brokerage reboot
TRANSCRIPT
8/14/2019 Brokerage Reboot
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Brokerage Reboot PresentationFriday, January 15, 2010 • Real Estate Connect NYC
Presented by:Sherry Chris CEO, Better Homes and Gardens Real Estate LLC
Pat Lashinsky, CEO, ZipRealty
Charles Moore, CEO, McGuire Real EstateThaddeus Wong, CEO, @properties
Supported by: Aman Daro, VP of Integrated Marketing, McGuire Real Estate
Camilla Sullivan, SVP Marketing, Better Homes and Gardens Real Estate
Steven Contreras, Creative Director, Inman News
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Key Foundations:
• Proftable
• Scalable
• Flexible
• Implementable
• Current
• Socially Responsible
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Cultural Denition:
Environment of:
• Trust & Transparency
• Performance culture
• Recruitment through attraction by CEO on down
• Create a sense of pride in the brand
• Strong sense of identity and commitment to values
• Viral and scalable culture in the DNA
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Brand Personality:IMAGE
VOICEEMOTION
Edgy
Cool Design
ModernSavvy
Calm
Reassuring
Caring
Creating Certainty
Creating Clarity
Professional
Savvy
Educated
Sharp
Youthful Energy
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New Company:
Real Estate
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Brand Architecture:
Who We Are:
Who We Serve:
What We Do:
Why We Do It:
• Modern, savvy RE company servicing
agents and consumers the way they want
• Leaders in the community
• Mid-level segment, Metro
• Aspirationals and downshifting boomers
• Deliver certainty from chaos
• Reassurance through care and clarity• Within the context of real estate
• Make you feel at home
• Passion
• Sense of service excellence
• Love of connecting peoplewith real estate
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Trends:• Demographics
• Speed of Innovation
• Speed of Competency
• Consumer Controlled Environment
• Convergence of Intellect & Charisma
• Value of Advisor
• “Bye Bye” Part-Timers
Real Estate
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What Our Buyers Want?
What Our Agents are Like?
What Do the Sellers Want?
• Someone like them – relationship
• Trusted advisor
• Consultant
• Someone who knows more than them
• Transparency – nothing behind the wall
• Consumer in control
• On the same side
• TRUST
• Networked
• Educated
• Attracted to our culture
• Exposure
• Communication
• Results
• Information
• Trusted advisor Real Estate
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Training• Educational
• Measurable
• Relevant
• Promotable
• Available 24/7• Actionable Workshops
Core Services• Mortgage
• Title
• Relocation
• Lead Generation
• Referral
Tech• Move toward “Cloud”
• Centralized
• Differentiated
• Mobile oriented
Marketing• Strategy for New Media–
Including Social Media
• Marketing Leader
• Keeper of the Brand promise
• Create agent opportunities
Recruiting• Rewarded
• Part of the culture
• Top producers to start• Mentor into organization
• Manager lead
Culture• Manager as coach
• Recognition of Accomplishment
-Partnership
• Collaboration (events)
• Forward thinking / innovative
• Trust• Value individual
• Accountability
Facility• 50 sq. ft. per agent
studio/general room
• High traffic, visible location
People• Empower agents
to do what they do best
• Savvy
• Minimum Standards
• No more Gady’s
Real Estate
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Finance /
Operations
Marketing TechSales
President
CEO
Org Chart:
FoundersManagers/Coaches
Agents
InfrastructureLead Gen.
New MediaConsumer Advocacy
Social Responsibility
Lead Mgmt.
Real Estate