Corcoran’s Stephanie Anton on defining your company culture

This week on the RealTrending podcast, Tracey sits down with Stephanie Anton, president of Corcoran Affiliates. Stephanie joins us today to talk about understanding what your value proposition is — and what it’s not.

She also talks about adopting the servant leadership mindset when developing a strong company culture, how the marketing is still shifting four years out of the pandemic’s onset, and their plans for international growth.

Here’s a glimpse of what you’ll learn:

• Servant leadership boils down to truly getting in the trenches.
• Understanding and anticipating complex consumer dynamics drives our growth strategy.
• The pandemic shifted, and is still shifting, where people are moving and buying.
• Agents will always be adaptable and creative in their approach.
• Using AI in the right ways will help us access data and improve efficiency.
• Consumers now expect technology and education in their home-buying process.

Here’s a small preview of today’s interview. The transcript below has been lightly edited for length and clarity:

Tracey Velt: We know who you are and who you aren’t, and you’ve grown significantly. That is obviously working for you, establishing that culture and in establishing it from the top down and really understanding your value proposition. What are some of the key strategies that you found effective in growing and adding franchises to your network?

Stephanie Anton: When we started, we were in Manhattan and the Hamptons and Palm Beach and Miami. And the reason for that was very strategic because we’re in a really high-end urban market in a very high-end second home market. And those are feeder markets to one another — they call it the luxury triangle — because it’s the same consumer who buys in all of those places. So at the outset, our goal was always to go to the high-end urban markets around the US and internationally, and then also to their feeder markets and second home markets. So we’ve seen that the brand really resonates in, again, exactly what you would think. It’s high-end urban suburban resort and second home markets. And so that’s been driving absolutely our growth.

when we look at our strategy and where we’re looking to grow next year, it’s all related to those cities and making sure we establish the brand in those cities and then in the feeder markets.

The RealTrending podcast features the brightest minds in real estate. Every week, brokerage leaders, top agents, team leaders, and industry experts share their success secrets, trends, and lessons learned navigating this ever-changing industry. Hosted by Tracey Velt and produced by Elissa Branch.