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What difference does RE/MAX make? Randy Aguilar’s experience is almost a perfect test case.
Aguilar, who joined RE/MAX Select One in Huntington Beach, Calif., in December 2011, didn’t change any of the strategies he relied on in 14 years at Century 21. Only his RE/MAX marketing materials, which he obtained from the Design Center, were new.
The result? In his first year at RE/MAX, Aguilar shattered his previous record at Century 21 by nearly 40 percent, closing 46 transaction sides and making it into the Chairman’s Club.
“As soon as I started with RE/MAX my phone began to ring more,” Aguilar remembers.
He credits three key factors in his significant, and immediate, success. First, at Century 21, signage, newspaper ads and web advertising directed readers to the office, not to him personally as they do now.
“That can be good for newer agents who can profit from leads coming into the office,” Aguilar says. “But it can be frustrating to see your own leads going to someone else. I work very hard to obtain new listings. Who better to service a lead on a new listing than the listing agent?”
The second factor Aguilar is certain made a difference: RE/MAX marketing materials.
He should know. Aguilar personally delivers them door-to-door, canvassing an area of some 3,000 homes nearly every day, year-round. When he’s done visiting every one of the homes, he starts over. In between the door-to-door visits, he regularly relies on Design Center direct mail pieces, brochures, postcards and thank-you notes.
Walking the neighborhoods and sending mailings were part of Aguilar’s routine at Century 21; he thinks more people are taking notice now “because of the RE/MAX name, and because the marketing materials are more engaging,” Aguilar says.
“They’re more colorful, have stronger graphics, and they look better on high-quality glossy paper. I know they generate more responses.”
Finally, Aguilar firmly believes that the strength of the RE/MAX name, the professionalism of its agents, its international presence and its visibility through consistent advertising are critical to driving sales.
“It all translates into higher productivity,” Aguilar says. “My 24-agent RE/MAX office does far more business than my old 90-agent Century 21 brokerage.”
Speaking of productivity, how’s Aguilar’s business in 2013?
“I’m dealing with low inventory right now,” he says. “But I’m still well above my average with Century 21, so I hope to meet last year’s numbers – or maybe even exceed them.”
As he looks toward the future, Aguilar considers getting more help. He says he could use an assistant, a transaction coordinator and perhaps a marketing specialist. But he remains undecided.
“I like where I’m at,” he says. “I’m home for dinner by 6 p.m., I take Sundays off and I have time to enjoy vacations with my family.”
For now, Aguilar plans to stick with what works: walking his neighborhoods and taking advantage of his RE/MAX resources.
“I guess I’m just a traditional, hardworking, door-knocking salesman at heart,” he laughs. What he fails to mention is that few door-knocking salesmen ever dream of reaching the level of success he’s found in just one year with RE/MAX.
What Works for Randy Aguilar:
1. Maintain a constant presence in front of prospects, in person or via direct mail. “I’m consistent in my visits and direct mail. I stay in people’s minds.”
2. Find what works for you – and stick to it. “I like walking my farm neighborhoods, but for others it can be something very different: a significant online presence, for example.”
3. Make your work schedule fit around the things that are important to you. “For me, time for church, family outings and annual trips to Europe to visit my wife’s family are non-negotiable right now.”
Written by Dorota Wright-O'Neill
