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Windermere Real Estate A Changing Landscape Michael Fanning VP, Business Development

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Presentation on theme: "Windermere Real Estate A Changing Landscape Michael Fanning VP, Business Development"— Presentation transcript:

1 Windermere Real Estate A Changing Landscape Michael Fanning VP, Business Development

2 Overview Landscape is changing Landscape is changing New agents and a new customer New agents and a new customer What is the value proposition What is the value proposition Professionalism Professionalism Consistency Consistency Its not about you its about me Its not about you its about me Are the systems being used? Are the systems being used?

3 The information age Intel MTV Mac Launches Netscape Google Buy a home Most of your customers have experienced much of this and are expecting more then what they are currently getting form the Real Estate community today.

4 Our Customers and Agents? Gen Xers are becoming our customers and our agents. Grew up in the information age, are skeptical of everything Time is of the essence and they have limited loyalty. See attached Test and Article.

5 The Successful Agent First: 82% of the customers will work with the first agent that got back to them with quality information First: 82% of the customers will work with the first agent that got back to them with quality information Fast: Customers expect a response within 2 hours Fast: Customers expect a response within 2 hours Frequent: The biggest issue customers had with the real estate agent was poor communication. Frequent: The biggest issue customers had with the real estate agent was poor communication.

6 How do your agents stack up? According to a recent study from NAR the following are some national stats. 68% of the agents have their own website 68% of the agents have their own website Out of the 68% only 52% provide an IDX search function Out of the 68% only 52% provide an IDX search function 12% of agents use a system or technology to quantify their leads from their site. 12% of agents use a system or technology to quantify their leads from their site. 47% of the people now use the Web to locate agents Only 42% of those agents respond to inquiries 70% take 2-days to reply

7 Timeline for Internet Consumers Buyers and Sellers SELLERS BUYERS Why are websites and systems important?

8 What is the next step Home work assignment Do you demonstrate by example? Do you demonstrate by example? What does your office webpage look like? What does your office webpage look like? Have you looked at all your agents webpage's? Have you looked at all your agents webpage's? Do you know what your looking for? Do you know what your looking for?

9 Good reading

10 What is the customer looking for. Easy Navigation, Dont make them think. Easy Navigation, Dont make them think. Value add features. Search is huge, Community information, Buyer and Seller educational information. Value add features. Search is huge, Community information, Buyer and Seller educational information. Dont capture the customer up front. The later the capture the richer the lead. Dont capture the customer up front. The later the capture the richer the lead. Ability to search the entire MLS and save searches. Ability to search the entire MLS and save searches. 7 second rule. 7 second rule.

11 Comparison

12 What are you looking for First Impression is it Professional looking and representative of Windermere. First Impression is it Professional looking and representative of Windermere. Is there value for the customers or is it all about the agent? Is there value for the customers or is it all about the agent? Are there calls to action? Are there calls to action? Can you easily contact the agent? Can you easily contact the agent? Why does this matter? Because the traffic is growing by leaps and bounds. Why does this matter? Because the traffic is growing by leaps and bounds.

13 Web Traffic

14 What are agents wired to do? Pre CustomerCustomer/RelationshipPast Client. 20% 50%20% Need a System The Agent will always focus here it is what they are wired to do. Vis plus Web Site marketing Sphere of Influence Automatic notification. Custom Xpress 6 months to a year45 – 90 DaysNever Ending On-line Collaboration Contact Management /Phone communication Weekly activity reports CMS Notifications Vis Plus Custom Xpress News letter. CMA home evaluation

15 The Process for successful business Auto from Agent websites On-line Collaboration Contact Management system Premium Agent websites and or a custom site Friends and Family are referring you now. Marketing Campaigns Custom Express Visibility Plus Home Update News Letter. The Key to this system is consistency.

16 How often are agents getting in front of their clients?

17

18 Ideas to take back How do we compare to other Professional Services providers Example: My Financial Planner, monthly communication consistently. Useful information about financial planning Easy to use website where I can track all my finances. In addition e- mail updates monthly about my various investments. But none to my wife because she doesnt want to see them monthly just a report at the end of the year for her. The services is customized depending on the customer. Results. I have referred 8 customers to my financial planner and will continue to do so.

19 Ideas to take back Today on Windermere.com we have mywindermere accounts yet only 9000 are associated to an agent. 9% Combination of Custom Xpress and CMS an agent can easily reach out to all their customers to make sure this association has occurred.

20 Ideas to take back Make it easy. Combination of Vis Plus and the Web site news letter can help drive traffic to your website as well as cultivate new customers. Actual test case Agent X Started Vis Plus and News letter to a client base of 200 customers, broken down 150 on Vis Plus and 50 on news letter. First year. Net Revenue for Vis Plus $25,000 Web news letter $18,000 Second year. Net Revenue from Vis Plus $36,000 Web news letter $45,000 client base increased to on Vis Plus and 275 on Web based news letter. Total cost for two years of Vis Plus and Web site $2200 ROI %650.00

21 Ideas to take back Vis Plus : Only 50% of our agents us this tool and only 25% of the 50 use it consistently. Many agents us it for 2 or 3 months then stop.

22 Home Work Assignment 1.How is your office and agents preparing for the new customer? 1.Web-sites, are they working, do they have one, does your office have one? 2.Is the branding and marketing consistent and professional if not why? 2.What % of your agents have systems in place to deal with the 3 different stages of the customer. 1.Help them use programs so they can focus on what they are wired to do (build relationships) 2.Make sure systems are geared to be automatic or else adoption wont occur. 3.Help agents to better understand the tools available through your company by using them yourself.


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