MAYBVM

282 283 the agent is supported at the company level, the client receives a higher level of support. That’s really how we’re stacked. From the clients’ per- spective, it’s important to know that their agent has our full company support behind them, as far as services and tools. You don’t stay in business as long as we have if you don’t do good business, and that’s our base line.” Since the recession ended in 2011, the firm has been on a straight trajectory upwards. Inventory was low the last couple years for houses priced below $500,000, but there is still ample supply over $500,000. New jobs and new economic opportunities have come to Knoxville and helped the local economy. George jokes, “We keep chang- ing football coaches here at University of Tennes- see and that helps our business too. People come in and they come out. Seriously though, this influx outside the market has really helped our real estate business, and Knoxville has been able to attract new businesses to relocate here. Our own title company, Melrose Title, is an integral partner with us in delivering top quality service to our clients and agents.” Wallace & Wallace has just rolled out two unique company-wide programs. Adwerx uses big data that addresses the growing trend to more specifically target potential purchasers; to put the company’s listings in front of people who are showing buyer-type activity online. They opted to go with Adwerx this year, to benefit agents and also sellers, by getting them the most exposure for their house. The second new program, Cir- clePix, has a very heavy social media presence that helps clients and agents, as well. “We believe that social media is very important COLDWELL BANKERWALLACE &WALLACE REALTORS in the marketing of our properties,” says George, “in addition to helping agents establish their business with customers in their sphere of influ- ence and customers on the internet. These two programs are cutting-edge for a company with 1200 listings and more than 300 agents – to be able to put that out there on that kind of net- work is unique, and it’s certainly a major under- taking for us.We’re changing our emphasis from print advertising and moving into digital adver- tising and social media. It’s a pretty big shift.We do very little in print ads anymore.” They may have distanced themselves from traditional print, but Coldwell Banker Wallace & Wallace does produce its own fabulous style of promotional material. A luxury magazine, in part- nership with Unique Homes, that’s target-mar- keted to the affluent in the community and gets delivered directly to mailboxes four times a year. In essence, it’s more of a coffee table book showcasing the firm’s high-end listings. No other player in town has anything like it. And they’re stepping up their game in other ways. In January 2018, a newWallace & Wallace office opened in a very high-profile location in Knoxville. The site has a small footprint, about a third of the size of their other offices. Very con-