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Focus 360 Builds-First U.S. Sales Team in Competitive, Niche Market

Focus 360 Sales Recruiting

Technology Innovation Leader for Home Builder and Real Estate Market Establishes Business Development Team, Secures Net New Customers.


Steve Ormonde founded Focus 360 nearly 30 years ago with a vision to disrupt the home building and real estate market through the use of innovative technologies. Led by Steve, the company’s talented team of artists, architects, animators, and programmers was the first to combine marketing techniques and architectural CAD elements to develop the first ‘virtual model home’ for the home building market.

Today, Focus 360 leads its market and has established a global reputation for using virtual reality technology to produce premium architectural renderings and quality illustrations, visual analysis, animation, and interactive elements for builders, architects and developers around the world.

As Steve reflects on the company’s consistent growth, he admits that the company’s niche market can present challenges recruiting sales talent. This became clear in 2015 when Focus 360’s leadership team put a North America growth plan in motion that required establishing a U.S. sales force.

“Recruiting salespeople for our organization is an especially difficult task. We are in a very niche, competitive industry. When we set out to build our first U.S. sales team, it was really important to us that we consulted a recruiting service that had the proven ability to recruit the specific type of sales professionals we were looking for.”

– Steve Ormonde, Founder of Focus 360


Peak steps up to the niche market challenge

For Steve, the acquisition of top sales talent was absolutely critical to the plan’s success. The recruiting partner had to have the proven ability to recruit top senior sales talent and help Focus 360 put a strong, national business development team in place to secure net new business and drive year-over-year growth. Ultimately, Focus 360 chose to partner with Peak Sales Recruiting because of Peak’s track record of success hiring sales leaders in niche industries across the U.S.

“We took a look at several recruiting firms and without question, Peak was the best choice,” says Steve. “Seeing the success they had recruiting top sales leaders in other niche industries, gave me the confidence that their process would get us the sales talent we needed.”

Peak and Focus 360 collaborated, developing a unique hiring strategy for Focus 360’s corporate objectives. Peak then profiled ideal candidates who had the skills, experience, and DNA necessary to be successful in the roles. Using the defined candidate profiles, Peak headhunted passive candidates who had a proven track record of meeting quota for five consecutive years. Finally, each candidate was evaluated using Peak’s 4-step sales recruiting methodology – system that includes behavior-based interviews and role playing, psychometric profiling, and benchmarking.

On a very fast timeline, Peak was able to deliver top candidates that met the Focus 360 criteria. “We got the right sales talent and the proof was in the results,” shares Steve.


National business development team drives net new business

Focus 360 was able to launch a national new business development team, recruiting senior account executives in Colorado, Texas, and California. The team has not only increased sales, they have been consistently driving new business.

Another advantage to partnering with Peak?  Based on the high caliber of the hires, Steve and his team were also able to reduce ramp up time.

“I am very impressed with our business development team. They continue to bring in new business and in our niche industry, that is not an easy job. The team has been a major influence on our ability to achieve our growth goals.”

The new sales force has also driven significant brand awareness for the company.  Focus 360 was recently recognized with several prestigious industry awards, including three National Association of Home Builders awards, two Marketing and Merchandising Excellence awards, and three SoCal awards.

Steve couldn’t be more proud of his team and satisfied with his decision to partner with Peak. “Peak brings enormous value to our organization. They remained dedicated in their scientific, metric-based approach throughout the entire process. I trust them to get me the sales talent I need.”


Are you ready to take your talent acquisition to the next level?  Learn more about Peak’s services or contact us today to recruit top sales talent.


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Eliot Burdett

CEO at Peak Sales Recruiting

Before Peak, Eliot spent more than 20 years building and leading companies, where he took the lead in recruiting and managing high performance sales teams. He co-founded Ventrada Systems (mobile applications) and GlobalX (e-commerce software). He was also Vice President of Sales for PointShot Wireless. Eliot received his B. Comm. from Carleton University and has been honored as a Top 40 Under 40 Award winner. He co-authored Sales Recruiting 2.0, How to Find Top Performing Sales People, Fast and provides regular insights on sales team management and hiring on the Peak Sales Recruiting Blog.