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In this director’s mission to “revolutionise” the way agents are treated, putting the wellbeing of Place Cleveland’s personnel first has gone a long way.
In an episode of Secrets of the Top 100 Agents, Emma Miller, lead agent and director at Place Cleveland, delved into the strategies and mindsets she has used to build her agency’s team, and discussed how an agency’s performance is closely linked to the wellbeing of its personnel.
With Miller having established Place Cleveland only last month, the director detailed that she was drawn to the brand by how the network prioritises the wellbeing of its agents.
“They’ve been doing this for 20 years and they’re still so happy, passionate and excited about the role and being able to learn,” said Miller.
“I truly believed that if you’re doing real estate for 20 years, that you were going to end up miserable, sad, burnt out and that was just the way you went.”
By way of this shared value, Miller stated that “agents deserve better” in the industry, and that the director has sought to “revolutionise” the way that agents are treated at her Cleveland outpost.
“I want to make sure that they’re trained properly, that they’re given everything that they need to be given to be able to go make a successful business.”
“Then I want to make sure these sellers are getting customer service, that they (are) looked after and that these agents are really trying hard to get them the best price. We’re not just chasing commission and chasing deals.”
With Miller having first entered the real sector back in April 2020, the director’s previous experience in sales was influential in equipping herself – and others – with the tools required to understand the needs of their clients.
“Being able to listen to that person, listen to their needs, listen to what they’re actually saying around what they need, you can then on-sell and give them the product that they want.”
Through this approach, Miller explicitly said that in her own operation, her agents are “not just put in a room with a phone and a computer and told to sell houses”.
“They’re structured so every day everyone knows exactly what everyone’s doing at what time of the day, then we just change it up for them so they’re not getting bored.
“You probably only get four hours of good calls where you’re having good conversations and your brain is staying interested.
“After that, you would be burning leads so then you change it up again.”
Miller also stated that automating tedious tasks via technology has been key in maintaining her team’s quality of life.
“There’s a whole new way through modern technology,” she raised, pointing to social media and targeted ads as game changers for lead generation.
“It doesn’t need to be sitting there annoying people, hearing 100 ‘no’s and getting your soul crushed every time.”
And within this wellbeing-first environment, Miller also provides her team with the framework necessary for them to rejuvenate themselves when they are feeling mentally unwell.
“I say to my team, if you’re not feeling good and you don’t have the energy, work from home. Don’t come in and bring that energy in here and potentially affect two or three people.”
“Work from home, make yourself feel better, treat yourself, and then coming the next day, you’re going to feel a lot better and positive.”
Ultimately, Miller’s leadership approach is representative of the strengths that come with an agency in which personnel’s wellbeing is prioritised above all.
“We do try and look for the positive in everything.”
“I want to create this sales culture where everyone’s coming into a positive environment because they will sell more houses (and) list more houses,” she concluded.
Listen to the full conversation with Emma Miller here.
