Conversation with Idoia Calonge. A lesson in close leadership
Idoia has created a successful business model that has endured over time.
Join us in this conversation with Idoia CalongeIn this interview, the owner and founder of IC Gestión Inmobiliaria in Getxo, she shares her business philosophy and strategy. Through her focus on constant innovation, close leadership and the promotion of healthy competition she has achieved her success.
Idoia is an agent far from the spotlight and the 'celebritism' of the real estate industry who leads a successful project from which there is much to learn. Her answers offer a deep insight into her business philosophy and strategy, which we summarise in 6 main themes:
Test bed and conscious leadership
Idoia acts as a "test bed" for her agency. Her role involves testing new tactics and strategies and then implementing them in her team if they prove effective. This focus on experimentation allows her company to remain agile and adaptable.
"I'm just another colleague, but when I have to put my foot down, I do it. At the moment, everyone knows their place and there are no problems".
At the same time, he maintains a delicate balance between being a supportive member of the team and firmly assuming his role as a leader when the situation calls for it. His leadership style does not shy away from authority, but is based on a combination of empathy and firmness.
Expansion with purpose
With the intention of offering a better service to her clients, Idoia worked in the past supported by the Prontopiso platform, specialised in independent agents, with the ambition of transcending the level of service that could be expected from a "neighbourhood agency". This partnership provided her with learning, access to advanced technological tools and optimised processes, strengthening her ability to compete in an increasingly digital market.
With what he learned from this experience, he decided to continue on his own at the head of IC Gestión Inmobiliaria, which now has two offices; in Getxo and Berango.
Marketing omnichannel
Recognising the importance of promotion, Idoia spends around 20% of her turnover on marketing campaigns. Her experience has included testing multiple strategies, from radio to social media and paid campaigns.
"I've always invested a lot in marketing and I've tried everything to find out what works.
Although she used to handle marketing herself on weekends, lack of time led her to hire an external agency that covers both online and offline marketing.
Focus on the face-to-face visit
The team's strategy is based on minimising the use of the telephone in order to prioritise face-to-face visits, which are crucial to closing the acquisition. They understand that the face-to-face experience offers an unparalleled opportunity to persuade the customer. They also leave informative material in the properties visited, providing a leaflet summarising their methodology.
"Guaranteeing the customer's home visit is our way of ensuring recruitment... It is also important to provide the customer with information about how we work".
Teamwork and optimal size
For Idoia, her team's success is intrinsically linked to her own. She strives to provide support in difficult times, ensuring that each member feels valued and supported.
"The success of my team is my success, not the other way round.
Currently, her team consists of five women, which she considers to be the optimal size. A larger team would mean a loss of control, while a smaller one would require her to take on tasks she does not feel she should continue to perform.
Training to compete well
He is aware of the risk of training his team, which could result in some deciding to become independent and set up their own agencies. However, she would rather encourage well-trained competition than face unfair competition. For her, bad work affects the whole industry, and creating well-trained agents is a source of pride.
Below is the video with some parts of the interview.
