How The Heard Team of eXp Realty Thrives in a Shifting Market

Small Operation to Real Estate Powerhouse

Rodney and Amanda Heard, founders of The Heard Team of eXp Realty, are no strangers to success. What was once a small operation in Indiana started with five agents and quickly grew into a robust team of approximately 150 agents. But the Heard’s success didn’t stop there. They decided to expand to Lakewood Ranch, Florida, and the company has continued to evolve its strategy and operations to adapt to the dynamic real estate market. They are a client of Sierra Interactive, utilizing their platform for their real estate website and leveraging Gallagher Group Marketing Suite (GGMS) for their PPC and digital advertising efforts.

Navigating Real Estate Shifts

The real estate market is constantly shifting, and The Heard Team of eXp Realty faced a significant challenge with the upcoming National Association of Realtors (NAR) Settlement. This shift underscored the importance of strong marketing initiatives focused on listings and sellers, who currently control the market. Previously, the team had tried working with Zillow, but found it to be too buyer-centric. They needed a solution that would prioritize sellers and bolster their marketing efforts to attract potential home sellers.

Solution Implemented: The Heard Team’s Strategic Synergy with Sierra & GGMS

To address this challenge, The Heard Team of eXp Realty positioned Sierra as the central hub of their business, alongside GGMS. This strategic partnership allows the team to focus on their core competency—selling houses. Sierra’s powerful Real Estate Platform helped boost their credibility and search rankings with a personalized IDX website that highlights their local market expertise. They leveraged GGMS to help with their automations and action plans while also managing PPC (Pay-Per-Click) and digital marketing efforts. By using GGMS for their marketing initiatives within Sierra’s Real Estate Platform, The Heard Team can concentrate on building relationships, networking and ultimately securing new listings, thus driving their business growth more effectively.

Transition Strategy

Transitioning their strategy and digital marketing approach involved several crucial steps:

1. Switch from BoomTown to Sierra

Over a year ago, The Heard Team of eXp Realty stopped using BoomTown due to its complacency and lack of effective follow-up capabilities. They transitioned to Sierra, drawn by its robust backend, user-friendly interface and advanced automation features.

2. Relocation to Lakewood Ranch

Moving from Indiana to Florida required a strategic shift to target a new market. In Indiana, the average home price was $300K, whereas in Florida, it soared to over $1 million. This change necessitated a focus on high-value properties and luxury homes.

3. Focus on Sellers

Understanding that sellers are in control of the market, the team shifted their marketing efforts to target this demographic. They implemented targeted ads for sellers and set up a luxury URL for home evaluations. This approach allowed them to attract potential sellers and nurture them through neighborhood market updates and drip campaigns.

4. Community Engagement

To establish themselves as experts in the new market, the team invested in newspaper ads targeting local country clubs and communities. These ads featured top realtors and aimed to increase visibility among potential sellers.

Driving Success through Innovation

The Heard Team of eXp Realty’s strategic transition has yielded impressive results:

Increased Seller Engagement:

By targeting sellers through digital ads and local newspaper placements, the team has seen a significant increase in seller inquiries. Their luxury URL and neighborhood market updates have been particularly effective in attracting high-value property owners.

Enhanced Follow-Up and Automation:

Leveraging Sierra’s Action Plans and Automations, the team has improved their follow-up processes, ensuring they stay in touch with potential clients. This has resulted in a higher retention rate and more successful conversions.

Effective Digital Marketing:

Partnering with GGMS for PPC and digital advertising has allowed the team to market their videos and listings more effectively. This comprehensive approach has boosted their online presence and attracted a steady stream of potential sellers.

Conclusion

The Heard Team of eXp Realty’s proactive approach to adapting their strategy and leveraging advanced digital marketing tools has positioned them for success in a competitive market. By focusing on sellers and utilizing Sierra and GGMS, they have managed to increase engagement, improve follow-up processes and enhance their overall marketing efforts.

If your real estate business is facing similar challenges or you’re looking to refine your marketing strategy, consider exploring the capabilities of Sierra and GGMS. The Heard Team of eXp Realty’s experience demonstrates the value of a well-executed transition strategy and the impact of focusing on the right market segments.

Ready to transform your real estate listing game? Contact us today to learn how Sierra Interactive can help you achieve your goals. Schedule a demo today!

About Sierra Interactive

Sierra Interactive develops residential real estate software and services for agents, teams and brokers in the U.S. and Canada. Top-performing teams and influential coaches in the real estate industry trust Sierra’s proven lead generation and management solutions. Sierra, which was founded in 2007, is headquartered in Louisville, KY, but maintains a remote-first workforce across the U.S.