A few years ago, Marcus Washington was struggling to find balance in his life.
He was a top-performing salesman, but with a new baby and a passion for surfing, he wasn't living the life he wanted.
His desire for more ultimately led him to find a way to make better use of his time and pursue his passions in life.
He eventually moved to area specialist in 2021 during the peak of the COVID-19 pandemic.
Although it was a challenging time to start a new business, it was a model for him of being able to maintain a successful career while prioritizing what matters most: his family and lifestyle.
“The freedom to carve your own path is the biggest attraction,” Washington said.
“You can work from anywhere, without the pressure of an office or staff, and start selling properties straight away with a strong cash flow.”
Mr Washington, who operates from Pakenham, Victoria, leads a team of three agents and says their office is one of the top performers in the area.
“When it comes to Pakenham, we are the number one agent for sales and reviews on realestate.com.au,” he said.
“We’ve had 154 sales in Pakenham compared to our nearest competitor’s 138.
“We're number one in sales in the area, and it only took us two years to get there.”
One of Area Specialist's key differentiators is putting the agent's name up front.
“With other franchises, you're putting their name out there before your own,” Washington said.
“Area Specialists give authority back to agents.
“Your name will come first, before the brand name, in all marketing materials.”
Washington has implemented a variety of automated touchpoints throughout the sales process and has built a reputation for excellent service.
From a flower delivery before the first open house to a custom photo book for sellers upon closing, these little touches build true customer loyalty and repeat business.
Consistency on social media is another pillar of his success.
“We post every day without fail,” he said.
“When people search for us, they see that we're always active compared to our competitors who haven't posted in months.”
But perhaps Washington's proudest achievement is helping to develop new talent in the industry.
Six of his 10 former assistants became successful sales agents.
“I enjoy nurturing newcomers to the industry and helping them become better people who do a good job,” he said.
The flexibility of the Area Specialist model has made a big difference to Washington’s work-life balance, especially with a young family.
“Being able to work anytime and anywhere allows me to enjoy time with my family first,” he said.
“When your family needs are met, your work needs are met and you actually perform better.”
Washington said franchising, with its mandatory office shifts, weekly sales meetings and property caravanning, often takes away from precious family time.
“What people want is a high level of service from someone who is happy and there for them,” he said.
“We don't necessarily have to meet every day or in the office.”
In addition to his success in sales, Washington is also passionate about giving back to the community.
He runs a Facebook channel called Cardiniatv, where he promotes local charities, sports clubs and businesses through free video interviews.
“We feel like we're serving the community by putting areas out there that may not have the marketing knowledge or resources to promote themselves,” he said.
For agents considering moving to an area specialist, Washington admits he was initially skeptical about how smooth the transition would be.
“I was worried we would go backwards, but we're actually moving forward,” he said.
“To Michael's credit, it played out exactly as he said it would.
“That's probably important for agents who are tied to a big franchise and aren't happy but are nervous about taking on a challenge.”
Washington said sales have remained steady despite changing market conditions, but the big change is that he now owns the business and makes significantly more money than before.
He also values a collaborative, yet independent culture among area specialist agents.
“We're mature enough now that we don't need to see each other every day,” he said.
“We still work together, talk on the phone, have Zoom meetings every two weeks and monthly breakfasts.
“But when we do meet up it's more social, fun and energetic because we're not always in each other's pockets.”
Area Specialist is the real estate platform for top real estate agents, providing the systems, tools and technology they need to create, grow and strengthen their business. To find out more, visit beyourboss.com.au.
