The Alimond Show
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The Alimond Show
Cherish Green at Coldwell Banker Elite Building Teams and Balancing Charity with Market Insights
After initially resisting the real estate path paved by her family, Cherish Green, the managing broker at Coldwell Banker Elite, shares the compelling story of what eventually led her to embrace a career in real estate. Tune in as she discusses how her hospitality background became instrumental in fostering a team-oriented, supportive atmosphere within her brokerage, where training and guiding new agents is both a rewarding challenge and a passion. Cherish's unique approach combines the skills of hospitality with real estate, building a family-like dynamic that encourages collaboration and continuous growth.
Cherish also opens up about her philanthropic side, revealing plans to rekindle her charity efforts with a pickleball tournament, supporting Semper Canine, a cause close to her heart. As we discuss the role of social media in promoting these charitable activities, Cherish reflects on her aspirations for expanding her real estate influence in Gainesville while maintaining a balance between her career and community contributions. Her insights into the importance of empathy and effective communication offer a fresh perspective for real estate agents seeking to help clients navigate the often-stressful property transactions.
The episode further explores the ever-evolving real estate market, where Cherish shares strategies for staying informed and adapting to market shifts. Innovative programs like Coldwell Banker Elite’s interest-free renovation loans are highlighted as tools to enhance property value, alongside the traditional practice of open houses. With nearly 24 years in the industry, Cherish reflects on the unpredictable nature of real estate and the critical need for preparedness and strong relationships. Her story is one of resilience and passion, offering practical advice and inspiration for anyone involved in or considering a career in real estate.
My name is Cherish Green. I work at Caldwell Banker Elite. I'm the managing broker. I provide services for agents and also clients in the residential, commercial and property management division.
Speaker 2:Love it Now. Can I get a backstory on you of how you got started in your industry and how you ended up being the manager for all the real estate agents in your brokerage?
Speaker 1:So I'm a second generation realtor. My mother was my mentor. She got into real estate, I think in the 60s, and then she tried to recruit me. For decades. I wanted to go into hospitality and I was like no, no, no, no to go into hospitality. And I was like no, no, no, no. This is the career path that I want. I want to be in hospitality and everybody in my family my mom, my dad, my aunt, my uncle, my brother, my sister-in-law and my cousin were all agents and I was the only one that was like no, I'm not doing it.
Speaker 1:So at that time I was struggling to know, struggling to find my place in hospitality, was going through all the stages, through different restaurants, and I was getting ready to be a manager of one. And my mom asked me to come work for her again and I was like no. She was like OK, I'll make you a deal. I was like what's that? She was like I'll give you a deal. I was like what's that? She was like I'll give you the down payment for your first home and um, but you have to pay me back through your um, um, your commissions. And I was like I'll be there on Monday.
Speaker 2:I know I sold out.
Speaker 1:I sold out so quickly, um, but um, I fell in love with it because it's a lot like hospitality you help people for a longer period. But it is very similar to that experience. So I started, you know, working for her and within three years I became my mother. My mother retired and my dad became my assistant. Um, he came from new home sales. That was odd, you know, right, right, um, but I loved working with my family. Um, my aunt and uncle's offices were right next to ours, so, um, but that's that's ultimately how I I got into the business and um fell in love, love it.
Speaker 2:No, that is so great. I love that you had like I know people have like coaches and mentors, but you literally had one there, your mom and your dad. You could ask them for like hey, you have experience in this, tell me a little bit about that. And I'm sure now you have like a great network and connection with other realtors too who they can ask you questions and vice versa, right.
Speaker 1:Right right, in this business, you know, no day is the same. That's what I hear. Yeah, you constantly are learning new things about real estate that you never thought that you would have, that experience Like recently. I have this deal that we're working on. It's back to links and chains for the survey and that's pre meets and bounds. So I'm like I can't wait to see how this works out so that you know it's just another layer that you can add to your knowledge base.
Speaker 2:Yeah, so love it. I would like to ask you what it's like being, I guess, the person who oversees the brokerage and helps all the realtors. Maybe somebody's listening out there who's a real estate agent and maybe they want to transition into that role. Talk to me a little bit about that.
Speaker 1:So being a managing broker is probably the hardest job I've ever had, but it's very rewarding when you see somebody that has aspired to get into this career and they're challenged by not having any knowledge, because when you go to take the pre-licensing test in the course, it really doesn't teach you how to be an agent.
