Little Black Book of Big Red Secrets | Corporate_w/ Lead Generation

THE LITTLE BLACK BOOK OF

BIG RED SECRETS

When was the last time you did something for the first time?

Well, we suppose it’s right now.

Because it’s the first time you’re going to read the secrets behind a unique kind of real estate company. A real estate company defined by strength of character, rebellious spirit and passion for reinvention. We promise it won’t be the last.

At The Agency, we believe service is simple. You take care of your clients. We take care of you.

And we don’t just team up with anyone. In fact, we can be quite picky. We carefully select our partners and colleagues, from top agents to passionate newcomers driven to succeed.

We’ve always been about quality over quantity.

Which brings us to

RULE #1: NO ASSHOLES

SEEK AND YOU SHALL FIND

05

An Introduction

13

The Agency Difference

23

A Global Brand Platform

31 37

OUR REACH OUR HISTORY THE POWER OF THE AGENCY

OUR CULTURE SERVICE EXPERIENCE POWERING THE HUMAN EXPERIENCE

MARKETING PUBLIC RELATIONS SOCIAL MEDIA GROWTH STRATEGY

The Transition Testimonials

AN INTRODUCTION

Breaking away from the traditional brokerage model, The Agency takes a collaborative approach to the business of real estate.

No 5

OUR GLOBAL REACH

The Agency brings our boutique approach to the world’s most coveted markets.

THE AGENCY

UNITED STATES

CANADA

MEXICO

THE CARIBBEAN

EUROPE

We can take you there.

Our global presence allows us to serve our clients with a full scope of residential, commercial, luxury leasing, vacation rental and new development services.

It’s a big world out there.

RULE #2: HAVE FUN No 7

OUR HISTORY

The Agency was founded by real estate agents, for real estate agents.

THE AGENCY

We got our start in 2011 by a team of people who aspired to progress and modernize the real estate experience. The old model of how brokerages were set up encouraged people to work independently while competing with one another. How did this benefit the agent? How did this benefit the client? It didn’t.

The Agency set out to foster a culture of partnership, where our agents could share their knowledge and expertise.

This notion was the basis of The Agency’s founding principle: collaboration. Our

approach enhanced client representation and forever altered the industry to create a better working environment for real estate agents.

And we’re just getting started.

RULE #3: STAY HUNGRY

No 9

We apologize in advance for the (not so) humblebrag

TOP LUXURY BROKERAGE

#1

Inman’s 2022 Golden I Awards

Among RealTrends Top 50 Firms in Average Sales Price by Sides at $2.5M

7 YEARS

#21

Inc. 5000 Fastest-Growing Private Companies

RealTrends 500 List of Top Residential Brokerages

3 YEARS

#32

Financial Times: One of The Americas’ Fastest Growing Companies

Among Swanepoel Top 1000 Brokerages By Sales Volume

THE AGENCY

THE POWER OF THE AGENCY

We Let Our Numbers Do the Talking

$57.4B

$12.4B

in Global Sales Volume

in Sales Volume in 2022

$1.6M

$9.4M

Average Global Sales Price

Average Annual Sales per Agent Globally

No 11

THE AGENCY DIFFERENCE

Revolutionizing real estate is what we do.

So, how do we do it?

With our boutique approach, unforgettable agent service experience, cutting-edge technology, creative marketing and unwavering professionalism.

No 13

OUR CULTURE

Capitalizing on each other’s strengths empowers our agents and allows us to provide much more than a traditional brokerage ever could.

The Agency takes a unique approach to real estate by fostering a culture of collaboration. Our primary focus is the mutual sharing of information, resources, networks and expertise. By working together, we can drive referrals for our agents with one common goal: serving our clients’ needs no matter where they are in the world. When clients hire one of us, they hire all of us.

RULE #4: ALL FOR ONE AND ONE FOR ALL.

THE AGENCY

Our collaboration extends to all of our agents, offices and franchises, an approach that is truly unique to The Agency brand.

Unlike traditional brokerage models, every member of the team enjoys the same access to information and internal systems. You are not just using the brand likeness in your marketing. This approach ensures we can deliver a strong basis for referrals and a network for the sharing of information.

No 15

SERVICE EXPERIENCE

We are known for our luxury real estate expertise. But what does luxury actually mean?

For us, luxury isn’t a price; it’s an experience.

And we’ve rekindled the lost art of white-glove service at every price point.

