Winning the Name Game

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Branding and marketing have been a big part of this Exit owner?s success over the years
Mike Glass

Regional Owner

EXIT Realty Georgia

Atlanta, Georgia

How has the importance of marketing/branding changed in the industry over the last few years?

It has changed dramatically. That?s why we?re seeing so many smaller, independent companies merging into larger brands?for the marketing opportunities that they offer. People are coming to Exit after they begin to understand why we promote our concept of sponsoring so intensely. They start to see how we can help them explode their business through single level residuals establishing agent retention and a built-in mentoring system. And ultimately, it promotes a secure future for all involved.

What are the key elements of an effective marketing campaign?

Branding has become one of the most important initiatives in the industry. At Exit Realty, our company name is the most advertised word in the world. Wherever you go, there?s that word. So, subliminally, our company name is already familiar to people. Marketing is perception, so having the right name is critical.

I think another one of the most basic and effective things is to get your photo out there as much as possible: in newspapers, magazines, flyers, billboards, car wraps, magnetic signs, your business card, for sale signs, you name it. People usually buy real estate with a certain agent because they are familiar with him or her ? period.

A third element would be to canvas for business in the right way. With all our great training at Exit, agents learn how not to be intimidated to pick up the phone and canvas for business. If they?re sending a newsletter to a number of people in an area, they can?t just sit around and hope that business comes to them. They need to follow that up with a phone call?and do it the right way.

What percentage of an agent/broker?s annual budget should they set aside for marketing?

I?m going to say 10 percent. Marketing yourself is very, very important. When you talk to an agent about switching companies, their biggest fear is change and that they will lose business. But when I ask them to tell me what percentage of their business comes from their company, versus themselves, they inevitably say that 90 percent comes from themselves. It?s about promoting yourself. When I sold real estate I had a nickname ? ?Le Chef? ? and my slogan was ?Really Cookin Hot Properties.? All of my ads used kitchen related words and my closing gifts where all about the kitchen. Because of my personal promotion, most of my clients knew my nickname before they knew me.

Years in real estate: 28

Years with Exit Realty: 6

Originally from: Atlanta

First interest in real estate: ?I always loved looking at homes. When I was an accounting major at Georgia State University and was waiting tables, what I really wanted to do was to be a Realtor, so I decided to take another path and I got busy selling real estate.

Claim to fame: First Exit Realty agent on record in the U.S. Sold first U.S. Exit Realty franchise in Panama City, Florida six years ago.

Career path: Started in 1976 with an independent office in Atlanta that purchased a Century 21 franchise; in 1980 joined RE/MAX and purchased a franchise in 1984; In 1990, sold RE/MAX offices and moved to Panama City, Florida. ?I was going to be a beach bum at that point, but when real estate is in your blood, you go back.? Discovered Exit Realty at a Florida Association of Realtors convention and wanted to get involved. ?They asked me if I could sell franchises, and I said, ?Sure!? Two weeks later, I quit selling real estate fulltime and joined Exit Realty.?

Total number of franchises personally sold in Florida and Georgia: 34

Number of offices in GA: 20 (17 open)

Number of agents: 325

New ventures: Commercial real estate and ancillary services to the brokers

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