Dominate Your Market—Without It Dominating Your Time

For real estate professionals, driving from community to community and personally nurturing each client from the initial meeting until close has long been the bread and butter of the business. And if you're like most brokers, you get frequent requests from agents on your team looking to somehow multiply their time and effort. They usually have their minds stuck on one way to do that—with the help of an assistant. Next time you hear this request, give agents a counterproposal. Tell them there is a staff of nine highly qualified, motivated salespeople eagerly waiting in the wings to help them reach their goals.

The key to this process is new construction. Brokers can take advantage of the way many of these communities operate to help their agents close more sales and exert a lower level of effort.

This is how the business model niche works. Select agents focus on new homes and leverage new-home salespeople to multiply their efforts. These agents don't drive around, taking individuals to endless properties. Instead, they find three markets (ZIP codes) in which to specialize, and develop a team of new-home salespeople in those markets. In each one, they work with a salesperson in an entry-level, mid-level, and luxury home community. The agent's job is to find new clients and determine which area, community, and home is most appropriate for the client. From there, the agent hands the client off to the appropriate member of their team and let that salesperson do all the legwork (and of course, the paperwork) from there.