In the real estate sector, agents or brokers generally bet on what is probable rather than what is certain.
Escarlin Pozo
El Inmobiliario
SANTO DOMINGO.-For many years, Darnetty Lugo encountered a reality that inspired her to guide people towards the sustainability of their businesses by creating an effective collection culture.
At that time, he was able to confirm that the amount of information about collection, and the importance it plays, was remarkably small compared to the resources shared about the sales process.
In addition to this, he discovered that there were many myths about billing and collection, this being an indispensable pillar within organizations.
Darnetty Lugo. David Valentín/El Inmobiliario.
Darnetty, a legal consultant and specialist in debt collection and negotiations, decided to write her book, entitled "The Art of Collecting Effectively," with the purpose of promoting debt collection within businesses.
With this work, his goal is to guide owners and entrepreneurs on how to effectively track customers and use tools that boost business growth.
The expert, originally from Las Palmas de Herrera, holds a law degree and has complemented her training with two master's degrees that support her experience: one in Administrative Law and another in Legal Marketing.
In an interview with El Inmobiliario, she stated that collection is one of the main pillars of organizations, allowing them to remain in the market.
“So, that’s one of my concerns: to give entrepreneurs, business owners, and companies a tool they can use as a guide when structuring a collections department, training someone to handle collections, or for you, as a business owner, to provide your services and collect payments effectively,” he explained.
In this way, he explained that one of the elements to take into account is that every process begins with the sale and ends with the collection, this being a circuit that makes it so that one department cannot function without the other.
Therefore, it maintains a very clear position that this collection procedure allows companies to generate the necessary resources to continue operating without needing to take out expensive loans or financing.
Through the book, the advisor seeks to promote fundraising that is carried out with a human and service-oriented approach.
“In my book I have seven pillars, I talk about the history of credit, how it arises and how it is transposed to the Dominican Republic, the importance of collection or revenue collection within companies so that they can be sustainable,” he explained.
She also commented that people will be able to learn about the different types of customers and how to approach them correctly, based on their characteristics and personality.
He highlighted that he also talks about an innovative concept called "neuro-collection".
He specified that when people have knowledge of this new area, they are able to understand the consumer's mindset, how they should be treated, and how to act when making a payment.
Other points he touches on are the types of officers and collection tools that can be used, as well as the phases that must be carried out and how to approach them, since, he argued, each phase involves a specific strategy with the aim of reducing delinquency.
Collections within the real estate sector
The real estate market is no exception to this process. This sector, like any other, needs its professionals, advisors, and real estate agents to understand and implement this culture.
He explains that, in the real estate sector, agents or brokers generally focus on the probable rather than the certain. In that sense, he explained that they don't usually create a policy or contract that establishes the conditions to guarantee their commission.
“It is important that they can have a formal approach so that they can guarantee their commission, which is what motivates or drives them to be sustainable, because it is the fruit of their labor,” he pointed out.
One of the tips Darnetty gives agents is not to rely on instinct. By this, he means they should keep records and track payment dates so they can get paid on time.
He also emphasized the importance of having knowledge of negotiation and tracking techniques to secure profits.
About the book and the author
“The Art of Collecting Effectively,” a book that teaches how to make businesses profitable through collections, can be purchased at the Cuesta bookstore and online at Amazon.
This is not the first book by the coach, who holds a John Maxwell certification. Another of her works is "The Entrepreneur's ABCs of Work." She has also written about the workplace, one of her great passions, in which she has over 15 years of experience.
Darnetty Lugo, who describes herself as a creative, responsible and proactive person, has participated in international events in this area and at the national level she is the creator of a virtual collection course for the National Institute of Technical and Professional Training (INFOTEP).
