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MARKETING,
BUSINESS, TECH
INSIGHTS FROM
#ICNY 2016
&
Each year, countless
agents, brokers, and other
real estate industry pros
gather in the Big Apple to
network and learn the...
Here are more than 50 of the
most intriguing, thought-
provoking, and eye-opening
insights from the top business
minds (fe...
SUE ADLER
REALTOR AND CEO
SUE ADLER TEAM
#ICNY
INSIGHTS
It's all about creating
engagement through
creative content. Push
...
LISA ARCHER
CEO
LIVE LOVE INTERNATIONAL
The best CRM out
there is the one that
you use. None of
them matter if you
don’t u...
ZVI BAND
CEO AND COFOUNDER
CONTACTUALLY
#ICNY
INSIGHTS
Regardless of whether
you use Zillow or buy
ads or go on social
med...
WENDY BANNER
ASSOCIATE BROKER
THE WENDY BANNER TEAM AT
LONG AND FOSTER REAL ESTATE
#ICNY
INSIGHTS
It’s all about managing
...
NICK BALDWIN
CEO, NORTH AMERICA
BALDWIN DREAM TEAM AT KELLER
WILLIAMS NJ METRO GROUP
#ICNY
INSIGHTS
Facebook ads are
more ...
MATT BARBA
CEO AND COFOUNDER
PLACESTER
#ICNY
INSIGHTS
Every agent needs a
common operating
system. Technology is
taking ov...
LEIGH BROWN
CEO
LEIGH BROWN & ASSOCIATES
#ICNY
INSIGHTS
We can't count on
the industry to educate
Realtors. If you want
yo...
SEAN CARPENTER
DIRECTOR OF TRAINING
CB WEST SHELL/KING THOMPSON
#ICNY
INSIGHTS
Standing out from
the noise used to mean
‘t...
JARED COHEN
MARKETING MANAGER
TOWN RESIDENTIAL
#ICNY
INSIGHTS
When I create content,
I ask myself three
questions: Is it
i...
SETH DAILEY
COFOUNDER
THE DAILEY GROUP OF
KELLER WILLIAMS REALTY
#ICNY
INSIGHTS
You can only improve
what you measure. At
...
SAMANTHA DEBIANCHI
FOUNDER AND REALTOR
DEBIANCHI REAL ESTATE
#ICNY
INSIGHTS
It’s great to be aware
of all the social
chann...
GWEN DAUBENMEYER
CEO AND ASSOCIATE BROKER
THE INTEGRITY TEAM AT RE/MAX
#ICNY
INSIGHTS
Buyers and sellers
research online, ...
CHRISTINA ETHRIDGE
FOUNDER
LEADSANDLEVERAGE.COM
#ICNY
INSIGHTS
There’s a big
difference between
using Facebook Ads
Manager...
MATT FETICK
AGENT
KELLER WILLIAMS REALTY
#ICNY
INSIGHTS
People will leave your
agency if they feel you
are a ceiling to th...
LOUISE PHILLIPS FORBES
BROKER
HALSTEAD PROPERTY
#ICNY
INSIGHTS
If you have a
philosophy that there’s
enough money and
abun...
MARGUERITE GIGUERE
AGENT
WINDERMERE REAL ESTATE
#ICNY
INSIGHTS
Stop talking about
real estate on your
blog and start talki...
SETH GODIN
AUTHOR, KEYNOTE SPEAKER,
AND MARKETING EXPERT
#ICNY
INSIGHTS
This is the connection
revolution, and we
win with...
DR. SVENJA GUDELL
CHIEF ECONOMIST
ZILLOW
#ICNY
INSIGHTS
We’ll actually see an
uptick of Chinese
buyers, especially at
the ...
CORAL GUNDLACH
REALTOR
REDWOOD REALTY
#ICNY
INSIGHTS
Even if you’re not
getting direct deals
from your reviews, if
you hav...
ASHTON GUSTAFSON
OWNER AND BROKER
BISHOP REALTOR GROUP
#ICNY
INSIGHTS
Your human
thumbprint is greater
than your digital
f...
CHRIS HELLER
CEO
KELLER WILLIAMS REALTY
#ICNY
INSIGHTS
When the agents are
sharing in the success
of an agency, they feel
...
