, Alt sat down with the team to do what she describes as a “typical planning session.” One of the things discussed? Whether or not the buyer, the seller or the agent was their actual client. “When we took a step back and looked at what we all did every day, it was very clear to us that the agent was our client,” Alt says. “From that point on, we focused on what we were doing every day to help our agents build their business.” That led to three primary questions: “What do we do?”

While some agents are focused on achieving a specific volume or closed unit goal, others are more concerned with achieving the elusive work/life balance. Then there are those who are more mobile oriented as opposed to those who prefer to continue working with paper files. “We reach out to them on a regular basis so that we can provide them with the tools that best meet their needs,” says Alt, which ultimately laid the foundation for their utilization of Main Street, a suite of front office tools under Constellation1—the platform that drives everything. “This is where we work with Constellation1,” explains Alt. “It does everything—all of our contact management, our marketing, all of our document and transaction management. We’re able to customize everything from print pieces to electronic marketing pieces as well as the way in which the transaction management piece functions with the agent and interacts with the First Weber app.” The firm also has its own print shop, where graphic designers create the marketing and direct mail pieces utilized by the firm. All of this comes from the content database that Constellation1 offers, and is one of the primary reasons behind the firm’s success. “One of the biggest benefits that Constellation1 brings to the table is their willingness to customize their products to meet our needs,” Alt says. “Their approach to meeting our needs melds perfectly with our approach to meet the needs of our agents.” As of August 2021, there were approximately 1,100 agents at First Weber. “What makes a good agent is someone who has a growth mindset and is dedicated to helping others,” concludes Alt. “We bring the necessary training and tools to support the business of our agents. They bring the motivation and desire to serve their clients.” RE For more information, please visit https://constellation1.com. RISMedia’s REAL ESTATE October 2021 39

BUSINESS BUILDERS “As much as people want to say they’ve got an all-inone platform, Propertybase is pretty darn close,” she says. “I feel like they hit the mark on being both aesthetically pleasing and user-friendly.” On the back end, custom agent-facing databases and

“As much as people want to say they’ve got an all-in-one platform, Propertybase is pretty darn close.” -MEGAN MOYE Chief Marketing Officer, Meybohm Real Estate Moye

Standing Out With Custom Real Estate Tech PROPERTYBASE DRIVES GEORGIA BROKERAGE’S TECH-FORWARD REVAMP

By Jordan Grice

fter almost half a century in real estate, it’d be easy for Augusta, Georgia-based Meybohm Real Estate to rest on its laurels. With 340 agents and five offices, the brokerage caters to clients in 14 different counties throughout Georgia and South Carolina. Still, that hasn’t stymied Meybohm Real Estate’s desire to stay ahead of the game, which is why the brokerage has been beefing up its website and real estate CRM software. “We’ve taken the largest stand in our community against our competitors as far as what we offer our agents with technology and services,” says Chief Marketing Officer Megan Moye. “Being able to say that we’ve changed and evolved our brand to become more tech-forward and agent- and client-services geared than our competitors was a critical piece.” An integral part of their recent tech overhaul and rebrand was Propertybase, a global real estate and mortgage software company recently acquired by Lone Wolf Technologies that provides CRM software, website builder, lead generation and transaction management solutions. Propertybase helped spruce up the front-end of the firm’s website, giving them a leg up on the competition. Additionally, Moye says the new brokerage page has improved lead generation and conversion by offering dozens of touchpoints for clients. 40 October 2021 RISMedia’s REAL ESTATE

CRM tools have been a boon for agents, providing a revamped approach to marketing their brands and building and nurturing client relationships. “Propertybase has streamlined a lot of what our agents want to do, cutting down time, which is the most important thing I can give an agent—time back in their days and with their families,” says Moye. Tech offerings and services were enough to bring Meybohm Real Estate and Propertybase together, but exceptional customer service has proven to be a shining star in the relationship. “It’s by far one of the biggest reasons that we would never want to change from them,” Moye says. “They’ve been a true partner. They are side by side with us until we are up and running.” That includes being there through staffing and training changes as well as different website needs, Moye adds. Since launching their new site, Meybohm Real Estate’s marketing team has expanded, including positions devoted to training agents on the new website and its back-end features. “In the end, it has paid off in dividends because it’s proven to be a lot easier to train agents on and assist agents with,” Moye says. Though she admits that the firm is still working on getting full adoption among agents, most are already benefiting from their new CRM. “I feel like agents are a lot more confident in this site,” Moye says. “They have adopted it a lot quicker because they know the responsibility we took to make it what it is and to provide that for them.” Looking ahead, Moye and her team plan to make the firm’s website as user-friendly as possible while also helping agents implement it into their businesses. “While it’s a more platform-based site, Propertybase allows you to make it your own and work on your goals, and be objective of communities changing and expanding our reach,” Moye says. “They have been a catalyst for us to expand our reach.” RE For more information, please visit www.propertybase.com.

BUSINESS BUILDERS REALTORS® and their clients. Offering a fast, effortless process to repair and update homes before they go on the market or under contract, Curbio also defers payment for any work until closing.

“Instead of trying to arrange contractors to handle 20 inspection punch-list items, Curbio will take care of everything.” -MIKE MCCANN REALTOR®/Associate Broker/Agency Co-Owner, Keller Williams Philly McCann

A Revamped Home Renovation Experience CURBIO TAKES THE WORK OUT OF PRE-SALE RENOVATIONS

By John Voket

f Mike McCann—REALTOR®, associate broker and agency co-owner—has learned anything throughout his 34-plus years in the industry, it’s that time is money. McCann has his own team with 20 agents and seven assistants, but he also helps lead nearly 700 Keller Williams agents at urban offices in Philadelphia and a suburban office in Ardmore that serves Bucks, Montgomery and Delaware Counties. McCann also knows that time well spent serving his clients earns him something money can’t buy: a loyal customer base and rock-solid reputation as the go-to guy in his local market. Whether it’s a $90,000 condo or a multimillion-dollar estate, McCann has spent decades recruiting and facilitating workers who expertly and expediently address home inspection punch-list deficiencies along with other suggested work that will increase the selling price for his clients. “The average home we’re selling is around 100 - 120 years old, while some are 200 - 300 years old, so I’ll bring in my clean-out guy, my painters, my stager, my mover, my electrician and my roofer,” says McCann. While he prides himself on not having a high fall-through rate after inspections because his contractors can handle all the work, McCann is thrilled with his recent partnership with Curbio—a leading home improvement company for

“Curbio says, ‘send us your punch list from the inspection,’ and they’ll deliver proposals within 48 hours,” says McCann. “Instead of trying to arrange contractors to handle 20 inspection punch-list items, Curbio will take care of everything.” McCann also believes that Curbio is the perfect partner to deliver on the low-cost, high-impact tips to increase property values, which he was juggling on his own up until recently. “It’s not only going to sell for more, but it’s also going to sell faster,” says McCann, who is planning to begin using Curbio for staging services in the near future. “Our biggest issue was that clients often didn’t have the money to even get basic inspection items addressed, but with Curbio, if the client doesn’t have the money, they can pay for it at closing. That’s a big factor in why I see Curbio being a big partner in the future,” explains McCann. The company’s communication capabilities are also off the charts. “They’re contacting me or the seller every day to address any issue and keep us up to date on their progress through their portal,” adds McCann. “The days of wondering what happened to the contractor or trying to find out when they’re showing up or coming back are over.” Additionally, McCann says that Curbio is committed to giving his clients the same TLC as he would. “They’re handling all the arrangements and buying me more time to handle more clients. While I used to spend up to 35% of my time doing all that, with Curbio, I’ll be down to spending 5 - 10% of my time handling that aspect of my job in the near future,” adds McCann. “I told our agents that we all need to use Curbio,” concludes McCann. “Anybody can open the door and sell real estate, but someone who gives a client the resources to get their work done and make them more money, that’s a valuable relationship our agents are providing.” RE For more information, please visit https://curbio.com.

RISMedia’s REAL ESTATE October 2021 41

BUSINESS BUILDERS

Real Estate Webmasters Wins Gold at Muse Creative Awards REW’S RENAISSANCE PLATFORM THE ONLY REALTOR® WEBSITE SELECTED By Maria Patterson

njoying explosive growth following the launch of its Renaissance website platform earlier this year, Real Estate Webmasters celebrated another victory last month—winning the 2021 Muse Creative Design gold award for its submission, www.carlycarey.com, the website of luxury real estate professional Carly Carey. The award represents the top prize globally for all real estate websites. The Muse Creative Awards were founded by International Awards Associate (IAA) in 2015. This year’s competition saw 43,000-plus entries from over 102 countries, and was judged by 180-plus leaders in the design arena. Entrants are judged on their creativity, content, design, innovation, functionality and impact, among other criteria. In creating the Carly Carey brand and website, Real Estate Webmasters chose a color palette and design elements reminiscent of Chanel and Tesla, a nod to both innovation and timelessness.

42 October 2021 RISMedia’s REAL ESTATE

“Carly’s brand is incredibly clever,” says Real Estate Webmasters CEO Morgan Carey. “Her name is ‘Carly’ and ‘Carey,’ so for her logo, we were able to capture both elements in a single, elegant, yet understated, fashion. On business cards, the logo is embossed so that as you move the card and light hits it a different way, the word changes from ‘Carly’ to ‘Carey,’ similar to a hologram.” But carlycarey.com goes way beyond a stunning veneer—the real juice lies in its powerful functionality. “Carly’s website is incredibly beautiful, which makes a great first impression, as well as a lasting impression,” says Carey. “But it is also the most ADA compliant and most SEO friendly design in her market. It also has a lot of depth; for SEO and for site visitors, we have developed a significant amount of unique content, and hired professional photographers to shoot every area. In terms of search, not only has Carly mapped all the most important search fields, she also has a custom-built sold-listings application. This offers very unique features, such as being able to search by agent name on both the buy and sell side so that consumers can actually see how many deals a particular agent has done over a period of time. “By providing much greater depth of local information, better search options and a far better user experience, carlycarey.com shines compared to any other local site,” adds Carey. Real Estate Webmasters’ expertise in building awardwinning sites that are both beautiful and powerful, like carlycarey.com, is augmented by the luxury real estate professional practicing under the company’s roof. “With Carly as part of the family, Real Estate Webmasters is literally in the business of buying and selling real estate, and her website serves as an amazing source of real-time data and insights,” says Carey. “This gives us inside information on how real estate transactions are generated—and closed. We have an always current perspective on the ever-changing real estate market like no other vendor has.” For Real Estate Webmasters, success is evident in the tens of thousands of agents already hosted on this platform, including Daniel Gale Sotheby’s International Realty, a 1,000-plus agent brokerage, which was featured in last month’s issue of Real Estate magazine. “Renaissance is successful because it’s the fastest, most ADA compliant, most SEO friendly and best looking website on the market,” says Carey. “This helps agents’ and brokerages’ brands look amazing and supercharges their performance. Every two months, we release new features, so the framework is evolving at an incredible pace.” RE

For more information, please visit www.realestatewebmasters.com

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BUSINESS BUILDERS

Housing Price Growth Breaks Record, But Likely to Slow

By Jesse Williams

recent report has found that the explosive growth rate in housing prices has reached historic levels, with a year-overyear gain of 18% in July coming in as the highest 12-month increase since that data index was created in 1976. After extremely limited supply and superheated demand fueled these increases, the report by analytics company CoreLogic anticipated significantly slower growth over the next year, projecting 2.7% growth in home prices between July 2021 and July 2022. “July’s annual home price growth was the most that we have ever seen in the 45-year history of the CoreLogic Home Price Index,” said Frank Nothaft, CoreLogic chief economist, in a statement. “This price gain has far exceeded income growth and eroded affordability. In the coming months, this will temper demand and lead to a slowing in price growth.”

44 October 2021 RISMedia’s REAL ESTATE

The takeaway: A continued lack of housing supply, particularly affordable stock, will severely limit home-price appreciation, according to the report, as prices outstrip incomes. At press time, though, prices were still rising at a rapid rate, jumping 1.8% between June and July. “Home-price appreciation continues to escalate as millennials enter their prime home-buying years, renters look to escape skyrocketing rents and deep-pocketed investors drive demand,” said CoreLogic CEO Frank Martell in a statement. Single-family homes saw nearly double the appreciation of condos or other attached properties, though at an 11.6% increase, condos still

saw their largest single year jump since 2006. Here are the top five states and top five cities for home-price appreciation, according to the report. States - Idaho at 33.6% - Arizona at 28.4% - Utah at 25.7% - Montana at 23.5% - Nevada at 22.4% Cities - Phoenix, Ariz., at 29.7% - San Diego, Calif., at 23.7% - Las Vegas, Nev., at 21.1% - Denver, Colo., at 19.3% - Los Angeles, Calif., at 14.6% The report also highlighted five metro areas most at risk of seeing a price decline over the next year, all with a 25-50% chance of depreciation. Those cities are: - Springfield, Mass. - Chico, Calif. - Merced, Calif. - Norwich-New London, Conn. - Beaumont-Port Arthur, Texas RE Jesse Williams is RISMedia’s associate online editor.

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A BETTER FUTURE FOR AGENTS HOMESMART BELIEVES THE RIGHT BUSINESS MODEL WILL ALWAYS WIN. HERE’S WHY. By Paige Tepping 46 October 2021 RISMedia’s REAL ESTATE

he competition is fierce as brokerage companies pull out all the stops to provide a better future for agents. With no crystal ball to predict who will come out on top, one thing is clear: A company that values evolution and choice will always win. Today, it’s no longer about being with the right brokerage model. Instead, it’s all about the right business model—a distinction that’s behind every decision and every iteration of brand evolution at HomeSmart. HomeSmart is moving full-speed ahead—adapting to every new environment so that as the future unfolds, the brand will still be going strong no matter who else is at the top of the leaderboard with them. With an agent-centric, technology-powered business model—and the freedom of choice built into each and every step along the way— HomeSmart is empowering its agents from every angle and adapting to new environments in numerous ways. BUSINESS MODEL VS. BROKERAGE MODEL: A KEY POINT OF DIFFERENTIATION As a trend-setting, cutting-edge company, HomeSmart provides dedicated broker support, proprietary systems and tools, flexible fee plans, and marketing and transaction services. But that’s just the beginning. Laser-focused on helping agents serve their customers, HomeSmart was built on a service mindset that’s delivered upon through technology and scale. Permeating every aspect of the business, HomeSmart provides power of efficiency and the ability to leverage any type of go-to-market strategy via its proprietary technology platforms. “Because of the vision and proprietary technology built into the organization, we can support a number of different types of models,” says HomeSmart President Ashley Bowers, underscoring the importance of recognizing the difference between brokerage models and business models.

Ashley Bowers, President, HomeSmart

“Our agent-centric business model provides both flexibility and optionality so that agents don’t have to stick with one type of brokerage model.” While a brokerage model is simply a fee structure, a business model constitutes everything behind that. It’s operational excellence, high service, offices, people interacting with people, technology and marketing. An ongoing conversation among real estate practitioners, there’s no shortage of discussions surrounding which brokerage model is the right way forward.

“Our agent-centric business model provides both flexibility and optionality so that agents don’t have to stick with one type of brokerage model,” says Bowers. “We can offer a variety of fee plans to fit both the situation and needs of any particular agent, all of which goes back to providing agents 100% of the resources they need to be successful.” BRAND EVOLUTION AND TECHNOLOGY’S LEADING ROLE A key component of HomeSmart’s brand evolution, technology has played an integral role since day one. “We’ve focused on technology from the very beginning, and rather than using it as a barrier between ourselves and our agents, it has been an important piece of the puzzle as far as helping our agents grow their business further,” says HomeSmart Chief Industry Officer Todd Sumney. By utilizing technology to gather all of the information an agent needs and placing it at their fingertips—whether it be on their mobile phone or company dashboard—HomeSmart has remained focused on core competencies. This has paved the way to providing extremely high service and support in addition to a large amount of value through technology and service…or what the brand refers to as its recipe for success. “As we’ve continued to evolve, it’s become clear that many people working in the industry didn’t even know that the opportunity we provided at HomeSmart existed,” explains Sumney. “In a way, we were the best kept secret in real estate; however, we needed more agents to know about it.” Building in and offering flexibility for agents in every aspect of the business has allowed the team at HomeSmart to adapt to any agent’s need no matter where they are in the country or within the lifecycle of the real estate business they’re in. RISMedia’s REAL ESTATE October 2021 47

“By focusing on innovation, collaboration, tools and resources—and empowering agents in every way with technology—we serve them and help them evolve as well,” says Sumney. As the real estate industry continues to change for both practitioners and consumers alike, HomeSmart has cemented its spot at the forefront of the evolving landscape. One of the first companies to embrace the shift toward moving transactions online and becoming 100% paperless, HomeSmart has always been on the cutting edge. “We were able to achieve this goal through our own technology,” explains Sumney. “Because we still own brokerages and we’re working in the business every single day, we know when something needs to evolve and get better. So we’re constantly honing the system so that we can do an extremely high amount of transactions in a very efficient manner.” “At HomeSmart, our focus is technology,” adds Bowers. “The technology is really about being able to get more transactions across the finish line and remove the friction and tension from the process while being less about providing flashy tools that don’t necessarily lead to a successful close.” Another aspect of the brand’s evolution that has helped position HomeSmart ahead of the competition is HomeSmart Founder and CEO Matt Widdows’ philosophy of never taking “no” for an answer. “That’s a big piece of who we are as a brand,” says Bowers. “While many companies within the industry defer to saying that things aren’t possible, we take a different approach by asking, ‘Why can’t we do that?’” This simple mindset shift can be found throughout the organization, laying the foundation to ensure that progress isn’t obstructed. “One of the biggest things we’ve done is integrate all of our technology together into one real estate ecosystem,” says Sumney. “We’ve 48 October 2021 RISMedia’s REAL ESTATE

eliminated all the pain points and have made it easy for agents to scale their business while offering deeper engagement for the consumer.”

Todd Sumney, Chief Industry Officer, HomeSmart

“We offer agents 100% of choice in many different areas, beginning with our everpopular flat-fee model and 100% commission on all sales and rental transactions.” Along with providing a higher level of service, HomeSmart has kept the REALTOR® at the center of the transaction. “So many companies in the real estate industry try to remove the agent from the process, but we believe that the agent is the center of the transaction,” says Sumney. “Instead of displacing them, we empower them and enable the consumer to engage with them on a deeper level.”

THE POWER OF CHOICE IN AN EVER-EVOLVING LANDSCAPE There’s no shortage of choice within the real estate industry. From deciding which company to work for to the type of clients you’d like to represent and the best market to launch your career, agents are inundated with an overwhelming amount of options. While having too many options at your disposal can often be counterintuitive, at HomeSmart, it’s all about choice. In fact, as we head toward the future, it’s going to become increasingly important for brokerages to continue providing choices for agents so that they can adapt to the market— no matter what it looks like. “We offer agents 100% of choice in many different areas, beginning with our ever-popular flat-fee model and 100% commission on all sales and rental transactions,” says Sumney, who goes on to explain that the company recently announced additional options as it relates to fee plans. Enter HomeSmart+, HomeSmart’s newest commission plan. Designed to provide a way for agents to earn additional income beyond their own transactions, and an opportunity to earn money into their retirement, the HomeSmart+ revenue share program allows agents to earn money when their referred agent closes a transaction. Giving agents yet another choice as to the way they can run their business, HomeSmart+ is the next step in the brokerage’s continued growth. Choices abound in other areas as well, including education, training, mentoring and technology. By providing optionality in these key areas, agents can choose the pathway that’s best designed to help them meet their goals. Depending on their specific needs, HomeSmart agents can work at their own pace so that they’re totally in control. “Some agents want to have a mentor, while others want to join a

RealSmart Tech Suite

HomeSmart’s proprietary RealSmart Tech Suite streamlines and simplifies the real estate process for all. The suite consists of RealSmart Broker, RealSmart Agent and HomeSmart Client. RealSmart Broker enables brokers to manage documents, collaborate with agents on workstreams and approvals, automate notifications and receive real-time updates and brokerage reports. RealSmart Agent is where agents manage transactions, upload documents, receive instant updates and broker review, create marketing materials and more, both online and through the mobile app. The HomeSmart Client mobile app gives consumers full transparency into the transaction process from start to finish, including home search and tours, document signing and visibility into the status of mortgage and title. This ecosystem of technology tools is fully integrated with one another, providing an end-to-end user experience that drives efficiency in the transaction from one single platform.

Matt Widdows, Founder and CEO, HomeSmart

team, so we give them the freedom to choose what works best for their own situation,” notes Sumney.

