Elliman foots bill for agents’ new business tool

Brokerage tapped Gabriels Technology Solutions to develop integrated platform

TRD New York /
Nov.November 12, 2019 12:30 PM
Douglas Elliman's Scott Durkin (Credit: Getty Images, iStock)

Douglas Elliman’s Scott Durkin (Credit: Getty Images, iStock)

Douglas Elliman is hoping it’s found a divine trinity in a new tool that combines marketing, business management and a customer relationship management system.

The platform, which launches next week, was beta-tested by the firm’s top-selling Eklund-Gomes team and partly developed using the team’s “book of business,” according to team CEO Julia Spillman.

It’s called Elliman Studio and was developed by Gabriels Technology Solutions.

“It wasn’t something that was off-the-shelf,” said Scott Durkin, Elliman’s president and COO, noting that it took more than a year to develop. “We changed it in many, many ways to accommodate the luxury agent.”

 

Fredrik Eklund (left), Julia Spillman and John Gomes (Photo by Guerin Blask)

He declined to say how much Elliman spent on the product or how much the firm will be shelling out for agents’ ongoing subscription costs to Gabriels, the real estate website creator of the CRM of Sotheby’s International Realty and other brokerages and of a retail CRM for individual agents.

Elliman Studio provides agents with templated property websites that can be customized and come with a unique URL for any listing, as well as templates and easy distribution for internal and external marketing campaigns. Finally, it serves as a repository for client contact information, with a system of financial reports allowing agents to forecast their income and deal volume.

Many of Studio’s features were informed by the “wishlist” of agents on the Eklund-Gomes team and Spillman herself, who worked closely with Elliman’s technology team and Gabriels engineers. The California office also participated in the testing.

Spillman acknowledged she wasn’t solely motivated by altruism; the team had been looking to upgrade its previous CRM, built off Salesforce, and was facing a $100,000 bill to do it. She approached Elliman’s technology team in search of an alternative. She and Durkin both claim the brokerage was already beginning to develop Studio with Gabriels, so the Eklund-Gomes jumped into participating in developing and testing the platform.

“This is a great investment that Douglas Elliman has done for us,” she said, but added, “I will be shocked if every agent in the company doesn’t find one additional deal [as a result of using Studio].”

Durkin admitted that while none of the tools in Studio is itself new, putting them in one place accessible to the entire company at no cost is a significant step and is key for recruitment and retention.

“It’s really an accountability program,” he said, noting the goal is to help agents close more deals. “If this is a successful venture for them, we reap the benefits as well.”

Durkin also emphasized that the tool is owned by a third party and the company would not have access to agents’ data. Privacy and security was a point of concern earlier this year after Compass acquired Contactually, a cloud-based CRM system whose users include agents at other firms such as Sotheby’s and Berkshire Hathaway. Before the acquisition, Compass had been developing its own CRM in-house.

Agents who leave Elliman could even take over payment of the subscription fee to Gabriels Technology Solutions to continue using a pared-down version of the system, Durkin confirmed.

Studio will launch across most of the brokerage’s offices Nov. 18, along with training sessions and materials, according to the company. It will reach Colorado and California locations next year, when a mobile app is also slated to debut.

Write to Erin Hudson at [email protected]


Related Articles

arrow_forward_ios
Tom Brady (L) and Gisele Bundchen arrive at the 2018 Met Gala on May 7, 2018, at the Metropolitan Museum of Art in New York. (Angela Weiss/AFP/Getty Images)

Tom Brady, Gisele home shop in suburbs, North Jersey industrial site sells for $66M & more Tri-State real estate news

Clockwise from top left: Former rail tycoon James Evans' waterfront estate in East Hampton lists for $60M, Water Mill waterfront home sees price dip below $18M, a modern Sagaponack home hits the market at $9.5M and East Hampton's "White House" gets a $3M price cut.

Former RKF chief appears in Southampton court, Water Mill waterfront home’s price drops below $18M & more Hamptons real estate news

HFF brokers hit the ground running at JLL in New Jersey, SALT cap hurts Lower Hudson Valley housing market & more Tri-State real estate news

HFF brokers hit the ground running at JLL in New Jersey, SALT cap hurts Lower Hudson Valley housing market & more Tri-State real estate news

An aerial view of the Hamptons (Credit: Curbed NY)

The Hamptons just had its worst second quarter for sales in 8 years

Douglas Elliman opens second office in Fire Island, adds Martha Gundersen to Bridgehampton office - Don Fick/Wikimedia Commons, Brown Harris Stevens

Douglas Elliman adds veteran Hamptons broker, opens second Fire Island office

Sands Point mansion with car wash sees ask dip below $9M, leasing begins at Modera Metro Mineola & more Long Island real estate news

Sands Point mansion with car wash sees ask dip below $9M, leasing begins at Modera Metro Mineola & more Long Island real estate news

Shelter Island spiritual site subdivided for sale, renovated Victorian lists in Southampton & more Hamptons real estate news

Shelter Island spiritual site subdivided for sale, renovated Victorian lists in Southampton & more Hamptons real estate news

Multifamily properties trade in Bridgeport, Toll Brothers buys in White Plains and more Westchester & Fairfield real estate news

Multifamily properties trade in Bridgeport, Toll Brothers buys in White Plains and more Westchester & Fairfield real estate news

arrow_forward_ios