2021 Media, Content, Lead Generation & Event Networking Overview
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2021 Media, Content, Lead Generation & Event Networking Overview
TABLE OF CONTENTS
INTRODUCTION...............................................................1 PREMIUM PROMOTION................................................. 7-9
• About RISMedia • Specialty Ad Takeover...................................................................... 7
° The Power of Effective Engagement • Specialty Editorial & Branding........................................................ 7
° Our Audience ° RISMedia “Business Tip of the Day”
° Our Integrated Approach • Specialty e-Newsletters.................................................................... 8
° Partial Client List ° Team Tuesday e-Newsletter
° Sunday Showcase e-Newsletter
REACH............................................................................2
• Specialty Publishing......................................................................... 9
• RISMedia Readership Profile.......................................................... 2
° RISMedia’s Real Estate Magazine
° Real Estate Broker & Agent Demographics
– Custom Cover Story
° RISMedia’s Total Reach/Distribution
– Marketing Supplement
– Real Estate Brokerage Firms
• Firms/Offices ANNUAL CAMPAIGN PROMOTIONS........................... 10-11
• Affiliation • RISMedia’s Newsmakers Engagement Campaign...................... 10
• Geographic Market Area of Firm ° Nominations & Selection Process
– Real Estate Agents ° Directory (Online)
• Age ° Spotlights (Members)
• Gender ° Newsmaker Profiles
• Agent Homeownership ° Sponsor Profiles
• Affiliation ° Conference Editorial Coverage
• Status • RISMedia’s Power Broker Annual Campaign............................... 11
EDITORIAL................................................................... 3-4 ° Survey
• RISMedia’s Real Estate Magazine (Print & Digital).......................... 3 ° Report
° Cover Story ° Directory (Online)
° Feature Story ° Spotlights
° Commentary/Column ° Power Broker Profiles
° Client/Broker Spotlight ° Sponsor Profiles
° Company Spotlight ° Reception & Dinner Editorial Coverage
• RISMedia.com & RISMedia’s Daily e-News................................... 4
LEAD GENERATION........................................................12
°Magazine editorial referenced above and published in Real Estate
• RISMedia’s Webinar Series............................................................ 12
magazine is replicated on RISMedia.com and within RISMedia’s Daily
° Promotion
e-News
– Pre-Presentation
° Business Development Tip
– Post-Presentation
° Press Releases
° Deliverables
BRANDING................................................................... 5-6
• RISMedia’s Real Estate Magazine (Print & Digital).......................... 5 EVENT NETWORKING SOLUTIONS.................................. 13
° RISMedia Real Estate Magazine Ads • RISMedia’s Real Estate's Rocking in the New Year......................13
– Full Page • RISMedia’s Spring Into Action...........................................................13
– Two-Page Spread • RISMedia’s Real Estate CEO Exchange........................................ 13
– Half Page • RISMedia’s Power Broker + Newsmakers Reception & Dinner.... 13
– Quarter Page
° Premium Advertising Placement
– Inside Front Cover (C2) ASSET LIST.............................................................. 14-16
– Inside Back Cover (C3) • Asset descriptions, publishing platforms, pricing and
– Back Cover (C4) specifications
° Specialty Advertising
– Belly Band
– French Door/Z-Fold
– Gatefold Front or Back Cover
• RISMedia’s Daily e-News (Online)..................................................... 6
° National Daily News Placement
– National Premium Banner Ad
– National Premium & Regular Square Ads
• RISMedia.com (Online)...................................................................... 6
° Interstitial Advertisement (includes Top Leaderboard)
° Leaderboard/Lower Leaderboard
° Primary Web Square Ad
° Content Square Ad
REACH
RISMEDIA READERSHIP PROFILE -
REAL ESTATE BROKER & AGENT DEMOGRAPHICS
RISMEDIA’S TOTAL REACH/DISTRIBUTION
Real Estate Brokerage Firms 55,052
Real Estate Sales Professionals (Agents) 311,956
Total Reach 367,008
Print Digital
RISMedia’s Real Estate Magazine (Print/Digital) 45,000 327,336
RISMedia’s Daily e-News N/A 365,741
REAL ESTATE BROKERAGE FIRMS REAL ESTATE AGENTS
Total Residential Real Estate Firms 55,052 Total NAR Members 290,224 93.04%
Total Non-NAR/Other 21,712 6.96%
Firms/Offices Total Licensed Real Estate Agents 311,956 100%
Single-Office, Two-Person Firms 42,940 78%
Age
Four (4) or More Offices 5,505 10%
18-24 9,983 3.20%
Other 6,606 12%
25-34 54,124 17.35%
35-44 65,792 21.09%
Affiliation
45-54 68,568 21.98%
Independent, Non-Franchised 46,244 84%
55-64 67,726 21.71%
Franchised 8,808 16%
65+ 45,764 14.67%
Total 311,956 100%
Geographic Market Area of Firm
Nationwide 550 1% Gender
Multi-State Area 2,753 5% Male 132,269 42.4%
Resort/Recreation Area 3,854 7% Female 179,687 57.6%
Rural Area/Small Town 15,965 29%
Agent Homeownership
Metropolitan Area or Region 31,930 58%
Own Home, Co-Op or Condo 252,684 81%
Affiliation
Affiliated With an Independent Firm 177,815 57%
Affiliated With a Brand (Franchise) 134,141 43%
Status
Independent Contractor 246,445 79%
Employee 18,717 6%
Other 46,793 15%
Full- vs. Part-Time 240,207 77%
993
INTRODUCTION
THE POWER OF EFFECTIVE ENGAGEMENT
Since 1980, RISMedia has been providing the real estate industry with strategic business development information, real
estate best practices, pertinent news, research and market analysis on the trends and issues affecting residential real estate.
