WINTER 2023/2024
WHERE WILL YOUR CAREER TAKE YOU?
OUR FOCUS IS YOUR SUCCESS At Realty Executives, you aren’t just part of an international brand, you are part of a community. Our offices and brokerages are a gathering place for like-minded individuals looking to take their careers to the next level, creating a brand they are proud of. YOU and YOUR SUCCESS are the driving force behind Realty Executives.
RealtyExecutives.com/JoinUs
From the desk of
PATRICK VAN DEN BOSSCHE Hello Executives! Real estate is for the fearless and the committed. Over the past few years, we have navigated a real estate market that has been simultaneously fruitful and volatile. Interest rates have increased, inventory has continued to decrease, and previously sky-high prices have normalized in many areas. One may question if the time is right to hop into real estate or if it is worthwhile to stick with it. Real estate has always been prone to highs and lows with swings from a bull market to a bear market. But real estate, unlike stocks, bonds, currencies, cryptocurrencies, and all other asset classes, will never be zero. Therefore, I firmly believe that choosing real estate as a career still presents incredible opportunities for those who dare to seize it. It is a profession where you can impact people’s lives and shape futures in a way that many other careers cannot. Whether it is helping a first-time homebuyer find the perfect pad, selling a home for empty nesters looking to downsize, or finding a primo vacation property for new retirees... you are an agent of change. These are momentous occasions for your clients, and you have the privilege of being chosen to participate. In this ever-evolving market, buyers and sellers need the guidance of a real estate professional more than ever. For nearly 60 years, our Broker/Owners and Sales Executives have demonstrated that they are adaptable, resourceful, and persevering. They think about how they can be of service to others, how they can leverage what they are good at, and how to achieve their goals in and out of work. They embrace the changes, challenges, and successes that come with entrepreneurship. They control their own destiny. As a result, business ownership in the Realty Executives network takes on many different forms. To the fearless who have chosen to hang their stars at Realty Executives: continue to be yourselves. There is no ceiling to your success, and we are here to support you along your unique path, whatever that may look like. We laugh together, cry, yell, celebrate, and congratulate together. We are in for the long game and look forward to watching your real estate careers not only sustain, but flourish. I could not be amongst better company.
Patrick van den Bossche Realty Executives International, President
THE REAL ESTATE TRAJECTORY:
WHERE WILL YOUR CAREER TAKE YOU? Be your own boss. Start your own business. Control your destiny. We hear these statements from childhood to adulthood. The idea of business ownership has become the pinnacle of the working world, but why does it have to be the final destination in our career journey? Real estate is a stable industry, and as such, it is no surprise that it attracts individuals with an entrepreneurial spirit into a variety of roles. Finding your fit in the real estate world is a purpose-driven and passion-fueled journey that evolves over time.
DETERMINING YOUR PATH At Realty Executives, there are many options for entering the real estate space. It can be a first job, last job, dream job, career change, or part of a dual-career path. Additionally, we provide paths that allow business owners to evolve, right-size their business, and find the fit that meets their goals and objectives. The path is often multi-directional, providing the flexibility that attracts entrepreneurs. Gone are the days with the one-size-fits-all model!
LICENSED REAL ESTATE AGENT The average person may not realize that real estate agents are business owners! Becoming a licensed agent is often the starting point on the real estate entrepreneur’s journey. Licensed real estate agents are independent contractors that utilize the services and support of a licensed broker and brokerage. While brokerages have policies and procedures that agents must comply with for compliance purposes, the agent is still responsible for his or her business. Agents have full control over schedules and working hours, are expected to network and prospect, select their own marketing strategies, and more. Each agent can determine the time and effort that he or she wishes to pour into the business. A career in real estate attracts people from all industries and stages of life. It is an exciting opportunity to jump into business ownership with low barriers to entry.
BUSINESS STRUCTURE
OPERATIONAL INDEPENDENCE
FINANCIAL INDEPENDENCE
Independent contractor hanging his or her license at a brokerage. Many agents choose to incorporate, which could mean creating an S Corp or LLC in the US, or a PREC in Canada.
Real estate agents must comply with local rules and regulations, brokerage policies, and the oversight of a licensed broker. However, there is little oversight or restriction placed on sourcing business, growing business, work hours, etc.
Like most entrepreneurs, Executives enjoy financial independence. There is no ceiling on the amount of income they can generate; their income is based on their sales efforts and the overall expense management of their personal business. Overhead is generally low. Expenditures to the Realty Executives brokerage are modest due to the fair and competitive pricing models offered.
