Darin Elliott

A BUSINESS BUILT ONGOOD OLD-FASHIONEDHARD WORK

By Robbyn Moore

Photos by Jacob Harr with harr Creative LLC

For nearly 20 years, Darin Elliott — also known as the guy with two L’s and two T’s — has been a top-producing real estate agent at Greenridge Realty, Inc. in Ionia, Michigan. His business has been built on lasting relationships and good old-fashioned hard work. His experience includes everything from selling haunted houses, to taking over a closing after an intoxicated closer passed out at the closing table, to having a FedEx truck run into one of his listings that had just gone pending. While he jokes he could write a book about his unusual real estate encounters, Darin’s greatest stories come from his knowledge of real estate legislature, financing, foreclosures, property values, taxes, residential and commercial property, and most of all, from his experience of building trusting relationships.

Growing up in a lower-middle-class family with three other siblings, Darin mastered the understanding that if he wanted or needed anything in life, he would have to work for it. “I also figured out how to become a people person and that if you take care of others and treat people with respect, the same will be reciprocated,” he said.

Darin’s path to real estate began after graduating from Ferris State University with a degree in business management. His interest was in engineering with a focus on the automotive industry. He worked at Harold Zeigler Ford in Lowell, Michigan, as a technician, and then moved into service advising, warranty administration and assistant service managing. Darin also continued to work for a small motorcycle/lawn and garden shop, a job he had since middle school. However, it wasn’t until a friend’s grandmother gave him a box of real estate books that his real estate curiosity began to pique. “Initially, I was interested in the idea of investment properties and some basic knowledge of the real estate market,” Darin recalled. “I never thought it would turn into an actual career, but here I am.”

After a few months of working two jobs and starting a new career at Greenridge Realty, Darin was encouraged by the brokerage owner to either take his real estate efforts to the next level or pursue something else. “It was strongly suggested that I put any parttime jobs on hold, and I was given a quota to meet,” Darin explained. “The owner also showed me examples of how to ‘play in traffic’; however, I worried that if I failed to meet the sales quota by the end of the set time frame, Greenridge would ask me to pursue a more suitable field.”

Darin took the advice seriously and gave it his best shot. While he was able to put several transactions together, he came up slightly short on the goal. “Instead of Greenridge firing me, I was encouraged to stay the course and continue doing what I was doing. I was fueled by the support and enthusiasm,” he said.

For the past 10 years, Darin has held his position in the top 10 at his brokerage, and since launching his career in 2003, he has been a consistent top 100 producer in Western Michigan, garnering a career volume of more than $160 million.

“Launching a career in real estate is a slow burn,” Darin said. “I always tell new agents to have realistic expectations when they’re getting into real estate. No one’s going to turn into a top producer overnight, and it could even be several months before earning that first paycheck. However, if you stick to it and push forward, real estate will eventually accelerate, and you’ll find yourself meeting and exceeding your initial goals. The key is to stick to it.”

Darin’s primary office is in Ionia, where he frequently recruits other agents to assist him with showing houses and running errands. “I have solid relationships with other real estate agents and, as a result, I am able to put more buyer deals together in a competitive market and get a ton of referrals every year from these relationships,” he said. “Peer referrals are a huge honor, which shows that I can get the job done, and is a source of business that is often overlooked.”

Early in his career, Darin discovered the importance of building strong relationships not only with agents but also with title, mortgage, inspection, appraisal and other professionals within the industry. “My mortgage and title connections have been crucial to the success of my business over the years,” he shared. “My title company friends frequently joke about getting on my payroll.”

I also figured out how to become a people person and that if you take care of others and treat people with respect,the same will be reciprocated,

One of the real estate perks Darin embraces is the ability to control how he runs his business and manages his schedule. As the father of two boys — Landen, 4, and Lochlen, 2 — Darin fights for and cherishes his family time. Both of his sons — who also happen to share a birthday on February 14, exactly two years apart — love going to parks, exploring the woods and taking bike rides. Recently, Landen demanded his own briefcase and paperwork so that he could be just like his daddy.

When Darin’s parents first moved to Ionia, they enrolled him in the Greater Ionia Youth League, which he’s proudly supported since his first year in real estate and was asked to throw out the first pitch at the opening ceremonies this year. He’s also a board member for the Greenridge Dream Team Foundation. Partnering with the Make-A-Wish Foundation, the Greenridge Dream Team has donated over $1 million and has granted more than 150 wishes. Additionally, Darin sits on the board for the local Travelers Protection Association, a national organization that promotes child safety and specializes in helping children with hearing needs.

I have solid relationships with other real estate agents and, as a result, I am able to put more buyer deals together in a competitive market and get a ton of referrals every year from these relationships.

More than ever, Darin’s biggest challenge is securing homes for his buyers. “I always do everything I can to utilize my experience and relationships with other real estate agents to give buyers a chance at homeownership,” Darin said. “I’m also passionate about promoting friendly homeownership legislation. I’m proud to be a member of the National Association of REALTORS® and a supporter of the REALTORS® Political Action Committee.”

Darin’s forward approach to his business is in sync with his clients’ needs and accessibility to information. “While social media does not play a big role in my business and success, it is a great tool, especially for new agents looking to leverage their business and attract new clients,” he suggested. “It makes more sense to pull away from paying a ton of money for lead generation and other marketing programs and invest directly into clients. For example, giving a past client $1,000 toward a new front door replacement will pay in dividends over time rather than spending the same $1,000 with Zillow.”

“There is no doubt that my life experiences have influenced my passion, drive and success,” Darin said. “I often think of past conversations with clients, co-workers, family, friends, business partners and vendors who have inspired me to be a better friend, dad and real estate agent. Sometimes it is the little, simple things that make the largest impacts.”

Darin said he sees his current real estate career as a stepping stone for unlimited future business opportunities, partnerships and friendships. “My ultimate goal is to be known by my colleagues and clients as the person they could count on for anything,” Darin said. “I’ve worked my butt off to be a stand-up guy in this business.”

Darin Elliott - Top Producer