Success Story: Brokerage Leader Forgoes Franchise Tech in Favor of "Most Effective Tool I've Ever Used"

Here's a conundrum that many brokerages face: What do you do when your firm uses a technology solution that works great for your needs… but then your franchise rolls out a similar product? Do you stick with your tried-and-true platform or switch to the franchise solution?

That's the situation that recently confronted Jimmy Burgess, an executive at Berkshire Hathaway HomeServices Beach Properties of Florida. As his firm's Chief Growth Officer, his number one priority is to empower 170+ agents.

When his franchise debuted their new products, his brokerage had been using BoomTown to manage their client relationships and lead generation needs. But rather than seeing the two tech options as competing products, Burgess looked at the situation as one that could only benefit his agents.

"I don't see it as taking the place of BoomTown at all. I think it actually gives our agents options," he says. "Our job is to put our agents in the best position possible. As a company, we're adding as much value as we can with the best technology that's out there outside of the brand. Our job is really just to provide them with the tools to be able to do their jobs more effectively. So in reality, I dont think it's an 'either/or'… I think it's an 'and.'"

Lead Strategies that Get Results

Though the franchise technology diversified the options available to the agents of BHHS Beach Properties of Florida, BoomTown was the option that netted results for the firm.

This, in part, is because of Burgess' hands-on approach. On a daily basis, he carves out time to help his agents hone their marketing campaigns and maximize the tools to discover opportunities. "Any way that we can speed up our processes, then that's a tool that I want to have in my arsenal."

For Burgess, success boils down to two main concepts. Number one? Acting quickly on hot opportunities. BoomTown helps them do just that. "It tells us if somebody calculated the mortgage. It tells us if someone has emailed that certain place to their spouse. I mean, it tells us if they've gone and seen a place seven times from four different devices. It literally gives us the ability to know who's hot when they're hot."

Burgess' second strategy is to nurture and engage leads who are further out in the process. The results speak for themselves. Last year, for example, one of his agents closed 12 deals through BoomTown. Nine out of 12 of those leads had come through the system over a year and a half earlier. BoomTown's automated marketing and drip campaigns kept them engaged and nurtured them until they were ready to act.

Playing the long game is important not just for nurturing prospects, but for getting the most out of their investment in BoomTown.

"We're just starting to see almost like a snowball effect. The longer we use the product, the more we use the product, the better the product gets for us. There's no doubt it's made a huge difference. And to me, it's the most effective tool that I've ever used in real estate."

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