Tech Profile: Rogers Healy

Rogers Healy, 29, is the founder of Rogers Healy and Associates Residential Real Estate, a thriving brokerage with 18 associates in Dallas, Texas. He’s a member of NAR’s 30 under 30, and personally closed $15 million in sales in 2008, working with celebrities such as Tony Romo, Jessica Simpson, Roy Williams and Britney Spears.His latest venture is The30under30.com, a networking site for 30 under 30 alumni, and AgentAmigo.com, a website for agents to communicate about “off the market” activity.

Website: www.rogershealy.com

Phone: Blackberry Bold

Computer: 2 Dell desktops and a laptop at work, 2 Apples at home office

Website/ IDX Provider: Custom

Prospecting/ Contact Management: Custom

Overall, where does technology fit in for you: supporting role or a major part of your strategy?

It is my strategy.  Our business and our success revolves around the technology we use, whether it’s internet, social media, or even the ways we get into houses. It’s our lifeline. Some of the companies that I own are geared towards higher net worth individuals who are internet savvy.  We make our websites a one stop shop for them, as far as the convenience of finding anything from where to get your clothes cleaned to a custom aquarium, which is all available on our websites.

Do you change your tech use to fit different clients, for example texting, etc, or do find everyone’s comfortable with the same level?

Yes.  I’ve found that people in our generation are comfortable with texting, but sometimes people from other generations can take offense and feel that it’s not a personal enough form of communication. We have to scale our communication, according to the client. One thing to remember is that you can’t text “tone,” so a phone call can go a long way.

What one piece of technology/ software has been the biggest time saver or productivity gain for you?

Facebook, Hands down.  I probably spend 2-3 hours a day on Facebook.  It really is the best lead generator for us; I’ve always got it on at my office.  I’ve really been able to connect with people, whether it’s fellow agents across the country, or potential clients. I’d honestly say that 50% of our business comes from Facebook.

When I started my company four years ago, I didn’t have the marketing budget I have now, it was just me…trying to generate awareness about a new real estate company. I needed to get creative with marketing myself and my company. Instead of doing the traditional mailers, magazine articles, etc, which I couldn’t afford at the time, I relied heavily on my online social network. It’s gotten to the point where there’s so much buildup on it, that it’s more valuable than the marketing that my competition pays for.  Because of that, I consider us leaders in Texas and probably nationwide, as far as real estate online networking, and the biggest reason for this is Facebook.

I joined Facebook about four years ago, when the only people on it were college students.  I got some flak from my buddies, but we’re now leaps and bounds ahead of other people, with 5,000 friends and a few thousand people in our groups, fan pages, etc. It’s a great way to get in front of exactly who you’re looking to hit.

As an entrepreneur, I’ve found that the easiest way to make money is to create a convenience, and Facebook is the definition of one in my book.  A lot of the time, I’m contacted by people I don’t even know. We brand ourselves very well on Facebook, and it spreads to crowds of people that we’re aren’t directly connected to.

What’s your thought on Blogging? Valuable or a time sink?

I just started blogging this year. I never really had an interest in it, but I’ve realized it’s a great stream of consciousness way to communicate, which is my favorite way of communicating. It’s fun. A big part of our website is our blog where agents are posting things on market trends, funny stories. It’s a great way to give us an online identity, that’s unique.

Do you use twitter?

I use Twitter, but I’m not a huge fan.  People like it, and I’ll use it to tweet new listings, etc.

How do you track and manage prospects/ leads?

We have a custom database management system on our website backend.  Before then it was pretty barbaric, mostly post it notes and Excel.

How do you manage your transactions?

I learned early on that I needed to surround myself with people that are more organized that I am. I’m a “big picture” guy, which tends to affect my “attention to detail.” I’ve got a great team that helps manage my transactions. I know my strengths and one of them is not micromanaging.

How do you manage your website?

I have a full assistant who handles the majority of my websites, and my agents all have access, so they can add blogs, modify listings and manage their CRM.

What’s the most important thing you do on a daily basis that contributes to your sales success?

I’m consistent. The stuff on Facebook, for example. I think momentum is so important in this business. If you do something for a month then quit, you lose two months. In this business it’s really easy to come to work one day then take two days off. I force myself to work more than most people, including weekends. I think establishing a routine, whether it’s online networking or old school networking, is not just important, it’s crucial. I’m lucky that I’m at a point in my career that this isn’t work, it’s my life. I love what I do and I’m confident that it shows.

I think the other key is to be unique.  The average agent is 55 years old and has been in the business 20 years. I think there’s a new wave of agents starting, I wouldn’t say we’re better than previous generations, but I think we have a different way of approaching business. I think exploring is important, everyone has a lot of free time on their hands this time of year. Don’t be a statistic, by getting discouraged and leaving the business.

I remember when I first started 7 years ago. I called my dad around this time of year telling him activity was slow , and he told me to go create activity. From that point on, I never had “nothing to do.”  I think we’re in a generation where we have an opportunity to do some amazing marketing that  costs nothing, and it’s fun. Stay in tune with what you’re interested in, whether it’s Facebook, Twitter, etc. and business will come to you