RISMedia's Real Estate Magazine

JUN 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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86 June 2019 RISMedia's REAL ESTATE {Broker Best Practices} A Listing Platform You Can Trust by Zoe Eisenberg Debbie Phipps Team Leader and REALTOR® The Debbie Phipps Team, Keller Williams Realty Christiana, Del. www.debbiephipps.com Region served: Tri-State area of Delaware, Maryland and Pennsylvania Years in real estate: Over 30 Number of offices: 1 Number of agents: 5 Favorite thing about working in real estate: Making a difference in people's lives. I was in the corpo - rate world before real estate, and the level of satisfaction is so differ - ent when you're working with indi- viduals and helping them achieve personal accomplishments. You've been building a strong repu - tation for several decades. Can you talk about the importance of brand - ing, both when you're starting out and when you're well established? I focus on staying on top of market - ing changes and which generation is looking at what, and how to get everyone's attention, because making yourself public is critical to your success from day one until 30 years in. I learned early on that you don't ever want someone to say to you, "Oh, I didn't know you were a REALTOR®" because you didn't tell them. You always need to be front-of-mind and stay front-of-mind. You could give great service to a client, and 20 years could go by before they're ready for their next transaction, and despite a great experience with you, if you haven't kept in touch, they may not remember your name…or may not know you're still in business. Don't let that happen. How do online buyers notice/re - spond to your branding presence? I'm everywhere, and people call me to list houses because they see from their own research that no one else has the branding I have. I spend a lot on marketing, and my biggest investment is on realtor.com®. I identified early on that it was the place to be, as it's the only site that had a relation - ship with the National Association of REALTORS® (NAR), and the only site that allows us to download directly from our multi-list. No one else does that. Have you gotten listing appoint - ments as a result of your pervasive branding? Absolutely. While I've gotten listing appointments, better yet are the listings I get. How do you incorporate your ability to do online marketing in your list - ing presentation? How do you sell potential clients on this element? During listing presentations, I show potential clients what will happen if they list with me, how I come up in every zip code using realtor.com®' s Local Expert product, how their house will show up when buyers search, and all the ways I get buy - ers to look at my listing. How does your presence on realtor.com® compare with other places you could advertise? Realtor.com® is efficient on a much higher lever. With realtor.com®, I can count on the quality of up- to-date information. If the price changes, the realtor.com® listing changes. If the house has sold, it disappears. A lot of other sites are not as well updated, and after I've listed on those sites, I have no control over that information as it changes. With realtor.com®, I know it's always correct and current, so I can send people there and trust that they'll get the right information. I still do some print marketing in the Real Estate Book, as there's still a population of people who want to see the print ads, and I don't dismiss that, but realtor.com® is where I put most of my focus. For more information, please visit www.hub.realtor.com/team. "During listing presentations, I show potential clients what will happen if they list with me, how I come up in every zip code using realtor.com®'s Local Expert product, how their house will show up when buyers search, and all the ways I get buyers to look at my listing." – Debbie Phipps Team Leader and REALTOR®, The Debbie Phipps Team, Keller Williams Realty

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