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Chris Stuart: All right. Well, welcome back. Welcome, actually, to a new year. I don't know about you, but I'm sure my panelists would agree we're so excited to turn the page on 2020 right panelists.
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So,
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Chris Stuart: Yeah. Yeah, absolutely. So welcome to 2021 Welcome to our first episode of The forever Forum. I'm joined by some exciting panelists from all across the country. And you know what inspired this particular panel was
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Chris Stuart: Actually Giovanni and Lewis who you're going to hear from
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Chris Stuart: First of all, they're, they're actually just incredible producers and have come up with some really awesome ideas. I'm gonna share more about that later. But they actually had the idea to say, hey,
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Chris Stuart: What if we could do a panel where we could share our own perspectives of the power of the brand of Berkshire Hathaway and services branded the role that the brand place.
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Chris Stuart: In our ability to build and sustain our businesses. So with that, I reached out to our network and some of our business consultants and
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Chris Stuart: We pulled together this panel. So they got some great things to share and hopefully for our audience.
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Chris Stuart: There'll be some valuable takeaways. So with that, I'm going to jump right in and I'd love to actually start with you, Lewis and Giovanni just share if you could, a little bit about yourself, your background, the market that you're in our for our audience. Go ahead. Sure, absolutely. Well,
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giovannafernandez: I mean, we've been
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giovannafernandez: Working real estate, at least for 24 years and our team consists of six licensees agents and we have a plus one team of administrator our marketplace locally as Coral Gables pine crest South Miami Key Biscayne area. The Brickell and locations. We also services properties outside
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giovannafernandez: The area of concentration and God me
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giovannafernandez: Yeah, we basically started the business with our own firm for 13 years and then we moved on and this is about our just our first full year here at Berkshire Hathaway.
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Chris Stuart: Awesome. Terrific. Well, thanks for being here and I'm going to share more about some of the other ideas in addition to this panel.
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Chris Stuart: That you've inspired within the network, but next don't want to go to James, James. Tell us a little bit about yourself a background in the industry and your marketplace. Thanks, Grant.
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James Enoch: Ed such a pleasure to be on here I am in the Lynchburg, Virginia market so right outside the main central Virginia area.
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James Enoch: Beautiful area where you can get everything from rolling hills to beautiful rivers and lakes. I've been in the industry for four years now. I have just started building my team from Spokane to Berkshire Hathaway where I have, including myself, three agents and then a
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James Enoch: Director of Operations who
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James Enoch: Keeps me in line, more than anything else and embarrass the great support for the agents as well.
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James Enoch: I have seen great growth in our market where we are Lynchburg is pretty unique where Lynchburg, the main market, but we have several counties surrounding it. So we bought right up to Charlottesville in Roanoke. And in terms of our marketplace.
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James Enoch: At before real estate. I'm a young one in the industry, but before that I was in, in politics so got redeemed from that and came into the real estate industry and and loving my time with folks are halfway
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Chris Stuart: Awesome, that's great. James, thanks for being with me. And thanks for that great overview. Alright. Colton to you, buddy. Hi, guys.
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Colton Whitney: Thank you for having me on my name.
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Colton Whitney: Is Colton with me. I am out of Orange County, California started my career when I was 18 years old in Las Vegas and love Vegas grew up there at home.
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Colton Whitney: However 120 degrees summers really are not my thing. So made the decision when I was about 24 years old to move to California and start my career all over, because that was a genius idea.
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Colton Whitney: And came Orange County started my team out here. It's myself. Currently we have five we've started with five last year we had three and excited to continue growth into 2021. I love it.
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Chris Stuart: That's great. Well, welcome again to all the guests and again what we want to focus on today is really the impact of the brand.
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Chris Stuart: In terms of you know how you build your business, how you leverage it with your customers, you know, and the first thing I'd like to really explore is
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Chris Stuart: You know, what were some of the key things that caused you to choose ultimately to go and work with the Berkshire Hathaway home services company or office.
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Chris Stuart: That you're with. Now, and I'd love to start with you, Lewis and Giovanni for that. If you could just share you know some of those key drivers that prompted that decision ultimately for you.
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giovannafernandez: Sure you know I think after 13 years of running my own company, which is a
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giovannafernandez: Contemporary realty I got I got into this
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giovannafernandez: This, I mean this quagmire that I was actually taking care of business as opposed to doing business, and I want to get back into the to the
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giovannafernandez: Transactional phases of working with the customers. And so we started to look for another company. We went first, of course, to Keller Williams were there for seven years.
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giovannafernandez: And actually in Keller Williams is where we actually developed the LR F group team concept and but then we were encountering issues in terms of
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giovannafernandez: You know, wanting to reach the higher market, the multimillion dollar properties we needed to find another another avenue a better platform to do that. And so with that, we transfer over the brown hair Stevens, I picked up my license up in New York, I
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giovannafernandez: Worked for two years and we we always believe in that nexus, at least from the South Florida perspective that Miami has always been considered the sixth borough of Miami and
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giovannafernandez: I wanted to actually take advantage of that, unfortunately, the, the, the, the office is down here in South Florida with brown hair Stevens wasn't actually working as closely with the offices up in New York, that was a little disappointing. And so I
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giovannafernandez: Said over and talk to my wife is if we can find a company that actually can can harness that type of
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giovannafernandez: Network and and since God knew already from the past and we had set that were previously before we went to Brown St. Stephen's I think we reached out to her. Yeah, we had done some research prior when we were getting ready to
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giovannafernandez: move on from kW and we had interviewed with companies other other brands and and just the one that did stick out was certainly a Berkshire Hathaway and
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giovannafernandez: Knowing OD and her reputation in our market. I always also look at the people that are affiliated with those companies. We did end up initially going to Berkshire. I'm sorry to brown hair Stevens, but ultimately
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giovannafernandez: The very first call we made when we realized that that was not the right move for us as was back to to Berkshire Hathaway, and to OD, and mainly it was the the brand. The, the fact that you don't have to explain that brand and Berkshire Hathaway just has that procedure.
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Chris Stuart: Yeah, I love that. And I know we're going to explore that particular topic in a few questions here. So that's great. So I take away from that ultimately is
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Chris Stuart: The reputation, the people in the office, and most importantly, the leader and I know ot is is an example of that at a very, very high level so so that's great, James. What about you, what were those key drivers that ultimately prompted the decision to join Dawson for Garvey there.
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James Enoch: Oh, I think they hit on
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James Enoch: A lot of it as well. But you don't have to lane or cure halfway
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James Enoch: But when I was originally
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James Enoch: Making the switch. I remember I was sitting with my partner and I've got a phone call from Allen, who's our, our Managing broker and and she started the conversation actually talking. I will never forget it talking about a dog groomer, and the area.
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James Enoch: And I put her on pause for a minute, and I told my partner that that I'm pretty sure that this is getting ready to turn into a recruiting call
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James Enoch: And I was thinking of ways that I could get off the phone, but within five minutes or PR talking about things.
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James Enoch: And giving me the, you know, encouraging me to come sit with Robert the principal broker him I've worked transaction with fairly recently from that phone call.