Speaker 1:So we offer pre-licensing, post-licensing, continuing education at our firm and then we actually show agents how to become successful, as opposed to, um, just throwing you into the deep end yeah so, um, I really enjoyed that aspect of the business because I work one-on-one with the agents, um, so that they can learn how to become productive, because they say, 70% of agents get out of the business after the first two years because they don't know what to do.
Speaker 2:It's hard, it's really hard, you definitely got to have that guidance and have someone to go to in those situations?
Speaker 1:Absolutely, and I kind of feel like me.
Speaker 2:Just looking on your a little bit on your socials, I was like, let me see, I feel like you guys have a good team dynamic and it seems like you like to like give them shout outs and be like, hey, congrats to this person who just sold this. Like I think that's really nice. Tell me what the team dynamic is like at your brokerage.
Speaker 1:So, um, I like to say that we're a big company, but with those like um, sort of like a family vibe because we are a franchise. Um, kevin breen started this franchise many moons ago and, um, he always wanted to keep it like a small company, so that, um, so my office is not that big right now. We only have 18 agents. We're always looking for new talent. I feel like that's a big number, though it's not bad, but we have like over 270 for our total company out of our nine branches, and then we also have the support of the corporation which is Call a Baker, so I forgot your question. No, I was just asking what the team dynamic is called Baker, so I forgot your question.
Speaker 2:No, I was just asking what the team dynamic. Team dynamic yes.
Speaker 1:Yes. So the dynamic is nice. I mean I enjoy. I enjoy how it is sort of like we're all there for each other. There's so much support, so there's a there's occasions where I don't know everything I mean I'll never know everything so we lean on each other, the brokers lean on the brokers, and then we know what I need to, I need to go send that up and we have that support network. So, um, we try to do stuff that's um for the community as well. Um, getting ready to do this pickleball fundraiser.
Speaker 2:Um, what are the deeds?
Speaker 1:So um, we like to, um, so we like to. I always like to give back. I've been very fortunate to have a very successful career and so I always, I always like to give back. I used to do charity every year for this one event. So once I became on to the managing broker position at Coal Banker, I was like you know what I got to stop and focus on learning all of the things that I needed to learn to do this job. But now I'm like okay, I've got it. I've been there almost two years now and as the manager, so I'm like ready to pick up the philanthropy back. But the pickleball tournament will be to raise money for Semper Canine. It's an organization down in Fauquier County. They raise money to train emotional support animals for veterans. So I'm excited about it. So we'll be doing that in Manassas and I think it'll be a lot of fun.
Speaker 2:So yeah, I think I'm going to talk about marketing and with that, with you saying that, I feel like that would be a good opportunity for you maybe to like film it and just not like boast, like oh look what we do. But it's a good opportunity to share, like what fills your heart and what you're about, and putting that on your socials too. So what fills your heart and what you're about, and putting that on your socials too, so people have awareness of that as well.
Speaker 2:Right, I think that would be a good opportunity to get like some behind the scenes content.
Speaker 1:Yeah.
Speaker 2:Invite people to be like hey guys, we have this coming up. If you like puppies and helping people, right, this is the event to go to.
Speaker 1:Right, and that's the hardest part, because I got really lucky with the last charity that I did. We did it was the Cal Wilson Foundation and we we fulfilled. The foundation raised over $200,000 over 13 years. So this one will be starting new. Even though I put step down as chairman for the Cal Wilson Foundation, that will always be in its place. But you're right, the social media aspect for giving back to your community does help with marketing. Even though it is the right thing to do, you know it's, it's a win-win situation for everybody. So, but yeah, you're right, I do need to do. I need to do better about that.
Speaker 2:Don't worry about that. I think we all. There's definitely improvements. I don't think we're all going to be at our 100. We can try to be. We'll always be at 99% right, there's always that 1%. That's always like, ah, got to work for it right, yeah, absolutely. It's a journey and figuring it all out and just seeing what works, what doesn't work. So it's all good. Yes, where do you see yourself in the next five years as a person and with your business?
Speaker 1:So I do, hopefully, plan on retiring, but it won't be in five years, I see it, it's just, you know. My plan, though, was, when I came over to Coalmaker Elite was to build this office in Gainesville to make it a high, producing, large volume, gross commission office for agents and ultimately, just the it's it's. It's hard to put into words what I really see that it'll go to, but, um, I just wanted it to be a safe place for agents to feel like, that they could have a home and the support that they needed and provided all of the marketing aspects that they need for their business. So, and then also safe, for when I do plan on retiring, I mean, cause that's like the end game, you know, is to hang up your hat and like turn back and go. You know I built that and I'm proud of it, so yeah, Legacy almost right.
