Top REALTORS® Share 10 RPR

Strategies for Success

From the Field

What is RPR?Realtors Property Resource® (RPR®), one of the most innovative benefits included in your NAR membership, delivers on-the-go access to an all-encompassing real estate data platform, available exclusively to REALTORS®, and offered at no additional cost. Easily accessed through desktop, iOS and Android devices, RPR offers residential and commercial agents, brokers, and appraisers with data sets ranging from tax and mortgage history, to listings, sales, valuations, demographics, psychographics, and school information, to name just a few.

• Research hundreds of datasets on over 160 million properties

• Access the entire RPR platform via desktop, iOS and Android devices

• Create winning listing presentations

• Calculate the ROI for home improvements

• Use the exclusive Realtor Valuation Model® (RVM®) in pricing discussions

• Refine the value of a home when conducting a comps analysis

• Build a comprehensive relocation packet

• Create customized, client-friendly reports from any handheld or desktop device

Visit blog.narrpr.com

Top REALTORS® Share 10 RPR Strategies for SuccessCopyright 2017 Realtors Property Resource®, LLC | v.1

What’s in the eBook?Getting Started

Realtor® duo Shares Benefits of Switching to RPR ...................................................................................................................................... 5We all have preconceived notions about how difficult change can be. We’re accustomed to our current providers and moving on to something new requires effort. Here, a mother/son real estate team describe how the RPR app is well worth the switch.

BuyersRPR Covers Every Angle of Buyer-Agent Relationship ............................................................................................................................... 8Know the market, anticipate objections, find a match, close the deal. Sounds simple, right? Learn how this Realtor® incorporates RPR into his buyer strategy.

10 Minutes & a Little Positive Persuasion Lead to Happy First-time Home Buyer ................................................................................. 10Technological innovation, market expertise, and abundant energy equally contributor to this Realtor®’s successful 20-year run. Learn how she helped guide a first-time homebuyer toward a buying decision beyond what she thought was possible.

ListingIt’s Easy to Become a Listing Presentation Pro With RPR ......................................................................................................................... 12It all started with a $40,000 dollar difference in list price expectations. Yet, this Realtor®’s higher valuation prevailed based on data she pulled from RPR.

Going Beyond the Data Leads to Landmark Listing ...................................................................................................................................14Further exploration of the RPR site lead this successful agent to a landmark listing, plus forever changed the way he works with clients.

Second Chance CMA Earns This Realtor® a Coveted Listing .................................................................................................................... 16This Realtor® from Texas has turned lemons into lemonade when her listing presentation fell through. Not one to lose easily, she waited and watched, and decided to take a second chance. This time she kicked it up a notch.

Top REALTORS® Share 10 RPR Strategies for SuccessCopyright 2017 Realtors Property Resource®, LLC | v.1

Open HouseHail Mary Effort Proves Worthy of This Realtor®’s Strategic Open House Move ..................................................................................... 18In real estate, you win some, you lose some. Yet for this Realtor® based in Florida, losing one turned into a trifecta of wins. All because of a very unusual set of circumstances at a very popular open house.

Conversion is Key for This Open House Expert .......................................................................................................................................... 20When one-third of your annual sales in a single year stem from open houses, you pay attention. Something is working. For Nicole Nicolay that “something” includes a three-fold open house strategy that consistently results in above-average performance.

FarmingWhat’s Behind This Agency’s Successful Farming Strategy? Relationship building ............................................................................... 24“Belly-to-belly” are some of the wisest words ever spoken about real estate marketing to this New York broker who says one of her most successful strategies for earning new business is farming neighborhoods.

CommercialCommercial Real Estate Pro’s Five “Must Have” RPR Tools .....................................................................................................................26One might think that 27 years in the industry would make anyone an expert on anything real estate related. Yet, for this Realtor®

based in Tampa, the learning never stops. Find out what five RPR features he can’t live without.

5Top REALTORS® Share 10 RPR Strategies for Success ShareCopyright 2017 Realtors Property Resource®, LLC | v.1

Realtor® duo Shares Benefits of Switching to RPRWe all have preconceived notions about how difficult change can be. We’re accustomed to our current providers, and moving on to something new requires a lot of effort.

Yet sometimes those perceptions can keep up from making real progress, especially when it comes to adoption of new business tools.

Realtor® Joshua Woodward felt that way when his mother, a branch manager for McGraw Realtors®, Oklahoma, introduced him to RPR.

“My mother, Holli Woodward, said RPR is a great tool,” said Joshua, who serves as the YPN education chair for the state of Oklahoma. “It looked like it might be the new best thing, but I was hesitant since I had just gotten used to my old app.”

Working through his hesitation, Joshua downloaded the RPR app and within minutes of tinkering with his profile, was up and running.

“It’s leaps and bounds above any other real estate technology I’ve ever used,” he said. “The app saves me an incredible amount of time, money and stress.”

What are Joshua’s favorite RPR features? Here, he takes us on a virtual tour of how RPR comes to his rescue on a daily basis.

Representing the Seller“Most of the time sellers have looked up their home values on consumer-facing sites before I get there,” said Joshua, who sold three houses this week. “And usually they’re either confused or dissatisfied with their findings.”

