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GET TO KNOW US the story begins ...
Vision / Mission A Name Respected Worldwide Advantage
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National Marketing / Print + Television + Digital Marketing Materials Luxury Collection Resort Properties Public Relations Social Presence
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unmatched: tools and resources
Global Network Platform HomeSearch Mobile App Lead REsource Marketing REsource Seller and Buyer Advantage Social Media REsource LearnCenter REsource Commercial REsource
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Annual Awards Networking and Conferences re_think Council re_think Report Sunshine Kids
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the story begins ...
vision: Guided by the Berkshire Hathaway principles of trust, integrity, stability and longevity, we empower people to achieve their dreams.
mission: We help people achieve their goals faster than they would in our absence.
“When people are making the decision of the magnitude of buying a house, it’s the biggest decision a great many families will ever make. They want to know who they’re working with, and we think that the Berkshire Hathaway name will be reassuring to many of those people.” –– Warren Buffett Chairman and CEO, Berkshire Hathaway Inc.
“Berkshire Hathaway HomeServices conveys what all consumers seek: trust, solid advice, business acumen and most of all, results. This is what one expects ... and this is what we deliver.” –– Gino Blefari CEO, HomeServices of America
A NAME RESPECTED WORLDWIDE Our network is among the few organizations entrusted to use the Berkshire Hathaway name - a name representing strength, integrity, trust and universal respect. In turn, Berkshire Hathaway HomeServices, and every agent and franchisee we work with, reflects those same values.
A NETWORK OF OPPORTUNITY
Irvine, CA-based HSF Affiliates LLC is the parent company of the Berkshire Hathaway HomeServices and Real Living Real Estate franchise networks. The company is owned by HomeServices of America, Inc., the nationâ€™s second-largest, full-service residential brokerage firm, and an affiliate of world-renowned Berkshire Hathaway Inc. Network expertise Network conferences and meetings CFO conferences Senior management updates Productivity and management training Service team interaction; in-person, online call center Network development center Web-based training delivery Market and industry intelligence National public relations and marketing support Performance benchmarking across the industry and the network Multiple listing service data analysis Transaction management platform data analysis
NATIONAL MARKETING K E E PI N G YOU TO P - O F - M I N D
Berkshire Hathaway HomeServices invests in national marketing to drive brand awareness and support network members through both traditional and online media.
/ STRATEGIC DIRECTION Building upon our foundation of Good to know we continue to increase awareness for the Berkshire Hathaway HomeServices brand and drive consideration to use a Berkshire Hathaway HomeServices network agent. While emphasizing key equity attributes consumers currently associate with the brand, such as forward-thinking perspectives and intelligence, we also appeal on a more emotional level. Campaign creative demonstrates that Berkshire Hathaway HomeServices network agents are knowledgable, empathetic, genuine and committed. The Berkshire Hathaway HomeServices Good to Ask campaign celebrates the questions that move us, inspiring potential buyers and sellers to move from “making do” to “making it happen.”
/ BERKSHIREHATHAWAYHS.COM Our national website highlights company updates and information, and provides a user-friendly environment for consumers to learn more about the real estate process and search for their dream home. Network members, agents and consumers can leverage Inside Access,™ a proprietary system providing a complete scouting report on any community down to the ZIP code with local trends. Inside Access is powered by actual MLS data from throughout the U.S. – the freshest and most accurate data available. BerkshireHathawayHS.com became the industry’s first site showcasing to the world the complete property database in all markets served by Berkshire Hathaway HomeServices network members, including our network’s own listings – with listing information translated into multiple languages, currencies and two units of measure. BHHSLuxuryCollection.com is dedicated to showcasing luxury properties that have been submitted for consideration from our network members. This page also offers a search widget to assist consumers in connecting with a network agent who has earned the Berkshire Hathaway HomeServices Luxury Collection designation.