MADISON HILDEBRAND
PRESIDENT AND FOUNDER
THE MALIBU LIFE
#ICNY
INSIGHTS
Your personal
presentation and
personal branding a...
BRAD INMAN
PUBLISHER AND OWNER
INMAN NEWS
#ICNY
INSIGHTS
Consolidation is
proof that disruption
is going on. Brokers
are p...
MARCI JAMES
SOCIAL MEDIA AND INDUSTRY
OUTREACH MANAGER
MOVE
#ICNY
INSIGHTS
As a brand, it’s our
job to have a
consistent b...
NOAH JAROSH
MEDIA PLANNER
LIKEABLE MEDIA
#ICNY
INSIGHTS
Facebook is so unique
because its ad targeting
is so specific. You...
ANNE JONES
REALTOR
WINDERMERE REAL ESTATE
#ICNY
INSIGHTS
Technology, at its
best, will work for
you around the clock,
and ...
GLENN KELMAN
CEO
REDFIN
#ICNY
INSIGHTS
We live in a push-
button economy now.
When we push the
button on our phone,
we exp...
MAGGIE KENT
BROKER
CORE
#ICNY
INSIGHTS
If you’re new to the
business, ask for help.
Be resourceful. Ask
questions. Make a ...
BEN KINNEY
OPERATING PRINCIPAL
KELLER WILLIAMS REALTY
#ICNY
INSIGHTS
I want to have a high-
quality life and have
good rel...
DOLLY LENZ
OWNER
DOLLY LENZ REAL ESTATE
#ICNY
INSIGHTS
Wherever you are
located, know your
housing market cold.
You need t...
DAVE LINIGER
CHAIRMAN OF THE
BOARD AND COFOUNDER
RE/MAX
#ICNY
INSIGHTS
I always tell people
not to put down
that they've d...
JENNIFER MARCHETTI
CMO
BETTER HOMES &
GARDENS REAL ESTATE
#ICNY
INSIGHTS
Take a really, really
hard look in the mirror
and...
JIM MARKS
HEAD GEEK
VIRTUAL RESULTS
#ICNY
INSIGHTS
Understand when
people are on mobile
they have different
things they wa...
RACHANA MATHEW
TECHNICAL PROJECT MANAGER
RE/MAX INTEGRA
#ICNY
INSIGHTS
Take the time to
understand the
analytics and data
...
RICHARD MENDENHALL
BROKER AND OWNER
RE/MAX BOONE REALTY
#ICNY
INSIGHTS
Over 90 percent of
innovation fails, so
you've got ...
LAURA MONROE
DIRECTOR OF MARKETING
REALSATISFIED
#ICNY
INSIGHTS
You need to be
clear not just about
the consumer
experienc...
NICOLE OGE
CMO
DOUGLAS ELLIMAN REAL ESTATE
#ICNY
INSIGHTS
Unlike generations
prior, Generation Z is
much more skeptical
to...
SETH PRICE
VP OF INDUSTRY RELATIONS
PLACESTER
#ICNY
INSIGHTS
If you want to build
your brand bank
account, focus on
provid...
RAJ QSAR
PRINCIPAL AND OWNER
THE BOUTIQUE
REAL ESTATE GROUP
#ICNY
INSIGHTS
I see 2016 as a time for
agents to use availabl...
KYLE RANK
MANAGING BROKER
BHHS YORK SIMPSON
UNDERWOOD REALTY
#ICNY
INSIGHTS
It’s 2016. Video is no
longer an option — it’s...
NELA RICHARDSON
CHIEF ECONOMIST
REDFIN
#ICNY
INSIGHTS
A lot of people are
touring homes lately,
but fewer and fewer
are ma...
RICH ROSA
COFOUNDER
BUYERS BROKERS ONLY, LLC
#ICNY
INSIGHTS
The content is the
message. What are
you trying to convey
to y...
ZACH SCHABOT
FOUNDER
GOCONNECT AND GO REALTY
#ICNY
INSIGHTS
Look for consumers to
hang on to their cash
instead of investi...
SETH SEMILOF
PUBLISHER
HAUTE LIVING AND
HAUTE TIME MAGAZINE
#ICNY
INSIGHTS
Create great content
with calls to action
and p...
