C21_Troop_Newsletter_07_2017

JULY 2017

MthOe NTHLY

IN THIS ISSUE: WELCOME RICK DAVIDSON!

^^ 2016 Award Winners We are excited to welcome Richard W. Davidson and his family to
^^ 2017 Awards Criteria our CENTURY 21 Everest Realty Group and Century 21 Troop Real
^^ Save the Date Estate family. He will join us as President of the Everest Group on
^^ A Problem with Zillow? May 15, 2017.
^^ Energizer Agent
^^ Independence Day In early 2010, Rick was selected to lead Century 21 through a repositioning
^^ Work Anniversaries and growth strategy for the brand, following a decade of lost market share and
^^ Birthdays a decline in industry reputation. With Rick at the helm, the team successfully
established and executed on a comprehensive strategy to regain market position
and reposition the brand within the industry and the consumer space.

Over the course of the past seven years, Century 21 regained its iconic presence.
Following the strategic termination of nearly 1,000 affiliates in the U.S. as part of
the repositioning strategy, 2015 and 2016 represent the best growth years the
company has seen in a decade. For the past three years (2014, 2015, 2016) the
company was awarded Highest in Overall Customer Satisfaction across all four
customer satisfaction segments of the JD Power Awards. The sweep in each of the
three years was the first time that any one national real estate brand had ever won
the award across all four categories in any given year.

As CEO of the largest franchise enterprise in the real estate brokerage industry,
Davidson advised hundreds of independent company executives on growth,
succession and exit strategies. His knowledge and relationships within the industry
are extensive and he is highly regarded as one of the nation’s top experts.

Prior to his position with Century 21, Davidson was President of Coldwell Banker
Commercial, a global commercial real estate franchise. Rick was recruited for this
role while operating his own commercial real estate services firm as a franchisee
of Coldwell Banker Commercial in the dynamic Washington, DC Metropolitan
Marketplace. He also spent 10 years with CBRE in Washington, DC as Managing
Director and head of DC Metro business.

Rick serves as Immediate Past Chairman and Chair of the Executive Evaluation
and Compensation Committee for Easter Seals, the largest direct health
services charity in the U.S. with an operating budget in excess of $1.5 billion. He
participates in fundraising activities for Big Brothers Big Sisters in New Jersey and
is currently volunteering as a Big Brother, mentoring a 16-year-old boy.

Rick and his wife Tina are the parents of two grown children, Justin and Mandy. Rick is
an avid alpine mountaineer, motorcycle enthusiast, fly fisherman and fitness fanatic.









AWARD LEVELS

WHAT’S YOUR 2017 GOAL? ARE YOU ON TRACK?

PRODUCER GCI - OR - UNITS MONTHLY AWARDS
Masters Ruby $137,000 35 FOR EACH OFFICE:
Masters Emerald $178,000 46
Masters Diamond $221,000 58 Top Listing Agent & Top Selling Agent
CENTURION® $263,000 70
DOUBLE CENTURION® $526,000 *Based on number of new listings/sales taken
GRAND CENTURION® $789,000 140 during 1 calendar month period. Minimum
210 production requirements must be achieved:
TEAM a minimum of 2 listings or sales. In the event
Master Team GCI - OR - UNITS that minimum production requirements are not
CENTURION® Team $273,000 70 achieved, there woudl not be a recipient for that
DOUBLE CENTURION® Team $370,000 particular month. Properties that are cancelled
GRAND CENTURION® Team $740,000 106 and relisted within the same 30 day period would
$1,110,000 212 only count once toward the Top Listing category.
OFFICE LEVEL AWARDS 318
GOLD MEDALLION® Office YEAR-END AWARDS
CENTURION® Office GCI - OR - UNITS FOR EACH OFFICE:
DOUBLE CENTURION® Office $1,598,000 321
GRAND CENTURION® Office $2,399,000 472 Top Volume, Top Listing and
$4,798,000 944 Top Selling Agent
2100 Club $7,197,000 1416
Top Volume Agent is based on Volume of GCC
$5,400,000 (listing and sales combined). Top Listing and
Selling Agent is based on number of transactions
and/or sides. Minimum qualifying standard for
all annual awards is Masters Ruby. In the event
that minimum production requirements are not
achieved, there would not be a recipient for
that particular office.

