Real Estate Agent Magazine Phoenix sat down with real estate marketing rep LaTonia Gore of Empire West Title where she is known as the rogue marketing rep for her outside the box thinking.
REAM: What is the worst marketing mistake a real estate agent can make?
Gore: Talking too much about yourself. It’s about your clients. It’s important to get to know your clients, listen to them and establish a relationship so you can provide exactly what they need. It’s all about them.
REAM: In your experience, what are the best first steps for a new agent?
Gore: At a glance, here are some of the necessary steps to get started. Organize all your contacts in a database tool. Leverage your sphere of influence. Let everyone know you practice real estate in Arizona. Post at a minimum of three days a week on your personal social media pages. This gives people the opportunity for people to get to you outside of your real estate business. Do one to two open houses per week and attend one networking event per week.
REAM: What is the most effective way for an agent to expand his or her business?
Gore: In real estate it’s all about LOCATION, LOCATION, LOCATION. It’s the same for agents. Expanding your lead generation in specific locations will take your real estate business to another level.
REAM: Do you have an anecdote that illustrates marketing failures and how to avoid them?
Gore: The definition of insanity is doing the same thing over and expecting a different result. Things are changing so fast in the real estate industry. To keep up, you must be open to change, adapt to change and make a lasting impression so you are top of mind. The end result is people will want to do business with you and will continue to do business with you and send you referrals all day long! I help agents stay up to date with the latest tools and technology, so they can be their client’s best asset.
REAM: How did you come to work as a marketing rep with Empire West? What is your role in that position?
Gore: I have worked with agents for over 15 years. I joined Empire West Title as a marketing and business development m anager. I was impressed with the talent, tools and technology at Empire West Title. It’s a family company with a philosophy to employ within the local community. Their established customer service standards make the agents feel well taken care of which translates to a positive experience for the clients. I’m at home with Empire West Title! There’s no place like home.
REAM: Tell us about your team at Empire West and how you work together to the benefit of agents and clients.
Gore: We have an awesome team at Empire West Title. We have over 20 offices in Arizona. We value people and relationships. My goal is to provide outstanding customer service every day and that means that I am the accountability coach to agents, so they stay on track. I am known as the “Rogue Rep” because of my out-ofthe- box thinking and results!
REAM: What is one thing you love about your day-to-day job?
Gore: Working with agents. I love what I do. I help agents shine with our great marketing tools! This starts with team events, where I hold customized sessions to develop business plans and goals. Another is a monthly team session with these agent groups. The meetings include reinforcement on farming, social media exposure, iBuyers, lead generations, guest speakers on real estate “hot” topics and pop by parties. This helps them strategize and ultimately make more money when working with buyers and sellers.
REAM: Are there any changes in the industry that you think will affect the work you do with agents? If so, what is it and how will you direct agents and brokers to approach it?
Gore: Dealing with iBuyers will impact agents. Real estate agents working smarter versus harder will be more important than ever. Communicating and delivering value on a consistent basis is more important than ever. There will always be a need for agents! People will always want to have a person of trust, knowledge and experience by their side.
