Let’s face it. If you’re an entrepreneur or a real estate professional, there’s almost no way to avoid marketing your business without using social media. Social has become one of the top ways business professionals connect with potential clients and bring awareness to their business.

Whether it’s through writing the perfect caption for all the photos you’ve captured for your newest listing, or, trying to find the best way to use the latest features released by your social media platform of choice, we’ve all been there. You sit there; smart device in-hand, and you think, and you think, and just when you’re ready to get past yourself and post, you talk yourself out of it.

Sound familiar?

We recently had the chance to speak with one of our #relentless that has taken the bull by the horns and elevated his social media game. Ryan Servantius of Century 21 Affiliated in South Haven, Michigan has learned a thing or two about how to build an online community via social media and how to create the dynamic content that leads to new clients. With over 10k followers, he shared some of his secret sauce in doing social, effectively.

Living and working in a small resort town in Lake Michigan, two hours north of Chicago, and three hours from Detroit, ninety-nine percent of his clients are from out of state. They often travel down the shorelines to seek a different lifestyle only smaller communities typically can afford.

“I always ask people when they come up, ‘What do you want your story to be? ‘What are you looking for?’ and ‘What makes you happy when you get away from your primary home?’

Understanding your local market is a key to real estate sales success. With these answers in hand, I can deliver first-hand experiences and a marketplace best suited for them.

I went out and purchased an electric golf cart, branded it, and spend summers showing clients different properties and neighborhoods based on their personal preferences.

The golf cart and my inflatable boat helps sell the lifestyle in person, but to get people to know and to trust me as the local market expert who can deliver the experience and the personalized service they are looking for, I started almost a decade ago a blog called, ‘Things To Do in South Haven.’ From interviews with business owners, to festivals and local cooking classes to city planning attempts to rid the community of short-term rentals, the blog serves as a knowledge-based touchpoint for others to find information and or solutions on the real estate market.

The blog helps to keep me in the public eye. Plus, by being a trusted and valuable member of the community, many in town send me referrals of people who come into their shops or spark up conversations with them. They’ll say, ‘Hey, go talk to Ryan. He’s around the corner at the CENTURY 21 office, maybe he can help you out.’ To date, ‘Things To Do in South Haven’ has 10,300 followers (more than the local Chamber of Commerce.)

People like to work with people who are like them. I am South Haven and the other second and or vacation home markets I serve. It’s important to be comfortable with who you are. It’s very simple. You do have to do your homework. Once you do that, people will trust you as the agent to go to. You’re in the know. You know what’s going on.”

Note: This material may contain suggestions and best practices that you may use at your discretion.  The views, information, or opinions expressed in any user-generated content are solely those of the individuals involved and do not necessarily represent those of Century 21 Real Estate LLC. 

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Relentless Agent Award winner, Banny “Life-Changer” Lim, didn’t get his nickname from just helping his clients with their homes. It comes from his unique perspective for what it truly means to service his clients throughout the home buying and selling experience. Banny believes that it’s all about the dream of homeownership and breaking through any barriers that would get in the way of his client’s achieving their dreams.

Looking back on his career, Banny says he never thought he’s be in a position where he would have such a meaningful impact on people’s lives, until he started his career in real estate. Helping clients to find that anchor or security, in their lives, is the driving force that keeps Banny going, but it doesn’t stop there.

You have to be self-driven. I’ve always had that drive to be better and, you know, and it shows with your clients.

Banny Lim

Banny’s self-drive kicked into full gear when he began an almost 5-year process of working with a client to help find them a home. Though it was one of the most challenging opportunities of his career, Banny didn’t let a little obstacle like an almost 60-month timespan damper his relentless pursuit. Banny was in it for the long-haul; taking on the mindset that he’d stop at nothing until his client found just the right home that exceeded their expectations.

 Everyone’s going to remember their first home purchase. Whether it’s $150,000 or half-a-million… they are trusting us to facilitate that and make sure everything goes without a hitch.

Banny Lim

Though Banny’s real estate business keeps him quite busy, he is excited about becoming a first-time father with his wife of over 10 years. With expansion and growth on his agenda, Banny is looking forward to giving back to his community.

His commitment, patience, and dedication are very apparent with each of his clients. They are what enable him to deliver extraordinary experiences, time after time. Banny’s focus is to ensure his clients have an unforgettable experience and memorable transaction because he believes it should be nothing less.

Note: This material may contain suggestions and best practices that you may use at your discretion.  The views, information, or opinions expressed in any user-generated content are solely those of the individuals involved and do not necessarily represent those of Century 21 Real Estate LLC.

