Bringing
T echnology to Life
By Patti Brotherton, Regional Vice President - Orange County
The only constant in life is change. At Prudential California Realty, we recognize that our team has to stay current with the latest changes in technology. To ensure that we can continue providing our clients with efficient and thorough representation, we offer a range of in-person training sessions and interactive webinars.
The training opportunities we provide are designed to educate both our agents and our employees. We have administrative assistants
in the vast majority of our offices. Their most important job responsibility is simply to support our agents as they work to provide
our buyers and sellers with a positive result for their transactions.
We havefound that keeping our employees at the forefront of the most recent technological advancements is critical to helping our agents
stay ahead of the curve. Our goal is to make it easy for our agents to manage their social media outlets and online marketing
campaigns, so we can provide our sellers with short market times and high sale prices.
Prudential has even provided the funding for a dedicated social media assistant to help our
agents figure out what to use and how to use it, along with providing information about
the latest and greatest innovations. He travels around to every office in our Orange County
network to visit our agents and provide them with hands-on training opportunities.
Before we can offer training to anyone, however, we have to find out what our clients want. How do they want us to communicate
with them? What types of technology are they comfortable using?
How do our sellers want us to market their properties, and how do buyers want to find information about a listing?
As a company we depend on our agents for the answers to these questions, since they are the ones out in the field with our clients on a daily basis. We get the feedback
we need by surveying our agents who are well-versed in social media and electronic marketing, to gather data about the
most effective techniques for serving our clients. After we have collected sufficient information we then incorporate it into our technology curriculum, which is led by experts in the field.
We continuously apply a tremendous amount of effort to help our agents maximize
the exposure their sellers’ homes receive. At Prudential we believe that the use of social
media is essential to grabbing the attention of potential buyers. An engaging video blog can transfix the viewer and transmit a large
amount of information in a short amount of time. The potential benefit of all this attention for our sellers can’t be ignored. Right now we are focusing on ways for each
video to create the most impact and how to distribute them to the available media outlets in the easiest manner possible.
We want to make social media and other technologies a practical and effective means for our agents to serve their clients. To accomplish this goal Prudential offers handson training opportunities for agents and employees, both in-person and over the
Internet. It is just one benefit of being “in touch” and bringing technology to life.
Patti Brotherton is a 35-year industry veteran, former top producing agent and renowned business
coach. Every month she shares her take on current market
conditions and future trends, as well as useful tips and proven strategies for success.
Patti Brotherton Regional Vice President Orange County
