Residential sales: Top producers share insights

Many people have tried to launch careers in real estate. Not everyone, however, has what it takes to become a top producer.

As for what makes an agent tops, here's what four successful local Realtors had to say.

Exceed expectations

Don Caudle, who has more than 30 years of experience in real estate, is one of the top producers at Re/Max House of Brokers in Springfield. In 2001, Caudle said, his dollar volume exceeded $26 million, and he expects to exceed that figure this year. When it comes to measuring success, however, he doesn't talk about dollars and cents.

"The key to quality service is exceeding the expectations of your client," he said.

About 15 years ago, Caudle put together a client survey, which revealed that the most important quality people look for in a real estate agent is communication.

"Sellers, in particular, listed communication as being the thing they valued the most," he said. "They want to know what's going on, even if there's nothing to report."

Like many successful Realtors, Caudle has his own staff that handles everything from new listings to contracts.

According to Caudle, having a staff not only allows him to do more business, it also allows him to give better service.

In addition, he provides several services that have helped him attract clients. Potential home buyers, for example, are provided with listings of homes in a particular neighborhood or price range, with no obligation.

He also offers a buy-back program to clients who use him as both their buying and selling agent.

If the client's home doesn't sell within 90 days, Caudle said, he will buy the house for approximately 95 percent of the price listed on the Multiple Listing Service.

"If I can't sell a house in 90 days, it's because I've misstated the price," he said. "That's where my 30 years of experience comes in."

Perfect the basics

Longevity isn't always a precursor to success, however. Drew Lewis has only been in the real estate business for 7 1/2 years, but he's already one of the top producers at Carol Jones, Realtors, in Springfield. In 2001, his dollar volume exceeded $12 million.

Lewis said his rise to the top came quickly, and after four years in business he was ranked as one of the top 10 agents in Springfield.

"I've worked for Carol Jones the whole time," said Lewis. "I learned from the best."

Being the best means always being perfect at the basics, he said. This includes working long hours, returning phone calls promptly and anticipating potential pitfalls and dealing with them before they become problems.

Lewis employs a personal staff, which he said helps him achieve balance in his professional and personal life. Lewis also believes consistent advertising, coupled with honesty and the ability to negotiate a good deal, have helped him achieve success in a short period of time.

"If you treat people right, real estate gets easier the longer you're in it," he said. "If you can make the customer happy, you've got a customer for life. You can't lose sight of the importance of repeat business."

Service-oriented business

Ethel Curbow, who works for Coldwell Banker Vanguard Realtors in Springfield, knows all about the importance of repeat business. Curbow, who has worked as a Realtor for 21 years, said she handled 218 transactions in 2001 and had a dollar volume of more than $32 million.

"I don't distinguish between work and play," she said. "I enjoy what I do, and I try and make it a fun experience for my customers, too."

Curbow enjoys a challenge, and she likes "selling the house that no one else could." She also views her energy as one of her greatest strengths.

"I don't set long-term goals, but I do set daily goals for myself," she said. "Still, you have to be flexible and work people into your schedule. Real estate is a service business. You can't lose sight of that."

A self-described "people person," Curbow has established good relationships with other Realtors in the area who show her properties.

She also works hard to please her clients so they will become a source of repeat business and referrals.

Curbow also has a personal staff, which allows her to concentrate on getting new listings, marketing and other income-generating activities. Having a staff also helps give Curbow time to learn and incorporate the latest technology being used in the industry. Currently, she provides virtual home tours of her properties, which are posted on four Web sites. These properties also are marketed in local newspapers and real estate magazines.

"For me, quality service is all about attention to details," she said.

"It's also about doing what you say you're going to do," she added.

Communication, honesty

Patrick Murney has not only achieved success as a real estate agent, he's also achieved success as a business owner.

A licensed agent since 1979, he founded Murney Associates on July 27, 1997. Recently, he acquired Billy Long Inc. (formerly Billy Long Keller Williams), which will bring the total number of agents at Murney Associates to 338.

Murney's success in real estate is evident. In 2001, his dollar volume was $37.7 million, and this year, Murney Associates was named as the No. 1 privately owned independent real estate company in Missouri by Real Trends 500, the annual report edition of Real Trends Inc.

Murney believes his rise to success can be attributed to his knowledge and experience in the marketplace, and his ability to communicate openly and honestly with his clients.

"The other aspect of quality service is making sure all of the details are addressed," he said. "Every client deserves genuine concern and a professional response to all of their questions."

Murney said he tailors the service he provides to meet the needs of each buyer and seller.

He also believes he does a good job marketing the properties that are listed with him.

"Good Realtors should be up-to-date on all aspects of real estate and work with integrity they should provide fair, honest and accurate information for each customer," Murney said.

"If you treat each customer with the utmost respect and provide 100 percent effort to making the transaction successful for everyone involved, that will create an excellent situation for everyone," he added.