Top Agent Details Marketing Strategies for Changing Times

Ability to use Internet is key

An interview with Glenn J. Bill, broker, Century 21 at the Crossing, Indianapolis, Indiana

RISMEDIA, December 20, 2006- Number of offices: 3 Number of agents: 130 Region served: Indianapolis area Average listing price: $168,000 Average number of days on market: 96 2005 company gross sales: $130 million Years in real estate: 20 The most creative thing I did to market a home was…"give away free groceries for a year to a buyer." If I wasn't in real estate I'd probably be…"coaching in the NFL, or in politics." People may not know I really love…"the theatre. I hope to write and produce a Broadway show someday."

How are you changing your marketing efforts to stay competitive in the region you serve? We are focusing on agent development-developing their skills in selling and valuation of real estate. We are also working with them so they can become the most Internet and technologically savvy Realtors in our market. We're also changing marketing efforts to really focus on the agent's ability to use the Internet. We're so fortunate that the CENTURY 21 System has provided us with unmatched tools in the industry to help our agents market better. The real key, once they become familiar with using the tools, is getting agents to interpret the market accurately and communicate with their sellers on why they must list their homes with us.

What's on the minds of home buyers and sellers in your region? Job security, raising interest rates, rising property tax rates, and raising homeowner's insurance rates are some of the things we're hearing about from a lot of our clients. On the positive side, we also know our customers are highly focused on creating wealth, multiple sources of income, getting from one home to the next without losing money. Indiana is making great increases in jobs so that is helping all of us in a very direct way.

How do you plan on growing your company? Our plan on growing our company is to recruit and train the best candidates out there. We plan to open a fourth office in the next 18-24 months. But since the market has pulled back, we're really refocusing on developing our team and marketing strategies. We're also looking to meet and recruit existing agents already in the business, and help them with career management. We have had several agents from other brands join our firm and flourish under our "high-touch and impact" management style.

What is your most successful recruiting method? Getting out and networking in the community-attracting people we think would be great in our business. Besides that, I try to meet with one agent a day from another company to show them how our CENTURY 21 at the Crossing model helps them become more productive and profitable. Our agents are our best recruiters. If we treat them right they will spread the word.

-Lesley Geary

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