Broker Spotlight: The Hawaii of the East

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Joe Charde

Broker

EXIT Charde Realty

Marco Island, Florida

Years in real estate: 22

Market territory: Marco Island, Naples, Punta Gorda

Originally from: Larchmont, New York and Fairfield, Connecticut

Career path: After 12 years working in Manhattan in the textile industry, moved to Marco Island in 1983 after discovering the area during a visit with his retired parents. Partnered with his brother and opened an independent real estate company on the island.

Favorite activities: Golf, racquetball, travel, church activities

Number of offices: 5

Number of agents: 75

Number of languages spoken by agents: 6

Family: Married with three adult children ages 32, 28 and 24. Middle daughter Caroline is office administrator.

What are your thoughts on taking a risk to start a new business?

I?ve made three great decisions in my life: one was marrying my beautiful wife, Julie, 34 years ago; the second was moving to Marco Island, and the third was purchasing the Exit Realty franchises for Marco, Naples and Punta Gorda.

How did you decide to leave your successful independent company and start a new company with Exit Realty?

We owned the largest independent real estate company on Marco and we never wanted or ever thought about going with a franchise. For nine months their salesperson was very persistent in recruiting our company. Once we finally took the time to study their formula and business plan, I couldn?t believe how fantastic an opportunity it was. I immediately purchased three franchises. We have rapidly grown from 20 agents to 75 agents and have a goal to bring 500 agents into our five offices over the next five years. We have purchased additional sites in Naples for our future growth. I believe Exit is the Microsoft of this industry.

How have prices appreciated since you?ve lived on Marco Island?

When I first moved to Marco in 1983, you could buy a vacant 80 x 110? waterfront lot for $30,000. Today, that same water lot is $700,000. Our area has been undervalued for many years and with the influx of Baby Boomers for the past five years, our prices have skyrocketed.

Give us an idea of current prices.

Beachfront condos started at approximately $650,000. Water canal lots started at approximately $700,000. Inland homes approximately $450,000, and water canal homes start at approximately $800,000.

How is the island going to be developed in the future?

Our 24-square-mile island should be almost built out within the next 10 years. There will be approximately 10,000 condo units and 10,000 homes. Many of the older canal and waterfront homes are being bulldozed for the newer, larger, more contemporary homes. After build-out, our future growth will be completely rebuilt with home tear-downs.

Where are you focusing your business today?

Our company generated over $250 million in production sales last year on Marco and Fiddlers Creek. We?re focusing on several areas: Homes, condos, lots on Marco and also in Naples and Punta Gorda.

What are some of your unique approaches to marketing your company?

I have been writing a real estate estate article for the Marco Review magazine for the past 12 years. This is a free, resort information-type magazine published 12 times a year with a total distribution of 175,000. I provide the reader with local real estate facts and statistics and my opinions and projections for our local market. It has been a phenomenal lead generator and an extraordinary success with readers. I have earned the nickname, The Guru of Marco Island Real Estate.

What are some of your other tips for success?

I coach, train and teach my agents to always abide by the Golden Rule. Always be honest and be of the highest integrity. Never look at the commission you?ll be making?if you look at the people and listen to their needs and desires and help them make a wise decision with their purchase, then you will be rewarded.


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