Beth Shea Palmer is a Hawaii-based freelance writer with nine years of experience reporting and editing for the Chicago Tribune, AOL, Advertising Age, and other publications. Connect with Beth at bethsheapalmer.pressfolios.com.
Give Agents the Tools to Prioritize Clients
By leveraging technology, one Portland, Ore.–based brokerage is freeing up agents’ time so they can focus on building relationships with customers.
September 16, 2015
Broker to Broker hears from Kelly Yock, president, and Steve Nassar, vice president of sales and marketing, at Premiere Property Group in Portland, Ore., in part three of a four-part series on how to build a client-centric culture.
As leaders of the second largest real estate company in the Portland, Ore., area, Kelly Yock and Steve Nassar operate on the belief that the support and services they provide to their agents will translate into top-notch service for their clients.
“We’re trying to partner with our [agents] in everything we can do,” Yock (pictured, left) says. “We are examples of what we want them to be.”
Primarily, Yock and Nassar try to put time and money back in agents’ hands through shared services, low desk fees, and efficient technologies that coordinate, produce, and deliver state-of-the-art marketing materials. These services trickle down to the client in the form of agents’ time and attention, as well as first-class marketing materials.
Part one: Joseph and JoAnn Callaway, broker-owners of Those Callaways in Scottsdale, Ariz., share insights on how to put clients first.
Part two: Patricia Choi, president and principal of Choi International in Honolulu talks about how consistency and southern hospitality have helped her build a client-centric brokerage.
Part four: Find out why Nelson Goulart, broker-owner of Better Homes and Gardens Real Estate Signature Service outside Toronto, swears by the power of ratings and reviews.
Paramount to Premiere’s success, Nassar says, is an in-house, web-based, all-inclusive marketing portal. Once agents take on a new listing, they can order comprehensive marketing materials that are coordinated and delivered through Premiere’s system with just a few clicks.
Through the portal request system, agents can order video — which includes voiceovers by a former broadcast reporter — and photography for their listings, 3-D virtual tours, individual property websites, and marketing materials with custom URLs and QR codes linking to a custom individual property website. Premiere’s individual property websites allow for more photography and detail than a typical MLS listing, but both benefit from cross-linking between the two locations. Agents pay about $1,000 to access to the portal-requested marketing materials, but are billed after the agent receives their first commission check, or after six months.
“We create really tightly knit marketing presentations that are phenomenal and get results,” says Nassar, adding that video has become essential in the increasing market for sight-unseen purchases in the Pacific Northwest. “Sellers want to list with [our agents], and buyers eat it up.”