Recently, Michael Harris of Ardynn PR sat down with Dana Hall-Bradley of Century 21 out of Orlando and came away with a very interesting perspective on the current real estate industry, where we have been and where she feels we are headed next.
Good morning Dana, I appreciate you taking the time to talk with me today. As you know, the Voices of Women Series coming out of FrogPond.com has long been a showcase of the real estate industries most forward thinking, influential women.
How does it feel to be included in such an illustrious group?
I'm honored and grateful to be featured by Voices of Women. It's inspiring to be connected with women who are empowered to make a difference in the real estate business, their families, and the world.
Now, you are fairly new to being a real estate business owner correct? What made you take up the mantel at a time when everyone else seemed to be getting out of the business?
That is correct. I've owned CENTURY 21 Premium Properties and Celebration Rental Group since April, 2008. At that time, the opportunity to purchase the C21 franchise for my area presented itself at the exact moment a local independent office came on the market. Even though offices were closing and agents were getting out of the business, I knew it was a smart business decision. And... it was!
To me, you are a very inspiring professional that your peers should pay close attention to. Can you tell us a little about your current business model and it's target and scope?
Thanks for the compliment, Michael. We currently have 73 licensed professionals and a staff of four full-time employees in our offices. We offer all real estate services including sales, leasing, property management, and a concierge service. We follow the CENTURY 21 program for recruiting, training, and support. This program offers cutting edge technology coupled with good old fashioned customer service.
How are your positioning your brand for future growth? Are there particular tools and mediums that you use to engage your target markets? How effective have those tools been?
We're staying abreast of and participate in current trends, including websites, Facebook, Twitter, LinkedIn, and You Tube. We have had a steady stream of business since the day we opened. Our marketing is extremely effective.
What is the current real estate mood there in Central Florida? Any unexpected trends being noticed? How are you prepared to meet those trends?
Of course, we've had to adjust to lower values and continue to deal with seller disappointment in that respect. There are lots of buyers here in Central Florida right now who are happy to take advantage of the affordable pricing, buyer incentives, and low interest rates.
With real estate markets across the country seeing dramatic changes to the landscape, how is technology fitting into your business model? Is it positioned to change with the times?
In addition to utilizing the social media outlets I mentioned earlier, our agents also have the benefit of a great lead generating/organizing system, through Century 21, called LeadRouter. Each of our agents use the latest in Smart Phone and Computer technology as well.
Yes, we're always among the first to start using the latest in technology, both at the corporate level at CENTURY 21 and in our offices.
Where do you see your core markets in the next 5 years? And how will your business model hopefully look in conjunction with your thoughts on the near future market conditions?
Because we specialize in property near Disney, our core market should stay the same. The market in and around Celebration will always thrive because of it's proximity to the theme parks. In addition to primary residences, we sell vacation homes and have a strong rental clientele.
