As the market continues to struggle, interest rates remain high, and we enter the industry's "slow" season, many brokerages will choose to wait out the tough times and pull back on marketing efforts to cut costs. But the best way to overcome these obstacles is by doubling down on online marketing—not cutting the exact thing needed most. Now is the perfect time for agents to learn how to use the latest automated online marketing tools in DeltaNET®.
Delta Media Group's® VP of Sales, Franklin Stoffer, hosted a special Online Marketing Webinar, joined by Winston Widdes, a Paid Advertising Strategist with Delta. This webinar covers essential online marketing tools available in DeltaNET, including:
- My Customer for Life (MCFL)
- Social Connector
- AD Wizard
- Market Watch Reports
- Smart Drip Email Campaigns
To learn more about Delta's marketing tools and how they can help you grow your business in 2023, contact email@example.com.
Let's start with the basics. What is an AVM? AVM stands for Automated Valuation Model, and in today's marketplace, it is one of the best tools at a brokerage's fingertip to help win new listings. For years, I have heard real estate agents push back on the idea of providing consumers with automated home value estimates being worthwhile. After all, those automated home value estimates used to be way off and lead to more uncomfortable conversations for real estate agents than positive ones.
That status quo has most certainly flipped in the last couple of years. Automated home value estimates have only continued to get more and more accurate. Certainly, they will never beat an estimate given by a licensed professional able to see the house in person. However, the industry has learned how to turn a potential home seller's curiosity into a new listing. This knowledge didn't come overnight, nor did the automated tools provide these curious prospective home sellers with a real-time home value estimate.
Delta Media Group® has been in the real estate technology software space dating back to the mid-90s (1994 to be exact, when we launched the first website in the country providing live MLS data & photos). It was shortly after the company moved from Sunnyvale, California, to Barberton, Ohio, in the early 2000's that the idea for automated home value estimates started to surface at Delta. A recent review of our Delta AVM platform revealed a history dating back to 2002, when the work first began on what would eventually turn into our built-in automated home-value tools.
Back in 2002, Delta Media Group was looking for a way to bring more accurate market data to the forefront of our website visitors' minds along with reverse prospecting tools. We looked to build tools to compile automatically generated email reports and landing pages that would feature up-to-date data about market trends in specific areas around the country. Building these types of reports and then further automating them to be emailed directly to potential home buyers and home sellers was a major project that was ultimately completed and launched in 2006 under our "VMA" product — otherwise known as Virtual Market Analysis.
The Virtual Market Analysis tool allowed customers on brokerage and agent websites to complete a short form, filling out details about their own home and information about the city and state where the home was located. While filling in these details, the customer would be prompted to fill out how often they'd like to receive automated updates about the market. The VMA would then provide the customer with a real-time market report showcasing how many homes were for sale in the market their home was located in, the average asking price for properties in that market, recent homes sold in the area and the buyer interest in that market. This system would also automatically generate a lead for an agent to be able to create a true Comparative Market Analysis (CMA) and reach back out to the prospective client.
The VMA tool was a hit, generating thousands upon thousands of leads for agents using the DeltaNET® platform for years. As with most tools in the DeltaNET, development never stopped. The VMA system saw continual refinement through the years, ultimately culminating in a partnership with a long-time Delta Media Group partner to expand our VMA product.
The project to expand the VMA into a full-fledged automated home value estimate service ultimately evolved into the AVM tool we have today. The product allows website users to enter their address directly from the website's homepage and be given a return of multiple home value estimates powered by data from sources like Collateral Analytics and RPR.
Since launching the AVM tool, we have delivered over 33,000,000 home value estimate requests.
Shortly after the full rollout of the AVM, we continued the expansion of the product. We added Zillow home value estimates (Zesitmates) as an option to the service, giving prospective sellers up to three different home value estimates with calls to action, getting the person to engage and become a lead opportunity. We introduced the concept of "Door-Knock leads" to help drive new listing potential. With this new concept, a client could enter an address and see home value estimates without filling out a contact form. This still would generate a new lead opportunity for the brokerage, who could add that address to their print-mailing rotation and try to farm engagement from properties that had been looked up online.