C R E AT E , P E R S O N A L I Z E A N D S H A R E E Y E - C AT C H I N G C O L L AT E R A L
• POSTCARDS • LISTING BROCHURES • DOOR HANGERS • BUSINESS CARDS • BADGES • NOTE CARDS • ENVELOPES • 14
CAPABILITIES BROCHURES • FLYERS • L APEL PINS • eCARDS • RECRUITING MATERIALS • 15
LUXURY COLLECTION MARKETING TO THE DISCERNING CLIENT
The Berkshire Hathaway HomesServices Luxury CollectionSM marketing materials have been created to assist our certified Luxury Collection Specialists in representing the buying and selling of high-end homes. The program has been specifically designed to leverage the strength and reliability of the Berkshire Hathaway name, while providing the special marketing pieces and marketing opportunities for this upscale market. Our own Berkshire Hathaway HomeServices Prestige magazine, a sophisticated, coffee-table-quality publication, is an exceptional listing tool and an effective medium for reaching a high-end audience with means to make a luxury and/or resort home purchase.
National magazine ads
Exclusive luxury magazine
Property Listing Brochure
RESORT PROPERTIES INTERNATIONAL FROM SKI CHALETS TO VILLAS
If you work in a resort market, you know how important it is to capture the culture of the local community. We know how significant this is, too, and weâ€™ve created marketing materials that will adapt to the resort in which you are working. Whether you market ski chalets or golf condominiums, ranch homes or southwestern villas, our materials are specially designed to reflect your unique market.
PUBLIC RELATIONS PROMOTING OUR NET WORK
Every public relations campaign and strategy is aimed at promoting the network and its members to increase visibility and awareness of the brand. Our Communications and Public Relations team, together with world renowned public relations firm, Edelman, works with national and local media outlets to share news about agents, offices, community involvement, awards and company updates.
SOCIAL PRESENCE CONNECTING WITH CONSUMERS
We use social media to let others know about the great work our brand and franchisees do. Our robust and ever-growing social presence continues to attract prospective talent, customers, existing clients and colleagues, giving them a chance to connect and share their enthusiasm for the brand. Additionally, we leverage social campaigns to create opportunities to harness the effectiveness of our online presence.
GLOBAL NETWORK PLATFORM YOU R H U B FO R O N LI N E TOO L S
When you work with a Berkshire Hathaway HomeServices network member, you not only align yourself with Americaâ€™s finest brokerages and agents, but you also gain access to some of the most powerful business tools available in real estate today. Berkshire Hathaway HomeServices offers a robust suite of tools and resources known collectively as the Global Network Platform (GNP), which is accessed via the network extranet, REsource Center.
/ HOMESEARCH MOBILE APP: HELP BUYERS FIND THEIR NEW HOMES Itâ€™s easier than ever for customers and clients to search for a new home with our new Home Search mobile app1. The app features full IDX search capabilities2, a map search, refined search criteria as well as the ability to search open houses and new listings. Users can save their favorite properties and search preferences. Additionally, you can share your personalized3 app with past, present and future clients using your own text code, QR code or web link.
/ LEAD RESOURCE: A POWERFUL LEAD MANAGEMENT SYSTEM The Lead REsource CRM offers our network and agents some of the deepest lead management, incubation and marketing capabilities available in the industry. The system provides franchisees the capability to decide when and under what conditions leads are sent to the agent via a comprehensive set of lead routing rules. Regardless of whether the lead is assigned immediately or incubated at the company level, there is always visibility into what your client is doing online, and you have marketing tools at your fingertips. 22
unmatched: tools and resources
1. App services are offered by Smarter Agent. 2. Must be a member of the MLS. 3. Monthly fee for personalization.
The CRM solution is built around the idea that not every lead is ready to purchase immediately and that by providing the agent information such as which properties clients are saving, where they have set up saved searches, how frequently customers are logging in, the agent can tailor their marketing efforts to match the buyer’s readiness to engage with the agent. If the agent wants to set up a personal phone call with the customer, this is easily accomplished via the system’s calendaring capability and can even be done automatically via an “Action Plan.” Regardless of the agent or company’s methodology for incubating and marketing to prospects and customers, the Lead REsource system has the ability to satisfy requirements.
/ MARKETING RESOURCE: EYE-CATCHING COLLATERAL Marketing REsource is your very own marketing assistant. Create, personalize, share and print eye-catching collateral in minutes! This powerful marketing tool, created exclusively for our network, lets you: • Store and access marketing content in one centralized location to share across multiple media. • Browse hundreds of customizable templates for multiple business purposes. • Track how recipients engage with your marketing pieces—open/share/etc.—through detailed metrics reporting. • Quickly populate a property template with photos and text through MLS integration. • Create and manage email distribution lists to efficiently send eCards to targeted audiences. • Use “Print-on-Demand” for instant marketing collateral, including flyers, postcards, door hangers and more. Presentation brochures for all types of properties are easily customized and personalized. Print them yourself or work through one of our preferred vendors to ensure top-quality collateral.
