2011
Table of contents In this issue...
RLP Network is your online portal to Royal LePage’s unparalleled sales, marketing, training and technology tools.
2. Message from the CEO
20.
Playing our trump cards
Internet marketing The Royal LePage Social Marketer designation gives you the leg-up
4. How to stand out amongst the competition
22.
6. What makes a Royal LePager? 8. Your Advisory Council Providing valuable insights and sharing ideas
9. The Brookfield family
The Royal LePage Shelter Foundation Putting abuse out of commission
24. Your Royal LePage Customer Care Team profile 25. GetHomes.ca Online lead generation
10. Training and professional development
26. Social media Royal LePagers leading the fray
The resources you need to become a life-long learner
12.
Royal LePage events
27.
Royal LePage’s referral magic Leading Real Estate Companies of the World®
Here’s what attendees are saying...
and Real Living
14. The Royal LePage Marketing Centre Staying in touch with your clients has never been easier!
28. Royal LePage Red Market Helping YOU build your business
18. Building loyal clients Protecting their investment and delivering the right client experience
One address, www.rlpnetwork.com, and the gate is open. Simply type in your username
30. m.royallepage.ca 31.
Preferred partners and suppliers
Leading Edge Magazine is published annually by Royal LePage Canada, 39 Wynford Drive, Toronto, Ontario, Canada M3C 3K5. Please contact us by email at marketing@royallepage.ca or by telephone at 416.510.5800.
and password to connect to the people, information and resources you need to reach
Contributors: Jill Bentham, David Bradshaw, Brian Buffini, Patricia Burton, May Fong, Tammy Gilmer, Fred Lee, Nelia Luis, Trea MacPherson, Kelly McCain, Christine Nattrass, Patrick Rioux, Phil Soper, Shanan Spencer-Brown, Mark Weisleder
your maximum potential – whenever and wherever you happen to be.
All Royal LePage products and services are subject to change. For the most up-to-date information, please visit www.rlpnetwork.com or www.royallepage.ca © 2011 Brookfield Real Estate Services Fund.
www.rlpnetwork.com
Fall 2011 | Leading Edge Magazine | 1
Message from
the CEO
Playing our trump cards When you have an iconic Canadian brand with close to a 100-year history working for you, you have some powerful cards to play. Equally as important, the benefits of the Royal LePage association extends from our 14,000 professionals to the consumer-clients who choose to invest in home ownership through the services of a Royal LePage REALTOR®. As the leader of one of the most recognizable consumer and corporate brands in our country, I am very fortunate to be in a position to see and feel the positive impact that you collectively have on Canada – our economy and our communities. Quite regularly, I am treated to stories detailing the joy that you bring to the thousands of families you successfully assist in pursuing their real estate goals. It is an immensely competitive environment in which we conduct business. Is the competition fiercer today than nine years ago, when I began my tenure as the company’s president? Certainly there has been intense media attention focused on the real estate brokerage industry over the past two years, thanks to the ongoing debate between the federal Competition Bureau and organized real estate. But beyond that the answer is not clear-cut. I would suggest that competition is as tough as it ever has been, but that Royal LePagers have in fact extended their position of leadership in the industry. The company has grown rapidly over the last decade, and even managed to grow during the recession. To this point in time, the new narrow-service, deep discount brokerages are capturing headlines, but not market share.
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Individual Royal LePage practitioners have continued to see their businesses grow. Yes, Royal LePage weathered the global recession well, but despite our relatively strong performance, I know that this was a very difficult time for many of you. It is understandable that the economic instability that continues to plague developed nations worldwide is troubling for you and your clients. Yet within our
launched “Release 7.0” of our famous www.royallepage.ca website boasts advances in usability and content, but many of the important enhancements are ‘under the covers.’ With this release we have established the backbone infrastructure for advanced new lead generation programs. Our new mobile site, – m.royallepage.ca, will expand further with this work. As the use of internet-enabled smartphones grows exponentially, these new technologies promise to attract a new wave of real estate consumers, opening doors to exciting buyer aggregation techniques and services.
When you have an iconic Canadian brand with close to a 100-year history working for you, you have some powerful cards to play. ever-changing business environment, there are some things at Royal LePage that will never change. These are what I like to call the Royal LePage trump cards, which serve as our competitive differentiators. A commitment to developing useful technologies. In today’s consumer marketplace, prospective buyers of just about any product or service are likely to begin their search online. Few industries have been as profoundly impacted by the march of advancing technology as the real estate brokerage – connecting networks of people and devices, made useful by clever applications, has changed the way we do our jobs forever. For Royal LePage, applied technology has been a key differentiator since we introduced Canada’s first national real estate portal in 1995. The recently
Finally, our focus is now shifting to the development of technology necessary to leverage new IDX (Internet Data Exchange) agreements between CREA and the nation’s real estate Boards. When complete, we believe that your clients, Canada’s real estate consumers, will be better served. An ever-evolving suite of business services. The celebrated Royal LePage REALTOR® services suite has continued to evolve and improve as our commitment to provide the resources you need to grow your businesses remains a priority for the company. Through the enhanced Royal LePage Marketing Centre, Learning Services, Red Market branded merchandise site, and Client Care marketing and services support centre, Royal LePagers find the resources they need to stand apart.
In this issue, you’ll read about our Services Advisory Council, and the role these broker volunteers play in providing the thoughtful feedback, advice and counsel needed to ensure our services suite evolves to remain relevant and valuable to you. At Royal LePage, we pride ourselves on our ability to listen to our network, act with agility and plan with foresight – serving to meet the needs of our national team. Giving back to the communities we serve. One of our most unique differentiators is our corporate charity – the Royal LePage Shelter Foundation. Our best REALTORS® leverage this corporate philanthropy platform to their advantage, promoting their “good works” through a variety of marketing tools that showcase how they are giving back to their local communities. Increasingly, consumers buy from and work with companies they feel are socially responsible. In real estate, Royal LePage is that company. The benefits that the Royal LePage Shelter Foundation provides to our nation are considerable. The Foundation serves to provide funding to local shelters to help some 30,000 women and children annually who experience violence in the home and look to escape to safety and begin to rebuild their lives. We are Canada’s largest public foundation dedicated to supporting shelters and stopping the cycle of violence through education programs in schools, having raised more than $12-million since inception in 1999. Royal LePage underwrites the foundation’s administrative costs, which means 100 per cent of the funds you raise go to support more than 200 Canadian shelters and violence prevention programs. In 2011, our biggest fundraising event – the Royal LePage National Garage Sale for
Shelter – raised $425,000 through the 120 Royal LePage offices across Canada that participated in the May 14 event. Over the past three years, the National Garage Sale for Shelter alone has put more than $850,000 into the coffers of local women’s shelters. These events are important fund raisers. They are also invaluable team building and public relations success stories. I hope this issue of Leading Edge will serve to substantiate that Royal LePage is committed to supporting our national network exceptionally well. Our focus remains uncompromisingly focused on helping you to thrive. There is tremendous benefit in standing on the shoulders of a trusted iconic Canadian brand, yet we
know that that alone is not enough. It is imperative that we wrap the Royal LePage brand with the very best tools and education and business services possible to enable you to succeed in a tough, competitive marketplace. Our business is relentlessly, irresistibly changing – so the foundations for success must be firmly etched in stone in order to be ready to trump the next hand that your opponent may play.
Phil Soper is the President and Chief Executive of Royal LePage Real Estate Services and can be reached at president@royallepage.ca.
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How to stand out amongst the competition your business. You can talk about your company policies and perks. You can talk all about the services you provide. But in the end, a consumer just wants to know what’s in it for them.
