by Michele Newbern Gillis
Staff Writer
Cynthia Montello won the John P. Hall Award at the Florida Home Builders Association Sales and Marketing Council’s annual Excel Awards. This award is presented annually to someone who has made long-lasting career contributions to Florida’s sales and marketing profession. The Montello Agency, which specializes in the advertising, marketing and public relations of new home construction, has been in business for 20 years.
HOW DID IT FEEL TO WIN THE AWARD?
“I was amazed and shocked. I did not know that I had been nominated for it. My employees put something together and nominated me. We went down for the Excel awards in Orlando and I thought we were just there to observe the Excel awards to bring back any information that would help us in the Laurels. So I was just sitting there and they called my name. It was weird because the speaker was reading a paragraph about this person and I was thinking I have a lot in common with her. Then they called my name.”
HOW HAS THE INDUSTRY CHANGED IN THE PAST 20 YEARS?
“It has changed dramatically. When I first came into it, builder’s marketing efforts weren’t as sophisticated as they are today. The Times-Union didn’t really have a builders section and there were very few advertisements in the paper for builders. Floor plans were just copies made on the copier. They didn’t have a nice consistent look, theme, color or design. It was much less sophisticated than it is now. When I picked out my first homebuilder I saw the need for that kind of design consistency throughout their program. My first homebuilder was Tompkins Heritage Homes. I worked with them and redid their whole marketing package. That is when I started picking up more builder business once they saw what I was doing.”
HOW DO YOU COMPETE WITH OTHER COMPANIES?
“We’ve been able to really hold strong for the past 20 years. Most of my clients have been with me for well over 10 years. We don’t have a revolving door philosophy here; we like to keep our clients for years. A lot of our clients are like family to us. That’s the way I like it. I like to keep the business small. Right now we are doing just under $5 million a year. That is relatively small for an advertising agency. I love it just where it is at.”
WHY DID YOU DECIDE TO SPECIALIZE IN BUILDERS?
“It happened gradually. When I picked up Tompkins it took about a year before I started getting other builders. I loved the product and the whole idea of creating an image for a company and that the end result was putting a family into a home that they loved. It was very satisfying to me. Builders are very personal. Every builder has their own identity, philosophy and things that they care about and that is what makes them all unique. I like to celebrate that uniqueness and give every builder their own individual look, their own colors, their own theme and own identity.”
ADVICE FOR SOMEONE INTERESTED IN GETTING INTO MARKETING?
Montello said someone interested in getting to marketing needs to be willing into start at the bottom and work their way up. “You have to be humble and willing to start anywhere. You have to be willing to get your foot in the door even as a receptionist because if you shine it won’t take long for people to see your light and you will move up and that’s all there is to it. It doesn’t take long, it just takes humility.”
LESSONS LEARNED?
“I’ve learned to be honest about everything. I’ve learned to do the right thing in every single occasion. I’ve learned to suck it up and take care of mistakes even if they weren’t our fault. The spiritual aspect is a huge part of my life. I’ve learned to put God in the very center of my life and let my life circulate around that center and that has made all the difference in the world. Balancing work, family and ministry is very important to the success of someone’s soul.”
BEST ADVICE YOU’VE EVER RECEIVED?
“To be honest with everyone, especially in business.”