Agent Adoption of Technology

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Agent Adoption of Technology
Kevin Kaplan, VP of Marketing & Technology
Long Companies

Published in: Real Estate
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Agent Adoption of Technology

  1. 1. Agent Adoption of Technology Kevin Kaplan VP Marketing & Technology Long Companies
  2. 2. The Hurdles for Agents <ul><li>Generational Differences </li></ul><ul><li>Acceleration of Technology Curve </li></ul><ul><li>Too Many Choices </li></ul><ul><li>Breaking Existing Habits </li></ul><ul><li>“ Intimidation Factor” </li></ul><ul><li>Bad or Lack of Advice </li></ul>
  3. 3. Impact to Brokerages <ul><li>Ability to Service Clients </li></ul><ul><li>Lower Productivity </li></ul><ul><li>Low Usage of Brokerage Tools = low ROI </li></ul><ul><li>Agent Recruiting & Retention Issues </li></ul>Brokerages Need to Take a Leadership Role in Agent Adoption of Technology
  4. 4. Long Companies Solution <ul><li>Consultative Approach to Agent Marketing </li></ul><ul><ul><li>Training Tracks to Improve Agent Marketing with Technology </li></ul></ul><ul><ul><li>One on One Agent Consultations </li></ul></ul><ul><ul><li>Centrally Managed </li></ul></ul><ul><ul><li>Creation of Trainer positions in Marketing/IT </li></ul></ul><ul><li>Long Realty Tools Integrated into Agent MAP </li></ul>
  5. 5. Agent MAP Training
  6. 6. Agent MAP Training Tracks <ul><li>“ Getting Business With Your Website” </li></ul><ul><li>Enhancing Websites </li></ul><ul><li>Promoting & Tracking Your Website </li></ul><ul><li>Converting Website Traffic to Business </li></ul><ul><li>“ Showing Value to Sellers & Buyers” </li></ul><ul><li>The Listing Presentation </li></ul><ul><li>Marketing the Listing with Technology </li></ul><ul><li>The Buyer Presentation </li></ul><ul><li>“ Marketing Yourself” </li></ul><ul><li>Your Marketing Message </li></ul><ul><li>Target Marketing by Generation </li></ul><ul><li>Using Social Media to Market Yourself </li></ul>
  7. 7. <ul><li>Hands On, Small Group Classes in Offices </li></ul><ul><li>Instructor + Helper </li></ul><ul><li>Recorded on Video </li></ul>
  8. 8. Detailed Class Workbooks
  9. 9. Agent MAP Intranet Portal
  10. 10. Track Your Progress Request Consultation
  11. 11. Enroll in live class Watch Video Get Workbook
  12. 12. Agent MAP Promotion
  13. 13. Email Promos: Agent Video Testimonials
  14. 14. Agent MAP Tracking
  15. 15. Managers Promote Classes
  16. 16. Track Participation by Agent
  17. 17. Track Company Tool Usage
  18. 18. Results? <ul><li>Agent Participation </li></ul><ul><ul><li>Over 1,500 attendees at live classes in 4 months </li></ul></ul><ul><ul><li>Over 5,000 downloads of Agent MAP class workbooks </li></ul></ul><ul><ul><li>Over 200 views of online Agent MAP videos </li></ul></ul><ul><ul><li>Over 50 agent one-on-one consultation sessions </li></ul></ul><ul><li>Increases in Tools Usage. Examples: </li></ul><ul><ul><li>400+ agent websites enhanced </li></ul></ul><ul><ul><li>79% increase in use of company Listing Presentation tool </li></ul></ul><ul><ul><li>52% increase in use of website Listing Activity Reports </li></ul></ul><ul><li>Agent Feedback </li></ul><ul><ul><li>Increase in Value of Company Tools </li></ul></ul><ul><ul><li>Better Internet Marketing Habits - Increased Traffic, Leads </li></ul></ul><ul><ul><li>http://www.youtube.com/watch?v=cw7IV-KBGts </li></ul></ul>

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