RISMedia's Real Estate Magazine

APR 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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26 April 2018 RISMedia's REAL ESTATE What first drew you to the real estate industry? I was in college and my father was in real estate. I needed a job and we decided that I would become a part-time prospector for my dad. I was in charge of setting appoint- ments for him and he would go get the listings while I was in school. This is a critical part of my success because I learned how to self-gen- erate listings on day one. I then got into real estate full-time and built my personal real estate production off of becoming a powerful listing agent. How did you end up at CENTURY 21? My father and I were a team do- ing hundreds of deals per year. We purchased a RE/MAX franchise but decided to sell it within six months because our vision for growth dif- fered. Around this time, we were in communica- tion with CENTURY 21 Franchise Sales. We dis- cussed our model and our intentions for the fu- ture, and they were very supportive. What has been your biggest obstacle as an agent? Keeping our focus on old-school generation strategies in an in- dustry that's so noisy and full of distractions. Every week, it seems there's a new lead company claim- ing they can provide quality leads without having to prospect. These companies are tempting, and some of them we use, but main- taining our discipline to self-gen- erate gets tougher and tougher. You see most new agents going straight to lead companies, which is fine today, but what happens in a down market? These agents will have to cut their budgets, which will cut off their lead flow, and be- cause they've never learned how to self-generate, they may find themselves in a bind. What's been the secret to growing your brand? Hire slow and train fast. I built the company using a coach- ing model, meaning that the agents in my office are viewed more as coaching clients than they are as real estate agents. As a leader, I have the responsibility to de- velop talent. I teach everyone scripts and dialogues, strategies for converting buyers and strat- egies for taking a lot of listings while providing the technology and resources for them to reach their highest goals. How did you learn this system for success? When I first started in real estate, I hired the Mike Ferry Organiza- tion to coach me. Since then, I've never been without a Mike Ferry coach. Because of their help, I was able to create a high-volume busi- ness for myself as a top producer. I had many years of sales—over 300 - 400 deals per year. The im- portance of this is that I actually gained experience; I did the things that I started to teach later on. Through the years, I learned the Mike Ferry System and became a One on One coach with the or- ganization. I had a lot of success coaching agents throughout the United States before deciding to grow my company to the next level. I took the lessons I learned and turned my focus to coaching the agents in my office exclusively. You've stated that your company will sell more than 2,000 homes this year. How integral is lead Q&A: Greg Harrelson G reg Harrelson, REALTOR® and president at CENTURY 21 The Harrelson Group, has been helping clients buy and sell homes in Myrtle Beach, S.C., for 20+ years. Consistently ranking in the top 1 percent of REALTORS® in the U.S., much of his time is now spent training the agents at his company. Here, Harrelson speaks candidly about his start in the real estate industry and where he sees it going in the years to come. Achieving Growth Through Education by Jameson Doris {Industry Innovators}

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