*Sales / Listing production of agent’s personal residences and/or investment properties do not count toward
the qualifying for any award. Only those transactions / listings that are written on the production boards will be
counted toward the monthly and year end awards.
Regarding monthly awards - In the event of a tie for the top monthly award categories, the top two agents will
share the top award for that particular month.
Top Producer Trip Qualifying Level = Masters Emerald and above.

SMARTER. BOLDER. FASTER.

www.C21Troop.com

© 2016 CENTURY 21 Real Estate LLC. All Rights reserved. CENTURY 21® is a trademark owned by CENTURY 21 Real Estate LLC. The principles
of the Fair Housing Act and the Equal Opportunities Act are fully supported. Each office is independently owned and operated. If your property
is currently listed with another broker, please disregard as it is not our intention to solicit the offerings of other brokers. CalBRE Lic. #01994886

SAVE THE DATE

2ND QUARTER SUMMIT

M O O R PA R K
COUNTRY CLUB

JULY 13, 2017
9:30 - 11:30AM

MIKE FERRY’S
SUPERSTAR RETREAT

AT THE BELLAGIO
HOTEL IN LAS VEGAS
AUGUST 1-4, 2017

UNLEASH THE POWER WITHIN
WITH TONY ROBBINS

IN WEST PALM BEACH,
FLORIDA

NOVEMBER 9-12, 2017

For more details on these events,
please speak with your Office Adiministrator or Manager.

A PROBLEM WITH ZILLOW?

BY RICK DAVIDSON & INMAN

There is a lot of conversation across the industry this week about other DIY models across our industry, the Zillow Instant Offer
the Zillow “ Instant Offers” program. As you would expect, I program will only attract a small percentage of the market and
spend a lot of time focused on the industry and our competitors most consumers will still want and need a real estate agent to
and I thought it might be helpful to share my thoughts. handle the business and negotiation aspects of the transaction
(on both sides).
While this new platform is certainly different than their traditional
business model (as a listing aggregator and an online marketing Here’s an excerpt from an Inman article last week. The facts
and advertising company), I don’t see this as a play for Zillow are telling.
to be in the brokerage business. What we have to keep in
perspective, Zillow is a public company under public market Statistics show our industry is stronger than ever. Buyers
scrutiny. Financially, they aren’t performing well in terms of tend to find homes on their own, but they still want assistance;
bottom line performance. They showed a net loss of $23+M sellers list homes, but they are willing to pay a buyer’s agent or
in 2016 and over $100M+ net loss in 2015. That said, their a transaction broker to manage the transaction between the two
stock is trading at approximately 8X GROSS Revenue (not profit parties.
like most). To put that in perspective, if Realogy (Century 21’s
Parent Company) was trading at 8X Gross Revenue, their stock Uber riders aren’t contacting taxi drivers to make sure their Uber
would be in the $300/share range (today through traditional experience will be a good one, right?
valuation methodology they trade at $30/share). While a
technology darling, Zillow is pressed to continue growing and I believe we’ve been choosing the wrong service industry to
to reach profitability. study: We should be looking at the medical industry if we really
want to look at our future, understand why our relationships are
The value of Zillow’s stock and the reason its trading as it is, is so important and be aware of the challenges ahead.
based on many performance metrics:
Do people still want real estate agents?
1. Gross revenue in advertising and selling leads to
agents Statistics are tough for me, but trends are pretty easy. I think the
collection of data and percentage of error will be fairly consistent
2. Consumer share. More than 1/3 of the US population year-to-year (missing data in years that NAR didn’t collect data).
views properties on Zillow each month. Yes thats ONE
THIRD of the US population (160M visits per month). Patterns in the chart tell me the trend is for more agent
involvement regardless of data on internet, proliferation of for
3. Ability to reach the consumer with advertising and other sale by owner (FSBO) sites or a more informed consumer.
“ancillary” services they may choose to participate in
like Instant Offers. Median units per agent seems to follow the economy (or perhaps
the number of members?) more than any other statistic.
4. The “lure” of technology stocks
Realtor.com was started in 1995, Trulia in 2004 and Zillow in
5. The great job they have done in building a brand with 2006. Statistics tell us, as I would expect, that more buyers
the consumer are finding their homes on the internet first. In 2001, only 8
percent is shown, with each year gaining until 2016 where, for
6. Their growth in consumer share per year is 15+%. If the first time, more than half of buyers first found the home they
that reduces, their stock will take a major hit. purchased on the internet.

