2019 Leading Edge Magazine | Royal LePage

2019

EDGE

Royal LePage

THE NEXT SHINY THING Size up the latest tech trends CONQUER SOCIAL MEDIA BURNOUT 10 ideas to help break a social media creative block RIDE THE WAVE OF BOOMER TRENDS Tap into the next consumer purchasing powerhouse

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royallepage.ca

Everything you need in one place This innovative and solutions-driven technology, empowers you to be more productive so you can focus on your clients. Access rlpNetwork on the go, from any device, so you can work faster and smarter.

Access: • Your @royallepage.ca Gmail, Calendar and Google Drive • Your Awards-level status • Smart Studio CRM + Marketing* • Sales and marketing training • Networking and referral tools • The Red Market eStore • Brand assets and marketing campaigns *Also available on mobile

©iStock.com/Yuri_Arcurs

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What's BRAND & CULTURE

Technology is making the world more accessible.

Homebuyers can now visualize their new home without physically visiting the property.

— Fred Lee, Senior Manager, Digital Product Development

02 04 06 09

MESSAGE FROM OUR CEO Innovation is in our DNA

ROYAL LEPAGE SHELTER FOUNDATION Our reasons for giving run deep HARNESS THE BRAND Powerful PR and marketing drive more business FEEDBACK & INSIGHTS Shaping the future of Royal LePage

2019

RECOGNITION & EVENTS

Leading Edge Magazine is published annually

by Royal LePage Many thanks to our contributors and gold sponsors: Ryan Benn, Jim Brown, Brian Buffini, Patricia Burton, Carolyn Cheng, Sarah Louise Gardiner, Stephanie Gellman, Joanne Geridis, Roseline Joyal-Guillot, Diane Hartley, Sabrina Kadic, Chris Leader, Fred Lee, Kelly McCain, Christine Nattrass, Alicia Omand, John Peloza, Richard Robbins, Patrick Rioux, Shanan Spencer-Brown, Phil Soper, Meera Trivedi, Sandra Webb, Mike Wrobel, Genworth Canada, Lone Wolf, and TD Canada Trust.

All Royal LePage products and services are subject to change. For the most up-to-date information, visit or contact us: royallepage.ca | rlpNetwork.com marketing@royallepage.ca (416) 510-5800 39 Wynford Drive, Toronto, ON M3C 3K5 ©2019 Bridgemarq Real Estate Services Manager Limited.

All rights reserved.

Cover: ©iStock.com/PetrePlese; ©a g-stockstudio Back Cover: ©iStock.com/PeopleImages

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THE INDUSTRY’S BEST EVENTS Build stronger connections for a brighter future BE THE BEST OF THE BEST Insights from the 2017 A.E. LePage REALTOR® of the Year

INNOVATIVE TECHNOLOGY

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THE NEXT SHINY THING Size up the latest tech trends GET YOUR HEAD IN THE CLOUD The all-new rlpNetwork, redesigned for you

MARKETING & TRAINING

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COACH'S INBOX Advice from industry-leading experts BENEFIT FROM COMMERCIAL Increase your exposure, collaboration and income INDUSTRY-RENOWNED TRAINING Master the tools to reach your potential CONQUER SOCIAL MEDIA BURNOUT 10 ideas to help break a social media creative block

TRENDS & OUTLOOKS

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RIDE THE BOOMER WAVE Tap into the next consumer purchasing powerhouse GAIN MORE WORK/LIFE BALANCE Achieving more balance can lead to success SUPERCHARGE YOUR BUSINESS 10 ways to promote your business with video EYE FOR DETAILS Can you spot the differences?

CONVERT & NURTURE ONLINE LEADS Managing online leads is the key to success DESIGNED FOR YOU: royallepage.ca #1 Franchisor website in Canada

2019 / ROYAL LEPAGE LEADING EDGE

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Innovation is in our DNA

A

s some of you may know, I ran a large technology business before I took the helm at Royal LePage, some 15 years ago.

With apologies to the Eagles, when it comes to IT you can check out any time you like, but you can never leave!

Real estate media is awash these days with tech-talk. If you can find a way to dress your start-up with tech branding, you may get an investor to return your calls. And in our industry, you may convince a new or struggling agent that you have a shortcut to success.

Sorry folks, there is no shortcut when it comes to integrating new technologies into your workflow. It is hard work for the company and for the end user — you. Further, many efforts can fail to meet promised business goals. The widely followed Innotas Project Management Study showed a sobering 55 per cent of businesses had IT projects fail in 2016.

So, is all of the hype around real estate technology unfounded?

Absolutely not. A phenomenon called digital convergence is rapidly closing the gap between traditional business and automated systems. Analog or ‘paper-based’ processes are disappearing faster than the American president’s advisors.

Why? An end-to-end digital brokerage will work faster. It will make fewer mistakes.

Royal LePage has innovation in its DNA. Did you know that it was our founder, A.E. LePage that first introduced the ‘For Sale’ lawn sign? That royallepage.ca was Canada’s first national real estate listings website? That you had the country’s first online marketing centre and first integrated CRM-lead management system?

Too many of our competitors choose sizzle over substance.

They spend their money telling consumers they’re the greatest because it is much easier than actually becoming the greatest.

Like the company with a dysfunctional website. Avoiding the hard work necessary to make it relevant, their leaders choose to give away their agents’ listings to a third party and proclaim the move ‘strategic.’

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ROYAL LEPAGE LEADING EDGE / 2019

Our new ‘travel time search’ lets buyers find properties that meet their desired commute time.

Understanding that we will succeed on the strength of our actions, not our bluster, where to next? First, there will be no tech for tech’s sake. It must be truly useful. At Royal LePage we will introduce technologies only if they pass this test: will it help drive additional revenue to you? Will it reduce your expenses?

To attract new leads and drive revenue, we introduced Canada to ‘travel time search,’ giving buyers the ability to discover properties that meet their desired commute time using actual traffic data. Perhaps your client's must-have is school-related? Through advanced data analytics we now show properties tied to a given school, or schools, to a neighbourhood.

We know how curious consumers are when it comes to home prices – our research and reports on the subject are quoted extensively in national and local media. We are now able to leverage our extensive knowledge of property values to provide home price ‘heat maps’ on royallepage.ca, showing pricing trends at the neighbourhood level (we then prompt consumers to contact you directly to understand how market forces are impacting individual properties).

And there will be more – of course! Today’s consumers want 24/7 access to information, but you want a life. We can solve this kind of problem with artificial intelligence. While you sleep, eat or vacation, advanced software will answer your prospect’s questions and nurture your leads.

If it seems all too voodoo, remember the famous Arthur C. Clarke quote as you ask your smartwatch for directions: “Any sufficiently advanced technology is indistinguishable from magic.” At Royal LePage, making magic real for you is what we do!

Royal LePage is the first real estate firm that has received the Outstanding Corporation Award from the Association of Fundraising Professionals

Leading technology. A powerful brand. Continuous learning. A supportive, collaborative culture.

This is how we will continue to win in the marketplace.

I am grateful to live in a nation with high levels of employment and a rising population, yet the rapidly changing needs and wants of the real estate consumer will leave some baffled, wondering why their ‘tried and true’ approach is falling flat.

We seek understanding through research. Our widely reported study of baby boomer intentions show an additional 1.4 million are preparing to enter the market. Our studies into the huge millennial demographic have shaped our services, our marketing and our training programs.

In the face of seemingly endless regulatory intervention, disruptive competitors and economic uncertainty, we are celebrating record growth. Royal LePage may be the country’s largest real estate firm, but we are still a very exclusive club: our 18,000 professionals make up only 14 per cent of the industry (there are many REALTORS® in Canada!), yet we are at the table for 35 per cent of all transactions. Royal LePagers sell much more real estate than the typical agent.

I’d like to close with a point of tremendous pride. For the first time, a real estate firm has received the Outstanding Corporation Award from the Association of Fundraising Professionals. Your efforts in creating the nation’s largest foundation dedicated to ending the scourge of violence in our society, and to supporting the women and children who fall victim to it, have not gone unnoticed. I applaud your compassion and commitment to building a safer world!

