Case Study: Realtor Associate Program Objective: To generate loan opportunities via strategic alliances with top-producing REALTORS®. General: Bob Strandell, Bell Mortgage, Minneapolis, MN. Bob has been a Powerline subscriber since 1997. Strategy and Action: Bob's goal was to establish alliances with the top 5% of REALTORS© in his city. He needed a unique and compelling offering to achieve this goal.

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Because generating loan opportunities from REALTOR® associates is one of the most common marketing methods used by originators, it is extremely competitive. When you consider that 5% of all the real estate agents perform 95% of the transactions, the market to build strategic alliances with these agents is even more competitive. However, by building relationships with the top 5% of agents, Bob only has to manage a few relationships to generate substantial business.

Since these agents are recruited by every originator, Bob needed something compelling to offer them. Powerline™ provides the originator with a unique competitive advantage to offer the top-producing agents a valuable business building tool. This offering separates Bob from his competition and creates business for both the agent and the originator.

Bob's offer builds win-win relationships because Bob's team performs the initial leg of following up with the prospect. Bob also generates leads via his consumer direct marketing plans that (after qualifying and establishing rapport) he then refers to his real estate agent alliances. In exchange, Bob receives many leads that the agent self-generated as reciprocation.

To accomplish this Bob follows the Building Realtor Alliances strategy contained in the Powerline™ business building manual. Bob outlines three main steps to establishing a strategic alliance with top-producing agents:

1. Identify the top-producers in your marketplace
2. Demonstrate your REALTOR® Associate Marketing Kit
3. Design and implement follow-up system (for both leads and agents)

Bob understands that the best medium to find homebuyers is to go where homebuyers are looking. In other words "market homes versus loans."

On the lead follow-up, Bob recognizes that originators have a strategic advantage over agents when calling back leads. The homebuyers are not as hesitant to interact with a loan originator as they are with an agent. The prospects perceive the originator as facilitators of loans versus a sales agent who may "push" them into a decision.

Bob understands that by calling the leads back first, his firm maintains control of the lead and builds value by performing much of the leg-work for the agent.

Result: Bob has created so much value with his Realtor Associate program that he no longer recruits agents, they actually approach him to join his marketing programs.