Tony Hanson, Lucas Mudrey, & Chris Cramer for Better Homes & Gardens Real Estate Paracle
Written by: Heather Pluard
Photography by: https://www.kellyklemmensen.com/
Want to be King of the Real Estate Jungle? Forget about lions, act like a rhino! Better Homes & Gardens Real Estate Paracle is charging to the top of the industry by following advice found in the book, Rhinoceros Success. They’re achieving more by setting audacious goals and redefining what it means to be a REALTOR®. Today, they are the largest Better Homes and Gardens Real Estate in the Carolinas, and #10 in the country.
“We look at real estate sales differently,” says former attorney and Paracle co-founder, Lucas Mudrey. “Paracle is a Greek word meaning ‘Come Alongside, Advise, and Counsel.’ Our sales advisors aren’t here to just open doors and push papers. They take a consultive approach to helping clients buy or sell what is likely their most significant asset. A client’s best interest always comes first, and we start our process with a needs assessment. Then we find a home that fits their needs and their lifestyle. Integrity is the heart of our business. Our sales advisors are driven, passionate, caring people who have thick skin like a rhino. They are the best of the best.”
Opening as an independent brokerage with a handful of agents in 2012, Paracle doubled its sales numbers every-other-year and has grown to include 300 outstanding sales advisors. In 2017, Paracle joined Better Homes & Gardens Real Estate, a catalyst for massive growth. They now have six offices in North and South Carolina: Charlotte, Fort Mill, Raleigh, Holly Springs, Cary, and Mrytle Beach. Owners Lucas, Chris Cramer, and Tony Hanson all consider Paracle to be a sales and marketing company that happens to sell real estate.
“Our business value is in our people,” Tony says. “We offer our advisors unparalleled service, such as a Sales Support & Advisor team that provides concierge service seven days a week. Our marketing department puts together tools like open house packages that they can ‘grab and go,’ and our CATAPULT training system teaches agents how to maximize leads and conversion rates. Additionally, we spend $300,000 a month on lead generation for our team. Working with us is like staying at the Four Seasons on the club level floor.”
With 1,829 transactions and $514 million in sales in 2019, Paracle plans on hitting the billion-dollar mark by 2021. COVID-19 isn’t stopping them. “The rhinoceros is the only animal in the jungle that charges into a thunderstorm instead of running away,” Tony says. “We’re pushing through COVID the same way. March, April, May, and June of this year were all record-setting months. We will keep taking market share and providing concierge-level service.”
Making sure sales advisors reach their personal goals is also crucial to Paracle. “We help entrepreneurs shape their business to achieve their hopes and dreams, whether that’s to retire in five years or take an incredible family vacation,” explains Chris. “Everyone talks about splits, but what matters is what’s on your 1099 at the end of the year. Our gross commission income was $13.2 million in 2019. We want everyone to grow and become a top producer, so we designed our offices to be collaborative spaces. They’re hip and fun and full of people who have the right mentality.”
Paracle is charging into other areas of real estate, too. They offer mortgage, title, and insurance service at their flagship location in SouthPark, and they build custom homes through their companies, Grand Living Homes and Valore Homes. They also started a nonprofit called Global Construction Ministries that builds churches, schools, and hospitals worldwide.
“There’s great synergy between Chris, Tony, and I,” says Lucas. “We joined forces to do big things and help others accomplish their audacious dreams, too. Our next goal is to be a Top 10 Company in the Carolinas. We love the advice in Rhinoceros Success to charge full speed toward every opportunity!”