In the past few years, we expanded our AVM tool even further — this time redesigning the entire lead capture page from the ground up. Google maps street view of the property was refined, and buyer heat maps graphically showed the prospective home seller where potential homebuyers were saving searches that matched their property. The saved search data was compared directly against the AVM, giving us the ability to introduce reverse prospecting reports. For example, if a company had 500 potential buyers with saved searches running (EG; two bed, one bath, 300k max price in a specific school district) and a prospective seller ran an AVM on their property, that seller would be able to see that more than 500 people were looking for a property just like theirs if they listed the home. On the back end of the software, agents were able to run more detailed reverse prospecting reports to see all the homebuyers in their CRM that may be able to be connected with this prospective seller should they list their home.
We didn't stop there. More AVM data sources were also connected, introducing appraisal home estimates as another option for brokerages to connect. We developed our own in-house home value estimate tool and included it in the product at no additional charge, giving us a 5th home value report. This time, we also expanded our AVM tool to be included at no additional charge for all Delta Media Group website partners as a part of our SEO platform.
Ultimately, that brings us to today. More than 20 years since we first began working on our VMA product — which was designed to give automated marketing insights and generate CMA lead opportunities for agents — we at Delta are launching our own in-house CMA product: Delta Pitch. Delta Pitch is designed to be the industry's easiest-to-use, most automated CMA builder ever.
An agent using Delta Pitch would be able to generate a "quick-build" CMA in as little as one click. Enter the property's address, and click "build." You've now got a highly accurate, engaging CMA built into an interactive flipbook with comps, recently sold homes, information about the market and more. Delta Pitch comes pre-loaded with a variety of templates to select from, the ability to create your own CMA templates (with custom pages and more) and, of course, gives agents the ability to customize all of the information in that CMA to give an accurate recommendation to win the listing.
Here's the part that's even more exciting to us. Bringing things full circle, we wanted to push the envelope even further. One of the many features baked into the DeltaNET / Delta Pitch / Delta AVM platform will give us the ability to offer fully-automated CMA's. Picture this: a prospect visits your beautiful website and sees that they can enter their address to get home value estimates. They plug in their address and see a semi-accurate picture of their home's value.
Entering this address means that Delta Pitch has automatically built an interactive CMA and emailed it to an agent who gets this lead opportunity. No manual work is needed. Your CRM platform has already responded to the customer and let them know a CMA is awaiting their review and gives them the ability to schedule a meeting with you. You're given an automated task through your CRM to review the CMA prior to the meeting, and the call with the prospect goes perfectly. You win the listing.
This is the future of real estate technology. Your website is automated. The home values are automated. The CMA is automated. You're empowered to go prospect more business and focus on winning more listings. The most exciting part about Delta Pitch, and the future of our AVM platform, is that the innovation never stops. We aren't a technology company that has built our entire company around a feature. The VMA and later AVM were just features that grew into full products of their own. We believe in all-in-one, so existing Delta Media Group partners don't have to pay extra for these features. And more importantly, unlike other automated home value products on the marketplace, your data is yours. Rest assured knowing Delta Media Group is never reselling your prospective seller's address or contact information to third-party mortgage companies.
Keep an eye out for more information about Delta Pitch, Delta's AVM product, and more in the coming months. More exciting automation is on the way.
When it comes to email marketing in real estate, looking at the numbers can help you determine what works and what doesn't.
At Delta Media Group, we service brokerages of all sizes across the United States. From independent agents to more than a dozen of the RealTrends TOP 100 brokerages in the nation. Earlier this year, I took the time to conduct a thorough analysis of the adoption rates, email statistics, and general website performance of some of our largest partners to get a gauge of what "true adoption" looks like, as well as what kind of email marketing was being done by some of the top-performing brokerages in the nation.
Let's start by looking at the adoption statistics because those will play directly into the volume of emails sent by these firms. All of the data in this report is from 1/1/2021 thru 1/1/2022. Of the 12 brokerages analyzed, they had a collective 12,000 agents within their organizations.
