In the following interview, Jack Myers, broker/owner of CENTURY 21 Myers Realty in Auburndale, Fla., discusses the firm, the local market, marketing, and more.
Region Served: Central Florida
Years in Real Estate: 23
Number of Offices: 3
Number of Agents: 63
As a second-generation owner, how has CENTURY 21 Myers Realty grown and changed since you took over the company founded by your mom?
By choosing to affiliate with CENTURY 21®, we’ve been able to grow from a boutique office of 12 to where we currently stand, with 63 sales professionals on board. As a result of doubling the original office’s size and opening two additional offices, our sales volume in both units and transaction sides are up over 200 percent.
What investments have you made to help build your sales team and help them experience powerhouse profitability and sales volume?
In addition to investing in sales leads, training on the CENTURY 21 systems, self-improvement and business-related learning, we’ve also leveraged our innovation and technology to better understand the wants and needs of our clients and customers. Plus, our current agents tell their peers at other companies about all the support we provide, our growth, culture and the family environment of our office here at CENTURY 21 Myers Realty, which serves as a terrific recruiting vehicle.
How has the decline among citrus growers in your region helped expand opportunities for CENTURY 21 Myers Realty?
The decline in citrus production due to citrus greening has caused growers to either abandon the industry, sell their land in developable areas to replant in non-developable areas, or farm other crops. This has created large tracts of land for development. We’ve benefited on the sales of land for development of residential, commercial and industrial, which has also created sales for new construction and resales.
You utilize Homes & Land as part of an integrated marketing strategy that includes print publications. How does this benefit you?
Marketing within Homes & Land provides brand awareness, as well as recruiting opportunities. In addition, sellers still like to see their house in print advertising. The publication goes to five surrounding counties and is mailed directly to every MLS listing priced at $149,000 and up. We also benefit through top-tier syndication along with CENTURY 21 syndications of our Fine Homes and Estates to the real estate portals that matter.
What’s the most creative promotion you’ve ever run?
The giveaway of 121 poinsettias at holiday time, which were used to represent the 121-percent relentless effort given by each one of our agents on a daily basis.
What’s your most effective way to motivate agents?
Listen to them and offer the services and support they need to achieve their goals, while providing a culture that treats them fairly and as the tireless real estate entrepreneurs they are.
What’s your best recruiting technique?
Rather than interviewing the agent, ask them to interview you. In order to succeed, both parties need to understand the culture and environment that will provide the best opportunities to excel.
What’s your key to staying profitable?
Work “on” the business rather than “in” it.
For more information, please visit www.homesandland.com/benefits.
John Voket is a contributing editor to RISMedia.