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- 1. EXPECT BETTERSM BE BETTER®: WHY BETTER HOMES AND GARDENS REAL ESTATE AND WHY NOW
- 2. EXPECT BETTERSM Why Better Homes And Gardens® Real Estate? There are a lot of options in residential real estate today, but only one offers: A chance to be on the ground-floor of the brand of the future Association with a brand name that America knows and trusts The opportunity to be relevant to your clients and sphere of influence every day of every year—not just during transaction windows What does this mean to you? …
- 3. EXPECT BETTERSM BE BETTER®: WHERE REAL ESTATE IS GOING… AND WHY WE ARE LEADING THE WAY
- 4. EXPECT BETTERSM Real Estate 1.0Broker Driven The Evolution of Real Estate
- 5. EXPECT BETTERSM Real Estate 2.0Agent Driven The Evolution of Real Estate
- 6. EXPECT BETTERSM Real Estate 3.0Consumer Driven The Evolution of Real Estate
- 7. EXPECT BETTERSM Real Estate 4.0Consumer Data Driven The Evolution of Real Estate
- 8. EXPECT BETTERSM A Lifestyle Brand
- 9. EXPECT BETTERSM BE BETTER®: BRAND PROMISE & CULTURE
- 10. EXPECT BETTERSM Brand Promise Empowering our brokers and agents with excellent service & innovative tools Better Homes and Gardens® Real Estate is creating exceptional real estate experiences by:
- 11. EXPECT BETTERSM Brand Promise Helping our customers find their dream homes through personalized service Better Homes and Gardens® Real Estate is creating exceptional real estate experiences by:
- 12. EXPECT BETTERSM Brand Promise Cultivating people’s passion for their homes through our unique lifestyle content Better Homes and Gardens® Real Estate is creating exceptional real estate experiences by:
- 13. EXPECT BETTERSM Our Core Business Values Confidential and Proprietary Information of Realogy Holdings Corp
- 14. EXPECT BETTERSM BE BETTER®: THE POWER OF BETTER HOMES & GARDENS®
- 15. EXPECT BETTERSM The Better Homes & Gardens® Brand
- 16. EXPECT BETTERSM Sources: comScore Multiplatform 2015, MRI comScore Fusion June 2016, Meredith Brand Licensing 2016 Buying Study An American Icon
- 19. EXPECT BETTERSM Our Brand Family
- 23. EXPECT BETTERSM Ranch & Resort
- 26. EXPECT BETTERSM BE BETTER®: LEAD GENERATION— HOW WE CAN HELP YOU BUILD YOUR BUSINESS
- 28. EXPECT BETTERSM How can Zap help your business Track Consumer Activity: Agents empower their clients and prospects with the most accurate listing data available with Zap. Then Zap monitors consumers online, showing agents when consumers save a search or favorite a house. Get Actionable Insight: Using intelligent algorithms, Zap creates a ZapScore™ which tells an agent when a consumer is ready to close. Hyper-Target Lead Efforts: Agents now know which of their clients and prospects deserve their attention first. Fuel Growth: Zap identifies and sorts active clients, active prospects, and new leads for you. Streamlined Client & Prospect Management: Zap makes it easier to manage more consumers at all stages of the buying or selling process. Automated Marketing Campaigns: With Zap, it’s easier than ever to keep everyone engaged. Connect On The Go: Manage your business no matter where you are with the Zap CRM and mobile CRM app. Proactive Planning: Zap metrics provide a clear vision for growth, helping you to build your business for the future.
