Success Guide: Online Marketing-Lead Generation
  Welcome to RE Technology's Success Guide for Online Marketing and Lead Generation. You will learn how to become THE expert in your market with industry-leading ideas and solutions. We have hand-picked five of our favorite tools proven to help real estate professionals grow their businesses. Download the FREE guide to learn how you can leverage online marketing in new and exciting ways to beat the competition! ONLINE MARKETING AND LEAD GENERATION Each year, RE Technology develops a guide that focuses on Online Marketing and Lead Generation to support agents and brokerages in understanding how digital solutions can make the Internet a key strategy for reaching consumers. Online Marketing is the effort to communicate a narrative that combines information about the brokerage and its agents along with properties that they have listed for sale. Today, online marketing can be delivered though an array of channels. These channels include e-mail, text message, social media, blogging, listing syndication, and tracking. Many professionals realize that online marketing is used in three ways. The first is to attract new clients. The second is to promote seller listings where buyers start their search. The third is to stay connected to existing contacts to develop a customer for life relationship that drives repeat and referral business. Online Lead Generation goes hand in hand with Online Marketing. Great online marketing delivers digital engagement from people you reach. These engagements are commonly referred to as an opportunity or a lead, but they vary in the likelihood of converting to a transaction. Remember that every possible touch point with a customer has value in the development of your business.  Latest Online Marketing and Lead Generation Trends Online Marketing and Lead Generation is a constantly evolving science. In the early days of the internet, simply putting a property online with text was a big chore that required agents (or their development partners) to have html programming skills. The next big evolution happened around 1999 when the industry launched the first Internet Display program called IDX. This allowed agents and brokers to publish all of the listings from the multiple listing service on their websites and enable consumers to search. This was quickly followed by the emergence of national property advertising portals like Realtor.com, MSN, Yahoo! and others. IDX and listing portals delivered a great savings to the real estate industry who was focused on newspaper and magazine advertising at the time. It was not uncommon for listing agents or brokerages to spend between as little as $300 or well over $1,500 in the marketing of a property. Online home search grew in popularity among homebuyers as access to internet connected computers grew. The next huge growth in this category came along with the consumer adoption of internet connected mobile phones and tablets. Today, more than 50% of all property searches happen on a mobile device. Nearly concurrent with the adoption of mobile, popular social media sites have became conduits for accessing real estate information including Facebook, LinkedIn, Twitter, and now Instagram and Snapchat. The options consumers have today for looking at property is almost absurd. There are millions of agent websites, hundreds of thousands of brokerage websites, and hundreds of property portals. The abundance of these options has created some interesting consolidation. It is estimated that the top 10 real estate portals in America are visited more than 500 million times a month. Given that there are only about 5.5 Million transactions a year in America, it makes you wonder what all of those people are doing. Agents and brokerages are recognizing that digital marketing and advertising is changing from "spray and prey" to highly focused and localized marketing. To accomplish this, solutions have emerged that support real estate marketers with geotargeting to a particular house, neighborhood, polygon, or zip code. Within those geographies, real estate marketers can tune their marketing for attributes like age, renter vs. homeowner, or any number of filters that narrow the audience. Another major development is the connection between customer management solutions and online marketing. There is an appreciation that one goal of online marketing is to help build a database of potential customers. This famous sales strategy of collecting contacts and staying in touch was famously dramatized in The Wolf of Wall Street where Leonardo DiCaprio encourages his sales team to stay in touch with the customer until they buy or die. Some research has emerged that provides some good guidelines for real estate agents who hope to develop a digital marketing farm. A good target is to focus your efforts on a group of 2,000 to 2,500 households. With a steady focus of targeted digital marketing, agents should be able to develop a sales funnel that will yield about two trades a month. The important ingredient to developing this volume of units from this number of transactions is the frequency and quality of your marketing and lead conversion efforts. Always remember that digital marketing only works if you respond inside of five minutes to an inquiry - or ideally inside of 1 minute. Consumers expect you to be ready to serve them right away. What to Look for When Buying Online Marketing and Lead Generation There are three flavors of online marketing and lead generation solutions. There are some that work great, some that are ok, and those that over promise and under deliver. Doing your research will not