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James Enoch: She was explaining to me different things and just encouraging me, you know, go to be he just com just look at look at that start looking at these, the presence of this company and not just the the
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James Enoch: overpowering president of the company but but the presence of the agents have
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James Enoch: So I started looking into that and then sat down with Robert and Alan's and they could just show me research after research after resources that Berkshire Hathaway provides to the agents.
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James Enoch: The consistency of the brand that it that it provides you know i know showing property, you know, you've seen the brand you see the marketing that's out there and very consistent
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James Enoch: Very stable brand new you constantly see agents going to Berkshire Hathaway. And beyond that, you don't really see them wanting to leave.
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James Enoch: And then the the prominence of the brand and how they can brand themselves across multiple markets, you know, we're in a in a market that buying a $50,000 houses and uncommon.
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James Enoch: But they can market themselves. The $50,000 houses to the $500,000 house and sort of a $5 million houses in it, you know, everything is
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James Enoch: Very prominent very beautiful and and Robert was just able to, you know, promote the brand. He is one of the biggest business leaders in the area and
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James Enoch: Probably one of the most, if not the most recognized real estate agent in in our market and in our area, if you talk about real estate Robert Dawson's name is going to come up
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James Enoch: But he was able to mirror that and really didn't score that nearly as much as talking about
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James Enoch: The brand and and what the brand does for the agents and really not just that, what it does for the consumers. And when people are looking at houses.
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James Enoch: What what they're seeing no matter what they're looking for. Are you looking for resort property. Are you looking for a luxury property, are you just looking for your typical home within your market so
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James Enoch: Everything pulled together I at the time had been talking to a couple different companies about potentially making a switch, but everything pulled together just made Berkshire Hathaway, the obvious choice.
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Chris Stuart: No, it's great. That's great. And so Colton you I know you've, you've got a long history with the company with the brand I do different markets. So maybe you could you could speak to all of that in response to that question.
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Colton Whitney: Yeah, so I mean they pretty much hit the
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Colton Whitney: nail on the head for us. We I started my career in Berkshire Hathaway, my mentor Frank Napoli's senior had been with them.
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Colton Whitney: When they were Better Homes and Gardens and then Prudential and then Berkshire, so he had just been with them since the beginning of his career.
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Colton Whitney: And so that was all I ever knew. So when we I've always since i was i enjoy the idea of expansion and being able to go into different markets so
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Colton Whitney: When we used to come vacation here in orange county. I remember one day nice green staring at the ocean really upset that we were going home.
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Colton Whitney: And I told the my business partner at the time I said I, dude. I don't want to go home and he laughed and he goes, I know, get in the car and I was like, No, seriously, I really don't want to go home.
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Colton Whitney: And so a couple months later we expanded out into Orange County got licensed and, of course, for us, Berkshire was going to be the natural place for us. So when I came here, the people and Mary Lee, the CEO our office manager David you Gideon, it is genuinely a family.
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Colton Whitney: Everybody walking by keeps making faces and throwing stuff at us. We're in a mature family.
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Colton Whitney: Yeah.
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Chris Stuart: Makes
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Colton Whitney: It makes the office fun
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Colton Whitney: I'm a creature of my environment. I like being around like minded people. I like being around people who are ambitious people who want to help grows people who want to collaborate
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Colton Whitney: And this company is genuinely filled with nothing but those types of people and we did at one point, because we wanted to expand and there was another company that
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Colton Whitney: Pushes that concept that we left and we ended up going with that brand. And I'm telling you in this, but they'll even tell you at that other company, they said, Oh, you guys are home now.
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Colton Whitney: And our team always looked at each other and were like homes Berkshire and
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Colton Whitney: The opportunity or manager. He they when we left it was hugs and door left wide open. They said whenever. If you guys ever want to come back, come back.
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Colton Whitney: To handled it very gracefully and that opportunity came back as a guys, I want to come home.
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Colton Whitney: And I couldn't have been more happy with the decision. We've had a ton of growth since we got to see the contrast of what different brokerages and brands provide
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Colton Whitney: And I can just tell you with our type of business, which we focus primarily on online lead generation PPC social platforms. And it's important to have
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Colton Whitney: Some type of validation of the brand and people who, when they make those increase and when they see the follow ups in the
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Colton Whitney: Theater. What we have to do to be successful with our form of lead generation having the name Berkshire Hathaway is made that conversation just a lot easier for us.
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Chris Stuart: Yeah, I love that. So I take away a key denominator there with all of you is the leadership and the people and you know I would say to that is
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Chris Stuart: Interesting. It's ironic about our industry, like, on one hand
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Chris Stuart: The entrepreneurial spirit and the individuality of the real estate profession is such a big part of who we are as an industry.
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Chris Stuart: But at the same time, the ability for leadership and camaraderie and a good strong environment to work alongside of peers that push and challenge you, is also equally important, so
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Chris Stuart: I just applaud all of your leadership's Robert OD David Mary legal a lock, you know, and encourage all of the agents in the audience.
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Chris Stuart: who maybe are working for you know someone where you don't have that connection or not invigorated by the, the leadership that you're working with, to really find that, because I think it is a key differentiator and and
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Chris Stuart: Element of success. So thank you all for sharing that you're cold, did you have something else.
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Colton Whitney: I wanted to clarify when I said we're an
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Colton Whitney: Amateur family. I'm referring to my team personally
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Chris Stuart: I love it. Ah, you know, one of the things we got to have fun, right. You gotta have fun. Absolutely.
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Chris Stuart: And you know this work from home. I got my family here. I'm sure you know the dog will come running through or some I'll be doing something goofy and my background, too. So it's all good. So, you know, then the next thing I want to explore is, you know, this whole element of how do you create
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Chris Stuart: A good synergy or or or marriage between your own personal brand or that of your teams.
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Chris Stuart: In terms of the qualities and experiences and attributes for yourself and your team and marry that with the Berkshire Hathaway Home Services iconic
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Chris Stuart: brand that we have. And I'm just curious as to, you know, how each of you do that where, where do you find the list. Where do you find that synergy where, what are some challenges, if any. So I'd love to explore that with you in basically the same order Lewis and geo if you want to go first.
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Chris Stuart: So, um,
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giovannafernandez: That's a great question because one of the things that
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giovannafernandez: We always had because we had our own company was our brand our name and we had built that for 13 years so with Keller Williams. And I think with
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giovannafernandez: With brown hair Stevens, what we always did, was we kind of use our name as specifically as our brand. And then the
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giovannafernandez: The company was actually just perhaps a compliment to who we were, in other words we utilized it more as a sub brand. So when we introduced ourselves. It was the LR F group.
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giovannafernandez: Oh, yes. And then they would ask, Where are you with us. And then that became like a secondary conversation. So that was how our branding initially had worked
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giovannafernandez: But what we found was we quickly realized that we didn't have to do that here and what what i mean by that is that
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giovannafernandez: The brand actually became Berkshire Hathaway, and we became the sub brand. And that actually works really well for us, because although we do have this 24 year reputation in our, in our market.
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giovannafernandez: Berkshire Hathaway has now become such a compliment that we are the sub brand of it and the way we've married it in
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giovannafernandez: One of the things that OD really helped us with because she asked us when we met, you know, what is one of the things that you'd really like to improve
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giovannafernandez: And we said our branding. We really want. We didn't have really like a true logo that we used.
