RISMedia's Real Estate Magazine

MAY 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.

Issue link: http://remag.rismedia.com/i/1109029

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46 May 2019 RISMedia's REAL ESTATE L aunched just two-and-a-half years ago, Zillow Group's Premier Broker platform—now renamed Zillow Premier Agent for Broker in Zillow's recent rebrand—continues to shake up the real estate industry in the best way possible. Combining some of Zillow Group's most popular advertising products with lead management capabilities, the platform is designed to streamline the lead acquisition and management process. Since 2018, Zillow Group has been recognizing the most productive e-Teams using the platform with the nationwide Excellence Award. But what does it take to outshine the competition and win? We sat down with the latest group of winners to discuss this—and more. For John Walker, owner of RE/MAX Diamond Realty in Me- bane, N.C., a competitive drive to win was a key factor in his eight-member e-Team's success. "The possibility of winning the Excellence Award added a new dynamic to our agent's experience with [Zillow Premier Agent for Bro - ker]," says Walker. "We used the contest to set specific goals, then worked very hard to make those goals a reality." A self-proclaimed data-driven individual, Walker notes that the decision to begin using Zillow Premier Agent for Broker had everything to do with timing. "When we started with [Zillow Premier Agent for Bro - ker] in 2017, our team didn't have a lot of experience working with online leads," says Walker, who goes on to explain that keeping his e-Team motivated is all about empowering them on a consistent basis with the belief that they can be just as successful working online leads as they have been in other areas of their business. "Once agents have the right mindset, the motivation comes from creating a culture of mutual success in our firm where people are encouraged (if not required) to share information about the daily practices they're hav - ing success with—and those they find challenging," says Rick Foster, broker/owner of Engel & Völkers Annapolis in Annapolis, Md., and esteemed real estate professional. Holding steadfast to the notion that deals beget deals, Foster believes that there's a certain confidence that comes with actively working with strong leads that en - ables one to better work their own sphere. "While we began using [Zillow Premier Agent for Bro - ker] nearly two years ago, at the time, we had several new agents who didn't have an existing pipeline or active historical client base to work for referrals. But thanks to Zillow, our agents are being provided with the best source for non-sphere leads in the business," says Foster, whose e-Team currently has seven active members. One of the first brokerages to get involved with Zillow Premier Agent for Broker when it launched in Ba - kersfield, Calif., Bill Redmond— broker/owner of Watson Realty ERA—has seen first-hand the value of keeping his e-Team small in size and scope. "We worked closely with Tha - dious Fisher, our business con- sultant, to design a team that's extremely accountable," says Redmond. In fact, the nine members of the e-Team are held to a high standard, meeting every other week to address any challenges and dig deep into the reporting provided by Zillow. "The great thing about [Zillow Premier Agent for Bro - ker] is the fact that it puts the broker in charge, holds the agent accountable and provides a great consumer experience," adds Redmond. Accountability is a key factor in the success that Clas - sic Properties has seen since getting hooked on Zillow Premier Agent for Broker in 2017, as well. Outshining the Competition Zillow Group's Excellence Award recognizes the most productive Zillow Premier Agent for Broker e-Teams by Paige Tepping

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