Imprev automates marketing of BHHS Fox & Roach Realtors listings

Every home will get its own single-property website, virtual tour site, YouTube video

Berkshire Hathaway HomeServices Fox & Roach Realtors has engaged Imprev Inc. to automatically create single-property websites, a virtual tour site and a YouTube video for each of its listings.

The Northeast firm’s more than 4,000 agents don’t have to lift a finger in the creation and distribution of Imprev’s digital marketing materials. Listing information is pulled directly from the brokerage’s customer relationship management platform and automatically updated when asking price or other details change.

Single-property website created by Imprev for BHHS Fox and Roach.
Single-property website created by Imprev for BHHS Fox and Roach.

However, agents have the opportunity to enhance the marketing materials with their own words and additional photos if they choose. In addition, each marketing piece is branded to agents with a photo and contact info.

The mobile-optimized marketing platform also is set up to send out different types of marketing materials based on the location and the price of the home for sale.

“The big win for the brokerage: ensuring universal brand consistency through automation,” said Rajeev Sajja, vice president of digital innovation at BHHS Fox & Roach Realtors, in a statement.

Sajja said the Imprev platform pulls listing data from the firm’s CRM — CoreLogic’s AgentAchieve — where the firm manages all of its listings.

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Imprev powers digital marketing platforms for many other real estate firms — including Re/Max, Royal LePage, Metropolitan Regional Information Systems Inc. and Sutton Group-Summit Realty Inc. — but this automated platform is a first, said Imprev spokesman Kevin Hawkins.

In those other arrangements, agents must go in and choose Imprev’s marketing materials to market their listings. This new deal with BHHS Fox & Roach Realtors automatically creates ads for every listing, something Imprev hasn’t done before, Hawkins said.

Hawkins says Imprev’s new platform can integrate with a variety of industry-standard listing sources.

Last week, BHHS Fox & Roach Realtors, which has more than 4,000 agents in 65 offices in Pennsylvania, New Jersey and Delaware, rolled out an iPad app that automates the scheduling and management of open houses for its agents.


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