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giovannafernandez: You know, in parts we did and she really helped us execute that and and I can't speak for everyone's broker. It kind of sounds like Colton and James are as lucky as we are.
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giovannafernandez: But she really truly executed that and just came up with like a merged brand for us still having Berkshire Hathaway as that main focus
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giovannafernandez: But one of the things that it it has certainly done, is it basically took our personal brand to the next level because our all of our
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giovannafernandez: branding and our logo and our information and the reputation. We've already carried in has now a much more superior and eloquent
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giovannafernandez: platform that it's on. And we noticed that just in in our meetings with our customers and and expanding on what
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giovannafernandez: Both Colton and James said it's just it's it's not something that needs a full explanation. So we can then quickly go into who is the LR F group team and and so, and in that I think that it did I answer your question it regarding the Marissa
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Chris Stuart: Yeah, I think it's I think it's perfect, but I think you you hit on something that's probably, you know, kind of like the 800 pound gorilla in the room right is
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Chris Stuart: How you know the willingness to concede personal ego like your willingness to say, hey, I'm going to put my LR F path as a sub to the virtual services and so I'm just curious in your own opinion.
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Chris Stuart: Have you what words of encouragement might you have for other agents who feel like mineral. I've got to be in the limelight. I'll put Berkshire Hathaway under me because I think that's the biggest issue, can, can I can see you know some of the ego points and and do this.
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Chris Stuart: You know, that's a huge. Yeah, I'm sorry. That's a huge question.
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giovannafernandez: And in our business. Unfortunately, ego comes with the territory and and that is certainly something and as a former team leader. I know that I can say that that was that was always a challenge. What I would say is that, you know, let it go because ego doesn't pay the bills.
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giovannafernandez: You know, I always say, you know,
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giovannafernandez: Let you know your ego is really not going to get you anywhere.
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giovannafernandez: And and for us. I know that it took time for Louis, I was coming out of our own company. Yeah, I think at the end of the day, I think the
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giovannafernandez: Results matters and you know you can't you can't, you know, argue with the numbers. And so once you start
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giovannafernandez: Putting you know the brand on front and helping the brand get you through the door, then you know the rest of that conversation becomes a much more easier and then now it's only
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giovannafernandez: It's between us and our customers and trying to solve their problems and their needs.
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giovannafernandez: As opposed to having to overcome. Another objection, the less objections, you have the closer, you're going to get to two. Yes. And that's what that's at the end of the day, that's what you know, the whole purpose.
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giovannafernandez: Of trying to bring the people together and our and our services together. So if I'm gonna have to deal with the objection issue about who's running unopposed
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giovannafernandez: Berkshire Hathaway or
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giovannafernandez: kW or brown Harris. I mean, if I don't have to deal with those type of things. And it makes our job a lot easier. Our teams and our teams easier and and then we get to that, you know, that final, you know, you know, finish line. So it's, it's easy. It's easy to really put the ego.
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giovannafernandez: Aside so
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Chris Stuart: That's such a strong point right is to
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Chris Stuart: remove as many objections as possible. Right. So if, if I can create a different sequence of storytelling with my customers that does that. That's good for you. That's awesome. I love that.
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Chris Stuart: Yeah. So James, same question. You married, you have your own personal brand and experience and attributes with that those of the brand.
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James Enoch: You're on mute. I don't know how you
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James Enoch: Get there you go. I don't know how you follow up.
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James Enoch: With them without sounding like a repetition of them but but I came from a brokerage that you know everybody there had their very own emotional identity and
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Chris Stuart: And I know I was doing
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James Enoch: That when I was
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James Enoch: With them, but everything as long as you had the the logo or the company name, very tiny somewhere you were, you know, and you were in compliance. You were good, but everybody had their own
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James Enoch: Personal identity. So come into Berkshire Hathaway was a was a very big change from what I was used to but that marriage has been has been quite simple, because
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James Enoch: Again, the, the limiting the objections that you have when you're introducing yourself you're talking about who you're with as soon as you say, I'm James Phoenix with Berkshire Hathaway I'm self.
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James Enoch: Employed Barbie boom right there. People
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James Enoch: Know the company you're with. They might not know you, but they they know the company you're with. And they know the expectations that come with it.
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James Enoch: And, you know, they're not worried about that anymore, so I you know I absolutely love going out and branding those properties, you know, to that and being able to show both buyers and sellers just what the brand has to offer them.
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James Enoch: I live in an area that if I go to the grocery store. I have to be ready for meeting at least three people I know, talking about how their mom is doing, how my mom is doing, you know, we live in and small town, USA.
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James Enoch: So what I'm talking about.
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James Enoch: You know,
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James Enoch: So I know a lot of people in my mind circle and things, but I've seen just the growth of our business comes from the fact that I was with you know such a prominent brand, they, they know the name
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James Enoch: Really it was just taking a backburner to to James Enoch is people know James enough. But let's put the Berkshire Hathaway on the forefront of of what I'm doing.
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Chris Stuart: You know, and again
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James Enoch: Like we said, ego is is important here. It's not just about who we are. But it's about who we are, with
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James Enoch: In the industry and and if you put one down and raise one up you know it, especially when you have such a prominent brand like perks are halfway, you're going to have results, not just for yourself but
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James Enoch: The biggest results come from what your client can expect to view and what they get out of you and and their return on investment with you.
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Chris Stuart: Yeah, that's great. That's great. And so Colton, same question to you and I, I'm particularly interested in
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Chris Stuart: You know your response given you know all the lead generation that you do. In other words, you're probably eating for
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Chris Stuart: A lot of that top of funnel business with a lot of other agents as opposed to agents who are doing a lot of business within their sphere of influence, where there's already existing relationships there. So yeah, how do you address this issue, it's
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Colton Whitney: Yeah, so a couple of things. Number one, there's a lot of people in this industry in this company for a long period of time. Our boy Uncle Warren, he's been doing this a lot longer and has a lot better reputation and what I have. I'm confident of that.
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Colton Whitney: And more people know it trust it, believe in it, and as a result it
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Colton Whitney: provides us a lot of trust.
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Colton Whitney: Without even having to earn it yet. So for that piece of it. It's important.
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Colton Whitney: But here for marketing. I know my highest and best use and my highest and best use is not marketing or figuring out pretty colors because if I did, frankly, it would be hideous
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Colton Whitney: And we have an amazing marketing team here. They literally make it so we just get to give them the information they adjust it. They tweak it and they married the two perfectly without having to put any effort.
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Colton Whitney: And I need that because, frankly, I just don't know how to do it, and regarding your question on the impact that as it without a doubt. I think I was telling you the other day.
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Colton Whitney: When we left. I noticed that I never wanted to introduce myself as Colton with Keller Williams that I just never and it wasn't a. It wasn't a conscious effort in any way, shape, or form. I always just said Colton with them a global group and
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Colton Whitney: When we came back to birch our I noticed myself and my team immediately transitioning that without any instruction without any guidance. It was something that each and every one of us was proud of.