Getting Started

Holli and Josh Woodward McGraw REALTORS® Oklahoma

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It’s then that Joshua relies on RPR’s valuation models to earn the confidence of his clients. “It gives me a real opportunity to shine when I pull up RPR and provide the client with accurate comps, based on current data. It gives them confidence in my abilities.”

“Typically I meet with a client, then go back to the office and run comps. Now while I’m with my clients, at that very moment, I pull up the comps on RPR, show them what we’re working with, and can even email them the RPR Property Report or Seller’s Report. It’s that fluid.”

Representing the BuyerBeing able to keep a buyer’s emotions up is paramount for Joshua. He says that when someone is “ready and willing” to purchase a home that any disruption to the momentum could be detrimental to the process. Yet, with RPR mobile at his side, Joshua is able to help the buyer move seamlessly from concept to the closing table.

“Using RPR on the road with buyers takes away the stress,” he said. “With the app, I’m able to answer any questions my buyer might have while we’re in the car, on the sidewalk, or in the house.”

Most times, Joshua’s buyers are asking for information on schools, neighborhoods, and recent home purchases in the area. “We’ll be driving through a neighborhood that’s not on our list and the buyer will ask what’s available on the street or nearby. All I need to do is pull up RPR and every single house in the area is displayed, whether it’s for sale or not. I’ll then show them what schools are in the area, including ratings and reviews. It’s amazing.”

“And if they’re ready to make an offer, I use my iPad to go to the RPR website, pull up the subject property, click on zipForms and start drawing up forms on the spot.”

Getting Started

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Representing In AbsentiaHolli Woodward, Joshua’s mother and CRS National Executive Committee Member, says the app has changed the way she does business by giving her greater flexibility to service clients, even when she’s out of town.

“Our business is a well oiled machine that we want to keep continuously running, even if we’re out of town,” said Holli. “For most of our clients, it’s the biggest financial investments of their lives so it’s important that we are always there to help.”

Joshua describes an out of town trip to visit family. A client called to say he had seen a home for sale on a consumer site and wanted his opinion.

“There I was, in my uncle’s game room. In mere minutes I pulled up my RPR app and sent a Property Report to my client in real time even though we were 500 miles apart.”

Holli, a Region 8 CRS National RVP, believes full disclosure is imperative when working with buyers and sellers. “If I’m going to be out of town, I notify my current clients to let them know that I won’t be here to show them properties but that I can still get them everything they need as far as information. I wouldn’t be able to do that without RPR.”

eBookGetting Started With RPRThis eBook will introduce you to the many facets and features of RPR. We’ll begin by establishing your RPR comfort level—setting up your account and profile, covering different aspects of the homepage and then taking a deeper dive into the real guts and glory of how this all-important tool will become your most valuable, professional asset for years to come.

Learn more at: blog.narrpr.com/ebook/getting-started

Get the eBook!

Getting Started

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RPR Covers Every Angle of Buyer-Agent Relationship• Know the market• Anticipate objections• Find a match• Close the deal

Wish it were that simple? Of course, but we know it’s not. Being a buyer’s agent in the information age has challenges probably not worth repeating here. Rather, here at RPR, we offer solutions—simple, reliable, and accurate tools that help REALTORS® successfully execute every step of the home buying process.

We were recently reintroduced to a REALTOR® from the Boston area who, along with all 240 of his agents, use RPR in every facet of his operation, notably when working with buyers.

“Buyer expectations come in all shapes and sizes but one thing is for sure: they all expect accurate, timely information,” says John Connolly, Vice President of SUCCESS! Real Estate, Boston, Mass. “From basic characteristics of the home to a thorough analysis of local market conditions, REALTORS® really need to be on their game.”

Here, John shares how RPR helps his entire team remain relevant when working with buyers.

It Starts With Searching for the Right Property“RPR’s database has hundreds of datasets and filters to get to where you want to be. Recently, we’ve relied a lot on heat maps during property searches. With that, we can easily tell if a client is interested in a home that lies within a flood zone. They’ll want to know up front whether they’re going to need flood insurance. A hot button issue these days.”

At the Right Price“It’s easy to put together buyer tours using RPR, especially when I can support the data with solid evidence that can either affirm or deny the seller’s asking price. RPR has pricing tools in place that help us pinpoint value with razor like precision.”

Buyers

John Connolly, Vice President SUCCESS! Real Estate, Boston, Mass.

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In a Preferred School District“A client of mine wanted to purchase a home within a 10-minute drive of a specific school. I entered the address into RPR, mapped out a 10 minute drive time, calculated the mileage, and easily mapped out our search area.”

In a Desirable Neighborhood“Using RPR, we can analyze neighborhoods to help our clients understand the people, economy and quality of life in the place they might call home. We can identify walkability scores, and points of interest like hospitals, restaurants, grocery stores … anything that would be important for a homeowner to know.”

With Deliverables That Make a Difference“And then we wrap it all up by creating reports from RPR. Property reports, school reports, neighborhood reports, market activity … buyers love them all and it really makes us shine as REALTORS®, especially because we can customize the reports with our name, logo and contact info.”

