More than 5,000 real estate agents work in the Richmond area.

“How do how we distinguish our company from the other companies and how do our agents distinguish themselves from the 5,000 others,” said Bill White, president of Joyner Fine Properties.

“That is a challenge we deal with every day with our agents and staff and senior management,” he said. “It is part of our daily discussion.”

Meeting the challenge boils down to providing real estate agents with the necessary training and technological tools while helping those employees who support the agents with better ways to do their jobs, White said.

“We try to create an atmosphere that supports that,” he said.

“There are so many tools and technology that it is overlooked. We try to build relationships with the clients and the customers and our integral support staff,” White said.

Joyner has a larger goal of distinguishing itself in the marketplace by creating an atmosphere “that has a lot to do with how we train what our core values are and how we communicate those core values to our agents and to our support staff,” he said.

The real estate firm, founded in 1973, provides training courses but follows it up with relationship selling techniques. “Relationship selling is ask, not tell; pull, not push; probe, not pitch; consult, not present; solve, not sell,” White said.

Providing training is just one piece of the puzzle, he said. Showing appreciation is important, too, he said.

“We want our agents to feel like they are part of a family,” he said. “I know that is [a] trite overused statement but it is true.”

Joyner recognizes its top producers and honors others. “We want to show appreciation not only to our agents but show it to the people who help them do their business.”

The firm holds monthly meetings with all the staff from its four offices to talk about current events and trends and to interact with one another so they feel part of bigger company and not just a satellite location.

It has an open forum meeting each quarter where agents can interact and discuss issues with senior managers.

White sends a birthday card to each agent and support staff.

The firm also created the Joyner Foundation in which the agents and staff find ways to raise money to give back to the community.

“All of these things are ways for agents and staff to make them feel appreciated,” White said. “All of these things we do internally is the Petri dish in order to create an atmosphere so that our folks can distinguish themselves.”

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