Phil Soper

President and CEO

president@royallepage.ca soper Philip.Soper @PhilSoper

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BRAND & CULTURE

A phenomenon called digital convergence is rapidly closing the gap between traditional business and automated systems.

The

reasons for

giving run deep

Shanan Spencer-Brown Executive Director, Royal LePage Shelter Foundation

We bring safety and hope to those affected by domestic violence

Watch video

T

100% of all funds raised goes to our cause

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ROYAL LEPAGE LEADING EDGE / 2019

National Garage Sale for Shelter This annual event is the largest, multi-location charity garage sale in Canada and has raised $3 million since 2009.

©iStock.com/shapecharge

For others, their reasons for giving are more personal. There are many Royal LePage agents, men and women, who have experienced domestic violence in their own lives.

How we help

he Royal LePage Shelter Foundation is Canada’s largest public foundation dedicated exclusively to funding women’s shelters and domestic violence prevention programs. Since the Foundation’s inception 20 years ago, Royal LePage agents and brokers continue to make generous donations from their sales commissions, and organize and attend fundraising events in support of the cause. Why? They know they are helping women and children in their own communities to safely escape domestic violence and take important steps to rebuild their lives.

– Paula Mitchell, Royal LePage Meadowtowne Realty

OVER

$30

MILLION R AISED

Deep conviction

Rebuilding lives

Barry Clark, area manager with Royal LePage Nanaimo Realty in Nanaimo, British Columbia encourages his agents to support the Royal LePage Shelter Foundation. A close family member of his was a victim of extreme violence, so he wants to help others who may be in the same situation. Barry’s support of the Royal LePage Shelter Foundation stems from his deep conviction that there should be a safe place for abused women and their children to go when they need help.

Pauline* was a victim of domestic violence.

As a young mother, she was in an abusive relationship. As the violence intensified, it became apparent that her life was in danger, but there wasn’t a local shelter in the town where she lived. Fortunately, Pauline found the support systems she needed to break free and rebuild her life. Today, she recognizes that the shelters we support across Canada are vital to the safety of thousands of women in similar situations. This is why she is an active supporter of her local shelter and participates in Royal LePage Shelter Foundation fundraising events organized by her office.

Making a difference James* grew up in a violent home. Along with his mother, he and his siblings were routinely emotionally abused by their father. Too often, threats of physical violence against James became a reality. In the past, the impact of domestic violence on children was not as widely recognized as it is today. While James knows he cannot change his childhood circumstances, he chooses to make a difference for other affected children by supporting the Royal LePage Shelter Foundation as a Commission Donor. He also frequently participates in fundraising events.

BRAND & CULTURE

Having seen abuse and how it destroys families, I believe deeply in our cause. I give back to the Royal LePage Shelter Foundation in a variety of ways and through years of volunteering at our local shelter, I have seen the difference we are making in finding a safe haven for moms and their children — giving them a chance at a fresh start.

Together, our supporters create lasting and positive changes in the lives of thousands of families across Canada.

Help end domestic violence in Canada royallepage.ca/shelter rlpnetwork.com/shelter

* Names have been changed for privacy.

Commission donations

Fundraising events

Challenge for Shelter Treks

Agents generously donate a portion of their sales commissions to support the cause.

Locally-organized charity tournaments, gala dinners, silent auctions, and more, to raise funds and awareness.

A unique travel/fundraising opportunity, challenging our agents to push themselves to the limit.

2019 / ROYAL LEPAGE LEADING EDGE

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BRAND & CULTURE

Harness the power of the Royal LePage brand S

uccessful REALTORS® invest in their professional identity by leveraging the power of the Royal LePage brand. By appealing to prospects and clients on an emotional level, we create strong connections with consumers through credibility and trustworthiness. Our award-winning marketing and public relations campaigns establish Royal LePage as a strong and recognizable brand and as a leader in Canadian real estate. Success comes to those who leverage the Royal LePage brand – Canada’s Real Estate Company.

2018 PR Releases

Sarah Louise Gardiner

Quarterly House Price Surveys

Director, Communications

2019 Market Survey Forecast

Public Relations

Royal LePage has earned the trust of Canadian consumers nationwide as the most quoted real estate company in Canada. It’s a reputation we are proud of and it makes good business sense too. Insightful articles written by top reporters reinforce our brand as the smart choice.

From evening national news to local community papers, we have seen first-hand the impact of increased brand awareness. A good PR campaign has the power to create and cultivate leads.

As the industry leader for commentary and insights, our data-rich media campaigns spark national dialogue and get noticed. Our media campaigns go head-to-head with the campaigns designed by the largest brands in Canada – and win! Last year, Royal LePage took home several top communications awards including a 2018 Ovation Award of Excellence for the Royal LePage Peak Millennials campaign.

The Royal LePage Quarterly House Price Survey and Market Survey Forecast have also won multiple awards.

For the latest release royallepage.ca/mediaroom

Over

2.7

Boomer Property Trends Survey Home Improvement ROI Canadian Recreational Properties (Summer and Winter) Peak Millennial Affordability BC Real Estate Tax Policy Luxury Properties

Every campaign includes Royal LePage-branded social posts for you to share across your social media channels.

To stay up-to-date and leverage our award-winning content, follow Royal LePage Canada on

BILLION media impressions 1 billion more than our closest competitor1

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ROYAL LEPAGE LEADING EDGE / 2019

1 Print and online media impressions January 1, 2018 to December 31, 2018.

2 Royal LePage Brand Awareness Consumer Survey, August 2018.

Royal LePage

The Red Market

Promote your business

Alicia Omand Director, Marketing

Brand

Consumers want to work with people and brands they trust. They want to be confident that you have their best interests at heart. It’s important that your personal brand reflects your professionalism, trustworthiness and authenticity. That’s why your skills and knowledge, paired with the power of the Royal LePage brand, is your best recipe for success.

Shop an extensive selection of personalized products to stay top-of-mind with your clients, prospects and referrals.

A recent consumer survey in the Vancouver, Calgary, Toronto and Montreal markets, revealed that Royal LePage, as a national brand, garnered 400 per cent more brand awareness than high-volume off-brand agents in their respective markets. Collectively, those agents had less than 5 per cent of aided brand awareness. The survey also proved the Royal LePage brand to be highly regarded, with desirable brand attributes ranking higher than those of top agent brands.2

The most effective medium through which to harness the power of the Royal LePage brand is your lawn sign. 129 per cent more consumers recall the real estate company after seeing a lawn sign vs. the next closest marketing channel.2 However, be aware that the benefit of that brand connection is lost when agents do not use the company’s sign templates or colour scheme. Show your Royal LePage pride by leveraging the brand within your marketing initiatives.

FOR SALE

Get it sold with Royal LePage!

JOHN SMITH

SALES REPRESENTATIVE

555.123.4567 royallepage.ca/jsmith ROYAL LEPAGE ABC REALTY REAL ESTATE AGENCY INDEPENDENTLY OWNED AND OPERATED

A portion of your purchase supports the Royal LePage Shelter Foundation.

Royal LePage Agent Survey What forms of marketing or advertising have given you success in promoting your business and/or generating leads?

72%

Lawn Signs

72%

Social Media

56%

Business Website

Leverage the brand in your marketing rlpNetwork.com/marketingresources

Shop monthly specials and save! rlpredmarket.com

BRAND & CULTURE

Your voice at the table Brokers weigh-in on your behalf to shape the future at Royal LePage

Our 2019 members

A

select group of leaders form the Royal LePage Services Advisory Council and three times a year they travel to Toronto to collaborate with Royal LePage’s national leadership team. Their task is to weigh-in on issues facing the industry as well as provide valuable input and feedback on Royal LePage’s tools and services. These perspectives and opinions often result in helpful refinements to new and existing tools and services.

The Council consists of 17 broker/owners and manager-delegates who represent the network’s various regions, markets and brokerage sizes.

This year, given how the industry is changing with new technology disruptors coming into Canada, the new member selection is more heavily weighted on technology fluency and influence within organized real estate.

