RISMedia's Real Estate Magazine

MAR 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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RISMedia's REAL ESTATE March 2019 51 Giving complete independence to agents, however, is not without its pitfalls and requires some form of quality control in the process. To - day, there are significant software applications that allow layout flex - ibility to be used or changed with- out compromising the firm's brand or compliance. The software takes only a matter of minutes and im - proves an agent's time-to-market by enabling the agent to print or email marketing collateral. The agent can also promote the property on so - cial media platforms such as Face- book, LinkedIn and Twitter, as well as other media outlets, all from the same interface. In addition, some platforms give the agent the ability to automatically advertise their list - ing with behavioral and geographic targeting for as little as 40 cents per flyer. These emerging technolo - gies not only provide agents with a time-to-market advantage, but they also enhance an agent's overall pro - fessional image. More brokers are finding that marketing automation systems are becoming an essential tool to recruit and retain agents. There's no doubt that Compass and other similar firms entering the market are branding themselves as "tech brokerages" in an attempt to differentiate—it's their answer to a sector that's been a slow technol - ogy adopter. However, the question remains as to whether Compass or any other brokerage is building soft - ware, a real estate firm or a technol- ogy platform. Being all three is very hard and expensive when you're le - veraging the development and sup- port across a few thousand agents. We believe that the principal ob - jective of real estate firms should be to stay focused on recruiting the best agents and building efficient, productive teams to capture mar - ketshare. Partner with Amarki for your marketing technology needs. We only do software, and we do it well. RE Joe Martinez is the chairman and CEO of Amarki. For more information, please visit www.amarki.com. Real Estate Brokers Who Do Not Offer Marketing Automation May Soon Become Obsolete Commentary by Joe Martinez C onsider the axiom "Those who do not learn history are doomed to repeat it." When is the last time you used a pay phone? Think for just a second about the obsolete systems that were replaced by one simple device: the cell phone. The same holds true for the real estate owner/broker who does not incorporate marketing automation into his/her strategy. The process should be very simple. The first time an agent gets a listing, he or she should be able to go to the broker's marketing platform and choose from a series of pre-designed templates to select what is best for their listing. The process should be simple, drag-and-drop computing in the same manner that you can create a postcard or book on Shutterfly or the Apple portal. Such is the wave of the future in order to stay relevant, as the market becomes more competitive, and more and more agents are being asked to control their own destiny.

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