CLIENTELE
RISK/REWARD SCALES
EXPANSION OPPORTUNITIES
Executives will spend the bulk of their time building relationships and networking. This ensures that the Executive will acquire new clients while benefiting from repeat and referral business from their sphere of influence. All marketing efforts target potential buyers, sellers, investors, or renters.
Fluctuations in the housing market and economy can impact real estate business. While savvy realtors adapt and navigate changing markets, less experienced or skilled agents may opt to leave the business.
With Realty Executives, there are no boundaries on where Executives can sell. Executives can become neighborhood experts in many areas. Additionally, Executives can expand business into other branches of real estate, such as commercial, luxury, rentals, or property management.
The moment I decided to become an entrepreneur was when I realized that I had the ambition and drive needed to be successful in this field. I knew that real estate would give me the opportunity for financial freedom while being my own boss. This gave me the motivation I needed to get my license and start my own business. As a real estate salesperson, having a comprehensive understanding of the local area and its amenities is essential. My skills and expertise in client relations, negotiations, marketing, and budgeting make it possible for me to confidently handle the many tasks associated with real estate sales. Organization and the ability to work independently is also important. Before I became licensed, I carefully assessed the risks involved in entrepreneurship. I considered the potential for failure and potential challenges in running my own business, and these assessments enabled me to create an effective business plan that addressed these risks. If you are considering entering the real estate profession, I recommend that you find a mentor or a brokerage that can teach you all the skills around building a business! Real estate is like any other industry; you have to work hard and pay your dues to find true success.” CODY RAMIREZ EXECUTIVE REALTY EXECUTIVES PHOENIX
Lifestyle is often derived from taking thoughts and dreams, working hard, and turning them into reality. And sometimes, when you least expect it, change happens. In August 2015, my husband and I moved to Rockport, Texas, chasing the dream of living near the water. After spending 25 years in healthcare management, I switched paths and opened a local restaurant/bakery/bistro in the area. Shortly after, Hurricane Harvey hit the coast. I immersed myself into our community to contribute toward local recovery via Rockport-Fulton Chamber of Commerce’s Leadership Aransas County program. Our team made significant legacy economic development, community, and environmental program contributions. Those experiences catapulted me to my next venture: real estate. My biggest real estate challenge was finding the right brokerage. Realty Executives Coastal Bend is my real estate ‘home.’ Michael Neuman [Regional Developer in South Texas] provided an open door to a business model that provides all the marketing tools, broker support, and income I had envisioned when becoming a real estate professional. The key to my success has been networking with folks, providing a high level of real estate related services, and understanding the market. Additionally, my peers at Realty Executives are a group of stellar, likeminded business individuals with no reserve when it comes to encouraging and assisting each other both professionally and personally. We have a good group of real estate veterans who continue to soar in sales and open opportunities for others to exceed. Take time to interview brokerages to find the one that speaks to your goals and success. Believe in YOU, work YOU, and avoid comparing your achievements to others. The right group of realtors will be involved in your success and you in theirs.” DANA KISEL EXECUTIVE REALTY EXECUTIVES COASTAL BEND
TEAM LEADER Often, successful agents decide they will scale their real estate business by forming a team. The team model can be a necessity when solo agents get too busy to handle all incoming business or wish to have better work-life balance. Alternatively, adding team members can be a way to create synergy and grow business. It allows each member to leverage their skills and delegate the activities that do not align with their skills and interests. Team leaders enjoy the freedom of selecting the team members that will participate in the real estate business, but with decreased responsibility and liability than a licensed broker or franchise owner. The structure allows the team leader and team to primarily focus on sales, with light operational structures and low overhead risk. It is a wonderful model for entrepreneurs looking to increase revenue without having to significantly increase expense.
BUSINESS STRUCTURE
OPERATIONAL INDEPENDENCE
FINANCIAL INDEPENDENCE
Most teams function as a part of a brokerage, with licenses hung with the brokerage. Team members are often licensed agents, though it is also common to have unlicensed team members who supply administrative and marketing support. Team leaders may organize the business in various ways, depending on regulations in their area: LLC, Partnership, S Corp, C Corp, or PREC, for example.
Outside of minding local rules and brokerage policies, team leaders determine the policies and procedures that the team will follow. The team leader can add and terminate team members at his or her discretion, can choose where to invest team marketing dollars, select the systems the team will use, and more.
Like the licensed agent, team leaders do not have limits on income. Additionally, the teams benefit by having multiple people closing transactions at the same time, creating multiple revenue streams. However, team leaders may have to shoulder expenses that the solo agent does not- such as payroll, larger office rent, or team technology platforms. While these expenses are fully controllable, they must be actively managed.