Anticipating the needs of our agents and going the extra mile is just our standard. Our service platform is quite simple: hands-on support from the executive team and corporate staff. And they never bow out.

RULE #5: WE’RE HERE TO SERVE.

THE AGENCY

OUR PHILOSOPHY

We believe that agents do not need to be marketing or technology experts. (Unless they want to be, of course.)

We are focused on creating technology that makes the brokerage and staff more productive on behalf of our agents. We have the specialists and tools in-house to create a curated, concierge experience for our agents. This way, our agents can spend more time focused on their clients, not learning how to use the next shiny tool.

The goal is to save our agents time to do what they do best—advise clients and sell real estate.

PUT OUR SERVICE TO THE TEST HANDS-ON EXECUTIVE & STAFF SUPPORT STRATEGIC AGENT MARKETING & PUBLIC RELATIONS IN-HOUSE RELOCATION DEPARTMENT INNOVATIVE, PROPRIETARY TECHNOLOGY, DATA SCIENCE & AGENT TOOLS IN-HOUSE SOFTWARE ENGINEERING TEAMS TRANSITIONING, ONBOARDING & TRAINING

No 17

POWERING THE HUMAN EXPERIENCE

Real estate can be wild, so why not enjoy the ride?

A Revolutionary Technology Platform The Agency works closely with our global partners to offer a fully-integrated technology solution that helps them generate more business and close their business more efficiently.

The strategic implementation of cutting-edge technology allows us to provide a better human service experience that keeps the agent at the center of the client conversation.

THE AGENCY

OUR PROPRIETARY TECHNOLOGY PLATFORM

Optimizing the Agent Workflow Fully-Integrated Platform Our proprietary platform helps agents collaborate and close more business. From client search, to marketing automation and CRM, you can do it all while communicating seamlessly with your team and clients.

GLOBAL PROPERTY SEARCH ACROSS ALL AGENCY MARKETS SAVED SEARCH AND MARKET ALERTS TO STAY AHEAD OF THE MARKET REAL-TIME CLIENT COLLABORATION AND COMMUNICATION TOOLS LISTING AND TRANSACTION MANAGEMENT

No 19

LEAD GENERATION A primary focus of our technology allows us to capture and vet leads, making it easier for agents to convert those leads into business.

DRIVE LEADS FROM MULTIPLE SOURCES TO AGENTS LEADS PREQUALIFIED BY CLIENT SUCCESS WARM INTROS MATCHED WITH THE AGENCY AGENTS TECHNOLOGY PLACES LEADS WITH BEST-MATCHED AGENTS

WEALTH MAPPING The Agency’s wealth intelligence software discovers potential buyers based on a property’s attributes and provides you with multiple paths of communication to prospects. The platform allows you to search by location, hobbies, interests, philanthropic efforts, business—virtually anything that helps target your outreach to prime clientele.

THE AGENCY

REFERRAL NETWORK

In-House Relocation Department Our in-house Relocation Department handles all inbound and outbound referral leads at The Agency. The team nurtures relationships with companies worldwide to capture leads for our agents. Additionally, the department secures relationships with out-of-area brokers to handle referrals from our agents.

TURN-KEY, PERSONALIZED SERVICES FOR YOUR CLIENTS’ OUT-OF-AREA REAL ESTATE NEEDS WITHOUT ANY EXTRA EFFORT ON YOUR PART TRACKING OF ALL DEALS AND REFERRAL AGREEMENTS TO ENSURE FOLLOW-THROUGH OUR AGENTS ARE PAID ON TIME AND IN FULL ON ALL REFERRAL COMMISSIONS

No 21

A GLOBAL BRAND PLATFORM

The Agency has created an aspirational lifestyle brand that gets people talking, is strategically scalable, demands brand loyalty and owns the luxury market.

No 23

MARKETING STRATEGY

Every home, from the onebedroom condo to the sprawling estate, deserves its debut.

The Agency’s in-house, full-service creative division, The Agency Creates, excels in the art of branding and marketing real estate. The same team that defines, evolves and markets The Agency brand offers our agents a fully-integrated marketing solution.

The Agency Creative Center is our fully-accessible marketing platform, where you can access our comprehensive marketing toolkit of agent and property assets. Listing details automatically sync from our CRM. Every agent has a dedicated account manager who provides one-on-one, personalized, conciergelevel service to help create strategic marketing plans for you and your properties.

Masterful design meets powerful storytelling—all in a day’s work.

