Bray Training Resource

MARKETING

We are here to help make your transition to Bray & Co as easy as possible. Our team is here to assit you with whatever you might need, whether you are new to real estate or an experienced agent.

You will be receiving a lot of information and direction, and sometimes that can take some time to absorb. We hope that by introducing ourselves and positions it will make it a little easier and help you feel a part of the Bray Family as quickly as possible!

Each of our staff members have included a description of their position and duties, along with some fun details about them. Our goal is that you get acquainted and that you have the answer to your questions as timely as possible. We cross-train to help you in an emergency, but we also know it's quicker and more effective to get you to the right person as soon as possible.

MANAGEMENT Robert Bray, CEO

Ext 223

robert@brayandco.com

Michelle Urlacher, President

Ext 304

michelle@brayandco.com

Rae Anne DeBonville, CFO

Ext 222

raeanne@brayandco.com

Stewart Cruickshank, Sales Manager

Ext 204

stewart@brayandco.com

Linda Belcher

Ext 279

lindab@brayandco.com

Tina Smith

Ext 237

tina@brayandco.com

Ext 303

ryan@brayandco.com

Shane Doudy, Marketing Manager

Ext 217

shane@brayandco.com

Reese Paronto, Marketing Assistant

Ext400

reese@brayandco.com

ACCOUNTING

IT Ryan Stephens

MARKETING

A MESSAGE FROM YOUR MARKETING TEAM At Bray & Company, our marketing team is here to do more than just create flyers, we’re your in-house partner in building your brand and growing your business. From high-quality print materials to targeted digital campaigns, everything we produce is designed to support your listings, amplify your reach, and strengthen your reputation. What sets us apart is that we’re on site, not outsourced.

That means you have a team right down the hall ready to consult on strategy, brainstorm creative ideas, and help you tailor marketing efforts to your specific goals. You're not doing this alone, and with us in your corner, you don’t have to.

SIGNAGE + PRINT YARD SIGNS/NAME RIDERS Yard Sign....$85 Directional....$40 Open House Sign....$60 Brochure Boxes....$60 Rider....$140

AVAILABLE MATERIALS AND SERVICES Closing Folders....$3.00 Flyers....$0.30/per Bi-Fold Brochure....$0.40/per Buyer & Seller Guides....$6.00 Buyer & Seller Packets (guides with sample contracts)....$8.00 Welcome Home Books....$33.00 Monthly Postcards...Starting at $33 per list send Daily Sentinel Ad....$60 +$12 for Open House Ad Lolo....$1.47/client/month if on annual plan Digital Billboards...Starting at $210, subject to change with additional design revisions *For custom signage, custom print, please contact Shane or Reese

Digital MARKETING Custom designed social posts distributed across Agent’s & Bray’s Channels. *Ask about custom video reels

Professional Photography, Videography & Virtual Home Tour Services

Digital Marketing Tailored To You

Diverse Advertising Networks

There’s not a one size fits all to digital marketing, and we don’t believe that you need to be on every platform known to man. You just need to be visible where it makes sense. In today’s world, being found online is must and there are no exceptions.

Ads featuring your home will be displayed to potential homebuyers on premium websites covering 96% of the web, as well as social media and display networks *ask about Leading RE Featured Property Program

How Bray Can Help We don’t just look at marketing your listings, but we focus on marketing you and building your Brand. In addition to digital advertising, and social media services, we are constantly pushing the envelope on making sure you show up prominently in front of the right audiences.

MLS Syndication

This means we invest in leveling up your digital marketing acumen in regards to Search Engine Optimization, Social Media Management, Using AI tools to your advantage and more!

We ensure our agents are well versed and have access to tools that lessen their workload, not add to it!

Posting & Boosting

BRINGINGYOUTHE

POWER

OF OUR NETWORK INDUSTRY

LEADING

SALES

As a member of Leading Real Estate Companies of the World,® we are connected to the very best real estate brokers. Our invitation-only network was responsible for $272 billion in annual home sales volume among the top 500 U.S. real estate firms in 2024.

LeadingRE’s world-class marketing, resources and connections allow us to provide you with a truly exceptional real estate experience.

