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Million Dollar Agent

Edgar Natolo, founder of Real Estate Agency Natgroup on the Gold Coast, has challenged himself to earn $1 million dollars in commission in 2012. Sold Magazine will be following Edgar’s journey throughout the year as he embarks on this mission.

Firstly, tell us why you have challenged yourself to earn a million dollars in commission this year.

When the economy got a bit tough, I saw salespeople leaving in droves. I heard that song in my head, you know the one, “When the going gets tough, the tough get going”. The opportunity to gain market share presented itself, and was just sitting there begging for the challenge. Who am I to resist? And so began the plan to step it up, and go to another level that many others only dare to dream of.

I was spurred on even more, when I kept hearing from unhappy sellers about how bad the market is, and how nothing is selling at the moment. So I began going to training events and seminars held around the Gold Coast and Brisbane to “spy” on the industry and hear it for myself. I was amazed at the turnouts, agents really do want to improve, and I felt a chill of hope tremble through me. However, I still heard what is now an automatic excuse, “that won’t work here”, “my market is different”, and “that can be done here”.

But you could have kept your personal goals quiet. Why did you decide to make the challenge so open?

The industry needs to see real people challenging themselves, period. There are plenty of preachers and coaches who talk it but have never done it. Rather than “talk the talk” lets have me, who is one of them, the ordinary agents, on the Gold Coast right in the middle of what the media have dubbed a “terrible market” and brainwashed the local agents to believing its impossible. I am here to “walk the walk”. Even better, lets put it on video. So, I record the daily activities and show the agents, hoping they track and become inspired and join my journey. I want to show people how simple it really is and that its success is just a mindset. Believe it and then create it.

The industry needs to see real people challenging themselves, period. There are plenty of preachers and coaches who talk it but have never done it.

At the end of the day we just sell houses, sometimes I think it important to throw everything aside and know the numbers. Work out what your list to sell ratio is. From that you can predict that if you hold a certain number of listings, you should achiever “x” number of sales. If you know what your average commission is, you can calculate how many sales are needed to achieve your income goal.

But it gets simpler, because once you know how many sales you need; you can work out how many listings are needed to get those sales. Then divide that by the number of weeks in a year.

Now for the exciting, golden secret. You just need to achieve that many listings a week. The rest will follow. Just get good at listing properties. Wow. Such a simple idea but one that agents ignore. However ignore at your peril. Time wise 80% of our day should just be prospecting. Feed the funnel, that’s the secret.

When did the challenge officially start?

My challenge is for the calendar year 2012. So one would think it begins 1 January, however John McGrath burnt something into my memory back in 2004 when I first met him. So if your reading this grab a highlighter or piece of paper and stab it onto the wall as the next sentence will change the way you think of your career. What happening today is a result of what you did, or didn’t do, 60 to 90 days ago.

So if your reading this grab a highlighter or piece of paper and stab it onto the wall as the next sentence will change the way you think of your career. What happening today is a result of what you did, or didn’t do, 60 to 90 days ago.

Bam. That’s right, if your not making sales now, it because you didn’t prospect well enough two to three months ago. So,my challenge officially begins on 1 January, but I’ve been working my butt off now preparing. My numbers and plan is set. My daily tasks are set. My prospecting plan is in action. You either fail to plan or plan to succeed.

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