Analysis: The Realogy + Amazon Co-Marketing Collaboration

Realogy and Amazon Partnership

Yesterday, it was announced that Realogy will be working with Amazon to launch of TurnKey, a new home buying program that simplifies the process of finding and settling into a new home. It’s currently available in 15 U.S. cities. According to Realogy’s press release, “TurnKey combines Realogy’s real estate expertise across its well-known and trusted brands, including Better Homes and Gardens Real Estate, Century 21, Coldwell Banker, ERA and Sotheby’s International Realty, with the ease and convenience of Amazon’s Home Services and smart home products.”

What does this mean?

The announcement of the deal between Realogy and Amazon is hugely important to Realogy and the industry.  First, it somewhat ends the mystery of what Amazon may do in the brokerage space. Second, it strengthens Realogy’s ability to deliver more value to its affiliates and their agents and teams.

We know that agent highly value prospects and this certainly has the chance to deliver them in abundance to Realogy’s agents. While the actual financial impact may not be huge for Realogy directly, it may indirectly improve their affiliates’ ability to recruit and retain agents, which would positively impact their fee income over time. Amazon broadens its services and this could well be just the first step in this relationship that goes far beyond customer referrals.

What do you think about the partnership?

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After earning her bachelor’s degree in journalism at the University of Central Florida, Tracey set out in the real world at Florida Realtors in 1994 as a communication assistant, working her way up to editor in chief of Florida Realtor magazine. In 2004, she left the association to start her freelance writing and editing business. One of her first clients was REAL Trends, and she started working for the organization in 2005. In 2014, Tracey was promoted to editor in chief of publications for REAL Trends. She handles the writing and editing of all REAL Trends publications and marketing materials, including LORE Magazine, the REAL Trends newsletter and the blog. She is also the primary podcast interviewer where she conducts interviews with top real estate industry leaders and affiliated industry leaders. Tracey is married with two children.

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