The official newsletter of HUNT Real Estate Corporation
A Message from Peter F. Hunt
June 2015 | Issue 73
ePropertyWatch IS A GAME CHANGER by Dan Mirsky, Director of Marketing
page 2
The I CAN Project page 5
Solar City is Coming! page 10
A recent study showed that the majority of consumers who bought a home forgot who their real estate agent was just 6 months after closing. Let that sink in for a minute. Are you really doing a good job of staying in touch with your clients? Just because they’ve “Liked” your Facebook business page or you’re sending them seasonal postcards doesn’t guarantee that they’ll contact you again when they’re ready to buy. Chances are, they’re going to call the person who they feel is the expert about their home and neighborhood - offering them the most insight and knowledgeable information. That’s where ePropertyWatch is a game changer for you. EPW not only gets you in front of them automatically every month, but does so with the relevant, accurate data about their property and neighborhood that they covet. But don’t just take my word for it, look at the results from just the first month of HUNT agents using EPW:
continued on page 6
A message from Peter F. Hunt Chairman & CEO Price is Value Henry Ford revolutionized Western society by introducing over 100 years ago mass-produced transportation affordable to the growing middle class. He did this by creating the assembly line. This allowed for the production of many more automobiles at a faster pace and for less cost. Effectively, through ingenuity, he provided value at a price that gave access to what had been previously inaccessible for most. Massproduced automobiles revolutionized, among other things, real estate development and the growth of our nation. This is an over-simplification of a very complex set of changes in our economy. But it illustrates the importance of both process and efficiency in the concepts of value and price. In our industry, even as documented in most state real property laws, there is a “customary” price for our services—a generally acknowledged and accepted commission level within any community. The average homeowner makes a simple decision when considering selling: Do I hire an agent/broker and pay the customary rate (or whatever I can negotiate) or do I sell my house on my own? Essentially, the homeowner is asking if there is value for our services commensurate with its “price”—our commission. The homeowner must fundamentally believe that he/she will experience a better, more efficient home-selling experience through an agent/broker than by engaging in the process him or herself.
2
In recent years, sellers of homes have had easier and easier access to an increasing array of services through a new set of third parties to help them effectively work around the real estate brokerage industry. The introduction of “automated valuation methodologies”—the most well-known of which is Zillow’s “Zestimate”— put market data and an instant value for any property directly in the hands of the consumer. Zillow is also among many players who are even now attempting to build a universal property database that anyone can tap into, find their own property, make a few modifications to the data and create an offering to the public. Zillow calls theirs “Make Me Move”. Several of our agents have lost listings to this system. In the meantime, the real estate market nationwide is improving, with the supply of listings slowly growing, more closely meeting demand, creating a more balanced marketplace. In this improving market, often I hear from our agents that “if the house is priced right and exposed properly through the MLS and the right websites, it will sell.” How then, do we differentiate ourselves from all competitors, sell the value of our services in this environment—and command a price for our services? In a recent discussion with one of our up-andcoming younger agents, we broke down the “value” within a commission. Among other things, this illustrated the complexity of the process of buying and selling real estate that has, throughout the history of our industry, been the reason for our being. It is
hard work, requires great selling, marketing, servicing and negotiating skills, and time that often goes uncompensated. It also requires a unique team effort. In last month’s article, I described the three levels of team operations we enjoy at this Company. Through our layered team efforts, we are building a sustainable organization and one that we believe can be a model for our own continued growth, the growth in productivity and earnings for each individual agent and employee within our organization.
ucation so that all of our people excel at the skills and knowledge needed to prove our value to each and every customer. We cannot win on “price”. We can and will win by demonstrating real “value” so that our customers see a fundamental difference between us and all competitors—including those that exist in cyberspace.