only help you sort between the good and the bad, but also enable you to understand which solutions are matched up well to your personality. Begin your research by talking to your broker and/or franchise, and multiple listing service and/or Association of REALTORS®. Nobody wants to help you sell more real estate than your broker who lives off of a portion of your commission. Brokers are highly focused on helping you by offering effective tools and providing training and support to make sure that you know how to use them. Your MLS and Association are also great places to start. Like your broker, they have your best interest at heart. One of the drawbacks to tools offered by your brokerage or MLS is that they offer them to all agents in your office or market area. You can find yourself using a tool that is used by everyone in your area which may undermine your ability to create an online marketing and lead generation plan that differentiates you. Look at the methods used by top producing agents and teams in your area. Again, these are likely to be tools that have a proven track record of being effective. Another great tactic is to look outside of your area to see what top producers are doing. Look at the Real Trends top 1000 list to find successful agents and go online and search for homes in their area like a consumer would. Test the experience. Moreover, feel free to call them. Read RE Technology every day. We are constantly highlighting stories of solutions that work in the industry. Pay close attention to our Webinar section. We are constantly hosting online meetings that allow you to learn about new tactics and trends. And do not forget to attend industry conferences. These offer a great way to learn and talk to vendors and fellow agents to discover opportunities to make the right choices. ONLINE MARKETING PRODUCTS KEY BENEFITS Streamline your office operations to support advertising Full management of your listing inventory with photos and built-in scheduling/ tracking of advertisements ADWRITER From Curb to Contract.... Your complete solution for MLS management and real estate advertising PRODUCT OVERVIEW The AdVantage system is a secure web-based solution for managing your property listings and creating  and tracking advertising campaigns. FEATURES Save Time & Money One-stop housing for your MLS listing data Integrated database for high-resolution images Fits the needs of your brokerage Scalable to small offices or nationwide Manage listings from MLS sources or manual entry Writes your ads for you Built-in natural language listing descriptions No more hassle in last-minute publications Easy-to-use scheduling and ad tracking Lets your office & agents focus on selling AdWriter's expert in-house page composition and short-turn digital printing services Listing-level Statistics Each listing is tracked for advertising effectiveness to maximise exposure for fast sale.       KEY PRODUCT BENEFITS A healthy pipeline of qualified, verified leads Actionable insights & predictive tools for higher conversions Smart, personalized automation to triple productivity Unparalleled support services A proven roadmap for success BoomTown We exist to make real estate agents successful. Create more opportunities that turn into closings.  PRODUCT OVERVIEW Where powerful technology meets proven strategies to help you capture more opportunities and close more deals. Trusted by 40,000+ of the industry's best. FEATURES Consumer Website: Make home buyers excited to shop for homes. Our consumer website delivers beautiful pictures, helpful property details, and handy tools for the everyday home shopper. Lead Generation: Capture real estate shoppers before competitors can. A portfolio of tools and 250+ experts will give you the leading edge in marketing. Predictive CRM: Knowing is half the battle. Identify opportunities with insights, fine-tune your workflow, and concentrate on the most dollar-productive business. Success Management: Software is only a tool. Support staff will coach you within your BoomTown platform and help you maximize your ROI and reach your goals. Integration Partners: Connect your systems and work from one central command center. "BoomTown has all the tools you need to nurture your leads to get them where they need to be: ready to talk to you." - Doug Edrington, J Douglas Properties       KEY BENEFITS Best conversion engine and technology in Real Estate - The CINC conversion rate is double that of the industry average and 75% greater than our main competitors. The best mobile app in the business gives you the ultimate weapon for speed to lead. Connect instantly with new leads. CINC Pro Agent We specialize in helping MLS and Real Estate publishers monetize their websites without damaging their brand or user experience. PRODUCT OVERVIEW CINC Pro Agent was built to take an agent's business to the next level. The platform allows you to work highly qualified leads and provides tools to convert buyers and sellers into home sales. FEATURES CINC Pro Agent is a completely scalable solution created to help top agents win more deals. Released in August of 2018, CINC Pro Agent is a technology solution packaged with a robust Customer Relationship Management (CRM), branded IDX website that is integrates with local MLS feeds, and a hyper-targeted advertising campaigns engineered to generate exclusive leads for the CINC Pro Agent client. Through the use of sales automation, behavioral based text messaging, email marketing, task management, featured property listings, and - agents can quickly generate and identify highly qualified home buyer and seller leads that are exclusive to them and