As I started to review the usage of our DeltaNET® platform, one thing immediately became clear to me. Some companies use technology regularly and have made it a part of their company culture. Other firms simply offer a CRM to "check the box" and are not actively promoting or pushing its use. In the last edition of our Real Estate Marketing & Technology magazine, I talked about the importance of building a healthy culture of technology. If you aren't talking about it, if you aren't sharing the wins, eventually, the technology will become an afterthought in your organization.
That's why "adoption" statistics can be tricky to analyze. Large tech vendors want to use those numbers to convince brokerages that they have the magical technology that agents will finally want to pick up and use. The reality is that no brokerage will ever have a 100% adoption rate of any technology. There are too many real estate agents that are just looking for a company to hold their license and are only in real estate as a part-time job. In a year, they'll, maybe, record one or two transactions. And that's okay; real estate doesn't need to be a full-time career for every agent. That also means it's okay to know you will never get everyone on the same page.
When it comes to our largest organizations, some saw a very healthy adoption where more than 80% of their agents were logging into the system on a regular basis (at least once a month) and having some type of activity within the system. That could be building a flyer, changing their website, or responding to leads. Other organizations saw as low as a 39% healthy login rate. The numbers varied wildly across the board, with the average healthy adoption rate coming in around 61%.
This falls in line with a concept I've also talked about in this magazine before — the "30-30-30" rule. 30% of your agents will rarely use your tools. 30% of your agents will probably use your tools but will need to be coached/trained/and motivated to use them. This group is where most training directors spend their time. The final batch of agents is the ones who are pushing brokerages to get these tools and will use them often.
The number of agents using the system will directly translate into how many contacts exist within these brokerages' CRM platforms. You need contacts in a system in order to market to them. We found in our data that, on average, 80% of agents inside these 12 companies had actually uploaded their contacts into their CRM. In total, 4.6 million contacts were receiving reoccurring marketing from these brokerages. That is huge! These larger firms had roughly 386,000 contacts in their pool to be regularly contacted.
So you've got agents using a CRM, you've got them uploading contacts, and the goal is you want to be marketing to these contacts, boosting your brand impressions, and providing something of value to the potential home buyer or home seller. The content they're receiving needs to be valuable. Things like new listing alerts, market updates, regular newsletter content relevant to their interests, or seller reports. At Delta, we have seven distinct channels of email marketing. Those are:
Homefinder Reports: New listing alerts that can run instantly, daily, weekly, or monthly.
Market Watch Reports: Market statistics updates that run weekly, bi-weekly, monthly, or quarterly.
Seller Reports: Detailed statistics on how a listing is performing on the market. View counts, engagement, showings, etc. These run weekly or bi-weekly.
E-mail Drip Campaigns: Various automated touchpoints like holiday emails or buyer campaigns. They are relationship-focused and have a large variety of email volume. It could be one email a week or four emails a year. It all depends on the type of campaign.
E-cards: These are graphics-heavy emails that usually are focused on displaying information within the email and not focused on driving traffic back to a website.
Email Blasts: This is an email that is built and scheduled to run on a specific day and time to a pre-set group of customers.
My Customer For Life: Our AI-Driven newsletter contains curated content for home buyers, sellers, and general home improvement. Any contact within the CRM can receive this newsletter, which has 12 new articles added monthly. The newsletter tracks what type of content customers are engaging with and starts to become a curated newsletter of content relevant to the customers' interests.
Here is a breakdown of how these different channels of email marketing performed:
Over the course of one year, our clients sent more than 43 million emails to a total of 4.6 million contacts. On average, it appears that enterprise brokerages are hitting a contact with a little over nine emails per year. However, that number will be inflated as the home finder emails are really new listing alerts running to buyers who are actively looking for a home. If you remove those 11.5 million emails, it's really closer to seven emails per contact per year for general branded emails.
Personally, I think the best cadence for email marketing is more like 12-18 emails per year. You should be increasing your brand impressions significantly by giving these clients valuable information like our Market Watch Reports or our My Customer For Life newsletter.
Let's break down some of the findings from this data.
1 — the types of email marketing running from the DeltaNET perform extremely well compared to most online email marketing analytics. Your average open rate should be around 17%, and your average click-to-open rate should be around 6%. These benchmarks come from campaignmonitor.com. With that in mind, it's clear that there are three stand-out emails in our marketing suite that everyone should take notice of.