Leveraging our reputation as thought leaders in the industry, we offer a targeted, effective way to communicate your message to
the leaders in residential real estate and the decision-makers who have the authority to purchase your products or services.
About RISMedia
RISMedia is recognized as a leading provider of the most relevant and up-to-date information related to the residential real
estate market. Top real estate professionals and organizations rely on our content to keep them informed and educated about
the latest trends and developments to help guide their most important business strategies and decisions. Through integrated
print, online and face-to-face marketing initiatives, we reach and consistently engage an industry audience of 350,000-plus
practitioners, resulting in long-term relationships.
OUR AUDIENCE
RISMedia’s print and online content reach a vast array of PREMIUM EDITORIAL & ADVERTISING/BRANDING
residential real estate professionals and associations, • Specialty Advertising & Promotion
including: • Specialty e-Newsletters
• Specialty Publishing
• Leading Real Estate Brands
• Trusted Product & Service Firms ANNUAL CAMPAIGN PROMOTIONS
• Prominent Power Brokers •RISMedia’s Newsmakers Annual Campaign Promotion
•RISMedia’s Power Broker Annual Campaign Promotion
• Top-Producing Agents
• MLSs, Boards & Associations LEAD GENERATION
•RISMedia’s Webinar Series
•Interstitial Advertisements
OUR INTEGRATED APPROACH
EVENT NETWORKING SOLUTIONS
EDITORIAL •R ISMedia’s Real Estate's Rocking in the New Year
• RISMedia’s Real Estate Magazine • RISMedia’s Springing into Action
• RISMedia.com • RISMedia’s Real Estate CEO Exchange
• RISMedia Daily e-News • RISMedia’s Power Broker + Newsmakers Reception & Dinner
ADVERTISING & BRANDING
• RISMedia’s Real Estate Magazine (Print & Digital)
• RISMedia’s Daily e-News
• RISMedia.com (Online)
PARTIAL CLIENT LIST
RISMedia’s primary business relationships with the nation’s leading purveyors of residential real estate products and services:
1
EDITORIAL
RISMedia’s Real Estate Magazine
RISMedia’s Real Estate Magazine is the only national, independent
magazine specializing in the residential real estate industry. Dedicated
editorial coverage of your company provides invaluable third-party
endorsement of your products, services and company message.
Cover Story
• The main editorial focus of a given issue
• Comprised of the front cover and a five-page story within the Breaking Barriers
With Perseverance Fathom Realty’s Leaders Set
magazine
Out to ‘Accomplish Anything’
and Determination by Maria Patterson
W
ithout a doubt, 2020 was a year that no one will ever
forget—and for Fathom Realty, that’s not just because
of the pandemic. Last year, the cloud-based, full-service
• View an example of a cover story here.
real estate brokerage launched its IPO, and zealously embarked
on expanding its presence in markets across the country. At the
core of the firm’s surging success is its leadership team, which
Founder & CEO Josh Harley built to bring “different strengths “I can say with complete
and experiences to the table.” In this exclusive interview, Harley, confidence that a
along with Fathom Realty’s Chief Brand Officer Wendy Forsythe, woman’s perspective is
Chief Brokerage Operations Officer Samantha Giuggio and SVP of not just important, it’s
Finance Veronica Salmon, discusses why the company’s success is vital. Women and men
all about perseverance and determination...and why women have often see the world
been central to the cause. differently and that’s
Maria Patterson: Josh, you’ve built a look for in a leader is a servant atti- invaluable. Both views are
strong executive team to help bring tude. It’s vital to an organization to important, but neither
Fathom to the next level. Tell us have leaders who will always place view is truly complete
Feature Story
about your philosophy on choosing their people first.
leaders.
without the other.”
Josh Harley: When I started Fathom MP: Seems like it would take a – JOSH HARLEY
more than a decade ago, I knew lot of courage to purposefully hire Founder & CEO, Fathom Realty
that I wanted to build a company those who think differently, no?
that was bigger than me. I wanted JH: You’re not wrong! Hiring a lead- I believe it’s important to hire the
to build an organization that had ership team is not an easy task. best person for the job. However, I
the potential to change the indus- In fact, it can be a little scary, and am proud of the fact that the first
•A
n in-depth look at your company’s products and services,
try, and I knew that I could not do that’s coming from a Marine Corps leader I hired at Fathom was a
it alone. I needed to build a lead- veteran! Why? Because you have to woman. In fact, the first few lead-
ership team that shared my vision trust these people with your baby. ers I hired were women. I believe
for the industry and my passion for You have to be willing to listen and this played an important role in why
serving others. I also knew I had learn, and you have to be willing to Fathom had such strong early suc-
to build a team of leaders who change your mind at times. This is cess. Today, we have strong woman
brought different strengths and why it’s so important to hire lead- leaders at every level of our orga-
experiences to the table. I wanted ers from different backgrounds and nization, and I’m honored to serve
including interviews with company executives, clients, etc.
to surround myself with people experiences. them as well as beside them.
who were smarter than me. I even
wanted a team who was willing to MP: Well, mission accomplished! The MP: Wendy, you’ve been an indus-
disagree with and challenge me, three Fathom executives gracing our try leader for many years now. As
because I knew that if I could build cover certainly exemplify that phi- a woman, what were some of the
From L to R: Chief Brokerage Operations Officer Samantha Giuggio, SVP of
consensus among those who dis- losophy. Was the decision to recruit struggles you encountered?
