Competing in the Consumer Driven Real Estate Market

USING TECHNOLOGY TOOLS TO FUEL YOUR REAL ESTATE BUSINESSCharles Cefalu – Operating Principal

A Look at the TraditionalReal Estate Model

• Belief that in order to serve a Community you need to have a physical office located in it.

• Duplication of expenses such as mortgage, rent, utilities, salaries, advertising etc.

• National Average of 24 Agents with only 2-3 producers in office.

• Lower commission splits to Agents.

• Rely heavily upon print advertising and publications.

• Condition the Agent to believe that you’ll become a Great Agent because you work for a Great Company.

• Branded Broker Site with Agent Pages to Promote Company.

So What has Changed?• Internet has become the new “Game Changer”.• Consumer wants information sent to cell phone or email.• Consumers want Community, Demographic, School, Market

Data & Statistics prior to making a Buying Decision.• 90%+ Consumers are searching Online for Property and Agents. • Consumers can spend up to 17 months online before they purchase a

Home.• Real Estate Agent must be able to provide Information ON DEMAND or lose

Customer to another Agent.• Consumers are “Visual” and want to see Virtual Tours, Video Tours and

More Photos.• Consumer wants to be able to search homes, input their criteria in the

comfort of their home without Agent involvement.• Consumer essentially qualifies properties prior to setting up showing,

requesting information or making an inquiry.• Newspaper advertising has become cost prohibitive and less effective.• Consumer has gone online and Seniors are the fastest growing segment.• Consumers (Gen X and Gen Y especially) communicate through social

networks.

Let’s Look at the New Real Estate Model

• Develop a large real estate office and eliminate redundancy of expenses.

• Invest heavily in technology and develop a Virtual Office Website (VOW) with IDX feeds for consumer.

• Rely upon User driven MLS searches, DRIP email campaigns, lead generation tools, social media, Virtual and Video Tours.

• Web based applications such as True Forms, Zip Forms, Signature Authentication, Book-A-Showing & Centralized Showing Services.

• Use Productivity Tools such as Top Producer 8i to build your Database of Contacts and integrate marketing campaign.

• Empower the Agents to become your Partner in the Business. • Make the Agent realize that we are a Great Company because we

work with Great Agents.• Pay Much Higher Commission Splits to Agents & Share Profits.• Agent becomes a Business Owner and Develops Personal

Brand.• Consolidation and Mergers within the Industry.

So What do you Need to Compete in the Market?

• Personally Branded website with unique URL.• IDX feeds from several Multiple Listing Services

for maximum exposure to Agent Community.• Virtual Tour, Video Tour and 12-25 photos per listing.• Database Management Program such as Top Producer 8i.• Integrated systems for lead management.• Tracking system for website to increase traffic.• Internet Syndication for your listings.• Ability to push listings to Craigslist, FaceBook, YouTube,

LinkedIn, Twitter and other social networks.• Adapt to being a “Technology Agent” and “Information

Agent”.• Use Market Data Reports to influence seller and buyer

decisions.

Extended Marketing ReachKeller Williams Associates have access to the Keller Williams Listing System, or KWLS. This proprietary, exclusive system ensures your property is marketed online 24/7 through more than 350 of the most popular search Websites.

Internet Syndication

Implementation• Greatest Challenge for Real Estate Agent.• Agents not Technology Savvy are struggling.• Market doesn’t have to change – YOU DO.• Difficult without an Environment that focuses on

Agent Growth and necessary systems to support you.• Must become “Learning Based” and willing to open

your mind to new ideas and way of doing business.• Have to “Invest in Yourself” and realize that Business

will only get more difficult as you struggle to compete.• Must be willing to embrace “New Real Estate Office

Model” and recognize “Traditional Real Estate Model” no longer works.

• What you do in 4th Quarter will determine your 2011 Production Year.

• Develop or Revise your Business Plan.

What is Keller Williams Realty’s Value Proposition

• A Completely revolutionary approach to Real Estate where Agents are considered “Partners” in the Business.

• Serve on the Agent Leadership Council (ALC) that implements policies that impact your business.

• Total Focus on Business Development through technology tools, lead generation, building a personal brand, productivity tools and Internet Syndication.

• Filling the Void by providing Ongoing In-House and Online Training, Coaching and Mentoring Programs to Agents.

• Creation of Team Culture that supports your Business.• Agent Centric Model focuses on Agent not the Company.• Referral Network of 80,000+ Sales Associates in 690+ Market Centers

to handle Client’s real estate needs on nationwide basis.• Creating a 10+ Customer Service Experience to Clients.• On demand Collateral Marketing Material for professional image.• Empower Agent to negotiate own commission structure.• Your Listings – Your Leads Policy.

Three Types of People

• People that make things happen

• People that watch things happen

• People that say “What Just happened”

Commitment to Excellence

Keller Williams Realty has been awarded the J.D. Powers and Associates Award for the past 3 years for:

“Highest Customer Satisfaction Among Homebuyers”

Ready, Set, Go…. Let’s Launch Your Real Estate Career TODAY!!

• Agents are always welcome at all Keller Williams Realty Events and Training.

• Visit our Agent Skills Building Website at: www.CapitalDistrictRealEstateCareer.com

• Schedule an appointment with our Career Development Director, Denise Tally. Call our Market Center @ 587-5600.

• Order a FREE Business Plan, receive a Business Assessment, receive a 10 week Audio campaign of marketing tips, read Industry News and Articles and view our Training Schedules.

Notes

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