In the following interview, HomeSmart Realty West’s Executive Broker Roger Lee and CFO Abe Hamideh discuss managing growth, staying ahead of competition and catering to their agents.
Roger Lee
Executive Broker
Abe Hamideh
CFO
HomeSmart Realty West
Carlsbad, Calif.
Region served: San Diego
Years in real estate: Roger, 16; Abe, 5
Number of offices: 3
Number of agents: 430
Your firm is experiencing significant growth. To what do you attribute this growth?
Roger Lee: We came into the market in 2011 just before it started climbing, so timing is first and foremost. Another factor that’s led to our growth is the fact that we’re a hybrid, offering our agents a 100-percent commission model coupled with a full brokerage model and a full technology package. An agent can sign up with us and have a turnkey real estate presence without spending money piecemealing.
Abe Hamideh: One of the major reasons we’ve grown exponentially in such a short time is because we have the best system there is in real estate right now. And then there’s our culture. Roger and I treat everyone like family. We know everybody, and we’re always available for them. As our recruiter says: The 100-percent commission gets them in the door, but it’s our technology and support that keep them here.
How do you stay ahead of the competition?
RL: By catering to our agents. In a traditional brokerage, it’s rare that the broker gets back to an agent quickly; however, we take pride in answering their calls and emails the same day. Agents can always call me with any question they may have.
AH: For me, retention is the most important thing. Once agents are here, we need to take care of them. Our service and support has to be the best. We’re not only affordable for them, but we also have their backs.
What do you think your agents would say is the best thing you do for them?
AH: Not only do we always bring new ideas to our agents through speakers and roundtable discussions, but we also send out emails on a quarterly basis asking for their feedback. We’re truly committed to communicating with our agents and helping them when they need it so that they continue to feel invigorated.
RL: We’re firm believers in education. In fact, we offer three to four classes a week on various topics, including contracts, how to handle objections and how to grow your business.
Congratulations on your first-ever ranking in RISMedia’s Annual Power Broker Report! What went into being recognized in this year’s survey?
RL: Our fee structure enables agents to work hard and be well-supported by our company, while reaping the financial rewards of their hard work without feeling like they’re being nickel-and-dimed by the brokerage. Over the last couple of years, we’ve also recruited experienced, top-producing agents to our company, and the reputation we have locally has enabled us to grow dramatically.
AH: We’re changing lives and helping agents achieve their dreams.
For more information, visit www.homesmart.com.