While great in numbers….they are still not financial viable. What I’m not surprised this has happened, but I am a little surprised it
I see the instant offers platform being is a seller lead program took so long. In a very non-scientific study, I checked Zillow for
as a way of generating additional income. They have been 14 metro areas in the U.S.:
traditionally a buyer lead platform and need to broaden their
reach and find ways to generate revenue and associated profit. Wichita, Denver, Phoenix, Seattle, San Jose, Los Angeles,
Its just the dynamics of being in the public market. Miami, Washington D.C., Raleigh, New York City, Trenton,
Chicago, Dallas, Houston
Bottom line, we have to be focused as real estate professionals
on what’s important in the day-to-day aspects of our business: According to Zillow, 124,985 homes are listed by agents, 2,951
develop and follow a business plan, prospect, remain relevant to are listed by owners and approximately 2 percent of the listings
the consumer and in the transaction, provide exceptional service are FSBO.
and care for the consumer in understanding their wants, needs,
expectations and then delivering a desired outcome. Like many Variance?

Wichita is 4 percent and Seattle is 3 percent. Those were the

A PROBLEM WITH ZILLOW?

BY RICK DAVIDSON & INMAN (CONT.)

high ratio of FSBO. Not very scientific, and smaller metro areas with the specialists I need, punctual, personable and so on.
could have higher numbers.
I don’t go to the emergency room every time I need treatment
Although the internet is where the majority of people are finding because the doctors there aren’t familiar with my medical
the homes they purchase, there has been a 10 percent increase history. My real estate agent is part of my family life for a month
in consumers who use agents over the last 20 years. or longer during each transaction.

If, as predicted, the internet would end our profession — or I like personalized service with continuity and connection. I want
significantly damage it — why is the number of buyers who use my doctor and my agent to understand my financial position, my
agents increasing? family situation and my needs. I want one person to know these
things so I don’t have to explain everything several times to new
Medicine and real estate people.

When I want to know how to treat my illness, I Google it. Let’s not get caught up in the hype. Anyone who responds to
a competitive threat is not leveraging a market-leading position.
For years, every person I meet tells me how I can cure my Make no mistake - the industry is being disrupted and instead of
psoriasis, but I still have a family physician. I chose my physician, being fearful we simply need to be mindful. Whether or not the
set appointments to meet her and have stayed with her for 20 industry decides to “feed” the Zillow machine with our listings,
years. the consumer will expect that we do as they are the preeminent
consumer site in the industry. These are smart guy who will
I may not see her but every five years, but I have my doctor. figure out how to get content…..that said, content doesn’t sell
homes or represent buyers….agents do. Try as they might…..
It is a very personal relationship — it is my health and my body, Zillow is not an agent, they are an online listing aggregator,
and I don’t think physicians are interchangeable. marketing and advertising company.

How should you choose a physician? I find a lot of websites that In my humble opinion……
review doctors. Reviews are good, but according to the Blue
Cross Blue Shield (BCBS) website, we should ask for a referral Rick Davidson
from friends or co-workers, then visit that physician and see if President
we’re a good fit. Everest Group, LLC

If you’re moving, BCBS suggests you get a referral from your
current doctor for someone in your new location. Sound familiar?

According to NAR, homebuyers found agents the following
ways in 2016:
· 42 percent were referred by a friend
· 11 percent previously used them
· 9 percent were found on a website
· 6 percent were found during open houses
Homesellers were found the following ways:
· 39 percent were referred by a friend
· 25 percent were previous clients
· 4 percent were direct contact
· 4 percent were from an agent referral
· 4 percent were found on a website
· 4 percent were found during an open house
Fifty-three percent of people already knew their agent, and 64
percent knew someone who knew the agent.

There is nothing shocking to us in the industry, and I think it’s
very similar to medicine: Recommendations, checking ratings
on websites and trying in-person visits are all normal.

I believe finding a home and searching for my personal medical
treatment are very parallel. I want my agent and my doctor to
care about my family. I want them to be knowledgeable, familiar

OFFICE SPOTLIGHT: SEABRIDGE

HELENE KEDDINGTON

BRANCH MANAGER

Led by Branch Manager, Helene Keddington, CENTURY 21 Troop Real Estate
professionals in Oxnard specialize in Oxnard communities including the
popular Midtown Ventura, Downtown Ventura, East End and Ventura Hillside
subdivisions.
Deeply committed to sharing knowledge, Manager Helene Keddington is a
devoted student of the real estate business. She has built an outstanding
team of real estate professionals at her offices by employing a program of
supportive mentoring and advanced training systems. Buyers and sellers who
work with Oxnard Troop Real Estate agents can count on full service support.

