A few months ago, we published a Broker Spotlight on Richard Cricchio, who had a great 2017 with his office, Help-U-Sell Honolulu Properties. Little did we know that he would also be topping out the first quarter of 2018!
At Help-U-Sell, we use a specific word to describe the Broker/Owners who are achieving top numbers at the end of every month, quarter, and year: Eagles.
Richard Cricchio has been soaring in our midst for quite some time now, and recently bringing in sales numbers for 2017 that were 51% higher than the previous year. His office is also the strongest performing brokerage for the first quarter of 2018; needless to say we’re impressed. While the coaches at Help-U-Sell encourage goal setting, growth plans, change-ups and evaluations in marketing strategies and continually evolving business plans, even we have to admit such a substantial increase has our full attention. We chatted with Richard recently to find out more about what was he was doing that was translating into success.
Can you tell us about your impressive recent growth?
“I spent some time working for other real estate companies before making the leap to Help-U-Sell in 2000. I was initially operating on a shoe string budget and credit cards until all the pieces fell into place. Once the marketing efforts were in full force and my presence was made known on the island, business started picking up. Honolulu is a niche market, so that helps.
Last year was tough because I was out for a bit, but my team made it happen and put in a ton of work – far more than I could do on my own. I give them credit, they were out there hustling for the business. I wouldn’t be where I am if it was just me and one agent. Having a mix of different personalities enables us to always have someone who will work well with any client who comes through our door. By no means could I do it alone, but whatever the situation or obstacle, I am always determined to make it work.”
How has Help-U-Sell Real Estate been beneficial to your profit and revenue growth?
“First and foremost is the national brand recognition of Help-U-Sell Real Estate. I’ve been here for 18 years. There are many, many people who move here from other states – military folks, retirees, people who have fallen in love with the area from a vacation or a convention – they are bringing some of that brand awareness with them. So in combination with my consistent output in marketing in the various forms: the Arounds postcards program, radio/TV and billboard advertising, local magazines, ad walls, the Ala Moana shopping center – I end up employing a little bit of everything. Constant exposure in small doses ensures people remember me when they need me.”
Do you have a Competitive advantage and how so?
“Certainly. The number of years I have been here helps. The market here can be fickle to change and it is important to people that you’re not a fly-by-night outfit or one of these Help-U-Sell “copy catters”. Because we’re a part of a national franchise with some significant longevity as a company, people ultimately feel more comfortable with us and trust us because they know we’re going to be here for them through the entire process. Success doesn’t happen overnight. For example, when you hear of a new band making it big, they’re often asked about attaining instant success, which is ridiculous. Usually they’ve been toiling for years getting their name out there until they catch a break. Building your business is similar. Nothing is instant, but if you’ve been working hard the whole time, you’re ready when you break out big.”
Do you find the Marketing and Technology System time-saving and effective?
“The purpose of technology is supposed to make certain functions easier, but the additional exposure eventually makes more work; So you’re going to be busy one way or another, and I’d rather have more time to be out there selling. The marketing technology is working quite well, so I’ve gotten busier and I’m out there selling more and closing more transactions. As a result, I brought in someone else to help with that, but it does make things more streamlined for us as office.
How does the Help-U-Sell Real Estate system help you overcome a tight inventory environment?
“Name recognition and that constant presence in a multitude of marketing efforts goes a long way. It creates more incoming phone calls from people looking to save money, and we more easily get our foot in the door. You have to be in front of them when they’re ready.”