Juan Caicedo discusses the realty brand’s development marketing strategy
Realty ONE Group’s story is defined largely by its rapid growth. The brokerage was founded in 2005 and rocketed to 300 agents and $102 million in sales by the end of its first year. By 2014, Realty ONE Group was named one of the fastest-growing companies in the U.S. by Inc. 500. Today, just thirteen years after the company took on their first client, Realty ONE Group is the fifth largest brokerage in the country.
That continuous expansion is facilitated in part by a uniquely agent-centric model that attracts agents from all corners of the industry, creating organic leads in every market the franchise enters. But it’s also the result of a deliberate and aggressive franchise development strategy.
We talked to Juan Caicedo, Realty ONE Group’s VP of marketing, to learn how the franchise has worked to lure the most qualified owners to support their persistent expansion.
1851: What are some of the ways Realty ONE Group markets to prospective franchisees?
Caicedo: We’ve built an omnichannel journey with a focus on creating an interactive, 360-degree digital experience. Each of our demographic targets can experience the brand through various channels, such as social media, email, web search, print and radio among others. Our untraditional, yet impactful and edgy approach to design and content allows us to generate a “wow” experience with every campaign.
1851: What are Realty ONE Group’s key points of differentiation from other real estate concepts, and how are those points communicated through marketing?
Caicedo: Realty ONE Group is the industry’s answer to the traditional, stale and obsolete brokerage model, we are the UNbrokerage. We enhance our hybrid model of being a full-service real estate brokerage with a unique commission structure by empowering our business leaders with a YOU-First Focus paired with an awesome company culture. Our business model also drives the message and value of each marketing effort. Most importantly, we offer an energetic environment where real estate professionals of all levels can succeed and grow with freedom and support while having fun.
1851: Has Realty ONE Group’s approach to franchise marketing changed in the past five years?
Caicedo: It’s crazy to think everything started with a leap of faith and fast forwarding to now, Realty ONE Group is one of the fastest growing real estate brands in the nation. Our commitment to our core values have remained the same but our evolution in messaging has expanded. Today, we pride ourselves on our story of growth, innovation, and legacy, and it continues to develop without losing sense of our main belief and philosophy where everyone & everything matters and everyone has a voice.
1851: How does Realty ONE Group tailor its marketing to attract qualified franchise investors?
Caicedo: Our main goal is to work with like-minded entrepreneurs who are not afraid of disrupting the industry with a positive vibe. Our marketing always speaks for our vision and mindset. We believe in transparency and simplicity, so the design of our marketing pieces are always a reflection of who we are and what we believe. The goal at the end of the day is to build a long-lasting relationship based on trust and appreciation for each other. Our sales process was designed to nail down what matters most to the real estate professional seeking more out of their career. We understand that one size doesn’t necessarily fit all.
1851: Does Realty ONE Group market to existing franchisees to promote expansion?
Caicedo: We have had tremendous success with all of our marketing campaigns and press releases. We are excited that the brokerage’s momentum is strong and our brand is a hot topic within the real estate industry. Realty ONE Group has now reached new markets and audiences that were not in our immediate spectrum prior. We are proud of our story and humbled by the fact that our untraditional approach is shaking up the way people are telling our story.