Edina Realty Launches “Emma Marketing” Automation for Agents



At its annual agent technology camp, Edina Realty, the largest residential brokerage serving Minnesota and western Wisconsin, announced the launch of marketing automation for its agents. This innovative service, powered by Imprev, automatically creates branded marketing content for agents throughout the life of Edina Realty’s listings, dramatically simplifying the way agents promote their listings and helping them win more business.

Edina Realty has white-labeled the new Imprev service as “Emma Marketing,” a dynamic virtual assistant for agents. Emma, named after the company’s visionary founder Emma Rovick, is part of the brokerage’s larger initiative to create an integrated, streamlined experience for their agents to help them be even more successful.

Sharry Schmid, president of Edina Realty, is thrilled about the value that Edina Realty brings to their agents with the new initiative and cutting-edge automation service. “Agents have countless demands on their time—they need to be tech-savvy, understand people, and so much more. Our goal is to help them navigate the complexities of their role by streamlining the manual, time-consuming pieces of their job and allowing them to focus on what they love,” she says.

“As a key piece of our Emma initiative, Imprev’s service saves agents an incredible amount of time by taking the manual steps out of creating marketing content. Every time agents win a new listing, they’ll automatically receive fully-branded marketing packages throughout the life of the listing. Without any extra work, the agent provides value for their clients and can easily use the customized content to engage with their audience and build their business,” continues Sharry. “Imprev also integrates with the other services we’re adding to the Emma initiative, ensuring our agents receive a smooth experience from beginning to end.”

Agents at Edina Realty have access to the full suite of Imprev’s services: marketing automation and the marketing center. Marketing automation creates and delivers branded, relevant marketing content for every agent’s active listing until it’s sold, making it easy for agents to drive leads and engage with prospects. The service also constantly monitors each listing for changes. When a change occurs, all the automatically-created marketing materials are updated so they are always in sync with the listing and compliant with real estate advertising rules and regulations.

Marketing materials are created for four key events: Just Listed, Open House, Price Reduced, and Just Sold. Types of materials can include flyers, postcards, single property websites, social media posts, emails, and more. Each piece is fully customized to Edina Realty’s specific requirements, ensuring the brokerage’s brand—and each agent’s brand—are cohesive and immediately apparent to the consumer. The consistent materials not only make the agent look like a true marketing professional but also help protect and reinforce Edina Realty’s brand across all marketing channels.

In addition to marketing automation, the branded marketing center powered by Imprev is a one-stop marketing shop for agents that includes an extensive library of more custom content. It completes the full marketing cycle by offering agents simple ways to promote their brand and nurture clients outside of marketing their listings.

“We looked at a number of different solutions in our journey to create Emma. Imprev is the best service we found! It’s an easy-to-use, unified solution with best-in-class technology that met all our goals. It’s exciting to see how we’ve been able to streamline our agent’s marketing experience while adding a brand-new dimension of service that they’ve never seen before,” shares David Schmid, vice president of product development at Edina Realty.

“Edina Realty is crafting an amazing experience for their agents by tapping into the power of new, powerful technologies,” says Renwick Congdon, CEO of Imprev. “A brokerage is in the unique position of having a high-level view of all its listings and pinpointing marketing trends, successes, and challenges. That means brokerages like Edina Realty can effectively enforce marketing best practices for agents through automation, which sets workflows in place that implement the best practices of the best agents across the entire business. Offering that type of value to agents is powerful, and we see it lead to greater success and more revenue for everyone.”

About Edina Realty
Edina Realty, a subsidiary of HomeServices of America, a Berkshire Hathaway affiliate, is one of the nation’s largest real estate companies with more than 75 real estate offices throughout Minnesota and western Wisconsin. Based in Edina, Minn., the company’s licensed real estate professionals guide customers through the home buying and selling process. Edina Realty Home Services’ family of companies includes Edina Realty, Edina Realty Mortgage, Edina Realty Title and Edina Realty Insurance. Edina Realty also offers Edina Realty Home Warranties through HSA Home Warranty. Edina Realty was recognized as a Star Tribune Top Workplace in 2015, 2016, 2017 and 2018.

About Imprev
Many of the most respected brands in real estate leverage Imprev’s Automated Marketing Services to set themselves apart from their competition. With Imprev, brokerages automatically create and continually update fully-branded print, digital, and social media marketing packages for all their agents’ listings, giving them a recruiting edge and driving unprecedented brand consistency. Launched in 2001 and constantly updated, the Imprev platform powers the marketing centers for hundreds of brokerages and franchises—representing over 20% of real estate agents in North America—including RE/MAX, Coldwell Banker, Berkshire Hathaway Home Services, Corcoran Group, NextHome, Realty World, and Hunt Real Estate, as well as Homes.com and MRIS. Discover more at www.imprev.com.

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