Page 1

Ready for

the Future

Help-U-Sell Real Estate May Be Just What the Market Ordered Page 86

D E T g S n i n U n i W TR d r a Aw E


ican Amer


: rence ® Diffe d Shiel


C I V R SE Overall 4.6-star satisfaction rating on ConsumerAffairs

The Choice of Real Estate Professionals, Too.

What sets American Home Shield apart: • Coverage for up to 21 major home system components and appliances

We have provided affordable protection against inevitable home system component and appliance breakdowns for 45 years. Our network of independent, pre-screened home service professionals is the largest in the nation, ensuring your clients are never far from award-winning service.†

• Protection on covered items, regardless of their age • Nationwide network of over 11,000 independent service contractors • Unlimited 24/7/365 service requests

Add an AHS Home Warranty to your listings. VISIT

† The Women’s Choice Award is based on 2013 & 2015 nationwide surveys of women. For information on the Women’s Choice Award, visit For information on the Top Rated and Best in Service awards, visit AHS is a ConsumerAffairs accredited company. The ConsumerAffairs rating is based on consumer reviews as of 1/31/16. For more information on the Consumer Reviews rating, visit © 2016 American Home Shield Corporation. All rights reserved.

THREE YEARS IN A ROW! According to the latest J.D. Power study, the CENTURY 21® brand has ranked “Highest Overall Satisfaction for First-Time Home Buyers, First-Time Home Sellers, Repeat Home Buyers (Tied in 2016), and Repeat Home Sellers among National Full Service Real Estate Firms, Three Years in a Row”. Congratulations again to our many driven brokers and agents.

C21.COM The CENTURY 21® brand received the highest numerical score among 5 real estate companies for first-time and repeat home buyers and sellers (tie for repeat home buyer) in the proprietary J.D. Power 2014–2016 Home Buyer/Seller Studies. 2016 study based on 5,837 total responses, measuring the perceptions and experiences of customers who bought and/or sold a home between March 2015 and April 2016, surveyed February-April 2016. Your experiences may vary. Visit © 2016 Century 21 Real Estate LLC. All Rights Reserved. CENTURY 21®, the CENTURY 21 Logo, and SMARTER. BOLDER. FASTER.® are registered service marks owned by Century 21 Real Estate LLC. Century 21 Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office is Independently Owned and Operated.

This is home. It’s a place called confidence. It’s home because your clients feel positive and sure about the choice they’ve made. In partnering with you, they place their trust in your advice, counsel, and expertise to lead them there. Our commitment is to always be there for you, and them, on this journey home. Each office independently owned and operated.

{Contents} November 2016/Vol. 32, No. 11 •

{On the Cover} 86 Ready for the Future Help-U-Sell Real Estate May Be Just What the Market Ordered




John Powell has lived and breathed Help-U-Sell Real Estate in just about every capacity. Starting out as a broker with the real estate franchise in 1989, then rising through the ranks to become regional director and COO, has made Powell uniquely qualified to understand the inner workings of HelpU-Sell Real Estate. That’s why Powell assumed the role of chief development officer for the firm this past July—no one knows better how to succeed within the firm’s set-fee, full-service model. In this month’s cover story, learn why there’s never been a better time to come on board than now.

{Highlights} 24 Down Payment Assistance Programs Unlock the Door to Homeownership


Here, Freddie Mac dispels the 20 percent down payment myth, a widespread belief that locks thousands of potential homeowners out of the market.


32 Are You Fast Enough?

15 Policy Matters: What You Need to Know about FinCEN’s New AntiMoney Laundering Efforts 16 NAR Power Broker Roundtable: Meet Bill Brown, 2016 NAR PresidentElect 18 REBAC Report: Recruiting Tips for Your Brokerage 20 Executive Appointments 45 Webinar Recap: Information Reigns Supreme in the Quest to Capture First-Time Buyers

Learn how is helping agents and brokers meet consumer expectations while saving time.

38 Power Brokers Seize the Day, Prepare for the Future at RISMedia’s Real Estate CEO Exchange 61 Top 10 Markets in

96 Millennials Balance

Desperate Need of Single-family Starts 67 The Best (and Worst) Cities to Own Investment Property 80 Intuit Becomes Latest Partner in the REALTOR Benefits® Program

Hopeful Aspirations and Harsh Economic Realities 102 Cultivating Affinities as Customer Sources

Take a look inside our annual event in this special photo recap.

51 Driving the Real Estate Revolution: Bill Brown Sets the Stage for 2017 In this exclusive feature, 2016 NAR President-Elect Bill Brown shares his outlook for the year ahead.

RISMedia’s REAL ESTATE November 2016 3


26 {Features} 22 T he RREIN Reporter 49 Without a Trace: Dark Social,


Data and Real Estate

54 Power Broker Perspectives: Paul Mydelski, David Howell, Merle L. Whitehead 59 5 Tips to Make Your Brand Top of Mind 62 A New Twist on Video Training 64 Marketing Automation Set to Catapult the Industry into the Future 68 Getting the Most out of the CRS Data MLS Tax Suite 70 Strategies: American Home Shield;; HomeTeam Inspection; HSA Home Warranty; NAR-GRI; Quicken – Freddie Mac; Quicken Loans; Realtors Property Resource® 81 Innovations: Glitz, Glam and Popcorn, Too 86 Ready for the Future 98 RISMedia’s Great Spaces 105 Ask the Experts: Brighten Updates; Connecting with Clients; Preparing for a Home Inspection

{Interviews} 83 Tammy McEwen, Jameson Sotheby’s International Realty 85 Kyle Bosworth, Watson Realty Corp. 90 Ed and Agnes Chatelain, Realty Executives Cape Cod Hyannis 90 Cindy Fox, Real Living Now Real Estate 4 November 2016 RISMedia’s REAL ESTATE

91 Andy McDonald, HomeSmart Advantage Group 92 Charles Nitschke, Tomlinson Sotheby’s International Realty 93 Steve Hudson, The Hudson Company 94 Mark Pessin, Realty ONE Group 95 Al Wimberly, Sellstate Select

78 Desirée Patno - Marketing to Women Consumers

108 Adam Lerman - Making the Call to Build a Stronger Brokerage

{Experts} 26 Buffini & Company - The Power of Referrals

28 Verl Workman - Basic Training: Creating Your Own Luck

31 Kevin Matthews - Real Estate Investors Target College Towns… Maybe You Should, Too 46 Vince Leisey - Mastermind Groups: Together, We Achieve More

{Every Issue} 9 Publisher’s Desk 12 Did You Know? 113 Service Profiles 122 Referrals 128 RE: Real Estate – REALTOR® University: The Pinnacle of Real Estate Education

“I do believe this premier global brand offers the

highest quality level of marketing and technology which will enable me to deliver the very best of services to my clients.”

Dean Poritzky, License Partner, Engel & Völkers Wellesley

Only the best in the business join our brand. As the world’s leading premium real estate firm, we have been highly selective of the real estate professionals who become Engel & Völkers partners. Throughout our rapid expansion, we’ve maintained our high standards to uphold our strong reputation of providing excellent local service. Dean Poritzky, who has established himself as a leader in the Wellesley, Massachusetts marketplace shares our commitment to quality and passion for real estate. Now as the owner of Engel & Völkers Wellesley he has the unmatched global reach and support of a truly international network represented by more than 8,000 specialized advisors, in 33 countries and five continents worldwide. Engel & Völkers 430 Park Avenue, 11th Floor · New York · NY 10022 · Phone +1 212-234-3100 ·

©2016 Engel & Völkers. All rights reserved. This advertisement is not an offering. An offering can only be made by prospectus filed first with the department of the law of the state of New York. Such filing does not constitute approval by the department of law. Additionally, depending on where you are located, an offering may require filing with your respective state authorities. Minnesota Registration Number: F-5339



In Your Own Words

Trending on View these and more at!

The Wizarding Home of Harry Potter Hits the Market

If Potterheads were to consider investing in some Harry Potter real estate, they’d probably aim for the Hogwarts castle. While the castle is indeed stunning, 4 Privet Drive in Little Whingeing, Surrey is probably as close as they’re going to get to the magic.

well as honeymoon destination and campaign headquarters for John F. Kennedy. See photos here:

Attendees of RISMedia’s Real Estate CEO Exchange turned to Twitter to share thoughts on the event.

Seizing the day! -@MaryannVitale

Learning from the best! -@KarenBigos

Proud to be part of this great group of real estate leaders. -@ScotLauri

Solar Panels: Are They Worth the Cost?

Top Tips for Working with Hispanic Clients

If you’re not working with Hispanic clients, you’re missing a huge market, as they remain one of the fastestgrowing home-buying demographics.

$195M Hearst Compound Ties for Most Expensive Listing in America This storied home has served as the backdrop for scenes from “The Godfather” and “The Bodyguard,” as

A solar power system is appealing to homeowners for obvious reasons. But while they have become more affordable in recent years, solar panel systems remain a considerable expense for the average homeowner.

Moving to the Country: 6 Things You Should Do before Buying Rural Property

Buying a piece of land can be a very satisfying feeling, but today, the process of buying rural land has become somewhat complicated. Here are six things you should do before buying rural property.





6 November 2016 RISMedia’s REAL ESTATE


My good friend @GinoBlefari is doing his typical awesome job sharing his philosophy at #CEOExchange. -@JonCoile

This is great advice for anyone in business, not just REALTORS®. -@JimsIndyHomes

Thanks for this insight, David Howell. We couldn’t agree more! #CEOExchange

Connect with RISMedia


This place is amazing. #CEOExchange (@ Harvard Club of New York City)


Thanks, @RISMediaUpdates, for sharing the most up-to-date #realestate info! -@TeamArdolino



In the ever-evolving industry of real estate, being a forward-thinker is essential to your business. Save the date for this exclusive event for brokers. Hear from top name keynote speakers Learn from industry leaders on issues of concern to you and your business Attend engaging business sessions on global issues, sustainability, tech trends and more Network with colleagues Takeaway valuable tips to implement in your office

For more information


Explore Beautiful Del Mar and the exclusive Fairmont Grand Del Mar Resort


{Publisher’s Desk} Go Fast or Go Home


hile we spend a lot of time marveling at how rapidly technology has changed, we often lose sight of the larger issue: Consumer expectations have changed even faster.

Stay engaged with your prospects and customers with RISMedia’s industryleading content—relevant articles, videos and drip email campaigns for staying engaged between buy/sell transactions!

Changing consumer demands have presented a real dilemma for many real estate professionals who have built their success on customer service—service that involves conducting listing presentations, showing houses, getting continuing education credits, etc. Yet on the flip side, there’s a growing contingent of prospects who want information—and they want it now. But if you’re out serving clients, how can you possibly respond to calls and emails immediately? Herein lies one of modern real estate’s toughest challenges. This month’s cover story (page 32) reveals how brokers and agents solve the dilemma with new Instant Response Technology (IRT) from This technology steps in and ensures that leads are being answered immediately, with qualified leads being singled out and sent directly to agents. An overwhelming amount of research supports the development of’s IRT toolset, including a California Association of REALTORS® report that reveals “responsiveness” as the most important quality in selecting an agent. “There’s obviously a huge opportunity for the agent who can offer responsiveness and speed,” says company President David Mele. Another way to tackle the consumer’s need for instant information is through automation. We recently launched RISMedia’s ACE—Automated Content Engagement—which acts as a social media assistant for brokers and agents. ACE automatically posts relevant RISMedia-developed articles, videos, infographics, and more, to a member’s top social networks. We even take it a step further by having all social media posts link to a branded landing page, which highlights an agent’s contact info and listings. Learn more about ACE at, or come visit us at Booth 974 during the REALTORS® Conference & Expo this month. While in Orlando, we also hope to see you at our annual Power Broker Forum on Friday, Nov. 4, from 1:30 – 3:00 p.m. at the Orange County Convention Center West, Valencia Room W415A. And to our Power Brokers, we look forward to celebrating with you later that evening at our 21st Annual Power Broker Reception & Dinner. Wishing you continued success,

John E. Featherston CEO & Publisher

“Pop-a-Note” (Drip Email) Fun, light and unique way to keep in touch with clients and prospects using an easy drip email platform. Send notes on pop culture topics of interest, helpful real estate-related topics, or both! Includes custom branding with photo, contact info and links, plus a customized News Hub with more consumer-facing real estate articles.

Content Library Thousands of articles and hundreds of video tips to choose from, updated daily! Access relevant, professionally written and editable content that you can download and use to enhance all of your communications—website, blogs, social media sites, newsletters—including RSS feeds for automatic delivery. Search for keywords, or filter for industry professionals or consumer targets for your communication and engagement systems.

For more information, contact Brett Johnson at 203.855.1234, ext. 143 or

RE THINK Did you know that RE/MAX agents in the U.S. averaged $115,446 in commissions in 2015? Surrounding yourself with hardworking professionals is wise. Maybe it’s time you reassess your situation. Find your alternate ending at

©2016 RE/MAX, LLC. Each RE/MAX® office is independently owned and operated. 16_114985

CEO & Publisher John E. Featherston Executive Vice President Darryl D. MacPherson

EDITORIAL Executive Editor Maria Patterson Online Managing Editor Beth McGuire Managing Editor Paige Tepping Senior Editor Nick Caruso Senior News Editor Zoe Eisenberg Online Associate Editor Suzanne De Vita Editorial Intern Gabrielle van Welie Contributing Editors Lesley Grand; John Voket; Barbara Pronin; Keith Loria; Andrew King

INFORMATION TECHNOLOGY Chief Information Officer Edward T. Kingston Web Designer Kevin Kirwan Director, Client Solutions Peter Di Salvo Information Technology Manager James Jones

DESIGN Art Director Christy LaSalle Production Manager Susanne Dwyer Senior Designer Kelli McKenna

SALES Senior Vice President Anne Kraft Senior Vice President Kara T. Stripay Senior Vice President Paul Purvis Business Development Advisor Brett Johnson

ADMINISTRATION Client Relations Manager Patty Sinisko Circulation Manager Alice Heffron EVENTS AND MEMBER NETWORKS Events & Network Relations Manager Randi Vannucchi Research Analyst Jaxson Corsi Research Analyst Andy MacPherson RIS CONSULTING GROUP Vice President, Managing Director John Sculley, CRP Projects Director Peg Guinta, CRP Email:

HEADQUARTERS 69 East Avenue, Norwalk, CT 06851 RISMedia: (203) 855-1234 • FAX (203) 852-7208 Top 5 in Real Estate Network®: (203) 853-2167 FAX (203) 852-7208 RIS Consulting Group: (203) 852-4304 • FAX (203) 852-4309 •

PUBLICATIONS & SERVICES Real Estate magazine Annual Power Broker Report & Survey Content Solutions (Daily e-News) (Housecall) RISMedia’s Real Estate CEO Exchange Power Broker Forum, Reception & Dinner at NAR Annual Power Broker Forum & Reception at NAR Midyear Copyright® 2016 by The Relocation Information Service, Incorporated-RISMedia, Norwalk, Connecticut. All rights reserved. Editorial and executive offices at 69 East Avenue, Norwalk, CT 06851. Telephone: (203) 855-1234. Magazine subscription rate $83.40 per year, including postage ($166.80 for two years); Canadian subscription rate $200.00 (U.S.) per year, including shipping and handling ($400.00 for two years). All subscription and advertising correspondence call 1-800-724-6000. Material in this publication may not be stored or reproduced in any form without permission. Requests for permission should be directed to Managing Editor, RISMedia, Inc., 69 East Avenue, Norwalk, CT 06851. The opinions expressed in this publication are those of specific authors and columnists and are not intended to or do not necessarily represent the opinion or views of the publisher, his staff, other authors, advertisers, or subscribers.

{Did You Know?} #REalityCheck

Homeowners are feeling increasingly confident that now is a good time to sell a home, but renters are feeling uncertain they’ll be able to afford to buy, according to the latest Zillow® Housing Confidence Index.

According to a national survey of U.S. investors by Better Homes and Gardens® Real Estate, 94 percent of those who have invested in real estate are interested in making a future investment of this kind.

For the third time in five years, Silicon Valley ranked as the most expensive place to live in the U.S. in the Coldwell Banker Real Estate Home Listing Report. According to the report, the average four-bedroom, two-bathroom house costs $2,453,718 in this year’s most expensive market, Saratoga, Calif.

12 November 2016 RISMedia’s REAL ESTATE

60.5 percent of attendees from RISMedia’s “FirstTime Buyers: How to Capture and Convert into Clients for Life” webinar, sponsored by PNC Bank, believe it’s extremely important to have a social content strategy within their marketing plan to reach prospective clients, while 34.4 percent believe it’s somewhat important. The top five types of content deemed most valuable to share with prospective clients via social media include: Housing Market Info 53% Tips for Buying a Home 32% Tips for Selling a Home 9.2% Home Financing 4.2% Home Improvements/ Interior Design 1.6%

Why do so many real estate professionals put their trust in HSA Home Warranty?

More service providers, more service hours and more mobile accessibility than ever to serve the real estate industry. That’s why.

With HSA Home Warranty, your clients get reliable budget protection from unexpected covered home repairs backed by exceptional service. And you get a provider who works hard to better serve you.

For more information about HSA Home Warranties: VISIT |


800-367-1448 Š2016 Home Security of America, Inc. All rights reserved.

Empower them with the



{Policy Matters}

What You Need to Know about FinCEN’s New Anti-Money Laundering Efforts This column is brought to you by the NAR Real Estate Services group.

by Sarah Young


aw enforcement agencies and the financial sector in the U.S. devote considerable time and resources to combatting money laundering. In March, the Financial Crimes Enforcement Network (FinCEN) of the U.S. Department of Treasury issued Global Targeting Orders (GTOs) requiring specific title companies to identify natural persons with a 25 percent or greater ownership interest in a legal entity making an all-cash residential real estate purchase over $3 million in the borough of Manhattan in New York or over $1 million in Miami-Dade County, Fla.

FinCEN discovered that some of the covered transactions were linked to possible criminal activity by beneficial owners of shell company purchasers. As a result, FinCEN expanded the GTOs to additional geographic areas, which require title companies in those areas to comply with the GTO data collection and reporting requirements. Effective August 28, 2016 through February 23, 2017, the expanded GTOs cover the following geographic areas:

8$500k and above – Bexar County,

Texas 8$1 million and above – Miami-Dade,

Broward and Palm Beach Counties, Fla. 8$1.5 million and above – New York

City Boroughs of Brooklyn, Queens, Bronx, and Staten Island 8$2 million and above – San Diego,

Los Angeles, San Francisco, San Mateo and Santa Clara Counties, Calif. 8$3 million and above – New York City

Borough of Manhattan The GTOs do not impose any new obligations on real estate professionals; however, real estate professionals are included in the nonfinancial business sector category that may encounter money laundering activities. It is important to be aware of the GTO and understand that covered title companies may consult with real estate professionals to obtain information to comply with the order. Such communications should not affect the real estate sales transaction, as title companies are not required to report GTO covered transactions to FinCEN until 30 days after closing. NAR collaborated with the U.S. Department of Treasury to develop voluntary guidelines to increase real estate professionals’ awareness of the potential money laundering risks surrounding real estate transactions. The guidelines educate real estate professionals about red flags to be aware of during a real estate transaction and customer due diligence practices. Red flags may include large, unexplained distances between the location of the property and the buyer, unusual involvement by third parties, unusual sources of funding, or large amounts of cash being used for purchase. If red flags are present, a real estate professional may request in-

formation from the customer, such as a driver’s license or passport to confirm their true identity. If a legal entity, such as an LLC, is involved, a real estate professional may try to identify who controls or owns the entity. Real estate professionals may also discuss with senior management any situation that raises red flags and solicit help in monitoring and thoroughly evaluating the circumstances surrounding the suspicious activity. While recent FinCEN actions exclude explicit requirements for real estate professionals, the international Financial Action Task Force (FATF) will soon issue a report on the state of anti-money laundering regulation in the United States. FATF has consistently called for formal regulations governing real estate agents and brokers, and it is expected that FATF will renew this call in the new report. In anticipation of FATF’s report, NAR met with FATF and highlighted their efforts to raise awareness among real estate professionals. In addition, NAR stresses that including real estate professionals in anti-money laundering regulations is unnecessary, as regulated financial entities are best suited to detect and report suspicious activity in connection with the financing of real estate transactions. To learn more about NAR’s efforts on this issue, visit money-laundering. RE Sarah Young is the director of Real Estate Services for the National Association of REALTORS®.

RISMedia’s REAL ESTATE November 2016 15

{The NAR Power Broker Roundtable} Meet Bill Brown, 2016 NAR President-Elect MODERATOR:

J. Nicholas (Nick) D’Ambrosia Liaison for Large Residential Firms Relations, NAR; Broker of Record, The Long & Foster Companies, Chantilly, Va. PARTICIPANT:

Bill Brown 2016 National Association of REALTORS® PresidentElect; Founder, Investment Properties, Oakland, Calif. The Power Broker Roundtable is brought to you by the National Association of REALTORS® and Nick D’Ambrosia, NAR’s Liaison for Large Residential Firms Relations. Watch for this column each month, where we address broker issues, concerns and milestones.

Nick D’Ambrosia: As we wind down

another notable year in real estate, it’s important to take stock of what we’ve accomplished. But it’s equally important to start planning for the year ahead. Bill Brown will help us usher in 2017 as he steps up to the role of NAR President (learn more about Bill on page 51). Bill, in your opinion, what are some of the biggest challenges facing brokers?

Bill Brown: Profitability and liability continue to challenge brokers in today’s market.

ND’A: How is NAR helping brokers address these challenges?

BB: Perhaps the most important way

NAR helps brokers remain profitable, centers on the work we do to protect and promote homeownership and property investment. NAR advocates policy initiatives that support a fundamentally sound and dynamic U.S. real estate market, thus creating opportunity for brokers and agents to prosper. The REALTOR® Party’s

16 November 2016 RISMedia’s REAL ESTATE

Broker Involvement Program provides broker/owners with tools to rally their agents on critical legislative issues affecting our industry. Regarding liability, NAR’s legal department works vigilantly to protect brokers’ and agents’ businesses. A recent example is our victory against patent abuse in a settlement with Data Distribution Technologies, a subsidiary of the patent enforcement firm General Patent Corporation.

ND’A: Where do the greatest growth opportunities lie for brokers? BB: New and innovative technol-

ogy centered on big data, predictive analytics, and cognitive computing present tremendous opportunities for brokers. However, the most successful brokers will not only embrace new technologies, but also maintain the human connection.

ND’A: How can brokers best adapt their firms to serve today’s consumers, particularly millennials?

BB: Today’s hyper-connected consum-

ers, and millennials in particular, have a tremendous amount of information at their fingertips. Brokers must adjust their communication styles and deploy innovative technologies to meet the needs and style preferences of today’s consumer. Recruiting younger agents should be a priority for brokers. Young agents often provide innovative ideas and new perspectives. It’s important to note that understanding what is important to the buyer still applies to millennials. Knowing which technologies are best for each situation is important to demonstrating knowledge. These new technologies are not for everyone, but for millennials, they contribute to the livability they look for in homes.

ND’A: What are some of the most

important market trends brokers need to be aware of?

BB: National median existing-home

prices continue to rise at a robust rate of roughly 5 percent per year. This increase rests on the fact that inventory levels are very low, so even though the economy continues to move forward, many would-be buyers have been hampered by an inability to find a home in their price range. Homebuilders have been trying to fill the gap, but inventory pressures and diminishing affordability will likely remain a concern. For prospective homebuyers, the combination of rising home prices and escalating rents has put a squeeze on affordability. Many renters are under the mistaken belief that they need a down payment of at least 20 percent. In combination with high levels of student debt, younger households have been less active in the market, resulting in a sizable decline in the homeownership rate. The share of first-time buyers, currently about 30 percent of home sales, is well below the long-term level of about 40 percent.

ND’A: How can brokers make a differ-

ence in the success of their salespeople?

BB: First and foremost, you have to

love this business. Without enthusiasm and commitment, you cannot create a winning team or provide strong mentorship to your agents. Additionally, to keep up with the changes occurring within our industry, you have to be willing to get out of your comfort zone. Encourage your agents to do the same. REALTOR® associations and REALTORS®need to be the force leading the revolution. Finally, our brokers and agents have to realize how important it is for us to have every member participate in RPAC and respond to REALTOR® Calls for Action. NAR needs to ensure that our voice is heard. RE 8For an expanded version of this article and other NAR Power Broker Roundtable topics, please visit

! s U e e S e m o C National As


S® Conferen R O T L A E R f no

ce & E x p o

, FL st | Orlando e W r te n e C on

| Booth 265

nty Conventi

Orange Cou | 16 0 2 7, – 4 r e b


The process with Quicken Loans has been very easy and seamless. The BUYERS ARE HAPPY, and that makes me happy.

— Sandra C., Coldwell Banker, Georgia

(866) 718-9842 Quicken Loans Inc.; NMLS #3030; Equal Housing Lender. Licensed in 50 states. AR, TX: 1050 Woodward Ave., Detroit, MI 48226-1906, (888) 474-0404; AZ: 16425 North Pima, Ste. 200, Scottsdale, AZ 85260, Mortgage Banker License #BK-0902939; CA: Licensed by Dept. of Business Oversight, under the CA Residential Mortgage Lending Act and Finance Lenders Law; CO: Regulated by the Division of Real Estate; GA: Residential Mortgage Licensee #11704; IL: Residential Mortgage Licensee #4127 – Dept. of Financial and Professional Regulation; KS: Licensed Mortgage Company MC.0025309; MA: Mortgage Lender License #ML 3030; ME: Supervised Lender License; MN: Not an offer for a rate lock agreement; MS: Licensed by the MS Dept. of Banking and Consumer Finance; NH: Licensed by the NH Banking Dept., #6743MB; NV: License #626; NJ: Licensed Mortgage Banker – NJ Dept. of Banking, 1st (and/or 2nd) mortgages only; NY: Licensed Mortgage Banker – NYS Banking Dept.; OH: MB 850076; OR: License #ML1387; PA: Licensed as a 1st Mortgage Banker by the Dept. of Banking and licensed pursuant to the PA Secondary Mortgage Loan Act; RI: Licensed Lender; WA: Consumer Loan Company License CL-3030. ©2000 – 2016 Quicken Loans Inc. All rights reserved. Lending services provided by Quicken Loans Inc., a subsidiary of Rock Holdings Inc. “Quicken Loans” is a registered service mark of Intuit Inc., used under license.

{REBAC Report}

Recruiting Tips for Your Brokerage by Marc Gould


ecruiting should be looked at as a continuous process, rather than something that only happens when you’re in a bind. Ongoing recruiting allows you to be thoughtful and calm about who you’re looking for and not recruit in a panic, resulting in a poor hire. This measured approach creates a pool of candidates you can hire from in the future. Your agents may leave at any time, often for reasons other than dissatisfaction, such as illness or a spouse’s job transfer. Be proactive instead of reactive with an ongoing recruiting process, and you’ll be prepared to hire an excellent job candidate when the need arises. Before initiating a recruitment program, make it a priority to define the kind of agents that’ll fill a need in your brokerage. Are you looking for a seasoned agent, or a recent college grad? Do you need agents who have experience with a particular type of property, such as condos or tiny homes? Are you looking for agents who have experience working with specific types of clients, like first-time homebuyers, retirees, or people interested in vacation homes? Once you decide what kind of agent you need, you can tailor your recruitment process accordingly. Recruiting sources have changed significantly in recent years. Job search websites like Monster are no longer the only source of applicants. Social media has now grown as an important source of job seekers. Sure, you can recruit through Google+, LinkedIn and Facebook, but why not expand your efforts to include Pinterest, Snapchat and YouTube? Snapchat allows you to add a short video to

18 November 2016 RISMedia’s REAL ESTATE

your job posting, giving applicants an idea of your company’s culture. You can also create more permanent recruiting videos on YouTube. This allows you to verbally (and visually) explain your brokerage’s philosophy, set out your recruiting requirements and create interest in your company. Pinterest is another unconventional source of recruits, where you can post job openings, along with boards highlighting your company culture and links to your career page. Additional recruiting sources include referrals, networking events, community and civic groups, real estate schools, career seminars, and even a simple career page on your brokerage website. Don’t limit your recruiting efforts to only the real estate field. You can find candidates with great service and sales backgrounds in many types of businesses. No matter which tactics you use, be sure to track what works and what doesn’t in your recruiting process. With information on your success rate with various recruiting chan-

nels, you can refine your strategies to target the best candidates for your brokerage. It’s also important to identify why agents should choose your brokerage over any other real estate firm. Emphasize what makes your office stand out. Highlight your unique brokerage model and firm culture. Point out noteworthy employee benefits, such as health insurance, paid vacation days, salaries and training opportunities. Keep a running list of the strengths of your brokerage to have as a ready introduction for potential job candidates. Make recruiting a natural, ongoing process by focusing on the type of agent you want to recruit, expanding your recruiting channels and accentuating your brokerage’s unique features. Use these ideas to make your recruiting a success. RE Marc Gould is vice president, Business Specialties, for NAR and executive director of REBAC. A wholly-owned subsidiary of NAR, The Real Estate Buyer’s Agent Council (REBAC) is the world’s largest association of real estate professionals focusing specifically on representing the real estate buyer. With more than 30,000 active members, REBAC awards the Accredited Buyer’s Representative (ABR®) designation to REALTORS® who work directly with buyer-clients. To learn more, visit




LEADING REAL ESTATE COMPANIES OF THE WORLD is a selective global community of the highest quality local independent real estate companies. We exist to make our members better – with an international referral network, marketing and technology resources, professional development programs, unique events, and connections to opportunities and people worldwide. ®

{Executive Appointments} NRT LLC recently announced two newly created executive roles to enhance its growth strategy while optimizing the efficiency of its operations. Ryan Gorman has been promoted to chief strategy and operating officer and Peter Sobeck has been appointed to the role of chief recruiting officer. Gorman will be responsible for bringing a heightened focus on service delivery, defining a comprehensive, integrated growth strategy and leveraging the resources of NRT and Realogy to drive a superior experience for affiliated agents, employees and customers. Sobeck will work with field leadership to accelerate the recruitment of top-producing independent sales associates and refine NRT’s existing retention programs.

Ann Stafford has joined Weichert

Workforce Mobility Inc. as regional vice president of Canadian Operations. Stafford will chart Weichert Workforce Mobility’s strategic direction in Canada, overseeing client partnerships, customer service delivery, talent development and supply chain management, helping to identify new business opportunities. Working out of the company’s Toronto office, she

will report directly to Vicki Lander, executive vice president.

ERA Real Estate recently announced the promotion of Ed Barnes to senior vice president of Franchise Sales. Barnes previously served as managing regional vice president of Sales within the Realogy Franchise Group, where he developed a strong team and a robust sales pipeline over the last two years. As a member of the ERA senior leadership team, Barnes will lead the brand’s national sales team in support of the organization’s aggressive growth goals. Move, Inc., a subsidiary of News Corp and operator of online real estate services destination®, announced David Phillips will join the company as vice president, Industry Relations, National. Phillips will be responsible for managing relationships with MLSs around the country. He brings more than 25 years of MLS and association experience, most recently as CEO of the Pennsylvania Association of REALTORS®.

Realogy Holdings Corp. recently announced the appointment of John Peyton as president and chief operating officer for its subsidiary, Realogy Franchise Group. Alex Perriello, CEO of the Realogy Franchise Group, will now focus primarily on strategic growth, while Peyton will be responsible for the operational management of Realogy’s franchise brands. Peyton is a recognized global branding leader in a multi-brand environment.

Cheri Bungard

has been named senior vice president of Weichert New Homes, where she’ll be responsible for the financial performance, growth and strategic direction of Weichert’s new homes sales and marketing business. Bungard will also oversee the daily operations of the company and will work with Weichert sales associates who specialize in new home construction to effectively market new construction projects throughout Weichert, REALTORS®’ service area. RE For more executive happenings, please visit

{RREIN Reporter} News and information for and about RISMedia’s Real Estate Information Network® (RREIN) LP Finn COO

Whitney Finn LaCosta Executive Vice President & General Sales Manager Coach Real Estate Associates

Robert LaCosta

Managing Partner, Coach Title Insurance and Residential Mortgage

All for One: Coach REALTORS®’ Culture of Unity Sparks Success by Barbara Pronin Barbara Pronin: Why don’t we begin with a brief recap of the company’s venerable history. LP Finn: Coach REALTORS® is honored to have a 62year history serving discriminating buyers and sellers in the core Long Island, N.Y. area. My parents, Larry and Georgianna Finn, acquired the company from its original owners more than 35 years ago, and they are still a guiding force in our overall growth strategy. Today, my sister, Whitney Finn LaCosta, and her husband, Robert LaCosta, oversee the company’s branch office operations, as well as our mortgage and title insurance operations, respectively, and we are all involved in the major decision-making, which helps to keep us innovative and focused. BP: How would you characterize the company’s positioning in the marketplace? Whitney Finn LaCosta: I’m proud to say we rank among the top independent brokerages in the nation, with sales last year of more than $1.3 billion. We are affiliated with leading international and luxury real estate companies around the globe, which allows us to provide our high-end sellers with the kind of elite, worldwide showcase that brings rewarding results. But we are equally focused on expanding our footprint across all price points in the busy Long Island market. We’ve already made several strategic acquisitions this year, and we are a soughtafter brokerage in the Long Island luxury market. In all, we now have more than 700 licensed sales associates serving buyers and sellers in 19 offices.

