Florida Realtor April 2014 : Page 14

manage It “If you change the way you look at things, the things you look at change.” —Wayne dyer, American author and motivational speaker Aomon research ). The publicity netted news-paper stories that, in turn, garnered requests from local organizations for speaking engagements. “I’ve gone to four New Year’s parties in the last 12 months,” says Bosshardt, cit-ing examples of his community outreach. “I’ve been to the [traditional] United States New Year, the Jewish New Year, the Diwali Indian New Year and the Chi-nese New Year.” Support the Team Setting up a global division is more about changing your spending of current money rather than your spending of new money, he says. The firm’s website team added new pages ( global.bosshardtrealty.com ) in foreign languages and with content that makes sense for the respective commu-nities. Associate training now includes courses for Certified International Proper-ty Specialist (CIPS). Bosshardt also places ads on specialty websites, such as Juwai. com for Chinese buyers and sellers (See re-lated story on page 12.). Similarly, agents send direct mail using lists aimed at foreign communities. For example, the firm bought a list of Chi-nese households in the Gainesville area and added Liu’s list to it. Among the nearly 100 sales associates at the firm’s three offices (Gainesville, Ocala and Venice), there’s a handful of Russian, Hispanic, Polish and German agents who already serve their respective communities and says Bosshardt, are valuable resources for growing the global division. recruit for Synergy Recruitment begins with identifying op-portunity markets. “[In Gainesville], there are spheres of Chinese, Indian and Israeli buyers,” he says. “I know our Indian popu-lation is growing.” As a result, Bosshardt is searching for a sales associate who can serve this community’s real estate needs. “I have a five-year plan, and [the global di-vision] can be key to reaching that upper threshold of my expectations for sales and profitability,” says Bosshardt. russian for home SALES AnD pROFITABILITY Go Global by Staying Home n 2012, with a new real estate li-cense and a difficult-to-under-stand Chinese accent, hongtao Liu was turned down for a real estate sales position. “The thought process was, ‘If you can’t speak English, how are you going to communicate?’” ex-plains Aaron bosshardt , broker-owner of bosshardt Realty Services LLC , Gainesville. Bosshardt didn’t interview Liu back then, but when he wanted to recruit an agent to help the firm reach Chinese customers, guess who turned up as a top producer in Gainesville? “In his first couple of months with Bosshardt Realty, Liu wrote eight contracts in the slowest months of the year.” The days of sales associates like Liu struggling to get hired are over. Here’s how Bosshardt structured his firm to reach the global market: 14 FLORIDA REALTOR April 2014 Aaron Bosshardt (left) and hongtao Liu (right) Bosshardt Realty services LLC gainesville I capture new business with an international division. Commit to global Bosshardt decided on three basic global strategies: Spread the word that the bro-kerage is going global, recruit for foreign-customer synergies and provide global-specific training and marketing support. Bosshardt also recognized that his global market opportunity is not really international—it lies with local commu-nities, such as the Chinese and Indian populations. Spread the Word Bosshardt committed to his global initia-tive to recruit talent, hold off competi-tion and establish footholds in key ethnic communities. He started blogging on the topic and reached out to local media with information about the firm’s new global division, and the importance of global markets (using NAR and Florida Real-tors® research; go to floridarealtors.org/

Manage It

SALES AND PROFITABILITY

Go Global by Staying Home

capture new business with an international division.

In 2012, with a new real estate license and a difficult-to-understand Chinese accent, hongtao Liu was turned down for a real estate sales position. “The thought process was, ‘If you can’t speak English, how are you going to communicate?’” explains Aaron bosshardt, brokerowner of bosshardt Realty Services LLC, Gainesville.

Bosshardt didn’t interview Liu back then, but when he wanted to recruit an agent to help the firm reach Chinese customers, guess who turned up as a top producer in Gainesville? “In his first couple of months with Bosshardt Realty, Liu wrote eight contracts in the slowest months of the year.”

The days of sales associates like Liu struggling to get hired are over. Here’s how Bosshardt structured his firm to reach the global market:

Commit to global

Bosshardt decided on three basic global strategies: Spread the word that the brokerage is going global, recruit for foreigncustomer synergies and provide globalspecific training and marketing support.

Bosshardt also recognized that his global market opportunity is not really international—it lies with local communities, such as the Chinese and Indian populations.

Spread the Word

Bosshardt committed to his global initiative to recruit talent, hold off competition and establish footholds in key ethnic communities. He started blogging on the topic and reached out to local media with information about the firm’s new global division, and the importance of global markets (using NAR and Florida Realtors ® research; go to floridarealtors.org/Research). The publicity netted newspaper stories that, in turn, garnered requests from local organizations for speaking engagements.

“I’ve gone to four New Year’s parties in the last 12 months,” says Bosshardt, citing examples of his community outreach. I’ve been to the [traditional] United States New Year, the Jewish New Year, the Diwali Indian New Year and the Chinese New Year.”

Support the Team

Setting up a global division is more about changing your spending of current money rather than your spending of new money, he says. The firm’s website team added new pages (global.bosshardtrealty.com) in foreign languages and with content that makes sense for the respective communities. Associate training now includes courses for Certified International Property Specialist (CIPS). Bosshardt also places ads on specialty websites, such as Juwai.Com for Chinese buyers and sellers (See related story on page 12.).

Similarly, agents send direct mail using lists aimed at foreign communities. For example, the firm bought a list of Chinese households in the Gainesville area and added Liu’s list to it.

Among the nearly 100 sales associates at the firm’s three offices (Gainesville, Ocala and Venice), there’s a handful of Russian, Hispanic, Polish and German agents who already serve their respective communities and says Bosshardt, are valuable resources for growing the global division.

Recruit for Synergy

Recruitment begins with identifying opportunity markets. “[In Gainesville], there are spheres of Chinese, Indian and Israeli buyers,” he says. “I know our Indian population is growing.” As a result, Bosshardt is searching for a sales associate who can serve this community’s real estate needs “I have a five-year plan, and [the global division] can be key to reaching that upper threshold of my expectations for sales and profitability,” says Bosshardt.

Read the full article at http://browndigital.bpc.com/article/Manage+It/1663183/201925/article.html.

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