Agent Orientation

Relocation and Business Development

Major Areas of Discussion:

1. Introduce the Relocation Team
2. Leading RE Network
3. Outgoing Referrals
4. Incoming Referrals
5. Business Development Opportunities
6. Additional Agent Assistance Programs
a. Short Sale Assistance Programs
b. WNC Referral Company
c. REO Business

1) Review the Bio’s for the Relocation Team

RELOCATION 1
 Larry Zapf
Director of Relocation and Business Development
300 Executive Park
Asheville, NC 28801
Phone: (828) 258-6343
Fax: (828) 210-3250
E-Mail: larryz@beverly-hanks.com

Larry Zapf, CRP, RCC

Director of Relocation and Business Development
Larry has been a licensed real estate agent since 1983 and the Director of Relocation at Beverly-
Hanks & Associates since February 2001. Prior to entering the real estate profession, Larry
graduated college from Villanova University, served with the US Army and achieved the rank of
Captain, worked for a department store chain in California and achieved the position of senior
cosmetic buyer, and owned/managed a men’s clothing store in Walnut Creek, California.

Since entering the real estate profession, Larry started as a sales associate in Plano, Texas. Upon
moving to Westchester County, New York, he worked for Merrill Lynch (Prudential) Relocation
Management as their northeastern regional manager for resale properties, vendor relationship
manager, and then as a client relations manager for over 10 corporate accounts. Larry went
to work for D.J Knight Real Estate in New York City and created a relocation and business
development department that operated as a complete third party company for a number of New
York City corporations. Larry was then selected by Swiss Band Corporation to manage their
relocation department for all of the Americas. This position was responsible for coordinating over
200 US outbound and over 250 Swiss and other foreign national relocations into the Americas
each year. Larry relocated to Asheville, North Carolina in 1997 and worked for The FEASIBILITY
Group as their Director of Operations and Business Development. The FEASIBILITY Group was a
full service 3rd party service company that provides relocation services directly to corporations and
as a back office service to Real Estate Companies.

Larry obtained this Certified Relocation Professional, (CRP) status from ERC in 1990, his
Relocation Certified Coordinator’s (RCC) status from Leading Real Estate Companies of the
World ™ in 2001 and his Real Estate Broker’s License in 2003. Larry was appointed in 2009 to
the National Advisory Council for the Leading Real Estate Network. Larry has been married to his
wife, Melanie for over 30 years and they have one son.

RELOCATION 2
Mary L. Cribb
Incoming Referral Coordinator
300 Executive Park
Asheville, NC 28801
Phone: (828) 258-1952
Fax: (828) 210-3250
E-Mail: maryc@beverly-hanks.com

Mary earned a BA degree with a double major in history and Latin from Converse College in Spartanburg,
SC, her home town. She has called Hendersonville, NC her home since 2003 and has held a North
Carolina Real Estate Broker license since 2008.

Mary’s early professional background includes nine years of paralegal experience requiring the ability to
insure compliance with state and federal procedural law. During this time she was promoted to Senior
Paralegal Manager and served as a board member of the Columbia, SC Legal Assistant Association,
where she chaired the Bar Liaison/Legislative Committee.

From 2001 to 2009, Mary’s real estate career as an MLS Coordinator for Crye-Leike, Inc. in Nashville,
TN and for Beverly-Hanks & Associates, and as Member Services Director for the Hendersonville
Board of REALTORS®, focused on monitoring compliance with Multiple Listing Service rules as well as
membership policies of the local, state and national associations of REALTORS®. She is a recipient of
two Outstanding Service Awards from the Hendersonville Board of REALTORS®.

Mary has extensive experience managing Internet-based tracking/monitoring systems and has been
commended frequently throughout her career for her outstanding organizational, analytical and
communication skills. Nothing is more rewarding to Mary than providing the very best customer service.

Mary assumed the role of Incoming Referral Coordinator for Beverly-Hanks & Associates in February,
2010. Her primary role is to manage incoming Broker-to-Broker and Third Party referrals. She is called
upon by companies across the country that have clients wanting to buy or sell homes in our area. She
prepares Area Orientation Packages to introduce clients to the area, communicates updates to the
referring agencies as reported to her by our Beverly-Hanks agents handling the referrals, and manages
files for clients who have not yet planned a trip to the area by keeping them on a monthly mailing/
follow-up program. She also is responsible for processing all contracts and closings involving referrals to
ensure that the originating company receives the fee they are due in a timely manner.

Mary is dedicated to providing quality service to all referrals that are placed with our company as well as
to the companies with which we are working. She is committed to Exceeding Expectations in generating
more incoming referrals to pass along to you!

RELOCATION 3
Richard Hoffart
Relocation Customer Service Coordinator
300 Executive Park
Asheville, NC 28801
Phone: (828) 210-3248
Fax: (828) 210-3250
E-Mail: Richard@beverly-hanks.com

Richard was born in Denver, CO to Jerry and Rosa Hoffart. He is married to Julie Hoffart who is
employed by Buncombe County DSS. He grew up in South Florida and then migrated to Franklin,
NC. He has been a resident of the local mountains since 1986. Richard is a graduate of the great
institution of Appalachian State University. He obtained a B.S. in Communications and a minor in
Business. After completion of college he worked in the television and film industry.

Richard is an avid fisherman, sports enthusiast, amateur chef and drummer. He is a member of
the Land O Sky Trout Unlimited and the Knights of Columbus.

Richard has held a North Carolina Real Estate Broker license since 1998. He has been actively
pursuing a career in real estate since then. He has real estate experience in office management,
property management, sales and relocation. He has been a member of the Asheville Board of
Realtors since 2002 and had served on the Media Committee.

As a Customer Service Coordinator, Richard is dedicated to providing the very best assistance
to his customers and his fellow agents. He is responsible for answering the internet inquiries via
the Beverly-Hanks & Associates website. He is also a source for relocation information and area
information.

RELOCATION 4
Vicki Nichols
Outgoing Referral Coordinator
300 Executive Park
Asheville, NC 28801
Phone: (828) 258-6397
Toll free: (800) 868-7221
Fax: (828) 210-3250
E-mail: vnichols@beverly-hanks.com

Vicki was born and raised in Baltimore, Maryland. She has degrees from Frostburg State University in
Mathematics and Spanish Literature.