22 November 2016 RISMedia’s REAL ESTATE

BP: What kind of training and technology do you provide to your sales associates? WFL: We are committed to providing an advanced suite of tools and technology for our agents, including leadingedge mobile technology, as well as proprietary training geared toward every level of experience. We offer unlimited access, at no cost, to the specialized online training provided by Leading Real Estate Companies of the World®and to a variety of learning systems, including an extensive array of seminars given by some of the industry’s most innovative minds. But also—and I think this is crucial to our success—we are less concerned with technology’s bells and whistles than with the company culture we embrace. As a company, one of our main goals is to nurture and celebrate success. We operate on the principle that one person’s success is the success of all of us, that it elevates our standing as a whole. BP: How do you maintain this kind of unified vision? Robert LaCosta: To begin with, our leadership team doesn’t live in an ivory tower. Our doors are always open and we are all immersed in the day-to-day activities of our people. Also, unlike some companies who are shrinking their brick and mortar presence, we want our sales teams working in the office side by side, because together, we can all become problem-solvers. At our annual Career Conference, where enthusiasm is always high, we bring in some of the industry’s top minds to inspire and empower our people. We know from experience that inspired agents are the most committed and productive. BP: How have your marketing and promotional strategies evolved to connect with today’s consumer? LPF: We’ve made a sizeable investment in our online presence. In September, we launched an exclusive online “re-targeting” program for all listings and a special agent marketing platform called C-Suite. The re-targeting program will allow Coach listings to reach more buyers in the local marketplace, while C-Suite will provide our sales associates with the finest customized, on-demand personal promotion. At the same time, we are very proud of our proven relocation division, which brings quality referrals to our agents, such as the $5 million horse farm we sold this year. BP: In your opinion, what does an agent need in order to succeed? RL: To become the best, you must be consistent, or-

ganized, dedicated to increasing skills and knowledge, and passionate about providing the best possible customer experience. In addition, the brokerage must support these efforts in unique ways. Our connection with Fairfield Mortgage Company and Coach Title Insurance Agency are prime examples. The mortgage and title entities provide enhanced agent training, allow the agent to have more control of the transaction, and, most importantly, help deals close faster.

BP: And finally, LP, what are the family’s plans for continuing to grow the company? LPF: We will continue to consider strategic acquisitions

of like-minded companies that can help us expand our footprint, but we are focused now on vertical growth—in expanding our representation at all price points and delivering new and innovative services across the board. We are also open to recruiting new and experienced sales associates—people from all walks of life who have already experienced a degree of success in their former occupations or pursuits. In short, we are proud of the stature we’ve attained, both as “the local company with a global reach” and as the company you can trust. RE For more information, please visit

RREIN Members in the Spotlight at RISMedia’s Real Estate CEO Exchange During RISMedia’s Real Estate CEO Exchange this past September at the Harvard Club of New York City, several RREIN Members were on board to share insights and strategies. See more RREIN Members and our full event recap beginning on page 38.

Gary Rabon (middle), President & CEO, Coldwell Banker Advantage

Jeff Detwiler (left), President & COO, The Long & Foster Companies

Ed Krafchow, Chairman of the Board, Better Homes and Gardens Real Estate Mason-McDuffie

Vince Leisey, President, Berkshire Hathaway HomeServices Ambassador Real Estate

Maryann Vitale Alles, President & CEO, Berkshire Hathaway HomeServices Select Properties

Whitney Finn LaCosta, Executive Vice President & General Sales Manager, Coach Real Estate Associates

Todd Hetherington, CEO, CENTURY 21 New Millennium

RISMedia’s REAL ESTATE November 2016 23

Down Payment Assistance Programs

Unlock the Door to Homeownership by Zoe Eisenberg

by Zoe Eisenberg

Freddie Mac dispels the 20 percent down payment myth


he current housing market is ripe with opportunity. Interest rates remain low, credit availability is expanding, and employment is

on the rise. For many hopeful homeowners, however, one hurdle they may not feel comfortable getting over comes in the form of the down payment. In fact, many buyers (and real estate professionals) believe that in order to purchase a home, a 20 percent down payment is necessary. Luckily, this long-held notion is untrue, but its widespread belief locks out thousands of potential homeowners who may have great credit and a steady income but less than 20 percent in their savings account.

24 November 2016 RISMedia’s REAL ESTATE

As a real estate professional, this information is vital, as it opens up your business to an entire fleet of clients you may have previously believed were ineligible. So where can you direct potential clients who can’t afford a large down payment? The answer is Freddie Mac. Options offered through Freddie Mac have long allowed for 5 percent down, and their Home Possible Advantage® mortgage is available to qualified borrowers with as little as 3 percent down. This nominal amount can even be provided through a gift from a family member or employer, or a grant from a government agency. Dispelling the 20 Percent Myth According to the Q1 2015 U.S. Home Purchase Down Payment Report published by RealtyTrac®, the average down payment for single-family homes bought in the first quarter of 2015 was 14.8 percent, down from 15.5

percent in 2014. Further, in 2015, about 40 percent of homebuyers put down less than 10 percent, and nearly a third of the 1.6 million loans funded by Freddie Mac were for buyers putting down less than 20 percent. Financial Help Is Available for Your Clients “The U.S. Department of Housing and Urban Development provides grants to state and local organizations through the HOME Investment Partnerships Program and the Community Development Block Grant Program,” explains Danny Gardner, vice president of Single-Family Affordable Lending and Access to Credit at Freddie Mac. “State and local housing finance agencies administer many of these programs, and we work with many of them to offer potential buyers access to homes.” Gardner explains that Freddie Mac’s 3 percent down mortgage product can be easy for clients to obtain. Below are a few simple steps you can walk your clients through: 4 Talk to their lender. Freddie Mac works with more than 3,000 lenders nationwide, so there’s a good chance your client’s lender offers Freddie Mac Home Possible Advantage, although they may call it a different name. If not, you may want to shop around.

4 Plan to live in the home. To qualify, your client must plan to live in the home they are financing, which nixes second homes and investment properties. Your client can also refinance their existing mortgage without taking any cash out. It’s available in 15-, 20- and 30-year fixed-rate terms. 4 Gather enough money. Although the down payment is low, your client must have funds to cover the down payment and closing costs. The good news is that these funds do not need to be their own. According to a June 2016 Freddie Mac 55+ survey, over 20 percent of 55+ homeowners said they have helped family and friends with a down payment. Taking the time to educate your client is key, but you don’t have to do it alone. “Freddie Mac Borrower Help Centers and the Borrower Help Network deliver free counseling services across the country,” concludes Gardner. “Equipped with knowledge and some help with the down payment, many households today are finding that homeownership is now within reach.” RE

Real estate professionals looking for more information about down payment assistance can visit



* Faster Single-Step Checkout


Use Discount Code


to receive 20% off your first REALTOR® Store purchase!

* Expedited Checkout for MVP Rewards * Intuitive, Dynamic, Responsive Design * Rating and Reviews for Products * Member-only savings and free Products


The Power of Referrals by Buffini & Company


ne of the goals of any real estate professional is to build a steady stream of reliable leads. However, when many agents start out in the industry, they rely on traditional methods to market their business and generate leads. Unfortunately, even as they gain experience, they continue to rely on those unreliable traditional methods of lead generation instead of tapping into their most valuable resource—their clients. Although the transaction ends when your clients sign the papers, your relationship with them doesn’t. When you continue to offer great service to your clients after the transaction has closed, they’ll appreciate the value you provide, and, if asked, will refer you to their family and friends. After all, they want to make sure the people they care about are taken care of.

Focus on the Relationship When you work by referral, your focus is on continuing to build a solid foundation for the relationship. This means staying in touch, finding ways to serve and looking for ways to connect them with other people or businesses in your network. Your relationships drive your business. From those relationships come referrals.

Think Like a Client According to a study by Nielsen, 92 percent of consumers trust referrals from people they know. If you’re looking for a good hairstylist, contractor or gardener, don’t you usually ask your friends who they use? If your friends have had a great experience with the service, you’ll trust that you’ll have a great experience as well. The same is true for your clients. If they’re referred to you by someone they trust, they’ll often extend that trust to you. This is why referred leads are “warmer,” more reliable and often a higher quality than leads received through traditional sales methods. Instead of starting at square one, trying to explain your services and how you work, you can jump into building the relationship and finding ways to help them achieve their real estate goals.

Give. Since high-quality service is your calling card, provide value and look for ways to help. When you speak with clients, listen for a need. Are they thinking of renovating a bathroom? Connect them with a contractor or plumber in your network. Is their child applying to colleges out of state? Give them a book to help them cope with having an empty nest. While these gestures seem small, they show your clients that you care and that you’re looking out for their best interests.

26 November 2016 RISMedia’s REAL ESTATE

Ask. Many agents think if they offer their clients great service, their clients will automatically refer them. Not necessarily; sometimes they need a gentle reminder. At the end of your conversations, remind them that you’re never too busy for their referrals, or include a reminder at

the bottom of your correspondence. This suggestion will stay at the top of their mind, so if a family member or friend mentions they’re thinking of buying or selling a home, they’ll think of you. Receive. When you receive referrals, acknowledge and reward the referrer with a note and a small token of appreciation, such as a gift card to a favorite restaurant or store. Even if the referral doesn’t lead to a closed transaction right now, it may lead to more referrals in the future. The intention is to reward the behavior, not the result. If you want to enjoy a steady stream of reliable leads, lean into your relationships with your clients and ask for referrals. Not only will you always have leads in your pipeline, but you’ll also build a database of great people who you enjoy serving. And, what’s more fun than helping people you genuinely like achieve their real estate goals? RE For more information, please visit

Coffee lover... REALTOR Always available! ®

Hey, is that shop still available on Main St? Checking … Yes! And price reduced What’s the area like … Any similar businesses? New permits? What’s nearby? Looking now ... Check your email Sent property report PLUS market analysis ALREADY? You rock! When can I see it? Does 10 am work? I’ll bring coffee

RPR’s app now includes Commercial data

© 2016 Copyright. All Rights Reserved. Realtors Property Resource, LLC® is a member benefit of the National Association of REALTORS®.

{Basic Training}

Creating Your Own Luck by Verl Workman


love being around lucky people. They believe they’re always going to get the closest parking space at the mall, and they’re going to win the raffle at church or work. They always enter drawings— and believe they’re going to win—just because they’re lucky.

Other people will say just the opposite. They never get a good parking space, they never win drawings, and they don’t understand why other people are so lucky. I believe how you feel and act determines your outcome. In a great book by Dr. Richard Wiseman, “The Luck Factor,” he discusses the difference between the lucky and the so-called unlucky. After years of research, Wiseman determined that luck is in your hands, and that by following specific principles, you create your own lucky future. As we approach the end of 2016 and plan for 2017, now’s a good time 28 November 2016 RISMedia’s REAL ESTATE

to consider your luckier future. The first step is to change the conversation that’s going on in your head. I’m a firm believer that the way we speak to ourselves really matters. For example, if you constantly say, “I’m really bad at taking tests,” you become really bad at taking tests. I’m not saying taking tests is easy for everyone, and that some people don’t have real issues, but often, we have one or two bad experiences, so we conclude that our current experience will mirror those in the future. The opposite is actually true. Instead of saying, “I don’t test well,” change the conversation to be something more

like this: “I master testing because I am more prepared than most,” or even, “I love taking tests.” By changing the conversation and then doing what’s necessary to make your conversation become reality, you become a luckier person. Next, take action. When you’re in the mindset of a lucky person, you take action to put yourself in a place to take advantage of opportunities when they appear. Because you believe that you’re about to have a breakthrough and a bunch of new business is going to magically fall in your lap, you prepare and prospect so it actually happens. Now, let’s take luck to a new stratosphere. What if I told you that you could be as lucky as you are committed to money-making activities? What I mean is that you focus on the things that are necessary for success, such as 61 points of rhythm, daily prospecting, or working your sphere of influence. As you begin to prospect every day, you begin to get “lucky.” As a result of your daily efforts, new business finds you, and you begin to gain new clients. The real question is: Are you ready to change your luck and start being the luckiest person you know? If so, change the conversation in your head and start doing the activities that create real luck…and real success. RE Verl Workman is the founder and CEO of Workman Success Systems (385-282-7112), an international speaking, consulting and coaching company that specializes in performance coaching and building successful power agents and teams. Sign up today for a free business consult with Verl by sending an email to To hire Verl to speak at your next event, email


visit for your free download

25% of all housing transactions involving Hispanics are negotiated entirely in Spanish.

English – Spanish | Español – Inglés

GLOSSARY OF REAL ESTATE INDUSTRY TERMS For more information, or to find out how you can order co-braded print copies, contact us at

Real Estate Investors Target College Towns…Maybe You Should, Too Commentary by Kevin Matthews


very year, well over 100,000 students, faculty and staff infiltrate the otherwise sleepy little community of Bryan-College Station, Texas. Why? College Station is home to one of the world’s largest universities—Texas A&M—and Bryan is home to Blinn College. These two institutions combined tip the enrollment scales at over 100,000 undergraduate students, making the area a prime location for international investors. But what makes this market unique is that on-campus housing—the dorm life—is limited to less than 25 percent of the freshman class. Plus, a significant majority of the remaining students, and a very large percentage of the supporting staff and ancillary service providers, choose to rent during the school year, rather than own. This makes for a huge off-campus rental market, and investors across the globe are taking notice. If you’re an owner looking for an ancillary product to add to a growing list of services, or a sales professional wanting to build an international niche, you should consider targeting college towns like Bryan-College Station. Historically, college towns across the country—especially in states like Texas—have some of the most

undervalued real estate in the nation, and savvy investors are cashing in on the opportunities. Teams like

mine at CENTURY 21 Beal in College Station are creating a full-service investment real estate sales and management niche by attracting large investors looking for secondary and tertiary markets to drive portfolio value and first-time buyers who appreciate and value real estate as an asset to building wealth. “I like to use the 1 percent rule,” says NFL Hall of Famer and real estate investor Bruce Matthews. “If I can buy a $200,000 property that rents for 1 percent, or $2,000 per month, I’m cash-flow positive with current interest rates and a 20 percent down payment. I just let the tenants pay for my house and let Aggieland Properties take care of everything else.” Bruce isn’t alone. Investors across the globe are zeroing in on college towns for their historically affordable real estate, extraordinarily captive audience of tenants and tremendous cash flow opportunities. The opportunity, therefore, is for professionals to step in on behalf of their clients, be the knowledgeable resource about the market and the product type the investor is interested in, negotiate the best deal possible on their behalf, and complete the transaction for investors who, in many cases, conduct this business without even stepping foot in the market. You’ll need a system and platform that best suits your needs to leverage these opportunities, and we couldn’t ask for a better partnership than the one we have between Century 21 Real Estate and the CENTURY 21 Beal, Aggieland Properties Team. RE

Kevin Matthews is a sales professional with CENTURY 21 Beal, Aggieland Properties Team.

RISMedia’s REAL ESTATE November 2016 31

32 November 2016 RISMedia’s REAL ESTATE

Are You Fast Enough? Solves the Need for Speed by Maria Patterson


emember the days when you had to wait for someone to return your call? And if you weren’t by your landline (simply known as “the phone” back then) when that person called back, forget about it—an endless game of phone tag would ensue before a connection was made and you could finally get what you needed. In an incredibly short amount of time, however, technology has drastically changed how people request and receive products, services and information, and consumer expectations have evolved to reflect immediacy and urgency as key components of service and trust. Young, old, and all ages in between, we’ve become a culture that expects our communication and interactions to be in real-time—or close to—convenient, and now! “Consumers want instant gratification at the moment of intent,” explains Stephanie Sullivan, CEO of technology provider CurbCall. “We have been spoiled and taught through technology to get what we want when we want it. You want a ride, you Uber; you want answers, you Google. Even Amazon is now offering (almost) instant delivery.” Having grown accustomed to this instant-gratification way of life, when we can’t get what we want in a convenient “near-instant” fashion—whether it be a pair of shoes, a hotel room, a phone representative, or an insurance quote—we’re quick to discount the source and

move on to another so we can get what we want faster. Real estate is no exception.

The Real Estate Response-Time Dilemma Real estate professionals have seen these consumer trends, and are increasingly aware of the impact of response time, good or bad. Losing a sale to a competitor because of response time directly affects the bottom line. In a busy client-centric world, it’s a tough—and all too common—challenge for many independent (especially small office) professionals to juggle in-person interaction, prospecting, listing acquisition, and their lead pipeline. There just isn’t time. “Time is perhaps the most precious commodity we have,” says President David Mele. “We’re looking at a real estate market where inventory is tight, so responsiveness can be an edge for agents, and a definite win to engage consumers.” There is plenty of research to back up Mele’s theory. According to an Lead Response Study, leads contacted within the first five minutes are 100 times more likely to close. What’s more, research from the California Association of REALTORS® (C.A.R.) shows that a majority of homebuyers view “responsiveness” as the most important quality in selecting an agent—beating out worthy characteristics like “trustworthiness” and “knowledgeability.” Factor “always-connected” millennials into the equation and the importance of responsiveness goes up a RISMedia’s REAL ESTATE November 2016 33

few notches. In a 2014 C.A.R. survey of millennials, the majority (69 percent) cited “better communication with agent” as the No. 1 thing they would change about their home-buying experience. The data is irrefutable, yet the nature of the real estate professional’s job works against the ability to provide an immediate response. High-performance agents spend their days running around town on listing appointments, showing homes and attending community events, not sitting by their phones waiting for inquiries the moment they come in. Voicemail is one solution, but most buyers will call the next agent on their list rather than wait for a return call. This raises the question: how can agents improve lead response time when their success is largely dependent upon serving existing clients and prospects? The struggle is real. “Agents are really, really busy, while consumers are expecting quick responses during their digital home search activities,” agrees Mele. “WAV Group did a study that revealed almost half of inquiries were never responded to, and another report from PCMS and One Cavo said that 75 percent of leads were lost because of lack of response, or the length of time to respond. There’s obviously a huge opportunity for the agent who can offer responsiveness and speed—they stand a much better chance of winning the initial relationship.” The industry agrees. “In an age where instant results are expected, responding to clients immediately is not only crucial, but mandatory,” explains Sellstate Realty CEO Arthur Darmanin. “Anything short of an immediate response runs the risk of harming your business. Sellstate understands this need and ensures our members are provided with the tools necessary to notify them of an inquiry as it is submitted, allowing them the opportunity to respond instantly, providing a higher and more convenient level of service to their clients and prospects.” Confirming these evolving consumer expectations, industry veteran Gary Keller, co-founder of Keller Williams, recognized instant response as one of six technology trends that will reshape the real estate industry. During his opening speech at Mega Camp 2016, Keller noted, “The industry is beginning to leverage technology to improve a long-time weakness: response time.”

The Instant Response Solution The stats confirm it, and consumers demand it, so it’s no surprise that real estate professionals need it: an actionable strategy to improve the response time on initial leads. To help agents and brokers achieve this goal, 34 November 2016 RISMedia’s REAL ESTATE recently launched its Instant Response Technology (IRT) toolset. “We started with two questions,” says Vice President of Sales Erin Ruane. “‘How can we help agents and brokers meet consumer expectations of immediate contact?’ and ‘How can we help those agents and brokers save time?’ Our new Instant Response Technology answers both of these key questions to help drive our partners’ success.”

“Time is perhaps the most precious commodity we have. We’re looking at a real estate market where inventory is tight, so responsiveness can be an edge for agents, and a definite win to engage consumers.” – DAVID MELE President,

The new IRT toolset—comprised of Lead Concierge and TalkNow—is focused on helping real estate professionals respond faster and close more leads.

Lead Concierge—Your On-Demand Call Center Lead Concierge is designed to empower brokers and agents to work smarter, not harder, by providing a call center service that represents them, acting as a first response to consumer inquiries; in the event the agent or broker cannot be reached for a qualified lead transfer, Lead Concierge offers immediate communication until agent or broker follow-up is possible. Incoming calls and email inquiries are answered by a well-trained Lead Concierge Assistant on behalf of the agent or broker, with Lead Concierge adding an important step by screening calls with a series of qualifying questions, such as:

Are you currently working with an agent? What is the time period for your home purchase? Has a budget been determined? Have you been pre-qualified for a mortgage? Leads are considered “disqualified” if a caller is already working with another agent, is looking to rent rather than buy, or is inquiring about a property below a certain price threshold. Qualifying leads are transferred to the agent or broker, while other leads are sent to the agent’s dashboard for follow-up at their convenience.

“In essence, we’re providing a personal assistant to real estate brokers and agents to help them work efficiently,” says Mele. “They can’t be everywhere at the same time. If they’re actively engaged with a client, they can’t stop and answer the phone or send a text. Lead Concierge will perform that service for them while helping qualify and prioritize leads.”

TalkNow—Making Real-time Introductions takes IRT even further with the launch of TalkNow, an app that instantly connects consumers searching for properties online with a real estate professional. When a homebuyer is interested in a property on, he or she can simply click the TalkNow button to alert local agents that a request to connect has been made. Instead of sending a form and waiting to be contacted, the inquiry is instantly sent to TalkNow, which matches the consumer with an available agent in the coverage area for that listing. The agent can then choose whether or not to accept it. If they accept the request to connect, TalkNow provides the agent with links to text or call the prospect immediately. “TalkNow is like Uber for a real estate agent,” explains Mele. “Participating agents let us know when they’re available to take inquiries—they can turn themselves on and say, ‘I’m available now,’ and TalkNow will connect them with consumers who are wanting help on specific properties right then and there. These are about the hottest leads you can get.” According to Sullivan of CurbCall, this type of technology is critical to a real estate professional’s livelihood. “If an agent does not respond instantly to a consumer’s request to connect, the lead is gone, or the consumer is off doing something else,” says Sullivan. “The instant connection to agents is what consumers have come to expect. It is imperative that agents connect instantly to real estate leads at the moment of intent, or they’re lost, losing the brokerage firm the money it has invested in generating leads and the potential commissions.” Ruane explains that’s Instant Response Technology is geared toward meeting the demands of an evolving consumer. “The mindset, especially among millennials, is that the word ‘faster’ equals ‘better’—and, in their minds, ‘faster’ equates to ‘instant’,” she says. “We introduced the IRT toolkit to help agents connect better, faster and instantly. Research proves that the first real estate agent to respond to an inquiry often wins the consumer; we’ve introduced technology that helps them make those instant connections and, as a result, leverage new opportunities to win more business.”’s TalkNow app matches interested consumers with available agents a la Uber. And real estate professionals get that. “There has been a lot of talk within the industry about how important instant response is to the bottom line,” says Ruane. “That buzz has paved the way nicely for us; it makes adoption and understanding easier.”

A Competitive Must-Have With responsiveness standing out as a leading differentiator for consumers, real estate professionals must find a way to improve response time…or risk getting left behind. Mele believes that’s Instant Response Technology offers real estate professionals equal footing. Unlike other portals, requires no minimum spend to take advantage of Lead Concierge and TalkNow.

“Research proves that the first real estate agent to respond to an inquiry often wins the consumer; we’ve introduced technology that helps them make those instant connections and, as a result, leverage new opportunities to win more business.” – ERIN RUANE Vice President of Sales,

RISMedia’s REAL ESTATE November 2016 35

Instant Response—It’s Now or Never A recent poll of homebuyers conducted on helps emphasize the need for instant response: •2  2 percent expect to receive an immediate response when they submit an online form, and over 50 percent expect a response in under one hour. •5  2 percent expect response time to be faster during business hours, when agents and brokers are busiest. •5  6 percent report that initial response time is a consideration when selecting an agent to represent them in their next real estate transaction. “What we really want to do is level the playing field for the agent,” says Mele. “Responsiveness is a differentiator, and size of spend should not factor into the equation.” This philosophy goes hand-in-hand with’s longstanding positioning of quality over quantity. Not only do Lead Concierge and TalkNow help brokers and agents respond more rapidly to leads, they ensure they’re responding to the right leads. “Other portals are chasing bigger and bigger—we aren’t doing that,” says Mele. “We’re chasing better and better. It’s not about how many unique visitors and pageviews we have, but having the right visitors and engaged pageviews, because that’s what will drive results. “We attract a lot of ‘top of the funnel’ consumers—75 percent of our buyers aren’t working with a real estate professional yet. That’s a great opportunity,” says Mele, “to make a valuable connection with qualified professionals through local brand advertising.”

A Full-on Digital Marketing Strategy’s Instant Response Technology is a logical addition to its suite of digital marketing offerings. “We’ve always seen our role as helping the real estate professional stand out and differentiate themselves through SEO services, websites, quality lead generation programs, and, as a natural progression, we are able to offer services to accomplish what many agents and brokers can’t or shouldn’t do on their own,” says Ruane. “We’re helping them differentiate themselves. is doing what we’ve always done—we’re just applying it in a new way.” Among the firm’s most popular digital marketing services are its SEO Fuel and Social Fuel tools. SEO Fuel takes a complicated and technical—yet necessary— task out of the real estate professional’s hands, helping them gain important ground in search engine results.

36 November 2016 RISMedia’s REAL ESTATE

“Search engine optimization requires active, hands-on management,” Ruane explains. “That is an area where real estate brokers and agents are not going to be as efficient as they’d like to be. We’d like for them to look to us as the expert.” Brokers and agents also need to stand out on social media, the modern-day version of “word of mouth,” Ruane believes. “Social media can be an effective lead generation tool, but only if actively and thoughtfully managed,” she explains. “Is the content appropriate? Is the posting happening at the right time? The goal is to have a two-way dialogue versus a one-way content push with the end result of increasing engagement and generating leads. Social Fuel helps agents and brokers use the power of social media to brand themselves, to connect to their social sphere, and to promote their listings.” From onsite branding opportunities like Featured Ads, where agents can market themselves in a city or zip code, and Local Connect, which enables agents to position themselves on listing detail pages, to off-site opportunities like SEO Fuel and Social Fuel, offers real estate professionals a digital marketing strategy that’s focused on branding and connecting with active buyers and sellers. Lead Concierge and TalkNow are taking that mission to the next level by solving the dilemma of faster response time. “It’s a pretty powerful toolkit,” says Ruane. “Add in the fact that is a search portal that’s proven to attract transaction-ready, well-qualified consumers, and it’s a winning combination for agents and brokers.” As Mele says, “ is more than just a portal. We’re helping round out the digital marketing strategy for agents and brokers, while helping them remain competitive.” RE by the Numbers





Million visits monthly

Million property listings

Percent of pageviews are consumers searching for their next home

Percent of buyers are not yet working with an agent

Omniture SiteCatalyst March 2016, internal reports and 2015 survey of registered users For more information, please visit

{Scene & Heard}

Power Brokers Seize the Day, Prepare for the Future at RISMedia’s Real Estate CEO Exchange by Maria Patterson


sold-out crowd of 250 of the country’s top brokers, franchise executives and industry leaders packed Harvard Hall during RISMedia’s Annual Real Estate CEO Exchange, held at the hallowed Harvard Club of New York on Sept. 13 and 14.

BH&G RE Mason-McDuffie Chairman Ed Krafchow says it’s time to change how we look at things.

Realogy Franchise Group President Alex Perriello advises brokers to remain relevant.

Titled “Seizing the Day, Winning the Future,” the invitation-only CEO Exchange provided in-depth coverage of the opportunities present in today’s market, from millennials to favorable interest rates, as well as concerns about the future, from the presidential election to mounting student debt. Hosted by RISMedia President, CEO and Founder John Featherston, the event featured more than 35 speakers participating in 12 presentations and panel discussions over the day-and-a-half-long event. CEO Exchange highlights included an opening State of the Union address from Realogy Franchise Group President Alex Perriello, who emphasized the importance of technology and innovation for future success: “Keep asking yourself, ‘Am I relevant to all the different constituents that I rely on?’” On day two of the event, HSF Affiliates CEO Gino Blefari provided an opening address in which he shared his personal journey to success, along with the seven principles that can enable anyone to succeed in any market. “If you’re interested in being good, do what’s convenient,” said Blefari. “If you’re committed to being successful, you do whatever it takes.” (continued on page 41)

38 November 2016 RISMedia’s REAL ESTATE

RISMedia’s John Featherston welcomes the CEO Exchange at-capacity crowd of 250 real estate leaders to The Harvard Club of New York.

RESPRO’s Ken Trepeta outlines the potential impact of the highly polarizing presidential election.

HSF Affiliates CEO Gino Blefari shares hands-on strategies for success in any market.

From left to right: HomeSmart Professionals’ Dean deTonnancourt; Compass’ Leonard Steinberg; and BHHS Ambassador’s Vince Leisey discuss ‘The Evolution of the Real Estate Model.’

Long & Foster’s Jeff Detwiler shares the opportunities and challenges in the MidAtlantic region.

From left to right: Windermere’s OB Jacobi; Latter & Blum’s Rick Haase; BHHS New England’s Candace Adams; and BHHS Select’s Maryann Vitale Alles provide insights on ‘The State of Real Estate: From Macro to Micro.’

RISMedia’s REAL ESTATE November 2016 39

Top left (from left to right): First Team’s Michael Mahon (formerly of HER REALTORS®); RE/MAX of Barrington’s Paul Wells; Howard Hanna’s Helen Hanna Casey; and C21 New Millennium’s Todd Hetherington share strategies for ‘Achieving Agent Buy-in.’ Top right: Champion Realty CEO & President Jon Coile moderates ‘The Evolution of the Real Estate Model.’ Left (from left to right): Pacific Union’s Mark McLaughlin; Keller Williams’ Cary Sylvester; and UpstreamRE CEO Alex Lange reveal the project’s latest status during ‘Upstream Update.’

Save the Date!

Above left: Allen Tate President & CEO Pat Riley moderates ‘The Future of Homeownership.’ Above center: Windermere Real Estate President OB Jacobi. Above right: Climb Real Estate’s Chris Lim (left) discusses new business models with Launch Founder John Vatistas. Right: Top broker panelists during ‘Training and Coaching: Finding the Right Formula for Your Firm’ (from left to right): CB Advantage’s Gary Rabon; Engel & Völkers Minneapolis’ Geoffrey Bray; Keller Williams’ Rick Cunningham; ERA Central Realty Group’s Stephanie Bellanova; Coach Real Estate’s Whitney Finn LaCosta; and moderator Jose Perez, vice president of Proxio

40 November 2016 RISMedia’s REAL ESTATE

RISMedia’s 2017 Real Estate CEO Exchange will take place on Sept. 12 and 13 in New York City. Visit for more information.

BH&G Rand Realty General Counsel and Managing Partner Joe Rand moderates ‘Achieving Agent Buy-in.’ From left to right: McEnearney Associates’ David Howell; LeadingRE’s Pam O’Connor; and Halstead Property’s Diane Ramirez predict ‘The Future of Homeownership.’

(continued from page 38)

Dynamic panel discussions at the CEO Exchange covered pressing topics such as: The Evolution of the Real Estate Model; The Independent Contractor Issue; Communication Strategies for Uniting Your Sales Force; Upstream Update; How the Presidential Election Will Impact Your Business, and many more. RISMedia’s CEO Exchange was capped off in luxe Manhattan style during RISMedia’s Ultimate Power Broker Open House Closing Reception, held at the Duplex Penthouse at 50 United Nations Plaza on the city’s East Side. Sponsored by Halstead Property, the Power Broker Open House provided attendees with a rare opportunity to tour the $70 million, 9,700-square-foot listing on the 42nd and 43rd floors of the luxury high-rise, and take in sweeping views of the city, including the East River, the United Nations Plaza, and the Chrysler and Empire State buildings.

Newly appointed ERA Real Estate President & CEO Susan Yannaccone provides insights on her plans and strategies for the brand.

NAR’s General Counsel Katie Johnson provides an update on the independent contractor issue.

Find in-depth coverage of all panels and presentations at using keyword, “CEO Exchange.”

2016 Real Estate CEO Exchange Sponsors Master Level Berkshire Hathaway HomeServices Better Homes & Gardens Real Estate CENTURY 21® Real Estate • ERA Real Estate • National Association of REALTORS® Quicken Loans® •®

SmartZip CEO Avi Gupta welcomes attendees to the CEO Exchange Networking Luncheon.

Host Level American Home Shield • Halstead Property Leading Real Estate Companies of the World® MRE – Win Local® • Pillar To Post Home Inspectors Real Estate Webmasters • Realtors Property Resource® SmartZip • Wells Fargo Home Mortgage • Zillow® Group

Event Level Delta Media Group, Inc. • The Entrust Group HSA Home Warranty • Moxi Works • NRG Home ReferralExchange • zipLogixTM

First Team’s Michael Mahon and RE/MAX of Barrington’s Paul Wells share strategies for ‘Achieving Agent Buy-in.’

RISMedia’s REAL ESTATE November 2016 41

Realogy’s Jerri Lynn Perriello; Latter & Blum’s Rick Haase; and Engel & Völkers’ Jacob Stepan

From left to right: Kevin Thomas and Seton McKeon with BHHS Zack Shore REALTORS®; Laura Rubinfeld and Jorge Ledesma with Eastern Bergen County Board of REALTORS®; and Mike Basile with BHHS Montana Properties

RE/MAX Gateway’s Scott MacDonald shares a laugh with Zillow’s Nick Bailey.

Back by popular demand, cigar rollers sponsored by Quicken Loans sent guests home with a special take-away.

CEO Exchange guests gathered at the Welcome Reception, sponsored by Better Homes & Gardens Real Estate.

Coldwell Banker President & CEO Charlie Young (left) with Proxio’s Jose Perez

BH&G Rand Realty’s Joe Rand (right) with Imprev’s Bill Yaman

42 November 2016 RISMedia’s REAL ESTATE

Above: RISMedia’s John Featherston and Halstead Property’s Diane Ramirez take in the spectacular view at The Ultimate Power Broker Open House, sponsored by Halstead Property.