2 — Market Watch Reports. We encourage all agents using the DeltaNET to enroll their customers to receive these types of detailed market reports. If you have a potential buyer looking to move to a new area of town, you can enroll them to receive these reports. Or, if you're looking to keep a long-term relationship with a customer, you can enroll someone who just moved into a new house to receive these market reports. Perhaps they purchased at $240k, and a few years later, they see homes in their market selling for an average of $280k. They may be inclined to list and sell again once the price point gets high enough. These emails have a massive 65% click-thru rate. This means the customers opening these emails are almost always clicking on them to be sent back to your website. There is a huge opportunity here.
3 — Seller Reports. While this is the lowest volume of emails coming from our system, it's clear that home sellers are paying attention to them. Seller Report emails have a 63% open rate, the highest of any type of email I've ever seen statistics for. If you have active listings, your seller should receive these detailed emails.
4 — My Customer For Life. This email newsletter is clearly working. I believe it may be the magic bullet for email marketing, and we didn't even realize we had it. Our Digital Marketing team has added new content articles to this newsletter for nearly five years. To date, MCFL has more than 750 articles of content that fall into three categories: Buyer, Seller, and Home Owner. If I receive an agent's branded newsletter in week one, it will show me all three types of content. Let's say I click on a seller article. Delta tracks that. Next week when I get my newsletter, it will have two seller articles and a home improvement/buyer article. If I click on that sell article again, I am flagged in the agent's CRM as a potential seller, and now the newsletter will always contain more seller content because that's relevant to my interests.
The MCFL newsletters have a 59% click-thru rate. This is one of the best online marketing plans you could subscribe to, and the best part is that it's included in our DeltaNET platform with no extra charge. Other online marketing companies would charge anywhere from $20 to $50 per month to subscribe to a newsletter that gets that much new content each month. And it's not just for your email either. This content is also designed to be automatically shared on your social channels after you've connected your
DeltaNET to Facebook, LinkedIn, Twitter, or Instagram. You get great reoccurring social content and email newsletter content automatically each week.
As the data shows, email marketing works. Our top 12 clients saw nearly six million impressions of their brand through email and drove more than 1.6 million visitors back to their websites. If you're looking to step up your game on email marketing, the first place to start is your CRM. Make sure you have agents uploading contacts to market to. Once you've got contacts to email, you should get into a rhythm of reoccurring newsletters, dynamic email drip campaigns, and setting up market watch reports for all customers. Specialized emails like seller reports and home finder reports are great for sellers and buyers. Finally, you can use tools like email blasts to send mass notifications about things like company events.
If you'd like to set up a consultation to review your email marketing strategy, please don't hesitate to reach out to one of our Software Consultants at firstname.lastname@example.org.
We talk about CRM's every single day in our business. The importance of using one, how to clean up contacts, the benefit of email marketing strategies. Having automations empowering your business with tools like our Social Media Connector for automated posts running to Facebook, LinkedIn, and Twitter can make your entire business life easier. What I wanted to share today is how to actually utilize that type of software in ways that will deliver even more tangible results.
One of my largest responsibilities at Delta Media Group® is conducting enterprise-level outbound sales prospecting to find partners to utilize our software. Many people don't know this, but I personally use the DeltaNETTM 6 CRM software in my business every single day, and I'm not a real estate agent. Taking the time to truly USE our product in ways that many of our clients would has been enlightening for me, as I have now discovered real-world applications on how any sales associate could use our platform to find new business opportunities. At the end of the day, real estate agents who make a career out of helping people complete the biggest transaction of their lives are ultimately still salespeople.
Before you can accurately use any CRM, you need to have data in it first. Ironically, I believe this is typically the biggest hurdle that you have to clear to use any CRM. So many real estate agents I've trained and worked with have lists and lists of data. Still, it's nearly unusable to them because of how outdated the information is or the sheer amount of duplicate contacts in their database. Bad data leads to a bad experience for everyone. When you start using any CRM, you need to decide how you would like to load contacts into the platform — uploading those contacts one by one or by uploading the database files and cleaning them up manually.