• “How does this help me find a buyer faster?”
• “How can I get the best price for my home?”
• “Will this help me find a better home?”
you think everybody can do this and don’t realize it’s unique to you. As a REALTOR®, when I sat down with my best advocates and they told me how they felt about the work I did, I was initially shocked. One common denominator was my ability to negotiate. But up to that time my marketing had never reflected negotiation, or that it was a benefit I offered. As you can see, going straight to the source is the ultimate way to shape and refine your Unique Selling Proposition.
• “How does that impact the condition and price of the home we want?” How can I find my Unique Selling Proposition? The best way to find out your Unique Selling Proposition is to ask your best customers. I recommend inviting five to seven of your best clients (those who have referred you to others) to lunch - one at a time. Let them know you are doing some market research and that you want their feedback and input because you so highly value their opinion. Be sure to ask the following questions:
Real Estate Services have become a Commodity. Today’s consumer has a very difficult time differentiating between one real estate company and another, let alone one REALTOR® and another. One of the ways a consumer questions how you are different from the competition is by asking you what your commission rate is. “What do you charge?” they’ll enquire. The problem is, when businesses compete on price alone, it’s because they are unable to differentiate their services from one another. Therefore the only true difference is, in fact, price. This is true of any commodity.
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... when businesses compete on price alone, it’s because they are unable to differentiate their services from one another. Therefore the only true difference is, in fact, price. Unique Selling Proposition The key to differentiating yourself in the marketplace is to have a Unique Selling Proposition – one that is constructed around filling a customer’s most important needs, while weaving in the specific benefits of the services you offer. A Unique Selling Proposition sets
you apart, and allows customers to recognize the differences in the services you provide. WIIFM (What’s In It For Me?) These letters illustrate the invisible question mark on the forehead of every customer you meet. You can talk about
This was a methodology I used with great success in my real estate career, then and it still applies today with Buffini & Company. Having become the largest coaching and training company in North America, it could be easy to become detached from our client base, but we have an Advisory Board made up of our clients who provide candid feedback that helps us become better, and ultimately sharpens our focus on our own Unique Selling Proposition.
Utilizing your Unique Selling Proposition Once you have a clear understanding of what your clients value, and the traits people use to describe you, then you need to have them show up in your marketing message and brand. Prioritize the services you and your company offer, then package and promote your office clearly. However, if you compile a list of the 21 best services you provide, that’s about 15-18 too many. Three to five of the top benefits is all you need. And, all people can take! Use your Unique Selling Proposition in all of your marketing materials and interactions. Over time it will be embedded in both your mind and your customers’. You’ll no longer be a commodity. And, you’ll never have to compete on price again.
Brian Buffini is the Chairman/Founder of Buffini & Company. Headquartered in San Diego, Buffini & Company is the largest real estate training and coaching company in North America.
• “I’m curious to know, when you refer me to a friend or family member what do you say, and how do you describe me?”
• “What parts of the services I provide did you find most beneficial for yourself personally (or for others you’ve referred to me)?”
• “What area of my services could I improve in?” You will receive a wide variety of answers but you are looking for the common threads. Often, you’ll find they will bring to light something that’s so comfortable for you and comes so naturally that you don’t even identify it as a benefit
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What makes a Royal LePager? assimilate into the brokerage’s unique culture. While greater independence is generally a more favourable predictor of performance potential, the broker’s management style, the availability of systems and structure, and the office culture will ultimately play a significant role in determining which disposition is the most favourable to success. The POP assessment tool also provides insights into potential for leadership in order to facilitate management succession planning. In all cases, once the POP is completed by a candidate, the broker receives a comprehensive, easy-to-interpret assessment report that serves to provide a visual indication of a candidate’s strengths and areas where coaching can benefit performance. Characteristics for selection success Personal Orientation Profile (POP) Through the benefit of research, we know there are common core character traits and attitudes found in high performers currently within the Royal LePage network. Royal LePage has invested in a resource to help brokers identify and understand these key performance indicators in their prospective recruits through an online candidate assessment tool named the Personal Orientation Profile (POP). The goal is to identify each candidate’s unique potential to perform and suggests means by which performance can be optimized. To this end, the POP assessment tool also helps brokers to better coach their existing REALTORS® by offering coaching strategies that are most effective for each individual. When a prospective recruit or an existing REALTOR® completes the POP assessment, it’s important to understand that there is not necessarily one right or wrong place to score in terms of
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possessing high-potential. Typically however, there is an ideal range which is commonly repeated among highperforming REALTORS® in our system.
The following are some of the character traits and attitudes measured through the 20-minute POP assessment:
Through the benefit of research, we know there are common core character traits and attitudes found in high performers currently within the Royal LePage network. Certain people are more oriented to working independently for example, but this does not mean that someone who is less oriented in this indicator will necessarily be a lower performer. Rather, such a candidate can perform successfully if they are provided with structure, coached to follow a system and given more frequent feedback. Conversely, the candidate more oriented to an independent style will benefit from coaching that is less directive and provides support to better
Enterprising Potential. Measures the potential for the candidate to be proactive in their approach to business. Typically, success is optimized in strong self-managers, who are self-reinforced goal setters with a competitive spirit. Achievement Potential. Many successful REALTORS® have a high sense of urgency. They tend to keep score and have a strong closing style. Their motivation toward financial reward
is tempered with an orientation to provide quality customer service. Independence Potential. A propensity for integrating personal structure with the structure of the organization is a key factor for success for any REALTOR®. Those who thrive in an independent environment, while adapting to the existing structure of the brokerage are ideal candidates to join Royal LePage. These and other factors combine to produce a predictive score of a candidate’s probable success as a Royal LePage REALTOR®. The POP tool produces a scientific and objective assessment to aid brokers in their selection process. Additionally, a broker’s intuition about the candidate and their potential fit, and the results of a structured interview should be equally evaluated to provide a holistic picture for the most informed hiring decisions. Access the Personal Orientation Profile The Personal Orientation Profile is available from the Join Us page on www.royallepage.ca. Prospective recruits who arrive on this page may click through to complete the POP and the detailed results are then immediately sent to their chosen brokerage, while the candidate receives a summary report of their unique results.
Royal LePage invests in industry advertising to drive traffic to the Join Us page, thereby generating recruitment leads for brokers in the network. Brokers additionally direct their own prospects to this page and in doing so make the most of their interview by focusing questions on the areas where potential to perform is at risk. Likewise, existing REALTORS® can use this resource to help them and their broker identify where coaching will be most effective to improve performance.
For more information about the POP assessment tool, brokers are invited to view the Recruitment and Retention section on the RLPnetwork. A 20-minute video tutorial helps brokers interpret and understand the results and leverage the POP to their maximum benefit.
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Your Advisory Council
The Brookfield family
Providing valuable insights and idea sharing Established in October 2006, the Royal LePage Services Advisory Council of Brokers provides feedback and input to help us improve upon our existing services offering, ensure we are shaping new services effectively as well as identifying the best methods to communicate with the network to both increase awareness and adoption of key services and events. In addition, the Council has provided valuable on-the-ground insights as to changes in the industry emanating from the Competition Bureau decisions, assisting us in identifying where we can best provide information to assist brokers and agents in articulating their value proposition in the new environment.
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Since its inception, 45 brokers from across the country have participated in the Council. The Council represents a cross-section of brokers based on geography, size of market, size of company and technology fluency. Although the Broker Advisory Council is not a decision-making body explicitly, its input is extremely important and produces a high degree of influence and assistance to Royal LePage Canada. The following are just a few of the initiatives the Council has contributed to in the past 12 – 18 months:
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Broker/manager training: The influence on Buffini & Company to accelerate their Recruiting Boot Camp for Brokers as well
as the invitation of EDI Coaching to provide financial management presentations at last year’s broker meetings.
