Innovative Agent Services
Weathering the Storm
By Lalaena Gonzalez Figueroa
Photo by Chad Spencer
Since its inception in 2002, Innovative Agent Services has made a marked impact on the real estate communities in Sarasota and Manatee Counties and beyond. Now, more than ever, the firm’s array of services is appealing to real estate professionals who seek to maximize exposure while focusing on quality products and highly targeted marketing.
IAS founder Tina Darling, who holds degrees in Computer Programming and Business Administration, explains the value that her company offers to real estate agents. “We understand that agents are busy taking care of their clients,” she offers, “so we’re here to take care of the agents.” A transitioning market has led to expanded agent needs, and IAS has diversified accordingly; the firm started out just providing property eBlasts and now offers a host of services designed for today’s real estate professional.
“Many agents aren’t in a position to commit to full-time assistants, but find that their responsibilities can be overwhelming and that’s where our services come in,” notes Tina. This includes but is not limited to distributing marketing materials, designing, printing and mailing postcards, eBlasting property flyers to other agents, organizing open house tours and much, much more. “We’re finding that agents really appreciate the convenience of assigning these important but time-consuming tasks;” Tina adds, “and with five full-time employees on our staff, we’re able to handle our agents’ needs in a timely and secure manner.”
Tina’s targeted marketing focuses on quality over quantity and that has become the mantra at IAS, where the key is on repetitive advertising to a select group of prospective buyers. “We specialize in helping agents determine their target audience for every listing, then help them get unique marketing materials created that are sent to that demographic,” says Tina, who notes that there is an advantage to sending multiple mailings to a smaller group of individuals rather than a single mass mailing to a more varied audience. “People may be happy to send out ten thousand pieces and get a response,” she observes. “However, they’re elated when, after sending two thousand pieces to the right people five times, they receive ten responses!” This, she notes, is as effective in inter-collegial communication as it is in advertising to prospective buyers and investors.
When asked how she manages a client list of 1,600 local agents and such a varied menu of services Tina smiles and says one-word; “MULTI-TASKING”. “I learned from the best” says Tina, speaking of her mom, Diane Mivshek. “My mom was the queen of multi-tasking, prior to her retirement. She coached softball and cheerleading for me and my sister, was the team mom for my brother’s Little League teams, helped my Father with the administrative side of his painting company, and managed her own career in Real Estate here in Sarasota. She later opened her own home health care company, all while taking care of her own disabled mother. She knew how to get things done!”
A longtime Affiliate of the Sarasota Board of REALTORS®, in 2010 Tina stepped up to Chair the organization and is committed to helping fellow SAR Affiliates market themselves to area agents. Tina is also proud to announce a new found affiliation with the Sarasota Chapter of Women’s Council of Realtors. “I love it!” Tina exclaims, “It has been so much fun and I’ve met so many new people, it is a huge professional networking group.” Almost immediately upon joining WCR the board recognized Tina’s talents and offered her the position of Technology Chair, which of course she happily accepted.
Throughout the twists and turns of a turbulent real estate market, Tina Darling’s Innovative Agent Services has managed to weather the storm, providing reliable and quality services to real estate agents and other businesses throughout Sarasota and Manatee Counties. IAS hit the ground running in 2010 and hasn’t slowed down a bit.
Tina attributes the success to an incredible team of talented co-workers, “any successful woman know it’s all about the support system around her, be it personally or professionally, and I got lucky – we’re best friends, family and colleagues that support each other on all levels”
Innovative Agent Services
2945 Bee Ridge Road
Sarasota, FL 34239
Copyright © 2010 REAL Magazine
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