2024 U.S. HOME SALES VOLUME AMONG THE TOP 500 U.S. REAL ESTATE FIRMS. Volume shown in billions of dollars.

$272

LEADINGRE*

$231

COMPASS

*Volume(s) included in LeadingRE Home Sales Volume may replicate volume(s) set forth elsewhere in this chart, as LeadingRE member firms may be affiliated with other real estate organizations.

550

4,800 135,000

70+

companies

offices

countries

sales associates

For informational purposes only. In compiling this report, LeadingRE relies on third party sources. The information set forth in the chart above is sourced from the 2025 RealTrends 500, showcasing production for calendar year 2024, accessible via realtrends.com. Neither LeadingRE nor its member companies are responsible for the accuracy of third-party data presented herein. © 2025 Leading Real Estate Companies of the World.® All Rights Reserved. |C–Chart Comparison. 04.25. Equal Housing Opportunity.

COMMUNICATION IS

EVERYTHING!

Group Email -- easy to contact all agents with one email address for each company!

The email addresses below allow you to send an email and have it get to each agent at that company without having to type in each agent individually as a contact in your Outlook.

You will need to enter each of these email addresses as a contact in your address book.

Click on New Entry—New Contact Fill out Business Name and email address.

Click Save & Close Do this for each email address below Then create a GROUP---so that when you’re ready to send a message to all the agents in all the companies, you’ll only have to type ONE thing Click on New Entry--New Contact Group---name it “Area Brokers” and then “select the members” by finding all the emails you just typed in. Make sure to Save and Close.

TO SEND A BLAST EMAIL FROM OUTLOOK Open a new email and then click into the BCC (this ensures that no one sees who else you are sending the message to) and start typing “Area Brokers” (or whatever you named the Group from step 7 above!) Type in your subject and message and send!

cb@brayandco.com cbcom@brayandco.com kw1@brayandco.com remax@brayandco.com rewest@brayandco.com independent@brayandco.com

Coldwell Banker Coldwell Banker Commercial Keller Williams RE/MAX 4000 Real Estate West Independent Real Estate Brokers

BRAY & COMPANY EMAIL ADDRESSES residential@brayandco.com commercial@brayandco.com propertym@brayandco.com everyone@brayandco.com

Includes all agents/staff at GJ Residential Office Includes all agents/staff in the Commercial Office Includes all staff and property managers in GJ and Rifle Includes all divisions and staff

HOW TO

WIN

IN REAL ESTATE

Plan to “touch” your sphere at least three times per month EMAIL The Bray Report when it comes out - BoldTrail - usually around the 10th of the month

LOLO - Local Businesses Supporting Local Businesses Free local gift every month - sent to client via text/email - arrives around the 3rd Wednesday of the month - Bray shoots a video every month to promote the LOLO gift, it is boosted on social media - make sure to LIKE & SHARE

MAIL You get a Just listed/Just sold area post cards sent out each month and in addition you can add additional pieces or autoflow to your contact lists. All designs are created for you.

SOCIAL MEDIA BoldTrail has a ton of options for content - or check the Bray Facebook or Instagram page and SHARE! Reach out to Shane or Reese for custom social media packages.

CLIENT APPRECIATION EVENTS Bray does at least 2 Client Appreciation Events every year

SWAG Bray always has swag options for you to use, see the Marketing Department for options.

Consider sending calendars in November/December.

Send copies of your Buyers and Sellers SETTLEMENT STATEMENTS in January - store these in a folder before you file the transaction, so its ready to go in January!

the BRAY REPORT The Bray Report is produced every month, around the 10th of the month.

The Bray Report is also published in the Daily Sentinel.

You have access to this in Pdrive, Agent Resource Wall, BoldTrail, and Social Media.

There are 3 different versions to use.

PLEASE DO NOT MANIPULATE THE DATA OR THE BRANDING.

FULL PAGE REPORT - 8.5X11

SNAPSHOT - 1/2 PAGE

SOCIAL MEDIA SQUARE

GETTING STARTED WITH Go to: app.boldtrail.com New your new best friend and Bray’s robust CRM Tool Ryan will get you set-up to login. He will also get your website up and going (you can always make changes to this later) and your SOI uploaded.