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When you think of superpowers, what comes to mind? How about empathy? Jenna Roberts, of Century 21 Platinum in Clarksville, TN has developed a meaningful way to connect with her clients through empathy. When you ask Jenna about her ‘why’ and what makes her so passionate about her real estate career, it’s very evident that her desire to serve, beyond the transaction, is what makes her #relentless. Not everyone can understand, recognize and articulate the thoughts and feelings of others but, it’s quite honestly, one of the superpowers that give Jenna her drive.

With an ability to relate to others in each of their unique situations, Jenna believes that being able to walk a mile in the shoes of her clients, is what helps her go above and beyond to defy mediocrity. And when we say, walk a mile in their shoes, we mean literally! Jenna actually walked up a steep hill with one of her clients, in heels, to tour a property.

I’ve built relationships with all my clients and try to keep in touch with them and not make them feel like it’s a transaction, but a personal relationship. It’s a decision or journey that I’m walking through with them, not just when we close on paper.

Jenna Roberts

Jenna’s thoughtfulness is key to elevating her service with her clients, for every experience. Whether she’s ordering their first meal, after a client has moved into their new home, or personally delivering boxes to the families she serves to help them with their move, elevating her game, at every touchpoint, is second nature. With a heart to serve military families, Jenna is passionate about making a meaningful impact on the lives of those who serve our country. She is a resource for them and looks for ways to go above and beyond to serve local families and those transitioning into the area, in real estate and beyond.

“I just try to put myself in their shoes and try to figure out, what would’ve been easiest for me when I was going through all of the transitions when I moved.” Jenna Roberts

Sometimes, it’s the meaningful connections in life that can leave lasting impressions. Jenna’s ability to connect with her clients, by placing herself in their shoes, has proven to be what makes her relentless.

Note: This material may contain suggestions and best practices that you may use at your discretion.  The views, information, or opinions expressed in any user-generated content are solely those of the individuals involved and do not necessarily represent those of Century 21 Real Estate LLC.

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When it comes to growth strategies, there are many directions a broker or owner can take to elevate their business to the next level. While many look first at opening new offices or attracting new agents to their brokerage, an often-overlooked course is that of mergers and acquisitions (M&As). From growing market share to broadening team skills and market knowledge, pursuing a merger or acquisition can be a beneficial decision for your company. However, there are a variety of factors to consider to set a successful path ahead for your company now and in the future. At CENTURY 21 Real Estate, you’re not alone on this journey. Just as your agents are there to guide their home buying and selling clients, our Franchise Sales teams are here to support you throughout the entire M&A process so that you have all of the information and resources needed to choose the right path for your brokerage.

We sat down with two of our Century 21 Real Estate leaders – Evan Barnes, President of CENTURY 21 Jackson Real Estate and Jennette Phillips Toderick, Broker and CEO of CENTURY 21 Union Realty Co. – who have effectively integrated M&As into their own growth strategies to learn more about their approach to the process and advice for others looking to do the same.

WHAT ROLE DO MERGERS AND ACQUISITIONS PLAY WITHIN YOUR CURRENT OVERALL BUSINESS GROWTH STRATEGY?

BARNES: I would say M&As encompass ninety percent of our company growth strategy. By continuously seeking new opportunities, both within our existing markets and newer areas, we have grown our market share from 9% to 24% in just 5 years. And that’s within a region that currently has over thirty other brokerages offering home buying and selling services.

TODERICK: Mergers and acquisitions have been a significant part of our company’s growth strategy for the last couple years as we have been looking to gain a competitive edge in our marketplace and acquire new skill sets. In my opinion, it is the fastest way to double your agent count and really grow at a much faster pace.

FROM YOUR EXPERIENCE, WHAT ARE THE BENEFITS OF GROWING YOUR BUSINESS IN A NEW MARKET VIA M&A VERSUS OPENING A NEW COMPANY OFFICE?

BARNES: In my first few months of ownership I opened a cold start office. It was terrible. No one knew me yet in the industry, and I did it inside of a town I was not familiar with. Now I understand that an M&A allows you to develop existing agents and build upon the foundation that the previous owner has created in that market. The key is to ALWAYS be looking for an M&A. Bring up the topic with brokers and at local association meetings, let everyone know that YOU are the person to call if they are considering retirement.

WHAT ARE THE TOP 3 THINGS BROKERS AND OWNERS SHOULD LOOK FOR WHEN CONSIDERING A COMPANY FOR MERGER OR ACQUISITION?