Angela Asadoorian

Pauline Aunger

Royal LePage Crown Realty Services

Royal LePage Advantage Real Estate

Stuart Berenhaut Royal LePage Dynamic Real Estate

Christian Bouvrette

Brad Hawker

Royal LePage Humania

Royal LePage Rocky Mountain Realty

Membership Members participate on the Council for a two-year term. In an effort to maintain continuity and bring fresh ideas and new perspectives, half of the Council remains and the other half is renewed annually.

Every November, we invite brokers to apply as new members on the next Council.

Past members have indicated they enjoy participating on the Council for both the opportunity to shape new services coming to the fore as well as creating stronger relationships with the Royal LePage leadership team. They have also indicated they are impressed with the accountability demonstrated. And, just as importantly, they build lifelong relationships with peers from across the country for ongoing idea-sharing in between Council meetings and well after their term has ended.

If you’d like a seat at the table, look for a network communication each November to apply to serve on the Council.

Katrina Honsberger Royal LePage Atlantic

Brad Johnstone

Michael Kha

Royal LePage NRC Realty

Royal LePage Wheeler Cheam Realty

Sandra Kirkland

Royal LePage Real Estate Services Ltd.

Rob Landry

Etienne Mellor

Royal LePage Heritage

Royal LePage Burloak Real Estate

Randy Ryalls Royal LePage Sterling Realty

Thank you to our outgoing members: Anne Alkok

Corinne Lyall

Royal LePage Real Estate Services Ltd.

Royal LePage Benchmark

Norm Fisher

Royal LePage ParksvilleQualicum Beach Realty

Royal LePage Vidorra

Martin Leblanc

Royal LePage Mauricie

Anne Léger

Royal LePage Humania

Clinton Miller

Jeff Slightham

Chris Pitman

Mark Wolle

Royal LePage Turner Realty

Desmond von Teichman

Previously of Royal LePage Gardiner Realty Royal LePage Wolle Realty

Michael Turner

Royal LePage Signature Realty

Royal LePage Locations North

Andrew Wildeboer Royal LePage RCR Realty

Shirley Williams

Royal LePage Premier Real Estate 2019 / ROYAL LEPAGE LEADING EDGE

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Build stronger connections for a brighter future 6,000 Check out the fun at the 2018 National Sales Conference

Royal LePagers attended events in 2018

R

oyal LePagers who attend our national and regional events, share a strong belief that these events are essential to their business and success.

They know there’s no substitute for making great connections. Meeting face-to-face and networking with great agents from across the country comes in handy when you need advice, or to refer a client who is relocating.

Royal LePage events make that happen for thousands of REALTORS® across Canada, every year.

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ROYAL LEPAGE LEADING EDGE / 2019

Royal LePagers share their event experiences: Chris Pennycook, a long-time National Chairman’s Club member from Winnipeg, stresses the importance of attending Royal LePage events. “If you’re serious about your business, you need to come to these events to meet REALTORS® from across the country,” says Pennycook. He singles out Royal LePage events for giving him the opportunity to meet like-minded professionals in other markets.

“It helps garner valuable perspectives you wouldn’t otherwise have,” says Pennycook. “If I have questions in my business, I reach out with a call, usually to someone outside of my market, and ask for their advice.” He feels it is essential to have the ability to tap into a trusted network of people you have met face-to-face. “Besides making connections, Royal LePage events are always a fantastic time. Everyone is genuine and I return back refreshed with new ideas, every time.”

RECOGNITION & EVENTS

2019

Events Calendar

January 25 Banff Western Connection Reception Fairmont Banff Springs, Banff, AB February 8 East Coast Awards Gala Halifax Convention Centre, Halifax, NS February 12 Saskatoon Awards Lunch Remai Museum, Saskatoon, SK Heather Lemieux is a Royal LePage events devotee.

There are not many this East Toronto agent has missed, and with good reason. She has made countless friends and connections and has become well-known as a result.

Lemieux recalls attending a conference in British Columbia and meeting Kent Browne, broker/owner from Ottawa.

“We met and quickly hit it off, laughing together over a hilarious joke or something, during a group activity,” says Lemieux.

“We’ve been friends ever since.” When she arrived home, a strong connection made, Kent had sent her a referral.

©Tourism Winnipeg

Lemieux looks for marketing opportunities whenever she attends a conference, following up by sending a card to people she has met. She used a moment at the last Royal LePage National Sales Conference as one of those opportunities. During the Shelter auction, Lemieux needed to draw the auctioneer’s attention to her bid. She’s known for her small stature, and was jokingly asked to stand up.

Now, her follow-up cards simply state, “I am standing!”

Chris Backus joined Royal LePage Sussex in Vancouver a year ago. He attended his first National Sales Conference last year, where he led a well-received breakout session entitled “Managing Conflict Creatively.” Backus spoke about his experience as a conflict management advisor practitioner and crisis negotiator with both the United Nations and the RCMP. “It was an honour to share my learning experiences from different working cultures that I believe are equally beneficial to real estate agents in our community. I also appreciated the opportunity to listen and soak up best practice advice from other Royal LePagers from across the country,” says Backus, on his experience in Halifax. “The real takeaway from attending the conference is that I now have a sense of pride in belonging to the Royal LePage network,” says Backus. “I am more connected to the people and better understand our culture. It sincerely resonates with me.”

Let's get social groups/rlpevents

February 13 British Columbia Awards Gala Sheraton Wall Centre, Vancouver, BC February 15 Quebec Awards Gala Chateau Royal, Laval, QC February 21 Alberta Awards Gala Fairmont Palliser, Calgary, AB February 22 Manitoba Awards Gala Fort Garry Hotel, Winnipeg, MB February 27 – March 2 National Chairman’s Club Retreat Barbados, West Indies March 6 Royal LePage Chairman’s Mastermind Steam Whistle, Toronto, ON March 7 Ontario Awards Gala Beanfield Centre, Toronto, ON June 23 – 25 President’s Cup Golf Tournament Whistling Straits, Wisconsin, U.S.A. September 18 – 20 Royal LePage National Headstart Conference Sun Peaks, BC November 9 National Association of REALTORS® Reception San Francisco, California

Register today! @royallepageevents

royallepageevents.ca

2019 / ROYAL LEPAGE LEADING EDGE

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Julio Florez

A.E. LePage REALTOR of the Year J ®

ulio Florez, Royal LePage’s national 2017 A.E. LePage REALTOR® of the Year winner shares insights on what makes him successful.

Julio is originally from Bogota, Colombia where he served with distinction as a Deputy District Commander with the United Nations on a peacekeeping mission in Cambodia.

Julio immigrated to Fort McMurray, Alberta in 1994.

There, he experienced life as a new comer, student and an employee with several large local companies before embarking on his noteworthy real estate career with Royal LePage True North Realty.

What is your favourite book? And why?

Long Walk to Freedom by Nelson Mandela. I like to read about real life stories and people. I love Mandela's story about persistence, surrendering without giving up, his non-violent approach and forgiveness.

What keeps you motivated every day?

My sense of gratitude. I am blessed with so much and I believe there must be a reason for this good fortune.

Although life is not always easy, I believe we must evolve and do better every day. We all have our struggles but I try to remember, there are others in similar or worse situations, and they are doing great things, not only for themselves but for the greater good.

Why did you choose to pursue a career in real estate?

What do you like most about this business?

I like that I see the beginning and end of a process.

Buying or selling a home is a significant event in people’s lives. I also like the freedom to work as much as I want and when I want.

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ROYAL LEPAGE LEADING EDGE / 2019

©Greg Halinda Photography

Once I started reading the material, I couldn’t put it down.

Even with a full-time job as a network analyst, I completed the course work and was licensed within 10 weeks.

What’s the best business advice you’ve been given?

Do what you say you will do.

Is video marketing a part of your marketing strategy?

Video is a very important marketing tool.

People often mention how much they enjoy my videos, so I know it’s working.

My advice is don’t be too critical of your appearance in videos – the camera isn’t always kind. And, if you have an accent, don’t worry, it makes your video even more interesting!

You’ve been recognized as an exemplary brand ambassador. What inspires you about the brand, your broker or your brokerage?

I love Canada! We are blessed with an incredibly beautiful country with so many resources. In the blink of an eye, you will find people willing to help and show kindness to one another. Our “Helping you is what we doTM” tagline is very fitting. I am always proud to use it as part of my introduction when meeting clients. And, I always tell clients that I am proud to belong to Canada’s Real Estate Company. I have great role models at Royal LePage True North Realty, especially my broker, Marian Barry, who was named Philanthropist of the Year.