Finance Veronica Salmon and Chief Brand Officer Wendy Forsythe agreed, we could accomplish any- female leaders a purposeful one? Wendy Forsythe: Early in my ca-
thing. The most important thing I JH: Actually, to be honest, it wasn’t. reer, I never thought about gender
• View an example of a feature story here. 28 January 2021 RISMedia’s REAL ESTATE RISMedia’s REAL ESTATE January 2021 29
RISMedia’s Real Estate Magazine Cover Story
Commentary/Column
•V
oice your opinion on a pertinent industry topic and/or
Pillar To Post Home Inspectors® Drives
provide strategic business development tips
According to Steward, this touchless sharing of infor- ees. They don’t even need inspection experience. A
mation enables buyer confidence even for those who are $30,000 investment gets a new franchisee full training,
buying property far from home. lifetime company support and unlimited opportunity for
Confidence in Home Inspection Safety And in an industry where reputation is everything, Pillar
To Post chooses their franchisees with infinite care.
success.”
The expert care and expertise of its franchise owners
“Our franchisees are the best trained in the industry,” during the health crisis, and the dedication of franchi-
• View an example of a commentary/column here.
by Barbara Pronin says Steward. “They come to us from a variety of back- sees to the people they serve, have inspired company-
grounds, but they are people who love all things real es- wide growth.
tate, and who have the desire to own their own business. “Between the first of June and the end of the year,
Some 25 percent of our franchisees are military veter- nearly every day has been a record-setter,” says Steward.
ans, and I’m happy to say “Activity has increased, and
we have an increasing num- business is up 130 percent
ber of women and couples over last year.”
joining our ranks.” Perhaps, he notes, that’s
They are people like Pau- because the third factor in
la Camarena in Huntington the company’s pandemic
Beach, Calif., a 20-year playbook is individualized
sales manager for technol- support.
Client/Broker Spotlight
ogy products who knew, “From the very beginning,
even as she was complet- we’ve been there to provide
ing her MBA, that she want- whatever our franchisees
ed to be her own boss. A needed,” says Steward.
real estate investor with “We’ve helped them locate
a love of houses, she re- personal protective equip-
•R ISMedia editors interview a client or partner of your choice
searched multiple business ment, develop effective
possibilities. When a real estate agent friend suggested customer communications, stay in control of their cash-
the home inspection business, she began a conversa- flow and whatever else it took for them to thrive and grow
I
n a year that began with high expectations, few As the need for home inspections soared, Steward and tion with Pillar To Post, and quickly became convinced during this chaotic year.”
could have predicted a global pandemic that a taskforce made up of franchisees, real estate profes- this was the right business for her. Little wonder, then, that the company lost not a single
would bring business to its knees. sionals and customers devised new safety procedures “When I launched my Pillar To Post franchise in 2018, franchisee during a year that saw many businesses fail,
• F ocused on the client’s experience with your firm
for keeping people safe and instilling confidence in the I challenged myself to be successful, and I am so happy or that Steward’s plans going forward reflect his faith in
“The year started brilliantly,” says Dan Steward, presi- home inspection process. I made the move,” says Camarena. “I feel blessed to be what the Pillar To Post brand stands for: the unwavering
dent and CEO of Pillar To Post Home Inspectors. “The bottom line is that health crisis or not, buyers able to help my clients in one of the biggest purchases commitment of its business owners.
“We’d had a year of growth and innovation, and need to know the condition of the home they are in their lives, and grateful for the training and company “These are people who care about their work, care
we were charged up for more of the same.” buying,” says Steward. support that has helped to make me so successful.” about their communities and are eager to give back,” he
•H ighlights how the client has implemented your products/services
Headquartered in both Tampa and Toronto, While Pillar To Post home inspections typical- They are people like Justin and Shauna Barker, who op- says. “Service is at the heart of everything we do, and I
Pillar To Post celebrated its 25th year in 2019, ly include the presence of the agent, and often erated and sold two distribution and transportation busi- am inspired by the many ways they make a difference.”
adding 65 new home inspection franchisees the buyer, with traditional procedures upended nesses before deciding to put their business experience This year, Pillar To Post launched its FirstService Social
to its roster—designated once again by Entre- by the pandemic, it might have been easiest to and love of rehab and remodeling to use with a Pillar To Purpose program, which includes a FirstService Relief
preneur Magazine as the gold standard in the restrict access to the inspector. But franchi- Post franchise. Fund to assist those facing economic hardship.
Steward
industry. sees quickly pivoted to Zoom technology to The Kansas City, Mo., couple—who launched their “When major hurricanes hit the coasts of Florida and
to build business
It all came crashing down in the third week of March, keep customers involved. franchise during the pandemic—are thankful they were Texas, for example, Pillar To Post franchisees from across
though, when the novel coronavirus slammed into Ameri- “The human factor is critical,” says Steward. “People so well prepared. North America came together to raise funds for those af-
can shores and shut down all but the most essential want to see how the toilet flushes and how much water “We’ve had exceptional training, both at the beginning fected,” says Steward.
businesses. Real estate sales dropped 8.5 percent in pressure there is in the shower.” and throughout the year,” says Shauna Barker, “and con- Assistance will also be available to employees, fran-
the first month, and were widely expected to decline by So, using 360-degree digital technology and strict sistent support as standard procedures were adapted to chise owners and their employees who require emergen-
up to 40 percent over the course of spring and summer. safety protocols—gloves and shoe coverings, wiping meet the COVID crisis. This assistance and the strength cy funding.
• View an example of a client/broker spotlight here.