PETE “PEDRO” DELGADO

OUR ENERGIZER AGENT THAT NEVER STOPS!!!

With the addition of our new offices this year, we’d like to introduce you to
some of the new faces who are working hard and achieving incredible results
! Pete Delgado is going non-stop at Century 21 Troop Seabridge. He currently
has 9 deals in escrow and more on the way. “He’s our very own Energizer
Bunny,” Helene Keddington, Branch Manager explains. “He keeps going and
going and going.” To highlight his success, Helene recently presented Pete
with his very own energizer bunny. Pete has been in Real Estate for 14 years
and is an incredible asset to our team and loved by all in the Seabridge office.
Way to go Pete … keep GOING!

9 deals currently in escrow and he’s still going and going and going!

Happy Independence Day!

Independence Day is a favorite holiday across the country and also here
at Century 21 Troop Real Estate. We wish for each of you a safe and happy
celebration with those you love. Amidst the fireworks, flags and music, we will
likely reflect upon what it means to be an American.

We may reflect on the liberty and freedom we enjoy as citizens of this great
land, and the opportunities and abundance that it affords us. We hope you will
also take a moment to gratefully acknowledge what a privilege it is to be in a
profession where we make the American Dream of homeownership a reality for
countless individuals. Among other causes, patriots have fought and died for our
right to own property.

We salute their sacrifice and welcome the opportunity to carry the torch of the
American Dream here in the home of the brave and the land of the free. Thank
you for making a difference.

God bless America!

Sincerely,

CORPORATE OFFICE

3202 E. Los Angeles Ave., Suite 29 | Simi Valley, CA 93065 | office: 805-426-0570 | fax: 805-520-2963

CENTURY 21 Troop Real Estate • CalBRE Lic. # 01994886 • Each Office is Independently Owned and Operated.

JULY ANNIVERSARIES

Name Date Years Name Date Years
Chris Garvin 7/16 10
Shane Veiga 7/1 2 Sylvia Pourroy 7/17 2
Behnaz Peterson 7/19 1
Lisa Mayer 7/1 15 Marie Pefley 7/22 4
Valerie Farnum 7/22 4
Peter Bowen 7/2 3 Anuj Sharma 7/23 2
JonPalacios 7/23 2
Jodi Leader 7/6 2 Kelly Bryce 7/23 2
Chuck Costigan 7/23 4
Lillian Paglia 7/6 1 Stephen Tucker 7/23 4
Fiona Sperry 7/24 5
Pamela Suebert 7/6 5 Stan Rector 7/24 17
Phil Hendricks 7/25 1
Nicole Romanowski 7/6 25 Joanne Underwood 7/26 2
Alan Onoye 7/27 30
Paul Roy 7/7 1 Amy Sotelo 7/29 1
Dana Barbarine 7/29 2
Lynette McDougald 7/7 1 Debra Kessler 7/29 9
Johnna Biondi 7/30 3
Kelly Martina 7/7 1 Laurie Coello 7/30 5
Sara Van Klaveren 7/30 12
Adriana Marquez 7/8 3 Veronica Rocha 7/31 8

Donald Darby 7/10 16

Robert Swanson 7/10 30

Richard Barbarossa 7/10 30

Anita Petersen 7/11 1

Lisa Marie Hamlin 7/11 3

Keith Begane 7/12 6

Nora Centeno 7/13 1

Charlene Siemon 7/14 25

Soheila Seyed-Kharazi 7/15 2

Steven Scott 7/15 2

Rolla Rooke 7/15 2

JULY BIRTHDAYS

1 11 20

Janese Sartore Carole Fitzwater Wendy Williams
Julia Roberts Meredith McDonald
Monica Meza 21
14
3 Sheila Concepcion
Mike Lefton
Ana Zepeda 22
15
4 Bobby Swanson
Jean Warnke Tom Emma
Rodd Feingold Yvette Karcich
23
7 17
Alex Medrano
Brett Prejeant Brandon Rubin Charli Tuttle
Helene Keddington Stephen Christie
Lisa Marie Hamlin 24
18
9 Ran Kim-Woodrow
Josh Malagon
Brenda Crockett Karen Thompson 25
David Dawud
John Ciet 19 Esto Jeffers

10 Austin McWaters 28
Barbara Schebler
Traci Lambert Amy Sotelo

If you have photos, suggestions, news or information you’d like to submit for
consideration in this newsletter, please contact: [email protected]