You are an active supporter of the Royal LePage Shelter Foundation. Please share why you give so generously of your time and support.

I believe in giving back to my community. And, it makes great business sense to support a Royal LePage initiative that has a local impact. In my personal life, I have been affected by some of the issues that are supported by the Royal LePage Shelter Foundation, so I am even more motivated to help and promote awareness of the cause.

RECOGNITION & EVENTS

Our “Helping you is what we doTM” tagline is very fitting. I am always proud to use it as part of my introduction when meeting clients.

And, I always tell clients that I am proud to belong to Canada’s Real Estate Company.

What’s the best advice you give to your clients?

Ensure you have all your finances in order when you make the decision to buy. There is nothing like the disappointment of a client falling in love with a home only to be frustrated by financing. I also stay on top of trends so I can advise clients how to best prepare their homes for sale.

How have you evolved as a REALTOR®? How has the business changed you?

In my early days, I used to get overly excited about the small things. Things like REALTORS® not getting back to me quickly, low offers, appointment cancellations, feedback and comments from clients and colleagues. Now, I’m much more patient and I focus on developing strong relationships.

My colleagues and I serve as one another’s sales force.

With them, I know there could always be something to be learned, so I’m open to feedback and a new perspective.

How are you changing the real estate game in your market?

I always promote technology and new business tools.

Early on, I began with texting clients. I thought it was a great way to ensure clarity on important details. I also use video to strengthen personal connections that technology has sometimes removed. We can see how quickly the ways of doing business are changing. Word of mouth and personal contact will always be relevant but younger generations are moving us towards almost instantaneous responses to their wants and needs. I am constantly challenged and aware that technology and Search Engine Optimization continue to figure largely in the job I do. florezburton.com

2019 / ROYAL LEPAGE LEADING EDGE

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First-time homebuyer?

Do you have customers looking to buy their first home? The Genworth Canada FirstHome Guide will provide them with key information to help them take the exciting step to homeownership!

Topics include: Saving For a Down Payment, Budgeting, Financing, all the way through Closing Costs and Moving In—to help first-timers prepare for one of the biggest investments of a lifetime.

Available Now! Visit Genworth.ca to download your copy of the FirstHome Guide—today!

INNOVATIVE TECHNOLOGY

The future of real estate Throughout the decades, Royal LePage has kept an eye on the future trends, technology and strategies that will shape and strengthen the real estate industry in Canada. Herein, are new ideas and strategies to spark your own sense of innovation and take your business to the next level. After all, the future of real estate is you!

16 32

Size up the latest tech trends

Conquer social media burnout 10 ideas to help break a social media creative block

Ride the boomer wave Tap into the next consumer purchasing powerhouse

©iStock.com/937865320

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The next shiny thing

2019 / ROYAL LEPAGE LEADING EDGE

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The

shiny

16

A

Fred Lee Senior Manager, Digital Product Development

ROYAL LEPAGE LEADING EDGE / 2019

s a real estate professional, you are exposed to a continuous stream of products promising to propel your business forward with leading edge technology. Have you invested in a smart lock box connected to an app on your phone? Do you now have illuminated lawn signs with beacon technology to automatically push listing details to consumers? Can the chatbot on your website tell if the person with whom it is chatting is happy or unhappy? It is easy to get lost in all the amazing ways that real estate technology can help your business, but let's take a look at some of the innovations that are worth tracking.

INNOVATIVE TECHNOLOGY

thing How to size up the latest tech trends in real estate

DRONE FLYTHROUGHS

Business Intelligence We can assume consumer inquiries from your website currently feed into your Client Relationship Management (CRM) system, helping you manage all of your leads and contacts in one place. And, you likely have some automation built in to quickly configure email marketing campaigns and other promotional materials without too much effort. However, there are new systems on the horizon that will tailor your services for each client with even less effort.

The advent of both artificial intelligence (AI) and big data, along with systems that communicate with each other, will help you nurture both existing and new client relationships.

If an existing contact browses listings on your website after a long period of dormancy, you can receive a notification if the system detects that they are doing more than just kicking tires. This alert can then trigger the generation of shareable reports including home valuation, market trends and demographics, demonstrating both your attentiveness and expertise.

©iStock.com/miakievy ©iStock.com/vgajic

A chatbot can help you manage simple questions from many of your clients or prospects, allowing you more time to meet with clients who are actively engaged in buying or selling a home. Integrated systems like these are already available and should be the standard as this technology matures.

Today, drones can record smooth interior flythroughs that are streamed to anyone who requests a tour.

Drones, Virtual Reality and Augmented Reality Technology is making the world more accessible. Homebuyers can now visualize their new home without physically visiting the property.

We’ve all seen those videos where the camera frames a home and then pulls away to show the winding driveway, the pond, and the forest that surrounds the house.

But drone technology has advanced in the last few years.

Today, drones can record smooth interior flythroughs that are streamed to anyone who requests a tour. It’s not a stretch to imagine connecting with a client on the other side of the country while you both watch a video tour streamed from a drone that is controlled by a smart phone. The next leap is to control a drone while wearing a VR headset to become completely immersed in the experience. Given the accessibility of both drone and VR technology, and the added security of removing the need to let strangers into a home they don’t own, it is surprising that VR drone tours aren’t more prevalent.

As a client views a potential home, they will try to imagine the space with their own finishings and decor. A Google search for “virtual staging real estate” will result in a host of virtual staging products and services that use augmented reality (AR) technology to render real spaces with your client’s decor.

2019 / ROYAL LEPAGE LEADING EDGE

17

Voice When watching science fiction television shows, have you noticed how often systems are controlled by spoken commands? Today, what was once purely fantasy is now reality. The growth in AI technology has allowed us to train machines to understand our words and the meaning behind groups of words.

As proven by the investments in voice technology by organizations like Apple, Amazon and Google, it is apparent that voice will change the way we operate our businesses.

How will voice change things? First, it’s faster to speak than to type. The world record for typing is 212 words per minute. Speaking? 586. As real estate professionals, we are probably better speakers than typers. Voice also frees up our hands, making us more efficient. The ability to manage communications and operate systems while our hands are

When searching for a new home, what is most important to your clients? Attributes such as square footage, the number of bedrooms and bathrooms, and parking spaces are easily configured in most online searches, and many list nearby grocery stores, schools, and restaurants too. But do these attributes offer enough information to assess a neighbourhood?

These additional tools not only identify choice listings, they also provide us with valuable consumer insights. This year, those insights led us to build a new easy-to-use home search by school name. Consumers are shown a map of homes for sale in the area, with a highlighted school catchment area, if applicable. Royal LePage is currently the only real estate company to offer this type of search feature.

Our national website, royallepage.ca equips consumers with the critical information they need to make the right choice. We offer Canadian consumers a combination of options that paint a robust picture of each neighbourhood.

Royal LePage is committed to providing innovative solutions to drive more traffic and increase consumer engagement on royallepage.ca, to ensure more leads for you.

Every listing on royallepage.ca includes a map indicating the availability of local amenities along with a scoring system for nearby green spaces, transit accessibility and entertainment that add to a neighbourhood’s appeal. By selecting important attributes, an aggregate is applied to score search results to identify those listings that best match the homebuyer’s needs. Consumers can go beyond finding homes that simply match their price and housing type, and choose a property that truly fits their lifestyle.

41

MILLION VISITS/YEAR1

18

ROYAL LEPAGE LEADING EDGE / 2019

OVER

182,000 LEADS/YEAR1

1 royallepage.ca directs consumers to a robust property search within a school area

©iStock.com/kupicoo

royallepage.ca

212

WORDS PER MINUTE SPEAKING?

586

WORDS PER MINUTE

INNOVATIVE TECHNOLOGY

TYPING?

engaged in driving, carrying lawn signs, or staging an open house will better help us manage our already hectic days.

Don’t we already spend enough time looking at screens?

Typing on a keyboard, be it your laptop or mobile device, and straining to look at the screen, does nothing to help our physical and mental well being. There is hope that voice will free us from our devices, allowing us to engage in more activities while remaining productive.

