Speaker 1: 0:30

My name is Nancy Yoner and I am with Love to List in Keller Williams Realty and I have been serving the Loudoun County area for people buying, selling and investing in real estate for the last 35 years.

Speaker 2: 0:45

Wow, that is incredible. So it's been 35 years in this industry, a lot of experience. Give us a little bit of a background about yourself and how you got into the real estate market and how you were 35 years with Keller.

Speaker 1: 0:58

Williams. Yeah, yeah. So it's interesting, right, because I don't know if you've ever had an experience where the no in your life propelled you in a really great way. So what happened was is I was newly married and I was in the bartending business. Oh wow, quite different.

Speaker 1: 1:20

Yeah, at the old broke in Great Falls. It's actually where I met my husband, wow and anyhow. So you know, when we got married, I'm like you know, working in the restaurant business probably isn't a very conducive way to, you know, have a healthy married life, right? So I answered an ad for a sales associate for a local builder and for a community off of Dranesville Road, and so I took that job and I was there for a while and a new community was opening up called Cascades, which is a local community here, everyone knows, right. And I went to my manager and I'm like I would love to be the sales manager and not the sales associate, right, and they were like no, so I was like, okay.

Speaker 1: 2:10

So then I went and got my general residential real estate license and that was the end. That was the beginning of a new story, right? So that's how I got it in and I really thought it was going to be temporary. I thought my husband and I would be, you know, starting a family and all of that. I wasn't into a career per se. Well, as years gone by, the family didn't work out and I'm like, oh, my goodness, I better take this seriously. So that's when I really started hunkering down and building a real estate business instead of just trying out real estate. Yeah, you know, that's when I took it more serious.

Speaker 2: 2:52

Yes, that's incredible. So during that transition time, did you have a mentor? Were they like maybe schooling you, teaching you all the tricks and the trade of everything? How did that go? Yeah?

Speaker 1: 3:04

Yeah, thank you for that. So I started out with Long Foster. It was a great company to kind of grow up in the industry and I was there for 17 years. I also became very involved in a coaching company called Buffini, where they really help realtors build their businesses, working by referral and relationships. So I really threw myself and immersed myself into that and I started well.

Speaker 1: 3:32

First of all I started out as a solo agent, okay, and then I had a partner and we had a great thing going and she moved out of the area and once that happened, I was like, oh my gosh, you know, as I said, I better take this more seriously and I was really, really busy and it was almost like 24 seven being all things to all people, almost like 24-7 being all things to all people and I realized that that's not really the best way, right. And so that's when I got the coaching company and really put structure into my business and I hired an assistant and then from there, things grew organically and evolved naturally. So I started out as a solo, had a partner, and then I started to grow a team and in kind of the height of my career in 2019, I had 14 team members and we were known as the Yonah Group and we had great branding and we had all the value ads. Okay, so we had the real estate we also had. We were called TYG, you know, the Yonner Group, tyg for you real estate.

Speaker 1: 4:42

We had the TYG stage and redesign, so we had our own staging company and then we also had the TYG Schlepper, which was a pickup truck. I love that, yeah, and it was great. It was great service for our clients and you know, because a moving truck you know you use one time but people would call us and say, hey, I got to get rid of my Christmas tree or a mattress or go pick up a grill or they could use our truck for free because they were a VIP. Great, great, great had so much fun. I loved the leadership part of it and the management and creating a really positive culture right.

Speaker 1: 5:23

But in 2019, I had a situation all positive with my husband's career, and so I made a very intentional decision to downsize my business. What made you make that decision? Well, my husband had an opportunity in Charlottesville he's in the automobile business and so we really explored moving to Charlottesville. So we spent time down there, he spent about four months investigating this career and, anyways what we realized he was in Charlottesville for four months and we had spent more time together when he was in Charlottesville than when we were here together.

Speaker 1: 6:09

Right, we were both in sales doing our business you know right.