their market. Our world-class onboarding, training, and success teams are experts in educating agents on how best to be successful in the platform. Join a community of over 50,000 agents! TESTIMONIAL "The CINC Pro Agent Platform produces 99% of my business. It is the driver of my business" - Gerritt Savoie, Century 21       KEY PRODUCT BENEFITS Industry-friendly home search alternative that provides interested leads, for free, to the listing agent or broker and delivers accurate, real-time MLS information to home searchers. BPP with Homesnap is the industry’s agent-centric, industry-first, pro-consumer solution to secure listing exposure and leads for agents. Broker Public Portal with Homesnap The Real Estate Industry’s Technology Partner PRODUCT OVERVIEW Broker Public Portal (BPP) is a collaborative venture between real estate brokerages and MLSs to create a national consumer home search experience that connects home searchers directly with the agent who best knows the home they are interested in. Homesnap is the public-facing brand of the BPP, the only national home search platform powered by real-time MLS data and following Fair Display Guidelines. FEATURES OVERVIEW BPP with Homesnap is the industry’s agent-centric, industry-first, pro-consumer solution to secure listing exposure and leads for agents. HOMESNAP PRO Homesnap Pro is the industry-facing version of the Homesnap consumer platform built specifically for real estate agents to access their MLS data and work from their mobile phones. Homesnap Pro uses real-time MLS data to give agents the flexibility to research homes, contact agents, and communicate instantly with clients and colleagues from any modern device. BUILD YOUR BUSINESS Make Homesnap your own with free branding throughout the platform. Build your brand with Homesnap Pro Ads by reaching buyers and sellers on some of the most popular digital networks. Boost your online presence with Homesnap Pro+, which curates and optimizes all aspects of your business profile on Google.       KEY PRODUCT BENEFITS We'll instantly call to make contact and live-transfer the leads back to you. You can refer the leads out to our network for a referral fee, or take them back and work them yourself RETECH2019 - $200 savings off of the application fee. ReferralExchange ReferralExchange instantly verifies, calls and live-transfers back and third party or online leads. PRODUCT OVERVIEW ReferralExchange LIVE is a new lead management service that instantly calls and manages your online/third party leads so you can focus on building relationships and taking care of clients. FEATURES OVERVIEW We believe in great real estate experiences between agents and clients. Our unique qualification/nurturing process has been developed and utilized for over 10 years. Give us any third party or raw leads generated by your marketing efforts or purchased from other sources. Are your leads real? We use our proprietary scrubbing technology to quickly determine which of your leads are real and which are not. Are your leads ready? Our licensed customer service team calls your leads using a proven system that qualifies and warms them for you. We then live-transfer them back to you. Are your leads right for you? Once we determine if a lead is real and ready, you decide whether you want to take the deal or you can refer it to our national network. BOTTOM LINE: We will be the first to call -- and do so on your behalf. You always own the lead.    
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Success Guide: Market Analytics
Welcome to RE Technology's Success Guide for Market Analytics. You will learn how to become THE expert in your market with industry-leading ideas and solutions. We have hand-picked five of our favorite tools proven to help real estate professionals grow their businesses. Download the FREE guide and watch the video below to learn how you can leverage market analytics in new and exciting ways to beat the competition! LATEST MARKET ANALYTICS TRENDS Perhaps the most significant disruption in real estate market analytics has been the launch of Zillow's® Zestimate®. The Zestimate is an automated valuation model that uses mathematical algorithms to speculate what a home's value might be. In the banking industry, these mathematical algorithms are called AVMs, or Automated Valuation Models. As consumers gained access to the Zillow Zestimate, it sent the industry into a tail spin. "The Zestimate is too high," or "The Zestimate is too low," shouted the crowds of industry pundits, REALTORS®, and consumers alike. The tailspin was created by opening up the dark box of real estate data that had previously only been available to real estate professionals. On a property by property basis, real estate agents would carefully sift through dozens or hundreds of properties on the market, under contract, or recently sold in the process of establishing a market value for a home. This remains true today, and the real estate professional who painstakingly performs this analysis continues to be the authority in helping sellers price homes or supporting buyers with successful offers. So the battle is on. Real estate agents have a strong challenger in Zillow who aims to become the source of real estate information on property values. The good news is that software vendors in the real estate industry continue to raise the bar for REALTORS® be delivering a wide array of products that not only enable the agent to gain astute insights into market data, but analyze and report on that market data with exceptional professionalism. Used correctly, the agent can continue to maintain their position as the most