SALES & MARKETING LEADER

 

 

 

 Profit oriented executive with 20 year history leading organizations through start-up, turnaround, and aggressive growth campaigns. Strengths are in national sales management and marketing management with a focus on identifying needs and finding solutions using enhanced communication at the upper level, all delivered with high integrity and cost effectiveness.

 

Value I bring to you and Keller Williams Realty:

 

¨       Rainmaker: Consistently exceeded sales & closing goals generating more than 2.6 billion dollars in revenue by selling and closing over 6,900 homes throughout career. Created new revenue streams that were responsible for over $3 million in additional profit.

 

¨       Money Saver: A proven ability to save dollars on all projects. Reduced costs by designing corporate brochures 2 dollars cheaper per unit without compromising the targeted quality and brand, saving $60,000 dollars per annum.

 

¨       Team Builder: Recruited and educated the best teams in the industry which are still in place today continuing to be recognized as the hardest working and most skilled by their peers, colleagues and employers.

 

¨       Proactive Problem Solver: Created a company wide system called “being service minded” that identified and resolved issues and challenges within the organization elevating the employee satisfaction rate by 22% and reduced the sales cycle by 2 full days.

 

¨       Company Sales Trainer: Developed and facilitated a national sales education workshop which established company expectations for all departments and created a consistent customer experience in all divisions for improved measurements of company morale and sales effectiveness resulting in 24% reduction of unsold inventory.

 

¨       Customer Advocate: Improved customer satisfaction as it related to the sales process from 76.2 average to a 98.6 average putting the company ranking 1^st in the nation measured by a third party survey company “Eliant”.

 

¨       Detail Catcher: Improved the companies risk position as it related to cancellations and deposits through stronger wording and updating of the contract agreements, allowing for a higher level of commitment from the client and reduced cancellations, generating over $240,000 in additional captured deposits.

 

PROFESSIONAL EXPERIENCE

                                                                                            

Corporate Vice President Sales & Marketing- Capital Pacific Holdings Inc. Newport Beach CA          2007 to 2008

Divisional Vice President Sales & Marketing-  Capital Pacific Homes Inc.   Corona CA.                         2004 to 2007

 

¨       Highlights: Enjoyed success as a corporate leader proving my expertise in several key areas including sales & closing goals, achievement and development of a team spirit in a culture that was initially lacking.  Improved and mastered how to successfully navigate in a highly competitive and political environment. Fine tuned my coaching based management style which allowed me to partner up with each of the 5 division presidents and V.P of sales & marketing for a strong working relationship at all levels in 4 states.  Highly involved with cost saving measures on the production and product design side, saving $2 to $3 per foot in production costs without impacting our salability or function of the product. Instituted a company wide marketing analysis format for consistent measurements of the                                                                            

 

highly volatile real estate market. This effort maintained our sales absorption and minimized our exposure to inventory overhang.   Learned how to motivate and maintain a winning team in a down turning market. Turned around 3 key managers from non-producers to over-achievers. Generated over 2000 closings annually while increasing sales absorptions 8%. Re-organized and implemented new contract acceptance processes for faster approval turnaround. Spearheaded the national re branding effort. Instituted and facilitated monthly, quarterly, annually, sales strategy meetings with senior level management and owner for improved communication of the company goals. Oversaw the complete re-design and updating of the companies award winning website. Communicated and enforced the companies’ sales and closing revenue goals to the division managers. Worked in concert with each division group to create specific sales strategies for their respective market demographics and profiles.  Developed, and facilitated the custom designed sales training and leadership workshop program to each of the 143 sales managers and marketing team members ahead of schedule by 3 months. This initiative established expectations making daily management of the divisions consistent, constant and highly effective.

 

President / Lead Educator- Institute for Professional Sales Careers LLC- Anaheim, CA                           2002 to 2004

      

¨       Highlights: Established this startup company as a leader in the area of strategic sales program development, motivational speaking and one-on-one executive coaching.  Quickly acquired 5 main accounts which made us profitable, beating the business plan by 4 months.  Increased client base by 200 % through consistent contact management and follow through. Honed my skills as a speaker and lead generator creating a winning formula for business development.   Developed and designed highly effective performance based programs that are designed to increase the sales conversion ratio of any team.  Taught and motivated over 2000 students in two years.  Adopted by 3 companies as the in-house sales training expert.

 

Director of Sales- Brookfield Homes-Orange County, CA                                                                                    1996 to 2002

 

¨       Highlights: Fourth person hired on to this newly formed division.  Broker of record responsible for designing and establishing the sales processes from policies & procedures, to how to greet the customer. All sales efforts were coordinated with the high end marketing and product design. Collaborated with the division’s senior management to create and establish the companies’ specific way of selling. Recruited 18 managers in 12 months. Integrated 16 new manager’s into the company via a merger. Retained 90% of the new managers and effectively introduced them to the Brookfield way of selling.   Successfully directed 34 sales managers within the Southland Division which was responsible for generating over $300Million dollars in Annual revenue. The territory stretched from San Clemente to Santa Barbara

 

Sales Manager –       Centex Homes-Corona, CA                                                                                                1994 to 1996

On-site sales agent- Centex Homes- Corona, CA                                                                                                1993 to 1994

 

¨       Highlights: Started on the sales floor and was introduced to sales training. Improved my sales /closing ration 400% while maintaining a highly effective and organized sales office. Demonstrated high level appreciation for the sales education offered and excelled quickly into management. Was promoted to sales manager and quickly improved the sales efforts of the entire team through sales training and facilitation.  Continued learning from the companies’ ongoing train the trainer programs and was on several best practice committees that developed the training for the entire company nation wide.  

 

Designations:

¨       Institute of Residential Marketing (I.R.M) – UCI Extension- Irvine CA

¨       University of California Irvine Adjunct Faculty-  IRM Course

¨       Certified Sales Professional (CSP) – National Association of Homebuilders

¨       Certified Facilitator – National Association of Homebuilders (NAHB)

¨       California Real Estate Brokers License

 

AFFILIATIONS

 Networking and volunteering are integral to my sales and marketing philosophy and indicative of my commitment to the community. As such, have been involved in leadership with groups such as:

 

National Association of Realtors

California Association of Realtors

Orange County Association of Realtors

Sales & Marketing Council Board of Directors– Southern California

Sales & Marketing Council Board of Directors- Inland Empire

Building Industry Association Southern California (BIASC) Board of Directors

Building Industry Association Hawaii (BIAH)

National Association of Home Builders

Home Builders Association (HBA) Colorado

 

Jan 1st 2009!  Congratulations Keller Williams is the 3rd largest Real Estate Company in the United States and the ONLY one in the top 3 with NO debt! 

 

 

Wed. Oct 1st 2008 - Take a look at how we are outpacing the industry!

 

• While the National Association of REALTORS® has shrunk by 6 percent, Keller Williams has only experienced a 2 percent adjustment in agent count!

 

• While other companies and offices are selling out or closing their doors, we opened 25 offices in the last 12 months!

 

• While other companies are raising fees and charging their agents more in order to keep the doors open, the vast majority of our offices are profitable!

 

• While agents with other companies worry about their financial security, we have given back more than $32 million in profits to our agents over the last year!

 

As we watch our competitors, particularly those that answer to Wall Street, take on billions of dollars of debt, we are proud to say that our company has not one dollar of financing debt and we remain strongly, soundly profitable. 

 Sincerely,

Ric Hernandez /CEO