by Mike Sharkey
Staff Writer
Things are going very well for the sales team at Palencia these days. Led by sales manager/broker Naomi Lumley, the four-person sales team — which also includes Pud English, Nita Roberts and Lance Winter — racked up two Laurel Awards at the April 15 awards. The team, was recognized as the top producing sales team for 2004 as well as an award for community service.
Lumley said she wasn’t sure of the exact sales figures from 2004, but said they were very high. And, it’s not hard to understand why. Palencia is one of the fastest growing developments around.
“People like the lifestyle, the amenities and the perfect location,” said Lumley, who is from Jacksonville and has been at Palencia since the sales office was in a trailer on a dusty road leading to not much more than drawings on paper. “Most of the people that live here work in Jacksonville.”
The development, which is owned by Hines from Atlanta and locals including Hawley Smith, is on U. S. 1 about five miles east of I-95. It’s almost due east of the World Golf Village.
As Lumley talks about the future development, it’s difficult to overlook the past. Since breaking ground, Lumley and her team have sold virtually home, condominium and town home. The first phase of condos — all 290 units — are just about gone and Palencia will soon break ground on another 300 condo units.
Business is so good, Lumley often sells a house or condo long before the first coat of paint is applied.
“Everything is selling quickly,” she said. “Very rarely do we get a home or condo to completion without it being sold first.”
And that includes the dirt. Lumley said there were a handful of million-dollar lots at Palencia at one point and today there are three left. One, she said, has already been purchased and resold but it hasn’t so much as seen a shovel.
“We also have several homes that are over $2 million. This market has really moved up,” said Lumley.
According to Lumley, the major key to the success of the Palencia team is the team concept. They not only share an office, they share the product, the clients and all profits from sales. This equitable sharing of the wealth creates an atmosphere devoid of jealousy, professional or personal. Lumley, who like the others started her real estate career as an individual agent but has been a part of a team for the past two decades, loves the team concept.
“Absolutely,” she said. “It’s more structured. You know your product and your builder completely. There’s consistency. The atmosphere in this office is unlike any other office I have ever worked in. We have a great time. There is no back-stabbing because we know we are all in this together.”
Lumley also said the partnership with Hines is an asset when it comes to dealing with potential buyers. Hines’ real estate license is through Palencia Realty and everyone at Palencia is employed by Hines. They sell what’s within the development and Lumley said adds credibility to the team because everyone is so familiar with the product and the community.
“We well the community first,” she said. “When a buyer walks in, the first thing we talk about is the advantages of living in Palencia. After that, it’s bricks and sticks. We talk to them about their budget and decide where in Palencia they can afford to live.”
If the past sounds good, the future may be even brighter for Lumley and her team. In addition to the next phase of condos, there are still about 150 lots available for development. Lumley said some of those lots are the best Palencia has to offer with century-old oak trees and picturesque canopies.
And, that’s not all.
On May 18, Palencia will start Phase II of its Village Center project. Situated just steps from the golf course clubhouse, Phase I of Village Center is 22 live/work units with retail and office space on the first floor and for-sales condos on the second floor. Eighteen of the 22 units in Phase I have sold. The condos above the retail/office space in Phase II will list in the $300,000 range.
Lumley said Palencia’s allure goes beyond the obvious amenities and convenience of location. The fact that over 700 units — houses, condos or town homes — have been sold in just about four years is proof enough that someone is doing something right at Palencia.
“The land plan was really well thought out. There is something for everyone,” said Lumley who is enjoying the past — she said this sales experience has been the ride of her life — and thrilled about the future prospects at the St. Johns County development. She also owns a lot and is considering buying one of the new condos in Village Center. “I’d love to live here during the week and go home (to Southpoint) on the weekends.”