We are working diligently right now to refine our Agent Team policies, organization, compensation, and even contracts. We are also working diligently to continue to improve our processes and our efficiency through the refinement our systems—the most recent of which are ePropertyWatch (“EPW”) and the “HUNT Digital Listing Center”—so that our value-added for our Agents and our customers is second to none. And we are constantly working to improve our training and ed-
3
Agents of the Month Buffalo May Akron Amherst Buffalo Metropolitan East Aurora Hamburg KenTon Lancaster Lewiston Lockport Orchard Park West Seneca Wheatfield Williamsville-Clarence Williamsville Village
Cheyanne Seelau Judy Lewis Ellen Daly Todd Aichinger Lou Ann Spaulding Karen Loffredo Ann & Ed Dunning Anne Smith Dianne Shaw Colleen Brunelle Jennifer Sennett Mark Lemke Karen Baker Bonnie Clement
Rochester Brighton-Pittsford Canandaigua Greece Perinton Webster
Larry Magguilli Sandi Van Camp Rich Orczyk John Denniston Vince LoCastro
Central & Northern NY/Carthage Watertown Camillus Cazenovia Chittenango Clinton DeWitt Liverpool Manlius Oneida Carthage-Watertown Cicero
David Manzano Thomas Tait Robert Freunscht Barb Owens Chip Hodgkins Starr-Nicholas Team Gaulin Team Jeanette Denney Jacqueline Ladue Bruce Tibbitts
Capital District Saratoga Springs Loudonville Glens Falls Slingerlands
Dede Olds Dan Lesage Jen Ball Sandy Evans
Arizona Tempe Scottsdale
4
Christine Hartman Susan Dabovich
Career Development by Bob Scholz, Director of Training The I CAN Project Technology is no replacement for networking and relationship building. Don’t get me wrong, I am not saying that technology is irrelevant, but we may be looking at it through blurred glasses. In a recent article I read, written by a millennial, the point made was that millennials don’t need a technology invested agent to find a home. What they need and appreciate is a competent professional to take care of all the other parts of their transaction. The millennial buyers are tech savvy. They know how to find a home with technology and online resources. What they need is someone to help them with everything else. I think we sometimes miss that fact. We are too eager to find that piece of technology that will take care of everything for the buyer. We sometimes forget about all the non-technology needs of our clients. Before you condemn me for being “old school,” I can tell you I am not! Those who know me realize I am a proponent of technology in real estate. What I am suggesting, however, is that we find out what the buyers need and give it to them. What the connected buyer needs is someone who can take care of their transaction and communicate the progress to them. Technology is a tool that allows us to do just that. It helps the “connected” real estate professional provide an accurate source of homes online, organize the purchase offer process, provide convenience in electronic signings, keep an accurate record of tasks needed and completed in order to follow up on the purchase process, organize and track the purchase from contract to close, and to communicate their efforts and results in an effective and appreciated method to our clients. HUNT ERA’s investment in technology, like AgentAchieve, allows you to be on the cutting edge of service to consumers. It is more than a business generator, it is a validation of your value to buyers and sellers alike. Career Development understands the need to provide our agents with the tools and, more importantly, instructions on how to use technology to serve our consumers. We are dedicated to providing training resources to help you learn and use technology. Our newest endeavor is the “I CAN” Project. It is being designed to help you learn and use the connectivity of the HUNT ERA technology. I CAN stands for the Connected Agent Network and will be launching this summer.
5
Accounting Department by Alicia Townsend, Accounting Manager The Accounting Department has successfully installed remote check scanners at the Dewitt, Liverpool, Pittsford and Loudonville branches. The remote scanning service is another step we have taken to benefit agents and reduce processing time for commission checks. Agents wishing to have faster turn around than regular postal mail now have the ability to personally deliver closing commission checks to one of the designated branches. The scanners provide a great convenience for those agents that attend closings and pick up checks, as they can now deliver commission checks to a designated office and eliminate the time involved in mailing checks to Dick Road.
