When planning a scheme for success for your business, you should be in it for the long haul. In the following interview, Doug Maselle of CENTURY 21 Maselle and Associates offers long-game insight and wisdom for recruiting, retention and more.
CENTURY 21 Maselle and Associates
Region served: Central and Northern Mississippi
Years in real estate: 33
Number of offices: 10
Number of agents: 250
Best tip for getting the right listing price: Location determines the price, but the latest history of closing prices in the neighborhood is a good starting point.
Best time management tip: Write down what you want to accomplish each day and stick to your list. Make every effort to accomplish the top four things each day.
Best tip for running a successful meeting: Make certain the content and information is valuable and relevant to the attendees.
Can’t live without tech tool: Reach150, an online reputation-building program we provide for all our agents (and now, because of our recent affiliation with the CENTURY 21® iconic brand, we also provide QSS ratings from RealSatisfied)
What strategies are most effective for you when it comes to recruiting?
Agent success depends on comprehensive learning, so the most important thing is to offer both introductory and ongoing best practices. The learning we offer at CENTURY 21 Maselle and Associates incorporates everything from negotiating to business-building tactics. We also support affiliated agents in regard to generating and growing their businesses—especially when the market slows down. Good learning and advanced knowledge fosters success and longevity in real estate.
What are your best ideas in terms of client retention?
It’s important that you don’t ever consider a client a transaction, but rather, consider them a client for life. Staying in touch with clients for the long run is a key piece of the puzzle when it comes to retention. Retention is about always providing a real service to each client. We’re big believers in Brian Buffini, and as affiliates with the CENTURY 21 System, we are able to access and offer his system to affiliated agents at subsidized rates.
How do you deal with the negative effects of the media?
To always be open, honest and transparent about what is happening in the markets we serve. Sometimes, good news in other pockets of the country, for example, can have a negative impact in Jackson, Miss., because it can raise expectations in the marketplace that don’t apply locally. It all comes down to having deep knowledge of the local market while staying on top of local and national news so you can respond with authority and clarity when clients have concerns about a report they may have seen or heard about.
You recently acquired a privately-owned northern Mississippi real estate company. What challenges did you tackle in the transition to CENTURY 21 Maselle and Associates?
One of the major challenges associated with taking an independent into a franchise is making sure all the transitional aspects are handled properly and that everybody gets the information they need to succeed. One key issue is explaining the fees involved in a franchise. The key is demonstrating to our independent brokers and agents the value of the fees associated with being affiliated with a global franchise. Then, we need to inform everyone about the comprehensive suite of technology and support tools, and the many services offered by the CENTURY 21 System.