RISMedia's Real Estate Magazine

JAN 2018

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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68 January 2018 RISMedia's REAL ESTATE {Broker Best Practices} Landing Better Leads With Realtor.com ® by Zoe Eisenberg Kevin Leatherman Broker/Owner Leatherman Homes Rockville Centre, N.Y. www.leathermanhomes.com Years in real estate: 25 Number of offices: 1 Number of agents: 20 Please tell me a little bit about your company's structure. I'm an independent agency, independently- owned and -operated, primarily focusing on residential real estate. Although we're full-service, our main focus is residential buyers and sellers. I own my business location, and it's one block from my home. I have six employees operating on my behalf. How does your company compete with larger firms? In my experience, once you go into million-dollar-plus markets, clients may be looking for a bigger brand with name recogni- tion rather than an independent, but for most clientele under a million dollars, they just want an agent who is productive and results-oriented. I've been consistently closing more than 100 residential listings a year for seven years, and I'm in the top three agents in my county, out of 7,000 agents. Those numbers speak. I understand you're invested in us- ing online marketing, so let's talk about how that fits in. While recent statistics from the National As- sociation of REALTORS® indicate 95 percent of consumers are search- ing online—half of whom find the home they actually purchase online, how do you maximize your time spent working with online buyers who seem to have found a house searching on their own? By having a licensed buyer's assistant, I have someone able to answer all questions on specific proper- ties and schedule appointments for me. I also have staff to help me work as a buyer's rep if needed. I focus most of my time on pric- ing listings and negotiating. I delegate other tasks, like meeting with photographers to take listing photos. I have a transaction coordi- nator, an office manager, and a mar- keting and social media manager. How has your online leads strategy evolved? Is the source of the leads material to success? Realtor.com® is my exclusive partner for internet leads because their qual- ity is superior to the other competing portals I've tried. If you look at what they've done over the past few years, they've done nothing but continue to upgrade their offerings and the qual- ity of what they bring to the table. Their whole goal is to deliver better leads, and I can tell you they're doing it. I put my whole internet leads bud- get on realtor.com®, and my entire team is more productive because of it. How much of your busi- ness is online? I would say about 50 per- cent. The other half is from past clients and referrals. Do you see continued growth on the horizon, and if so, where? I'm going to be focusing more attention on my past clients; I've been putting more effort into client appreciation and communication by designating one full-time staff per- son to the task. It's already starting to have dividends. For more information, please visit www.realtor.com/brokerwin. Creating Personalized Service to Attract Loyal Clients by Liz Dominguez Jennifer Shemwell President Phyllis Browning Company, a member of Leading Real Estate Companies of the World® San Antonio, Texas www.phyllisbrowning.com Region served: San Antonio, Texas Years in real estate: 24 Number of offices: 6 Number of agents: 200 Favorite part of your job: I love to train our agents to be successful and to be the best they can be. One thing people don't know about you: I love to dance. My husband and I dance the jitterbug, polka and waltz. What is the most impor- tant thing you learned in 2017? When running a business, there's a lot to

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