Anyone who’s pushed the operator button a dozen times to bypass an automated phone menu can testify that sometimes technology needs a little human touch.
As a provider of real estate brokerage tech solutions nationwide since 2004, Boston Logic recognized this demand among its smaller clients and today announced the launch of Ace, a marketing package that comes with a real-life person.
In addition to bundling an office’s website, online lead generation system, CRM, lead follow-up and digital marketing (which make up the Boston Logic Platform), the service gives boutique brokerages and agent teams access to a “remote chief technical and marketing administrator” — in other words, an Ace.
This is someone dedicated to a firm who goes beyond tech support to provide assistance with setup, campaign initiatives and project management. Aces are qualified and based in-house and therefore familiar with the platform’s ins and outs.
Having served hundreds of brokerages, Boston Logic observed that small firms and teams could benefit from a service that covered the heavy lifting.
Founder and president David Friedman says clients would ask tech support, “Can you do this for me?” — with tasks such as sending out a newsletter, or connecting their CRM to their Google account.
“On the enterprise [brokerage] scale, we see people with titles like CTO (chief technology officer), CMO (chief marketing officer),” said Boston Logic founder and president David Friedman. “Small brokerages don’t have that. It’s everyone’s job, so it’s no one’s job.”
Ace costs $999 per month for firms with up to 10 members, and $1,499 per month for those with up to 25. That price covers a three-step service:
1. Meet your Ace — who will determine the brokerage or team’s needs and get the client ready for day one.
2. Design and build — which includes a responsive website (customizable look), the Boston Logic platform for CRM, lead routing and scoring, newsletter campaigns, SEO and retargeting campaigns.
3. Marketing and follow-up — for managing the systems in place indefinitely.
Aces are available between 8 a.m. and 8 p.m. EST over a number of communication platforms, (phone, GoToMeeting, email, etc.) If clients need more hands-on help, Aces can jump in with screen sharing.
Anyone on a team can contact the Ace; however, it’s more likely that team members will set up regular meetings and say, “OK, let’s meet Tuesdays at 2 p.m.” for instance, Friedman said.
Over time, an Ace will also suggest next steps and ensure processes develop in the right order, such as verifying that lead information is entered into the CRM before a brokerage implements a newsletter.
Friedman foresees that many brokerages will rely on their Aces to facilitate connectivity between moving parts, which has always been at the core of Boston Logic’s focus — for example, funneling lead data from the major portals into the correct marketing campaign.
“Our system acts as the hub for their data,” he said. “What you see is a lot of brokerages signing up for five or 10 or 20 pieces of technology that just don’t talk to each other.”
Starting August 1, the program will be available publicly, but for now Boston Logic is launching a pilot program with 20 select teams and brokerages.
In the press release announcement, Scott Reynolds, who leads six agents in Vero Beach, Florida, noted that his team stays busy enough without the additional burden of digital marketing. “Ace fills a gap in our team with a digital marketing specialist who works with us to manage and implement all of the services that the Boston Logic Platform provides,” he said.
Inman’s brokerage tech survey this year revealed that technology tools are the top reason why agents choose one company over another, but many wish more training was involved.
Ace fills that gap for a niche industry sector, one the company sees firsthand as needing help the most. It assures the small-but-mighty — if they press that theoretical zero, someone will be there on the other side.
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