‘All About the Consumer Experience’

Consumers – and the consumer experience – were the real stars of “Good Morning, RE/MAX,” the Wednesday Super Session at the R4 convention in Las Vegas.

In a wide-ranging session with a creative, talk show format, RE/MAX Chief Customer Officer Nick Bailey and several guests encouraged agents to tune out the noise, think differently about the modern real estate process, and understand how much consumers value their expertise and guidance.

“I’m going to challenge us a little bit as agents, because I think we have to be challenged,” Bailey told the crowd. “As we look into the future, there’s a lot of noise in this industry. It’s how we handle it that matters.”

After delivering a rousing opening monologue framed by a live house band, Bailey welcomed Abby Lee, RE/MAX Senior Vice President of Marketing and Communications, who outlined a variety of new marketing innovations that will help RE/MAX agents connect with and serve more buyers and sellers.

All of them, Lee said, are designed to automate, customize and simplify the marketing process for busy agents on the go.

The offerings include:

• The 2020 RE/MAX ad campaign
• Customizable commercials
• Custom listing tool
• Photofy, an app exclusive to RE/MAX in the real estate industry, that enables agents to create instant social content using custom graphics, images, templates and digital photos
• Megaphone, a self-service way for agents to place strategic paid ads on social channels like Facebook, Instagram and Waze

Consumer experience – and the vital role of the agent – was also the focus of a one-on-one chat between Bailey and Greg Schwartz, the retired President of Zillow Group. 

“This is the most dynamic and interesting time in the real estate business if you’re serious about the business,” said Schwartz, who worked at Zillow with Bailey. “If you’re a student of the business, if you’re engaged, if you provide exceptional service, you’re all good. But if you’re a marginal player, fighting professional technology and having a negative mindset about it, you’ll be in trouble. This industry, though, is yours for decades to come if you choose to take it.”

After the conversation with Schwartz, Bailey announced an agreement with Zillow that includes Premier Agent ad bonuses for RE/MAX agents.

In a segment called “Nick’s 5 Things,” Bailey detailed his vision of the industry and what agents should focus on in 2020:

1. The sales process has shifted from Consumer > Agent > House to Consumer > House > Agent. In other words, buyers today are looking for and finding houses on their own – and then seeking the services of an agent who can guide them to a successful closing. “We have to be thinking more about the consumer experience and the consumers’ wants and needs,” Bailey said. “If the consumer loves it, we have to be good at it.”

2. Differentiate yourself. Bailey said the number of home sales and leads in 2011 were essentially equal with one another. In 2018, however, there were nearly 16 times more leads than sales. All agents call and all agents text; Bailey suggested using video instead. A simple video, he said, will go a long way. “You need to stand out.”  

3. Worry about your database, not your data. Pointing to the recent RE/MAX acquisition of First, Bailey said agents can better nurture relationships with people already in their sphere. That’s how they should be focusing on building business. “True story: Adam [Contos] announced First, literally had someone go put their contacts in and they have a listing appointment tomorrow.”  

4. Easy tips to improve your sales skills. Real estate coach and former RE/MAX agent Jared James joined Bailey on stage to help deliver two sales keys. First, the quality of the answers agents get from consumers is directly related to the quality of the questions they ask. “Ask the right questions,” James said. Second, James said it’s imperative for agents to know their own worth. He said all agents have been in a situation where they are vying for a listing and the customer is looking for a discount agent. “You say, ‘I know what I’m worth and I also know what your home is worth,'” James said. “Lucky for you, I’m going to fight for your home’s worth the same way I fight for my own.”

5. What’s to come in 2020? Bailey says with a tremendous amount of wealth getting ready to transfer from Boomers to Millennials and Generation Z, it will be important for agents to understand that market. He said he anticipates low inventory and affordability to drive the conversation. “It will be important to show how we can help fill that demand,” he said.