Brokerage

How to create a deeper connection with consumers

Real estate brokers find innovative ways to promote their brands
  • To get their brands out there, brokers are trying a reality TV show, hosting events and creating a mascot.

SAN FRANCISCO -- It used to be that brokers took care of agents, and agents took care of consumers, but that's changing -- brokers are now reaching out to consumers. That's according to Sherry Chris, president and CEO of Better Homes and Gardens Real Estate, who moderated a "Creating a Deeper Connection With Consumers" session today at Inman's Broker Connect. She spoke with three prominent real estate brokers about their innovative approaches to consumer marketing. Get your own reality TV show "We were in 2012 cast for an HGTV show that we were able to, praise God, convince them to use the name of our brokerage as the title of the show," Matthew Beall, CEO and principal broker of Hawaii Life Real Estate, told conference attendees. The show is now in its eight or ninth season, he said, and the firm's sellers love it. "We're the largest listing brokerage in the state of Hawaii," he said. The show is "a ton of fun," but internally, the brokerage doesn't really focus t...