/ VIDEOLICIOUS: EASY VIDEO CREATION This tool allows users to easily create, edit and share high-quality videos. All videos integrate with Marketing REsource so agents can access them automatically in their libraries and incorporate these videos into any marketing campaign, allowing for more interactive and effective promotions.
/ MOBILE AD BUILDER: REACHING A VIRTUAL MARKET Integrated with Marketing REsource, Mobile Ad Builder allows the user to create and publish mobile ads that appear on today’s most popular and trending mobile apps, targeted to users within a specified location. With the push of a button, agent ads are instantly marketed to a more responsive, targeted mobile audience.
/ SELLER AND BUYER ADVANTAGE: PROVIDE MORE VALUE TO CLIENTS Your clients and customers will be glad to know they not only get your expertise, but also benefit from your extensive network resources. Listing Presentation Report: Show potential sellers the type of online activity their listing would generate by listing with you. The report compiles data of actual consumers searching for homes like theirs and gives a competitive overview of homes currently on the market. Listing Activity Report: Stay engaged with sellers and keep them informed about marketing, showings and buyer interest while their property is on the market. This report is a secure, confidential, dynamic website personalized for your sellers. Market Activity Report: Stay in touch with past and prospective customers by sending them a customizable report on their local real estate market. This satisfies their curiosity while establishing you as the expert.
/ SOCIAL MEDIA RESOURCE: ALL YOUR SOCIAL PLATFORMS IN ONE PLACE Social Media REsource allows users to efficiently manage multiple social media pages from one centralized location. Users can easily connect Facebook, Twitter, LinkedIn and Google+ accounts to easily share content across multiple platforms. Additionally, users receive a daily â€œHot Contentâ€? email with relevant real estate articles to review, approve and post at their convenience. The tool is available for both agents as well as network members tasked with managing company social sites. The biggest benefit of Social Media REsource is that it allows agents and managers to maintain a robust social media presence, while saving time and without losing focus on what really matters: helping clients buy and sell real estate!
/ LEARNCENTER RESOURCE: FOR PROFESSIONAL DEVELOPMENT LearnCenter REsource makes expanding your real estate knowledge easy. Your tool for real estate best practices and educational training, LearnCenter REsource lets you enroll, track and manage your development online, on your phone or on your tablet. The online library of course materials, training classes, videos and calendars are managed in LearnCenter REsource by the Berkshire Hathaway HomeServices Global Network Training team.
/ BUYER MATCH Enables Listing Agents to proactively market to Buying Agents and their customers as well as allowing Buying Agents and their customers to have the inside track on new and upcoming listing inventory.
/ THE SHOP AT BHHS The Shop is the shopping portal that provides the Berkshire Hathaway HomeServices network the ability to purchase promotional and marketing materials for their business needs. Quick and easy order placements, send orders directly to an individual and/or office within a pre-determined time frame, select from a wide range of closing gifts and promotional items to help grow your business, print on demand offering to make marketing collateral easy to print and choose from an increasing selection of templates ranging from business cards, stationery, folders, postcards and more. 26
/ COMMERCIAL RESOURCE: A COMPLETE COMMERCIAL MENU Leverage Commercial REsource to exchange information and post commercial listings and sales associate biographies. This information rolls up to both the bhhscre.com and berkshirehathawayhs.com public sites. In addition, network members who pay small annual subscription fee receive the following system features: • Participation in referral network • Nationwide listing database • Graphic tracking of closed and pending transactions • Closed sales module • Complete listing system including PowerPoint and MS Word presentations for buyer, tenant, landlord and seller representation • Auto upload of listings to additional industry online listing services • Agent and company dashboards • Education modules providing web-based training and online webinars • Social media property placement • Forms, templates and presentation materials • Automated flyer creation • Easy to use financial analysis tools (APOD and financial flow analysis) • Due Diligence Documents Vault
ANNUAL AWARDS G E T R ECOG N IZE D FO R YOU R WO R K
The goal of the Competitive Awards Program is to recognize the top producers among the entire network.
