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Sign into your accountBHHS Homesale Realty Hits Bullseye with Technology
October 31 2016
Executive Summary
Homesale Realty is a Berkshire Hathaway HomeServices franchise serving the markets of Northern Maryland and Central Pennsylvania. The company was ranked 24th in 2015 with 12,694 sides and $2.38 billion in volume. In 2016, they grew to 13,500 sides and $2.6 billion in volume. The company has over 27 offices and 1,200 sales associates. The WAV Group encountered Homesale through a blind assessment of the top 100 real estate firms that revealed an impressive technology offering. Homesale Realty has conquered comprehensive real estate technology integration, driving their increasing success.
The company's growth is striking, given that they underwent a franchise brand shift from Prudential to Berkshire Hathaway. Such realignment typically causes significant website setbacks, but for Homesale the conversion has been well executed, and the company continues to experience online and sales growth. This demonstrates that companies can successfully transition franchises without taking a major business hit.
The core of Homesale Realty's technology footprint is served by Delta Media Group. Delta Media Group provides their broker website, co-branded agent websites, direct feeds to syndication websites, intranet, and single sign-on to applications like DotLoop for transaction management. In addition, Delta Media Group delivers strategies for mobile, social media, and search marketing. The company operates this technology footprint on top of five disparate multiple listing services and their vendors are merging data to power all of the tools for the agents through one seamless platform.
In this case study, we review the technology footprint of Homesale to illustrate how this broker is executing many of the most important online marketing trends today. Our methodology focused on interviews with the company's Director of IT, Sandra Trocccoli, and Chief Financial Officer, Rod Messick, as well as Delta Media Group Chief Executive Officer, Mike Minard. We found that there is a tight working relationship between the management of Homesale and Delta Media Group as exemplified by weekly management calls.