John’s Endgame?Johns wraps up his comments with a final plug for what he claims to be one of his most powerful tools in the RPR arsenal: the platform’s data and reports are accessible 24/7 from a desktop, phone or tablet. “I’m with my buyers, they have a question or see a property that isn’t on our list. I can instantly pull up the info using my RPR app and we can all look at the same thing together. I can even send them reports from my phone. RPR is a game changer in this industry!”

eBookThe RPR Guide to Working With BuyersThis eBook will show you how to engage clients on a deeper, data-driven level. You’ll learn how to perform advanced searches —including map layers and drawing tools—locate neighborhood and school information, and generate marketing materials that will create a wow factor for your buyers.

Learn more at: blog.narrpr.com/ebook/rpr-guide-working-buyers

Get the eBook!

Buyers

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10 Minutes & Some Positive Persuasion Lead to Happy First-time Home BuyerTechnological innovation, market expertise, abundant energy, and a quick wit all equally contribute to Brenda Noffert’s successful 20-year run in real estate. An Associate Broker for Better Homes & Gardens Alliance, Wichita, Brenda earns her stripes as a multi-tasking, multi-functional Realtor who successfully serves clients in the residential, relocation, retail and investment property segments.

Here, Brenda shares an anecdote from the road, including how her intuition, experience and reliance on RPR are wrapped up into one real estate tour de force.

“You can ask people to come to your office and make them sign a buyer agreement, but if they’re not emotionally committed to you, it means nothing,” said Brenda, a member of the South Central Kansas Board of Directors.

“First, you need to give clients confidence that when you promise something, you deliver. That helps to create an emotional connection. And if I give them something before they ever ask for it, that spirit of service crushes the ol’ time real estate stigma that everybody’s out for money. Whether they decide to buy or not, I make sure they are taken care of.”

That commitment to relationship building recently earned Brenda a buyer’s commitment for a corporate relocation to Wichita. “Right off the bat, Celeste, a first time homebuyer, told me that her parents advised her to buy a fixer-upper, something she could gain instant equity from.”

While getting to know one another, Celeste confided in Brenda that she didn’t really enjoy fixing things up but that it was probably the best course of action, based on input from her parents. “I know I’ll have to cast a wide net to find what I need, so I’m willing to commute long distances to find the right home,” she said.

Brenda Noffert, Associate Broker Better Homes & Gardens Alliance Wichita, Kansas

Buyers

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Brenda set to work, asking Celeste the right questions to determine exactly what type of home was within her price range and what she’d be willing to do to bring it to market value. She encouraged Celeste, a busy executive, to rethink what she was hearing from others and to consider purchasing a home that she could live in comfortably and still earn a profit at resale.

“Buyers, especially first-timers, sometimes underestimate what it takes to renovate a home,” said Brenda. “I encourage folks like Celeste to consider buying something they can dress up rather than fix up.”

“If you’re paying people to fix things, it eats your equity,” Brenda told the client. “But if you get something that only needs cosmetic changes, and you enjoy doing that, in three to five years you can resell at a profit. And, we have plenty of homes to choose from within that criteria.”

With support from her new client, and knowing she could use RPR to find exactly the right neighborhoods within a reasonable commute time, Brenda dug a little deeper. “Tell me where you work and how long you want to drive each day, and let me do my homework” she asked.

Brenda then turned to RPR to conduct a search for properties within Celeste’s acceptable commute time and price range. From those results, she analyzed the needs of each listing, and in less than ten minutes had emailed her new client a list of for-sale properties, and school and neighborhood reports in four different areas of Wichita—all representing homes that required a little TLC rather than a do-over, and within a short drive time to work.

The strategy worked. Within minutes, Celeste responded, “This is what makes sense for me to purchase rather than what others are telling me. Let’s meet tomorrow and go over things. Wow!”

A jubilant Brenda knows she did the right thing by turning to RPR to help identify possibilities for her client. “Now instead of saying she’ll go anywhere and over commit to a home, Celeste can choose from several homes in four different neighborhoods and won’t need to spend all of her time and money paying others to renovate a house.”

“RPR is there to help us do our homework,” said Brenda. “There’s no stone unturned. If it’s not there, it’s not anywhere. And boy does it make us look good when we can lead our clients in the right direction. I’m sold!”

Buyers

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It’s Easy to Become a Listing Presentation Pro With RPRIt all started with a $40,000 difference of opinion. A past client of Penny Brockways’ called to say she was looking to break even on a quick sale of her home, which was originally purchased for $183,000. Penny thought the property could sell for $227,000 but was outnumbered by her husband and business partner, James (who felt $200,000 was a more realistic list price) and the client who felt both of those prices were “way, way too high.”

Determined to prove otherwise, Penny, a REALTOR® with Brockway Realty, Clear Lake Area of Texas, created an RPR Seller’s Report showing James and the client why she was right about the price. Based on Penny’s input, the team compromised, landing on an asking price of $220,000—nearly $40,000 more than their client’s original purchase price. The property received a full price offer in eight days. In fact, they continued to receive offers that were over list price.

“Since then, we’ve become RPR’s biggest fans,” claims Penny. “It has helped grow our business because it has given us more credibility.”

Leading from the startPenny specializes in listing presentations by maximizing every RPR tool at her disposal. When potential clients call, she is ready.

“That first phone call is critical,” she said. “I’ll immediately pull up RPR on my tablet and start researching the seller’s home while asking questions at the same time.”

