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Best Practices – How to Edge Out Competitors

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By John Voket

RISMEDIA, March 15, 2008-It’s been said time and time again that the industry is evolving and it’s time to embrace emerging technologies. So what’s really working? Here, Dan Parmer, president and CEO of Jenny Pruitt & Associates Realtors reveals how his company has become the “go-to” resource for Atlanta real estate information by staying on the cutting edge of Web-based technologies.

parmer_dan.jpgDan Parmer
President & CEO
Jenny Pruitt & Associates Realtors
Atlanta, Georgia

In real estate: More than 25 years
Number of offices: 6
Number of agents: 425
Average sales price: $443,500
Average listing time: 73 days
My personal motto is: “Honesty is the best policy.”
Best professional advice I’ve ever received: “Never burn a bridge. Always treat everyone you meet as if your next business deal may be with them.”
People may not know: “I am an accomplished woodworker. I enjoy working with my hands and creating projects for my home and family. I still have a large rocking horse I made for my children years ago.”

Why are primary home buyers locating or relocating to your market?

Metro Atlanta is home to over five million people and more than 138,000 businesses. Its progressive economic growth brings hundreds of companies and thousands of well-educated job seekers to Atlanta each year. Our city has drawn more in-migration than any other area in the nation over the last two decades, and ranks in the top five U.S. cities in net new-job growth.

How are you changing your marketing efforts to stay competitive?

By staying on the cutting edge of Web-based technologies, we have positioned our company as the “go-to” resource for real estate information. We have actually had competitors tell us that they send their clients to our website because it’s the most comprehensive in the Atlanta market.

How is your office widening the focus of its marketing to reach international clientele?

With 1,600 foreign-based companies in Atlanta and 49 foreign consulates, we are truly an international, world-class city, seeing tremendous growth in the international arena after hosting the 1996 Olympics. Our website was the first in Atlanta with a translation function for home search in 11 languages and our agents are fluent in 17 languages to serve the needs of international clientele.

What is your company doing to sustain successfully through the current market adjustment?

We offer Internet lead-servicing classes so that our agents can have the tools to convert these clients. Additionally, we have a new relationship with Realtor.com that will allow our agents to position their listings in the Realtor.com Company Showcase program at a significant savings. Also, through our partnership with HomeServices Lending, we have recently introduced The Preferred Mortgage Rate Home Program; a unique marketing program that allows us to arrange preferred financing exclusively for qualified buyers who finance their purchase through HomeServices Lending at a price and terms acceptable to the seller. The seller-funded package will be used to offer a below-market interest rate for the purchaser of the home.

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