The Opportunistic Approach: How to Thrive in a Changing Market

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By Kayla O'Brien

RISMEDIA, May 3, 2007-While it's true that current changes in the market have made the real estate world less predictable, these uncertain times can present a vehicle of opportunity for brokers and agents alike.

Through NAR's REALTOR Benefitssm Program, members have access to value added offers and savings on the publications, products and services they use every day. Here we've highlighted Entertainment® Book, The Talking House® Listing & Leads Program, eNeighborhoods and Lowe's, partners with offerings designed to help REALTORS® build a personal marketing plan and build and strengthen client relationships.

"Our primary consideration when we develop a partnership is to undertake due diligence, ensuring the company has a good reputation and follows-through on commitments under the program," says Mary Stark-Hood, NAR vice president of Strategic Alliances, Member Benefits & Marketing Research. "We look for savings and added benefits for members."

Savings for All

"The discount I get through the REALTOR Benefitssm Program, combined with the high value it provides my clients, makes this gift hard to beat," explains Connie Kelley of RE/MAX Real Estate Groups, Indianapolis, Indiana, of her experience with the Entertainment Book.

Entertainment Publications offers Realtors discounted Entertainment Books filled with thousands of dollars in savings from local and national names in dining, attractions and travel. Available at a savings up to 50%, the Entertainment Book is available in 130 markets across the United States. These books also include a holder for the agent's business card, leaving a lasting impression on clients, even once the coupons have been clipped.

Used as a holiday, thank you, and/or closing gift, "It's a personal marketing tool that keeps your name out there," says Richard Shipley, director, Program Development, Entertainment Publications. "It's important for a Realtor to find a way to get repeat business and referrals from customers.

"Your loyalty is the key to success in the possibility for repeat business. What our product does is establish a relationship and maintain the bridge from initial contact to the next opportunity," Shipley says.

Personalized Knowledge is Power

The Talking House Listing & Leads Program is an easy to follow, step-by-step marketing system designed to help Realtors win more listings. The Talking House program is built around a one-of-a-kind AM transmitter that allows prospects to hear instant information about a home as they drive by in their car.

"Talking House offers buyers the information they're looking for. It gives me an edge over other Realtors in my area who don't use this marketing product," says Kelly Keating-Griebel of Freedom Realty, in Soldotna, Arkansas. Keating-Griebel has found The Talking House Listing & Leads Program to also be a time-saving tool, allowing her to spend less time answering basic questions.

"We're much more than a tool to sell homes," says Talking House President, Mike Miller. "We've evolved ourselves into a comprehensive program designed to get Realtors leads, not only through scripts for the transmitters, but also through a variety of other techniques included with our program."

Through an offer created specifically for Realtors, Talking House offers free "idea kit" DVDs filled with self-promoting ideas such as 30 ways to help market themselves effectively.

eNeighborhoods, too, provides real estate professionals with a comprehensive set of personalized marketing tools. eNeighborhoods offers customized reports for agents to share with buyers and sellers, providing up-to-date, localized information about properties, neighborhoods and schools. eNeighborhoods' InstaLead Marketing System features a complete suite of tools including Neighborhoods Reports, BuyerTours, contact management, practitioner Web sites, comparative market analysis, customer flyers, maps and aerial photos, home-sale alerts, and online and direct mail marketing.

"We find that buyers are so impressed with our neighborhood knowledge and service, they think of us when they become sellers," say eNeighborhoods subscribers Caryn and Stephen Haas of Koenig & Strey GMAC Real Estate.
"Realtors who make the most of available resources and work to make themselves visible are going to succeed in today's challenging real estate market – or any market," says Greg Robertson, executive vice president of marketing of eNeighborhoods, a partner in NAR's Realtor Benefits Program.

Lasting Partnerships

A special program from Lowe's-through LowesRealtor-Benefits.com-enables Realtors to send free personalized turnkey mailers to buyers and sellers. The Lowe's direct mail pieces provide buyers and sellers with helpful information and tips on home improvement and the moving process, as well as coupons for 10% off at Lowe's stores located nationwide. As an added benefit, Realtors receive 5% off of Lowe's gift cards when purchased through www.LowesRealtorBenefits.com.

"There's a lot of competition to get the listings that are out there," says Betsy Jackson, customer marketing manager, Lowe's Companies, Inc. "We're trying to help Realtors differentiate themselves. And this personalized program is a way to reach customers in a way they may not have been able to before." RE

For more information on the REALTOR Benefitssm Program, visit www.REALTOR.org/RealtorBenefits.

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