How One Real Estate Agent is Having the Busiest Summer of His 15-Year Career

If there’s one constant in Torrence Ford’s business, it’s change.

Despite an unusual spring, the Broker/Owner of RE/MAX Premier in Atlanta is currently having the most successful summer of his 15-year career. With everyone having to adapt to so many facets of change, Ford has taken the opportunity to demonstrate thoughtful leadership in his RE/MAX office and throughout his community.

In March, when the COVID-19 pandemic shut down much of the world, Ford’s course of business shifted – but never slowed.

“When COVID began, I was on the phone a lot. People were calling me out of fear, not knowing what to do with their properties,” explains Ford, a RE/MAX Platinum Club and Hall of Fame member. “During that time, my own success came at a cost because I was spending much more time than usual simply reassuring people that they would be OK.

“Every day I’m still doing simple health checks, reaching out and saying, ‘Hope you’re doing well.’ In those check-in calls, I’m not asking for – or even mentioning – business. But I’m finding out where people are in their lives and if any changes are underway. Many people have lost loved ones, taken pay cuts or just need to downsize.”

Being a resource for comfort has been – and continues to be – Ford’s biggest priority in helping clients. The housing market in Atlanta has been booming in recent weeks, but he is still seeing trepidation among clients. This is especially true for the clients selling with urgency due to factors like loss of employment, but now – in a seller’s market – having nowhere to go as they get outbid when searching for a replacement home.

“Six months ago, sellers who had their home on the market had around 30 days to make up their minds with offers on the table. Now, they have anywhere from 30 minutes to 48 hours, depending on when the property was listed,” Ford shares. “With everything going on at the moment, we have to remember to keep things fun and light for our clients because people are already stressed with the unrest in the country and COVID – and now they may not have a new home to move into due to their homes selling quickly. We’re just trying to be a landing pad of comfort.”

This dedication to clients doesn’t just take heart – it requires around-the-clock commitment.

“If you’re doing real estate as a hobby, now is not going to be your time to shine,” says Ford. “But if you’re doing real estate as a full-time job, you’re passionate, and you stick to a schedule and goals, you’ll find success right now and will continue to.”

Ford positions himself as a leader in the community by staying relatable.

“A couple neighbors and I have gotten together and completed beautification projects in the community,” he says. “Recently, we’ve stained fences and benches in common areas around the neighborhood. I’m not necessarily always trying to sell a house, but I do want to always be engaging with the people.”

Families are making important decisions this summer based on changes they’ve experienced in the past few months. Ford is seeing many Atlanta residents relocating to the suburbs now that they’re spending more time at home, learning from a distance and facing shorter commutes with less traffic. Some are downsizing to save money while others are upsizing with savings accumulated from staying indoors all spring.

“Ultimately, the best key to success right now is keeping open communication with people and checking in with them – not searching for business but just seeing how [members of the community] are doing and asking if they need support,” Ford says.