Communication and Training Playbook

This playbook serves as a roadmap to communicating effectively with your agents, providing essential training, and implementing necessary changes within your company.

By preparing your agents with the tools and knowledge they need, you will empower them to navigate conversations and questions with confidence and succeed in the current environment.

Key areas to consider and corresponding resources we've developed for you:

Principal/Broker-Owner Education: Adjusting Your Operations
Agent Training and Ongoing Education with Subject Matter Experts
Social Media and Website Messaging
Comprehensive Real Estate Services: Consumer Brochure
Buyer Representation: Consumer Brochure
Seller Representation: Consumer Brochure

1

Principal/Broker-Owner Education: Adjusting Your Operations

Adjusting to new ways of doing business requires your attention. It is our goal to help you understand, anticipate, and think through the necessary steps. We have created a series of webinars exclusively for brokerage owners and principals to help you implement an updated business model.

New courses are continually released in the Institute, providing timely and ongoing education with subject matter experts for leadership and your agents. The "Buyer Representation Courses" section on your Institute homepage is a great place to start.

Upcoming Webinars

LeadingRE Institute

2

Agent Training and Ongoing Education with Subject Matter Experts

As consumers are increasingly exposed to messages about buyer representation, it’s critical to provide your agents with ongoing training so that they can address questions with accuracy. Up-to-date information is critical, necessitating the need for ongoing training.

LeadingRE’s webinar series with Chief Legal Officer Jessica Edgerton and our Economic Insights webinar series with LeadingRE Chief Economist Dr. Marci Rossell will keep your agents abreast of the current landscape and new developments. Incorporate these webinars in your agent training.

Other key agent training topics and corresponding resources to create or update:

Presentation of Contracts
Presentation of Buyer Agreements
Explanation of Dual Agency
Open House Scripting
Frequently Asked Questions When Working with a Seller
Frequently Asked Questions When Working with a Buyer
The Process of Sending a Referral When Working With a Buyer
The Process of Sending a Referral When Working With a Seller

Upcoming Webinars

LeadingRE Institute

3

Social Media and Website Messaging

Social Media
In the current environment, it’s critical that consumer messaging via marketing materials and social media is carefully crafted. Utilizing customer testimonials to convey the value your agents provide, along with problems and challenges met, can be an effective approach during this time when compensation is challenged. It’s also equally important that your consumer messaging is accurate and does not conflict with presenting the value you provide. Preparing a list of Do’s and Don’ts for your agents to follow can help avoid any missteps.

Website Messaging
Review the messaging on your website. Does it articulate the value of working with your brokerage and the integral role your agents play in the homebuying process? Or does the content focus on “finding a home” as the key component of your value? A review and refresh of your content might be necessary.

4

Comprehensive Real Estate Services: Consumer Brochure

It’s important to articulate the capabilities of a real estate brokerage and educate consumers on the process of transacting real estate. LeadingRE has created a brochure outlining the overall value you provide, the role and duties of a seller representative, and the role and duties of a buyer representative, as well as a glossary of real estate terms. The brochure allows for co-branding with your company logo and dedicated space to incorporate content on the reputation of your local firm.

We are pleased to present several options for you to co-brand and seamlessly integrate this brochure, as well as the Seller and Buyer Representation Consumer Brochures, into your own marketing strategies.

View Brochure

View Flipbook

View Customization Options

5

Seller Representation: Consumer Brochure

This co-brandable brochure is intended to be used specifically when working with sellers and outlines the process of selling a home as well as the role of a seller representative. This brochure allows for co-branding with your company logo and dedicated space to incorporate content on the reputation of your local firm.

We are pleased to present several options for you to co-brand and seamlessly integrate this brochure, as well as the Comprehensive Real Estate Services and Buyer Representation Consumer Brochures, into your own marketing strategies.

View Brochure

View Customization Options

6

Buyer Representation: Consumer Brochure

This co-brandable brochure is intended to be used specifically when working with buyers and outlines the process of selling a home as well as the role of a buyer representative. This brochure allows for co-branding with your company logo and dedicated space to incorporate content on the reputation of your local firm.

We are pleased to present several options for you to co-brand and seamlessly integrate this brochure, as well as the Comprehensive Real Estate Services and Seller Representation Consumer Brochures, into your own marketing strategies.

View Brochure

View Customization Options

Brochure Customization Options

We are pleased to present several options for you to co-brand and seamlessly integrate these brochures into your own marketing strategies.

Download and Co-brand the PDFs:
Download high-resolution PDF versions of the brochures outlined above and add your logo to the front and back covers. Work with your printer to produce the brochures.
Content Integration:
Incorporate the content within your own materials. A text-only Word document is available for download.
Additional Customization/LeadingRE Marketing Team Support:
Please don't hesitate to contact our marketing team at marketing@LeadingRE.com for native files and additional customization options.

Co-brand and Order Through Xpressdocs:
These brochures are available for co-branding and printing through Xpressdocs.

Download Text Document

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Download Brochures