A Realtor’s Guide to Success — How Our Top Agents Succeeded in 2019

We interviewed a few of Surterre’s top agents to weigh in on their 2019 successes, if they did anything new, and what they plan on doing in 2020.

Jessie Holechek

1. What was most helpful to boost your business in 2019?

As a part of The Summer Perry Group, I was excited to be a part of a record year of over $65 million in sales for 2019. The most helpful boost to our business this year was the power of team work. Working on a team allows each of us to play to our strengths to better serve our clients. Happy clients mean more referrals and future sustainable business.

2. What did you do differently than years prior?

More so than years prior, in 2019 we really committed to both print and digital advertising. Whether it was features in Luxe Magazine or specific targeted ads on Facebook and Instagram, each of our listings were featured weekly in some capacity. This helped drive traffic to open houses or keep people up-to-date if we had any price changes. In the end, it helped us to sell our listing inventory in a timely manner and allowed us to keep our team at the top of mind.

3. What marketing strategy has helped you grow your business the most?

The marketing strategy that has helped us grow our business the most over the years is definitely staying in touch with our sphere of influence—meaning family, friends, and past clients. About 70% of our business comes from repeat clients or referrals from family and friends so it is important for us to stay connected and become the real estate experts in our circles. When you love what you do it’s easy for everyone to see your passion.

4. What were the biggest obstacles you faced from buyers and/or sellers and how did you overcome them?

The increased days on market that we saw in 2019 sparked some challenges. We found that having open and honest conversations with our clients—even though it was tough news to deliver—yielded the best results. At the end of the day, they hired us to guide them through this process and while it is not always easy, our clients appreciate us being straight forward with bumps in the road.

5. What would you like to be your biggest triumph by the end of next year?

By the end of next year, I would love to have been involved more with Habitat for Humanity. We are so fortunate to see so many beautiful homes every day that it is easy to forget that not everyone is as blessed. I plan to spend more time volunteering with this amazing charity in 2020. I also love any chance to put my architecture degree to work.

6. What advice would you like to give your younger self?

I would tell my younger self to not sweat the small stuff. It’s easy to get caught up in little things that may not be going smoothly; but overall, this business is rewarding to those who keep moving forward and can move past the ups and downs.

7. What would you try if you knew you could not fail?

Our real estate coach has always pushed personal videos as one of the best ways to connect with people. I have been hesitant about doing videos of myself, but it is something I would love to get past the fear of.

8. What would you like to focus most on next year?

I would love to focus most on expanding my social media presence next year. I have a good start on my business Instagram (@milliondollarlistingsnewport), but I would love to be more consistent. I think social media is a great way to stay in touch with people you know and connect with others with similar interests. I love the new year because it brings a breath of fresh air. The numbers go back to zero, and it’s time to do it all again.

Max Nejad

1. What was most helpful to boost your business in 2019?

Meeting new people and following up with my existing friends and clients and staying in front of them through my marketing campaigns. Doing so has ensured I stay in front of my contacts to remind them of the work I do so that when the time comes for them to buy, sell, or invest they remember to think of me.

2. What did you do differently than years prior?

I really didn’t do anything different. I continued working hard and sticking to my business plan. Increasing the number of people in my database has always been my number one priority because the more people you know the better.

3. What marketing strategy has helped you grow your business the most?

I’m always at my best when meeting new people face-to-face and doing something as simple as shaking their hands. The new contact gets a better understanding of who I am as a person and if there’s a connection or good conversation, they are more likely to keep me in mind in the future if they need to buy, sell, or invest.

4. What were the biggest obstacles you faced from buyers and/or sellers and how did you overcome them?

I have to say that with buyers, the biggest obstacle is finding them their dream home at an affordable price. I overcome that by working hard and staying on top of the areas of interest to find them exactly what they were looking for. With my sellers, the biggest obstacle is getting them the highest price in the quickest most convenient time frame. I overcome that obstacle by setting proper expectations based on market conditions and working hard every day and providing my clients with weekly updates about showings and all the marketing tactics that is being done for their property. I always find it’s beneficial for both parties to keep clear with honest communication.

5. What would you like to be your biggest triumph by the end of next year?

My main goal for 2020 is to create a successful real estate team that can help buyers and sellers reach all their real estate goals and provide our clients exceptional experience.

6. What advice would you like to give your younger self?

To stay the course and never give up. Get a mentor and follow someone who is already successful in the business and learn everything you can from them. Nothing is easy in life, but if you work hard, follow a proven strategy, and have patience, eventually things will start happening for you. Always focus on yourself and don’t compare your success to anyone else because you don’t know their journey in life.

