The Santa Cruz Sentinel published an article today featuring the testimonies of Santa Cruz's most successful Realtors.
Frank's secret? "I love helping people."
by Jondi Gumz, Santa Cruz Sentinel
Homebuyers are scarce. Sales are down 50 percent compared to the peak of 2005.Yet some real estate agents closed a deal a month -- or more -- last year, the slowest year of the past decade. How did they do it?
About 90 people showed up Wednesday at a luncheon organized by the local chapter of the Women's Council of Realtors to hear six top agents share their secrets.
Quipped moderator Robert Bailey, president of Bailey Properties, "This could be the new cast of 'Survivor.' "
When Sally Bookman started in real estate in 1974, she made it a habit to write notes to the prospective buyers she met at open houses. She didn't procrastinate; she started writing notes before the open house ended. Now she has a huge referral business.
Bookman, originally from London, bought a house while studying at UC Berkeley. She filled the house with students, then bought the lot next door, and then another house.
"I never lost at Monopoly," she said.
She said she uses her doctorate in social anthropology to figure out what clients want."If you drive that car and the way you dress, I know what kind of house you want," she said.
Frank Murphy made only one deal in 1998, his first year in real estate. He had expected his new career would mean lots of free time, but he worked 70-80 hours a week.
He uses his 15 years of experience as a building contractor to help buyers solve problems.
"I love helping people," he said.
Audrey Tennant, who's been in the business for 20 years, stays in touch with clients. She uses seasonal marketing campaigns. Working in human resources and marketing for a food and wine company over the hill, she learned patience during union negotiations.
Real estate, she said, is "a give and take business not a push and shove business."
Michael O'Boy initially didn't want to follow in the footsteps of his dad, who was a broker. He became a therapist instead. Then he traded that profession for real estate in 1995 when he decided he wanted to become a homeowner. He found his background as a therapist helpful."You listen more and say less," he said.
Lela Willet taught kindergarten until she had a second child. Then she left the classroom to work with her husband, a builder. She sets aside time once a week to call every one of her clients. She does it away from the office, so she doesn't get interrupted.
Being with 5-year-olds, she learned patience and listening, valuable skills in real estate.Pat Simmons made connections in construction working as a masonry contractor with his father."I can recommend folks I would use," he said.
He also can advise clients how much to offer when they tell him the kitchen has to be updated. One lesson he learned from his father: Ask yourself: "Are you proud to put your name on your work?" Ask that question every day.
So what do they all have in common?
It's not high-tech gadgets.
In fact, only Murphy and O'Boy like technology. All of the others outsource computer tasks.Experience counts, certainly, but that's not enough by itself.
For each of these agents, the key is helping people. It's finding out what their clients need and helping them get what they need.
As Simmons put it, "It's about success for the client, not you and the commission."
Well said.
Lessons from survivors
Audrey Tennant
Firm: David Lyng Real Estate
'07 escrows: 14
Started in: 1987
Was in: Human resources/marketing
Relaxes by: Spending time with grandchildren.
Quote: Look for opportunities. Remember buyers turn into sellers.
Frank Murphy
Firm: Keller Williams Realty
'07 Escrows: 19
Started in: 1998
Was: Building contractor
Relaxes by: Traveling
Quote: Instead of trying to make a buck, I have an opportunity to help people solve a problem.
Mike O'Boy
Firm: Coldwell Banker
'07 Escrows: 25
Started in: 1995
Was: Therapist at Dominican Hospital
Relaxes by: Coaching
Quote: Don't take for granted where your business will come from. An open house three years ago could result in a client. Return every phone call.
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