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‘Leading ladies of real estate' advise agents on how to succeed in this market

Wednesday, July 3, 2013

It's not often a group of top women real estate professionals can take off from their busy schedule and meet with their peers, especially at a time when the market is sizzling; but, they did last week at the Women's Council of REALTORS® - Santa Clara Valley chapter business resource meeting held at the Silicon Valley Association of REALTORS®. The "Leading Ladies of Real Estate" panel featured top women brokers Nina Yamaguchi, managing broker of the  Coldwell Banker – Cupertino; Carol Burnett, managing broker of Alain Pinel Realtors – Saratoga; Jennifer Tasto broker/owner of Property Services, Inc. – Burlingame; and Wynona Denise Morris, broker/owner of Intero Real Estate Services - Evergreen Valley. They offered advice to new and seasoned agents, shared their good and bad experiences, and even what they do when they have a bad day.

Morris said every new agent should make sure they get the proper training and have someone experienced who can support them. Burnett added ongoing structured training, along with a mentor program is always good for new agents. She said initially working in a large office has great benefits for new agents because the large office environment exposes them to other agents, their experiences and situations.

Yamaguchi, who is a Los Gatos resident, said it is important to have a non-competing broker whose job is "to be there, to support and educate you." She noted it is also important to have good "vibes" with the broker and other agents in the office.

Tasto, who is an independent broker, said there is no "magic bullet and it's not one size fits all." "Real estate offers opportunities for all," said Tasto, but she echoed the other brokers' emphasis on the importance of education for new, as well as seasoned agents.

Keeping up with technology, including social media, is important, but the brokers emphasized the bottom line is building relationships. "Real estate is a sales job. You have to love lead generation and establish personal relations," said Burnett.

Asked about the business of real estate in the past, Tasto recalled one-page docs, but said she is glad documents today, though they number several pages, are there "to keep all parties on track."

Yamaguchi said while the business of real estate has changed, "it's still a people business; that hasn't changed." She also indicated she feels the stature of the REALTORS® has been elevated to more of a negotiator, navigator, being there to simplify the transaction for their clients, in addition to providing information.

Burnett embraces the changing aspects of real estate. "It's dynamic," Burnett said. "It's always changing, meeting new people. Changes in the business give agents a chance to recreate their business."

Morris feels the process has greatly improved. She said in the past, agents worked with anyone interested in buying a home; these days, agents make sure the interested parties can qualify for a home before they work with potential clients.

The brokers stressed the importance of striking a balance between work and family, believing in yourself, and having a positive disposition.

"There will always be an issue in real estate, but your family members will not always be there," said Morris.

"You can do anything and be anything you want to be," said Burnett.

Yamaguchi stressed a good attitude is important. "You can teach the skills, but you can't change the attitude," said Yamaguchi.

"It is important to be upbeat, especially in this business," Tasto reminded the over 40 members and guests in attendance.


The Silicon Valley Association of REALTORS® (SILVAR) is a professional trade organization representing over 4,000 REALTORS® and Affiliate members engaged in the real estate business on the Peninsula and in the South Bay. SILVAR promotes the highest ethical standards of real estate practice, serves as an advocate for homeownership and homeowners, and represents the interests of property owners in Silicon Valley.

The term "REALTOR®" is a registered collective membership mark which identifies a real estate professional who is a member of the National Association of REALTORS® and who subscribes to its strict Code of Ethics.

Variations of this article have appeared in local area newspapers.

For further information, please contact Rose Meily at SILVAR Public Affairs, email , or phone (408) 200-0109.

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