Phillip Romero
In the following interview, Phillip Romero, president, and Joshua Robertson-Tucker, executive vice president of Business Development and Relocation, at CENTURY 21 Award in San Diego, Calif., discuss disruption in real estate, their reintroduced value proposition, and more.
Joshua Robertson-Tucker
Region Served: Southern California
Years in Real Estate: Philip: 30; Joshua: 4
Number of Offices: 17
Number of Agents: 1,000
No. 296 in Sales Volume in RISMedia’s 2017 Power Broker Report
Your company is one of the highest volume performers in the CENTURY 21 franchise. What goes into reinventing an established brand once you’re already known as a leader?
Philip Romero: It’s important to understand that being established as a leader in the past won’t necessarily carry you into the future, a notion that’s been at the forefront of our reinvention. For us, the process began with a heavy dose of self-reflection in order to understand where we are in the industry, our strengths/weaknesses/deficiencies and to honestly assess the needs of our consumers. Whether you’ve been in the business many years or are just getting started, you need to examine these areas before you jump into rebranding or reinventing yourself.
How do you keep the company innovative and positioned as a leader in the marketplace, rather than resting on the past and the status quo?
PR: Resting is obviously the much easier choice…until it’s not. And resting is not an option for us. Part of our strategy for remaining innovative comes in the form of realizing a new leadership team. In fact, we’ve transformed our leadership team into a bunch of creative types—those who have an energy like Josh [Robertson-Tucker]. With four years of experience under his belt, he brings a fresh set of eyes to the things we’ve maybe taken for granted over the years.
What will success look like once you’ve achieved your goals?
PR: Marketshare growth. Simply stated, this is telling us that we’re aligned correctly with our clients’ expectations and that they find value in the approach that we take as a company.
Joshua Robertson-Tucker: Success is culture, too, so we’re focused on creating a thriving environment of innovative thinkers. And this doesn’t just include our staff. In fact, we want agents who are looking to grow and turn real estate into a career they can grow into. This comes from energy and enthusiasm, in addition to educating each and every agent as to how to grow their business in today’s environment.
Can you provide any specific examples in terms of what you’re doing?
JRT: One area we’re currently focusing on is new licensees. In fact, we’ve created a training program called Accelerate that’s set up to infuse one’s business with adrenaline through coaching, activities and instruction by immersing our new licensees into business generation from the get-go. The program, powered by tools such as FiveStreet, Market Snapshot and Top Producer that we’re purchasing from realtor.com®, is instrumental in teaching new licensees how to engage and activate their sphere of influence while springing in contractual items along the way. It’s all about …read more
From:: Real Estate News