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Top 5 Member Profile: Communicating the Right Message

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By Lesley Geary

TOP 5 IN REAL ESTATE NETWORK, May, 2009-Brian Jannone
Prudential New Jersey Properties
Years in real estate: 23
Region Served: North Central New Jersey
Average sales price in your market: $500,000
Average number of days a home spends on the market: 120-180

What strategies do you employ to communicate with and stay connected to your clients and prospects?
I am a Brian Buffini fan, so we use many of his systems for keeping in touch with clients. I find that much of my business is from referrals from other clients, so it’s a must that I have systems in place to keep me connected.

How have you had to update your communication methods to keep pace with today’s consumers?
Internet-big time-and about two years later than we should have. About a year ago we invested in a Number 1 Expert website. We are also involved in social networking and we are evolving. Now with Top 5, we will enhance our website with viral marketing and video streaming. All of this will help us with our website and make it really strong.

Why did you become a member of the Top 5 in Real Estate Network®?
We went to the RISMedia Leadership Conference in New York and thought it was excellent-they really helped me learn about blogging and utilizing the Internet. At the event, I heard about Top 5 and was intrigued. I attended a seminar about Top 5 and was really impressed. Top 5 is out there promoting you and providing you with informational materials you can share with your clients. Then, of course, you have great people behind the program. Lastly, I heard from other agents who joined and loved the program, and thought, “There you go.”

How are you utilizing Top 5 consumer materials (ie, brochures, door hangers, Resource Center videos and news, etc.)?
We have the Top 5 link on our website-all you do is click on that and it brings consumers to timely articles and videos on everything to do with real estate. We are using the informational brochures on listing appointments and when meeting with expired listings. We will be delivering the Four Rs of Short Sales brochure to local attorneys. Plus, I really like the response I got from the Top 5 team in getting me up to speed on how to best use the program.

The other thing I really am looking forward to is the Top 5 directory. When I refer business to someone in another zip code, I want to be able to send my people to only the most serious and best agents. So I expect to use the Top 5 directory a lot. After all, I want my clients satisfied.

How does having your own team help you in today’s market?
Teams are great. My first reason is for support. We all help each other and feed off each other. I find collectively being able to have our own full-time administration person and someone to do all of our tech work helps so much.

What type of messaging works best in your promotion and marketing materials?
The power of the team. We let them know that we are different because of the team. We run an “office within an office” concept. There is nothing like “power in numbers.”

What is the key to a successful life in real estate?
Balance. The hardest thing I had to learn was to tell the client that I could not meet with him or her on a Saturday. It took me a long time to learn.

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