The $70 million Duplex Penthouse on the 42nd and 43rd floors of 50 United Nations Plaza offered guests sweeping views of the Empire State and Chrysler buildings, the United Nations, and Manhattan’s East River.

RISMedia’s REAL ESTATE November 2016 43


Webinar Recap:

Information Reigns Supreme in the Quest to Capture First-Time Buyers by Paige Tepping


hen it comes to today’s first-time buyers, millennials are often in the spotlight—and for good reason. As the fastest-growing generation, comprising 35 percent of all homebuyers (a number that’s continuing to grow), this is one demographic real estate professionals can’t afford to ignore. At 92 million strong, millennials are a force to be reckoned with, far exceeding the Gen Xers and baby boomers that came before them.

Specific in their demands about how and where they want to live— in addition to the way they want to live their lives—millennials were a hot topic during the latest RISMedia webinar, “First-Time Buyers: How to Capture and Convert into Clients for Life.” Sponsored by PNC Bank and moderated by Verl Workman, founder and CEO of Workman Success Systems, the discussion made one thing clear: targeting first-time buyers boils down to sharing relevant, high-quality content. For Mark Ryan, owner of RE/MAX Victory and leader of the Mark Ryan Group in Dayton, Ohio, this is one of the main ways he and his team members differentiate themselves in the local market. “When we meet people who have been through open houses, or have met with other agents, we are a clear choice when they see what we bring to the table,” said Ryan, who explained that he and his team members bring an entire folder of information with them when they arrive to show a home to prospec-

tive buyers. “Whether they read it or not, we go far and above.” Cleve Gaddis, managing partner/ broker, Gaddis Partners, RE/MAX Center, couldn’t agree more. Approaching the topic from a macro level, Gaddis stressed the importance of understanding what firsttime buyers are looking for. And that’s information. “When it comes to first-time buyers, they want information. They want to learn on their own, so providing links and resources is critical,” said Gaddis. “By providing a ton of information, you’re offering them a comfort blanket that will allow them to move forward much faster.” Gaddis noted that attracting firsttime buyers is all about publishing informative articles on social media, targeting apartment communities, ensuring your sphere of influence and past clients know you work with first-timers, and making sure your website is attractive. Ryan also stressed just how crucial it is to sell the team concept to buyers so that they understand

they’re getting more specialized care during each step of the process. And last but not least, having a great relationship with a lender goes a long way, providing multiple points of value for the client. Gaddis wrapped up the webinar by reminding attendees to know their numbers and be aware of special programs for first-time buyers. “I talk to real estate agents all the time who are afraid to calculate payments for prospective buyers,” said Gaddis. “As you’re out looking at homes, you need to be able to tell the client what the upfront costs will be, the amount they need to bring to the closing table and what they’re looking at for a monthly payment.” And remember, just because millennial first-time buyers may struggle with student loan debt, it doesn’t mean they can’t buy. RE View the webinar in full at Paige Tepping is RISMedia’s managing editor.

RISMedia’s REAL ESTATE November 2016 45


Mastermind Groups:

Together, We Achieve More by Vince Leisey


gent Mastermind Groups are a critical part of our culture here at Berkshire Hathaway HomeServices Ambassador Real Estate. Implementing Mastermind Groups sets an example for the entire organization that we expect agents to help each other and share what is successful in their businesses. We fully understand that we’re all commissioned agents and competing independent contractors against each other, but when we adopt an attitude of abundance and openly share, encourage and believe in one another, we know the best is yet ahead. When we embrace change and risk together, everyone in the group grows, and we gain marketshare from our competitors. Mastermind Groups are comprised of 12 - 15 agents, at similar volume levels, that meet monthly for an hour and a half. Meetings are arranged at an offsite location to minimize work distractions and other responsibilities. We cover a plethora of topics, such as experiences of struggle and success, role-playing, accountability partners, networking, new technology, goal-setting, and, most importantly, learning. Meetings begin with a round robin, where each person describes what they’re seeing in the current market and shares one task they’re focusing on to grow their business. For the second half of the meeting, two agents present on a previously assigned topic that was mutually agreed upon by the group. Presenters enlighten us as to what they’re doing in regard to that subject matter and highlight trends in different parts of the country. On a couple occasions, we’ve called in an expert on bookkeeping, taxes, social media and prospecting to give us new ideas and information.

46 November 2016 RISMedia’s REAL ESTATE

We also have fun by promoting friendly competition through contests among the group for most listings, sales volume, referrals, etc. One Mastermind Group recently held a successful client appreciation party at the Omaha College World Series. Events like this encourage everyone to put the team first, bond with one another, and ultimately, boost productivity. It’s important to make clear to the agents that the Mastermind Groups are a true commitment. Activities, appointments, showings, sporting events, etc., must be planned around this time. This expectation must be set early on, and it’s best done by leadership. It’s imperative to have a manager, trainer, or broker consistently present to keep the meeting focused, otherwise it becomes “show and tell” time. I’m there to ask questions, guide discussion and push people out of their comfort zones. As the broker, I plan my schedule around these meetings for three reasons:

1. Connect: It helps me stay in touch with the current market and my agents’ needs. 2. Communicate: It provides a monthly opportunity for agents to meet with me in a small group setting. 3. Coaching: As iron sharpens iron, so does one sharpen another; therefore, I continually grow and become a better coach. The bottom line is, together, everyone achieves more. We love this prioritized commitment to our company, completely embracing the belief that although we’re competitors on the field, working together is only going to benefit us all in the end. The dedication and accountability within these Mastermind Groups truly adds to our success and boosts our culture at Berkshire Hathaway HomeServices Ambassador Real Estate. RE

Vince Leisey is the president of Berkshire Hathaway HomeServices Ambassador Real Estate, Email Vince with your comments at

NAR: My Advocate for education and professional development



university library With its robust print and digital collections, reference and instructional services, and comprehensive historical archives, nar’s library & archives—the largest real estate library in the world—supports the education, professional development and legacy of realtors®. realtor.orG/library

center for realtor® development continuing education and specialty knowledge can help boost your salary and better serve clients. Through the center for realtor® development, nar offers online continuing education courses, including those for some of nar’s most popular certifications and designations.

NAR advocates for its one million members every day.

Graduate School of real eState offered through realtor® university, the master of real estate degree program features five concentrations catered specifically to the needs of real estate professionals interested in expanding their education, advancing their career and improving their business.

code of ethicS traininG all realtors® are required to complete 2.5 hours of ethics training within a four-year cycle. The training must meet specific learning objectives and criteria designed to assist realtors® in understanding and abiding by nar’s strict code of ethics and standards of practice. realtor.orG/code-of-ethicS/ traininG

RREIN RREIN RISMedia’s Real Estate Information Network®








Sales Associates Consumers 48 November 2016 RISMedia’s REAL ESTATE

{Blog Spot}

Without a Trace: Dark Social, Data and Real Estate by Suzanne De Vita


eal estate as an industry has become reliant on data to measure, inform and predict the factors that impact business. Much of one dataset, however, is lost, unable to be gathered by conventional analytics: untraceable online referral traffic, or “dark social.” Dark social activity is any form of private online sharing, such as email, instant messaging and text messaging, including within apps like Facebook Messenger and Snapchat. It’s the share that occurs without a trace— the link to the interesting RISMedia article copied, pasted and emailed to a colleague. These types of shares rarely contain tracking technology, keeping businesses in the dark as to not only where their referral traffic is coming from, but also how their content is resonating with consumers. It’s estimated that these un-tracked shares comprise the majority of all online sharing activity—84 percent, according to findings by advertising platform RadiumOne. Homeownership-related information, importantly, is often shared in the dark—65 per-

cent of real estate content and 42 percent of home-related content, the research revealed. Why is this important? More and more, homeownership-related decisions are being made as a result of online social influences—in fact, a recent report by Facebook, Harvard and NYU demonstrates the homeownership experiences of our Facebook friends precede our own. Dark social data provide invaluable foresight for real estate professionals to align their advertising efforts, better identify leads, and widen their prospect pools. Capturing these data is possible. One of the simplest methods is simplified links—URLs that have been shortened through platforms like or Clicks on these

links, dark or otherwise, can be tracked through the platform on which they were shortened, then compared to data compiled in an analytics system. Real estate professionals can redouble that effort by branding the content—this ensures dark shares “trace” back to the real estate professional or firm they originated from. RISMedia’s Automated Content Engagement (ACE), for instance, automatically posts content to social media, with the content on a webpage branded to the real estate professional. Dark shares of the posts direct back to that webpage, effectively introducing or reinforcing the services of that professional to the recipients of those shares. Another method is to insert a traceable “Read More” link that appears at the end of content that is copied and pasted—many websites, especially publishers, implement this technique. There are other work-arounds, as well, some more complicated than others. As the real estate industry makes strides in data collection and interpretation, dark shares—the majority of all shares and a considerable source of referral traffic—are not to be overlooked. Dark social sharing data, however they’re gathered, shine a light on the information necessary for real estate businesses to plan for the future. RE For more information, visit Suzanne De Vita is RISMedia’s online associate editor. Email her your blog topic ideas: This article originally appeared on RISMedia’s blog, Housecall. Visit us at RISMedia’s REAL ESTATE November 2016 49

Be in business for yourself, not by yourself. With Technology. is one of the top 5 real estate broker websites* attracting over 41 million visitors a year** Weichert® Lead Network connects incoming leads to participating agents in minutes. Weichert® Mobile App helps consumers find open houses & listings from wherever they are. Online tools, like our proprietary CRM, make it easy to manage your clients, your marketing and your transactions.

Looking for a change? Ready to take your career to new heights? Join our team. Call your local Weichert® office today or 800-301-3000, or visit *Among traditional real estate brokers. Experian Hitwise 1/2016. **Average based Google Analytics, 7/2016. © 2016 Weichert Real Estate Affiliates, Inc. Weichert® is a federally registered trademark of Weichert Co. All other trademarks are the property of their respective owners. REALTORS® is a federally registered collective membership mark which identifies a real estate professional who is a Member of the NATIONAL ASSOCIATION OF REALTORS® and subscribes to its strict Code of Ethics. Each WEICHERT® franchised office is independently owned and operated.

“My father taught me the importance of developing long-term relationships by having high ethical standards and a good work ethic.” – BILL BROWN 2016 NAR President-Elect

Driving the Real Estate Revolution: Bill Brown Sets the Stage for 2017 by Maria Patterson


his January, 35-year real estate industry veteran Bill Brown will step into the role of 2017 president of the National Association of REALTORS®. A second-generation REALTOR® from Alamo, Calif., Brown is the founder of Oakland-based commercial real estate firm Investment Properties, a division of the family real estate business founded by his father, William H. Brown, in 1964. In this exclusive interview, Brown shares a bit about his past, his take on the current state of real estate, and his outlook for the year ahead.

Maria Patterson: You grew up in a family real estate business. Did you always know that you would follow in your family’s path? Bill Brown: Absolutely! My father worked very hard, and as a result, his business flourished. It made a lot of sense to continue the family legacy, and hopefully, to innovate the business. After college, I was eager to join my father’s company. Not only was it the smart and logical thing to do, but also, I was genuinely excited to be part of the industry. Fast forward to today, my brother is in the business and we’re business partners in our investments.

MP: What were some of the most important lessons you learned about the business from your father? BB: My father taught me the importance of developing long-term relationships by having high ethical standards and a good work ethic. He taught my brother and me to counsel a client to walk away from a deal if it wasn’t right, and to think about doing deals with that client not just today, but for the next 20 years. If you make your clients happy, they’ll always be faithful to you.

MP: Why have you chosen to focus on the commercial investment side of the real estate business? BB: I was attracted to the apartment business early in my career. I have always been a numbers kind of guy, and that side of the business really appealed to me—I’m good at it. Being able to work with residential buyers and sellers is a real talent. I was reminded of this when my wife and I decided to buy a new home this year. I have tremendous respect for residential practitioners. RISMedia’s REAL ESTATE November 2016 51

MP: What are some of the biggest challenges REALTORS® currently face? BB: Residentially, limited inventory and the challenge of

year, home sales are still expected to finish the year at their strongest pace since the downturn, thanks to a strong spring showing. However, many markets obtaining financing. On the investment side, issues like throughout the U.S. are dealing with affordability and rent control, and inclusionary zoning on the local level. low inventory issues, despite steadily improving local NAR members must also be aware that the legislative job markets and mortgage rates teetering close to allthreats to our industry are no longer solely focused on time lows. With homebuilding activity failing to keep Washington, D.C. States and local municipalities are up with demand, and not enough current homeowners introducing short-term solutions that are punitive long choosing to put their homes on the market, prices conterm. We must stay diligent on all three levels of govern- tinued their ascent—and in many markets, at a rate ment. Their decisions will affect your well above income growth. For 2017, business. we can anticipate continued solid existing-home sales and modest “For 2017, we can MP: What are your thoughts upon price growth of about 3 percent for assuming the role of NAR president median existing sales. anticipate continued

for 2017? BB: I am excited and ready to go. I

solid existing-home sales and modest price growth of about 3 percent for median existing sales.”

MP: What represents the greatest

opportunity for real estate feel confident in my ability because practitioners right now? I am surrounded and supported by BB: On the residential side, even an incredible Enlarged Leadership though inventory is low in some Team. Each and every one of the states, interest rates are still at histalented men and women on the torically low levels, so it’s a great time 2017 team brings a unique quality to buy a house. Commercially, it’s and talent to the group. There is a – BILL BROWN 2016 NAR President-Elect also a great time to take advantage revolution brewing on almost every of low interest rates and above-norlevel of organized real estate. Be it mal rent growth in a lot of the comlegislative, MLS, or market-driven, mercial sectors. our members are going to challenge us to make a difference within our industry. The Leadership Team and I are up for this MP: What will be the most pressing priorities during your term in office, and why? challenge! BB: I have identified four goals for 2017 that strongly MP: In your opinion, what have been some of the most support NAR’s mission that will help ensure REALTORS® significant changes to the real estate business over the drive the revolution within our industry. course of your career? BB: Technology, specifically consumers’ access to the in-

ternet, has launched real estate into a new era. Technology is in a constant state of evolution, and it will continue to transform our industry. As REALTORS®, we must continue to adapt our business practices to serve tech-savvy buyers and sellers. Another substantial difference I have seen over the course of my career deals with agent liability. More than ever before, agents are held responsible in terms of liability to a buyer. Disclosure agreements were not around when I first entered the business.

MP: In your opinion, what is the current state of the overall national real estate market? What are your predictions for housing in 2017? BB: While there have been some ups and downs this 52 November 2016 RISMedia’s REAL ESTATE

8The No. 1 goal for 2017 is improving homeownership. If we can improve the homeownership rate, which has fallen from almost 70 percent to 63 percent, we can open the door to the American Dream for more people, strengthen communities, and create more opportunities for our members. 8Number two, we must protect the current tax status of residential real estate by continuing to allow homeowners to deduct mortgage interest and property taxes for both primary and secondary residences. Additionally, investors have to retain the ability to do 1031 tax deferred exchanges. There’s a good chance elimination of both residential and commercial provisions will be on the congressional agenda next year. REALTORS® must work together to safeguard these provisions. Our tax code must continue to reflect the values that make our nation so exceptional.

8Number three, we must keep a federal role in the secondary mortgage market. Any attempt to eliminate it must be fought. Without a federal role in the GSEs and FHA-insured loans, there would be almost no capital available for mortgage lending. 8Number four, REALTORS® must begin to think about their financial future. Twenty percent of our members don’t own their own home, and only 32 percent own investment properties. We want to see all REALTORS® become financially solvent and independent. This month, the National Association of REALTORS® will launch a new course, Real Estate Investing: Build Wealth Representing Investors and Becoming One Yourself. This course is going to be a great tool to help REALTORS® help themselves.

MP: What are the biggest concerns of real estate consumers right now, and how can real estate practitioners best address these concerns? BB: Cost/affordability and the ability to secure a loan are major concerns for a lot of consumers. Also, in many markets throughout the U.S., inventory is low and scarcity of property has created fierce competition. In my market in Northern California, this is a huge problem.

MP: What are some of the most important programs NAR currently has/will be rolling out that will benefit REALTORS® and help them be more successful? BB: Coming soon is the roll-out of Project Upstream. Thanks to technology innovation from Realtors Property Resource® (RPR®) , in 2015, NAR was selected as the partner for Project Upstream, a back-end data technology that creates a single data entry point and storage platform for real estate-related data that complies with industry standards, ensuring the quality and accessibility of data across the industry. Project Upstream is partnering with NAR for financial backing, and Realtors Property Resource® (RPR) for technology and data capabilities. The benefits of Upstream—efficiency, control, risk management, and customer experience—all represent a major step forward in the real estate data space. With this initiative, NAR is positioned to lead the next phase of technology innovation in the real estate industry. RE For more information, please visit

AgentIRA Program Retain Talent & Grow Your Business


Real Estate IRA


{Power Broker Perspectives} by Keith Loria

Paul Mydelski:

Courting the Next Generation

Paul Mydelski has been in the real estate business since 1991, but before that, he found success in two completely different industries. He started his career working in operations for the airline industry, and then transitioned into a career in food and beverage, even owning a nightclub on Nantucket.

“We had an unusually bad season because of weather one year, and I had learned that a neighbor of mine had made the switch

RE/MAX Leading Edge has grown by bringing in top agents and by acquisitions.

to real estate and was making $100,000, so on my way to the bank one day in Cambridge, I stopped at the local real estate office and asked if they would hire me if I got my license.” The rest is history. After finding success as a REALTOR®, Mydelski founded RE/MAX Leading Edge in 2001, and has grown the firm to 220 agents and soon-to-be 14 offices. “We’ve grown in two ways: one by focusing on bringing in high-performing and talented agents and bringing them on board, and the other is by acqui-

VITALS: RE/MAX Leading Edge Years in business: 15 Size: 13 offices, 220 agents Region served: Greater Boston Area 2015 sales volume: $1.16 billion 2015 transactions: 2,180

54 November 2016 RISMedia’s REAL ESTATE

With several locations in Boston, the firm is the fourth largest real estate company in Massachusetts.

sitions,” says the founder and chairman. “We just acquired two Hammond Real Estate offices in Cambridge and Belmont, making us the fourth largest real estate company in Massachusetts.” Still, the Boston area is a highly competitive market that’s full of challenges. New competitors have entered the market and more legacy competitors are growing, as well. That’s why attracting agents is so important to the firm, and their philosophy is to go

young. “We’re very focused on the millennial workforce. The industry average for agents is 57 years of age, and we’re at 49. We’re looking to retool with younger agents, especially in the city and urban markets,” Mydelski says. “We look for talented people who may be coming out of college, something we never did 10 years ago.” The firm has a pretty substantial program to find out if young agent wannabes are serious,

with a process designed to scare off anyone who isn’t going to fully commit. “We do an interview and a real estate assessment and we give them homework,” Mydelski says. “Once they do a challenging assignment, if they’re still in it with eyes wide open, we look at them as a candidate, and maybe offer them a position to associate with the firm.” Another exciting area for the firm concerns teams, with more than 40 percent of the company now made up of them. “It’s a model that not only works well for us, but one that’s been a big part of us,” Mydelski says. “New agents fit really well under the guidance of a successful team leader

Document shred/food drive fundraiser held at the firm’s Arlington office.

in stepping into the business.” RE/MAX Leading Edge also offers its agents live training, with more than 180 events a year on everything from improving a skillset to development of the agent. These aren’t just webinars or courses offered at a hotel, either. They’re substantial classes offered at local offices, by a core development department comprised of five people with a combined 100 years of experience. “The competition will continue to be very challenging, and you’ll have to set yourself apart in some way, shape or form from other brands or companies,” Mydelski says. “By working with younger agents and the next gener-

ation of consumers, we’re setting ourselves up for the future.”

David Howell:

Getting Beyond ‘Normal’

Before coming aboard McEnearney Associates in 1996, David Howell was the owner and principal broker of his own real estate company for 12 years—though his path to the industry was a little unconventional. “My wife and I acquired a real estate company owned by friends of my inlaws, although that wasn’t

our intention,” he says. “We were looking to get involved as agents, but they told us they were retiring, and shortly thereafter, we ended up buying their company and became licensed as agents at about the same time.”

Today, as executive vice president and CIO of McEnearney Associates, Howell is one of the busiest players in the Washington Metro Area. “D.C. remains remarkably hot, but the suburbs are cooler. Overall, we’ve got a good balance between supply and demand, and we’re perking along,”

McEnearney Associates’ newest office on 14th St. in Washington, D.C.

RISMedia’s REAL ESTATE November 2016 55

Leigh Mill, a current listing in the Great Falls area

Inside McEnearney’s new D.C. office

VITALS: McEnearney Associates Years in business: 36 Size: 8 offices, 350 agents Region served: Metro Washington, D.C. 2015 sales volume: $1.96 billion 2015 transactions: 2,950 he says. “I would call this a ‘normal’ market. There are some hot spots and cold spots and some disconnects and demographic shifts causing people to gravitate closer in. Traffic is driving more people to want to live in walkable

communities and live/ work/play environments.” He admits he’s a bit surprised at the “normal” tag, because with interest rates at 3.5 percent, from a historical perspective, he would have thought more people would be

56 November 2016 RISMedia’s REAL ESTATE

flocking to buy homes. “There’s something still fundamentally unsettled about the market that demand isn’t higher with rates this low,” he says. “There’s still some uncertainty in the economy, and some of that is due to the fact that the national median household income is still below what it was in 1999. We still have a ways to go before we see a real recovery in the housing market. Normal is good, but it should be better for where we are.” The McLean, Va.-based firm is always looking to grow, and recently opened an office on 14th St. in D.C. The firm has a mantra to provide great customer service, aiming to hire strong agents and support staff who “play well with others” in order to maintain a top-notch level of service and support. “This is an extraordinari-

ly competitive area with many wonderful existing firms. If there’s a way to divide the commission dollar, it exists in this marketplace,” Howell says. “From our perspective, what sets us apart is our culture, training and support, and the way we try to execute that. When our founder opened the doors in 1980, his philosophy was doing the right thing by the client the first time, every time, and if you do that, everything else follows.” McEnearney Associates offers a robust education program for people coming into the firm as brandnew agents, and is always on the lookout for quality agents who fit in well with the company culture. “We try extremely hard to maintain a quality reputation in the marketplace, and we know we’re not going to get every agent, but we find those high-quality agents that can make the transaction go smoothly,” Howell says. “It’s what’s kept us strong all these years.”

Merle L. Whitehead:

A Family-Built Powerhouse There was big news coming out of Upstate New York this summer when Merle L. Whitehead, chairman of RealtyUSA Broker Services, Inc., an-

nounced that he had

VITALS: RealtyUSA Years in business: 45 Size: 65 offices, 2,147 agents Regions served: All of Upstate New York, including Western New York, Central New York, Northern New York, Capital Region, Southern Tier 2015 sales volume: $3.56 billion 2015 transactions: 20,023

Merle Whitehead welcomes attendees to the RUSA Rally.

The M.A.S.H. team at the RUSA Rally

sold the company to Pennsylvania giant Howard Hanna Real Estate Services, merging to create one of the largest real estate companies in the U.S.

“When you look at mergers in the past, to the best of my knowledge, this is the biggest family-owned business buying another family-owned business,” Whitehead says. “Togeth-

er, we sold 89,737 houses and did $16.2 billion in volume. Eventually, we will transition the name to Hanna, but we have top-ofmind awareness and great name recognition in some areas, and we want to be strategic as we do it.” With 65 offices covering Western, Central and Northern New York and the Capital Region, RealtyUSA is ranked the largest in the state. Howard Hanna Real Estate Services (under chairman Howard W. “Hoddy” Hanna, III) is the top brokerage in Pennsylvania and Ohio, with a total of 205 office locations in Pennsylvania, Ohio, New York, Virginia, Michigan, West Virginia, North Carolina and Maryland. The deal came about when Hanna planned on

opening a couple of new offices in Buffalo, and even though RealtyUSA had a 28 percent marketshare—compared to just 4 percent for Hanna—it got Whitehead thinking. “I’ve been doing this for 45 years, and if it was 10 years ago, I probably would have bumped heads, but I decided to call Hoddy— who I have known for years—and asked, ‘Does it make sense for us to talk?’ We started talking in January and closed in June,” he says. The merge fills the Upstate map for RealtyUSA, as although they were No. 1 in markets like Syracuse and Binghamton, Howard Hanna was the leader in Rochester. Whitehead is remaining with the firm, taking the title of chairman of Upstate New York. As part of the transaction, Howard Hanna is acquiring RealtyUSA’s mortgage banking property, which puts it in the mortgage banking business in New York for the first time. The two companies

are also sharing philosophies and programs. For instance, Howard Hanna offered a money-back guarantee for buyers, which is now part of RealtyUSA’s promise, and the consolidation is happening across the board with things like web design, offices and agents. “My agents were ecstatic that our company was sold to another familyowned company with good core values,” he says. “Our agents have bought into their personalities, and we feel like everything we had, we got to keep, in addition to getting some new, exciting stuff.” The combined company plans to continue expansion in Buffalo and look into growing in Syracuse and Albany next. “Over the last 20 years, all our growth has been through acquisitions, and it’s something I enjoy and will continue working on,” Whitehead says. “We plan on continuing to grow through mergers and acquisitions and recruiting more agents.” RE

RISMedia’s REAL ESTATE November 2016 57

5 Tips to

Make Your Brand Top of Mind

by Patty McNease


taying ahead of the competition is all about building top-ofmind awareness. Often, the more unique your approach, the better. When it comes to building and maintaining your image across multiple networks, it can be challenging to establish a strong identity and build trust with buyers and sellers, as each platform offers a different user experience and requires a distinct marketing approach. The key to a strong branding strategy is to present a consistent tone, message and image, allowing consumers to verify the authenticity of your brand. This reinforces your identity, strengthens brand recall and drives positive sentiment. Here are five tips to help you develop a solid brand identity across your social channels, website, blogs, and more.


Get to know your audience. At this point in your career, you have an idea of the type of buyers and sellers you typically work with, and you understand their wants and needs. Take a look at their social channels to see what they’re posting and how you can create content that fits their needs. By the same token, when you gain a new follower, reciprocate their interaction. Engage with their posts where appropriate to show that you’re listening and have a true interest in the relationship.


Develop consistent engagement. Post regularly on social media, but don’t overdo it. If you post too often, you risk losing your followers.

Consider the advantages of posting your content on multiple channels to reach a wider audience, but be sure to tailor your posts to fit each site’s style.

showing that you’re more than just a real estate service. To do this, post content you’re interested in that doesn’t necessarily relate to real estate.



Offer helpful resources. Building brand loyalty is about giving buyers and sellers instant access to valuable information. Since consumers can research and find anything online, agents and brokers need to stand out with specific content that can help clients with the buying or selling process. Developing blogs, videos, checklists and other content will resonate with clients, distinguish you as an expert, and keep you top of mind.


Build authentic connections. As a brand, agents should keep in mind that platforms like social media are forms of socializing. You’re building relationships just as you would when networking inperson. Because of this, it’s important to establish and develop your online voice. When engaging with your followers, relax, show your human side, and be genuine. By creating a more relaxed identity, you’re

Consistency is key. Consumers should recognize your brand regardless of the setting or platform, so be sure all of your images and colors are tied back to your business. Your brand style should be an extension of your business, so derive it from existing materials. The goal is to seamlessly connect all of your platforms so prospects and clients will recognize your work in every location. Customize your cover photos so that your image has a consistent look and feel from one social network to the next. Remember to tailor the graphics to each network’s size requirements, and use your logo where possible, along with uniform colors, fonts and design style. RE For more information, visit Patty McNease is director of Marketing at

RISMedia’s REAL ESTATE November 2016 59

WANT MORE SELLER LEADS? These top brokerages will generate thousands of seller leads every month using their OWN buyer database.



Top 10 Markets in Desperate Need of Single-family Starts


ingle-family home construction is currently lacking in 80 percent of measured metro areas despite steady job creation. The low activity is creating a housing shortage crisis that is curtailing affordability and threatening to hold back prospective buyers in many of the country’s largest cities, according to research from the National Association of REALTORS®(NAR). NAR’s study reviewed new-home construction relative to job gains between 2013 and 2015 in 171 metropolitan statistical areas (MSAs) throughout the U.S. to determine the markets with the greatest shortage of single-family housing starts. “Inadequate single-family home construction since the Great Recession has had a detrimental impact on the housing market by accelerating price growth and making it very difficult for prospective buyers to find an affordable home—especially young adults,” says Lawrence Yun, NAR chief economist. “Without the expected pick-up in building as job gains rose in recent years, new and existing inventory has shrunk, prices have shot up, and affordability has eroded, despite mortgage rates at or near historic lows.” NAR also analyzed employment growth in relation to single-family housing starts between 2012 and 2015. Historically, the average ratio for the annual change in total jobs to permits is 1.6 for single-family homes. The research found that 80 percent of measured markets had a ratio above 1.6, which indicates inadequate new construction in most of the country. The average ratio for areas examined was 3.4. Using each metro area’s jobs-topermits ratio, NAR then calculated the amount of permits needed in each metro area to balance the ra-

tio back to its historical average of 1.6. The higher the number of permits required, the more severe the shortage. The top 10 metro areas with the biggest need for more single-family housing starts to get back to the historical average ratio are: • New York (218,541 permits required) • Dallas (132,482 permits required) • San Francisco (127,412 permits required) • Miami (118,937 permits required) • Chicago (94,457 permits required) • Atlanta (93,627 permits required) • Seattle (73,135 permits required) • San Jose (69,042 permits required) • Denver (67,403 permits required) • San Diego (55,825 permits required) According to Yun, most of the metro areas with the biggest need for increased construction have strong appetites for buying, home-price growth that outpaces incomes and common instances where homes sell very quickly. Their healthy job markets continue to attract an influx of potential homeowners, fueling the need for more housing. “Although a few small cities with high ratios did not make the national rank for absolute permit shortag-

es, their supply shortages are still meaningful at the local level, and could become a bigger issue if job gains hold steady and the current pace of construction remains at its nearly non-existent level,” adds Yun. “The limited number of listings in several markets means that many available homes are receiving multiple offers and going under contract rather quickly,” says NAR President Tom Salomone. “It’s important in this situation to remain patient and not get caught up offering more than your budget allows.” Looking ahead, Yun says the good news is that the ratio in many areas moved slightly downward in 2015 compared to 2014 as builders started to respond accordingly to local supply shortages. However, it’ll likely be multiple years before inventory rebounds in many markets, because homebuilders continue to face a plethora of hurdles. “Recent NAR survey data show an overwhelming consumer preference toward single-family homes,” concludes Yun. “A mix of new starter homes for first-time buyers and larger homes for families looking to trade up is needed at this moment to ensure homeownership opportunities remain in reach to qualified prospective buyers at all ages and income levels.” RE For more information, visit RISMedia’s REAL ESTATE November 2016 61

A New Twist on Video Training

by Barbara Pronin

Brokers Say Accountability Boosts Agent Success


he biggest enemy for many real estate agents is waking up in the morning without a clue about what they should be doing that day,” says William Peach, branch vice president of Coldwell Banker Residential Brokerage in Baltimore, Md. Peach, a long-time believer in the online training programs developed by David Knox, observes, “There are clues to success, and David has developed the bread crumb path for agents to follow daily.” Knox, a licensed REALTOR®and former national training director for Merrill Lynch Realty, is the creator and driving force behind David Knox Productions, Inc., a multi-faceted real estate training program that provides online videos and seminars to support the goals of success-driven brokers, owners, managers, agents and their clients. 62 November 2016 RISMedia’s REAL ESTATE

“What managers ask me most often,” says Knox, “is ‘How do I get my agents to consistently prospect, follow up on leads, hold open houses, call their sphere of influence, create a business plan, etc.?’ The answer is a workable system of accountability, and our accountability plans, based on fundamental best practices by the country’s best trainers and top-performing agents, are designed to provide that.” Introduced seven years ago at a National Association of REALTORS® (NAR) convention, Knox’s system has earned the respect of brokers nationwide. “We not only appreciate David’s videos, which are great and always very current, but also the platform itself, which takes a more organized approach to what we want to do in terms of digital training,” says Bob Weber, president of First Weber Realty in Madison, Wis. “On-demand courses are always available, and there is a great mix of industry and local perspective.”

Among the program’s most valuable assets, subscribers say, are its customizable accountability plans. Containing selected videos and tasks arranged in logical sequence, the customized plans allow the broker and/or manager to assign and then monitor the agent’s videos, tasks and actions. “It’s a self-paced program, and it gives agents a track to run on,” says Vincent DellAccio, brokerage manager at CENTURY 21 AA Realty in Seaford, N.Y. “The combination of our materials and David’s videos works wonderfully for us, and we can keep track of electronically where the agents are and what they have completed.” The program delivers nearly 400 training videos, six templates for agents at all levels, and a series of downloadable documents. And, as Weber notes, companies can create their own custom training tracks. Meghan Frasier, First Weber’s director of Career Development, makes efficient use of the system’s local functionality. “We especially like the fact that we can customize the accountability plans to meet the needs of our agents,” she says. “We utilize David’s videos and are able to upload our own courses into the program so we can highlight local processes and market differences throughout Wisconsin.” Executives at RE/MAX Realty Center in Louisville, Ky., have used the video training program almost since its inception. “Agents get to watch real transactions carried

out by actual agents in the field,” says Dale Cox, owner and chief coach. “They can select videos on the topics they specifically want, such as listing presentations, if that’s what they are trying to master. The videos are only 10 or 15 minutes in length, which keeps agents attentive, engaged and focused.” “We try to be the important difference between showing and telling,” says Knox, who also produces instructional consumer videos, such as “Preparing Your Home to Sell,” which agents can provide to their customers. “Agents can access our materials on their computers or mobile devices from wherever they happen to be.” “What we appreciate most is David’s unwavering commitment to giving our agents exactly what they need to become more organized, productive and successful,” says DellAccio. “He holds monthly webinars with brokers and managers so he can find out what is working best and what might be needed next. Then, he provides it. He’s even reachable via Skype if someone needs immediate help, and the agents love him. We invited him to be the keynote speaker at our annual Agent Appreciation Day, and he knocked it out of the park. The simple fact is, David’s building a training program that really works, and he’s doing it with us, not just for us.” RE For more information, visit

“We can make you a local CELEBRITY!”