Penny first looks to the Realtor Valuation Model® (RVM®) Confidence Score. “It gives me a level of security as to whether the value is solid. Four or five stars give us a great start.” She then turns to RPR’s map features to see current values of neighboring homes. Next, she quizzes the seller to confirm the home’s basic facts such as number of bedrooms, baths, square footage, etc. Penny then lets the seller know that, together, they will adjust the current value of his/her home using RPR’s Refined Value Tool.

“They’ll tell me they have an addition that’s not on the public record or upgraded a bathroom in recent years. We can adjust the home’s value for a new kitchen, entry doors, roof, and so many other improvements. It’s easy to do and clients are incredibly impressed by the fact that I can do it right then and there.”

James and Penny Brockway Brockway Realty, LLC Clear Lake Area, Texas

Listing

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Getting to YesBased on what is shared, Penny emails her new client an RPR Seller’s Report, complete with a customized cover highlighting the seller’s name, address, and home photo. The report includes nearly 20 data sets ranging from the suggested list price, home facts and comps to the property’s history, seller proceeds and market activity.

But she doesn’t stop there. “The big thing here in Houston is schools,” said Penny. “We work in a particularly sought after district so the RPR School Report is one of my most important assets.That and the Neighborhood Report are invaluable.”

“I can’t imagine being a REALTOR® right now and not having access to RPR,” said Penny.

According to Penny, nothing can be set in stone until she meets the client face to face, i.e., tours the home. “At least 50 percent of the time, that house is different from what you, or even the seller, think it is. After seeing the home, I’ll use my tablet to access RPR and show the client photos of other houses in the neighborhood. I’ll ask, ‘Can you tell me which of these homes is a one or ten, and where your house sits in comparison? And if you’re house is a four, what are you prepared to do to bring it to a level you are most comfortable with?’”

Penny cites how engaged clients become when everyone is working from her tablet. “They immediately start touching the screen and looking around the RPR site to see what other properties have sold for, what’s pending, days on market, or even in foreclosure. They love the maps and the fact that I can continue to refine the value of their home based on what I’ve seen during my listing presentation.”

“I can’t imagine being a REALTOR® right now and not having access to RPR,” concludes Penny.

Listing

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Going Beyond the Data Leads to Landmark ListingRecently, David Momper, Broker Sales Associate with Coldwell Banker Select, Tulsa, shared his RPR success story with us, including the catalyst that spurred those successes: a shift in thinking.

“Initially, my RPR experience was limited to accessing data” said David, whose credits include Oklahoma 2015 Realtor® of the Year, 2005 President of the Greater Tulsa Association of Realtors and 2012 President of the Oklahoma Association of Realtors, among others. “I really didn’t know how much I could really use it for, like the extent to which I could perform property searches and generate reports.”

That mindset shift and willingness to explore the RPR site to his advantage led to winning a landmark listing for this REALTOR® based in Tulsa, who has been practicing since 1978.

“Our market carries affordable housing for most, meaning a $550,000 listing is highly attractive for most REALTORS®,” says David. When the opportunity presented itself, I turned to RPR.”

“Even though the seller was incredibly impressed by the data and high-quality look of my RPR property report, I made it clear that this was only the first step,” said David. “My strategy is to meet the clients, establish a rapport, show them the resources I have at my disposal (RPR data and reports), then go do my homework.”

“I really didn’t know how much I could really use it for, like the extent to which I could perform property searches and generate reports.”

David Momper, GRI, CRS, CRB Coldwell Banker Select Tulsa, Oklahoma

Listing

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What is a Renovation Worth?David’s seller had invested nearly $85 thousand in repairs to the second story of his home, just to get it ready for sale. Yet, it was up to David to determine what those upgrades were worth in the current market.

“I used RPR’s refine value tool to measure the market value of the seller’s improvements to the home,” he said.

David then returned to his seller to share his pricing strategy, which relied on both RPR’s refined value and his knowledge of the local market. “I’ve been working in this market for a long time. And my experience told me that this home is in an older neighborhood where nearby newer homes are attracting more buyers. I recommended a list price of $550 thousand even though the data suggested a somewhat higher price,” he said.

Not surprisingly, the seller abundantly agreed. By then, David has earned the homeowner’s trust by presenting data and reports that clearly demonstrated what the market offered, what had sold in his area, and what buyers were looking for.

“My seller said I presented the most credible pricing strategy and the most informative reports,” he said. “I know that was based on the data and reports I garnered from RPR, coupled with my unique experience in the local market. And when you walk into a guy’s house with a 38-page report, he thinks you know what you’re talking about.”

In fact, the seller commented that he knew he was getting a “fair shake” on the pricing because David had demonstrated how each home improvement factored into the equation.

“To have RPR at my disposal as an analytical and reporting tool, coupled with my knowledge of the neighborhood and market, is all I needed to be put above the competition,” said David.

eBookThe RPR Guide to a Successful Listing PresentationThis eBook will introduce a series of tools and techniques that will strengthen your keen sense of the market, your expertise in determining value, and your ability to bring a deal to close in the shortest time possible and at the highest price.

Learn more at: blog.narrpr.com/ebook/listing-presentation

Get the eBook!

Listing

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Second Chance CMA Earns This Realtor® a Coveted ListingIf within every mistake there is a potential for growth, then success lies ahead for those who know how to recognize and rectify missteps along the way.

