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.

Issue link: http://remag.rismedia.com/i/1007402

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Page 39 of 126

"Forever means our core services are all in alignment," says Karen Cain, director of Program Manage- ment Office at HSF Affiliates. "You can have a transformative vision and put together a strategic plan, but real success comes from putting a system in place, setting goals, hold- ing team members accountable and, most importantly, executing on every single initiative until it's complete." The execution of the mission that Berkshire Hathaway HomeServices be real estate's forever brand also requires excellence in research and development. "Selecting Allan Dalton to be senior vice president of Research and Development was essentially an inevitable decision based on his experience, skills, results and scholastic approach to real estate," says Blefari. "I can think of no one else who, in addition to being president and co-owner of a major regional broker- age, created the national market- ing system for multiple brands," he adds. "Then, to top it off, Allan was the chief executive officer of what at the time was the largest real estate website in the world, realtor.comĀ®. Clearly, the combination of his off- and online experience and expertise within the real estate industry is sec- ond to none." Dalton, an author of several real estate industry books, including "Leveraging Your Links," an exami- nation of the role of social media marketing, brings to his position seminal observations. "First, as an industry, we have been so-called farming for years, but planting the wrong seeds," explains Dalton. "Specifically, as a transac- tion-to-transaction industry, we have been planting only seasonal and an- nual seeds, and Gino wants us to be- gin planting perennials, as well." And, he notes: "Presently, con- sumers often have only one doctor, lawyer, dentist or financial planner, yet divide their loyalty amongst mul- tiple real estate professionals. Our research and development must miti- gate against this long-standing con- sumer practice." Dalton believes that as part of the vision of forever, Berkshire Hathaway HomeServices network sales profes- sionals must possess the skills and knowledge to create forever loyalty with their clients. Currently, learning is given signifi- cant weight at the brokerage network, and Rosalie Warner, vice president of Network Service, ensures Berk- shire Hathaway HomeServices net- work sales professionals are armed with the knowledge to advise clients worldwide. "Forever means growth and profit- ability based on consultative service and support," says Warner, who over- sees the Business Consulting and Global Network Training teams. "We challenge network brokers by asking them, 'What do you do better than your competitors, and what do you do that none of your competitors do?' Often, through our classes and consultation, they gain valuable ways to build that competitive edge." Warner says unlike other brand ini- tiatives that are hurtling toward the digital, her team is out in the field dai- ly, meeting face-to-face with agents and management to provide custom- ized training, solutions and knowl- edge. "As we see models change, we're right there changing along with them," she says. Her team isn't just changing the game of real estate; they're also writ- ing the rules on how it's played. For instance, Warner and leaders from Berkshire Hathaway HomeServices meet several times each year with a group of millennial-age top pro- ducers. Named the REthink Council, these network agents share best practices, insights, challenges and wins that are then turned into videos, white papers and content for the net- work to digest. "The REthink team brings a fresh perspective and makes us ask, 'Are we doing something the way we've always done it because we've always done it that way, or because it's the best way to do it?'" she says. The question ultimately speaks to why Berkshire Hathaway HomeSer- vices can live up to its enduring sta- tus. Firmly grounded by the strength of its storied Berkshire Hathaway Inc. heritage, the brand is unafraid of change and constantly anticipating the wave before it crashes ashore. "We're not a brand focused on just today or tomorrow," says Blefari. "We see the waves before us, of course, but concentrate on the entire ocean, because like our Berkshire Hathaway HomeServices brand, it'll be around forever." RE Melissa Kandel is director of Global Communica- tions, PR and Digital Media for Berkshire Hathaway HomeServices. For more information, please visit www.berkshirehathawayhs.com. RISMedia's REAL ESTATE August 2018 35 ALLAN DALTON Senior Vice President of Research and Development, HSF Affiliates KAREN CAIN Director, Program Management Office, HSF Affiliates

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