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Recruiting tools quick links: The identification of the key recruiting pieces most often used by brokers which now all have quick links from the Recruiting and Retention section of www.rlpnetwork.com.
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Listing/buyer presentation refresh: The review and update to the Listing and Buyer presentations from the Council and their REALTORS®. Acceleration of the new agent creation process: For the REALTOR® who has been approved for a license but has not yet received it, the ability to create a new REALTOR® in the system with a future start date so that an email address and an www.rlpnetwork.com username and password can be created prior to the REALTOR® receiving their license and formally being activated.
Current members British Columbia • Michael Trites – Royal LePage Northstar Realty, Surrey • Jim McNeal – Royal LePage Prince George, Prince George Alberta Michael Gouchie – Royal LePage Lifestyles Realty, Lacombe
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Terry Reynar – Royal LePage Foothills/ Integrity, Calgary/Cochrane
Saskatchewan Norm Fisher – Royal LePage Saskatoon Real Estate, Saskatoon Manitoba John Froese – Royal LePage Prime Real Estate, Winnipeg
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Ontario • Deanna Coates – Royal LePage Niagara Real Estate Centre/Four Seasons, St. Catharines/Coldwater • Barbara Stranks – Royal LePage First Contact Realty, Barrie • Andrew Wildeboer – Royal LePage RCR Realty, Orangeville • Heidi Noel – Royal LePage Real Estate Services, Toronto • Mark Rashotte – Royal LePage ProAlliance Realty, Belleville Quebec • Diane Ménard – Royal LePage Privilege, Saint-Bruno-de-Montarville • Franca Denis – Royal LePage Dynastie, Mont Royal East Coast • Todlynn MacPherson – Royal LePage Truro Real Estate, Truro (NS) • Ken Peters – Royal LePage Peters & Lank Realty, Charlottetown (PEI)
Marketing Centre Advisory Council Established in November 2010, The Marketing Centre Advisory Council is a relatively new initiative. Its function is to provide an additional forum to gather feedback on the Royal LePage Marketing Centre. The council includes members of varying degrees of familiarity with using the tools provided in the Marketing Centre. Members represent each region in the country – from large to small communities, and varying size of Royal LePage offices. Feedback from the bi-yearly meeting serves to provide a roadmap for new designs and features within the Marketing Centre. The Council provides a strong influence over any current and future Marketing Centre developments, and serves to benefit all Royal LePagers. The next call for members will take place in November 2011 and May 2012. Interested in joining? Contact partnerships@royallepage.ca.
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Royal LePage has a unique advantage; it is an integral part of a global real estate and relocation services company, part of the Brookfield family of companies, which has over $150 billion of assets under management.
Lead Generation which have more than 25,000 real estate professionals who process over $50 billion of real estate annually from more than 1,100 locations across North America.
Our real estate division has a proud history dating back to 1913 with the founding of A.E. LePage Company. Today, we operate three arms under the Brookfield Residential Property Services umbrella, including Franchising & Brokerage, Relocation Services and Settlement Services.
Our Relocation Services division, Brookfield Global Relocation Services (Brookfield GRS) moves over 50,000 families a year, in more than 100 countries. Eight hundred employees operate from regional offices in Asia, Europe and North America to support the success of our public and private sector clients and their relocating employees around the world.
Our Franchising and Brokerage division includes Brookfield Real Estate Services’ leading brands – Royal LePage, Real Living, Via Capitale and
Another key player within the Brookfield Residential Property Services companies is Centract Settlement Services. Centract is
Group companies Royal LePage is an underlying business line of Brookfield Real Estate Services, and as such, an integral part of a Canadian business success story stemming from parent company Brookfield Asset Management.
the largest Canadian provider of outsourced mortgage-related services and real estate business intelligence to financial institutions, corporate organizations, mortgage lenders and brokers. The company’s expertise in real estate valuation, proven technology and a track record built on excellence have established Centract as the industry thought leader and a source for real estate intelligence, analysis and data. The benefits of the Brookfield Residential Property Services structure extend to all of the Brookfield companies, allowing for cross-referral programs and the sharing of best practices.
Parent Company
Brookfield Asset Management
Platform
Property Division
Brookfield Residential Property Services
Real Estate
Renewable Power, Infrastructure & Other
Brookfield Residential Property Services
Commercial Properties & Home Construction
Transaction, Data & Analytics Centract TrendPoint
Franchise Brokerage
Relocation Services
Royal LePage
Government
Real Living
Corporate
La Capitale Lead Generation
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Training and
professional development The resources you need to become a life-long learner
RLP University RLP University provides an online, selfdirected training curriculum. Develop your career and optimize your competitive advantage with self-directed sales, marketing and technology training – available whenever and wherever you are:
• Learn online at your own pace (you can exit a course and return where you left off)
Successful Habits of Canadian REALTORS®, a recent PropertyWire.ca survey, found that 42 per cent of those surveyed are pursuing training that is “outside of the required licensing training” yet “relevant to their career.” To that end, Royal LePage has a long history of supporting the professional development of our REALTORS® through numerous opportunities to enhance both productivity and their careers. Here are some of our ongoing and most-popular programs: REALTOR® Marketing Workshops Twice each year, our accredited Learning Consultants travel across the country to bring our network inperson workshops designed to help you leverage Royal LePage tools and services and incorporate industry best-practices. Each season brings a new curriculum, so there is always something valuable to learn to build your business. Recent workshops include:
• Earn continuing education credits, where applicable
• Earn designations to differentiate yourself: Social Marketer, e-Agent/eBroker/e-Assistant, SRES® and NAGAB The e-Agent, e-Broker, and e-Assistant Designations This in-depth online learning program, offered at no additional cost to you, is designed to provide you with a comfort and competency level in using some of the most common communication applications available: the Microsoft Office suite of products. Use your e-designation logo in your marketing materials, listing presentations and on your website to differentiate yourself and let people know that you are technically savvy. The Seniors Real Estate Specialist® Designation
• Fall 2011: Campaigns 2.0 • Spring 2011: Network Marketing and Social Media
• Fall 2010: Building Your Marketing Plan • Spring 2010: Effective CrossGenerational Marketing
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SRES® is a National Association of REALTORS® (NAR) designation, offered online at a rate exclusive to Royal LePage. SRES® designees demonstrate requisite knowledge and expertise to counsel 50+ and senior clients through the major financial and lifestyle transitions involved in relocating, refinancing, or selling a home.
The Accredited GreenAgent™ or GreenBroker™ Designation This designation is offered by the National Association of Green Agents and Brokers (NAGAB) and courses are available to Royal LePage at an exclusive rate.
to you through Royal LePage. View these on-demand training modules online or download them to access when you are ready to complete the module. Tutorials include:
• Navigating the RLP Network and www.royallepage.ca
The GreenRealEstate™ designation will help you counsel sellers on improving energy efficiency in their homes and assist buyers who are looking for a “green” home. Video Tutorials Our library of video tutorials will help you learn how to take advantage of the cutting edge tools and services available
• Marketing Centre: Introduction, Prospecting & Prospect Management projects, Listing Kits, Address Book, Campaign Management System, Distribution Options, Phrase Assistant, Image Assistant More videos are planned for this evergrowing library, so keep checking back!