FIRST: You must do the AGENT QUICK START - this will give you a quick overview of all the tools and thing you need to know and can do with BoldTrail.

The AGENT QUICK START can be found on the side bar - More - Training & Support Training Learning Paths - Choose Agent Quick Start After your training is complete, let Ryan know so your can be added into Lead Rotation.

BoldTrail is a very robust tool and you can do a lot with it! Just like any other tool you need to learn it to use it!

There are a lot of great trainings and resources to use - articles, chatbot help, YouTube channels, FaceBook groups and more!

We recommend checking this every day, just like your email!

HOW TO WIN with Follow these steps until they are second nature!

NEW LEAD PROCESS Check lead details for info such as lead source, listing alerts, campaigns to ensure proper placement.

Does lead have a phone number?

If YES, CALL them ASAP - Record call and log any notes.

If contact is made, change status away from "New Lead" and assign status/campaign (usually "active").

If no contact is made, leave message and record notes in lead profile, leave on "new lead" status until contact responds.

Attempt another call the next day.

If NO, remove from lead profile and make note on lead page.

UNSUBSCRIBE/BAD LEAD PROCESS If lead no longer wants to be contacted - or is a bad lead On right side of lead profile look for "Active Campaigns" and remove any campaigns If lead has search alerts, on the right side of lead profile look for "Search Alerts" and remove any alerts Usually, removing campaigns and alerts is enough to stop contact, but if you want to ensure no contact is made: Click "More Actions" on the right side of the lead profile and choose "Unsubscribe from Emails" and "Unsubscribe from Texts" If you no longer want the lead in your profile, it is best to set the lead's status as "archived" rather than deleting the lead. This way the campaigns are removed and the lead stays "out of sight". If you delete the lead and they visit the site again, they will be rerouted through the lead rotation to a different agent.

WANT TO GROW YOUR BUSINESS?

USE PROPERTY BOOST!

Do the training videos in the learning portal it's awesome!

Testimonials are compelling because potential clients can relate and empathize with other people’s experiences. Buying is, after all, an emotional experience.

There is no better marketing than your clients spreading their appreciation on social media, review sites, and your own website.

Authentic stories told by your customers have an honest tone which creates credibility. When people feel that they can have a similar experience as your previous happy clients, they will chose your business over your competitors.

Testimonial Tree is the leading online reputation management company. The testimonial software makes it easy for you to collect authentic testimonials from your happy customers and automatically share the best stories online to attract new customers.

TESTIMONIAL TREE IS LINKED TO SKYSLOPE Make sure the email The request for your buyer/seller to review you will go out automatically 3 days after closing. address is correct in the You receive notification of new testimonial via email buyer/seller profile when You should: Go into Testimonial Tree www.testimonialtree.com you start a new transaction Post it to your website & Post it to your social media in Skyslope.

ANNOUNCEMENT CARD & FLOW

LOLO - Locals Supporting Locals Gift of the Month Club Send your clients (minimum of 25) a free gift every month A local gift ($10-$15 in value) goes to contact’s CELL PHONE & EMAIL every month -good for 2 months Send Marketing your database (format - First Name, Last Name, Email, Cell) Agent pays whether the client redeems the gift or not.

Vendor gets paid full cost of gift from Lolo (so they love us, too!)

EXCELLENT way to stay in front of your client and EXCLUSIVE to BRAY! COST: MONTHLY - $1.47/recipient/month

Postcard Front

Send this postcard to your database to let them know about LOLO!

Postcard Back

OPEN HOUSE GUIDE FOR

BRAY AGENTS BEFORE THE OPEN HOUSE

Promote Early & Often – Ensure the open house is listed on the MLS, social media, and real estate platforms. Utilize Bray’s marketing team for social media exposure.

Prep the Home – Ensure the home is clean, staged, and well-lit. Remove personal items and clutter.

Know the Property – Be well-versed in home features, neighborhood amenities, comps, and potential selling points.

Set Up Signage – Place directional signs strategically around the neighborhood to increase traffic.