The same philosophy applies to education and training, as some agents prefer a remote or in-person learning program that has structure, while others would rather do it on their own. Agents even have options when it comes to the technology they use within their day-to-day routine. There is, however, one tool agents across the company must use. “Everyone uses our transaction management platform, RealSmart Agent,” says Sumney. As the industry continues to change and evolve, determining what else should be brought to the table centers around listening to what agents, brokers and franchisees, as well as internal HomeSmart employees, are

asking for. “We feel that knowledge is power, and we want as much information and input as possible,” adds Sumney, who wholeheartedly believes in the power of choice. A brokerage built by a broker, for brokers, and a real estate company built by an agent, for agents, HomeSmart is in a unique position to see first-hand exactly what agents need, whether they’re in the first phase of their career or working at a more advanced level. COURAGE THROUGH LEADERSHIP: SETTING THE STAGE FOR CHANGE Great leaders come in all shapes and sizes, but one thing they have in comRISMedia’s REAL ESTATE October 2021 49

HomeSmart is empowering its agents from every angle to solidify their position at the center of the transaction.

mon is the courage to push through uncomfortable situations. Now more than ever, people want leaders who have the strength of mind to make the hard decisions that will ultimately bring about change. And that’s exactly the type of people who make up HomeSmart’s leadership team. “As leaders, we’ve all vowed to never be in a situation where we look back and say, ‘We should have changed or made a pivot here, but we didn’t have the courage to do so,’” says Bowers. “We’re okay with making mistakes here and there as we put ourselves in a vulnerable position when trying something new and different, but keeping this spirit alive will help us continue to lead in this space.” Coming from outside the industry herself, Bowers understands the importance of a diverse leadership team made up of individuals from all walks of life. 50 October 2021 RISMedia’s REAL ESTATE

No matter what type of experience a leader brings to the table, grit and determination are two qualities that can’t be overlooked. “We’re always looking for those who want to join the revolution and who like to run at warp speed, which is something we can get a sense of very early on during the interview process. We want people on the team who truly believe that there’s no job too small or too large,” says Bowers. “The people who join HomeSmart are typically on the rebellious side anyways,” adds Bowers. “They tend to do things differently, and that fits with the overall vibe of the brand.”

of the process are causing frustration.” Paying attention to the competition is also important, as one of the first steps in revamping your own business model is understanding how you stack up against others, finding the whitespace to compete. “Look at the competition and see how their growth compares to yours,” says Bowers. “Are they staying the same, or are they growing faster or slower than you?” Sizing up the competition also includes being aware of organizations outside the industry that could potentially get their foot in the door and change the real estate landscape as we know it.

REEVALUATING YOUR BUSINESS MODEL TO KEEP UP WITH THE COMPETITION As real estate brokerage companies contend with change rather than simply resting on their laurels and sticking to what they know, they must get to a place where they’re comfortable being uncomfortable. While it may sound like a challenging proposition, in keeping with the stages of business growth, broker/ owners should reevaluate their business model every two to three years. “You don’t necessarily need to change your business model entirely, but you need to question it because everyone around you will be questioning it,” explains Bowers, who urges those at the helm of brokerage operations to ask themselves three important questions: Is it still right? Is it still working? Is there something that needs to be added? To help brokers with the process, HomeSmart leans on every member of the organization to share where they see the potential for opportunity as well as what they believe the brand can do to stay ahead. “So much of the reevaluation process is the eyes and ears that are on the front-line,” says Bowers. “We want to know what they’re seeing and hearing in addition to what parts

PREPARING FOR THE FUTURE The future is looking brighter than ever at HomeSmart as the brand hunkers down and prepares to raise the bar higher when it comes to what they’re offering real estate agents— and how they’re positioning them for continued success no matter what transpires. “We’ll continue to provide agents the things they’ve come to love and expect,” says Sumney, which includes office access, brick-andmortar locations, support, personnel on the ground and in every market, training, mentoring and marketing resources. Sumney concludes, “As we work toward the future, we’re 100% committed to providing a full-service brokerage with both remote and techdriven capabilities.” And that’s how HomeSmart will continue to win. RE For more information, please visit www.homesmart.com.

Paige Tepping is RISMedia’s managing editor.

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Brokers Discuss the Modern Meaning of ‘Full-Service’ By Jordan Grice

eing a “full-service brokerage” has always meant providing a one-stop shop for clients, but leading brokers say it takes a bit more than that to warrant the distinction in today’s market.

“I think today the full-service concept is twofold: what we do for the consumers and the agents,” says Joan Docktor, president of Berkshire Hathaway HomeServices Fox & Roach, REALTORS®. “When you talk about full-service today, the agents are the customers too, so you need full service for your agents as well.” Though the approach varies among brokerage firms, offering a full range of tools and services geared toward supporting agent growth and streamlining the transaction process has become a core component of most business models in real estate. 52 October 2021 RISMedia’s REAL ESTATE

For Berkshire Hathaway HomeServices Fox & Roach, REALTORS®, Docktor hires full-time sales managers and administrative staff devoted to assisting agents with their business development and transaction processes. According to Docktor, the firm also offers ongoing training and support for agents of all experience levels. “The agent needs to focus on selling houses,” Docktor says. “What’s unique about a brokerage like ours is we have the deep knowledge and brokerage experience to support our agents, where a newer company may not.”

Proprietary Products Ancillary services have gone from perk to necessity for most business models. Still, a growing reliance on tech platforms and tools has also become a new normal for full-service broker offerings. “If brokerages want to survive in an industry where they are no longer just competing on services, but also with lower brokerage splits and an overall decline in agent commissions, they have to get creative,” says Josh Harley, founder and CEO of Fathom Realty. Offering agent websites, transaction management, financial management, personnel management, business intelligence, data aggregation and more with the help of tech has become common practice for companies looking to revamp their brands and attract top talent. While Fathom and other traditional firms own the technology suite they are offering to agents, Harley notes a growing trend of companies establishing joint ventures with other companies to provide these ancillary services and offerings. “That’s why we can charge our

agents no monthly fees and only a small flat transaction fee and yet hit profitability faster than any of our publicly traded competitors,” Harley says, adding that joint ventures make it tough to control the quality of services. Ryan Raveis, co-president of William Raveis Real Estate (WRRE), shares similar sentiments. “We’ve always believed that our primary responsibility is to serve the needs of our agents and our consumers, and the bottom line is virtually every homebuyer or seller will need at least one of these services,” Raveis says. “Being a full-service brokerage, however, doesn’t mean simply bolting one of the ancillary businesses onto your real estate brokerage.” Instead, the company owns and operates its ancillary service companies to streamline the transaction for consumers. Raveis also notes that they’ve used technology to automate the marketing process for agents with the company’s Raveis Automated Marketing Platform (RAMP).

“We [also] utilize the tech development power of thousands of talented professionals by developing deep partnerships with the best tech vendors inside and outside the real estate industry,” Raveis says. A Personal Touch While technology has become more of a requirement in real estate, regional firms contend that their advantage is leveraging their relationships. “The only technology we’re interested in is what our agents can adopt and what benefits the customer,” says John Cates, COO at Meybohm Real Estate in Augusta, Georgia. Despite a recent rebrand of their company website and CRM, Cates notes that relying on Meybohm’s wealth of expertise and human capital is still a focal point of their full-service gameplan for clients and agents. The same goes for Portside Real Estate Group, according to Founder and CEO Dava Davin. Full service also means supporting agents with pro-

grams and opportunities in-house for the Maine-based company, so they don’t use up their time and resources. “For us, it’s striving to help the agents build a career that lasts for decades, and with that, we need to help them achieve harmony in their life because the lifecycle of a highproducing agent is usually 10 years,” Davin says. “Here, we want people to be able to do this forever.” Despite debates and personal preferences, the quality of consumer services continues to be an impetus for evolution in real estate. While tech and agent perks are essential to emerging and established business models, the future of the full-service brokerage could very well be in for further changes in the coming years. RE Jordan Grice is RISMedia’s associate online editor. Email him your real estate news to jgrice@rismedia.com.

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J. Lennox Scott, Chairman & CEO John L. Scott Real Estate

Strength and Savvy Keep Real Estate Legacy Going Strong J. Lennox Scott shares how a steadfast commitment to excellence has powered John L. Scott Real Estate for 90 years By Barbara Pronin

eattle in the 1930s was a youthful city on Puget Sound on the western edge of the nation—a friendly city with tree-lined streets, a burgeoning city center, and 350,000 hard-working residents largely connected to the lumber and fishing industries. Named for the Native American chief of the tribes who settled it, Seattle was 80 years old and primed for growth, with thousands of acres of undeveloped land.

Into this thriving city with a smalltown vibe came a young Scottish immigrant named John L. Scott. A shipbuilding engineer by trade, Scott drove into town in his Ford Model T, 54 October 2021 RISMedia’s REAL ESTATE

with his bride and infant son in tow, on the way to San Diego. However, he took one look around and felt he was destined to call Seattle home as it reminded him of Scotland.

He settled in, working for a short time in the lumber business before gravitating to real estate, and in 1931, he opened the doors of his business, John L. Scott Real Estate. Ninety years ago, young John had no way of knowing he was launching a legacy—or a dynasty. Today, led by his grandson J. Lennox Scott, the company is celebrating its 90th anniversary, continuing to flourish with more than 100 offices and over 3,000 agents in Washington, Oregon, Idaho and California.

Barbara Pronin: Lennox, three gen-

erations and 90 years in business is a huge milestone to celebrate, and it says a lot about your family’s strength and savvy over the years. But you were only 23 when you inherited the company. What was it like to take on that responsibility at such a young age? J. Lennox Scott: It was a daunting challenge. My dad, who was the second generation to lead the company, unfortunately passed away far too young in 1977. I was 23 and just out of college. I had always known this would be my career path, as I had worked for the company in various capacities over the years—I started by painting signs at the age of 10. But little did I imagine that just 13 years later—after I’d been selling real estate for just under a year—I’d be called upon to take the reins. But there we were. Ready or not, I became CEO in 1980, just in time for the start of the Great Recession when home mortgage rates shot up to 16%. BP: How did you figure out where

to begin to lead this large and successful company? JLS: Luckily for me, with the love the team had for my dad, they told me they would support me in this endeavor. I knew what I didn’t know but I was eager to learn, and I was fortunate to be surrounded—and supported—by the best agents and the most knowledgeable leadership team anyone could possibly imagine. It was real teamwork at a time when we needed it most, and still today, collaboration is the basis for our model. It’s the frequency of focus on the vital few items that vault us forward, tracking and sending our path ahead. We’re laser-focused on providing the right resources and solutions for both our agents and our clients.

ment to transactional excellence—a promise to do our very best for every buyer and seller—and a long history of fulfilling that promise. You know, when your family name is on the door, you feel that commitment every day—and I’m proud to say it’s already continuing into a fourth generation. My daughter, Savannah, who’s 26, started out as a team assistant six years ago, and was just recently licensed to sell real estate— and my daughter Stephanie, who’s an artist, provides the geometric artwork that’s becoming a hallmark in our offices. BP: How would you describe

your company culture, Lennox? What motivates your most successful agents? JLS: Without question, our culture is built around the power of teamwork, of helping, of being kind, of celebrating the success of our teammates as much as we rejoice in our own. Our mantra here is, ‘Good to great, great to greatness’—and there are many components to greatness. Our agents are as competitive as any, they have proven entrepreneurial spirit—but they understand that part of greatness is sharing and helping—and that extends to our clients. Our goal

is to provide an Ultimate Client ExperienceTM, being their personal representative, and additionally, delivering marketing excellence for sellers. That means easing the pain points for buyers and sellers—not just providing bridge loans, for example, but facilitating iBuyer solutions; or our Market Ready Plus+ program, giving sellers access to capital so they can fix up their home to showcase it before listing…or providing buyers with access to their equity so they are able to buy before they sell. In fact, more than 80% of our business today comes from repeat and referrals. This is the greatest compliment we can receive. BP: The COVID-19 pandemic up-

ended life as we knew it. How has the health crisis impacted your business? JLS: In many ways, the pandemic affirmed the caring we have for each other and for the community. We used all available pathways to increase our connectivity, reaching out to clients and to each other via video and Zoom, changing our business practices to keep people safe, and using ingenuity and electronic skills to keep real estate in motion. Later, as the pandemic drove people to reevaluate their priorities, and

BP: Ninety years is a long time

for any company to thrive. What’s the backbone of John L. Scott Real Estate? What makes it grow and prosper? JLS: I think it starts with our commit-

J. Lennox Scott with real estate coach Tom Ferry

RISMedia’s REAL ESTATE October 2021 55

Leading Real Estate Companies of the World® (LeadingRE) honored J. Lennox Scott with the 2020 Brokerage Leadership Award. Scott is pictured here with LeadingRE President & CEO Paul Boomsma.

many found themselves able to work remotely, we were busier than ever, but we were also well-positioned to manage the great rush to relocate. In all, we booked 34,000 transactions in 2020 with a dollar value of $16 billion. BP: Can you give us a sense of

how the company grew to its present reach and scope? JLS: When my grandfather settled in Seattle more than 90 years ago, it was first because it reminded him of his homeland in Scotland, but also because he recognized the city’s potential for growth—and he was right. As the trolley lines came in, making it easier for people to commute, he went from one office to three. In the 1940s, with the expansion of floating bridges across Lake Washington, the company expanded again—and then was able to grow again with the coming of the freeways and the ferries across Puget Sound. Today, as you mentioned, we operate 110 of56 October 2021 RISMedia’s REAL ESTATE

fices with more than 3,000 agents in Washington, Oregon, Idaho and now franchising in California. BP: The world is changing in

many ways, Lennox. Diversity and inclusion are on everyone’s agenda. How is your company responding? JLS: What a wake-up call to the nation was the murder of George Floyd—and what a reminder that there is so much more to do. As an industry and individually, we have worked hard to support diversity, which leads to fair housing. The timing is right to take great leaps forward as an industry. Following the passage of two bills this year, we are working now with the state of Washington to identify and help remove any racist language from home title documents, and to make diversity education mandatory for all real estate professionals. Oregon, as you may know, has banned the practice of so-called “love letters,” with the

law becoming effective Jan. 1, 2022. Agents there may no longer present these letters, which are written by buyers in an effort to woo sellers, because of the risk that could pose to fair housing. We remain squarely focused on eliminating barriers and promoting equal homeownership rights—it’s another facet of our commitment to customer care. BP: There is a quote by you on your website that says, “Our business is transactional excellence, but our higher purpose is Living Life as a Contribution®.” Tell me how you came to believe that, and how you put it into action. JLS: Our practice of living up to a higher purpose began with my grandfather and has been 90 years in the making. The John L. Scott Foundation supports 25 children’s healthcare events for 19 different hospitals, most years helping raise some $15 millionplus for that purpose. In addition, in

A past John L. Scott Real Estate Convention draws a crowd.

“Our culture is built around the power of teamwork, of helping, of being kind, of celebrating the success of our teammates as much as we rejoice in our own. Our mantra here is, ‘Good to great, great to greatness’—and there are many components to greatness.” - J. LENNOX SCOTT Chairman & CEO, John L. Scott Real Estate

non-COVID years, members of our John L. Scott family personally serve 50 dinners every year to families with sick children at Ronald McDonald Houses. In 2020 and 2021, we were not able to volunteer in person, but have kept our commitment with Ronald McDonald Houses by providing catered meals to residents. Most of our agents and team members give back in other ways to the communities they serve as well. It’s a natural part of our culture of care. There is also a more spiritual aspect to what we do based on the principles my wife sets out in her book, “Speaking the Language of Miracles.” It starts with the premise that the situation— any situation—is not who you are. For many people, it opens the door to a journey of self-discovery and to the inspiration and empowerment that are vital to positive outcomes. BP: So, affirmation is a core value…? JLS: Yes, and our statement of who

we are is the desired outcome. Our executive team takes this practical five-step approach: What’s the situation? What’s the desired outcome? What role can we play in the desired outcome? What activities can we do to back this up? And finally, track and sense our progress, learn as we go and anticipate what’s coming next. Discipline is key. It’s critical. BP: If you had a crystal ball,

Lennox, what changes to the industry would you predict, and how is the company preparing for them? JLS: Actually, I gave a speech on that topic in 2008, and it’s something we continue to think about and work on today. There were three things that technology is moving forward. First, reduce the transaction process time. We’ve got it down now to 10 days, but we want to get it down to five. That would free up the agent and provide more certainty to buyers and sellers. Second,

assist the residential investor nation by ensuring that every listing can be seen nationally in a nano-second. Third, provide a portal to give each property owner easy access to all the information on their property. One of the responsibilities of leading brokerages is to identify these kinds of issues before they become issues and develop practical and doable solutions to address them. This is our approach that keeps our company proactive and passionate in a world where needs have been ever changing since my grandfather came to town 90 years ago. RE

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

Barbara Pronin is a contributing editor to RISMedia.

RISMedia’s REAL ESTATE October 2021 57

Taking the Verified Path to Success By Paige Brown

his month, Real Estate magazine had the chance to sit down with Jes Fields, Rocket Mortgage’s Real Estate Channel executive vice president, to discuss how the company’s tools and technology help agents and their clients find success in today’s competitive market.

Paige Brown: Tell us about your professional history with Rocket Mortgage and how it led to your current role within the company, and what exactly that role is. Jes Fields: I joined Rocket Homes four years ago. During that time, I experienced the real estate business inside and out. I built meaningful relationships with agents and learned what they need to succeed. This year I was given the opportunity to lead the real estate channel for Rocket Mortgage. I’m absolutely thrilled to build on the work I did at Rocket Homes, continue growing agent relationships and help streamline the partnership between agent and lender. PB: What are your primary roles and responsibilities? JF: I’m setting the vision for Rocket Mortgage and how we

58 October 2021 RISMedia’s REAL ESTATE

Fields

engage, serve and support agents. I lead both our banking and agent relationship manager teams, which are focused on helping agents and their clients succeed. I also provide the vision for Rocket Pro Insight—the portal for agents to access anything they need. Another key part of my role is asking for feedback from agents and continually measuring how satisfied they are with our service. We love feedback at Rocket Mortgage; we welcome it and encourage it. PB: How do you and your team support agents to position them ahead of the competition? JF: At Rocket Mortgage, we want to give agents whiteglove service. We’ve built support teams that specialize in each of the real estate brands, whether you’re an independent or one of the larger brands, and we also have a dedicated team to serve them 24/7 in order

to provide a customized, catered experience. Our strategy is to support the agent, investing in their success—and, based on the feedback we have received, agents feel really good about that. PB: Tell me about the Verified Approval from Rocket Mortgage and how it provides buyers with a competitive edge. JF: The Verified Approval is an approval in which our underwriting team reviews credit, income and assets before there is a purchase agreement, or even an offer on a property. It’s a really strong approval, which we guarantee with $1,000 that if our human underwriters verify, that approval will not prevent them from closing. In fact, we have seen that buyers with a Verified Approval are nearly twice as likely to close on their mortgage. An agent’s time is really valuable, so we want to make sure they feel confident that their buyers, with a Rocket Verified Approval, have strong buying power, have been vetted and can make a really strong offer. It’s a competitive and fast-moving market, so with our Verified Approval and our overnight underwrite, real estate professionals can be competitive and move at lightning speed. PB: What’s the difference between a standard Approval Letter and a Verified Approval? JF: The standout is that a Verified Approval is fully underwritten by a human, with a complete review of all docs that confirm credit, income and assets. As an agent, you want to have confidence in your buyer’s financing before you submit an offer—and that’s exactly what a Verified Approval delivers. PB: Can you talk about some of the benefits of Rocket Pro Insight? JF: Rocket Pro Insight is a newer technology that we launched within

“An agent’s time is really valuable, so we want to make sure they feel confident that their buyers, with a Rocket Verified Approval, have strong buying power, have been vetted and can make a really strong offer.” – JES FIELDS, Executive Vice President, Rocket Mortgage

the last year. When you sign up, you’re able to see details about your client in a secure environment. If you’re ready to make an offer, the client, through RocketMortage.com, or the agent, through Rocket Pro Insight, can make an adjustment to the approval letter and submit the offer on the fly. Or, if the buyer isn’t approved yet, the agent can use Rocket Pro Insight to refer them to one of our dedicated mortgage bankers. Rocket Pro Insight is incredibly popular—as of June 30, 2021, there were 50,000 agents leveraging the tool. Plus, we’ll be releasing some exciting new features and functions in Q4 that will even further enhance the agent’s experience.

agents, and how can they best utilize them for their real estate business? JF: We are incredibly proud of our “overnight underwrite” program. Rocket Mortgage has a team of underwriters working around the clock to ensure agents can get Verified Approvals for their clients—even while they’re asleep. There aren’t many lenders who can say that! RE

PB: What other tools does Rocket Mortgage offer to

Paige Brown is RISMedia’s content editor.

The above article is sponsored content. For more information, please visit www.RocketPro.com/RealEstate.

RISMedia’s REAL ESTATE October 2021 59

Innovative Furniture Leasing Company Feather Emerges Victorious From ‘Pitch Battle’ THE COMPANY BEAT OUT 11 OTHER COMPETITIVE TECH STARTUPS

By Jesse Williams

espite the fact that only one company could leave victorious at the third annual National Association of REALTORS® (NAR) iOi Pitch Battle, it hardly felt like a brawl. Though furniture rental company Feather was named the winner out of 12 tech startups competing, taking home $15,000 and claiming a booth at the 2021 REALTORS® Conference & Expo in November, the event was more an exclusive meeting of the minds than MMA fight-night, as company representatives and attendees relished the rare chance to mingle and share ideas in person. “The years that we’ve done the pitch battle, the 12 companies have a bonding experience and they create relationships,” says Dan Weisman, who helped put on the event as the director of Emerging Technologies at NAR. ”This year in particular...they’re hanging out, they’re friends [and] supporting each other.” Despite uncertainty around pan60 October 2021 RISMedia’s REAL ESTATE

demic conditions that required a lastminute venue change, Weisman says eventually everything (and everyone) came together to make sure things went forward safely and smoothly. “People were so onboard with [safety requirements] and respectful of that, and I thought that was a really cool thing to do because, at the end of the day, everyone realized how

important it was,” he says. The battle itself—lightning rounds of four-minute pitches with four-minute Q&As—saw a lot of sparks but felt almost like a collaborative effort, according to Feather CEO Jay Reno. “It felt like there was a really good camaraderie around the table,” he says.

