Carson Real Estate '2012 Salesperson of the Year'
SALT LAKE CITY – The odds were stacked against Salt Lake City Realtor Joel Carson when he began helping people buy and sell real estate on the Wasatch Front in 2012. He had been out of direct sales for 12 years when he hit the ground running. Despite some powerful odds, he managed to facilitate the sale of $21 million in real estate last year. Carson was honored by the Salt Lake Board of Realtors as “2012 Salesperson of the Year,” Wednesday at the Annual Realtor Awards Luncheon. The annual event honors Salt Lake’s top real estate professionals based on sales volume and service.
“I really am so honored. I’m not only honored by this gracious recognition, but by the right to call Utah my home. Utah is an easy sell, and there are oh so many people that help keep it that way,” Carson said.
Curtis Bullock, Salt Lake Board of Realtors CEO said the award is based on sales and sales volume requiring a high level of dedication, commitment and hard work. “I’ve only met Joel a couple of times and I’ve noticed he’s one of the most friendly and sincere guys that I’ve met. I’m sure that comes out with his clients,” Bullock said. “He’s obviously a talented guy.”
In late 2011 Carson re-entered the real estate sales force following a 12-year haiutus. Essentially, he began his career from scratch. He had sold his own brokerage and was bound by a strict non-competition contract. The economy was tight and people were reluctant to invest in a roller-coaster market (especially after coming off such a downhill slide). The country’s housing crisis was winding down; but, far from over.
“There are some basic sales strategies that are relevant no matter the condition of the economy. I’m not going to tell you I wasn’t sweating bullets, I was, but I applied the sales principles I have come to trust and everything worked out just fine,” Carson said.
Carson said stellar customer service is always relevant, and it’s free, “Return phone calls. Just respond to messages. Listen to your clients and ask plenty of questions. It really is important to take time to truly understand the clients’ buying power. Look, just treat people right.”
A soft economy can create some challenging circumstances for a salesman. “There are challenges in every economy. The trick is to know your numbers inside and out, follow the trends with a trained eye, and determine how you can help people make the most of what they have. You have to understand exactly what clients need; but, you also have to be aware of what they want and know where to find it.”
Carson credits much of his success to modern technology. “Want to be successful in today’s real estate market? Embrace technology. Some professionals are reluctant to try new technology that can bulster marketing efforts, make transactions faster and more efficient and minimize ground work. It’s all about keeping up with the technology to keep your edge sharp,” Carson said.
Carson is not new to Utah’s real estate industry; in fact, he has been a key player for two decades. He said his second most valuable asset is the professional network he has built with honesty and ethics. His most valuable asset is his family, “It doesn’t hurt to have an amazingly supportive wife like Candace and a great family when you work from dawn to dusk,” he said.
Carson Made Major Contributions to Utah Housing Market
Carson started his first Utah real estate company from scratch with no private funding in 1998. He was founder and chief executive officer of Impression Group Real Estate. Immediately Impression Group was named the fastest growing real estate firm in the Western United States. He was the company’s first employee and within 18 months we had attracted 180 top-producing Realtors. His company was credited with representing Kaufman and Broad Homes in exiting the Utah Market. Agents sold and closed 650 units in 45 days using sales strategies and auctions.
In 2001 he merged Utah’s strongest real estate companies -- Impression Group Real Estate, Prudential Prestige Real Estate, and Prudential Coleman Real Estate to create Prudential Utah Real Estate (PURE) – one of the most successful firms in the nation.
When PURE was formed, there were a total of 266 full-time Realtors working in five offices. By the time he sold his interest in the company 10 years later, it had grown to more than 700 full-time Realtors in 16 offices.
“Under my leadership Utah’s number one brokerage enjoyed more than 3.2 billion in total volume,” Carson said. The company was named among Prudential Real Estate’s “Top 10 in the Franchise,” nationally repeatedly. His Utah company was ranked 7th in the nation in the Prudential Real Estate network in 2008. It ranked in the top 50 companies in the United States for two consecutive years.
PURE was recognized as one of the “Top Seven Companies in America” for business management by the National Association of Realtors with the “Real Estate All-Star Award.”
Beating the Odds
After his brokerage sold, Carson set to work selling real estate using standards he had taught his associates for more than a decade. “I started with no client base, rebuilding my business from scratch. With hard work, smart marketing, cutting-edge technology and a powerful professional network I prevailed. It’s no secret that I love a good challenge.” In 2011 Carson met the obligations of his sales contract and non-competition agreement with Prudential and formed yet another company called Utah Real Estate. He is now president and principle broker for the growing firm.
Other award winners included:
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