But American consumers, trapped in imperfect living down doorknobs and any other surfaces touched—Pil- of the Pillar To Post brand have helped us get our busi- “Our focus going forward is to grow and prosper by
spaces, went on a home-buying spree, and the nation’s lar To Post inspectors began providing customers with a ness started in a strong and meaningful way.” serving,” says Steward.
foremost home inspection company proved that it is real-time, personal inspection experience. Steward takes personal pride in the success of his It’s a fitting legacy for a company whose integrity, repu-
nothing if not nimble and innovative. Digital copies of the inspector’s report are provided franchisees, and in how little it takes, beyond conviction tation and passion for service have been the hallmark of
“Like real estate, we are a people business,” says Stew- the same day as the inspection so that the agent can and desire, to launch and grow a prosperous business. its 26-year history. RE
ard. “Keeping people safe was our first priority, so first in effectively negotiate with the seller about any needed “Beginning franchisees don’t need an office,” says
our playbook was devising foolproof safety protocols.” repairs. Steward. “They don’t need an inventory or employ- For more information, please visit www.pillartopost.com.
44 December 2020 RISMedia’s REAL ESTATE RISMedia’s REAL ESTATE December 2020 45
Company Spotlight
•Provides the opportunity to promote your firm’s products RISMedia’s Real Estate Magazine Feature Story
and/or services
• View an example of a company spotlight here. {Broker Best Practices}
Powering Through Your Plateaus teau, no matter how sick you are Stronger Than Ever
Like a Pro of dealing with it. Do the best you by Jameson Doris
can with the tools you have, and
get to work. The road to mastery
by J’aime Nowak doesn’t include shortcuts. You truly How do you stay in touch with your cities with gorgeous modern
earn the way to your next peak, and clients? It’s important that past facilities. Also, I ran one of the
to get there, you have to be willing clients get contacted by me once top-producing teams in Northeast
to endure tough times and trust a month. They’re the reason I have Ohio, so I’ve been there and can
the process. Still, remember to a business, and I try to never lose help my agents get to the next
sight of this. Additionally, when level.
The American Dream
occurred, Ribak turned to real estate and started Trop- be free of the huge risks because of eXp Realty’s vir- celebrate your victories and every
small step you take forward, while markets shift, my sphere/referrals
ical Realty Beachside, his own independent brokerage, tual brokerage model and all the tools and support the
which he wanted to turn into a string of brick-and-mor- company delivers. also learning from any mistakes are going to be my top source of “I’m a non-competing
revenue, so I make sure to check
Debunked: Independent broker/owner, so my
tar offices wherever there was a beach town—from “As I look back, I’m happier than ever with the deci- and failures. Give your whole self
Florida to California. sion I made. I went from working 80 to 40 hours a to this learning process—life re- on them. I send cards, gift cards,
In 2017, after 11 years of working 80-hour weeks, week. I have a life now. I play music with my grand- wards courage. mailers, anniversary cards, etc. I goal is to develop,
Brokerages
also keep notes on them, and if
facing lots of stress due to risks and liability, and re- kids. But I still sell about 35 to 40 homes a year
something major happens in their
motivate, train and
alizing his top agent was making more than him, he and do a bunch of coaching. I have 535 agents in 27 Seek Support and Training
by Diane Tuman decided there had to be a better way. states—120 of them are local to the Cocoa Beach You do not have to walk your journey life, like a birth or graduation, I encourage my agents
He started to explore his options, including selling area. And based on what’s going on today, I’m in better Anna Ciano-Hendricks make sure to acknowledge it.
to a franchisor and closing it all down. He was at a shape than most. I feel like I have it all: My company
toward mastery alone. Avoid isola-
Broker/Owner
to hit their personal
tion by leaning into a community of
crossroads until he met with folks at eXp Realty for the with all its rewards and without the worry and over-
like-minded, sharp professionals
RE/MAX Pathway Where does your market stand goals. Everyone has
fifth time. While he had resisted everything about eXp head I had when I was an independent broker/owner. Kent, Ohio
up to this point, suddenly, the business model made “Also, I can now retire with security behind me. And
who are always helping each other. www.pathwayoh.com
in regard to reopening in the different goals, so
At the same time, look to invest midst of COVID? We’ve been
complete sense. The only problem he had was giving if I die, I have made sure my family inherits my busi- stronger than ever. We try to whatever theirs is—
up his brand. ness. You can say I now have peace of mind.” RE in yourself and your business with Region served: Northeast Ohio focus on “community, community, whether it’s strictly
I
“I knew I was ready for a new model that eased real estate training, especially dur- Years in real estate: 11
t’s pretty amazing to work with, learn from or observe someone community” and support as much
many of the overhead and liability issues that came ing those plateaus. There are real Number of offices: 2 as possible. It doesn’t have to monetary or being able
with owning my own brokerage, but my brand? I didn’t eXp Realty, a real estate cloud brokerage, is one of the fastest-growing, who is a master of their talent, passion or trade. While for most, estate training programs specifical- Number of agents: 23
want to give it up,” explains Ribak. “But that’s when global residential real estate companies with more than 35,000 agents in the road to mastery feels mysterious and unreachable, for them it ly designed to build your skills and be about real estate; I always to spend more time
Best tip for going the extra say that my brokerage is building
they sold me. They told me, ‘Keep your brand. Just be the United States, Canada, the United Kingdom and Australia. As a subsid- appears effortless. confidence at every stage of your mile for your agents: Always be something much larger than real
with their family—I want
Tropical Beachside by eXp.’” iary of a publicly-traded company, eXp Realty uniquely offers real estate career for consistent action, while
Ribak had his answer. professionals within its ranks opportunities to earn eXp World Holdings providing you with all the tools you
accessible. Let your agents know estate. By investing in and caring to help them.”