“Our mission is to transform humanity’s relationship with material goods for a healthier and happier planet.” -JAY RENO CEO, Feather

“It was nice to get to know a bunch of other...people who are doing really incredible things.” “This year’s iOi Summit delivered on the promise to highlight trailblazing products and ideas,” said NAR CEO Bob Goldberg in a statement.

Reno credits the large-scale, disruptive vision of his company, along with its proven business model, for the win. “Any durable goods that anybody has inside of real estate, we want to own and manage for people,” he says. Founded in 2017, Feather offers a subscription rental service, delivering and setting up beds, tables, sofas and decorations, which a client pays for monthly. If they move to a new home or apartment, they do not have to worry about trying to transport and fit their furniture into another living space. If they choose to continue paying, they will eventually own the item at retail price. Reno described the model as an incredibly flexible, affordable and sustainable way to think about furniture. Feather furniture also has replaceable components, meaning damaged pieces can be made whole instead of discarded. “Our mission is to transform humanity’s relationship with material goods

for a healthier and happier planet,” Reno says. And broader moves away from traditional furniture ownership will hopefully help people consider what Feather can do for them, he added. “You take an Uber or a Lyft, you’re renting your music with Spotify...you don’t own as much as you think you do,” says Reno. “Furniture is the big-

gest, bulkiest, most painful asset that you could have, so why still own it? “Have a think about it,” he adds. RE

Jesse Williams is RISMedia’s associate online editor. Email him your real estate news ideas to jwilliams@rismedia.com.

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winners for 2021: Ali Al-Asady and Christopher Matos-Rogers. But what does it take to earn the EverGreen Award? According to the Green REsource Council, award recipients share the following traits: • Dedication to the green lifestyle and workstyle • Green industry skills based on training, competency and experience • Active participation in the Green REsource Council, other professional associations and community organizations

Becoming a Champion of Green and HighPerformance Homes INTRODUCING THE 2021 EVERGREEN AWARD WINNERS By Caysey Welton

s most real estate professionals know, the business extends beyond transactional relationships with buyers and sellers. Professionals working in the industry need to immerse themselves in their communities and be mindful of shifts in the market as well as consumer tastes and preferences. Further, they should strive to serve clients by being knowledgeable about emerging technologies in green housing and high-performance homes. From breakthroughs in solar power to recycled and upcycled insulation materials, there’s a seemingly endless amount of information real estate professionals should empower themselves with. To that end, the tool chest of knowledge that the National Association of REALTORS® (NAR’s) Green Designation provides plays a significant role in helping agents develop better listings that attract buyers while shining a light on the benefits of high-performance homes. This is why many look toward NAR’s Green Designation, which can increase a real estate professional’s 62 October 2021 RISMedia’s REAL ESTATE

earning potential and save homeowners considerable sums of money. It’s also a pledge that they care about the quality of life for their community and its future generations. Every year, the Green REsource Council (which confers NAR’s Green Designation) presents the EverGreen Awards. This award honors elite real estate professionals who have taken extraordinary measures to advance green building, develop their skills and technological knowledge, and apply that to bolstering their professional offerings and reputation. The organization recognized two deserving

• Commitment to the advancement of the green building industry and its practice • Creative implementation of green events, practices or habits in the office or community Connecting Health to Home For Al-Asady, a REALTOR® with HomeSmart Elite in Phoenix, Arizona, his commitment to resource efficiency began during his youth. Growing up in a lush region of Iraq, he still reflects on his realization of how planting a seed not only feeds the ecosystem, but also serves as a strong metaphor for productivity—a sentiment that motivates him to educate real estate professionals in regard to the importance of promoting green housing. In 2008, Al-Asady began to think about how to incorporate his appreciation of nature and high-performance homes into his profession. “You probably remember how the market was,” he says. “So many agents exited real estate, so I thought about how to stay sharp. NAR offered the Green Designation, and I was one of eight in Arizona who earned it [in 2009], and was one of two who really leaned into it afterwards.” Earning the designation was among the educational highlights of Al-Asady’s career at the time. It was also the beginning of what has become a laser-focused commitment to educating professionals on the upsides of

Matos-Rogers

Al-Asady high-performance homes. But when he set out on this mission, he soon realized it was more challenging than he expected. “I was ready to change the world, but the world wasn’t ready,” he says. This challenge led him to becoming a real estate educator. Much more than his personal and professional passions that sent him down this path, Al-Asady also understood the importance of optimizing homes with better ventilation and air quality as well as overall resource efficiency. “At first I didn’t realize how complex it all was,” he says. “When we talk about health, we talk about exercise or nutrition, but I eventually connected the dots. My main focus is improving indoor quality, and now also outdoor quality, especially with climate change happening all around us.” Al-Asady implies that there are numerous reasons to lean into energyefficient initiatives. Topping the list? Helping clients make sound investments. Then, of course, there’s the ethical side of it. “It’s the right thing to do,” Al-Asady says. “It doesn’t only affect us, but future generations as well.” Candid in his feelings about winning

the EverGreen Award, Al-Asady’s commitment to green and sustainable real estate isn’t just for recognition’s sake. “When I got involved, it was for pure passion. It took me over 10 years to be recognized, and I know the previous winners have taken the time and put in tremendous effort, so to be part of this group is an honor.” Small Carbon Footprint, Big Step for Georgia Matos-Rogers, a REALTOR® at PalmerHouse Properties in the metro region of Atlanta, Georgia, has a background in marine biology, so when he decided to earn his Green Designation, he was already incorporating many of the Green REsource Council’s values into his everyday life. He felt it only made sense to formalize what he already believed in. He also noticed a glaring hole in the local real estate market and realized that his values could enhance the buying and selling experience if more real estate professionals took similar steps. “My husband and I drove electric cars, but when we shopped for a house with solar panels, we found that there was a lack of them in Atlanta. There were builders and a market, but the real estate industry seemed unaware of it.” The obvious first step for MatosRogers to introduce green thinking to Georgia’s real estate market was to earn his Green Designation. From there, he focused on inspiring others to do the same. “We brought the Green Designation back to Atlanta after six years,” he says. “We more than doubled the number [of designees] from 40 to 87 and turned it into a big event with vendors and education.” Like fellow award-winner Al-Asady, Matos-Rogers isn’t leaning into the green movement for financial gain. “I live it every day,” he says. “I want to advocate and support the market. I’m not an agent who tries to own [my] market. It’s too big to even try. My efforts have been to expand knowledge

and empower agents.” For Matos-Rogers, the first winner of the EverGreen Award from Georgia, spreading awareness in his home state as well as throughout the Southeastern U.S. is important. “It’s exciting to see Georgia on the map, and my goal is to make this a trend,” he says. “It’s good for [real estate professionals] throughout the South to see that representation and for people from across the country to see that it’s not just them taking these initiatives.”

“I want to advocate and support the market. I’m not an agent who tries to own [my] market. It’s too big to even try. My efforts have been to expand knowledge and empower agents.” – CHRISTOPHER MATOS-ROGERS REALTOR®, PalmerHouse Properties

Looking ahead, Al-Asady and Matos-Rogers both see a promising future, one where more professionals make earning NAR’s Green Designation a high priority. RE For more information, please visit https://green.realtor/evergreen_awards.

Caysey Welton is RISMedia’s Content Director. RISMedia’s REAL ESTATE October 2021 63

‘Zombie Foreclosures’ Falling, But Will Likely Rise Again

to varying degrees across the country over the coming year,” with zombie foreclosures almost certainly poised to become more common. “It’s hard to imagine that zombie foreclosures will continue to be so few and far between across the national landscape,” Teta added.

By Jesse Williams

Shambling Forward A total of 215,495 properties are in the process of foreclosure, according to the report, also down from last quarter by 3.7%. A total of 1.3 million, or 1.35% of all homes are currently vacant, according to the report, again down slightly from 1.42% last quarter. But those numbers are likely going to reverse across the board over the coming months—and with them, the number of zombie foreclosures—as lenders pursue increasingly distressed property owners. “The CFPB has authorized lenders to pursue foreclosure proceedings on vacant and abandoned homes now that the government’s moratorium is over,” said Rick Sharga, executive vice president of foreclosure database for RealtyTrac, in a statement. “They’ve also given the go-ahead to re-start the

ar from an apocalypse of the living dead, the U.S. actually saw a decrease in so-called “zombie foreclosures,” which dropped this quarter after rising through much of the pandemic—though the “dawn of the dead” could still be around the corner as federal protections for struggling homeowners recently expired.

The recent report from ATTOM Data Solutions™ found only one out of every 13,060 properties (at press time) currently qualify as “zombie foreclosures,” which are homes that have been vacated and foreclosed on. That is a drop of 7% from last quarter. Preforeclosure “zombie” properties total only 7,538 in the whole country, also down just under 7%. “Vacant properties in foreclosure, and the resulting potential for neighborhood decay, continue to be a non64 October 2021 RISMedia’s REAL ESTATE

issue overall in most of the country,” said Todd Teta, chief product officer with ATTOM, in a statement. “But that could easily change over the coming months as lenders are now free to take back properties from delinquent homeowners.” The report credited a strong housing market and federal protections for the overall dearth of vacancies and foreclosures even during a severe economic crisis. But it added that the housing market is “likely to face a downturn

foreclosure process on loans that were already 120 days delinquent prior to the moratorium, and it’s not unlikely that over the past 15 months, many of those financially-distressed homeowners have vacated their properties.” One variable that might be hard to predict is how aggressive lenders will be in pursuing foreclosure proceedings, according to Teta, which could stratify or spread out the likely increase in zombie foreclosures. “How much, how fast and where that happens will depend on how different banks approach the situation,” he said. “Some may decide to vigorously pursue foreclosures to recoup losses from the pandemic while others give homeowners more time to get back on their feet.” Zombieland Regionally, 31 states experienced a quarterly decrease in zombie foreclosures, with the Northeast boasting three out of the top six qualifying

“ Vacant properties in foreclosure, and the resulting potential for neighborhood decay, continue to be a non-issue overall in most of the country. But that could easily change over the coming months.” -TODD TETA Chief Product Officer, ATTOM

states—Massachusetts is down 26%, Connecticut dropped 12% and Maine fell by 11%. The Northeast also has two of the top five states for most total zombie foreclosures, with New York topping the list with over 2,000 of the approx-

imately 7,500 nationwide, and Pennsylvania with 366. Qualifying metro areas with the highest rate of zombie foreclosures include Portland, Oregon, with 13.7% of all foreclosures being vacant. Fort Wayne, Indiana; Detroit, Michigan; Cleveland, Ohio; and Honolulu, Hawaii all topped 10% in vacancy rate for their total foreclosures. The following states saw the biggest quarterly decreases in overall vacancy this quarter, according to the report: - Maryland: 1.7% to 1.1% - Oregon: 1.8% to 1.3% - Wisconsin: 1.4% to 1% - Mississippi: 2.2% to 1.9% - Minnesota: 1.5% to 1.2% RE Jesse Williams is RISMedia’s associate online editor. Email him your real estate news ideas to jwilliams@ rismedia.com.

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L to R: William Raveis Real Estate, Mortgage and Insurance Co-President Chris Raveis; CEO and Chairman Bill Raveis; and Co-President Ryan Raveis

The Family Advantage

How William Raveis Real Estate Responds to Market Needs in Real Time

By Maria Patterson

s one of the industry’s most iconic firms, William Raveis Real Estate’s (WRRE) origin story is a classic tale of entrepreneurial moxie. Started above a Fairfield, Connecticut, grocery store by Bill Raveis in 1974, the firm now comprises 136 offices in eight states, and is home to 4,300 sales associates. In RISMedia’s 2021 Power Broker Report, WRRE ranked No. 7, reporting more than $16 billion in sales volume in 2020.

Today, Bill and the next generation of the Raveis family—brothers and co-presidents Chris and Ryan— share leadership responsibility for 66 October 2021 RISMedia’s REAL ESTATE

increasing revenue and expanding WRRE’s footprint in the coming years and beyond. In this exclusive interview, the pair explains how

operating as a family-run business provides the firm with two critical characteristics necessary for growth: cultural agility to turn on a dime to innovate; and consistent leadership with an unmatched level of pride, passion and strategic vision. “No matter how much we evolve, this is not just a business for us—it’s a family,” says CEO and Chairman Bill Raveis. “At our core, family values drive every decision we make. From the very beginning, I said our agents are our customers, and 47 years later, we continue to provide the

tools, technology and mentoring to empower their success.” Here, Ryan and Chris Raveis share what’s enabled the company’s extensive growth over the years, along with how they’re helping agents and clients maximize value and experience outstanding customer service in any market. Maria Patterson: William Raveis Real Estate, Mortgage & Insurance is the No. 1 family-owned real estate company in the Northeast, and your father views the entire firm as family. Please share a bit about how you and your brother came on board. Ryan Raveis: Growing up, Chris and I saw all those yard signs and wondered why our name was in front of everyone’s homes! We definitely had an affinity for the company and saw what Dad was doing and how hard he was working. But as we grew up, Chris and I wanted to spread our wings a bit, like most young, post-college graduates. I decided to pursue management consulting and Chris

worked in commercial real estate. Then, in our late 20s, we were offered the opportunity to join the family business, but with a very clear understanding. Dad sat us down and told us there were two conditions: You have to grow the company; and you can never sell it. MP: I take it you’re happy with your decision? RR: I have worked in a large public company and so has Chris. While every industry has its excitement in some way, shape or form, there’s nothing I’d rather do than work with my Dad and brother and continue to drive our goals of a family-owned real estate, mortgage and insurance powerhouse. MP: What are some of the biggest

advantages of being a family firm? RR: The biggest advantage is the consistency in leadership. This is a family business, and our name is on the door. We take our reputation, professionalism and the way we support our agents very seriously,

“There’s nothing I’d rather do than work with my Dad and brother and continue to drive our goals of a family-owned real estate, mortgage and insurance powerhouse.” - RYAN RAVEIS Co-President, William Raveis Real Estate, Mortgage and Insurance

to the point where being a family business is part of our identity. We plan on passing the company down to our children, so we want to leave it in a position where it’s thriving in each of its markets and each of its businesses. The only way we do that is by delivering superior service for our clients and agents. MP: William Raveis Inc. is one of

the only privately held firms to offer mortgage and insurance services under one roof. What

CEO Bill Raveis (center) poses with sales associates and managers at a WRRE networking event.

RISMedia’s REAL ESTATE October 2021 67

role have these firms played in your growth over the years? RR: I don’t look at our mortgage and insurance companies as businesses under the real estate umbrella. Each of those companies was purposefully built with the ability to stand on its own. Granted, they service our real estate clients, but they also partner with clients who used another real estate brokerage prior to doing business with the mortgage and insurance companies. We strategically built these companies to a substantial level to support the overall entity, and this helps when we’re looking to expand into new markets. MP: Does having an established

mortgage and insurance business play a more significant role in today’s real estate climate? RR: I think it does. In today’s market, we see plenty of large private equity and public companies that are trying to find their way. They’re struggling to figure out how to make a profit, and it’s not that easy. We’ve been running William Raveis Mortgage and William Raveis Insurance since the ’80s, and both have well-established operations and excellent reputations.

MP: How would you describe

market conditions in your regions? Chris Raveis: If I’m a home seller, I’ve seen my value increase by 30% in all the markets we serve. If I’m a buyer, I’m looking for solutions to help me

find a home in this market. Overall, the market has been excellent for real estate brokers and agents, and that will continue through the end of the year, particularly in Florida, where we just had some of the largest sales in our company history—$80 million and $50 million in Palm Beach and Naples, respectively. The luxury market has taken off in those areas. MP: WRRE serves luxury buyers

in many of your markets. What role does the luxury market play in the company’s success? CR: The luxury market is essential to our identity. We’re recognized by Leading Real Estate Companies of the World® as the globe’s top luxury broker. We serve some of the highestend markets in the U.S.—Naples, Florida; Fairfield County, Connecticut; Nantucket—and we have many of

“We are a family business, and we make decisions very quickly, and we have the resources to compete with anybody.” - CHRIS RAVEIS Co-President, William Raveis Real Estate, Mortgage and Insurance

Co-Presidents Chris Raveis and Ryan Raveis snap a picture with mortgage banker Francine Silberman and VP of Business Development Lisa Theiss.

68 October 2021 RISMedia’s REAL ESTATE

the finest agents in the world serving those markets. Their local knowledge and real estate expertise enable them to best connect with affluent clients, which is a priority audience for us. That said, we have a large audience base and serve other segments as well. Best practices honed by selling luxury properties are completely transferrable. We’ve fully embraced superior customer service at every point in the homeselling and -buying journeys, and consequently, invented new products and processes to support our agents. When we look at the level of service we strive to provide, we’re looking to emulate brands like The Ritz Carlton and Four Seasons. MP: Tell us about some of the ways you’re supporting agents… CR: Ryan, Bill, our senior management team and I are constantly in the field, constantly listening to agents. As a family business, we make decisions very quickly. Plus, we have the resources to compete with anybody. Each branch has a full-time manager, and we have multiple layers of admin and marketing support for agents. We are the only company that provides personalized branding for our sales associates because we believe each one is an entrepreneur who cannot be fit into a single, specific mold. Every manager is extensively trained through our career development department to become a certified coach and mentor to our sales associates. And we also bring in world-renowned business coaches, like Tom Ferry and Mike Staver. On the tech side, we’re well ahead of the market, particularly with automation. We have a completely automated listing launch platform, where in 30 seconds, an agent can get a listing launched, one that is personally branded with the agent’s name. Even better, we have integrated performance tracking, giving our agents and clients customized and immediate insights with real-time analytics.

MP: This year, you quickly rolled out products to help buyers and sellers navigate the unique challenges of the market. Tell us a bit about them. RR: We truly walk the talk on exceptional customer service throughout the buying and selling journey. For the seller who has their home listed but can’t financially move or can’t get the equity out, we provide a bridge loan through William Raveis Mortgage. Another option we offer is Raveis Purchase, where sellers benefit from the speed of getting out of their home and unlocking their equity to make a non-contingent offer on a new home. With this program, we buy the home from them and use Raveis Refresh to help prepare and stage the home with our certified network of designers and installation teams. And here’s the best part: When we sell the refreshed home at a higher price point on the open market, the client keeps the upside, which is different than any other model out there. We’ve moved a couple dozen customers in the 90 days since we launched this innovative offering (at press time), and the traction has been incredible. We have hundreds in the pipeline. We also just launched the Raveis CashBid program where we buy the home from the seller—on behalf of the buyer—and take title to the home. Then we help those preapproved buyers get a mortgage and repurchase the home from us. This creates opportunities for those buyers losing out on offers, as well as firsttime homebuyers who can’t put down an all-cash bid. These are just a few examples of how we are empowering our agents to take care of their clients during a competitive market. We are always thinking outside the box and partnering for success. It’s all really exciting. MP: Were programs like this borne out of the pandemic? RR: One hundred percent. When the pandemic hit, we knew that listing inventory was going to be slim,

Ryan and Chris Raveis with Chief Marketing Officer Lisa Carpenter

absorption rates would be fast, and that we needed to come up with solutions. MP: It seems like only a company of your scope and size, with inhouse mortgage services, could make programs like these work… RR: Yes, it wouldn’t happen without the mortgage company. When the agent understands the 360-degree view of the consumer, it makes them a better agent. We have the resources—the luxury, mortgage and insurance products— but being able to execute and help thousands of agents put those resources to use is another thing. With the breadth of our offerings and our investment in career development, our agents are better trained than anyone else in the industry. MP: Do such programs represent the future of real estate, or are they temporary solutions to market conditions sparked by the pandemic? RR: If a company’s business model is banking on programs that buy homes and resell them, that company will have a tough time in a downturn. You have to be good at recognizing the tenor of the market and actively develop the right programs because each year has different needs. We constantly listen to our agents and innovate to serve their market needs. This was true in 1974, and it remains the same today.

MP: What other evolutions— to your company and to the market—do you foresee taking place in the next year or so? CR: The market will remain challenging. The fourth quarter won’t be like last year, but it will be better than we thought at the beginning of the year. We are continuing to grow— having just expanded in Sarasota, Florida. Our footprint will encompass new areas in the Northeast and down the eastern seaboard as well. MP: Finally, if you had to point to just a few keys to success that have been instrumental to the firm’s longevity and growth over the years, what would they be? CR: You have to love the business; it has to be part of your soul. If you do, there’s a palpable energy that continually motivates you. And being a family business lends a lot to that—people are proud to associate themselves with real people as opposed to a large public or private equity firm. We thrive off each other and our larger business family. Our success is truly a collective team effort all around. RE For more information, please visit www.raveis.com.

Maria Patterson is RISMedia’s executive editor. RISMedia’s REAL ESTATE October 2021 69

5 Ways to Rebrand Your Real Estate Business

By Paige Brown

or agents and brokers who have been in real estate for some time now, you’ve likely noticed several changes in the space. Rebranding is a great way to put your real estate business back into the spotlight and showcase who you are, what you stand for, what services you provide and your ability to adjust to the ever-changing landscape of this business. But to ensure success, you need to have a clear understanding of the importance of real estate branding and how to properly craft your brand identity.

