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Gaining Ground On the Competition

National Relocation & Real Estate, May 2005
By Maria Patterson

RISMEDIA, May 5, 2005 - Don Anderson has found something pretty rare in Southern California: space. Based in what is known as the Antelope Valley, or northern Los Angeles County, the co-owner of Troth Realtors/GMAC Real Estate believes this location is one of the key components of the company's success.

"Our market is one of the last bedroom communities within commuting distance to the city of Los Angeles," says Anderson. "We have an unlimited source of vacant land. We have a 46% affordability factor compared with 16% for the state of California."

Location, however, is far from the only factor in Anderson's favor. While there may be buyers, competition is fierce and the need to stay ahead is imperative. To that end, Anderson has his franchisor to thank.

The numbers tell the story quite clearly. Troth Realtors franchised with GMAC Real Estate in December of 2000. In just over four years, the company has gone from 10 agents to 56 agents, a 3,000-square-foot office to a 10,000-square foot office, and from just real estate brokerage to offering mortgage, escrow/title and a real estate licensing school. And, in market share, Troth has gone from 9th or 10th to "a strong fifth," Anderson adds.

Aligning with a brand was a longtime in the making for Anderson. With Troth for 21 years-his wife's family owned the formerly independent company-in the late '90s, Anderson felt the need to up the company's competitive edge. "We wanted national recognition," he explains. "We wanted to be part of a referral network. We needed to connect with someone who had relocation."

After considering other brands, Anderson recalls picking up an issue of National Relocation & Real Estate and seeing a GMAC Real Estate advertisement. At the time, GMAC Real Estate was busy with the conversion of the Better Homes & Garden's offices, but Anderson remained persistent and eventually reached an agreement with the company.

"GMAC Real Estate was new, fresh and evolving," Anderson explains. "They offered us something new, both for management and for our agents. They also allowed us to keep our name, and it appears before theirs. We've been in business 48 years and didn't want to give up that local recognition."

While affiliating with GMAC Real Estate brought Anderson many benefits, "first and foremost" was Premier Service, GMAC Real Estate's flagship customer satisfaction program that provides clients with a signed guarantee of top-notch service. Currently, 100% of Anderson's agents are Premier Service certified.

"If we're going to adopt a philosophy, it has to be 100 percent," says Anderson. "We tried to make our agents realize that it's not just a catch phrase-it's a concept and way of doing business that's here to stay."

According to Anderson, the reason why Premier Service stands apart from the service offered by other real estate companies lies in the upfront service commitment and the follow-up survey administered and tabulated by an independent research firm, that clients are asked to complete. Such processes help Anderson quantify the level of service his company offers, and proves to customers the company's dedication to excellence.

The GMAC Real Estate affiliation has also allowed Anderson to propel his company toward full service. The firm opened Performance Mortgage-an onsite relationship with GMAC mortgage-in August 2002, onsite escrow/title services in June of 2003, and an online real estate licensing school in August of 2003. All of this, says Anderson, is designed to give consumers what they want.

"The consumer wants one-stop shopping," he says. "Now, when a customer has a mortgage or escrow question, they can get the answer right on site."

This article appears in the May issue of National Relocation & Real Estate magazine.