Harnessing the Power of MarTech Drives Results for Leading Independent Real Estate Brokerage
Kevin Patai, Director of Digital Marketing, Howard Hanna Real Estate Services
We are experiencing an unprecedented real estate market with fast-paced sales, a booming industry, and packed schedules – to say real estate is bustling right now, would be the understatement of the century. In this busier-than-ever industry, providing access to a central suite of martech tools is vital to the success of the agent and their company
At Howard Hanna, we’ve developed a proprietary platform,GoHanna, which is essentially the digital real estate office that grants our agents access to all the tools they need to be successful each day. As a commitment to technological evolution, the development o this platform not only enhances the overall business experience for agents but also allows our team to introduce revolutionary tools at a global level within our entire family of companies.
This platform provides agents with our integrated technology to connect them to vital resources with a single access point. With one touch, agents can log on to our customer relationship management systems, access customized marketing tools, and utilize our award-winning listing alert platform that helps our agents generate new leads. Additionally, we have taken great measures to increase the breadth and depth of our internal education platform to educate employees and agents to ensure the best possible experience for our consumers.
In order to meet the everyday demands of being a successful agent, many of our sales associates have realized that automated marketing can be a lifesaver
In order to meet the everyday demands of being a successful agent, many of our sales associates have realized that automated marketing can be a lifesaver. However, we know they can elevate their game, so we posed the question to ourselves…. what if agents took it a step further than automated tools and added some of the industry’s leading digital martech tools to their repertoire? Would that turn an automated life saver into a hands-ongame changer?
If automation is the name of the game, Howard Hanna utilizes tools that are invaluable for our agents – automated marketing, market shares and digital ads – to deliver mutual benefits to our agents and clients alike. These tools provide automated marketing pieces, market shares, and digital marketing to aid agents in their quest for handsoff solutions to rise to the top. These tools are available and automatic for each and every agent, with no additional effort required from the agent.
However, for agents looking for that extra boost, we’ve discovered that a more hands-on, custom approach to utilizing our martech tools can make a world of difference in delivering results. We evaluated active users in three of our systems – home valuation page, CRM, and Intelligent home search – to determine how much of an impact the use of these tools can have on an individual agent’s closing sales. These systems provide home valuation information, customer relationship management, and real time property searches for our clients. We determined active users by assessing various criteria including login frequency, active clients, and ongoing search alerts for each platform.
After reviewing a year’s worth of data, from September 30, 2020, to September 30, 2021, we determined that agents that utilize these tools on a regular basis increase their closed sales volume by approximately 36%. Ultimately, the use of these tools lead to an average of nearly 10 more properties closed in comparison to their peer agents during the same time frame.
As with many facets of life, there is no doubt that putting in extra effort will help you achieve results and martech is no different! Whether you sit back and automate or build a custom approach to your marketing – we wish you a happy and safe season of selling.
About Howard Hanna: Howard Hanna Real Estate Services is the #1 family-owned and -operated broker in the U.S.A. The full-service real estate company has more than 400 real estate, mortgage, insurance, title, and escrow service offices across 11 states, including Allen Tate Realtors® in the Carolinas and The F.C. Tucker Company in Indiana, with more than 13,000 sales associates and staff, including many of the industry’s top-producing real estate agents.
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