Speaker 1: 6:14

And so when that opportunity didn't work out, lil, it was such an eye-opening experience for me so I made the decision. I thought, you know what? I'm just going to go sell for somebody else, you know, and have quality time with Jerry, because when he came back here he ended up taking a job out in Winchester, which is a much slower pace right than being in eastern louden. So we had a lot more time together and I'm like, well, he's doing that. You know, I want to do that with him, I want to spend time with him. Right, that was more important. So, um, downsized, my business, went and sold for someone else and it took me, you know, like two days to realize that this wasn't the right thing. Actually, I was there for four months. Great company that I went to right.

Speaker 1: 7:03

But I had closed everything down, I had let go everyone on the team, including my two sisters, so it was a big deal but anyhow. So I decided then, well, I'm going to come back and just kind of do my solo thing, go back to being a solo agent, yeah, and just really enjoy that quality. So I decided to name my company love to list and love to list. What is really about, um, it's not like, oh, oh, look at me, you know I love to list homes. It's more about that's. Where my skill set really is is the listing side. We do help buyers, of course, it's natural, but my skill set is really how we launch a home for market the presentation, the strategy, the problem solving, working with sellers and also I tend to get a lot of complex sales. You know, not your ease yeah.

Speaker 1: 8:04

So, you know, everyone can kind of sell a condo or a townhouse right in a planned community, but I tend to work with people that have either a financial situation or a very unique home in western louden, um. You know, I started my career in eastern louden and then we moved out west. We've been out there for 22 years so I do serve both ends of the county and so I get unique homes I get. I've dealt with many hoarders, I've dealt with a lot of divorce, so the more complex sale and because love to list is really about listening and that to me is like the, the essence of of selling yes, right is just listening, focusing in trying to get what needs that need to be met for our sellers and buyers, of course. So I started Love to List in um 2000, february of 2020, and of course you know, we know what happened all then. But it was very an interesting time because after having that, that was like I grew this business. It was like it's like a baby, it's like a baby, it's like right. So I naturally kind of went into a life funk, right. And you know, I don't say that we make mistakes, we just you know it's a journey along the way and you make decisions, and at the time I thought it was a great decision, but when I look back I was like, oh my goodness, what have I done? I kind of went into a life funk. However, really, it was actually one of the best things that ever happened, right On many levels Lil just so many and it allowed me to really focus on my clients and, you know, instead of doing hundreds of homes and managing a team. It was very personal, more one-on-one, and the relationships that I have with my clients are so deep, and so I'm so grateful that I had kind of gone through that. I also was presented with a time in our family life where I had to take care of my mother-in-law, so I think it was really serendipity that I was able to do that. If I had had the team, there's no way, with her living with us, I would have been able to devote the time to take care of her, and it was a life-changing experience. To tell you the truth, I just can't even tell you I'm so grateful to have had that opportunity. Um it, it was just a very eye-opening experience.

Speaker 1: 10:45

So you go from a lifestyle change to a life funk, to life changing. Um to now. I I'm more into, like life sizing. Yeah, you know it's. I do a good book of business. It's quality. We have some core principles and love to list these principles and this core values I've carried throughout my career. I mean I've helped people, you know, multiple times. You know three, four, nine, 10, 12, 18 times one person. I've helped families, you know, yeah.

Speaker 2: 11:21

Can I ask what those core values are, please?

Speaker 1: 11:23

Oh sure, so we have. So basically it's I call it the three C's. It's care, connection and communication, and that has really carried us. And with that there's more principles and values. I mean, I've trained and talked on this for years, but with everything we do, we come at it with these three C's and anyone can teach and train on how to do marketing or how to do some technology or how to write a winning contract or how to conduct a 10x open house right, these are things you can train on. It's hard to train and teach on how to care and connect and communicate with your clients. You know we have some systems in place for that as well and processes, but it's you. It's going deep with our clients, it's showing the care.

Speaker 1: 12:24

The communication piece is so critical. You know setting expectations, making sure people understand every step of the way what's happening. You know selling and buying it's one of the top three stressors in your life. And you know I don't know about you, but if you grew up this way, but if I was standing in front of the refrigerator right with the refrigerator door open, yeah, and your parents? I don't know if you had this experience, but your parents would normally say don't stand there with the refrigerator door open right Because you'd be standing there as a kid right door open right Because you'd be standing there as a kid right. Or, you know, be home before dark or make sure you bring something upstairs with you and make your trip work for you. My point is is that the parents, you know, repeat things all the time, so it's ingrained.