She is married to Clare Nichols, whose work as a Soil Conservationist with the USDA Natural Resources
Conservation Service took them to the Texas Panhandle and Southern Maryland before moving to
Vero Beach, Florida. Clare’s early retirement in the spring of 2005 allowed them to relocate to beautiful
Asheville. Not only did Beverly-Hanks help them find their home here in the mountains, but the Relocation
Department helped them get their Florida home sold in record time!

Vicki worked as an administrative assistant for a commercial and residential real estate developer in
Washington, DC, as an installment loan teller in Texas, and as a mortgage loan processor in Florida
until finally realizing her dream of becoming a librarian. She was the System Cataloger for the Indian
River County Library System for over 20 years, where she was responsible for the online library catalog
database.

Vicki was also a volunteer tutor for Spanish-speaking students through the Adult Literacy Service, translator
for the United Farm Workers, and served as coordinator of various local environmental and social justice
organizations. In Asheville, Vicki volunteers for Pisgah Legal Services and Mountain Area Information
Network and serves as Treasurer of her church Social Justice Council.

As Outgoing Referral Coordinator in the Relocation Department, Vicki manages outgoing broker to broker
referrals to help our clients buy or sell property anywhere outside of our own service area. Her other
duties include assisting clients with referrals through our Household Goods Move Management Program,
coordinating all agent records and referrals for Western North Carolina Referral Services, providing rental
referrals, and maintaining the inventory of the brochures and Relocation flyers that stock our branch offices
providing information on area attractions, tourist maps and guides. Vicki also develops and maintains the
corporate hotel and bed and breakfast rate sheets, and the restaurant lists for the Relocation Dept.

Vicki is committed to providing the best possible service to our agents and the clients they refer to us.

RELOCATION 5
2) Leading real estate companies of the world

a) Why is Beverly-Hanks & Associates a member?

i) Receive incoming referrals
ii) Have the largest and most reliable network of independent National and
International Brokers similar in attitude and professionalism to us.
iii) Provide ongoing educational programs for our agents.
iv) Provides the Company with access to a base of knowledge enabling us to
identify industry trends, best practices on current programs or seeking advice on
how to implement new ones.

b) What are the benefits to our associates and their clients?

i) Provide us with more lead sources to sell our listings
(1) Referrals from other member brokers
(2) Relo National Home Search
(a) National and international listing exposure
(b) National and international buyer awareness of our local listings.
Marketing of our properties to a worldwide market.
(c) Auto feed of our listings to www.frontdoor.com
(3) Showcase our premier listings on a world web site, Luxury Portfolio
(4) Customized network marketing materials
(5) Availability of Cost of Living comparables
(6) Inside Leading RE: A web site to be discussed during additional agent
training.
ii) Provide us with a professional network of brokers to accept and work our
outgoing referral clients. Distinguishing qualities of our member
brokers include:
(1) Responsiveness to leads initiated
(2) Accountability for leads received
(3) Consistent follow up with sending agency
(4) Agent training

c) Criteria to become a member and to stay a member:

i) Independent company
ii) Maintain minimum standards of professionalism through agent training and
meeting network performance criteria.
iii) Pay our dues and ongoing fees.
(1) Annual Fees paid for by the Company
(2) A % of outgoing referral fees earned based on Company performance.

d) The network performance charts follow. These charts should be used in both
your listing and buyer presentation kits.
RELOCATION 6
 We Market to the World.

When selling your home, you need out-of-area as well as local exposure to
the highest possible number of potential buyers. We deliver. With 150,000
talented associates around the world, we market your home in 30+ different
countries, ensuring the most eyes on your property. It’s global vision with a
personal view.

n 600 member companies n As A member of LeAding reAL estAte CompAnies

n 5,000 offices
n 150,000 associates
n 30+ countries
n Home sales of $250 billion
n Nearly 1 million transactions
n #1 market leader in 41 of
the top 90 markets in sales
volume, transaction sides or
both – nearly double that of
the closest competitor
of the WorLd® we receive inbound clients of our fellow
150,000 network associates in 30+ countries…clients
who may be interested in purchasing your home.
n As soon As your home is posted to our Website
locally, it is immediately accessible from the websites
of the top real estate firms in the world through our
network’s “RELO® Home Search” program, with access to
nearly 2 million online listings and high Google rankings.
n LeAding reAL estAte CompAnies of the WorLd®
is a pedigree denoting the very best companies with the
most qualified clientele, who wish to do business with
similar firms in their new destination locations, attracting
potential buyers for your home as a result.

LeadingRE.com
RELOHomeSearch.com
LuxuryPortfolio.com

®
06.15.10 ®

RELOCATION 7
 TOP When it comes to home sales, the firms affiliated with Leading Real Estate

fIRmS.
Companies of the World® are the best of the best. In 2009, the LeadingRE
network ranked #1 in units sold and sales volume among the top 500 companies
in the country, with about 75,000 more transaction sides than the closest
mORE competitor. With 600 affiliates in 30+ countries around the globe, our 150,000
sales associates are committed to delivering results, and our sales record proves
SALES. it – year after year.

2009 total
Home SaleS unitS
by tHe toP 500 u.S.
n LeadingRE
real eState firmS
28% n Coldwell Banker
LEAdInG n RE/MAX
REAL EStAtE n Keller Williams
CoMPAnIES n Prudential
8% of tHE WoRLd®
Prudential
n Independent
(non LeadingRE)
n Century 21
10% n ERA
keller
williaMs 24%
n Realty Executives
Coldwell n Sotheby’s International
Banker
12% n Better Homes & Gardens
re/Max
n Real Living

Source: REAL Trends Top 500 for 2009 production.

LeadingRE.com | RELOHomeSearch.com | LuxuryPortfolio.com

®
© 2010 Leading Real Estate Companies of the World. All Rights Reserved.