- 29. EXPECT BETTERSM New Consumer Mobile App
- 30. EXPECT BETTERSM BE BETTER®: UNIQUE CONTENT TO HELP YOU STAY TOP OF MIND
- 31. EXPECT BETTERSM Consumer Photo Library
- 32. EXPECT BETTERSM BE BETTER®: TURNING LEADS INTO SALES
- 34. EXPECT BETTERSM Digital Marketing Center
- 35. EXPECT BETTERSM Print Marketing Center Create Professional Printed Materials
- 36. EXPECT BETTERSM Personalized Gift Subscriptions
- 37. EXPECT BETTERSM Generic Magazine Subscriptions Office Open Houses Closing Gifts Cost $4.97
- 38. EXPECT BETTERSM BHG Books Closing Gifts Giveaways 50% Discount
- 39. EXPECT BETTERSM Floral Arrangements Discount for agents 20% OFF
- 40. EXPECT BETTERSM A Competitive Advantage v
- 41. EXPECT BETTERSM BE BETTER®: HOW WE INVEST IN YOUR CAREER
- 42. EXPECT BETTERSM Skill Development Instructor Led Virtual Classes Virtual Continuing Education Classes Self-Paced Classes In-Market Programs Monthly Greenlight Series
- 43. EXPECT BETTERSM National Customer Service Team Phone: 1.866.616.4BHG Email: help@bhgrealestate.com • 6:00 AM Eastern Monday - 11:59 PM Eastern Friday • 7:00 AM Eastern - 11:59 PM Eastern Saturday and Sunday • Coverage on major holidays
- 44. EXPECT BETTERSM BE BETTER®: THE TIME IS NOW TO JOIN OUR TEAM! ®2017 Better Homes and Gardens Real Estate LLC. Better Homes and Gardens® is a trademark owned by Meredith Corporation and licensed to Better Homes and Gardens Real Estate LLC. Better Homes and Gardens Real Estate LLC supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office is Independently Owned and Operated.
Editor's Notes
- Don’t forget to thank them for you their time and let them know you are excited to meet with them and to get to know them and their business Ask questions, get them to open up: Before we talk about the industry and our brand, I want to know about you, your goals, and what a brand and a company can do for you… (listen and take notes) Then go through this slide
- In the 1980’s, brokers were the gatekeepers of information and controlled all aspects of the transaction. They controlled the flow of information to agents and consumers alike.
- In the 90’s, agents were at the center of the transaction and guided consumers through the entire process. Agents had access to and were in charge of everything. Advertising centered around agents promoting themselves.
- When BHGRE® was launched in 2008, we saw the age of the informed consumer. Consumers played an active role in finding their dream home with the use of the internet. The role of the agent became that of a trusted advisor guiding consumers through the process with their experience and knowledge.
- Today, the consumer data provides a wealth of insights to predict when a consumer will be likely to buy or sell a home. This empowers real estate professionals to provide personalized, proactive service. BHGRE® is at the forefront of this exciting trend.
- Our unique positioning is that of a lifestyle brand. You may have heard the term before. Lifestyle brands form emotional bonds with consumers. Consumers are willing to pay more for these products and services. They transcend the actual transaction or functional role. They are relevant before, during and after the transaction. They offer a more personalized level of service which is what consumers of all ages seek. Lifestyle brands are the future. When you are able to have a real connection with consumers, you are automatically in a unique position: one that doesn’t have to compete on price. Instead you will compete in the more important arena: service. You will develop and strengthen bonds with your sphere that your competitors won’t be able to replicate. Your personal brand is unique, and with the backing of the Better Homes and Gardens Real Estate brand, you will be part of something even bigger that has the love and trust of tens of millions of raving fans behind you!
- In order to ensure Better Homes and Gardens Real Estate stays as the leader of a premier lifestyle brand we need to make sure that each and every agent within the brand creates exceptional real estate experiences. This can span the gamut from excellent and personalized service, with passion to use innovative tools to bring the lifestyle brand experience to buyers and sellers. Which is why here at my company, we are very selective with the real estate professionals we chose to work with.
- The brand is centered around a passion for the home. As Better Homes and Gardens Real Estate brokers and agents, we need to make sure that we are extending the passion into every interaction we have with our current, past and future clients.
- What’s more… this is a brand that cares about each and every agent in a direct way—from your welcome phone call from our brand’s headquarters to continuous training and support, to direct access to experienced service-oriented team members. BHGRE believes that your success is the key to the brand’s success.
