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Expert Interview: Sales and management
The Group, Inc.'s Larry Kendall discusses company management and sales strategy


In this interview we sit down with Larry Kendall, who is one of the founding partners of The Group, Inc., as well as a founder of Ninja Selling.

Kendall holds a Masters Degree in Business Administration from Kansas State University and has practiced real estate in Colorado for 33 years. Since its founding, The Group, Inc. has grown to 230 sales partners in seven offices in the Fort Collins, Loveland, Greeley, and Windsor, Colo. areas, and has annual sales of $1.5 billion. Ninja Selling is a sales training system based on a philosophy of building relationships, listening to the customer, and then helping the customer achieve his or her goals.



Here are some of Larry's key points:

  • One of the keys to a successful business is focus on the customer. Many agents start their day with a big to-do list, and connecting with clients—especially those on your hot list—can fall through the cracks. "We're here to serve customers," Kendall said. "Let's focus on them."
  • Kendall said there are two keys to building a great real estate company. You need to attract and keep top people, and you need to control the market with a large number of listings. "It's kind of like playing Monopoly. If you have enough listings, ultimately people have to land on you."
  • Forming effective teams is difficult when there is a large amount of turnover in a company. Keeping agents makes it much easier.
  • On Ninja Selling: "Our goal is to help people increase their income per hour—so they can have a life."
  • Think about the energy you project around clients. No one wants to do business with a victim. People want to do business with a player.
  • Working with investors is a growing market that many real estate agents are neglecting.

You can contact Larry at larry@ninjaselling.com.


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