One of the most useful tools I've found which helped me get started using our CRM platform was DeltaNET's "Merge Contacts" and "Clean Up Customers" tools. It allowed me to have duplicate contacts in my database import quickly flagged, so I could decide which contacts I wanted to keep in the system and which contacts I needed to delete and start fresh with. Any CRM that has tools to help you get your database clean is going to be a necessity to accurately use it for outbound prospecting efforts.
We also have an incredible feature at Delta Media Group that helps make this process even easier for real estate agents. It's a dynamic AI-driven Newsletter tool called "My Customer For Life." This tool takes all the hassle out of an agent needing to manually segment and clean out their list of contacts by tracking the interests of the customers that are receiving an agent's automated newsletter. Here's an example of how it works.
Let's say that I'm a contact that exists inside the database of my agent Charles Copeland. Charles has his automated newsletter set up to run to ALL of his contacts on a bi-weekly basis. So the first time I receive the newsletter from Charles, it contains three articles of content. One buyer article, one seller article, and one home improvement article. If I'm someone curious about selling my home, I might click on that seller article. DeltaNET tracks that click. So two weeks later, when I get Charles' following newsletter, it will now show me two seller articles, along with the other categories of content. Suppose I click on a seller article two newsletters in a row. In that case, the DeltaNET now as- signs me a label of "potential seller," and the newsletters coming from Charles will predominately contain seller content as that is the type of content I was engaging with.
On the agent end of this experience, I have newsletters with great content running every two weeks. It helps segment and build my customer groups (like buyers, sellers, current homeowners) without ever lifting a finger. We're giving the clients content they care about and helping sort and filter ALL of an agent's contacts using this great tool. One last thought to share on My Customer For Life — the agent never needs to worry about adding new content to their newsletter, either. Our marketing team at Delta adds 12 fresh newsletter articles every month to the platform. To date, we have over 650 articles inside of our platform, and that number will only continue to grow!
So now we've got some contacts in our CRM. This is when you can start to get more tactical with your marketing and prospecting strategies. Any CRM worth using will have an "email blast" or "bulk email" feature that allows you to send bursts of emails to hundreds, or thousands, of customers at once.
Let me share an example of how I use this kind of tool in the DeltaNET, and how I've seen real estate agents directly use the same tactic to generate interest in finding new listing opportunities.
In my personal DeltaNET 6 CRM, I've imported thousands of real estate professionals' contacts that I have curated and built over the last six years. These contacts are sorted into groups like "Independent brokerage owners" or "Current Delta Media Group Clients." Something I do in my sales strategies is craft an email that can run to all of my prospects each month. It might be an email talking about a new promotion we're running, or a new product launch, or even the latest REMT magazine issue. I build a great-looking email and schedule it to run on a specific date and time (I've found Tuesday mornings have the best open and click-thru rate for me). I run an email blast to over 4,000 contacts on Tuesday morning, and then I wait.
Wednesday morning rolls around, and I can now go back into the DeltaNET and look at a history of all of the email blasts I've run through the system. If you open up the history of an email you previously sent, you're greeted by a prompt showing you the total number of emails sent, how many were opened, and how many were clicked on. Personally, I then take all of the customers who clicked on one of my emails and put them into a new group that I'll use for dedicated prospecting over the next week. I've essentially used an email blast to find out who is paying attention to my emails and who was interested enough to click on one. For anyone who clicked through my email...they're now on my cold call list!
Finally, let's connect the dots on how to use this in a real estate setting. Let's say you're looking for a way to pick up new listings. You can send an email blast to all of your active clients with information that might give you a clue if they're interested in listing their home anytime soon. Perhaps plug in something related to historically low mortgage rates. Or new communities that are being built/developed in markets you service. Once you have a solid topic, send that email blast to all of your clients and come back the next day to get a list of clients who opened or clicked on your email. It's building you a list of warm prospects that you can follow up with because you know they saw or interacted with your content!
If you'd like to find more great tips on using CRM tools in your business, please like us on Facebook and YouTube, where we regularly share these types of stories and strategies!
The last several years have seen massive changes in the overall landscape of both the real estate industry, as well as the real estate technology sector. It got me thinking; looking back over those same last couple of years, what led to all of these different mergers and acquisitions, and ultimately was it the right move for their business?
