{"id":1970,"date":"2018-05-31T16:21:00","date_gmt":"2018-05-31T16:21:00","guid":{"rendered":"https:\/\/www.realtrends.com\/blog\/2018\/05\/31\/dream-town-realty-marketing-agency-from-the-ground-up\/"},"modified":"2025-03-13T02:35:11","modified_gmt":"2025-03-13T02:35:11","slug":"dream-town-realty-marketing-agency-from-the-ground-up","status":"publish","type":"post","link":"https:\/\/www.realtrends.com\/blog\/2018\/05\/31\/dream-town-realty-marketing-agency-from-the-ground-up\/","title":{"rendered":"How One Real Estate Broker Built a Marketing Agency From the Ground Up"},"content":{"rendered":"

From renting bikes to rehabbing homes to running a tech-centric real estate company <\/em><\/strong><\/p>\n

<\/p>\n

 <\/p>\n

\"\" Yuval Degani, DreamTown Realty<\/div>\n

 <\/p>\n

When Yuval Degani <\/a>opened Chicago-based Dream Town Realty\u2019<\/a>s doors 20 years ago, he wanted to break the mold and try something new. Whereas many brokerages find individual agents going head-to-head with one another for business, this company would be a place for everyone who worked hand-in-hand, helping one another fulfill their individual goals and dreams.<\/p>\n

At the time, technology was having a major impact on the real estate business, yet no one could predict just how central it would become over the decade that followed. Agents and brokers alike were trying to figure out what their places would be in the \u201cfuture of real estate,\u201d and new entrants like Degani were eager to carve new paths and test out new business models.<\/p>\n

Degani, who started Chicago\u2019s first bicycle rental company after moving to Chicago from Israel, is known for his innovative business ideas.<\/p>\n

\n

\u201cI hadn\u2019t even been in the country for a year, but I wrote a letter to the city to see if I could set up a business on a large bike path that we have here,\u201d he explains. \u201cWithin two years we had six locations.\u201d<\/p>\n<\/blockquote>\n

A Different Approach<\/strong><\/p>\n

After accumulating some funds to buy a home, Degani started to learn the ins and outs of real estate sales and decided to take the 40-hour licensing course. Not long after getting licensed, he opened his own office. \u201cI wound up buying a home and rehabbing it, and then buying a few other properties,\u201d says Degani. \u201cAlong the way, I fell in love with the business.\u201d<\/p>\n

Calling himself more of a \u201cmarketer than a real estate salesperson,\u201d Degani modeled his firm after a marketing agency. This approach differs from the classic real estate model, he says, where brokers show salespeople how to be marketers. \u201cWe create the marketing, and the agents handle their sales. We do everything that they\u2019re overqualified or underqualified to do,\u201d says Degani. \u201cWe have built a marketing agency.\u201d<\/p>\n

\"\"<\/p>\n

The Only Game in Town<\/strong><\/p>\n

As any independent broker<\/a> will tell you, starting a new brokerage from the ground up is no easy task. \u201cWe had to learn from scratch and basically reinvent the wheel at the same time,\u201d says Degani, \u201cmainly because we were taking a completely different approach to real estate.\u201d For example, because he wanted to be able to give agents business, he built one of the industry\u2019s first websites in 1998.<\/p>\n

When search engine optimization (SEO)<\/a> came on the scene, Degani says getting a top billing on search engines like Google (which was brand new at the time), was as easy as including the words \u201cChicago Real Estate\u201d on his site\u2019s front page. \u201cWe were the only game in town at that point,\u201d says Degani, who at one point had five-page one-ranked sites for the term \u201cChicago Condos.\u201d \u201cWe dominated the top half of Google\u2019s first page, and that’s how we really started,\u201d says Degani, \u201cand how we became a tech company.\u201d<\/p>\n

The Growth Groups <\/strong><\/p>\n

With 400 agents, Dream Town Realty employs a team of copywriters, designers, programmers, and coders who all support the agents\u2019 efforts. It recently opened a videography department and started up a coaching program called the \u201cGrowth Groups.\u201d Launched to a number of agents to get to the next level with their sales\u2014which had peaked in the $8 million to $12 million range\u2014the program helps them evolve and grow their businesses.<\/p>\n

With the help of the Coaching & Leadership Academy, Degani developed a 5-month training program for ten brokers who participated in weekly, 75-minute \u201cthink tank\u201d-type meetings. Once that training was completed, those brokers met every other week for six months in a group setting. According to Degani, two-thirds of the participants increased their business by 50 percent.<\/p>\n

\u201cThey decided which topics to explore, shared their ideas, and created accountability for themselves,\u201d says Degani. \u201cThe most satisfying aspect of this for me was watching the brokers socially engage and then use that energy and input to transform their lives and their businesses.\u201d One broker who had been with the company for 10 years, for example, had hit a sales plateau. After getting coached, he hired an assistant, began using more technology, grew his business by 50 percent, and then later became a managing broker.<\/p>\n

Degani, who in 2018 he had 400 brokers and $1.3 billion in sales, says the program is aligned with his own life visions and goals, and how he\u2019s developed himself along the way. \u201cThrough coaching, I got out of my own way, realized what my roadblocks where, and why I was in business,\u201d he says. \u201cI also gained a better understanding of myself and was able to quadruple the size of my business over a period of six years.\u201d<\/p>\n

A Holistic Approach<\/strong><\/p>\n

This year, Degani plans to maximize his firm\u2019s new in-house videography department, which focuses on creating professional video home tours for its listings. \u201cWe\u2019ve taken something in-house that would have cost our brokers $5,000-$6,000 per home to outsource to a third party,\u201d says Degani, who recently introduced a \u201cpremium listing\u201d program that includes everything from handyman services to cleaning crews to staging. \u201cWe\u2019re taking a holistic approach to the listing process at the agency level,\u201d says Degani, \u201cand prepping the homes at an entirely different level.\u201d<\/p>\n

 <\/p>\n

Author Bio: Bridget McCrea<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

From renting bikes to rehabbing homes to running a tech-centric real estate company<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[],"class_list":["post-1970","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"\nHow One Real Estate Broker Built a Marketing Agency From the Ground Up<\/title>\n<meta name=\"description\" content=\"Yuval Degani opened Chicago-based Dream Town Realty\u2019s doors 20 years ago. 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