Speaker 1: 13:19

And when sellers are going through this very, you know, stressful time, you have to tell them one time, two time, three time. You have to communicate through email, through text, through phone. You know you have to do all the different types of communication as well, as you have to tell them what you're going to do. You know, and then do what you're going to do and remind them what you did. And it's not being like disrespectful, like they don't get it, it's they're busy, everyone's so busy and bombarded. So you have to be able, you have to be consistent in your communication, right, and you also have to pick up on anticipating their needs, and that's the care piece, like letting them know what to expect, and you have to have the ability to connect. And really that's why I say listening is key. So often people have beautiful presentations and when I meet with people it's really a notepad and pen. It's really trying to figure out how we can best serve them, what their needs are and if we can help them right. So those three C's kind of carry us through.

Speaker 2: 14:35

Yeah, no, that's incredible and I love that you hold yourself to such high standards like that for your clients. It sounds like you really care that for your clients. It sounds like you really care and I know you're like it's not being disrespectful, but it's just reminding them and letting them know you care and not leaving them in the dark with every step that you make. You want to involve them. You want their opinion, so I think that's awesome and that's probably why a lot of people come to you and stick with you because of that care and that nurture that you give them.

Speaker 1: 15:03

Right, well, I appreciate you saying that and also it is intentional. I mean we do a lot of events for our clients, we do a lot of engagements. You know we always want to be top of mind and we want to be a good resource for our clients. You know I get calls all the time. You know, hey, what painter do you use, what landscaper? You know you want calls all the time. You know, hey, what painter do you use, what landscaper? You know you want to be that hub, right, and you want that engagement and that sincere and genuine engagement, right. Um, so yeah, my, my clients count on us for, you know, way after the sale, you know, and so we always want to be very engaged and there for our clients and be a real value add and resource. I do do two lives every week when, on Insta?

Speaker 2: 15:54

Facebook. Oh, I do.

Speaker 1: 15:54

Facebook. I'm not as into Instagram. I should get more into it. I tend to do more Facebook and I do Tuesday at 4 o'clock and I call it from the heart of my home, which is my kitchen, and I share a little real estate, a little health and a little home with you and it's just a variety, very consistent.

Speaker 1: 16:16

Sometimes I'm cooking, sometimes I'm doing a real estate update, sometimes I'm sharing eco-friendly products, you know. So just trying to give tips and value add. And you know, with people and it's so funny because it's not like you get hundreds of people to my lives, but I know that they listen, because when I'm with them they'll say oh, you know such and such and I'm like well, the only way you would know that is that you watch my live?

Speaker 2: 16:42

Yeah, exactly.

Speaker 1: 16:44

So the second one I do is called Postscript Saturday, a PS2, our real estate week, where we share a little bit of behind the scenes, that love to list and also educating you, the consumer, on the value of working with a professional realtor when buying, selling, investing in real estate. And I really started that because out of what I felt was a necessity this March with our real estate shift and changes in the market, so I wanted to bring education to the consumers and I committed to that for a year. So I'll do 52 episodes and then shut it down. But really, just, you know it's just value add. You know I'll do anything from pre and post occupancy agreements to staging, to why work with a professional photographer. You know just all the things, all the value, all the important aspects of buying and selling and it's a resource. You know it's not going to be where you know everyone's interested in that live, but it's on our YouTube channel and it'll, you know we'll be there for whenever anyone needs it.

Speaker 2: 18:00

Right, I love that. No, that's incredible. It sounds like you do understand the value of like video and marketing yourself, which brings me into the next question of marketing. Sure, sure, so you're doing lives, you're getting content, helpful information out there. How else are you using social media to get your name out there? Are you posting like graphics? Are you putting anything on? I know, not Instagram, but maybe is that something you're thinking of.

Speaker 1: 18:25

Oh yeah, I do a little Instagram and you know I do. I am on social media and I would. I in my life sizing lifestyle that I referred to, right To me it's I am who I am wherever I go. I'm not this way as a realtor and I'm not this way as a family member or with friends or at church, or you know, I am who I am. I do really live my life in a way that's very authentic and you know I share the things that I'm passionate about health and wellness. You know real estate, I know like the back of my hand, but I really want to be. You know real estate, I know like the back of my hand, um, but I, I really want to be. You know, kind of like a real. This is me type of person. So on my postings it's kind of who I am. It's not just content on real estate, you know. So pages we have our love to list page and then I have my personal page.

