RISMedia's Real Estate Magazine

FEB 2019

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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14 February 2019 RISMedia's REAL ESTATE {The NAR Power Broker Roundtable} Jim Imhoff: In a discussion with brokers last month, we zeroed in on the need to define our value proposition. This month, we take that a step further. What can we do to ensure that we have the best educated, most technically prepared, most professional agents on the block? What's changing, Chris, and how can we respond? Chris Kelly: What's changed for me is that I once saw the brokerage— and the brand—as an umbrella under which the agent works. Today, I see them as a foundation for the agent—a base upon which every agent can grow in his or her own unique way, whether as an individual or as part of a team. Our job as brokers is to provide the tools and support every agent needs to build their own successful brand, because if we do it right—and this is some- thing that has never changed—their success is also ours. Christy Budnick: I hear you, Chris. There are a lot of different business models out there, some of them high split, but little or no support. We take pride in the support we provide, and in defining ourselves as a Ninja company. We are focused on building relationships, listening to the customer and helping both our agents and their clients achieve their goals. Kim Bakey: As an agent-centric company, we have to know—even anticipate—what our agents need, whether it's more education, one-on- one coaching, specialized technol- ogy, or maybe just getting them out from under all the paperwork so they can be out there doing what they do best. JI: For busy agents, getting away from the paperwork can increase production dramatically. CK: It's one of the reasons agents develop teams, with admin to do the paperwork for them. CB: It's very helpful to relieve agents of paperwork. But it's just as important, as the support team behind them, to help them excel at building relationships. That's a chore we take off their shoulders with an automated program called AutoFlow that literally does their marketing for them. Once the agent signs up for it, we reach out to everyone in their database three times a month with e-cards, newsletters, even coupons to the local venues we partner with, all branded to the agent. These pieces go out automatically, keeping the agent top of mind with their clients. KB: Another advantage: the one-stop shopping model. Having brokerage, mortgage, insurance, title and settle- ment services integrated throughout our operation provides an efficient, streamlined experience for consum- ers and agents. It's a key value proposition that's been a part of our culture since our earliest days of operation in the 1950s. JI: Like technical and social media pro- ficiency, and the ability to work remotely, that may indeed be a solid underpinning of our value proposition as brokers—and of the value we bring to helping our agents distinguish themselves from the competition. CK: Also, in this digital world, we see enormous value in maintaining a dynamic office environment. We encourage our agents to be part of this—to surround themselves with top producers, who are their best, most supportive role models. They are generous in sharing their time and knowledge. JI: Often, too, sharing, mentoring and a spirit of camaraderie go hand-in- hand with giving back, as a unified team, to the communities where we do business. It's one more way we can perpetuate success and ensure that our brand remains viable well into the next generation. KB: I think the question for all of us, brokers and agents both, is, 'How can I be better?' It's a question we must always be asking—and that means taking a deeper look into every aspect of our business. RE 8For an expanded version of this article and other NAR Power Broker Roundtable topics, please visit www.rismedia.com. Our Most Important Clients: Helping Our Agents Grow Their Business MODERATOR: Jim Imhoff Chairman, First Weber, Madison, Wis., Liaison for Large Firms & Industry Relations, the National Association of REALTORS® (NAR) PARTICIPANTS: Chris Kelly CEO, Ebby Halliday REALTORS®, Dallas, Texas Christy Budnick President/CEO, Berkshire Hathaway HomeServices Florida Network Realty, Jacksonville, Fla. Kim Bakey CEO, Iowa Realty, HomeServices of Iowa, Des Moines, Iowa The Power Broker Roundtable is brought to you by the National Association of REALTORS® and Jim Imhoff, NAR's Liaison for Large Firms & Industry Relations. Watch for this column each month, where we address broker issues, concerns and milestones.

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