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Royal LePage events Here’s what attendees are saying... February 27 - March 1, 2012 National Chairman’s Club Retreat Panama City, Panama May 12, 2012 Garage Sale For Shelter Shelter Foundation National Garage Sale Royal LePage Coast To Coast September 20 - 22, 2012 National Sales Conference Fairmont Hotel Vancouver & Hyatt Regency Vancouver, BC About some of our flagship events
“I hear from the Royal LePage leadership and learn about the corporate vision and strategy and how we set ourselves apart from the competition.” - Corinne Lyall, Royal LePage Benchmark Calgary, AB “I learn about the latest trends from industry experts and attend a variety of professional development sessions to hone my skills within specific areas.” - Rick Preston, Royal LePage Dynamic Winnipeg, MB
November 12, 2011 National Association Realtors® (NAR) Royal LePage Cocktail Party Sheraton Hotel Anaheim, CA
February 9, 2012 Ontario Awards Event Le Parc Banquet Hall Thornhill, ON
I connect with Royal LePagers from coast to coast, renewing old acquaintances, making new friends and building my referral network. - Michael Trites, Royal LePage Northstar Surrey, BC January 20, 2012 Saskatchewan Awards Event Temple Gardens Resort Moose Jaw, SK
February 16, 2012 BC Awards Hyatt Regency Vancouver, BC February 18, 2012 Manitoba Awards Event Fairmont Winnipeg Winnipeg, MB
Calendar of Events - 2011 / 2012
January 27 - 28, 2012 East Coast Kickoff & Awards Event Westin Nova Scotian Halifax, NS
October 23-26, 2011 National Brokers Conference Fairmont Scottsdale Princess Scottsdale, AZ
February 3, 2012 Quebec Awards Event Château Royal Laval, QC
“It’s great to celebrate exceptional performance at an awards presentation and to meet and learn from those at the top of their game.” - Bridget Kassen, Royal LePage Estate Toronto, ON
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February 22 - 25, 2012 Momentum Conference Real Living Conference Cosmopolitan Las Vegas, NV
Chairman’s Club Retreat 2011 Montage, Laguna Beach, CA www.royallepageevents.ca/ncc2011 Royal LePage Chairman’s Club members qualified to attend the retreat in Laguna Beach in April 2011. Each year, Chairman’s Club members (top 1 per cent in the Royal LePage network) are invited to a retreat where they celebrate their success and spend time with their peers. Speaker Brian Buffini spoke to the attendees on the benefits of balance in their lives. National Brokers Conference 2011 October 23 - 26, 2011 Scottsdale, AZ www.royallepageevents.ca/nbc2011
We arrived for the investment in our business, and left with some great memories from a fabulously fun time. - Robb Atkinson, Royal LePage Royal City Guelph, ON listen to industry-leading speakers share insights, including a session on personal wealth management for entrepreneurs. The National Brokers Conference also promises to be an enjoyable time to relax and socialize. Rejuvenate at the fabulous Willow Stream Spa or take in a round at our organized golf tournament at the home of the PGA Tour’s Phoenix Open, TPC Scottsdale. In the evening, the party begins with hosted events such as the Denim & Diamonds gala. Real Living Momentum February 22 - 23, 2012 Las Vegas, NV www.RealLivingMomentum.com Like Royal LePage, Real Living is a Brookfield company. It was recently named the fastest growing real estate brand in the United States by REALTOR® Magazine and its numbers of more than 450 offices and nearly 10,000 sales professionals continue to grow.
Don’t miss this opportunity to gain:
• Real Connections – Connect with agents and brokers from Real Living to build your referral network and discuss the industry.
• Real Learning – Get the insight, perspectives and knowledge you need from more than 20 educational presentations and workshops. National Sales Conference September 20 - 22, 2012 Vancouver, BC www.royallepageevents.ca/ The Royal LePage National Sales Conference takes place every two years. In 2012, the event will be held at the Fairmont Hotel Vancouver and the Hyatt Regency Vancouver, attracting more than 1,300 agents and brokers from across Canada. It is the ideal place to build your referral network, learn how to grow your business, find inspiration and make friendships!
This long-running management conference offers a unique opportunity to connect and engage with your peers from across North America as this year’s conference marks the first time we are bringing together broker/owners and managers from both the Real Living and Royal LePage families. We encourage you to join your colleagues to discuss how to build a profitable brokerage business, participate in discussions on emerging trends and technologies, and
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The Royal LePage Marketing Centre Staying in touch with your clients has never been easier! • Keep in touch with Customer Relationship Management (CRM) materials and use the campaign tool to build your repeat and referral business.
• Distribute your designs easily by publishing them on the web, social media or print. Plus, gather web analytics on all hosted marketing materials. Top 5 Recently-Added Marketing Tools
3. QR Code Designs - Link your print marketing to your online marketing by redirecting people to your website, listing or contact information by adding a QR code to your feature sheets or postcards.
Helping you with your marketing needs. Marketing Template Bench Back Ads
1. Lawn Signs and Riders - Create brand-compliant lawn signs and sign riders quickly and easily, then simply send over the digital file to your sign supplier.
The new Marketing Centre campaign features allow you to effortlessly stay in touch with your clients and prospects and help to keep you top-of-mind by providing them with information of value. Spend less time creating your outreach campaigns – simply choose from the many available pre-built campaigns, or build your own. The campaign feature will even prompt you to follow-up, call or visit your clients! Choose from Buyer-, Seller- and Client-for-Life campaigns, or customize a campaign unique to your needs.
designed templates to help you to professionally market yourself and your clients’ listings:
The Royal LePage Marketing Centre includes hundreds of professionally
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e-Cards e-Newsletters
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Listing Kits Open House Brochures and Postcards Personal Brochure
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prospect marketing templates.
Postcards
• Market listings with our unique collection of professional features sheets, slideshows, web commercials, postcards and property cards. 2. Social Media and Web Banners Impress your clients and boost your online presence by creating a uniquely branded social media banner. Add a Web banner to your email signature and link it to your website for maximum impact.
5. Enhanced Web Commercials - Create amazing web presentation with dynamic transition effects, customizable background images and customizable audio. Supports up to 30 images.
Print Newsletter
To learn more about the Marketing Centre and create designs or campaigns, visit: www.rlpnetwork.com > Realtors > Grow your business > Marketing Centre.
Social Media and Web Banners
Web Commercials
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Slideshows
Stationery
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Property Cards QR Code Designs
Buyer Mkt’g
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Greeting Cards
• Generate leads from a suite of
Listing Mkt’g
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Campaigns
Lawn Signs and Riders
by creating business cards, personal brochures or social media banners.
the Marketing Centre’s unique set of collateral marketing pieces, providing valued information on the buying or selling process.
Business Cards
Prospect Mgm’t
Feature Sheets
• Promote yourself and your business
• Inform buyers and sellers with Helping you to market your business
4. Seasonal Home Maintenance Postcards - Provide your clients with valuable seasonal home maintenance tips in a few simple steps. Great for email campaign or print.
Prospect Mkt’g
CRM
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Reach your full potential with Royal LePage Be a part of an organization with almost 100 years experience in real estate. With a network of more than 14,000 REALTORS®, Royal LePage offers you the resources you need to be competitive in today’s market. Develop your career
Grow your business
Expand your network
At Royal LePage, we’re committed to your continued professional development. Access the industry’s most comprehensive training programs in marketing and technology. Take advantage of learning programs facilitated in person, via webinar and online – all designed to help you develop your real estate career.
Royal LePage REALTORS® have access to the latest market information and comprehensive business tools. The Royal LePage Marketing Centre helps you create effective marketing materials and campaigns to build your business, set you apart from the competition, and better serve your clients.
Work by referral to build your client database using Buffini & Company programs developed exclusively for Royal LePage. Grow your referral network globally with over 25,000 Brookfield Real Estate Services sales professionals across North America and access 35 countries through Leading Real Estate Companies of the World®.
