Agent Teams: A Winning Model (or Not) Page 49. Guiding the Way. Focusing on the Meaningful Role of Agents, RE/MAX Renews Its Vision for the Future

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1 Agent Teams: A Winning Model (or Not) Page 49 Guiding the Way Focusing on the Meaningful Role of Agents, RE/MAX Renews Its Vision for the Future

2 Guiding the Way Focusing on the Meaningful Role of Agents, RE/MAX Renews Its Vision for the Future by Maria Patterson 88 September 2014 RISMedia s REAL ESTATE

3 In business, as in life, it takes vision to imagine possibilities and hard work to make them a reality. It s a simple, straightforward philosophy and the foundation the RE/MAX network was built upon. That philosophy also translates to buying and selling properties. Consumers from all walks of life work hard, save money and make personal sacrifices to achieve their real estate goals. Sometimes, when evaluating what appears to be a dream home, they tend to see only what they want to see. But what they don t see in online photos or during a quick showing is important, too. And that s where the insight of an experienced agent is so vital. In recent years, RE/MAX associates have sharpened their insights to respond to market shifts. As part of a global network with more than 96,000 agents, they ve shared best practices from all over the world. They ve learned through their own experiences closing transactions at a pace unmatched at most brokerages. They ve taken advantage of an incredible educational platform. And collectively, they ve evolved as professionals, never content with the status quo. As the housing market continues its recovery, RE/MAX agents are finetuning their businesses by nurturing and strengthening long-term client relationships. And the brand s advertising helps them, by illustrating to consumers the deeper, more meaningful role a RE/MAX agent can play in a real estate transaction. Beyond their Dreams Visionaries. Trusted guides. Leaders. These are the kinds of people attracted to the RE/MAX system. To be the worldwide real estate leader, achieving our goals by helping others achieve theirs. Everybody wins. -RE/MAX Mission Statement They re also the keywords behind the 2014 national advertising campaign. Chicago-based powerhouse ad agency Leo Burnett created the campaign. Masterminds of some of the most prolific ad campaigns in the world Tony the Tiger, United Airlines Fly the Friendly Skies and Allstate s Mayhem, to name a few Leo Burnett helped RE/MAX reexamine its brand purpose. The result was the Dream With Your Eyes Open ad campaign. It s a multifaceted effort that includes television, radio, print, Web, social, outdoor and digital components all sending a consistent message: RE/MAX agents are skilled at guiding buyers and sellers through a transaction. RE/MAX agents are the best at what they do because they invest in their relationships with clients as well as their own personal success, says Mike Ryan, RE/MAX executive vice president, Global Communications and Branding. What you see in the TV commercials is a heightened emphasis on the value a RE/MAX agent brings to a buyer or seller. The ads tell consumers that the right home is better than a perceived dream home, and that a RE/MAX agent will be there every step of the way, guiding them through a sometimes complicated process. RE/MAX has led all other real estate brands in national TV advertising in the U.S. since 2002, and it continued a strong advertising presence even when other real estate brands scaled back dramatically, Ryan says. RE/MAX ads drive traffic to remax.com, and more than 14 million referral-fee-free leads have been generated and delivered to RE/MAX agents. Ultimately, those agents are the best advertising there is. For instance, Brian Teyssier, a tech-savvy sales associate with RE/MAX Advanced REALTORS in Pittsburgh, is well known for delivering exceptional service in his market. He s received hundreds of online reviews from clients Brian Teyssier raving about their experiences with him. For Teyssier, being a guide for his clients is something he takes seriously. RISMedia s REAL ESTATE September

