Making the market work. A profile of three Realtors® who are staying motivated and getting creative—here are their secrets:
Chobee Hoy, owner of Chobee Hoy Real Estate Associates, Brookline, understands the importance of marketing. As most people are cutting their advertising budget, Hoy is doing more because she attributes much of her success in holding market share with her clear and consistent ad campaigns. Advertising dollars hold a greater weight than they did years ago, and Hoy uses hers to remain highly competitive. She also credits her success to her beautiful, high-end community and makes it a point to stay involved. As a long-time Realtor® in Brookline, she believes it’s her duty to contribute to the enrichment of the place that has brought her so much success. According to Hoy, “My knowledge and admiration of Brookline has brought me success, but it has also inspired me to become an advocate for the community.”
Kelly O’Ryan, sales manager for the Coldwell Banker Residential Brokerage office in Lexington, knows that team strategy makes the difference. She manages her group on the principle that a good manager sets realistic goals, draws out individual strengths, and provides an open forum for team communication. In this economy, retaining top sales talent is more important than ever. O’Ryan understands that a successful manager will provide opportunities for top-selling agents to focus on sales while offering support with administrative details. It is her belief that by bringing out the best in your team you can retain your employees long-term. O’Ryan thinks it is important to focus on the positives in this market, like low mortgage rates, in order to show value and grow market share. According to O’Ryan, “The way I see it, my job is to clear obstacles; this will allow my team to drive sales as high as possible.”
Lisa Johnson Sevajian
The Social Media Guru & Team Player
Lisa Johnson Sevajian, vice president and Realtor® of Coldwell Banker in Andover, credits social media to the growth of her business. Many agents use Facebook but do not understand how to maximize its reach. Sevajian’s done research and worked with Social Media consultants in an effort to hone her networking capabilities—and it has been extremely successful. In addition to marketing, she understands the importance of working with a team of agents. She believes in working cooperatively, because a team can give a client a much more dynamic experience through heightened resources and a wider array of advice and advocacy. Teams utilize an “anything to get it done” approach, which is extremely helpful during the busiest time of year when an agent working alone may be overextended. With a team there is always someone available who can lend a hand, provide support, show properties, and write contracts.