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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80 February 2019 RISMedia's REAL ESTATE {Broker Best Practices} Planting a Seed, Growing Your Reach Online by Zoe Eisenberg Lynne Gewant Broker Associate Coldwell Banker Beach and Resort Boca Raton, Fla. www.coldwellbankerluxury.com/specialist/lynne- gewant Region served: South Florida/Palm Beach County to Miami Years in real estate: 18 Number of offices: 2, as well as the use of other NRT offices throughout the counties Number of agents: 4 Top tip for heightened productivity: Answer your phone! Everyone knows that being first to respond is critical with online shop - pers. Is there a way to start making a brand impression on them even before they start to send in lead forms? I've been using Local Expert from realtor.com® from its inception, and I've found that the buyers who are online are amazed at how often they see my name. This is exactly why I use Local Expert—and why I'll continue using it. Is there a reason for directing more of your marketing to realtor.com® vs. other sites? I prefer realtor.com® because it's updated more frequently than other sites, you can see what the customer has been looking at and when, and, most importantly, the number has been verified. Do you ever get people who are ready to make a move right away? Yes. In fact, one of my largest trans- actions took place in less than three weeks. I showed them one property that they had inquired about, and we were in contract within 36 hours. Once you've made contact with someone who shows buying intent, how persistently do you follow up? I'm like a Doberman; I don't let go until told to do so. In addition to speaking with clients a minimum of two times a week, I continue to send appropriate properties and try to lock down a day and time to show them their favorites. Can an online combination of branding and lead generation be - come more productive than having your team focus on prospecting? I believe both are a must. In today's market, we as REALTORS® need to do everything in our wheelhouse, from the old-school to the highly technical, to get our names and brands out there. You never know who your buyer is and where they may come from. What are the top things you always do to make online marketing work? Not to be repetitive, but answer the phone. It sounds ridiculous, but it's amazing how many people tell me I was the only person that answered the phone or returned their call. Also, make sure to clean out your voice - mail so that it isn't full, and ensure that it's date-appropriate. It doesn't look good when you state that you will be out of the office from X to Y and that was weeks ago. Another tip is to get a CRM. No matter how brilliant you are, you're eventually going to forget to send that email, make that call or do the necessary follow-up. For more information, please visit hub.realtor.com/team. Staying Ahead of a Shifting Market by John Voket Randy Rector CEO HomeSmart Evergreen Realty Irvine, Calif. www.homesmart.com/real-estate-office/califor - nia/irvine/52-evergreen-realty-homesmart Region served: Orange, Los Angeles and San Bernardino counties Years in real estate: 13 Number of offices: 12 Number of agents: 1,400 Best tip for dealing with difficult clients: Bury your ego. Don't get caught up in their personal emotion, but rather, focus on the facts and as - sist them with moving their transac- tion to a successful conclusion. Most creative marketing campaign you've run: We ran a campaign called "Shift Happens" when we joined HomeSmart in 2012 to high - light the shift our marketplace would see when we combined the benefits HomeSmart brought to our existing brokerage. Key to staying profitable: HomeSmart proprietary systems, which allow the brokerage to centralize operations and eliminate redundant costs Best recruiting technique: Our sup - port. Not only are our risk managers available seven days a week, but also, they typically respond within 10 minutes. Our agents share this great experience with non-HomeSmart agents and recruit them to experi - ence this support. Why is the HomeSmart model a great fit for you in the SoCal market where you're based? The HomeSmart model gives us the operational efficiencies needed to maintain 25 - 30 percent bottom line margins. These efficiencies include proprietary technology, centralized file review, risk man - agement, one-click marketing and accounting services. When many of our competitors are running sub-

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