• Advertise everywhere you go with amazing, eye catching GRAPHICS. • Up to 16,000,000 IMPRESSIONS per year.

Lend me out to clients and charities!

•We supply THE TRUCK, CUSTOM GRAPHICS, AND THE INSURANCE LICENSE PROGRAM making it simple to have a turnkey truck rental program.


CALL: 800-645-9949 or visit

Marketing Automation Set to Catapult the Industry into the Future by Paige Tepping

Alabama firm can now access automated marketing thanks to a new integration from Imprev


s the real estate industry continues to gain momentum, real estate professionals are tasked with more

than ever before. While agents’ to-do lists grow on a daily basis, brokerages across the board are doing everything they can to help alleviate the pressure by automating tasks that keep agents from getting out and selling real estate.

64 November 2016 RISMedia’s REAL ESTATE

“Most real estate agents are not tech/marketing people automatically updated. by nature, but in today’s world, they’re forced to be that “Imprev has a huge marketing center with tons of cusway,” says Casey Patterson, marketing director at Bella- tom options our agents can use,” says Patterson. “The tor Real Estate in Daphne, Ala. fact that the templates are constantly updated ensures For the locally-owned company, investing in a mar- we aren’t going to be out of date.” keting-services provider took time and patience, which A big upgrade from what the firm had before, the sysfinally paid off in the firm’s newly established partnership tem’s ease of use is another factor that can’t be overlooked. “We’ve been most excited with Imprev. about how easy it is to use,” says “We’re a locally-owned company, and “Imprev has a huge Patterson. In fact, five classes were while we’re growing quickly, we still have marketing center offered in-house to get agents up-toto be very mindful of how we spend our with tons of custom speed with the Imprev platform, and resources,” says Patterson, who explains that the firm looked into Imprev according to Patterson, at least 60 options our agents after being referred to them by another of the total company attended can use. The fact that percent vendor as a solution for their automatthese classes. the templates are ed marketing needs. “There’s been a lot of word-of-mouth “We had looked at Imprev over a year talk about it. It’s exciting to have a tool constantly updated ago, but at that time, they required a ensures we aren’t going that’s easy to use and modern in its custom feed for automation—somedesign.” to be out of date.” thing we weren’t able to provide,” says In addition to the benefits afforded Patterson. to current agents, Patterson notes that – CASEY PATTERSON Marketing Director, Bellator Real Estate Today, thanks to Imprev’s recent Listthe integration of Imprev’s Marketing Hub integration, Bellator Real Estate is Automation system has been a boon able to take advantage of everything Imprev has to offer. when it comes to recruiting and retention. Having previously worked with another service that of“When it comes to recruiting, companies need somefered similar features, Patterson can’t say enough about thing like this,” says Patterson. “And they should be proImprev’s modern look and feel. “The entire system is viding it for their agents.” To that end, the team at Bellator Real Estate has incoruser-friendly, and it only takes a few clicks for agents to porated information about Imprev and their automation get what they need.” From flyers, brochures, postcards, eCards, eNewslet- services—highlighting the fact that agents don’t have to ters, virtual tours, single-property websites and YouTube pay for them—into their recruiting materials. videos, the Imprev platform provides real estate profes“The team at Imprev has been extremely helpful from sionals with a broad range of digital and print marketing the get-go. Not only are they willing to listen to us, but materials. Taking this one step further, with the ListHub they’re also open to new ideas,” concludes Patterson. integration, Imprev Listing Automation can automatically “It’s a truly cohesive team over there, and they’ve been create and email a complete set of print and digital mar- both consistent and reliable.” RE keting materials for every agent’s active listings. Whenever a listing is modified, the marketing materials are For more information, please visit

The Best (and Worst) Cities to Own Investment Property 3. Chicago, Ill. 4. Virginia Beach, Va. 5. Cleveland, Ohio 6. Honolulu, Hawaii 7. Detroit, Mich. 8. Tulsa, Okla. 9. Omaha, Neb. 10. El Paso, Texas


“Growing populations in the top 10 cities on our list are fueling the need for more housing,” says Cameron Huddleston, Life + Money columnist for GOBankingRates. “That’s why these cities are such great places to own investment property. On the other hand, the cities at the bottom of our list have seen little-to-no population growth, so the demand for housing isn’t as high, which means real estate investors won’t do as well there.”

or those looking to participate in the often volatile and profitable real estate market, GOBankingRates surveyed 61 out of the 100 most populous cities in the U.S. to find the best and worst cities to own investment property.

GOBankingRates analyzed the following factors: 4Employment growth: the percent change in the city’s number of employed people year-over-year 4Population growth: the percent change in the city’s population year-over-year 4Increase in home values: the percent change in the city’s median home value year-over-year

4Years to pay off property: the number of years it would take for rental income to pay off the median home value

10 Best Cities to Own Investment Property 1. Orlando, Fla. 2. Tampa, Fla. 3. Denver, Colo. 4. Seattle, Wash. 5. Austin, Texas 6. Reno, Nev. 7. Dallas, Texas 8. Portland, Ore. 9. Raleigh, N.C. 10. Miami, Fla. 10 Worst Cities to Own Investment Property 1. Anchorage, Alaska 2. Pittsburgh, Pa.

Stand-Out Study Insights 4Five out of the 10 best cities to own property are located in Florida and Texas. 4Population levels are actually declining in places like Anchorage and Cleveland, pushing them to the bottom of the list. 4When it comes to real estate investments, Midwest isn’t best. None of the Midwest states made it into the top 15 of the best states to own investment property. 4Seattle, Austin and Reno rank among the top 10 places to own investment property; however, it takes 17 - 19 years to pay off median home values in these cities based on yearly rents. RE For more information, visit

RISMedia’s REAL ESTATE November 2016 67

Getting the Most out of the

CRS Data MLS Tax Suite

by Keith Loria


eing able to find information and answers pertaining to property records quickly—and without difficulty—is important to any real estate professional or MLS member, and thanks to the CRS Data MLS Tax Suite, you can empower your team to get everything they need at their fingertips. The MLS Tax Suite integrates seamlessly into any MLS system, providing real estate professionals with current tax data, detailed maps and robust features on all browsers and devices. The system is also instrumental when it comes to finding listings and FSBOs quickly. Life can be made easier using the CRS Data MLS Tax Suite, notes Theresa Hatton, executive vice president of the Greenwich Association of REALTORS® in Greenwich, Conn., as a plethora of information is available via its MLS software interface, which provides agents the de-

68 November 2016 RISMedia’s REAL ESTATE

tailed information they need to best service their clients, whether they’re in the office or on the road. “The integration within our MLS system allows for the seamless display of information related to listed properties within our system,” says Hatton. “The display of important information related to the property is laid out in a very user-friendly format, grouping information in relevant categories such as property description, tax information, sales information, mortgage information, liens, and many versions of maps, including flood zone information—a very important topic in our market.” Victoria DeAndrea, professional development and communications manager for the Greenwich Association of REALTORS®/Greenwich Multiple Listing Service, Inc., agrees that the CRS Data MLS Tax Suite has been greatly beneficial to association members. “Not only has the look of CRS Data changed to give it a more modern, user-friendly feel, the navigation of the

site is easier than ever. Everything you need, or everything you’re looking for, is right in front of your eyes; there isn’t much searching around that needs to be done in order to find the function that best suits you. It’s short, simple and to the point,” says DeAndrea, a trainer at the Greenwich MLS in charge of showing agents how best to use the system. “CRS Data MLS Tax Suite is beneficial to me because it’s so easy to show our members how to use it,” she adds. “It couldn’t be easier to navigate. Everything is right there for them. It isn’t confusing at all, and it’s all very straightforward.” Nicole A. Murray, association executive at Pocono Mountains Association of REALTORS® in Stroudsburg, Pa., notes that the CRS Data MLS Tax Suite allows members to get more accurate listing data. “We have it set up so it auto-populates the tax data into a listing once it puts in the tax ID number, so it’s pulling in anything we have from a county assessor into the program, which certainly helps,” says Murray. “It’s a double-check for them to make sure the listing lines up with the tax records, because a lot of times, it isn’t the same.”

Tools to Know In her role as MLS director, Hatton explains that the tax data and reports generated through the CRS Data MLS Tax Suite are extremely helpful, as they allow her to run reports and generate mailing lists targeting homeowners in specific zones, living in properties that are rented and not owner-occupied, as well as properties that are in flood zones, etc. “As the Greenwich Association of REALTORS® advocates for property owners in our town, CRS Data is an exceptional tool to assist,” she says. “The CRS Data MLS Tax Suite is extremely helpful to be able to use the property information combined with Census information and other schematics that are available within CRS Data. It’s also helpful to learn more about the properties in our market, providing the ability to contact homeowners to educate them about potential regulation changes that could affect their homes.” New suite features include added home improvement values and additional search capabilities, such as a multi-county search tool. According to DeAndrea, one of the most important features the Greenwich MLS staff uses CRS Data for is to check ownership of properties. Another important tool is the map feature, specifically the “view larger” map function and the applicable layers that can be turned on, both of which are ideal for agents. “The most popular layer used is the FEMA Flood Zones. It shows exactly where your house is and how close it is

to flood zones. What’s great about this is that you can print the map out, and it looks exactly how you view it on your computer screen,” says DeAndrea. “The maps and the detail related to the FEMA flood maps are exceptionally helpful in a state where 60 percent of the properties are impacted by water or potential wetlands,” adds Hatton.

“The reliability, up-time, intuitive design and customer service combination make CRS Data our go-to vendor for tax data.” – THERESA HATTON Greenwich Association of REALTORS®

Advice for Others Murray notes that the CRS Data MLS Tax Suite is great for prospecting, and being that her market deals with a lot of second-home owners, it’s critical for real estate professionals to have access to this information before jumping into the process. In Hatton’s opinion, everyone should be using the CRS Data MLS Tax Suite system. Not only is it fast and responsive, but it has a very reliable up-time level, and the customer service support is amazing. “Any question I have, there are real people that respond and follow up. The team takes great care in understanding my organization’s needs and is responsive to making the system work in more efficient manners for our agents,” says Hatton. “The design is intuitive and easy-to-use, and its ability to integrate with other software products allows our agents to have access to the data they need to best serve their customers. The reliability, up-time, intuitive design and customer service combination make CRS Data our go-to vendor for tax data.” Murray agrees. “When we brought CRS Data in, we did a lot of research as a committee into different tax suite providers, and one of the major reasons we chose CRS Data is because the customer service is just amazing.” DeAndrea would recommend the program to others because it has everything they need in one simple package. “It’s great that you can see property information that’s within your MLS as well as information that isn’t,” she says. “If we find an error on the site, we send in the correction and they’re quick in fixing it. The support team at CRS Data is also really great. Whether we send an email or call the office, everyone is extremely helpful and very friendly.” RE

For more information, please visit

RISMedia’s REAL ESTATE November 2016 69



inancing a home purchase can be a challenging proposition for prospective buyers and the real estate professionals they’ve chosen to guide them through the process, making it more important than ever to have the right team on your side.

For Neil Brooks, corporate branch manager at HomeSmart Scottsdale in Scottsdale, Ariz., that team is Quicken Loans. With 31 years of experience under its belt, Quicken Loans has helped more than 2 million American families finance their homes, closing more than $220 billion in mortgage loans from 2013 to 2015. “Everyone knows about Quicken Loans, as they’re dominant in the marketplace,” says Brooks, who initially shied away from working with the mortgage lender because of its size. But his decision to begin working with Quicken Loans this past year has proven to be nothing but beneficial. With a team of agents under his wing, Brooks notes that the firm closed 120 deals last year, and is on pace to close between 150 - 160 deals this year. “Quicken Loans has been involved in a vast majority of these transactions,” says Brooks, who can’t say enough about the Quicken Loans Agent Relations team that works behind the scenes to keep the process running smoothly. “The Quicken Loans Agent Relations team is really just an extension of my team. What they do is make me look really great,” says Brooks, who has nothing but good things to say about the process of getting his clients financially ready to purchase a home. An avid fan of Quicken Loans’ game-changing Rocket Mortgage—the first-ever completely online mortgage experience—Brooks points to the Agent Relations team’s commitment to following up as an integral piece of the puzzle. “The follow-up has been fabulous. Not only does it make me look better, but it also makes my team look professional,” says Brooks. “When Quicken Loans reaches out to a client, they’re reaching out on behalf 70 November 2016 RISMedia’s REAL ESTATE

of me as well, which is a huge win-win.” In addition to staying in touch with clients and holding their hand throughout the process, the team at Quicken Loans is committed to keeping Brooks and his agents informed as to what’s going on along the way, ensuring that everyone is kept in the loop. While issues are flagged and rectified in a timely manner, even more impressive is the fact that the team will work with prospective buyers who have been passed their way who may not be quite ready to purchase a home. “Rather than making them feel as if they aren’t worthy of a loan, Quicken Loans goes above and beyond by staying by a prospective buyer’s side and walking them through the process associated with repairing their credit or working through a negative issue on their credit report, which is extremely beneficial,” says Brooks. As buyers continue to turn to the internet for all of their real estate needs, the Quicken Loans model works for buyers across the board—from millennials to seniors. “All around, I’ve been extremely pleased with Quicken Loans,” concludes Brooks.

For more information, please visit or call 866718-9842.

HSA Home Warranty Goes Over and Above for Wisconsin Team

our clients,” concludes Kriewaldt. “It’s the comfort provided to everyone here when an HSA home warranty is involved, and our clients are happy.” For more information, please visit

by Keith Loria


s a broker associate/REALTOR® at Keller Williams Realty in Madison, Wis., Shawn Kriewaldt leads a team of five, responsible for selling approximately 100 houses annually in the Dane County market over the last four years. Keeping up with this level of activity, one thing Kriewaldt and the Keller Williams Realty team can rely on for a steadying presence in their local market is the service offered by HSA Home Warranty. “When I first came into this business 11 years ago at Keller Williams Realty, it was explained to me how home warranties worked, and why they were important,” says Kriewaldt. “HSA had already built a strong relationship with the firm when I joined, and I’m lucky and glad because they have really taken care of our clients, going over and above when help is needed. The local sales representative, Dan Puckett, is available to answer any questions our agents and clients may have.” Making every effort to help their clients understand the benefits associated with home warranties offered through HSA, Kriewaldt notes that the company’s products are instrumental when it comes to protecting both the buyer and seller. “They have great customer service, the local sales representative stays in touch, and they help me grow my business by providing great service,” he says. “I don’t have to worry about the ball being dropped with my clients. If we have issues or questions, they get it handled, and our sales rep always checks in with us to see if we need anything.” Another great value of the warranty service, Kriewaldt says, is that HSA always comes through for the firm and its clients. One of his sellers put a warranty on a furnace during the listing period, and it heated fine through the cold winter months while the house was on the market. “We had an accepted offer and discovered through the inspection that the heating exchange was cracked,” Kriewaldt says. Because the warranty was ordered right when the property was listed, coverage was provided for the failure, and the transaction was saved. “I can be confident knowing that HSA will be there for

REALTOR® Designation Awareness Month Highlights the Importance of Continuing Education by Paige Tepping


ecognized annually in the month of November, REALTOR® Designation Awareness Month was established to encourage members of the National Association of REALTORS® to start or complete an officially endorsed designation or certification through NAR or one of its Institutes, Societies and Councils.

Underscoring the importance education plays in a real estate professional’s career, NAR is dedicated to helping REALTORS® enhance their professional skills in order to stay ahead of the competition—day-in and day-out. Drilling down even further, it’s the dedication of individuals such as Candy Cooke, president and owner of Real Property Counselors, Inc. in Buchanan Dam, Texas, who have committed to giving back to the industry through teaching designation/certification courses that truly highlights the importance of continuing education year-round.

“As real estate professionals pursue continuing education, it’s critical that they pick courses that are pertinent to what their field is, or what it is they want to go into.” - CANDY COOKE President & Owner, Real Property Counselors, Inc.

“When I started teaching about eight-and-a-half years ago, I only had one designation,” says Cooke. “Today, I have 24.” A continuing education enthusiast, Cooke’s passion for training new agents runs deep. “I realized I was unhappy with the education out there, and I felt like it was my turn to give back,” says Cooke, RISMedia’s REAL ESTATE November 2016 71

who’s been involved in various aspects of the real estate industry for the past 33 years. “Not only do I love giving back to the industry, but I also enjoy helping new agents understand how important it is to have more education.” But with so many designations/certifications to choose from, it’s not always easy to determine where to begin. For Cooke, NAR’s Graduate, REALTOR® Institute (GRI) designation provides the perfect starting point for real estate professionals. Next on her list is the Accredited Buyer’s Representative (ABR®) designation, as it gets people in the habit of taking care of their clients appropriately. “It’s also important to note that the certifications that go along with the designations have awesome information.” GRI and ABR® designations aside, keeping up with one’s education is all about picking the courses that will help them the most. “As real estate professionals pursue continuing education, it’s critical that they pick courses that are pertinent to what their field is, or what it is they want to go into. It’s also important to choose instructors that teach in a way you can learn,” says Cooke, who is in the classroom five days a week. “It’s so much fun to get in the classroom and really dig down into the content and get everyone excited about using the knowledge I’m imparting,” explains Cooke. While REALTOR®Designation Awareness Month comes and goes each year, committing to continued education never goes out of style. “Our Code of Ethics requires us to be competent,” concludes Cooke. “Taking designation and certification education courses allows you to network with other professionals and get the information you need to protect your clients, while at the same time reducing your risk and liability.” During the month of November, all online NAR designation and certification courses are 20 percent off at For more information, please visit 72 November 2016 RISMedia’s REAL ESTATE

Smooth Inspections Keep Transactions Humming HOMETEAM INSPECTION A KEY PART OF FLORIDA AGENT’S SUCCESS by Maria Patterson


n her 10 years in the real estate industry, Katie Ducharme has seen the business from several vantage points—from the homebuilder perspective when she worked with KB Homes to the leasing side when she worked for a property management company, and finally, from the agent’s point of view in her current role as a successful sales associate with Christie’s International affiliate Coastal Properties Group in Pinellas County, Fla.

In her two years with Coastal Properties, Ducharme has closed more than $20 million in sales, gaining entry into the firm’s President’s Club in her first year. According to Ducharme, her success is a combination of hard work and advantageous market conditions. “There are a lot of homeowners who are seeing that it’s a great time to sell a home,” she explains. “A lot of people have recovered from the downturn—they were nervous that house values wouldn’t come up. But most have and now they can sell at great prices and move up. Rates are low and there are a lot of great programs for first-time homebuyers, and lots of opportunities for investors.” Maximizing such great market opportunities requires facilitating an efficient and effective transaction. A critical part of Ducharme’s success formula is working with HomeTeam Inspection Service of Tampa Bay, in business for more than 22 years and performing over 35,000

home inspections. The firm is an affiliate of the Ohio- you need something. One time when one of his inspectors wasn’t feeling well, I saw Mitch out in the field with based national provider HomeTeam Inspection Service. When it came to choosing a home inspection service his inspection clothes on, ready to get the job done.” HomeTeam’s technology helps streamline the inspecprovider, Ducharme learned the hard way. tion process even further, using text “I was on my very first home inspection and I’ll never forget it,” she and email reminders, and electronic relates. “The inspector took four reports with photos. hours and was so negative—every“You always get a reminder call thing was wrong. I thought to myself, and text and HomeTeam also lets ‘This is how home inspections go?’” the listing agent know—that’s one Ducharme started asking around. less thing I have to do,” says Ducharme. “They are very organized and Her team leader at the time recommended HomeTeam—she hasn’t they send the report as a link to a looked back since. PDF. That way you’re not getting a gi- KATIE DUCHARME ant attachment, which often wouldn’t “HomeTeam brings a group of Sales Associate, go through.” three or four inspectors and they Coastal Properties Group Ducharme sees the partnership are really thorough because you as a long-term component of her suchave multiple people looking at the situation,” Ducharme explains. “They’re detailed and ef- cess. “HomeTeam is my chosen inspection company,” ficient, but at the same time, they don’t want the buyer she says. “They’re the only ones I ever recommend.” to lose excitement about the house. They’re always early, always professional and always positive, even in For more information, please visit a bad situation.” The team approach pays off not only for Ducharme, but also for her clients, who can enjoy peace of mind that the home has been thoroughly inspected. The inspection team includes an air conditioning specialist and at least two other inspectors. Working as a team allows them to check each other’s work and bounce things off one another. HOMES.COM PROVIDES A WINNING SOLUTION FOR Ducharme also relies on the speed in which inspections are scheduled—within the same day or the next COLORADO FIRM day, at the latest. HomeTeam’s responsiveness is also by John Voket a huge plus. “Mitch, the owner, is always available if you ever have n the hills of Colorado, Tom Kalinski—broker/owner and a question,” she says. “He bends over backwards when

“HomeTeam is my chosen inspection company. They’re the only ones I ever recommend.”

Appealing to Younger Clients in Today’s Competitive Market


founder of RE/MAX of Boulder, Inc.—and his team have been taking advantage of the advanced multimedia they can display on their website, while tapping in behind the scenes to a volume of quality leads they’ve never seen before.

With the opportunity to do virtually limitless videos on their clients’ properties, the members of his team are ramping up their skills when it comes to developing eyepopping visuals. “We actually created a studio complete with cameras where any of our REALTORS® can go in and do as much visual content as they care to do,” says Kalinski, of the company’s 110 REALTORS® and 30 - 40 licensed assistants who work to support the firm’s teams. “Only 25 or 30 of our team members are very adept at doing the video work right now,” says Kalinski, “but we RISMedia’s REAL ESTATE November 2016 73

have a full-time staff member supporting our video studio who can help walk any of our team members through the process.” For Kalinski, the decision to partner with came about after he was contacted by a company representative who said they had the answers to all of his problems. “We get that pitch every day from somebody, but I liked the approach, so I listened,” says Kalinski. “As an old-time broker, our office had been doing things the traditional way—through referral business—but we’re finding that we need to develop an approach that appeals to younger clients, so learning and understanding lead generation was big for me. And the ways in which has helped us begin to present ourselves on social media is another important thing.” While the partnership is still in its early stages, Kalinski notes that the leads they’re getting from are better than the leads generated through their old website. His team members are also expanding the use of blogging to present themselves to an even broader audience, and has been by their side every step of the way. “ is supporting our bloggers by helping them understand how to do it, and how to present it in order to help support lead generation,” adds Kalinski. “So far I’ve been impressed,” concludes Kalinski. “Some of the other pitches we’ve received haven’t come with the follow-up or integration to help us grow our business. Nobody else seems to have the tools to do that.” For more information, please visit

Build Better Client Relationships with American Home Shield® by Zoe Eisenberg


orking in the real estate industry is about more than helping people find homes. It’s about helping your clients better their lives.

“I love getting letters from my clients describing their positive experience,” says Laurie Lundeen of Coldwell Banker Residential Brokerage in Green Valley, Ariz. “It fuels me to search for more ways to improve my performance and my clients’ satisfaction.” A company that shares in Lundeen’s search for im74 November 2016 RISMedia’s REAL ESTATE

proved client satisfaction is American Home Shield® (AHS®), who has built a relationship with both Lundeen and her clients by offering reliable home warranty plans and quality services. AHS has provided high-quality home warranty services since 1971, so Lundeen knew they were a company her clients could trust. Lundeen learned the value of an AHS home warranty plan 15 years ago, right at the start of her real estate career. Her clients find them just as valuable today.

“Everyone involved in the transaction is far too busy to wonder if the home warranty company will come through when trouble arrives. My clients need to know that they can rely on the vendors they choose. AHS gives my clients that assurance.” - LAURIE LUNDEEN Coldwell Banker Residential Brokerage

“Seller coverage has been a tremendous benefit during home inspections, and has endeared AHS to my clients on both sides of the transaction,” explains Lundeen, who knows AHS has her clients’ backs due to their home warranty offerings. “When difficult issues pop up, AHS comes through.” This reliability is one of the key things Lundeen’s clients value in a home warranty provider, one who handles every aspect of the real estate transaction from beginning to end. “Everyone involved in the transaction is far too busy to wonder if the home warranty company will come through when trouble arrives. My clients need to know that they can rely on the vendors they choose. AHS gives my clients that assurance.” At its core, AHS’ superior service is built on superior client relationships, which real estate professionals understand all too well. “AHS knows that my clients are their clients, and that knowledge allows AHS and me to go the extra mile and deliver an exceptional experience to our clients,” explains Lundeen. Considering how beneficial AHS has been to Lundeen’s clients, she wonders why some agents are behind on the home warranty game. “Many agents have not taken the time to investigate the benefits of seller coverage during the listing and educate their clients,” she says. “When issues come up on the home inspection, AHS offers an easy and convenient path for my sellers, while relieving any apprehension in the buyer’s mind.” For more information, please visit



hen Realtors Property Resource® (RPR®) was first introduced to Better Homes and Gardens Gary Greene in Spring, Texas, agent Michele Miller thought it was a great program that would make her look professional. After all, with competition heating up in most markets around the country, who wouldn’t want a definitive source that incorporates MLS data and helps its users master CMAs? “It’s the most professional part of my listing presentation because I can customize it and it has my contact info on it,” says Miller. She even includes the sellers’ pictures and names on the report, reiterating that the home valuation, CMA, or any other of the program’s custom-made reports were tailored specifically for them. It’s a massively impressive system with various functionalities that leave no question to the clients that this agent has done his or her homework. RPR®is a single-source database that removes agents’ reliance on consumer-centric search methods, providing one streamlined system that real estate professionals can utilize to help fulfill any client’s needs. Closed to the public, RPR® provides agents with next-level information they can use to wow clients and prospects in the field or at listing presentations. It compiles information on public records and tax assessment information; liens, standalone mortgages and refinancing loans; school district data, reviews and test scores, and much more. It also includes cutting-edge geo-spatial imagery, heat maps, and historical property photos to further aid agents in getting the specific, detailed information that each of their clients demands. For Miller, RPR® helped her win a second chance at what eventually became her highest-priced listing, todate. She was attempting to break into a new, higherpriced neighborhood. Since it was a custom-built home, she felt unprepared. “I did the presentation and knew I had blown it,” she says. “I was so off on the comps because it’s such a small neighborhood. I left there feeling deflated, but watched the house…they never listed the home.” Two months later, Miller used RPR® and got to work. Using the platform’s Refined Value tool, she looked back at her notes and found a value for all of the home’s custom items she could remember.

“It gave me the opportunity to revalue the home, which you can’t really do until you’ve been in the house. I readjusted the value, printed the report, and sent a personal note back to the homeowners, telling them that I saw they didn’t list the home and that I had been reevaluating their neighborhood and now have a new analysis for the home. And I got a phone call back. That feature of RPR® is what helped me get back in the door and secure that listing.” RPR® also helps Miller deliver a range in value to her seller clients that makes sense to them. Using RPR®, Miller can refine her searches to fit each particular home, narrowing down to homes with pools, square footage, the age of a home, and more, helping her find some of the best comps that reflect the property she’s trying to help clients price and sell. “I let my sellers pick their listing price. With help from RPR’s data, I can let them come to the price where we need to position their home in the current market.” Though Miller mostly uses RPR® in conjunction with seller clients, she does note the value of its school data for buyers investigating new towns and cities. She’s also very pleased with how RPR® incorporates data from her MLS. “The data matches up. I’m very happy with the feed that RPR® gets from my local MLS system,” she says. When the service first came to Gary Greene, an office of over 150 agents, Miller was one of two agents seated in the initial training. Now, the rest of her colleagues are trying to catch up and learn from her experiences. “I’ve already spoken to the office about how I use it. I’m known as the RPR® agent, so people come to me and ask, ‘Can you show me this?’ or ‘Can you teach me that?’ I’m not an instructor, by any means, but I’m getting more people turned on to it in my office just because I’ve been having success with it.” RISMedia’s REAL ESTATE November 2016 75

RPR® continues to help Miller provide accurate home valuations, securing her more and more listings in her market. Armed with its accurate data and customizable reports, Miller will never have to feel unprepared or deflated again. For more information, please visit



or those who qualify, the 1 percent down payment program offered through a partnership between Quicken Loans and Freddie Mac offers a responsible and affordable path to homeownership. But applicants are also singing the praises of the professionals who guide them through the process.

Amanda Dolekary, who recently took advantage of the program, closing on a home in Western Pennsylvania, and Patricia Hutchinson, who purchased a home through the program in Southeastern Michigan, both explain that they were highly motivated to get into their own homes, and ecstatic to learn they qualified for the 1 percent down payment program. “I was a little leery at first because this mortgage wasn’t from a bank you walk into,” confesses Dolekary. “But we had a really good experience because everything was online, which made it quicker and easier to get through the process. We also had a great experience with the Quicken Loans representative who worked with us.” While her first mortgage experience was through a traditional brick and mortar lender, Dolekary was happy about the Quicken Loans support representative she worked with. “She was very welcoming and helpful, and she called or emailed me immediately any time I had a question,” Dolekary says. For Hutchinson, whose son approached her about purchasing a home she and his family could share, the 1 percent down payment program provided them with the means to move into their own space. “We wanted a combined family, and when I found out 76 November 2016 RISMedia’s REAL ESTATE

I qualified for the 1 percent down program, I was very motivated,” says Hutchinson. Much like Dolekary, Hutchinson also received expert guidance from her Quicken Loans rep. “He was with me every step of the way, walking me through everything I didn’t understand,” raves Hutchinson. According to Quicken Loans, qualifying clients have the ability to put as little as 1 percent down, while gaining 3 percent equity through the program. That means a prospective buyer could purchase a $150,000 home with just $1,500 down. While every loan program has its own set of qualifications, applicants need to keep in mind that the 1 percent down payment program can only be used to purchase a home. Refinances are not eligible. To utilize the program, the home being purchased must be a single-unit primary residence—home or condo. Second homes and investment properties aren’t allowed, and applicants can’t use the program to get a co-op. In order to qualify for the 1 percent down payment program, clients must: • Hold an average FICO score of 680 or higher. • Earn less than the median income for their county. • Have a debt-to-income (DTI) ratio that doesn’t exceed 45 percent. • Participate in an online introduction to homeownership course that provides helpful content and answers common questions asked by first-time homeowners. With the money they saved by taking advantage of the 1 percent down payment program, Dolekary and Hutchinson were able to use their savings elsewhere, including home improvement projects and moving expenses. RE For more information, please visit partner?c=fredrismedia.

Log on and discover NAR’s Online Education Destination.


Center for REALTOR® Development is your source for NAR’s online designations and certifications. Available anytime—virtually anywhere. We make it easy for you to grow your skill set in all facets of real estate! Invest in yourself. Visit OnlineLearning.REALTOR.


Marketing to Women Consumers Commentary by Desirée Patno


re you tech-savvy? If you answered no, you’re most likely hurting your business’ bottom line. Due to technology, it’s no longer enough to be a subject-matter expert in your field. You have to adapt to the times and become educated on gender-based marketing strategies. Your Demographic Knowing your audience is the basis of any marketing plan. According to 2015 Pew Research Center data, 44 percent of women use Pinterest vs. 16 percent of men. If your target audience is women, this is just one example showing that certain social media sites hold more value than others when it comes to gender. Women continually dominate the “visual web,” making up the majority of users on other image-based platforms like Instagram, which is used by 31 percent of women and 24 percent of men. Men prefer online forums and text-centric sites like LinkedIn, Twitter and Reddit. Familiarizing yourself with the online usage of your market will help you customize your marketing campaigns. As a real estate professional trying to sell homes, you may think

78 November 2016 RISMedia’s REAL ESTATE

social media is for younger generations. However, the Pew Research Center reports that 56 percent of online users 65 and older utilize Facebook. In fact, the data reveals that in the 65-and-older age group, usage of Facebook, Twitter, Instagram, Pinterest and LinkedIn rose dramatically between 2013 and 2014, in some cases experiencing increases of over 100 percent. Power of Visual Content Written content is necessary, as prospective customers need to get to know you and your services; however, an image or graphic can lead customers to your words. Furthermore, the option to see important information like interest rates or deadlines in writing is valuable. 8According to Dr. James McQuivey

of Forrester Research, one minute of video equals 1.8 million words. 8Hyperfine Media reveals that including a video in an email creates a 200 – 300 percent increase in click-through rates, and real estate listings that include a video experience 403 percent more inquiries than those without.