Michele Miller, a Realtor® with Gary Greene Better Homes & Gardens, Texas, has a great story about how she turned lemons into lemonade, in that regard. When called to do a listing presentation for a luxury home in a highly-desirable neighborhood, Michele thought she knew the area well enough to come up with some numbers and make her presentation.

“I was off on my suggested list price,” said Michele. “I did not calculate the value of the home’s improvements or the community and its amenities well enough to do it justice.”

Not one to lose easily, Michele watched the property for a while and when the listing never went live, she decided to take a second chance. This time she kicked it up a notch.

“Whenever I do a CMA I first go to my MLS and run two reports. The first doesn’t let me pick comps and also doesn’t allow me to personalize,” she said. “I can pull comps for the second report but it’s just data. The third, and final, which gives me everything I need, is RPR.”

Since Michele had been in the house before and was familiar with the improvements the homeowners had made in the past three years, she went into RPR, searched for the property, selected the Refine Value Tool, and added the home’s improvements. She then selected comps and rated each against her subject property based on her enhanced awareness of the home and the area.

“What I like about RPR’s comparative analysis tool is that I get to pick comps and then tweak the value of each against my subject property,” she said. “It’s a unique feature I don’t get anywhere else.”

Michele Miller Gary Greene Better Homes & Gardens Texas

Listing

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The ability to present a price range for a home is also a valuable feature of RPR, according to Michele. “I get to present a range that I feel reflects the home’s condition, how it compares to other properties, and make my own price adjustment based on my personal knowledge, like how motivated they are to sell. It’s an incredibly flexible tool.”

She then made a brilliant move by personally delivering a handwritten note, accompanied by her comprehensive, client-friendly RPR Seller’s Report, to the homeowner. The note read, “I noticed you haven’t listed your house for sale. Maybe I can help. I’ve reevaluated your home using a highly-accurate data source and have a much better understanding of your community. Here is my report.”

Without question, the homeowner responded. “You’re the only agent that followed up with us when we didn’t list the first time,” said her new client. “And the information looks great. Please come over and list our house.”

“I just love the presentation of RPR reports,” said Michele. “And people are catching on. Our corporate office [Gary Greene Better Homes & Gardens] is asking us to make RPR our preferred comp analysis tool and has even asked me to talk about RPR at meetings. I am happy to be leading the way in my office.”

Listing

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Hail Mary Effort Proves Worthy of This Realtor®’s Strategic Open House MoveIn real estate, you win some, you lose some. Yet for this REALTOR® from Florida, losing one turned into a trifecta of wins. All because of a very unusual set of circumstances at a very popular open house.

As every real estate agent knows, open houses can be feast or famine. On this particular day, Gregg Center, a REALTOR® with Premier Sotheby’s International Realty, Sarasota, FL, lucked out. His luxury property listing had quite the appeal for a number of discreet buyers.

“I was somewhat surprised when six different couples entered the property at once,” said Gregg. “It was a blessing and a curse because, obviously, I wanted to engage all of them equally.”

With questions about the property looming and little time to waste, Gregg turned to the app he traditionally relies on in similar circumstances. This time he wasn’t so lucky. “I tried to engage each of my open house visitors by relying on data from my real estate app,” he said. “But its unresponsiveness frustrated them. I felt frustrated as well. High-end buyers have high expectations, and my ‘go-to’ app didn’t perform when they wanted more information.”

What makes Gregg a good agent? He’s quick on his feet. “Right then and there, I remembered that I had downloaded the RPR app about three days prior to my open house and played around with it for about 30 seconds, with no real strategy in mind. I’m new to RPR so had honestly forgotten about it. But I had to do something and followed my instincts.”

Open House

Gregg Center, Premier Sotheby’s International Realty Sarasota, Florida

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Within seconds of the last couple leaving, Gregg pulls up RPR on his phone and heads off his prospects at the door. He moves the conversation forward:

Gregg: “Thanks for stopping by. Do you have any questions about the property?” Visitors: “We’ll contact you if we do.” Gregg: “Is this the only house you’re looking at or are you interested in this general area of town?” Visitors: “The area.” Gregg: “If I said I know of other homes in the area and could show you them right now, with photos and facts, would you allow me to help you?” Editor’s Note: Gregg begins praying, “please work, please work” as he pulls up the RPR app. Visitors: “Yes”

To Gregg’s astonishment, RPR’s app returns search results within seconds, instantly displaying every home for sale within a half mile radius of where they are standing … including, of all places, a listing right across the street.

“I couldn’t believe I missed the house across the street,” remarks Gregg. The sign was poorly placed and I didn’t see it on my MLS. But there it was, right there on RPR.”

He continues with his soon-to-be client. “There’s a place across the street. No open house scheduled but I can set up a tour for tomorrow if you like. And here’s everything you’d want to know about the property,” as he shows them his phone.

Less than 24 hours later, Gregg’s new clients make a $2.1 million offer on the house across the street.

But here’s where it gets even better.

“We win some, we lose some,” said Gregg. Turns out the buyer and seller could not agree on the seller’s contingencies. “Yet, my client was so impressed by my ability to instantly respond to their needs that they decided to sign on with me to purchase another home, including selling their current home AND four parcels of waterfront property they want to list.”

One might say, Gregg had a good day.

