{"id":2421,"date":"2021-08-17T14:00:00","date_gmt":"2021-08-17T14:00:00","guid":{"rendered":"https:\/\/preprod.realtrends.com\/blog\/2021\/08\/17\/game-changers-personal-touch-helps-retain-top-agents\/"},"modified":"2025-03-13T02:38:53","modified_gmt":"2025-03-13T02:38:53","slug":"game-changers-personal-touch-helps-retain-top-agents","status":"publish","type":"post","link":"https:\/\/preprod.realtrends.com\/blog\/2021\/08\/17\/game-changers-personal-touch-helps-retain-top-agents\/","title":{"rendered":"Game Changers: Personal touch helps retain top agents"},"content":{"rendered":"\n

Bill Bullock, CEO, Golden Gate Sotheby\u2019s International Realty, Mill Valley, has been on a remarkable growth path for the past five years, But Bullock \u2013 a RealTrends 2021 Game Changer \u2013 attributes much of his success in recruiting and retaining top agents to maintaining a \u201csmall brokerage\u201d culture. \u201cOur agents know that they are not just numbers for us,\u201d he says. \u201cWe care about them and do everything we can to help them succeed.\u201d<\/p>\n\n\n\n

That supportive company culture, combined with robust technology systems and marketing products, helped Bullock\u2019s company expand its footprint, despite the many challenges of the COVID pandemic. \u201cIt helped us to be positioned in every county around San Francisco, so when people began leaving the city, we were in a great position to serve buyers, get new listings and capitalize on that trend,\u201d he says.<\/p>\n\n\n\n

Since the start of 2020, Bullock\u2019s brokerage has added about 50 more agents, and now has about 575 agents and 70 staff members in 25 offices. \u201cWe tried to reduce our office space last year, but wound up opening more offices that we closed,\u201d he said.\u201d<\/p>\n\n\n\n

Importance of culture<\/strong><\/h4>\n\n\n\n

Thirty years ago, Bill Bullock<\/a> and his business partner Olivia Decker founded the brokerage with just six agents. \u201cEven though we\u2019ve grown tremendously, we have essentially remained a small company,\u201d he says. \u201cI\u2019m still the CEO and my personality hasn\u2019t changed. I get a report every night of our closings. If I see something that deserves a mention, I try to send an email and tell the agents how great they are doing.\u201d<\/p>\n\n\n\n

Even with 500-plus agents, Bullock says he knows almost every agent on sight. He also instills the importance of that personal touch<\/a> in his managerial team. \u201cWhen you scale up, a brokerage has to take on some corporate procedures,\u201d he says. \u201cBut you really have to focus on maintaining the personal side of the business. I am always available for our agents to help them grow their businesses, and that accessibility is important to our culture.\u201d<\/p>\n\n\n\n

Growth by acquisitions<\/strong><\/h4>\n\n\n\n

Several years ago, Bullock walked into a meeting with 150 agents from a small brokerage his San Francisco Bay area company had just acquired. \u201cWhen I went to the podium to welcome them, I saw they were all wearing black like they were going to a wake,\u201d he says. \u201c\u201cIt scared the hell out of me, and I thought that everybody would be bolting. So, I was on the phone to all their top producers and went to see most of the other agents. We were able to gradually get them to settle down, and we only lost two agents. Now, they tell us we’re their former company on steroids and they love being with us.\u201d<\/p>\n\n\n\n

Bullock estimates that about 75 percent of his company\u2019s growth in the past five years has been due to nine acquisitions of smaller companies. When looking for potential acquisitions, Bullock typically sends an email expressing his interest, rather than putting the owner on the spot with a cold call asking \u201cAre you interested in selling?\u201d  Usually Bullock\u2019s emails generate a polite response that can lead to an ongoing discussion, he adds.<\/p>\n\n\n\n

But Bullock pays close attention to the other firm\u2019s culture before moving forward with an acquisition to be sure the new managers and agents will be a good fit for his team.<\/p>\n\n\n\n

Recruiting strategies<\/strong><\/p>\n\n\n\n

Bullock has been able to bring in new agents without hiring a recruiter or giving a managerial incentive for recruiting. \u201cI speak to all of them, especially in Marin County, where I still sell real estate,\u201d he says. \u201cYou have to be relentless and keep recruiting all the time.\u201d<\/p>\n\n\n\n

Bill Bullock believes the best opportunities to recruit other agents occur when transactions are closing.  He says managers should be asking their agents, \u201cHow do you like the agent on the other side of this deal? And did you mention anything to them about coming over and joining us?\u201d  If the other agent is a potential recruit, the manager should call right away, Bullock says. \u201cJust make a call to say, \u2018Thank you, our agent said you did a great job.\u2019  That\u2019s not a cold call at all, and it\u2019s much easier that giving your manager a big list of agents to start dialing their numbers.\u201d<\/p>\n\n\n\n

In fact, that personalized recruiting strategy has worked well for Bullock. In a recent $10 million transaction, he talked to the agents on the other side, telling them, \u201cLook, we’ll make this deal happen on one condition and that is, you guys join us after this escrow. We all got a laugh out of that, but I wasn’t entirely joking. They are definitely going to hear from me after the closing.\u201d<\/p>\n\n\n\n

Bill Bullock, CEO, Golden Gate Sotheby\u2019s International Realty, Mill Valley, California, was named a RealTrends 2021 Game Changer.<\/a> In the past five years, between 2016 and 2020, he achieved 172% growth.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Bill Bullock, CEO, Golden Gate Sotheby\u2019s International Realty, Mill Valley, has been on a remarkable growth path for the past five years, But Bullock \u2013 a RealTrends 2021 Game Changer \u2013 attributes much of his success in recruiting and retaining top agents to maintaining a \u201csmall brokerage\u201d culture. \u201cOur agents know that they are not just numbers for us,\u201d he says. \u201cWe care about them and do everything we can to help them succeed.\u201d<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[1023],"class_list":["post-2421","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"\nGame Changers: Personal touch helps retain top agents - RealTrends - Blog<\/title>\n<meta name=\"description\" content=\"Bill Bullock Golden Gate Sotheby\u2019s has been on a remarkable growth path for the past five years. 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