The company specifically cited a pending legal settlement that could lead to some changes in how agents and brokerage firms make money, saying it’s critical to communicate the value of a career to consumers.
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When developing marketing plans and wanting something omnichannel, the industry has a new software option to choose from, which means the ability to reach audiences through print, digital and voice: a tool called Harvester.
In an April 9 press release, the Los Angeles company aligned its brand with the concept of “agriculture” and pledged to help customers tap into the broadest possible market segments. It also singled out a pending legal settlement that could lead to some changes in how agents and brokerage firms make money, saying it’s critical to communicate the value of a career to consumers.
“The launch is designed to enable agents to navigate the changing real estate landscape with precision, efficiency and style during the turbulent times following the landmark NAR Real Estate Settlement,” the company said. “Now more than ever. More importantly, strategic, targeted marketing strategies will become even more important for agents striving to acquire more listings.”
As Harvest points out, good marketing strategy in any industry involves reaching your audience through as many channels as possible. However, the rush to gain social media attention and the affordability of digital media have drawn agencies to focus squarely on mobile messaging and web-based outreach.
The new company hopes the real estate industry will be able to target a wider range of targets through a multi-faceted strategy, which will also help agents better identify viable leads.
Agriculture is relevant for location-based marketing, and Harvist will apply AI-based analytics to discover untapped sub-markets. Artificial intelligence will parse socioeconomic and demographic data on housing activity, household composition, ownership history and other consumer behavior. These findings will become the subject of automated marketing campaigns that include unique promotions targeted to recipients, including voicemail drops, postcards and dedicated landing pages.
Action-first solutions include insights for ongoing performance measurement and messaging adjustments as behavior and business trends change, and can target pre-scheduled presentations such as default notices and absentee owners.
Harvest also includes a CRM that allows users to track potential customers’ market interest over time to record responses to marketing strategies. It combines lead nurturing tools, newsletters, and other features common to modern systems in this category.
The company has won backing from OJO Labs and Movato’s Chris Heller, who said in a statement that the product “makes sense.”
“As agents, we have so much to do in a day, and we should only do the things that make the most of us,” Heller said. “I love Harvist and my team uses it. In a world where competition is constantly changing and competition is fierce, ’s real estate landscape, the power of technology can help agents not only survive, but also thrive in this ever-changing era.”
Many CRM and enterprise marketing solutions offer omnichannel, location-based marketing, but as the industry faces challenges, shifting broker loyalties, and the need for competitive differentiation, more options to simplify outreach and operations will only make the field Benefit.
Within real estate, companies such as Lone Wolf, Lofty and others combine a variety of marketing methods with location-based promotion and lead management, as do many highly technical global industry franchises.
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