- PAIGE represents the core values of Better Homes and Gardens® Real Estate that we live by each and every day. Without a passionate and an engaging perspective, we won’t be able to inspire our clients. However, once we inspire a higher level of emotion and energy in the home buying and selling process, in order to successfully build on our relationship with clients, we need to be authentic in our approach to service their needs. As the Better Homes and Garden Real Estate brand continues to grow, so will our brokerage. In order to do so, we have also incorporated PAIGE into the values of our company as we strive for excellence on a day to day basis. We are so proud to be part of a brand that has core values—the brand doesn’t just let any company in. We were selected because we live by these values, and we are building/have built a team who lives by these tenets in their professional and personal lives. ASK: How do you feel about our core values? Do they align with some of yours?
- When you work with us, you become part of a brand which is a real part of American culture: an iconic lifestyle brand that is well known and trusted. And what’s more, it inspires people’s passion for their homes.
- BHG enjoys 96% brand awareness. It is the most trusted lifestyle brand. More than 12mm people come to the magazine’s website each month. 40 million people read the magazine every month, representing 1 in 6 adults, 1 in 5 homeowners, 1 in 4 women. 27% of the brand’s audience is millennials. The brand has scale. But most important, the brand is trusted. In our business—if nothing else exists—it’s the presence or absence of trust that wins or loses the day. With this brand, you have the wind at your back and support under your feet. BHG and BHGRE will amplify the personal brand you have built, and the wonderful brand that our brokerage has built.
- In today’s highly competitive market, we want to ensure that you are well positioned for any listing opportunity—or any market segment—you want to go after. In addition to the core brand (top logo), we have listing programs for the urban, light commercial, waterfront, ranch and luxury markets. I will take you through each of them. NOTE: Depending on the time you have with each agent and their specialty, you may want to skip through any brand segments that are not relevant to that agent.
- First, we’ll start with our core brand. The look and feel is totally unique. It is warm and is grounded in the emotional connection people have with the brand. The use of design elements, even picking the unique color green that tested well with both males and females—is unique in the market. This is just a small sampling of marketing templates available in the Greenhouse for you to customize—ranging from business cards to yard signs to web commercials, virtual tours, and postcards. We have everything today’s real estate professional needs for personal and listing-level marketing, for both print and online. Demonstrate success: give one short example of how your agents have used one of the marketing tools
- To earn the attention of next-generation customers, you need a marketing program that’s both on the leading edge and grounded in a trusted heritage. With our Better Homes and Gardens® Real Estate Urban Properties offering, you can create a modern marketing program that’s in step with your customers—and properties—in city-center locations. What’s great about this program is that it doesn’t need to be reserved for listings in the center of big cities like NYC or LA. It can be perfect for that new loft apartment listing you’ve earned in any city in the country. That’s the goal: flexibility to use brand marketing to put your listing’s best foot forward. This program unites our direct-marketing capabilities, attractive advertising discounts and other promotional tools in a fresh, contemporary package designed to help you rise above the noise and earn the confidence of customers looking for the urban lifestyle. As with our core program, we have a full range of online and offline materials available for your use and easy customization in The Greenhouse.
- To successfully grow your revenue in today’s dynamic marketplace, you need more opportunity to represent new types of properties, generate fresh leads, and, ultimately, generate additional income streams. Some of our agents encounter commercial opportunities in the course of their residential work and, increasingly, we want the option to capitalize on them. BHGRE Commercial offers a specially designed program to ensure you can make the most of those opportunities when they arise. This program is available for a wide range of commercial listings that offer great revenue potential: • Retail, Shopping Center and Hospitality Properties • Farm and Ranch Land • Office and Industrial Space • Multi-family housing • Special Purpose, Industrial and Vacant Land It is a program that has been designed to speak to those commercial listings, but still be grounded in the strength of our brand. We use the color green, and the grass ‘bug’ in the logo, but opt to call it BHGRE Commercial, because we felt it was more appropriate for non-residential listings.