GLENN SHIMKUS
VP OF PRODUCT
DOCUSIGN
#ICNY
INSIGHTS
In 2016, I expect to see
an integration of the
tools used by
brokerage...
KARA SWISHER
EXECUTIVE EDITOR
RE/CODE
#ICNY
INSIGHTS
You don’t have to see
the houses to buy
them anymore. Virtual
reality...
MARK TEPPER
VP OF SALES AND DEVELOPMENT
MATTERPORT
#ICNY
INSIGHTS
Realtors shouldn’t
fear technology. They
should embrace ...
JOHN THORNTON
PARTNER LEAD OF REAL ESTATE
GOOGLE
#ICNY
INSIGHTS
Google has always
prioritized landing
pages on desktop
tha...
AMANDA TODD
AGENT
REALTY ONE GROUP
#ICNY
INSIGHTS
Be very intentional
with what you want in
life: for your family, for
you...
FRED TOWNES
COO AND COFOUNDER
PLACESTER
#ICNY
INSIGHTS
Technology is finally
on its way to enabling
the real estate
profes...
JOSH TUCKER
MANAGING PRINCIPAL AND BROKER
ANCHOR REAL ESTATE
#ICNY
INSIGHTS
It’s important to figure
out who you need to
n...
MAURICIO UMANSKY
CEO
THE AGENCY
I think what stops most
real estate agents is
the fear of failure. If
agents can get past
...
ALLEN WEISS
FOUNDER AND CEO
WEISS RESIDENTIAL RESEARCH
#ICNY
INSIGHTS
Pay attention to the
local market you’re
in and assu...
DAVID WIGGS
CEO
ACTIVERAIN
#ICNY
INSIGHTS
Work the process
and make sure you
have the discipline
built into your time
recr...
MARILYN WILSON
PARTNER
WAV GROUP
#ICNY
INSIGHTS
You can’t have an
effective marketing
campaign if your real
estate leads a...
LIMING ZHAO
CTO
COMPASS
#ICNY
INSIGHTS
I would tell brokers
to build a team
together with their
agents, because
different ...
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50+ Real Estate Marketing, Business, and Tech Insights from Inman Connect New York 2016

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Couldn't make it to Inman Connect New York? Not to worry: We rounded up more than 50 of the most enlightening and eye-opening insights from those who spoke at the renowned real estate conference: everyone from marketing and tech minds like Seth Godin and Kara Swisher to real estate execs like Keller Williams' Chris Heller and Better Homes and Garden Real Estate's Sherry Chris.

So dive in and learn how to improve your business in the year ahead with these astute observations, predictions, and thoughts from the business world's best and brightest who spoke at the 2016 Inman conference. (Oh! And don't forget to tweet out each insight to your audience by clicking on each slide!)

Published in: Marketing, Technology, Real Estate

50+ Real Estate Marketing, Business, and Tech Insights from Inman Connect New York 2016

  1. MARKETING, BUSINESS, TECH INSIGHTS FROM #ICNY 2016 &
  2. Each year, countless agents, brokers, and other real estate industry pros gather in the Big Apple to network and learn the latest marketing, sales, tech, and business trends at Inman Connect New York — one of the year’s premier real estate events. In 2016, there were innumerable interesting takeaways on a wide range of topics: everything from info on emerging startups and new apps to details on the latest brokerage models and inbound marketing tactics and techniques. #ICNY INSIGHTS
  3. Here are more than 50 of the most intriguing, thought- provoking, and eye-opening insights from the top business minds (featured in alphabetical order) who spoke at Inman Connect New York 2016 … #ICNY INSIGHTS
  4. SUE ADLER REALTOR AND CEO SUE ADLER TEAM #ICNY INSIGHTS It's all about creating engagement through creative content. Push your content through social media, email newsletters, and blogs.
  5. LISA ARCHER CEO LIVE LOVE INTERNATIONAL The best CRM out there is the one that you use. None of them matter if you don’t use them. #ICNY INSIGHTS
  6. ZVI BAND CEO AND COFOUNDER CONTACTUALLY #ICNY INSIGHTS Regardless of whether you use Zillow or buy ads or go on social media, it still comes back to the basics of being a great real estate agent and managing relationships.
