December 2014 Dear Drysdales, Today marks a very momentous occasion for our organization. Our commencement date has arrived. We are now Berkshire Hathaway HomeServices Drysdale Properties and bring to the real estate market the powerful stability, strength, integrity and, above all, exceptional quality of the Berkshire Hathaway brand. From this point forward we will be viewed in a new light as a new company. This is our opportunity to shine – to redefine and raise our position in the real estate community and increase the industry standard around us. We believe that our consumers deserve to have an extraordinary experience. We have been selected to join the Berkshire Hathaway HomeServices network because of our proven ability to deliver exceptional service to our clients. Together, we will continuously strive to build relationships and serve remarkably. Over the next several weeks, you will be introduced to new products and services that will enable you to serve your clients at a greater level. Now is the time to stay connected and be an active participant in the positive life we’re creating together. I encourage you to use our brand transition as a special opportunity to reach out to your clients, prospects, family and friends to share our exciting news and to ask for the opportunity to serve them in the future. With all this said, what is really important in this transition is what we have become as individuals and as a collective organization. … a company that dreams big and works hard to achieve. … a company that is motivated by greatness, not money. … a company that knows that collectively we are more powerful together. … a company that believes “it is about the people” … a company that cares about doing the right thing … a company that serves It is an honor and privilege to be associated with each of you. We are excited that you have joined us for the journey, and I am proud to be a Drysdale. Gretchen Pearson President Berkshire Hathaway HomeServices Drysdale Properties
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December 2014
Dear Drysdales,
Today marks a very momentous occasion for our organization. Our commencement date has arrived. We are now
Berkshire Hathaway HomeServices Drysdale Properties and bring to the real estate market the powerful stability,
strength, integrity and, above all, exceptional quality of the Berkshire Hathaway brand. From this point forward
we will be viewed in a new light as a new company.
This is our opportunity to shine – to redefine and raise our position in the real estate community and increase the
industry standard around us.
We believe that our consumers deserve to have an extraordinary experience. We have been selected to join the
Berkshire Hathaway HomeServices network because of our proven ability to deliver exceptional service to our clients.
Together, we will continuously strive to build relationships and serve remarkably.
Over the next several weeks, you will be introduced to new products and services that will enable you to serve your
clients at a greater level. Now is the time to stay connected and be an active participant in the positive life we’re creating
together.
I encourage you to use our brand transition as a special opportunity to reach out to your clients, prospects, family and
friends to share our exciting news and to ask for the opportunity to serve them in the future.
With all this said, what is really important in this transition is what we have become as individuals and as a collective organization.
… a company that dreams big and works hard to achieve. … a company that is motivated by greatness, not money. … a company that knows that collectively we are more powerful together. … a company that believes “it is about the people” … a company that cares about doing the right thing … a company that serves
It is an honor and privilege to be associated with each of you. We are excited that you have joined us for the journey,
THE VALUE IN OUR TEAM – HELPING YOU GROW YOUR BUSINESS • Strength in our Brand – Our new design, color and components support and promote the strength, trust and confidence that exemplify the brand’s classic heritage.
• We’re your digital ally with an unmatched Global Network Platform (GNP) – GNP is Berkshire Hathaway HomeServices’ technology platform to help maximize productivity and grow your business in today’s market. Components include: national and affiliate websites, lead management, CRM, extranet, marketing platform, mobile capabilities and social media.
o Mobile capabilities include expanded property search tools and lead management capabilities for agents o Social media services include the ability to manage multiple accounts from a single platform o Marketing REsource provides all the functionality of the Prudential Real Estate Media Center with expanded and updated content to support local marketing efforts
• We are the source for leads! – A new national website delivers an outstanding search experience and drives online leads to our network. Through Inside Access™ you also gain an accurate price estimate of the home you want to buy or sell powered by actual MLS data. Plus, view current information about surrounding neighborhoods, schools, the economy, the environment and much more without even registering. Enhanced lead management tools help you efficiently and effectively manage, incubate and convert these leads. We also provide multi-brand broker-to- broker referral opportunities.
• Gain access to industry expertise and leadership – We offer networking events, productivity and management training, industry intelligence and best practices shared across all brands.
• Growing the Global Network – Intended future expansion of the Berkshire Hathaway HomeServices brand into Europe, Asia and around the world.
HELPING AFFILIATES DO BETTER BUSINESS • Business Consulting will focus on building effective business strategies, setting short and long-term targets and implementing Berkshire Hathaway HomeServices tools and services to achieve results.
• Service Consulting is delivered based on an annual calendar of event topics and objectives. Consultants engage in viral, web-based, phone and occasional live meetings with their affiliates. They are also responsible for identifying companies that are candidates for growth. Adoption of the LEAD recruiting program, delivery of the “lite” operations reviews, business planning and affiliates’ engagement of Berkshire Hathaway HomeServices tools and services are key objectives of the Service Consultant.
• Ongoing Education: The Training and Education Department will provide a comprehensive training program in a wide variety of convenient formats.
NATIONAL PROMOTION: TAKING BERKSHIRE HATHAWAY HOMESERVICES TO MARKET • We have retained BBDO, a global advertising agency, in support of the Berkshire Hathaway HomeServices launch to create and execute an ongoing advertising campaign. We have retained Edelman, a global PR agency, in support of the Berkshire Hathaway HomeServices launch, ongoing publicity and consumer research promotion.