- Better Homes and Gardens Real Estate Ranch & Resort is your premier resource for ranches, farms, land, rural properties, and resort properties for sale. Better Homes and Gardens Real Estate Ranch & Resort provides a unique look and feel for all of your listing and personal marketing needs- from signs to printed materials this will be sure to stand out and attract this very exclusive client.
- Better Homes and Gardens Real Estate Waterfront Collection provides you with an exclusive and unique way to successfully grow your oceanfront, lakefront and/or riverfront business. Using the serene look and feel of water, we have provided a set of branding and marketing tools for your use in this space. Waterfront Collection provides a wide array of beautifully designed resources for all of your listing and personal marketing needs- from signs to printed materials.
- Successfully marketing high end real estate is both an art and a science, which we’ve carefully blended into a unique program designed to help you attract high end sellers and market to high end buyers. Sellers of high end homes expect that your marketing program be exclusive and promote the uniqueness of their property by using distinctive branding and marketing tools. Our Distinctive Collection by Better Homes and Gardens Real Estate® program provides just these types of tools. Distinctive Collections offers: A dedicated website designed for high-end listings, bhgrecollection.com Distinctive marketing materials Attractive advertising discounts Specialized training Unique direct-marketing tools targeted at your customers and prospects Distinctive Collection by Better Homes and Gardens Real Estate will give you the competitive advantages you need to successfully build your book of luxury business.
- When you join BHGRE, you will have the benefit of the Zap platform which is a fantastic system that allows real estate professionals to generate, manage and cultivate internet leads. As part of BHGRE, you will receive a personal website, a mobile CRM app, and predictive analytics to help you make sense of business coming from the web.
- With a BHGRE Zap site, you will also be able to leverage the new BHGRE Zap App for iPhone and Android, allowing buyers to search for listings by town or by map, review neighborhoods and save their favorite searches. This includes a mobile CRM app to keep you connected.
- So you may be wondering how exactly do we build long lasting relationships with our clients and stay in touch with them over time right?
- Our brand’s mission is to represent and serve the consumer’s perspective. Why consumers dream about and strive to be homeowners. As a result, our brand has created a brand identity for you to use that will help you authentically position yourself as a service provider for the most important transaction of their life.. And beyond. Although much of your property marketing will use photos you take of your listings, from time to time, we realize that you need professional, high quality photos to include on your website, your blog, or various print marketing materials you create. These photos—which are all available for you to use in your marketing—illustrate both the real estate part of our services and the emotional reasons people work with us. Because they can Expect Better: a better experience, a better life. These photos show the end goal of why we go through this most important, sophisticated, sometimes heartbreaking, sometimes frustrating, transaction. The BHGRE brand will give you an advantage over every other brand in real estate: because we are the only brand that is relevant 365 days a year in someone’s life. .
- The Greenhouse is Better Homes and Gardens® Real Estate’s one stop shop for all tools and system provided by the brand. This very easy to use website is available to all of our agents to leverage each and every day as you work with buyers and sellers. From marketing tools, to online training, The Greenhouse was created in a format that makes it very easy to find the tools you are looking for.
- When our agents are looking for templates they can customize to market themselves or their listings online, The Digital Marketing Center is where they go, offering hundreds of templates in the form of eCards, eNewsletters, or a variety of brochures and flyers that can be printed at home or in the office. The Digital Marketing Center is our agents’ one stop shop for all eMarketing and the best part is, not only is there no additional fee to create eMarketing materials, the platform also allows you to review reports on how well your marketing campaigns are being received.
- Through The Greenhouse, each agents can access the Print Marketing Center for all professional printing needs. This includes flexible business card designs, flyers, brochures, newsletters, stationary , postcards and more. Branded items such as shirts, bags, coffee mugs and much, much more are also available for online ordering.
