RISMedia's Real Estate Magazine

AUG 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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RISMedia's REAL ESTATE August 2018 33 were all good operators to begin with, but can now say that they've done just that." Executing a Forever Vision Growth at Berkshire Hathaway Home- Services isn't just a result of more diligently operated network brokerag- es, it's also empowered by the tools and systems Berkshire Hathaway HomeServices provides. Leading the technology and marketing charge is Stuart, who understands that forever means being the most innovative and integrative brand in the industry. "We do not need to be obsessed with disruption," he explains. "We need to be preemptive regarding the erosion of our value and create an environment where network agents can serve their clients in a way no mobile search ever can." Stuart helms these initiatives with a strong tech and growth background. Previously, he was part of the execu- tive leadership team at Intero Real Estate Services, and prior to his time at Intero, co-founded a mortgage bro- kerage firm that grew to become one of the largest in Northern California. He also built and oversaw Silicon Val- ley-based teams at Oracle, and was responsible for creating some of the very first internet-based applications in arenas ranging from commerce and customer service to knowledge management and inventory control. Today, his extensive technology and business development pedi- gree is put to work, and Stuart sits in the driver's seat of the brand's innovation. Under his watch, Berkshire Hatha- way HomeServices is now working with some of the most forward-think- ing companies in the world—Sales- force, Adobe and VaynerMedia—to enhance the brokerage network with unmatched technological, digital and predictive sophistication. First, there's a new website project underway that combines the power of an industry-leading content man- agement system, a Fortune 500 de- velopment experience, best-in-class property search tools and responsive design to offer, as Stuart describes, "something for everyone." "Our new website utilizes artificial intelligence to deliver content specif- ic to a user's interests and persona type," he says. "An investor needs to know different information from a lux- ury buyer or first-time buyer, and our website will use machine learning to serve a user exactly the content he or she wants to digest." Concurrently, network brokers, of- fices, teams and agents will have the ability to create their own experience within the system—vendors and apps can be added or removed in the plug-and-play environment—while still maintaining the Berkshire Hatha- way HomeServices brand identity. "Being a forever brand means creating an online experience that's dynamic and valuable," says Stuart, who is also at the forefront of a proj- ect that will create more transparen- cy and data portability among indus- try tools and systems. "We're creating a central data hub that allows Berkshire Hathaway HomeServices, our vendors and our franchisee's vendors to retrieve data from other platforms and understand the cause-and-effect relationship be- tween them," he says. It's a philosophy Stuart staunchly abides by: Every system, tool and program must speak to one another, and be measured, then analyzed, in a data-driven approach to growth. Even brand marketing initiatives with new ad partner VaynerMedia are meticulously examined by an expan- sive, experienced team to determine what's working and what's not, then figure out why. VaynerMedia, founded by social media guru Gary Vaynerchuk, is widely regarded as one of the most cutting-edge marketing firms on the planet. In conjunction with the Berkshire Hathaway HomeServices team, VaynerMedia executives broke down the previous campaign, Good to Know, and transformed it into Good to Ask, a non-traditional, digital- centric marketing machine that uses highly advanced SEO, SEM and targeting strategies to send poignant ads to consumers most likely to connect. "The digital-focused approach lets our team be more flexible than we would be with traditional media like TV or print," says Vaynerchuk. "The brand is reaching more potential cus- tomers than ever before, but more importantly, the right people with a customized message." The crux of the campaign is high- quality content, delivered as long- "Our new website utilizes artificial intelligence to deliver content specific to a user's interests and persona type. An investor needs to know different information from a luxury buyer or first-time buyer, and our website will use machine learning to serve a user exactly the content he or she wants to digest." – CHRIS STUART Chief Operating Officer, Berkshire Hathaway HomeServices

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