RULE #6: MAKE SOME NOISE.

THE AGENCY

No 25

PUBLIC RELATIONS

One of The Agency’s unique strengths is our ability to own our story, our history and our powerful voice in the industry.

Our in-house, bi-coastal Public Relations and Communications team keeps everyone talking about The Agency. They hold long-standing relationships with some of the world’s most influential journalists, influencers, and tastemakers.

These connections support our agents in achieving sales objectives while providing direct ROI to their bottom line.

Over 2,000 Press Placements Annually HUNDREDS OF ARTICLES IN THE WALL STREET JOURNAL, THE NEW YORK TIMES, LOS ANGELES TIMES, ARCHITECTURAL DIGEST, ROBB REPORT, MANSION GLOBAL, SAN FRANCISCO CHRONICLE AND MORE MEDIA HITS THAT TRANSLATE TO SALES ACTIVITY EDITORIAL COVERAGE THAT EQUATES TO HUNDREDS OF MILLIONS IN ADVERTISING DOLLARS LOS ANGELES, NEW YORK & MIAMI-BASED TEAM

THE AGENCY

AND WE’RE NO STRANGER TO TV

The Agency appears on numerous international television productions including “Buying Beverly Hills” on Netflix.

RULE #7: TELL IT LIKE IT IS. No 27

THE AGENCY MAGAZINE

An Inspired Perspective on Life & Luxury Designed and directed by our in-house creative and public relations team, the magazine positions us as a media company and is strategically distributed to reach a global audience.

THE AGENCY

SOCIAL MEDIA PROMINENCE Our prominent placement as one of the world’s most-followed residential brokerages on social media has accounted for millions of dollars in sales.

The Agency has a dedicated social media strategy team that provides in-depth training and education for our offices and agents on how to leverage their online presence to drive sales.

$20M

AGENT PRODUCTIVITY Our agents rise above the rest with the support of The Agency brand.

Sales Volume per Agent

by Company

$17.5M $15M $12.5M

SOURCE: 2021 REALTRENDS BILLIONAIRE’S CLUB

$10M $7.5M $5M $2.5M 0 EXP

CENTURY 21

KELLER WILLIAMS

BHHS

HOME SERVICES OF AMERICA

REALOGY

WINDERMERE

@PROPERTIES

REMAX

DOUGLAS ELLIMAN

ENGEL & VOLKERS

COMPASS

SOTHEBY’S

THE AGENCY

RULE #8: MORE OF THE SAME IS NEVER AN OPTION.

No 29

THE EXECUTIVE TEAM

Work with the best minds in the business.

The Agency is a team of thought leaders with an entrepreneurial mindset, continually seeking new avenues, technologies and efficiencies for success.

MAURICIO UMANSKY Founder & CEO

RAINY HAKE AUSTIN President

BILLY ROSE Founder & Chief Culture Officer

DAVID WALKER Founder & Chief Strategic Officer

PHILIP L ANG Founder & Chief Business Officer

Swanepoel Power 200 Ranks Mauricio among the Most Powerful & Influential Executives in Residential Real Estate

An accomplished leader renowned for her work as Head of Operations West at Compass and former EVP of Esteemed Brokerage, Alain Pinel Realtors

Among the top agents in the country, bringing a diverse background as a Real Estate and Entertainment Lawyer

Co-founded Triplemint, the software-powered brokerage that merged into The Agency, to deliver the best tech and agent services in the industry

Co-founded software-powered brokerage Triplemint (now The Agency) and led the company to placement on America’s Best Startup Employers by Fortune, a Best Place to Work by Crain’s New York and a Most Loved Workplace by Newsweek

THE AGENCY

GIVING BACK The Agency understands that real estate is local.

This is why we remain committed to giving back to our communities by participating in build days with our charitable partner, Giveback Homes, an organization comprised of real estate professionals who help fund and build homes for families in need around the globe.

THE AGENCY UNIVERSITY Training and educating our agents is what made us who we are.

The Agency provides resources from new agent training to ongoing education and business coaching every step of the way.

We focus on inspiring and elevating one another throughout each phase of our agents’ careers.

No 31

GROWTH STRATEGY The laws of attraction apply here. We are not only looking at top-producing agents and teams in the marketplace. We seek out like-minded rebels, if you will. Those who embrace our core standards of integrity, collaboration and creativity.

Really, we’re one community. You enjoy access to The Agency’s industrybest tools, resources, network, communication platform and technology systems. This approach allows us to create a truly global network of team players.