4 I succeed where others might fail because I m available to my clients when they need me; I make their lives easier, Teyssier says. My online reviews from past clients help me earn the trust of everyone I work with. Deliberate Planning Online reviews are an emerging concept welcomed by RE/MAX leaders. In fact, having the vision to anticipate important shifts and the courage to address them has always been a RE/MAX strength. For instance, early on in the downturn, RE/MAX Chairman and Co-founder Dave Liniger encouraged RE/MAX agents to learn how to work with distressed properties. They listened. More than 15,000 RE/MAX agents earned the Certified Distressed Property Expert (CDPE) designation far more than any other real estate competitor. One of the first to seek the education was Marilyn Kohn. She took the CDPE course a full year before an influx of distressed properties hit her Peoria, Ill., market. Marilyn Kohn When they arrived, Kohn was ready. The access RE/MAX gives us to education, not to mention the opportunity to network with so many seasoned agents from around the world, is like turning on a fire hose of knowledge, says Kohn, a topproducing real estate veteran with RE/MAX Unlimited in Peoria who joined the network in There s no better place to be than at RE/MAX. We have a track record and credibility that simply cannot be replicated. The connections I ve made with other RE/MAX agents over the past three decades are invaluable. RE/MAX associates like Kohn have tailored their business plans for today s low-inventory market in which sellers have the upper hand. They re adding new skill sets to their résumés and staying ahead of market trends in order to deliver superior service. In the luxury realm, for instance, RE/MAX associates who specialize in high-end listings in The RE/MAX Collection are earning the Certified Luxury Home Marketing Specialist (CLHMS) designation to better meet the needs of affluent buyers and sellers. RE/MAX agents lead national real estate franchises in the number of agents who hold that designation, as well as the Certified Residential Specialist (CRS), Seniors Real Estate Specialist (SRES) and the Accredited Buyer s Representative (ABR) designations all accessible via the award-winning RE/MAX University. One beauty of the RE/MAX system is the access associates have to tools and resources that help them Designed by powerhouse ad agency Leo Burnett, Dream With Your Eyes Open is the 2014 national ad campaign. 90 September 2014 RISMedia s REAL ESTATE

5 accompanied by the network s vision of being the right place for real estate entrepreneurs who want a combination of independence, support and unmatched competitive advantages. Identifying an updated, clear-cut mission for our company has helped us become more proactive in delivering what RE/MAX associates need to continue doing what they do best: listing and selling properties, Kelly says. A successful company whether it s a sizable network like RE/MAX or the agent who has a solo operation in a small town has to have a well-defined purpose. Otherwise, it s easy to lose focus and forget the core principles that drive everything we do. Momentum training, introduced at the recent RE/MAX Broker Owner Conference, empowers offices to inthrive in their markets, or in niches such as commercial properties, luxury homes or international transactions. In a post-recession world, that kind of edge is indispensible to agents looking to close more sales. Consider Dane Rickard, a millennial agent who joined RE/MAX Professionals in Littleton, Colo., in 2012, his ninth year in real estate. Rickard s reason for the move? It was time to expand his business, and he realized RE/MAX provided the productive environment he needed. I ve been with other national competitors, and I know the difference between what s good and what s great and RE/MAX is great, Rickard says. Dane Rickard The brand culture fosters the idea that real estate isn t about a single transaction; it s about long-term relationships. Rickard, who s part of a RE/MAX social media mastermind group, says he s embraced technology to develop his relationships. And he s done so with great success. His presence on Facebook, Twitter and LinkedIn, among other platforms, gives him a direct connection to past clients and a way to plant seeds to attract new ones. I take cues from what people are posting and invest time in creating community pages where I can be seen as a resource and market expert without being pushy, Rickard says. It s about providing value to my clients and relating to them on a more personal level. Redefining Purpose RE/MAX associates aren t the only ones reinventing how they do business. RE/MAX corporate leaders have done the same by examining and updating the purpose and mission of the brand, RE/MAX CEO Margaret Kelly says. Our executive leadership team met earlier this year to better define Agents Who Innovate Agent productivity is just one measure of RE/MAX success. Innovation is another. Two innovators within the network are Michael Thorne, a sales associate with RE/MAX Little Oak Realty in Fort Langley, British Columbia, and Broker Associate David Fauquier with RE/MAX Preferred Professionals in Bridgewater, N.J. The pair co-host the live, weekly online Mobile Agent TV show in which they interview their peers and real estate industry experts to provide business tips for real estate agents. The show has a loyal agent following and robust social media presence. The show is all about helping agents improve their businesses, Thorne says, noting that it s just one way he uses technology and social media to build relationships with other agents and clients. The power of the brand ties it all together. The RE/MAX brand conveys everything you need it to without you having to say a word, Thorne says. When I switched to RE/MAX, my clients congratulated me; they said I had arrived in the big leagues. A business card with the RE/MAX Balloon on it is the best one to have. our goals, Kelly says. That soul searching, of sorts, led us to drill down deep into what today s buyers and sellers really need from a RE/MAX agent trusted expertise and guidance. As a network that provides the support and services for RE/MAX agents to live up to consumers high expectations, we ve changed the way we present the RE/MAX value to the world. Two key outcomes have since emerged: a strengthened RE/MAX mission statement and Momentum, a comprehensive education program for franchise owners. The mission statement is direct and to the point: To be the worldwide real estate leader, achieving our goals by helping others achieve theirs. Everybody wins. It s Margaret Kelly RISMedia s REAL ESTATE September