RELOCATION 8
 PREmIER A global network of 600 premier real estate firms with 150,000 sales associates

COmPAnIES.
in 30+ countries around the world, Leading Real Estate Companies of the World®
represents the best-known local and regional real estate firms. Even in a challenging
market, these companies continue to outsell the competition. In 2009, network
UnmAtCHEd companies produced nearly $250 billion in home sales – $60 billion more than any
other national brand.
RESULtS.
moRe u.S. Home 2009 Home SaleS Volume*
250
SaleS Volume in 2009
tHan any national $241
Real eState BRand n leadingRe
leading Real estate Companies of the World

Volume shown in billions of dollars n Coldwell Banker

n Re/maX
200
n Prudential
Leading Real Estate n Century 21
$190
Companies of the World® n Keller Williams
$179
is 27% ahead of its closest n Sotheby’s
competitor in sales volume and n eRa
150
leads all national brands n Real living
n Realty executives
in total units sold,
n Better Homes & Gardens
with nearly one million sales.
$118 $116
100
®

$93

50

$31 $29 $29

$21 $5
0
* Actual member statistics for LeadingRE and estimates for other networks using average sales units
per agent and average sales price for firms in each respective network from published sources for
2009 production.

LeadingRE.com | RELOHomeSearch.com | LuxuryPortfolio.com

®
© 2010 Leading Real Estate Companies of the World. All Rights Reserved.

RELOCATION 9
 T h e I n d ependent Di fference:
K N O W Y O U R VA L U E A N D
H O W T O C O M M U N I C AT E I T

Locally-branded independent real estate brokerages are enjoying a resurgence of popularity after
decades of attention on franchising. Both are viable business models, but the fact that several large
rms with long-time franchise afliations have elected to return to independence in the past few years
is a clear indication of the appeal of the independent model, with the increased freedom, exibility,
and opportunity that it offers. This strength is indicated by the impressive credentials of Leading Real
Estate Companies of the World™: nearly 700 companies with 5,000 ofces and 145,000 associates in
the U.S. and over 35 countries around the globe.

Success, though, depends on being able to communicate your value to today’s consumer. It is advis-
able to talk in terms of ‘locally branded and owned’ companies rather than ‘independent,’ with which
consumers may not identify, especially since they constantly hear about franchises that are ‘indepen-
dently owned and operated.’

The following are differentiation points that can be used when competing with a national franchise.
Because you know your local competition, it’s important for you to develop talking points your agents
can use that play up your strengths versus theirs.

RELOCATION 10
 Tal ki n g Po i n ts:
C O M M U N I C AT E Y O U R VA L U E
GENERAL
Your locally-branded company Franchisees
Clear performance accountability and expectations due Uncertain expectations because local performance may
to uniqueness of the local brand. be confused with national brand’s advertising presence.
Ability to invest in services and resources that directly Hefty franchise fees paid to national company for
benet local consumers. advertising. Local resources may be strained or limited.
Strong local brand and market share in what is still a local Franchisees are typically signed if they are willing and
business, with no need to ‘buy’ a national brand. able to pay franchise fees.
‘Pedigree’ denoted by LeadingRE afliation based on Franchisees commit for long-term contracts which are
meeting high standards and an annual renewal predicat- difcult to exit, so whether or not they are meeting
ed on performance, with the common thread of ne local quality standards tends to be irrelevant.
real estate brands.
Strong pipeline to out-of-town buyers due to afliation No strong focus on referral programs from franchise
with LeadingRE, with over 50,000 referrals annually and ofce to franchise ofce.
higher conversion rates, more than any franchise.

SPECIFIC
Your locally-branded company Coldwell-Banker company-owned (NRT)
Discuss your market statistics (focus on your sub-market if Most of these have lost market share since being
you are a smaller niche broker). acquired.* Managers are employees and not
stakeholders. Average agent productivity is only 6.5
transactions a year.

Your locally-branded company Coldwell-Banker franchisee

Emphasize LeadingRE connections and access to
out-of-town buyers through strong referral network;
web leads from RELOHomeSearch.com and
LuxuryPortfolio.com and international capabilities.
Use statistics to try and accentuate weaknesses relative
to your rm, possible difculty of nding local CB
website for buyers, uncertainty of Realogy ownership
which is now owned by a venture capital rm and could
likely change.

Your locally-branded company Century 21

Same as above, and compare statistics, which will likely Well known name but lower price range, lower per-agent
be more favorable for your rm than the C-21 in most productivity and only 36 rms in the top 500 in the
markets. country.

Your locally-branded company ERA

Same as above, and compare statistics, which will likely Has lost signicant ground in recent years, only 16
be more favorable for your rm than the ERA broker in companies in the top 500, larger franchisees are
most markets. beginning to leave.

Your locally-branded company Keller-Williams

Discuss your agent productivity, average price, and other
statistics that will compare favorably, Your focus is on
the consumer with the various tools and resources you
provide.
Has grown in recent years due to an Amway-style model
that incents agents on recruiting other agents. Since most
recruits are not experienced, the average per-agent pro-
duction is very low, and the focus appears to be more on
their growth and recruiting than on the customer. Aver-
age K-W price is lowest of all networks at $218K. They
offer agents little support and limited tools.

RELOCATION 11
Your locally-branded company
Focus on the team environment…’you get our entire
company when you hire me’. Focus on company
programs (especially the formal relocation department,
which works with incoming transferees constantly from a
variety of sources including network afliates and RELO
Direct®, network owed relocation services company, cor-
porations other third party companies, etc.) and resourc-
es that individual RE/MAX agents likely cannot provide.
RE/MAX
Explain the difference in the model, in which agents
are very independent and pay a monthly desk fee. The
broker has little incentive to provide support or trouble-
shoot issues in the transaction because they are paid
regardless of the outcome. There are fewer company
programs to benet the consumer.

Your locally-branded company Prudential

Again, emphasize LeadingRE national/global connections There are approximately 6 to 10 strong franchisees.
versus Prudential brand. Limited growth in recent years.

Focus on RELOHomeSearch.com and the quality of its
leads to counter the Yahoo relationship, emphasizing
the direct feed of listings immediately available to the
consumer globally.
Recent growth has been “start-up” companies where
an agent purchases a franchise and opens an ofce
versus franchising existing ofces. A number of tenured
franchises are “boutique” companies, and they do have a
high average sales price for the market.

Your locally-branded company GMAC

Again, emphasize LeadingRE national advantages and Explain that this used to be Better Homes & Gardens and
(in most markets) your performance versus GMAC broker. that the franchise has since lost ground, with most of the
larger franchisees returning to independence and
afliating with LeadingRE.

