Realogy’s Sherry Chris Shares Her Real Estate Marketing Insight

If one thing remains certain in this world, it is the fact that legends are busy and difficult to catch up with. Fortunately, even in a global pandemic and disaster, we often find that even the most famous and influential leaders are far more approachable than we think. Sherry Chris, President and CEO of Realogy Expansion Brands, is one of those people.

Sherry Chris, CEO of the Expansion Brands Portfolio at Realogy Holdings Corporation

Sherry has been featured everywhere from the New York Times to the National Association of Realtors (NAR) advisory boards, there are very few people in the industry who don’t know and look up to her. She is first and foremost a leader, but also a game changer and one of the top real estate experts in the world. We were looking for an expert who would be instrumental in marketing the 21st. Well, we have the best. Here is our short Q&A.

RealtyBizNews: Can you describe what Realogy’s expansion brands are and how do ERA Real Estate and Better Homes and Gardens Real Estate differ?

Sherry Chris: Realogy’s seven unique brands differ in their geographic presence, and certain brands have opportunities for accelerated growth into underdeveloped markets. The Realogy Expansion Brands portfolio will build on the success of Better Homes and Gardens Real Estate and apply its proven growth practices, including effective agent recruitment, unique business models and lifestyle marketing, to the newly created business area.

Like BHGRE, ERA Real Estate offers a unique value proposition for brokers and franchisees, such as a flexible business model and brand positioning, but shares common principles including a service-minded culture, innovative marketing and a high-growth mindset.

RealtyBizNews: The history of the two brands couldn’t be more different. BHGRE was founded at the height of the so-called Web 2.0. What were the main hurdles you had to overcome in the beginning? And ERA is a long-established brand that will soon be celebrating its 50th anniversary as one of the pioneers in the industry. How did you use this legacy?

Sherry Chris: I love this question because it indicates the importance of having a platform and culture that define a brand. Although I run both brands and both are in the same industry, they are very different in their approach. Better Homes and Gardens Real Estate arrives at consumers 365 days a year. Behind the BHGRE brand stands arguably the strongest lifestyle brand name – Better Homes and Gardens – and offers our affiliated brokers and agents suitable tools and resources. In addition, our design, lifestyle and entertainment content distinguishes BHGRE as the only real estate brand that is an integral part of people’s lives, day after day, year after year.

ERA celebrates our 50th anniversary next year. ERA has always been a world class company, and we continue to provide our affiliated agents and brokers with forward-looking business solutions that will help them stand out from the competition and anticipate the changing needs of their clients. One of the real differentiators of the ERA brand is the network’s strong community spirit, which is focused on collaboration and giving back – especially at the local level. This culture of collaboration helps ERA-affiliated brokers and agents benefit from new ideas, growth opportunities and support to help each other succeed in their local market.

RealtyBizNews: Was there a strategy that got Better Homes and Gardens ahead of the game? How did you keep ERA relevant?

Sherry Chris: The ERA brand has an incredible history. Founded in 1972, each new franchisee received a fax machine to connect brokers across the country, which formed the basis of the brand’s incredibly collaborative network. ERA was the first real estate franchise to expand internationally in 1981 when it entered Japan in 1981. As an innovator, ERA was the first real estate franchise to publish listings online in 1994. We also know that real estate is local, which is why our “Powered By” concept is popular. These flexible branding options give franchisees the choice to market their business the way it works best for them – whether they benefit from ERA’s established brand awareness or choose to keep their current brand front and center. We want to leverage local expertise and connectivity while equipping brokers and agents with resources they didn’t have before.

Better Homes and Gardens Real Estate is THE lifestyle brand in real estate. We understand that our home is more than a structure. They define us as people. Last year with the pandemic showed this even more. Our partnership with Meredith Corporation and Better Homes and Gardens is a key differentiator. BHGRE has grown so much because we focus intensely on lifestyle and provide our partners with proprietary tools and resources to help them build their business. In fact, the BHGRE brand was recognized by Entrepreneur Magazine as one of the fastest growing franchises in 2020.

RealtyBizNews: What advice can you give the new real estate professional?

Sherry Chris: Focus on relationships. New agents have to deal with their sphere of influence from the start. The hundreds of people you met along the way are your potential customers. They need to know that you entered real estate and can help them. However, they also become sources of recommendation for you when they tell your interlocutors about your new business. This has to be constant. Too many new agents attract business early on and don’t take the time to make sure they have a steady pipeline. Know what you are good at and what you are not good at. Real estate agents are one-person C-suites. You are your own CEO, CMO, CIO. Taking the time to learn and engage with your company and brand resources will prepare you for a fulfilling career.