A few years ago, Marcus Washington was struggling to find some sort of balance in his life.
He was at the top of his game as a sales agent, but with a newborn baby and a passion for surfing, he wasn’t living the life he wanted.
His desire for more ultimately led him to try and find a way to get more out of his time and pursue his passions in life.
In 2021, at the height of Covid, he ultimately made the move to Area Specialist.
It was a tough time to start a new business, but it was a model that would allow him to maintain his stellar career while prioritising what matters most – family and lifestyle.
“The freedom to create your own path was the main attraction,” Mr Washington said.
“You can work from anywhere, there’s no pressure to have an office or staff, and you can start selling properties immediately with strong cash flow.”
Operating in Pakenham, Victoria, Mr Washington leads a team of three agents and he says their office is the area’s top performer.
“For Pakenham, we’re the number one agency for sales and reviews on realestate.com.au,” he said.
“We’ve done 154 sales in Pakenham and the nearest competitor is 138.
“We’re number one for sales in the area, and it only took two years to get there.”
One of the key differentiators of Area Specialist is how it puts the agent’s name front and centre.
“With other franchises, you are building their name more than your own,” Mr Washington said.
“Area Specialist gives the agent back the power.
“Your name comes first, before the brand, on all marketing materials.”
Mr Washington has developed a reputation for exceptional service, implementing a range of automated touchpoints throughout the sales process.
From flower deliveries before the first open home, to custom photo books for sellers at settlement, these gestures build genuine client loyalty and repeat business.
Social media consistency is another pillar of his success.
“We post daily without fail,” he said.
“When people look us up, they see we’re constantly active compared to competitors who might not have posted in months.”
But perhaps Mr Washington’s proudest achievement is helping develop new talent in the industry.
Of his 10 former assistants, six have gone on to become successful sales agents themselves.
“I enjoy growing someone new to the industry and trying to make them better people who do a good job,” he said.
The flexibility of the Area Specialist model has been a game-changer for Mr Washington’s work-life balance, especially with a young family.
“The ability to work from anywhere at any time allows you to enjoy those moments with your family first,” he said.
“If family needs are met, then work needs will flow and you’ll actually perform better.”
Mr Washington said under a franchise there was often mandatory office time, weekly sales meetings, and property caravans that eat into valuable family time.
“What people want is a high level of service from someone who’s happy and can be there for them,” he said.
“You don’t necessarily need to see them every day or meet in an office.”
Beyond his sales success, Mr Washington is passionate about giving back to the community.
He runs a Facebook channel called Cardiniatv, which promotes local charities, sporting clubs and businesses through free video interviews.
“We feel like we’re giving back to the community by exposing areas that might not have the marketing knowledge or resources to promote themselves,” he said.
For agents considering a move to Area Specialist, Mr Washington admits he was initially sceptical about how seamless the transition could be.
“I was worried about going backwards, but in fact, you go forwards,” he said.
“To Michael’s credit, it’s exactly what he said it was going to be.
“That’s probably important for agents stuck at a big franchise who aren’t happy but are scared to give it a go.”
While his sales numbers have remained steady despite changing market conditions, Mr Washington said the key difference is that he now owns the business and earns significantly more than he did.
He also values the collaborative, yet independent, culture among Area Specialist agents.
“We’re mature enough that we don’t need to see each other every day,” he said.
“We still collaborate, talk on the phone, have Zoom meetings every couple of weeks and monthly breakfasts.
“But when we catch up, it’s social, happy and energetic because we’re not in each other’s pockets all the time.”
Area Specialist is a real estate platform for top-performing agents, providing the systems, tools and technology they need to create, grow and power their business. For more information visit beyourboss.com.au