Marketing to women is all about creating engaging visual content on women’s preferred platforms. Use popular hashtags that will help female customers find your content, and consider the fact that tweets with hashtags get double the engagement than those without. This will take you minutes to learn, and pay off handsomely. Last but not least, be sure the women portrayed in your marketing content represent today’s women. Don’t resort to passive stereotypes or portray only mothers or wives. Women are changing. They’re getting married later, having children at older ages and heading families in historic numbers. In fact, the U.S. Census Bureau reports that more than 1 in 4 families with children under the age of 18 are headed by a single parent, and more than 3 out of 4 single parent families are headed by a female. This makes it increasingly important to diversify your representation of women. Creating a balanced marketing plan will help illuminate the best strategies for your business. The world we live in is constantly changing, and it’s important to prepare for the new tide, rather than ignore its presence. Not leveraging tools like social media and visual marketing can prove costly to your business. RE Desirée Patno is president and CEO of the National Association of Women in Real Estate Business (NAWRB). For more information, please visit

Introducing the MLS Tax Suite

One New Product. Endless Property Data Options. •

Intuitive navigation to simplify your work day

Additional search capabilities, such as our multi-county search tool

Optimized for mobile devices

Enhanced mapping capabilities

Cleaner, dynamic interface that makes browsing property data easy

New suite features, like our added home improvement values


Visit with us at booth #1747 during the REALTORS® Conference & Expo.

Intuit Becomes Latest Partner in the REALTOR Benefits® Program by Bob Goldberg


embers of the National Association of REALTORS® (NAR) enjoy substantial discounts and unique offers on dozens of products and services offered through the REALTOR Benefits® Program. Over 30 industryleading companies participate in this official member benefits resource. Now, NAR’s Strategic Alliances Team is pleased to announce the addition of Intuit, the leader in financial management software, with savings on its signature products QuickBooks® Self-Employed and TurboTax®. “Intuit is excited to partner with NAR to help real estate professionals manage their finances with QuickBooks Self-Employed and TurboTax Online,” says Kathy Tsitovich, director of Business Development at Intuit. “We recognize that busy real estate professionals want to stay focused on one thing—real estate. Our products are designed to help them keep more of their hard-earned income by maximizing deductions, simplifying tax time and providing clear visibility into cash-flow throughout the year.” Take advantage of special discounts on these products while minimizing the amount of time spent on managing your finances and taxes. Three Ways to Save Through the REALTOR Benefits® Program, Intuit now offers NAR members three ways to save on two signature products: 1. QuickBooks Self-Employed Enjoy automatic mileage tracking, receipt capture and expense categorization, all in a single app. Take the busy work out of organizing your finances so you can focus on your business. QuickBooks Self-Employed helps you claim every deduction so you keep more of what you earn. Users find an average of $4,340 in potential savings per year. Other features and benefits: 80 November 2016 RISMedia’s REAL ESTATE

8 Track mileage automatically using your phone’s GPS. 8 Easily attach receipts using your phone’s camera. 8 Track expenses on the go with secure connections to bank and credit card accounts. 8 Do your taxes directly through TurboTax or send your accountant all the data they need to do your return with a single click. Special pricing: 50 percent discount per month off retail pricing, per user, for the first 12 months, and ongoing benefits thereafter. 2. TurboTax TurboTax is America’s No. 1 best-selling tax preparation software. Choose the version that best fits your needs with special member pricing on TurboTax Deluxe, Premier, and Home & Business editions. 8 One federal and one state tax return filing is included. 8 Easy prep, print and e-file. 8 Report your income with ease. 8 Maximize your deductions and get your maximum refund.

8 Talk to credentialed TurboTax experts, all CPAs and EAs, for tax advice if you need help. Special pricing: Annual discounts for Deluxe ($10 off), Premier ($15 off) and Home & Business ($20 off) editions. 3. QuickBooks Self-Employed and TurboTax Bundle Maximize your savings by purchasing both products together, allowing you to pay quarterly and year-end taxes online through a seamless integration of QuickBooks Self-Employed and TurboTax Home & Business, including ease of paying quarterly and year-end taxes online and year-round tax advice from credentialed TurboTax experts. Special pricing: 29 percent discount per month off retail pricing, per user, for the first 12 months. For details on eligibility, and to learn more about savings from Intuit, visit Access All Your Member Benefits The REALTOR Benefits® Program is your official (NAR) member benefits resource, bringing you savings and special offers just for REALTORS®. Program partners are carefully selected, so you can be assured they understand the unique needs of real estate professionals and are committed to your success. Make the first place you stop when you shop for your professional and personal needs. RE Bob Goldberg is senior vice president, Marketing & Business Development, the National Association of REALTORS®.

Learn More For complete details on ways to save on Intuit’s QuickBooks SelfEmployed and TurboTax via the REALTOR Benefits® Program, visit


Glitz, Glam and Popcorn, Too California Broker Takes Video Marketing to a New Level


ot many people can say they’ve been to a film premiere for real estate…until now. Decker Bullock Sotheby’s International Realty, a leading brokerage in San Francisco’s Marin County, recently rolled out the red carpet and upped the ante on video marketing.

The innovative brokerage, with approximately 180 agents in nine Marin County offices, is known for its extensive use of video marketing, and has now raised the bar with its latest creative marketing project: 14 short films crafted together with Evoker, a Chicago-based multimedia branding agency. The films premiered October 3 at the iconic Lark Theater, complete with red carpet arrivals and a champagne reception on the brink of the Mill Valley Film Festival season. The agent-focused films, made over the course of six weeks, are aimed to create a visual connection between a selection of the brokerage’s talent and their future clients. The result is an ensemble cast of dynamic individuals and their stories—from traveling the world, to charity work, to sailing on the San Francisco Bay. Film posters displayed outside the theater conveyed the brokerage’s message best: “We live in a place unlike anywhere else, where every home has a story. So do we.” Why tell an agent’s story? Trust. In the age of digital real estate, it’s not far-fetched for some to assume that one day human interaction could be completely cut out of the equation.

That’s not the vision at Decker Bullock Sotheby’s. Human interaction is instead at the forefront of thought at the brokerage. “Our clients expect service,” says Kevin Daniel Dwyer, creative director of the brokerage. “They want trust and they value discretion. We are leaders in technology integration, but that’s not enough. We’re in the service business. These films are another tool offered to our forwardthinking agents and discerning clients. They’re also works of art, which deserved a grand stage. Our film premiere was the first of its kind in real estate, and we’re immensely proud of that.” Decker Bullock Sotheby’s and Evoker’s collaboration is the latest

Decker Bullock Sotheby’s International Realty rolled out the red carpet for its latest creative marketing project.

in an exclusive relationship between Sotheby’s International Realty Affiliates and Evoker. “With everything we do, we aim to create cinemaquality short films that capture authentic human connections,” states Kameron Jackson, founder and CEO of Evoker. “We are humbled to partner with Decker Bullock Sotheby’s International Realty on this innovative marketing campaign that helps their agents connect and build trust with clients.” RE To view the films, visit Decker Bullock Sotheby’s International Realty’s YouTube page.

RISMedia’s REAL ESTATE November 2016 81





Only Homes & Land can give your properties the premium online distribution they deserve. There are hundreds of real estate portals. We give you the websites that matter.

Talk to your local Homes & Land Publisher or visit us at for more details about this premium program. Properties must meet price thresholds to be listed on premium websites. The New York Times and its affiliate sites do not accept listings from New York, New Jersey or Connecticut. Syndication partners are subject to change.

{Rising Stars}

Judy Gibbons, broker, Jameson Sotheby’s International Realty, with buyer client, Mark Lambert

Staying Ahead of the Curve by Lesley Grand

Tammy McEwen Marketing Director Jameson Sotheby’s International Realty Region served: Chicago Number of offices: 5 Number of agents: 400 You’re known for your creative approach to marketing, like partnering with Gold Coast Events and using helicopter tours for upper-end properties. Please tell us about your favorite initiatives. Tammy McEwen: My favorite initiative for 2016 so far is the book we’ve started putting out called “Imagine.” It’s taken the place of all of our print advertising. Our big challenge had been, how do we stand out from the individual print ads in newspapers and magazines? Our answer has been to print this beautiful book—40 pages of beautiful color images. We usually feature one house/ one picture per page. The book then becomes an insert that goes into local magazines, and in the case of Barrington, Ill., into the area newspaper. Every month we print 150,000 copies of the book. We also have a digital edition. People love them! They’re great coffee table books and they’ve been an incredible marketing tool for us. We’re even getting calls from people asking if their property is worthy of getting into the book. And we never need to do those little picture ads again that only get lost in the shuffle. I would like

to add that todate, Imagine has been our most successful ad campaign, and I’ve been with Jameson for 27 years.

How do you differentiate your offices from others in the industry? TM: We promote what we call a “culture of happiness,” which basically means that we empower our agents to do what they love. We want them to know that we’re behind them however they choose to pursue their work. That way, they’re free to be creative. If an agent has an idea, we tell them to shoot it to us, that we want to hear about it, and we will do our best to make it work.

What do your associates love most about your firm? TM: Our affiliation with Sotheby’s has been phenomenal for our associates. The Sotheby’s brand standards are excellent. Whether an agent is selling a $300,000 house or a $3 million house, they get the same great marketing materials. The affiliation opens so many doors for them. Then there are the initiatives we’ve created—for instance, we do helicopter tours, which have been very successful, especially on the buy side.

What are you working on going forward? TM: Going forward, we’ll make our book, Imagine, even better. Our photos have to be outstanding. They have to be beautiful. We’re constantly refining it.

In just a few words, what’s the secret to your success? TM: Real estate is always changing, and I believe that in order to be successful, you have to evolve with the times. Today, it’s all about social media. Everything is digital. But it’s not enough to just be digital. If you put something up on the internet today to break through the clutter, it can’t be static—it has to move. We move with the times and make incredible moving images. In the end, the main thing is to always stay ahead of the curve. RE

For more information, please visit RISMedia’s REAL ESTATE November 2016 83


Agents Just

Get It. Do You Belong? Sign up for Top 5 in Real Estate today at


facebook twitter

RSS facebook

flick RSS r twitter

flick r linkedin facebook

myspace RSS linkedin

myoutube yspace flick r

foursquare youtube twitter linkedin

email mfoursquare yspace facebook

Top 5 Agents Get What They Want. If you’re a top producing agent, the truth is you could still be getting more. As a member of RISMedia’s Top 5 in Real Estate Network, you enjoy exclusive access to an array of personal branding, professional networking, multi-media marketing and technological resources few others could ever match.

In other words, you get everything you need to get the listing, get the deal and get ahead. All for less than most agents spend on smartphone service. Find out how top producers stay on top – and how you can join them there. Visit us at today.

Top Training & Coaching | Top Tools & Technology | Top Resources & Services

{Agent Spotlight}

Making the Winning Play

by Lesley Grand Kyle Bosworth Watson Realty Corp.

Years in real estate: 1.5 Region served: Northeast Florida, as well as Dallas and Austin, Texas Average market time: 7 days You’ve had a great career in football with the Jacksonville Jaguars. Why did you choose real estate for your second act? Kyle Bosworth: I’ve played football since I was seven, but I’ve also always loved building and doing things with my hands. In middle school, I built tiny houses in workshop class, which I always thought was super neat. When the NFL was on the fence about me, and the only place I was hearing from was Canada, I got my real estate license. In some ways the transition has been tough, but my wife is very supportive. What are your strategies for building

relationships with clients? KB: My network and ring of football friends make it easier, but perhaps, most importantly, I try not to burn any bridges or turn away any meetings. You never know where you’re going to get business. Please describe some of your best marketing strategies. KB: Much of what I’m doing in real estate is informed by my background in football. The two professions actually share many similarities. In football, you have to be creative to make winning plays. In real estate, it’s the same thing. I have to be creative with my open houses, making them out of the ordinary. I use drones and 3-D renderings to stand out, and I work very hard to market my listings. In football, I wasn’t the guy who came out of college as a shoe-in, but rather, the guy who always worked really hard. I was the first one onto the field, and the last one off. I work the same way, with the same intensity in real estate. My creative juices are

always engaged. It’s a great second career for me.

Do you have a mentor? KB: My mother-in-law is a fantastic REALTOR® in California. She makes friends with her clients, does closings in her house and tries to help out wherever she can. She’s someone you want to hang out with, which I try to do as much as possible. If you could use only one word to describe what you feel is most important to any successful real estate practice, what would it be? KB: Knowledge. The more you know about the business and what you can do to help out, the better. In that way, too, real estate is just like football. Every deal is different, so adversity is going to hit you in the face, and you have to constantly be thinking on your feet. What are you going to do with it? The more you know and the more you learn in real estate, the better able you are to come up with a winning strategy. RE

RISMedia’s REAL ESTATE November 2016 85

{Broker Spotlight}

Ready for the Future Help-U-Sell Real Estate May Be Just What the Market Ordered by Maria Patterson


ohn Powell has lived and breathed Help-U-Sell Real Estate in just about every capacity. Starting out as a broker with the real estate franchise in 1989, then rising through the ranks to become regional director and COO, has made Powell uniquely qualified to understand the inner workings of Help-U-Sell Real Estate. That’s why Powell assumed the role of chief development officer for the firm this past July—no one knows better how to succeed within the firm’s set-fee, fullservice model…and why there’s never been a better time to come on board than now.

86 November 2016 RISMedia’s REAL ESTATE

MP: What made you first choose Help-U-Sell Real Estate as a broker back in 1989? JP: I got my real estate license in

Maria Patterson: Let’s start with a brief summary of your history with Help-U-Sell Real Estate. John Powell: I’ve been with Help-USell Real Estate since 1989 in every position you can think of. The HelpU-Sell model was revolutionary at the time, and I developed one of the top two producing offices in the country. I had that office for about 15 years and then bought the Arizona region in 2000 and became a regional director. This basically made me a franchisor for Help-U-Sell Real Estate in Arizona, and we grew from three offices to 47. Then the real estate market crashed in Arizona in 2006. The company began reorganizing and I went to work for corporate as COO. From 2009 to today, we’ve been rebuilding the infrastructure as far as technology and our website front-end and backend tools for brokers and consumers. We’re now ready to start growing the system again by bringing new brokers on board and making existing brokers as profitable as possible.

1983 when I was working with new home builders. I worked with large, regional and national home builders as a sales and marketing manager. During the recession of the late ’80s and early ’90s, however, that industry did a nosedive, so I bought a franchise with Help-U-Sell Real Estate. In the middle of the recession, I felt the community needed a different model. This was a model where you could say to the seller, “We can give you full service and save you some of the equity in your home.” I felt this was the future of real estate because it was consumer-centric and addressed consumers’ needs.

MP: How many offices does Help-USell Real Estate currently have, and in what regions of the country? JP: We have about 90 offices nationwide with a large concentration in the Southwest, but we’re all across the country. In terms of expansion, we’re focusing on California, Arizona and Nevada—we’ve had large presences in these states in the past, so our name is known. We originated in California, so it’s a good springboard.

MP: How would you describe your company’s positioning in the marketplace? What sets your company apart from the competition? JP: We’re very consumer-centric— we’ve evolved the company based on consumers’ wants and needs. We’re positioned as a set-fee company. A lot of people lump us in with discount companies, but we’re not. We’re a full-service company.

When the founder started this company in 1976, he went out to buyers and sellers and asked, “What did you like about your last real estate transaction, what didn’t you like, and what would you like to see change?” and around their answers, he formed a company. Sellers didn’t understand how real estate agents came up with their fee, so we developed a fee based on what we do, rather than on what the price of the house is.

MP: Please explain how the set-fee model works. JP: We determined what the broker’s overhead is—rent, utilities, etc.— added in a profit margin and then came up with a set fee. This setfee model is structured in much the same way a consumer would pay for other goods and services. The consumer gets this model immediately, and it makes even more sense now. When the company was founded in 1976, brokers still had total control because there was no internet. Today, buyers have a free flow of information—they can get listing addresses, drive by listings and sometimes get phone numbers and talk to owners directly. Consumers only get the broker involved when they need the broker for helping them understand the information and negotiating the transaction with the best possible terms and conditions. Very early on, our motto was information without obligation.

MP: What is the biggest misconception about Help-U-Sell Real Estate? JP: The biggest misconception consumers have about Help-U-Sell Real Estate is that they need to do a lot RISMedia’s REAL ESTATE November 2016 87

The staff of Help-U-Sell Conejo Valley in Westlake Village, Calif., including broker/owner David Bartels (far left), poses in front of their moving truck, which they lend out to clients.

of the work. People call us because they know they’re going to save money, but they wonder what they have to give up in the process—the old “you get what you pay for.” They’re amazed to learn that they’re not giving up anything—that they’re actually getting more in a lot of cases. From the broker’s perspective, they often think, “I’m struggling now to make a profit with 6 percent commissions—how will I make a profit if I’m cutting that down to a set fee?” Their perception is that they can’t make money—and if you cut com88 November 2016 RISMedia’s REAL ESTATE

missions in a traditional real estate office, you would lose money. But our business model and how we operate is designed to make sure you’re profitable.

MP: How has your company evolved over the years and survived the challenges of the downturn? JP: We’ve been through a period of continuous evolution ever since we started. We started out basically working with sellers, and now we’re handling all phases of the transaction, including working with buyers.

During the downturn, we had to educate the system again. Now we’re back in a market where we have equity sellers and prices have come back. Our brokers are hungry for knowledge and want to learn how to grow their offices.

MP: How do you support your franchisees and help them ensure profitability? JP: First, we are on the cutting-edge of technology—we develop it all inhouse. So if a broker tells us, “I need my website tweaked to do this type

of search,” we can crank that out in a very short period of time. From a training and coaching perspective, we offer a tremendous amount of support for the broker. When they come on board with us, they start out with Help-U-Sell University, which is a modulized, online system that takes them through our culture and the consumer offering. It also provides them with an in-depth analysis of their target market to help them build marketshare. It teaches new franchisees how to recruit and set up their offices to succeed. From there, we offer broker roundtables every week where we go over new technology developments and how to utilize them. We also have a broker mastermind group where we cover a different topic each time, such as marketing or recruiting. On these calls, we get top brokers to discuss how they’re handling different situations out there in the real world. We also offer copious training materials through our office management systems (OMS), such as buyer training and listing training. In addition, we provide four coaching groups: one when you’ve just completed the University and want to get to your first level; one on gaining marketshare through marketing; one on recruiting; and one for masterminds doing a high volume of business who want to take it to the next level. We also have automated marketing. A lot of times, that aspect of the marketing system gets forgotten because the broker gets so busy. We automate the marketing so the broker doesn’t have to think about it—it just happens.

MP: What are the biggest challenges currently facing your company? JP: The education of the consumer is probably our biggest ongoing effort. However, our challenge is nowhere near what it was in 1976 or 1989.

“The consumer is looking for value, and they want to get the best service for the best value. Help-U-Sell Real Estate has been branding that for over 40 years, and the industry has finally caught up.” - JOHN POWELL Chief Development Officer, Help-U-Sell Real Estate

A recent survey showed that of 2,000 real estate buyers and sellers, 60 percent of sellers got a discount on what consumers perceived was the normal commission. Fortyone percent of buyers said the same thing—a good chunk got a refund or rebate at close of escrow. The whole industry is moving in our direction and the consumer is driving that. Brokers had a monopoly on information, but now, consumers can get information in countless ways. But they still need us to interpret the information and tell them what is pertinent, and negotiate the sale. A large chunk of the industry wants to keep things the way they were 30 - 50 years ago, but the consumer is driving the bus and setting the rules. The world’s finally moving in our direction. The problem is, most brokers are new to this discounted commission because their firms are based on old business models, which cuts into their profitability. We have a system that’s built for our fee structure so it doesn’t cut into broker profitability.

MP: Where does the greatest opportunity for increased business lie? JP: Our greatest opportunity lies with today’s consumers. The consumer is looking for value, and they want to get the best service for the best value. Help-U-Sell Real Estate has been branding that for over 40 years, and the industry has finally caught up. The whole direction of the industry is in our favor. Brokers need to figure out how to compete in this world. You can’t just reduce commission and be profitable. You need a

system in order to do that. We have that system.

MP: How are you attracting and retaining top brokers/franchisees? JP: We have a multifaceted approach for attracting brokers. We are target marketing California, Nevada and Arizona through email campaigns, in-person seminars and print advertising in industry publications. We recently brought on a new broker in Del Mar, Calif.—a high-end broker whose average listing is more than $1 million. He’s been in business for 20 years, but sees the change in the business and wanted to be associated with a company that already has it figured out. In terms of retaining brokers, if we can help them be more productive and more profitable, we’ll retain them. We offer a lot in the way of coaching and counseling, as well as technology tools, all at no cost to the broker. It’s about always being there and being supportive—letting them know you care and that your sole goal is to make them as profitable as possible.

MP: In your opinion, what is most critical to your company’s success path forward? JP: It’s critical to stay consistent in what we’re doing. We need to be ahead of the curve when it comes to what the consumer wants. Things change quickly—more quickly all the time. Not getting complacent is how we continue to move forward. RE For more information, please visit RISMedia’s REAL ESTATE November 2016 89

{Broker Best Practices} Educating Consumers Key to Making Good Decisions by Lesley Grand

Ed and Agnes Chatelain Broker Associates Realty Executives Cape Cod Hyannis Cape Cod, Mass.

through a purchase or sale.

What is one thing you do that your clients love you for? Communication. If our buyers or sellers have a question, we get back to them almost immediately. Buying a home is one of the biggest investments our clients will make, and they want to know how things are progressing. Even if we don’t have the answer at that specific moment, we get back to them and let them know where we stand.

What is the key to real estate success?

Region served: Cape Cod, Mass. Years in real estate: 24 Number of offices: 1 Number of agents: 4

Honesty. And, in keeping with the communication theme, we listen to what people say and to what they actually want. If you take the time to listen and then guide people in the right direction, they’re able to make good decisions. And that, after all, is what finding success in real estate is all about.

You have a steadfast commitment to community service. Please describe your philosophy of giving back.

For more information, please visit

Not only have we been involved in the community for years, but we also believe that our community provides excellent services. And to be great real estate professionals in the area, we also need to give back to this community that supports us. We also believe that being involved in the community provides us a first-hand glimpse into the benefits provided, which allows us to educate our buyers. Educated consumers make good decisions, and there’s no limit to what we can achieve if we can make good decisions.

You use an integrated marketing strategy, including print and, specifically, Homes & Land. How does it benefit you? Homes & Land is one of the better avenues we have for marketing. Not only are our listings printed in the magazine—something our sellers value— they’re also displayed on the internet. This marketing strategy integrates us into other areas, such as The Wall Street Journal, because of its broad reach.

How do you stay ahead of the competition? By doing a great job for our clients. We do everything we can to make the process as smooth and simple as possible. Our goal is to make sure our clients have no headaches as they make their way

90 November 2016 RISMedia’s REAL ESTATE

Building a Strong Foundation by Paige Tepping

Cindy Fox Broker/Owner Real Living Now Real Estate Lake St. Louis, Mo.

Region served: St. Louis Metro Area Years in real estate: 22 Number of offices: 1 Number of agents: 40

What is the most significant challenge you’re facing in your market today? A shortage of inventory. Since we have more buyers than we do listings, it’s forcing prices up quickly.

How are you preparing your team to tackle this challenge? We’re communicating with past clients to let them

know now is a great time to sell since there’s a shortage, interest rates are still at historic lows and prices have recovered.

What makes your company unique? The fact that our pricing evaluations are completed with the appraisal in mind. Our agents are trained in regard to pricing listings with appraisal adjustments to help justify the price at the time of appraisal. We also have agents trained in staging who will do staging consultations for free.

How does your company stay flexible and current? We’re small enough to make quick decisions if necessary. We also have an Agent Action Council that meets a few times a year to discuss any changes or issues that need to be addressed and offer feedback on any new programs or changes we’re considering. All of our owners are actively selling, which keeps us current in the marketplace. We’re involved in our state and local associations and aware of the current issues in the real estate industry.

Can you talk about your role as chair of the MarketAdvantage subcommittee, and how it positions the firm ahead of the competition? MarketAdvantage is an online marketing program provided by Real Living. It gives agents the ability to create flyers, postcards, brochures, etc., to help market their services, their listings, or stay in touch with their clients. The program is easy to use and offers hundreds of different pieces to choose from and customize. Having a customizable marketing program that helps our associates stay in contact with their clients is one less thing our agents need to worry about.

What are you most proud of having accomplished as the former chair of Real Living’s Broker Advisory Council? The most rewarding part of serving on the Broker Advisory Council is the willingness of all the brokers to donate their time, talent and experience to make Real Living the best real estate company in the industry. Working together, we discuss the tools, education and programs our agents or bro-

kers need to be successful. If we have systems in place, we’re consistently working to enhance them. A few of the top enhancements have been the redesigned agent websites, the automatic publication of our agent Real Living 360 Service ratings on®, and the current pilot program of a company-provided transaction management system. For more information, please visit

Full Transparency Keeps Surprises at Bay by Lesley Grand

Andy McDonald Designated Broker HomeSmart Advantage Group Tucson, Ariz.

Region served: Tucson, Ariz. Years in real estate: 17 Number of offices: 3 Number of agents: 320

You took over HomeSmart Advantage Group in 2012 with a little over 200 agents and have grown the firm exponentially since then. What does it take? We find that our agents are the best recruiters for the company. We’re always there to support them, and they talk about it. Also, we try to live up to what we say we’re going to do.

What attracted you most about HomeSmart, and which of the brand’s systems do you find most beneficial? I find the HomeSmart concept to be a win-win. Not only do agents receive more than they would from any other company, but our fee structure puts them way ahead commission-wise, allowing them to earn more money than they would with a traditional brokerage. What’s more, the overall efficiency of the HomeSmart concept is the best for agents.

RISMedia’s REAL ESTATE November 2016 91

How do you stay ahead of the competition? Our service, support and professionalism combined with the best fee structure makes us the best. HomeSmart’s technology and tools are second to none, which also helps us stand out from the competition. The fact that HomeSmart isn’t a traditional model is another point of differentiation, allowing me to offer the best possible package to agents.

What do you think your agents believe is the best thing you do for them? We’re transparent, which means there are no surprises. We spell out our fee structure, give them their money when they close and don’t pull any punches. I make sure to set any and all expectations up front.

What is the key to real estate success? I run the company as if I were still an agent. Before I make a decision, I ask myself how I would feel about it if I were an agent. I sold real estate for 16 years and I know what I liked and what I didn’t like, so I’m very sensitive as to what makes an agent happy. Agents’ lives can be difficult due to the amount of balls they need to juggle at any given time, and I don’t want to add any stress to their lives. I’m here to help them run their business the best way possible with as little stress as possible. For more information, please visit

Mastering Transparency and Constancy by Zoe Eisenberg

Charles Nitschke CMO Tomlinson Sotheby’s International Realty Coeur d’Alene, Idaho

Region served: Idaho and Washington Years in real estate: 17

92 November 2016 RISMedia’s REAL ESTATE

Number of offices: 17 Number of agents: 800

We interviewed you a few months back. At the time, you were preparing to get your whole office to agree on standardizing how you managed your customers. What was the first thing you implemented around lead response? We adopted FiveStreet, implemented a five-minute response time for listing inquiries and a broadcast model that gave every agent in each office an equal opportunity to pick up new leads.

Did your agents have to change how they handled leads? From an agent behavior and perception perspective, it was a huge shift. In bringing our lead response policy inline with MIT’s five-minute-foroptimal-conversion window, there was some heartburn. Seventy-five percent of our agents were missing their listing leads, and those leads were being broadcast out to an entire office of very competitive agents. By the end of the first 90 days, listing agents had adapted to the system, claiming over 50 percent of their own leads. Agents had also adapted to the broadcast model and were only picking up leads if they were in a position to immediately service them.

What was the standard for response time both before and after integrating FiveStreet? There was a lot of variability in response time, ranging from a few minutes to several hours, with a number of leads getting no response at all. Very few leads were answered in under 10 minutes. With FiveStreet, we’ve gotten agent response times down to under five minutes if the listing agent captures it, and under 10 minutes if the lead has gone to broadcast.

How did you get your agents to agree to this? MIT, Harvard and the WAV Group have done very comprehensive studies on the relationship between lead response time and lead capture and conversion. The numbers clearly state that there is a 100-times multiplier when you go from 30 minutes to 5 minutes or less. The second big “a-ha” moment came from being completely transparent and showing agents where the leads went, who

captured them, what the conversion was and what improvements we were seeing as we transitioned.

You’re also using Top Producer. Was this a training hurdle, or did you find a way to simplify the implementation? Top Producer is a very powerful tool that can be intimidating to someone who may not have had any exposure to CRMs. The first thing we did was focus on Top Producer Mobile. Reducing the program down to six very well-defined and process-driven buttons made it more approachable. We now have a number of agents who have begun diving into the full desktop version. The program is very flexible and can provide tremendous value in its simplest form, or be fully customized to fit the needs of your power users.

Using Top Producer, did your agents start following up more consistently? Follow Up Coach in Top Producer produced results immediately. When we got to the Follow Up Coach part of the training, an agent sent out her very first email to someone in her database and got a response back that they were thinking about selling their rental property. That was a listing appointment on the very first contact. From that point forward, we’ve encouraged every agent to use the Follow Up Coach to contact its default five people per day, five days a week, 50 weeks a year. If done consistently, you’ll have made 1,250 contacts in a year. For more information, please visit and

Influencing Positivity by John Voket

Steve Hudson Managing Broker The Hudson Company, a member of Leading Real Estate Companies of the World® Winnetka, Ill.

Region served: Lake Bluff to Evanston, Ill., along the North Shore Years in business: 35 Number of offices: 1 Number of agents: 20 Best tip for getting the right listing price: Always list as close to the selling price as possible. In a softer market, a property will sell close to the listing price, while in a hotter market, buyers will bid up the price. Can’t live without tech tool: Google. Google Apps provide the most collaborative set of tech tools available.

As a boutique agency, do you find that you have a unique way of motivating agents? For the most part, motivation is internal, and agents work hard because they want their clients to succeed. Helping agents develop their marketing plan and stay on track does influence their positivity, which, in turn, helps them stay motivated in spite of setbacks.

How do you counsel your team members when it comes to handling difficult clients? Some customers are difficult, but most of the time, customers are simply under considerable stress. Buying or selling a home is an emotional and stressful time, so much of what we do is help people manage their emotional response to the situation at hand and help them make rational decisions. There’s no easy way to deal with situations made difficult by stress, but trust is key.

What are your best tips for getting buyers and sellers to work together during negotiations? Negotiations aren’t easy much of the time because the parties involved can take things too personally. Our job as brokers is to keep everyone focused on the goal of getting to acceptable terms for both the buyer and seller. The seller’s first offer is already on the table—the listing price. The buyer’s offer, if unacceptable, is simply a starting point. It’s important to focus not on where we start, but where we can go.

How has being a member of the Leading Real Estate Companies of the World® network helped you grow your business? We joined with Leading Real Estate Companies

RISMedia’s REAL ESTATE November 2016 93

of the World® (LeadingRE) about 10 years ago, and I believe our partnership has played a role in keeping us in the top three positions in our market. LeadingRE gives us a global reach, so it’s a perfect place for us to be. And, through Luxury Portfolio International®, our luxury markets feed other luxury markets, so our networking in those areas is greatly enhanced. I think we have a disproportionate share of business in the luxury markets against other luxury networks because of the reach LeadingRE and Luxury Portfolio provide our team. For more information, please visit

Giving Real Estate Professionals Every Reason to Succeed by Gabrielle van Welie

Mark Pessin Managing Broker, Carlsbad Regional Manager, San Diego Realty ONE Group Carlsbad, Calif.

Region served: San Diego Years in real estate: 18 Number of offices: 3 Number of agents: 238

What is one of the challenges your market faces, and what are you doing to overcome it? Listings are in short supply as buyer demand remains strong. Many of our buyers are having to compete when purchasing a home, and it’s not uncommon for buyers to end up in multiple-offer situations. We’re teaching our agents to have a buyer consultation when they first begin working with a new client. By properly setting their expectations, we’re better able to help them achieve their goals faster and with far less frustration. We’re helping our clients understand the current market conditions, and showing them how to get their offers accepted over the competition.

94 November 2016 RISMedia’s REAL ESTATE

What demographic segments are driving your business? We continue to see a large number of baby boomers purchasing homes in age-restricted communities. In many cases, they’re downsizing from a larger home, which provides them with significant funds for a down payment or a cash purchase of their new home. We’re also seeing a significant number of foreign investors purchasing property in our area. Through our international marketing systems, our clients’ listings are getting worldwide exposure. Buyers from China, India, the United Kingdom, Canada and Mexico are finding our listings and contacting our agents directly.

What are some of the most creative ways you’re using social media? Many of our agents are using social media to connect with a wider audience. By utilizing video and Facebook Live, we’re capturing the attention of considerably more prospects. Video is in high demand among homebuyers that begin their home search online (more than 90 percent of today’s buyers), and yet, the vast majority of agents are not using video. We’re helping our agents embrace this trend by giving them easy-to-use video creation tools. In addition, our agents are heavily promoting their open houses via social media. Doing so has increased the attendance at their open houses dramatically.

What do you like most about the region in which you work? Everything! San Diego boasts some of the most beautiful geography in North America. We offer miles and miles of gorgeous beaches, moderate temperatures year-round, lush green rolling hills and both rural and suburban communities. In addition, our housing inventory is made up of absolutely beautiful properties, offering unique architecture and great design. There’s truly something for everyone.

How does your company make its agents’ jobs easier? We provide our agents with all the tools, training and support they need to succeed. Everything from home search and video apps, global marketing campaigns, customizable listing presentations

and premium online exposure. In addition, we give them access to multiple office locations to operate from, full-time broker support, ongoing and relevant training classes and the most efficient back-office systems available. We also provide a comprehensive new agent training and mentoring program that sets new licensees up for guaranteed success. And we top all of that off with one of the most competitive fee structures in the industry. For more information, please visit

Flexibility and Openness: A Winning Strategy by Gabrielle van Welie

Al Wimberly Co-founder & Broker in Charge Sellstate Select Mooresville, N.C.

