RISMedia's Real Estate Magazine

APR 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 April 2019 89 Most successful agents continue to engage the old-fashioned way. They work hard, engage with clients and build on existing relationships while fostering new ones. Pegi, longtime friend and successful agent, has found continued success through this approach over the years. A true professional, Pegi works with a large firm and recently told me that she has sold one particular house in my neighborhood four times. This is the true mark of a profes - sional that knows her market. Not only is she better informed, but she also uses a continuous marketing strategy to educate her market, utiliz - ing key people to help with the differ- ent segments involved in the market- ing process. For her, disruption will occur when she'll be able to complete the entire marketing process from her own computer. This is true disruption, when she can shorten that process from weeks to a matter of minutes while still complying with company guidelines. She understands that the onus is on the agent to be success - ful. While the broker can create the roadway, the agent must navigate his or her own path toward success, and, quite often, build it. For example, some brokerage firms have the agents do all the marketing, encouraging the devel - opment of an agent's own brand. Other firms leverage franchise mar - keting. The famous RE/MAX balloon is a great example. Another firm, UNiQ Realty, a high-end firm in New - port Beach, Calif., and a new Amarki client, is forming a large firm. They understand the importance of get - ting it right the first time, so they're putting the proper CRM and market - ing infrastructure in place before reaching critical mass and teaming up with key partners to do it right. Other firms like Hilton & Hyland do a tremendous amount of broker - age marketing; however, the lion's share of today's marketing dollar is being spent by agents. This is not what you would consider disruption, but rather, it's more of a change by firms to push marketing to where it's more relevant. In our own marketing automation software company, we looked at our rapidly growing user base who ac - cess our marketing suite though their brokerage or franchise and found the following: • Top-producing agents (top 10 per - cent) spend an average of $2,200 per month on print. This includes Just Listed/Just Sold campaigns, farming, yard signs, Every Door Di - rect Mail (EDDM) marketing, etc. • Top-producing agents spend an average of $312 on flyers, door hangers and walking cards. • Top-producing agents are creating an average of 25 digital market - ing pieces each month, including emails, social postings, etc. Some confuse web-to-print as mar - keting automation, which it is not. True disruption starts with the de - sign process, collateral customiza- tion, MLS integration, social post- ings and print using one simple interface that provides marketing collateral in a matter of minutes and delivers it the same day or within 24 hours. It gives a firm complete con - trol over its brand messaging and makes it seamless for agents to do their own marketing while maintain - ing industry compliance with man- dated requirements. Disruption is more than just the word of the moment. It has to be understood. As more data is aggre - gated, we'll have access to better metrics in order to further refine its definition. RE Joe Martinez is the chairman and CEO of Amarki. For more information, please visit www.amarki.com. Broker Marketing Disruption Commentary by Joe Martinez W ith the arrival of spring blossoms, real estate brokerage firms enter the most pivotal season for marketing properties. As they mobilize their marketing engines, the key word this year appears to be disruption. Disruption, however, isn't occurring so much in the area of who can market a listing cheaper, but rather, in the area of how agents can embrace technology to increase sales.

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