You will continue to be deluged with promises of an app, gadget or technology service that will double your efficiency.

Many of these will be worth your time, even if just for the novelty. However, when evaluating a new technology, consider how it can add value by providing you ways to understand your clients, the degree to which it eliminates barriers to providing the best customer service, and how it makes you more efficient and productive.

search immediately provides 2 The the user with the searched school, its service area and nearby listings

user can also filter by 3 The school type, language and education level

user can view more 4 The details about the school, such as its performance and board

Watch video to learn more about School Search

POWERFUL SCHOOL SEARCH Royal LePage is currently the only real estate company to offer this type of search feature.

Explore royallepage.ca

1 Google Analytics: January – December 2018.

2019 / ROYAL LEPAGE LEADING EDGE

19

Get your head in the

cloud oud

The all-new rlpNetwork redesigned for you

©iStock.com/Drazen_

The redesign was backed by extensive research and data on how our agents used the old platform.

INNOVATIVE TECHNOLOGY

What's behind the all-new rlpNetwork?

W

e’ve reinvented and rebuilt rlpNetwork to serve you better.

With increased tool integration, everything you need is in one place, allowing you to manage your business more efficiently.

With cloud hosting, the processing power of the all-new rlpNetwork allows for a faster user experience. View the new rlpNetwork from your phone, tablet or laptop, and you’ll recognize the clean lines and aesthetic, influenced by royallepage.ca: our national consumer website.

This provides users with a consistent brand experience across all of our web properties. The redesign was backed by extensive research and data on how our agents used the old platform. The result is a new rlpNetwork, tailor-made for you!

Our new personalized homepage features: • An awards-level tracker for agents and team leads. Track your momentum towards earning your next Royal LePage award.

• A customizable CRM dashboard fueled by your Smart Studio. Monitor and track your leads, contacts, tasks and e-campaigns.

• A shared brokerage calendar. See what’s happening in your office and when.

• An enhanced and robust “Smart Search” Referral Directory.

Your professional profile is everything!

Gain maximum exposure on rlpNetwork’s new online Referral Directory and royallepage.ca. The more up-to-date your profile, the more leads and referrals you may receive.

Royal LePagers and consumers want to know more about you, before reaching out and connecting. We’ve added new profile fields to capture more information about you, including selecting your preferred email address so you can receive your online Smart Leads quickly.

The innovative and solutions-driven technology available at Royal LePage empowers you to be more productive, so you have more time to focus on fostering long-lasting relationships with your clients and prospects.

With cloud hosting, the processing power of the all-new rlpNetwork allows for a faster user experience.

Watch Video

Login and explore today! rlpNetwork.com

2019 / ROYAL LEPAGE LEADING EDGE

21

It takes less than

1 second for users to form an opinion of your website

Your website:

A window into your business The best website drives leads into your sales pipeline. To do this, your website needs to be professionally-designed, mobile responsive, provide value, be easy to navigate and always up-to-date.

With Royal LePage’s effective ClientClick website solution, you can:

95%

of consumers start their next home search online1

85%

think that a company’s website, when viewed on a mobile device should be as good or better than the desktop version.2

• Funnel captured leads into your Smart Studio CRM, with CASL compliance tracking • Leverage fully-responsive, professionallydesigned and branded website designs • Harness the power of social media integration • Lean on dedicated experts, and capitalize on your online presence

1 NAR® Home Buyer and Seller Generational Trends Report 2017 & 2016 Profile of Home Buyers and Sellers. nar.realtor/sites/default/files/reports/2017/2017-real-estate-in-a-digital-age-03-10-2017.pdf 2 visual.ly/community/infographic/technology/why-responsive-design-important-10-key-statistics

©iStock.com/PeopleImages

Start a free 60-day trial! rlpNetwork.com/clientclick

Manage. Nurture.

Smart Leads delivers the right leads, to the right agents, at the right time

O

nline leads are an increasingly vital source of business. The Royal LePage Smart Leads program exposes you to online leads within your areas of expertise. We provide training that helps you to optimize your response to leads and automate your lead conversion process with our 45-Day Online Lead Conversion Action Plan via Royal LePage’s Smart Studio.

Alisa Arseneau joined Royal LePage Heritage Realty in Sudbury, Ontario in January 2018. As a new real estate agent, Arseneau was looking for a way to kick-start her business. The Smart Leads program provided exactly what she needed. Since then, the close rate for Arseneau’s leads has reached 27 per cent, which she attributes to her quick initial response and nurturing each lead through the 45-day conversion program within Smart Studio.

High-performing agents do two things consistently to convert their online leads:

1 2

Agent accepts the lead via Smart Leads

Agents appreciate a program that distributes leads equitably without bias. With Smart Leads, distribution is an automated process based on agents and their participating brokers pre-selecting keywords attributed to their specialties. “We generate a significant number of leads each month and manage them fairly,” says Desmond von Teichman, broker of record at Royal LePage Locations North in Collingwood, Ontario.

Von Teichman says these leads are ideal for people looking to establish their real estate business. He cites a new agent at his brokerage who received a lead for a waterfront property, which he listed at $1.2 million and sold for $1.8 million in just three days.

While online leads are opportunities you don’t want to miss, managing them effectively is the key to success.

Without an effective system in place, most leads go unanswered and unnurtured. Smart Leads and Smart Studio are systems that work together to facilitate quick responses and funnel leads into a CRM that nurtures leads toward conversion. Together, they help you to grow your sales pipeline so every opportunity is maximized, and you increase productivity.

Contact is added to Smart Studio's CRM

Activity plan nurtures the lead

Agent meets the client

They respond quickly. The recommended initial response time is five minutes, which is in stark contrast to the industry’s average of 15 hours.

They use Royal LePage’s Smart Studio CRM or an alternative platform to track and nurture leads through to conversion.

Over

97%

of Smart Leads coverage across Canada ©iStock.com/XiXinXing

INNOVATIVE TECHNOLOGY

Convert.

4.6%

1

Sale closes

Watch Video

average close rate, compared to an industry average of <1%

Learn more about Smart Leads rlpnetwork.com/smartleads

1 Among Royal LePage brokerages tracking their distributed leads through the Royal LePage Smart Leads program. Online lead availability and volume differ regionally.

2019 / ROYAL LEPAGE LEADING EDGE

23

Defining the standard of luxury The Carriage Trade Luxury Properties marketing program and its sophisticated aesthetic appeals to a discerning clientele, and sets your luxury listings apart from the competition. The program includes a wide selection of marketing materials, gold standard training and international exposure with partnerships with the Institute for Luxury Home Marketing® and Who’s Who in Luxury Real Estate™.

©iStock.com/hikesterson

Elevate your luxury service rlpNetwork.com/carriagetrade carriagetradeproperties.ca

INNOVATIVE TECHNOLOGY

royallepage.ca Optimized for maximum R lead generation oyal LePage’s national website is among the most visited real estate websites in the country. With ongoing SEO and SEM campaigns and new website features, more eyes are on royallepage.ca. Canadian homebuyers and sellers return to this top website again and again and Royal LePagers benefit in important ways:

41 visits/year*

OVER

182,000 leads/year

MILLION

†

OVER

4.3

MILLION

views on 190 page royallepage.ca* MILLION

ALMOST

650,000

REALTOR profile views* ®

OVER

2.3

MILLION

listings viewed from social media*

REALTOR searches*

®

#1 Franchisor website in Canada‡

Explore today!

royallepage.ca

Watch Video *Google Analytics: January - December 2018 † Royal LePage Smart Leads: January - December 2018 ‡ ComScore: July - November 2018

2019 / ROYAL LEPAGE LEADING EDGE

25

Coach’s Inbox

Advice from industry experts

Brian Buffini Founder and Chairman Buffini & Company™ buffiniandcompany.com Watch Video

Diane Hartley President Institute of Luxury Home Marketing luxuryhomemarketing.com Watch Video

Chris Leader President and Master Trainer Leader's Edge Training leadersedgetraining.com Watch Video

Richard Robbins Co-founder and CEO Richard Robbins International richardrobbins.com Watch Video

W

e asked top real estate coaches to share their insights concerning the industry trends on everyone’s watch lists. Below, you’ll find a variety of perspectives from Chris Leader, Brian Buffini, Richard Robbins and Diane Hartley.