Here are five ways you can keep your brand top-of-mind and ensure future business success, no matter how steep the competition gets. 70 October 2021 RISMedia’s REAL ESTATE

1. Define Who You Are and What You Stand For Every brand should have a mission statement, especially in real estate.

A mission statement allows you to put your brand and beliefs into words, giving leads and prospects a chance to see how you can help them in their buying or selling journey. Write down what you stand for, why you chose to get into real estate and what sets you apart. A strong mission statement and a clear understanding of your strengths, services and niche will help you not only determine your value, but highlight it to the people that matter most to your business. 2. Refresh Your Brand Color Scheme and Logo Redesigning your logo and updating your overall design is an especially important step for agents and brokers who have been in business for more than a decade. There is a new generation of buyers and sellers in the market; and it’s important to stand out on social media, so it

CT Realty

may be time to refresh your graphics and overall design. This can include renaming your business, updating to a more modern logo, transforming your business’ aesthetic and changing up your company’s color scheme. 3. Modernize Your Website and Blog Though many agents and brands have websites where prospects can read a bio and see current listings, a dated website may not reflect your modern business. Since having a strong online presence is more important than ever, having a website that is not only accessible, but also readable and visually appealing, is vital. If you have already updated your website, a blog may be a great addition. Real estate blogs are a great way to show your expertise while offering additional resources and information to your audience. Just be sure to keep it updated with fresh information and follow SEO best practices to ensure readability and returning eyes. 4. Embrace Your Niche or Specialties Like all real estate professionals, your goal is to help your clients buy or sell. But it takes more than just the basics to stand out in your market. It’s important to highlight your unique selling proposition, or your market niche, to separate yourself from the competition. Ask yourself what you do better or differently from the other agents and brokers in your area. Maybe you specialize in first-time homebuyers or relocation services. Or, maybe you are in the niche of vacation homes and luxury properties. No matter where your focus lies, it is important to embrace and promote these aspects of your brand so that you will be identified for your specialty and become the go-to source for specific real estate needs.

CT Realty

From the planning stages through to completion, you want to make sure that social media is at the forefront of your rebranding strategy. 5. Hype Up Your Rebrand on Social Media From the planning stages through to completion, you want to make sure that social media is at the forefront of your rebranding strategy. This is especially important for agents who have a larger following. As you start the process of your rebrand, you can post teasers on your social media platforms letting your audience know that you will be making some changes, both big and small. You don’t want to come out of left field with a brand-new logo, color scheme or website, as this can create confusion with your existing audience. Create a bank of new social graphics that you can utilize on all platforms, and even consider filming a video of yourself explaining the rebrand for an added visual element. Be sure that your brand-

ing, message, links and handles are consistent across all of your platforms so that people can easily search and find you. If you decide to move forward with a real estate blog, be sure to share that content across your social accounts to ensure maximum exposure. In order to set yourself apart from the competition to improve and grow your real estate business, a rebrand may be the answer. Be sure to stay true to yourself and what you stand for while adapting to this ever-changing industry—and in no time, you will be on top. RE

Paige Brown is RISMedia’s content editor. Email her your real estate news ideas to pbrown@ rismedia.com. RISMedia’s REAL ESTATE October 2021 71

Turning a Vision Into Reality By Paige Tepping

his month, we had the opportunity to sit down with Anthony Lamacchia—CEO of Lamacchia Companies and broker/owner of Lamacchia Realty—to learn about what motivates him to continue pushing forward and why agents and brokers need to do a better job of paying attention to the market.

Paige Tepping: Tell me a little bit about your history in the industry and what you’ve done to get where you are today. Anthony Lamacchia: After turning 21 back in 2002, I bought my first property and ultimately began my real estate career as I got involved with buying properties, fixing them up and then selling them. In 2004, I decided to get my real estate license, and two years later, I left my dad’s landscape construction business and began selling as a REALTOR®. And I sold a lot. It wasn’t long before ® I became a top REALTOR in my marketplace, which set the stage for my next venture: building a team. Between 2009 - 2012, we were selling upwards of 700 homes a year between myself and eight other power team members. In 2015, I took a leap of faith and decided to convert our model to the broker72 October 2021 RISMedia’s REAL ESTATE

age model. While it took a couple years, I finally got it right, and today we’re growing a lot. PT: Are there any milestones that stand out in your mind over the years that have helped shape who you are? AL: The work ethic that I learned from my family is one thing I would point to that has helped me get to where I am today. As far as milestones, we hit a billion dollars in sales volume last year, which is a really cool company milestone. One of our brand offices also achieved a significant milestone this past June: 100 sales in one office in one month. PT: What’s on the horizon at Lamacchia Realty? AL: First and foremost, we will continue to grow. In fact, our growth is going to accelerate because we’ve gotten better at it. We opened an office in Fort Lauderdale last year, and we believe that Florida will continue to be a lucrative market as we’re seeing mass movement down to that area.

PT: What drives you on a daily basis and keeps you motivated to continue pushing forward? AL: I’ve been interested in (and obsessed with) business since a very young age. Having grown up with a dad who owned his own business and a grandfather who worked as his accountant, I always expected to get into business. From the time I was young, I envisioned owning a large company—and while I used to think it would be landscape construction, it ended up being real estate. I love the business, and real estate happened to be the path I chose. PT: You’re passionate about providing top-notch technology, tools, systems and training. Why is this so important, especially given today’s real estate environment? AL: We take a different approach than other brokerages, most of whom get involved in the race to the bottom and give up tons of commission and don’t try to create real, valuable things. One of the things that differentiates Lamacchia Realty from all the other brokerages within the industry is the fact that we’re a fullservice, value-based brokerage. We want to offer agents everything they would need, from training to technology to support. We’re 100% committed to offering them everything they need so that they can focus on what they’re best at, which is selling real estate. PT: What are some of the key offerings you provide your agents? AL: Most importantly is the sales training we provide, which is totally different than the sales training provided by other brokerages—and it’s sold across North America. Stepby-step, it teaches people what to do, what to say and when to do it. And for those who take advantage of the program and follow it closely,

their business is growing dramatically. In addition to our sales training, we also have an extensive suite of services. We provide our agents with listing assistants and buying assistants (or what others call transaction coordinators) as well as a team of people who take care of administrative tasks for them.

“From the time I was young, I envisioned owning a large company— and while I used to think it would be landscape construction, it ended up being real estate.” – ANTHONY LAMACCHIA, CEO of Lamacchia Companies and Broker/Owner of Lamacchia Realty

PT: You’re also passionate about advocating for homeownership. Talk about your work in this area. AL: I’m very involved with the National Association of REALTORS®, without which we would be in big trouble as REALTORS®. In fact, next year, I’m going to be chairman of the lending and finance committee. I enjoy being involved in the various committees that I’m part of, and I’ve spent time testifying at the state level with lawmakers on Beacon Hill as well as at the national level on Capitol Hill. Years back, when the market was in bad shape, I had many meetings with numerous government agencies (FHFA, FDIC, HUD) and met with a handful of senators,

congressmen and heads of different bureaus. PT: As we head toward the future, if there’s one thing agents and brokers should focus on, what would it be? AL: They need to do a better job of paying attention to the market so that they know what’s to come. I’m amazed at the amount of broker/ owners and agents who have verbalized the fact that the market has changed and that it’s now better for buyers because it’s not as frenzied as it’s been. This is exactly what I’ve been telling people would happen since last April. I don’t have a crystal ball or anything, but I’ve dedicated my time to watching the market and monitoring the data. PT: What’s your best advice for real estate professionals? AL: My best advice is to get real training. Too many agents approach training by the seat of their pants, and they’re missing out. PT: What’s your favorite part of your job? AL: As I truly enjoy seeing and connecting with everyone who makes up Lamacchia Realty, my favorite part of my job would have to be the people. I love helping others grow, and I take pride in seeing them reach their goals. There’s nothing more gratifying than seeing someone come into the company at 10 sales a year and reach that same number after just six months with us. RE To learn more about Lamacchia, his visions and the goals of his company, please visit www.RealTalkWithAnthony.com.

Paige Tepping is RISMedia’s managing editor.

RISMedia’s REAL ESTATE October 2021 73

Yes, our technology does make a difference.

The best technology makes for the best agents. The Weichert® technology offering is designed to maximize engagement, generate leads, and increase productivity. Imagine a beautifully designed, customized website backed by a powerful CRM, AI-driven automated follow-ups, and an easy-to-use technology package so advanced that it can run your entire business. Weichert makes it all happen, and more. It’s real, robust and ready-to-go technology that helps agents succeed like never before. The best technology really makes a big difference. Learn more. Give your local Weichert office a call today or visit jobs. Weichert.com Each Weichert® franchised office is independently owned and operated. ©2021 Weichert Real Estate Affiliates, Inc. Weichert is a federally registered trademark owned by Weichert Co. All other trademarks are the property of their respective owners.

TRENDS & ISSUES deploy. Instead, it’s best when SEO support is turnkey.

Right time, right content

How Thinking Like a Publisher Will Help You Attract and Engage Clients Commentary by Michael Minard

leading real estate brokerage in Southwest Florida generates nearly 200 visitors from a single blog post. In New Hampshire, a monthly email that targets 22,000 individuals, showcasing new listings, price changes and a real estate article, generates 53% of its website traffic and 33% of their leads. Major regional brokerages in North Carolina and Long Island, New York, deploy automated marketing tools to drive more website traffic, including Market Watch reports, new listing alerts, push notifications and customer-for-life drip marketing email campaigns. As much as 10% of their total traffic comes from these tools. These brokerages are using marketing tactics that share one central element: the content is all hyperlocal. That’s why real estate brokerages benefit when they think like news veterans to drive more targeted and quality traffic to their websites. News publishers understand that nothing connects better to their audience than

local news and information that provides value.

Benefits of SEO

Everything in real estate is searchbased. Customers search for the right neighborhood, the right home, the right lender and the right agent. More than 90% of all real estate searches start online, and search engines, like Google, dominate where many customers begin. Digital marketing experts estimate that people are exposed to 4,000 to 10,000 ads every day. Cutting through the clutter takes time and expertise. But the right SEO-based content system doesn’t need to be hard to

Creating and maintaining an engaging real estate blog is challenging. Many brokerages don’t dedicate the resources needed for an effective SEO program because it can be too time-consuming. But a robust, cost-efficient SEObased content strategy that leverages automation, drip marketing email campaigns and hyperlocal blog content can deliver the right content at the right time. This approach can make SEO one of the most profitable ways to market your brokerage website. Agents benefit from a strategy like this, especially when they don’t have to lift a finger. They appreciate this type of marketing support that helps them grow their business.

The big takeaway

Think like a publisher. About a third of all traffic to one of the country’s largest-circulation newspaper websites comes from search traffic, according to Alexa. They use SEO to build trust and gain insight from their readers. The result? Their engagement success is more than double their competitor’s average. The right SEO-based content program can be a brokerage’s secret sauce for driving more traffic and building more leads. When a brokerage thinks like a publisher, they will drive more traffic to their website, generate more actionable leads and delight their agents. To contact Delta Media with your SEO questions, email us at info@deltamediagroup.com. RE Michael Minard is CEO and owner of Delta Media Group, a leading and trusted technology partner for many of real estate’s top brands and 100% family-owned and operated.

RISMedia’s REAL ESTATE October 2021 75

TRENDS & ISSUES Boosting digital curb appeal

Curb appeal is an important factor in selling a home. With the digital age, however, came the importance of digital curb appeal. Digital curb appeal is how appealing your listing looks online and within the listing preview in search results. Four tech solutions currently available to enhance the digital curb appeal of your listings are 3D walkthroughs, video tours, enhanced real estate photography and virtual staging.

Smart Agents Adopt Disruptive Models to Elevate Seller Services Commentary by Olivia Mariani

rom iBuyers and Power Buyers to concierge and virtual staging, the real estate industry has seen several disruptors in the past decade. With them has come a fear that tech will replace the personal touch that agents provide. Research shows that despite disruptions, including instant offers that aim to cut real estate agents out of the transaction entirely, buyers and sellers are leaning on agents’ expertise more than ever. Let’s discuss how introducing new solutions at each stage of the seller experience will cement your role as the expert guide for every transaction.

Determining a home sale plan

According to real estate tech strategist Mike DelPrete, “The brokerages and agents that win will be those that educate and empower consumers to make the choice that’s right for them.” With several new options available, a lot of sellers are confused about where to start. This makes your initial meeting(s) with potential and new clients criti76 October 2021 RISMedia’s REAL ESTATE

cal. Head into meetings armed with knowledge about each option available and provide unbiased advice to gain the edge you need to win listings and clients’ trust.

Prepping for market

Concierge services enable sellers to make the necessary updates to get their homes sold faster and for more. By advising clients to make updates before they sell, you’re not only fulfilling your fiduciary responsibility, but you’re also making your job easier because homes that have been updated are easier to sell.

Introducing new solutions at each stage of the seller experience will cement your role as the expert guide for every transaction. Buying a new home

In a hot seller’s market like the one we’ve seen for most of 2021, many sellers fear not being able to find the right home after they sell their current one. Power Buyers like Orchard and EasyKnock help mitigate these fears by providing cash offers, bridge financing and trade-in programs. Help your sellers understand how these programs might fit into their overall home-sale plan to ensure a seamless, positive experience. Guiding clients through the sale of their home has always been a primary responsibility of the REALTOR®. Disruptive models from iBuyers, Power Buyers and concierge services simply provide more options. The agents who come out ahead will adopt these models to elevate their sellers’ experiences. RE Olivia Mariani is the director of Marketing at Curbio. To learn more about Curbio’s prelisting home improvement solution and how it can help you grow your business, visit curbio.com.

TRENDS & ISSUES It is vitally important to get good counsel on how your brokerage can be upgraded to an operational model that works today and into the future. Passing on a business that creates an attractive and engaging culture, resonates with what today’s agents truly want and need, and simultaneously fuels growth and net earnings is an incredible legacy for the next generation of broker/owners.

Will You Bestow a Thriving Brokerage? Commentary by Rick Haase

o many broker/owners across America have spent the better part of their working careers building and managing thriving brokerage businesses. They have invested the proverbial blood, sweat and tears, and managed through the highs and lows of real estate market cycles. They built great careers, increased their net worth and made very good livings for their families. Now comes the moment when it’s time to pass this business to the next generation—their children. All too frequently, however, there is one big problem: The earlier generation’s brokerage business model, well-built and run as it was, is not the brokerage model that will thrive or even survive into the future. Three key indicators will help you determine whether the business is a monument to the past or a real driver of future success. Net agent count, top-line revenue and bottomline growth or decline over the past three to five years need to be examined. If the business is experiencing a declining ability to recruit new and

experienced agents, declining agent retention and/or has declining top or bottom lines, the company’s business model probably needs to be upgraded. There are too many great broker/ owners who could very well be passing on a declining asset—or worse yet, saddling their children with a burdensome business that will fill their days with financial challenges and the stress that comes along with it. It takes a no-excuse-making, norationalizing, courageous assessment with the help of an unbiased expert to provide the straight talk necessary to get a clear picture of what is happening and why.

The earlier generation’s brokerage business model is not the brokerage model that will thrive or even survive into the future. Transforming your brokerage can happen through joining the right brokerage support network, partnering with existing new-model companies or even merging your company with another. It all starts with a quick and deliberate assessment and plan of action to enhance your operation and truly pass on a great legacy and company that grants the next generation of owners the very best chance for success. RE Rick Haase is president of United Real Estate. For more information, contact Haase at Rick@UnitedRealEstate.com or 504-2513757, or visit www.GrowWithUnited.com. RISMedia’s REAL ESTATE October 2021 77

TRENDS & ISSUES Running a profitable real estate business with our model requires us to keep our costs low. The best way to do that is by owning our technology and eliminating the bloat that accompanies office spaces. Our full technology platform allows us to streamline our operations, reduce required manpower, cut our costs and reliance on others, and provide a better user experience for our agents and clients. As we invested capital in our technology, we made two more strategic acquisitions: home search and CRM company Naberly, and big data aggregator and hyperlocal content creator LiveBy.

Lessons From Fathom Realty’s Successful IPO Commentary by Josh Harley

omeone once told me that taking a company public the right way would be one of the hardest things I’d ever do in my life. As an eight-year Marine Corps Infantryman, that idea was absurd. While it certainly wasn’t harder than fast-roping onto the deck of a moving ship or clearing enemy combatants from a building, I can now fully appreciate what they meant. It’s a different kind of hard. Many people ask us why we decided to go public so early in our business, and the answer is simple: We had more opportunities than we had capital. Our biggest expense wasn’t offices, employees or technology. It was keeping up with our explosive growth. After two years and countless man-hours, plus millions of dollars spent on the process, we made our debut on the NASDAQ on July 31, 2020. During our IPO, we stated that we were raising capital for three main purposes: accelerate growth, invest in our proprietary technology, and make strategic acquisitions to include mortgage, title, insurance and smaller 78 October 2021 RISMedia’s REAL ESTATE

brokerages. We didn’t miss a beat executing on our vision. Fathom Realty has a unique business model. We charge our agents a simple, small, flat transaction fee per sale. Plus, we don’t charge monthly fees. Yet, even with taking a fraction of the fees our peers charge, we could still achieve profitability on the brokerage business at fewer than 10,000 transactions per quarter. To accomplish this, when most of our peers didn’t achieve profitability at even 30,000 transactions per quarter, is a testament to our operation, especially when we provide everything an agent needs to be successful without sacrificing anything.

We’re exceeding every promise we made on our IPO roadshow. In the last 15 months, we’ve grown revenue, agent count and transaction volume. We made numerous strategic acquisitions, and we’re exceeding every promise we made on our IPO roadshow. Plus, as we expand across the U.S., we’re talking to more brokerages about mergers and acquisitions. I couldn’t be prouder of our humble beginnings and the fantastic employees and agents who I’m honored to serve every day. To learn more about Fathom Realty, visit FathomCareers.com. RE Josh Harley is a serial entrepreneur, founder and CEO of Fathom Holdings, tech geek, innovator, disruptor, marketer, teacher, artist, U.S. Marine and Alaska-raised sweet tea fiend. He believes deeply in the principles of servant-leadership and strives to be an example to his leadership team and his agents on serving others first.

TRENDS & ISSUES owner of a home, or a deceased’s will, is ever questioned. The concept of a token begins to evolve on the marketing side of things, though the premise is still the same. An agent can create digital marketing assets that are secured on a document token so that it becomes clear who has ownership of the document, and by extension, the information contained in the document. It also opens up the opportunity to explore new ways of using documents to market ourselves and our listings.

‘Tokenization’ and Its Role in the Post-Pandemic Real Estate Model Commentary by Allen Alishahi

here has been a lot of talk about how to keep real estate transactions safe if they continue to take place in a digital space rather than a physical one. While we’ve already become accustomed to sending and signing forms electronically, the next phase is all about making sure every step of the process is protected. This is where “tokens” come into play. We already use tokens in several forms as part of many digital interactions, including online banking. If you ever look at your bank statements online, you’ll notice that every transaction has a long number attached to it. This number distinguishes the transaction from any other, even if they have the same payee and amount. That number, in digital lingo, is called a token. You can also think of this string of numbers as a key or digital stamp that proves that the transaction is unique. This same concept of using tokens to track each individual transaction is likely to work its way into real estate, but with a slight twist. Instead of track-

ing the flow of money, tokens will be used as a way to track the paperwork that flows back and forth during a negotiation. Tokens can also be used to protect an agent’s online marketing presence, which can be especially important when identifying who represents a listing. When dealing with the paperwork associated with contract negotiations, document tokens can be used to save signed contracts. If any disputes arise along the way, there’s clear proof as to the version that was used to finalize the transaction. A document token can also be used for documents that support the chain of title if the true

Tokens will be used as a way to track the paperwork that flows back and forth during a negotiation. Currently, we all rely on a mix of websites, newsletters, social media and other platforms to disseminate information in bite-sized chunks. These outlets all have our company branding, so audiences can be reasonably assured that the site isn’t run by an imposter. But our industry’s future will be more successful if we have a way to convey larger amounts of information all in the same place. One way to achieve this goal is to turn to digital paperwork that has digital security backing it up so that clients know they can trust the source. RE

Allen Alishahi is president of ShelterZoom, the technology company behind DocuWalk. For more information, please visit www.docuwalk.com. RISMedia’s REAL ESTATE October 2021 79

TRENDS & ISSUES which allows an auctioneer to be heard above the noise of the crowd. Online auctions remove the need for expensive equipment.

Facility Rental and Logistics

If you’re dealing with inclement weather or a hard to access remote location, onsite logistics of a live auction can be a concern. There’s typically a need for concessions, seating, tables, restrooms and climate control—all of which need to be managed during live auctions. Regardless, if you’re conducting an onsite or offsite live auction, the day of auction logistics can be removed by implementing an online-only auction event.

Online Auctions: a Sound Marketing Method for Real Estate Professionals Commentary by Shawn Terrel

t wasn’t long ago that becoming an “auctioneer” seemed like an impossible feat for many real estate professionals. However, as technology enhanced, online bidding platforms began to emerge on the scene and changed the landscape of the traditional auction industry. Today, online auctions are growing in popularity amongst REALTORS®. These auctions are used as a marketing method that not only creates acceleration and excitement, but also convenience for clients. Auctions are an effective marketing method for most property types and have proven to work well in real estate. An increasing number of real estate brokerages see the value in offering a wider range of solutions to their clients, which include auction services. Online bidding platforms have also solved many challenges for real estate companies as they expand their service offerings to include auctions. The primary advantages that online auctions have over the traditional live (out-cry) auctions include:

The Chant

Many have said that the primary barrier to entering the auction profession is that they have no desire to stand up and call for bids in a crowd of people. Online auction platforms forego the traditional live chant of the auctioneer. All bidding is facilitated electronically, creating a larger opportunity for the real estate community to leverage the auction method of marketing.

