Journal Record Staff Reporter
Real estate agents must develop services that will keep
clients returning while technology in the real estate market
Those changes in the market could eventually dispel the
Multiple Listing Service that Realtors use to access information
on houses for sale, said Walter Sanford, the top agent in volume
production in the United States.
Sanford was in Oklahoma City Tuesday to present the Walter
Sanford Seminar sponsored by Keller Williams Realty Inc. of
Oklahoma City and Edmond. Sanford operates Sanford Group Inc. in
Long Beach, Calif. He closed more than $51 million in real
estate sales volume in 1992 and is considered the top producer in
He grossed $1.5 million in personal commissions. His overhead
is about 30 percent of his commissions.
"I want to build clients for life. I want to build raving
fans. Real estate has never been on the cutting edge of
technology," he said.
Agents are in danger of losing clients if they do not perfect
their area of real estate and offer as much as they can to the
people, services that people can not find anywhere else.
He expects some modern electronic service such as a kiosk in a
mall where sellers and buyers will be able to go to list their
properties in a computer. That information would then be
available to individuals who subscribe to a specific computer
service that extends nationwide.
He identified three profit centers he has that keep him going.
They are his brokerage, selling or sharing information on how he
has become successful and ownership of real estate.
Agents must experience what they do and buy real estate, he
Sanford is the only licensed real estate executive in his
office but has 11 nonlicensed assistants who do the research,
desk work and other duties, which allow him to close as many real
estate sales as he does.
Monica E. Reynolds, a Realtor associate with the firm, trains
other assistants around the country. She travels about 20 days a
Agents must pick an area of real estate and perfect that
system as an individual, only then can that agent move on,
Sanford said. It must be a profitable area where the agent can
become the best, then manualize it and delegate the process to
possibly an assistant and move on to the next area.
With those assistants, he can work at other techniques and
systems to work with clients.
An "integrated selling system" is the approach his firm uses
"In an integrated selling system we are planning an approach
to a hot demographic group," he said. Those groups are
identified as people who could possibly be interested in selling
He cited groups such as those people who own real estate but
do not necessarily live in the community, people over the age of
65 who are living in houses with four or more bedrooms, pregnant
women, "for sale by owner" and those who have listed their houses
in the classified advertisements of a newspaper. These are the
people who are going to be interested in working with his
brokerage firm to sell or buy a new home, he said. …