RISMedia's Real Estate Magazine

AUG 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 August 2019 39 homeowners is core to what an agent does, it hasn't been available due to licensing agreements. But all that has changed thanks to a renegotiated agreement with Black Knight, RPR's public records provider. "Our public records data license agreement didn't al - low for producing mailing labels. It was made possible by a deepened business relationship between RPR and Black Knight," says Reggie Nicolay, RPR's vice president of marketing. "As RPR's longtime provider of public re - cords data, Black Knight is a key strategic partner and has worked closely with our RPR team to help us provide REALTORS® access to this popular capability." According to Nicolay, what makes the product unique is the fact that it not only delivers on something that's been the No. 1 requested feature—but does so in a way that's straightforward and easy to execute. The new feature fits right in with RPR's extensive property reporting and analysis functions, and "pro- vides REALTORS® with a simple way to complete their direct mail campaigns," says Nicolay, who goes on to explain that "RPR can now do more to help agents cre- ate new business opportunities." But the benefits don't end there. In fact, according to Sieja, the feature was designed to better support agents on a day-to-day basis. "RPR is a benefit for members of the National Asso- ciation of REALTORS® (NAR). Anything we can add that provides an additional benefit and makes RPR a place where agents can do more of their daily business is a win," she says. "I think RPR Mailing Labels will provide a significant advantage to agents because it's one more tool in their toolbox, and one more way to get more of their daily business done in the RPR context." As any real estate professional can attest, any transac- tion can be your last if you're not constantly marketing and generating new business, which is why the concept of geographic farming is so important. "What's great about this new feature is that it's flexible enough to support a number of different direct mail out- reach activities," says Nicolay. "Perhaps an agent has an open house coming up and they want to notify 100 peo- ple around the home of a special twilight tour, or maybe the agent has just sold a home and wants to share the news with select neighbors." Labels can also come in handy for those who have just sold a home and want to tout their success throughout the neighborhood. More powerful searches can be added, as well. "For instance, if you want to look at homeown- ers who have been in their homes for a certain length of time, you can apply that search and create some labels," says Nicolay. "It puts the power in an agent's hand. Not only is it flexible, but it's also going to work with their business structure." When first opening the label interface to begin the pro- cess, the agent is asked if they'd like to print their labels now. There's also an option to export the data, which is beneficial for agents working with a printer—or those who want to put everything in a database. "It's really just a few questions. Users will pick the type of label they want and how they want to customize the name, if at all, in addition to any tweaks related to the output and number of labels," says Nicolay. "It's very easy, even on the first time through." Where the skill comes in is more on the big picture of thinking through and understanding one's target audi - ence. "It goes back to direct mail principles," says Nico- lay. "It's one of those things that has proven to be suc- cessful when done correctly, and that's the challenging part—not the interface itself." Available for commercial as well as residential prop- erties, the monthly limit is capped at 2,000, which resets on the first of every month. "When an agent wants more than 2,000 a month, they can go through a portal and get a discount through our partnership with SiteXPro.com, Black Knight's mailing label prod- uct," says Nicolay. Never willing to rest on their laurels, RPR is continuing to raise the bar, providing real estate professionals the tools they need to outpace the competition. RE For more information, please visit www.narrpr.com. "I think RPR Mailing Labels will SURYLGHDVLJQLÀFDQWDGYDQWDJH WRDJHQWVEHFDXVHLW·VRQHPRUH tool in their toolbox, and one PRUHZD\WRJHWPRUHRIWKHLU GDLO\EXVLQHVVGRQHLQWKH 535FRQWH[Wµ – JANINE SIEJA, Senior Vice President, Product Management, RPR

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