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Colton Whitney: And so I mean that's honestly I don't have nearly the be articulate answer that they do they make my job easy my highest and best uses negotiating contracts finding opportunities doing conversion
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Colton Whitney: Anybody who knows me, I take the basis of steps every single day to increase our conversion rates with their online lead generation because of course that's what fuels our ROI.
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Colton Whitney: And for us, just being able to attach that and having that recognition that globally recognized brand that people immediately associate with success and trust.
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Colton Whitney: In value. It makes my job a lot easier when I'm talking to somebody who simply said, submit requests for information and now they've got a stranger on the phone. So the quality of conversation just dramatically changed when we came back.
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Chris Stuart: I love that. And so I think that's an important point. Colton and so could you just share tactically specifically anything that you're doing.
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Chris Stuart: On the front end. So you get a new inquiry on an internet lead as an example.
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Chris Stuart: Give us some examples of things that you're doing to actually exhibit the brand or your company's value proposition as opposed to just saying
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Chris Stuart: Oh hey, I got your inquiry. I'll call you soon, which a lot of, you know, the average response to internet leads with, you know, so the supplemental stuff.
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Colton Whitney: That we're utilizing just video and again just putting the Berkshire Hathaway brand on it.
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Colton Whitney: And video creates a lot of recognition with people, but anything and everything that we do we make sure that we have the brand associated with it. Number one, because we have to but number two in this case because we actually genuinely want to
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Colton Whitney: And so things that help like of course we do videos when we get inquiries. We do follow ups within videos.
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Colton Whitney: That's been one of the small adjustments that we've made that's been able to supplement and bringing the brand into it.
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Colton Whitney: Without it being obnoxious and but it's just been a subtle little tip that's how people get them to familiarity with us. Our company what we do.
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Colton Whitney: And that's one of the things we do. But for us, the biggest thing is just consistency and follow up and we have really, really good systems built out for our type of lead generation that keeps it organized and makes it work well for us.
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Chris Stuart: Yeah. Okay, great. Well, thanks for sharing that. I love that. And you know your point was well taken. I, I always laugh that
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Chris Stuart: There's so many people in our industry that say, Hey, you know, I've been in real estate for X number of years, but I used to do this, you know, and
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Chris Stuart: It's almost like you've got to defend the fact that we're in real estate, you know, for, for some people, and I know that
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Chris Stuart: I feel a sense of pride amongst our network that we can attach ourselves to such an iconic name like Berkshire Hathaway. And I know that it it it does make you more proud and you know it just a feel more of a sense of
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Chris Stuart: Of celebration for for who were all affiliated with. So that's, that's great. So I want to transition next to, you know, specifically in terms of production.
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Chris Stuart: What you can look back on the last year or two years of your being affiliated with Berkshire Hathaway on services and say absolutely I achieved this because I'm here.
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Chris Stuart: Could be elevating your average sales price may be growing your team may be, you know, doing more units, whatever growth might be defined as in your world.
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Chris Stuart: But I'd love to just hear, you know, what do you specifically attribute the brand to in terms of your growth Lewis and g, I'll start with you.
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giovannafernandez: So one of the things that we really took advantage of
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giovannafernandez: Was the relocation network. And so all of us did most I think minus one of our team members that's newer to the newer to the industry, all of us took advantage that we all qualified for becoming relocation.
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giovannafernandez: Network agents and so that we certainly took advantage of aside from having our luxury specialist certifications, but the relocation network. We definitely took advantage of that. That was one thing that we were really proud of.
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giovannafernandez: And we not just acquired listings through that network, but we also acquired a buyers that were relocating inward.
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giovannafernandez: Which has helped us tremendously and then through that we've made we've established connections with agents really all throughout the country. I'm really big on doing that and because of the network that we have
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giovannafernandez: You want to make certain that you're reaching out and introducing yourself and hey, let me be your Miami contact. So we've really taken advantage of the referral network and the relocation network. I'm
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giovannafernandez: To that particularly, one of the things that we always were, we were a always a heavy listing team.
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giovannafernandez: And one of the things that we made a commitment to is we want to increase our buyer side activity. And so what we did.
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giovannafernandez: Have which was terrific. And we're very proud of that this year. And our first year with Berkshire Hathaway, mind you, I'm in our first year we increased our buyer side transactions close 32% which is huge and
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giovannafernandez: The other thing was is that we
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giovannafernandez: Increased our average sale price by 130 $5,000. Another thing that we're very, very proud of. So, um, you know, in that, how do we relate that directly. I think that one of them, certainly was the relocation network, the referral network as well and and then just
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giovannafernandez: Using the branding of Berkshire Hathaway.
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giovannafernandez: Much more because, you know, as we said the when you are driving around the neighborhood.
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giovannafernandez: And you're looking for market share, as a person that perhaps wants to list their home, you want to make certain that it's somebody that
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giovannafernandez: Is has listings understands the market and many sellers actually the way they interview agents is driving around and seeing how many signs. There are
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giovannafernandez: And so you want to make certain that you're out there and when there's, you know, a tiny little sign that no one recognizes the colors or the name, you know, there is there's questionable.
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giovannafernandez: That there's questions in the seller is mine. So they want to make certain that they're going with a solid company and I believe that with regards to the buyer side activity.
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giovannafernandez: We really made a focus to have our buyers agents obviously hosting a lot of open houses, but also the calls that are coming in from our signs.
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giovannafernandez: I feel as though there are our sign calls have just increased, and I don't know if it's perhaps just a trust that's there.
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giovannafernandez: And I do, I do attribute that to that, you know, they see Berkshire Hathaway, they know it's a real company and they're calling us as opposed to a company perhaps that they've never heard of or
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giovannafernandez: Somebody that doesn't ever ever answer their phone. So I believe that there is a trust because our sign calls have certainly increased
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giovannafernandez: Yeah, I think, also, just add in there. I've gotta give a shout out to LA Johnson my money manager up in New York.
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giovannafernandez: Because that's one of the things that I had a conversation with God that I wanted to create that nexus, you know, from the Northeast Corridor down in South Florida because it's very important to us into our business.
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giovannafernandez: And Ellie Johnson. When I flew up there I transferred my license from Park Avenue to to Madison Avenue.
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giovannafernandez: She was just amazing. She took me by the hand and she introduced me to everyone up there and the offices to make me feel welcome, as if I was there for five years 10 years and I just can't.
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giovannafernandez: I think the biggest change that we can take away from all of this is the culture, the cultural environment and the leaders exactly totally different from where we come come from.
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giovannafernandez: And that really gave our team a little bit much more of a much more of a balance in their steps because when we came over here. We're I think we're, we're, we're a little bit exhausted. We were a little bit
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giovannafernandez: disenchanted and, you know, and it's not easy. You know, you have to keep a lot of people happy. You have to keep on people and focus and and the culture here is just totally not in day. So that's definitely attributing to to our success. It begins there. It doesn't begin
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giovannafernandez: With
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Chris Stuart: Listings and
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giovannafernandez: It begins with a, with the your, your mindset. If you're, if you don't have a positive mindset. Everything else really it's doesn't matter.
