MENTOR ROUNDTABLE
Spring 2005  San Diego
Think BIG, Act Small
How to Compete with Larger Firms for Relocation Business
Jean Sackin, CRP, RCC
109 South Pitt Street, Alexandria, VA 22314
703-549-4554  888-790-9590
[email protected]
www.mcerelocation.com
Serving the Washington, D.C. Metropolitan Area with
Personal Service, Professional Results
Since 1980
Don’t Be Intimidated By Size, Just Keep Focus On What You Need To Do
Know Your Company
 Know history of how you got where you are today
 Know your company’s business philosophy
o “All politics is local.” All real estate is local.
o “Not the biggest necessarily, but the best.”
Know Your Niche
 “Boutique” reputation
o Christie’s Great Estates
o Who’s Who in Luxury Real Estate
o The Registry
 International focus in DC Metropolitan Area
o Government, military, state department, embassies, World Bank
o Some multi-lingual agents, including ASL
o Relocation Department Staff of 4
 English
 Spanish
 French
 Italian
 Some German
Be The Best – Credentials and Credibility
 Results Matter
o Three offices
 $1.6 billion in 2004
 #102 firm out of 60,000 nationwide in 2004
 #1 sales office in VA since 1997
 #1 sales office in Alexandria, VA since 1983
o 200 agents
 $7 mil average sales
o Relocation Department
 Multiple designations
o CRP, GMS, and RELO network’s RCC, RCCM
o Going for RELO’s RQC, ERC’s SCRP
 Awards and nominations
The Bigger They Are The Slower They Move
Policies and procedures with lengthy chain of command = slow
 We have the power to address the need and react immediately
o Out maneuver and out service
 Flexibility
o Small companies can make concessions
 Resiliency
o If one policy doesn’t work, make another
 “The Buck Stops Here”

Personal Service
o Personal assignments from relocation staff to trained, known agents
Wednesday, May 18, 2005
How to Compete with Larger Firms for Relocation Business
Industry Involvement: Best “Face” Forward
 Work the RDC, ERC and other conferences
o Network with all
 Thank presenters
o Leave business card with feedback
o Send follow up notes
 Find willing mentors
 Be Loyal
o Be loyal, but enlarge your circle
 Volunteer
 Join and lead groups, panels, roundtables
 Staff booths
 Provide updates at local group meetings
 Call new members
o Follow up with mailing
 Use trade journals to acknowledge promotions, etc.
o Call and/or write
 Take Third Party companies to lunch
Marketing: Perception = Everything
 Advertise in the BEST trade journals possible, and as often as possible
o Big ad, small company = perception of big company
o INCLUDE NAME OF CITY IN ALL MARKETING MATERIALS
 Be good, be consistent, but don’t be afraid to be creative
o Market Watch and “Results Matter” when available
o Themed Postcards
o Department web site
 Highlight firm’s strengths and differences
 Broadcast the news! (a.k.a., PR)
o “If you don’t tell them, you won’t sell them”
Partnering
 Partner with suppliers like yourself
o Quality
o Size, if relevant
 Contact fellow brokers with local news and leads
o For example, a move from your area to theirs or vice versa
 Develop appropriate agent lead program
Evaluate and Communicate
 Single point of contact preferred and possible
 Don’t wait until AFTER the sale to gauge performance
 Send thank you notes to everyone
 Help transferees with community involvement
 Host client events
 Send surveys
o Direct Mail
o E-Mail
Wednesday, May 18, 2005
How to Compete with Larger Firms for Relocation Business