The good news is that this road is these tips to stay focused on mas- that you’re there for them, and about your community, businesses
“With eXp, I could have the best of both worlds,” stock for production and contributions to overall company growth. For more need to climb to your next level.
Does working with
he says. “My company would remain intact, and I’d information, please visit https://join.exprealty.com. available to anyone willing to take tery instead of getting frustrated. never pawn them off on anyone support each other. This shows
- ANNA CIANO-HENDRICKS
the journey. else. Treat all your agents the Broker/Owner, RE/MAX Pathway
This journey of mastery is filled that you’re not only an area
The path to success may look Focus on Your Progress same, whether they sell 10 houses
dough make you nuts?
with hope and growth, as well as chal- expert, but that you care about
easy, but it’s rife with hard lessons, Think about where you began your a year or 200. your community—especially during Where do you see your business in
small victories, plateaus and chal- journey compared to where you lenges. For an exceptional real estate
training program to help you power these uncertain times. five years? We’ll continue to grow
lenges. There is no direct route to are now. We tend to get caught up What’s your secret to staying
We can help.
through your plateau and advance to and be one of the top-producing
the top. In fact, most of this pur- comparing ourselves to others in relevant in today’s ever-changing How do you attract the top agents brokerages in Northeast Ohio filled
suit toward mastery is spent on the middle of their climb, but the the next peak, check out The Path- real estate landscape? I learn
way to Mastery®— Advanced. This in your area? I’m a non-competing with quality agents. I don’t just
We’re REALTORS , ® the unpleasant and often mundane
plateau.
comparison game is a complete
waste of energy. When you get frus- latest real estate training program
constantly. In addition to using
coaching and mentoring, I’ve
broker/owner, so my goal is to
develop, motivate, train and
hire anyone. I want to maintain
our amazing community presence
1.4 Million Strong, These plateaus can feel abso- trated and feel like your progress from Buffini & Company is designed also befriended some of the
to help agents reach the next level encourage my agents to hit their and reputation. Even during the
lutely dreadful, but that changes has stalled, understand that you top-producing brokers nationally personal goals. Everyone has pandemic, we were able to grow
Stepping Up for when you approach them with a have still gained ground. This new to become true professionals. Learn to make sure I’m on top of all different goals, so whatever theirs and open a second location. We
R Visit FinancialWellness.realtor today!
fresh point of view. There is power plateau is higher than your last, but more about the course at www.buffini- the current trends that can
eal estate agents are a unique breed of own brokerage, you work long, crazy hours and carry is—whether it’s strictly monetary are going to keep moving forward
entrepreneurs. They work for everyone a lot of risk, but you don’t make much money,” says
Ribak, leader of Tropical Beachside, brokered by eXp
What’s Right. in staying the course and pushing
through, even though you’d rather
the solution is still the same: keep
moving. Try to reconnect with your
andcompany.com/advanced. RE better assist me and my agents.
Networking, reading and investing
or being able to spend more time and continue to be recognized as
and no one—all at the same time. The with their family—I want to help one of the best in our area.
Realty. “This is not something you learn from give up and try something else. “why” by remembering what drives in myself and my agents is key.
agents who are the most driven have big As REALTORS® we’re committed to the them. We provide amazing office
other brokers because the same ego it takes diverse communities we serve, and that It’s what you choose to do at you on your professional journey. J’aime Nowak is a master For more information, please visit www.remax.com.
space in the heart of two great
dreams about hanging their own shingle. to be a great salesperson or motivational starts with our Code of Ethics that sets the plateau that creates your next trainer at Buffini & Company. To
An independent brokerage, after all, is leader doesn’t easily get shared when it higher standards for fairness in housing peak. If you feel like you’ve been Be Present learn more, please visit https://
comes to the downside of owning your own than any federal law. It extends to our
regarded as the crowning success for work on Capitol Hill, where we continue
spending time on a plateau, use Always remain present on that pla- buffiniandcompany.com.
brokerage.”
building a winning team and starting your to advocate for meaningful change.
The Boston native is a self-described serial
Ribak 26 January 2021 RISMedia’s REAL ESTATE 88 January 2021 RISMedia’s REAL ESTATE
own company. It signals “you’ve made it.” entrepreneur who has owned 22 companies Visit ThatsWhoWeR.realtor and
since the 1980s, including a restaurant, a paintball Photofy.com/NAR for assets to show that
Mitch Ribak of Cocoa Beach, Fla., is one such person. business, flower business, ad agency, dating service, you’re fighting for fairness in housing.
He opened his own indie in March 2005, only to find online dating site and affiliate marketing agency—he Jan21_20-27.indd 26 12/16/20 11:21 AM Jan21_82-91.indd 88 12/16/20 2:02 PM
out the business is layered with plenty of challenges. was also host of a radio dating show out of Universal
“I discovered a dirty little secret. If you own your Studios in Orlando. But once the 1999 dot-com bubble
REALTORS® are members of the National Association of REALTORS®
RISMedia’s Real Estate Magazine RISMedia’s Real Estate Magazine
24 November 2020 RISMedia’s REAL ESTATE
RISMedia’s Real Estate Magazine Company Spotlight Commentary/Column Broker Spotlight
2
EDITORIAL
RISMedia.com
& RISMedia’s Daily e-News
RISMedia.com
• Over 20,000 pages of business development strategies, industry news
and trends for residential real estate professionals and related fields
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RISMedia’s Daily e-News
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All dedicated magazine editorial* will be featured in our Daily e-News
and on RISMedia.com during the month it runs in the print and digital
magazine. These include:
• Cover Story
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• Client/Broker Spotlight
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Business Development Tip
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how-tos or best practices that real estate professionals can implement
to grow their business. (500 – 600 words)
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• Submit newsworthy press releases, such as executive appointments,
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at RISMedia.com.
