Although real estate markets have changed significantly in recent times, RE/MAX agents have the skills, support, experience and independence to stay successful. Here are three examples:
Brian Tienken
RE/MAX Equity Group, Portland, Oregon
Platinum Club member
When Brian Tienken entered the real estate business 27 years ago, he worked with his father, a veteran agent.
“Real estate is a relational business, not a transactional one,” says the Platinum Club member. “There’s so much stress in the market right now, and people want to know you care about them. If you want to create a steady stream of referrals, be as consistent and personal as possible.”was incredibly good at building trust and loyalty among clients and friends. Tienken has taken the same tact in his career.
More than 80 percent of Tienken’s business comes from repeats and referrals, thanks to his loyal following of Brian Buffini principles. For example, he and his wife, Kim (who’s also his marketing manager), host frequent client appreciation dinner parties at their home, as well as quarterly luncheons with service vendors.
“I budget up to $20,000 every year for client appreciation items and events,” Brian says. “You don’t have to be extravagant to show gratitude; it could be as simple as dropping by with a pie during the holidays or writing thank-you notes.”
Tienken especially likes to thank people who refer business to him, a staple of the Buffini model. These “A” clients get the most attention, but he also reaches out to those in the “B” and “C” groups. Tienken sends monthly mailings and notes, and invites past clients to barbecues and paper-shredding parties.
“You shouldn’t be pushy, but you also can’t be afraid to let people know what you do,” Tienken says. “Never shy away from asking for referrals when you’re thanking someone for their business.”
Marsee Wilhems
RE/MAX Majestic, Tucson, Ariz.
Lifetime Achievement Award recipient
At the peak of Arizona’s housing boom, Marsee Wilhems attracted customers with a guaranteed sale program: “I’ll sell your home or I’ll buy it.”
Everyone who called to learn more represented a chance to start a dialogue and earn new business.
As the Tucson market turned, however, the guaranteed sale proposition became ineffective. A huge adjustment was in order.
“You have to stick to the basics of business, but when things change, you have to change with them,” says Wilhems, whose team ranked No. 10 in the U.S. through November 2011. “Hopefully, you foresee the shift and are one of the first to adapt to it.”
While some agents hung on to their tried-and-true tactics, Wilhems and her husband Jeff shifted their attention to distressed properties early on.
“We’ve positioned Marsee as an REO and short sale specialist, someone who can negotiate with the banks and get people out of their troubled situation,” Jeff says.
The Wilhemses reach out to potential buyers and sellers via Facebook and Twitter, and use an online service that offers pay-per-click advertising, lead capture and training resources.
“We had a huge year in 2011, with about 700 sides total,” Jeff says. “Despite the market, it was a very good year for us.”
These new techniques complement the old ones, which are still in full force: radio and television ads, signage and plenty of exposure.
The other component: a direct link to REO properties.
“At the end of the day, we have listings and information coming to us through our relationships with the banks,” Jeff says. “We know what’s happening in the market, and that gives us a big edge.”
Molly Sims
RE/MAX Real Estate Consultants, Chapin, S.C.
Hall of Fame member
In a small South Carolina town where everybody knows everybody, Molly Sims understands that personal touches mean the world to her clients. That’s why she calls or meets face-to-face with sellers when relaying important progress updates.
“Clients and other agents will remember you if you actually pick up the phone and call them instead of sending emails.”
Thanking past clients for their business is crucial. One chilly fall day, Sims and her partner drove house-to-house handing out pork shoulders to past clients who referred business her way. At about $5,000 a year, these types of personalized popby goodies are well worth the investment, Sims says.
The pathway to any RE/MAX agent’s success, though, starts with the brand and the leads it generates.
When Sims has the RE/MAX Hot Air Balloon at the town’s annual Labor Day parade, it gets a lot of attention even if no one knows her name.
“I’ll never have deep enough pockets to make the impact that RE/MAX advertising has around the globe, so I take advantage of it. The balloon calls attention to your business; the rest is up to you.”
Written by Tara Swords