trusted source of what is happening in the real estate market. The challenge is adoption. We have seen an enormous effort expended by the National Association of REALTORS® to maintain the advantage of the REALTOR by the development of the RVM®, or REALTOR Valuation Model. It is like an AVM, but only available through your REALTOR. The RVM is created by NAR® through their company called Realtors Property Resource®. This is certainly nothing new, but it is a significant trend in the industry because of it's enormous evolution. The product has gotten really advanced in the data available in the product, the ease of use, and certainly the quality of the reports. Frankly, RE Technology believes that it is among the most advanced mobile tools available to real estate professionals today. Another enormous development in the real estate industry has been in tax systems. CoreLogic has shifted their development of REALIST® from a standalone solution and opted to focus on Matrix 360 - a fully integrated MLS + Tax system in one. Alongside this trend, we have seen CRS Data completely rebuild their tax interface and become one of the newest tax systems in real estate. These systems, along with the marketing focused tax system, REMINE have splintered the strategic direction of off market data accessed by real estate professionals. Of course, data quality as measured by accuracy (typos), depth (number of fields), and timeliness (speed of update from recorder office) varies by county. No matter how good the software or reports are, the underlying data is the most important resource. Agents and brokers continue to tie market data into their CRM, and leverage market reports in lead generation forms for "What's my home worth." In this regard, we have seen a lot of activity by leading CRM providers like Inside Real Estate, Contactually, Top Producer's Market Snapshot, Boston Logic, Booj, Real Estate Webmasters, Gabriels, and so many others. It is the most powerful drip marketing report with soaring open rates, some hitting as high as 40% because consumers are starving for this information and expect it from their agents. KEYS TO BUYING MARKET ANALYTICS PRODUCTS As a real estate agent or brokerage, you are probably a member of the National Association of REALTORS®. Before you purchase any software for your business, always check for resources available from your local, state, and NAR®. Realtors Property Resource is a great example of a member benefit that offers a strong array of market analytics reports that can be beautifully branded to the agent and broker. Best part is that the Association offers this tool as a member benefit. The Multiple Listing Service is the second place to look before purchasing market analytics products. In this guide, we highlight CRS Data which is a service that is licensed by Multiple Listing Services and delivered as an MLS subscriber benefit at no extra cost. Franchises or Networks like Leading Real Estate Companies of the World also offer market analytics tools either for free or through a partnership program with technology companies that typically offer some customization benefits and/or cost benefits to franchisees. Check out these services before you buy. On RE Technology, we filter products by their suitability to MLSs, Brokers, or Agents. When you log in, the default should align with who you are, but there is the option to change your status. For example, a broker may want to research market analytics tools for an agent. Likewise, an agent who is part of a selling group or a team may want to look at market analytics tools that suit multiple users as a brokerage would. Ask lots of questions about data refresh rates when you are considering market analytics tools. Some update in real time with the MLS using data synchronization methods like Application Programming Interfaces. Others will commonly update every 15 minutes. Some update daily and others may only update once a month. Speed matters, especially when you can have 10% swings in property values from month to month. Also, look at your overall technology budget. Sometimes you can sacrifice some redundant tools to invest in some great market analytics tools that really improve your business performance.   MARKET ANALYTICS PRODUCTS BROKERMETRICS Recruit. Retain. Know Your Business. PRODUCT OVERVIEW BrokerMetrics® is a software toolkit that helps brokers and their teams become industry insiders and dominate their local markets. Features Target and recruit top agents, estimate their potential contribution to your bottom line, and use as a coaching tool for your current agents with the Proficiency Metrics tool. With the Market Dynamics tool, your agents can see pricing data, supply and demand information, and sales rate indicators in quick, visual formats. With the Market Share tool, you can look at flexible, period-on-period comparisons of insights on market share or select a specific period of time to analyze. Check out the distribution of activity--such as Sales, Actives, and Listed--in the relevant market for any property with the Pricing Analysis tool. Visually identify changes to market size by Total Dollar Volume, Total Unit Volume, Median Price, Days on Market, and Commission with the Market Growth tool.   