DURING THE OPEN HOUSE Engage Every Visitor – Greet everyone warmly, introduce yourself, and offer a tour.

Ask Qualifying Questions – “Are you currently working with an agent?” / “What are you looking for in a home?”

Capture Lead Information – Have a sign-in sheet or digital sign-in via a QR code. Offer a giveaway or entry to encourage sign-ins.

Be the Expert – Share market insights, neighborhood perks, and comparable home values.

AFTER THE OPEN HOUSE Follow Up Within 24 Hours – Email, text, or call attendees to thank them and see if they need further assistance.

Provide Feedback to the Seller – Gather visitor reactions and suggest any necessary improvements.

Add Leads to CRM – Keep track of potential buyers and their level of interest.

MARKETING MATERIALS TO HAVE Printed Flyers – With home details, photos, and agent contact information.

Branded Business Cards – Always hand one out to every guest.

Neighborhood Market Reports – Give buyers an idea of pricing trends.

Mortgage Rate Sheet – Showcase potential monthly payments.

Bray Open House Sign-in Sheet or QR Code – Capture visitor information.

Bray Branded Swag – Small branded items (pens, notepads) can leave a lasting impression.

BRAY & COMPANY SOCIAL MEDIA POLICY Applicability: All Real Estate Professionals Scope: This social media policy applies to all real estate professionals affiliated with Bray & Company. This policy applies to work related use of social media regardless of whether the technology used by the sales associate is a company or personal device.

Responsibility For Content: A real estate professional who uses social media as a representative of the company, or otherwise uses social media for work related purposes, is solely responsible for information and other content that the sales associate makes available anywhere on the web.

Remember that anything that is posted on a social media site may be public for a very long time, if not forever. Also, keep in mind that it may not be possible to modify or remove such postings at a later date. The company disclaims any responsibility or liability for any errors, omissions, loss or damages claimed or incurred due to any postings made by sales associated.

General Guidelines For Social Media Usage 1) Identify Yourself: In accordance with applicable state licensing and advertising laws, the REALTOR® code of ethics and real estate professionals independent contractor agreement with the company, real estate professionals must clearly identify himself/herself as being affiliated with the company including the street address and telephone number of the company’s office with which the real estate professional is affiliated. This applies to any work related marketing or promotion conducted by a sales associate including such marketing or promotion that occurs in the course of using social media. The sales associate may also provide other elements such as an alternative email address to contact the sales associate (i.e., in addition to the ,name/@coldwellbanker.com email address provide by the company) 2) Protect Confidential Information: No one may post confidential information about the company, its clients, customers, employees, sales associates or any other third party. No one may post or make comments on financial matters pertaining to the company or its parent companies (i.e Coldwell Banker Real Estate or Realogy) 3) Be Respectful: Be professional and respectful of others in your communications and refrain from posting statements that are false, misleading, obscene, defamatory, libelous, tortuous, degrading, threatening, harassing, hateful, insulting, inflammatory, unlawful, fraudulent, discriminatory, or invasive of the privacy of others. Think Golden Rule!

4) Respect Laws: Respect copyright, trademark, privacy, financial disclosure and all other laws especially the real estate license laws and regulations. In accessing or using a social media site, comply with the legal terms or code of conduct governing such site. Do not post materials of otherssuch as photographs, articles, artwork, or music- without first getting the written permission of the creator of the work. In addition, any display of the original work of others must identify the creator of the work, attribute the creation of that work to the creator of the work and disclose that the work is being used with the permission of that person. Refrain from “reposting” information from other sites without a source.

5) Report Inappropriate Conduct: No sales associate may use a social networking site for any purpose that is unlawful or make any statement or post any materials that pose a threat to the good reputation of the company. If you feel that a sales associate or representative of the company is or has been, or will be engaged in any inappropriate conduct, please bring the matter to the attention of the company’s legal department.

6) Privacy: In accessing or using a social media site, review the site’s privacy policy to understand how the site uses the information that you provide. Be careful about revealing excessive personal information, including your birth date, contact information and personal pictures. If you do not want your information to be publicly available do not post it online. Because the company retains the right (but not the obligation) to monitor all files and messages stores on and transmitted through the company’s computers, remember you have no reasonable expectation of privacy on social media through the company’s computers, even if you have used a private account.