Speaker 2: 19:31

Okay, no, that's great, because a lot of people want to know, like, yes, you know your real estate stuff, I read your about me and all that stuff, but they want to know like a little bit more about you. They want to know the human behind the real estate agent, right, right, the type of things that you like to do. And, like you know what I mesh with this person, they're going to get what I'm looking for because it looks like they go through that as well, or they're also into those types of things, and that's just the person that I need help with when I'm finding a home.

Speaker 1: 19:58

They know the neighborhood in this way, right, right, well, and I also think there's so many cues and I actually did a Postscript Saturday about this, about knowing your realtor, who's your realtor and you know, doing some investigating before, because you know you want someone that you trust. And to me, consistency. You know I've done my From the Heart of the Home live. Well, it started during COVID as Uncharted Waters that was the original name and I would come on every week and kind of help people through that time and then I felt like, okay, we're done with that. I said, but this is great, I want to continue to be engaged. So I switched it from the heart of the home and I just think consistency matters and that people, you do what you say that you're going to do, and when you tell people that you're going to be there consistently on a Tuesday, you show up. Yes, right, and that's the way I am in life. You know you show up. You know, today I was super excited to be here.

Speaker 1: 21:13

Yay, thank you and a big shout out to Alamon and all your success. It's really I've seen the company, I think you guys has it been 10 years? Oh yeah, yeah, like 15 plus, oh, 15? Yes, okay. So I saw the beginning right and I see it now, and it's just been a beautiful thing to watch and witness the growth of this company and the success.

Speaker 2: 21:39

Yeah, thank you. That's so beautiful. Thank you for saying that. We really appreciate it Absolutely. You're so sweet. I would like to ask you how are you staying up to date on the latest trends and developments in the real estate market, and what resources do you like to rely on?

Speaker 1: 21:53

Oh, that's a great question. So I do follow a lot of people I mean. So I started with Long Foster and in 2007, I went to KW and I went to KW, loved Long Foster. I have lots of friends grew up there. It's like a family. I really liked the models that KW offers and the training that they offer. So I follow Gary Keller and all the the the big wigs that are constantly sharing. So I do a lot of listening, a lot of podcasts listening a lot of I'm I'm not big on. Well, I am a big reader, but in terms of learning, I like to either learn in a live session or on a podcast. So Gary Keller is a wealth of information.

Speaker 1: 22:39

I've always kind of I'm looking at different trends, I'm trying to anticipate what's coming down the pike. You know, when I had my team and I mentioned it, it grew naturally right Now it's so interesting because our messaging in real estate is oh, you've got to go big, you've got to go, you know more, you've got to. You know, you've got to do 100 transactions and being a solo agent, you're not as successful. That's the messaging that we're bombarded with. Oh, man Right, you've got to go big, you've got to do more and you know, when I had my team, I wasn't driven for that, as I mentioned, it's just people were referred to me and connected and it was great. As I mentioned, it just people were referred to me and connected and it was great.

Speaker 1: 23:29

But what I'm saying is is that I actually, in some respects, was a little bit of a trendsetter. Right, because I anticipated needs. That's why I did the schlepper, that's why I did the stage and redesign. You know, I did it because I wanted to bring value to clients. It wasn't because, hey, look at me, you know, look at us doing all this and we're not into leads, you know, buying leads and chasing leads and going, going, going. And so I feel right now that, um, I'm a little bit of a trendsetter because I'm. You know, to me, less is more right, quality over quantity, right, and we bring value to our clients by making them feel valued. It's not about the going big or go home.

Speaker 1: 24:14

You know, I feel like having a really quality personal life and a quality business life. You can have a really good life. You don't have to do millions of dollars in real estate and you know solo agents that actually do 50 transactions. Let's say, something has to give right and be sacrificed with that. And I know that life right, I know that busy, busy business, and so I'm really encouraging, you know, encouraging with my life-sizing lifestyle.

