Dennise Williams, Staff Reporter
Elliott
MEET DENISE Evelyn-Elliott, a warm, professional real estate agent who is grounded by her Christian faith and determination to succeed.
By the way, she is also the 2003 Top Producer for Century 21 Heave Ho Properties, a company that has sold more than US$43 million in real estate since May of 1998. That's not chump change. And Mrs. Evelyn-Elliott beat out 16 other realtors in the company for the top spot in terms of gross earnings. Reluctant to disclose her exact level of commissions, Mrs. Evelyn-Elliott did say, "One can sell many J$2 million houses and one can sell a few J$30 million houses, so you see, it is the type of house that you sell that makes the difference."
And making a difference is what motivates her.
INTEREST IN SALES
Born September of 1951, the divorced mother of two first became interested in real estate by accident. "My brother was migrating and so he asked me to sell his apartment. I did do successfully and since I always was interested in sales, I said to myself, that real estate sales is something that I must look into. In 1999, I did the Salesman course at the University of Technology and joined Century 21." She explains that this particular real estate company appealed to her because of the international brand name.
"I decided that this is where I want to be." Now the life of a novice realtor is not an easy one. The first lesson learned is that there is no monthly salary to depend on. "The first year, in 1999, was I think, a year of learning about the business. But Century 21 has training methods that I benefited from. I was very lucky because during my first year, an international trainer came down and held many seminars. Plus, Heave Ho, the Jamaican holder of the Century 21 franchise, conducts training on a regular basis. We are constantly updated on various sales approach, the dynamics of the market and techniques that really help to close a sale."
She explains that becoming successful in real estate does not happen overnight. "It was difficult getting started. You don't jump into the real estate and make it overnight. Key factor in sales is developing contacts and widening your sphere of influence." But the real challenge for new realtors is erratic flow of money. "One of the major challenges in real estate is cash flow. You may have three to five sales in the pipeline, but the length of time to close the deal is incredible, you have to wait. A mortgage purchase is supposed to take 90 days. Ha! By the time it goes to the attorneys for sides, the mortgage company, title office and stamp office, you are looking at 180 days. So the poor realtor has to sit and wait. The trick is to keep things going and have the pipeline flowing."
In terms of the challenging economic environment that faces Jamaica, it has worked to the benefit of realtors such as Mrs. Evelyn-Elliott. "Because mortgage companies recognise the financial challenges their clients face, they have to become flexible in their mortgage products. This benefits us tremendously as more persons can afford to buy homes."
And so what is the real secret of her success? "I think one of the things that drive me are my children. There is a need in me to provide them with the best that I can for them. And, of course, my natural determination to succeed. But above all, for me, I rest on God's promise that all things work for the good of those who trust the Lord."
For up and coming agents, she gives this advice. "In any sales business, but especially real estate, you have to have a positive attitude. You must also be very persistent. You will have disappointments, but you must dust yourself off and come again. Additionally, realtors must be organised and always continue their training. Know your business. And finally, I would say satisfy your customer. If your customer is satisfied, it means additional business. If customer satisfaction is upper most in your mind, you will be successful in this business."