7. What would you try if you knew you could not fail?

Failure has never been an option for me. I have owned and operated a number of different businesses in the past and that has always been my attitude about everything I do in my personal and business life. I have had failures in the past, but I have learned from my mistakes and grew stronger from them instead of letting them get to me. Don’t ever give up. If one path doesn’t work, try something else, but don’t ever quit.

8. What would you like to focus most on next year?

Every year and especially in 2020, I would like to help as many people as possible. I understand that there are thousands of real estate professionals out there, but there are only a few with a good value proposition, a proven strategy, and ones that truly care for their clients and will always do the right thing even when no one is looking. I want to provide exceptional service for my clients and build a long-lasting relationship with them and their families.

Amanda Horton

1. What was most helpful to boost your business in 2019?

My business and success in 2019 was boosted most by my brother’s support with showings, open houses, broker previews, valuation analysis, market trend analysis, marketing orders, and more—working on a team really helps boost production and results.

2. What did you do differently than years prior?

Different than years prior, in 2019 my team and I assisted our clients with the staging of their own belongings more than ever for the best impressions possible. A lot of physical hours went into this and it helped our sellers net the most in the long run.

3. What marketing strategy has helped you grow your business the most?

A strategy that helped grow my business in 2019 wasn’t so much a marketing strategy but more of personal relations approach of keeping in good touch with new and past clients alike. It strengthens my value propostion of being a real estate agent that all my clients can depend on, even after a transaction is complete.

4. What were the biggest obstacles you faced from buyers and/or sellers and how did you overcome them?

The biggest obstacle with both buyers and sellers was always price. I overcame this obstacle by consistently educating buyers and sellers on market conditions and closed sales, and knowing those closed sales helped me to speak to them properly in relation to the subject property. We are constantly striving to figure out what’s current in the market and relay that to our clients.

5. What would you like to be your biggest triumph by the end of next year?

We sold 19 homes in 2019 and I am fortunate to have such an exceptional year. If we sell 20 homes in 2020 that would be a triumph and a goal I would like to accomplish.

6. What advice would you like to give your younger self?

If I could go back and give my younger self advice, I would say: don’t take it personal. It’s a business after all, even if it’s a human relations business.

7. What would you try if you knew you could not fail?

We already have a hefty budget assigned each year to print. But if I knew it would not fail, I would spend more on other big print media. However, we’re in the digital age and I don’t think print is as impactful as it used to be.

8. What would you like to focus most on next year?

In 2020 I would like to focus on increasing our social media presence with more posts about Laguna Beach life, our day-to-day job, and keeping our clients informed about the market. Social Media and Digital Marketing is a major component for a realtor’s engagement with potential leads.

Edison Cook

1. What was most helpful to boost your business in 2019?

Patience and persistence with my clients. Each and every client has different needs and timelines, and I’ve learned to adapt to each client specifically. For example, one of my clients took 18 months and nearly 100 showings before I found them their dream home. On the other hand, another client of mine only took three weeks and a couple of showings before they found their home. Being adaptive and always putting my clients first throughout the process has ensured they feel confident in the decision they make.

2. What did you do differently than years prior?

I continued to educate myself and gain knowledge of each neighborhood which has helped me gain more confidence. That knowledge has also helped show my value to each new client I meet which in turn has helped them trust me with their home search. I believe market knowledge is key to getting clients to see my value proposition on why they should work with me.

3. What marketing strategy has helped you grow your business the most?

Just staying the course and keeping my head down while staying consistent with each of my clients. Another simple thing that I think gets lost in our business sometimes is just making myself available to my clients as often as I can by always answering my phone or emails as frequently as possible. I try to never miss a call. I really make it a point to consistently work open houses every weekend in the same areas. I believe knowing the market in those specific areas you’re working those open houses has helped me the most.

4. What were the biggest obstacles you faced from buyers and/or sellers and how did you overcome them?

My short time in this industry has been my biggest hurdle. I’ve really just made it my mission to learn this niche Newport Beach market as fast and as thorough as possible. I decided to focus on being an expert in smaller and more specific areas of Newport beach rather than just knowing a little about the entire city or county. I think that strategy has paid off.

5. What would you like to be your biggest triumph by the end of next year?

My biggest triumph is to have happy clients at the end of each deal which hopefully means they’ll recommend me to their family and friends. To me, referrals are the ultimate compliment.

6. What advice would you like to give your younger self?

What everyone told me when I got into this industry, it just takes time. Honestly, the time that it takes in the beginning is somewhat painful, but it’s needed to really learn the market and build your client relationships. Everything in real estate takes longer than you think it should.

7. What would you try if you knew you could not fail?

I would be a real estate developer here in Newport Beach. I’ve always had a dream of building a home from start to finish.

8. What would you like to focus most on next year?

To continue to expand my knowledge and expertise by learning new areas of Orange County to continue to grow. I’d also like to build a more consistent marketing strategy to grow more market share.