Speaker 1: 24:49

When I'm talking to agents now I'm like well, what are you really passionate about? Real estate's great, real estate can be a very lucrative business and provide for your family. I'm, but what are you passionate about here and where can you meld the two To where you know? So that's why I really enjoy kind of this boutique team there's three of us and because it allows us to bring quality and the three C's care, connect and communicate and it's very personalized At the same time, I'm really enjoying, you know, my personal life right, and to me it's all about embracing and enjoying the day. And so you bring real estate because it's a people business, it's a professional service.

Speaker 1: 25:40

I have the experience and knowledge. You know I have seen so many twists and turns in this industry. I've seen ups and downs and you know turnarounds, um, I've seen markets where our, our inventory level is at one month, which is really low, and I've seen where they've been at 24 months. You know inventory, 24 months or average days on the market 12 months right instead of a week. So can you imagine working with a seller like that? No, so I've seen all of that, done all of that, so there isn't any situation that I really wouldn't be able to take care of somebody you know wouldn't be able to take care of somebody.

Speaker 1: 26:24

I just know what to do and can problem solve, strategize, work with just about any client that needs our help, and so it's a blessing and an honor to be able to care and connect and communicate and help people.

Speaker 2: 26:43

Oh, absolutely, and again, I definitely can see the care that you give to your people, like you take care of them, you want the best for them and you're just always looking out for them. And that's incredible, because sometimes a lot of people are like they do care, but at the end of the day, it's like I've got to get those numbers. I want to be like the number one.

Speaker 1: 27:00

Right.

Speaker 2: 27:00

Which is great and all.

Speaker 1: 27:07

Oh yeah, absolutely freight, and all oh yeah, absolutely right. Yeah, go go. Yes, everyone's different, yes, everyone's own personal thing. And that's the thing in our industry. We, I see a lot of compare and contrast and people, you know, wish they were like this person or wish like they were this person. I'm like, just stay in your lane, you know. Do what feels right for you. Yes, put your blinders down, focus on your clients' needs, right? Yes? And you know, I always say it's not about houses, it's about you, right? It's not just about houses, it's about you. So, you know, do what feels good for you. You don't have to be all things to all people.

Speaker 2: 27:39

Right.

Speaker 1: 27:52

And it's okay if people don't like you. Like you said, there's so many clients out there, there's so many real estate agents.

Speaker 2: 27:55

You're going to find your people, yeah absolutely, and not everyone is going to buy into how we do business, and it's perfectly fine, yeah, yeah, and it's okay to accept that too. It's totally good, right. I would like to ask you is there anything, perhaps that I have not touched on, that you would like to share? Maybe about your personal life, real estate, your industry, any hardships that you've gone through? Maybe you're working on a book, yeah, yeah.

Speaker 1: 28:15

I appreciate that. You know I have written actually two books but I haven't published them. And one is 35-Year Realtor like hashtag 35, like hashtag, 35 year realtor. I love that, right. And then the other one is life sizing and it it again. It's about, you know, quality, um, creating a quality of life by doing less and being more Um, and we'll see where that goes, you know. Right now, you know, I am like more on a what I call a transition bridge, right, because I have great business, had a great year last year, one of my best years ever, and will continue to sell. I am looking at down the line, you know, leaping off the transition bridge and maybe going into something else, but we'll always keep my real estate license We'll always still be there for my clients.

Speaker 1: 29:12

You've got so much experience, yeah, and uh, and who knows, you know, I'd love to do some coaching and consulting to other business owners. So I don't know where, when or when, I'll take that leap and kind of go over there and publish the books and maybe do some coaching and consulting. But right now I am just really focused on, you know, just enjoying, embracing the day and taking care of my clients and having a great personal life, a good balance yeah.

Speaker 1: 29:44

Yeah, a good balance, yeah, and it's great. So anything coming down the pike, you know well, I mean on a personal level. I don't know when this podcast will come out, but we always do such different events for our clients and our signature event is our Rose giveaway.

Speaker 1: 30:02

What's that that's right around Valentine's Day every year. So we do it different places. This year we'll be at Tuskegee's and you know we have nice little appetizers and you know we have some fun things that we do at the event and they get their roses, and so we've done that for years. And but we've done some other cool events. So we've done that for years, but we've done some other cool events. So we do some workshops like staging for living. People come into my home and my stager and they stage a bookcase Because everyone has a hard time with bookcases.