The general theme of the month's issue of Real Estate Marketing & Technology is "growth." That being said, some acquisitions aren't always a good thing. Let's first take a look at some different technology acquisitions and the impact that brokerages in the real estate industry felt.
In March 2018, an announcement was made that booj/The Enterprise Network had been acquired by RE/MAX. At the time, booj was powering some of the largest brokerages in the nation, almost exclusively independent companies who were members of The Leading Real Estate Companies of the World network. Overnight, nearly 30,000-plus agents were displaced, and 40 real estate brokerages needed to begin looking for a replacement solution immediately. After all, most firms wouldn't want to be using the same technology stack as one of the largest franchises in the country with franchise brokerages in nearly every major market in the United States.
In RE/MAX's 2019 Q3 earnings report, they noted that booj had 40 clients account for nearly $7,000,000 in annual revenue. By November 1, 2019, however, they reported that only around $3,000,000 was left in the billing of legacy booj clients. By 2020, that number dropped even more significantly. This shows that within just 20 months of the RE/MAX acquisition, more than half of the clients adversely affected had already left and found new providers. As of my writing this article, I believe only nine brokerages remain on the platform that are not affiliated with RE/MAX.
To date, Delta Media Group® has worked with nearly a dozen clients to migrate from booj to the DeltaNET™ all-in-one platform. This gave us an intimate look into how these brokerages were burned by a technology vendor who decided to make an exit, rather than continue to service their customers.
Let's take a look at another technology example. In February of 2019, another major tech shakeup rocked the industry. Contactually, largely considered one of the best up-and-coming CRM's for real estate, was acquired by "technology" real estate agency, Compass. For years Compass had touted that they were a technology company first, a real estate agency second. Despite these claims, they could not develop a solid in-house solution for their CRM needs, so they used some of their raised capital (more than $1.5 billion thus far) to acquire Contactually.
Contactually's acquisition caused many brokerages to re-evaluate their options. They had just seen what happened with booj and RE/MAX only one year prior, and they didn't want to get stuck on a platform with weak support. Again, many brokerages had to disrupt their normal business cycle to conduct a lengthy search for a new technology provider. These searches can be costly, both in time and in investment.
One last "technology" acquisition that I have to mention — Zillow acquiring ShowingTime in February of 2021. This is absolutely major news in the industry. We are still in the early stages of this move's ramifications, but brokerages and MLS boards are already scrambling to find replacements for the service. Something so pivotal in an agent's business — scheduling showings of a property — was instantly disrupted by the biggest name in real estate. I believe this is only the first of many technology acquisitions Zillow will make this year as they continue to drive farther and farther into the lane of becoming a traditional brokerage themselves.
These three significant events showed me, and the rest of the team at Delta Media Group®, that there was a major need for true independent technology companies in the real estate sector who could help take care of traditional brokerages. Big money in technology is disruptive to traditional real estate firms, and we wanted to be different than the rest of our competition in this space. That's why our CEO Michael Minard has repeatedly denied raising millions in venture capital dollars, so we could continue to operate as a true partner for our clients.
After all, the majority of our growth comes when our clients share our story, and their experiences using our product, with the rest of the real estate industry. Those stories don't get told unless we deliver excellent service.
There is one tell-tale sign that a merger or acquisition is on the horizon for technology firms: Raising large amounts of dollars through VC funding rounds. The investors will always expect to see 3-5 times their money, typically within 3-5 years of making their initial investment. For many tech companies, the goal after raising money is to grow at all costs so that you can conduct a successful exit for your investors. This cycle has been repeated again, and again, and again. That's why it is so critical to know who exactly it is you are trusting a significant part of your business to.
Let's shift gears away from the technology side. Mergers & Acquisitions (M&A) are widespread on the real estate side as well. I wanted to share a few snippets of acquisitions that some of our clients have made over the last couple of years. It is always a pleasure to see our clients expand and grow and I've had a front-row seat to witness the hundreds of different moving pieces that come with a major acquisition. Luckily, thanks to our automations and experience dealing with these mergers on what feels like a weekly basis, we can alleviate the technology challenges that generally come with a migration of hundreds of agents to a new technology platform.