Honor Society - $75,000 Total GCI or 25 Residential Units
Chairman’s Circle Gold - $280,000 Total GCI or 70 Residential Units
President’s Circle $185,000 Total GCI or 50 Residential Units
Chairman’s Circle Platinum - $500,000 Total GCI or 100 Residential Units
I R C L
Chairman’s Circle Diamond - $750,000 Total GCI or 150 Residential Units
N’ S C L IRC E
N’ S C
L IRC E
The goal of the Non-competitive Awards Program is to recognize individuals or teams that obtain a minimum of Total GCI or Residential Units. Agents as well as broker/owners and office managers are eligible for non-competitive awards.
Leading Edge Society $120,000 Total GCI or 35 Residential Units
Gino Blefari President and CEO, Berkshire Hathaway HomeServices 32
NETWORKING AND CONFERENCES G R O W YO U R B U S I N E S S / G E T T O K N O W T H E B E S T I N R E A L E S TAT E
Our education and events programs are designed to provide you with the tools you need to enhance and grow your business. Throughout the year there are numerous educational opportunities and events to help you prosper in your real estate market. SALES CONVENTION Our annual Sales Convention helps members learn about the latest trends and perspectives on real estate, reconnect with peers and harness the strength and energy of the industry’s finest real estate network. Complete with riveting keynote speakers, insight from industry leaders, exciting events and performances by world-famous artists, Sales Convention is a don’tmiss opportunity open to all Berkshire Hathaway HomeServices network members. SUMMIT CONFERENCE This exclusive event is for Chairman’s Circle, President’s Circle and Leading Edge Society award winners. The conference provides motivating presentations, keynote speakers, and educational sessions, as well as invaluable networking opportunities with other top performers.
re_think COUNCIL C R E AT E D T O I N S P I R E
The Berkshire Hathaway HomeServices brand is more than just a name – it’s a network that will endure. One way we ensure that longevity is to understand the needs of our franchisees and their agents of today and tomorrow. The national re_think Council connects and inspires top-producing, motivated leaders in real estate. The council creates resources and tools to enhance the network and provides feedback to both local re_think chapters and Berkshire Hathaway HomeServices leadership. Additionally, nearly 30 franchisees around the country have launched local re_think chapters, engaging new agents in their marketplace and offering insight to help all generations within their company succeed.
O U R D I G I TA L O U T L E T F O R T H O U G H T L E A D E R S H I P
re_think Report, inspired by the re_think Council’s forward-thinking philosophy, is an online publication written by innovators, thinkers and leaders within our brokerage network. With thousands of subscribers and readership spanning the globe, re_think Report is a well-received source of industry knowledge and expertise, including weekly “Thoughts On Leadership” articles by Gino Blefari, Berkshire Hathaway HomeServices president and CEO.
THE SUNSHINE KIDS MAKING A CHILD’S LIFE BETTER
The Sunshine Kids Foundation, a non-profit established in 1982, is committed to providing positive group activities and emotional support for children with cancer. Berkshire Hathaway HomeServices supports Houston, TX-based Sunshine Kids Foundation as its national charitable beneficiary. The Sunshine Kids provides a variety of programs and events, free of charge, for kids receiving cancer treatments in hospitals across North America. It adds quality of life to children with cancer by providing them with exciting, positive group activities, so they may once again do what kids are supposed to do … have fun and celebrate life! In 26 years, the network has raised more than $28 million for the Sunshine Kids.
“A home is one of the most important assets that most people will ever buy. Homes are also where memories are made and you want to work with someone you can trust.” –– Warren Buffett Chairman and CEO, Berkshire Hathaway Inc.
BHH Affiliates, LLC 18500 Von Karman, Suite 400 Irvine, California 92612 +1 949 794 7900 For Minnesota Residents: BHH Affiliates, LLC is registered in the State of Minnesota, Registration number F-7072. Warren Buffett received no compensation or benefit from BHH Affiliates, LLC in exchange for the statements used in this brochure. Used with permission. This information is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise. It is for information purposes only. All descriptions of franchise products and services contained in this brochure were accurate as of the time of printing; however, Berkshire Hathaway HomeServices reserves the right to modify or otherwise withdraw any such components at any time. © 2019 BHH Affiliates, LLC. Real Estate Brokerage Services are offered through the network member franchisees of BHH Affiliates, LLC. Most franchisees are independently owned and operated. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeServices of America, Inc.® Equal Housing Opportunity. Updated: 03/01/2019