Your locally-branded company Realty Executives

Same as for RE/MAX Same comments as RE/MAX model but also that this is a
very spotty franchise mostly in Arizona and Nevada and a
few other areas.

Your locally-branded company Redfin

Focus on the full-service components of what you do
and the rationale of a full-service commission as noted in
LeadingRE Premium Institute course on this subject.
Lower commission rate may seem attractive, but services
are minimal, and likelihood of selling home quickly at
maximum price may actually be more costly than the
results and net return with a full-service company. Market
share is under 1% despite media hype. Call center envi-
ronment with novice ‘agents’ who don’t have the experi-
ence and knowledge to be strong advocates…’you get
what you pay for.’

Your locally-branded company Zip Realty (and other discounters)

Focus on the full-service components of what you do Novice salaried agents without the experience and
and the rationale of a full-service commission as noted in knowledge. Similar to Redn. Zip has had record losses,
LeadingRE Premium Institute course on this subject. so the model has oundered in the softer market where
experience and full service are critical.

*You can analyze this by looking at past REAL Trends Top 500 reports from before the rm was acquired to current;
look in the individual market rankings to see units before and after for your market. In 2006, LeadingRE had 28% of
the sales of the top 500 companies, with 18% of the total companies.

RELOCATION 12
 TIA LS
ED EN
ST CR at
TH E BE valued
actions — more
n trans y
1.3 millio billion annuall network
00 ate
over $4 other real est
n an y s In a 2006 residential survey
tha N
00 office of the top
with 5,0 500 companies in the U.S.,
700 firms associates Leading 1.3 millio
Nearly 5,000
Real Estate Companies of
the World n transa
and 14
TM

was once again first. $400 bil ctions val

W O RK N
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BEST. AROUN ually — mo r
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l estate net
re than
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PR ES EN EL LS The hig the top 500 res ding to FIRST. 133,000 more sales units
AROUN E CORNER O work
W E RE O U TS among accor than our closest competitor D THE R Nearly 700
TH AT the U.S., Trends
N
N. firms in source REAL WORLD firms wit
M PE TI TI O ch and 145,00 h 5,000
offices
O
N

TH E C resear 28% of the sales of the top

500 WE LEAD 0 associate
s
companies with 18% of the THE WAY The hig
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N

total companies among the number of sale

top 500 s units
in the U. residenti
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AN source RE ing to research
ME TH ALTrend
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SA LE S
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survey.
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AN NU FR AN to REAL
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THE BEST CREDEN TIALS s in 35 cou
MO RE TA TE orks as
provided
MORE SALES UNITS AMONG ntries
AL ES etitor netw
lars. THE TOP 500 COMPA
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ts for comp
s of dol and associate coun Source: Sales transaction
NIES
in billion
sides as reported in the
2006 REAL Trends 500 Survey.
e shown
ges
and sales
avera
1.3 million transactions valued
Volum affiliate
survey at
Source:
LeadingRE
over $400 billion annually
— more than any other N LEADING REAL ESTATE
real estate network COMPANIES OF THE WORLDTM
RE

N COLDWELL BANKER
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N
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N CENTURY 21 TO UC H
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N KELLER WILLIAM Being par

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But most importantly, 11.31%

THE WORLDTM
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PRUDENTIAL
Wherever ARGEN ISLAN
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THEB
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23.31%
N SOTHEBY’S
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$62 $50 $41 local rea of the fin
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whose nam
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®
RELOHomeSearch.com
| LuxuryPortfolio.com
omeSearch
.com | Lux STATES
uryPortf NORW
Portfolio.com
LeadingRE.com Leading
RE.com
olio.com
AY
| Luxury 5/2007
arch.com
®

omeSe gRE.co
m 5/2007
RELOH Leadin
®

5/2007

Leading Real Estate Companies of the World™ makes available a wide range of marketing
materials to help you sell the power of your locally branded company versus national franchises.
Visit Inside.LeadingRE.com / Marketing Tools for information.

Leading Real Estate Companies of the World™

161 North Clark Street, Suite 1250
Chicago, Illinois 60601
800.621.6510 | LeadingRE.com

RELOCATION 13
RELOCATION 14
 RELO®®Home
RELO Home Search
Search Traffic
TrafficReports
Reports
for Beverly-Hanks and Associates
for Beverly-Hanks and Associates

Welcome to your RELOHomeSearch.com (RHS) monthly reports!

Welcome to your RELOHomeSearch.com (RHS) monthly reports!
RHS is included in your LeadingRE membership and
provides
RHSaisdynamic
included and
in results-driven
your LeadingRE Internet marketingand
membership vehicle
for members
provides a dynamic to and
showcase their localInternet
results-driven market expertise
marketingand vehicle
property
for listings.
members Our main purpose
to showcase is tomarket
their local drive quality trafficand
expertise to
your websites from beyond your local markets.
property listings. Our main purpose is to drive quality traffic to
your Beverly-Hanks website from beyond your local markets.
RELOHomeSearch.com connects homebuyers and
sellers with real estate experts in thousands of cities and
RELOHomeSearch.com
towns of all sizes in the connects homebuyers
United States and abroad.and
sellers with real estate experts in thousands of cities and
towns of all sizes in the United States and abroad.

RELOCATION 15
RELO Home Search Traffic Performance
This report shows the total number of unique people who have discovered your website through
RELOHomeSearch.com. We tag each visitor with a unique ID and filter out web crawlers to ensure an
accurate and conservative count of real people; these are not estimates. These people arrived at your site by
either clicking a property search result, or your logo. They landed on the respective property detail page or on
your company’s property search landing page. Users clicking upon multiple properties are not double-
counted.

Monthly Average Inbound Clicks (Prior 12-Months): 734

Total Inbound Clicks in Past Year: 8814

This report compares the traffic RHS sent you (orange bar) and the traffic your company sent to RHS (blue
bar). The orange bar is a combination of search engine traffic and the traffic sent to you from other members
(member-to-member traffic is ~ 5% of all traffic RHS receives). Your company’s web site traffic and the
placement of the RHS logo on your site affect the amount of traffic you send RHS. This is important because
we rank your traffic against other members to determine placement of your brand on RHS search results
pages. To increase traffic to RHS, simply add a link to RHS to your search page, relocation department page,
or other places on your site. The more inbound links, the higher the search engines rank RHS and all of its
pages, so it’s a mutual benefit to all. Learn how to link to RHS at http://www.relohomesearch.com/linking .

