What Some Bright Minds of Relocation Say About the Changing Face of Relocation

As this market has twisted and turned in the last two years, I thought I would reach out to some industry bright minds in different parts of the country to get their opinion on what they have been doing, what they are going to do and how they stay relevant in their company. These brokers represent Washington, Idaho, Montana; Boulder/North Denver, Colorado, Dallas/Fort Worth, Texas; Knoxville and Eastern Tennessee.

Tarin Patrick, CRP, Northwest Client Services, Director of Relocation: NWCS is the centralized support hub for Northwest RE Brokers, the parent company of CENTURY21 Beutler, Coldwell Banker Tomlinson, Big Sky SIR, Glacier SIR & Tomlinson SIR. The Company presently owns and operates 30 offices in Idaho, Montana, and Washington

Harold Decena, CRP, GMS, Ebby Halliday Realtors, Vice President & Director of Corporate Real Estate Services: Ebby Halliday Realtors, a Berkshire Hathaway affiliate, is one of the most respected full-service residential real estate firms in the country, offering brokerage and leasing, as well as mortgage, insurance, and title services through its family of companies. Harold oversees the company’s referral opportunities and internet lead initiatives.

Pam Metzger, CRP, WK Real Estate, VP, Relocation & Corporate Services: WK Real Estate is the oldest and largest independent real estate firm in the Boulder/North Metro Denver area, with 2 offices and the only locally based firm with a full-service Relocation Department, and relocation-certified associates. Our firm is consistently voted Best of Boulder, Best of Longmont, and Best Customer Service in numerous annual local polls. Pam is on the Board of Directors for the Relocation Directors Council and a past Chairman of the Relocation Advisory Council for Leading Real Estate Companies of the World®.

Karin Burkey, CRP, Realty Executives East TN (formerly Realty Executives Relocation), VP Corporate Services/Director: In 2021, we had some changes to the company. We went from being Realty Executives Relocation (since 1985) as a separate company to being one company under Realty Executives East TN with a Relocation Department/Corporate Services division. We are now Realty Executives East TN – Corporate Services. We are thrilled with the change as we have more of a presence and have more exposure being part of the largest brokerage in East TN and the #1 brokerage that sells the most real estate since 1977.

Q1. What was the primary shift you had to make in your business over the last two years?

Pam Metzger- Our corporate relocation business really took a downturn in 2020 so we adjusted our focus to put more emphasis on diversification of sources of business and strengthening our other existing lines of business. We had to find ways to connect with and market to contacts at potential referral sources that weren’t in the office to receive mail, which meant everything went digital.  Branding and messaging became even more important. We also focused on research and training, ourselves and our agent relocation team.

Q 2. How do you think remote work will affect the overall corporate relocation activity in the future?

Harold Decena- I think it will remote work will impact corporate relocation activity to a certain degree but there is still a need to have key talent close (or relatively close) to certain locations. That just means the employee has more flexibility about where they could live if they’re not tied to a daily commute max of 20 – 30 minutes. Instead, they could consider living in a more remote area on acreage, or by the lake, and are OK with a 45-minute to one-hour commute if they only have to report to the office 1 or 2 days a week and work remotely from home the other days.

Pam Metzger- I believe remote work will continue to impact the volume of corporate relocation activity.  I think corporations that are smart will turn their energies to retention and strategies to offer the flexibility of workplace locations.  And come up with programs to allow employees to still benefit from their RMC partners’ strong supply chain relationships to help them relocate to locations of their choice.  I do predict that corporate housing will be more in demand as employees travel for short assignments, important company meetings, and in-office facetime.

Q 3. What do you feel the leaders of company-generated business lines like relocation need to do to stay relevant and to continue to contribute to their company’s bottom line?

Tarin Patrick- As a business development specialist, I’m always looking for new opportunities to drive revenue to my offices, agents, and bottom line. It’s important we remain open to new, e-commerce opportunities, as well as traditional models. It’s my experience that there’s more than enough business for all, but how we communicate and where we travel in the business space has never been more important.

Harold Decena- Refocus and re-tool your other business lines such as broker-to-broker referrals or affinity accounts. Consider other sources such as internet-based referral leads.

Pam Metzger- Sticking close to HR and talent acquisition professionals will help relocation industry leaders understand the changing needs of corporate clients and mobility trends.  If you can’t align your offerings with the ultimate customers – global mobility professionals and the employees they serve – then you won’t continue to have a viable business line.

Karin Burkey-  One thing our division focuses on is local companies/business development. To make up the difference in reduced RMC employee relocations, partnering with local companies who do not have an RMC in place is a way to increase your bottom line as well as increasing Broker-to-Broker referrals. This is what our business model focuses on currently and have for the past several years. Partnering with local businesses for employee relocations has been very successful for us.

Q 4.  Anything else you would like to share with your peers?

Tarin Patrick- I am a fan of time-saving efficiencies and embrace automation whenever possible; however, it’s important to remember we are in a people-business. Make lasting relationships- pick up the phone instead of writing an email. Send handwritten cards. Not in lieu of digital communication, social media etc.- but people forget the basics these days. It’s your relationships that will always carry you through, and your days will always be more enjoyable.

Karin Burkey- The relocation industry is changing exponentially and will continue to change year over year, and it is important if you want to stay relevant and have an effective and profitable relocation department, to change with the industry. If you are not adjusting your relocation compass to meet these changes in the industry, you will be left behind. Don’t be afraid of change…it is the only constant. Reach out to our RDC members for help! If anyone wants more information on corporate calling, I am happy to help. We are all here to help one another! On another note: If you don’t know how to make changes or how to change your course, then hire a consultant to help you…. working with Teresa is a great way to find your new direction. We did and it was the best investment we have ever made. Teresa helped us immensely!! P.S. Teresa did not ask me to write the above. I wanted to share with those who might be struggling to make some changes like I was. Don’t be afraid to ask for help!