Speaker 1: 30:39

You can tell me that again. Or we'll do a decor swap, which is a lot of fun. My clients love when we do a decor swap at my home, so it's we love doing events. We love being engaged online, offline, and that's really what it's about. So we're going to continue to do those things.

Speaker 2: 31:01

That's right, yeah yeah, it's so engaging and just involving the community and building that relationship. That's so beautiful, absolutely. I would like to ask you when do you think maybe your books will be published?

Speaker 1: 31:13

Oh, I would say, probably within the next few years I'll venture out there and get something published, beautiful yeah.

Speaker 2: 31:24

I love it. Yeah, all right. And then, what is one thing that you have learned about yourself throughout all your experiences with real estate? Is there one thing that you came away with? Like I'm sure there's a lot, but if you could give us one thing that you learned about yourself that kind of surprised you.

Speaker 1: 31:43

Well, I'll answer it two ways. Is, you know, having gone through the the whole, making that lifestyle decision and then getting into a life funk and then a life changing and then into life sizing, I mean, that was a over the course of, you know, five years, right, and I just think it's so important to? Real estate is the type of industry that can be so all-consuming and it's a great industry. And you know, my vision is different now than it was right, and my vision is still to be there for my clients, but my it's not as all-encompassing, right. So I think that, having gone through that, that I'm much more than a realtor, right. And my favorite quote is from my dad, and it's character is doing the things necessary long after the mood leaves you. That's a good one. Yeah, where'd he come up with that? I don't know, but he, you know that has always stuck with me. So you know, when you go to a conference, you know implement what you learn.

Speaker 1: 33:11

Don't come from a conference and be oh yeah, this is exciting, this is great. And then you do one thing for a week and then you know so. You know that consistency really is, is your character right, being consistent and, um, doing all the things that maybe you don't necessarily want to do, you know so, you, you have to show up and I'll tell you one thing is mindset is key. Mindset is key and how you take care of your mind, you're, you know you're. Yeah, I'm very strict on my morning routine, putting good things in, being positive.

Speaker 1: 33:49

For a long time, we were known as the Kumbaya group at Calder Williams and rah rah and creating a positive culture. I mean positivity and being positive. It takes work and you have to be intentional, and so I just think, having that mindset, no matter what you're going through you know whether that kind of a rough period I had so, whether you have good times and not so good times, or great times, bad times, you know trying to really be intentional with your daily living habits and making sure that you're taking good care of yourself, because if you're taking good care of yourself, then you can take good care of everyone around you.

Speaker 2: 34:34

I'm a firm believer in that. You're absolutely right. Couldn't have said it better. And now you've given me a great quote from your father, which I always like to ask everybody. But since you answered that, I would like to ask you is there a goal that you have for yourself or your business this year that you're hoping to accomplish? Would you mind sharing that with us?

Speaker 1: 34:53

Oh, wow. Well, I have a little passion side. Passion Text me about it. It's just real little. You can look it up online. It's a little thing I do on the side and it is called Our Bistro Table. Oh, and Our Bistro Table is in our home and it's where I present beautiful food and so I'm passionate about spreading the word of how Our Bistro Table has been the magic in our home, like in our life, in our, in our marriage, in our. That connection, and it's my husband says, wherever we go, I hope our bistro table goes with us. So I have a whole um business plan for that little side, you know. Okay, but it is my heart, it's desire is the more the. The bistro table is about. Simple lifestyle, really, yes, and appreciating the, the one-on-one, whether it's me and my husband, or when I bring a friend over or what have you, you know. So that's like my little side thing. That's not business related, something for yourself, yeah.

Speaker 2: 36:09

I love it. That's incredible, and I think it's beautiful to be present in the moment and just enjoy that one-on-one connection that you have, with no phones or distractions. That's right, it's awesome. I want to say thank you so much for coming on here, thank you for sharing your passion, your joy of helping your clients and just all your experience and hard work that you've put into this.

Speaker 1: 36:29

Well, thank you so much for having me. I'm really grateful. Thank you, absolutely, yeah.