Visit www.royallepage.ca to learn more about joining Royal LePage.
Building loyal clients Protecting their investment and delivering the right client experience
If you make any promise to a client, follow through and then update the client in writing as soon as you do this. Your job is not complete when the agreement is signed. Stay involved. Diarize important dates Time deadlines matter in real estate deals. Use your company tools to enable you to record all time deadlines accurately so that all deposits and condition waivers are signed and delivered in time. Use Checklists and Company tools
Follow through on any commitment made until closing If you make any promise to a client, follow through and then update the client in writing as soon as you do this. Your job is not complete when the agreement is signed. Stay involved. Make sure the lawyers are preparing for closing. If a tenant must vacate in order to give the buyer possession, make sure you stay
in touch with the tenant to confirm that they are moving. If a tenant changes their mind for any reason, it can delay or even prevent the closing. Remember, an informed client is a happy client.
Mark Weisleder is a lawyer, author, Toronto Star columnist and speaker to the real estate industry. Visit Mark at www.markweisleder.com or email mark at mark@markweisleder.com
Whenever you do a listing or buyer presentation, or complete an agreement of purchase and sale, always have a checklist recording the steps you need to take; the clauses that you need to explain; and what you need to include in the agreement. By delivering the right client experience, every time, not only will you build loyal clients and generate referrals, you will enhance your own personal brand image as a careful and conscientious salesperson. As the real estate business continues to become more complex, keeping up with technology is not just about QR codes. It is also about having all of the tools available to properly protect your buyer and seller clients on every deal. Here are some of the steps to follow to make sure you are always giving a superior client experience: Have a team of experts to assist you Home inspections are becoming more complicated. One firm is usually not enough these days. For a cottage, it means separate septic, well and road
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Have a senior agent or manager available if you know that you will be negotiating an offer late at night. You may encounter tricky clauses that you are not familiar with. access inspections. For a city home, a home inspection can include separate mould or termite assessment. And, many buyers of older homes have found unwelcome and costly plumbing surprises after closing that are usually not visible to a traditional home inspector. You can mitigate some of these concerns, for example, by having a camera inspection of a home’s drainage system and main sewer line done by Roto Rooter for about $300. Private planners can assist you with questions regarding permits, additions,
parking requirements and basement apartment retrofits. This can even include whether or not a back yard deck is legal. Planners in many cases used to work for the municipality and have intimate knowledge of the zoning by-laws. Get to know a planner in your area and you can offer a more superior service to your clients. Have a senior agent or manager available if you know that you will be negotiating an offer late at night. You may encounter tricky clauses that you are not familiar with.
In my experience, it is the little things that make the difference. Make sure that all chattels and fixtures are carefully listed. Include everything that is advertised in the listing, from granite counter tops to hardwood under the carpets. Also make sure that you are making use of all other tools and systems available for you on the RLP Network and the Royal LePage Canada website. These have been designed and developed to enable you to continue to deliver superior service in everything that you do for a client. Keep notes of all conversations Make sure you document every instruction you receive from a client. Either make a notation in your daybook or send a confirming email. Use a cellphone for important phone calls. By keeping detailed notes, you will always keep track of what your client needs.
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Internet marketing The Royal LePage Social Marketer designation gives you the leg-up. To earn the Social Marketer designation, participants must successfully complete the online Social Marketer courses and have an active presence on at least one of the big three social networks. Once completed, graduates receive the Social Marketer logos and a certificate of achievement.
place to share your message. In Ayn’s case, the reason she won the listing is because “the ideal buyer for the property was in the same demographic that sees the value of social media.”
• Differentiate your services – The Social Marketer designation is exclusive to Royal LePage, and is designed to put you ahead of the curve. Although an increasing number of REALTORS® use social media, not everyone knows how to make the best use of the medium. Learning about social marketing strategy will help you ensure you are making the most of your social media presence. And, by using it strategically, you can better serve your clients. “Using the Social Marketer designation has helped differentiate us from other agents in town by showing we are up-to-date and offering the best marketing opportunities for home sellers,” says Chris Vincent.
Five Reasons to Become a Social Marketer
• Win more listings – Whether your prospective seller uses social media or not, most can recognize the value of having a REALTOR® who leverages the digital landscape to its fullest. Christopher Vincent, a REALTOR® with Royal LePage Rocky Mountain Realty in Canmore, Alberta, includes the Social Marketer logo in his listing presentation. His team focuses on the “non-traditional methods” such as Back in the 90s, when the idea of using the Internet to market listings was introduced, many people in our industry doubted the long-term effectiveness of this concept; yet, well over a decade later, with 87 per cent of real estate searches beginning on the Internet, the idea of not listing a property online is practically unheard of. The advent of social media initially brought about a similar reaction from REALTORS®, but now, with widespread use of social networks, we cannot deny the importance of social media in our industry. As of August 2011, Facebook has over 750 million active users spending over 700 billion minutes per month on the site1; over 500,000 new Twitter accounts are created each day, and users send more than 200 million tweets daily2; LinkedIn has more than 120 million users in more than 200 countries, 4 million of whom are in Canada3. The number of users on these social networks increases so rapidly, that by the time you www.facebook.com/press/info.php?statistics blog.twitter.com/ 3 http://press.linkedin.com/about 1
As of August 2011, Facebook has over 750 million active users spending over 700 billion minutes per month on the site.1 read this article, they will be out of date. With numbers like that, we can no longer afford to dismiss social media as a fad and ignore the networking and marketing potential of these sites. Whether you are a social media “newbie,” or a regular and avid user, you can benefit from earning the Social Marketer designation, available through RLP University, at no additional cost. The courses focus on the three biggest social networks that are most relevant to your business – Twitter, Facebook and LinkedIn. The program is designed to provide you with both technical comfort and strategic competency in each network.
• Market and network with greater
The number of users on these social networks increases so rapidly, that by the time you read this article, they will be out of date. With numbers like that, we can no longer afford to dismiss social media as a fad and ignore the networking and marketing potential of these sites. who are active on social media websites are likely easier to connect with,” says Taverna. She adds that by interacting with other REALTORS® online, you build relationships and have “a greater trust level when referring clients.”
• Leverage consumer search options – By the end of 2011, the Social Marketer designation will be searchable on www.royallepage.ca. Consumers will be able to specifically search for REALTORS® who display their commitment to using social media in their marketing. Earning
the designation ensures that your name will appear when prospective clients use this search feature. Coupling the Social Marketer designation with consistent and strategic use of social networks can help you grow your business. As a recent PropertyWire.ca article states, the real estate industry and market is constantly changing, so it’s important to stay abreast of “the latest and greatest tool, technology or technique for doing business, [because] chances are, your competitor might.”4
impact – Including the logo in your marketing materials, listing presentations and website allows you to showcase your online presence to attract more business. Ayn has found that using the Social Marketer logo shows her clients that she gives them “the standard professional services of Royal LePage while taking it one step further by exploring new marketing strategies in social media.” She also looks for other Social Marketers when seeking to connect with Royal LePage agents across Canada for referrals, stating that the designation indicates that, like her, they are “internet savvy” and have their finger “on the pulse of new and innovative marketing techniques.” Marie Taverna from Royal LePage Coronation West in Coquitlam, BC shares Ayn’s opinion. When you build a referral base to assist clients looking to relocate, “REALTORS®
Facebook and Twitter, because “not every one of our clients uses these mediums, but they certainly understand the necessity of having a strong social media presence,” says Vincent. Ayn MacDonald from Royal LePage Team Realty in Ottawa reported that she recently won a listing strictly based on her social media presence. “The Social Marketer designation helped me prove that accreditation,” says MacDonald.
