We caught up with the brilliant and insightful Susan Deetman a few weeks ago and have shared our conversation below.
Hi Susan, thanks for joining us today. Has Covid resulted in any major changes to your business model?
I remember it well: the day the Pandemic hit the Residential Real Estate market HARD. March 17th, 2020 I pulled over curbside to ponder, as I was tuned into news on my car radio. Governor Newsom put into play: that because Housing was essential, Residential Realtors were to be considered “Essential Workers.” Same time he mandated there could be no public Open Houses. This was put into effect immediately and mandated for roughly 15 mos–thru July 2021. Realtors had to “pivot” hard to work their existing biz and create new opportunities/make new connections and have private showings. As a Realtor you are ALWAYS working to go the extra mile-set yourself apart, but the Pandemic forced us to think outside of 22 boxes for the same result. Multiple Offers were being presented to Sellers as there was a pent up market going into 2020, but, the instability of the Pandemic/fear of the unknown and daily news media messaging caused many Buyers and Sellers to hang back and depend on news updates re: shut downs and economic forecasts. Working a Real Estate career during a Pandemic called Realtors to task and then some. The market is dependent on consumer confidence. Our Clients look to us for support in making life changing decisions.. As Warren Buffett has always modeled, the time to make a move (to see future gain) is when others are fence sitting.. Great news is our CAR (California Association of Realtors) Economists have repeatedly proclaimed during this Pandemic that we are not in the bubble of 2007-8, as circumstances are entirely different. End of day there will always be people are wanting-needing to move and are ready to sell. And, Buyers are always wanting to enter into the market. Real Estate in California will always be a VERY solid investment!
Susan, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I was a Theatre Arts-Design for TV Production major in College at UCSD. Worked a bit at Channel 10 & some years at the La Jolla Playhouse Regional Theatre in Corporate Fundraising & Educational Programs. Also through HS & College taught Aerobics at UCSD & in l..A. & La Jolla & worked many years in the retail industry: selling & working in buying offices. I can give you the “411” re: Pottery Barn & Nordstrom ;-) After having purchased a number of properties and my Kids reaching certain ages, it hit me: why not get into Real Estate where I could apply my love for real estate properties-design-and sales under one umbrella. Achieving success in RE (Real Estate) is not as easy as some want to make it out to be. To be a success in sales: you need to continually sharpen your communication, people & negotiation skills. You need to work both your left and right sides of your brain. If paperwork is not your forte, if pivoting multiple times in the course of a day is not “your thing,” RE is not for you.. I gain satisfaction in problem solving. I love to “get at it” and think creatively . I love to be the 1st to bring Clients to see a property when it hits and I love relationship building with them and fellow Agents. It’s a TEAM effort to achieve a win. This is always how life goes. :-)
Can you share a story from your journey that illustrates your resilience?
2020 was a tricky year. I had 1st time Homebuyers ready to purchase. They were understandably very particular. I showed them dozens upon dozens of properties…upwards of 50….emailed 100’s of potentials. Worked with them for over a year. I wrote 9 Offers for them in 2020 and was countered by Listing Agents several times. I continued to support and educate my Buyers. They kept getting outbid, and not by much. Issue was they didn’t want to come up, at the end. Finally a property came on, that had it all: historic home that sparkled. It was well maintained, structurally sound and upgraded. Sweet backyard. Solid foundation. I instructed them the need to climb over other Offers that were coming to Listing Agent. If they wanted it, they needed to go all out without breaking the bank. Instead of taking tiny 1/2 steps they needed to “not hold back” to prove a point. A lot of time, and counsel went into supporting these Clients thru the process. Listing Agent texted me my Offer was “ROCKSTAR & CREATIVE!” and Sellers accepted ours above the 14 that came in. That was rewarding. My Buyers were beyond thrilled, as was I. Many told me to quit on them, but I was out for “the win & the reward.”
Can you talk to us about how your funded your business?
Every Realtor will run their biz uniquely. I think working creatively and cost effectively is where it is at. You pay the RE expenses that are mandatory (there are a handful of them year to year) and then work creatively. You do not need to promote yourself on billboards on bus benches (though this is FAB marketing). You can produce flyers with personal info on it and stats re: a particular neighborhood and walk flyers door to door. You can leave at front doors vs door knocking. Trust me: every Homeowner loves to read stats re: properties in their community. Homeowners appreciate a Realtor who takes the times & has their pulse on the sales/the market. I double ended a deal in 2019 doing this. Seller phoned me off a flyer. I listed their property and sold to Buyers I had met the year before at an Open House I was holding down the street on another Listing of mine. A few hours of walking flyers netted me 2 transactions and 2 very happy sets of Clients. When business is busy, this affords a Realtor the ability to put more $ into marketing. But best move is to always self promote. Promote on social media, promote to previous Clients. Keep the energy moving!
Contact Info:
- Instagram: sassylassiesusan
- Facebook: Susan Deetman
- Linkedin: https://www.linkedin.com/in/susan-deetman-6630538