7) Software: Software or other files downloaded from social media sites, and the internet, generally, can obtain viruses or cause other computer problems. If accessing social media via a company computer or other internet device, do not download software made available on a social media site unless given authorization by the company’s chief technology officer.

8) Company Identity Standards: Sales associates must conform to all company identity standards regarding the use of logo and trademarked, copyrighted, or registered wording or slogans. The company maintains the right to control the use of the company name, logo, trademarked, copyrighted or registered words, images, and/or slogans. The company retains the right to deny permission to any sales associate to use the company’s texts images, illustrations, audio/video clips, logos, and/or characters on his/her social site, for any reason, including for violation of the terms and conditions of this policy. The company logo or Coldwell Banker mark must never stand alone within a social media page of be used as a profile picture, user name, profile name or profile url. All proper DBA’s must be included.

9) Fair Housing Compliance: No demographic information on neighborhoods, towns, cities or states should be displayed, though links to sites containing demographic data can be provided as optional content.

Vendor Advertising/Recommendations: No vendor advertising of any type is allowed. This is to prevent the appearance of any kind of conflict of interest and/or RESPA violations. In addition, sales associates shall not use social media to make vendor recommendations unless the vendor has been approved by the director of the company’s concierge department.

UNDERSTANDING DORA & CAR ADVERTISING RULES (FOR COLORADO REALTORS®) DORA stands for the Department of Regulatory Agencies. It oversees licensing and compliance for real estate professionals in Colorado. The Colorado Real Estate Commission (CREC), a division within DORA, enforces rules around how agents can advertise.

CAR stands for the Colorado Association of REALTORS®. CAR provides additional ethical guidelines and resources, but DORA rules are legally binding and take precedence.

KEY ADVERTISING RULES YOU MUST FOLLOW: ✅ Name & Brokerage Disclosure Every ad—online or print—must include your full licensed name and the name of your employing brokerage.

The brokerage name must be clear and prominent, not hidden in the fine print.

✅ No False or Misleading Information Don’t exaggerate property features or make claims you can’t prove (like “best price in town” without data).

Avoid language that implies you’re the listing agent if you’re not.

✅ Team Names Teams can advertise under their name, but must also clearly show the brokerage name.

The team name can’t imply it's a separate brokerage (e.g., “The Smith Realty Group” isn’t allowed unless it's your licensed brokerage).

✅ Social Media Counts as Advertising If you’re posting listings, promotions, or real estate services on Instagram, Facebook, etc., it must follow the same rules: Include your name and brokerage.

No misleading captions or images.

A casual post like “Just sold!” is fine—but once it promotes your services, it’s an ad.

✅ Fair Housing Compliance Never use language that excludes or targets people based on race, color, religion, sex, disability, familial status, or national origin.

Phrases like “perfect for young couples” or “safe Christian neighborhood” are not compliant.

OTHER THINGS TO KNOW CALENDAR OF EVENTS Bray posts calendar of events around the office and emails it out every few months. Reminders of events are mentioned at the sales meeting and can be found on the TV in the Bray Café. Bray usually does at least 2 Client Appreciation events per year, in 2025 it was the the Cele-Bray-tion in September partnering with the Rhythm and Brews Festival in Downtown Grand Junction, and our 2nd Annual Veterans Breakfast in November.

ALL COMPANY NEWSLETTERS Bray sends out all company newsletters quarterly. If you have any information, you would like included in the newsletter (family events, special occasions), please send to Shane.

BIRTHDAY CELEBRATIONS Bray hosts birthday celebrations on the 1st Wednesday of every month to celebrate the birthdays for that month. Each person with a birthday receives a gift and we sing “Happy Birthday” served with cupcakes.

BI-ANNUAL BREAKFASTS Bray hosts two breakfasts each year, all are encouraged to attend. Usually at the DoubleTree Hilton, from 7:30 – 9am, breakfast is served, the company recognizes core values and goals/accomplishments for the quarter or previous quarter.