Max Broock, REALTORS® opened its doors in 1895 and is now under the umbrella of Real Estate One, the largest broker in Michigan. How does it work for a boutique firm like yours to be part of that family of companies?
The 2002 merger happened because Real Estate One saw a market they wanted to move into, and Max Broock, REALTORS® was a well-known, established brand. We are now the boutique brand for Real Estate One, which has taken our brand to a whole new level. Its support has been spectacular – we are now the largest office in volume and units in 2011.
What has been your role in developing that strong presence?
I’m a great believer in culture, I think it’s the most important thing in an office. I wanted to create an environment that is highly diverse, with agents in their 20s, 30s and 40s. There’s an energy that brings to an office and is a great environment for recruiting.
We had an old brand that was good but stodgy. Now that I’ve hired a lot of younger people, they’ve brought the emphasis on being tech-savvy. The long-time agents understand the brand and it’s like a lab we can teach in.
My experience as a high school principal has actually transferred very well to being a manager. In a large suburban real estate office like ours, it’s the best training I could have ever had.
So how do you help develop the skills of those younger agents?
Our focus is truly on personal branding, on branding the agent. Once they decide the niche where they fit, we help them create an image and a brand – determining what is that agent’s best asset.
For example, we’re active in what is known as the Woodward Corridor that has a focus in young and hip destinations and housing. We look at our target demographic and use whatever medium to be ahead of the game.
That’s how we’re leading the pack. For instance, out of 151 agents, we have a statewide top producer like Kathy Broock Ballard as well as a 28-year-old agent who made NAR’s list of “Top 30 Under 30” in his first year in the business, Christian Grothe.
