Kelley Solutions

Kelley Solutions delivered a state-of-the-art web-to-print application that enabled The Masiello Group, the largest independently owned ERA affiliate in Northern New England, to expand brand awareness and streamline its sales, advertising, prospecting, and recruiting efforts.

Assessment:

Kelley Solutions collected and analyzed situational data gathered during initial client conferences and evaluated Masiello's written responses to its detailed customer profile. Kelley then assigned a dedicated account team to service the account.

Real estate companies must build their business on two fronts: giving individual agents-whom they regard as independent contractors-the space and the tools to sell homes, while marketing the company as a whole to build brand awareness.

This two-pronged approach necessitates that all print products The Masiello Group uses reinforce the company image while enabling agents to put their personal stamp on all correspondence.

Implementation:

It became clear than an e-Business application that offered a variety of print products that both agents and company administrators could order and customize would afford consistent messaging and maximize the marketing efficiency of both Masiello agents and the company, which now occupies more than 30 regional offices serving over 170 communities in New Hampshire, Maine and Vermont.

The web-to-print application Kelley created for The Masiello Group houses a portfolio of postcard templates for both agents and administrators categorized by use. Categories include "Just Listed" and "Just Sold," Prospecting, and General Announcements. Each category contains a wide selection of sizes and options for the individual agent or administrator to order.

Management:

The system has an intuitive interface: once a Masiello employee selects the postcard they wish to purchase, they can choose from standard photos and text or create their own graphics and enter personal contact information.

Proofing the postcard, stored in .PDF format, is facilitated online. Once approved, users can select from one of three fulfillment options: print a specific quantity that is shipped directly to them; upload and attach a mailing list and the postcards will be printed and mailed, or, purchase a list within the application and have the postcards printed and mailed all within 72 hours.

The system is flexible and can accommodate numerous sets of permissions for different types of users. In The Masiello Group's case, company administrators submit purchase orders and receive a summarized bill each month for all postcards ordered. Agents, who are responsible for their own marketing plans and budgets, place orders using a personal credit card.

End Result:

By extending a large variety of professionally designed postcard options, The Masiello Group was able to meet the print marketing needs of its agents and the company and has strengthened its brand awareness throughout the region.

The website Kelley delivered has been further developed into a company store for Masiello's five divisions. The site houses stationery products, badges and pins, marketing materials, memos, cards, and calendars, internal forms, accounting and office supplies, even gifts and apparel. Today, ERA The Masiello Group is the largest real estate company in New Hampshire.