(One in a series on Top Producers)
by Michele Newbern Gillis
Staff Writer
After eight years as top producer for Century 21 St. Augustine Properties, Gloria Worley is still striving to do better.
“I think I’m going to do better next year,” said Worley. “Last year I was both top producer for gross closed commission and units sold for the Century 21 Broker’s Council.”
This year, Worley was named the top Century 21 agent in Florida and ranked 11th in the nation.
She has also been a top producer for the Broker’s Council several times. In most of those cases, it was in gross closed commissions and, in one case, in number of units sold. Worley is also a member of the Centurion Honor Society for those who reach Centurion level production in five out of seven years
How does she do it?
“Most of my clients definitely come from referrals,” she said. “I have built a wonderful client base. The people that I work with end up becoming either friends or like family to me.”
She said many of her customers have referred her to sell to their children who are interested in moving there.
“I work a lot,” she said. “I put in a lot of time. I am available 24 hours a day and seven days a week. I take my phone on vacations because I feel like when I am selling someone’s home, the largest asset they own, I want them to be able to contact me at any time. There should be no off time for me.
“I’ve also learned from my father that no matter what job you are doing, do the best job you possibly can. Even if it is something small, make it something you are proud of. You treat people right and like family and they will remember you.”
After 10 years with Century 21 St. Augustine Property, she proves that longevity with a company pays off. Not to mention, she has real estate in her blood.
“My father was a broker and a builder,” she said. “I worked with him when I was young, probably 22. I worked on the construction part and typing up his listings. I’ve always liked homes and my father always remodeled.”
But, at 22, it just wasn’t the right time for Worley to jump right into real estate so she got into the restaurant business, another service industry that taught her many skills which eventually led to her getting into real estate.
“My husband and I both have a restaurant background,” she said. “We currently own Mango Mangos, a Caribbean-style restaurant on the beach. It’s really busy there. We’ve owned it for about three years and before that we owned Catalina’s Gardens (which is now Hooked on Harry’s) and he was part-owner of Sharkey’s.”
When they got married they lived in Clearwater, but she and her husband moved to St. Augustine in 1985 when he became general manager for the Chart House.
“It stayed here for about seven years,” she said. “When the Chart House closed, we bought it from them with a partner, changed the name to Catalina’s Gardens and ran it for another three years. Then a big money guy came in bought the building and I decided at that point that I was going change my career.
“The guy that bought it, John Arbizzani, helped me decide to get into real estate. He said I was good at selling things and that I should get into real estate. I’ve always liked real estate, so I tried it and I just love it.”
Previously, Worley has worked as a head teller at a bank, run a plant maintenance business for restaurants, made floral arrangements to sell from home and worked part-time in the restaurant business as waitress and head hostess.
Overall, she was in the restaurant business for over 20 years and real estate for 10 years.
“I think it has helped to be in the restaurant business here,” said Worley. “I met a lot of wonderful people and my husband was on the board of the Chamber of Commerce. I’ve always gotten very involved. When my kids were in school, I was very involved in the Parent Teaches Association and other school activities.”
Being a top producer can sometimes push important commitments to the curb, but Worley has found a way to balance both.
“My faith comes first over my business and anything else because if you don’t do that right, you will mess up everywhere else,” she said. “I try to give back to the church and community. I have to schedule in important dates with my family like birthdays and such. You have to do that or else you will be unhappy with what you are doing.
“I try to maintain a level. I’ve never been one to go out a lot. I’m more of a homebody. My activity is running and that’s about it for my time of enjoyment. And I like to do artsy things and spend time with my grandchild.”
Worley really thinks that to be successful, you just can’t do real estate on a part-time basis.
“A lot of Realtors do, what I consider, part-time work,” she said. “In the restaurant business, you can’t punch in and out. You learn to work everyday. You open and close a business and you are involved. I come in early and work late hours just to keep everything maintained.”
Worley works in all facets of real estate but loves waterfront, so she tends to lean in that direction a little more.
“I like all homes,” she said. “People will say to me that I probably don’t want to list their home and I’m like, ‘Of course I do’. I treat every customer as I would want to be treated. It’s tough when you are selling a home.”
Worley said business is good and she thinks it will really pick up throughout the summer.
“I will tell you one thing,” she said. “The restaurant business tells you a lot of what is going on in the town and our town is very unique. If we have people coming here to look, they might decide they love it and want to buy. Right now, the restaurants are busy as heck. People say the economy is slowing down and nobody is doing anything but I don’t feel that is the case. It may slow down in other parts of the country, but Jacksonville is only down one percent and we are encompassed in that. We’re doing pretty well here. If we can just hang in there and not get all panicky, it will revive itself. It needed to level off anyway, it was going crazy.”
In a buyers’ market, Worley said she does virtual tours, advertising and Internet advertising. She said it also helps to be with such a big franchise as Century 21.
As far as advice for new Realtors, Worley is full of it.
“My advice to new Realtors is to do what I did,” she said. “Drive around and go to caravans to learn your product. Go to as many educational courses as you can. I took every course that was available to me. I believe education sells. I’m still taking courses. Get out there meet people. That is important.”