Location: Missouri | Launched: 2014 | Number of agents: 8
A neighborhood brokerage that’s laser focused on growing a community
John Jackson’s vision for his brokerage is to create a culture of balance and efficiency and to become a fixture in the local community.
He began his real estate career at the age of 22, and up until he launched John Jackson Neighborhood Real Estate had worked as part of a team at a larger brand.
Why launch an independent brokerage?
“I felt the big brokerage was limiting my local reach,” John said. “I wasn’t trying to go bigger; I was trying to go smaller and more local.” And the company he was affiliated with wasn’t connected at all to the neighborhoods where he sold real estate.
He started making moves to change that. He moved his office to a neighborhood three blocks from his home and five blocks from his kids’ school.
As a father of seven, being local became important for both personal and professional reasons.
John talks a lot about work-life balance. Families demand your time and he’s constantly looking for ways to enjoy work and home life. One of the things he implemented right away at his new brokerage was a general rule not to work between the hours of 5:30 p.m. and 8:00 p.m. Instead, he’ll often do house visits with clients between 8:00 and 10:00 p.m., allowing him to spend the crucial evening hours at home, but still be available for clients.
Part of this vision for balance is also ensuring he and his affiliated agents are all working on their careers at capacity. This means he’s not bringing on agents who are not 100% committed to their career or who aren’t selling.
He says he’s not interested in being a recruiter. He’d rather grow the business organically, using referrals – and when the referrals start to demand the addition of new agents, that’s when it’s time to grow the agent roster.
“I want to grow my team in a way that will allow me to maintain integrity in transactions,” he said. “Anytime you bring a new person in it’s a risk to offset the current vibe.”
A constant stress over transactions tends to lead to a drop-off in the quality of those transactions. This makes building by referral difficult.
Capacity in John’s market is somewhere between 25 and 30 transactions per agent per year.
“Fewer transactions and decreasing my own capacity for sales has helped maintain family time,” John said. “It has become more clear that capacity can create a more consistent schedule and work flow.”
The local brand connection
John’s goal is to be a well-known, well-respected and well referred local brokerage company. In creating the brand, he decided to use his name because he feels this local connection starts with people.
“I stand by my name,” he said. People see the name, face and neighborhood connection and start to get interested in his local insight.
For marketing, he’s been doing a lot of local sponsorships for athletic and fitness events. Local sponsorships are still a mainstay for building recognition and a sense of community.
“We also do customer appreciation events,” he said. He’s been renting out a local movie theater each year for family-oriented gatherings with concessions provided. In 2018, they expect close to 500 guests.
What does the future hold?
John’s only interested in growing with full time and fully invested agents working to their full potential. This means he’ll focus on ensuring each agent is at full productivity before bringing on another. Each new agent will go through the 9- month training program with mentorship on both buyer and seller transactions to get people functional in their first year.
John is enjoying moving into more of a teaching than selling role. He is balancing his sales life with brokerage growth. I have a much better eye on the future now than I did then when I was focused on survival,” he said.
John is dedicated to honing the quality of his brokerage that members in the community have come to expect.