RISMedia's Real Estate Magazine

SEP 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/1017650

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Page 57 of 134

the content you produce. It's also about packaging that content for use by network brokerages and agents. Berkshire Hathaway HomeServices leadership made sure to equip all network members with an effortless- ly-implemented blueprint to replicate the #GoodToAsk campaign in their local markets. "We want our agents to be savvy social media marketing experts," says Durand. "However, we recog- nize that their predominant role is to serve their clients, so we made it as easy as possible for them to have a detailed strategy and content to quickly produce a professional-level campaign powered by the expertise of VaynerMedia. On a brokerage and agent level, the campaign promotes their services and, more importantly, their incomparable skills." The dichotomy of skills versus ser- vice is one contemplated at length by Allan Dalton, newly appointed senior vice president of Research and De- velopment at HSF Affiliates. Dalton, the former chief executive officer of realtor.com and once named one of NAR's 25 most influential thought leaders, is a real estate veteran and veritable oracle of marketing. To Dalton, both the industry and Berk- shire Hathaway HomeServices brand must emphasize the skills that make agents irreplaceable in the transac- tion process and beyond. "As a 'forever brand,' Berkshire Ha- thaway HomeServices agents must promulgate the concept of 'forever loyalty,' which is built through the trust clients have in the skills of their real estate agents," says Dal- ton. "We don't go to a brain surgeon and laud their excellent customer service; we go because we under- stand their expertise and skills are unmatched and wholly trusted. Real estate agents must market them- selves as skill-centric professionals in their markets." Adds Blefari: "From Prestige to Pin- terest ads to podcasts…it's all part of the narrative Berkshire Hathaway HomeServices is relating—marked by trust, integrity, stability and lon- gevity. We know every home has a story and we're here to tell that tale today, tomorrow and forever." RE For more information, please visit www.berkshirehathawayhs.com. "On a brokerage and agent level, the campaign promotes their services and more importantly, their incomparable skills." – WENDY DURAND Director of Global Marketing Berkshire Hathaway HomeServices RISMedia's REAL ESTATE September 2018 53 "Real estate agents must market themselves as skill-centric professionals in their markets." – ALLAN DALTON Senior Vice President of Research and Development HSF Affliates, Berkshire Hathaway HomeServices

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