CLIENTELE
RISK/REWARD SCALES
EXPANSION OPPORTUNITIES
Like the solo agent, team leaders will spend a great deal of time building relationships. This includes networking, maintaining their sphere of influence, prospecting, and generating leads from new or repeat clients. In many situations, the team leader acts as the rainmaker for team- generating the bulk of the business to be delegated amongst the team members.
Fluctuations in the housing market such as tight inventory or drooping home prices could make it difficult for team leaders to maintain the team. However, this risk can be mitigated by scaling the team with intention. For example, many team leaders start by adding one team member. When the team reaches a sales plateau or is struggling to keep up with the number of transactions, another team member can be added. This helps teams grow headcount in proportion to sales volume.
With Realty Executives, there are no boundaries on where Executives can sell. There are no minimums or maximums in connection with the size of a team. Some limitations may exist on where a team office can be located if the team offices outside of the brokerage building.
Additionally, team leaders have another type of client- the agents working on their team. Team leaders provide vision, guidance, mentorship, and business opportunities to their agents.
Additionally, it is extremely beneficial to recruit or develop team members who source additional business versus relying solely on leads from the team leader.
My motivation to enter real estate was to create a business model that was unique and necessary, and I found that my skills were best matched with older adults. I found meaning in guiding older adults with the extra attention and patience they deserved. This goal superseded any fear of financial failure. I never envisioned myself as a team leader. Managing others was never on my bucket list! However, I had a dream of building a senior niche business for many years but wanted to take it to a higher level. I could not give it the attention needed without the assistance of others who would pursue this vision with me. Additionally, it has always been important for me to have balance between work and family. There were times when I was a solo agent that I could not spend quality time with my children, and I realized that by being a team leader, I could do the things that I love to do and still be successful in supporting the family I love. My business was not growing the way I intended because I was too busy going on appointments, avoiding delegation, and balancing my family and business. Then I hired our company secretary, as she decided to expand her career as a full-time administrator for my business. She instantly absorbed all my intentions for my niche business, but then would take each task to a new level. The light went on as to the power of synergy. It is exponential when all are working towards the same goals and dreams.
It takes a village to be truly successful. As I shared my experience and knowledge from many years in the real estate industry, I felt a sense of gratification- a way to leave a legacy. I have been a full-time Realtor® for 45 years, and as I trained my team, I realized that I had abilities to lead that I had never seen in myself. I saw it in the eyes of my team as they began to flourish and realize the power within them. That is when I knew that being a team leader was not only my purpose, but a gift that I shall cherish forever. Our team is on the same page when it comes to our goals as senior real estate professionals. I had to find the right people with a high sense of kindness, empathy, intelligence, competence, and integrity. The team members are the key to any success I have achieved. They motivate me every day to do better and guide them the best way I know how. We have synergy and are all moving in the same direction for a purpose greater than ourselves. My long-term goals involve replacing myself as the team leader and selling my business to the team member that I trained for this purpose. I want her to have a successful career in managing what I have built and watch her take it to a new level. After she takes over, my legacy will be secure and will provide income in my retirement. I work with my wife of 50 years, Jeanne, and we have always put family first. We have two daughters and seven grandchildren. They have blessed my life and I in turn have been able to share my success with them. Balance is the key to happiness and longevity. The risk involved in creating a real estate team was well worth it, and now we have created a senior niche business that is flourishing in every business cycle.” BRUCE NEMOVITZ TEAM LEADER, BRUCE’S TEAM REALTY EXECUTIVES INTEGRITY
POWERED OFFICE The next step in the real estate entrepreneur’s journey is to own and operate a Powered Office. This model offers a pathway to continue in a leadership role in the operation of one’s own branch. It is a hub and spoke model where Powered Office leaders own their business and manage all operations, but lean on the support of a larger, established brokerage. It is a wonderful fit for high producing agents, team leaders, and independent brokerages looking to benefit from economies of scale, support, and aligning with a larger Realty Executives brokerage. While traditional franchise owners deal with a significant amount of back-office administrative work, the Powered Office model allows the business owner to pass many of those tasks over to the sponsoring brokerage. This allows the Powered Office members to focus on what they do best: selling real estate. The Powered Office model is the halfway point between a real estate team and a full-fledged franchise. In addition to selecting the office location (some lease space, others own the building), the Powered Office owner determines the systems and processes for the branch. He or she is responsible for recruiting agents to the office as well as establishing policies and procedures, marketing strategies, lead generation, and more.
