Great Offices: SC Firm Wins With Agent-First Philosophy

Despite a bustle of energetic activity, the receptionist at the North Myrtle Beach office of RE/MAX Southern Shores wastes no time singling out visitors and offering a warm greeting.

An emphasis on superior service and agent satisfaction is paramount at all three RE/MAX Southern Shores offices, located along South Carolina’s Grand Strand coastline. Front-line office support personnel hold the title of Creator of First Impressions.

Broker/Owner Mandy Becker, aka Head Cheerleader and Chief Executive Optimist, opened her first brokerage, RE/MAX Southern Lifestyles, in 2007.

Historically, RE/MAX offices in the area were owned and operated individually, with 12 different ownership groups at one point. Becker changed that in 2010 when she acquired the longest-standing RE/MAX brokerage on the Grand Strand, RE/MAX Southern Shores in North Myrtle Beach. She took on the Southern Shores name for her growing enterprise, and has since acquired and merged two additional RE/MAX offices in the area.

Today, Becker leads the growing business and its three offices with Broker/Manager Tad Fulford, aka Director of Corporate Evolution.

A poster touting the brokerage’s recent ascent to the No. 1 spot in market share is proudly displayed in each of the RE/MAX Southern Shores offices, and the achievement speaks volumes to how far Becker and her team of Sales Associates have come in such a short time.

To Becker, the secret to success lies in strong office support, empowered agents and a prevalent entrepreneurial spirit.

“We say to our agents, ‘You’re our client, and if we’re not serving you properly, let us know what we can do to help you grow your business,'” Becker says. “That’s our No. 1 goal, and everything revolves around it.”

AGENT-FIRST ATTITUDE
Becker and Fulford support more than 90 agents, who cover 60 miles of coastline from Pawleys Island, S.C., in the south to Little River, S.C., and just over the North Carolina border. The sales force works with all types of properties in the popular resort area, including second homes, condominiums, luxury oceanfront properties and primary residences.

“Our agents are business owners,” Fulford says. “We spend as much time as we can to help them run their businesses effectively and efficiently.”

This includes an emphasis on training to make the most of RE/MAX tools and services. For example, Fulford held a training session for Associates on how to use the iPad listing presentation from the RE/MAX Design Center. All agents can access and download it onto an iPad and adapt it for their own use to wow clients.

“They don’t have to create the content; they just need to personalize it,” Fulford says.

Becker and Fulford have also implemented a Preferred Partner program, an idea gleaned from Jimmy Dulin, Broker/Owner of RE/MAX Ability Plus offices in central Indiana. Top service providers are invited to meet and mingle with agents. The events are designed to foster relationships between agents and vendors, and in turn Associates become more comfortable recommending certain vendors to their customers – delivering an added service.

CULTURE CONVERGENCE
One of the biggest challenges of bringing the offices together was merging their cultures.

Becker explains that among the offices there were many successful agents working primarily from home, and others who preferred working together on site.

Today, monthly sales rallies provide an opportunity to bring together all agents to interact and share achievements and ideas. Held at different venues throughout the Myrtle Beach area, such as Ripley’s Aquarium and Legends in Concert, these events are one part party and one part education.

Sales Associates Lori Harper of the Myrtle Beach office and Eileen Henriksen of the North Myrtle Beach location say the rallies help them feel supported.

“They’re really fun, and it’s the one time everyone gets to see each other,” Harper says. “It helps make us proud to be part of RE/MAX Southern Shores.”

Agents are also given passes to popular area attractions that they, in turn, can pass on to clients.

“It’s great to be able to give them to clients who are just moving to the area,” Henriksen says.

Becker and Fulford have also added think tanks to the mix of monthly events. These meetings give agents the opportunity to exchange information and drill down into ideas and training, such as short sales and technology, on an office-by-office basis.

The brokerage also maintains an active Facebook page where all staff members are administrators and en ecouraged to share information. In turn, there’s the added benefit of content being created that agents can share on their own pages. Understanding that many agents are most comfortable working from a plan, Becker and Fulford even develop individual social media strategies for their agents.

GREAT SUPPORT
Office infrastructure is another key component in supporting Sales Associates and helping to capture the market share that RE/MAX Southern Shores has achieved.

Office Manager Emily McLaughlin, for example, is a whiz at technology and assists agents in making the most of the wide array of technological tools the brokerage offers, such as the extensive Agent Care Center, Paperless Pipeline, and lead generators Market Leader and Voice Pad.

Public relations liaison Harmony Bellamy, aka Director of Happiness, is charged with boosting morale. She’s also responsible for conducting new agent orientations and takes extra steps to ensure that new agents’ inductions are both beneficial and fun. For example, in addition to receiving a thorough rundown of available tools and services, new agents also get a bucket of popcorn and a bouquet of balloons.

Bellamy is also known for leaving notes around agents’ offices wishing them happy birthday, and offering words of encouragement and congratulations on matters both personal and professional. “They  acknowledge and share successes big and small,” Henriksen says.

“‘How can we help you?’ is a question that’s asked a lot,” she says. “I always feel that Mandy and Tad are one step ahead, asking what they can do for us – and we know they really mean it.”

The sentiment that RE/MAX Southern Shores is a great place to work is echoed across the offices.

“The support is great, giving us every tool we could possibly need, so we can focus on serving clients,” Harper says. “Tad and Mandy are particularly good at fostering the unique entrepreneurial spirit of individual agents.”

Henriksen appreciates the moral support, too.

“At our last think tank, everyone threw their ideas out on the table; no one was afraid to share,” she says. “Everybody has a voice.”

MEET THE ‘KING OF THE PALACE’

A single agent selling 100 units at the same resort condominium doesn’t just happen by chance. RE/MAX Southern Shores Sales Associate and 100 Percent Club member Ryan Korros achieved this feat at the Palace Resort condominiums in Myrtle Beach through a mix of tenacity, expertise and timing.

“Ryan always steps up to the plate to get the listing,” Broker/Manager Tad Fulford says. “He doesn’t miss a networking opportunity; he nurtures relationships. He’s upbeat and persistent, and really just a hard worker.”

Korros earned his real estate license in 2004 and sold seven condo units in his first year. He sold 73 units the next year, 27 of which were located in the Palace. A mentor stressed the importance of “owning the neighborhood,” and Korros capitalized on his momentum to solidify himself as the go-to agent for the community.

How did he do it? Here are his top strategies:
1. Personally call all owners. Let them know you’re the expert, and make yourself available to answer any questions and meet their real estate needs.
2. Invest in direct-mail updates. Korros sends updates to all owners about sales in the building and current real estate trends.
3. Earn word-of-mouth endorsements. The referrals they bring are invaluable, especially in a geographically compact community. Give your all to each transaction and follow through. This responsiveness will pay dividends.