LISTTRAC You list it, we track it - analytics and reporting for your listing's online performance PRODUCT OVERVIEW ListTrac provides unbiased, actionable marketing intelligence in one place for you to guide your online listing campaigns. Features MLS, Broker, and Agent Dashboards keep a pulse across your entire listing inventory with aggregated metrics including listing views, leads, shares, and favorites captured from major portals, broker sites, and MLS systems. Listing-level Statistics Drill into online metrics for any of your listings and compare the performance to other similar listings. Seller Report keep sellers informed with a weekly report showing how their listing is performing online and how your online campaign is exposing their listing to homebuyers "ListTrac has proven themselves to be a genuine partner. From top to bottom, their team understands the need to portray our brand in the best possible light to support our sales associates and their clients. They are receptive to collaboration and their product offering conveys a modern feel that our brand appreciates." - Chris Donadio Manager, Interactive Marketing Sotheby's International Realty Affiliates LLC   RPR We specialize in helping MLS and Real Estate publishers monetize their websites without damaging their brand or user experience. PRODUCT OVERVIEW Realtors Property Resource® (RPR® ) is an innovative website and app that brings together all available public records and MLS data and provides colorful, easy to share reports for every corner of real estate. Our extensive database includes in-depth property facts, tax and mortgage history, sales, valuations, demographics, school and neighborhood information,market metrics, investment analysis tools and more. Included in RPR, and exclusively for broker/owners and managers, is our Broker Tool Set (BTS) -- five unique assets that will help strengthen your brand and give you valuable company insights, and all offered as a member benefit of the National Association of REALTORS®. Features RPR's Broker Tool Set includes a variety of invaluable resources offered to Broker/Owners and Managers. Begin by branding RPR and all related reporting for your agents, then dive into market metrics via the Data Tools, and promote preferred affiliated service providers. The Broker Tool Set includes: Company Branding Customize RPR's platform and reports to include your name, colors and logo. Market Data Tool Track key metrics such as productivity, listing, sales, and market share. Add Custom Pages Upload up to five custom pages into the RPR reports your agents create, including company distinctives and testimonials. Affiliated Services Promote mortgage, title, home warranty, insurance, or other specialized services on your branded RPR platform and reports. RPR Broker AVM Display a customizable AVM directly on your website or Intranet. Let us show you how the BTS can better serve your brokerage. Save your seat for our upcoming webinar, RPR Overview for Brokers/Owners and Managers. "RPR helps our agents stand out. It positions us as an expert and the reports make me look like I have a marketing department or ad department in my brokerage." - Neal Oates Jr.World Renowned Real Estate   KEY PRODUCT BENEFITS Seamless Integration with Your MLS System Mobile-Optimization with Intuitive Navigation Accurate and Current Property Data New, Consistently Evolving Product Enhancements Customization Options MLS TAX SUITE Comprehensive and Accurate Property Data at Your Fingertips PRODUCT OVERVIEW Since 1989, CRS Data has provided innovative data services that puts the power of clear and accurate property information in the hands of leading professionals. Features Our innovative products and services are backed with reliable technology and refreshingly human customer support. MLS Tax Suite seamlessly integrates with your existing MLS and is mobile-optimized so that you have access to the newest information and property data anywhere, anytime. The intuitive platform is easy to navigate and offers flexible and customizable features for an added touch of personalized reports and presentation of data. With MLS Tax Suite you'll have access to all public tax records, sales and mortgage histories, neighborhood comparables, area demographics, mapping details, and much more. "We continue to choose CRS Data hands down. The quality of their service, data and product is superior. We know and trust that their team will take care of us and be an integral part of growing our revenue." - John Ryan Georgia MLS   KEY BENEFITS Be the undisputed market expert Generate more leads Identify your best prospects Effortlessly stay-of-mind Protect your book of business Provide more value to sellers MARKET SNAPSHOT Stay top-of-mind & be the neighborhood expert with a follow-up system that gives your clients real-time, real estate market data & insights. PRODUCT OVERVIEW Stay relevant, keep contacts engaged and stake your claim as the market pro by empowering your contacts with accurate, real-time MLS market reports tailored to their needs. Features Provide your clients with accurate, real-time MLS data that matters. Market Snapshot® syncs with more than 800 MLSs, with most updated every 15 minutes, so our trend reports are the truest representations of market activity in your clients' areas of interest. Within moments, your clients are notified of new listings, price changes and sales as they happen - not when they're updated on public records. Your clients will have the freshest MLS data right at their fingertips. Market Snapshot® carries your brand, and the information delivered is clearly attributable to you as the go-to real estate professional. When your clients are ready to act or have questions, they can contact you with the click of a button. "Market Snapshot® is helping us take our CRM system to a new level by adding a powerful tool to engage sellers and list properties." - Diana Rubottom,Branch ManagerPacific Sotheby's International Realty  
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