Michael Saunders and Company, Sarasota, Florida
How did you get involved in real estate?
I got into real estate when I was about 25 years old. At the time, I was in a bad relationship where all aspects of my life were controlled. One day, someone said: “You should get into real estate.” So I took the class to get licensed, and that started my career. It’s not the type of job where you’re really monitored; you get a lot of freedom in real estate. I quickly became very successful and was able to make some of my own money to put aside. I hired a very good real estate coach, and he said, “Something’s just not right in your life.” Eventually, he helped me get my freedom.
I’ve shared my story publicly with my sphere and others. My new husband and I teach real estate, and we mentor other women who are in a similar situation, so I get a lot of satisfaction from helping people who are in a similar spot.
When did you become a CRS?
It took me a while to get the required number of transactions for the CRS Designation, but it was the second one I earned. I really believe in continuing education. Furthering your career through education is so important, not just because of the content in the class, but also being part of a group where you can share referrals is good for career advancement. I like being part of the referral groups and enjoy being invited to networking events.
What is your market like, and how have you been successful there?
My husband, Eric, who is on my team, and I are working to establish ourselves in Sarasota, Florida, after we moved from Indiana last June. It’s taken so much to start in an area where it feels a little saturated with agents. We picked the area based on school grades, crime statistics, housing prices—the usual. We didn’t know anyone here, so we are still building a sphere for our business. We went back to the old-school basics and started prospecting FSBOs and expired listings.
What was it like transitioning from the way you were selling in Indiana to what you’re doing in Sarasota?
The town I came from was a small Midwestern manufacturing community, so almost every property was a single-family ranch. But when we got here, we saw all these high rises, and I told my husband, “I don’t know about selling condos.” There were so many, and it just seemed so confusing. Now, so much of my business is condos. Nothing that can prepare you for it—you just learn and adapt.
What is your marketing strategy since you are in a new-to-you market?
We are definitely doing major marketing. I think one of the greatest advantages for us is that there’s a direct connection between people in the Midwest and South Florida. The snowbirds are looking for vacation homes, and then later they retire here. There’s a flight from my old town into my new town, and we put display ads at the airport baggage claim from my old town. There’s a picture of me and Eric and it says, “Hoosier connection to South Florida?” with our website, email and phone numbers.
Plus, we created a relocation guide, and the airport lets us display them in designated brochure boxes. The guide talks about all of the great things about the city and what we like to do. Hopefully, people will use that as a tool for their vacation, and if they decide to move down here, they might recognize us from being in real estate back in Indiana for 18 years. I think that’s the most unique thing that we’re doing. All of our sales so far have been primary residences, and 90% of our clients are from Indiana.
Tracy Jones, CRS, achieved the CRS Designation in 2013. She can be reached at tracyjones@michaelsaunders.com or 941-376-3405.
Photo: Lori Sax
Pictured is Tracy Jones, CRS (right), alongside her family.
