Michelle Cummings has been a Realtor with Prudential Network Realty in Atlantic Beach for six years. Before that, she was in marketing, doing radio and television advertising sales for about five years.
WHAT MADE HER GO INTO REAL ESTATE?
“My background was public relations and marketing, so I thought it might be a perfect fit for being an independent contractor.”
HOW DOES YOUR PREVIOUS EXPERIENCE HELP YOU NOW?
“I think positioning myself in the market as well as my seller’s homes.” Cummings said marketing homes on the listing side is very similar to her previous experience in marketing and advertising.
TOP PRODUCER?
Cummings has been one of Prudential Network Realty’s top producers in sales, listings and transactions for the last two years.
WHAT DOES IT TAKE TO BE A TOP PRODUCER IN THIS MARKET?
“Prudential has a great training program and I went through it many years ago. It teaches you the basics and to go forward in any market. It’s different from Realtor to Realtor, but I personally work a lot. I still do open houses. I’ve always done open houses. I did open houses every weekend even when the market was booming.”
SECRET TO YOUR SUCCESS?
“It’s no secret but I think people forget in this industry that it is a career and you should treat it as a career.”
AREA SHE COVERS?
Though her office is in Atlantic Beach, she lists and sells all over Jacksonville, Mandarin and St. Augustine. “I pretty much live in my car.”
WHAT ARE YOU DOING DIFFERENT IN THIS BUYER’S MARKET TO GET BUSINESS?
Going back to basics has worked for her. “I think people forget the basics. Going back to basics and focusing on the listing side by making sure the home is sallable. Not every home is sellable. I also make sure the home is priced right. If a home is not priced right, in this market, then it’s not going to sell because there is so much competition. I have adopted a property stability checklist. It’s a checklist of 20-plus items that virtually ensure a sale for our clients. This is really valuable in a softer market. It helps my sellers win the battle in a competitive market. Also, I have a never ending thirst for knowledge in the real estate market. I attend the Prudential Real Estate Convention every year as well as Summit, a training seminar for top agents for Prudential Real Estate. It is by invitation only.”
WHAT DO YOU LIKE ABOUT REAL ESTATE?
“I love my clients. I love helping buyers buy homes and sellers sell their home.”
BEST ADVICE YOU’VE EVER RECEIVED FROM A CO-WORKER?
“I have received a great deal of advice. One of them was from my broker/manager, Don Cline. He has said, ‘There is absolutely no substitute for honesty, sincerity, and hard work. Clients really don’t care what you know until they know you care.’”
ADVICE FOR A NEW AGENT?
“I think it would be great to start right now. If you are going to make this a career, this is a great time to get into real estate. Educate yourself and learn the business.”
COLLEGE
She has a bachelor’s degree in public relations and organizational communication from University of West Florida in Pensacola.
LESSONS LEARNED?
“Every transaction is different no matter what it is. It’s always different and never the same.”
- by Michele Newbern Gillis