[From an interview with Marc Davidson and Brian Boero]<\/p>\n
The Brokerage behind\u00a0today’s office needs to approach the marketplace like a media company. If the newspaper is out, if paying for Online ads is out, then it is incumbent upon the company to become its own media outlet. This requires the broker\/owner to hire a different sort of agent and a different sort of marketing staff.<\/p>\n
Agents must not only be web-savvy, but must be able to write. They must be completely comfortable with the \u201cgive-to-get\u201d ethos of today\u2019s web. The marketing director must live and breathe the online community and, in effect, function as a \u201cmanaging editor\u201d.<\/p>\n
Important components\/tactics related to this strategy:<\/p>\n
\u2014The website for this office should be built on wordpress
\n\u2014The site\u00a0could\u00a0include reviews of every agent ala Redfin
\n\u2014The site should include neighborhood market reports provided by agents
\n\u2014These reports should include neighborhood-level market data pulled from the MLS
\n\u2014Video\u00a0can be used for neighborhood profiles and for commentary from the broker\/owner on market conditions
\n\u2014Email listing and market alerts should be effectively merchandized on the website and\u00a0worked into every touch point
\n\u2014The office should utilize Google Apps
\n\u2014Less software should be the rule. Most everything\u00a0can be\u00a0run in the cloud using affordable, scaleable new apps<\/p>\n
Overall, the idea is for the office and the brokerage to become the definitive source of real estate intelligence and expertise in their market, and to use social media and interactive marketing to unlock the intellectual capital inside the organization.<\/p>\n","protected":false},"excerpt":{"rendered":"
[From an interview with Marc Davidson and Brian Boero] The Brokerage behind\u00a0today’s office needs to approach the marketplace like a media company. If the newspaper is out, if paying for Online ads is out, then it is incumbent upon the company to become its own media outlet. This requires the broker\/owner to hire a different […]<\/p>\n","protected":false},"author":181,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,141,261],"tags":[1061,1351,2331,5531,5601,5681,8911,11501,16951,16981,25541,25781,26401,27301,28511,29071,29671,29981,30681,33081,33981,36001,36381,36801,39901,40851,41491,43131,46121,46251,47041],"class_list":["post-5538","post","type-post","status-publish","format-standard","hentry","category-brokerage-operations","category-marketing-and-branding","category-technology","tag-advertising","tag-agents","tag-apps","tag-brian-boero","tag-broker","tag-brokerage","tag-community","tag-digital","tag-google","tag-google-apps","tag-marc-davidson","tag-marketing-branding","tag-media","tag-mobile-apps","tag-neighborhood","tag-newspaper","tag-office","tag-online","tag-owner","tag-profiles","tag-real-estate","tag-redfin","tag-reports","tag-reviews","tag-social-media","tag-staff","tag-strategy","tag-thinking","tag-web","tag-web-savvy","tag-wordpress"],"yoast_head":"\n