  7. WENDY BANNER ASSOCIATE BROKER THE WENDY BANNER TEAM AT LONG AND FOSTER REAL ESTATE #ICNY INSIGHTS It’s all about managing expectations upfront. Tell your clients you will work hard to sell their home by doing things like networking with fellow agents and showing their house often.
  8. NICK BALDWIN CEO, NORTH AMERICA BALDWIN DREAM TEAM AT KELLER WILLIAMS NJ METRO GROUP #ICNY INSIGHTS Facebook ads are more about giving something of value to the consumer and not so much making it about yourself.
  9. MATT BARBA CEO AND COFOUNDER PLACESTER #ICNY INSIGHTS Every agent needs a common operating system. Technology is taking over the real estate world, and everything needs to be integrated for agents to work efficiently and become successful.
  10. LEIGH BROWN CEO LEIGH BROWN & ASSOCIATES #ICNY INSIGHTS We can't count on the industry to educate Realtors. If you want your broker to do more training, then get your ass in that chair with them.
  11. SEAN CARPENTER DIRECTOR OF TRAINING CB WEST SHELL/KING THOMPSON #ICNY INSIGHTS Standing out from the noise used to mean ‘the loudest person wins.’ Now, agents who capture someone’s attention by being ‘in their space and in their face’ have better chances to succeed.
  12. JARED COHEN MARKETING MANAGER TOWN RESIDENTIAL #ICNY INSIGHTS When I create content, I ask myself three questions: Is it informative? Is it entertaining? Is it a utility? If the answer to any of them is no, I don’t create the content.
  13. SETH DAILEY COFOUNDER THE DAILEY GROUP OF KELLER WILLIAMS REALTY #ICNY INSIGHTS You can only improve what you measure. At the end of the day, it’s all about getting homes sold, and that means you need to track your work in real- time.
  14. SAMANTHA DEBIANCHI FOUNDER AND REALTOR DEBIANCHI REAL ESTATE #ICNY INSIGHTS It’s great to be aware of all the social channels that are out there, but stick with the ones that work. If Facebook works, stick with Facebook. If Instagram works, stick with Instagram.
  15. GWEN DAUBENMEYER CEO AND ASSOCIATE BROKER THE INTEGRITY TEAM AT RE/MAX #ICNY INSIGHTS Buyers and sellers research online, but when it comes to buying and selling, they want human connection. While production and experience are important, the human connection wins the ink.
  16. CHRISTINA ETHRIDGE FOUNDER LEADSANDLEVERAGE.COM #ICNY INSIGHTS There’s a big difference between using Facebook Ads Manager and Power Editor to create targeted ads and Boosting posts to just anyone using the social network.
  17. MATT FETICK AGENT KELLER WILLIAMS REALTY #ICNY INSIGHTS People will leave your agency if they feel you are a ceiling to their success. If they see you as an enabler of their success, though, why would they ever want to leave?
  18. LOUISE PHILLIPS FORBES BROKER HALSTEAD PROPERTY #ICNY INSIGHTS If you have a philosophy that there’s enough money and abundance and if you can be generous with your knowledge and time, the money will come back tenfold.
  19. MARGUERITE GIGUERE AGENT WINDERMERE REAL ESTATE #ICNY INSIGHTS Stop talking about real estate on your blog and start talking about the community and things that are actually important to your audience.
  20. SETH GODIN AUTHOR, KEYNOTE SPEAKER, AND MARKETING EXPERT #ICNY INSIGHTS This is the connection revolution, and we win with two things: trust and attention. You don't get attention by yelling at people, but rather by getting people to talk about you.
  21. DR. SVENJA GUDELL CHIEF ECONOMIST ZILLOW #ICNY INSIGHTS We’ll actually see an uptick of Chinese buyers, especially at the higher end of the market. I don’t think we’ll see a dropoff of activity from them in 2016.
  22. CORAL GUNDLACH REALTOR REDWOOD REALTY #ICNY INSIGHTS Even if you’re not getting direct deals from your reviews, if you have a great set of client reviews online, you have a great chance of at least getting some referral business.
  23. ASHTON GUSTAFSON OWNER AND BROKER BISHOP REALTOR GROUP #ICNY INSIGHTS Your human thumbprint is greater than your digital footprint. After all, we’d rather be told we’re loved than tweeted we’re loved.
