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Brokerage Reboot PresentationFriday, January 15, 2010 • Real Estate Connect NYC

Presented by:Sherry Chris CEO, Better Homes and Gardens Real Estate LLC

Pat Lashinsky, CEO, ZipRealty

Charles Moore, CEO, McGuire Real EstateThaddeus Wong, CEO, @properties

Supported by: Aman Daro, VP of Integrated Marketing, McGuire Real Estate

  Camilla Sullivan, SVP Marketing, Better Homes and Gardens Real Estate

  Steven Contreras, Creative Director, Inman News

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Key Foundations:

• Proftable

• Scalable

• Flexible

• Implementable

• Current

• Socially Responsible

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Cultural Denition:

Environment of:

• Trust & Transparency

• Performance culture

• Recruitment through attraction by CEO on down

• Create a sense of pride in the brand

• Strong sense of identity and commitment to values

• Viral and scalable culture in the DNA

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Brand Personality:IMAGE

VOICEEMOTION

Edgy

Cool Design

ModernSavvy

Calm

Reassuring

Caring

Creating Certainty

Creating Clarity

Professional

Savvy

Educated

Sharp

Youthful Energy

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New Company:

Real Estate

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Brand Architecture:

Who We Are:

Who We Serve:

What We Do:

Why We Do It:

• Modern, savvy RE company servicing

agents and consumers the way they want

• Leaders in the community

• Mid-level segment, Metro

• Aspirationals and downshifting boomers

• Deliver certainty from chaos

• Reassurance through care and clarity• Within the context of real estate

• Make you feel at home

• Passion

• Sense of service excellence

• Love of connecting peoplewith real estate

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Trends:• Demographics

• Speed of Innovation

• Speed of Competency

• Consumer Controlled Environment

• Convergence of Intellect & Charisma

• Value of Advisor

• “Bye Bye” Part-Timers

Real Estate

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What Our Buyers Want?

What Our Agents are Like?

What Do the Sellers Want?

• Someone like them – relationship

• Trusted advisor

• Consultant

• Someone who knows more than them

• Transparency – nothing behind the wall

• Consumer in control

• On the same side

• TRUST

• Networked

• Educated

• Attracted to our culture

• Exposure

• Communication

• Results

• Information

• Trusted advisor Real Estate

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Training• Educational

• Measurable

• Relevant

• Promotable

• Available 24/7• Actionable Workshops

Core Services• Mortgage

• Title

• Relocation

• Lead Generation

• Referral

Tech• Move toward “Cloud”

• Centralized

• Differentiated

• Mobile oriented

Marketing• Strategy for New Media–

Including Social Media

• Marketing Leader

• Keeper of the Brand promise

• Create agent opportunities

Recruiting• Rewarded

• Part of the culture

• Top producers to start• Mentor into organization

• Manager lead

Culture• Manager as coach

• Recognition of Accomplishment

-Partnership

• Collaboration (events)

• Forward thinking / innovative

• Trust• Value individual

• Accountability

Facility• 50 sq. ft. per agent

studio/general room

• High traffic, visible location

People• Empower agents

to do what they do best

• Savvy

• Minimum Standards

• No more Gady’s

Real Estate

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Finance /

Operations

Marketing TechSales

President

CEO

Org Chart:

FoundersManagers/Coaches

Agents

InfrastructureLead Gen.

New MediaConsumer Advocacy

Social Responsibility

Lead Mgmt.

Real Estate