Now, let’s get you your team number.

RULE #9: DARE TO DREAM.

THE AGENCY

AN EFFORTLESS TRANSITION

As part of our concierge service approach, we curate the transition experience so your business may continue uninterrupted.

The Agency has created a comprehensive process for agents to customize and streamline every system to ensure a smooth and successful brokerage transition.

YOUR BUSINESS UNINTERRUPTED CUSTOMIZATION OF OUR PROPRIETARY, FULLY-INTEGRATED CRM WEBSITE INTEGRATION FOR YOU & YOUR LISTINGS DATA TRACKING & PREDICTIVE ANALYTICS TO INCREASE AGENT EFFICIENCY CREATION OF WELCOME MARKETING CAMPAIGNS FOR DIGITAL, SOCIAL & PRINT CUSTOMIZATION OF OUR EXTENSIVE MARKETING TOOLKIT No 33

TESTIMONIALS

Read what our agents have to say about The Agency experience.

THE AGENCY

“

The process of switching brokerages to The Agency was seamless. Everyone was extremely helpful and encouraged questions along the way. This was the easiest transition I’ve had in my 20year real estate career.

TODD MILLER THE AGENCY NEW CANAAN

“

Our average agent’s production, based on their last 12 months is just over $22 million per agent, over 4X the average production of agents in the Denver MLS. KACEY BINGHAM THE AGENCY DENVER

No 35

“

Our recent partnership with The Agency came at a time when we were looking for a way to move our independent brokerage to the next level. Established in 1954, we continue to be known in our local market as the leading, luxury boutique brokerage, and The Agency not only complimented this reputation but was the catalyst in moving our brokerage to the next chapter with all the tools, marketing and national exposure, all while we remain a local luxury boutique brokerage.

Since our conversion, we have attracted agents who’ve wanted to be with us but needed the tools and promotional opportunities that The Agency brought to the table. The Agency’s PR division has been incredible through the launch of our new brand along with all the opportunities they provide our sales staff. We have been overwhelmed with the growth of not only our 100-agent office but the growth of The Agency network. We are very excited to be a part of one of the fastest-growing luxury real estate brokerages and looking forward to where we are headed!

BRAD WOLF THE AGENCY HALL & HUNTER

THE AGENCY

“

Moving from an independent brokerage to The Agency has been one of my best business decision so far. One of the main reasons I decided to open my own brokerage was that I truly believe in the boutique model and culture associated with it. However, one of our biggest challenges was the lack of support and brand recognition. From day one of moving to The Agency, I could feel the difference. Being part of a company that believes in quality over quantity really helped keep my boutique firm and culture intact. The support and advice from head office have already helped me recruit more talented agents and make better financial decisions when it comes to the growth of my brokerage. The confidence that this move has brought my agents and I has been felt in our production in only a few short months.

The brand, staff, colleagues and support are truly amazing.

I could go on and on about the positive impact it has made on my agents and myself.

MAX DAMOUR THE AGENCY OTTAWA

No 37

“

We can’t say enough great things about all the help and support The Agency has given us during our brokerage transition. It is rare that every single company employee is available, willing and ready to assist with whatever is needed. The training provided was, and continues to be, extensive and thorough. The ongoing training sessions, as well as the bi-monthly global management and marketing meetings, keep us informed and included in everything the company does.

From the high-tech systems they have in place, to the vast marketing collateral and PR assistance they provide, to the hands-on approach to solving every problem, this company does everything first-class. We are excited, happy and proud to be a part of this team!

NURIT COOMBE AND ALEX MARTINEZ THE AGENCY D.C. METRO

The technology behind The Agency combined with the power of the brand has helped grow my business hugely. I have utilized their social media presence to gain and sell listings effectively.

This combined with an unparalleled marketing package and digital listing package have helped solidify me as the number one agent in Victoria.

THE AGENCY

“

JASON BINAB THE AGENCY VICTORIA

“

The culture of collaboration has been a huge change for us. As Billy Rose so aptly put it, we work like an army.

Being able to share with our counterparts in other markets is a huge benefit.

From marketing ideas to referrals, we are as one!

BRIAN DANYLIW THE AGENCY BRITISH COLUMBIA & CALGARY

No 39

And never forget

RULE #10: RULES WERE MEANT TO BE BROKEN. (Except No Assholes. We’re firm on that one.)

Your Move THEAGENCYRE.COM