We are excited to announce that Jason P. Riveiro, National Director, Multicultural & Growth Markets at Realogy is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 15 in Los Angeles’ Loews Hotel.
Riveiro brings over 20 years experience leading multinational strategic initiatives for some of the most recognized Fortune 500 companies including Toyota, Procter & Gamble and Macy’s on both the agency and client side. Prior to joining Realogy Holdings Corp, Jason served as Chief Marketing Officer for the National Association of Hispanic Real Estate Professionals (NAHREP).
Jason is also responsible for pioneering the launch of multicultural marketing departments at Big Lots, North America’s largest closeout retailer and The Sherwin-Williams Co., the nation’s largest specialty retailer of paint and painting supplies.
He holds a Master of Business Administration from Xavier University, a bachelor’s degree in International Studies and Business Administration from the University of St. Thomas in Houston, TX and has completed graduate courses at the Universidad de San Pablo-CEU in Madrid, Spain.
Portada spoke with Jason P. Riveiro about his role at Realogy and what he plans to bring to the Portada Council System:
What is your main objective at Realogy?
Realogy is committed to be the preferred company for diverse talent, leveraging inclusion and individuality as the foundation for competitive advantage. This foundation will help ensure our affiliates and agents are culturally competent and well positioned to service the Hispanic market, the LGBT market and others.
How do you intend to accomplish it?
We can leverage our strong market position and an already diverse network of brokers and agents. I see us accomplishing this through two main avenues. The first would be through a robust communications strategy that places our brokers & agents as the heroes of our corporate narrative. Secondly, we need to create an environment of masterminding where our already diverse network of brokers and agents can learn and grow from each other. We have so many successful entrepreneurs within our network and they have the insights to share with others starting out in our industry.
In what way is marketing for the world’s largest real estate brokerage conglomerate different from prior positions you have had e.g. at retailer Big Lots?
My prior roles were all new initiatives where multicultural was starting from scratch. Today, I am dealing with an organization [Realogy] that has a long history of investing in diverse segments and brands that independently have been doing the same to attract both diverse consumers, agents and brokers. Realogy understands that the changing demographics are its destiny and sees investments in diverse markets as a source for strategic growth.
Our focus will be to build alignment among our collective investments in the multicultural space and leverage our size to show the power of Realogy while at the same time, highlighting the unique offering each brand provides. I can’t think of another organization that can provide this number of iconic brands under one roof to serve the unique needs any consumer, agent and broker.
We understand Meredith publishes Better Homes and Gardens and Realogy manages the Better Homes and Gardens Real Estate. How does Better Homes and Gardens as a media property fit into Realogy’s overall offering?
Meredith is the largest publishing company in the U.S. with over 36.8 million weekly readers. Our partnership leverages the Better Homes & Gardens brand and is used as a marketing vehicle to drive business to our brokers and agents.
How is the marketing profile of the below brokerages owned by Realogy? (e.g. differences, commonalities)
Realogy is home to some of the most well-known and respected companies in the world, serving consumers across market categories from starter homes to extraordinary estates.
- Better Homes and Gardens Real Estate: A Next Gen lifestyle brand connecting with 40 million loyal magazine consumers; more than 12,000 agents and 360 offices across the U.S., Canada, Jamaica and The Bahamas, as of Q3 2018
- CENTURY 21 Real Estate: Defying mediocrity to deliver extraordinary experiences; more than 127,000 real estate agents spanning 80 countries and territories as of Q3 2018
- The Corcoran Group: Helping its clients find the best way of living; approximately 2,300 independent agents as of Q3 2018 and a significant presence in NYC, the Hamptons and Florida
- Sotheby’s International Realty: The vanguard prestige property in the global real estate market; more than 22,000 agents in 72 countries and territories worldwide as of Q3 2018
- Climb Real Estate: Climb was created to capture the attention of the Connected Generation with a mobile-first business model and flexible offering.
- Coldwell Banker Real Estate: Dedicated to home since 1906; approximately 92,000 real estate agents across 44 countries and territories as of Q3 2018
- ERA Real Estate: The real estate brand founded on the principle of collaboration; approximately 41,000 real estate agents throughout the U.S. and 34 other countries and territories as of Q3 2018
“I am very appreciative of this opportunity to join Portada’s Brand Star Committee. Portada is a leader in multicultural marketing thought leadership and I am thrilled to serve alongside the other committee members. Over the past ten years, whether as an event attendee or panelist, I have found the highest caliber of marketing professionals in attendance and relevant content for my business. I view my participation in the Brand Star Committee as an opportunity to challenge myself and sharpen my skills.”
Welcome Jason to the Portada Council System!