In preparing to pass the baton to Blefari, Lee is perhaps most proud of the HSF Affiliates organization as it stands today because of the extremely talented and committed staff members who made it possible to go from not having all the pieces necessary to run a company to where they stand today in a very short period of time. “I’m most proud of our staff’s ability to deliver against everyone’s expectations,” says Lee. “For them, it’s more of a passion than it’s been a job.”
HSF Affiliates, part of a joint venture that was formed by HomeServices of America, Inc. in October 2012, began as a true start-up. Having to build much of the infrastructure around the organization, with their first transition, HSF Affiliates went from a single-brand to a multi-brand company. “We have tremendous real estate networks that any company would be proud to have,” says Lee.
A Rich Value Proposition
Lee, Phillips, and now Blefari couldn’t have anticipated just how big the reception would be from affiliates adopting the Berkshire Hathaway HomeServices brand, press coverage surrounding each conversion and the local communities in the various markets they entered. “There’s something magical about the brand and how people respond to it,” adds Phillips, who notes that the reception was the same across the board, whether dealing with a huge metro area or a smaller community.
Translating seamlessly into the brand’s agent core, the enthusiasm for the brand and the business itself has been exciting, a message that can be heard loud and clear on the brand’s social media sites. From Facebook to Twitter to LinkedIn and Instagram and Pinterest, tens of thousands of agents are taking to the Web to not only voice their enthusiasm, but also interact among their peers, welcome new affiliates and share their pride in being part of the Berkshire Hathaway HomeServices brand.
Of course, the introduction of its technology suite—the Global Network Platform—has delivered powerful tools and resources to the entire network. This includes lead generation, a mobile network with lead management, an affiliate extranet, a personal e-marketing platform for ongoing client contact, an education portal and an exclusive site for the network’s commercial agents.
Thanks to extremely comprehensive websites at the network and affiliate levels, consumers have access to quality data such as a property’s Walk Score and even drive time between the property and frequently visited places such as work or a child’s school. The tools built around such data are top notch, including inside access to sold data and a proprietary home valuation tool that uses lender-grade criteria that has been rated the most accurate model in the industry.
“The quality and accuracy of the data we provide consumers is top notch,” says Phillips. “Part of the whole reason we have a website that engages consumers is because when they want to work with someone, they’re working with the premier agents and companies in the real estate business.”
Continued Growth: A Local and Worldwide Perspective
As we look toward the future, it’s clear to see that the days, months and years ahead will be just as bright—if not more so—than the past year has been. “We want to continue to build on the success we’ve had to date,” says Lee, who goes on to say that their plans for growth will push the borders even further.
Revolving around a two-pronged approach that involves preparing for international expansion while continuing to expand their footprint in the U.S., HSF Affiliates’ leadership has its sights set on the next phase of growth. With a majority of the larger firms successfully converted, the focus has turned to the smaller and mid-sized firms, and on helping affiliates continue to grow organically.
Lee notes that opportunities for expansion will also come about due to the intrinsic nature of people moving, a trend that will create opportunities for affiliates in adjacent communities as well as provide others the ability to expand their footprint within an existing community. “There’s tremendous opportunity out there, from both a local and worldwide perspective,” says Lee.
While the overall vision is to become the best recognized and most highly respected home services brand in the U.S.—and then worldwide—Lee, Phillips and Blefari are ready to tackle what to them is one of the main elements of the brand’s value proposition: international expansion. “Now that we’re at the point where we can see the light at the end of the tunnel, it’s time to take this strategic step,” says Phillips.
At home or abroad, the vetting process will remain intact as Berkshire Hathaway HomeServices continues to be selective in granting franchises to affiliates who are known for their trust, integrity, stability and longevity—the same values as the brand’s namesake, Berkshire Hathaway Inc.