  24. CHRIS HELLER CEO KELLER WILLIAMS REALTY #ICNY INSIGHTS When the agents are sharing in the success of an agency, they feel like partners. There’s a different dynamic when everyone on a team works toward the same goals.
  25. MADISON HILDEBRAND PRESIDENT AND FOUNDER THE MALIBU LIFE #ICNY INSIGHTS Your personal presentation and personal branding are extremely important. No matter what price point you’re at, you need to present yourself professionally to the world.
  26. BRAD INMAN PUBLISHER AND OWNER INMAN NEWS #ICNY INSIGHTS Consolidation is proof that disruption is going on. Brokers are paying attention — and organizations are merging to weather the disruption.
  27. MARCI JAMES SOCIAL MEDIA AND INDUSTRY OUTREACH MANAGER MOVE #ICNY INSIGHTS As a brand, it’s our job to have a consistent brand message across all channels — print, online, and offline — and all devices: desktop and mobile.
  28. NOAH JAROSH MEDIA PLANNER LIKEABLE MEDIA #ICNY INSIGHTS Facebook is so unique because its ad targeting is so specific. You can really find that audience very specifically on Facebook and use it to bolster your advertising strategy as a whole.
  29. ANNE JONES REALTOR WINDERMERE REAL ESTATE #ICNY INSIGHTS Technology, at its best, will work for you around the clock, and one of the best examples of this is the real estate video.
  30. GLENN KELMAN CEO REDFIN #ICNY INSIGHTS We live in a push- button economy now. When we push the button on our phone, we expect food to arrive at our door. That kind of thinking is now coming to real estate.
  31. MAGGIE KENT BROKER CORE #ICNY INSIGHTS If you’re new to the business, ask for help. Be resourceful. Ask questions. Make a list of things you want to learn early on in your career to set it in motion.
  32. BEN KINNEY OPERATING PRINCIPAL KELLER WILLIAMS REALTY #ICNY INSIGHTS I want to have a high- quality life and have good relationships. If you focus on the who rather than the what, you can have an amazing life and an amazing business.
  33. DOLLY LENZ OWNER DOLLY LENZ REAL ESTATE #ICNY INSIGHTS Wherever you are located, know your housing market cold. You need to be able to walk the walk and talk the talk to win over your leads.
  34. DAVE LINIGER CHAIRMAN OF THE BOARD AND COFOUNDER RE/MAX #ICNY INSIGHTS I always tell people not to put down that they've done $10 million in sales. I tell them to say, ‘I’ve helped over 250 families buy and sell their homes.’
  35. JENNIFER MARCHETTI CMO BETTER HOMES & GARDENS REAL ESTATE #ICNY INSIGHTS Take a really, really hard look in the mirror and be honest about what you’re good at and what you’re not good at. That’s the biggest route to failure: if you follow what everyone else is doing.
  36. JIM MARKS HEAD GEEK VIRTUAL RESULTS #ICNY INSIGHTS Understand when people are on mobile they have different things they want to do than desktop. You need to pare your web presence down to fit perfectly on mobile.
  37. RACHANA MATHEW TECHNICAL PROJECT MANAGER RE/MAX INTEGRA #ICNY INSIGHTS Take the time to understand the analytics and data you have to make informed business decisions, including with your hiring.
  38. RICHARD MENDENHALL BROKER AND OWNER RE/MAX BOONE REALTY #ICNY INSIGHTS Over 90 percent of innovation fails, so you've got to be very careful about where you're going. But don't ridicule it. I think that's a big deal going into the future.
  39. LAURA MONROE DIRECTOR OF MARKETING REALSATISFIED #ICNY INSIGHTS You need to be clear not just about the consumer experience on social media, but also how the brand is being affected by your social content.
  40. NICOLE OGE CMO DOUGLAS ELLIMAN REAL ESTATE #ICNY INSIGHTS Unlike generations prior, Generation Z is much more skeptical to the information available to them. These next generations are the guardrails that are going to keep us a bit more honest.
  41. SETH PRICE VP OF INDUSTRY RELATIONS PLACESTER #ICNY INSIGHTS If you want to build your brand bank account, focus on providing value to your audience even when there’s no sale to be made. This is what ‘trust marketing’ is all about.