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• Co-branded: This version of the e-Newsletter is emailed to
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BRANDING
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visibility for the recipient. Delivered seven (7) days a week and through our responsive
design, your ad is optimized to be seen and engaged with whether it is desktop or
mobile. The National Media Ad Group is delivered to our full audience of over 350,000+
industry professionals around the U.S.
National Daily News Placement
National Premium Banner Ad
National Premium Square Ad
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RISMedia.com National
Premium
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Interstitial Advertisement (includes top leaderboard) - An interstitial advertisement can
feature various offers for lead generation (email collection) or sales (selling a product). It
could also be used to alert the audience to a special offer, new product, poll or more.
Leaderboard/Lower Leaderboard Ad
Primary Web Square Ad
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PREMIUM PROMOTION
SPECIALTY BRANDING
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This type of display advertising will feature one
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advertising positions on RISMedia's homepage.
Special promotions may also include creative on News
Alerts and article landing pages.
SPECIALTY EDITORIAL & BRANDING
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RISMedia’s Business Tip of the Day is a brief,
educational business development note that is
prominently located in the RISMedia e-News,
which delivers to a daily network of over 350,000+
subscribers, and on all RISMedia.com pages.
The Business Tip of the Day provides a unique
opportunity to extend your firm’s reach through
insightful messaging and helps readers associate
quality business tips with your company’s brand.
The prominent placement of the tip assures readers
will see your messaging and be exposed to your value
proposition and branding.
The Business Tip of the Day is
prominently located in RISMedia’s daily
e-Newsletter (left), and, on click-through,
your advertisement will appear next to
your article (above).
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PREMIUM PROMOTION
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tips and best practices unique to the team format, allowing
teams to capitalize on strategies that are relevant and
extremely effective.
Your marketing initiatives will make a unique impact, reaching
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whether readers are already members of a team or are simply
looking to stay abreast of the team format.
Your team-focused content will be the lead story of our
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advertisement will be prominently placed under the lead
story, and a Primary Web Ad will follow through to your
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7PREMIUM PROMOTION
SPECIALTY PUBLISHING
Custom Cover Story
The Leader in Real Estate Information www.rismedia.com
Achieving an The catalog of Royal LePage firsts
stretches back decades, from intro-
ket reports based on a consumer’s
search criteria. Royal LePage wanted
Audacious Goal
ducing For Sale lawn signs to the to tap into the positive implications
Present your firm to your immediate local market and attract
country early in the last century, to this could have for lead conversion.
the launch of Canada’s first national “There’s been a lot of progress in
real estate website in 1995. Royal- AI, and we’re able to do a lot of in-
lepage.ca is Canada’s second most teresting things that we haven’t been
visited home search portal. able to before,” explains Cheng. “All
Today, Royal LePage is once again of a sudden, agents have a new as-
shaking the industry’s foundations sistant that is effectively nurturing all
referral opportunities from thousands of real estate brokerage
as a technology innovator with the of their leads but only surfacing the
launch of its groundbreaking digital warm ones as they become ready.”
ecosystem, rlpSPHERE. Powered by
kvCORE from Inside Real Estate, Setting Bold Goals
the platform features a suite of fully Royal LePage’s goals for rlpSPHERE
Royal LePage President & CEO Phil Soper
integrated proprietary and industry were ambitious, but in keeping with
Photography: Jacob Sharrard
technologies. Automating the full the company’s long history of innova-
firms around the United States!
spectrum of a real estate profession- “Gone are the typical real tions and firsts.
al’s needs—from lead generation “We wanted to make sure we
and CRM to marketing automation
estate company’s islands were building a future-focused sys-
and EDM—rlpSPHERE is a solution of technology that devour tem that leveraged advanced sales-
uniquely customized for the Cana- hours of human labor automation technology to give our
dian market, and designed to em- to allow them to talk to network an advantage and to make
power Royal LePage’s management, each other. rlpSPHERE sure everyone had the tools to be
teams and agents. successful as transformation in the
represents a triumph in
The timing of the platform’s launch digital age progresses at an accel-
was fortuitous. end-to-end design and erated pace,” says Cheng. This in-
• Provides an opportunity to highlight your firm’s vision, leadership
“The rlpSPHERE concept and data integration.” cluded a solution that would allow a
high-level architecture was born 18 – PHIL SOPER broker to generate leads, then track
months ago,” explains Soper. “We President & CEO, Royal LePage and service those leads throughout
envisioned a cloud-based, AI-en- their entire lifecycle, from inception
abled operating environment where strategic vision and the delivery of to close.
our people could access what they its products and services, Cheng Differentiation was also a major
needed to work anywhere, anytime, closely monitors real estate technol- goal when it came to the develop-
team, core values, technology and marketing resources, and
on any device. Thanks to Inside Real ogy, and noticed the material infu- ment of rlpSPHERE. “We wanted to
Royal LePage’s Future-Focused Estate and our brilliant design team, sion of venture capital flowing into create a completely Canadianized
ACHIEVING AN
we had created a system optimized the space, along with an increasing
Digital Transformation With for a pandemic well before the world
had heard of COVID-19.”
level of tech sophistication.