How are you seeing agents disrupt the industry with new approaches to change the game?

26

ROYAL LEPAGE LEADING EDGE / 2019

Diane Hartley: While there is always ever-changing tech in the space around us, the true constant of any successful real estate business model is great personal relationships with your clients. Luxury real estate professionals in Canada are certainly taking advantage of the latest tech trends (drone video, geo-fencing, social media), and have displayed a willingness to take risks and become innovators. But, the purpose of any of these digital innovations is to support, not substitute, a high level of service. Affluent consumers place a premium on these relationships and any agent who understands that will be successful.

Richard Robbins: The top performing agents aren’t leaning on shortcuts or new innovative technologies to disrupt the industry. They continue to leverage technology, setting their primary focus on real-time, tangible benefits that their clients see immediate value in. Agents who invest their time in interpreting market data and transforming it into relevant insights that serve to educate and help their clients to make informed decisions are the ones who rise to the top.

©iStock.com/jeffbergen

Chris Leader: The word “disrupt” is overused and often incorrectly used when it comes to real estate. It implies people or technology are drastically altering or destroying the structure of the industry. New technology is often introduced as a disrupter, but I see it as an enhancer. Agents are using technology to analyze big data, allowing them to hone their marketing.

Big data is used to target prospects who are more likely to sell in the near future, allowing agents to strategically reach out to fewer property owners, spend less on marketing, and increase their lead conversion rate. The same goes for finding buyers. Agents use sophisticated data to target digital marketing to specific groups of people and drive more traffic to their listings. Using technology to harvest and analyze big data is moving us into an era of precision marketing. Rather than a haphazard catch-all approach, it’s a laser-beam focused approach to marketing.

— Brian Buffini, Buffini & Company™

Elaborate on one simple strategy for an agent to grow their database, in each niche:

©iStock.com/julief514 ©iStock.com/SrdjanPav

Boomers

Chris Leader: Fish where the fish are. If luxury is your niche then you need to belong to the right social circles. Socialize where your clients are, and take an interest in the things they’re interested in.

My suggestion is to join a country club. I recognize the fees are expensive, but so is the real estate you are attempting to sell. Consider it a marketing investment, but understand that you cannot write it off as a business expense.

Richard Robbins: Target key neighbourhoods with a high concentration of boomers, as these areas may have a low turnover rate and could be on the precipice of change. Deliver relevant content on how to cash out and maintain quality of space in a new location.

Educate them on current market conditions and help them answer their big questions: How do I get the most for my home and where can I go?

Chris Leader: This is the age group that has money and time on their hands. At this point they are more health conscious, and a great opportunity to connect with them is at your local farmer’s market. You'll become a familiar face for people who frequent farmer's markets. Constant contact turns strangers into friends. Get a booth or become involved in another way by sponsoring an event, organizing and co-hosting a food drive, or subsidizing reusable shopping bags. Boomers like to support the local community and they will admire you for doing the same.

1

Gen X

Chris Leader: This group is in desperate need of financial planning and this is a great way to connect with them and offer exceptional value.

Host a financial planning seminar and market it with a message that speaks to their pain points. Partner with a financial planner and an estate lawyer. Educate your clients on how they can use their real estate equity as a large part of their retirement planning.

Richard Robbins: Open houses are great for attracting this generation in particular. Take that opportunity to create and deliver content that they can take away with them that speaks to their issues – how to accommodate aging parents, how to move up without losing out, what to renovate, and break down market updates that easily educate them on their home’s value.

Brian Buffini: These groups want a professional who will help them negotiate the best deal, find the right home, and be their trusted advisor. Younger buyers and sellers may be more tech-savvy; however, they all crave that human aspect that technology cannot replace.

In fact, Millennials have consistently demonstrated customer loyalty (78 per cent) based on the customer service they experienced.1 Keep it simple and deliver excellent, attentive service to clients.

Millennials

Luxury

Diane Hartley: 2019 promises to be a year full of potential, despite anecdotal feelings of a softening in some markets, especially for real estate professionals focusing on the luxury price point. With that said, perhaps the most critical skill set to focus on is thoughtful networking outside of traditional venues.

Relationships with other providers of luxury goods and services, and other successful agents could result in connections to buyers that wouldn’t happen by simply listing a property and creating effective marketing materials.

Focusing on positive opportunities will make the difference between an average year and a great year.

Chris Leader: Millennials are constantly connecting. If you want their attention, be more social. Most agents automatically think Facebook, but to connect with Millennials, you need to engage on Instagram. Post great pictures of entry-level housing they can afford. Share photos of contemporary interior decorating tips. Talk about the struggles they face and your solutions. Post 30-60 second videos, every day, on topics they care about. Keep it real. Be authentic. Show them you understand them.

Statista 2018

2019 / ROYAL LEPAGE LEADING EDGE

27

MARKETING & TRAINING

People are drowning in information, but starving for wisdom.

The top performing agents aren’t leaning on shortcuts or new innovative technologies to disrupt the industry.

— Richard Robbins, Richard Robbins International

Brian Buffini: If you want to stay ahead of the curve, make these three words part of your mindset: Never stop learning. Become an expert who’s well versed in the regulatory changes that’ll impact your current and future buyers, sellers and homeowners.

Many agents think, “My clients can just learn more on the Internet. What can I do?” The Internet may provide an endless supply of information; however, they need your expertise to help them understand what it means. People are drowning in information, but starving for wisdom.

Chris Leader: Leaders are readers. The best way to stay ahead of what is happening in the market is to read trade publications and understand what the experts are saying. Rather than surfing Facebook in your downtime, surf news websites or download The Globe and Mail and National Post apps. Government intervention, regulation and policies change with the economy. When the industry is hot, they try to slow it down. When the industry is slow, they try to speed it up.

The best way to stay on top of trends is to stay informed and seek out training for what might come.

Learn more

rlpNetwork.com/training-partners

What do you foresee the industry will look like 5 years from today?

Chris Leader: The ability to refine and analyze big data will substantially increase, making the home evaluation process more accurate, and allowing agents to enhance their marketing to target specific demographics with tailored messages. Technology will continue to take a larger role in our business and it’s no longer acceptable for agents to say: “I’m not a tech person.” If technology is not your thing then make it your thing. Take courses or pay someone to teach you. Practice.

Force yourself to give up paper. Smart home technology will become the standard rather than the exception. This has many perks, but agents need to become acutely aware that they no longer have privacy during showings due to increased surveillance. Expect to be recorded everywhere.

Beyond the next five years, I see a world where no one owns cars. Driverless cars will pick you up in real time and take you anywhere you need to go. This will eliminate the need for garages, driveways and parking lots. I can’t say when, but it’s coming!

Diane Hartley: The industry has seen three decades of amazing change. Everything has altered in a way that makes selling homes and servicing clients more effective and efficient. The real estate industry of the future will continue to be a high-touch experience, one that is increasingly more important and more valued by affluent consumers. We will continue to see new opportunities and new innovations, but consumers at every price point, especially in luxury, will continue to rely on the expertise of a real estate advisor.

Brian Buffini: There will be an increased demand for professional, skilled agents. The agents we coach earn an average of $358,486, that’s 12 times the national average income. And they’re doing it by concentrating on a core group of high-referring clients.

Competition is higher than ever before and it’s easy to buy into the latest trends. But do you want to keep up with everyone else or stand out from the crowd? Five years from now, or 50 years from now, great customer service will be just as relevant as it is today. Successful agents will be those who invest in relationships with their clients, exceed their expectations and raise the level of professionalism in their markets.

©iStock.com/stockvisual

Over the past few years, we have seen increased intervention from federal and provincial governments on the real estate industry.

How do agents stay ahead of the changes?

S

MARKETING & TRAINING

Exposure.

Collaboration.

Income. ince the 2012 launch of Royal LePage Commercial, the program has garnered significant growth and interest, catching the attention of agents across our network and large competing players alike. With both commercial and residential agents mutually benefiting from referrals, increased business growth and service excellence, the Royal LePage Commercial program is lifting to new heights.