In December 2020, one of our partners, Latter & Blum, Inc., made the blockbuster acquisition of Gardner Realtors. Latter & Blum and Gardner Realtors were No. 1 and No. 2 for market share in New Orleans, Louisiana. With more than 700 agents from the Gardner team, this acquisition transformed Latter & Blum into one of the largest brokerages in the country. Following acquisitions of CJ Brown Realtors, Van Eaton & Romero, and Realty Associates, Latter & Blum now boasts more than 3,700 agents and is the second-largest female-led brokerage in the country.
Another one of our partners, Coldwell Banker Bain, is also no stranger to acquisitions. They added to their impressive catalog of offices throughout the Pacific Northwest by acquiring Coldwell Banker Morris (100 brokers in Bend, Oregon) at the tail end of 2019. That acquisition marked their fourth office location in Oregon, giving them 300 brokers in that region. Coldwell Banker Bain also has more than 1,200 agents servicing the state of Washington and is the top-ranked Coldwell Banker brokerage in the nation by sales volume (more than $6.28 billion).
Finally, a long-time partner of ours, Berkshire Hathaway HomeServices Homesale Realty, completed multiple mergers in 2020. Homesale has more than 1,400 real estate agents across the states of Pennsylvania and Maryland. They are the No. 29 ranked brokerage in the United States for transaction sides - with 14,523 transactions in 2019. Homesale first acquired Preferred Properties Real Estate, Inc. out of York County, PA. Later, in September 2020, the team at Homesale finalized a deal to acquire RE/MAX Sails out of Baltimore, Maryland. These acquisitions marked the thirtieth and thirty-first offices opened by BHHS Homesale.
These are just three examples out of nearly 40 acquisitions completed by our customers over the last 18 months. One thing is certain; there will be no slowing down. If you are a smaller brokerage thinking of retiring or making an exit out of the business, I don't think there has ever been a better time to start that conversation inside of your business. Large enterprise brokerages are looking to acquire smaller firms and do whatever possible to gain enough size to pose a threat to Zillow and prevent disruption in their business.
In my experience, one of the primary reasons why a real estate agency would move forward with acquiring another firm is typically to gain market share or to move into a new market altogether. One of the major benefits of growing your companies into new markets and expanding your company's overall footprint is that "size matters" when it relates to SEO. The more IDX data you have on your site and the more communities and neighborhoods you highlight can directly translate to an increase in your site's overall SEO value.
All three companies I mentioned as growing through acquisitions have also seen massive growth online with their lead generation strategies powered mostly by Delta Media Group's internal marketing team. Latter & Blum has seen an increase of more than 79% traffic to their site from organic (search engine) traffic. The Latter & Blum website had more than 3.5 million visitors over the course of 2020, and this increase in visibility accounted for an increase of 20% in their overall lead generation through their site. In 2020, Latter & Blum generated more than 22,000 leads on their website.
Coldwell Banker Bain saw even greater increases in visibility and lead generation. Year over year, comparing 2019 to 2020, Coldwell Banker Bain saw a 98% increase in leads generated through their website and more than a 143% increase in search engine generated traffic to their site.
Berkshire Hathaway Homesale Realty also saw continued growth online, with a 21% increase in organic traffic to their site and a 12% increase in lead generation. Homesales' website saw just shy of 4,000,000 visitors to the site throughout 2020 and had more than 48,000 leads generated for the year.
To conclude, mergers, acquisitions, and companies' overall growth in the real estate industry will not slow down. I fully expect to see a massive INCREASE in acquisitions both in the technology sector and real estate throughout 2021. If you are a small to mid-sized brokerage, there has never been a better time to talk about potentially merging with other firms in your market. However, if you are evaluating potential technology partners for your business, I would recommend doing additional due diligence and research on who your prospective tech partner's true owners really are.
In case you missed the latest webinar from RETechnology and Delta Media Group: "What's Your Zillow Plan," we have provided the video recording above for you to check out.
Real estate agents have long looked warily at Zillow, a media company that aggregates data on more than 110 million American homes through its website. Since Zillow's launch in 2006, millions of home buyers and prospective sellers have diverted to begin their research on its website and app. Zillow's next move is even more disruptive: It has become a brokerage and is hiring real estate agents.