Equipment Needs

A mainstay in the live auction profession is the speaker system,

Auction Personnel

When conducting a live auction, staffing needs include an auctioneer, bid spotters, clerk and registration agents. An online auction eliminates these needs, saving you money. We’ve integrated both live and online auction solutions into our core-service offerings for more than 15 years. These services have allowed franchisees access to auction programs such as online bidding platforms, project marketing, development and event training, auction supply discounts and more. As the industry continues to evolve, we expect the auction method of marketing to take a much larger role. Real estate auctions are continuing to become more widely recognized as a powerful alternative to traditional sales strategies. RE Shawn Terrel is president of United Country Auction Services. He is a former board member for the National Auctioneers Association and a graduate of the Missouri Auction School and Texas Auction Academy. He holds both his Certified Auctioneers Institute (CAI) and Accredited Auctioneer Real Estate (AARE) designations. For more information, visit www.UnitedCountry.com. RISMedia’s REAL ESTATE October 2021 81

TRENDS & ISSUES Power Buyers are helping brokerages turn every qualified homebuyer into a cash buyer.

Unlike iBuyers, Power Buyers are already operating nationwide, empowering cashstrapped buyers with all-cash offer options. Service fee advantage

‘Power Buyers’ Surge Provides Sellers More Options Commentary by Lane Hornung

eadlines have been dominated by iBuyers for years, but there’s a much bigger story in the real estate market today: More sellers are using the services offered by a group of innovators and disruptors known as “Power Buyers.” They all share one common denominator: they dramatically increase the consumer’s home-buying power. Unlike iBuyers, Power Buyers are already operating nationwide, empowering cash-strapped buyers with all-cash offer options, helping sellers become buyers before they sell and providing sale-leaseback or home trade-in solutions. Their growth rates are astronomical. Power Buyer Homeward saw 150%plus growth in 2020 and over 300% growth into 2021, according to real estate tech strategist Mike DelPrete, who coined the term. The zavvie 2021 Seller Preferences Report found that demand for cash offers at Ribbon increased by 10X in the first half of 2021. EasyKnock saw its Q1 2021 business up 70% over Q4 2020. And Knock’s growth exploded 82 October 2021 RISMedia’s REAL ESTATE

from three markets at the end of 2019 to 49 markets by the first half of 2021.

The rise of the cash offer

The biggest trend we’re seeing among Power Buyers is their all-cash offer options. This is especially true in smaller markets where national iBuyers aren’t present. The National Association of REALTORS® notes that in 2021, one in four home sales were all-cash during the most competitive spring real estate market in 50 years. That’s up from 15% a year ago. More cash offers are also being made to purchase vacation homes: 61% are all-cash sales compared to 50% in past years.

Power Buyers’ service fees are lower than iBuyers, ranging from 0% to 3% depending on the firm and service. While the zavvie report shows that the average iBuyer fees dropped sharply in the first quarter of the year, from 7.6% in 2019 to 5.1%, they are typically higher than Power Buyers. Power Buyers that charge no fees at the front end of the transaction are profitable by providing permanent financing. These Power Buyers are reporting mortgage capture rates at 70% or more.

How brokers can tap into Power Buyers’ services

The bottom line is that Power Buyers provide an opportunity for brokerages to offer this new option and keep their agents at the center of the sales transaction. The modern brokerage offers more choices to sellers and buyers by delivering their clients all the options. This includes the services and advantages that both iBuyers and Power Buyers bring to the table. Learn more about how your brokerage can tap into the services Power Buyers offer at zavvie.com. RE Lane Hornung is CEO and co-founder of zavvie, a technology company empowering modern brokerages and agents by making it easy to provide today’s consumers every selling and buying option. Hornung is also CEO and founder of 8z Real Estate.

TRENDS & ISSUES

Elevating the Customer Experience Every Step of the Way Commentary by Bill Scavone

eichert has a long history of success in the real estate industry. Much of that success can be attributed to evolving with the times, but the one ideal that has always remained constant has been putting the customer at the heart of everything we do. In our transforming industry filled with new real estate models popping up daily, companies that hold the highest standards for client relationships and keep the customer experience top of mind will always outperform and outdeliver the competition. Clients crave the expertise, leadership and guidance of a real estate agent. They value the compassion and empathy agents provide during extremely stressful times. The memorable customer experience and genuine connection formed in the client/ agent relationship cannot be replicated by any artificial intelligence or algorithm-driven technology. Building an environment within

your brokerage that centers around the customer experience requires a rock-solid commitment to people and sound business practices. This commitment should be at the core of everything your brokerage does. Investing in your agents by providing training, coaching, tools and resources not only helps them excel, but also adds essential value to the customer experience. It gives clients access to knowledgeable agents who have the right assets at their disposal for a successful and memorable buying/selling process. In addition to making an investment in your associates, centering your systems and activities around the cus-

tomer experience reinforces the mentality that everything you do is for the customer. Take for example customized listing presentations. By fully committing to presenting clients with customized listing presentations, your agents are demonstrating the individualized attention and tailored service they’ll receive. Your agents aren’t doing these for their benefit or the company’s benefit. They’re presenting these to provide an exceptional and personalized experience for the customer. Your agents don’t hold open houses for their benefit or the company’s benefit either. They hold open houses to expose sellers’ homes to more buyers and provide them with more convenient showings. It’s all for the customer. By harnessing effective prospecting strategies, your agents are helping uncover the most extensive inventory of homes at the best price for their buyers. It isn’t for the agent or the company. It’s for the customer. These are just a few examples of activities your agents can partake in to enhance the customer experience. And as a broker, it’s important to emphasize and reinforce that the reason you partake in these activities always revolves around the customer. Jim Weichert’s famous mantra will always stand the test of time. People buy people before they buy any product or service. When your company encourages agents to build solid relationships, work from a higher purpose than just a commission check, and harness their resources and skills to elevate the customer experience, people will do business with them— and your brokerage will thrive. RE

Bill Scavone is president and COO of Weichert Real Estate Affiliates, Inc. For more information, please visit www.weichertfranchise.com. RISMedia’s REAL ESTATE October 2021 83

TRENDS & ISSUES just as much lead generation as marketing directly to potential buyers and sellers, but can require a lot less work.

Too often, luxury real estate professionals forget to network with each other when they have or need a listing.

Why and How to Network With Local Luxury Real Estate Professionals Commentary by Diane Hartley

s a luxury real estate professional, how often do you nurture the relationships you have with other agents in your market?

Better yet, how often do you seek out relationships with those other local agents to grow your sphere of influence? While it’s true that luxury real estate is a competitive field, networking with other local luxury real estate professionals is one of the best ways to increase your success at the closing table. In fact, according to The Institute of Luxury Home Marketing (The Institute) instructor and luxury real estate expert Kofi Nartey, the goal as it applies to agent relationships is what he calls “co-opetition”—not competition. As he so eloquently puts it, “It’s not about winning or losing, it’s about the desired outcome.” Here’s why.

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1. Networking with local luxury real estate agents can boost your clients’ bids. Networking with other local luxury real estate agents is always a smart idea, but especially in a red-hot seller’s market like the one we’re in now. When there are multiple offers on the line, having great rapport with the listing agent can put your client’s bid ahead of other potential buyers. 2. Building your luxury real estate agent network can lead to more listings. Too often, luxury real estate professionals forget to network with each other when they have or need a listing. The reality is, building solid relationships with other local luxury real estate agents accomplishes

3. Networking with other luxury real estate agents helps your reputation. In an industry that’s built on relationships, your reputation is everything. You never know when you might want to transition to a new brokerage, build your team or need a favor. At the very least, making an effort to stay in good standing with local agents can help you when you least expect it. Ready to network with other luxury real estate professionals? The Institute’s in-person Luxury Live events are back and—for the first time ever—we’ve introduced a Member Happy Hour. The curriculum for these exciting two-day events is based on our proven Seven-Step Luxury Marketing Blueprint to help you break into luxury real estate or reach the next level in your luxury real estate career. To learn more, visit www.luxuryhomemarketing.com/real-estate-agents/ schedule.html. RE Diane Hartley is president of The Institute for Luxury Home Marketing, an independent authority in training and designation for real estate agents working in the luxury residential market. Hartley brings her passion for luxury marketing and more than 20 years of experience to her role. For more information, please visit www.luxuryhomemarketing.com.

TRENDS & ISSUES sor or Angi to find a pro. If you’ve tried this yourself, you know what a horrible experience it can be. Those services push the consumer request out randomly or by advertising dollar. The big opportunity here is for real estate agents to reengage their trusted network to get the client the same high-quality service they received when they purchased the home.

Leverage Your Network and Don’t Lose a Repeat Customer Again

Commentary by Kathleen Kuhn

wenty years ago, real estate agents were the gatekeepers of real estate data. Homebuyers had no other option than to engage a real estate agent to get available listings for sale. The agent would pull out a printed MLS book and begin researching information. Repeat business was easy. You were certain to get a call when they wanted to list or buy again. Why are referrals so hard?

First, agents are notoriously poor at keeping in touch with past clients. Keeping in touch with past clients is harder than it sounds. The difficulty is not in drafting emails or making phone calls, but doing so in a way that’s valuable to clients. The goal is to send information to past clients that meets their interest at the moment their curiosity is piqued. What most agents don’t consider is the value they can bring to their clients long after the deal is done by doing what they do best: being a trusted advisor in their local market. No one knows the local market better than the

real estate professionals that serve it. During a real estate transaction, homebuyers turn to their agent for recommendations for lenders, home inspectors and insurance agents because those are the professionals needed to get the deal done quickly. The agent’s trusted network jumps into action with speed and expertise. But what about the professionals needed to repair, paint and/or simply care for their home after they’ve moved in?

Become a homeownership expert for your clients

Homeowners can go to HomeAdvi-

A personal referral from a real estate professional can reinforce the relationship established during the home sale. A personal referral from a real estate professional is more valuable and can reinforce the relationship established during the home sale. Agents can start by creating a directory of vetted professionals including details of services offered and any specials their network may be willing to pass onto clients. Many agents create these lists and include them at the closing and/or publish them on their website. Making the effort to share this information is a great way to stay connected with contacts in a manner they’ll value. By making yourself available as a homeownership expert, you will not only keep your clients for life, but you’re likely to generate seven additional sales and referrals from each customer. Grow your business the smart way. If you need help, visit MooveGuru.com for more guidance on this strategy. RE Kathleen Kuhn is the EVP of Strategy at MooveGuru and has spent the last 30 years in the real estate and home inspection industries.

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BROKER STRATEGIES L to R: Todd Bailey, Jeff Bailey and Anthony Laurita

Sustaining Growth With the Right Brokerage Model Jeff Bailey COO/Owner

Todd Bailey CFO/Owner

Anthony Laurita

Broker/Owner United Real Estate North Jersey Fair Lawn, New Jersey www.UnitedRealEstateNorthJersey.com Regions served: Northern and Central New Jersey as well as New York Years in real estate: Jeff: 23; Todd: 23; Anthony: 38 Number of offices: 5, soon to be 6 Number of agents: Nearly 500

What attracted you to United Real Estate, and why was United the best fit for you? Jeff Bailey: When looking for a brokerage in 2014, we wanted something different and new to the area. After meeting with CEO Dan Duffy and the leadership, we knew it was going to be a good fit. United was head and shoulders above the competition, specifically when it came to their technology, support and leadership. What value does United bring to your business? Anthony Laurita: As with anything in life, you’re only as good as the people you surround yourself with. One of the things we have going for us is United’s leadership on all different levels. The leadership and home office team have provided the tools and support we need to run our business, and they make us feel like we are part of something 86 October 2021 RISMedia’s REAL ESTATE

larger. United brings value to us, and we, in turn, bring a lot of value to our agents. Tell us about your growth as a company since joining United. AL: We believe very strongly that we have the best company and the best tools to offer agents. United Real Estate is a blend of old and new, and from a broker standpoint, we need to be in that space to attract as many agents as we can. Regardless of what anyone may think about technology and the internet, it’s still a people business, so you need to be able to relate to people. That said, United’s proprietary technology platform competes with or exceeds any of our competitors’, yet we still maintain a traditional brokerage feel that provides agents a level of comfort knowing that they’re dealing with top-quality people. What attracts agents to United? JB: People have come to realize that if they want to make more and there is less business out there, they can do that at United New Jersey. They are right to be questioning what exactly their broker provides. United’s flat-fee, 100% commission model, proprietary technology and full-service broker support are proof that no box was left unchecked. Agents are making thousands more than they would at other companies, and that’s a big attractor. They don’t have to compromise on anything they are currently receiving from their broker. Anthony and I personally conduct 99% of the interviews that take place here, and the agents are able to meet the owners at the first interview, which is a truly unique experience. United is rock-solid in my opinion, and they keep rolling out new offerings. How is United New Jersey unique among its competitors? JB: We’re ranked within the Top 1% of brokerages in the U.S., and agents like to talk about that. One of our biggest concerns when we first got started was that no one knew

BROKER STRATEGIES “Jeff, Todd and Anthony genuinely care about their agents. Yes, it’s about systems, tools and services, but when you layer on top of that their genuine, passionate commitment to their agents’ careers, it serves as rocket fuel for their success.” -RICK HAASE President, United Real Estate

who United was, but our accomplishments locally, nationally and globally have changed the narrative. Today, 95% of our agents come to us via referral, and one of the ways we reward them is through our revenue sharing program. As business partners, what’s your personal philosophy about working harmoniously together? AL: We respect each other’s strengths and know our own weaknesses. When we focus on our roles in the office, it creates a complementary and collaborative environment. What have been the keys to your brokerage business’ success? AL: It’s important to note that we don’t compete with our

agents. It’s widely known that we’re here to build our business by focusing 100% on growing our agents’ success. Our agents get a great opportunity and a fair shake when they come work with us. Todd Bailey: The beauty of our business is that we can adjust our sails on a dime, and this was seen during the pandemic when we switched to a remote operation without skipping a beat. We’re also committed to paying our agents within 24 - 48 hours of closing a transaction. United Real Estate’s mission is to help change the financial trajectory of agents’ and brokers’ careers and sometimes their lives. Do you have any specific stories your agents have experienced? AL: One example is Marco Suarez, a top producer from RE/MAX, who came to United after three years of contemplation. Having kept his finger on the pulse of the company, he watched us grow until he was ready to make the leap as a partner. Today, he helps us run our Clifton office. I don’t know many other brokerages offering this same type of open-door policy and opportunities. RE For more information, please visit www.GrowWithUnited.com. -Paige Tepping

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BROKER STRATEGIES nomenal on-the-ground support network with people you can call or text. What was it like transitioning to RE/MAX? It was a success story across the board. RE/MAX had everything in place to help make the transition smooth, and our agents were open-minded to it because they saw the value in the brand and the tools. They saw what they were going to be getting and how we were looking toward helping them grow their business.

“Your agents have to know that they are part of the office’s culture, and that the owners and managers are there to support them.” -JOSH NAUGHTON Broker/Owner, RE/MAX Innovative Properties

From Independent to Franchise Model Josh Naughton

Broker/Owner RE/MAX Innovative Properties Londonderry, New Hampshire www.remax.com/real-estate-agents/joshuanaughton-londonderry-nh/101915141 Region served: Southern New Hampshire and Northern Massachusetts Years in real estate: 19 Number of offices: 6 Number of agents: 102

You previously operated your brokerage as an independent firm. Why did you decide to explore opportunities with a franchise brand? We were trying to figure out how to grow our business while supporting our agents with better tools, technology and marketing. The other part of that is building an actual business that was an asset for myself and my partners, and we felt that having a franchise was a better opportunity to do that. Having a franchise behind us is something we felt would be invaluable. What attracted you to the RE/MAX brand? When we got into it, we explored other franchises. We felt pretty strongly that we wanted to get involved with a franchise to leverage their brand and support. RE/MAX® has a phe88 October 2021 RISMedia’s REAL ESTATE

What tools and resources provided by RE/MAX do you and your agents find most valuable? While they have great marketing, webinars and educational opportunities that can be accessed through RE/MAX University®, their events are also valuable. As an agent, when you’re selling real estate, you’re very hyper-local and day-to-day. Being able to have a network of RE/MAX agents who can get together at conferences and conventions and send referrals all over the world is a huge asset. What advice do you have for brokers seeking to grow through acquisition? I think the important thing is that the agents have to come first. Ensure that the resources are there so agents can continue to have the support they had and not have to worry about anything being left behind. You have to make it a seamless transition for the agents who are being folded into the company. Another thing is the culture. Your agents have to know that they’re part of the office’s culture, and that the owners and managers are there to support them. What do you think today’s agent finds most valuable when considering which brokerage to join? Value is competitive compensation plans. It’s manager and owner support. Value is resources and education, tools and technology, and being one step ahead of everything so that the agent doesn’t have to keep reinventing the wheel. Another big piece of it is the coaching to help them grow their business from where they are today to wherever they want to be. Agents don’t need you every single day, but when they do need you, you have to be available. RE For more information, please visit www.remax.com. -Jordan Grice

BROKER STRATEGIES I do believe business is going to pick up, so I’m preparing my agents by giving them the tools to get in touch with their database. Whether it’s custom mailers, magazines or social media content, our agents need to be anywhere they can be so that they’re top-of-mind when their clients are ready to make a move.

“I form personal relationships with my clients so that it’s easy for me to reach out via text, email or social media.” -RANDY COFFMAN President, Better Homes and Gardens Real Estate Wine Country Group

A Personal Approach Leads to More Business Randy Coffman

President Better Homes and Gardens Real Estate Wine Country Group Sebastopol, California |www.winecountrygroup.com Region served: Sonoma, Napa, Mendocino and Lake Counties Years in real estate: 35 Number of offices: 11 Number of agents: 150 Motto/work philosophy that you live by: Always be better. I use that a lot, and my staff gets a kick out of it—but I’m always striving to be better.

What is your secret to staying relevant in today’s ever-changing real estate landscape? We’re working on tailoring our service to our clients’ lifestyles. The technology we use has enhanced the client experience tremendously, but our personable agent-to-client contact must be just as convenient and accessible. What that means is adjusting how we communicate, where we meet and how we complete paperwork. How are you preparing agents for the upcoming season? I don’t know if prices are going to get higher, but

How do you stay in touch with your clients? I form personal relationships with my clients so that it’s easy for me to reach out via text, email or social media. I try to be a resource for all things pertaining to their home, and more often than not, clients reach out to me if they need a recommendation for a painter, a contractor for their new kitchen remodel or someone to remove a swarming beehive... beekeeping is a hobby of mine. How have you helped your agents cope with the challenges associated with the pandemic? One of the things is being available. I tell everyone that I’m just a phone call away. I also encourage everyone to have face-to-face conversations. I do everything I can to be a responsible broker, which includes providing sanitizing wipes, masks and hand sanitizer. So many agents have excelled during the pandemic. We have staff who reach out to every one of our agents to see how they’re doing. How do you attract the top agents in your area? We recently hired a brand ambassador who works with us on recruiting as well as marketing so that we’re conveying who Better Homes and Gardens Real Estate Wine Country Group is. I’ve taken a good hard look at our staff throughout the pandemic, and I’ve had to let go of people who were rowing the boat in the opposite direction. I have since filled those positions with people who have a strong background in digital marketing. Where do you see your business in five years? We recently purchased three new offices in Lake County. We’re now in four counties, and we’re working to strengthen our presence in those areas and move farther north. I see more expansion through M&As with quality staffing and good agent retention to make it all happen. RE For more information, please visit www.bhgre.com. -Jameson Doris

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BROKER STRATEGIES tant to educate in this world because it’s ever changing.

The Impact of Connectivity and Collaboration Frank Nolan

President Vanguard Properties, a member of Leading Real Estate Companies of the World® San Francisco, California www.vanguardproperties.com Region served: San Francisco Bay Area Years in real estate: 21 Number of offices: 16 Number of agents: 500 Who has most influenced your success? That would be my business partner, James Nunemacher. I’ve learned a lot of what I know about business through him. I’ve enjoyed having his influence in my life, both professionally and personally.

In today’s ever-evolving real estate landscape, how does your company stay flexible and relevant? It’s important to be both of those things, otherwise you’re probably going to sink. In order to stay relevant, you have to be flexible and nimble. You have to stick to your core values, your culture and what your brand wants to be to remain relevant. Keeping culture going is also very important—and along with culture comes values. How are you preparing your agents for the future of real estate? The definition of Vanguard is being on the forefront. We do our best to filter out the new resources, namely technology, that are constantly being thrown at all of us at any given time to make sure our agents stay efficient and relevant. We also have several training sessions every single week for all levels of agents. It’s impor90 October 2021 RISMedia’s REAL ESTATE

Describe your commitment to collaboration and how this helps you nurture relationships. In order to be an effective collaborator and leader, you have to listen. Collaboration suggests just that—both parties working together, and you can’t work together unless you’re a good listener. You have to have an open mind in order to understand other perspectives. Talk less, listen more and wait before you respond. If you do that well, it will help you collaborate with your team and your clients. The other side of a healthy collaboration is giving—offering opinions, sharing your ideas, spending time, analyzing and being your true self.