Region served: North Carolina Years in real estate: 22 Number of offices: 1 Number of agents: 62

What’s your top strategy for closing a transaction? Coaching advisors (sales associates) to have rapport with other agents involved in the transaction and problem-solving for the client are paramount. We believe clients miss out on individual relationships and being involved in the process from beginning to end; therefore, we teach our agents to allow access to the individual client via our cloudbased technology provided by Sellstate. This allows them to provide clients with the opportunity to view all marketing materials, contracts, pictures, flyers, social media advertising, and more, in real-time. Also, communication with the reciprocating agents is key.

How do you use technology to better serve your clients? Sellstate’s PowerSuite is innovative in this aspect. Cloud-based technology and other systems provide our advisors the opportunity to speak with clients from literally anywhere in the world. Our advisors are truly mobile; therefore, the clients’ questions can be answered immediately, allowing our real estate advisors and offices to have simultaneous, transparent access to better serve the client. Through our mobile responsive-platforms and realtime, cloud-based storage applications, there’s no down-time for agents, and we can provide incredible flexibility to clients and serve the personal needs of our advisors.

How do you see your market evolving throughout the next year? We’re seeing sold volume numbers reminiscent of the height of our local markets in 2005 - 2006, which most would consider a pinnacle. New construction is at an all-time high, as is commercial development. These numbers are expected to rise as inventory decreases and demand continues to rise. We’re also seeing multiple offers on listings and purchases in about two out of five transactions.

What’s the most significant trend positively affecting your business? The quantity and quality of the weight given to social media over the past 18 months. Our real estate advisors have so many choices for engaging prospects, and can easily spend time and money concentrating on things that don’t provide as high a ROI as social media. That’s a good thing for all, in our view. There are many types of investment and advertising that can be implemented to serve the client. Many of them require minimal upfront investment for high levels of exposure and return. Return on investment for the company and advisors can be measured quickly, and it’s easy to determine those areas that have the highest yield and efficiency. Lead generation has evolved dramatically in recent months, and prospects that supply their information and inquire about a specific property or area expect an agent to contact them. RE For more information, please visit

RISMedia’s REAL ESTATE November 2016 95


Millennials Balance Hopeful Aspirations and Harsh Economic Realities


new national survey of millennials reveals a generation convinced the economy is failing them, a generation willing to work hard to better their lot, and a generation experiencing a great deal of anxiety about the future.

lacking confidence in most American institutions.

The report, recently released by EY and the Economic Innovation Group (EIG), gauged millennials’ views on a variety of issues related to the economy, education, American institutions, and the challenges they continue to face almost seven years into the recovery from the Great Recession. Many millennials entered the workforce in the midst of a deep economic crisis, and today find themselves racked by student debt and

g Eighty-eight percent of millennials recognize that hard work is an important factor to getting ahead in life, but 78 percent are worried about having good-paying job opportunities.

96 November 2016 RISMedia’s REAL ESTATE

Highlights from the study include: Millennials value education and hard work, and they’re willing to make sacrifices to get ahead, but coming of age during a historic economic downturn has severely impacted their lives.

g Sixty-four percent would move to a different part of the country for a better job or access to better opportunities, and 63 percent would add an hour to their commute for a better job.

Millennials will be the most educated generation in U.S. history, but they are not convinced that higher education will provide them the same legup on the path to prosperity that it guaranteed earlier generations. g Two-thirds of millennials believe that having a great education is important to getting ahead in life, but less than half (49 percent) believe that, personally, the benefits of a college education will be worth the cost. g To obtain their educations, millennials have taken on significant financial risk. Fifty-two percent have or will have taken on student loan debt, and 43 percent believe that student debt has limited their career options.

Millennials admire entrepreneurs and would consider starting a business—if they had the financial means. g Millennials overwhelmingly (78 percent) consider entrepreneurs successful, and 62 percent of millennials have considered starting their own business. g The biggest obstacle keeping millennials from starting their own business is money. Forty-two percent of millennials lament that they don’t have the financial means to start a business. Conditioned and also shaken by the economic conditions when they entered the job market, millennials are risk-averse and even conservative in their career choices. g A large plurality (44 percent) of millennials believe the best way to advance their career is to climb the corporate ladder. g Even though 62 percent of millennials have considered starting a business, and 51 percent know someone who started or worked for a startup, only 22 percent believe entrepreneurship is the best way to advance their career. g Black women are the only millennial demographic in which a plurality (39 percent) believe that starting their own business is the best way to get ahead. This generation is skeptical of the establishment, putting very little confidence in institutions, but remaining fiercely patriotic and supportive of a leading role for the United States in the world. g Millennials express low levels of confidence in nearly every American institution. Corporate America, government and the news media inspire the lowest levels of confidence, with

“The millennial mindset was dramatically impacted by the harsh economic realities of the Great Recession, which has made them remarkably politically independent, economically pessimistic, and skeptical of traditional institutions.” - STEVE GLICKMAN Co-founder and Executive Director, EIG

only one-fifth of millennials placing a lot or a great deal of stock in them. g Colleges, universities and the military are the only institutions of the 13 polled to garner the confidence of the majority of millennials. g Millennials remain overwhelmingly patriotic—84 percent agree that they are proud to be an American, with Hispanic men representing the largest group (91 percent). Millennials are largely comfortable with their own tax burden, but they remain concerned about fairness in the tax system. g A majority (53 percent) of millennials who filed a tax return believe the amount they paid was about right, but the older they get, the greater they feel their tax burden increases. g Seventy percent think the wealthy pay too little, and 56 percent think lower income Americans pay too much. g Millennials tend to prioritize federal spending on programs that increase economic security, with 64 percent reporting public education as a top priority, followed by 46 percent who would prioritize Social Security and Medicare. In fact, 74 percent are worried that Social Security won’t be there when they retire. “This is a generation that values hard work, and they are willing to make the sacrifices necessary to get ahead in life. They will move away from home, they will commute

long distances to get the right job,” says Kate Barton, EY Americas vice chair of tax services. “Many of them hope for an opportunity to climb the corporate ladder. And while they truly respect entrepreneurship, they worry that they will not be able to overcome the significant financial and regulatory hurdles associated with starting a business.” “Millennials are the future of the U.S. economy, and this survey helps answer the question of how businesses and policymakers can help this generation thrive,” says Cathy Koch, EY Americas tax policy leader. “Millennials will soon be leading our economy, and their perspectives suggest certain policies and approaches that today’s leaders can embrace to address their unique needs.” “The millennial mindset was dramatically impacted by the harsh economic realities of the Great Recession, which has made them remarkably politically independent, economically pessimistic, and skeptical of traditional institutions,” says EIG Co-founder and Executive Director Steve Glickman. “What the establishment doesn’t understand is that in their minds, millennials did all of the right things—they worked hard, got their education, but they incurred huge amounts of debt and the job market they inherited hasn’t rewarded any of these sacrifices. Now they are deeply concerned about their future.” RE

Source: EY RISMedia’s REAL ESTATE November 2016 97

{RISMedia’s Great Spaces}

One of the most efficient homes ever built, this desert beauty offers more than meets the eye.

by Nick Caruso & Zoe Eisenberg

Home of NBA Point Guard Hits Vegas Market The Las Vegas-area home of NBA point guard Jordan Farmar has hit the market for just a smidge under $4 million. The five-bedroom, sixbathroom home stretches 6,185 square feet. Located in Henderson’s exclusive MacDonald Highlands community, the three-story residence was the National Association of Home Builders’ 2016 “New American Home.” Take a ride in the elevator, float in the infinity-edge pool, whip up a meal in the outdoor kitchen or soak up the sky-deck views of the famed Vegas strip. More than just a pretty face, the home was confirmed by the U.S. Department of Energy as Zero Energy Ready, and has been called one of the most efficient homes

98 November 2016 RISMedia’s REAL ESTATE

ever built. Honored for its green building efforts, the space is ranked at LEED Platinum status, the highest recognition by the U.S. Green Building Council for Leadership in Energy and Environmental Design. The home features solar panels, tankless water heaters, hydronic air handlers, intelligent fireplaces, sustainable building materials and a weather-sensitive irrigation system

that automatically adjusts usage according to the immediate climate. Stunning and environmentally friendly? Snatch this desert beauty up before someone else does. Listed by: Gretchen McNamee, Berkshire Hathaway HomeServices Nevada Properties’ Shapiro & Sher Group Listed for: $3.875 million

Built in 1936, this iconic estate recently sold for a hefty $90 million.

Listed by: Ann Dashiell, Douglas Elliman’s Beverly Hills flagship Sold for: $90 million

Fashion Mogul Charles Park Makes Spectacular Entry into Custom Home Design

Iconic Owlwood Estate Sells for $90 Million Holmby Hills’ legendary Owlwood Estate recently sold for a staggering $90 million. The 10-acre Los Angeles property offers 12,200 square feet of living space, and has been home to myriad Hollywood stars over the last century, including Sonny and Cher, 20th Century Fox CoFounder Joseph Schenck and iconic actor Tony Curtis. The main house was built in

1936, designed in the Italian Renaissance style by architect Robert D. Farquhar. When the home was built, it landed the name of largest private residence in Los Angeles. The Tuscan-style main home includes eight bedrooms, 10 bathrooms, a tennis court, a pool house and a swimming pool. The recent sale marks one of the highest-valued residential real estate transactions in Los Angeles County to date, as it did not include any extras, such as furnishings and artwork.

For decades, Charles Park has explored the elements that make great fashion: colors, textures, lines, light, shadow, materials. Now, Park is exploring a new medium: custom home design. Check out his foray into real estate with this massive dream estate located at 1231 Lago Vista Drive in Beverly Hills. Park spared no expense in shaping his first home, and every inch of the seven-bedroom, 11-bath residence reflects his unique vision. A stunning six-foot Mooi chandelier, two sets of floating staircases and an original Andy Warhol greet guests at the entrance. Over a million dollars in furnishings by B&B Italia, Minotti and Gandia Blasco are offset

RISMedia’s REAL ESTATE November 2016 99

“This is a family home, not just a party house,” says Charles Park, of his first foray into custom home design.

by the latest in home inspiration and technology, including 33 soaring floor-to-ceiling Rimadesio Italian glass magnetic doors. Unique Delta Lighting from Belgium—400 lights at $1,000 per light—is fully dimmable for endless ambience. Fully integrated Crestron automation and environment controls make adjustment of all household systems— audio/visual, lighting, shading, IT, security and HVAC—as easy as the push of a button. For the main level and all baths, Parks selected Nano Glass, a scratch- and stain-proof stone composite slab. All carpeting is customsized and hand-knotted. The oversized elevator is fronted by custom L’invisible bank vault doors, and even the air conditioning vents are configured vertically for a sleek, seamless appearance. Other highlights include a 600-bottle floating backlit wine cellar that opens with a thumbprint and a state-of-the-art home theater featuring a Sony 4K projector and a Dolby Atmos sound system—one of just 30 in the country. “This is a family home, not just a party house,” Park says. “My goal wasn’t to impress a buyer walking 100 November 2016 RISMedia’s REAL ESTATE

Available in its entirety for the first time in decades, Sipson is on the market for $12.5 million.

through for an hour. Each decision was made to delight the buyer who will live in this house for a lifetime.” Park has built a California fashion empire based in Downtown LA. His firm’s labels, Pure Sugar, Sugarlips, Cream & Sugar and Jonesy, are coveted by customers of top retailers worldwide, including Nordstrom and Bloomingdale’s.

Aaroe Estates, the luxury property division of John Aaroe Group, and Drew Fenton of Hilton & Hyland

Listed by: Aaron Kirman, president of

Listed for: $43,900,000

For Sale: Rare, Private Island on Cape Cod Coastline

Rancho de la Osa is the former visiting spot of a line of presidents, as well as silver screen stars and famed authors.

Cape Cod landmark Sipson Island in Orleans, Mass., has been listed for $12,500,000. Available in its entirety for the first time in decades, Sipson Island is poised to become one of only a handful of truly private islands off the coast of Cape Cod, with nearly 25 pristine acres lined by sandy beaches on Pleasant Bay, an international boating and sport fishing destination. Comprised of nine discrete parcels of varying size, the island includes several year-round and seasonal dwellings, outbuildings, two boathouses and three docks, allowing for deep water boat access to the Atlantic. From each vantage point throughout the rolling, verdant grounds, sweeping views can be observed of the bay, Nauset Beach and the open ocean. Less than 90 miles and a two-hour drive from Boston, the property is a short distance to regional Cape Cod airports in Hyannis, Chatham and Provincetown, Mass. The five-star Wequassett Resort and Golf Club and the famed Eastward Ho Golf Course are prominently visible from the island—and a short boat ride away. Listed by: Robert Paul Properties Listed for: $12,500,000

Famed Southwestern Rancho de la Osa Sold at Auction If you hope to live like a past president, or maybe even a cowboy, Rancho de la Osa in Sasabe, Ariz., is where you want to be. Regarded as one of the last great Spanish haciendas, Rancho de la Osa is the former visiting spot of a line of presidents, as well as silver screen stars and famed authors. The Spanish-style ranch has over 10 buildings on the property, perfect for hosting a slew of influential

individuals. Previous Rancho de la Osa guests include: Franklin and Eleanor Roosevelt; President Lyndon B. Johnson; Joan Crawford; John Wayne; “Gone with the Wind” author Margaret Mitchell; Supreme Court Justice William O. Douglas; and more. Originally built in the 1700s, the ranch pristinely holds historic space, while mixing in modern amenities for comfort. Only an hour from Tucson, the ranch borders the 130,000-acre Buenos Aires National Wildlife Refuge, so relax in the adobe Hacienda or Cantina while nearby, deer and antelope roam in herds. RE RISMedia’s REAL ESTATE November 2016 101


Cultivating Affinities as Customer Sources By John Sculley


e all have our personal affinities. Mine, for example, include Key lime pies, Maduro cigars and old airplanes. While we all value our workplace connections, we also round out our lives with other chosen associations that collectively define and cluster us with kindred spirits. Tapping these affiliations for our businesses is not crass exploitation, but rather, a way to bring economic values to people and organizations through our shared interests. Here’s how. Most relocation professionals depend on employer-sponsored moves for their livelihoods. With big companies paying the bills to move their top people around, our industry has developed an excellent array of services: real estate, physical move, financial management, family/social benefits and others. Altogether, we do a great job for these employees. Too often, though, in our focus on these sponsored and subsidized relocations, we lose sight of the opportunities to serve (and earn from) the many more self-initiated moves happening all around us. Understandably, as a relocation director, you do not want to compete with your own agents for storefront/retail/walk-in customers. Your business model is likely built on sustained relationships and referrals, not direct consumer marketing. That’s why growing your relocation department beyond corporate-sponsored moves requires redefining your target prospective clients to include other populations and types of organizations. In the market space between corporatesponsored and retail customers are your affinity opportunities. Types of Affinities Any voluntary grouping of people

102 November 2016 RISMedia’s REAL ESTATE

might be regarded as an affinity, but for our purposes, it’s helpful to sort them into categories requiring different marketing approaches. 4Workplace affinities are also known as employee-based programs. Employers commonly want to provide extra benefits and added value to attract, motivate and retain their workers. They especially like to extend qualified community-based services to their workers when the company cost is little or none. Companies employ many more people than they will ever relocate. Transfers are usually fewer than 5 percent of a total workforce. Other workers may someday move on their own, whether across town or in or out of state. By becoming an endorsed partner in a workplace affinity program, you gain preferential visibility and early access to these customers. 4Commercial affinities are created at least in part for their common denominator members’ financial benefit, although they often provide services and representation as well. These organizations try to provide more quality and value at lower prices than their individual members could otherwise obtain. On a national level, USAA is a stellar example,

as it has a robust relocation/real estate feature for its military-family members. Others in this category include AAA and AARP. Some commercial affinities are purely buying cooperatives—think Costco, BJ’s, or REI. While large national entities may be out of your reach, you may find more local/regional groups or membership-based merchants that would love to include real estate services in their offerings bundle. Maybe you can even run a local pilot program for a large national entity. 4Personal affinities are the organizations with which people align because of their causes, activities or programs, rather than for financial benefit per se. These include faithbased, educational, sports, ethnic, hobbies, cultural, historical, fraternal, community development and many other types of associations. Their members want to support their group’s agenda rather than benefit personally, and they will patronize businesses supporting their cause and agenda.

• Event sponsorships - Cash is great, but so is donated food, beverages, supplies, volunteer labor, venues, guest hosting, publicity and promotions. • Sustaining memberships Ongoing monetary support at a prominent level. • Scholarship programs - Even a modest scholarship reserved to a particular affinity group gives you annual positive publicity and goodwill. • Marketing allowances. Where regulations permit, consider underwriting the affinity’s costs of promoting new members and their utilization of your services. In-kind contributions (printing, postage, displays, onsite exhibits) might be part of this offering.

Your Affinity Offerings When you dig into your company’s marketplace footprint, you will likely recognize many new affinity opportunities. Your next job is to plan and develop materials, services and monetary resources that will help you attract and sustain affinity relationships, such as: 4Services menu and collaterals - A defined list of what your firm can do for an affinity’s individual members, e.g., area counseling, home-finding, real estate listings, buyer’s brokerage, inspection and warranty services, and more. 4An affinity contract - Not that you can’t or shouldn’t be willing to provide some affinity services on a handshake basis, formalizing an affinity relationship highlights your value and raises their commitment level. Have your counsel put together a brief agreement that allows variability in the services menu and financial terms. 4Member benefits - For each affin-

ity client, prepare a list of your benefits to its members, including all the available personal services and costs/terms for each. Some programs in some jurisdictions include incentives and rebates, which can be very attractive to new customers. However, regulatory compliance is very important to your affinity clients, as it is for your own firm, so any form of incentive/rebate should be carefully vetted with your legal advisors. 4Customizable and private-labeled content - People identify strongly with their affinity groups, and you should, too. With the appropriate permissions and design considerations, plan on generating program materials (hard copy and electronic) specific to each significant affinity client—colors, logos, look, terminology, etc. 4Negotiable financial support - Plan out all the monetary and in-kind aid alternatives you would consider offering an affinity partner. Some ideas include:

What’s in It for Your Firm? Your involvement with affinities is not a charitable exercise, but rather, a bona fide business growth strategy. Your proportional support for nearby affinity groups can produce: 4Broad positive community recognition of your firm and its relocation capabilities 4Strong member allegiance to your brand for its alignment with their interests 4Increased new customer inquiries and referrals 4Reduced or eliminated referral fee obligations 4Low-maintenance lead sources 4Competitive immunity We hope this diverse and huge market segment intrigues you. You’d like having a local growth strategy to counter a globalizing industry. RE John Sculley, SCRP, is vice president - managing director, RIS Consulting Group.

RISMedia’s REAL ESTATE November 2016 103

{Ask the Experts} Dan Steward President Pillar To Post Home Inspectors


How can homeowners brighten up a basement to fully utilize the space as they prepare to spend more time indoors this winter?


Before turning to cosmetic fixes, make sure basic safety and inspection issues are covered. Check the following issues and address them first: 8If your basement or crawlspace smells musty, it’s likely due to a moisture problem. The smell is usually caused by the growth of mold and mildew, which thrive in damp environments. Allergies, difficulty breathing and low-threshold headaches are all symptoms that can be triggered by mold and mildew. 8Water can make its way into the basement through cracks in the walls, or oversaturated soil seeping water through the wall itself. If the basement is finished, look for discoloration on the drywall, as this is a sign that water is coming in.

8When paint is exposed to water or extreme moisture, it may bubble or begin to peel off the walls and floor. Painting over the affected area—even with waterproof paint— only masks the issue, allowing the underlying problem more time to become worse. 8Efflorescence is a chalky white substance that has the potential to develop a budding crystallized appearance over a period of time. In either case, it’s an indication of a water issue that must be addressed. 8Rust on metal surfaces in the basement is an indication of moisture. 8Moisture attracts insects such as roaches, centipedes, earwigs, carpenter ants and termites, in addition to rodents such as mice. Water problems must be corrected before attempting to remove pests, or they’ll likely return. 8Large cracks or waves in the foundation can be a sign of structural problems that require attention. After all is structurally sound, it’s time to brighten the area up and add some decorative items. Low ceilings, limited light and general dreariness can make the basement a hard spot to hang out in, but the

“If your basement or crawlspace smells musty, it’s likely due to a moisture problem. The smell is usually caused by the growth of mold and mildew, which thrive in damp environments.” – Dan Steward President, Pillar To Post Home Inspectors

following tips will go a long way toward brightening things up: 8Paint the walls a light shade. To give the illusion of height, paint the ceiling an even lighter shade. 8Use various lighting sources (wall sconces, lamps, etc.) layered at different heights to brighten up the space. When choosing lighting sources, go for LED bulbs, as they’re typically brighter and cheaper. 8Place mirrors across from windows in order to maximize the effect of natural light. 8Don’t break up the space by incorporating different flooring materials. Pick solid, continuous flooring to help make the space appear larger. 8Look into decorative wall murals, which can be found on a variety of websites. These are just a few simple ways to transform your basement from dark and dreary to bright and beautiful. Before you know it, your basement will become an alternative area for hanging out at home.

RISMedia’s REAL ESTATE November 2016 105

John Bunker Marketing Director


Now that the holiday season has arrived, how can I reinforce my connection with clients?


With the arrival of the holiday season, it’s time to reinforce your connection to your clients and your farming area. By taking advantage of business cards, holiday greeting cards, door hangers, recipe calendars, etc., you can stay in touch easily and meaningfully. If you’re looking to convey your message to customers and prospects this holiday season, calendars are a great option. Not only do they make great thank-you and holiday gifts, they can be distributed door-to-door, dropped off at places of business, given away at tradeshows/local festivals, or mailed through direct-mail campaigns. Whether you’re donating them to schools, hospitals or events sponsored by non-profit organizations, promotional calendars will put your business front and center in people’s minds as they connect your generosity and goodwill. Door hangers are another option to promote both yourself and your business this holiday season. Be sure to include a holiday greeting card when distributing these in your farming area. Not only will the gesture be well received, but it will also set the stage for a follow-up phone call during which you can introduce yourself and make a connection. Holiday cards can also be used to stay in touch with those on your mailing list. Taking the time to send a card will show that you sincerely care for your customers and their in106 November 2016 RISMedia’s REAL ESTATE

“While the holidays are a busy time of gathering with friends and family, traveling, etc., don’t let the season pass you by. Grab the attention of new clients, promote your business in a new area and keep current clients engaged by reaching out and providing an easy way to remember you.” – John Bunker Marketing Director,

terests. When sending holiday greetings, ensure you spell their names correctly, and express your reason for sending the card. The holiday season is also prime networking time as friends and family gather to celebrate the season, so make sure you have business cards on hand well ahead of time. If you really want to make a splash, incorporate your photo into your business card design. Business cards are always accessible (they can be viewed any time, any place), reminding a potential client

of your meeting. They may even prompt a call at some point down the road. While the holidays are a busy time of gathering with friends and family, traveling, etc., don’t let the season pass you by. Grab the attention of new clients, promote your business in a new area and keep current clients engaged by reaching out and providing an easy way to remember you. All of these ideas—and more— can be found on our website:

professional a company is. Do they have a professional website? Do they arrive in uniform with marked vehicles making them easily identifiable? Do they deliver an electronic report with photos? Verify that they have both errors and omissions and general liability insurance, which covers the agent and the inspector. Consider how convenient it is to work with them. Do they make the experience easier with online scheduling? Do they text or email reminders about the inspection? Do they schedule any additional inspections that would be requested by the client, like pest and radon inspections? Each of these criteria will help enhance the client’s overall home-buying experience.


Adam Long President HomeTeam Inspection Service

What are the best ways to prepare a client for a home inspection?


Today, home inspections are almost universally recommended by every real estate professional. When it comes to their clients—especially first-time buyers—many are not familiar with the home inspection process, and what they can expect. Here are a few things you can do to prepare your client for a home inspection. Choosing a Home Inspector All home inspection companies are not created equal. Outline criteria that distinguishes a reputable home inspection company, like finding out if a company is licensed and certified (in states where applicable). Encourage clients to look at how

Homebuyer Preparation Prepare buyers for the inspection by helping them understand the inspection process and how to maintain perspective. Home inspectors are generalists who have a wide range of knowledge that allows them to evaluate the readily accessible systems and components of a home, and having a home inspection enables clients to make informed decisions with confidence. Some buyers are more comfortable when their agent attends an inspection with them. This also allows you to assist with any seller issues and to see how an inspector will deal with call-backs if you or the buyer have any questions about the inspection. Home Seller Preparation Listing agents can help their clients prepare for the best inspection possible by reminding them that a clean and orderly home gives the impression of a well-maintained home. Encourage them to have the HVAC serviced and cleaned prior

to the inspection. Check plumbing for leaks and examine ceilings for water stains or signs of other water damage. Let the client know that having a pre-sale inspection can lead to a smoother transaction and will likely identify issues the buyer’s inspector would uncover. If the house is vacant, make sure all the utilities are on and be sure the inspector has clear access to the attic, crawlspaces, heating system and garage.

“Preparing clients for a home inspection and giving them a better understanding of the home inspection process will ensure a more positive experience.” – Adam Long President, HomeTeam Inspection Service

After the Inspection Agents and clients should read the home inspection report in its entirety. Follow up with the client to see if they have any questions after reviewing the report. Knowledge Is Power Preparing clients for a home inspection and giving them a better understanding of the home inspection process will ensure a more positive experience. RE

RISMedia’s REAL ESTATE November 2016 107

Making the Call to Build a Stronger Brokerage Commentary by Adam Lerman


hat makes recruiting so challenging for brokers? For starters, making phone calls is a job all its own, and hectic schedules rarely allow for cold-calling (or even calling warm prospects) each day. Regardless of whether we have time to make the call, we all know recruiting is the foundation of every brokerage. A popular—yet rather ineffective— solution has been designating robocallers to do the dialing for us. This tends to have a negative effect on prospects because there’s no personal touch. Therefore, many brokers and recruiters are moving toward the assistance of meeting coordinators or career counselors who are specially trained to recruit talent to brokerages. They’re skilled at articulating the brand’s value proposition, and are committed to goals to make targeted phone calls. These calls can be made from live call centers, or contracted to individuals. There are call centers that use callers to do the work, but this rarely happens with the personal touch that makes such calls successful. A more effective call center would be 108 November 2016 RISMedia’s REAL ESTATE

one in which the same caller contacts targeted prospects on your behalf. This way you can make sure the caller is keeping your dialogue and brand value consistent. Some companies contract with stay-at-home spouses, especially if they have experience in a salestype role. The hours are flexible, and you have someone you can manage and work with to hone dialogue and rebuttals. The job of the meeting coordinator is to simply book appointments on behalf of the broker. They don’t sell your value proposition to the fullest extent, or negotiate splits. They simply call, connect, and set up the meeting. If pressed with questions about the brokerage, they should know enough about the brand’s value proposition to make it

palatable for the prospect. With more information readily available through data analytic systems, now more than ever, it’s paramount to make these phone calls and position yourself as the destination brokerage. Whether it’s a live call center or an individual meeting coordinator, this is the future of recruiting talent. While the meeting coordinator is setting up appointments, the broker can get back to focusing on their clients and listings. Engel & Völkers has raised the standard for the on-boarding process for training individual meeting coordinators. Each coordinator spends 30 - 60 days getting fully acquainted with the brokerage’s brand. Before they get on the phone, they take part in the Engel & Völkers Certification Program, and are aligned with the coaching and accountability department. All of this is done to help supplement the broker’s recruiting practices and free up time to manage their shop, while holding them accountable to recruiting and pipelining. Because meeting coordinators are specially trained and remain consistent to the broker, they’re truly the most qualified individuals to arrange meetings. The goal isn’t to call top producers, but rather, to call the midlevel producers who are productive and may want to take their career to the next level. It’s still fully believed that a top producer should be called and pipelined by the broker. The importance of working with a call center is immeasurable. Engel & Völkers’ licensed meeting coordinators close candidates with an average per-person productivity of nine closed deals a year. In some cases, this is more than the robocallers bring in, and in many cases, it’s a lot cheaper. Their prime focus on recruiting paves the way for brokerage growth and allows license partners to do what they do best. RE Adam Lerman is vice president, Talent Management at Engel & Völkers North America.

Like Having

Personal Marketing & Management

Your Own


members 5 have it all.


If you’re a top agent, you didn’t become one by doing what everyone else does. And now that you’ve done it, you don’t have time for anything that doesn’t help you stay on top. That’s where the Top 5 in Real Estate Network comes in. As some of America’s most successful agents, our members enjoy exclusive access to an array of personal branding, professional networking and technological resources few others can match. • Top Tools • Top Training • Top Technology From weekly marketing videos to monthly coaching sessions, every element is designed to help you differentiate yourself and dominate your market. Find out how top producers stay on top – and how you can join them there. Visit us at today.

Do You Belong?

Find out if you qualify at

Index of Preferred Providers The leading companies providing services to the real estate and relocation industries

RREIN Service Providers

ABR®..................................................................................... 114

Ascent Real Estate, Inc........................................................... 118

American Home Shield........................................................... 114

Berkshire Hathaway HomeServices Ambassador Real Estate... 118

Berkshire Hathaway HomeServices......................................... 114

Berkshire Hathaway HomeServices C. Dan Joyner, REALTORS®....118

BoomTown............................................................................. 114

Berkshire Hathaway HomeServices Florida Realty................... 118

Buffini & Company................................................................. 114

Berkshire Hathaway HomeServices Fox & Roach, REALTORS®.....118

Century 21 Real Estate LLC.................................................... 114

Berkshire Hathaway HomeServices Georgia Properties............ 119

Certified New Home Specialist ............................................. 114

Berkshire Hathaway HomeServices Nevada Properties............ 119

Contractor Connection®......................................................... 114

Berkshire Hathaway HomeServices Select Properties.................119

CRS Data............................................................................... 114

Better Homes and Gardens Real Estate Mason-McDuffie........ 119

DocuSign............................................................................... 114

Better Homes and Gardens Real Estate Rand Realty............... 119

Engel & Völkers...................................................................... 114

Calcagni Real Estate.............................................................. 119

The Entrust Group.................................................................. 115

CENTURY 21 AllPoints Realty.................................................. 119

ERA Franchise Systems, LLC................................................... 115

CENTURY 21 Award................................................................ 119 115

CENTURY 21 New Millennium................................................. 119

Homes & Land....................................................................... 115

Coach REALTORS®................................................................. 119 115

Coldwell Banker Advantage..................................................... 120

HomeSmart International....................................................... 115

Coldwell Banker D’Ann Harper, REALTORS®............................. 120

HomeTeam Inspection Service................................................ 115

Coldwell Banker Kappel Gateway Realty.................................. 120

HSA Home Warranty............................................................... 115

Coldwell Banker Prime Properties........................................... 120

Leading Real Estate Companies of the World®........................ 115

Diane Turton, REALTORS®....................................................... 120

Moxi Works............................................................................. 116

Fillmore Real Estate............................................................... 120

MRE – Win Local®.................................................................. 116

First Team® Real Estate.......................................................... 120

National Association of REALTORS®........................................ 116

GARDNER, REALTORS®........................................................... 120

Oakley Signs & Graphics........................................................ 116

Gloria Nilson & Co. Real Estate.............................................. 120

On The Move, Inc.................................................................... 116

J. Rockcliff REALTORS®........................................................... 120

Paradym................................................................................ 116

Jordan Baris, Inc., REALTORS®................................................ 121

The Personal Marketing Company........................................... 116

Kinlin Grover Real Estate Real Living....................................... 121

Pillar To Post Home Inspectors................................................ 116

Long & Foster Real Estate, Inc................................................ 121

Quicken Loans....................................................................... 116

Lusk & Associates Sotheby’s International Realty.................... 121

Real Living Real Estate........................................................... 117

McCOLLY Real Estate.............................................................. 121

Realogy Holdings Corp........................................................... 117

Page Taft Real Living............................................................... 121®.......................................................................... 117

Patterson-Schwartz Real Estate.............................................. 121

Realtors Property Resource®.................................................. 117

Randall, REALTORS® Real Living...................................................121

Realty ONE Group.................................................................. 117

RE/MAX 440 and RE/MAX Central......................................... 121

RE/MAX, LLC.......................................................................... 117

RE/MAX Gateway................................................................... 121

RIS Consulting Services......................................................... 117

RE/MAX Professionals............................................................ 121


RISMedia’s Top 5 in Real Estate Network®.............................. 117 Stewart Title........................................................................... 117 Top Producer® CRM................................................................ 117 Workman Success Systems.................................................... 117 Zillow Group........................................................................... 118 zipLogix.................................................................................. 118

RISMedia’s REAL ESTATE November 2016 113

ABR® (800) 648-6224 • • Chicago, Ill. • Marc Gould, Executive Director Brokers are busy with many competing priorities. They should feel comfortable with their salespeople who have earned the ABR® designation when working with buyer-clients. Real estate professionals can hone their skills in representing the needs of homebuyers in real estate transactions and earn the coveted Accredited Buyer’s Representative (ABR®) designation, giving agents knowledge and confidence to navigate the market.

