RISMedia's Real Estate Magazine

OCT 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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100 October 2018 RISMedia's REAL ESTATE constantly learning. We definitely have the training, but at the same time, we have an environment of accountability. You have to be ac- tion-oriented and stay focused, then the results will come. DW: You'd be hard-pressed to find a leadership team that cares as much as we do. We've seen a lot of other business models out there; however, I don't know of anyone who has the type of boots-on-the-ground experience that we have, and the amount of care and encouragement we provide our agents. There's no other place like it. MP: What has been your approach to growth over the years, and what are your current goals in terms of expansion? DW: In terms of growth, we have the dream territory. Now it's just a matter of growing the agent popula- tion organically. We're not opposed to doing roll-ins if the right oppor- tunity arises, but it's more about organic growth; we look for talent and show them how their work ethic aligns with ours. Other companies might pay agents an incentive to join them, but we don't have to do that. We're really thoughtful about the way we're growing, and there's something to be said for that. MP: How would you describe the current state of your markets? What are the greatest challenges and opportunities? DW: Our average sales price is be- tween $1.5 and $1.8 million. Every property is a million-dollar property. Inventory is so tight that everything sells. It's one of the greatest mar- kets ever, and we just happen to be in the thick of it. SB: But with the inventory challenge and multiple offers, agents are get- ting frustrated. They're writing 4 - 5 offers a week and not getting them ratified because there's so much competition. RW: Price point is definitely a chal- lenge. We have a robust economy in the San Francisco Bay Area. You really have to educate the buyer because rents aren't cheap either. Real estate is the ideal investment, but you have to show them in detail, because the average consumer is just looking at the monthly payment. DW: That's right—and to do that, we educate our agents on how to sup- port buyers on attaining the dream of homeownership. They may not be able to afford X, so we have to help them think outside the box. Our agents have to explain the steps buyers can take to get to the end game or the dream. Sometimes you can't jump immediately into the house. MP: What di•erentiates your •rm from the competition? SB: It comes down to always putting the agent first, making sure we have the technology and the training to help them meet their expectations and compete out there. All the agents in the company have access to myself, Rick and Debbie. We're not hiding behind a corporate wall. RW: We're known in the market as a very good training organization. We train our agents to have the systems and resources in place to grow their business. We grow our agents so that they're equipped to handle the real estate process in the best way possible. We want to make sure every buyer and seller that works with us has the oppor - tunity to work with a highly trained, skilled and supported agent. We want to ensure our customers have a terrific home-buying or -selling ex- perience. Essentially, we're trans- forming the lives of our customers for generations, through the power of homeownership. DW: We're a unique lifestyle brand that's relevant 365 days a year. We're highly consumer-facing. All of our marketing efforts through social media and our branding is exactly what sets us apart. Very early on, Left to right: John Finnegan, Better Homes and Gardens Real Estate JF Finnegan REALTORS® mentor and former owner; Rick Whipple; Sherry Chris, Better Homes and Gardens Real Estate President and CEO; Debbie Wong; and Steve Belluomini

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