RISMedia's Real Estate Magazine

MAR 2017

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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84 March 2017 RISMedia's REAL ESTATE {Broker Best Practices} Managing Interactions with Clients Ensures Company-Wide Energy and Synergy by Paige Tepping Robert J. Bailey Broker/Owner Bailey Properties Santa Cruz, Calif. www.BaileyProperties.com Region served: Santa Cruz County, the Monterey Bay Region and Silicon Valley Years in real estate: 42 Number of offices: 4 Number of agents: 132 What were the biggest problems/ opportunities you were solving for when you recently took on a company-wide system imple- mentation? Irrespective of the background of our new licensees, most didn't know how to organize their business database. Through our intensive in-house coaching program, we've worked with agents to help them establish a core data- base of 200 contacts, then given them the tools to stay engaged to successfully build a relationship founded on trust. Incorporating Top Producer into the mix has given them a way to grow their business by creating a goal structure and daily engagement program. It's also provided them with a way to make their database scalable. What did it take to get your staff, management and sales associates on board? We dug deep and con- ducted phone interviews and live webinars with 12 different CRMs before choosing Top Producer. From there, we put together a strategic plan that began with engaging a group of early adopters. This pro- cess was tremendously beneficial as their feedback helped us craft the next stage of the rollout and gave us the opportunity to head off objections and identify successes very early on. How did you know which issues needed to be focused on? Real estate is a relationship business, and people are going to do busi- ness with you because they like and trust you. If you don't engage, you won't be front of mind. In fact, statistics from both the National Association of REALTORS® and the California Association of REAL- TORS® show that 80 percent of people surveyed say they're happy with their REALTOR® and would use them again, but a large percentage don't. Utilizing a system like Top Producer gets people back to the basics of communication. Is this part of your training, or is there a formal education plan in place? Both. We built a foundation by bringing in trainers from Vancou- ver to host six different two-hour sessions before hosting a series of live webinars with the Top Pro- ducer team, all of which helped us achieve broad-based involvement. In fact, 90 percent of our agents are currently set up and using Top Producer, Follow-up Coach, Market Snapshot and FiveStreet. The com- pany also provides graphics that allow us to see how far along the line each and every agent is in the implementation process. How will having a system like this assist with recruitment and reten- tion? We have no doubt that the system will work in our favor as a powerful recruitment and retention tool. We're already in the process of incorporating it into our new agent orientation. As far as reten- tion, one issue we've seen in the past centers around agents not wanting to expose their contacts to the company, and with the way the Top Producer platform is built, agents have full confidence to load their contacts into the system with- out having to worry about us taking over. A large percentage of our agents are engaged in making five phone calls each day, circling back and talking about their successes during our in-house coaching ses- sions, benefitting the company by creating a high level of energy and synergy. What did you have to overcome to get this in place? There have been a couple of natural things that have come up, the first being skepticism among our agents. Part of this skepticism boils down to the fact "Real estate is a relation- ship business, and people are going to do business with you because they like and trust you. If you don't engage, you won't be front of mind." - ROBERT J. BAILEY Broker/Owner, Bailey Properties

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