BUSINESS STRUCTURE
OPERATIONAL INDEPENDENCE
FINANCIAL INDEPENDENCE
Varies based on location; in certain states and provinces, the agents working in a Powered Office are required to hang their license with the sponsoring brokerage. In other areas, the Powered Office is treated as an independent brokerage / boutique brokerage that contracts the back-office work but does not have to associate with the brokerage for any other purpose.
Powered Office owners must follow local real estate rules and may have some transaction management guidelines from the sponsoring brokerage. Aside from that, the Powered Office owner determines the policies and procedures that the agents will follow. He or she can add or terminate team members at his or her discretion, create or alter commission plans, control marketing investments, and more.
There is no cap on the amount of revenue that a Powered Office can produce, nor are there restrictions on fee plans offered or the number of realtors within the office. However, as an office owner, there are some financial risks. The Powered Office owner will be responsible for the lease of the office space, payroll, brokerage services costs, and more.
CLIENTELE
RISK/REWARD SCALES
EXPANSION OPPORTUNITIES
The Powered Office leader has two target client groups: real estate agents and consumers. It is important for the Powered Office owner to recruit and retain producing agents so the business can continue to grow. Additionally, the Powered Office owner must maintain their contact with consumers for sales purposes. Owners must actively work on building their brand recognition for both target groups.
Fluctuations in the housing market and economy will impact the Powered Office just as it impacts all other real estate entrepreneurs. It is important that the Powered Office owner makes solid financial decisions when setting up the office. For example, it would be risky to overcommit to office space (before there are agents to fill it), long term leases, high rents, and other services without established ROI.
With Realty Executives, there are no boundaries on where Executives can sell. However, Powered Office locations must be approved by the brokerage and, sometimes, the franchisor. Unlike other large real estate brands, Realty Executives does not want to cannibalize local real estate business by opening multiple offices across the street from each other. Each Powered Office should have the opportunity to “own the neighborhood” where it is located. If the territory is available, a Powered Office can consider it!
For those considering the Powered Office model, we offer a few pieces of advice: 1. P lan and set clear goals. Define your vision, mission, and long-term objectives before diving into office ownership. 2. A ssess the market and competition. Identify gaps or opportunities that you can leverage to differentiate your business. Our interest in the Powered Office model stemmed from its ability to offer the freedom and autonomy of ownership with the resources and support network of a larger brokerage. It seemed like the ideal fit for us; it combined the best of both worlds and aligned perfectly with our professional aspirations and needs. One of our primary motivations for exploring the Powered Office model was the desire to explore a new path and break away from the conventional team structure. We were intrigued by the concept of fostering independent contractors and supporting them in growing their businesses and shaping their success. Taking on ownership was driven by our passion for empowering agents and building an environment that nurtures entrepreneurial growth. The Powered Office model has played a crucial role in our journey. It provides us with a strong support system and foundation for growth. The backing and guidance we received from the Knoxville brokerage during the pandemic enabled us to navigate uncertainties and maintain our trajectory towards success. The model empowers us to adapt, thrive, and seize opportunities in an ever-evolving real estate landscape. The key to our success is our commitment to upholding high standards, fostering a culture of excellence, and offering unwavering support and training to our team. Additionally, our collaborative relationship with leadership at Realty Executives Associates has been instrumental in our achievements. We have developed a strong rapport, characterized by open communication and mutual trust. They have consistently demonstrated their commitment to our business, and are always ready to lend a helping hand, share their wealth of knowledge, and provide valuable guidance.
3. C ultivate a strong support network. Prior to opening, we sat down with the ‘behind-the-scenes heroes’ at Realty Executives. We wanted to know how the cheese was made and how to model our office. Establish long-term relationships with experienced professionals, mentors, or real estate associations who can offer guidance, support, and industry insights. 4. I nvest in training and education for yourself and your Executives, and include a robust onboarding process. Stay updated on trends, regulations, and best practices. Provide resources to your agents to enhance their skills and knowledge. 5. F ocus on client satisfaction. Prioritize exceptional customer service. 6. Embrace technology and innovation. 7. F oster a positive company culture by promoting teamwork, collaboration, and continuous growth. Encourage open communication, provide mentorship opportunities, and recognize and reward achievements. Our long-term goals for Realty Executives AssociatesMain Street are to ensure continuous growth and to deliver exceptional training and support to our agents and clients. It is important to maintain our position as the number one brokerage in our area. We are committed to fostering an environment of excellence and constantly raising the bar in terms of service quality and customer satisfaction. By consistently striving for improvement and staying ahead of industry trends, we aim to establish our business as a trusted and sought-after destination for real estate needs in our region.” SCOTT & JULIA WILSON POWERED OFFICE OWNERS REALTY EXECUTIVES ASSOCIATES- MAIN STREET
FRANCHISE OWNERSHIP Starting and operating a real estate brokerage is challenging and time consuming, but results in tremendous professional growth. It requires the brokerage owner to shift focus from personal sales to business operations. This means the primary clients are real estate agents and employees rather than home buyers and sellers. Financial management and compliance require a greater time commitment than in agent, team, or Powered Office models. This can be a nice fit for individuals who find joy in people management, including recruiting, training, and coaching. As one of the oldest franchise brands in the industry, joining Realty Executives can lend instant credibility and trust to the brokerage, making it easier to attract and retain professional, productive agents as well as clientele. It also allows brokers, owners, and Executives to tap into an international network for referrals, best practices, and collaboration. Most importantly, partnering with a franchise allows owners to tap into technology, marketing, training, and support versus having to piecemeal together an offering. Realty Executives provides high value without high costs, so franchise owners can invest in complementary products and services if it makes sense for their business. The Realty Executives model provides a great deal of freedom and flexibility, allowing each franchisee to design and operate their business as they see fit.