  42. RAJ QSAR PRINCIPAL AND OWNER THE BOUTIQUE REAL ESTATE GROUP #ICNY INSIGHTS I see 2016 as a time for agents to use available tech to connect deeper on a personal level within our networks. Use tech to create real- life relationships and develop and nurture your sphere.
  43. KYLE RANK MANAGING BROKER BHHS YORK SIMPSON UNDERWOOD REALTY #ICNY INSIGHTS It’s 2016. Video is no longer an option — it’s mandatory. It’s going to help your SEO when you post videos and show your knowledge of your market.
  44. NELA RICHARDSON CHIEF ECONOMIST REDFIN #ICNY INSIGHTS A lot of people are touring homes lately, but fewer and fewer are making offers, so sellers and their agents need to be careful about their listing price.
  45. RICH ROSA COFOUNDER BUYERS BROKERS ONLY, LLC #ICNY INSIGHTS The content is the message. What are you trying to convey to your audience with your content? Start with the target audience and buyer persona you’re trying to attract.
  46. ZACH SCHABOT FOUNDER GOCONNECT AND GO REALTY #ICNY INSIGHTS Look for consumers to hang on to their cash instead of investing in housing. If your business plan and marketing efforts don't acknowledge this temporary behavioral shift, you’re in trouble.
  47. SETH SEMILOF PUBLISHER HAUTE LIVING AND HAUTE TIME MAGAZINE #ICNY INSIGHTS Create great content with calls to action and post those to social media to grow your following. Don’t fall through the trap of buying followers on social media.
  48. GLENN SHIMKUS VP OF PRODUCT DOCUSIGN #ICNY INSIGHTS In 2016, I expect to see an integration of the tools used by brokerages to manage the data and docs that drive the transaction with those used by mortgage and title to close the transaction.
  49. KARA SWISHER EXECUTIVE EDITOR RE/CODE #ICNY INSIGHTS You don’t have to see the houses to buy them anymore. Virtual reality is really changing the home search. What’s happening in VR is really transformative.
  50. MARK TEPPER VP OF SALES AND DEVELOPMENT MATTERPORT #ICNY INSIGHTS Realtors shouldn’t fear technology. They should embrace it, as it can open up doors for them — like reaching a global audience — that otherwise would remain closed.
  51. JOHN THORNTON PARTNER LEAD OF REAL ESTATE GOOGLE #ICNY INSIGHTS Google has always prioritized landing pages on desktop that offer great user experiences. We’re just applying the same prioritization to mobile sites now.
  52. AMANDA TODD AGENT REALTY ONE GROUP #ICNY INSIGHTS Be very intentional with what you want in life: for your family, for your business. Remember those important themes so you don’t end up wasting time on things that don’t matter.
  53. FRED TOWNES COO AND COFOUNDER PLACESTER #ICNY INSIGHTS Technology is finally on its way to enabling the real estate professional to create customer experiences that demonstrate the unique value of the agent in the home buying process.
  54. JOSH TUCKER MANAGING PRINCIPAL AND BROKER ANCHOR REAL ESTATE #ICNY INSIGHTS It’s important to figure out who you need to network with. Some agents think going out to a bar is networking. Plan out your networking and figure out who you need to go after.
  55. MAURICIO UMANSKY CEO THE AGENCY I think what stops most real estate agents is the fear of failure. If agents can get past this fear and be aggressive and be eloquent, they are going to succeed a lot more than they fail. #ICNY INSIGHTS
  56. ALLEN WEISS FOUNDER AND CEO WEISS RESIDENTIAL RESEARCH #ICNY INSIGHTS Pay attention to the local market you’re in and assume each house has an individual personality to understand what’s happening to prices in your area.
  57. DAVID WIGGS CEO ACTIVERAIN #ICNY INSIGHTS Work the process and make sure you have the discipline built into your time recruiting to find the right people to join your firms.
  58. MARILYN WILSON PARTNER WAV GROUP #ICNY INSIGHTS You can’t have an effective marketing campaign if your real estate leads are all over the place. Getting your leads in one database is the basis of strong marketing for 2016.
  59. LIMING ZHAO CTO COMPASS #ICNY INSIGHTS I would tell brokers to build a team together with their agents, because different perspectives bring about different insights and opportunities.

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