AMERICAN HOME SHIELD (800) 735-4663 • American Home Shield, a subsidiary of The ServiceMaster Company, founded the home warranty industry in 1971 and remains the industry leader. Servicing more than 1.3 million customers across 49 states, the company also issues and administers preventive maintenance contracts on major home systems and appliances in 48 states. The Memphis-based company operates three customer service centers, employs approximately 1,600 people and has a national contractor network made up of more than 10,000 independent home-service contractors.


real estate sales organization, with approximately 6,900 independently owned and operated franchised brokerages and more than 104,000 independent real estate professionals in 76 countries and territories worldwide. The Century 21® System capitalizes on brand marketing, promotions and sponsorships, and fundraising efforts with Easter Seals to build brand awareness and preference. Technology initiatives include both English- and Spanish-language consumer websites, and www.century21. com/espanol, a recently redesigned intranet site, www.21Online. com, and the Century 21 Learning System®, a web-based learning platform. Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp.

CERTIFIED NEW HOME SPECIALISTTM (800) 428-1122 • is the online headquarters for Certified New Home Specialist™ and Residential Construction Certified™ training, sales systems and marketing tools, created by Dennis Walsh & Associates, Inc. Based in Newport Beach, Calif., the company is owned and operated by nationally recognized new home, real estate and construction experts Dennis and Teresa Walsh. The Walshes have established Certified New Home Specialist™ as the No. 1 brand of training and support products for new home sales success. To learn more

(800) 666-6634 • Berkshire Hathaway HomeServices is a brand-new real estate brokerage network built for a new era in residential real estate. The network, among the few organizations entrusted to use the world-renowned Berkshire Hathaway name, brings to the market a definitive mark of trust, integrity, stability and longevity. The brand, grounded in the financial strength, efficiency and tradition of its HomeServices of America parent company, will change the face of residential real estate. Contractor Connection®, an industry leader in contractor-managed repair and home improvement services, provides insurance carriers and consumers a national network of residential and commercial contractors who are vetted and managed for performance, measuring quality, timeliness and customer satisfaction. For more information, please visit


CRS DATA The BoomTown platform, an essential part of the agent’s daily business, cultivates relationships that turn people into lifelong customers. Our solution includes a customized real estate website integrated with local MLS data, client success management, a cutting-edge CRM (Customer Relationship Management) system with marketing automation for real estate, and personalized advertising services. Google-certified digital marketers handle our clients’ online marketing needs so they can focus on the most dollar-productive activity: closing deals. Since 1989, CRS Data has provided you with a wealth of tax data. Our new, customized MLS Tax Suite integrates seamlessly into your MLS system and gives REALTORS® current tax data, detailed maps and robust features on all browsers and mobile devices. Find listings and FSBOs quickly, evaluate them effectively and give clients professional presentations. We’re proud to provide a personal customer service experience to support our intuitive MLS Tax Suite. Learn more by visiting

BUFFINI & COMPANY (800) 945-3485 • Headquartered in Carlsbad, Calif., Buffini & Company is the largest real estate coaching and training company in North America. Founded by real estate expert and master motivator Brian Buffini, the company provides a unique and highly effective lead generation system and comprehensive business coaching and training programs, which have helped entrepreneurs in 37 countries improve their business, increase net profit and enhance their quality of life.

(866) 219-4318 • • Seattle, Wash. • Suzanne Alberti, Marketing Campaigns Program Manager - Web DocuSign is part of the National Association of REALTORS®’ Second Century Ventures investment portfolio and is the official and exclusive provider of ESIGN services for NAR members under the REALTOR Benefits® program. Offering the exclusive REALTOR® Edition, DocuSign is the safe, secure way to electronically send, sign and store real estate documents. DocuSigned documents are legally binding and backed with an audit trail.



(877) 221-2765 • • Madison, N.J. • Rick Davidson, President & CEO Century 21 Real Estate LLC is a leading global residential franchise

(212) 234-3100 • Since its beginning in 1977 as a specialty boutique providing exclusive, high-end real estate services in Hamburg, Germany,

114 November 2016 RISMedia’s REAL ESTATE



Engel & Völkers has become one of the world’s leading companies specializing in the sale and lease of premium residential and commercial property, yachts and private jets. Engel & Völkers currently operates a global network of over 8,000 real estate advisors in more than 700 brokerages spanning 36 countries across five continents, offering both private and institutional clients a professionally tailored range of luxury services. Committed to exceptional service, Engel & Völkers supports its advisors with an array of premium quality business services; marketing programs and tools; multiple platforms for mobile, social and web; as well as access to its global network of real estate professionals, property listings and market data.

THE ENTRUST GROUP (800) 392-9653 • The Entrust Group (“Entrust”) has been the industry leader in account administration services and education of Real Estate IRAs for 35 years. Entrust offers real estate brokers and agents a costeffective, individualized approach to retirement savings using a self-directed IRA account with the AgentIRA Program. As a part of this program, Entrust works with real estate professionals by assisting their clients with the purchase of real estate investments with retirement funds. The AgentIRA Program provides real estate brokers a strategy to attract, develop and retain high-quality talent. Learn more at

ERA FRANCHISE SYSTEMS, LLC (800) 869-1260 • • Madison, N.J. • Susan Yannaccone, President & CEO Since 1971, ERA Franchise Systems, LLC, a global residential real estate leader, has set new standards in customer service, technology and training for the real estate industry. Top-notch offerings from ERA Real Estate include the Sellers Security® Plan, a comprehensive home protection plan, and, its award-winning consumer website. The ERA network includes approximately 2,350 independently-owned and -operated offices with approximately 36,000 brokers and independent sales associates throughout the United States and 33 other countries and territories. ERA Franchise Systems, LLC is a subsidiary of Realogy Holdings Corp.

HOMEFINDER.COM (866) 920-9493 • • Chicago, Ill. is a leading online real estate search site and provider of strategic digital marketing solutions. The 20,000 real estate agents that comprise the advertising network utilize a unique suite of product offerings, including a patent pending Single Property website. Through a national affiliate network of 375 online newspaper partners, is the only real estate search site to also provide relevant listing content to homebuyers through local online newspaper portals.

HOMES & LAND (800) 726-6683 • Homes & Land, one of the industry’s most trusted and recognized brands, offers real estate professionals a marketing solution that combines the prestige of print and a suite of digital products. With a network of 220+ magazines in communities throughout the U.S. and Canada, Homes & Land connects top agents and brokers with qualified homebuyers and sellers. Publishers provide custom

advertising in an upscale magazine, global reach through, and website partners including The Wall Street Journal, The New York Times, duPont REGISTRY and Robb Report. Visit to find your local publisher.

HOMES.COM (866) 697-3308 • offers brand advertising, lead generation, online reputation and marketing solutions to connect you with over 12.5 million consumers monthly! With a high average visit time, consumers visiting are more engaged and more likely to buy when compared to visitors of other national real estate websites. Connect with these motivated homebuyers and sellers with the most powerful suite of tools for your real estate business—and convert more leads to closed transactions.

HOMESMART INTERNATIONAL (800) 865-9025 • Founded in 2000, HomeSmart International is one of the fastestgrowing real estate companies in the nation with 66 offices in 14 different states, two countries and more than 7,500 agents. HomeSmart International strives to meet the fundamental principles of efficiency and innovation by offering the systems and technologies necessary to stay on the leading edge of success.

HOMETEAM INSPECTION SERVICE 844.HOMETEAM • You can depend on HomeTeam for a faster, more efficient home inspection every time. Unique to home inspection companies, HomeTeam brings a team of inspectors on-site. Each team member focuses on his or her area of expertise, which keeps us efficient and saves you time. Fast, Trusted and Accurate. That’s the HomeTeam promise. We invite you to experience the difference the team approach makes. For more information give us a call at 844.HOMETEAM or visit us online at

HSA HOME WARRANTY (800) 367-1448 • • Madison, Wis. • Mike Clear, President HSA Home Warranty provides home warranty coverage in 48 states and E&O insurance in all 50 states. The HSA Home Warranty repairs or replaces mechanical systems and appliances that fail due to normal wear and tear during the coverage period. With HSA Home Warranty, real estate professionals minimize their risk by lowering their exposure to liability. They avoid post-sale disputes about who should pay for the repair, and they can get the problem fixed quickly and conveniently by making just one call to HSA.

LEADING REAL ESTATE COMPANIES OF THE WORLD® (312) 424-0400 • Leading Real Estate Companies of the World® is a selective global community of the highest quality independent real estate companies. We exist to make our members better by connecting them to opportunities and people around the globe, supporting them with a global referral network, professional development programs, and unique events. For more information on our 500 firms that span over 50 countries with 120,000 sales professionals, visit

RISMedia’s REAL ESTATE November 2016 115



(206) 673-4591 • Moxi Works is a residential brokerage services company that makes agents significantly more productive and brokerages more profitable by helping them effectively run their businesses. Moxi Works’ integrated tools are centered on a sphere-based selling process that drastically increases agents’ repeat and referral business, while lowering overall technology costs for the brokerage. Brokerages with Moxi Works collectively sell over $72 billion worth of homes annually.

(800) 373-5330 • Oakley Signs & Graphics (since 1972) offers real estate yard signs nationwide. They are known for their high-quality, high-gloss signs, fanatical customer service, fastest order turnaround times in the industry, and guaranteed low prices. With over 500 products and an experienced staff who is fanatical about helping their customers, you can’t go wrong working with Oakley Signs for your yard signage needs!

MRE – WIN LOCAL® (877) 720-0988 • · Seth Kaplan, National Sales Director MRE – Win Local® is a mobile marketing and technology company that helps real estate agents, brokers and real estate-related firms power their mobile initiatives. Our suite of products for real estate professionals allows them to incorporate complex mobile technology throughout their existing marketing mix to reach consumers on all mobile devices. MRE – Win Local® will ensure real estate professionals are positioned to promote their brand and listings to buyers and sellers across all mobile devices.

(800) 645-9949 • • Boerne, Texas • Susan Nash, President/CEO • Sylvain Mallaise, Director of Sales • CJ Steen, Marketing Director On The Move’s trucks are moving billboards personalized with your company’s graphics and can be used for free by your clients. This moving billboard can be driven around town by drivers you do not have to pay, using gas you do not have to provide, while making thousands of visual impressions daily. A billboard can cost more than $1,000 per month. For less money you can obtain a rental truck for your clients to use and to even donate its use for community goodwill.



(800) 874-6500 • • Chicago, Ill. • Dale Stinton, CEO •B  ob Goldberg, Sr. VP, Sales & Marketing, Business Development & Strategic Investments, Professional Development, Conventions • K enneth Burlington, VP, Strategic Alliances, Business Development, Product & Sales Management • Karen Bebart, VP, Marketing, Digital Marketing, Marketing Research • Matt Lombardi, VP, Conventions •M  arc Gould, VP, Business Specialties; Dean, Student Services, REALTOR® University • Mark Birschbach, VP, Strategic Investments, Second Century Ventures The term REALTOR® identifies a real estate professional who is a member of the National Association of REALTORS® and subscribes to its strict Code of Ethics and Standards of Practice. NAR members have access to the REALTOR Benefits® Program, the official member benefits resource for discounts and special offers on products and services just for REALTORS®. Program partners are industry leaders who understand the unique needs of real estate professionals and are committed to your success. Visit NAR is also proud to make the .REALTOR domain available exclusively to members to help them stand out in the marketplace as the trusted source for real estate for consumers. Visit http://about. REALTOR. And, for a lifetime of learning, REALTOR® University can take your career to the next level with continuing education courses, earning a designation or certification, or a Master in Real Estate degree. Visit The REALTOR® Store features print and ePublications including top-selling “The Little Red Book: Safety Rules to Live by for REALTORS®,” and the “2015 NAR Profile of Home Buyers & Sellers.” Visit Additionally, NAR’s venture capital arm, Second Century Ventures, has invested in companies that push forward innovation in the real estate industry and can benefit NAR’s members. Visit

(800) 873-0700 • • Building a successful real estate brand can be difficult. But you don’t have to do it alone. The Paradym Edge Platform is an all-inone real estate marketing solution built just for you. From automation and distribution to mobile marketing, social media and technical support, Paradym provides you with all the tools and resources you need to achieve real estate marketing success at your pace.

116 November 2016 RISMedia’s REAL ESTATE


THE PERSONAL MARKETING COMPANY (800) 458-8245 • • Lenexa, Kan. The Personal Marketing Company creates marketing systems for agents to become known in their market and attract clients for long-term success. Our marketing development team brings proven marketing expertise, cutting-edge technology and personal service to develop customized marketing solutions which can include: direct mail, email marketing, contact management, prospecting and farming, newsletter programs, FSBO and expired campaigns, client follow-up systems and marketing planning services.

PILLAR TO POST HOME INSPECTORS (800) 294-5591 • • Tampa, Fla. · Jay Gregg, Marketing Founded in 1994, Pillar To Post is now the largest home inspection company in North America with over 400 franchisees located in 47 states and eight Canadian provinces. The Pillar To Post difference includes printing a computer-generated report on-site at the time of the inspection, requiring each inspector to carry $1 million in E&O insurance that covers both the agent and the broker, and three unique home inspection packages designed to better suit the individual needs of our clients.

QUICKEN LOANS (866) 718-9842 • For more than 30 years, Quicken Loans has been celebrated for providing an amazing mortgage experience. In fact, J.D. Power ranked Quicken Loans highest in client satisfaction for mortgage origina-

tion the last six years. Along with being the second largest mortgage lender, Quicken Loans leads the industry in technology with Rocket Mortgage—the first ever completely online mortgage experience. Whether applying for a mortgage online or with a mortgage banker, Quicken Loans is committed to client experience.

REAL LIVING REAL ESTATE (866) 373-6228 • Real Living Real Estate is a full-service real estate brokerage network with a comprehensive and integrated suite of resources for franchisees and their sales professionals, as well as the consumers who work with them. The Real Living brand was recognized by Entrepreneur magazine, has received Inman Innovator Awards, and was named “the Most Promising New National Brand” by the 2013 Swanepoel TRENDS Report. Real Living Real Estate is a network brand of HSF Affiliates LLC, majority owned by HomeServices of America, Inc., a Berkshire Hathaway affiliate.

REALOGY HOLDINGS CORP. (973) 407-7215 • • Madison, N.J. • Mark Panus, SVP, Corporate Communications Realogy Holdings Corp. (NYSE: RLGY) is a global leader in residential real estate franchising with company-owned real estate brokerage operations doing business under its franchise systems as well as relocation and title services. Realogy’s brands and business units include Better Homes and Gardens® Real Estate, CENTURY 21®, Coldwell Banker®, Coldwell Banker Commercial®, The Corcoran Group®, ERA®, Sotheby’s International Realty®, ZipRealty®, NRT LLC, Cartus, Title Resource Group and ZapLabs LLC. Collectively, Realogy’s franchise system members operate approximately 13,600 offices with more than 261,000 independent sales associates doing business in 109 countries and territories worldwide.

ENGAGE WITH REALTOR.COM® (800) 878-4166 •® is real estate’s most accurate site, with listings pulled directly from over 850 MLSs and most listings updated every 15 minutes. Homes for sale on® only display the real listing price established between seller and broker, not inaccurate machine-generated estimates. Visit®.

REALTORS PROPERTY RESOURCE® (888) 914-7771 • • Chicago, Ill. • Dale Ross, CEO • Marty Frame, President • Jeff Young, COO Realtors Property Resource® (RPR) is a national, parcel-centric database which is a free, exclusive benefit for REALTOR® members of the National Association of REALTORS®. The database provides REALTORS® with all available information about every parcel of residential and commercial property in the United States, giving brokers and agents valuable tools and features to make them better informed in order to increase their efficiency in the marketplace.

REALTY ONE GROUP (888) 461-0101 • Realty ONE Group is a full-service real estate brokerage with more than 4,000 associates. It focuses on providing ethical, professional and results-oriented services to property owners and prospective real estate buyers. Since its inception in 2005, the company has grown to become the No. 1 real estate brokerage in Nevada and

the fastest-growing real estate company in Arizona and California.

RE/MAX, LLC (303) 770-5531 • • Denver, Colo. RE/MAX was founded in 1973 by Dave and Gail Liniger, who still manage the company today. From a single office in Denver, Colo., RE/MAX has grown to be a global real estate franchise network with more than 100,000 Sales Associates in nearly 100 countries. The consumer website is consistently ranked among the most visited real estate websites, and LeadStreet provides referrals to RE/MAX Sales Associates with no fees from RE/MAX. To learn how RE/MAX can take your career to the next level, visit

RIS CONSULTING SERVICES (203) 852-4304 • Norwalk, Conn. • John Sculley, Managing Dir. • Peg Guinta, Projects Dir. RIS Consulting Services is an independent relocation consulting firm dedicated to designing and implementing comprehensive solutions to mobility issues. We deliver a full range of consulting services to our diverse corporate and relocation service company clients. The executives of RIS Consulting utilize their industry and specialty knowledge to analyze your situation, develop strategic options and implement designed solutions.

RISMEDIA’S TOP 5 IN REAL ESTATE NETWORK® (203) 853-2167 • RISMedia’s Top 5 in Real Estate® is a membership network of leading real estate professionals who wish to “raise the bar.” Top 5 in Real Estate is a network of select real estate professionals from throughout the U.S. and Canada who have met the Top 5 in Real Estate’s stringent series of various career qualifications and who are committed to the future development of their professional skills and services to the consumers and the communities they serve.

STEWART TITLE Stewart is a customer-focused, global title insurance and real estate services company offering products and services through our direct operations, network of approved agencies and other companies within the Stewart family. Stewart offers personalized service, industry expertise and customized solutions for virtually any type of real estate transaction. Real estate services include title insurance; mobile applications; eco-friendly closings; SureClose® document management system; specialty insurance services; commercial and global expertise and more. For more information, visit

TOP PRODUCER® CRM (800) 821-3657 • Top Producer® CRM is the super fast, super easy real estate marketing system that makes it a breeze to build your loyal client base. Keep your sales pipeline running smoothly, follow up automatically, and manage your business in minutes with Top Producer® CRM.

WORKMAN SUCCESS SYSTEMS (801) 987-0085 • • Salt Lake City, Utah · Rusty Keys, Events Manager For more than a decade, Verl Workman has been one of the real estate industry’s most popular speakers. Verl delivers the necessary performance skills, the latest and most effective tools, practical lead-generating methods, proven dialogues and systems that work RISMedia’s REAL ESTATE November 2016 117

in order to achieve top performance and industry excellence.

als maximize business opportunities and connect with consumers.


ZIPLOGIX Zillow Group houses a portfolio of the largest real estate and homerelated brands on the web and mobile. The company’s brands focus on all stages of the home lifecycle: renting, buying, selling, financing and home improvement. Zillow Group is committed to empowering consumers with unparalleled data, inspiration and knowledge around homes, and connecting them with the right professionals to help, and helping real estate agents, lenders and rental profession-

(866) 693-6767 • With more than 20 years of experience developing real estatefocused software solutions and used by more real estate professionals than any other program, zipLogix has been established as the industry standard. This experience delivers a completely integrated real estate solution system that is led by zipForm® Plus, the exclusive and official forms software of the National Association of REALTORS®.

RREIN Member Profiles ASCENT REAL ESTATE, INC. (619) 325-4100 • Owned and operated in San Diego since 2005, Ascent Real Estate embodies an enviable combination of entrepreneurial energy, comprehensive industry experience, and local market knowledge. This mix lets Ascent “out national” its local competition, thanks to its exceptional professional team and world-class infrastructure, and “out local” the national competition, thanks to its laser-like focus on the specific markets in which it operates. Our highly productive sales team of approximately 140 agents has elevated Ascent as a leader in marketshare in the Metro San Diego Area. Our agents receive ongoing training and education, and they go above and beyond to deliver the diligent and ethical standard of care we are committed to providing. And, as the exclusive San Diego affiliate of Leverage Global Partners, Ascent Real Estate is a hyper-local brokerage with a global reach.

BERKSHIRE HATHAWAY HOMESERVICES AMBASSADOR REAL ESTATE (402) 493-4663 • (800) 477-7653 • Berkshire Hathaway HomeServices Ambassador Real Estate is dedicated to providing progressive, quality real estate services in Nebraska’s metropolitan Omaha and Lincoln surrounding areas. We service all types of markets: single-family residential, new construction, condos, corporate relocation, third-party relocation, acreages and commercial real estate. With approximately 400 licensed agents, we have an agent to meet your needs regardless of the style, price or age of the property you are looking for. We look forward to helping you sell your home or find that dream home you are looking for. We believe in each other and ourselves. We understand that trust is earned and that good, professional service is an essential part of that.

BERKSHIRE HATHAWAY HOMESERVICES C. DAN JOYNER, REALTORS® (800) 476-6650 · Locally-owned and -operated, Berkshire Hathaway HomeServices C. Dan Joyner, REALTORS® has been serving communities in Up118 November 2016 RISMedia’s REAL ESTATE

state South Carolina since 1964. With more than 400 agents on board and 10 offices serving the Greenville, Spartanburg and Anderson area, we are ready to assist with any commercial and residential real estate need. In addition to residential and commercial sales, we also offer corporate services, relocation and property management. With a passion for fostering long-term relationships with our customers and clients while upholding the highest level of professionalism, it’s easy to see why we’ve been the No. 1 real estate company in the Upstate for more than 20 years.

BERKSHIRE HATHAWAY HOMESERVICES FLORIDA REALTY (954) 693-0100 • (800) 386-1554 • Sunrise, Fla. • Rei Mesa, CRS, CRB, President & CEO Berkshire Hathaway HomeServices Florida Realty (formerly Prudential Florida Realty) is a full-service brokerage servicing 17 counties throughout Florida and is a wholly owned subsidiary of WCI Communities, Inc. It is a franchise member of Berkshire Hathaway HomeServices. The company is the fifth largest brokerage in the nation among the affiliate network brokers and offers residential and commercial services, seasonal rentals, property management, REO and foreclosures, corporate relocations, referral services, mortgage, title, insurance, home service plans, and personal concierge services. Berkshire Hathaway HomeServices Florida Realty is the No. 1 Fundraiser for The Sunshine Kids, having raised over $2.3 million since 2001.

BERKSHIRE HATHAWAY HOMESERVICES FOX & ROACH, REALTORS® (610) 889-7705 • Now the nation’s second largest provider of total home services, Berkshire Hathaway HomeServices Fox & Roach, REALTORS® has 4,000 Sales Associates in 65 sales offices throughout the TriState area. Through its affiliate, the Trident Group, the company provides one-stop shopping and facilitated services to its clients including mortgage financing and title, property and casualty insurance. For more information, go to



(770) 992-4100 • Berkshire Hathaway HomeServices Georgia Properties has 22 locations and 1,100 agents, and is an independently-operated subsidiary of HomeServices of America, Inc., a Berkshire Hathaway affiliate, and a franchisee of BHH Affiliates, LLC. Under the leadership of CEO Dan Forsman, the company is known for innovation and delivering exceptional value to associates and their clients. Berkshire Hathaway HomeServices Georgia Properties was ranked No. 1 in homes sold, buyers represented and overall transactions in 2014, 2013, 2012, 2011 and 2010 for the Greater Metro Atlanta area.

(203) 272-1821 • • Calcagni Associates is the premier independently-owned and -operated real estate company servicing central Connecticut for over four decades. We understand the benefits of providing service that goes beyond what is expected and pride ourselves on establishing lifelong relationships with our clients. In addition to residential real estate, we also specialize in land consulting and new construction, and have divisions that handle bank-owned properties and commercial real estate.


(800) 525-7793 • CENTURY 21 AllPoints Realty is an award-winning, full-service real estate company with six offices serving Connecticut. We work with buyers and sellers in our own communities and throughout the country, establishing lifelong relationships by delivering outstanding service when it comes to any of their real estate needs.

(800) 735-4488 • With more than 260,000 homes sold and 35 years in the industry, Berkshire Hathaway HomeServices Nevada Properties is the leader in Las Vegas real estate. Consistently rated among the top brokers in the nation, our agents successfully help families find their dream homes. With six area offices, Berkshire Hathaway HomeServices Nevada Properties is a full-service brokerage focused on quality service and the development of its agents. Call today to see how we can help increase your business.

BERKSHIRE HATHAWAY HOMESERVICES SELECT PROPERTIES (314) 835-6000 • Since 2002, Berkshire Hathaway HomeServices Select Properties has helped keep the St. Louis real estate market local. With 11 offices in the metro area, Berkshire Hathaway HomeServices Select ranks as the No. 1 locally-owned real estate firm in St. Louis. Berkshire Hathaway HomeServices Select prides itself on providing the highest quality real estate brokerage services to its clients and customers and in being recognized in the community for high standards and ethics.

BETTER HOMES AND GARDENS REAL ESTATE MASON-MCDUFFIE (888) 971-4636 • Founded in 1887 as Mason-McDuffie Real Estate and transitioning to the Better Homes and Gardens Real Estate Mason-McDuffie name in 2010, we are the 17th largest real estate services firm in the nation (RISMedia), No. 1 in the San Francisco East Bay (SF Business Times), and a leading innovator of real estate technology solutions to our agents and clients. With 29 offices and 1,700 agents, we bring a fresh approach to the business through the universal awareness of the Better Homes and Gardens brand.

BETTER HOMES AND GARDENS REAL ESTATE RAND REALTY • • Better Homes and Gardens Rand Realty, founded in 1984, is the No. 1 real estate brokerage serving the northern suburbs of New York City, covering the counties of Westchester, Rockland, Orange, Sullivan and Putnam in New York and Bergen and Passaic in New Jersey. Rand has more than 850 sales associates, a commercial real estate company (Rand Commercial Services) and title, mortgage, and insurance services (Hudson United). The companies can be found online at, and


CENTURY 21 AWARD (800) 293-1657 • CENTURY 21 Award is the premier Southern California-based, full-service real estate company serving San Diego, Orange, San Bernardino, and Riverside counties from 15 distinctive office locations. Our 1,000 professional agents and staff are fully equipped to assist you with all of your real estate needs. Our services include residential, commercial, relocation, property management and bank-owned properties.

CENTURY 21 NEW MILLENNIUM (800) 727-6888 • CENTURY 21 New Millennium is a full-service real estate brokerage in the greater Washington, D.C. area. The company, which specializes in residential and luxury properties, joined the CENTURY 21® System in 1998 and has established a sound and successful organization providing traditional residential and commercial services, on-site mortgage, title, property management, and access to a vast network of relocation and other real estate service providers worldwide. It has earned the status of No. 1 CENTURY 21 Firm in the World for the past three years. With 18 locations and approximately 750 real estate professionals, New Millennium is consistently included in REALTOR® Magazine’s Top 100 Companies List for all real estate firms nationwide regardless of brand. It is also a past winner of the prestigious Cartus Masters Cup, the Network’s highest honor. The Cartus Broker Network is the largest relocation network in the world and includes more than 775 hand-selected brokerages in the United States.

COACH REALTORS® (800) 321-7356 x139 • · LP Finn, Operating Officer, Coach REALTORS® is a Long Island-based, full-service real estate company with 18 office locations and over 600 sales associates serving Nassau and Suffolk counties, N.Y. Coach REALTORS® is an exclusive affiliate of Christie’s Great Estates, a division of the famed auction house, a member of Leading Real Estate Companies of the World®, and has been recognized by Who’s Who in Luxury Real Estate for over 14 years.

RISMedia’s REAL ESTATE November 2016 119



(800) 274-5345 • Coldwell Banker Advantage is a leading real estate company in the Fayetteville/Triangle area of North Carolina and is a nationally-ranked Coldwell Banker office serving the communities of Fayetteville, Fort Bragg, Pope Air Force Base, Cary, Raleigh, Wake Forest, Creedmoor, Clayton, Durham, Benson, Southern Pines, Pinehurst and Lake Gaston. Coldwell Banker Advantage represents the highest levels of experience, knowledge and customer service. Our full-service office can assist with mortgage financing, insurance, title insurance and in-house Concierge Service.

(800) 528-6673 • Fillmore Real Estate is the New York Metro Area’s largest independently-owned real estate broker. Specializing in Brooklyn, Staten Island, Bronx and parts of Westchester, Fillmore has residential, commercial and rental divisions. For more information, visit us at or call us at (800) 528-6673.

COLDWELL BANKER D’ANN HARPER, REALTORS® (210) 483-7002 • Coldwell Banker D’Ann Harper, REALTORS® is the largest full-service real estate company serving the entire greater San Antonio metropolitan area, New Braunfels, Boerne, Bandera, Kerrville, Fredericksburg and Hill Country markets, representing buyers and sellers in all phases of their transactions. Since opening in 1986, the company has become a trusted name in the real estate industry. With eight offices, over 350 sales associates and over 100 support staff, the company’s extensively trained representatives have knowledge and expertise to service all aspects of the real estate business. Core services include global relocation, property management and rentals, commercial sales and leasing and mortgage financing.

COLDWELL BANKER KAPPEL GATEWAY REALTY (800) 426-0898 • Coldwell Banker Kappel Gateway Realty was created through the merger of Kappel & Kappel Realty, Inc. and Solano Gateway Realty, Inc. Both firms, founded in 1972, are the market leaders in Solano County, combining more than $600 million in sales dollar volume in 2012 and welcoming more than 240 agents in seven offices, with branch offices in Vacaville, Fairfield, Dixon and Green Valley. Eighty-five percent of our business is derived from returning and referred clients, a true testament to our clients’ high level of satisfaction with our services and our trusted real estate professionals.

COLDWELL BANKER PRIME PROPERTIES (866) 323-2277 • With 15 sales offices and 500-plus full-time real estate professionals, Coldwell Banker Prime Properties is the No. 1 Coldwell Banker affiliate in New York State. Coldwell Banker Prime Properties is a full-service brokerage dedicated to meeting and exceeding the needs of their clients, customers and sales associates. If you want a successful career in real estate, call us today.

DIANE TURTON, REALTORS® (877) DTURTON • Founded in 1986, Diane Turton, REALTORS® is a full-service real estate company with 16 offices throughout Monmouth and Ocean counties in New Jersey. Whether you’re looking to buy, sell or rent in New Jersey, you’ll receive service that will surpass your expectations. Diane Turton, REALTORS® consistently ranks in the top of the markets it serves. The firm also provides a full range of financial services through Turton Signature Services, including home mortgages, property and casualty insurance and title insurance.

120 November 2016 RISMedia’s REAL ESTATE

FIRST TEAM® REAL ESTATE (888) 236-1943 • First Team® Real Estate is the No. 1 privately-held real estate company in Southern California with 2,000 agents and employees across 60 locations. First Team wins marketshare in any economic climate through innovation and proprietary marketing tools, and by successfully targeting the luxury market with First Team Estates®. Contact First Team today to find out how we have helped thousands of families realize their dream of homeownership— and how we can help you find yours.

GARDNER, REALTORS® (800) 566-7801 • Since 1943, GARDNER, REALTORS® continues our tradition of excellence as the leading full-service real estate company in the Southeast Louisiana and Southern Mississippi Region. The GARDNER Real Estate Family includes over 800 real estate professionals in 24 neighborhood offices that serve over 100 communities. Our professional services include residential and commercial sales and leasing, relocation and corporate services, asset management/REO and property management, plus the convenience and added value of one-stop shopping for mortgage, title and home warranty services. We are proud to be home grown, locally-owned and internationally known. Also, we love to give back to the communities we serve through GARDNER LOVE, which is the philanthropic arm of GARDNER, REALTORS® and The Gertrude Gardner Foundation.

GLORIA NILSON & CO. REAL ESTATE (732) 450-2300 • Gloria Nilson & Co. Real Estate, owned by Dick Schlott, has serviced the most discerning buyers and sellers of residential real estate in New Jersey for over 35 years with more than 700 sales associates within our 23 offices throughout New Jersey and Bucks County, Pa. As an exclusive affiliate of Christie’s International Real Estate, along with our luxury lifestyle magazine, we offer our clients and associates the most cutting-edge marketing services both globally and locally. For additional information about Gloria Nilson & Co. Real Estate, please visit

J. ROCKCLIFF REALTORS® (925) 251-2501 • • J. Rockcliff REALTORS®, located east of San Francisco, is the East Bay’s premier real estate company. Recently named No. 1 in residential sales (in the East Bay) by the San Francisco Business Times, J. Rockcliff specializes in service. With leading-edge technology, state-of-the-art marketing across multiple mediums, the most experienced management team in the Bay Area and dedicated, ethical and professional agents, our goal is to provide a client experience that is second to none. With almost 600 agents and nine offices, J. Rockcliff REALTORS® is the fastest-growing real estate company in the East Bay.

JORDAN BARIS, INC., REALTORS® (800) 4-JBARIS • (973) 736-1600 • Founded in 1952, Jordan Baris Inc., REALTORS® is among the most respected full-service real estate brokerages in Northern New Jersey. With a team of close to 150 associates, the firm operates offices in West Orange and South Orange, with teams focused on Essex, Morris, Union and Hudson counties. Jordan Baris, Inc. offers real estate brokerage to buyers and sellers of residential and commercial properties, developers, tenants and landlords; title services through JB Title Agency, LLC; and global relocation services through its membership with the Leading Real Estate Companies of the World®.

KINLIN GROVER REAL ESTATE REAL LIVING (508) 420-1130 • Kinlin Grover has 16 real estate offices covering Cape Cod from the bridges to Provincetown, specializing in the marketing and sale of waterfront, village, commercial properties and fine homes. From the very beginning, the Kinlin Grover mission has remained constant: “To help our clients make the best real estate decisions and to uphold the highest standards of ethics and professionalism.” In addition, Kinlin Grover Vacation Rentals is the largest real estate firm on Cape Cod with over 600 privately-owned Cape Cod vacation rental homes. We value every client and pledge to deliver unsurpassed service as trusted advisors, expert facilitators and skilled negotiators.