BUSINESS STRUCTURE
OPERATIONAL INDEPENDENCE
FINANCIAL INDEPENDENCE
Each brokerage is independently owned and operated. Brokerage business entities vary from country to country, so it is common to see LLC, LLP, Partnership, S Corp, C Corp, Sole Proprietorship, or Corporation structures. Brokerages typically employ individuals to handle the administrative functions of the brokerage such as office management and accounting. Owners often tackle these administrative tasks until the brokerage reaches critical mass. The real estate agents are independent contractors.
Realty Executives Broker/Owners are required to follow the rules and regulations of the state or province’s real estate governing body, local association, and MLS. Outside of those rules, our Broker/Owners have complete decision-making authority when it comes to brokerage operations and internal matters.
While there is no limit to the amount of revenue that a brokerage can generate, there are some financial risks involved with owning a brokerage. Starting a brokerage often requires a significant investment at the outset (brick and mortar, payroll, insurance, etc.) as well as ongoing expenses. Brokerage income is dependent on agent sales and service fees.
CLIENTELE
RISK/REWARD SCALES
EXPANSION OPPORTUNITIES
The owner’s clients are the real estate agents and employees. Although brokers and owners may still participate in personal real estate sales, personal sales should be kept as a separate business from the brokerage business.
Many variables can impact brokerage revenue. Changes in the market such as a drop in inventory or decrease in average home prices alter agent sales volume and commissions, which alters the amounts collected by the brokerage. Additionally, inflation can drive expenses such as utilities, rents, office supplies, and more. However, there are steps that each brokerage can take to ensure profitability. Each brokerage has the freedom to create and offer any type of agent compensation plan. Conservative spending and careful expense management cover the other side of the coin.
Realty Executives is one of the few franchise brands that believes in protected territory. This means that other Realty Executives franchise owners cannot open offices in a fellow franchisee’s territory. This allows the brokerage to become the local expert and real estate source in the area, and it allows the brokerage to open multiple office locations. Assuming surrounding territory is available, the Broker/Owner can add territory to grow the business. There is no limit to headcount and the Executives can still sell without any kind of geographical boundaries.
With experience as a franchise owner of 32 restaurants, I knew that owning my own real estate office was the next, perfect step in my real estate business. I needed a company that did not make me fit into their model; instead, I wanted a company that allowed me to dictate and control my vision for the business. Realty Executives offered me the possibility to do this when no other real estate franchise would. My vision included several small locations with low overhead that could offer Realtors® amazing support with a fun working atmosphere. I knew the day I met Scott Gilmour [Regional Developer in Ontario, Canada] that Realty Executives was going to be family. Scott has provided me with over a decade of on-going support. There is no one that cares more about the Broker/Owners in Ontario than Scott. My long-term goals are to continue to grow with the Realty Executives brand, opening many more small offices (4-5 Realtors®) in the smaller rural communities near me. In today’s industry, Realtors® face a higher degree of competition due to the internet, increasing business costs, and less commission than in the past. Buyers are savvier and expect their Realtor® to be on top of marketing strategies to offer a unique approach to buying or selling their home. Through PrimeAgent, our Executives have the tools they need to grow their businesses and stay on top of trends and market conditions. The key to success in my business has been surrounding myself with like-minded individuals, including other Realty Executives Broker/Owners and my Executives. I seek out Realtors® who think like I do- Realtors® who want to grow and be a part of something larger than just their local office. As a Broker/Owner, I have a very healthy work-life balance, which can be partially attributed to surrounding myself with positive, productive, and likeminded real estate professionals.
