RISMedia's Real Estate Magazine

DEC 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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110 December 2018 RISMedia's REAL ESTATE Good Communication Key to Establishing Community Dominance COLE INFORMATION A KEY COMPONENT IN SOUTH CAROLINA FIRM'S MULTI-CHANNEL MARKETING STRATEGY by Paige Tepping F or Greg Harrelson, owner of CENTURY 21 The Harrelson Group in Myrtle Beach, S.C., the only way to compete and remain relevant in today's crowded market is to be in good communication with buyers and sellers alike. With 25 years of experience under his belt, Harrelson got into real estate while finishing college, working as a part- time prospector for his father, who was an agent. Having learned the business based on making out - bound calls, Harrelson understood early on the impor- tance of partnering with a service that could provide the data to make those calls. Fast forward to today, and Harrelson has connected all the dots, setting himself up for further success by part - nering with Cole Information—a proven leader in market- ing solutions. "There's so much noise in the industry today that to stand out and be heard, you have to be seen on a variety of channels," says Harrelson, who points to Cole Infor - mation as a key component in the firm's multi-channel marketing strategy. In fact, Harrelson has used Cole Information's Realty Resource product to position himself as a community dominator, taking advantage of their actionable data (cells and emails) to create longstanding relationships with consumers in his local community. "I've created what I call a community domination plan," explains Harrelson, who can't stress enough just how im - portant it is to deliver good value to the community. To that end, he's made it his mission to provide buyers and sellers with educational materials in the form of articles, videos and stats that pertain to the individual community at hand. "Cole Information supplies us with data so that we can truly take a multi-channel marketing approach to commu - nity dominance," says Harrelson, who goes on to explain that one of the biggest benefits in working with the com - pany centers around their ability to market themselves on a variety of mediums. "Not only do we use data from their email sources/list to deliver community-specific newslet - ters, their data also plays a significant role in our ability to make outbound calls to prospects in the community." Drilling down even further, Harrelson and his team up - load cellphone numbers and other bits of information into Facebook to create Facebook postings that are geared toward specific communities. That information, including subdivision, credit rating/income and year built, can be found within Cole Realty Resource, helping Harrelson be - come a stand-out agent in the neighborhood. "Cole Information takes the work off our hands and allows us to focus our attention on the marketing strate - gies we want to employ," says Harrelson, which is critical when it comes to being heard. "In order for us to be relevant, we have to be heard. And to be heard, we have to speak louder than everyone else, because there are so many people speaking right now," adds Harrelson. But the benefits associated with working with Cole In - formation don't end there. In fact, Harrelson has nothing but good things to say about what goes on behind the scenes, as well. "The customer service provided by the team at Cole Information has been fantastic," concludes Harrelson. "In addition to being easy to work with, I've been extremely pleased with the service they've provided." For more information, please visit www.colrealtyresource.com or call 888-231-0732. Embracing the Senior Demographic NAR'S SRES® DESIGNATION PREPARES REAL ESTATE PROFESSIONALS FOR THE FUTURE by Keith Loria E arlier this year, the National Association of REALTORS® (NAR) focused its attention on updating its in-classroom Seniors Real Estate Specialist® (SRES®) Designation

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