by Caroline Gabsewics
Staff Writer
Each month Realtors are recognized as top producers in their offices. But, what is a top producer and how do they stay among the top in the business?
We spoke to a few industry leaders, a career counselor and several Realtors to find out what it takes to be a top producer.
Ed Forman, president of Watson Realty, defined a top producer.
“It is a person that excels in their field based upon criteria such as volume, income, number of listings, number of transactions and ranking among their peers in these various categories,” he said.
Walter Williams, founder of Coldwell Banker Walter Williams Realty, said there are two main things that make up a top producer. One, attention to detail and two, caring for their customers.
“They need to care about people and care about serving people,” he said. “We have found that the most successful Realtors are those who have been teachers or nurses.
“They already know how to care for people and respond to people’s needs.”
Because the real estate business isn’t easy anymore, Williams is offering his Realtors one piece of advice.
“You need to make up your mind to work hard, pay attention to details and serve the needs of your customers,” said Williams.
Aside from Realtors caring about their customers, Forman said there are several other characteristics that top producers must have. They must be:
• Self-motivated
• Knowledgeable
• Disciplined
• Focused
• Activity driven
• Service oriented
• Believe in customer satisfaction
• Prospect regularly
• Great work ethic
“Top producers must have a great attitude and accept nothing less than success,” said Forman. “They also must be excited about being in the real estate business.”
Audrey Lackie, career counselor for Watson Realty, works with prospective Realtors as well as established Realtors. As a career counselor she helps individuals make the decision to enter real estate, what area(s) of real estate they may be better suited for and assist associates with other companies that want to join them in their transition.
When she is working with Realtors, Lackie said she sees certain characteristics in top producers.
“They must have the ability to invest in themselves with additional marketing and additional education,” she said.
Forman said at Watson Realty managers conduct weekly training sessions based on the needs of the sales associates.
“The training sessions are taught by experts in the office as well as outside the office and company,” he said. “We also bring in national trainers.”
It is not common for counselors to teach Realtors how to be a top producer, but they can teach Realtors how to be a better salesperson.
“You can’t teach a person to be a top producer,” said Forman. “You can teach them the skills and systems that are necessary to be a top producer. But the motivation to become a top producer comes from within and it can’t be taught.”
Dirk Schroeder of Century 21 St. Augustine Properties said top producers need knowledge to give them power.
“This is one thing that they depend on others for and they should be able to get knowledge from their broker or from other real estate specialists and instructors,” he said.
When working with prospective homebuyers, a Realtor must also pay attention to several details that are important to that person.
“A top producer must be able to listen to the customer and actually hear what they want,” said Judi Seay of Re/Max Professional Group. “Be patient and find their needs.”
Williams said some of the details can include finances, the customer’s needs for moving, where they are going to stay while looking for a home, job opportunities for family members, information on the schools in the area — just to name a few.
“There are hundreds of things that top producers do,” said Williams.
Before a Realtor becomes a top producer, here are some areas where Realtors should focus on particularly in Northeast Florida:
• Prospecting
• Listings
• Price improvements
• Open houses
• Call potential customers
•Maintain a good attitude
• Take advantage of all opportunities
Both Forman and Williams agreed that being named a top producer is not an easy task.
“All top producers work to become top producers. It takes talent plus lots of hard work,” said Forman. “Granted there are people with a natural sales ability that certainly enhances their success.
“An outgoing personality is certainly a plus.”
He added that working from the ground up isn’t easy, but in the end it is rewarding.
Williams believes it is important to recognize top producers each month.
“It gives them credibility,” he said. “People like to do business with successful people.”
Once top producers get to the top, how do they stay there? Many:
• Possess the skills and qualities necessary to perform well in any given market.
• Are in the business for the long term and view real estate as a great career.
• Continue to perfect their skills.
• Embrace change and utilize technology.
Lackie said she can always pick out the top producers in a crowd of Realtors.
“They are usually the ones with the phone in their ear and handing out business cards or brochures on themselves and their listings,” she said. “You definitely have to be able to take the social initiative. You can’t be a top producer if you are a secret agent.”