RISMedia's Real Estate Magazine

OCT 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/1032371

Contents of this Issue


Page 105 of 134

RISMedia's REAL ESTATE October 2018 101 Sherry Chris (president and CEO of Better Homes and Gardens Real Estate) brought to the forefront that millennials are the next wave of customers. We know this gener - ation wants to be homeowners, and we understand them and the kind of experience they want to have. We also believe strongly in giving back to our community. We don't want to be defined strictly by how many homes we list or sell. Over the past 20-plus years, our agents have contributed thousands of dol- lars and volunteered hundreds of hours to a host of local charities like Adopt an Angel, Samaritan House and Habitat for Humanity, in addition to supporting global relief efforts through national trade or- ganizations like AREAA, the Asian Real Estate Association of America. More recently, through New Story, our company has been involved in building homes for poverty-stricken families in El Salvador. MP: What draws agents to your rm, and why do they stay? DW: We're very much in tune with what people want to create for themselves. We offer very person- alized services to help our agents achieve their goals. We help them create a business plan that will work for them and their lifestyle. I've had four Rookies of the Year out of my branch and a Young Na - tional Entrepreneur of the Year last year. We know how to get people up and running quickly in a way that's meaningful for them. We're attract - ing millennials because our culture is exactly what they're seeking. SB: We've had agents go to compet- itors out there that might be cheap- er or offer better commission splits, but they come back to us. It really comes down to the relationship we can establish with agents to make them feel that we're there to help them succeed. MP: How do you stay ahead of the curve on technology and marketing? RW: We package all the agent ser- vices into one platform where they have everything they need right there. At many other brokerages, agents have to subcontract out for their resources. With us, it's all in one platform, in part because of the extensive Better Homes and Gar- dens operating system provided to all of our agents. DW: We've adopted a digital plat- form provided by our Zap LabsĀ® technology group, which is very ro- bust and features predictive analyt- ics that savvy agents demand. Also, people talk a lot about data these days, and, in most cases, its purchased data. However, our partner Meredith CorporationĀ® just purchased Time Magazine, so we're immediately at the forefront when it comes to data. We don't pay to buy data; we own the data and have ac - cess to over 200 million consumers who are customers of the Meredith family and predisposed to work with our offices. Better Homes and Gardens Real Estate has its finger on the pulse of social media. Our agents can re- fer to the Greenhouse, which has 1,000-plus items they can choose from to post. There's also an image library that's licensed by Meredith, with thousands of photos they can use to create standout digital and print marketing. That's a big differ- ential for our agents. MP: Lastly, what are your plans for the company's next chapter? SB: Short term, our plan is to con- tinue to grow the offices organically. We'd like to focus on newer agents, bring them in, coach them and lead them in the right way to do busi- ness. Long term, we're always look- ing for opportunities to continue to grow. Our five-year goal is to get to 1,000 agents. This market is chal- lenging. If we take care of the day- to-day and make sure agents are cared for and supported, I believe we'll come out on the other end in a very good position. There will be some opportunities to grow at a faster pace. We're also fortunate that our franchisor is willing to part- ner with us to acquire other firms who are seeking an exit strategy. RE For more information, please visit www.gobhg.com. Better Homes and Gardens Real Estate JF Finnegan REALTORSĀ® has the highest number of award winners in the network.

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