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Chris Stuart: Yeah, yeah, I love that. Well, what are terrific response you to that was, that was so well articulated and I do want to ask
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Chris Stuart: God, you know, to agents that might be sitting in a marketplace.
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Chris Stuart: Where they know they have feeder markets, you know, they know that, hey, you know, Chicago speeding me or Nashville speeding up or, you know, Southern California, whatever it might be. They know that, um,
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Chris Stuart: What what words of wisdom or encouragement, would you have for them to reach out and make some of those connections. I mean, how did you do it successfully. Is it just phone calls and emails or social media or what what what are some best practices. It's really a combination I
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giovannafernandez: Think that part of our responsibility as realtors, I think that people first of all need to take our business, much more seriously. And the only way we're going to really
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giovannafernandez: Increase that respect level is by coming across more as a consultative approach and educating our consumers and the way to do that is
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giovannafernandez: Basically everything together that you said you have to make the calls you have to reach out. You are educating people on Facebook on Instagram, you know, through videos and also contacting our clients and asking them.
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giovannafernandez: Hey, do you know anybody in New York, because the northeastern region is flocking here they're even coming from Colton place over there that everyone that is leaving there is throwing him the listings, but they're coming here to buy
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giovannafernandez: So I'm sure Fulton's getting some listings from that.
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giovannafernandez: But so I think that you, you do need to be asking. One of the things that perhaps we're not asking enough is
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giovannafernandez: Hey, by the way, do you have any family in New York, because that's a giant feeder market to ours. Yeah, you know, just, just add on that is, I think that part of our business as realtors that we have to understand
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giovannafernandez: Is that our customers are also fellow realtors right and we have to network and one of the things that I really was, you know, was striving for with
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giovannafernandez: The previous company which I unfortunately didn't actually materialize. Was I would would physically travel up to me to our local offices up there and and and
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giovannafernandez: And get to know the realtors and for them to get to know us. So then when they should happen to send us a referral that they can send it with confidence.
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giovannafernandez: After meeting us that we could service your clients you know 100%. So I think that as agents. I think we also have to look at, you know, we have buyers and sellers and we also have
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giovannafernandez: Our colleagues that if we can network with them, that's a big part of our business too.
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giovannafernandez: And one of the ways is firstly been going out there and you know unfortunately with Cobra. You know those things were held back this year but you know I can't wait to, you know,
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giovannafernandez: fly back to New York and start picking that up again. And because I tell you something.
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giovannafernandez: And I told them those agents up there. When I was with the previous company. I said, Listen, you know, your customers are coming down to South Florida. The question is, are they going to use you through me, you know, and, and, and because they're buying properties down here. So it's better
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Chris Stuart: Let's make that
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giovannafernandez: You know that connection now.
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giovannafernandez: In that relationship now so that way we can all benefit from it. Right. So that was our i think that's that's one of the key aspect of our business plan.
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Chris Stuart: Yeah, I love that. Yeah, and shout out to LA Johnson. She's just such a such an awesome lady I love working with her and
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Chris Stuart: She is just so terrific at connecting people and AND SHE'S GREAT JOB ON, MAN, and encouragement to all of our leaders to help be a part of.
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Chris Stuart: Creating this kind of activity between our offices in these feeder markets, I think our brokers and sales managers.
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Chris Stuart: could invite each other and welcome each other into sales meetings or trainings, or do these kinds of zoom calls where we can
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Chris Stuart: Better understand one another's marketplaces and create more of these relationships. So thanks for that. That's great stuff. James, same thing to you. What do you attribute you know to in terms of success.
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James Enoch: Credits, the fact that you gave you know more units bigger team higher field for a
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James Enoch: higher average all of the above apply to me. I joined halfway done for Barbie and may of 2020 and Mike from Maine to December my total volume my average bills Craig exceeded just with Berkshire Hathaway exceeded all of what I did in 2019
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James Enoch: I
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James Enoch: Want my
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Chris Stuart: You know,
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James Enoch: I started and had two agents on on within three months of starting of starting a team.
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James Enoch: You know, average average sale has gone up. I remember a time that I had a person contact me. They used to be a copy of
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James Enoch: personal friend of mine, many years ago they had moved down to Florida for a job and then we're moving back. They called me and they said actually Facebook messaged me and they said, we're buying a house. Here's a couple that we are interested in
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James Enoch: And these houses were double my normal really triple my my average sale.
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James Enoch: And I remember walking into Alex's office in San Alex. I'm, I'm really not sure I'm comfortable working with these people. I haven't done anything like this. And she said,
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James Enoch: Yes, you are. James, she said. You can do it and and here's how she got down. She pulled up the trainings that that Berkshire Hathaway offers that you can pull up 24 seven and and that's something that that Robert preaches on as well that we have the training at our fingertips.
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James Enoch: You don't have to go out and and buy expensive.
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James Enoch: Training from other people. We have the training in network that you can watch on demand anytime you want instead of watching Netflix have tried to discipline myself in terms and instead watch training.
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James Enoch: I was able to watch some of the working with buyers, especially in a sales price that I wasn't able to and that I wasn't
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James Enoch: Comfortable with or at the time, but, you know, having the training on demand.
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James Enoch: Really helped out and, you know, so all of it. All of it applies to me and and to the agents out there. You know, I came from a local firm. So it was
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James Enoch: I got probably 15 phone calls from agents one side, I had made the switch and announced that of switching and they were like,
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James Enoch: Oh my gosh. Are you sure, first of all, as that. Absolutely. I feel certain who's going to be a fantastic year and and
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James Enoch: coming into office Monday mornings and have having Alice there. I, I have a two year old and a six year old. So Monday mornings are more like 10am walking into the office at 8am.
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James Enoch: So Alex would already be here and and her first question to me what I would be, well, how many did you sell this weekend.
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James Enoch: If so, that expectation was there as well. But that we're at a company
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James Enoch: That we want you to succeed. It wasn't, you know, inner office. There's no jealousy there, you know, it's very much supporting each other, you know, cheering cheering each other on if someone makes 10 sales in a week. We want to celebrate that we don't want to
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James Enoch: shy away from you because you know you're looking at them as competition. It ended up having
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James Enoch: Everything you know pull together, being able to do more units because the resources are there.
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James Enoch: You have a CRM, you have the buyer match program, you have the marketing resources. It's made my director of operations, very happy.
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James Enoch: If I sent her a quick photo of a of a property. I can, I can walk up to a listing appointment, take a photo of a property, send it to her in my email, not five minutes later, she's already created some customized
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James Enoch: Advertising for that listing agreement. So while I'm giving that listing presentation. I just took a photo I can show them that I just took the photo and sellers are sitting there shocked over it.
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James Enoch: That something was put together to market their property that quickly. And I think Colton was talking about how how it makes his team flow so much easier. And I can tell you from my side.
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James Enoch: We live in our car. And so the fact that everything in federal fingertips and that Berkshire Hathaway provides makes life a lot easier. You know, other companies I know have
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James Enoch: Different types of stuff, but
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James Enoch: But this is I think unparalleled to what you can find out there in the marketplace for for home brokerage to be at
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Chris Stuart: That's great. That's great. Good stuff. Well, congrats on your success and and outpacing you're 19 production just half a year last year. That's good. That's good.