“Being able to work and connect with so many other like-minded brokerages around the world is a big impact.” -FRANK NOLAN President, Vanguard Properties

Where do you find inspiration for new business strategies? I like to look at what other independents are doing, like smaller companies that may be emerging and growing. Sometimes they’re younger companies, and sometimes they’re companies that have been around just as long as us. I think it’s important to look at your healthy competitors. What are the biggest benefits of being a member of the Leading Real Estate Companies of the World® (LeadingRE) network? The leadership and agent trainings we’ve had from LeadingRE have been spectacular. The connectivity with our fellow members throughout the country and the world is above and beyond what we expected. Being able to work and connect with so many other like-minded brokerages is a big impact compared to what we were previously working with. How has LeadingRE supported you and your business in connecting with luxury buyers and sellers? We’ve had more referrals come into the company than we’ve ever had in our 35 years of business. That’s what it all comes down to, and it’s what has been supporting the business. Being able to say that we are part of the LeadingRE network is an added layer of impact for our buyers and sellers. It’s a strong talking point that has made our process of capturing both buyers and sellers a whole lot easier. RE For more information, please visit www.leadingre.com. -Paige Brown

BROKER STRATEGIES You’ve received numerous awards for excellence in real estate. What advice do you have for those who would like to follow in your footsteps? I fell into real estate right out of school when I was 21, and I fell in love with it. In what other profession can we make our day doing exactly what we want? As a REALTOR®, you’re in control of designing your own life. This is the best business ever as we get to help others with homeownership. I show up every day with service and passion, and I’m prepared. It’s that simple.

“Real estate is all about helping consumers with homeownership, and we’re very focused on doing just that.” -GRETCHEN PEARSON President and CEO, Berkshire Hathaway HomeServices Drysdale Properties

Working Together to Help Clients Achieve Their Goals Gretchen Pearson

President and CEO Berkshire Hathaway HomeServices Drysdale Properties Danville, California |www.bhhsdrysdale.com Region served: Northern California and Northern Nevada Years in real estate: 34 Number of offices: 53 Number of agents: 1,300

What would you point to as the chief benefits of being a Berkshire Hathaway HomeServices franchisee? Being a member of the Berkshire Hathaway HomeServices network separates our agency from all the rest. In the old days, when someone asked about your profession, you could say that you were a real estate agent, and that was enough. People would use you as their agent after having met you at a cocktail party, but that’s no longer the case. No one really cares if you’re in real estate, and they’re not likely to come to you when they need to buy or sell a house just because you’re in real estate. But our agents can say that they work for a member of the Berkshire Hathaway HomeServices network, and the minute someone hears that name, the door opens. It’s a gamechanger.

How do you stay ahead of the competition? Most brokerages focus on agents as their clients, but I’m 100% for the consumer (aka buyers and sellers). That being said, I invite my agents to be my partner so that we can work together for our clients. Real estate is all about helping consumers with homeownership, and we’re very focused on doing just that. What do you hope your agents see in you as their manager? I hope that my agents see that I engage. I write them notes when they close and congratulate them for the work they’ve done. Knowing their names and everything about them allows me to engage with each and every one of them. They know that I’m watching and that I’m always there for them. In addition to putting energy into what I want more of, I meet with my Top 25 every Friday on Zoom, and I listen very carefully. Talk about your approach to recruiting and retention this past year. Every three weeks, I invite “the Professor” to our career night, and he’s a central part of our retention efforts. Through our training, we’ve been able to retool some people as well, so if an agent wants to come in and be a loan officer, we train that person to be a loan officer. We also work closely with those who want to join a team. On the recruiting side, the whole company made a pivot throughout the past year by repurposing some of our managers and using them where they fit best. But most importantly, we grow due to attraction. And we go after passionate people. RE For more information, please visit www.bhhs.com. -Lesley Grand

RISMedia’s REAL ESTATE October 2021 91

BROKER STRATEGIES of dynamic will give your team the most competitive edge in recruiting. Systems and culture activities like daily huddles, the Daily Success Habits Tracker, client appreciation events and even agent appreciation events ensure that your team is working together and encouraging one another in moving toward goals. For access to these tools, email me at verl@workmansuccesssystems.com and I’ll send you info on how to implement these systems to make your team stand out above all the others.

How to Attract Motivated and Talented Real Estate Professionals By Verl Workman

roker/owners often struggle to attract talent and retain those top performers for years to come. Many brokerages aren’t doing everything they can to attract and retain the best talent. You can stand out from the competition and get the best team members by focusing on a few key priorities. Culture Culture is the first piece of the puzzle in becoming the most desirable brokerage to join. Culture is important because it impacts every part of the job. A strong team culture affects everything from lead generation to coworker relationships. Culture also increases productivity by increasing job satisfaction. Every company has a culture that is either intentionally or accidentally created. The best way to attract talent is through a culture of productivity, showing that you’re the business where agents work together to help each other grow and eliminate the time wasters in the office. You’ll start attracting the type of

92 October 2021 RISMedia’s REAL ESTATE

people you’re looking for when you build a positive and supportive culture. When agents find a team with a culture that supports and recognizes them, they won’t want to leave. A Cohesive Team The strength of your team can make or break your chances of success. To create the strongest team dynamic, you need systems for accountability as well as the right people in the right roles. When your brokerage offers these systems and great people to help implement them, you’ll be able to form a united team. Team members will know they’ll be supported as they work toward their goals, and this type

Many brokerages aren’t doing everything they can to attract and retain the best talent. Ongoing Education and Coaching Naturally, the best agents to have on your team are those who are motivated and goal-driven. If you plan on hiring the best talent, you should expect that they’re looking for growth in their lives as well as opportunities to create wealth. Motivated real estate professionals are always looking to improve their abilities with the help of the latest tools, resources and mentors. You want to be the brokerage that encourages growth instead of stifling it. The industry is constantly changing, so offering ongoing educational resources as well as coaching options is invaluable. 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. For more information, visit www.WorkmanSuccess.com.

Save the Date RISMedia’s Power Broker & Newsmakers Reception & Dinner

Friday, Nov. 12, 2021 Marriott Marquis San Diego Marina Honoring those brokers who ranked in RISMedia’s 2021 Power Broker Report, and our 2021 Real Estate Newsmakers

rismedia.com/rismedia-power-broker-annual Photo Credit: AJ Canaria of MoxiWorks

TEAM TALK In this Q&A with the team leaders, Christine Perry asserts that their success can be attributed to their ability to recognize and capitalize on their individual strengths; she as master of the big picture, he as maestro of the details.

Steve and Christine Perry

Synergy Is Key for Married Silicon Valley Team Leaders By Barbara Pronin

teve Perry took the long route to real estate, moving from Connecticut to Northern California at the age of 28 and working in construction and other housing-related fields before acting on his passion to help buyers and sellers realize their American Dream. Twenty-eight years later, married and teamed with his wife, Christine, since 1997, he is living his own dream. Paired at SteveandChristinePerry.com, and working under the auspices of Sereno Group Real Estate based in Los Gatos, California, the dynamic duo—aided by a transaction coordinator—serves clients from inland Silicon Valley and the California coast to the heights of majestic Lake Tahoe. Having met and married while working for another company, the Perrys were among the first to follow broker Chris Trapani when he founded the independent Sereno Group in 2006. 94 October 2021 RISMedia’s REAL ESTATE

“We believed in his approach and his commitment to giving back,” says Christine Perry. Now, hundreds of clients later, they have posted over $1 billion in sales. In the past 12 months, in a luxury market with an average sales price of more than $2.5 million, the pair combined their very different talents to post sales of over $110 million— a record that places them in the top 1% among Northern California real estate practitioners. The achievement is all the more noteworthy in that 90% of the pair’s business today comes from referrals, says Steve Perry—attributed to their years of superior customer care.

Barbara Pronin: What was your background, Christine, before you joined Steve in real estate? Christine Perry: I was a mortgage broker, so the transition was fairly easy, and I loved the change in focus—specifically the challenges and rewards of working with buyers and sellers. Steve Perry: She was a natural, actually, right from the go. She’s creative, she’s skillful, and she’s the ultimate people person. She listens, and that’s where it starts. BP: You clearly work well as a team. Christine, where does Steve excel? CP: He’s a problem solver, very detail oriented and a great negotiator. He has a talent for making every transaction a win-win for all parties. That’s something people remember, and it’s one of the reasons our business today mostly comes from referrals. BP: How do you typically divide the workload? SP: Our goal is to be a trusted advisor to every client we serve, and while one of us is the point person for every transaction, our buyers and sellers know they can count on both of us to be there with them every step of the way. That’s one of the perks of working as a team. Day to day, I’m usually conferring with clients, examining the options, busy with contract negotiations—maybe helping to navigate the inspection process, since my background is in construction. Christine takes the lead on all the marketing, home staging, preparing homes for sale, and she’s the social media expert.

TEAM TALK CP: Instagram, in particular, has been a great platform for us, not just as a way to showcase properties, but for presenting ourselves as genuine people with a life outside of real estate. I post personal stuff, family stuff—we’re so proud of our three young-adult children. Those kinds of glimpses into who we are help to build trust and confidence in what we do.

“It’s always been more about the client than the dollar, and we look forward to building and nurturing many more client relationships.”

BP: The past year has been crazy busy for REALTORS® as many people re-thought their lifestyle priorities in the midst of a global pandemic. How did that impact your business, and what are you seeing now? SP: It has been very busy, especially with clients looking for second homes, and we’re still dealing with a shortage of inventory. We’re seeing some seasonal slowdown now

-CHRISTINE PERRY

(at press time), but we fully expect that as the school year continues, the pace will ramp up again. BP: So, you have no plans to slow down? CP: Oh, no. We adore our kids, but as empty nesters in the prime of life, we are very much focused on growth. It’s always been more about the client

than the dollar, and we look forward to building and nurturing many more client relationships. BP: What are some of your other goals going forward? SP: We’ll be looking to add a fulltime assistant to our staff, which will free up more time for all of us to do what we do best. But for the most part, as Christine said, we’re focused on client relationships. We’ve been through marriages, divorces and all kinds of crises with so many clients over the years. We take pleasure in knowing that they trust and rely on us to help them make wise real estate decisions. RE

Barbara Pronin is a contributing editor to RISMedia.

START THE YEAR OFF RIGHT WITH LEVERAGE 2022 (385) 282-7112

Scan to get tickets to the greatest real estate teams event of the year!

Where Real Estate’s Leaders Get Real Tune in to RISMedia’s RealEdge podcast each week to hear behindthe-scenes stories from some of the most successful people in real estate. Find out how they’ve navigated ups and downs in their careers, and get their insider’s tips on how to build business in any market.

David Marine

Coldwell Banker Chief Marketing Officer

Christy Budnick

Berkshire Hathaway HomeServices CEO

Paul Boomsma

Leading Real Estate Companies of the World® President & CEO

Vanessa Bergmark

Red Oak Realty CEO & Owner

Darryl Davis

Darryl Davis Seminars Founder & CEO

Nick Bailey

RE/MAX LLC Chief Customer Officer

Subscribe Today to Tune in to the Latest Episodes at

www.rismedia.com/podcasts/

Lennox Scott

Pam Liebman

John L. Scott Real Estate CEO

Corcoran Group CEO

Sue Yannaccone

Anthony Lamacchia

Realogy President & CEO

Lamacchia Realty Broker/ Owner and Lamacchia Companies CEO

RISMedia’s RealEdge podcast is hosted by the dynamic and engaging Daniel Ramsey, founder and CEO of MyOutDesk.

TEAM TALK ness plan to best suit your unique results. The SWOT analysis sums up your team’s capacity to thrive so that it’s easier to see your options for how to best move forward.

Gain a Competitive Advantage in Your Real Estate Market

By Verl Workman

gents who are looking to build a thriving business need to find their competitive edge, or their advantage over others in their market. And while knowledge of your competition goes a long way in finding your differentiator, I think the most important thing to focus on is getting your house in order. Finding your competitive advantage also requires looking internally. By defining success and removing uncertainty from within your business, you’ll be able to create amazing customer experiences and offer the best possible service. In order to build a competitive advantage, you need systems that allow your team to provide great service, every time. Anything you do three times should be put into a system that’s followed by everyone on the team. This will ensure that your client gets an amazing experience at every phase of the transaction. Systems also guarantee that your team operates as a united force, more efficiently and effectively. On top of following the same sys-

tems, your team can also create a competitive advantage by developing core values and a mission statement to lay a solid foundation from which to work. Having core values and a good mission statement can be the difference between success and failure for your team. Knowing your goals and motivations from the beginning is what makes a team out of a group of people; it’s what bonds them and points your team toward mutual success. If you want to unlock your team’s potential and further define your edge, you should complete a SWOT analysis. Discover your strengths, weaknesses, opportunities and threats all in one tool. Then, adapt your busi-

Your competitive edge will be found in the value that you bring to each transaction; it’s what you do best. Your income strategy is another area where you can go above and beyond the competition. In order to not only double (but quadruple) the opportunities for you to find business, you need to define four pillars of income and work each one as if it’s your only source of income. The four pillars emphasize that your actions create income—and by focusing on them, you’ll eventually exceed your income goals by understanding and perfecting each area. There are so many things we can do to raise the bar and set ourselves apart. The bottom line is that you have to choose the things that are consistent with who you are and what you provide to your clients. Your competitive edge will be found in the value that you bring to each transaction; it’s what you do best. RE Verl Workman is the founder and CEO of Workman Success Systems (385-2827112), an international speaking, consulting and coaching company that specializes in performance coaching and building successful power agents and teams. Contact him at Verl@WorkmanSuccessSystems.com, or go to www.WorkmanSuccess.com to learn more.

RISMedia’s REAL ESTATE October 2021 97

TEAM TALK run a successful business. When they become past clients, they go into a VIP program for giveaways, parties and other special attention.

Commit to a higher level of engagement with your clients— and in no time at all, you’ll be on your way to owning your piece of the market.

5 Strategies to Position Your Brokerage Ahead of the Competition

By Sarah Bernard

s the lead of a highly competitive real estate team, I recently asked my top-producing agents what they feel sets us apart from the competition. Here are their five most important strategies for gaining a competitive advantage. 1. Your database. Every email we collect goes into a database. You never know who will eventually need to buy or sell a house, so we carefully craft drip emails, real estate updates and special event invitations to send to this database. While we’ve collected over 11,000 names, a database of 100 - 300 names can bring you a lot of business when you follow up consistently and regularly. 2. Marketing assistance. We gain a huge advantage by tapping into our brokerage’s marketing expertise and initiatives, optimizing the ads, newsletters and events for our client base. We use the power of our logo, our team branding and a call to action on everything we put out. We 98 October 2021 RISMedia’s REAL ESTATE

put marketing front and center in our minds and actions. 3. Client retention and referrals. Our team makes an effort to call, email, text and snail mail our past clients regularly. We use these “hightouch” tactics to go the extra mile. And once we close, the fun begins. Our clients stay connected to us long after the sale, which results in repeat business and referrals. 4. Top 50 and VIP programs. Our Top 50—the 50 people most likely to refer us when someone they know is looking for an agent—gets our special attention weekly. By developing and nurturing relationships with these 50 people, we’ve set ourselves up to

5. Team collaboration. From buyer’s agents to admin, our team members excel at their individual responsibilities to create a highly efficient team. Working together and seeking guidance from each other puts us ahead of the pack in the competitive arena. Our clients know that we have a team of highly skilled agents who have a spirit of cooperation, and that sets us apart. Look at your own business. Are you taking advantage of the relationships in your Top 50 or past client pools? What about the relationships on your team? Find the areas where you can go above and beyond, and work the strategies in this list as part of your daily routine. Commit to a higher level of engagement with your clients, day in and day out—and in no time at all, you’ll find your own competitive advantage and be on your way to owning your piece of the market. RE Sarah Bernard is a Workman Success Systems senior coach. She helps her clients build top-producing teams while sharing tactics and systems for greater success in the real estate industry. You can reach her at sarahbernard@workmansuccesssystems.com or on LinkedIn.

TEAM TALK of calls, messages and meetings to potential clients and referral sources will create an influx of activity that will translate into current year sales. Supplement these contacts with an uptick in social media activity, too, specifically focusing on the benefits of listing or buying a home now. This coordinated approach will result in more engagement, more referrals and additional closed transactions before the end of the year.

Real Estate Teams: Stay in the Game for More Sales This Year

By Sherri Johnson

n what has been a strong year for many agents and teams, a challenging year for others—and maybe a little bit of both—we are at the point where you may think that you have a pretty good idea of how your final numbers may look for 2021. Don’t fall into that trap. Your year has a lot of life left in it, and the next few months offer incredible opportunities to connect with clients, gain new listings and create more sales. Stay in the game by doing some or all of the following activities immediately to generate more current year business. Sponsor a contest for new listings. There is no surer way to create new immediate business in this market than to obtain a new listing. Keep your team’s focus on what works best by hosting a contest rewarding new listing activities. Give them a chart to track their own success and suggested activities, then post progress both in your office and via group emails to foster healthy competition and increased engagement.

Host call nights. Pick one afternoon and one evening weekly for the next month to make calls for new business. Experienced agents can be calling past clients, and newer agents can call FSBOs, Expireds, past open house visitors and their sphere. Make this event fun—provide drinks, snacks and prizes for new appointments. Also provide scripts to those that don’t have them already, and have agents share success stories from their calls at the beginning of each session to motivate the others. Double contacts with your sphere. Whatever program your team is using to keep in touch with their sphere, encourage them to double their efforts through the end of the year. A purposeful, concentrated blitz

Whatever program your team is using to keep in touch with their sphere, encourage them to double their efforts through the end of the year. Being focused on creating new sales opportunities now will allow you and your team members to turn a strong year into a record-setting year, or take a challenging year and turn it into one of achievement. Contests, call nights and increased engagement with your sphere are proven methods to make that happen, and they can be implemented both quickly and manageably. Take action now to make them happen. Stay in the game. There is a lot of success still to be had in 2021, so make it happen now and have a great final few months of listing and selling more homes. RE Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. Johnson offers individual and group real estate coaching, and is a preferred coach for multiple national brokerages. She consults and speaks regularly for many leading industry organizations, including RISMedia, NAR, McKissock Learning and Homes.com. RISMedia’s REAL ESTATE October 2021 99

SERVICE PROFILES

Index of Preferred Providers

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

ABR®.................................................................................. 101

Leading Real Estate Companies of the World®................103

Amarki............................................................................... 101

McKissock Learning..........................................................103

American Home Shield ................................................... 101

MyOutDesk Virtual Assistants..........................................103

Berkshire Hathaway HomeServices................................. 101 BoomTown........................................................................ 101

NAGLREP (National Association of Gay & Lesbian Real Estate Professionals).........................................................103

Buffini & Company............................................................ 101

National Association of REALTORS®...............................103

Buyside.............................................................................. 101

Pillar To Post Home Inspectors®........................................103

The CE Shop...................................................................... 101

Propertybase....................................................................103

Century 21 Real Estate LLC............................................... 101

Real Estate Webmasters...................................................104

Cinch Home Services........................................................ 101

Realtors Property Resource®............................................104

Constellation1...................................................................102

Realty ONE Group...........................................................104

The Corcoran Group.........................................................102

REBAC...............................................................................104

CoreLogic..........................................................................102

RE/MAX, LLC...................................................................104

CRS Data...........................................................................102

Residential Real Estate Council........................................104

Curbio...............................................................................102

Rocket Mortgage..............................................................104

Darryl Davis Seminars......................................................102

Sherri Johnson Coaching & Consulting............................104

Delta Media Group..........................................................102

United Real Estate.............................................................104

Fathom Realty...................................................................102

Updater.............................................................................105

Homes.com.......................................................................102

Weichert Family of Companies........................................105

HomeSmart International.................................................103

Workman Success Systems...............................................105

Home Warranty....................................................103

zavvie................................................................................105

HSA

RREIN Service Providers Berkshire Hathaway HomeServices Ambassador Real Estate........................................................................105

Kinlin Grover Real Estate..................................................106

Berkshire Hathaway HomeServices Florida Realty.........105

Lusk & Associates Sotheby’s International Realty............106

Berkshire Hathaway HomeServices Georgia Properties.... 105

McCOLLY Real Estate.......................................................106

Berkshire Hathaway HomeServices Nevada Properties.... 106

Patterson-Schwartz Real Estate........................................ 107

CENTURY 21 Award.........................................................106

Randall, REALTORS®...............................................................107

CENTURY 21 New Millennium.........................................106

RE/MAX 440 and RE/MAX Central.............................. 107

Coldwell Banker Kappel Gateway Realty.......................106

RE/MAX Gateway........................................................... 107

Jordan Baris, Inc., REALTORS® Real Living......................106

100 October 2021 RISMedia’s REAL ESTATE

Long & Foster Real Estate, Inc..........................................106

SERVICE PROFILES ABR® (800) 648-6224 • www.rebac.net • Chicago, Illinois • 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.

AMARKI (877) 405-0040 • www.amarki.com •Grass Valley, California • Ian Francis, CEO

Amarki was purposely built by real estate experts for brokerages and agents based on years of industry experience and firsthand REALTOR® feedback. We have developed a marketing tool accessible to anyone, no matter your experience or marketing budget. By providing an intuitive tool that works “for” the agent, Amarki is able to remove the complexity of marketing tasks such as email, social media, text messaging and search and display ads. With Amarki, any digital marketing campaign can be created and deployed with three easy steps in under two minutes.