“For the first time, we felt there
rlpSPHERE by Maria Patterson
Royal LePage Chief Operating
Officer Carolyn Cheng describes
were companies that could effective-
ly digitize the brokerage, agent and
competitive differentiation
rlpSPHERE as “a fully integrated,
AUDACIOUS GOAL
team processes, allowing each party
future-focused” solution. “It allows to automate many of their adminis-
F
rom its founding in 1913 to its status as its nation’s brokerages and agents to move away trative and routine tasks in order to
largest real estate company with more than 600 from multiple, disjointed technolo- focus more on elevating the level of
locations and 18,000 agents, Royal LePage is gies,” she explains. “Right now, espe- service and professionalism being
cially with the pandemic, this integrat- offered,” she explains.
synonymous with real estate in the Great White North. As
ed ecosystem is a huge component Also emerging in the market, for
President & CEO Phil Soper says, “Royal LePage is Canada’s
Royal LePage’s Future-Focused Digital
of a brokerage’s value proposition.” brokerage, team and agent web-
Real Estate Company; a contemporary, innovative business sites, were advanced capabilities for
built on more than 100 years of industry leadership. We An Idea Whose Time Had Come leveraging AI and behavioral automa-
• Feature up to four (4) photos, in addition to the cover photo, to Transformation With rlpSPHERE have no intention of slowing down.” According to Cheng, emerging shifts tion, such as lead generation web-
in the market made the timing right sites that monitor repeat visits and
Royal LePage COO Carolyn Cheng
to embark on the rlpSPHERE proj- proactively reach out to consumers,
Photography: Korby Banner
– Page 58 ect. Responsible for Royal LePage’s or push out search alerts and mar-
Royal LePage COO Carolyn Cheng
58 January 2021 RISMedia’s REAL ESTATE RISMedia’s REAL ESTATE January 2021 59
Photography: Korby Banner
help illustrate your message Inside_Real Estate_Front_Cover.indd 991
“We wanted to make
sure we were building a
Royal LePage was well informed Creating a Unique Tech Ecosystem
when searching for a partner to One of the biggest priorities for Royal
make its technology goals a reality.
future-focused system 12/16/20 “We
LePage in developing rlpSPHERE was
interviewed 25 different ven- customizing the platform and ensur-
10:13 AM
rlpSPHERE: The Missing
Piece for Real Estate Pros
Royal LePage real estate
professionals are already
that leveraged advanced dors to make sure we had a common ing “Canadianization.” The platform, experiencing the advantages
vision and that their interface was says Cheng, needed to integrate the
sales-automation intuitive and very usable in order to Royal LePage roster, Canadian list- of rlpSPHERE.
and to help brokers prepare for the agent launch, a manual
technology to give our get the adoption we needed,” recalls ings and data feeds, and the com-
• 1,000 copies of the magazine with your photo on the cover for
was created outlining the benefits of the system by agent per- As the director of operations for Royal LePage
Cheng. “We also had to make sure pany’s high-use service partners.
network an advantage there was a good cultural fit with Also on the must-do list: Canadian
sona (new agent, experienced agent, team), a comparison of Royal City Realty, Gillian Atkinson sees the val-
the service to key players in the market, the essential phases
and to make sure their management teams.” regulatory compliance, federal pri-
ue of rlpSPHERE for real estate professionals
of configuration and training, tips for initial adoption and en- at every level. “The system offers something
everyone had the tools Eventually, Cheng issued an RFP to vacy and marketing law compliance,
gagement and, of course, support. for everyone, whether you’re just starting out
three finalists who were then subject and provincial real estate regulator
to be successful as to an evaluation matrix from Royal requirements.
Since the launch, the influx of information continues, includ- or you’re a veteran. And for team admins, the
ing best practices from other Inside Real Estate customers platform’s CORE Team add-on takes
transformation in the LePage’s internal project team, and The rlpSPHERE platform also re-
your distribution
and more in-depth, custom webinars from Royal LePage’s a heavy load off,” she says.
a meeting with the company’s Ser- quired complete white-labeling, in-
digital age progresses at vices Advisory Council, composed of cluding branded digital and print mar- Learning Services team in conjunction with Inside Real Es- rlpSPHERE helps agents fo-
an accelerated pace.” tate’s trainers. cus on what they’re good at
18 brokers from across the country. keting pieces, smart drip campaigns
“The scope of this service is broader and more complex as opposed to getting over-
This multifaceted vetting process re- tailored to Canadian consumers
– CAROLYN CHENG than what we’ve done before, and the training is comprehen- whelmed by technology, At-
COO, Royal LePage sulted in the selection of Inside Real across the core platform, as well as
sive,” says Cheng. kinson explains. “rlpSPHERE
Estate, known for their innovative mobile apps. Royal LePage also intro-
tech leadership in the industry, who takes that fear away for them,”
solution uniquely tailored to Royal duced a branded, custom Learning Atkinson she says. “Everything they pos-
Evolution to Revolution
LePage with the data, customizations Royal LePage views as an indepen- Portal.
Cheng is happy to report that the adoption plan for rlpSPHERE sibly need to do is there, and it’s free and
and integrations needed to make it dent, well-funded, long-term partner. “Our brand is incredibly impor-
is ahead of schedule. “All of our brokers are really excited by there’s tons of support. And you don’t need to
• Four-page article written by RISMedia’s editorial staff to also be
work for our users while enhancing Inside Real Estate brought to the tant to us, so every single piece of
the fact that this is something unique to us,” says Cheng. “Dur- use every piece of it—you just use what works
brand value,” explains Cheng. table: collateral—print, digital and social
ing the pandemic, it’s been a strong retention tool, and they’re for you and your business right now.”
