Your Brand and Your Agents’ Personal Brand

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description

Paul Curtain, Managing Director of Place Estate Agents presented at The Business Of Real Estate held on 1-3 September 2014. #rebiz14

Transcript of Your Brand and Your Agents’ Personal Brand

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BRAND 0411 721 474

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BRAND BOREDOM

Are you suffering? •  You

•  Your People

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MOTORLINE BMW •  Full Circle

• Dealer Privileges •  Special days (driving cars you can’t afford)

• Rewards Programs •  Timing

QANTAS = Loyalty

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PLACE BELLE

McGRATH Realestate.com.au

Domain.com.au Timing – First Advantage

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BEYOND THE BRAND

Second & most critical point of difference

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200+ OFFICES = 65 PEOPLE 11 OFFICES = 275 PEOPLE

(304)

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ESSENTIAL SERVICES

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ATTRACTION BRAND

+

ESSENTIAL SERVICES

+

SUCCESS CULTURE

BRAND +

SOME SERVICES

+

CULTURE

BRAND +

LOW SERVICES

+

LIMITED CULTURE

= Highest Leadership = Highest Effort = Highest Cost = Highest Recruitment = Highest Retention

= Leadership = Safe Space? = Harder to create super office

= Low Leadership = Least Effort = Lower Risk? = Hard to Recruit = Harder to Retain

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An Essential Services Model means you have no choice but to attract, recruit and grow talent. Your commitment will drive and

empower your people to improve systems, processes and support models. You will need to run first class training, incentive programs

and events as well as ensuring technology allows each agent to benefit from your

platform.

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PILLARS

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INTERNAL PILLARS B

RA

ND

LEA

DER

SHIP

STS

(Sys

tem

s te

chno

logy

sup

port

)

TRA

ININ

G

PAR

TNER

SHIP

S

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EXTERNAL PILLARS B

RA

ND

LEA

DER

SHIP

TEC

HN

OLO

GY

MA

RK

ETIN

G

CO

MM

UN

ITY

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BRAND IN

TER

NA

L PI

LLA

RS

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LEADERSHIP IN

TER

NA

L PI

LLA

RS

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STS (Systems Technology Support) IN

TER

NA

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LLA

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TRAINING IN

TER

NA

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PARTNERSHIPS IN

TER

NA

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BRAND EX

TER

NA

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LEADERSHIP EX

TER

NA

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RS

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TECHNOLOGY EX

TER

NA

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RS

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MARKETING EX

TER

NA

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COMMUNITY EX

TER

NA

L PI

LLA

RS

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COMPANY OWNED vs

FRANCHISE Zone 1-2: Generally more successful

Zone 2-3: Generally less successful

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RECRUITMENT •  Must be attractive •  Everyone must be on the same deal •  Organic growth is the best at first •  Certain profiles more likely to succeed

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RETENTION •  Platinum Club •  Black Club •  10 Year Club •  Annual Conference •  Gala Awards •  Quarterly Awards •  Business Plan Dinner

•  Christmas Party •  One Offs •  Training Events •  Leadership Conference •  Client Nights •  Fundraisers •  Place Points

Every Touch Point Must Be Awesome!

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THE MOST IMPORTANT OF ALL DAILY INTERACTION – WITH CONSTANT

TOUCH POINTS

Deal Support vs General Support

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REFINEMENT vs

Bring Sexy Back

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