Today, Gregg touts RPR as one of his most essential business tools. “I use the app in every single sales opportunity, especially on buyer tours,” he said. “It shows that I have market information readily available and never have to say ‘let me get back to the office/computer and put together some information for you.’ I can do it with the app when they walk into the kitchen and have it finished and sent to their email before they have moved to the dining room. It essentially does everything for me.”

“Well, not everything,” he adds. “I’m waiting for the app to make all my appointments for me. I’m sure RPR is working on that.”

Open House

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Conversion is Key for This Open House ExpertWhen one-third of your annual sales in a single year stem from open houses, you pay attention. Something is working.

For strategic-minded REALTORS®, open houses are an opportunity to convert market watchers, tire kickers, and fence sitters into clients. What sets apart a “showing” from a “client conversion and closing opportunity” can be attributed to a REALTOR®’s style and RPR. That, according to this San Francisco based agent who was recently named Rookie of the Year by the Bayeast Association of REALTORS®.

“I have a clearly defined strategy for planning and carrying out an open house,” said Nicole Nicolay, a REALTOR® with the Engel Group at J. Rockcliff Realtors, Pleasanton, California. “It’s a game plan that has consistently resulted in above-average performance.”

Nicole, who has more than a decade’s worth of real estate marketing and technology expertise under her belt, said the data and reports found within RPR fulfill three vital components of her open house strategy: 1. Using insightful, engaging icebreakers; 2. Providing credible, relevant information; and 3. Ensuring a timely and consistent follow-up method.

A Meeting of the MindsNicole greets her open house guests with an enthusiastic welcome. “I’m super passionate about greeting people as they enter and then touring them through the home. I make it a practice never to sit down. I want to be ready … meeting people at the door.”

Nicole Nicolay Engel Group at J. Rockcliff Realtors® Pleasanton, California

Open House

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Then come the icebreakers—what Nicole attributes to her success at converting visitors to clients. “If I engage them, I can make an impression, one that attests to my passion and knowledge.” So she intuitively asks the right questions, without being intrusive.

“I’m never shy about engaging people to find out where they’re coming from. I strive to establish a connection from the start,” said Nicole. “For example, I’ll ask if they are from the area and, if not, I know what direction to take.” At that point, Nicole will offer her potential client information on area schools and the neighborhood, all drawn from the RPR platform.

As the conversation continues, Nicole will flush out whether or not her open house guest is considering both buying and selling. If so, she promptly offers to send them an RPR Mini Property Report on their current residence, complete with a comp analysis. “It gives me something extra to touch base with them. And because they asked for it, they don’t feel like I’m pouncing on them. It’s an even exchange. We’ve built a relationship.”

Right on the MoneyOpen house visitors all have different scenarios and agendas, including the so-called “nosey neighbors.” Yet, Nicole advises that neighbors are not to be overlooked. “Often times, they are considering putting their own home on the market and that by visiting open houses they are able to gauge where they stand,” she explains.

Right there, Nicole uses her iPad to pull up RPR’s maps. The display reveals the RVM®, or Realtor Valuation Model®, for every house in the neighborhood, including theirs. She can also zoom in and click

to show the property’s characteristics. “They get really excited about the real time data,” she said.

As to the RVM and whether homeowners claim to have checked other national real estate websites to determine their home’s estimated value, Nicole explains the legitimacy of RPR’s RVM and how it supersedes all other models. “As the only REALTOR®-owned, automated valuation product, the RVM goes beyond the traditional AVM by incorporating listing and sales data from the MLS into the equation. It is a very credible automated tool for determining value.”

Open House

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Preparation is KeyNicole prepares for her open house by running RPR’s Mini Property, Neighborhood and School Reports. At open houses, she displays one copy of each report in a high traffic area. Then when guests pick one up, she responds with, “It’s great that you picked up that Property Report. Right now, it’s the only copy I have left but if you’ll give me your contact information, I’m happy to send you a personalized report.”

Here are Nicole’s top three picks for RPR reports used at open houses:

MINI-PROPERTY REPORT The Mini-Property Report highlights everything a potential client wants to know about the property without overwhelming them with data. What makes this buyer-friendly report so unique is that REALTORS can include their own personal notes and photos using any handheld or desktop device.

NEIGHBORHOOD REPORT The Neighborhood Report provides an in-depth portrait of the people who live in an area, in addition to key indicators such as job growth, unemployment, cost of living, commute times and climate. The report also includes median list and sales prices, listing and sales volumes, and per square foot pricing on sold homes.

SCHOOL REPORT The School Report summarizes student population, testing outcomes, parental reviews, ratings, and contact information about a public or private school—essential information for buyers with school-aged children.

A Hard Act to FollowNicole even has a proven follow-up system in place for collecting contact information at open houses. “I learned pretty quickly that people write like doctors when you ask them to write down their email addresses.” Instead, Nicole created a landing page off of her website that has a signup form for exactly that purpose.

“Whenever someone asks for more information, I point them to my iPad which is usually displayed in an open area. I ask them to complete the online form,” she said. “The form includes an open field to include their home address in case they are thinking of selling.” She adds, “And I make sure to impress upon our visitors that the form has a box to check, ‘Homes by email’ so I can send them new listings in the area they desire.”