LONG & FOSTER REAL ESTATE, INC. (866) 677-6937 ∙ Long & Foster Real Estate, the largest independent residential real estate company in the country, is part of The Long & Foster Companies, which includes Prosperity Home Mortgage, Long & Foster Insurance and Long & Foster Settlement Services. It is the exclusive affiliate for Christie’s International Real Estate throughout select parts of the Mid-Atlantic, and a founding affiliate of LeadingRE, a prestigious global network that includes Luxury Portfolio International®. Long & Foster represents over 10,000 agents in seven states, plus Washington, D.C.

LUSK & ASSOCIATES SOTHEBY’S INTERNATIONAL REALTY (717) 291-9101 • When you work with Lusk & Associates Sotheby’s International Realty, you can count on specialists who can answer your questions, apply in-depth knowledge of current market conditions, and access extensive resources that can expedite the sale of your home.

MCCOLLY REAL ESTATE (800) 348-2100 x206 • Since 1974, McCOLLY Real Estate has found your place to call home, from the shores of Lake Michigan in Northwest Indiana to Lake Street Beach in Chicago. McCOLLY is a proud LeadingRE member with bilingual agents in 14-plus languages among 450plus REALTORS® in 18 offices. McCOLLY Companies is the One Source for All Purpose Real Estate with its ancillary companies of McColly Insurance, Community Title, McCOLLY Auctions, McCOLLY Bennett Commercial, McCOLLY New Homes Division and Luxury Home Portfolio™.

PAGE TAFT REAL LIVING (203) 453-6511 • Since opening its Guilford office in 1980, Page Taft has expanded

its presence with offices in the historic towns of Madison and Essex, Conn. Page Taft agents foster long-term relationships with clients based on a strong foundation of trust and an unsurpassed commitment to excellence. These unique strengths set us apart from our competitors and make us your most valuable resource in fulfilling your real estate needs.

PATTERSON-SCHWARTZ REAL ESTATE (877) 456-4663 • Patterson-Schwartz Real Estate is Delaware’s largest independent REALTOR® with 50 years of service to the Delaware real estate market and surrounding communities in nearby Pennsylvania and Maryland. With seven offices and 350 sales associates, we are committed to excellence, integrity and quality service. We offer a full range of services, including residential home sales, purchase and rental, relocation services and property management.

RANDALL, REALTORS® REAL LIVING (401) 364-3388 • Randall, REALTORS® Real Living has been a consistent leader in the marketing of Southern New England properties for more than 28 years. Specializing in waterfront properties and second homes, our agents boast a 98.5 percent client satisfaction rating. Through our extensive marketing network, we offer tremendous exposure for our property listings and continue to deliver successful sales and representation for our clients. In addition, Randall, REALTORS®’ Vacation Rental Department offers a large selection of vacation rental properties serving the Southern Rhode Island shoreline and Eastern Connecticut.

RE/MAX 440 AND RE/MAX CENTRAL (215) 453-7653 • • Tom Skiffington, Broker/Owner, RE/MAX 440 and RE/MAX Central is a first-class, professional real estate company. Our goal is to provide the most prompt, courteous and professional services to all our customers and clients. We are the leading RE/MAX in Pennsylvania and Delaware with the highest sales volume and transactions. RE/MAX 440/Central has 10 different offices in Bucks, Montgomery and Lehigh counties.

RE/MAX GATEWAY (703) 652-5760 • The real estate market is ever changing. It takes constant evaluation, review of recent trends to forecast a potential future and education of agents through mastermind groups and real estate information exchanges. These are areas in which we excel at RE/MAX Gateway. Contact us today if you are looking to advance your career in real estate through a multitude of educational experiences and resources, or if you need real estate advice in order to make informed decisions when buying and selling houses.

RE/MAX PROFESSIONALS (303) 455-3300 • RE/MAX Professionals boasts the finest REALTORS® in the Denver Metro Area. For more than 30 years we have led the industry in sales, technology and professionalism. Recently, RE/MAX Professionals was recognized as the fastest-growing RE/MAX in the world with nearly 400 licensed agents.

RISMedia’s REAL ESTATE November 2016 121

YOUR BROKER-TO-BROKER SOURCE FOR REFERRALS FROM REAL ESTATE’S LEADING RESIDENTIAL BROKERAGE COMPANIES CALIFORNIA Ascent Real Estate, Inc. 410 Kalmia St., San Diego, CA 92101 Contact: Client Services • Tel: (619) 325-4140 Email: URL: Coverage Areas: San Diego Offices: 7 • Associates: 140 Better Homes and Gardens Real Estate Mason-McDuffie 2260 Douglas Blvd., Ste. 140, Roseville, CA 95661 Contact: Linda Howard, President, Network Services Tel: (916) 488-1787 (Direct) • (800) 451-3131 (Toll Free) • Fax: 916-488-3749 Email: URL: Coverage Areas: Northern California, Northern Nevada Offices: 29 • Associates: 1,700 CENTURY 21 Award - Orange County 22342 Avenida Empresa, Ste. 110, Rancho Santa Margarita, CA 92688 Contact: Joshua Tucker, Director of Relocation Services Tel: (760) 217-2491 (Toll Free) • Fax: (619) 374-2706 Email: Coverage Areas: Orange County Offices: 15 • Associates: 1,200 CENTURY 21 Award - San Diego, Riverside 7676 Hazard Center Dr., Ste. 300, San Diego, CA 92108 Contact: Joshua Tucker, Director of Relocation Services Tel: (760) 217-2491 (Toll Free) • Fax: (619) 374-2706 Email: Coverage Areas: San Diego, Southern Riverside Offices: 15 • Associates: 1,200 Coldwell Banker Kappel Gateway Realty 750 Mason St., Ste. 101, Vacaville, CA 95688 Contact: Rachel Guerin Tel: (707) 427-5344 or (800) 426-0898 • Fax: (707) 446-9830 Email: URL: Coverage Areas: Vacaville, Benicia, Davis, Dixon, Fairfield, Napa, Rio Vista, Suisun City Vallejo and Winters, Calif. Offices: 7 • Associates: 240 First Team® Real Estate 108 Pacifica Ave., Ste. 300, Irvine, CA 92618 Contact: Gayle D. Glew CRP, CRB, Director, Relocation and Corporate Services Tel: (855) 858-8028 (Toll Free) Email: URL: Coverage Areas: Southern California counties of Orange, Riverside, Los Angeles, San Bernardino and San Diego Offices: 36 • Associates: 1,865 J. Rockcliff REALTORS® Headquarters Office: 4115 Blackhawk Plaza Circle, Ste. 201, Danville, CA, 94506 Contact: Robin Dickson, CRS, GRI, Executive Vice President Tel: (925) 251-2501 (O), (925) 324-1323 (C), 877-JRCKCLF (572-2523) (TF) Email: • URL(s): • Coverage Areas: Alameda County: Alameda, Albany, Berkeley, Castro Valley, Dublin Emeryville, Fremont, Hayward, Livermore, Newark, Oakland, Piedmont, Pleasanton, San Leandro, Sunol, Union City; Contra Costa County: Alamo, Antioch, Bethel

122 November 2016 RISMedia’s REAL ESTATE

Island, Brentwood, Byron, Canyon, Clayton, Concord, Crockett, Danville, Diablo, Discovery Bay, El Cerrito, El Sobrante, Hercules, Lafayette, Martinez, Moraga, Oakley, Orinda, Pinole, Pittsburg, Pleasant Hill Port Costa, Richmond, Rodeo, San Pablo, San Ramon, Walnut Creek; San Joaquin County: Country Club, Lathrop, Lodi, Manteca, Mountain House, Stockton, Tracy, Silicon Valley/San Jose area

COLORADO RE/MAX Professionals 390 Union Blvd., Lakewood, CO 80228 Contact: Brad Whitehouse, Broker/Owner Tel: (303) 268-4236 (Office) • (303) 887-5159 (Mobile) Email: • URL: Coverage Areas: Denver and surrounding areas Offices: 8 • Associates: 380

CONNECTICUT Calcagni Real Estate 330 South Main St., Cheshire, CT 06410 Contact: Steven Calcagni, President Tel: (203) 272-1821 ext. 302 Email: • URL: Coverage Areas: New Haven County, Central Connecticut Offices: 4 • Associates: 140 CENTURY 21 AllPoints Realty 117 North Main St., Southington, CT 06489 Contact: Kelly Peterson, COO • Tel: (800) 525-7793 Email: URL: Coverage Areas: Southington, Cheshire, Plainville, Bristol, Farmington, Newington, Berlin, New Britain, Waterbury, Watertown, West Hartford, Enfield, Somers, Suffield, Manchester, Windsor, South Windsor, East Hartford, Vernon, Tolland, Granby, New Haven, Branford, Northford, Meriden, Wallingford, North Haven, East Haven, Guilford, Old Saybrook, Orange, Naugatuck, Milford Offices: 6 • Associates: 214 Page Taft Real Living 89 Whitfield St., Guilford, CT 06437 Contact: Karen Stephens, Executive VP • Tel: (203) 453-6511 Email: • URL: Coverage Areas: Connecticut Offices: 3 • Associates: 60 Randall, REALTORS® Real Living 4009 Old Post Rd., Charleston, RI 02813 Contact: Jean Fournier, Dir. of Relocation & Referral Services Tel: (401) 486-9677 Email: • URL: Coverage Areas: Connecticut and Rhode Island Offices: 9 • Associates: 175

DELAWARE Berkshire Hathaway HomeServices Fox & Roach, REALTORS® 1 International Plaza, Ste. 100, Philadelphia, PA 19113 Contact: Linda Zanzinger, Vice President, Relocation/REO Services Tel: (610) 595-3149 Email: URL: Coverage Areas: Greater Philadelphia Region, Greater Allentown and Easton Region, Southeast Pa., Southern and Central N.J., Northern Del. Offices: 65 • Associates: 4,000

Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: URL: Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+ Patterson-Schwartz Real Estate 7234 Lancaster Pike, Ste. 220B, Hockessin, DE 19707 Contact: Marjorie Murray, RCC, Relocation Manager Tel: (302) 234-3600 (Office) • (302) 234-3605 (Direct) • (800) 443-2295 (Toll Free) Email: URL: Coverage Areas: Delaware (New Castle, Kent and Sussex counties), Pennsylvania (Chester and Delaware counties), Maryland (Cecil, Kent and Harford counties) Offices: 8 • Associates: 350

FLORIDA Berkshire Hathaway HomeServices Florida Realty 1580 Sawgrass Corporate Pkwy., Ste. 400, Sunrise, FL 33323 Contact: Rei Mesa, CRS, CRB, President/CEO Tel: (954) 693-0100 or (800) 386-1554 • Fax: (954) 236-6962 Email: Relocation Contact: Sharon Sapp, Vice President, Relocation, Referrals & REOs Email: URL: Coverage Areas: 17 counties throughout Florida, including Southeast Florida, Southwest Florida and Orlando area Offering mortgage, title, insurance, home service plans and 1031 exchange services Offices: 39 • Associates: 1,350

GEORGIA Berkshire Hathaway HomeServices Georgia Properties 863 Holcomb Bridge Rd., Roswell, GA 30076 Contact: Kathy Connelly, SVP Corporate Services • Tel: (678) 352-3321 Email: URL: Coverage Areas: Metro Atlanta and North Georgia Offices: 22 • Associates: 1,100

ILLINOIS McCOLLY Real Estate 800 Deer Creek Dr., Schererville, IN 46375 Contact: Deborah Horton, CRP, RCC, Director of Referral/Relocation Services Tel: (800) 348-2100 ext. 206 Email: URL: Coverage Areas: Alsip, Aroma Park, Beecher, Blue Island, Bourbonnais, Bradley, Burbank, Burnham, Calumet City, Channahon, Chicago, Chicago Ridge, Clearing, Country Club Hills, Crest Hill, Crestwood, Crete, Evergreen Park, Flossmoor, Frankfort, Glenwood, Grant Park, Harvey, Hazel Crest, Hegewisch, Hickory Hills, Homewood, Kankakee, Lansing, Lemont, Lockport, Lynwood, Manteno, Matteson, Mokena, Momence, Monee, Morgan Park, Mount Greenwood, New Lenox, Oak Lawn, Orland Hills, Orland Park, Palos Heights, Palos Hills, Palos Park, Park Forest, Peotone, Richton Park, Riverdale, Roseland, Steger, Tinley Park, University Park, Worth Offices: 18 • Associates: 450+

INDIANA McCOLLY Real Estate 800 Deer Creek Dr., Schererville, IN 46375 Contact: Deborah Horton, CRP, RCC, Director of Referral/Relocation Services Tel: (800) 348-2100 ext. 206 Email: • URL: Coverage Areas: Beverly Shores, Cedar Lake, Chesterton, Crown Point, DeMotte, Dyer, Dune Acres, East Chicago, Gary, Griffith, Hammond, Hebron, Highland, Hobart, Kouts, La Porte, Lake Station, Lake Village, Lakes of Four Seasons, Long Beach, Lowell, Merrillville, Michiana Shores, Michigan City, Miller Beach, Morocco, Munster, Ogden Dunes, Otis, Portage, Porter, Rensselaer, Roselawn, Schererville, Schneider, St. John, Sumava Resorts, Thayer, Valparaiso, Westville, Wheatfield, Whiting, Winfield Offices: 18 • Associates: 450+

LOUISIANA GARDNER, REALTORS® 3332 N. Woodlawn Ave., Metairie, LA 70006 Contact: Nancy Harmann, Director of Relocation & Corporate Services Tel: (504) 200-5080 • (504) 402-9567 (Cell) • (800) 256-5677 (Toll Free) Email: URL: Coverage Areas: Southeast Louisiana, including Greater New Orleans and Greater Baton Rouge, and Southern Mississippi, including the MS Gulf Coast Offering a full range of services including Residential, Commercial, Leasing, New Homes, REO, and Loss Mitigation; plus individual and corporate Relocation, Property Management and National/International Referral Network services Offices: 24 • Associates: 800

MARYLAND CENTURY 21 New Millennium 5990 Kingstowne Towne Center, Alexandria, VA 22315 Contact: Todd Hetherington, CEO • Tel: (800) 382-1101 • Fax: (703) 822-0136 Relocation Contact: Scott Becker, Director, NM Relocation Email: URL: Coverage Areas: Northern Virginia, Washington, D.C., and the Southern Maryland markets. Our areas of expertise range from Fortune 500 executives to specialized training in military and government relocation. Offices: 16 • Associates: 700+ Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: URL: Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+ RE/MAX Gateway 4090B Lafayette Center Dr., Chantilly, VA 20151 Contact: Scott MacDonald, President Tel: (703) 652-5776 • (703) 727-6900 (Cell) Email: URL: Coverage Areas: Virginia, Washington, D.C., Maryland, West Virginia Offices: 4 • Associates: 108

RISMedia’s REAL ESTATE November 2016 123



Kinlin Grover Real Estate Real Living 4 Wianno Ave., Osterville, MA 02655 Contact: Lucy Cundiff, Director of Agent Services Tel: (508) 420-1130 Email: • URL: Coverage Areas: Southeastern Massachusetts Offices: 16 • Associates: 275

Berkshire Hathaway HomeServices Fox & Roach, REALTORS® 1 International Plaza, Ste. 100, Philadelphia, PA 19113 Contact: Linda Zanzinger, VP, Relocation/REO Services Tel: (610) 595-3149 Email: • URL: Coverage Areas: Greater Philadelphia Region, Greater Allentown and Easton Region, Southeast Pa., Southern and Central N.J., Northern Del. Offices: 65 • Associates: 4,000

MISSISSIPPI GARDNER, REALTORS® 3332 N. Woodlawn Ave., Metairie, LA 70006 Contact: Nancy Harmann, Director of Relocation & Corporate Services Tel: (504) 200-5080 • (504) 402-9567 (Cell) • (800) 256-5677 (Toll Free) Email: • URL: Coverage Areas: Southeast Louisiana, including Greater New Orleans and Greater Baton Rouge, and Southern Mississippi, including the MS Gulf Coast Offering a full range of services including Residential, Commercial, Leasing, New Homes, REO, and Loss Mitigation; plus individual and corporate Relocation, Property Management and National/International Referral Network services Offices: 24 • Associates: 800

MISSOURI Berkshire Hathaway HomeServices Select Properties 1650 Des Peres Rd., Ste. 205, Saint Louis, MO 63131 Contact: Angie Ignatowski, Relocation Director Tel: (314) 835-6000 • (314) 835-6050 (Direct) Email: URL: Coverage Areas: St. Louis City, St. Louis County, St. Charles County, Jefferson County, Lincoln County Offices: 11 • Associates: Over 500

NEBRASKA Berkshire Hathaway HomeServices Ambassador Real Estate 13340 California St., Omaha, NE 68154 Contact: Katie Adams, CRP, GMS, VP Corp. Relocation & Business Development Tel: (800) 477-7653 or (402) 547-5137 Email: URL: Coverage Areas: Omaha and Lincoln Metropolitan Area, including Omaha, Bellevue, Ralston, LaVista, Papillion, Gretna, Elkhorn, Fremont, Lincoln, Council Bluffs and surrounding communities

NEVADA Berkshire Hathaway HomeServices Nevada Properties 3185 St. Rose Pkwy., Ste. 100, Henderson, NV 89052 Contact: Eileen Mitchell, Dir. of Relocation & Referral Services Tel: (800) 735-4488 Email: • URL: Coverage Areas: Las Vegas, North Las Vegas, Henderson, Summerlin and Pahrump Offices: 6 • Associates: 1,050 Better Homes and Gardens Real Estate Mason-McDuffie 2260 Douglas Blvd., Ste. 140, Roseville, CA 95661 Contact: Linda Howard, President, Network Services Tel: (916) 488-1787 or (800) 451-3131 • Fax: (916) 488-3749 Email: URL: Coverage Areas: Northern California, Northern Nevada Offices: 35 • Associates: 2,000

124 November 2016 RISMedia’s REAL ESTATE

Diane Turton, REALTORS® 511 Forman Ave., Point Pleasant Beach, NJ 08742 Contact: Dawn Fetherston, Director of Relocation & Corporate Services Tel: 1-877-DTURTON Email: • URL: Coverage Areas: Monmouth County and Ocean County (N.J.) Member Organizations: Leading Real Estate Companies of the World®, Luxury Portfolio, Luxury Real Estate Offices: 16 · Associates: 350 Gloria Nilson & Co. Real Estate 826 Alexander Rd., Princeton, NJ 08540 Contact: Patricia (Tricia) Kobos Tel: (888) 467-MOVE (Relocation Line) • (609) 750-7605 (Direct) Email: URL: Coverage Areas: Mercer, Middlesex, Monmouth, Morris, Ocean and Somerset counties, N.J.; Bucks County, Pa. Offices: 23 • Associates: 700+ Jordan Baris, Inc., REALTORS® 50 Mt. Pleasant Ave., West Orange, NJ 07052 Contact: Carol Abdo, Relocation Director Tel: (973) 736-1600 (Office) • (800) 4-JBARIS (Toll Free) Fax: (973) 736-5159 Email: • URL: Coverage Areas: Essex, Union, Hudson and Morris counties. Specifically West Orange, South Orange, Maplewood, Livingston, East Hanover, Roseland, Short Hills, Montclair, Bloomfield, Belleville, Newark, East Orange, Orange, Irvington, Jersey City, North Bergen, Union, Vauxhall, Parsippany-Troy Hills Offices: 2 • Associates: 150 Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: URL: Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+

NEW YORK Better Homes and Gardens Rand Realty 10 Schriever Ln., New City, NY 10956 Contact: Janet Farsetta, Vice President, Relocation Tel: (845) 825-8071 Email: URL: Coverage Areas: The major New York suburbs, Westchester, Rockland, Orange, Dutchess, Putnam, Sullivan and Ulster counties in New York Offices: 25 • Associates: 800+

Coach REALTORS® 66 Gilbert St., Northport, NY 11768 Contact: Elaine Elish, Inbound Referral Coordinator Tel: (800) 321-7356 ext. 138 Email: URL: The Coach REALTORS® Relocation Department understands the complexities and challenges of employee transfers and is very responsive to the many needs of relocating families. Coach’s relocation division is supported by three full-time referral coordinators: Elaine Elish, Kathy Brandofino and Roseanne Tourto. These three professionals draw upon more than 50 years of combined relocation experience in order to make the client transition a comfortable one. Offices: 18 • Associates: 618 Coldwell Banker Prime Properties 10 Osgood Ave., Green Island, NY 12183 Contact: R. James Long, Broker/Owner Tel: (518) 640-4008 • Fax: (518) 456-8980 Email: Coverage Areas: New York State, primarily Capital Region and Central New York Offices: 16 • Associates: 500 Fillmore Real Estate 2990 Avenue U, Brooklyn, NY 11229 Contact: John Reinhardt, President/CEO • Tel: (800) 528-6673 Email: • URL: Coverage Areas: Brooklyn, Staten Island, Bronx and parts of Westchester Offices: 16 • Associates: 400

NORTH CAROLINA Coldwell Banker Advantage 7610 Six Forks Rd., Ste. 100, Raleigh, NC 27615 Contact: Benina Drake, CRP, SVP Relocation & Referral Services Tel: (800) 274-5345 • (919) 846-3330 (Direct) Email: • URL: Coverage Areas: Apex, Cary, Clayton, Creedmoor, Chapel Hill, Durham, Falls Lake, Fayetteville, Ft. Bragg area, Henderson, Holly Springs, Knightdale, Lake Gaston, Lillington, McGee’s Crossroads, Pinehurst, Pittsboro, Pope Air Force Base area, Raleigh, Southern Pines, Wake Forest and Zebulon Offices: 17 • Associates: 325 Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: • URL: Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+

PENNSYLVANIA Berkshire Hathaway HomeServices Fox & Roach, REALTORS® 1 International Plaza, Ste. 100, Philadelphia, PA 19113 Contact: Linda Zanzinger, Vice President, Relocation/REO Services, Tel: (610) 595-3149 Email: • URL: Coverage Areas: Greater Philadelphia Region, Greater Allentown and Easton Region, Southeast Pa., Southern and Central N.J., Northern Del. Offices: 65 • Associates: 4,000

Gloria Nilson & Co. Real Estate 826 Alexander Rd., Princeton, NJ 08540 Contact: Patricia (Tricia) Kobos Tel: (888) 467-MOVE (Relocation Line) • (609) 750-7605 (Direct) Email: • URL: Coverage Areas: Mercer, Middlesex, Monmouth, Morris, Ocean and Somerset counties, N.J.; Bucks County, Pa. Offices: 23 • Associates: 700+ Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: • URL: Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+ Lusk & Associates Sotheby’s International Realty
 100 Foxshire Dr., Lancaster, PA 17601 Tel: (717) 291-9101 • Fax: (717) 393-2336 Contact: Sandy Zercher Email: • URL: Coverage Areas: Lancaster County, Pennsylvania; Susquehanna Valley, Pennsylvania; South Central Pennsylvania Offices: 1 • Associates: 40 RE/MAX 440 and RE/MAX Central 701 West Market St., Perkasie, PA 18944 Contact: Tom Skiffington, Broker/Owner • Tel: (215) 453-7653 or (215) 643-3200 Email: URLs: • Coverage Areas: Pennsylvania counties: Bucks, Berks, Delaware, Chester, Montgomery, Lehigh, North Hampton, and New Jersey Offices: 10 • Associates: 170

RHODE ISLAND Randall, REALTORS® Real Living 4009 Old Post Rd., Charleston, RI 02813 Contact: Jean Fournier, Dir. of Relocation & Referral Services Tel: (401) 486-9677 Email: URL: Coverage Areas: Connecticut and Rhode Island Offices: 9 • Associates: 175

SOUTH CAROLINA Berkshire Hathaway HomeServices C. Dan Joyner, REALTORS® 745 N. Pleasantburg Dr., Greenville, SC 29607 Contacts: Karen Taylor, Director of Relocation, (864) 678-5244,, Jo Anne Conner, Network Mgr., (864) 678-5227,, URL: Brookfield GRS, SIRVA, AIReS Relocation, Graebel, MI Group Coverage Areas: Greenville, Greer, Taylors, Duncan, Spartanburg, Mauldin, Simpsonville, Fountain Inn, Powdersville, Easley, Piedmont, Anderson Offices: 10 • Associates: 400+

TEXAS Coldwell Banker D’Ann Harper, REALTORS® 18756 Stone Oak Pkwy., Ste. 301, San Antonio, TX 78258 Contact: Pam Poitevent, Sr. VP Relocation Services

RISMedia’s REAL ESTATE November 2016 125

Tel: (800) 521-1408 (Toll Free) • (210) 483-7035 (Direct) Email: • URL: Coverage Areas: San Antonio metropolitan area including New Braunfels, San Marcos, Seguin, Spring Branch, Bulverde, Canyon Lake, Schertz, Universal City, Boerne, Bandera, Kerrville and surrounding areas Offices: 8 • Associates: 350+

VIRGINIA CENTURY 21 New Millennium 5990 Kingstowne Towne Center, Alexandria, VA 22315 Contact: Todd Hetherington, CEO • Tel: (800) 382-1101 • Fax: (703) 822-0136 Relocation Contact: Scott Becker, Dir., NM Relocation Email: URL: Providers of world class real estate services in the Northern Virginia, Washington, D.C., and the Southern Maryland markets. Our areas of expertise range from Fortune 500 executives to specialized training in military and government relocation. Offices: 16 • Associates: 700+ Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: URL: Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+ RE/MAX Gateway 4090B Lafayette Center Dr., Chantilly, VA 20151 Contact: Scott MacDonald, President Tel: (703) 652-5776 • (703) 727-6900 (Cell) Email: URL: Coverage Areas: Virginia, Washington, D.C., Maryland, West Virginia Offices: 4 • Associates: 108

WASHINGTON, D.C. CENTURY 21 New Millennium 5990 Kingstowne Towne Center, Alexandria, VA 22315 Contact: Todd Hetherington, CEO • Tel: (800) 382-1101 • Fax: (703) 822-0136 Relocation Contact: Scott Becker, Dir., NM Relocation Email:

URL: Providers of world class real estate services in the Northern Virginia, Washington, D.C., and the Southern Maryland markets. Our areas of expertise range from Fortune 500 executives to specialized training in military and government relocation. Offices: 16 • Associates: 700+ Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: URL: Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+ RE/MAX Gateway 4090B Lafayette Center Dr., Chantilly, VA 20151 Contact: Scott MacDonald, President Tel: (703) 652-5776 • (703) 727-6900 (Cell) Email: URL: Coverage Areas: Virginia, Washington, D.C., Maryland, West Virginia Offices: 4 • Associates: 108

WEST VIRGINIA Long & Foster Real Estate, Inc. Headquarters Office: 14501 George Carter Way, Chantilly, VA 20151 Contact: Pandra Richie, President of Corporate Real Estate Services Tel: (800) 336-0356 Email: URL: Coverage Areas: Delaware, Maryland, New Jersey, North Carolina, Pennsylvania, Virginia, Washington, D.C., and West Virginia Offices: 170+ • Associates: 10,000+ RE/MAX Gateway 4090B Lafayette Center Dr., Chantilly, VA 20151 Contact: Scott MacDonald, President Tel: (703) 652-5776 • (703) 727-6900 (Cell) Email: URL: Coverage Areas: Virginia, Washington, D.C., Maryland, West Virginia Offices: 4 • Associates: 108

INDEX OF SERVICE PROVIDERS ABR®...................................................................................14

National Association of REALTORS®......................8, 25, 47

American Home Shield................................................. IFC

National Association of REALTORS® Global.................127

Berkshire Hathaway HomeServices...............................BC Buyside..............................................................................60

National Association of Women in Real Estate Businesses (NAWRB).................................66

Center for REALTOR® Development...............................77

On The Move, Inc. ...........................................................63

Century 21 Real Estate LLC...............................................1

The Personal Marketing Company......................104, 109

CRS Data...........................................................................79

Pillar To Post Home Inspectors...........................................2

Engel & Völkers...................................................................5

Quicken Loans..................................................................17

The Entrust Group.............................................................53

Real Living® Real Estate...................................................29

ERA Franchise Systems, LLC............................................44

Realtors Property Resource®...........................................27

Freddie Mac................................................................... IBC

Realty ONE Group............................................................58

RE/MAX, LLC.....................................................................10

Homes & Land..................................................................82

RISMedia’s Content Solutions...........................................9

HomeSmart International................................................21

RISMedia’s Real Estate Information Network................48

HSA Home Warranty........................................................13

RISMedia’s Top 5 in Real Estate Network®.............84, 112

Leading Real Estate Companies of the World®................19

SWAT Environmental.........................................................20

MRE – Win Local ..........................................11, 37, 65, 126

Weichert, Realtors®...........................................................50

National Association of Hispanic Real Estate Professionals (NAHREP)®..................................................30

Workman Success Systems.....................................110-111


In an increasingly diverse marketplace, what you don’t know could hurt your bottom line.

NAR’S GLOBAL EDUCATION CAN HELP. At Home With Diversity (one day course)

Certified International Property Specialist Designation (CIPS)

Assess and understand attributes of diversity in your local market to earn the confidence of all buyers and sellers. The online AHWD course counts as continuing education credit in most U.S. states.

The CIPS designation includes five full days of study focusing on international real estate transactions. Become part of an elite referral network of over 3,000 professionals worldwide.



{re: Real Estate} REALTOR® University: The Pinnacle of Real Estate Education


id you know REALTOR® University is the only accredited institution of higher education focused exclusively on the practice of real estate as a profession? Its Master of Real Estate (MRE) degree program provides a current and relevant curriculum, practical and applied knowledge, an outstanding faculty with real-world experience, and an inspired community of students. Education and success go hand in hand. While there have been numerous studies on the topic, the findings are remarkably similar: real estate professionals who pursue specialized industry education consistently earn more than those who don’t. Both brokers and their agents can stand out in the industry and gain a competitive advantage by earning an MRE from REALTOR® University. Background The idea of transforming REALTOR® University into a degree-granting institution emanated from a 2008 National Association of REALTORS® (NAR) Advisory Group on Professionalism in the industry. Out of this group was formed a Blue Ribbon Advisory Group, whose goal was to address higher education in real estate, including the initial plan for offering academic degrees. REALTOR® University’s faculty is comprised of experienced practitioners, as well as effective communicators, coaches and mentors. Intimate online classes (10 - 15 students) provide extensive opportunities to ask questions and share perspectives. The curriculum goes well beyond a traditional MBA or other MRE degree programs, with courses and concentrations catered specifically to the day-to-day needs of real estate professionals, and the opportunities available to them. Five different concentrations are offered:

8 Residential Real Estate Sales, Marketing and Management 8 Real Estate Asset and Property Management 8 Commercial Real Estate Investment and Analysis 8 Real Estate Appraisal and Valuation Services 8 Real Estate Association Management Scholarships are Essential to Higher Learning The success of every college and university is based on attracting talented students, and REALTOR® University is no different. Often, potential students who exhibit academic merit, strong leadership and service in the 128 November 2016 RISMedia’s REAL ESTATE

field of real estate lack the means to pursue advanced education. Since 2011, the REALTOR®University Scholarship Fund has raised scholarship money for such promising prospective students. Each contribution to the Scholarship Fund supports the University’s mission of increasing the level of education and professionalism in the real estate industry. Forty-nine percent of active students are scholarship recipients, and 125 scholarships have been awarded to-date. By making a contribution to the REALTOR® University Scholarship Fund, you will be directly influencing the professionalism of the real estate industry. You can make a gift to support the REALTOR® University Scholarship Fund by visiting

Graduate Perspectives To-date, 33 graduates have earned their MRE from REALTOR® University and the current class will graduate in May 2017. Here’s what two students have to say about their MRE experience: “Getting my MRE was the best thing I have done for my career. It has given me more confidence as a broker/owner and more respect from clients and colleagues. While taking the courses, I learned a variety of ways to improve my brokerage, not just in the management aspect, but in offering technology tools to my agents. I learned something valuable from every course and would do it again in a heartbeat.” - Melia Campbell, MRE Residential Real Estate Sales, Marketing and Management “Overall, the MRE program was life altering in several ways. I have expanded my knowledge from the local level to the national. We are opening a new office that services commercial and residential clients. The talent I want to attract will have the same level of commitment I devoted to the completion of the program.” - Mike Hege, MRE Commercial Real Estate Investment and Analysis

re:source REALTOR® University is a 501(c)3 tax-exempt organization. REALTOR® University is accredited by the Distance Education Accrediting Commission (DEAC), which is recognized by the Council for Higher Education Accreditation and the U.S. Department of Education. To learn more, visit RE

Clear the Path to Homeownership with Freddie Mac Loan Product Advisor No one likes surprises when buying a home. With Freddie Mac Loan Product Advisor SM, there are fewer surprises on the way to the closing table. Ask your lender partners if they’re using Loan Product Advisor, our next generation automated underwriting tool.

Learn more at


“Together with Berkshire Hathaway HomeServices, our sales team is positioned to deliver an unparalleled customer experience.” Margherita Verani, CEO Berkshire Hathaway HomeServices Verani Realty

Residential • Commercial ©2016 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.® Information not verified or guaranteed. If your property is currently listed with a broker, this is not intended as a solicitation. Equal Housing Opportunity. BHH Affiliates, LLC, 18500 Von Karman, Suite 400, Irvine, California 92612 (949) 794-7900. For New York Residents: This advertisement is not an offering. An offering can only be made by a prospectus filed first with the Department of Law of the State of New York. Such filing does not constitute approval by the Department of Law. For Minnesota Residents: BHH Affiliates, LLC is registered in the State of Minnesota, Registration number F-7072.

Real Estate Magazine - Help-U-Sell - November 2016  

Custom version of Real Estate magazine for Help-U-Sell

Real Estate Magazine - Help-U-Sell - November 2016  

Custom version of Real Estate magazine for Help-U-Sell