TODERICK:

• Culture is the number one factor I consider. When companies come together and do not share common goals or beliefs you are setting yourself up for failure. It can potentially compromise the beliefs and behaviors of your current leadership, employees and agents. I learned a long time ago from a great mentor of mine David Kellerman, if you pull into the parking lot and dread seeing certain cars parked there you know it’s not a good fit. 
• The second most important consideration is cost. Go over the finances of the company you’re looking to acquire and make sure to investigate its background. How is their current market share? Are their numbers up or down? Do the numbers match up?
• Lastly, retainability. Do we have existing relationships with any of the agents currently there? Will the current management be supportive of this change?

BARNES:

• First, is the existing culture and reputation of the agents in the target. I will not jeopardize my company and plan as a whole with agents who are perceived to be dishonest or cannot work well with others.
• Second, I look at the physical distance from my other offices. In my current business structure, I personally spend a lot of time traveling between the offices, so location is very important.
• Third, I look at what the situation is for the building they are occupying. Part of my goal is to acquire the real estate. If they rent, I determine if there is a building close that I can buy and move them in to, or if the building they are in can be purchased. 

WHAT OBSTACLES HAVE YOU FACED IN THE M&A PROCESS?

TODERICK: Unfortunately, there is no instant gratification in a merge or acquisition. It takes time. There will be hiccups in remodeling and not everyone will trust you the way your current office does. Nothing is perfect. All you can do is learn from it and move on. I’ve learned to really just be honest and upfront – to be an open book with everyone involved.

IS THERE EVER A SITUATION WHEN PURSUING AN M&A IS NOT THE RIGHT DECSION?

BARNES: Never complete an M&A without first having developed relationships with the agents you are acquiring. Every day of your business you should be treating all agents kindly and fairly, not just because it is the right thing to do, but because those relationships will usually come back around to benefit you during an M&A. There is nothing keeping your company from having a mass exodus after an M&A, which could prove fatal. The relationships you have formed along the way with these agents are the foundation to your growth.

TODERICK: I’d say don’t execute a merger just to say you did a merger. Make sure the numbers make sense, especially in today’s market. Not knowing where the economy is going along with the pandemic could put you in a rough spot if you’re not financially prepared for it. Make sure the number makes sense to your bottom line.

But in the end, all I can say is don’t be afraid. If it’s not the right time now, build and cultivate those relationships, so down the line you’re the person they come to when ready.

QUESTIONS?

If you have questions related to the CENTURY 21 Brand and Franchising or how our team can help support you in the M&A process, please visit century21.com/about-us/franchise

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Being a part of the CENTURY 21® Network gives each broker and agent access to a host of tools, tech resources, training, marketing materials, and some beautiful branding. But time and time again brokers and agents alike emphasize the valuable relationships that they’ve built with others around the country as the reason why they love this gold brand so much. Since 1971, members of the CENTURY 21 Network have been able to turn to fellow real estate professionals around the world for support with running their office, managing their business, and navigating the ups and downs of the market. With knowledge gathered from coast to coast (and beyond), CENTURY 21 affiliated brokers and agents expand their skills, gain new insights and ideas, and defy mediocrity together.

FROM ALASKA TO NEW JERSEY

An unlikely relationship under any other circumstances, Jessie Hoff from CENTURY 21 JRS in New Jersey and Mike VanSickle from CENTURY 21 Gold Rush Alaska, text regularly. Whether it’s to discuss difficulties with a new agent, looking for help with a new lease agreement, or just to vent about the changing real estate market, the support that Jessie experiences from Mike in Alaska helped her to survive a tumultuous transition into office management.

Jessie began her career in real estate as an agent in 2005 at CENTURY 21 JRS. After attending the brand’s International Management Academy* in 2015, she began to transition into a manager-lite position in her office. Shortly afterwards, her broker and mentor suddenly passed away. The closely-knit office was thrown into chaos and struggled to pick up the pieces. Jessie began to lead the office but, “constantly felt like I was drowning.” With nowhere else to turn Jessie began to lean on the relationships that she’d just begun to build at CENTURY 21. “I felt so alone during that time, so in over my head.” Jessie attended as many brand events as she could, seeking out wisdom and advice from whoever she met.

And the CENTURY 21 Network did not disappoint. Fellow brokers gave tough advice, asked hard questions, and then offered to look through and fix up her contracts and documents. Emerging from years of navigating her company’s loss, Jessie attributes her success as now the company owner to the relationships that she has with other CENTURY 21 brokers – like Mike in Alaska.

