“On the advertising side, many people say print is dead, but not everybody is on the Internet,” says Bruce Ailion of RE/MAX Town and Country in Woodstock, Ga. Read on for Ailion’s insight on working with international clients, sparking innovation and maintaining recognition.
RE/MAX Town and Country
Region served: North Atlanta
Years in real estate: 37
Number of offices: 6
Number of agents: 150
Best tip for getting the right listing price: While data is instrumental, it’s ultimately the buyer/market that sets the price.
Best tip for dealing with difficult customers: If I sense that a person is going to be difficult, I recommend that they work with someone who may be better able to serve them.
Best time management tip: Be happy, be engaged, show you care, and know your numbers.
What strategies do you have in place that have enabled your firm to find success when working with international clients?
Not only is Atlanta on the world map, but I have exhibited at property shows in Israel and London, and am considering a show in China this year. I also participate in local World Affairs Council and Chamber events. The properties we market are viewed internationally, and most of the sites we use translate the information into the language of the destination country. We’re also committed to respecting our clients’ cultural predispositions. This means we take the time to learn and understand their customs, negotiation style, expectations and how trust is established.
With all the technological and Internet innovations available today, which ones are serving your team best?
At the company level, the primary product that’s brought us success is RE/MAX LeadStreet. We’re also using Happy Grasshopper for drip marketing, Sendsations for mailing postcards to past clients and The Personal Marketing Company’s long-term follow-up program. In addition, we utilize Top Producer and Follow Up Boss to keep track of inbound leads and Better Voice to route calls to the correct agent.
Are you still designating any of your marketing investments to print media?
On the advertising side, many people say print is dead, but not everybody is on the Internet. When looking for buyers and sellers, it’s important to take advantage of all the tools that are available. That says, in the RE/MAX setting, advertising is a decision that’s left to the agent.
How are you and your team members using The Real Estate Book to ensure you stay top of mind in the communities you serve?
The Real Estate Book is one more place where people see the company and my picture, leading to a higher level of recognition. Not only do we have a prominent position on the back page—occasionally taking the front page to feature a home—The Real Estate Book distributes 20,000 copies of the magazine in our market area and mails them to people who request a copy. The magazines are also delivered to major corporation’s relocation departments and the local Chamber of Commerce.