What can real estate agents do to prepare?
You can do what Zillow can't. This webinar takes a deep dive into actionable steps agents can take to Zillow-proof their business. In the process, you also will learn how to close more deals in 2021.
Marilyn Wilson (RETechnology) and Franklin Stoffer (Delta Media Group) walk you through, step-by-step, how Delta Media can help you beat Zillow – and other disruptors – in your local marketplace.
By watching this webinar recording, you'll get a chance to check out everything explained first-hand and try it free for 30 days. To learn more about the 30-day free trial, click here.
Interested in Zillow-proofing your business?
Click on the following link to download the handout referenced in the webinar: http://dmgre.us/cdf/muy22nh.
Because they are effective and make you stand out from your biggest competitors. All major national franchises have separate focused websites that appeal directly to sales associates looking for different career opportunities. If you have a RE/MAX brokerage, Compass agents, or any REALOGY brand in your marketplace, then you can look at those franchise recruiting websites as a start.
Having a secondary website that is not built to generate leads on properties but instead leads to potential recruits for your business is critical if you are looking to grow in size and scale. These career sites should not just be a copy/paste version of your residential website but a site with its own identity. Over the last year, I worked with some of the largest real estate firms in the country to develop beautiful career websites that have done a fantastic job of bringing in more quality associates.
At the time of writing this article, there is a major hot-button issue happening in Florida.
Hundreds, if not thousands, of real estate brokerages were served letters threatening legal action because their real estate websites were not FHA/ADA Compliant. This was all triggered due to the Robles v Domino's Pizza, LLC case in November 2019, where it was ruled that financial restitution was owed to Guillermo Robles because he could not order a pizza through Domino Pizza's website. The website was not built to be accessible for the vision-impaired.
A multitude of reasons exists why you want your website to be FHA/ADA Compliant. First of all, it's just the right thing to do. It would be best if you wanted your site to be accessible for all people, including those with disabilities. Many visually impaired people can use "screen readers" to navigate websites online, and your website must be built in such a way that supports that type of software.
Delta Media Group, best known as a leading provider to the largest enterprise real estate firms in the US, has exciting news to share with you.
Delta Media Group has a new offering designed especially for single agents, teams, and small brokerages. The power and reliability of DeltaNET 6, the easiest to use "all-in-one" platform its customers have come to depend upon, is now available to real estate professionals of all sizes--including single real estate agents.
If you didn't catch Franklin Stoffer's webinar, "Discover the Secret to Recruiting Top Agents," watch an instant replay now. Stoffer takes a deep dive into the design and functionality of Delta Media Group's newly launched client career websites as well as a tour of our recruiting campaigns and flyers to attract top agents to your team.
If your firm's goal is to grow its business by recruiting top agents, this is a webinar you don't want to miss!
Franklin Stoffer, Sales Manager & Senior Accounts Consultant, takes a deep dive into the design and functionality of Delta Media Group's newly launched client career websites. He will also provide an overview of our recruiting campaigns and flyers that are available.
Join Franklin Stoffer (Sales Manager & Senior Accounts Consultant) during his next upcoming webinar on Friday, June 26th at 2:00 PM EST. He will be discussing the new agent texting functionality rolling out in DeltaNET 6.
Register Here to attend.
Franklin Stoffer walks you through "How to Execute a Successful Email Strategy in DeltaNET® 6 in our May 28, 2020 webinar.
As real estate markets rebound this summer, we're asking all real estate pros one question, "Is your house in order?" Of course, by house, we mean your online house: Your website.
Like any home you list for clients, your business's online home may need sprucing up or even a complete remodel.
Franklin Stoffer, Senior Key Accounts Consultant/Sales Manager, invites you to join him on June 11 at 2:00 EST for a webinar showcasing the DeltaNET's recently released agent website themes.
Franklin Stouffer, Delta Media Group's Senior Key Accounts Consultant / Sales Manager, sat down with Jeff Kennedy, Director, Sales and Business Development for Leading Real Estate Companies of the World, in an interview during their Brave New World webinar series to discuss "What We Can Do Today to Set Ourselves Up for Success in a Post Quarantine Market."
Listen to the webinar now.