TRANSPARENCY IN REAL TIME

The value of the CENTURY 21 Network has perhaps never more apparent than in 2020. As offices struggled to navigate the volatile market at the start of the pandemic, brokers were eager to share what they’d learned and resources that they’d compiled. CENTURY 21 president and CEO, Mike Miedler ran regular sessions for all brokers and agents where topics like transitioning to a virtual environment, market analysis, and mental health were discussed.

In early March, details were shared in one of these sessions on how to apply for agent and office funding via a PPP loan. The next day, the requirements changed. Melanie Banks and Ken Murawski, from CENTURY 21 Veterans in PA, created a YouTube video on how an agent should apply for their own loan and how they had completed the application as an office. Shared with brokers in their area, this tutorial went into details on how to enter agent wages, office expenses, as well as what to keep in mind when choosing a bank to apply through. The time and effort that Melanie’s video saved offices was invaluable as Real Estate had been deemed a non-essential business in PA. Local brokers came together for a weekly call where best practices were shared both while their offices were closed and then as the state began to re-open. CENTURY 21 Jackson Real Estate was located in one of the first counties that reopened in PA. They put together documents on how to run virtual open houses, as well as where to find compliant PPE for showing homes. Sharing knowledge transparently in real time helped PA brokers to survive months of uncertainty.    

SUPPORT, NOT COMPETITION

The connections formed between brokers across the Network are so valuable that some have created groups that regularly meet to share best practices and resources. In meetings of the CENTURY 21® broker-organized Broker Business Advocacy Association, members are able to be open and be vulnerable about the issues they’re dealing with. Sensitive topics like value packages and recruiting are frequently addressed with sample contracts, recruiting materials, and comp plans compiled into a resource center without fear of competition. The group’s president Fernando Semiao from CENTURY 21 Semiao and Associates in New Jersey states that, “Because of the diversity of the group, we’ve been able to clearly distinguish myth from reality in real estate, especially when it comes to our competition. This has helped us put together strong value packages, pulling pieces from each of ours to create the very best version that we couldn’t have made alone.”

Another significant benefit for Semiao are the referrals that he’s received from feeder markets in Texas, Florida, and North Carolina. In the last few years, he estimates to have completed almost 100 deals based on referrals from the group. Holding about 6 huddles each year, the originally regional group recently opened their doors to any broker within the Network.

“IF I HAVE SEEN FURTHER IT IS BY STANDING ON THE SHOULDERS OF GIANTS.”

The desire that brokers have to transparently collaborate and share with the CENTURY 21 Network is especially invaluable for growing companies. The top 100 female brokers recently created a group where they’re able to candidly discuss the trials and successes that they’ve experienced as women in real estate. While women make up 67% of real estate sales associates in the US, yet more men lead real estate companies as a broker-owner (NAR 2019 Member Profile.) The mentorship that the owners of the smaller companies in the group are able to access from women who run some of the most successful companies in the Network has radically changed their mentality towards the way that they’re able to grow their business.

Chrissie Wright, a broker from CENTURY 21 Wright-Pace Real Estate in Arkansas, recently posted on Workplace, the CENTURY 21 internal communications platform, searching for any advice on building a mortgage business in house. She had first been inspired to streamline the real estate process for her clients after attending a brand event focused on elevating the customer experience. “I’m trying to create a one stop shop. I’ve seen other C21® brokers do the same thing who found it very successful. Our markets and demographics may be different, but every consumer is looking for a seamless experience.” She began by bringing a closing company in house, choosing the final moment of the real estate process as her starting point. After successfully implementing the new process where clients physically come into her office to sign their closing paperwork, Chrissie was ready to take the next step.

Because of her post on Workplace, Chrissie connected with another CENTURY 21 broker who was looking to do the same thing. They are now researching together how to best bring a mortgage company in house. “The network is what keeps me here, the ability to build ideas off each other. Everyone is very honest and willing to share their opinions. They’re willing to tell about their success and failures. C21 has a lot of history and knowledge between the agents, brokers, and the corporate team that we can learn from and use as a guide.”

The insights and connections that brokers and agents gain access to simply by being a member of the brand might come freely, but their value is priceless. From the brokers just starting out to those looking to bring their business to the next level, there is someone who has been there before. The comradery, support, and transparency that’s the norm within the CENTURY 21 Network is exactly what makes it so powerful.

*The International Management Academy is a training program designed for CENTURY 21® Franchisees, Responsible Brokers, and Senior Management team members. The focus of the course includes recommendations on effectively leveraging the CENTURY 21® brand in order to position companies for growth including attracting and retaining agents and developing strong business strategies in 4 core areas: Recruiting and Retention, Agent Productivity, Agent Coaching and Development, and Company and Office Culture

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