That evening, Nicole starts to analyze the needs of clients that captured her attention at the open house. “I send them customized RPR reports to suit their interests, knowing I am giving them something of value but that RPR is doing all the work for me,” she said with a smile. “Sometimes I hear from them right away and we close on a deal. In another case, I didn’t hear from the client for six months.” Here’s the scenario:

“I was talking to a couple at an open house … the usual stuff. They asked for more information so I promptly got their contact information and sent them RPR Property and Neighborhood Reports. Although I periodically checked in with them, six months went by without a response.

Open House

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Then, to my surprise, I received an email, ‘Dear Nicole, This is Mary. We met at an open house several months ago. At that time, you sent me a report with some really impressive information. That report, and your willingness to take the time to explain the information to us, made us remember you. I’m ready to buy a house. Please call me.”

Turns out, not only was Nicole’s newfound client ready to buy a house, she had already picked out the property she wanted to purchase. The client had been to another open house and loved the property. Yet, instead of employing the open house agent to foster the deal, the client went back to Nicole. When asked why, the client responded, “Of all the open houses my husband and I went to, you were the only one who took the time to get to know us and what we were looking for, and to explain the information to us.” Three days later, they signed on a home worth $675 thousand.

eBookThe RPR Guide to a Successful Open HouseLearn everything there is to know about the neighborhood and schools surrounding your listing, then master the art of creating marketing materials that will build your brand and create a wow factor for your open house. We’ll even reveal a few good icebreaker ideas for making a positive and lasting impression on your soon-to-be new clients.

Learn more at: blog.narrpr.com/ebook/open-house

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Open House

24Top REALTORS® Share 10 RPR Strategies for Success ShareCopyright 2017 Realtors Property Resource®, LLC | v.1

What’s Behind This Agency’s Successful Farming Strategy? Relationship BuildingBelly-to-belly are some of the wisest words ever spoken about real estate marketing strategy, according to broker Claire Bisignano Chesnoff. A master salesperson, broker/owner, and founder of an eight-agent operation based in Staten Island, NY, Chesnoff says one of her most successful strategies for earning new business is farming neighborhoods. Her technique is succinct, safe, and proven.

Dominating much of the Staten Island market, Claire Properties, LLC is now setting its sights on opportunities in Brooklyn. Their farming strategy includes identifying potential neighborhoods and then sending a team of up to three agents to go, as Chesnoff says, “belly to belly” with homeowners.

“Telephone solicitations are no longer effective,” claims Chesnoff. “And marketing pieces, such as postcards, can be valuable, but our greatest reward comes from establishing relationships in neighborhoods, by meeting people on their sidewalks and in their living rooms.”

In this instance, a team of three agents descends upon a potential market area—it’s here they work on building relationships with homeowners and shopkeepers in the area. Each agent, according to Chesnoff, plays a critical role in the pursuit she calls “our newest challenge.”

Antoinette is accompanied by Frank, a techie who loves data; and Harold, a people person whose presence also provides a sense of security for both the agents and homeowners.

And their secret weapon? Realtors Property Resource® (RPR®).

Claire Bisignano Chesnoff Claire Properties, LLC Staten Island, New York

Farming

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Their farming strategy is executed as planned:Frank, equipped with the RPR app on his phone, stays at the sidewalk, pulling up data on the home and its owner. Armed with accurate data, he is able to speak intelligently, with a top-to-bottom view, as Chesnoff describes. With RPR, Frank accesses the home’s estimated value, property facts, and mortgage and tax information, as well as the owner’s contact info. And as the conversation between agents and the homeowner ensues, he can add notes to the property details page.

Meanwhile, Antoinette and Harold engage the homeowner who, in this case, is outside working on his property. “We’d like to let you know what your home might be worth based on recent sales in the area,” says Antoinette after a brief introduction.

Harold delivers an RPR Market Activity Report to the homeowner, and asks, “Do you know anyone in the area who is thinking of moving or needing a place to rent? We can help.”

Turns out, he does. “I’ve been trying for a while to find a waterfront property in Staten Island but haven’t had any luck,” said the homeowner. “And I’ve got a house in the Bay Ridge section of Brooklyn to sell.”

Right there, the team is able to tell their new client what his Bay Ridge home is worth and search for properties in his desired location … by accessing the anytime, anywhere, RPR data platform.

“Of course, we first determine whether the buyer or seller is under contract with another agent,” says Chesnoff. “In this case, he wasn’t, and we were able to list his property as well as represent him during the purchase of his Staten Island home.”

Chesnoff and her agents also rely on referral generation while farming neighborhoods. Many times a homeowner will share what kind of activity is going on in the area, such as a couple divorcing who may need to sell, or an adult child whose mother has passed and she needs to sell the mom’s home.

“It’s really all about courage,” concludes Chesnoff. “Arming yourself with tools like RPR, exuding confidence, and putting yourself out there, is what makes or breaks a great agent.”

eBookThe RPR Guide to Geographic FarmingLearn how to establish and calculate criteria for a marketable farm area and then generate client-friendly reports that will spark homeowner interest in that neighborhood. We will also offer tips and tools for conveying your value to For Sale By Owner listings, and conclude by sharing a great story about how RPR’s app helped a rising New York City broker to hit the jackpot while farming a neighborhood in Brooklyn.

Learn more at: blog.narrpr.com/ebook/geographic-prospecting

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Farming

26Top REALTORS® Share 10 RPR Strategies for Success ShareCopyright 2017 Realtors Property Resource®, LLC | v.1

Commercial Real Estate Pro’s Five “Must Have” RPR ToolsOne might think that 27 years in the industry would make anyone an expert on virtually anything real estate related. Yet, for Carlos Fuentes (CCIM, CIPS, TRC), the learning never stops, especially in commercial real estate.