Member to RELOHomeSearch.com Monthly Average: 51 people

RELOHomeSearch.com to Member Site Monthly Average: 734 people

RELOCATION 16
3) outgoing referral program

To ensure the proper handling of leads that are sent out by Beverly-Hanks & Associates.
All outgoing referrals sent to another agency shall be processed through the Relocation
Department.
a) The referral agreement must be in place between Beverly-Hanks and the
receiving agency obligating the receiving company to pay a fee.
b) The referral agreement is an agency agreement and is required to be signed
by agency representatives.
c) The Relocation Department will insure that Company, NCREC and IRS
guidelines are followed and that all appropriate paperwork is in place.
d) Frequently asked questions:

Q: Why is this important to you and to Beverly-Hanks?

A: Without an agreement in place, the receiving company does not have
to pay us a referral fee when the referred client actually closes on the
property.

Q: What do we consider a qualified outgoing referral?

A: A potential homebuyer or homeowner to whom the services have been
explained and they have agreed to be contacted by the destination
agency.

Q: What are the criteria for an outgoing buyer referral?

A: - A specific destination, with a maximum of 2 to 3 separate geographic
areas.
- The first home finding trip should be scheduled within a six month
period of time from initiation.
- Your clients have expressed a serious intent to relocate or find a sec
ond or investment home.

Q: What are the criteria for a listing referral?
A: - The person being referred has clear title to the property.
- The property conforms to local zoning standards.
- The property is not presently listed or the current listing is soon to
expire.
- The property is saleable as determined by the destination broker.

Q: Who is responsible to follow up with a referral?
A: - The Relocation Department
- The Agent

Q: How much do we get paid?

A: See following commission split sheet.

RELOCATION 17
3) outgoing referral program continued

e) Relocation Outgoing Referral Goals for 2010:

Close 90 outgoing referrals and achieve an 80/20 split with the LRE.
f) Historic Data: In 2009, we sent 234 referrals of which 73 closed. Based
on our network goals, we qualified for a 72/28 referral split. The 72% of
the referral fee received by the Company is then split 50/50 with the agent.
See attached sheet for complete analysis of our network goals.
g) Plan to achieve goal:
i) Have each agent identify and send at least one outgoing qualified
referral for the year. With 300 agents, that should represent 300 outgo
ing referrals. We have consistently achieved a 30% plus closing
ratio on referrals sent.
Therefore this activity should result in 90 closed referrals. At 90 closed
referrals, we will achieve an 80/20 split with the network.
ii) Steps to achieve goal:
(1) Include an outgoing referral as part of every agent’s plan
(2) Have the BIC review that plan with each of their agents.
(3) Provide greater incentive to the agent by crediting 25% of the
closed
outgoing volume towards the agent production volume.
(4) Incoming Company Generated referrals assigned to Buncombe
County
B-H Offices for next quarter to be determined by % of sent out
going referrals from the previous quarter. The more referrals each
office sends, the more they receive.
(5) Provide agents with frequent reminders on:
(a) How to identify a referral.
(b) Referrals sent by office by agent.
(c) Closed referrals by office by agent.
(6) Provide BIC with monthly and quarterly updates on agent partici
pation and ask them for their assistance in reminding agents to
follow up with their outgoing referral clients.
(7) The Relocation Department to routinely request agent feed back
from receiving agency and forward updates to our sending agents.
(8) Outgoing referrals do generate Incoming referrals and Incoming
referrals generate more income.
h) Following this section are the following:
i) Outgoing initiation form
ii) Outgoing Referral Language
iii) Outgoing Referral Sources

RELOCATION 18
RELOCATION 19
RELOCATION 20
outgoing referral language
Sample verbiage to introduce our listing referral services:
While speaking with your client:
Your real estate experience in (Home City) will depend on both the agency you select
and the specific agent within that agency who will be working directly with you. You
know, I can help you identify both!
As a member of the Leading Real Estate Companies of the World, we are connected to
a
powerful network of nearly 700 top real estate companies with the best credentials in
the
industry. These network members are great companies, just like ours.
If you allow me to refer you, I will personally work with my Relocation Department and
insure that they carefully match you not only with a network member agency, but also
with a well qualified sales agent who has the qualities you want to sell you home. In
fact, I would be pleased to interview the selected agent prior to them contacting you
about your listing. I will stay involved throughout your home sale process to monitor
your progress and to make sure you’re happy with the relationship and the results you
are receiving.
Even though you could go directly to the company that we recommend, our personal
introduction and agent review gives you an advocate who is personally looking out for
you throughout your home sale process.
Would you be interested in allowing me to make this kind of an introduction for you?
Is YES, proceed to ask questions that are on the outgoing referral form.
Some possible objections to allowing themselves to be referred:
1. I know an agent in my home town that I would like to use.
a. If the property has not already been listed, ask if they would allow you
to introduce them to an agent from a company we select? Suggest
that they might be better off letting two agencies compete for
their business.
b. Many times the client knows of one or more real estate agents within
their network of friends. Your referring them could give them an
easy out with their friends because they can tell them all
that they were referred to this other agency or agent.
c. If they agree to let you refer them to a second agency, find out the
name of the other company and agent.
2. My home is already listed.
Answer - Great! Please let me know if I can be of any help in the future
and I will keep you up to date on the housing market here in WNC.

