PRICE

By Deborah Ball Kearns, RE/MAX Times Online Associate Editor

Stella Price was Prudential's No. 1 producer in North America in 2007 and 2008. She closed 140 transactions and grossed $2.2 million in commissions as an individual. You can't travel down many streets on the Westwood Plateau in Coquitlam, British Columbia, without seeing her yard signs.

But those signs now bear the RE/MAX Balloon instead of the Prudential rock.

After seven years with Prudential, Price switched to RE/MAX Sabre Realty Group in Port Coquitlam in October. She has built a reputation for being a no-nonsense agent who can sell any listing, and she makes millions each year doing so – even when the market slowed.

"I'd be successful anywhere, because I love this business and I work hard, but I can do even better with RE/MAX," says Price, who brought her team of one licensed agent and a licensed assistant, and 61 listings with her. "In fact, a lot of my clients were surprised that I wasn't already with RE/MAX because the brand has a stellar reputation here. This is a step up for me; going anywhere else – Royal LePage, Keller Williams or Coldwell Banker – would've been a lateral move."

From selling modest condos in one building early in her career to selling multi-million dollar mansions in the upscale Westwood Plateau area, Price has mastered the art of real estate sales. Her secret? Farming a specific neighborhood.

"Don't try to be everywhere; choose a subdivision or neighborhood you want to dominate, and market like crazy," Price says. "Start with smaller properties like condos and work your way up. If you're new to the business, you have to sell yourself because you don't have listings to work with yet. Don't let people see you sweat or tell prospects that you're new; they won't work with you."

Price certainly has a lot of sweat equity in her business. She used to work seven days a week, pulling 12- to 15-hour days. Her hard work paid off, but she wanted to have a life again, so she formed a team earlier this year. Letting go, however, wasn't easy.

"I'm a control freak," Price admits, adding that having a team has been particularly helpful in landing contracts with the growing Asian community in Coquitlam. "I handle most of the English-speaking clients, and I'm a native Indonesian. My Associates work with our Mandarin, Cantonese, Farsi and Korean-speaking clients. About half of the buyers in the Vancouver market are Asians."

A competitor at heart, Price sees her move to RE/MAX as a fresh start – especially with the resources her office provides, such as professional reception services, support from the Broker/Owner and Manager, and a full-time conveyancer. Her passion for real estate has a lot to do with success, too.

"I look forward to getting up each morning and going to work; I love the challenge," Price says. "Clients can sense whether or not you truly love what you do."

Price says it won't be long until she earns her way into the network's highest production clubs. When she does, it will be on her own terms.

"I never negotiate my commission," Price says. "If discount brokers were so successful, everyone would go with them. My advice is to learn to say no to listings and save yourself the headache of dealing with someone who won't respect your role in the transaction. Once you negotiate, you set a bad precedent and people will assume that they can take advantage of you."

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