- You have probably been wondering how you can leverage the well known Better Homes & Gardens® magazine. Well, first off, we have negotiated a special discount on the price of a one-year, 12-month subscription. In addition to just providing our agents with a discounted subscription, we have created a program that allows our agents to include the company logo, their headshot and a short personal message on each monthly subscription. Plus, when you order a personalized postcard is also sent to the recipient, letting them know that you placed a subscription order on their behalf. For just under $15 per subscription, just over $1 per month, you can ensure you are reaching past clients or potential clients every 30 days with a magazine title synonymous with not only your real estate brand, but with helpful tips and articles with a focus on a passion for the home! There are many ways to take advantage of this program besides a closing gift. For example, why not ask your local doctor if they would like to have a subscription. Each patient sitting in the waiting room is now a potential buyer or seller! Think how powerful (and easy) it would be to have magazines on coffee tables and waiting room tables all over your market with your picture and contact information on the cover!
- Better Homes and Gardens Real Estate affiliated agents also have the exclusive opportunity to send magazine gift subscriptions to past clients or potential clients. Agents can chose from over 10 Meredith publications including Better Homes and Gardens, Family Circle, and Traditional Home for only $4.97 per subscription.
- The magazine is not the only way we can take advantage of our affiliation with Better Homes and Gardens®. There are a variety of book titles which are also great gifts and we have negotiated a significant discount on these books. What first-time homebuyer wouldn’t find value in The Big Book of How To?
- The brand continues to branch out in strategic ventures and Better Homes & Gardens® Flowers by FTD is just another great example. Looking to add a little color to your buyers’ new home, why not place an order to deliver BHG flowers after the closing? Of course, discounts are also provided to our agents with this gift program as well.
- Do you include, as part of your listing presentation, that you will send a just listed postcard to the local community surrounding your seller’s home? What if instead of mailing a postcard to random neighboring homeowners, you could target market to local residents who could be a better candidate to purchase that home? Now you can! The publishers of Better Homes & Gardens® magazine, and many other titles, have one of the largest consumer databases in the county. The PinPoint tool is exclusive to BHGRE affiliated agents. The audience in this exceptional database is comprised of tens of millions of Meredith Corporation subscribers of their various magazines. This database is not just a list of names and address, but each name is attributed to hundreds of demographic data points based on recent purchases, magazine subscriptions and completed surveys, that allow our agents to select a mailing list by market segment, household income and even current home value. Imagine explaining to a seller that only as a Better Homes and Gardens Real Estate agent can you offer this exclusive target marketing tool to them. You can even access the tool prior to your listing appointment and print out a flyer that illustrates the number of potential buyers that exist in the database that you could mail to. We are always trying to ensure our agents can bring to the table something no other agent can and PinPoint is a tool that sets us apart from other agents and companies in the community.
- Of course, with all of the topics that we have been talking about, our agents needs to be able to not only know they exist and are available, but they must able to select the tools that they believe will help them build their business in a way that is easy and efficient. In addition to company specific training that I will review shortly, the brand also provides a variety of skill based training from live instructor led product learning classes to self paced training, to in market programs to topical monthly virtual training such as the Greenlight Series. We also offer a 40% discount on virtual Continuing Education classes.
- In addition to company related issues that might arise that our office managers and company staff can assist our agents with, Better Homes and Gardens® Real Estate also provides agents with a Customer Support team that is available from 6:00 am eastern Monday to 11:59 pm Friday and 7:00 am eastern to 11:59 pm eastern on Saturday and Sunday. They can answer your questions by phone or email. If you have a question related to any tools in The Greenhouse, from entering Distinctive Collection listings into the listing editor, to questions pertaining to your agent profile, to how to access the Meredith database through PinPoint, the Customer Support team is waiting to assist you.
- Note: Close, close, close. Discuss why now is the time to join forces with your company. What is holding them back? Continue to ask questions. Lead them down the path of self-discovery. If they are not ready to join your company now, as a next step, ask the agent if it is ok for you to email them a complimentary introductory business planning tool. Here is the link: http://www.therealrecruiter.com/business_plan/business_plan.php ALWAYS set up your next step with the agent before you end the meeting. Remember that it may take up to 14 valuable contacts with this agent before they are ready to join you.