RELOCATION 21
SOURCES FOR OUTGOING REFERRALS
• Present Clients - Incoming buyers can be a listing referral in another city
Listings you have can be Outgoing Referrals

• Previous Sellers
• Relatives
• Children’s/Grandchildren’s Classmates
• Friends
• Old Christmas Card List
• FSBO
• Business contacts of your Spouse/Partner
• Lawyers
• Bankers
• Doctors - often the receptionist knows who is moving
• Dentists
• Insurance Agents
• Small Retail Shops
• Beauty Salons
• Mail Carrier
• Minister
• Clubs & Activities - women’s and men’s organizations, PTA, country clubs, Little
League, Scout Troops, etc.
• Office Floor Time
• Canvassing
• Open House
• Appraisers
• Chamber of Commerce
• Apartment Managers
• Newspapers - business moving, wedding, promotions, etc.
• Newcomers Groups
• Movers
• Construction Sites - often know new people opening businesses
• Personnel Agencies

• Business Cards - leave your business card everywhere you go

Ask!
RELOCATION 22
4) incoming referral program
The professionalism we demonstrate in managing our incoming referrals is a
direct reflection on our company and our national reputation.
Incoming referrals are contractual agreements between two agencies. The receiving
agency is agreeing to pay a referral fee to the sending agency for introducing the quali-
fied referral. The referral fee is paid off of the total commissions earned on the referred
side of the transaction.
Therefore Beverly-Hanks & Associates as a company is responsible for entering
into every referral agreement that is received. An Associate Broker cannot enter
into this agreement and commit Beverly-Hanks to pay a referral fee. Any referral
agreement that obligates the Company to pay a referral fee must be approved by a
Company Manager.
a) 2010 Goal for Incoming Referrals:
To increase the Beverly-Hanks Company conversion rate to 30% from 26%.
b) 2009 Statistics:
i) # of Referrals Received 967
ii) # of Referrals Closed 261
iii) Closed Volume: $70 Million
(1) B to B Agent generated: $ 20 Million
(2) B to B Company Generated: $15 Million
(3) Third Party $15 Million
(4) Internet $20 Million
iv) Average Sales Price $270,000
c) 2010 Goals
i) Increased Conversion Rate by: 4% to 30%
ii) Planned Closed Units: 300
iii) Increased Volume to: $80 Million
d) Plan to Achieve Goal:
i) Training: Conduct at least 2 classes in each office on the “best prac
tices” for incoming referrals. Agents attending this class will receive
preference for receiving company generated referrals.
ii) Agents receive 100% of their closed volume towards their production
volume even though a referral fee is paid out.
iii) No additional fees are deducted from the agents’ income by the Com
pany on a closed incoming referral.
iv) Beverly-Hanks does not increase the % charged to agents for
incoming referrals to pay for network or staff overhead. We pass
the referral on to our agents at the same referral fee that it is
received.
v) Follow Up:
(1) Relocation Department to monitor agent follow up activity more
consistently.
(2) BIC has been requested to ask each agent about their referrals
on an ongoing basis

RELOCATION 23
4) incoming referral program continued

(3) Agents are asked to keep incoming referrals as top of mind and provide
timely and accurate status reports.
(4) Agent Direct – Only ask if they are active or not, no monthly follow up.
(5) Third Party – Training class to be organized as required.
vi) Assignment Process:
(1) Office Assignment: The Relocation Department will distribute leads to
offices as follows:
(a) Asheville Offices: Company generated referrals to be as
signed based to each office is based on their offices percent
age (%) of outgoing referral sent.
(b) Hendersonville Offices: They will receive all incoming referrals
for Hendersonville, Polk, Transylvania and Rutherford
Counties.
(c) Waynesville Office: They will receive all incoming referrals
for Haywood and Jackson Counties.
(2) Agent Assignments:
(a) Company generated Broker to Broker Leads:
(i) The BIC along with the Relocation Department will select the
best qualified agent to work that lead.
(ii) Preference will be given to agents who:
1. Attend the Company designated training
2. Meet any criteria as stipulated by sending agency or
client.
3. Have an active outgoing referral program.
4. Participate in sales meetings and home tours.
(b) Third Party:
(i) Company Generated:
1. The selected agent will need to have experience in
working Third Party leads.
(ii) Agent Generated:
1. If the agent receiving the lead does not have Third Party
experience, they are requested to notify the Relocation
Department as such and arrange for indi vidual
training.
2. Agent has the option of accepting or rejecting these
leads
due to referral fees being requested by Third Party
company.
(3) Local Referrals. In most instances, the Company does not pay referral fees to lo
cal real estate brokers. Occasional exceptions to this policy may be made with prior
approval of management.

(4) The Company reserves the right to accept or reject any referral.

RELOCATION 24
4) incoming referral program continued

Internet Leads
i) Program is managed by our customer service coordinator, Richard Hoffart. We
also have a team of Internet Lead Management agents who work with him cov
ering night and weekend duty. How the program works:
(1) Leads received during coordinators’ duty times, 8am to 5pm week-days;
(a) If a customer does not ask for a specific agent, the lead is sent to
customer services for their action.
(b) The lead is responded to within 15 minutes of receipt.
(c) If we incubate the lead for less than 15 days, the lead is sent out to
office duty agents on a rotating basis except for Hendersonville
and Waynesville leads. All of those leads are sent directly to those
offices for their action.
(d) Leads sent out within the 15 day time frame are considered com
pany generated leads and are assigned to the duty agent as a “No
Referral Fee”.
(e) These leads will be tracked and agent follow up activity will be
monitored by the coordinator.
(f) Leads that are incubated for a time frame greater than 15 days, or
are from a paid company advertising other than our web site will be
sent to agents via the broker to broker assignment system and will
have a 25% referral fee attached to them.
(2) Leads received during the ILM duty agents time frame:
(a) Leads received during the ILM agents assigned duty time will be
automatically assigned to them unless out of their service area.
(b) ILM agents are responsible to incubate and follow up with their
leads.
(c) These leads are assigned at a no fee.

RELOCATION 25
5) businesss development

If you want to cement a relationship with a local company, we can offer them an
affinity relationship, similar to the USAA program. There are about 300 agents within
Beverly-Hanks. Your individual spheres of influence are where we will find our business
development leads. As the Director of Business Development I will assist you in
whatever capacity necessary to successfully develop a relationship with a local, regional
or national company.

The services that are offered within this program are there for each agents use. Please
familiarize yourself with each individual service. They have been developed as a tool to
set you apart from your competition and to assist you in providing a complete relocation
experience to each of your clients.

The Relocation Department is capable of providing you assistance with the following
programs:

a) Household goods move management; local, national and international capabilities.

b) Long term rental assistance information
c) Short term furnished information
d) Referral networking
e) Property management
f) Corporate policy consulting
g) Third Party assistance with corporate buyout programs.

The following flyers explain these services. Please contact your Relocation Department
for additional information.

6) additional assistance programs:

a) Short Sale Assistance

i) Collateral materials follow this section.
b) REO Business
c) WNC Referral Company
i) Collateral materials follow this section.

