Development along CR 210 has been exploding over the last five years and, in April 2006, Watson Realty built an office at 175 Hampton Point Dr. “We were in a trailer for about six months prior to that while the building was being built,” said broker Mary Ann Bongiorno. The 14,000 square-foot office has 86 agents and five staff members.
THE BROKER
Bongiorno joined the office in February 2006. “This is a massive operation with many people giving coverage to the area. I oversee the entire business operation as well as handle all contract issues.”
HOW DOES SHE DO IT?
Bongiorno used to oversee 350 agents in South Florida when she was with Cendant. She had three offices so she has experience with managing a large group. “If you have systems in place, run a format and have excellent help with your staff, you just do it. The agents have to be taught how to do business and be independent. You really have to teach people how to run their own businesses within the umbrella of the operation. The other key is to hire top-notch people and then teach them to be totally independent. They are not Realtors selling real estate. They are running a real estate business.”
TEAM MEETINGS?
“We have a new home/new construction team, luxury team, rental team, commercial team and an international team of multilingual agents.” Bongiorno meets with all of the different teams weekly or monthly, depending on what the team has going on.
BUSINESS MEETINGS?
The office meets once a week on Tuesday mornings for an hour to get updates and talk about the industry. “We bring them up-to-date statistics on Watson Realty and any changes they need to know about. We also have special speakers, — for instance, we just had a person on 1031 Exchanges. It’s partly educational and partly informational and then they exchange information on their properties, so they can promote their properties.”
TRAINING?
The office has one hour of training every day on different topics. “I do some of it or my assistant manager does it three or four times a week. We have training on Multiple Listing Service, marketing or anything that has to do with real estate. We have ongoing workshops daily.”
WHO IS IN THE OFFICE?
Raub Backus is the assistant manager. Cindy Balla handles technical support. Melody Parker is the marketing assistant. Agents include Linda Fisher, Ivette Cordova and Lenore Gripp-Highet are secretaries. Angela Tharp, Anne McNair, Avni Shah, Barbara Favale, Betty Hodges, Becky Quoos, Betsy Picot, Beverly Daniel, Bonnie Fox, Cara Parnell, Caryn Massenzio, Cassandra Jesk, Charlie Bolton, Connnie Lohr, Dave Grove, Dawn Greene, Diane Santarelli, Dorri Hall, Eric Gaddy, Eugene Calabrase, Fanny Santos, Gail Steinmetz, Galina Mirgorodskiy, Gina Covington, Gina Lynch, Heidi Khazravan, Helen Borzynski, Jennifer Graham, Jerry Broom, Jill Equizi, Joe Cantona, John McClure, Jose Barrera, Joyce Ragan, Joyce Shannon, Kathy McLearn, Kelly Jordaan, Kim Martin, Kimberly Gault, Lana Senchuk, Lane Pettibone, Laura Lingonblad, Lisa Bratcher, Lisa Menton, Louise Wohlford, Luz Mary Hopper, Maria Rivero, Marti Backus, Mark Meador, Melanie Friesen, Michael Hendryx, Michele Borzynski, Michele Stewart, Mike Shurr, Myrna Strain, Neelu Boga, Nicole Zauke, Pat King, Patricia White, Patti Mohr, Paula Youngs, Phyllis Hamilton, Rachel Rose, Richard Giani, Richard Greenman, Robert Conley, Robert Ratten, Robin Clemons, Rom Borna, Rui Costa, Ruth Stigall, Sarah Conley, Sherrie Faye, Sigrid Khan, Stella Alexander, Tiara Bolton, Taylor Shavatt, Thomas Strunk, Tom Bolt, Tom Rineberg, Vilma Lacorte, Wanda Hanscom, Wanda White and Will Rose.
WHAT’S GOING ON IN THE CR 210 AREA?
Development on CR 210 has created a thriving area with grocery stores, gas stations, unique eateries and, of course, new housing developments.
“This is only the tip of the iceberg. The growth is just north of us, south of us and east of us. It is
just unbelievable. With Aberdeen, RiverTown and Nocatee, it is just scary. It is a positive thing, but this is the center of everything that is happening. We are just south of Duval County and we’re on the north end of St. Johns County. We have all the assets of St. Johns County and what Duval County has to offer because it’s only 20 minutes to downtown Jacksonville and 20 minutes to downtown St. Augustine. It is the epicenter of what’s happening in Northeast Florida.”
WHAT DOES THE FUTURE HOLD FOR THE AREA?
Bongiorno said there is much more coming to the CR 210 area including new restaurants and big-box stores such as Home Depot, Target and Kmart. “Not only are we having all these massive residential developments, but now you will see all this ancillary shopping and all sorts of commercial developments coming in. In the next five years you’ll see everything here. The market is exploding. Not only developing, but it is becoming more sophisticated with businesses coming here as well as residential.”
WHAT IS UNIQUE ABOUT YOUR COMPANY?
“We are in a higher socioeconomic area. The people that are coming into the area are extremely well-educated and well-versed with very diverse backgrounds in businesses and professions. So that is the type of agents I am getting and that type of agent is servicing that type of client. It is a little more sophisticated operation, more than anything I’ve ever seen in all the years I’ve been in the business. These are people that come from all sorts of backgrounds that are bringing interest to the table. That is why they become successful so quickly.”
WHAT TYPE OF QUALITIES DO YOU LOOK FOR IN AGENTS?
Bongiorno said she looks for entrepreneurial type people. “I look for someone who has an understanding of business, someone who is motivated, has contacts and a sphere of influence. If they have those kinds of qualities, they will be successful at running their own business.”
HOW BIG ARE YOU PLANNING TO GET?
The size of the office could easily handle 150 agents, but Bongiorno is being very particular in her hiring until the market changes. “But, I’m always looking for good people.”
AREA THE OFFICE FOCUSES ON?
From Julington Creek to the St. Augustine area and from Green Cove Springs to Ponte Vedra Beach. Right now the office is representing Istoria, a new development site for Envision Custom Homes on U.S. 1 near the St. Augustine Airport.
ENCOURAGE PROFESSIONAL INVOLVEMENT?
“Absolutely. This is a very unusual office. We belong to the Northeast Florida Association of Realtors,
St. Augustine/St. Johns County Board of Realtors and Flagler County Association of Realtors.”
WEBSITE
www.watsonstjohns.com.
- by Michele Newbern Gillis