Product Positioning

“Rezora is the perfect email solution for sophisticated real estate brokerages. It's a winning combination that's making a quantifiable difference on the bottom line at our firm.” Brad Nelson, VP Marketing, SIR Affiliate brokerage

What’s so special about email marketing?

nurturing relationships

brand recognition across digital media channels

last-minute communications

instant feedback

active “push” to all digital media channels (eg your Website)

targeted messaging

Direct mail represents largest share of marketing budgets, although email may

slightly surpass direct mail in the next 12 months.“For companies who sell to B2C customers, e-mail is and will remain

the number one channel.”from Direct Marketing Association Study, 2012

90 percent of home buyers searched online during their home buying process.

Real Estate-related searches on Google.com grew 253 percent over the past 4 years.

Buyers use online tools during different phases of the home search process.

Video (YouTube) satisfy buyers’ research needs.Google and National Association of Realtors Collaborative Study, 2012

And, the experts chime in….

Email marketing is a significant channel to support brand recognition and nurturing potential clients.

Popular digital marketing channels such as videos, blogs, social media can all be promoted actively by

email, not to mention the all-important website.

So, in other words, not engaging in email marketing is not cool…if you want to remain competitive.

Drawing a few conclusions….

What’s the Situation With E-mail Marketing in Real Estate?

Marketing and technology learning curve high among real estate agentsresulting in greater demand on marketing resources (typically limited).

With marketing department doing most of the work, agents not tied directly to results of digital marketing, limiting results or rendering the work ineffective.

This also leads to lost opportunities for agents to nurture potential clients on a consistent basis in the competitive digital world.

For agents working on their own, branding and messaging can be diluted or misrepresented, which translates to lost opportunities for clear brand awareness by brokerage.

The “Implied Needs” of Email Marketing by Industry

Streamlining email design and “send” processes to decrease marketing department work loads.

Increase brokerage brand awareness through a platform that allows for one email send across multiple end-user accounts.

Protect branding design and messaging and enable agents to “create” emails that engage users with relevant content.

Encourage agents to engage in more email marketing by providing design, relevant content and a less cumbersome end-user experience.

Positioning by Department

Marketing/Technology

Brand | Streamline Process | Analytics | Agent Adoption

| Expanded Reach

Multi-tier Platform | Company Analytics | Drag n Drop | MLS Integration

“The best part about Rezora is being able to streamline your company's email marketing through a single service. We can now provide quality information and branded pieces to our agents on a consistent basis, and all they have to do is choose whether or not the piece sends out on their behalf. It's that simple!” Victoria Sampaio, Marketing Director SIR Affiliate

Multi-tier organization for streamlined email-send, reporting

capabilitiesMulti-level management

Brand admin

Company admin

Group admin

Company-wide reporting

Template

Agent

Groups/Campaigns

Scheduled sends

Un-editable templates only

Expanded Digital Marketing Reach

 

“When you get your agents on a schedule of emailing regularly, it can pay off in huge ways for web traffic. Enormous spikes. Trust me. More traffic = more leads = more sales.” Brad Nelson, VP Marketing SIR Affiliate

Extraordinary Elegance Made Simple

We work on the code, so you can focus on the design.

We take care of email-deliverability so you don’t have to.

Design and branding are enhanced. No generic templates, ever.

Although content, when applicable, is dynamic, design is locked down for each template (exc text editor box).

Content is relevant and dynamic, not canned.

Leveraging Smart DesignTheirs

Ours

“Rezora is to marketing what Apple is to computers.”Carrie Host, real estate broker associate

See how your emails look in various OS/email clients

“I love the application. Great, great. Well-thought out, well-engineered.”George James Ghiz, Los Angeles real estate associate manager

Inbox Preview

In-depth Reporting provided at both company and end-user level

Stat Center, companyOverall email performancePeer comparisonTop-performing end-usersHow emails are viewed#Contact potentialListings viewed

Multi-tier reportingCampaign-level Group/AgentPer marketing piece

Overall agent statistics

Positioning by Department

Agent

Design | Ease-of-use | Social Media | Listings-related

Analytics | Contacts

Multi-tier Platform | Company Analytics | Data Drag n Drop | MLS

Integration“Our agents are not very tech savvy so the ease of use was very important. One of our agents that is one of the least

tech savvy used the program immediately after her first training session. This was the best testimonial for a software that ANY

agent can use.” Bettina Medina, Director of Technology Colorado brokerage

Leveraging Smart Design

Theirs Ours

Leveraging Smart Technology

“Within 6 months of using Rezora most of our agents started using is extensively. The adoption rate was higher than we had

ever seen with any other software. ”Bettina Medina, Director of Technology Slifer Smith Frampton

Smart User-Interface makes choosing designs and including content easyEdit

Headlines & Message

area

Drag n drop

MLS/IDX listings

RSS news feeds

Online news/stories

Integrate

Market report data

Agent Dashboard Reporting

Email statistics

Open rate, views, clicks

Listings viewed

Peer comparison

How emails are viewed

Contact-Specific Reporting

Positioning by Department

Broker / President

Brand | Expanded Reach | Agent Adoption | Bottom Line

“CB Direct Connect powered by Rezora has allowed us to shift

a large portion of our budget away from traditional marketing to more mainstream and effective means of communicated or consistent messaging from a company standpoint and individual agent standpoint. Our agents love using the system and all that it has to offer them.” Chris Mygatt, CEO Coldwell Banker Residential Brokerage, Denver

Positioning by Size

Under 50

Ease-of-use | Social Media | Content | Design

Data Drag n Drop | MLS Integration | Streamline Process | Design |

Deliverability

Positioning by Size

Mid-sized Sweet Spot

Streamline Process | Ease-of-use | Social Media | Content |

Design | Deliverability | Brand | Analytics

MLS Integration | Design | Multi-tier Platform | Delivery

Positioning by Size

Large, Multi-office

Brand | Streamline Process | Analytics | Ease-of-use |

Content

Data Drag n Drop | MLS Integration | Multi-tier Platform | Design |

Deliverability

Positioning by Culture

Luxury Brand (SIR), Company Marketing/Technology Support

Sweet spot

Smooth sales process

Low-level Marketing Support, High Tech Learning Curve

Not our sweet spot

Difficult sale from Company standpoint

Sweet Spot

Mid-sized, luxury brokerages that include any

level of marketing or technology savvy agents

and who understand the importance of

expanding their digital marketing footprint

while protecting branding and messaging

across the organization.

Competitive Landscape

Design focus and Content-full:Locked-down design and flexible contentMLS/IDX-integrated & Market Report dataSocial Media LinksOnline Content (RSS news, local stories, blogs)

Delivery and Deliverability:Company schedules on agent’s behalf, orAgent-customized for personalizationEach template hand-coded by Rezora for optimal deliverability across email clients

Reporting Metrics:Real-time reporting per marketing piece and per contact, groups and campaignsPer listing within email templates that include listings

Features

Stand out from the crowd with your own

unique design.

Expand your digital marketing reach.

Create customized pieces in minutes.

Enjoy relevant content to personalize

your marketing.

More in-depth reporting to enable

engaged follow-up.

Consistently higher open-rates than

industry standard.

Unlimited emails, contacts and document

storage.

Benefits

“I am so happy that your company exists – I have searched for a solution

like this for years.” Meagan Greisel, Director of Marketing

Colorado real estate brokerage

A January 2011 Inman News Survey of 1,345 Top Agents (earning over $100,000) found that 98% use email marketing, and that it’s “their most effective way to convert leads into sales”.

But really, you ask, how important is email in the overall picture of real estate marketing?

Questions?