Itâ€™s the height of the summer selling season on the Emerald Coast of Florida, and ERA American Real Estate broker/owner Gloria Frazier is making a move of her own. After 35 years in the same location, Frazier has packed up her company and moved to a new space. The move, carefully planned and flawlessly executed, took place over four days in April with little to no impact on agents or clients.
The success of the move perfectly reflects two of Frazierâ€™s secrets: developing a coordinated team that can execute seamlessly against very specific targets, and having the right song as the backdrop.
Frazier, who spent more than 20 years singing in a band with her husband, shares several of her business secretsâ€”and the songs that sum them up.
Put Me in Coach
John Fogertyâ€™s hit â€śCenterfieldâ€ť chronicles a playerâ€™s desire to get in the game, and Frazierâ€™s approach to training both new and experienced agents gets her roster ready to playâ€”and poised to win.
A formalized training program is complemented by a special team of subject matter experts, whose job is to coach new agents through the first 90 days.
For experienced agents who are new to the company or looking to get more game, Frazier relies on more one-on-one, personalized coaching.
Blondie said it best with its hit song from the â€™80sâ€”getting the phone to ring is critical in real estate. From Frazierâ€™s perspective, about half of an agentâ€™s business should be referral or repeat business. She also feels strongly that itâ€™s the companyâ€™s responsibility to generate some leads for its agents.
To that end, Frazier has hired a full-time leads manager, whose job is to capitalize on each and every lead that comes into the company. She spends a lot of time digging into quantity versus quality when it comes to leads from lead sources, to cost-per-lead, to percent closed. Duplicates are scrubbed and dead leads are reactivated until they are no longer viable.
Taking Care of Business
Bachman Turner Overdrive may not be a go-to on your playlist, but Frazier has structured her company to take care of business in a way that provides specialized knowledge and support to her team. Frazierâ€™s special teams unit also consists of two deal doctors, whose primary focus is to facilitate deals quickly. These roles are based in the companyâ€™s head office in Shalimar, along with staff in the training, marketing and sales functions to provide face-to-face, real-time interaction to keep deals moving.
As a multi-office company, Frazier has appointed branch coordinators in her five regional locations who have more of an operational focus, rather than a sales focus. This allows Frazier to deploy the right resources in the right places at the right time.
The approach has paid off. This year, ERA American Real Estate was inducted into the ERA Hall of Fame and named a finalist for ERAâ€™s top all-around company award.
But at the end of the day, Frazier is all about fun. In fact, when asked what they most like about their fearless leader, agents reported that her sense of humor reigns supreme.
â€śPeople spend more of their life here than anywhere else, so it ought to be comfortable, but they definitely want someone on the bridge, leading the way,â€ť says Frazier.
For more information, visit www.era.com.