Commercial practitioners benefit from Royal LePage’s 18,000 strong network, favourable partnerships and specialized practice groups

What’s new?

Commercial Practice Groups Royal LePage Commercial agents have a prime opportunity to learn new trends from their peers through Practice Group meetings, webinars and networking events. By sharing their expert knowledge and best practices with other commercial agents dealing in similar transactional spaces, they are strengthening their referral relationships and enhancing overall service quality.

Commercial Power Points: • Access to property and transactional data, leasing availabilities and developments through the newly negotiated Altus partnership

©iStock.com/monkeybusinessimages

• Favourably lower fees unlock quality data, tools, and services – resulting in greater income potential • Networking and referral opportunities to and from Royal LePage’s residential agent base

The collaboration benefits everyone involved, keeping deals safe from legal challenges and helping residential agents earn more income along the way.

Residential practitioners benefit from minimized risk, lucrative referral income and peace of mind from working with the best.

The benefits of collaboration Chris McFarlane, a Royal LePage Commercial agent with Royal LePage Wolle Realty in Kitchener, Ontario, joined from an independent commercial company after initially honing his commercial skills with a large national brand.

Within days of joining the Royal LePage Commercial program, Chris was teamed up with a residential Royal LePage agent in Toronto, who was looking for commercial expertise. Together, the pair worked to parlay a deal worth close to $10 million. Chris works with other Royal LePagers on similar deals. The collaboration benefits everyone involved, keeping deals safe from legal challenges and helping residential agents earn more income along the way.

Chris sees the value in the broader networking opportunities available at Royal LePage. “Everybody knows somebody, and that’s how we help each other,” says Chris. “I always stress that while it may be tempting for a residential agent to jump on a commercial deal, they can protect themselves by collaborating with a commercial agent who specializes in the many important nuances of these types of transactions.”

With a growing number of seasoned commercial practitioners, like Chris, in our network, referrals are benefitting both residential and commercial agents.

For more information

rlpNetwork.com/commercial

2019 / ROYAL LEPAGE LEADING EDGE

29

Reach new

Training for every area of your business

Sales

Enhance your sales techniques with these training programs: Buffini & Company Peak Producers and Pathway to Mastery, Leader’s Edge Virtual Training and RRI Masters Formula©, offered in partnership with renowned sales coaches. Join our popular Sales Success webinars, and master sales training from experts in a variety of fields.

Sales Success Webinars 30

ROYAL LEPAGE LEADING EDGE / 2019

Marketing & Technology

Our popular live REALTOR® Marketing Workshops are held every spring and fall across Canada. The courses focus on current trends, technology, marketing and best practices. Our Building Your Tech Toolkit webinars explore the best tech trends to help build your business. ©iStock.com/ Cecilie_Arcurs

Complement our semi-annual live workshops with a wide range of online training webinars available anytime, anywhere. You can learn at your own pace or connect in-person with your peers at a local workshop. Our webinars are led by industry experts from across North America. And don’t worry—if you missed a webinar, past recordings are available on rlpNetwork. Explore all the possibilities through Royal LePage Learning Services.

B

uilding on our popular in-person training, Royal LePage Learning Services offers a variety of professional development sessions that deep dive into the the latest trends in real estate. We review the industry’s offerings to find what’s new and relevant to you, and explain how these trends apply to your business, and the best practices in adopting them.

Royal LePage training workshops offer key learnings and takeaways that often transcend the subject itself. Paul Schumn, an agent with Royal LePage Hiller Realty in Stratford, Ontario, attended a live workshop that began with an exercise to set an ambitious goal for the year ahead. Paul left the session with a target in mind, although he considered that perhaps it was unattainable. However, by mid-year he could see that he was tracking well, so he pressed on. By year-end, Paul had not only achieved his ambitious goal, but had exceeded it! Paul’s experience shows that attending workshops often provides additional insights and long-lasting benefits.

of attendees stated our Your Mobile Office workshop was relevant and useful to growing their business

Royal LePage Learning Library Attain internationally-recognized National Association of REALTORS® (NAR®) designations and certifications

Free REALTOR® Safety series available for new agents

training workshops delivered in 2018

Need to brush up on your skills?

Unsure how to navigate Smart Studio?

Browse through the video tutorials created by our Learning Services trainers. Topics range from technology how-to’s to online marketing strategies and succession planning.

97%

Royal LePagers save more than 25% on all courses offered

520

Skills

MARKETING & TRAINING

Put our industry-renowned training to work for you

rlpNetwork.com/learninglibrary

Orientation

A five-week orientation action plan, available in Smart Studio, helps new Royal LePagers adjust to their new brokerage and understand all of the services available in daily and weekly activities. Orientation is augmented by the Welcome to Royal LePage webinar — an overview of the tools and services offered to you.

Designations

The Royal LePage Learning Library provides experienced agents with the opportunity to cultivate their credentials with industry-recognized designations and certifications. Courses are completed online, on their own time, and equip graduates with internationally recognized NAR® credentials.

Step up your training rlpNetwork.com/training 2019 / ROYAL LEPAGE LEADING EDGE

31

Conquer

social media burnout

10

ideas to help break a social media creative block

Sabrina Kadic Marketing Specialist

Royal LePage Agent Survey

Did you know?

72% say social media gives them success in promoting their business and/or generating leads Facebook ranked #1 as the social media platform that provides the best return Photos of new listings generate the most social media engagement Social media posts ranked #1 to promote open houses

Our social media leadership* Thousands of Canadians look to us for the latest updates in Canadian real estate.

17,346

likes on Facebook

16,854

followers on Twitter

414,252 views on YouTube

15,123

followers on LinkedIn

4,333

followers on Instagram

Looking for free stock photos? unsplash.com pexels.com pixabay.com

Download WordSwag to create beautiful, custom post layouts (Available on the App Store & Google Play)

* As of January 2019 1 slideshare.net/wearesocial/digital-in-2018-in-northern-america-86863088

32

ROYAL LEPAGE LEADING EDGE / 2019

©iStock.com/AzmanJaka

S

ocial media is an integral part of every agent’s marketing strategy. The key to mastering the social media game is consistency. Creating a monthly or yearly content calendar helps keep your posting schedule consistent, however filling your calendar with engaging, valuable content is no small feat.

MARKETING & TRAINING

6 Re-share a top-performing post 7 Record a video or go live

Are clients always asking you the same questions?

Share a quick video addressing the question, and use the Videolicious app to kick it up a notch with a collection of professionally-developed, branded photos and videos.

To ensure you never run out of content, use this helpful list of engaging post ideas whenever you hit a social media creative block.

8 Don’t forget about seasonal

1 Share a relevant or helpful stat

9 Interview an influencer or referral partner

2

Share a personal or meaningful post Your social media channels don’t have to be all business.

Connect with your audience on a personal level by sharing a meaningful quote or story. Video and image posts have the highest average engagement rate on Facebook1, so don’t forget to pair your post with beautiful imagery.

and holiday posts

Change it up by inviting someone else to take centre stage on your channels. Perhaps you know a mortgage broker who can provide sound advice for first-time homebuyers or a home staging specialist who can direct your audience on prepping their home for the market.

10 Curate content

Remember, not all of your content has to be original. In fact, sharing or reposting content from reputable sources can increase your credibility and your exposure to new followers and potential clients.

3 Share a client testimonial or success story 4 Ask questions or poll your audience

It’s an easy way to fill a content gap, but it’s also a chance to learn valuable insights about current and prospective clients. Ask your audience what tops their must-have list in their dream home, or what the most important quality of a real estate agent is. Then, use the feedback to improve your business.

5 Show off your expertise with a helpful tip

Did you know a kitchen renovation has the potential to boost a property’s value by 12.5%?

Subscribe and follow us on social media facebook.com/royallepage

instagram.com/royal_lepage

youtube.com/royallepagecanada

linkedin.com/company/royal-lepage

twitter.com/royal_lepage

pinterest.com/rlpcanada 2019 / ROYAL LEPAGE LEADING EDGE

33

Ride the wave of boomer trends

1.4 million boomers are expected to jump back into the market by 2023

34

ROYAL LEPAGE LEADING EDGE / 2019

Director, Communications

B

oomers, also referred to as baby boomers, may have recently handed the title of “Canada’s largest age demographic” to millennials but that doesn’t mean this consumer powerhouse is stepping aside in the real estate market. In fact, Royal LePage’s research shows that while only 17 per cent expect to make a housing transaction in the next five years, the sheer volume of boomers means that 1.4 million transactions are expected before the summer of 2023.

