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For Brad Nix, managing director of ERA Sunrise Realty – Path & Post in Canton, Ga., November 12, 2013 (11/12/13) is more than just a quirk of the calendar. In fact, after undergoing a complete rebrand and reorganization of the team, it’s the day Path & Post was born—a feat that couldn’t have been accomplished without the guidance of real estate sales and marketing software company BoomTown.

“BoomTown has become our system of record,” says Nix, who explains that the platform provides more than meets the eye. “BoomTown checks off a lot of the resource boxes. It’s our CRM, our front-facing public website and a big part of the customer experience as a whole.”

First introduced to BoomTown during a Hear It Direct real estate consumer conference, Nix notes that the decision to partner with the company came to fruition when he was looking to add a CRM to the mix of tools available to the firm’s agents.

“We wanted to add a CRM, which didn’t exist at the time, as a way to build a database and follow up systematically over time,” says Nix, who points to the BoomTown platform as a key piece of the puzzle when it comes to the firm’s continued success.

“BoomTown has provided us with a site that’s not only visible, but also optimized to capture customers during ‘the zero moment of truth’ when they’re dreaming about purchasing a home—before we’re even aware they’re in that phase,” says Nix.

While some agents get lost in trying to buy a silver bullet, thinking technology will take care of everything, Nix can’t say enough about the importance of creating a blend of people and process.

“The BoomTown platform provides some automation to make sure we keep in touch,” says Nix. From e-alerts that provide leads with the information they’re looking for, to a smart-drip system to people on the team—as well as the ability to schedule to-dos that prompt the agent to step in—the process is blended from the point of nurturing the lead all the way to conversion.

“We’ve never had a tool that converts as well as BoomTown,” says Nix, who goes on to explain that all the information agents need to make a conversion is at their fingertips.

In addition to helping the firm close more deals and generate more business, BoomTown also provides transparency into the numbers. “Not only does BoomTown provide us the ability to check ourselves against past benchmarks, we can also use the platform to compare how our agents are performing, which is huge,” says Nix.

And the icing on the cake? The ease of working with the team at BoomTown.

“They have risen above the vendor level to being a business partner on many levels,” concludes Nix.

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