Speaker 1:Yes, yeah, because I feel like that's what my mom did for me, so I'm like paying it forward a little. Yes.
Speaker 2:No, I love that, and she really tried hard to get you and she got you.
Speaker 1:Yes, she didn't give up, no pressure, I totally agree. I recruit the same way my mom recruited me. I don't give up.
Speaker 2:I love it. That's good, and I would like to ask in your opinion, what do you think are good character traits that a real estate agent should have when a client is looking for something to work?
Speaker 1:So you know, empathy is probably always number one, like you have to be able to. You're almost like a therapist for someone going through this process because it's extraordinarily stressful. They say the top most stressful things you'll do in your life or get married, get divorced, a death in the family, buy a house, sell a house and sometimes they're doing two of the most stressful they're buying and selling. So you have to understand and empathize and listen to what they're saying and be supportive through that process and then also, you know, be diligent, because a lot of times I've had clients that have bought the first house. I've had clients that's like three years you know.
Speaker 1:So it's constantly I call it like sort of like juggling, where you're spinning plates. So empathy and great communication skills you know you have to. You have to deal with agents that may not be experienced on the other side, so you're nurturing them through the process, or you have people that don't handle the stress of their business well, so you have to kind of wear many hats, many hats, so um. But if you like people and you like working with people and you're passionate about um what you do, you would be, you do well in real estate.
Speaker 2:So yeah, thank you. And then personally, how do you stay 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:So you know we're going through a lot of changes. So luckily we have our vice president, matthew Rathbun. He's a wealth of knowledge and he's very involved in all the ins and outs with Depor and whatnot in all the ins and outs with Depor and whatnot. So we rely a lot on him for providing that information to our company. And then it trickles down and we share it with the agents. Sometimes I have to force them to drink the information, but luckily we have those resources and we get a lot from Coal Banker, the main brokerage, so the corporate brand provides so much education.
Speaker 1:We literally I was doing an email to my company yesterday and there's a class almost every single day on stuff we try to like. Wednesday I'm like, um, all day I'm in the office where I'm doing helping you build your website, offering tech support or accountability coach, whatever you need. That day you're like we're available. So, but yeah, so we, we rely up and sideways, yes, but you gotta, it's constantly. You have to be on top of what's changing in the business. So, like the rates, they change every day.
Speaker 2:So yeah, kudos to you guys, man, that's like staying on top of everything every day, because truly it's changing all the time.
Speaker 1:Yes, and we pride ourselves on that excellence. That's one of the things that we like to focus on is how much knowledge that we can share with our agents and the rest of the company. Love it.
Speaker 2:And I kind of want to go back to the retirement part. Have you thought of an exit strategy?
Speaker 1:There's a strategy, but it's more squirreling than it is anything else. So I'm ideally waiting for the next market shift. We are in a strange time right now. We have an election coming up, the rates are still a little skew, we still have a little inflation, so I think we're on the edge of where it's going to change from a seller's to a buyer's market. But it's been a long time since we've had a buyer's market. I feel terrible for any of those people that are just coming out of college. Their options are very limited for what they can purchase locally. But yeah, when the market shifts it might make a difference on what the exit strategy will be. For me, it's all about the timing. So my husband's almost at the point where he's going to retire. He retires in two years and nine months, he reminds me every day.
Speaker 1:He had an app on his phone where it would be like the countdown and he had to delete it because he was looking at it every day Too much. It's going to go by slower, sir, if you look at it Right, I'm like that pot will boil on its own, so. But yes, so a lot of it is with him. But we both know that when we do retire, we'll still stay busy, you know.
Speaker 2:So cool, love it. And what type of things do you like to do when you're not currently?
Speaker 1:Oh, I'm a gamer, I don't, I, I will. I like anything, I'll flip, flip a checkerboard.
Speaker 2:I am so competitive.
Speaker 1:I love games, so I golf. I love games, so I golf. I play pickleball. I golf three times a week. I try to. Yeah, I'm the director for the Women's Golf League in Manassas. We're still always recruiting new age ladies that want to learn to play golf. It's a lot of fun.
Speaker 2:Hit up Tara's show.
