By Linda O’Flanagan
New York City brokerage A.C. Lawrence & Company has grown nearly four times in agent count in just six months, through an aggressive, targeted recruitment campaign.
The Manhattan-based residential and commercial brokerage has expanded rapidly since moving into its new, 13,000 s/f Midtown East office in January 2011, growing from 40 agents to more than 150 by the end of June.
The new hires are a combination of newly-licensed agents, as well as “tenured superstars,” says Frank Sanchez, an A.C. Lawrence principal.
The brokerage moved from 60 Madison Avenue to 228 East 45th Street in January and has been on a charged hiring campaign, adding residential agents, a commercial division, and a relocation team led by Dean Dunbar, who left BOND New York with his top-producing team in the spring.
“A.C. Lawrence is focused on finding the right fit, not just filling desks, even in the height of rental season. We are looking for customer-service oriented agents, who look at real estate as a full time career and have great people skills: motivated, and most importantly, excited,” Sanchez said.
“The word is getting around the brokerage community about the rentals, sales and commercial platforms we have set up. Many senior agents are finding us; we want to continue growing and will have over 200 agents by the end of this year.”
In addition to hiring, A.C. Lawrence has been focusing on enhancing the customer experience through its new website, which was one of the earliest to build a Virtual Office Website (VOW) and adjusts with the market, focusing on graduates in May and June, new hires and the summer rental season during the “big move” warm weather months, and is updated in real time so it has the most current availabilities when clients are searching.
The company’s proprietary database will soon have an automatic listing key check-in barcode system to make sure agents have a set of more than 3,000 keys, exactly when they need to show an apartment.
The brokerage also developed new marketing materials and is in the process of installing A.C. Lawrence plaques on 20 buildings around Manhattan where it is the exclusive residential l broker.
A.C. Lawrence also now has a 9×12’ billboard on 270 Bleecker, where they are the exclusive broker for the entire building, both residential and retail units.
The brokerage offers its agent offers extensive training, including ongoing agent education through Broker Heaven, provided as a free career perk to develop the best-trained agents in NYC.