RELOCATION 26
 Relocating to Western North Carolina
Beverly-Hanks & Associates
FULL SERVICE REAL ESTATE AND RELOCATION PROGRAM

Our Relocation Service provides our clients with:

The Largest
and Best Real • A Total Relocation Assistance Program
Estate Company • Coordinated Household Goods Move Program
in Western • Home Sale and/or Purchase Assistance Anywhere in the United States
North Carolina • Competitive Mortgage Options

Personal Assistance Center

The Relocation Department at Beverly-Hanks can serve as your personal resource for all your relocation needs and assist your
Beverly-Hanks Agent in providing you professional advocacy throughout your relocation process.
Our Relocation Team can provide you assistance relating to all of the following programs:

• Home listing or purchase within the Beverly-Hanks service area. • Employment Information Assistance.
• Home listing or purchase outside of the Beverly-Hanks service area. • Temporary & Extended Living Coordination.
• Planning for and moving household goods. • Rental Search Assistance
• Mortgage Programs • Home protection programs.

Home Listing or Purchase Within the Bever ly-Hanks Ser vice Area
Your Beverly-Hanks & Associates agent will provide you with the professional service and advocacy throughout your home
purchase or listing process.
The service you receive will be characteristic of the service that has made Beverly-Hanks & Associates the real estate leader
in Western North Carolina since 1976.

Home Listing or Purchase Outside of the Bever ly-Hanks Ser vice Area
Beverly-Hanks & Associates is a member of Leading Real Estate Companies of the World™, a National Broker to Broker
Referral Network, which puts local reputation behind its national strength.
Leading Real Estate Companies of the World™ has over 120,000 professional real estate associates worldwide, 4700
offices, 650 member firms and services in over 10,000 communities throughout the US.
Through this network we will find you the appropriate real estate agency and help select the right agent to work with you
throughout your home search or sale process.

Household Goods Moving Program

Your relocation manager will initiate the paperwork to start your shipment of household goods to your final destination.
This service includes:
• Free estimates to move your belongings. • Assistance with the administration of claims.
• Move counseling on the household goods • Professional packing and crating services.
shipment process. • Arrangements for packing, loading and delivery dates that are
• Up to $50,000 full replacement value consistent with your move needs.
insurance Free on interstate shipments as • Scheduling storage of household goods as needed.
determined by the net shipment weight.
RELOCATION 27
 Mor tgage Programs
Our Mortgage Loan Officers are committed to finding you the right mortgage that fits your needs. As Mortgage Brokers,we
are able to offer you a broad menu of financing options, competitive rates and customer service that is second to none.
• Free loan pre-qualification • Counseling on financing options to include:
• Refinancing programs on your current home - 100% financing
• Streamlined documentation - No Income Verification
• Visit us on-line to start your loan application at - Fixed and Adjustable Rate Mortgages
www.beverly-hanks.com - Home Equity lines of credit

Employment Information Assistance

Often, when a family is deciding to relocate, employment issues become an important consideration. Beverly-Hanks &
Associates has selected local professional employment assistance service providers to give you support and direction during
your job search. This is a Free Service that has been established to make your relocation as smooth as possible. Please
contact the Beverly-Hanks Relocation Department for assistance and contact information. A s

Extended Stay Assistance

If you are planning to come to the Asheville, Hendersonville, or Waynesville Communities for a home finding trip, and are in
need of an extended stay facility, Beverly-Hanks & Associates has negotiated a Corporate Preferred Rate Program for you
at many local hotels, extended stay facilities and area bed & breakfasts. Please contact our Beverly-Hanks Relocation Team or
your Real Estate Agent for current information.

Furnished Apartments
Beverly-Hanks & Associates has formed an alliance with a number of local property management service providers to
accommodate relocating families with fully furnished apartments/homes/cottages for 1 week to 6 month stays or longer.
These Turn Key Accommodations are designed to meet your relocation needs, save you the hassle of moving your household
goods multiple times, and/or staying in a hotel room with limited space for an extended period of time. Accommodations
will vary and are limited, so please contact our Relocation Department with specific inquiries.

Rental Search Assistance

Beverly-Hanks & Associates will assist you in identifying your rental housing needs and provide you with an orientation
package for communities within our service area, an apartment blue book guide and any available specific rental listing
sheets.
Upon identification of your requirements and time frame, you will be referred to a reputable rental agency for assistance
within your selected community.

Home Protection
Beverly-Hanks & Associates has identified various home protection programs that have proven records for reliability and
quality of service. Please ask your Agent or our Relocation Team for specific information.

“The Best in the Business”

Larry Zapf, CRP
Director of Relocation and Business Development

300 Executive Park • Asheville, North Carolina 28801 • 866-858-2257 or 828-258-6343

Web Address: www.beverly-hanks.com • Email: relocate@beverly-hanks.com

RELOCATION 28
Beverly-Hanks & Associates
Total Move Management Program

Local - National - International

For additional information

please contact:
Beverly-Hanks & Associates
Relocation Department at
866-858-2257 or 828-258-6397.

RELOCATION 29
Beverly-Hanks & Associates can help with the transport of your Household Goods whether your move is local within our
service area, Intrastate within North Carolina, Interstate within the contiguous 48 States or International. In an effort
to provide a complete package of relocation services to our clients, Beverly-Hanks Relocation has negotiated a value added
service package with the following full-service moving and storage companies:

• Carey Moving & Storage National affiliation: Allied Van Lines

• Smith Dray Lines National affiliation: United Van Lines
• Union Transfer & Storage National affiliation: United Van Lines

Program Benefits
• Beverly-Hanks & Associates has a long-standing working relationship with the moving companies
noted above. To maintain this relationship, each company takes personal responsibility to insure that every referral
is handled as a priority customer.
• The Beverly-Hanks coordinator will initiate the move process and, should the need arise, become involved with any
misunderstandings that might evolve during the move process.
• Guaranteed pick up and delivery schedules based on minimum shipment weights.
• All shipments are treated as “Preferred Clients” with priority handling.