• Access more buyers – For your message to be heard, it needs to be delivered in the places where your intended audience gather. With 50 per cent of Canadians actively participating on social networks, they are the logical 4
www.propertywire.ca/features/features/market-intelligence/1294-strengthening-your-real-estate-brand-by-continued-learning.html
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Royal LePage Shelter Foundation Putting abuse out of commission Thanks to the incredible generosity of Royal LePage real estate professionals, the Shelter Foundation has raised more than $12 million to date in support of our mission to end family violence. We are Canada’s largest foundation dedicated exclusively to funding women’s shelters and violence prevention and education programs. In 2010, we broke all records by raising more than $1.8 million and we are well on our way to reaching that milestone in 2011. And, because Royal LePage covers the administrative costs of the Shelter Foundation, 100 per cent of every dollar raised goes directly to helping more than 30,000 women and children across Canada each year. As Canada’s only real estate company with its own charity, we have a long history of philanthropy and working to make a difference in the communities where we live and work. By donating a portion of commission on the purchase or sale of each client’s property, our REALTORS® are helping to create safer homes and safer communities. Royal LePage professionals are also actively involved with their local shelters, volunteering, collecting in-kind goods, planting Shelter Blooms tulips and holding special community events – all to raise funds and awareness for our cause. In May 2011, during Shelter Month at Royal LePage, we brought significant public attention to the issue of family violence through newspaper, television and radio interviews and web postings, generating more than 36 million media impressions. Our largest annual fundraising initiative, hosted by more than 130 Royal LePage offices in communities across Canada, has been growing every year since its inception in 2009. The National Garage Sale for Shelter, held annually on the second Saturday in May, raised more than $425,000 in 2011 – a 35 per cent increase over the previous year!
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We also take a long-term view to stopping the cycle of violence. We are helping the next generation to develop healthy relationships by supporting the Fourth R Project, a school-based education program, and funding violence prevention grants with our partner, the Canadian Women’s Foundation.
Who would have thought that selling old dishes, unwanted furniture and outgrown toys could save a woman’s life and give a child a brighter future? But the dedicated professionals of Royal LePage, and our generous sponsors – TD Canada Trust Mobile Mortgage Specialists, Atlas Van Lines Canada and Advance Commission Company of Canada – enabled us to do just that. We are very grateful for the hard work and dedication of our Garage Sale committees in every province and for the overwhelming support of the community. Many happy shoppers picked up a bargain, while their loonies and toonies served to help women and children in their local community to escape abuse. “ The National Garage Sale for Shelter not only brings our agents together but the whole community. The response yearover-year has doubled with donations and shoppers. At the end of the day we all have sore feet, but are energized by the joy of supporting the cause.” - Kira Cope, Royal LePage Connect Realty, Ajax, ON
“Helping you is what we do” is more than a tagline sitting beneath our logo. Royal LePage REALTORS®, brokers and staff care deeply about giving back to the community. By supporting the Royal LePage Shelter Foundation, they ensure that women and children who have experienced abuse have a safe place to go and other critical help when they need it most. “Supporters of the Royal LePage Shelter Foundation are heroes to us and to the people we serve. Heroes display courage and self-sacrifice; they stand up for the greater good. When you take money out of your own pockets and use it to help vulnerable and hurting families, you are transforming lives. You take people from exhaustion to rest, stress to smiles, pain to peace, despair to hope. Thank you for caring and for your gift to The Cridge Transition House for Women.” - Shelley Morris, Chief Executive Officer, The Cridge Centre for the Family, Victoria, BC
“ For more than ten years, the Canadian Women’s Foundation has been proud and grateful to partner with the Royal LePage Shelter Foundation to support women and children fleeing abuse. In 2010, thanks to the extraordinary support of Royal LePage brokers, agents, staff and management, the Royal LePage Shelter Foundation helped us fund 50 grassroots violence prevention and education programs across the country that work to break the cycle of violence for women and their children. Royal LePage’s corporate leadership and dedication to the community is so critical to families in Canada and is making a significant and tangible long-term difference.” - Beverley Wybrow, President & CEO, Canadian Women’s Foundation Congratulations to our 2010 Shelter Award Winners: Shelter Award recipients are nominated by their colleagues for making an outstanding or extraordinary contribution of time and effort to their local shelter and to the Royal LePage Shelter Foundation. We are thrilled to recognize and celebrate some of our unsung heroes from across the country: Partner of the Year: Atlas Van Lines Canada Alberta Individual: Michelle Russell Alberta Office: Royal LePage Progressive Realty British Columbia Individual: Sharen Warde
The National Garage Sale for Shelter not only brings our agents together but the whole community. The response yearover-year has doubled with donations and shoppers. At the end of the day we all have sore feet, but are energized by the joy of supporting the cause. - Kira Cope, Royal LePage Connect Realty Ajax, ON
British Columbia Office: Royal LePage Westside East Coast Individual: Ken Peters East Coast Office: Royal LePage Professionals 2000 Inc. Manitoba Individual: Eric Wittenberg Manitoba Team: Kelsey Genik, Kristen Bilodeau and Lisa Anderson of Royal LePage Dynamic and Liz Taylor and Kevin Joelson (formerly) of Royal LePage Alliance Ontario Individual: Kent Browne Ontario Office: Royal LePage Burloak Real Estate Services Quebec Individual: Grant Staley Quebec Office: Royal LePage Elite Saskatchewan Office: Royal LePage Premier Realty Thank you to all of our generous donors! We are grateful to each and every one of our donors. You are helping to change lives for the better. Special mention goes to our Top 1% Shelter Foundation donors in 2010: Kent Browne, Lauretta Stewart, Bruce MacPherson, Brad Munn, Julio Florez, Norm Fisher, Wanda Lalonde, Doug Hayden, Elli Davis, Rick Preston, Donald Gault , Victoria Schumann-Preston,
Brian Elder, Frank Vanderbleek, James Wright, Debra Cherry, Cliff Stevenson, Jim O’Brien, Susan Lore, Andrew Hanney, Kelly Murdock, Carol Roberton, Gail Bibeau In the words of Margaret Mead, “Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.” Together, we can make a difference! “The women’s shelter in Medicine Hat, AB saved my life 14 years ago and I’ve never forgotten what an impact spending the night there had on me. Anything I can do to help others in a similar situation is just a small contribution in paying it forward. An ultimate goal that I would love to see achieved is that some day we live in a world where family violence and the need for shelters of any kind are a distant memory of the past.” - Darlis Bachusky, Shelter Foundation donor and Agent of Change volunteer, Red Deer, AB
Shanan Spencer-Brown is the Executive Director & President of the Royal LePage Shelter Foundation. She can be reached at shelterfoundation@royallepage.ca or visit www.royallepage.ca/shelter for more information on the Shelter Foundation.
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Your Royal LePage Customer Care team
GetHomes.ca Online lead generation
What can you expect when you contact Customer Care? Although we receive upwards of 1,500 calls and 600 emails per month, the average hold time when you call is less than two minutes. If you are unable to hold, you can email us your request or leave a voicemail, and we’ll call back within 24 hours. We resolve over 80 per cent of all email requests within eight hours, with more than 90 per cent being handled in less than 24 hours. Your Royal LePage Customer Care team: pictured left to right, are Kevin Betty, David Bradshaw, Chip Sebajang.
The Royal LePage Customer Care Centre provides technical support to our network of nearly 14,000 REALTORS®, brokers and administrators. Fully bilingual and well-versed in technology, we are your one-stop destination for all questions regarding our intranet, web and email systems. Our location at 39 Wynford Drive in Toronto gives us direct access to all Royal LePage Canada personnel, enabling us to resolve your issues quickly. What can Customer Care do for you?