The opportunity to grow your business is significant.

According to the Royal LePage Boomer Trends Survey released in August 2018, more than 75 per cent of boomers across Canada own their own home. However, unlike millennials who may have recently purchased a property, boomers have benefited from significant increases in home prices over the years. Seeing this wave of demand beginning to surge, Royal LePage conducted research to unveil key insights for our network.

TRENDS & OUTLOOKS

Sarah Louise Gardiner

What did we learn?

Markets varied as to where we will see significant upswings in demand while trends are largely driven by affordability. Fifty-six of boomers consider per cent of boomers consider their local housing their local housing market market unaffordable unaffordable. This number for retirement jumps to 78 per cent for respondents in British Columbia and 63 per cent for Ontario.

When asked about their willingness to relocate, more than 34 per cent of respondents nationally said they are open to moving to another city or suburb where property prices are more affordable. Of respondents willing to move for improved affordability, 20 per cent stated they are open to living anywhere. This group has already begun to drive demand in smaller cities and recreational regions from coast to coast.

56%

Of boomer respondents planning to purchase a home within the next five years, 32 per cent are most likely to purchase a condominium. This represents a 52 per cent increase in the number of boomers who are currently living in condos and marks a significant shift in this housing type’s desirability within the boomer demographic. Largely thanks to a significant increase in the variety of condo listings and their well-established reputation as turn-key and low maintenance, condos are gaining in popularity.

What took boomers so long to get back into the market?

32%

©iStock.com/skynesher

of boomers looking to buy in the next five years are most likely to purchase a condo

For many, it’s because their kids are finally leaving home.

At least outside of British Columbia, that is. While nine per cent of boomer parents do not expect their kids to move out until after the age of 35, this number is almost three times higher in British Columbia. Demographers expected boomers to start right-sizing their properties years ago, but our findings show it’s only now becoming possible.

Whether you seek to grow your sales pipeline through representing boomer sellers in Toronto or Vancouver, or you are attracting boomer buyers relocating to Charlottetown or Muskoka, REALTORS® should ask themselves if their marketing is targeting this crucial demographic.

Read the survey royallepage.ca/mediaroom

2019 / ROYAL LEPAGE LEADING EDGE

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Stay connected, on the go!

Royal LePage Smart Studio is a fully-integrated CRM + Marketing platform that takes care of everything. From contact management, to customized direct email campaigns, and listings marketing collateral, you have more time to focus on growing your business.

The new Smart Studio CRM App is an extension of your desktop platform, and is perfect for on-the-go database nurturing, updating contact information, and organizing your calendar and tasks.

Smart Studio CRM App

Learn more rlpNetwork.com/smartstudio

©iStock.com/sturti

Smart Studio

TRENDS & OUTLOOKS

The new

work/life balance

Ryan Benn President, Teldon Media Group President and Publisher, Alive Publishing Group

After 13 years as a president, I may still be learning what it means to be the best leader – but I know it includes a healthy lifestyle.

F

ull disclosure: I don’t actually believe in work-life balance. To me, the term implies that work is bad, and life is good. It sets us up for failure by reinforcing the idea that our career ambitions and personal pursuits are at odds with each other. And most Canadians aren’t achieving that elusive work-life balance. So why not focus simply on balance?

Integrate work and life

Rather than segmenting your day into “work” (career, ambitions, meetings) and “life” (health, family, hobbies), look for ways to combine them. For me, that might mean firing off work emails while I’m pedaling away on the exercise bike.

©iStock.com/bernardbodo

Create meaningful escapes

Build moments of fun into your week.

Rather than looking forward to that one annual vacation to Hawaii, for example, why not plan a midweek visit to a trendy new restaurant? Scheduling a Saturday ski session with friends always motivates me through a slow week.

1 2

Exercise and eat well

When you’re fit and healthy, you have more energy and can accomplish more. But don’t just take my word for it. A 2016 study found that being in excellent health is associated with greater career satisfaction.2 Feeling great about yourself is also one of the best ways to have people feel positive about you.

58% of us report feeling

Royal LePage Agent Survey

What kick-starts your morning routine, for a productive day?

Getting up early and starting the day with coffee/breakfast An energetic morning workout Organizing the day’s to-do list Checking emails and new listings

overwhelmed by our many roles at home and at work1

Canadian Mental Health Association. “Work Life Balance – Make it Your Business.” August 29, 2017.

Starmer AJ, Frintner MP, Freed GL. “Work-Life Balance, Burnout, and Satisfaction of Early Career Pediatricians.”

Pediatrics. 2016 Apr;137(4). doi: 10.1542/peds.2015-3183. Epub 2016 Mar 28.

2019 / ROYAL LEPAGE LEADING EDGE

37

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TRENDS & OUTLOOKS

Use video to

super charge

your business

Sponsored by

T

oday, video is everywhere. Many consumers prefer to watch a video about a product or service rather than reading about it.

Of Canadians who are within the prime home-buying demographic, Peak Millennials2 stream video daily. And, in 2019, 80 per cent of all internet traffic will come from video.3 As a result, producing more video content is an effective social marketing strategy to increase your lead generation and boost sales, especially given social video generates 1200 per cent more shares than text and images combined.4 Today, agents need to leverage the best possible technology to grow their business, and video is key.

Producing a polished and compelling video was once a highly labourintensive exercise. Now, thanks to technological advancements, that is no longer the case. With the availability of HD smartphone cameras and video editing platforms like Videolicious, the gap between amateur and professional video is closing fast. Selling a home will always rest on the strong connection between an agent and their client. Using high quality, branded videos will foster those connections and engage your audience.

Royal LePage Agent Survey

©iStock.com/milanvirijevic

What video tools or platforms do you use to promote your business?

48% Facebook 1 2 3 4

31% YouTube

500

MILLION

people watch videos on Facebook every single day1

socialmediatoday.com/news/how-to-maximize-video-content-across-the-major-social-networks/538612/ 18-34 years old. cira.ca/factbook/domain-industry-data-and-canadian-Internet-trends/internet-use-canada socialmediatoday.com/news/the-state-of-video-marketing-in-2018-infographic/518339/ smallbiztrends.com/2016/10/video-marketing-statistics.html

10

effective ways to market your business with video:

1 Self-introductions 6 Client Q&As 7 Industry insights and data 2 New listings 3 Client testimonials 8 Partner with an expert 9 How-to tips and tutorials 4 Client follow-ups 5 Neighbourhood highlights 10 Congratulatory messages

Videolicious allows me to make polished, professional videos, in just a matter of minutes. No more videos of “just me” talking at my camera, now I get to include the Royal LePage brand and photos and videos pertaining to the topic I am talking about.

— Nicole Hacault, Royal LePage Top Producers Real Estate

Create your own professionallybranded videos with Videolicious rlpNetwork.com/videolicious

2019 / ROYAL LEPAGE LEADING EDGE

39

Gold Sponsors

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Royal LePage has partnered with brand leaders in their respective industries to offer you exceptional products and services to support your business. Each preferred supplier offers value that is unique and/or exclusive to Royal LePage, in the form of reduced pricing and/or value-added benefits.*

*The partners/suppliers and their offerings, are subject to change.

©iStock.com/PeopleImages

Learn more rlpNetwork.com/suppliers

©iStock.com/elenabs

details?

TRENDS & OUTLOOKS

Do you have an eye for

Can you spot all 15 differences between the two images below?

Answers: rlp.ca/eyefordetails

2019 / ROYAL LEPAGE LEADING EDGE

41

2020

National Sales Conference

Build sharper skills, stronger connections and a brighter future

Winnipeg, Manitoba September 15-17, 2020 #rlpnsc

Don’t miss out on the latest trends, networking and entertainment with the best REALTORS® in Canada.

Learn more royallepageevents.ca

Watch 2020 Announcement