Industry Visionary

As an “industry visionary,” what do you see as the major changes occurring in the Real Estate industry?

First, simplifying and streamlining the process. In our 50-plus years in business, we have always been
faced with change and know that we must, first and foremost, be concerned with the changing needs of
our associates, managers and the consumer. Over the last few years, most industry leaders have pointed
to technology as the “elephant in the room” yet in reality, it isn’t hardware or software that has had the
most affect. It’s the expectations of people that continue to be the overriding industry challenge.

Instant gratification in terms of data and information requires us to examine systems to ensure rapid
response for our associates. Streamlining processes will be key for the future.

Today’s buyers and sellers are looking to us to simplify the process of buying and selling their homes. NAR
studies show that buyers and sellers both want the same thing from their Realtors. Find them a home and
find them a buyer. They want us to be facilitators for them, to negotiate and coordinate. Now more than
ever, a company’s ability to support their associates and customers by maximizing and simplifying the
transaction will be the key to continued success.

Part of the streamlining will require the presence and refinement of company-provided services such as
mortgage, title and insurance.

Second, implementing a higher standard of training. At Howard Hanna, we have prided ourselves in
being a leader in agent training and support. With the development of new tools, technology and even
contractual complexities, we believe the next generation of Real Estate agent will need more training than
ever. Implementation of an even higher level of career development and education must be a primary
goal for the future of a successful Brokerage.

What major “corporate players” are driving change and what may be their impact?

Our future vision will be driven by broker-leaders within our company. The partners we are choosing and
the technology we subscribe to in our planning process. Certainly, national companies like Fidelity and
Trulia are having a major impact on the future of our business. We must also look at the financial market
leaders as being part of the future of our business.

What are the expectations of today’s real estate consumer?

Stronger advocacy Today’s consumer is expecting and demanding stronger fiduciary responsibility from
their Realtor.
A customized real estate experience They can search, compare and value their home online, so the
role of the agent must change to meet the specific needs of consumers. As an industry, we must begin to
listen to the individual needs of each buyer and seller, and then customize our service to those needs.
Immediate and comprehensive communication To meet the needs of today’s clients, Realtors will
need to be better educated in social skills of communication. We will need to listen and respond rapidly
whether it’s by text, e-mail, phone or in person. Buyers and sellers will require us to be more proactive
and they will demand more information.
Full-time professionals The era of part-time, 15-hour-a-week agents is over. At Howard Hanna, our
training focuses on all forms of human connection. Automated systems allowing our clients and Realtors to
be in touch continually as well as in-person meeting skills are key to this training. We are not only saying
agents must respond with immediacy, however.
Personal negotiation We are also saying that we need to return to “in-person” negotiating. You
can’t just call it in. Our buyers and sellers want more. I believe that the art of personal, face-to-face
representation and negotiation will reemerge as a prominent value, critical to the success of any agent or
Brokerage. While a more informed and savvy consumer may want immediate communication, they do not
want the representation and negotiation of their largest financial sale or acquisition handed off to e-mail,
fax, or even texting.

How Should the Realtor Associations/MLSs respond to these expectations?

Our local, state and national associations must support us in several ways. Political action using the
strength and power of our membership has been and will continue to be a hallmark of our organization.
Our Associations must continue to strengthen the bonds they have forged with the leading brokers of our
industry. Broker business courses must be offered by Associations to help brokers develop good business
principles. Our association must focus on quality educated members rather than just numbers.

Multiple Listing Services must continue working toward “true standardization” of data, allowing for greater
accuracy and integration of information.

What changes should a Brokerage implement to ensure profitability in the future?

Even with economic downturn, Howard Hanna has continued to make a profit. Part of our vision is to
cultivate the optimal financial group and stability of our associates and our company. Therefore, it’s
incumbent on our management to foster increased profitability for everyone who partners with Howard
Hanna. Profitability is the key word to increasing and insuring is control, internationally and externally. I
use the word control because I do not believe you can have stability or growth without a strong financial
footing. You must continually reinvest in your company. Too many brokers take out too much and deprive
the company of much needed cash. We must invest in people first, and then focus on marketing. Brokers
must offer a high level of support, comprehensive training, benefit packages, and fair compensation to
retain the most successful employees and associates. Agents and staff are becoming more aware of the
value of working for a stable, profitable company who invests in the personal growth, security and overall
success of its people.

Marketing dollars have to be allocated wisely. At Howard Hanna, we believe in multi generation marketing
for our brand, our sales associates and our listings. Multi-generation means Internet, print, mail and TV.
In an era when we are all bombarded with information, it’s imperative that we give consumers multiple
impressions. All messages must be consistent. We must learn to use technology to enhance what we do
while ensuring that it creates cost savings and efficiencies.

What books would you recommend as a “must read” that have influenced your vision?

I read any and everything that comes along. Biographies of great leaders are especially beneficial. Daily
readers, such as the Morewell Daily Leader, offers wisdom and positive reinforcement. To be a true leader
and visionary, one must read daily newspapers. I read the local daily plus the New York Times each

morning. Online, I read the Wall Street Journal and industry news.

What advice would you give Brokerages and Realtor Associations / MLSs to assure they stay relevant and successful in the future?

To listen to the buyers and sellers of today, study those next generations of buyers and sellers, and then
build your service to meet their expectations of value. The key to long-term success is to embrace change
that brings truly meaningful value to the consumer, while not straying from the foundational principles
of “personal representation” that have, and will be essential to our industry.

Howard Hanna Vision Points


-  To be recognized as the highest quality, most professional Real Estate Services Company in every
    market we serve.
-  To provide unparalleled, innovative and comprehensive real estate services to each client, creating a
    lifelong relationship.
-  To foster learning, teamwork, mutual respect and personal excellence within our company.
-  To give time and resources to help bring a better quality of life to those less fortunate.
-  To welcome change and embrace diversity.
-  To cultivate the optimal financial growth and stability of the company and our associates.
-  To lead and serve with integrity, pride, and enthusiasm in all we do.

Email Helen