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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RISMedia's REAL ESTATE December 2018 93 We've seen a lot of bold moves made across the industry in marketing. Certainly, News Corp's acquisition of Opcity was noteworthy, at $210 mil - lion. Opcity gives News Corp a prod- uct that markets real estate services though digital advertising to drive re - location leads to real estate brokers. Clearly, they're bullish on the ability for digital marketing to drive refer - rals. Many brokers are seeing simi- lar results from Adwerx. In addition, we've seen significant digital engage - ment continue to climb for our Am- arki customers, who are using our one-click property and per - sonal marketing. In all of these cases, automa - tion of marketing off of data feeds and integra - tion into reporting and lead routing functional - ity are the secret sauce. Like everyone, I've been watching and studying Compass carefully. They're investing heavily in marketing support for their agents, offering an in-house, agency-type ser - vice that's attractive for top-producing agents. This was a key strength that Pacific Union bolstered for Compass. While Pacific Union has long consid - ered their marketing to be a center of excellence, they've also created an amazing depth of community and market content that's heavily used in their lifestyle marketing. Compass has focused on the process of developing marketing for an agent, which is an important recruiting and retention tool. Chase International in Lake Tahoe is very impressive in this regard, too, a trend that I feel President and CEO Shari Chase started a decade ago. Firms that focus on elegant co-branding between the company and the agent seem to pull ahead in the mar - ket, and I believe that those conversations between the individual agent and the market - ing department are what make brokerages sticky. While many firms have shut - tered their marketing departments, this is a place where investment can pay dividends for brokers. Digital marketing is continuing to push forward as the hottest topic among marketers. The lure is driven by reports of massive impressions; yet, strangely, print is still dominating in overall marketing effectiveness. We survey agents regularly and invite them to rate the marketing tools they believe to be most effective. Not surprisingly, the yard sign is the top lead generator. Right behind the yard sign are flyers, with a strong showing from postcard mailers. It's interest - ing to note that agents don't see dig- ital marketing living up to the hype. While they're getting a lot of post impressions and clicks, the lead vol - ume is nowhere close to print. It's clear that brokers can rarely pay for marketing given the pressure on GCI with high splits. So, brokers like Cory Shepard at Coldwell Banker West are supporting their marketing team and designers with marketing software that makes print and digital marketing for agents easy. Business Intelligence (BI) tools in software rec - ognize marketing events and trigger artificial intelligence (AI) engines to prompt agents to market. For exam - ple, when new photos come in from a professional photographer, the system knows that new marketing materials need to be produced, and the software will develop them and send them to the agent. That email trigger draws the agent into the mar - keting plan for the property using the new pictures. They can accept it as- is and order a selection of market - ing materials, or click on anything to make changes inline. Inline editing means that the agent doesn't need to download the marketing piece or call the marketing department to make changes—they can do it with their mouse or tablet, giving them the ability to connect, manage, cus - tomize and produce. Happy holidays from all of us at CREELiT, makers of Amarki. RE Joe Martinez is the chairman and CEO of CREELiT. For more information, please visit www.creelit.com. What Brokers Are Buying Their Marketing Departments for Christmas Commentary by Joe Martinez W ith Thanksgiving behind us, we focus our attention on the Christmas and New Year's holiday celebrations. Along with budgeting, it's always a best practice to review each department in the company to look for opportunities to innovate and improve. Marketing is certainly a key area for brokers to remain focused on.

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