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Chris Stuart: Cold. And what about to you. What do you attribute specifically to your relationship with the brand and all the success you and your team have
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Colton Whitney: When I came back.
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Colton Whitney: I had a very specific goal number one I wanted zero ego from anybody on our team, myself included.
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Colton Whitney: And I wanted us to be able to collaborate. Look at what we do and we have a guy here named Sam Ian and he's the head of training for
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Colton Whitney: California properties. And the guy's a genius. And so when I came back, we had the meeting.
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Colton Whitney: There's a lot of people in this company who are a lot more successful have had a lot more sustained success and have been doing this a lot longer than I have. And they're a whole lot smarter.
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Colton Whitney: So what I told them is I want to constantly be immersed with these people. I want to find out what they're doing. I want to find out what's working, I want us to collaborate
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Colton Whitney: And when we came to Sam I told them I don't want to be a team that has one agent who's making all the money and then the team gets a scraps. I said, I want to build a team of killers. And he has really helped we grew 2020 we grew our volume by 177%
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Colton Whitney: And it is a direct
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Chris Stuart: Result of
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Colton Whitney: monthly meetings with Sam and I were like i said i'm not launching rockets over here. Definitely not the smartest, but we're really disciplined. We're very accountable and if you tell us what works and what what to do.
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Colton Whitney: Will do it. And those meetings with him. And so we, it's just been this evolving process that I know we're going to be able to do it again next
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Colton Whitney: Month. I'm saying next year this year and and now that we're getting to a fun point in it where we're looking at the profit and loss and we said, Okay, how do we increased
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Colton Whitney: Our ROI and we're implementing new strategies. He did one that honestly I don't know how in a million years. I didn't come up with this.
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Colton Whitney: But he's like we need to have showing assistance. So you give them a piece of deal paying the base salary our profit margin goes up 37%
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Colton Whitney: You'll get to execute the deals you get to. So we started going through all these strategies and it's like, well, no kidding, because I know and graduated by watching these guys are absolutely killers are amazing at conversion. They're fantastic
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Colton Whitney: They have great personalities. I don't. My best uses
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Colton Whitney: Behind the bone stuff behind the desk.
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Colton Whitney: Negotiating deals and finding
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Chris Stuart: Opportunities for people
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Colton Whitney: So by implementing some of these strategies that
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Colton Whitney: Sands helped us. I mean, these are deep, deep dives on what we can do to improve the business, how we can make agents or efficient, how we can make them more effective and how we can all be more profitable and
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Colton Whitney: That type of collaboration is something that frankly just normally don't see. And it's something that happens here on a daily basis.
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Colton Whitney: There's agents in here that when I have a real, real estate question is I like to call it, Peter and
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Colton Whitney: Analysis. I go to Peter analysis with the Avanti my guys this question have no clue what it is. I need you guys to tell me. I mean, it's that level of friendship and family that we have here.
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Colton Whitney: It's what makes us happy. I promised him when we came that we were going to achieve a specific result. And I have a weird mentality to where if I say I'm gonna do it.
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Colton Whitney: I'm very, very committed to it. And I actually feel a sense of obligation to them to achieve the things that we've set out to do because they're putting so much time and effort into our success that I just want to make sure that it's reciprocated.
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Colton Whitney: And I don't have. I love that.
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Chris Stuart: Yeah, there was some really powerful, powerful statements there. One thing I want to unpack with you quickly if we could Colton is
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Chris Stuart: You said accountability and you know our CEO of home service America Gino before he's always said that the missing link in our industry is accountability and i i believe that you agree with that.
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Chris Stuart: Can you just share with us, you know, some of the things that you've implemented from an accountability standpoint, with you and your team.
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Chris Stuart: That you feel like it specifically led to some of these new successes. In other words, is there is there a weekly call or a daily call or a monthly checklist of what we are what some. What are some of those accountability. So we have, yeah.
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Colton Whitney: And again, this is nothing that I created. I've ripped it off from people who are a lot smarter from all all over the industry all over the country.
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Colton Whitney: So I'm very, very early. I wake up every morning at 330 I'm into the office at 6am from six o'clock to seven.
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Colton Whitney: We have a daily huddle that the team gets here. And everybody does it. Eight o'clock, so we go over numbers we go over conversions appointment set appointments met
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Colton Whitney: We go over scripting and objection handling every day for 30 minutes and then from 830 to nine everybody stands up there dialers that they all prospect from nine o'clock to 12 o'clock every single day.
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Colton Whitney: It's fun. We enjoy it. They have to tell us to be quite a lot because we're always laughing and being way too loud.
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Colton Whitney: Because doing that type of daily activity. It's boring. It's tedious and it sucks but we we do it at the same time, we have fun with it. If you'll get a client who's mean
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Colton Whitney: Because that happens especially with the online lead generation and the type of follow up that's necessary to get the type of conversion that we get is, it requires you to be annoying and you've got to keep being persistent and calling and texting and email.
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Colton Whitney: Sending videos and doing all these
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Colton Whitney: Methods. So we do that and it just makes it fun, and each day. They have a
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Colton Whitney: Checklist all the KPIs. The leading indicators that if you do this, you'll be successful.
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Colton Whitney: Everybody at the end of each day has to hit 100 points. So there's a different point value associated with all the different lead generation phone calls.
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Colton Whitney: Door drops inventory searching open houses all the activities that everybody does it generate business.
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Colton Whitney: They have to hit 100 points, they have to show up for the calls and if they don't want to wear all 1099 so they get to choose.
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Colton Whitney: But they just get turned off leads. If they don't participate in those things and keep them accountable keep some aggressive
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Colton Whitney: And frankly, I know without me, they'd still be here every single day at eight o'clock, doing the exact same thing because we've been taught and shown that it just, it works and it's moved the needle in a huge way for us.
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Colton Whitney: I love that.
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Chris Stuart: That's fantastic. It's 177% volume growth and I imagine it wasn't like 2019 was probably a good year. Right. It wasn't like it was a bad year so 177% of a big numbers, a lot of money. Yeah, we weren't going from two to three.
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Colton Whitney: I mean, it was, it was
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Chris Stuart: Rough
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Colton Whitney: And honestly, I don't attribute it any of it. To me, it's the people on the team that people in this company that have just made it very easy and it's been fun why we've done it.
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Chris Stuart: Well, I applaud you and you deserve a lot of the credit the leader. So great, great job. It's awesome. So
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Chris Stuart: I next one of want to transition to I think the most important topic, but perhaps the most under, under appreciated or
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Chris Stuart: You know,
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Chris Stuart: I think there's a lack of focus and that is on the customer, you know, I feel like our industry is so
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Chris Stuart: Inwardly focused and, you know, perhaps it's the nature of being 1099 contractors or the nature of personal promotion in the industry or the competitiveness of it, you know, whatever.
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Chris Stuart: But I feel like we we deserve and really should as a preeminent consumer brand really put the consumer first
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Chris Stuart: And so I know that just in meeting you and talking to all of you that you do that very well. And so I'm curious for each of you to share your perspective as it relates to
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Chris Stuart: What you feel like the consumers expect of you personally and of the brand and how you leverage that to create a competitive differentiation. So Louis and Joe. If you could start us off on that topic. Putting the consumer first and really leveraging the brand to highlight that.