• Help you locate and provide stepby-step instructions for the tools and services on RLP Network, from RLP University for online learning to the Marketing Centre for hundreds of customizable marketing piece templates
• Help you configure your smartphone or desktop email software to receive your @royallepage.ca emails where you want them most
• Investigate all technical issues
Royal LePage’s intranet and email system, including resetting forgotten passwords
What’s new at Customer Care? We recently launched a new ticketing system to enable us to respond faster and track issues more accurately, helping us take appropriate action to minimize disruption to your business.
The GetHomes.ca program, exclusive to Royal LePage, delivers a guaranteed lead volume while you incubate and service those leads. Follow the system GetHomes. ca provides to nurture those leads, and you will set yourself up to consistently convert leads into closed business.
We now use call recording hardware to help us identify opportunities for additional coaching and training.
Five keys to GetHomes.ca lead conversion success:
• Securely connect to your computer
Our team of three is committed to providing the highest standard of customer service, so you can get back to what matters most—serving your clients. We love to hear from our REALTORS®, so give us a call or send an email whenever you need us—or just to say hi!
Respond Quickly. Online consumers expect an almost immediate response. Research shows the sooner you respond to an online lead, the more likely you are to convert them. Try to respond in minutes if possible, otherwise no longer than four hours.
• Assist with all your questions concerning Royal LePage, even if it means tracking down the person who has the answer
Did you know? The Royal LePage Customer Care Centre was the first toll-free help line offered by a national real estate franchisor. Contact Us: Toll-free: 1 (877) 757-4545, Monday to Friday from 9 am to 6 pm ET. Email: help@royallepage.ca 24 | Leading Edge Magazine | Fall 2011
In addition to traditional lead sources, a managed lead generation program provides extra insurance for future business. Industry studies show that well over 80 per cent of consumers turn to the internet as their primary source for information on available properties. GetHomes.ca provides a connection between you and your next client by capturing the online prospect’s interest and their need for information.
encountered using our systems
and assist you directly on your PC
• Help you access RLP Network,
Our goal is to get you back to work as quickly as possible. We know your time is valuable, so we strive to provide fast, courteous and effective service.
Whether you are new to the real estate business or a seasoned professional, prospecting is vital to your success. Given the seasonality of the real estate market and uncertain economic conditions, maintaining a consistent pipeline of leads is the best way to weather any market fluctuation and ensure ongoing sales success.
Your GetHomes.ca return on investment GetHomes.ca is a cost-effective online lead generation program that provides a profitable return. Here is an illustration of a typical return on investment for GetHomes.ca participants.
Allow for Anonymity. Expect and respect that the online consumer will likely not reveal themselves in their information gathering stage. This is your opportunity to demonstrate integrity and service. Establish trust and the serious prospects will open up eventually. Deliver as Promised. Do what you said you’d do and provide the relevant information today whether or not you’re able to connect live with the lead. Some requests might be unrealistic, so take the opportunity to educate your lead and give them the benefit of your expert knowledge. Stay in Touch. Incubate leads with relevant and meaningful information and education and save your time through automation. Employ a drip marketing campaign like the ones available in the Royal LePage Marketing Centre to stay effortlessly top of mind. Be Patient. Online lead conversion is a numbers game. Many leads are tire-kickers unlikely to convert. Online leads tend to have a longer incubation period, but stick to your stay-in-touch program and the qualified prospects will eventually identify themselves. GetHomes.ca builds your business
The big thing is to contact the lead as soon as possible and set them up as a buyer. You have to follow up with the buyers as much as possible. Try to qualify as many of your leads as possible to make sure they are solid. To date, the program has provided us with an excellent return on our investment and I would recommend it to anyone who would like to increase their bottom line.” – Todd Thompson, Cornwall, ON. “For me, the key was having leads delivered to me instantly. I was able to do a quick search to find out more prior to calling the potential client. Also, the way the data was held and organized allowed me to access the database anywhere I had Internet. I have been extremely successful with this program, which I attribute to acting quickly to make contact with a prospect. I don’t know that I would be the REALTOR® I am today without this tool. One closed deal is all you need to cover the cost of the program for the year. This year so far, I have closed six deals that are a direct result of the GetHomes program.” – Kiley Bollenberghe, Toronto, ON. For more information on GetHomes.ca, email info@gethomes.ca or call Jennifer Spahn at (416) 442-5354.
“Last year, my partner and I closed six sales with gross commissions earned from those sales of approximately $20,000. The return to date has been great.
GetHomes.ca ROI Cost of program for 6 months
$299 x 6 months
$1,794 + tax
Over 6 months
120
Average close rate of 4.2%
5
Commission per close (average $250K property)
2.5% commission, 70/30 brokerage split
$4,375
Potential commissions earned from GetHomes.ca
After leads are incubated
$21,875
Leads provided by program Number of closed transactions
Fall 2011 | Leading Edge Magazine | 25
Social media
Royal LePage’s referral magic
Royal LePagers leading the fray
Leading Real Estate Companies of the World® and Real Living 4,000 people and businesses. Twitter allows us to distribute industry-related information which we feel will benefit or be of particular interest to our followers. Our tweets are often, if not always, newsworthy and are regularly re-tweeted. Re-tweeting, or reposting information, is a best practice on Twitter and allows you to get a better idea of who is engaging with you.
Royal LePage’s affiliation with Leading Real Estate Companies of the World® (Leading RE) – a prestigious global network – represents the best ‘pedigree’ in real estate, providing you with the credibility and connections to take your business to new heights. Here are some important facts and figures you can use to increase listings, sales, and referrals. Size, scope, leadership
One way that Royal LePage strives to engage consumers with the use of social media is through the “My Great Neighbourhood” contest. This contest allows consumers to explain, through video, photo, and/or written word, why they love their neighbourhood. The top three entries win cash prizes. Entries can be posted to Facebook or Twitter to drive traffic to the contest site and, ultimately, increase contest participation. Our REALTORS® are leading the way by using social media within their own networks. It is especially important to remember that your best resource for
In an age when more than 750 million people are active Facebook users, and Twitter with 21 million, Royal LePage is proud of the headway we’ve made in the social media arena. As one of the fastest, easiest, and most cost effective ways to get your messages out to mass audiences, Web 2.0, as it is often referred to, has opened the doors for two-way communication. This concept turns communication into an interactive dialogue. As social media becomes increasingly engrained in our culture, it is essential to keep on top of the trends and participate in social networking on a business level as well as a personal one. Here at Royal LePage, our REALTORS® are doing just that.
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As social media becomes increasingly engrained in our culture, it is essential to keep on top of the trends and participate in social networking on a business level as well as a personal one. Our Facebook “fan page”, which has over 1,000 followers, is just one of the many ways in which our network engages with each other and their clients. Through the use of Facebook, REALTORS® can be kept up-to-date on Royal LePage news and share interesting ideas and concepts with their personal networks. Similarly, our official Twitter microblog boasts a follower count of over
boosting your business is each other. Networking is invaluable and allows you to spread your message to an audience you may, otherwise, have been unable to reach. Of course, a best practice today may be old news by tomorrow. You must be prepared for this. Change is inevitable. Web 2.0 is constantly shifting and changing and, with it, so will we.
• With nearly 800,000 home sales annually, valued at $225 billion, Leading Real Estate Companies of the World® eclipses sales of all other real estate networks.
• The Leading RE network encompasses 140,000 sales associates worldwide and 4,500 offices with 550 of only the best companies that must meet high standards to qualify for membership in this elite group.
