As a broker, you have much more control over your company's bottom line than you realize. Here are some surefire ways to generate revenue for your office.

It's easy these days for brokers to despair about their lack of control over their business. But, I firmly believe that brokers have more control than they realize. Even though the people who work for you are independent contractors, you can still hold them accountable. And, you can make your business grow. You have to. You cannot let fate rule your future.

Start by putting yourself in the middle of the real estate process. Not intrusively, of course, but very strategically. There's no reason to stay one step removed. As long as you bring something useful to the transaction your presence will benefit the consumer, your office and your associates.

For example, when an associate in your office brings in a listing and the seller is there, introduce yourself and offer your services. Then, send all sellers a personal note saying that if they had any questions, they should feel free to contact you.

Also try to stop by each seller's home unannounced at some time during the listing period. If you haven't met, introduce yourself and tell them that Agent So-and-So works for you, and that you just wanted to know how things are going.

Personal visits work on several levels. First, if your associates know that you're going to do something like that, they step up to the plate and make sure they service their listings. Second, the clients are very impressed that you take the time to go by their home and meet them. Third, it gives you a chance to highlight your agent in the seller's eyes.

Of course, when you first start doing this, it won't be a popular program with your associates. But, in time, they see that it works for them. They end up giving better service and making more money. And, they realize that one of the things you are there to do is to build them up with sellers.

If you don't have time to visit every single seller, make sure you call at some time during the listing period. The important thing is that you make contact with all your sellers and that your associates know you'll be doing it. This contact returns some of the control to the broker, and it makes the associates accountable for the service they provide.

Editor's note: See Part II: Improve Your Bottom Line: Recruiting.

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Published: December 27, 1999

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