In my brokerage, I rely on my Executives to have a team mentality; they work together and help each other as required. I offer compensation for tasks they perform which generates revenue for all of us. Because we work with a team mentality, it feels like family. When I started in 2013, I did not realize that Executives were going to be the key to growth for the business. My Executives have been instrumental in growing Realty Executives Real Estate Ltd. and have brought a wealth of knowledge to my offices. They are considered my second family, friends, and business partners. My advice for someone considering starting a brokerage: explore your options and choose the right fit. It is important for your strategic goals to align with the franchise’s long-term goals. I would recommend that you speak to the leadership team at Realty Executives or local leadership (like Scott). You should understand your opportunities within Realty Executives so you can make the best decision for you and your business.” KELLY BLAIR BROKER/OWNER REALTY EXECUTIVES REAL ESTATE LTD.
“I discovered my entrepreneurial spirit in my late twenties when I realized that I needed to be my own boss. I think many people have a genetic desire to build something for oneself, and it inspires people to work on something they can call their own. The pivotal moment that drove me toward franchise ownership was when I discovered I had a heart to teach and a passion to help real estate agents succeed in business and life. Realty Executives had the foundation with a proven formula for success, and I did not desire to spend a ton of time trying to figure out how to win. In the beginning, the biggest challenge to starting the brokerage was patience. Patience is needed to grow anything at scale. The next challenge was time. However, I have always believed you should set your own schedule and hire accordingly. Following my own advice, I was able to cultivate an environment where I could assist agents and still take time for myself and my family. It created a strong foundation so we could healthfully grow the business and provide robust support to all the Executives. While there have been many technological changes to the industry, ultimately the real estate business is the same and has come full circle. Real estate has always been a ‘people first’ industry and will continue to be. The key for every successful company is to develop a culture that will foster a ‘people first,’ ‘relationship first’ atmosphere. The growth we have been enjoying can be attributed to this mentality. We emphasize growth, learning, and cooperation at Realty Executives in The Villages. Our company culture is the number one element in agent attraction. For those considering brokerage ownership, it is important to understand why you want to do it. Make sure it is not just to get out of production. You need to have a strong desire to lead and help agents win. My long-term aspiration is to see all my Executives become independently wealthy. Focusing on their success helps my business succeed, too. Last, if you are an existing brokerage owner and are considering franchising or switching franchises, be ultra-clear on the reasons for making a change. Ask questions and do your research to make sure that the franchise aligns with your longterm goals.” GLENN STEIN BROKER/OWNER REALTY EXECUTIVES IN THE VILLAGES
When I first started out in the real estate industry in 1987, I struggled because I did not have the support or training I needed to succeed. Additionally, none of today’s technology or digital tools were available. It took a long time to learn, evolve, and become successful in the industry. That experience helped me realize the importance of training as I decided to launch my brokerage business many years ago. After several years of owning and operating my brokerage, I began to think about franchising. I spent a great deal of time exploring franchise options. Realty Executives stood out to me due to its long-standing reputation for a cutting-edge technology platform and agent-focused approach. Realty Executives’ commitment to providing agents with tools, technology, and training aligned with my vision for creating a thriving real estate business. I decided to convert to a Realty Executives franchise when I recognized how a well-established, international brand could combine with our established, niche resort real estate brokerage to take the company to the next level. I saw the immense potential in the real estate market already established here in Crystal Springs Resort, and I knew that aligning it with a reputable franchise would not only give me access to a ton of amazing training and marketing resources, but also provide credibility and support. The combination of independence and support offered by Realty Executives was a motivating factor in my decision. It allowed me to maintain full control over my business while still benefiting from the resources of an established, larger network. This enabled me to build brand presence in my local market while tapping into a national network of professionals.
The key to our success has been a combination of factors: an already established brand identity, a commitment to agent success, training, and retention, and a brokerage culture that is fun, collaborative and client focused. Our Executives are our business. If we treat them well and train them well, they are bound to succeed. Additionally, we have a fantastic office staff that keeps the office organized and running smoothly. My long-term goals for my real estate business include establishing a prominent position in the local market, becoming the go-to brokerage for clients in the area seeking our experienced and client-driven service, and creating a culture that attracts and retains exceptional agents. I also aim to expand my franchise presence, maybe opening additional offices in surrounding markets. For those dreaming of opening a brokerage, my advice would be to thoroughly research the market and understand the responsibilities of running a brokerage. Building a solid business plan, investing in ongoing training and marketing, and assembling a dedicated team will be essential for navigating the challenges of entrepreneurship. For those who are looking to align with a franchise, conduct a comprehensive assessment of your existing brokerage’s strengths and weaknesses. Choose a partner that complements your business strengths and offers resources to address its weaknesses. Align with a franchise that shares your values and vision. And most importantly, maintain clear communication with your team as you make the transition. It is key to maintaining morale and continuity.” GLENN SCHECHTER BROKER/OWNER REALTY EXECUTIVES MOUNTAIN PROPERTIES
Real Estate Agent Branding THE POWER OF
OAKLEY SIGNS SETS THE STANDARD FOR SIGNAGE EXCELLENCE
In today’s competitive real estate market, establishing a strong brand as a real estate agent is crucial for success. A well-crafted and consistent brand identity not only sets an Executive apart from the competition but also instills confidence in potential clients.
