Improving Home Services Revenue - Part 2

This week, we're proud to present WAV Group's latest whitepaper on Home Services. This is Part 2 of 5. Read Part 1 here.

Integration into Consumer Communications

There is a fundamental resource management process that many enterprise brokerages have not yet figured out. They operate their home services companies as independent companies that do not work together very effectively at supporting the consumer. Cooperation between the companies is so limited that the only thing they usually have in common is the shareholder. Cross selling is poorly executed and poorly communicated. Insurance and mortgage service providers generally get most of their in-house referral business by literally bumping into an agent in the office who is working with a customer. Enterprise brokerages must have enterprise resources in place that allow all home services companies to share consumer information across the enterprise.

The structure for enterprise resource management is a combination of Business-to-Consumer and Business-to-Agent-to-Consumer.

• The Business-to-Consumer communication has a number of prongs. Among them are the broker website, broker advertising, and leads generated by the brokerage. In addition, brokerages should be developing communications to clients who have already completed a transaction with the brokerage. There is always some friction with agents on this strategy. Agents do not want the broker communicating to "their" client. The brokerage must solve for this in their resource management. You must be able to demonstrate that the company is not stealing the client from the agent for the purpose of mining future real estate transactions.