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giovannafernandez: I think going back to what we had said earlier it's it's always coming from a consultative approach.
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giovannafernandez: You know, we don't like to use words like deal and you know sale and you know you have to make certain that you are treating them like people and and also respecting our own industry.
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giovannafernandez: You know, and instead of, you know, going around worrying about whether or not I'm going to take a hit on my commissions and all that stuff you want to actually build the value
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giovannafernandez: Because when when you go to buy a Mercedes. You walk in, and many people pay for what it says on the price on the sticker price because they know what kind of car. They're getting
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giovannafernandez: They don't haggle it and I think that we, we get so busy competing and worrying about who's coming behind us.
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giovannafernandez: Then worrying about building your own value. I think one thing for certain we owe it to the brand of Berkshire Hathaway because of how much leverage, we have with it. We owe it to the brand to properly.
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giovannafernandez: Represent it i think that that I carry a lot of weight with that. And I know that our team does as well.
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giovannafernandez: And and not just the brand but also the people that are with the brand and the leadership that we have and how grateful we are it all it all.
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giovannafernandez: Works in when we are representing ourselves. And I think that that's a huge thing we are really big on communication with our customers communication is key. You have to answer your phone. How many realtors don't
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giovannafernandez: Answer your phone every single time, even if it's just to say, I'll call you right back you answer your phone with our customers, our buyers our sellers.
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giovannafernandez: Everyone on our team is required to a give them a weekly update
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giovannafernandez: Every single Wednesday, every single one of our customers is receiving an email a call a text. However, they choose to be communicated with
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giovannafernandez: Every single week, whether it's good, bad, indifferent. There's nothing to say. That's exactly what's happening. No showings or we've had 10 showings we give them honest feedback. And I think part of the industry.
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giovannafernandez: Is that we're so afraid to say things that might not be
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giovannafernandez: The nicest things and we always preface everything we say is, we're going to tell you what you need to hear and not necessarily what you want to hear.
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giovannafernandez: And I think that that's an approach that a lot of people are afraid to do. And especially when they get in the industry. They want everyone to like them.
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giovannafernandez: They don't need to like you, we do business with people we don't necessarily want to have over for dinner. But we they treat us with respect and we treat them with respect and I think that
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giovannafernandez: That really comes down to it, it's
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giovannafernandez: It's more of a of a consultative approach and educating them on in in in our field. And when you do have that type of value to bring to the table.
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giovannafernandez: And when you do build up your own they're going to buy into you, because if they don't buy into you, they're not buying anything from you.
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giovannafernandez: And I think that that happened has most certainly carries it also with the brand itself. Yeah, I think just to me, just to tie it up, you know, I tell my team is, don't worry about the the transaction.
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giovannafernandez: Because even though if a transaction falls apart. You know, I mean, one can always make it up again though, it's important to worry about the customer.
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giovannafernandez: And so I don't worry about how much money this deal is going to make or whatever, you know, we don't talk about that. It's, it's, how can we service, the customer effectively.
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giovannafernandez: And if we do that, you know, things always going to happen you know the right way. Eventually, either either sooner or later. So
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giovannafernandez: You know, don't get tied up with the transaction so much by, you know, making sure that you're doing, you know, right by your customers.
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giovannafernandez: And. And if you do that, you're always going to end up doing doing well. Yeah, it's you take it takes a second to lose a customer that took you five years to to build to acquire
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giovannafernandez: Or sell. We'd rather see his action go. Bye bye.
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Chris Stuart: Right, yeah. I love that. And you know, you mentioned this several times to the Great point is the consultative approach.
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Chris Stuart: Of selling which I, you know, completely agree with. And to me, that
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Chris Stuart: When I when I hear that I initially think of you probably asked more questions.
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Chris Stuart: And listen more than you talk, right. I think that is yeah such a such a critical, critical takeaway. And the other thing, too, is the education. I've always said that
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Chris Stuart: The I think the most valuable thing to our professional real estate agents is an educated and empowered customer, the more they know
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Chris Stuart: The more valuable. You will be. And so I think that role of education is so powerful. So thanks for sharing that James to you. You know what, what do you think about putting the customer first and leveraging some of those Berkshire Hathaway brand values in that part of the process.
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James Enoch: But I think we can hit on it in
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James Enoch: An educated buyers and sellers lead to a
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James Enoch: More powerful market leads to
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James Enoch: More powerful consumer you know my buyers and sellers expect from me and I lead them to expect that, for me, the first. You know, like Jim said is we want to be a
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James Enoch: Verse of professional, but a consulting professional, I want to ask you questions and I want to hear from you.
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James Enoch: I can run my mouth all day long. My friends and family can tell you I'm very good at talking but but in this industry, we have to be very good at listening.
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James Enoch: And making sure that we're asking questions and asking the right questions. You know, if someone says, Well, I want to sell.
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James Enoch: We can put the sign in the yard. But my, my next question is, well, why are you selling and, you know, hey, what we're actually relocating which
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James Enoch: Allows again that opportunity for the referrals to be built in. So they're, you know, not only getting started with, they might not know that I can help connect them to another network professional
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James Enoch: And that's what we are. We have to not just think of ourselves as an agent, but as a professional. And that's something that I like to coach other agents, whether or not they're in my team or just in my association is we're professionals.
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James Enoch: You know, they can get connected to another network professional to help them wherever they're going to
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James Enoch: So that that power of the brand there that not only are they getting you know great service in Lynchburg market, but whether they're going to Texas or Florida, you know, wherever they're going, they get connected in there and they're being servants.
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James Enoch: So,
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James Enoch: You're being able to
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James Enoch: Have the Nate may appreciate that and they appreciate the like we were talking about the consistency of the brand, you know,
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James Enoch: Several of my sellers this year have notated that
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James Enoch: They like going through and they had my son and their yards, but my son really have a name rider attached. You know my name and number attached
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James Enoch: So when they're going through. They see Robert Johnson's got like 30 signs next door, and then they see you know mine as well. So they keep seeing the same brand. And that makes them feel confident in it and in choosing who they're working with
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James Enoch: You know, and
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James Enoch: There's just you know so much to unpack there that they appreciate you know especially like we were talking about the educated buyers when I actually had a phone call, about two months ago from a buyer that said, hey, our buyers representation just
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James Enoch: Ran out with an agent, where we're shopping for a new one we've submitted 10 offers on properties we have not got one accepted.
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James Enoch: We're ready for me representation and I sat down with them and we were having a consultation. And I said, well, what kind of offers were submitting like civil our agent wanted us like God said to get a deal.
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James Enoch: Well, they were losing out because the the statistics in our market right now. And if you're listening or home right now you have a the the list and sales prices 99.8% and the first 10 days.
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James Enoch: And the first 10 days they're submitting offers for 8085 sometimes 90% of the sales price.
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James Enoch: And wondering why it's not working while their offers are being pretty much laughed at, and just a simple rejected and it's being slapped on them.
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James Enoch: Well, their agent before welcome educating them over the fact that, like, this isn't going to work. And sometimes the deal as, as I told them you know we're not just in it to get a deal, you're in it to get a home, you know. We're not buying a car.