Oakley Signs, a family-owned-andoperated, leading sign manufacturing company since 1972, understands the importance of branding and the impact it can have on building consumer trust. With the ability to promote agent brands while leveraging the recognized and trusted franchise branding, Oakley Signs has become the industry’s top choice for signage solutions.
W HY AGEN T BR AND I NG MATTERS
1
ESTABLISHING A MEMORABLE IDENTITY
Branding enables real estate agents to create a distinct and memorable identity. A strong brand sets the stage for creating lasting impressions on clients, making it easier for them to remember and recognize the agent’s services. Oakley Signs understands the significance of a unique brand identity and offers a myriad of customizable sign templates that allow agents to showcase their personal logo and messaging along with the Realty Executives brand logo, colors, and messaging. This effectively reinforces the Executive’s personal brand without losing the power of the international brand that has been trusted and recognized for nearly 60 years.
2
BUILDING TRUST AND CREDIBILITY
Consumer confidence is built upon trust and credibility. When clients perceive an agent as a reputable and reliable professional, they are more likely to choose him or her as their real estate agent. Branded yard signs that include the Realty Executives logo, Executive’s personal brand, and contact information convey professionalism and credibility. Outdated, damaged, or improperly branded signage does not create the sense of familiarity and trust Executives want to establish. Oakley Signs, with its years of industry experience and commitment to excellence, has become synonymous with quality and reliability. By leveraging Oakley Signs’ products, real estate agents can enhance their brand image, giving clients a sense of assurance and confidence in their services.
3
CONSISTENCY ACROSS MARKETING CHANNELS
Branding consistency across various marketing channels is key to establishing a strong and recognizable presence. Executives’ marketing strategies include print media, digital media, and more. Signs are an important part of the overall marketing plan. Oakley Signs offers a comprehensive range of signage solutions, ensuring consistent branding across yard signs, banners, riders, and other products. By maintaining visual continuity, real estate agents can reinforce their brand identity at every touchpoint, reinforcing consumer trust and leaving a lasting impression.
“Excellent quality sign! The design team worked hard to accommodate my specific design needs to produce a quality, beautiful product that met my unique needs. Very pleased! Will absolutely use them again! Service and delivery were prompt. Exceptional customer service!”
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DIFFERENTIATING FROM COMPETITORS
In a saturated market, it is essential for Executives to differentiate themselves from competitors. Oakley Signs understands this need for uniqueness and offers innovative and customizable sign options that help Executives stand out. By incorporating eye-catching designs and distinct branding elements, Execs can create a powerful and memorable brand presence, setting themselves apart from the competition.
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QUALITY AND DURABILITY
While brand identity is crucial, the quality and durability of signage materials cannot be overlooked. What realtor wants to replace signs multiple times a year? Oakley Signs excels in this aspect, using premium materials and advanced manufacturing techniques to ensure long-lasting and durable signs. Investing in high-quality signage from Oakley Signs not only enhances brand perception but also demonstrates a commitment to excellence and attention to detail, further instilling consumer confidence. Real estate agent branding plays a vital role in establishing a strong presence, building consumer trust, and gaining a competitive edge in the market. Oakley Signs, with its unwavering commitment to quality and customization, has emerged as the preferred choice for Executives looking to leverage the power of branding. By partnering with Oakley Signs, real estate professionals can strengthen their brand image, differentiate themselves from competitors, and gain the trust and confidence of prospective clients. In an industry where perception matters, investing in effective branding with Oakley Signs can propel Realty Executives towards long-term success.
TRAINING HIGHLIGHTS Real estate is a highly competitive industry that requires ongoing education to keep up with market trends, rules and regulations, marketing strategies, and more. Training and education equip Executives with the skills and knowledge needed to provide world-class service to clients, and to build a sustainable real estate business. Executives, Broker/Owners, and Administrators in the Realty Executives network have numerous opportunities throughout the year to learn from each other, share best practices, and brainstorm business strategies. Continue reading to learn more about some of our most popular courses in 2023- the Powered By Experts Series™, Military Homeownership Expert program, and the Digital Marketing Executive certification course!
