RISMEDIA, September 9, 2010—Alan Marks, president/owner of Realty Executives Boston West in Framingham, Massachusetts takes pride in his company’s entrepreneurial spirit and their ability to make things happen on a real-time basis. Here, Marks discusses how his company provides a uniquely personalized experience for their Realtors without the corporate bureaucracy.
Region served: Metrowest Area of Boston
Number of offices: 2
Number of agents: 30
Average listing price: $343,000
Average time on market: 55 days
Key to staying profitable: Fill your company with the right people and understand what drives their business. Then focus your efforts on delivering the services, resources, tools and solutions your agents need to thrive in any market.
Motivate agents by…Consulting with them individually and listening to what their goals are. Help them create SMART (specific, measurable, attainable, realistic, tangible) goals and work with them to put together an action plan to accomplish what they are striving for.
How do you communicate and keep in contact with your customers?
My agents take advantage of an online marketing suite and communication tool called Executive Edge in order to communicate with their client base. By creating an online database, the referral network clients can then be assigned to specific groups, and depending on what group they are categorized into, they will receive target marketing designed specifically for them. All clients can receive an electronic newsletter on a monthly basis with national and local real estate information relevant to them. The program includes templates that allow my agents to reach out to clients through newsletters, e-mail and direct mail.
How are you keeping consumers educated about today’s buying opportunities?
We use a multi-channel approach to reach out to our consumers and keep them up-to-date about today’s buying opportunities. While electronic newsletters and e-mail are easy ways to do this, we also know how important personal phone calls and one-on-one meetings are in the education process. It is crucial to inform prospective buyers of the opportunities available through multiple media so they are always receiving something fresh and relevant from us.
What makes your company unique in today’s market?
The fact that we have taken the Realty Executives International brand promises to heart. We take pride in being an entrepreneurial company without corporate bureaucracy, so we can make decisions on site and make things happen on a real-time basis. We provide a uniquely personalized experience for our Realtors that is “all about them.” We work with them to set their individual goals. We work together to collaborate and share ideas and knowledge in order to grow their business, which, in turn, grows our business.