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James Enoch: That's not, you know, going out.
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James Enoch: We're not furniture shopping, you can get a deal when you furniture shop you you want to get quality in your home. So I was able to educate them in and out of berries statistics driven guy when it comes to that approach. And here's what the statistics say
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James Enoch: When a listing agent and showing their client, the
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James Enoch: Our offer needs to mirror their statistics as well. It's not going to work. You know, Sellers not going to take last just because
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James Enoch: You know,
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James Enoch: They're educating the buyers on
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James Enoch: What works or halfway stands for. And not just that, but but elevating our level of burdens which we, you know, expected in our office.
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James Enoch: When we are having a listing, you know that the clients have that expectation that you know they should, we should be able to give them the not just telling them. Oh, yeah.
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James Enoch: Concert them but sitting down and doing the homework. I think that, you know, our, our consumers do expect more out of us because we are in such a prominent brand.
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James Enoch: But then they can mirror that what the consistency of the brand and know that they're going to get quality service at the end of the day.
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Chris Stuart: Yeah, I love it. That's great. So, professionalism integrity having that tough conversation and education. That's great. Colton, how about you.
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Colton Whitney: So,
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Colton Whitney: When you do type of lead.
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Colton Whitney: We all monitoring that associate
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Colton Whitney: So whether he door knocking or whatever it there's a console created us doing our message and our way that
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Colton Whitney: Happening that being punched in and make sure that we're utilizing collateral and the collateral has been elevated dramatically, just by the marketing in the
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Colton Whitney: The pieces. We've been able to put together with our marketing company with excuse me with the marketing department here in Berkshire.
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Colton Whitney: But one of the biggest things for us. It's funny because you'll come out here we have a high average sales price here in orange county and you'll see these agents show up looking like they just mowed the lawn. They showed up with the black and white.
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Colton Whitney: MLS printer printer sheet and they look like they literally just rolled out of bed and they're kind of like moping around and dragging their feet through the doors and the mass half off your face.
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Colton Whitney: And it literally get to a point where I came back to the I'll never forget this day, but I just saw this agent. Number one, somebody who does good business.
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Colton Whitney: And so do you guys have any idea what your hourly rate is
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Colton Whitney: You have any idea what you're paid per hour to do what we do and to be able to live the lives that we live it and enjoy the people that we work with.
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Colton Whitney: Do any of you know, so this has become a practice of ours that we do on a monthly basis. So I want you to know what your hourly rate is if you look at your hourly rate and show up with a
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Colton Whitney: Black and white and couldn't even do the color printer copy MLS sheet no collateral for the clients to look at
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Colton Whitney: And you're in the meeting, like, Well, what do you think it's worth logo. Pull the comps with our team that it was just one of those
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Colton Whitney: Aha moments where it was a better show up with the full team made for every single property. We do it all day denounced and now before showing days you had to have our show.
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Colton Whitney: The CMA every property. So it's a little, little baby step we can take to stand apart. Jeff, who showed up with black and white MLS and its role in house, is it talking to me that lacks self respect when
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Chris Stuart: Convenient facilitating this
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Colton Whitney: So impressed. I think we've just hyper focus on with Berkshire is the
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Level of marketing pieces.
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Colton Whitney: Oh, I'm getting a ton of feedback. I'm hearing myself and that sounds
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Awful.
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Colton Whitney: Anyway, so we are not
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Chris Stuart: Getting it
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Chris Stuart: Okay, good.
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Colton Whitney: So we started making sure that we put together really good collateral to give clients before every show is before presentations with I know every brokerage is but I definitely a test on it's phenomenal.
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Colton Whitney: And, like, making sure that we're educating people we talk people into buying a house, your house or your with her with me, my dogs and may I give you the education needed so you can make
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Colton Whitney: An educated decision.
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Colton Whitney: You'll do the most favorable outcome. And so when we start doing this. What I also noticed is because there is a cost associated
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Colton Whitney: With each lead that we acquire
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Colton Whitney: How can we make sure that
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Colton Whitney: We turn that into a compounding.
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Colton Whitney: Effect where we hold on to them.
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Colton Whitney: Forever. When we came from Vegas. I mean, we did such high
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Chris Stuart: Units.
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Colton Whitney: And because our sales price was
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Colton Whitney: So low, but I didn't know if you told me one year, we did when I came out of Vegas, we did for an unplugged deals
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Colton Whitney: I couldn't have listed one address that I sold
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Colton Whitney: And honestly, that really broke my heart like I didn't
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Chris Stuart: Have relationships with these
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Colton Whitney: People, the way that I wanted to
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Colton Whitney: So when we came, we started over we put everybody on after close schedule.
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Colton Whitney: We do a buyer concierge so we set
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Colton Whitney: Up their movers, they get a call in the 48 hour they get a call on that seven day mark. They get a call on the 30 day mark and then they get a call for Italy for a mess.
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Colton Whitney: With a quarterly gift. We just started making sure that
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Colton Whitney: Once we paid to acquire that
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Chris Stuart: Lead it's
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Colton Whitney: Easy to turn that into a compounding effect. And it's in sense, we really started focusing on that in a huge way.
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Colton Whitney: Our profit margin says
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Colton Whitney: Accepted because the cost of keeping a lead or keeping those referrals is minute in comparison to the cost of generating now business and
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Colton Whitney: So we really do out of focusing heavily on that.
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Colton Whitney: Making sure that we're providing a better experience better presentation better collateral
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Colton Whitney: Provide the clients and a better post close follow up.
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Colton Whitney: System to where they never lose
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Chris Stuart: Us.
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Colton Whitney: And we never lose them.
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Chris Stuart: I love that man, that's so powerful. I mean that that was the perfect description Colton of why I was inspired to create the forever agent.
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Chris Stuart: tag and the forever brand. I mean, you, you, you just perfectly summarize the inspiration behind that, because I think that that is
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Chris Stuart: That is, to me, the biggest missing ingredient in the industry is the inability for most agents to focus on providing really lasting sustained quality value after the deal. So I love that you're focused on that. That's great.
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Colton Whitney: Thank you. Thank you, Sam.
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Chris Stuart: Is he's the one that really got us on that.
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Chris Stuart: Sam. Sam is the man, I love it, I love it. Well, thanks to all of you. You for been great. I just so humbled and honored to be associated with you so glad that you're affiliated with our great brand and
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Chris Stuart: Really, really appreciate it for you taking the time to share what's working for you and your businesses and I look forward to two great things for each of you in 2021 and hope to see you in person at some point very soon.
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Chris Stuart: For at the summit later this year. Obviously, our convention will be virtual but but again, thank you all for your time today.
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Colton Whitney: Thank you so much, you guys.
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James Enoch: Thank you.
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Chris Stuart: Yeah, and for everyone watching, thank you for your time, please tag someone in the comments that you feel like could benefit from any of this content. This will be on demand available on like Facebook Live and other
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Chris Stuart: social channels. So again, thank you to our participants. Thanks for everyone watching listening and we'll see you all soon on the next edition of forever forum. Take care everyone. Bye bye. Thank you guys, take care.
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