Powered by Experts™ Series Designed as an ongoing training experience for the Realty Executives network, the Powered by Experts™ series began in February and offered multiple sessions throughout the year. These curated training sessions were hosted by professionals in and around the real estate industry. Attendees had the opportunity to learn about various topics, including FUNdamism, mortgage rates, building a social media following, digital advertising, working with seniors, and using Facebook, LinkedIn, Canva, and artificial intelligence in marketing. Have a suggested topic or guest speaker? Let us know! There will be more sessions available in the near future.
Military Homeownership Expert Many Execs are on their way to becoming experts in serving those who have served the country! In partnership with the military branch of USA Mortgage, the Military Homeownership Expert program was offered in March and June 2023. In the two-hour sessions, instructor Brett Kelley began with an overview of the military branches including a brief history of each, an explanation of the ranking system, and language used in the military. Attendees went on to learn about the VA loan process in detail, covering subject matter such as eligibility, entitlement, and the funding fee process. Appraisals, inspections, myths, and common questions about the VA home loan benefit were also addressed. Roughly 600 Executives registered for the course. Those who completed the session were awarded with a certificate of completion and a custom Military Homeownership Expert logo to use in their marketing collateral.
Digital Marketing Executive (DMX) Each year, Realty Executives International hosts the Digital Marketing Executive training course. The course content is revamped annually to deliver the most up-to-date insights, timely trends, and innovative strategies for the digital world. The 500 Executives who registered for the course learned how to leverage various online profiles using the assistance of artificial intelligence. From there, attendees went on a deep dive into content marketing on the web, weaving in SMS marketing tactics, and working past clients and sphere of influence. The final session included a special segment on Canva with Elizabeth Wright of Realty Executives Phoenix, and social media tips and tricks with Kyle Basila of Realty Executives Associates.
INTERNATIONAL
AWARD WINNERS Each year Realty Executives International collects submissions for the Top Solo Executive, Top Team, and Top Gun awards. These awards represent the best of the best throughout the Realty Executives network. From lone wolf to dynamic duo to power team, these award winners demonstrate how real estate success can be achieved at multiple levels.
TOP SOLO EXECUTIVE
TOP TEAM
TOP GUN
The Top Solo Executive award is issued to top-ranking Executives based on gross commission dollars and transaction sides. Eligible Executives cannot utilize any licensed help but can have up to 100 hours of unlicensed help.
The Top Team award is given to two licensed Executives who are working together equally. This means that they have equal 1099s (if in the United States) or T4s (in Canada). Like the Top Solo Executives, eligible teams cannot utilize any licensed help but can have up to 100 hours of unlicensed help.
The Top Gun award is typically awarded to teams of three or more, but the category also includes those who do not qualify for the Top Solo Executive or Top Team awards. Nominees for the Top Gun award consistently work with or employ licensed assistants and/or unlicensed individuals. There is no restriction to the number of hours of help provided to the Top Gun. Additionally, there is no limit on the number of team members or assistants involved with the business.
Christine McConnaughay Realty Executives McConnaughay Gold in commission dollars Gold in transaction sides Denise van den Bossche Realty Executives Phoenix Silver in commission dollars Sofia Gil Realty Executives Arizona Territory Bronze in commission dollars Silver in transaction sides
James & Veronica Kavanagh Realty Executives Plus Ltd. Gold in commission dollars Mary Jo Amos & Ann Miller Realty Executives Arizona Territory Silver in commission dollars Bronze in transaction sides Karen Pokorney & Kimberli Edington Realty Executives Phoenix Bronze in commission dollars Ben & Julie Koerner Realty Executives Phoenix Gold in transaction sides Heather Heiligenthal & Jared Cerda Realty Executives Yuma Silver in transaction sides
Eric Williams Team Realty Executives Phoenix Gold in commission dollars The Azar Team, Sam Azar Realty Executives Yuma Silver in commission dollars Fairfield Homes Realty Executives Arizona Territory Bronze in commission dollars Corner Connect Realty Executives Arizona Territory Gold in transaction sides Carol Dobrzynski Team Realty Executives Premier Silver in transaction sides The Real Deal Real Estate Team Realty Executives Exceptional Realtors® Bronze in transaction sides
A BRAND BUILT FOR EXPERTS When you join Realty Executives, you are joining a unique community where Executives build each other up by educating, growing, and inspiring. Surrounding yourself with the best in the business is a way to level-up your game and thrive, regardless of the stage of your career.
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