Brokers share a light moment during their discussion. Left to right are Tom Tognoli, Intero Real Estate Services; Ryan Iwanaga, Sereno Group; Carol Burnett, Alain Pinel Realtors; and Don Tornincasa, Coldwell Banker.

Brokers share a light moment during their discussion. Left to right are Tom Tognoli, Intero Real Estate Services; Ryan Iwanaga, Sereno Group; Carol Burnett, Alain Pinel Realtors; and Don Tornincasa, Coldwell Banker.


Brokers/managers from SILVAR’s Los Gatos/Saratoga District educated members on the do’s and don’ts of the business at Wednesday’s tour meeting. The panel included Don Tornincasa, Coldwell Banker; Carol Burnett, Alain Pinel Realtors; Tom Tognoli, Intero Real Estate Services; and Ryan Iwanaga, Sereno Group. District Chair Karen Trolan served as moderator.

The brokers said all top agents are educated about the marketplace, they go on tour, keep in constant touch with their database, work long hours, and make it a point to meet potential clients every day, even during the holidays. They encouraged agents to pick up the phone, touch base with clients, send holiday cards.

“We’re in a relationship business. Take advantage of the holidays. It’s an opportunity to connect with people and thank your clients,” said Burnett.

The panel said
Iwanaga observed that the most successful agents are those who work hard in the first quarter of the year, which can define the whole year. He encouraged agents to start contacting potential clients and cultivate relationships now.

“Don’t wait for January 1 to do it,” said Iwanaga.

More than in the past, the real estate business is changing, and changing fast. There are now micro-markets that are also changing. Agents need to be open-minded, flexible, and embrace new things. Read, dedicate yourselves to improving your skills and look forward, said Tornincasa.

“Keep your eyes out in front of you,” added Tognoli.

Passing the exam is not enough. Agents need to invest in themselves, take seminars and learn.

“Preparation means opportunity,” said Tornincasa.

On technology, the brokers recommended embracing social media, but while engaging in social media is good, most important is building a good website because that is where people eventually come to find out more about the agent.

“You need to make sure your website says something to the world,” said Burnett.

The brokers set standards in their offices, discuss the Code of Ethics at office meetings, and some provide training, but in the end, it is up to the agent.

“You can’t teach ethics and honesty,” said Tognoli. Agents needs to care about their image, their behavior and their reputation.

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