What’s Your Value?

By Joe Lins

January 5, 2015

Our Leadership Team at CENTURY 21 Discovery recently held our annual strategic planning meeting for 2015. At that meeting we set aside a portion of the day to review and discuss our Value Package. We wanted to make sure every member of our team knew the value of what we provide to the agents at our firm as well as being associated with the Century 21® brand.

A few months before we presented it at our Strategic Planning Meeting, the owners and Chief Operating Officer sat down to review and update everything we provide to our agents when they come to work at CENTURY 21 Discovery.

I include this value package review process as part of my weekly coaching session with our agents. A Value Package should be a part of every REALTORS® arsenal that they bring out when they meet with a potential client or go on a listing presentation. It can be as simple as bullet points of the services provided to the client and how it will benefit them. Whatever format it is, it should be what sets you apart from the other guys.


I do this every time I recruit a new agent or counsel a current agent who is being wooed by another brokerage. I have to show them what we offer versus what they will get at another firm. Just like the agents who are competing for listings with other agents we are competing for good agents with other firms.

Along with all the training, office equipment and supplies we provide to every agent, I have to remind them about the 40 years of branding that Century 21 has. Aligning with the most recognized brand in the industry allows the agent instant recognition of what they do. Alignment with XYZ Company does not promote this sense of stability and longevity with today’s consumer. I also explain that being a part of our firm ensures a high level of support and knowledge they probably won’t get from a competing firm.

Here’s a story to highlight what I mean. In California, they rolled out a new Residential Purchase Agreement (RPA) in November of 2014. Months before it came out members of our leadership team attended seminars and classes to learn about the new RPA so we could train our agents. Over a period of weeks we held classes to ensure our agents were familiar with the new contract once it came out.

By the time the new RPA became a requirement our CENTURY 21 Discovery agents were well versed in it and ready to do business. Our agents encountered many, many agents on the other side of transactions who either had no clue that there WAS a new RPA or if they did, they had not been trained on it. Their brokerage had not prepared them for a major change in the industry. I even had one agent ask me if I would train the agent on the other side of her transaction. I said, “Of course!” I’d rather have our agents in a transaction with other agents who know what they are doing.

The value our firm provides to our agents encompasses the basics like office supplies and equipment along with the bigger things like training, knowledge and a pro-active involvement in industry changes. That’s our value. What’s yours?

Joe Lins photo


About the author: Joe Lins is President and Co-owner of CENTURY 21 Discovery. If you are interested in becoming part of the CENTURY 21 Discovery team contact Joe at 714.626.2069.

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