6 crease profitability by adding value for agents and recruits. This is going to change the way our RE/MAX broker/owners open the RE/MAX conversation with new agents and help them reinforce the competitive advantages of the brand to their existing agents, Kelly says. Momentum is adapted from a successful program in the RE/MAX of Texas Region, where participating brokerages have seen substantial increases in office profitability and agent count. It s a different and exciting way to spread the positive impact RE/MAX can have on agents careers. A Proven Approach Meets a New Era Dave and Gail Liniger founded RE/MAX in 1973 with the idea of providing professional, full-time real estate agents with an ideal blend of income potential, services and freedom. That approach, which met fierce resistance from critics in its early years, has been successful beyond the Linigers wildest dreams. Their initial vision blossomed into the current global network of dedicated real estate professionals with unabashed entrepreneurial spirit and When you give great agents the right tools and unique competitive advantages, anything is possible. -Dave Liniger, Chairman & Co-Founder, RE/MAX fire in their bellies. We re not a one-size-fits-all company, and we ve never tried to be, Dave Liniger says. Thousands and thousands of RE/MAX agents have shared in our vision and adopted it in their careers. In that vein of visionary thinking, RE/MAX wrote an entirely new chapter in its history last fall when it became a public company. The news was met with enthusiasm and pride around the network, and it bolstered excitement for the company s future. True to the promise RE/MAX leaders made after the October 2013 IPO, little has changed in how RE/MAX operates, Kelly says. The Linigers control a majority stake in the company and are still at the office every day. The same executive team is in place and is constantly looking for ways to grow the brand and make it even better. If industry surveys are any indication, RE/MAX associates are following the lead and working hard. In the 26 th annual RISMedia Power Broker Report, nearly 30 percent, or 292, of the 1,000 largest brokerages that qualified for the report were with RE/MAX. The Power Broker Report, based on 2013 residential sales volume and transactions, showed that RE/MAX agents at brokerages within the study averaged 18 transaction sides, more than double the eight averaged by agents at competing offices. In sales volume, RE/MAX agents averaged slightly more than $4 million, while all others in the report averaged just under $2.5 million. Nobody sells more real estate than RE/MAX, Liniger says. And that s because we have the best agents in the business. That was our approach 40 years ago, and it has never changed. When you give great agents the right tools and unique competitive advantages, anything is possible. RE 11 countries gained for a network total of 97 countries 1.41 million residential transaction sides* 15.5 average transaction sides (residential only)* 12.9 average years of agent experience Strong Showing For more information, please visit Here s a glimpse at the outstanding year of achievements for the RE/MAX network worldwide in All figures are full-year or as of year-end 2013, as applicable. *Residential transaction sides may include some leases, estimated to be less than 1 percent. 710 new RE/MAX franchises 92 September 2014 RISMedia s REAL ESTATE

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