If attorneys are currently mailing commissions to the Dick Road accounting office, we are not looking to change that process. Checks received via mail service in the branches can be delivered by an agent or continue to be mailed to Dick Road. All branches will be holding firm to the 1pm delivery deadline in order for all steps in processing a closing to take place. At this time, we are not depositing escrow checks at the remote scanner locations. We are working on the details and logistics for this to work successfully without increasing workload, paper copies and mail costs. If you have any questions, please do not hesitate to call Alicia Townsend at 315-506-6582.
ePropertyWatch cont. by Dan Mirsky, Director of Marketing The 27% Response Rate is the percentage of clients that have subscribed to EPW after receiving an invite. To put this in perspective, the average Response Rate for Direct Mail is 1-3%. Need even more proof that EPW is what your clients want to see? The Email Open Rate is an incredible 71.5%. This is the measure of how many people open or view a particular email. The average for Open Rate for Real Estate related emails is just 22%.
6
If you were selling your home, would you contact a real estate agent who’s been sending you emails of their favorite recipes or filling your Facebook news feed with funny cat videos? Or are you going to call the real estate expert from HUNT who’s been giving you detailed information about the value of your property and keeping you updated on what’s happening with other homes in your neighborhood each month? ePropertyWatch makes you the expert. For more instructions on how to sign up for EPW, see your Broker Consultant today!
News Around the Regions Buffalo/ Niagara
June has been an amazing month for West Seneca! We have focused on giving back to our community this month and it has been great. On June 4th, we had a very successful Habitat for Humanity Day. We met at 65 Sirret at 9am and worked hard until 3pm! It was very inspiring to be a part of such a generous team. I am so very blessed to have such great agents in my office. We worked together to: • remove the 800 bricks (2 TONS) in the chimney and the ten 35lb square clay tubes inside • take out all the wiring and insulation in the basement • remove all the floors on the first floor • remove some of the rafters and roofing that were burned in a fire • paint the first floor walls • paint the basement ceiling Being a part of giving back to our community and doing it as a team made all the hard work worth it - and we had a great time doing it! On June 15th, we planted a garden in the Veterans Walkway in the park area of our West Seneca Town Hall. It came out beautiful. Looking at the other gardens that were planted, you can tell which one is ours (but I might be biased). We added lots of color. Every time you drive by, you can’t miss it. This month has been a wonderful month for the office, we have a great unity that shows. I thank all you at West Seneca for making this office a wonderful place to work. You all ROCK! Congratulations to Jason Jurek of the West Seneca Office! He won a contest and was selected to throw the first pitch at the Buffalo Bison’s Game on June 13th. The office came out to support and cheer Jason on as he threw a strike right down the middle of the plate. What an arm!
7
News Around the Regions cont. Buffalo/ Niagara cont.
On June 12th, the Lockport office celebrated the success of their team with the Kamanawanasellya Luau. With their monthly increase of Market Share, they are making their mark in their Lockport Community.
The Amhrest office had a great office picnic on Friday, June 26th.
On May 30th, some of the Lewiston Team participated in the Relay for Life. Leslie Scibilia (a survivor), Anne Smith, Kathy Hesson and Heather Gouthro participated!
Erie County Fair Table Opportunity - We have a great opportunity for your agents to man a table at the Erie County Fair! The Erie County Fair is the 3rd largest fair in New York. Last year they achieved an attendance record of 1.2 million people. This is your chance to expose your business to all those potential customers! We will have the HUNT tablecloth and table set up. We have an inside table, right by an entrance/exit. The fair will be August 12th through 23rd. It is first come first serve, so sign up for your spot. The cost is $24 plus your $5 parking. Each shift is 4 1/2 hours long. Payment is due upon sign up. If you have any questions, please email Amber Wesser, BC at the West Seneca Office at amber.wesser@huntrealestate.com.
8
Central New York
The CNY Region celebrated a busy spring market with a picnic BBQ at Long Branch Park in Liverpool on June 23rd. Though the day began with strong storms and downpours, HUNT luck came through, as the sun shone and temperatures were pleasant by the time of the event. Peter Hunt joined the region agents and employees, enjoying a delicious catered lunch provided by Brooks BBQ of Oneonta. This year, the Willow Bay Shelter was reserved for the picnic, and attendees found the parking close by and the mix of outdoor and covered tables refreshing, as they took in the view of Onondaga Lake and the new amphitheater that is scheduled to open in the fall. HUNT Mortgage provided raffles baskets and prizes for the participants, and the picnic was topped off by a beautiful cake thanking all the agents and employees for their hard work and dedication.
