Goals include better customer experience and tools for agents
BY PAUL HAGEY, MONDAY, JANUARY 14, 2013.
Inman News®
Diagram image via Shutterstock.
Experimenting with video, producing local content and shoring up holes in mobile presence were hot digital initiatives for brokerages in 2012, and some firms who took those steps last year are looking to refine them in 2013.
Decision makers at three large brokerages -- The Corcoran Group in New York City, Alain Pinel Realtors in the San Francisco Bay Area, and Nothnagle Realtors in Rochester, N.Y. -- agreed to share with Inman News readers what they're focused on in 2013.
A smaller brokerage -- Do Good Real Estate in Wilmington, N.C. -- also provided insight into how much can be accomplished even with more limited resources.
"2012 at Corcoran was all about expanding and strengthening our digital ecosystem," said Matthew Shadbolt, director of interactive product and marketing at Corcoran. The new year, he said, will be about smoothing out the user experience between all of the firm's established digital products -- social media, video, apps, website -- and creating a more personal, local, adaptive service.
Alain Pinel has a similar goal for 2013 -- a focus on customer experience, said Alain Pinel executive vice president Rainy Hake.
By expanding its video offerings, improving its mobile presence and adapting its agent training protocol in the new year, Nothnagle Realtors hopes to stay at the cutting-edge of technology and marketing techniques, said Armand D'Alfonso, president and CEO of Nothnagle Realtors.
Producing exciting agent videos, developing quality local information and taking the leap to a cloud-based transaction management system are key goals in 2013 at Do Good Real Estate, said Ryan Crecelius, the firm's founder and owner.
