Broker Spotlight
Get onboard: Full speed ahead

It's hard to quantify what generates success in this business. In Lisa Reed's case, the formula includes a stable of hard-working agents, a good location she knows well, along with a full-speed-ahead positive attitude.

"I don't let anyone talk negative about the business, the market, or anything else. Whatever needs to be done, we do it. Whatever, whatever, whatever. Name it."

An Orlando native, Reed is a broker/owner of the Avalar Realty office in Clermont, which she joined in 2006, coming from six years at Century21. "I wanted to recruit and retain agents, not just recruit them and have them move on." Her team of 40 agents is attracted to the "noncorporate" environment Reed fosters. "They come from successful offices, they're looking for a different atmosphere. It's a really good group, I'm very proud of them."

Associate Tracie Ruffolo is part of that team. "I'm new at this business. I've been here 11 months. I looked around a lot of different places, some really big offices, but you get a vibe from Lisa that she is going to look out for you."

Ruffolo was afraid of getting lost in the shuffle of a large company. "This is such a hard time to be starting out in this business. But Lisa's always looking out for your best interests. She takes you by the hand, takes time to train you, she gives us assignments we have to complete."

Reed laughed at the word "assignment."

"I believe in training, she said. "We'll go through a sales packet, and I'll have them write things up … and I'll grade it. I have an educational background, I'll give them a grade. I learn from them, too. I learn new things all the time. My team is very open and honest with each other."

"I was overwhelmed by the attention," Ruffolo admitted. "She sat down with me and helped design my first postcards. When you have your first closing it's a big thing, people applaud!"

Reed's personality could be described as lively ("I have a big mouth," she proclaims), and real estate seems to be a good match for her. "I really love what I'm doing. I have a four-year-old, and the job takes up a lot of time; it's not easy, but it's okay."

Time, in fact, is something she readily shares, regardless of where she is. "If someone has a question, I could be getting a manicure, I'll talk them through a contract. It says right in the manual, 'If the broker is on vacation, call her.'  They respect my time, but I'm here for them."