We caught up with the brilliant and insightful Sally Liddicoat a few weeks ago and have shared our conversation below.

Sally, thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear about a time you helped a customer really get an amazing result through their work with you.

Just recently I was working with a buyer with a very limited budget. We found a condo that would work, however, the listing agent didn’t even know the property was a condo. We ended up cancelling because the condo didn’t qualify for my buyers FHA loan. We found another property that the buyer loved even more and worked with the listing agent to do some research to find out if the property would even allow FHA before we wrote an offer. Everything looked good so we went under contract. Working with the lender, we learned that the insurance on the property was not enough for FHA to approve. In speaking with the HOA we were told that with budget restrictions an increase would not be approved -they didn’t even know the cost. We did the homework and provided everything to the seller so they could attend the HOA meeting (just 10 days before the original date we were supposed to close) and encourage them to increase the insurance. The cost was only $95/year! The HOA approved the Friday before closing and the file was submitted to FHA for their approval on Monday. Later that week, we did an exension to close on the following Monday. The appraiser went out that same day and the home inspector did as well. The seller also signed their documents that morning as well – just 2 days before they were leaving the country for a vacation. The appraisal came in on Monday (the same day we were supposed to close) and thankfully supported the value the buyer offered, however, it called out some repairs that were required to be done. Repairs were done that evening and we missed our Monday close of escrow. The appraiser went back out for the final inspection on Tuesday morning. That, however, ended up not being the only thing we needed… Because we weren’t able to close on Monday, we needed the seller to re-sign off on the new numbers. Since the seller was out of the country (in Taiwan and 15 hrs difference in time zones), we had to wait for them to wake up and sign. We got an exception to be able to fund the buyers loan but not record until the seller documents were signed. By mid-afternoon everything was in order and the transaction closed on Tuesday. The buyer was thrilled!! And everyone involved in the transaction (escrow company, lender, listing agent, seller) including me were thankful for a miracle closing and believe that this was probably some kind of record =)

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My real estate journey started from a deep belief that owning a home isn’t just about real estate, it’s about creating a foundation for life. After earning my license in 2010 and becoming a broker in 2013, I quickly realized that helping people buy and sell real estate was only part of the impact I wanted to make. I wanted to raise the bar for how real estate is done and how it feels to clients who trust us with their biggest decisions.

Today, I provide a full range of services focused on residential real estate, relocation support, and lifestyle-driven buying and selling across Surprise, Sterling Grove, and the greater Phoenix area. Whether it’s helping first-time buyers, move-up families, retirees, or sellers who are ready for their next chapter, I guide my clients through every step with education, advocacy, and heart.

What sets me apart is the way I blend experience and knowledge with a personal touch. I don’t just sell homes; I solve problems, eliminate stress, and create opportunities. My clients know I’m always in their corner – providing clear advice, strong negotiation, and constant communication.

I’m especially proud of the relationships I’ve built, both in the community and within the real estate industry. As a real estate educator and active association volunteer, I believe in giving back, mentoring others, and pushing the industry forward through higher standards and service.

The main thing I want potential clients, followers, and fans to know is this: I am all-in on helping you succeed. Whether you’re buying, selling, relocating, or just considering your options, you deserve someone who listens, who fights for you, and who genuinely cares about your goals. That’s the heart of my brand — and it’s how I approach every transaction, every relationship, every time.

How about pivoting – can you share the story of a time you’ve had to pivot?

After many years of successfully owning and operating my own real estate brokerage, I made the strategic decision to pivot my career path. As a Designated Broker and owner, I loved leading a business built on professionalism, education, and client service. However, over time, the reality of increasing overhead costs, office maintenance expenses, and shifting market conditions made it clear that adapting was necessary to protect the long-term success I had worked so hard to build.

Rather than continue investing heavily into fixed costs (like an office and staff) that were really not needed, I chose to refocus my energy on what I do best: helping clients directly and building a strong, agile real estate business. By stepping back into full-time sales, I was able to eliminate unnecessary overhead, create more flexibility, and ultimately deliver even better service to my clients.

This pivot wasn’t a step back, it was a strategic move forward. It allowed me to double down on personal service, invest more into client success, and strengthen my brand without the constraints of maintaining a physical office. I’m proud of this decision because it reflects my belief that real estate is about relationships, not square footage and my focus has never been clearer.

Does your business have multiple or supplementary revenue streams (like a ATM machine at a barbershop, etc)?

In addition to helping my clients with their real estate needs, I also teach real estate education classes – a role that has become a rewarding additional stream of income for me. Teaching requires me to stay deeply connected to the latest industry updates, market trends, contract changes, and best practices, which directly benefits my real estate clients.

Because I’m constantly engaged in educating other agents, I’m always sharpening my skills, staying ahead of shifts in the industry, and reinforcing the highest standards of professionalism. This means my clients are working with someone who isn’t just practicing real estate. I’m actively mastering it, teaching it, and setting the bar higher for those around me.

Teaching has also given me the opportunity to travel and network across Arizona and to teach on cruise ships and in Cabo San Lucas. The additional income from teaching also gives me the opportunity to focus on quality over quantity in my real estate practice. I’m able to give each client personalized attention, and build real, lasting relationships without feeling pressured by sales volume goals (although I do have huge goals for helping more people). My clients get the best of both worlds: a highly knowledgeable, well-connected agent who is fully invested in their success.

In short, teaching keeps me sharp, accountable, and focused and my real estate clients benefit from that elevated level of service every step of the way.

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