Berkshire Hathaway HomeServices PenFed Realty Launches New Listing Automation Platform



Berkshire Hathaway HomeServices PenFed Realty, one of the country’s fastest-growing real estate brokerages, today launched a powerful new platform that automates the production of high-quality print and digital marketing materials for property listings, saving time and money for the company’s 1,100 real estate professionals and giving them a powerful advantage in the marketplace.

“As part of our overall innovation strategy, we constantly seek to provide the most powerful and effective tools and programs to help our agents grow their business and achieve success,” said Mid-Atlantic CEO & President Kevin Wiles. “Our new Listing Automation Program will be a game-changer for our REALTORS® because it takes them out of the business of producing marketing materials—a time-consuming and sometimes expensive activity—and places them squarely back to doing what they love, which is helping buyers buy and sellers sell homes.”

Available to PenFed Realty agents in the Mid-Atlantic region, Florida and Tennessee at no additional cost, LAP “automagically” creates a complete and fully-branded marketing package for an agent’s listing without the need for designers, copywriters and other marketing professionals. Created within a few hours after the property is entered into the multiple listing service, each package includes a video, virtual tour, single-property website, social media post, postcard and flyer, plus the ability to create a boosted Facebook post with just a few clicks. The package is then delivered to the agent via a mobile-friendly email that contains links to each marketing asset. Even better, the system constantly monitors the listing for changes and milestones, such as a price change, and automatically updates all the marketing materials when the change occurs.

“Taking on a new listing triggers a huge to-do list for agents that includes creating flyers, emails, websites, social media posts, and more—not to mention guiding their client through the home-selling process,” said Jessica Holt, Senior Vice President of Professional Services. “Now, thanks to this technology, we can take that particular marketing workload off our agents, which translates to unprecedented freedom to focus on their clients and close more business.”

Agents also have access to the Listing Automation Center, a web-based portal that gives them the ability to customize the marketing materials that were automatically created by the platform.
About Berkshire Hathaway HomeServices PenFed Realty

Berkshire Hathaway HomeServices PenFed Realty ( is a full-service real estate company with an annual sales volume of almost $5 billion. The company has 2,000 agents and more than 50 offices, providing complete real estate services nationwide. PenFed Realty is a wholly-owned subsidiary of PenFed Credit Union and is a member of the Berkshire Hathaway HomeServices brokerage network, operated by HSF Affiliates LLC. We are proud to be an equal employment opportunity employer. Equal Housing Opportunity.