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Real estate is an extremely complex industry. From tracking market changes to connecting with clients and acquiring new listings, the average real estate professional tackles a heaping plate, daily. However, with the right toolset, it’s possible to work not only faster, but smarter.

The National Association of REALTORS®’ Realtors Property Resource® (RPR®) , the largest comprehensive database of parcel-centric property information in the industry, can step in to help you bolster your branding, become more efficient, and position yourself as the prime source of real estate information, seamlessly.

An exclusive benefit to NAR REALTOR® members, RPR aggregates hundreds of datasets on more than 160 million properties, acting as an online real estate library with no public access, which now features a mobile app: RPR MobileTM.

“When my buyers call me and say they like a home they’ve seen online, I can one-up the consumer portals by sending them a detailed property report from RPR that includes not only the basic property details, but also a home’s entire history and neighborhood information,” says Nicole Nicolay, a REALTOR® Associate with the Engel Group at J. Rockcliff REALTORS® in Pleasanton, Calif., who notes that RPR is an integral resource for her business.

The tool provides an all-inclusive report with details like demographics, tax assessments, public records, default, REO, foreclosure and pre-foreclosure data, as well as MLS/CIE-provided information, zoning, liens, school districts and flood plain maps. The fact that it’s included in your NAR dues only sweetens the pot.

“The RPR mobile app gives me the power to have all the answers and information I need no matter where I may be,” says Nicolay. “Whether I’m at an open house, out with a client or taking my kids to basketball practice, I can easily retrieve the info I need to immediately answer my client’s question or schedule a showing.”

With REALTOR® parents, Nicolay has been involved in the real estate business her entire life. “Even as a child, I walked farms, worked in the office and helped out with marketing tasks.”

In 2005, Nicolay launched her first two real estate marketing companies—Effektive Solutions and Agent Evolution—which have both since been acquired. While Nicolay is a marketing pro, she is actually a new agent. “I got my real estate license in July and joined my parents in the family business,” she explains.

What does Nicolay love most about using RPR? The efficiency.

“When I meet potential clients at my open houses, I always offer to send them a property report or neighborhood report from my mobile phone while talking to them,” says Nicolay, who notes that these easy-to-use reports are her favorite RPR feature.

“I also love that I can be without my laptop or iPad and simply use the RPR app on my phone to check out a property, get the specifics and use the one-touch button to call the agent for a showing.

“In addition to sending property and neighborhood reports to existing clients, I also send market activity reports to past clients,” says Nicolay, who chooses a few past clients per week and sends them a market activity report for their area with a personal note attached, helping to strengthen her relationships.

RPR also goes a long way toward bolstering Nicolay’s personal branding, with customizable reports and data that is easy to create and deliver.

“My company branding and contact info are on the cover of every report I generate,” explains Nicolay. “So if potential clients receive a report via email or take a printed report from one of my open houses, I know they are always able to reach me, and know exactly who provided them with the information.”

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