AMERICAN HOME SHIELD® (800) 735-4663 • www.ahs.com/realestate

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

BERKSHIRE HATHAWAY HOMESERVICES (800) 666-6634 • www.berkshirehathawayhs.com

Berkshire Hathaway HomeServices, based in Irvine, California, is a real estate brokerage franchise network built for a new era in residential real estate. The network, among the few organizations entrusted to use the world-renowned Berkshire Hathaway name, now counts more than 50,000 agents and nearly 1,500 offices throughout the U.S., Canada, Europe and the Middle East. It is known as the FOREVER Brand with FOREVER Agents aspiring to work with clients over time through all phases of real estate. Network members also embrace the community and have contributed over $30 million to the Sunshine Kids Foundation supporting kids with cancer.

BOOMTOWN (866) 430-1408 • www.BoomTownROI.com Charleston, South Carolina

BoomTown has all the tools, technology and teams you need for real estate success. It’s the only solution that generates and manages your

leads, with 300-plus experts at your back. Lead generation, consumerfacing websites, CRM technology, lead management services, and more, come in flexible packages that scale with success. Our mission is to make real estate agents successful, and our service offerings extend far beyond technology: peer coaching support, lead concierge services to contact, qualify and nurture leads, and dedicated advisors offer personalized support at every step.

BUFFINI & COMPANY (800) 945-3485 • www.buffiniandcompany.com

Headquartered in Carlsbad, California, 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.

BUYSIDE (855) 928-9743, 855-9-BUYSIDE • getbuyside.com Brentwood, Tennessee • sales@getbuyside.com

Buyside is a data analytics and marketing company on a mission to help real estate brokers and lenders profit from their largest untapped asset: data. Buyside aggregates behavior signals generated online, using it to power actionable insights and intelligent marketing tools that help brokers, lenders and other ancillary services capture more homeowners. Our team brings decades of real estate and technology industry expertise. We understand the unique challenges real estate brokers face, and we wake up each day excited to help you conquer them.

THE CE SHOP (888) 827-0777 • www.theceshop.com Greenwood Village, Colorado

Founded in 2005, The CE Shop has become the leading provider of online real estate education through an encyclopedic knowledge of the real estate industry. Our ever-expanding course catalog of pre-licensing, exam prep, post-licensing and continuing education products are trusted throughout the industry and offer agents across the country the education they rely on.

CENTURY 21 REAL ESTATE LLC (877) 221-2765 • www.century21.com • Madison, New Jersey • Michael Miedler, President & CEO

The approximately 139,000 independent sales professionals in over 11,600 offices spanning 83 countries/territories in the CENTURY 21® System live their mission everyday: to defy mediocrity and deliver extraordinary experiences. By consistently chasing excellence, giving 121% and always elevating, the CENTURY 21 brand is helping its affiliated brokers/agents be the first choice for real estate consumers and industry professionals.

CINCH HOME SERVICES (800) 778-8000 • www.cinchrealestate.com • Boca Raton, Florida

Cinch Home Services is the leading home services company that makes it easy for everyone to enjoy their home to the fullest, regardless of whether they own or rent. Building upon 40 years of proven experience, Cinch uses smart, modern tools and an award-winning customer support network to remove the guesswork around prevent-

RISMedia’s REAL ESTATE October 2021 101

SERVICE PROFILES ing, diagnosing and solving a wide variety of home-related issues. As a member of the National Home Service Contract Association, Cinch manages a network of more than 18,000 service providers for repair or replacement services. The company proudly offers 24/7 customer service and the industry’s only 180-day service guarantee. Cinch protects both buyers and sellers from expensive and unexpected repair and replacement costs before, during and after the sale of the home.

CONSTELLATION1 (800) 503-5163 • constellation-1.com • Milwaukee, Wisconsin and Markham, Ontario • sales@constellationreg.com

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

THE CORCORAN GROUP (800) 544-4055 • www.corcoran.com • info@corcoran.com

The Corcoran Group has been a leading residential real estate brand for nearly 50 years. Through its New York City, Hamptons and South Florida brokerages, along with its rapidly growing affiliate network, the firm is home to more than 100 offices and 4,200 independent salespersons in key urban, suburban and resort markets nationwide. Corcoran agents earn and keep their clients’ trust with an unwavering commitment to white-glove service, expertise and integrity. In every market served, Corcoran helps you find the home that’s just right for you. Live who you are®. The Corcoran® brand comprises both offices owned by a subsidiary of Realogy Brokerage Group LLC and franchised offices, which are independently owned and operated.

CORELOGIC Toll-Free: (877) 849-1023 • Local: (949) 214-1000 www.corelogic.com • Media and PR relations: newsmedia@corelogic.com

As a leading provider of gold standard data, analytics and platforms, CoreLogic enables real estate professionals, financial institutions, insurance carriers, government agencies and other housing-market participants to help people make their dream of homeownership a reality.

CRS DATA (800) 374-7488 • www.crsdata.com

For more than 30 years, CRS Data has provided a wealth of property tax data through the MLS Tax Suite. This beautiful system integrates seamlessly into your MLS system, offering REALTORS® current tax data, detailed map layers and robust features that are accessible on all browsers and mobile devices. Consistent product enhancements help ensure that the MLS Tax Suite performs as the industry’s leading and most innovative service. We’re proud to pro-

102 October 2021 RISMedia’s REAL ESTATE

vide a personalized customer experience that is unmatched. Learn more by visiting www.crsdata.com.

CURBIO (844) 944-2629 • https://curbio.com• Potomac, Maryland

Curbio partners with real estate agents and homeowners to deliver a smart and hassle-free home improvement experience designed to get every home on the market and sold fast. Curbio’s turnkey approach, trusted team and all-in-one app allow REALTORS® to confidently take on home improvement projects of all sizes. Trusted by more than 800 brokerages nationwide, Curbio is making real estate move by redefining what the home improvement industry represents: transparency, reliability and speed.

DARRYL DAVIS SEMINARS (800) 395-3905 • www.ThePowerProgram.com

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

DELTA MEDIA GROUP (866) 233-9833 • https://www.deltamediagroup.com North Canton, Ohio •Franklin Stoffer, Vice President of Sales

Delta Media Group is real estate’s only provider of an all-in-one platform, easiest to use CRM, digital marketing tools, superpowered-SEO and website solution that is family-owned and operated. Delta Media is also the king of website lead generation, through its unmatched superpowered-SEO that leverages custom hyperlocal content creation. Moreover, Delta Media Group is an early real estate technology innovator, established in 1994, yet offers one of the most advanced and affordable, fully integrated digital and social marketing solutions available to real estate professionals.

FATHOM REALTY (888) 455-6040 • www.FathomRealty.com • Cary, North Carolina

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

HOMES.COM (866) 697-3308 • http://marketing.homes.com

Homes.com offers brand advertising, lead generation, online reputation and marketing solutions to connect you with over 12.5 million consumers monthly. With a high average visit time, consumers visiting Homes.com are more engaged and more likely to buy when com-

SERVICE PROFILES pared to visitors of other national real estate websites. Connect with these motivated homebuyers and sellers with the most powerful suite of tools for your real estate business—and convert more leads to closed transactions.

HOMESMART INTERNATIONAL (800) 865-9025 • www.homesmart.com • Scottsdale, Arizona • Tori Sokol, Director of Marketing and Communications

Founded in 2000, HomeSmart International is one of the fastest-growing real estate franchisors in the nation, with a mission to lead the industry by providing the highest level of service, support, technology and value to our customers. The company offers franchisees efficiency and innovation coupled with the systems and technologies necessary to succeed in today’s evolving real estate industry. Its low-fee, high-value 100%-commission brokerage model keeps costs down for its nearly 19,000 agents across 31 states.

HSASM HOME WARRANTY (800) 367-1448 • www.onlinehsa.com HSASM Home Warranty has provided outstanding products and ser-

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

LEADING REAL ESTATE COMPANIES OF THE WORLD® (312) 424-0400 • www.LeadingRE.com

Leading Real Estate Companies of the World® (LeadingRE) is a selective community of the world’s highest-quality independent real estate companies with 550 firms in 70 countries. Its 150,000 sales associates generate over 1.3 million transactions annually, with $296 billion in home sales last year among the top 500 U.S. firms. Over 200 of LeadingRE’s members have a dedicated commercial arm. LeadingRE exists to help members by connecting them to opportunities and people around the globe, supporting its agencies with an international referral network, professional development programs, unique events and connections to both people and opportunities worldwide. In 2020, LeadingRE was inducted into the Hall of Fame for Training Magazine for its learning and development programs.

MCKISSOCK LEARNING (877) 277-5376 • McKissock.com/real-estate

As part of the Colibri Real Estate family of premier education brands, McKissock Learning has helped hundreds of thousands of real estate professionals achieve sustainable success throughout each stage of their career via continuing education and professional development courses.

MYOUTDESK VIRTUAL ASSISTANTS (800) 583-9950 • www.myoutdesk.com www.myoutdesk.com/contact-us

MyOutDesk is the largest, most trusted and reputable provider of

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

NAGLREP (NATIONAL ASSOCIATION OF GAY & LESBIAN REAL ESTATE PROFESSIONALS) (561) 865-6117 • naglrep.com • Jupiter, Florida • Jeff Berger, Founder

NAGLREP is the No. 1 forum for LGBT homebuyers, sellers and LGBT and allied real estate professionals.

NATIONAL ASSOCIATION OF REALTORS® (800) 874-6500 • www.NAR.realtor • Chicago, Illinois • Bob Goldberg, CEO • Victoria Gillespie, Chief Marketing and Communications Officer • Katie Johnson, General Counsel, Chief Member Experience Officer • Mark Birschbach, SVP, Strategic Business Innovation and Technology • Marc Gould, SVP, Member Development

The term REALTOR® identifies a real estate professional who is a member of the National Association of REALTORS® and subscribes to its strict Code of Ethics and Standards of Practice. NAR members have access to the REALTOR Benefits® Program, NAR’s official member benefits resource, providing savings and special offers on products and services just for REALTORS®. Program partners are industry leaders who understand the unique needs of real estate professionals. Visit NAR.realtor/RealtorBenefits. NAR is also proud to offer the .realtor™ and .realestate top-level domains to members. Visit get.realtor. NAR offers a number of designations, certifications and opportunities for continuing education that support member development. Visit OnlineLearning.realtor. NAR empowers REALTORS® to evaluate, enhance and showcase their highest level of professionalism with the Commitment to Excellence program. Visit C2EX.realtor. The REALTOR® Store features publications, webinars and research reports, including the top-selling 2018 NAR Profile of Home Buyers & Sellers. Visit Store. realtor. Additionally, NAR’s venture capital arm, Second Century Ventures, has invested in companies that push forward innovation while benefitting NAR members. Visit secondcenturyventures.com.

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

Founded in 1994, Pillar To Post is the No. 1 home inspection brand in North America with over 550 franchisees located in 49 states and nine Canadian provinces. The Pillar To Post difference includes a printed on-site report allowing for faster closings, each inspector carrying $1 million in E&O insurance to cover both the agent and the broker, and convenient scheduling options to meet every client’s needs.

PROPERTYBASE (855) 390-2273 • www.propertybase.com • John Voigt, Director of Marketing Communications

Propertybase is the leading global real estate and mortgage software provider with lead generation, CRM, websites, compliance-driven

RISMedia’s REAL ESTATE October 2021 103

SERVICE PROFILES transaction management, mortgage business growth platform and more. Over 4,500 brands trust Propertybase to deliver innovative technology to scale their business. The Propertybase family of brands includes Propertybase, BoldLeads, BoldMortgage and Unify.

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.

REAL ESTATE WEBMASTERS

RESIDENTIAL REAL ESTATE COUNCIL

(877) 753-9893 • www.rew.com • Nanaimo, British Columbia • Morgan Carey, CEO • morgan@rew.com

(800) 462-8841 • www.crs.com • Chicago, Illinois CRS Help: CRShelp@crs.com

Real Estate Webmasters (REW) is the leading technology provider for the top 1% of real estate professionals in the world. Since 2004, we have helped shape real estate technology to grow with your professional needs. We are the secret weapon behind many of the names you already know and love, creating cutting-edge websites that generate leads, maximize efficiency and help ensure unrivaled success. If you can dream it, we can build it!

The Residential Real Estate Council was established in 1976 to provide real estate brokers and agents with shared knowledge and tools. Recognizing the need for advanced education, the Council developed training courses and established the Certified Residential Specialist (CRS) Designation. The Council is recognized as the leading provider of real estate education and networking for residential real estate agents, and the CRS Designation is considered the most prestigious designation a real estate agent can achieve.

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

Realtors Property Resource® (RPR) is a national, parcel-centric database that is a free, exclusive benefit for REALTOR® members of the National Association of REALTORS®. The database provides REALTORS® with all available information about every parcel of residential and commercial property in the United States, giving brokers and agents valuable tools and features to make them better informed in order to increase their efficiency in the marketplace.

REALTY ONE GROUP (949) 297-2020 • www.RealtyONEGroup.com Laguna Niguel, California • Eddie Sturgeon, EVP, Global Growth

Founded in 2005, Realty ONE Group is an industry disruptor, radically changing the face of real estate franchising with its unique business model, fun coolture, technology infrastructure and superior support for its real estate professionals. Realty ONE Group has been recognized by Entrepreneur magazine as a Top 5 Real Estate Franchise and has been on Inc. 500’s list of the Fastest-Growing Companies for seven consecutive years. Realty ONE Group is surging ahead, opening doors, not only for its clients, but for real estate professionals and franchise owners.

ROCKET MORTGAGE RocketPro.com/RealEstate

Detroit-based Rocket Mortgage is the nation’s largest home mortgage lender. The company closed $320 billion of volume across all 50 states in 2020. Rocket Mortgage moved its headquarters to downtown Detroit in 2010. Today, Rocket Mortgage and Rocket Companies employ 24,000 full-time team members across the U.S. and Canada. The company ranked highest in the country for customer satisfaction for primary mortgage origination by J.D. Power for the past 11 consecutive years, 2010 - 2020, and also ranked highest in the country for customer satisfaction among all mortgage servicers the past seven straight years, 2014 - 2020.

SHERRI JOHNSON COACHING & CONSULTING (844) 989-2600 • www.sherrijohnson.com

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

REBAC

UNITED REAL ESTATE

(800) 648-6224 • www.REBAC.net • Chicago, Illinois • rebac@nar.realtor

(888) 960-0606 • www.GrowWithUnited.com • Rick Haase, President

The Real Estate Buyer’s Agent Council (REBAC) provides training and support that help buyer’s representatives be successful in their business—and educates consumers about the benefits of buyer representation and the ABR® designation in order to improve their home-buying experience.

United Real Estate (URE), a division of United Real Estate Group, was founded in 2011 to provide solutions for brokers and agents in a rapidly changing real estate industry. Recognized by Inc. 5000 as one of the nation’s fastest-growing real estate companies, United has helped thousands of agents Find Their Freedom® with its full-service, 100%-commission, transaction-based model. The company offers brokerage franchise and conversion opportunities, as well as merger and succession opportunities. Its proprietary technology, Bullseye™ Agent & Broker Productivity Platform, provides on-demand access to next-generation technology, marketing and training for brokers and agents, powered by a 1.8 million-plus listings data warehouse. United operates in 24 states with more than 10,500 agents and over 100 franchise and company-owned locations.

RE/MAX, LLC (303) 770-5531 • www.remax.com • Denver, Colorado

RE/MAX was founded in 1973 by original disruptors Dave and Gail Liniger, who changed the real estate industry forever. Headquartered in Denver, Colorado, RE/MAX is now a global franchise network with over 130,000 sales associates in more than 110 countries and territories. The consumer website remax.com is consistently

104 October 2021 RISMedia’s REAL ESTATE

SERVICE PROFILES UPDATER www.updater.com • New York, New York • Chris Avery, VP of Real Estate • realestate@updater.com

Think about your last move…it was probably confusing, stressful and chaotic. Your clients experience the same thing and desperately need moving help. Updater is the nation’s leading moving and home management app that saves your clients countless hours on various moving-related tasks including connecting TV and internet, reserving a moving company, securing insurance, connecting utilities, and much more. The experience is branded for your brokerage and each agent, and fully personalized for each client’s unique move. Both brokers and agents find Updater to be an incredible way to differentiate and provide an excellent client experience during a stressful time.

WEICHERT FAMILY OF COMPANIES (800) 401-0486 • www.weichert.com • Morris Plains, New Jersey

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

WORKMAN SUCCESS SYSTEMS (385) 282-7112 • www.workmansuccesssytems.com Salt Lake City, Utah

Workman Success Systems delivers comprehensive team solutions to agents, brokers and companies, private and group coaching solutions for every level of business, and proven seven-figure income-earning systems. Workman Success Systems Founder, Master Coach and Speaker Verl Workman delivers the necessary performance skills, the latest and most effective tools, and proven dialogues and systems that work. To hire Verl to speak at your next event, visit www.workmansuccess.com/speaking. Sign up for a free coaching consult by going to www.workmansuccess.com/consult.

ZAVVIE (888) 407-4556 • https://zavvie.com • Boulder, Colorado • Lane Hornung, CEO

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

RREIN Member Profiles BERKSHIRE HATHAWAY HOMESERVICES AMBASSADOR REAL ESTATE (402) 493-4663 • (800) 477-7653 www.BHHSamb.com • agents@BHHSamb.com

Berkshire Hathaway HomeServices Ambassador Real Estate is dedicated to providing progressive, quality real estate services in Nebraska’s metropolitan Omaha and Lincoln surrounding areas. We service all types of markets: single-family residential, new construction, condos, corporate relocation, third-party relocation, acreages and commercial real estate. With approximately 400 licensed agents, we have an agent to meet your needs regardless of the style, price or age of the property you are looking for. We understand that trust is earned and that good, professional service is an essential part of that.

BERKSHIRE HATHAWAY HOMESERVICES FLORIDA REALTY (954) 693-0100 • (800) 386-1554 www.BHHSFloridaRealty.com • Sunrise, Florida • Rei Mesa, CRS, CRB, President & CEO

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

BERKSHIRE HATHAWAY HOMESERVICES GEORGIA PROPERTIES (770) 992-4100 • www.BHHSGeorgia.com

Berkshire Hathaway HomeServices Georgia Properties has over 1,600 associates and 26 locations across the Greater Metro Atlanta and North Georgia area. The company generated over $4.1 billion in sales volume in 2019. Trendgraphix reports that Berkshire Hathaway HomeServices Georgia Properties is ranked No. 1 in home sales for the Greater Metro Atlanta area. Led by president and CEO Dan Forsman, the organization offers a full suite of real estate services including residential real estate, luxury real estate, new homes services, condo/high-rise services, commercial real estate, corporate relocation, property management, mortgage lending, title and settlement services, home warranties and insurance. Equal Housing Opportunity. Visit http://www.BHHSGA.com.

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SERVICE PROFILES 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.

CENTURY 21 AWARD (800) 293-1657 • www.century21award.com

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

Morris, Union and Hudson counties. Jordan Baris, Inc. Realtors® Real Living offers real estate brokerage to buyers and sellers of residential and commercial properties, developers, tenants and landlords; title services through JB Title Agency, LLC; and global relocation services through its membership with Leading Real Estate Companies of the World®.

KINLIN GROVER REAL ESTATE (508) 420-1130 • www.kinlingrover.com

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

LONG & FOSTER REAL ESTATE, INC.

CENTURY 21 NEW MILLENNIUM

(866) 677-6937 • www.LongandFoster.com

(800) 727-6888 • www.c21nm.com

Long & Foster Real Estate, the nation’s No. 1 independent brand by sales volume, is part of The Long & Foster Companies, a subsidiary of HomeServices of America, a Berkshire Hathaway affiliate. HomeServices is the nation’s second-largest real estate brokerage and one of the largest providers of integrated real estate services. Long & Foster Real Estate is the exclusive affiliate for Christie’s International Real Estate throughout select parts of the Mid-Atlantic and Northeast, and it is a founding affiliate of Leading Real Estate Companies of the World®, a prestigious global network of real estate professionals that includes the Luxury Portfolio International division. Long & Foster Real Estate has over 220 offices, stretching from Raleigh, North Carolina, to Fair Haven, New Jersey, and from Martinsburg, West Virginia, to the Atlantic Ocean, and it represents more than 11,000 agents in seven Mid-Atlantic and Northeast states, plus the District of Columbia. The company, which has a productive commercial business in addition to its residential side, sold more than $31.1 billion worth of homes and helped people buy and sell homes nearly 85,000 times in 2017.

CENTURY 21 New Millennium is a full-service real estate brokerage in the greater Washington, D.C., area. The company, which specializes in residential and luxury properties, joined the CENTURY 21® System in 1998 and has established a sound and successful organization providing traditional residential and commercial services, on-site mortgage, title, and property management, and access to a vast network of relocation and other real estate service providers worldwide. It has earned the status of No. 1 CENTURY 21 Firm in the World for the past three years. With 20 locations and approximately 900 real estate professionals, New Millennium is consistently included in REALTOR® Magazine’s Top 100 Companies List for all real estate firms nationwide regardless of brand. It is also a past winner of the prestigious Cartus Masters Cup, the Network’s highest honor. The Cartus Broker Network is the largest relocation network in the world and includes more than 775 hand-selected brokerages in the United States.

