A CASE STUDY IN LOYALTY

HERE IS A GREAT ARTICLE FROM REAL ESTATE Magazine about Appleseed Realty GMAC. I myself have been with Appleseed for many, many years. Appleseed Realty, together with its Broker, management, staff and co-workers, have made this organization what it is today. Respect and loyalty go a long way! By Paige Tepping RISMEDIA, March 20, 2008-If the real estate industry ever needs a case study on the relationship between loyalty and a company’s success, it needn’t look any further than Henry Setaro and Appleseed Realty GMAC Real Estate. No matter how you measure it-company longevity, sales, customer satisfaction, agent dedication, market leadership, overall esprit de corps-a rare culture of loyalty has been the defining hallmark of the company since it was founded in 1977. Today, Setaro’s company is one of the top real estate firms in highly competitive Staten Island, New York. Last year, Setaro decided that it was time to take his company to a higher level; he was looking for a national firm that shared his commitment to loyalty and unsurpassed customer service. He knew GMAC Real Estate was the answer. “When we were negotiating with GMAC Real Estate, we knew there was a level of sincerity and loyalty, and that they had great programs as well,” Setaro says. “GMAC Real Estate has more of a broker-and-agent mentality, and less of a corporate mentality, which really appealed to us.” Indeed, loyalty-whether it’s from his new franchisor or his longtime employees-is rooted in the fabric of Appleseed Realty GMAC Real Estate. So much so that when Setaro’s company converted to GMAC Real Estate after 11 years with another firm, something unheard of occurred: not a single one of his 180 sales associates left the company or was wooed away by a competitor. “One of the reasons for that is because this company has been around a long, long time and our management team has been in place for years,” Setaro explains. “In fact, there are five people who’ve been with me throughout the 30 years, and we have many agents who’ve been here more than 20 years.” Over the past three decades, since he founded Appleseed Realty, Setaro has certainly seen his share of real estate cycles-both good and not-so-good. And even though he looks back and laughs at the days of 18-20% mortgage rates, compared to today’s 6.5% rates, he remains confident and upbeat about things that matter most at his firm: loyalty to his clients and loyalty to his sales associates and employees. “Our agents are here with us because they feel strongly about this organization, and because we place a very high priority on making sure they have the customer-service tools they need to make them more successful,” he says. “And with GMAC Real Estate’s help, we’ll be providing even more tools and services. The tools, the management support, our culture-it’s an office within itself.” According to Setaro, several GMAC Real Estate programs stood out to Appleseed Realty GMAC Real Estate’s sales associates. One in particular was GMAC Real Estate’s nationally acclaimed Premier Service® program. “Premier Service played a very important role in our decision to partner with GMAC Real Estate,” Setaro explains. “Our agents like the idea of surveys being sent to their customers to find out how they’re doing. In fact, every survey that was sent out recently has come back with a 100 percent customer-satisfaction rating.” As part of Premier Service, GMAC Real Estate agents put in writing, upfront, what their customers can expect throughout the course of the entire transaction. Following the transaction, customers are asked to honestly rate the performance of their agent through a survey conducted and tabulated by an independent third-party. Through this program, GMAC Real Estate maintains a 94% customer-satisfaction rating nationwide. His agents, says Setaro, also like the fact that they can offer their buyers and sellers the GMAC Real Estate HomeRewardsSM program, which provides special offers that make the home-buying, -selling and moving experience less stressful and more cost effective. “In just two months, we’ve already signed up 4,000 clients for the HomeRewards program, so they can get discounts from national vendors and local vendors. It’s proven to be a great listing tool and reward for our clients.” What’s more, Setaro says that GMAC Real Estate has also helped his firm in terms of name recognition, and in the use of new technology and comprehensive educational programs designed to help agents capture and convert more leads and complete more transactions. “One of the big benefits of joining a franchise like GMAC Real Estate is that customers are pre-sold and the name speaks for itself,” he says. “This, combined with using the company’s tools, technology and educational programs, are essential. But the enduring secret of our success-which I believe our partnership with GMAC Real Estate has only strengthened-is our unique culture of loyalty.”