There are other, less visible, remains of the destruction still impacting the real estate community. Flood insurance has risen in some areas as much as 500 percent, putting a damper on sales and sending prospective buyers in other directions. Any number of buyers is also wary of the possibility of future storms—and for a variety of financial obstacles and/or personal circumstances, many homes in the most desirable areas remain unsaleable.
“Nevertheless,” says Schlott, “the Jersey shore will always be a desirable place to live, and so life in the affected areas is slowly returning to normal. Once the height of the crisis eased, we knew it was time to go back to the drawing board and develop strategies that would not only put us back to work, but take us to the next level.”
The effort began with enhanced marketing in the impacted areas and beyond.
“People already knew Gloria Nilson as the quality real estate brand,” says the company’s Director of Marketing, Heidi Dittloff. “Our goal now was to show clients that we truly speak their language.”
The company set its sights on a smoother, more seamless transaction experience, launching a partnership with Apple that gave Gloria Nilson agents updated and current technologies far superior to what their competitors were using. More recently, agreements were signed with DocuSign and ZipLogix with an eye toward creating an end-to-end paperless experience for both agents and clients.
“We also revamped our luxury marketing component,” explains Dittloff. “We introduced Christie’s International in certain markets, which increased our local and global visibility in the high-end segment of the market—and this spring, we are launching a new, luxury real estate magazine, a full-color, glossy showcase for our high-end properties on the Jersey shore and elsewhere.”
The company is also expanding its physical footprint, with new offices opening in Wall Township, N.J., and in Bucks County, Penn., bringing the total number of Gloria Nilson offices to 20 operating in eight New Jersey and Pennsylvania counties.
“Due to increased business and popular demand for our services, we will be opening additional offices in Pennsylvania over the next 18 months,” says company President Pat Bell. “This will strengthen our dominant position in Monmouth and Mercer counties and expand our footprint in Ocean County just as more high-end beachfront properties are being readied for sale.”
For Schlott, the investments in marketing and technology are refinements necessary to maintain and augment the company’s image as the brand that stands for excellence in all aspects of the industry.
“Our goal was to invigorate a fine company to make it better, and we have worked hard to create a culture change that builds on the Nilson reputation,” Schlott says. “We have revamped and energized the management team, which, in turn, has re-energized the sales force. Our agents take pride in being the best, and they work hard to keep earning that standing.”
To that end, continuing education and mentoring programs, as well as innovative office meeting agendas, a focus on enhancing the company’s legendary customized service, and finding new ways to improve the customer experience are key components.
In addition to monitoring the residential division, Schlott and his management team preside over a comprehensive slate of consumer services, including mortgage financing, insurance and home warranty. They also oversee a busy and thriving commercial division and a comprehensive relocation division.