• The affiliates of Leading Real Estate Companies of the World®, out-performed all other networks by more than 30 per cent in 2010*. According to REAL Trends, 500 ranking of the largest companies by transaction and sides and sales volume.
• Leading RE locally-branded affiliates hold the number one position in sales in 40 per cent of the top 96 markets in the U.S. That is more than any other national franchise organization. Referral introductions and additional income Our affiliates placed more than 27,000 leads across the network, with a conversion rate of almost 40 per cent. What does this mean to you? It means a quality network to refer clients, family and friends looking to buy or sell in the United States or beyond. All you need to do is
contact one person to get the Leading RE network working for you – Nelia Luis. For more information or to place your referral today, Nelia can be reached via email at Nelia@royallepage.ca or by phone at (416) 446-7974. Real Living If you prefer to manage the U.S. referral process personally, Real Living is Royal LePage’s American sister company. Acquired by Brookfield in 2009, the company has grown to 10,000 REALTORS® in 35 states. In 2010, Real Living maintained an impressive network-wide customer satisfaction rating of 96 per cent. Real Living is a full-service real estate franchise company with a comprehensive and integrated suite of resources and services for franchisees and their sales professionals. According to the National Association of Realtors® (NAR), Real Living was recently announced as the fastest growing real estate brand in the United States. Its roots date back to 1956
and it has flourished since, earning and maintaining a reputation as one of the most innovative and forward-looking companies in the real estate industry. For more information about Real Living and to find a REALTOR® or office to serve your client, simply visit www.realliving.com and click on “Agents & Offices.” Real Living Portugal Real Living Portugal is Europe’s first Real Living branded real-estate company. Launched in April 2010 as the brand’s gateway to the European market, Real Living Portugal currently has a network of 12 offices across the country including locations in the Greater Lisbon area, the islands of Azores and Madeira, and the Algarve, which is known as one of Europe’s most popular vacation destinations. For more information on Portuguese real estate, or to refer a client, please contact Pedro Ribeiro, General Manager at pedro.ribeiro@realliving.pt or visit www.realliving.pt. Remember, any business that you cannot service yourself is a potential referral.
Fall 2011 | Leading Edge Magazine | 27
Royal LePage Red Market Helping YOU build your business people know you’re a Royal LePager. Whether you’re filling your tank or your grocery cart, “wearing your stripes” is a great invitation for real estate queries.
• Promote your personal brand. Most merchandise on the Red Market is customizable to you or your company. Call for a quote to personalize the merchandise you desire and enhance your brand.
• Get what you need, when you need it. If you don’t see it on the Red Market, we can source it for you and provide a competitive quote at no cost. The Red Market is your one-stop shop for your promotional needs.
• Consolidate and save on shipping. The Red Market merchandise you order is shipped to you by UPS at a 25 per cent discount off their posted rates. Save even more by combining orders with others in your office. Get updates on new products, pre-buy opportunities, sale items and other Red Market news.
Shop today! rlpnetwork.com > Suppliers > The Red Market The Red Market, our virtual company store, is a trusted source for promotional products, client gifts, office supplies, apparel and other merchandise. Six great ways to build your business with the Red Market:
• Stay in touch with pop-by gifts. Most pop-by gifts on the Red Market are priced under $5, but still deliver high perceived value among recipients. It’s a great way to get some face time and
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to remind your contacts that you’re never too busy for their referrals.
• Maximize your purchasing power with quarterly pre-buys. Periodically, the Red Market offers Royal LePagers the advantage of collective order volume discounts. These limitedtime offers provide unique, branded merchandise for you and your clients.
A portion of your sale supports the Royal LePage Shelter Foundation.
• Wear your stripes to prospect. Name tags and apparel are great ways to let
Follow us on Twitter – @RLPRedMarket
Our latest episodes have a fresh new look and cover a wide range of introductory topics aimed at home staging.
m.royallepage.ca
Preferred partners and suppliers And, to provide a flavour of the neighbourhood m.royallepage.ca uses information from Yelp to show a selection of nearby amenities, such as schools and restaurants. Also, most listings will display a Walk Score – an index that describes the “walkability” of a neighbourhood. Social As with listings on www.royallepage.ca, users are able to share listings via Facebook and Twitter from their phone. In addition, people selling their homes with a Royal LePage agent will have the opportunity to share comments about their neighbourhood. Plans are continuing to develop m.royallepage.ca with even more robust neighbourhood information and data. The intent is that m.royallepage.ca will become a site consumers will want to visit
Mobile devices are changing the way Canadians search for their next homes. Consumers are now more mobile, local and social thanks to the emergence of smart phones and tablets providing location-based and instantly available information. Royal LePage’s new mobile website, m.royallepage.ca, answers both consumer and REALTOR® needs, by delivering key functionality for homebuyers on the go. Mobile Designed from the ground up, m.royallepage.ca offers a distinct user experience to make it stand out in a crowded field of mobile applications. The site is designed on the basis of understanding the user’s need to retrieve information by typing or pointing on a small screen. Large buttons and simple interface allow users to navigate confidently through the site.
Royal LePage has partnered with brand leaders in their respective industries to offer you exceptional products and services to support your business. Each preferred partner and supplier offers value that is unique and/or exclusive to Royal LePage in the form of reduced pricing and/or value-added benefits*. • Imaging Products & Office Equipment
• Moving & Transportation Services
• Personalized Magazine Subscriptions
• Financing Expertise & Advice
• Personalized Calendars
• Hosted and Managed Email Application Services
• Unaddressed Admail Services
• Tradeshow Booths
• Credit Reports
82 per cent of homebuyers use the Internet as their primary source for real estate info. Visit www.royallepage.ca on a mobile device and you will be redirected to the mobile site automatically. This provides access to the most popular features of the full website: listings search and agent search. Favourite listings and saved searches from www.royallepage.ca will also be available when a user logs into their account. Local As a home seeker drives by a listing and wants to know more about it, by default, m.royallepage.ca displays all nearby listings on a map. The map also shows nearby open houses and local Royal LePage offices, along with Shelter Foundation garage sales happening nearby.
even when they are not looking to buy or sell a home.
• 82 per cent of homebuyers use the Internet as their primary source for real estate info (according to a Google Compete Study in 2010);
• 35 per cent of homebuyers used their mobile phone to complement their research in 2010 (also according to the Compete Study);
• 17 per cent of Google real estate
• Office Supplies
searches are coming from mobile (based on Google internal data).
And more… For individual offer details, visit marketing.rlpnetwork.com/suppliers
*Note: Partners, Suppliers and their offers for Royal LePage are subject to change.
30 | Leading Edge Magazine | Fall 2011
Fall 2011 | Leading Edge Magazine | 31
WHO DO YOU OPEN THE DOOR OF YOUR HOME TO? FRIENDS AND FAMILY… WHAT ABOUT STRANGERS? When you refer Atlas to move your clients and their families, you can be secure in knowing that over 2000 Atlas personnel have undergone a comprehensive, criminal background check and cleared for Atlas service. That’s peace of mind…
Land the listings with Direct Mail from Canada Post
Reach buyers and sellers effectively and affordably with access to special rates on the Unaddressed Admail™ service through Royal LePage. Unaddressed Admail™ is a Trademark of Canada Post Corporation.
www.atlasvanlines.ca 1-800-268-5051
Visit canadapost.ca/royallepage to learn more!
SOLD
Registration Opens
FALL 2011 Networking, build your business, great speakers and educational sessions.
For more information, visit
www.royallepageevents.ca
Many Thanks to our 2012 National Sales Conference Sponsors