RISMedia's Real Estate Magazine

APR 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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RISMedia's REAL ESTATE April 2017 29 It's happened to every real estate broker. You're sold on a new product, ea- ger to present it to your agents as a must-have tool in their arsenals. You offer to subsidize the cost. You provide comprehensive training. You send email after email commu- nicating its value. You say to your- self: How could they not use this? The adoption rate says otherwise. RISMedia's recent webinar, "Solve the Two Biggest Problems Your Brokerage Faces," addressed that problem by showcasing a so- lution: the Clareity DASH! platform for brokers. The webinar, spon- sored by Clareity, was moderated by Terri Murphy, president of Terri Murphy Communications, CIO of U.S. Learning and coach with Work- man Success Systems, and fea- tured Clareity users Anthony Azar of Keller Williams Southern Arizona and Bart Patterson of RE/MAX Classic in Michigan. The webinar revealed one harsh truth: Retaining emails from a bro- ker, or even passwords for all of the platforms the broker offers, is sim- ply not high on an agent's priority list. What is critical is their use of their MLS. The platform is an ex- tension of Clareity's existing MLS dashboard, meeting agents where they'll be on a consistent basis with all of their broker's offerings, accessible by one login. "[Agents] don't like change," ex- plained Patterson. "The more sim- ple it is, and the least amount of change there is from what they're used to, the better. This brings all of our systems to the forefront, keeping everything top-of-mind—all of our services, our value proposi- tion, constantly, day after day, right there in the tool that they use the most: the MLS." The dashboard corrals broker- endorsed affiliates and vendors, such as mortgage and title compa- nies; content, such as news feeds and videos; notifications, such as meetings or workshops; and prod- ucts, such as RISMedia's ACE, in the same environment the agents go to access their MLS, with a valu- able differentiation: analytics. "Knowing how many of your agents are actually logging into the dashboard—and who is clicking on what—helps you make better business decisions as to what ap- plications you should continue to offer and what applications might not necessarily be working for your office," noted Lauren Hill, Clareity senior account executive. Another win: the ability for bro- kers to customize what they com- municate to their agents. "The content that's coming up on the screen in front of them is content that is literally custom- ized to the agent that logs into the screen," Azar told attendees. "That really shows the agent right away that we care, and that we get it— that we understand where they live and how they make money." The dashboard is also an effec- tive recruitment and retention tool, demonstrating a broker's value proposition in one simple, but pow- erful visual. With a simple cost structure— and the option to offset it through advertising partnerships with ancil- lary companies—Clareity's DASH! for brokers is a smart investment that can lead to better adoption and better communication. RE To view the webinar in full, visit: bit.ly/boostadoption. Suzanne De Vita is RISMedia's online news editor. Email her your blog topic ideas: sdevita@rismedia.com. Webinar Recap: Two Problems, One Solution: Boosting Agent Adoption and Communication by Suzanne De Vita

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