Top Real Estate Strategies Email Newsletter

Interview with a Top Producer:

Susan Farrar

Oceanfront Realty International Inc. Kauai, Hawaii
2004 Volume: $4,600,000
Years in Practice: 14 months

Sandy Dixon: How did you get into the real estate business, Susan?

Susan Farrar: When I moved to Hawaii, I wanted to have the ability to be flexible with my schedule so I could travel and have time for fun. On the mainland, I loved going to open houses and the spring and winter tour of homes in Charleston and Savannah. I met a lot of Realtors and learned about the Real Estate profession. My background is counseling and stress management training, so when I settled in Hawaii, I wanted to combine something fun with my enjoyment of people. Real Estate seemed like a good choice. During this first year, I found my background useful both professionally and personally. I believe that good interviewing skills, asking relevant questions and listening to my clients’ needs and wants saves time in the long run. Now, when I hold open houses I can empathize with those who are “just looking”.

Sandy Dixon: Why did you choose Hawaii?

Susan Farrar: We visited Hawaii several times and fell in love with the beauty and peacefulness of the island. We wanted to be here while we still had energy to bike and kayak and do all of the adventures the island offers. We began gradually moving to Hawaii about 10 years ago, two weeks at first, and then staying for longer and longer periods of time. Many of my clients are on the same progression. They buy now and vacation rent the property while they are on the mainland, then stay for longer and longer periods of time. The internet has made it possible for some to do business anywhere.

Sandy Dixon: Have you found that living on an island adds any special dynamics to doing business?

Susan Farrar: I am on Kauai, a small island with approximately 60,000 residents and 26,000 visitors daily. I am in the resort area of Hanalei on the north shore. Most of my sales this first year in the business have been for second vacation homes and investment properties. A large part of the transactions are done through email and faxes with the clients being off island during the closing. Many of my sales have been 1031 exchanges.

Sandy Dixon: As someone new in the business, how did you begin to find clients?

Susan Farrar: I was very excited to begin my new career in Hawaii so I emailed everyone I knew to let them know I had my license. I received several referrals from friends, family and other Realtors on the mainland. My first two clients came from open houses and my first two listings came from friends selling their vacation homes. Now I am also receiving referrals from my past clients.

Sandy Dixon: What is the best way to stay in touch with your past clients?

Susan Farrar: Since most of my clients are off island in different time zones, the best way to communicate is with email. I have one client who is remodeling and another moving into a new development so I have been taking digital pictures and emailing them a photo journal of the progress. I find out birthdays and plug them into a greeting card website that automatically reminds me about them. I make notes of client’s interests and send relevant articles to keep them in touch with the island.

Sandy Dixon: What has surprised you the most about the business?

Susan Farrar: I have been surprised by the high degree of stress some clients experience and the difficulty some have in making decisions. This is where my stress management training has come in handy. One client was struggling with the decision to do a reverse 1031 or lose a desired property. The technique I suggested was to consider the worst case scenario and if you can live with that, the decision becomes easier. I also had one client who catastrophized everything. I tried to have him put each situation on a continuum. Seeing the situation on a continuum helps you to gain a different perspective.

Sandy Dixon: Is real estate meeting your expectations as far as what you envisioned your business would look like?

Susan Farrar: The first six months I was in practice was slow and began to build from there. In the beginning, I received some good advice to take as many classes as I could as I was building my client base. I have tried to do that and am working on my GRI and CRS certifications. I have been surprised to receive referrals so quickly from other clients. I would say my business has exceeded my expectations.

Sandy Dixon: What were you looking for when you were choosing a real estate company to work with?

Susan Farrar: I wanted a company that meshed with my personality and gave me the ability to be flexible. Several of the agents in the office have a license in two states and are only here 3-6 months a year. We can cross refer and help each other with clients. Our office is more of a family atmosphere. Our company motto is “Our clients become our friends,” and I have found that to be true in the friendships I have developed with my clients this first year.

Sandy Dixon: Can you share any of your marketing ideas with us?