The company’s digital solution media—had to have Royal LePage’s
starting to see the early benefits when recruiting new agents.
also needed the flexibility and depth 4A proven ability to support large branding and speak to the Canadian And real estate professionals can now
It’s important that everyone becomes a digital expert. This is a
to serve both new and experienced enterprise organizations and agent and consumer,” says Cheng. make more meaningful connections than
transformation for everyone in the industry and our network.”
agents alike—one solution for all. complex rollouts ever thanks to rlpSPHERE’s inte-
And there couldn’t be a more critical time to embrace a
According to Soper, there is a 4Modern tools (AI-driven CRM, Scaling a Major Roll-Out...Despite a grated social media feature.
fully digital future. Bullish market conditions are expected to
broader, bolder vision for the new Pandemic “This platform gives us rich
included in our national print distribution to 45,000 subscribers
behavioral automation, lead continue through 2021, and home-buying and -selling habits
ecosystem that goes beyond having generation, etc.) that catered While there are inevitable bumps intel and the ability to share
continue to evolve in the wake of the pandemic. Says Soper, a
best-in-class features and functions. to all of Royal LePage’s key in the road for any tech roll-out, no that intel with clients,” says
well-timed business revolution.
“To rapidly drive adoption across stakeholders and user personas one could have prepared to launch Mark Burke, team leader at
“Never underestimate the power of luck when it comes to
thousands of independent contrac- a large-scale digital platform in the Royal LePage Triland Realty.
4A highly sought-after platform business success,” he smiles. “In Canada, we are commonly
tor agents, we needed the wow-fac- midst of a pandemic. “This gives you an authentic
(kvCORE) that was well- first-to-market with new real estate services and technologies. Burke
tor provided by amazing new discrete According to Cheng, however, the way to broaden your reach to
established in the market, yet We expect our competitors to follow suit in a year or so. The
functionality, like automated lead challenge presented by the COVID existing clients, and reaffirms our market
and in our digital magazine distribution to 350,000+ real estate
flexible and customizable to global health crisis that has shut down air travel and sent
management,” he says. “Yet the true outbreak only strengthened their dominance in social media.”
Royal LePage in order to create a people to work from home has made the creation of some-
superpower to increase enterprise resolve. This year, since the launch of rlpSPHERE,
unique ecosystem thing like rlpSPHERE exponentially more difficult. We will enjoy
productivity and revenue, and to re- “Once the pandemic hit, all of our Carlo De Castris, a sales representative with
an unusually lengthy window of digital exclusivity as a result.
duce cycle time and costs, comes 4An open API platform, allowing teams went fully virtual,” she recalls. Royal LePage Royal City Realty, is
“There will be no resting on our laurels,” Soper concludes.
from integration. Gone are the typi- for existing integrations with “Because of the size, scale and im- able to credit rlpSPHERE with
“The wizards at Inside Real Estate and Royal LePage are con-
cal real estate company’s islands of proprietary systems, key Royal portance of the project, it bonded one new additional client ev-
tinually working on enhancements and will keep us on the
technology that devour hours of hu- LePage partners and other our team with an even larger sense ery month that he would not
professionals
cutting edge of innovation. With the rlpSPHERE framework in
man labor to allow them to talk to ancillary service providers of purpose and helped us deliver the have had otherwise. As he
place, we’ve already been able to announce new functionality
each other. rlpSPHERE represents solution to our network during the says, “I’ve been waiting most
that widens the gap between us and our hungry pursuers. It
a triumph in end-to-end design and “This is a robust system, but one pandemic.” of my career for technology
is great fun!” RE
data integration.” that was designed to be intuitive for The team began creating buzz for to catch up with what I thought
agents,” says Cheng. “We needed rlpSPHERE at key national events De Castris
For more information on rlpSPHERE, please visit could be accomplished...and
The Right Partner for the Job a proven platform that has a track in late 2019, and at regional bro- it’s finally here.”
rlp.ca/rlpsphere-agents and rlp.ca/rlpsphere-teams.
Always on top of technology trends record of driving results for brokers, ker meetings in the first quarter of
and actively involved in industry con- agents and teams, and we found 2020. Prior to launch, a four-week To learn more about Inside Real Estate and their kvCORE Platform, visit
ferences and mastermind groups, that with the kvCORE Platform.” teaser video series was pushed out, www.insiderealestate.com.
• A digital version of your custom magazine
60 January 2021 RISMedia’s REAL ESTATE RISMedia’s REAL ESTATE January 2021 61
Custom Cover Story
• View an example of a variable cover story here.
Marketing Supplement
•Provides an opportunity to highlight and promote any aspect of
your firm, such as growth and expansion, marketing strategy,
technology platform, agent-support resources, etc.
•As an advertising supplement, this piece can promote the firm
in any manner, and, therefore, may include logos, calls-to-action,
testimonials, etc. There’s no place like
How American Home Shield® helps
bring peace of mind to homeowners
• An eight-page branded supplement poly-bagged within an issue
of RISMedia’s Real Estate Magazine Nov20_AHS_8page_supplement.indd 1 10/15/20 2:06 PM
Home is where We’re a difference maker for homeowners.
• View an example of a marketing supplement here. we all are. We listen to them, anticipate their needs, and fix their problems. And American
Home Shield doesn’t just have the needs of your customers in mind — our home
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Simply put, American Home Shield makes homeownership easier, much like you do
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still the largest, most chosen home warranty provider.
Marketing Supplement
8You can also read
