Tips on Leading a Team of Top Agents: Q&A with Odalys Sierra, Managing Broker

Odalys “Ody” Sierra is a non-competing managing broker at Berkshire Hathaway HomeServices Florida Realty, the Coral Gables office. With over 26 years of real estate experience, Ody openly shares her expertise and knowledge with a team of 82 sales professionals. Recently, two agents from the office, Miguel Solis and Mario Chirino, who work as a team, received an award for 5th in the nation for Berkshire Hathaway HomeServices, Commercial Gross Commission Income 2016.

Ody is passionate about providing the tools, resources, and support her team needs to make a positive impact in the industry. Here are a few of her secrets to leading a winning team.

Q: How does your team plan for a productive workweek?
A: “Every week, we have a 45-minute class where I’m able to provide sales tips and resources: one in the morning and one in the afternoon to ensure everyone in the office can make one of the two sessions. Before class, I send out an agenda so they can come prepared with questions. Since I was a former agent, they ask me great questions, such as “What should I do to better prepare before a listing appointment?”

Q: What is the sales tool your team uses to help win and sell listings faster?
A: “We have a fantastic Resource Center that includes hundreds and hundreds of email and e-newsletter templates, digital postcards, blank press releases — anything you can think of. As a realtor of the National Association of Realtors®, we also have access to RPR – the greatest listing presentation tool available. It’s accessible through any digital platform. We strongly encourage our agents to provide two tablets, so the property owner can also access the RPR and follow along during the listing presentation, which includes digital reports and covers a marketing plan.

“Berkshire Hathaway provides a ‘Luxury Collection’ marketing program, paid by the company, for qualifying properties. The program includes professional photography, virtual tours, and print media through the duPont REGISTRY, Luxury Collection of Florida, The Wall Street Journal, and Robb Report Collection.”

Q: With access to these sales tools, how do you ensure the Berkshire Hathaway brand is carried throughout?
A: “I urge my agents to leave other parts of our profession to other professionals, such as photography and branding. We encourage our professionals to use a graphic designer to do branding materials and have them input professional real estate photography and logo, and co-brand altogether.

“I used to go around the neighborhood and take my own photos that I felt would call attention to the right homebuyer, such as significant landmarks, and unique interior and exterior features of the property. I’d use these photos as a cheat sheet to provide to my professional photographer, to guide the photo shoot and give him a better sense of what to focus on. That way, they can come prepared with the right lenses and lighting. I also suggest my sales professionals to do the same with photographers from VHT Studios.”

Q: What do you enjoy most about your job?
A: “I’d have to say the interaction with the agents. I love when they call me during a negotiation. I enjoy sharing helpful hints, my past experiences, and techniques of negotiating, building relationships, and salesmanship. It feeds me and gives me a rush when I’m involved in a transaction with them. I love hearing their success stories after the sale is complete.”

Feeling inspired? Learn more about Ody Sierra at www.odysierrarealtor.com and get started with professional real estate photography today by visiting VHT.com or call (800) 790-8687.

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