Susan Farrar: I am in the process of developing my own web site. I really believe in the value of the internet. I can send MLS information to my clients automatically as properties become available. I email articles of interest to clients who have not yet decided to re-locate to keep them up to date with the island. Oceanfront Realty has been selected to market the sale of the historical Coco Palms Resort which is finally being re-built as a hotel and condominiums. Many couples were married at Coco Palms and would like a second honeymoon when it is finished. Elvis Presley made it famous in Blue Hawaii and many Elvis fans would love to visit and possibly own a Coco Palms condo. I will make use of the internet and my web site to contact interested individuals. Our company is in an open air shopping mall and has started a coffee bar with internet access for the patrons. We have pictures of our featured homes and keep our door open. This has significantly increased traffic.

Sandy Dixon: Do you do anything out of the ordinary for your clients?

Susan Farrar: Living in a small resort community you want your clients to experience the beauty of the island. You become their resource for information and activities. I have taken my clients kayaking to hidden caves, hiking to waterfalls, and biking along coastal trails. I am in a hula halau and one client joins me for hula class when she is on island. I live on a golf course, so I leave a cooler of drinks on the lanai for my clients to stop by for a cool drink. For my new clients, I have Pupu parties to introduce them to others with similar interests. Our office also has a concierge service and can arrange activities, cars and travel plans.

Sandy Dixon: What mistakes do you think other agents most often make?

Susan Farrar: I think one difficulty is not keeping everything new and exciting for buyers and sellers. I hope I can always share in the joy and excitement of the purchase or sale. I was working with one Realtor who had done so many transactions you could feel she was just going through the motions. I was also surprised to find that some Realtors have not gotten online. One Realtor has an email address but never looks at her emails!

Sandy Dixon: What are you planning for your business going forward?

Susan Farrar: My goal is to double my production in the next year. We will have an exciting time seeing how Coco Palms develops. Another creative concept I hope to be involved with is shared ownership. With high housing prices, several couples come together to buy a property and divide times here. I also hope to do some investing of my own in the future. I would like to clone myself. If you can have others working for you, then you can increase your production.

Sandy Dixon: What advice would you have for people who are thinking about getting into real estate or newer agents who are struggling?

Susan Farrar: For those thinking about real estate, I would recommend talking to as many agents as possible to find out about the business. Develop your people skills and interviewing techniques, take classes, join Toastmasters. You really are your business. For struggling agents, I would recommend taking classes; try to find a niche that different agents don’t offer. Be creative and don’t be afraid to make changes. Keep the excitement alive!

Sandy: What has been the biggest contributor to your success this first year?

Susan: I think being a self starter has contributed to my success. I put myself out there, letting everyone know I had my license. I contacted my Realtor friends for referrals. I made myself available to sit open houses and I really got to know the market. I joined an office where I fit in and have a wonderful broker, Donna Apisa, who has encouraged and supported me and answered countless questions.

Sandy: Are there any last thoughts you’d like to pass on to other agents to help them achieve the level of success that you have achieved?

Susan: Moving to Hawaii was a big step but has been a great move. We moved gradually without burning any bridges at the beginning. My advice to other agents would be to remain excited where you are and, if you are not, don’t be afraid to make changes when necessary. Keep taking classes, stay fresh and always take time for fun!

Sandy: As a bonus feature to this month’s interview, I had the opportunity to ask a couple who recently purchased a property from Susan to comment about their buying experience with her.

Some key points surfaced that indicate what services buyers truly appreciate and look to their agent to provide. The things that Susan’s clients shared with me also matched her business philosophy and truly reflected the fact that she is an agent who “walks the talk.”

“Susan made the process smooth and easy by taking over for us when we left and returned to the mainland. She willingly took care of every detail that we weren’t able to handle. She was responsive to our ideas about the kind of properties that interested us and within a day had several properties in our price range for us to visit.

After we bought our property, Susan went above and beyond to help us get familiar with our new community and steered us towards activities where we would meet other homeowners. She continues to be an invaluable resource to us as we spend more time on Kauai.”

---Dottie Tomasetti, Morrison, CO.

And another important resource:

Real Estate Professional Postcards

Make an effort to point out the qualities that everyone should look for in a good Realtor. Everyone will be pleasantly surprised to find out that Realtor is YOU!

Postcard Topics Include:
	A Great Team	Dependability
	Knowledge	Experience
	Great Ideas	Information
	Accessibility	The Right Connections
	A Track Record	Marketing Know How
	Creativity	A Go-To Attitude

View entire Real Estate Professional Series