Today’s RealTrending features Anna-Marie Ellison, managing partner of ERA King Real Estate in Alabama and a RealTrends GameChanger. Anna-Marie talks about how she’s investing in boosting agent productivity and the tactics she’s using to do so.
Here is a small preview of today’s interview with Anna-Marie. The transcript below has been lightly edited for length and clarity:
Tracey Velt: How many agents do you have right now, and what is your plan for growth in the coming year?
Anna-Marie King: Currently, we’re hovering around 200. Sometimes that’s 198. Sometimes that’s 205.
If you’re from the South, you’re familiar with what the hedging of your crepe myrtles look like. You completely come in and scalp them so that they come back the next year blooming. This is about the time we do that with our agents and just say, “Hey, this is probably not a career for you because you haven’t closed anything.”
So our agent count goes down, but our per-agent productivity goes through the roof when that happens. We will continue to invest in the agents who have already committed to us, our leadership team, our broker team, the admin team, the marketing team, the business development team. All of them are consciously pouring into the agents who have already committed to us and making sure that their business is growing and that the business that they want to run is running the way they want it to.
Our plan is to continue to help those agents grow, make sure that they are treating this as a career and it’s not a gig for them. That’s the way our business model works — that they continue to support their families, and they are achieving their why.
RealTrending features the brightest minds in real estate. Twice a month, brokerage leaders, top agents, team leaders, and industry experts share their success secrets, trends, and lessons learned navigating this ever-changing industry. Hosted by Tracey Velt and produced by Elissa Branch.
