Home-Based Agency Duo Surpasses $4 Million in Sales

Married for 43 years, Sue and Ernie Ratliff are giving new meaning to the term “teamwork.”  Sue owns Sea the World Cruises & Tours, an independent agency of Avoya Travel, based in Athens, Texas. Ernie is her assistant, back-office manager and right-hand man.

It’s a winning combination.

Last year, Sue’s agency pulled in $4.2 million in sales. It’s on track to hit $5 million this year, landing in the top 1% of agencies in the country.

Even more impressive: those numbers come with very little overhead.

Sue and Ernie Ratliff

Move from brick and mortar

Sue started out in travel by working for a brick and mortar agency in McAllen, Texas.

“I didn’t have a background in travel but the job taught me what I needed to know. I was there for five or six years starting in the late nineties and became office manager,” said Sue.

When the agency owner sent her to a Vacation.com convention in Las Vegas, Ernie went along.

“I thought I would amuse myself by playing the slots,” he said.

Life-altering

Instead, he and Sue ended up planning a life-changing move.

One of the hot conference topics was the home-based agent phenomenon, then just getting off the ground.

“I had been thinking about retiring anyway. Sue and I decided we should start our own home-based agency,” said Ernie.

The couple moved to a retirement community near Athens, Tex., and set up shop in an enclosed 14’ X 28’ patio.

“We were armed with nothing but a CLIA number. But we put an ad in the paper and the phone started ringing,” said Ernie.

Building the business

They spent a year and a half on their own, spending money on marketing and drumming up business. They also developed a division of labor that works.

Sue is the salesperson aided by Ernie, the uber-assistant.

Ernie uses his background as a productivity manager and time management specialist for AT&T. He researched ways to work smarter and more effectively.

In those early days, he also researched host agencies and consortia.

When Sue read an article in a trade magazine about America’s Vacation Center, Avoya’s former name, they were intrigued.

They joined the company in 2006.   

Winning Formula

Discipline and a dedicated work environment are part of the Ratliffs’ success strategy.

“We have two desks, two computers and two printers in the enclosed patio. It’s a full-fledged office,” said Sue.

They’ve even got their grandkids trained.

“They come to the door of the office and stand there till we acknowledge them. They know that they’re not allowed to interrupt us while we’re working,” said Sue.

Taking calls

“Working” means that Ernie is fielding phones and answering emails while Sue sells luxury cruises.

“I build the bookings and post everything, sometimes while she’s still talking to the client,” Ernie said.

“In 15 minutes, the booking is all set up and I’m transferring another client call to her.”

Technology is key

Sue credits Avoya’s proprietary Agent Power technology and its much-lauded Live Leads system for much of their success. The pair has also learned to take technology on the road.

“We use our IPhone and IPad when we’re away,” said Sue.

“And last summer we tried a $10 wi-fi service on a flight. We ended up making a cruise booking while at 30,000 feet.”

Personal touch

Though their business relies heavily on technology, nothing replaces the personal touch.

“I take web leads and always establish a personal relationship with my clients,” Sue said.

“I find out where they live, where they’ve traveled to. It’s so important to establish a rapport before I start talking.”

Sometimes she never actually speaks with a client. The entire transaction takes place by email.

“Clients know that if they want to talk to me, I’m available. I’m answering the phone until 9 pm Central Standard Time,” said Sue.

Giving Back

The Ratliffs say their unique working relationship is a blessing.

“We don’t take a day off, but we do have a life,” said Sue.

One of the activities that’s important to them is motivating other agents.

They’re featured panelists at this year’s Cruise3Sixty in Fort Lauderdale. The name of the panel: “You Can Make More Than $100,000 a Year By Selling Travel – Learn How from Those Who Do!”

Ernie also volunteers to speak at the quarterly Avoya Academy.

Thanks for sharing

“Avoya is all about sharing. There’s a real family attitude there. I’m happy to let other people pick my brain,” said Ernie.

The Ratliffs, however, may be in a class of their own.

“Lots of couples are both agents. But we decided the way we were doing it worked best for us. Ernie is willing to stay in the background so that I can be the star,” said Sue.

“He also cooks for me. The joke at Avoya is whether I can possibly clone him.”