“I have to learn everything there is to know about a client’s operation if I’m going to find the right location,” he said. “Then I use stats, maps and reports to ensure the location is viable for that type of business. That’s where RPR never lets me down.”

Asked which of RPR tools and features he finds most helpful, Carlos replied, “All of them! RPR is an incredibly efficient and accurate resource that provides everything I need to know about a commercial or residential property. And I know it’s more accurate than any other resource available in today’s market.”

Here, in his own words, Carlos describes his favorite five RPR tools:

Best Business ReportWhat he likes: “I use the Best Business Report all the time. The Esri data goes much deeper than what you’d expect. It breaks populations into segments like household income, male/female, married/single/divorced, etc., but the extra sections like how and where consumers in the area spend their money is invaluable. And the report itself is really impressive. My clients love the graphs that show which business types are over-and-under represented.

Carlos A. Fuentes Namaste Realty LLC Lutz, Florida

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How he uses it:“It’s one of my most powerful influencers. If I have a client that wants to open an ice cream shop, I can run the Best Business Report and show him there’s an abundance of similar shops in the area. But I won’t leave it at that. I might advise my client to open a Dunkin Donuts, or a bakery that serves cakes as well as yogurt smoothies or frozen yogurt—something that gives him a competitive edge. On the other hand, I can also use the report to lead clients into areas where there isn’t such tough competition.”

Carlos’ Tip for RPR Reports“RPR’s commercial reports are lengthy, as they should be. I like that I can customize them to reflect my brand, add notes, etc. But a lot of people don’t realize that RPR intentionally leaves off the page numbers so that we can further customize the report by pulling out pages that aren’t helpful to particular circumstances. Every single report can be tailored to that client’s needs and interests, including adding our own pages.”

MappingWhat he likes“RPR maps are easy to use, intuitive, and have many, many layers of data. Seeing things visually provides greater insights that you don’t get from merely looking at the numbers.

How he uses it“I use RPR’s maps to identify nearby Points of Interest (POIs). There are hundreds of them in many different categories—manufacturing, government offices, banks, retail, hospitals, restaurants … the list goes on. And hovering over an icon reveals data about that company like sales volume, number of employees, square footage, and year opened.

I can also create heat maps that show breakdowns of household income, age, married/divorced, etc., and depending on where you’re from, the flood zone maps can be really important.

One time I used RPR maps to identify all the churches in an area and then encouraged my client, a pizza shop owner, to send flyers with coupons to all of those churches. Another time I conducted a map search of all available properties within specific ZIPs for a client who was licensed to conduct business in those areas only.”

Crossover between commercial and residentialWhat he likes“I work with a lot of international buyers and sellers. Most are looking for a business location first and possibly a residential property down the line. With RPR, I can easily jump between the two, finding the perfect site for their business and helping to identify areas they might be interested in for a home purchase.

How he uses itRPR residential property searches are easy but still comprehensive. I’ll start by helping my client identify neighborhoods and schools they would prefer, and RPR has search tools for each of those … even reports for each. It shows the client that I have a broad range of resources at my disposal. Being a CCIM makes it easier.

Proximity to their business, home and school is really important so I’ll use RPR maps to identify properties, neighborhoods, and schools within a certain drive time as well.”

Commercial

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More and more reportsWhat he likes“A big part of my business is working with franchise consultants. When I show them RPR reports, they are amazed. I’d bet my last dollar that many franchise sources do not have as complete information as RPR provides.”

How he uses it“Simply, I use RPR’s commercial reports to build my business throughout the franchising industry. The Commercial Trade Area Report, Trade Area Analysis and Property Reports congregate data into one source like I’ve never seen before. It’s also completely accurate. All of these things help me to build trust among my clients. It’s proven.”

Anytime, anywhere accessWhat he likes:“RPR’s app is outstanding! I have an iPad with Internet and being able to sit in front of a property with a client and do searches or run reports right there is absolutely fantastic.”

How he uses it:“I was referred to a client that had opened a Dollar Store franchise only three months earlier. The client was critical of the location, which had been suggested by the franchise consultant and a business broker. While at the site, I pulled up RPR reports on my phone and showed him how the location was more than adequate; only his marketing strategy needed direction. That small effort landed me a consulting agreement with the client to help him with marketing and possibly relocating within the same plaza.

Video LearningGetting Started with RPR CommercialNavigate through the Commercial application of RPR. Your one-stop-shop for comprehensive market data, allowing REALTORS® specializing in commercial properties to save time and money. This basic course is a complete step by step library of video tutorials that will introduce you to all the commercial features RPR has to offer.

Learn more at: blog.narrpr.com/video-learning/rpr-commercial-fundamentals

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Commercial

Get Started Today!Now is a good time to check out our other eBooks. Each is

accompanied by a set of brief video tutorials and a webinar—perfectly

suited to match your learning style and schedule.

Getting Started With RPReBook • Video • Webinar

Working With BuyerseBook • Video • Webinar

Listing PresentationseBook • Video • Webinar

Open HouseseBook • Video • Webinar

Geographic FarmingeBook • Video • Webinar

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