RISMedia's Real Estate Magazine

NOV 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/1042091

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RISMedia's REAL ESTATE November 2018 103 through our homes on a weekend. That's a lot of lead activity, and when they're registered, it gives us a chance to use effective fol - low-up campaigns. Every Monday, our managing brokers have a sales and marketing WIG (Wildly Import - ant Goals) call after the mega open house where agents share success stories. Zillow videos are also really im - portant. With the Zillow Premier Agent app, you can upload a walk - through video of a listing. We also have a unique process for loading high-quality custom videos. If your listing has a video, Zillow prioritiz - es the listing first in their search results, and it's the first thing a con - sumer sees. Our program doesn't cost the agent anything, and 41 percent of our listings now have a video. That's the highest for any bro - kerage in the country. When we find something that gives an agent an advantage, we try to replicate it over and over—plan, measure, execute and correct. This is common sense, but it isn't always common practice. We're always testing something. Predictive analytics aren't always that predictive, but we're evaluating it. Artificial intelligence (AI) is mov - ing to voice, so we did an Atlanta real estate skill for Amazon Alexa and Google Home. We don't want to be on the bleeding edge, but we do want to be an early adopter. MP: How do you make sure you're staying ahead of the curve as a leader? DF: I surround myself with great, vi- sionary leaders—like Tom Ferry and Gino Blefari—who keep my game up. I talk to people like Ron Peltier. On a recent trip to Argentina with my son, I met with the CEO of RE/MAX Argentina, Sebastian Sosa, who is facing a lot of the same challenges we are. One of the things you do to stay ahead is talk to amazing peo - ple and find out what they're doing. Sharing what's happening with our team helps us stay on the leading edge. I also love to read books. You have to keep the sword sharp. MP: What's next for you and the firm…and the real estate industry at large? DF: Personally, I want to continue to live an inspired life. I'd like to see our company double in volume in the next three years. I think there's a renaissance occurring with agent productivity. Technology is making the transaction less complicated for the agent and the consumer. Whether it's new competitors like Redfin or Knock, or the discounters or legacy brands and franchises, there's a lot of opportunity in the space. There's never been a time when I've been so excited about do - ing what I'm doing. I've never seen a time where the consumer is more anxious for that agent who isn't just meeting, but exceeding, expec - tations—who has a strong under- standing of market knowledge and delivers core services. When Warren Buffett invested in the real estate space, he had a long-term vision of people continu - ing to buy and sell homes. With the Berkshire Hathaway brand name, we can do that. When performance is measured, performance improves. When performance is measured and reported, the rate of improve - ment accelerates. If you create a culture where people track what they do and report what they do— not in a negative way, but in a way where they embrace a business dis - cussion and plan to go to the next level—great things can happen. Our culture pulls people in and gives them a place where they can con - tribute and be recognized and go to the next level. RE For more information, please visit www.bhhsgeorgia.com.

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