The Strategy
One brokerage per city. One Auction Division inside it. Twenty activated agents. Measured by auctions produced, never by names on a list.
Every city is the same repeatable assignment.
Select
Choose one appropriate brokerage or team as the city launch partner.
Secure
Build broker level commitment to the Auction Division concept.
Install
Help establish the local Auction Division operating rhythm.
Activate
Identify and onboard 20 agents into accreditation and production.
Produce
Move from training to seller appointments, listings and auction campaigns.
City target: one Auction Division, twenty accredited agents, producing auction campaigns inside the first twelve months.
Small enough to coach, large enough to be visible.
29
Target cities
20
Agents per division
580
Potential accredited agents
1
Repeatable city playbook
Operationally manageable
Twenty agents creates internal energy while remaining small enough for a Director to know the people, track activity and coach adoption.
Market visible
Twenty agents gives the brokerage a credible city presence: databases, social reach, open home activity and buyer relationships.
Performance accountable
A defined cohort lets Sellers Reserve monitor training completion, seller appointments, listings and auction producing agents.
A managed market strategy, prioritised by population, income and housing value.
2,958K
People across the selected cities
$119K
Average household income
$988K
Average home value
580
Agent seat target across 29 divisions
| # | City | Population | Income | Home value | Territory | Agents |
|---|---|---|---|---|---|---|
| 1 | Anaheim | 345K | $91K | $772K | North / Central | 20 |
| 2 | Santa Ana | 312K | $88K | $658K | Central | 20 |
| 3 | Irvine | 308K | $130K | $1.12M | Central / South | 20 |
| 4 | Huntington Beach | 196K | $120K | $1.05M | Coastal | 20 |
| 5 | Garden Grove | 171K | $90K | $766K | North / Central | 20 |
| 6 | Fullerton | 141K | $104K | $860K | North | 20 |
| 7 | Orange | 139K | $117K | $901K | Central | 20 |
| 8 | Costa Mesa | 111K | $110K | $1.05M | Coastal | 20 |
| 9 | Mission Viejo | 92.4K | $136K | $946K | South | 20 |
| 10 | Westminster | 90.1K | $83K | $820K | North / West | 20 |
| 11 | Lake Forest | 85.8K | $131K | $876K | South | 20 |
| 12 | Newport Beach | 84.3K | $158K | $2.0M | Coastal Luxury | 20 |
| 13 | Buena Park | 83.1K | $108K | $772K | North | 20 |
| 14 | Tustin | 79.0K | $108K | $891K | Central | 20 |
| 15 | Yorba Linda | 67.4K | $152K | $1.09M | North Luxury | 20 |
| 16 | Laguna Niguel | 64.0K | $141K | $1.12M | South Luxury | 20 |
| 17 | San Clemente | 63.5K | $135K | $1.22M | South Coastal | 20 |
| 18 | La Habra | 62.2K | $98K | $717K | North | 20 |
| 19 | Fountain Valley | 56.4K | $112K | $1.02M | Central / Coastal | 20 |
| 20 | Placentia | 52.4K | $111K | $871K | North | 20 |
Cities 21 to 29
Planning note: city data is directional and used for territory prioritisation. Final brokerage selection must also weigh office quality, leadership, agent culture and market reputation.
Two Directors, one map, protected accounts.
Lisa Hoffman
North, Central and West Orange County
Anaheim · Brea · Buena Park · Cypress · Fountain Valley · Fullerton · Garden Grove · La Habra · Orange · Placentia · Santa Ana · Stanton · Westminster · Yorba Linda
Andrew Warren
Coastal, South and Luxury Orange County
Aliso Viejo · Costa Mesa · Dana Point · Huntington Beach · Irvine · Laguna Beach · Laguna Hills · Laguna Niguel · Lake Forest · Mission Viejo · Newport Beach · Rancho Santa Margarita · San Clemente · San Juan Capistrano · Tustin
Coverage is divided by relationship geography, not by absolute exclusivity. If you originate and develop a brokerage, it becomes your account for commission purposes, permanently attributed to you for the life of the commission schedule.
The wrong brokerage dilutes the brand. The right one accelerates the city.
Leadership appetite
The broker or owner believes in differentiation, training and a new market category.
Agent base quality
Enough ambitious listing agents to support a 20 agent launch cohort.
Brand credibility
Local reputation that gives the Auction Division immediate legitimacy.
Operational discipline
Willingness to track activity, attend training and follow campaign standards.
Media readiness
Prepared to participate in Reserve Magazine, Under the Hammer and social content.
Market coverage
Strong presence in the key neighbourhoods and price bands of the city.
A city partner is not simply a brokerage that agrees to participate. It is the brokerage best positioned to make Sellers Reserve visible, credible and productive in that city.
From first meeting to first auction.
Market map
Identify top offices, team leaders, local influencers and likely early adopters.
Broker meeting
Present the Auction Division opportunity and qualify leadership alignment.
Division agreement
Confirm participation, roles, launch timeline, brand standards and first cohort.
Agent cohort
Select the first 20 agents, then begin accreditation and seller presentation training.
Launch activity
Secure early seller appointments, first auction candidates and content opportunities.
Performance cadence
Weekly pipeline review, monthly scorecard, public recognition for active agents.
Do not optimise for accredited agents. Optimise for active auction producing agents.
Relationship metrics
- Target brokerages mapped
- Broker meetings held
- Partner candidates qualified
- City partner selected
Activation metrics
- Auction Division launched
- 20 agent cohort identified
- Training completion
- First seller appointments
Production metrics
- Auction listings generated
- Active auction producing agents
- Buyer registrations
- Case studies created
North star metric: active auction producing agents per city division. The compensation model that follows is built on exactly this measure.
Build proof, then scale with discipline.
30 days
Finalise territories, scripts, broker presentation, city scoring and the first six to eight target brokerages.
60 days
Secure the first city launch partners, identify 20 agent cohorts, begin accreditation and seller presentation training.
90 days
Launch the first Auction Divisions publicly, secure early auction opportunities, begin content and case study production.
12 months
Expand across 29 cities, prioritise actively producing divisions, celebrate top performers through the Reserve Elite Network.
The city network only scales once the first divisions prove training completion, seller appointments, listing conversion and auction outcomes.