COLDWELL BANKER KAPPEL GATEWAY REALTY (844) 861-5631 • www.KappelGateway.com

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

JORDAN BARIS, INC. REALTORS® REAL LIVING (800) 4-JBARIS • (973) 736-1600 • www.JordanBaris.com info@jordanbaris.com

Founded in 1952, Jordan Baris, Inc. Realtors® Real Living is among the most respected full-service real estate brokerages in Northern New Jersey. With a team of close to 150 associates, the firm operates offices in West Orange and South Orange, with teams focused on Essex,

106 October 2021 RISMedia’s REAL ESTATE

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.

MCCOLLY REAL ESTATE (800) 348-2100 x206 • www.mccolly.com

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

PATTERSON-SCHWARTZ REAL ESTATE (877) 456-4663 • www.pattersonschwartz.com pattersonschwartz@psre.com

Patterson-Schwartz Real Estate is Delaware’s largest independent REALTOR® with over 50 years of service to the Delaware real estate market and surrounding communities in nearby Pennsylvania and Maryland. With nine offices and 415 sales associates, we are committed to excellence, integrity and quality service. We offer a full range of services, including residential home sales, purchase and rental, relocation services and property management.

RANDALL, REALTORS® (401) 364-3388 • www.randallrealtors.com

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

RE/MAX 440 AND RE/MAX CENTRAL (215) 453-7653 • www.pahomesforsale.com • Tom Skiffington, Broker/Owner, tom@tomskiffington.com

RE/MAX 440 and RE/MAX Central is a first-class, professional real estate company. Our goal is to provide the most prompt, courteous and professional services to all our customers and clients. We are the leading RE/MAX in Pennsylvania and Delaware with the highest sales volume and transactions. RE/MAX 440/Central has 10 different offices in Bucks, Montgomery and Lehigh counties.

RE/MAX GATEWAY (703) 652-5760 • www.gateway2realestate.com

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

“ACESocial helps me get some relevant content on my page very quickly, for an inexpensive price.” Lee Goldstein

Broker/Owner, InTrust Realty Inc.

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

BROKER-TO-BROKER REFERRALS CALIFORNIA

DELAWARE

Ascent Real Estate, Inc. 410 Kalmia St., San Diego, CA 92101 Contact: Gina Lancelot • Tel: (619) 325-4100 Email: info@ascentrealestate.net • URL: www.ascentrealestate.net Coverage Areas: San Diego Offices: 9 • Associates: 180

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

CENTURY 21 Award - Orange County 22342 Avenida Empresa, Ste. 110, Rancho Santa Margarita, CA 92688 Contact: Joshua Tucker, Director of Relocation Services Tel: (760) 217-2491 (Toll Free) • Fax: (619) 374-2706 Email: jtucker@century21award.com • Coverage Areas: Orange County Offices: 15 • Associates: 1,200 CENTURY 21 Award - San Diego, Riverside 7676 Hazard Center Dr., Ste. 300, San Diego, CA 92108 Contact: Joshua Tucker, Director of Relocation Services Tel: (760) 217-2491 (Toll Free) • Fax: (619) 374-2706 Email: jtucker@century21award.com Coverage Areas: San Diego, Southern Riverside Offices: 15 • Associates: 1,200 Coldwell Banker Kappel Gateway Realty 750 Mason St., Ste. 101, Vacaville, CA 95688 Contact: Rachel Guerin Tel: (707) 427-5344 or (844) 861-5631 • Fax: (707) 446-9830 Email: info@kappelgateway.com • URL: www.KappelGateway.com Coverage Areas: Vacaville, Benicia, Davis, Dixon, Fairfield, Napa, Rio Vista, Suisun City Vallejo and Winters, California Offices: 7 • Associates: 240 J. Rockcliff REALTORS® 4115 Blackhawk Plaza Circle, Ste. 201, Danville, CA, 94506 Tel: (925) 251-2501 (O), (925) 324-1323 (C), 877-JRCKCLF (572-2523) (TF) URL(s): www.rockcliff.com • www.rockliffcares.com Coverage Areas: Alameda County: Alameda, Albany, Berkeley, Castro Valley, Dublin Emeryville, Fremont, Hayward, Livermore, Newark, Oakland, Piedmont, Pleasanton, San Leandro, Sunol, Union City; Contra Costa County: Alamo, Antioch, Bethel Island, Brentwood, Byron, Canyon, Clayton, Concord, Crockett, Danville, Diablo, Discovery Bay, El Cerrito, El Sobrante, Hercules, Lafayette, Martinez, Moraga, Oakley, Orinda, Pinole, Pittsburg, Pleasant Hill Port Costa, Richmond, Rodeo, San Pablo, San Ramon, Walnut Creek; San Joaquin County: Country Club, Lathrop, Lodi, Manteca, Mountain House, Stockton, Tracy, Silicon Valley/San Jose area

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

108 October 2021 RISMedia’s REAL ESTATE

Patterson-Schwartz Real Estate 7234 Lancaster Pike, Ste. 220B, Hockessin, DE 19707 Contact: Brian Pomije, Relocation Manager Tel: (302) 234-3600 (Office) • (302) 234-5207 (Direct) • (800) 443-2295 (Toll Free) Email: bpomije@psre.com • URL: pattersonschwartz.com Coverage Areas: Delaware (New Castle, Kent and Sussex counties), Pennsylvania (Chester and Delaware counties), Maryland (Cecil, Kent and Harford counties) • Offices: 9 • Associates: 415

FLORIDA Berkshire Hathaway HomeServices Florida Realty 1580 Sawgrass Corporate Pkwy., Ste. 400, Sunrise, FL 33323 Contact: Rei Mesa, CRS, CRB, President & CEO Tel: (954) 693-0100 or (800) 386-1554 • Fax: (954) 236-6962 Email: ReiMesa@BHHSFloridaRealty.com Relocation Contact: Sharon Sapp, Vice President, Relocation, Referrals & REOs Email: sharonsapp@BHHSFloridaRealty.com URL: www.BHHSFloridaRealty.com Coverage Areas: 21 counties throughout Florida, including Southeast Florida, Southwest Florida and Orlando area • Offices: 40 • Associates: 1,750

GEORGIA Berkshire Hathaway HomeServices Georgia Properties 863 Holcomb Bridge Rd., Roswell, GA 30076 Contact: Kathy Connelly, SVP Corporate Services • Tel: (678) 352-3321 Email: Kathy.Connelly@BHHSGeorgia.com • URL: www.BHHSGeorgia.com Coverage Areas: Metro Atlanta and North Georgia Offices: 26 • Associates: 1,600

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

INDIANA McCOLLY Real Estate 800 Deer Creek Dr., Schererville, IN 46375 Contact: Deborah Horton, CRP, RCC, Director of Referral/Relocation Services Tel: (800) 348-2100 ext. 206 Email: dhorton@mccolly.com • URL: www.mccolly.com Coverage Areas: Beverly Shores, Cedar Lake, Chesterton, Crown Point, DeMotte, Dyer, Dune Acres, East Chicago, Gary, Griffith, Hammond, Hebron,

BROKER-TO-BROKER REFERRALS Highland, Hobart, Kouts, La Porte, Lake Station, Lake Village, Lakes of Four Seasons, Long Beach, Lowell, Merrillville, Michiana Shores, Michigan City, Miller Beach, Morocco, Munster, Ogden Dunes, Otis, Portage, Porter, Rensselaer, Roselawn, Schererville, Schneider, St. John, Sumava Resorts, Thayer, Valparaiso, Westville, Wheatfield, Whiting, Winfield Offices: 18 • Associates: 450+

MARYLAND CENTURY 21 New Millennium 5990 Kingstowne Towne Center, Alexandria, VA 22315 Contact: Todd Hetherington, CEO • Tel: (800) 382-1101 Fax: (703) 822-0136 Relocation Contact: Jeff Hetherington, Director of Relocation Email: move@c21nm.com • URL: www.c21nm.com Coverage Areas: Northern Virginia, Washington, D.C., and the Southern Maryland markets. Our areas of expertise range from Fortune 500 executives to specialized training in military and government relocation. Offices: 16 • Associates: 700+ Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Vicki Hamp, SVP of Corporate Real Estate Services Tel: (800) 335-0356 Email: Vicki.Hamp@LongandFoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 220+ • Associates 11,000+ Patterson-Schwartz Real Estate 7234 Lancaster Pike, Ste. 220B, Hockessin, DE 19707 Contact: Brian Pomije, Relocation Manager Tel: (302) 234-3600 (Office) • (302) 234-5207 (Direct) (800) 443-2295 (Toll Free) Email: bpomije@psre.com • URL: pattersonschwartz.com Coverage Areas: Delaware (New Castle, Kent and Sussex counties), Pennsylvania (Chester and Delaware counties), Maryland (Cecil, Kent and Harford counties) • Offices: 9 • Associates: 415 RE/MAX Gateway 4090B Lafayette Center Dr., Chantilly, VA 20151 Contact: Scott MacDonald, President Tel: (703) 652-5760 • (703) 727-6900 (Cell) Email: scottmacdonald@remax.net • URL: www.gateway2realestate.com Coverage Areas: Virginia, Washington, D.C., Maryland Offices: 6 • Associates: 170

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

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

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

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

NEW JERSEY Jordan Baris, Inc., REALTORS® Real Living 50 Mt. Pleasant Ave., West Orange, NJ 07052 Contact: Carol Abdo, Relocation Director Tel: (973) 736-1600 (Office) • (800) 4-JBARIS (Toll Free) Fax: (973) 736-5159 Email: relocation@jordanbaris.com • URL: www.jordanbaris.com Coverage Areas: Essex, Union, Hudson and Morris counties. Specifically West Orange, South Orange, Maplewood, Livingston, East Hanover, Roseland, Short Hills, Montclair, Bloomfield, Belleville, Newark, East Orange, Orange, Irvington, Jersey City, North Bergen, Union, Vauxhall, Parsippany-Troy Hills Offices: 2 • Associates: 150 Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Vicki Hamp, SVP of Corporate Real Estate Services Tel: (800) 335-0356 Email: Vicki.Hamp@LongandFoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 220+ • Associates 11,000+

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

RISMedia’s REAL ESTATE October 2021 109

BROKER-TO-BROKER REFERRALS PENNSYLVANIA Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Vicki Hamp, SVP of Corporate Real Estate Services Tel: (800) 335-0356 Email: Vicki.Hamp@LongandFoster.com • URL: www.LongandFoster.com Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 220+ • Associates 11,000+ Lusk & Associates Sotheby’s International Realty  100 Foxshire Dr., Lancaster, PA 17601 Tel: (717) 291-9101 • Fax: (717) 393-2336 Contact: Sandy Zercher Email: sandra.zercher@sothebysrealty.com URL: www.LuskandAssociates.com Coverage Areas: Lancaster County, Pennsylvania; Susquehanna Valley, Pennsylvania; South Central Pennsylvania • Offices: 1 • Associates: 40 Patterson-Schwartz Real Estate 7234 Lancaster Pike, Ste. 220B, Hockessin, DE 19707 Contact: Brian Pomije, Relocation Manager Tel: (302) 234-3600 (Office) • (302) 234-5207 (Direct) • (800) 4432295 (Toll Free) • Email: bpomije@psre.com • URL: pattersonschwartz.com Coverage Areas: Delaware (New Castle, Kent and Sussex counties), Pennsylvania (Chester and Delaware counties), Maryland (Cecil, Kent and Harford counties) • Offices: 9 • Associates: 415 RE/MAX 440 and RE/MAX Central 701 West Market St., Perkasie, PA 18944 Contact: Tom Skiffington, Broker/Owner • Tel: (215) 453-7653 or (215) 643-3200 • Email: tom@tomskiffington.com URLs: www.pahomesforsale.com • www.lehighvalleyrealestate.com Coverage Areas: Pennsylvania counties: Bucks, Berks, Delaware, Chester, Montgomery, Lehigh, North Hampton, and New Jersey Offices: 10 • Associates: 170

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

SOUTH CAROLINA Berkshire Hathaway HomeServices C. Dan Joyner, REALTORS® 745 N. Pleasantburg Dr., Greenville, SC 29607 Contacts: Nichole Moore, Director of Relocation, (864) 678-5362, nmoore@cdanjoyner.com, Jo Anne Conner, Destination & Broker-to-Broker Mgr., (864) 678-5227, jconner@cdanjoyner.com • URL: www.cdanjoyner.com Brookfield GRS, SIRVA, AIReS Relocation, Graebel, MI Group Coverage Areas: Greenville, Greer, Taylors, Duncan, Spartanburg, Mauldin, Simpsonville, Fountain Inn, Powdersville, Easley, Piedmont, Anderson Offices: 10 • Associates: 400+ CENTURY 21 New Millennium 5990 Kingstowne Towne Center, Alexandria, VA 22315 Contact: Todd Hetherington, CEO • Tel: (800) 382-1101 Fax: (703) 822-0136 Relocation Contact: Jeff Hetherington, Director of Relocation Email: move@c21nm.com • URL: www.c21nm.com

110 October 2021 RISMedia’s REAL ESTATE

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

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

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

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

INDEX OF SERVICE PROVIDERS ABR®.........................................................................................10 Asian Real Estate Association of America (AREAA)............ 36

National Association of Hispanic Real Estate Professionals (NAHREP)®........................................................20

Berkshire Hathaway HomeServices..................................... IBC

National Association of REALTORS®................................6, 53

Better Homes and Gardens® Real Estate...............................23

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

The CE Shop...............................................................................7

Real Estate Webmasters................................................... 24-25

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

RE/MAX, LLC...........................................................................15

Darryl Davis Seminars, Inc..................................................... 80

RISMedia’s ACESocial..................................................9, 107, 111

Fathom Realty.......................................................................... 43

RISMedia’s Headliners................................................................. 8

Homes.com..............................................................................19

RISMedia’s Power Broker Reception & Dinner........................ 93

HSASM Home Warranty.....................................................................5

RISMedia’s RealEdge Podcast..................................................96

John L. Scott Real Estate......................................................... BC

Rocket Mortgage....................................................................IFC

Leading Real Estate Companies of the World®........................... 27

ShelterZoom.............................................................................28

McKissock Learning........................................................................45

Sherri Johnson Coaching & Consulting................................. 51

NAR’s Military Relocation Professional (MRP) Certification..............................................................................16

United Real Estate....................................................................34 Weichert, Realtors®.................................................................. 74 Workman Success Systems................................. 61, 65, 87, 95

Simplify Your Social Media Strategy “I think anyone getting into this business who is looking to reach out and have some type of identity on social media needs to look at ACESocial.” - Andrew Velez, Real Estate Consultant/Licensed REALTOR®, RE/MAX Advisors

For more information, visit acesocial.rismedia.com

RE: REAL ESTATE

It’s Always the Right Time for Right Tools, Right Now

reated to support REALTORS® through difficult times, Right Tools, Right Now (RTRN) is now a permanent program of the National Association of REALTORS® (NAR) and a significant member benefit. Each month, RTRN provides members the opportunity to save on products, services and resources that are carefully vetted to provide value for agents and their businesses. All RTRN offerings are available to members for free or at a substantial discount. “The Right Tools, Right Now program underscores our commitment to put members first,” says NAR CEO Bob Goldberg. “Activated in 2009 in response to the housing crisis, and relaunched in 2020 to support members through the pandemic, RTRN is now a permanent initiative to provide essential and timely tools, helping members proactively prepare for strategic growth in every economic climate.” BUSINESS-CRITICAL RESOURCES The most vital and beneficial REALTOR®-specific solutions are made available from NAR and through our partners, including the REALTOR® Store, the REALTOR Benefits® Program and the Center for REALTOR® Development: Webinars to help agents manage their finances or generate more business Educational courses to expand skills and enhance credentials Proprietary market reports that inform business decisions and guide strategy with current data, analytics and research Digital tools and technology for more effective marketing and safer, more efficient transactions as well as the latest tech and mobile devices Essential services for business and personal needs, ranging from health insurance and auto rentals to delivery services and cyber security tools. Recent popular RTRN offerings include: • From the REALTOR® Store, at no cost: the 2020 NAR Profile of Home Buyers and Sellers, which gives REALTORS® insight into changing buyer and seller behavior and attitudes

112 October 2021 RISMedia’s REAL ESTATE

• Through NAR’s partnership with Second Generation Ltd., at no cost: a .realtor™ web address, enabling members to create a personalized web and email address to show off their style and expertise • From the Center for REALTOR® Financial Wellness, at a substantial discount: the Financial Wellness Retirement Summit TOOLS TO MATCH THE TIMES Offerings are updated monthly to correlate to what’s happening in the real estate market—and the world. Members can choose from a wide range of curated products, services and resources aimed at helping them prosper in an ever-changing business environment. In addition, there are resources based on special awareness months and relevant themes that rotate monthly: • • • • • • • • • • • •

January – REALTOR® Brand February – Innovation March – That’s Who We R April – Fair Housing May – Advocacy June – Homeownership July – Community Building August – Sustainability/Resiliency September – REALTOR® Safety October – Professional Development November - Home Buyers and Sellers December – Economic Outlook

MEMBER VALUE PLUS PROGRAM NAR’s long-standing Member Value Plus program, or MVP, is now part of Right Tools, Right Now. Every two weeks, participants receive an offer via email to perform a quick and simple action to earn a valuable reward. “To date, more than 300,000 members have utilized nearly one million Right Tools, Right Now offers valued at over $27.5 million, and I encourage every REALTOR® to take advantage of these discounts,” says Goldberg. “I want our members to know that they’ll have the tools and support they need—no matter what tomorrow brings.” ENCOURAGE AGENTS TO TAKE ADVANTAGE OF RIGHT TOOLS, RIGHT NOW—RIGHT NOW! Tell your agents to visit nar.realtor/right-tools-right-now for information about the program and current offers. Members can also learn more about the MVP program and subscribe to it at nar.realtor/mvp. RE

Make a name for yourself with ours. What’s in a name? Ours stands for stability, wisdom and expertise, not only in real estate, but in all we do. With access to the best tools, resources and training in the industry, it’s easy to see why so many have joined one of the most respected names in the business. See what becoming a Berkshire Hathaway HomeServices network Forever Agent can do for your name at JoinBerkshireHathawayHS.com

For Life

Build your influencer quotient℠ with Berkshire Hathaway HomeServices Real Estate I.Q. System®.

©2021 BHH Affiliates, LLC. Real Estate Brokerage Services are offered through the network member franchisees of BHH Affiliates, LLC. Most franchisees are independently owned and operated. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of Columbia Insurance Company, a Berkshire Hathaway affiliate. Equal Housing Opportunity.

An Established Past, An Exciting Future

John L. Scott Real Estate

“

Each of us at John L. Scott is a powerful spirit, and we all bring our unique skillset, prior experiences and passion to the work we do for our clients on a daily basis. - J. Lennox Scott, Chairman and CEO

Real Estate Magazine - John L. Scott Real Estate - October 2021

Articles inside

RE: Real Estate—It’s Always the

Service Profiles

Verl Workman – Gain a

Sarah Bernard – 5 Strategies

Sherri Johnson – Real Estate

Verl Workman – How to

Gretchen Pearson, Berkshire

Randy Coffman, Better Homes and Gardens Real Estate Wine Country Group

Frank Nolan, Vanguard

Josh Naughton, RE/MAX

Kathleen Kuhn – Leverage Your Network and Don’t Lose a Repeat Customer Again

Jeff Bailey, Todd Bailey and Anthony Laurita, United Real

Diane Hartley – Why and How

Bill Scavone – Elevating the Customer Experience Every Step of the Way

Allen Alishahi – ‘Tokenization’ and Its Role in the Post-Pandemic Real Estate Model

Shawn Terrel – Online Auctions a Sound Marketing Method for Real Estate Professionals

Lane Hornung – ‘Power

Josh Harley – Lessons From Fathom Realty’s Successful IPO

Rick Haase – Will You Bestow a Thriving Brokerage?

Olivia Mariani – Smart Agents

Michael Minard – How

Turning a Vision Into Reality

5 Ways to Rebrand Your Real Estate Business

‘Zombie Foreclosures’ Falling, But Will Likely Rise Again

The Family Advantage

Becoming a Champion of Green and High-Performance Homes

Innovative Furniture Leasing Company Feather Emerges Victorious From ‘Pitch Battle’

Taking the Verified Path to Success

Brokers Discuss the Modern Meaning of ‘Full-Service’

A Better Future for Agents

Housing Price Growth Breaks Record, But Likely to Slow

Real Estate Webmasters Wins Gold at Muse Creative Awards

Curbio: A Revamped Home Renovation Experience

Propertybase: Standing Out

Constellation1: A Customized

Cinch Home Services: A

HSASM Home Warranty

The Experts at McKissock

Sherri Johnson – Create

Brian Buffini – Go From Busy to Productive With These Simple Tips

Verl Workman – Tracking Key Metrics Vital to Growth

Darryl Davis – Promoting Your Commitment as a New Real Estate Agent

Power Broker Perspectives

Policy & Legal Matters

REBAC Report: Is Your Digital Marketing Strategy Still Relevant?

Marketwatch

NAR Power Broker Roundtable

Meet the Newsmakers: Jessica

Great Spaces

From the Publisher

Women in Real Estate: How One