Account Management and Service

• For Interstate moves, our local company will coordinate the move with their national affiliate while maintaining
responsibility for the client’s pricing, invoicing and move coordination.
• If you are moving into our area from out of state, representatives from the affiliate in your current city will visit your
home to do a household goods survey, but all pricing and customer service will be provided by our local partners to
take advantage of the Beverly-Hanks relationship.
• Our local move partners understand how to move clients in and out of our mountain terrain and can provide shuttle
service for those areas where large trucks have no access. You will not be surprised by extra charges when a
non-local mover arrives with your household goods and can’t get them to your new home.
• For most Intrastate and for all local moves, our selected companies will be a partner for the entire move process.

Negotiated and Approved Transportation Agreement Rates

• For Interstate moves only, competitive national rates have been pre-negotiated.
• For Intrastate moves, no discounts are applicable per state regulations.
• Peak Season Rate Adjustments are waived for summertime peak rate shipments
• Storage In Transit, allowable days are extended from 90 to 180
• Automobile Shipments
• Distance Rates from published schedule will apply
• Automatic declared valuation of $20,000.00 per vehicle

Carrier Liability

• For Interstate moves only - Free Full Protection Value

Insurance for household goods up to $50,000. Additional
insurance available at reasonable rates.
• Local and Intrastate insurance is also available at
reasonable rates.

Each carrier’s move program has additional

benefits and specific limitations that will be
explained during your individual move survey.

Updated February 2010

For additional information please contact:

Beverly-Hanks Relocation Department at 866-858-2257 or 828-258-6397.

RELOCATION 30
 Western North Carolina Referral Services, LLC
409 Executive Park
Asheville, NC 28801
828-258-6343

Dear Beverly-Hanks Agents:

Here is an easy way to increase your business!

Western North Carolina Referral Services (WNCRS) is a referral company created primarily for Bev-
erly-Hanks agents who no longer wish to engage in the sale of real estate, but who still want to earn
income by referring their friends and clients to one of their fellow Beverly-Hanks agents.

We would like to open membership in WNCRS to licensees who are recommended by other Beverly-
Hanks agents. If you have a friend or relative who has a North Carolina Real Estate license you might
want to consider talking with them about joining WNCRS. If your friends want to hang their license
with a local real estate firm, here are some benefits of selecting WNCRS:

What are the benefits to your Friends?

• Low costs: WNCRS is a limited function agency and as such our agents understand that they
are not associated with a national, state or local Association of Realtors. Therefore there are
no REALTOR Association and multiple listing service fees.

• Active License Status: WNCRS facilitates the process of keeping an agent’s license active
so they can be paid referral fees.

• Provisional Brokers: Required by the State to hang their license with a Broker in Charge.

• License Renewal: WNCRS agents are eligible to attend in-house CE classes at the same
costs to Beverly-Hanks agents.
• Extra Income: Refer friends, family, and associates who have ongoing real estate needs to a
trusted Beverly-Hanks agent and earn referral income.

What are the benefits to YOU?

• Referral Management: If your friends are members of WNCRS, all of their local referral leads
will go directly to you, their sponsor. If they were a member of another referral company,
their leads would probably stay with their sponsoring agency.

ACTION: Contact Larry Zapf at 258-6343 for more information.

Thanks,

Larry Zapf
Broker In Charge
WNCRS

RELOCATION 31
 Short Sale Assistance Program

Beverly-Hanks & Associates has an agreement with two Short Sale Assistance Providers, Mortgage
Debt Services (MDS) and local attorney Steve Wilde. MDS, a company that was founded and
incorporated in Massachusetts, is a mortgage-debt negotiating firm. Steve Wilde is a licensed North
Carolina Attorney located in Asheville. Both service providers have successfully worked with short
sales for a number of years.

These companies were selected to provide assistance to homeowners who have listed their homes
with Beverly-Hanks & Associates. These homeowners are generally either at risk of losing their
homes due to a foreclosure and need to sell their home now, or they are current with their payments
but are “upside down” with their mortgage(s) and do not have the available cash to bring their home to
a closing.

Again, both companies have helped many homeowners referred to them by Beverly-Hanks &
Associates stop the foreclosure process (if necessary) and have assisted them in achieving
an approved short sale on their property. Knowing how lenders think is paramount in getting a
successful mortgage revision approved with terms and conditions that are acceptable to all parties
concerned.

What will these firms do for Beverly-Hanks, our Agents and our Customers?
- Counsel the seller as to what options are available given their specific situation.
- Determine if the seller is a short sale candidate.
- Identify the appropriate contact at the “lender” or “service provider” holding the mortgage.
- Work with that contact and the homeowner throughout the short sale process.
- Address the myriad ongoing issues that need to be resolved in order to bring the short sale
process to a successful closing.

Who pays for this service?
Service provider fees are included on the final HUD statement as a closing cost. In a short sale
situation, these costs are generally paid for by the Lender.

How do we begin?
- The Beverly-Hanks listing agent works with the homeowner to identify the need to introduce
the short sale program services.
- Once the need is identified, the listing agent works with the homeowner to select a short sale
service provider.
- Once the service provider is selected, the listing agent will provide to the homeowner
documents required to initiate the short sale process.

RELOCATION 32
 Short Sale Assistance Program
Homeowner Responsibilities

In order to open communications with the Short Sale Service provider, the Homeowner
is requested to accomplish the following:

1. Read and review the initial documents as provided. These documents include:
a. Customer Information
b. Financial Analysis Form
c. Hardship Letter of Explanation and Affidavit
d. Third Party Authorization and Release Information from Lien Holders
e. Fax transmittal cover sheet to be used by service provider.
f. Other forms introduced by the service provider as required.

2. When the homeowner is ready, Beverly-Hanks will arrange for a phone conversation
between the Home Owner and the selected short sale service provider.

3. Additional documentation that could be requested during follow up conversations

with the lien holder(s):
a. Signed last two (2) years tax returns, all pages.
b. Last two (2) years W-2 forms.
c. Three (3) most recent paycheck stubs.
d. Three (3) most recent checking & savings account statements (all pages).
e. Any stock/bond, IRA Keogh/ESOP/Retirement Fund/401K statements.
f. Monthly mortgage statement for this property and all properties owned.
g. Water/sewer bills.
h. All tax bills.

4. After gathering necessary information from both the homeowner and the listing
agent, the short sale service provider will contact the appropriate lien holders via the
fax transmittal sheet to begin discussions concerning the approval of an anticipated
short sale offer.

RELOCATION 33