Rochester
Our agents are outperforming the local market! The BC’s are keeping the agents focused on their businesses by offering evening meetings and trainings for those that cannot attend a morning sales meeting. Each Broker Consultant offers something different and all agents are encouraged to attend. This month we have selected to highlight Jim Sauer, the BC for the Brighton-Pittsford branch. Jim has been hosting a Wednesday night forum for approximately a year now. All agents are welcomed and it has taken off! Jim will review Sales Meeting information, but after that the floor is open! Sometimes agents need a little extra help with our HUNT Technology or maybe they just need advice on selling strategies. The results are in the agents’ production and the Region’s overall performance. Many of these agents are new to the industry and all are listing and selling! Mike Herrman, an agent out of our Brighton-Pittsford branch, has been biking for many years in the Tour de Cure, raising money and awareness for those with Diabetes. “I have been participating in the Tour de Cure for over 10 years now,” Herman said. “So many of us are touched by someone with diabetes. Over 2000 people rode or volunteered this year. The support is amazing. Every time a red rider (someone riding with diabetes) goes by there is a cheer! I really think we can make a difference.”
9
Relocation by Mary Croglio, Director of Relocation Solar City is Coming to Buffalo! The Buffalo Niagara Partnership hosted “2015 Buffalo Niagara State of Logistics” event on Wednesday, June 17th at The Hyatt in the Grand Ballroom with approximately 325 professionals in attendance. The event was a sell-out. First speaker, Jack Ampuja President of Supply Chain Optimizers is an expert in trends and oversight of information and finance as it pertains to the process of moving resources from supplier to manufacturer to retailer to consumer. The main topics he addressed were transportation and freight issues which will specifically impact Solar City. Vinayak Gupta, Vice President of Supply Chain for Solar City will be developing the local supply chain and HUNT Real Estate will be part of the proposal process to offer our services. One of the first things he said, which engaged the audience the moment he started speaking was, “My heart fills up every time I come here (Buffalo) and the first time I came here was in February.” The company’s goal is to transfer the way energy is delivered through cleaner, affordable energy and to reduce energy bills both for residential and commercial customers. Solar City will be in business 24 hours a day, 7 days per week and they’re expecting to produce 10,000 solar panels per day with 1400 employees. Production is estimated to begin the second half of next year. The search for suppliers will begin in the 3-4th quarter of this year and will go through the request for proposal bidding process. He was asked why they selected Buffalo as a site and he explained because of the price and quality of life, being close to one of the largest water connections as well as being part of the Buffalo resurgence.
Welcome to HUNT! We would like to welcome the following newly licensed agents from across the company: Jennifer Arsenault - Williamsville Village Heather Bennett - Scottsdale Michael Bondrow - Wheatfield Margarita Cultrara - Brighton/Pittsford Jason Curry - Wheatfield Ryan Daley - Willamsville/Clarence Amanda DeMare - Lancaster Rebecca Doll - East Aurora Joseph Fineberg - Scottsdale Joel Goldberg - Brighton/Pittsford Kristopher Hedges - KenTon Kevin Horton - Dewitt Vicki Lang - Lockport Michele Lynch - Williamsville Village Kristin Marchese-Ragona - Brighton/Pittsford
Samantha Margeson - Lancaster Theodore Maul - Amherst Lori Mauro - Williamsville/Clarence Lindsay Petras - Dewitt Kimberly Shattell - Camillus Carla Shrout - Hamburg Alicia Smith - Greece Javante Vasquez - Lancaster
We would also like to welcome the following experienced agents from across the company: Dennis Dominick - Glens Falls Joan Rubert - Saratoga Springs Tina Stinson - Dewitt Deborah Varcoe - Slingerlands Carol Czerwiec - Orchard Park