• Luxury Collection and Resort Properties International are marketing programs created to offer unrivaled customer service and superior knowledge of the luxury market to the world’s most high-end consumers. The target audience for these marketing programs is adults 25-54 with a household income of $150,000 or more.
SUPPORTING COMMERCIAL REAL ESTATE NEEDS • We will continue to support the Commercial real estate business within the Berkshire Hathaway HomeServices network, though we will not offer a separate Commercial-only franchise.
• Affiliates may subscribe to the Commercial Information Exchange (powered by Orion) and have access to the complete suite of services offered by that platform or have commercial-listing only access allowing you to list your commercial properties on our public website or within our commercial agent network.
GET CONNECTED AND LEARN MORE AT OUR MEETINGS, CONFERENCES AND LIVE EVENTS • Similar to Prudential Real Estate, the Berkshire Hathaway HomeServices network meetings and conferences will include an annual Sales Convention and Top Performer conference (Summit). Sales Convention 2015 will be at The Mirage in Las Vegas, Nevada.
WE’RE MAKING BRANDING AND CONVERTING SIMPLE • Berkshire Hathaway HomeServices Affiliates has developed a portal tool that will support the affiliates with their transitions and related materials. It will be a one-stop shop for all things related to an affiliate’s transition.
YOUR ONE-STOP, ONLINE LOCATION FOR MARKETING MATERIALSNo matter what type of marketing materials are needed, they can be found here.
The Marketing REsource is your one-stop, online location for highly effective, personalized marketing materials:• Video• Audio• Print• eCards• eNewsletters• Online presentations• Social media
Need to market a property? The Marketing REsource is integrated with the MLS. Simply select a listing and the eCard, flyer, postcard or door hanger is automatically populated with the property information – literally in seconds.
All content is automatically personalized and branded. Materials are template based and allow a high degree of customization, all the while maintaining the Berkshire Hathaway HomeServices branding and messaging.
The Marketing REsource puts those materials right at your fingertips. And it doubles as a great internal communication and recruiting tool as well.
• Property/listing information • Seller/buyer help/information • Door hangers • Announcements • Special event announcements and invitations • Market updates • Business-building • Farming/prospecting • Agent self-promotion • Affiliate promotion • Recruiting • Training
Content is easily searched, accessed, customized and shared via a broad range of publishing channels: • eCards • Online viewing • Post to social media • Embed codes for websites and blogs • Downloadable PDFs • Print-on-Demand
Seller Assurance Program
WHERE EXTRAORDINARY SERVICE SETS YOU APART
APP KEYWORD: Seller, AssuranceQUESTIONS? Contact Your Sales Manager
As part of the brand transition package, Berkshire Hathaway HomeServices Drysdale Properties has created customized, fully branded SuperAgent Websites for sales professionals who use The APP for their online marketing presence.
Each SuperAgent Website includes an attractive search experience for consumers, simplified navigation, custom “About Me” page and Instant Searches for your local marketplace. In addition to all this great technology, the SuperAgent Website is also device responsive-- it looks great on tablets and phones!
Hit the ground running with your new, professional SuperAgent Website, today!
It often comes down to simple math: The more people who see a listing, the greater the chances for a fair and timely sale of the property.
INFORMED SELLERS CAN MAKE BETTER DECISIONS
Berkshire Hathaway HomeServices employs one of the industry’s most comprehensive strategies ensuring maximum exposure of a property to buyers searching in your area.
Seller Advantage also provides sellers with an overview of the competitive selling landscape to help them – and you – make strategic pricing decisions to quickly sell their home at an agreeable price.
LISTING PRESENTATION REPORT Berkshire Hathaway Home Services’ Seller Advantage program gives sellers sound information and decision-making tools throughout the home-sale process.
Our Listing Presentation Report will show you exactly how many potential buyers are searching a specific neighborhood for homes similar to theirs.
LISTING ACTIVITY REPORT Further, once a homeowner has listed a home with you - a Berkshire Hathaway HomeServices agent - he/she will receive our Listing Activity Report detailing how many times their home has appeared in potential buyers’ search results and how many times their listing has been viewed.
MARKET ACTIVITY REPORT Perhaps a homeowner is not ready to sell, but would like a sense of buyer interest in their neighborhood and in homes like theirs. Regularly, the Market Activity Report will show them just how many people are searching in their neighborhood for a home like theirs. They’ll also gain specific market updates including new listings, price changes and status changes.
Such comprehensive information, combined with the guidance of you, as their Berkshire Hathaway HomeServices agent, gives them unmatched advantages as they list and sell their home.
Customers can SEARCH for a home: • Download today! Text BHHS to 87778 • Full IDX search capabilities** • Map search • Refine search criteria • Search open houses and new listings
Customers can save their favorite properties and search preferences.
You can share your app with past, present and future clients via your own personalized text code and URL. ‘Share App’ button sends your App to social sites, text messages and emails.
• You can have your own personalized app for a low monthly fee,* branded to you with your contact information.
• Leads on all listings go to you.
• Search includes all IDX listings from your MLS.**
• Leads will also appear on your Mobile REsource dashboard via REsource Center.
*App services are offered by SmarterAgent.**Must be a member of the MLS.
A Drysdale Footprint
SERVING 24 COUNTIES THROUGHOUT NORTHERN CALIFORNIA