Listing Concierge
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Listing Concierge makes marketing easy for Coldwell Banker agents

The largest residential company in the country helps its agents stay on brand with a web solution for delivering marketing collateral
Listing Concierge
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Listing Concierge is a web-based clearinghouse for marketing services for agents of Coldwell Banker NRT.

Have suggestions for products that you’d like to see reviewed by our real estate technology expert? Email Craig Rowe.

Listing Concierge is a web-based clearinghouse for marketing services for agents of Coldwell Banker NRT.

Platforms: Browser; mobile-optimized
Ideal for: New, mid-level agents and teams within Coldwell Banker NRT brands

Top selling points:

  • 360-degree marketing needs
  • Fast, hands-on support
  • Good mix of traditional and digital
  • Ensures company wide brand consistency

Top concerns

Costs may be prohibitive to new and upstart agents. And, while the tactical tools necessary to market property are plentiful, the system lacks a strategic component and could encourage agents to use a “shotgun” approach when marketing a property.

What you should know

The nation’s largest residential real estate company isn’t being hesitant about its commitment to technology.

It launched an iBuyer service last fall (which remains somewhat under the radar), and its CEO is openly vocal about how technology enables agents but can never serve as a surrogate to their value.

That dedication to digital business is clear in Listing Concierge, an NRT-developed, one-stop clearinghouse of marketing services accessible from any web browser.

The solution is designed to make it easy for agents to order the gamut of creative deliverables needed to compete, ranging from social media posts to silver envelope-encased listing announcement mailers.

It’s an in-house Canva, or better yet, Jigglar. It smartly makes the creative decisions for the agent to eliminate production delays and overcome a lack of technical design skills.

Agents need merely input basic property information and upload images (from ready-to-order professional photographers) to propagate a number of print and digital visuals to help them sell. Turnaround time for most projects is within two days at the most.

There is an opportunity for agents to provide their own creative copy for flyers and such, but NRT reps admit allowing that sometimes leads to delays.

LCCs, or Listing Concierge Coordinators, have developed an in-house alert system to prod agents into supplying their creative assets as soon as possible.

The solution goes well beyond the creative commonalities, allowing Platinum users (the highest level of membership) to buy ad time on a regionally broadcast television show that airs on partner channels around the country on Sunday afternoons.

Agents can buy Matterport tours, boost a Facebook post, run online ads or have sellers receive listing activity updates.

For print projects, the software gets specific enough for agents to request brochure size, as well as paper quality and weight. This means they don’t limit such projects to a standard size, and it allows agents to differentiate themselves and their sellers’ homes.

Ordering materials is cut and dry, confirmations and a clean user experience make it easy to understand what was bought. And, for agents who carefully track marketing expenses, Listing Concierge offers an annual order history of every project ordered.

In essence, NRT has built an in-house store for branded marketing collateral. And even though the standing version is plenty intuitive for both agents and the LCCs supporting them, Inman was given a quick look at a new UI and UX set to roll out later this year.

The company deployed an entire team of developers to revamp the experience. Expect smaller fonts, more screen space, iconography and a smarter ordering process.

To date, NRT claims Listing Concierge is active in 29 percent of its markets, supporting more than 8,600 agents. The company’s 2019 plan includes roll out to affiliated brands in Arizona, Pennsylvania, Chicago, Colorado and Los Angeles. They expect to be supporting 50,000 agents by late 2019.

The idea of a web portal to craft and order branded creative is by no means new. However, agents under an NRT brand should be enamored with its capability and how clearly it overlaps with their top dog’s vision for their success.

Have a technology product you would like to discuss? Email Craig Rowe

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