NRT is rolling out a new listing concierge service for its Coldwell Banker-affiliated brokerages that helps agents obtain custom marketing materials for their listings and marketing support from specialists with the touch of a button.
“Agents work around the clock for their clients, and as their partner, our greatest value is providing them with unparalleled tools and five-star service to assist them at every step of their process,” NRT President and CEO Ryan Gorman said. “Listing Concierge not only simplifies the marketing experience for them, it helps agents to win more listings and prove their value by providing their clients with incomparable products that ultimately drive results.”
Currently, the platform, which marries technology and a boutique service, is available to one-third of NRT’s Coldwell Banker brokerages and will be available nationally sometime in the second-half of 2019. So far, 7,000 listings have been marketed through the program. NRT, a subsidiary of Realogy, operates all of Realogy’s company-owned brokerages.
Agents are asked simply to enter basic information about the listing – even before it’s in the MLS to get a jump-start on marketing – before ordering the package. When the package is ordered, a marketing specialist, who works with the agent throughout the life of the listing, builds a customizable campaign and provides the agent proofs one to two business days after photo and copy are received.
Packages vary in price, depending on the services chosen and the part of the country in which the agent operates due to the cost of things like television and print advertising in different markets, but they generally fall in the $300-$1,000 range, according to NRT. A Realogy spokesperson noted that they are highly subsidized, saving agents as much as 80 percent off of market cost.
Through the program, agents can choose an array of materials, including professional photography, customized printed brochures, digital materials, property website, mobile brochures, print and television advertising, YouTube and video marketing, targeted social media advertising, and more, according to NRT.
“Listing Concierge provides an incomparable listing marketing plan where agents place the order and a team of professionals custom builds a campaign utilizing state-of-the-art technology,” said Michael Fischer, a senior vice president of marketing for NRT. “As a leader in innovation, we’ve built the proprietary software that helps our team deliver a superior, personalized marketing program efficiently to help agents turn one listing into three.”
NRT conducted internal research on the new program in the test markets and found that listings in the program sell 50 percent closer to listings that don’t use the program at Coldwell Banker. The company also found that agents that use the program are twice as productive.