According to Ostler, each quarterly survey has a different emphasis, bringing to light an important market trend, such as inventory shortage. A series of questions related to listing one’s home was designed to unlock the reasons why so many are still on the fence about selling their home. Each survey polls 2,000 homeowners and 500 prospective homeowners, who are broken down by age group to further splice the data by key demographic groups, such as millennials.
“We break down the survey findings into PR templates, slide decks, short videos and more,” says Ostler. “We create cool bits and pieces that are easy to incorporate into the affiliate’s listing presentations, websites, blogs and social media.”
The effort toward thought-leadership status reflects Berkshire Hathaway HomeServices’ commitment to its namesake. “We understand and appreciate the value of the Berkshire Hathaway brand,” says Ostler. “We also understand the responsibility of representing this name in real estate. Everybody here is focused on quality and integrity and is proud to be a part of this brand.”
Looking Ahead with Technology
At Berkshire Hathaway HomeServices, technology does not happen behind closed doors, but rather, remains front and center, engaged with every facet of the firm’s marketing goals.
As Director of Product Development and Strategic Alliances for HSF Affiliates, Mike Fortes is constantly on the lookout for new technology relationships. “My job is to see what else is out there from the technology perspective, and to see what unique offerings would really help our network grow.”
When the brand launched with a vision statement that included worldwide growth, Fortes took that very seriously during the creation and build-out of Berkshire Hathaway HomeServices’ Global Network Platform (GNP).
“We’re not a technology company, so we didn’t want to create a homegrown platform,” explains Fortes. “Instead, we went out and searched for the best apps out there and vetted programs until we found the best partners. We then looked at how we could customize those programs to meet our needs and apply them to the Berkshire Hathaway HomeServices brand.”
Berkshire Hathaway HomeServices connects its various technologies in one hub, or resource center, which is the GNP. From here, affiliates and associates can have single access to all of the brand’s products.
Among the programs accessed from the GNP is the Berkshire Hathaway HomeServices mobile app. “We recommend that our associates don’t give out a business card anymore, but instead give out our mobile app, which serves as a mobile business card,” says Fortes. “The app has all the agent’s information and travels with clients wherever they go.”
Another example of the technology accessed through the GNP is the Berkshire Hathaway HomeServices social media resource center. “Social media has become a critical avenue for marketing and soft branding,” says Fortes. “We created a social media tool that allows our network to have a strong social media presence by investing very little time each day. They can create content once and push it out over their free Facebook, Twitter, LinkedIn and Google+ accounts. We provide original content for them a few times a week, and we have an algorithm that pulls up other real estate-specific content. This is a comprehensive solution to the time management issues involved in building a robust social media presence.”
A Clear View for the Future
Donovan and team plan to take the brand’s current success to the next level, setting it apart even further with unique positioning and messaging.
“Our goal is to continue to build on the momentum we have created for the Berkshire Hathaway HomeServices brand,” says Donovan. “We have a clear understanding of who our target audiences are from a marketing standpoint: our affiliates, our agents and consumers…because at the end of the day, it is the consumer who will decide whether or not to use one of our agents.”
Berkshire Hathaway HomeServices Wins Big for Kentucky Homeowner
Berkshire Hathaway HomeServices recently made a big impact on one homeowner’s life when she was announced the winner of its $50,000 Sweepstakes held during the spring in conjunction with HGTV and its popular show “Fixer Upper.” Barbara Wakefield, a Lawrenceburg, Ky., housewife and grandmother, was drawn for the cash prize from among more than 1.5 million sweepstake entries.
The prize includes a design consultation with show hosts Chip and Joanna Gaines, who are remodeling and design pros. “We are stunned and so blessed,” says Wakefield, who lives on a farm outside Lawrenceburg with Richard, her husband of 50 years. She said the timing couldn’t be better for the $50,000 Sweepstakes windfall. Her husband and two sons-in-law have begun renovating her kitchen and fixing structural issues within the home, which was built about 100 years ago.
Berkshire Hathaway HomeServices launched the $50,000 Sweepstakes in March with TV spots and DIY vignettes featuring the Gaineses and a digital campaign appearing across Scripps Networks. Consumer registrations during the $50,000 Sweepstakes set a record for similar contests on HGTV. Berkshire Hathaway HomeServices affiliates were put in contact with consumers who expressed interest in buying and selling homes.
For more information, visit www.berkshirehathawayhs.com.
