Jennifer Crawford has been a Realtor with Coldwell Banker Vanguard Realty for about two months. Before that, she was with Keller Williams Realty Jacksonville for 3 1/2 years and Weichert Realty for two. She’s single and lives in Orange Park.
Why real estate?
“It is a very dynamic field and I really love the opportunity to help people. To me it’s something that can affect someone’s life in such an impactful way.”
Her history
Crawford has a bachelor’s degree in therapeutic recreation from the University of South Alabama. She did therapy for about a year, but the pay was not great. So, she went to work for Bath and Body Works in management and stayed there for five and a half years. “I woke up one day and was like ‘I didn’t mean to be in retail. What happened?’” So, she left retail and went into outside sales with a water treatment company.
How has that helped?
In her sales job, she had to travel all over Northeast Florida. “I learned all of Jacksonville, so when I went into real estate it was awesome because I knew all of these different areas.”
How about the market?
“Right when I got it is when it started to go down. I didn’t know anything different.”
Philosophy
“In order to be a good Realtor, you don’t need to overextend yourself. Decide what the pillars of your business are going to be, then focus on them and have a good plan. I find customers mainly from referrals from past customers. It’s important to focus on that and treat your past customers well. In this day and age you can’t be afraid to shift with the market. Look where the market is going and be there with the market.”
What she likes
“It’s always something different. It’s challenging but not boring. I really like to be very knowledgeable. If I don’t know something, I will tell you. I’m not supposed to be the expert in everything. I am a real estate expert, not a mortgage expert or tax expert. I will get them an answer or get them in touch with the right people.”
Best professional advice
“That we need balance as Realtors to do a good job for our customers. You really need to have empathy for the people you work with. This is a very trying time for a lot of people just with the economy and the things they go through. Also, there has to be a certain time of day when you say that work is over, unless there is an emergency situation.”
Advice for a new Realtor
“Take the 45-hour post-licensing course right away. When you come out and get your license, you don’t know what you are doing. The course basically tells you everything you should be doing.” Also, have a positive mindset. She plays CD in her car by speakers such as Tony Robbins or Tom Hopkins that preach a good attitude. “I have a ton of these things.”
Lessons learned
“Treat every transaction like it could go to court. Do not cut corners and do it the right way. Also, track your numbers and find out where your sales are coming from and focus on that group.”
Professional associations
Ability Housing of Northeast Florida, National Association of Realtors, Florida Realtors, Northeast Florida Association of Realtors and the Northeast Florida Builders Association and its Sales and Marketing Council.
— by Michele Gillis