RISMEDIA, November 15, 2011–This month, Prudential California Realty is revealing its transformation from a traditional brokerage to a revolutionary and innovative real estate company of the future. The company’s re-tooling has been in the works for over three years and is now being revealed with the grand opening of Prudential’s Fullerton Business Center. To support the center’s innovative technology, Prudential is simultaneously rolling out an entire Agent package of cutting edge technology and marketing tools called InsideAdvantage.
The Transformation of a Traditional Brokerage
The transformation began in 2010 when the firm went paperless. Online broker files give Agents and Clients convenient access from any location. Contract signatures are completed electronically via email, iPad or even on a mobile phone screen. In addition, Agents have access to their listing presentations on their iPads and mobile phones. Time consuming tasks have been automated so Agents can focus on spending more of their time on personal customer service.
With Prudential’s new Online Media Center, marketing materials and videos for Agents are just a few clicks away! Each resource links directly to the Agent’s social media sites, making the task of keeping up with media, marketing, and social media simple and easy.
Prudential is also integrating mobile technology for each listing. The new PruMobile system provides text information to consumers directly from the Agent. QR Codes link directly to Agent’s websites, video, or to specific property information. Agents also have their own YouTube Channel to market properties online. In addition, Prudential’s Online Sellers Advantage is transforming the traditional open house into a Global Open House. Buyers are automatically sent an invitation to open houses that fit their search and listings are sent out in six languages.
Higher Customer Expectations
What prompted many of these changes and advancements? Customer demand. Prudential found that many clients were more technologically advanced than most agents and wanted the convenience and efficiency they experience in other industries. Agents who adapted quickly to the new Prudential tools were winning listings against competitors who were without them.
Just one example of Customer demands is a recent California Association of REALTORS® survey showing that 80% of homeowners believe that a video tour would help the sale of their home. However, only 1% of Agents produce such tours. Prudential now creates a video tour of every listing and distributes it across the web via the company’s “PruTube” channel.
More for the Agent in a Tough Economy
Prudential President Rich Cosner’s passion to equip agents with the best tools in the industry was the other catalyst for change. The company made the bold decision to make the entire InsideAdvantage suite of tools free to the agents. In 2010, the company dismantled their entire e-team and began providing every agent with a free Realtor.com account so that all internet leads go directly to the Listing Agent. “Too many Brokers charge fees for technology, fees for online tools, and more fees for marketing services. Our model empowers agents with resources they need to succeed at no cost to the Agent,” said Cosner.
The Office of the Future
Agent mobility and client convenience are factors that prompted the concept of the new Fullerton Business Center. Rather than the limitations of a single office, the Business Center represents the office of the future. It is an extremely high-tech environment with impressive design and technology. The concept is an office with many locations served by one hub location. Agents and their Clients get the resources of a thriving large office along with the convenience of the Business Center locations.
Pudential’s Fullerton Business Center is open for tours this week. InsideAdvantage is in the hands of Agents who are already trained to use its powerful features. The company is planning a major expansion of the Brea Regional Office in coming months and will open 3-4 additional Business Centers in the coming year. For more information, please contact Tom Pelton at 714- 990-1111 or at Tom.Pelton@mailpcr.com.