Howard Hanna CEO says data, analysis & branding key to providing value

For Helen Hanna Casey, CEO of Howard Hanna Real Estate Services, providing value is the name of the game for staying ahead of the competition. And she must be doing something right, as the brokerage—sitting at 214 offices and 7,154 agents—continues to grow in size and scope.

That value, according to Helen, equates to providing best-in-class branding, data, and analysis tools for both her organization and its agents. Her go-to source is Realtors Property Resource® (RPR®).

Helen Hanna Casey,
Helen Hanna Casey, Chief Executive Officer, Howard Hanna Real Estate Services

“The branding that our sales associates use for presentations is key,” says Helen of the benefits associated with RPR. “It’s all been done for us, so our sales associates don’t have to spend time branding or rebranding material,” she adds. Not only does this free up everyone’s time, allowing them to focus on what matters most, it also ensures consistency as the brokerage continues to grow and new sales associates come on board.

As one of the most essential components of RPR’s Broker Tool Set (BTS), branding offers brokerages the ability to customize RPR to reflect their own unique brand, one that reinforces a consistent image and value to the firm’s agents. Howard Hanna takes full advantage of the feature by prominently displaying its brand on RPR agent-generated reports.

From a broker perspective, the BTS provides true market intelligence by way of its Market Data Tool. “RPR has been incredibly helpful, as it gives me access to data from other markets so I can see and understand what’s happening in specific areas,” says Helen. She uses the tool to create customized market activity reports that include productivity, listing, sales and market share metrics, and to compile stats across multiple MLSs for a true picture of the company’s performance.

Helen also appreciates that RPR is a benefit provided by the National Association of Realtors®. “It’s a REALTOR® product, rather than something designed by people that don’t do what we do every day, and it’s geared and designed more toward the interest of sales associates and their needs,” she adds.

“What’s being offered right now is great,” says Helen, who urges real estate professionals not using RPR to look into what’s available. “Take the time to look at the platform, see what capabilities are there, and play with it yourself,” she says.

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