Speaker 1:Yes, yes, yeah, I really enjoy it. I used to play softball competitively played for 40 years. We traveled all over the United States. It was so much fun. But I took 20 stitches off the face and I was like, okay, I'm done.
Speaker 2:Good, I got everything I needed. Okay, when you said gamer, I was just like oh, is she a video gamer? Yeah, no, it has to be an active game.
Speaker 1:Yeah, I love outdoor sports. I'll play. We've been playing bucket golf in the backyard. It's a lot of fun. So, yeah, I love games.
Speaker 2:Yeah, no, I see that Love it. And then, how do you build and maintain relationships with clients and other professionals in the real estate industry?
Speaker 1:So a lot of it is building a rapport. It takes having some sort of way to relate to your clients and customers, because we deal with people on every age. Yeah, absolutely so. Having a rapport and then letting them know that you're looking out for their best interest Um, that's how, um and it and it'd be true to that. You know, like um, I remember in 2008, there was a you know a lot of underhanded um, you know, deeds for people when they were purchasing homes, like you know, some lending switching and you know people would find out on closing day that their interest rate was higher. So it was great when they made the lenders become licensed and whatnot.
Speaker 1:So, protecting the interest of the public is number one. It's, you know, our code of ethics. So that's how I try to maintain. Yeah, build and maintain, and then staying in touch with them for years and then having these events and inviting everybody to them. I'm very social. I love inviting people to come enjoy the things that I do. That's why I did the golf, and you know I'm trying to do this pickleball. Yeah, yeah. So, yeah, community events, it's a great way to stay in touch. So, and then with agents, um, I've been fortunate to be in the business where some of the agents that I know I've known since I was a little girl so I use, you know, my relationships with them. So my last managing broker he went to high school with my mom, so it was just really, you know, it was really cool to have those relationships.
Speaker 2:So and it's cool that you could like get them like through your parents and like they could just offer so much information.
Speaker 1:Absolutely, absolutely.
Speaker 2:That you meet as well. It's just like a pool of knowledge, yeah.
Speaker 1:Yeah, absolutely, and I really enjoy working with a lot of agents. Um, there's, uh, I have this one agent that works for me for DC and Maryland and we were competitors all of our, all of our career, but I met him coaching his son in little league baseball. So, you know, it's like I think, um, if people want to get into the business, being a part of your community, getting out, joining some sort of group and building your relationships with people is the quickest way to build your career. Oh, for sure, I have to agree with that. I think that is true with most people's careers.
Speaker 2:Absolutely yeah, yeah. And then what do you think are the most common mistakes sellers make when trying to sell their homes, and how have you and your team helped them avoid those mistakes?
Speaker 1:So, you know, price is the main key. Yeah, so, ideally, if you go on to a listing appointment a seller's, like you know I want to price it for this ridiculous amount. I'm like, well, call me on the next, let me be your next agent, right, right Cause, um, you know people are not going to pay for something that it's not what it's worth. So, um, price is probably the number one mistake. Um, but one thing that we have been able to do that we offer with Cold Banker Elite is a revitalized program and it's really cool because if, say, for instance, I go to do a listing appointment and the house I go through, there's always going to be something that I'm going to suggest that they do prior to listing, such as if they need a new roof, or they should paint this one room, or they need to change the carpet, or they have mismatched flooring or whatever. Like you know, make a cohesive, you know, situation in the kitchen, living room and dining room.
Speaker 1:The revitalized program will lend them the money free, interest free, and do that. They will have the work done and they pay for it at closing the work done and they pay for it at closing. So it does make a big difference because a lot of times when people are getting ready to sell, you know they're like all of their eggs maybe, and it's other baskets, and a lot of people don't keep a lot of money fluid. You know we most, most of our cash, is invested in something, whether it's your retirement or your house or what have you. So it would be nice to have a loan to make those renovations, to get your house sold quickly and for the price that you want, because oftentimes these can bring you a higher yield.
Speaker 2:Something to think about. Yeah, love it. What are your thoughts on having open houses Do?
Speaker 1:you like them, or sometimes I think it's up to the client. Um now, um, it's a great tool for um agents to meet new um potential clients. Um I I encourage all the agents in my office is like you should be doing open houses every week. I did open houses when I was 14 years old yeah.
Speaker 1:Back then you didn't have to be a realtor and you didn't have to be a broker. You were like a house babysitter. So my aunt used to hire me to have her come in and sit in her open houses and she would have all her properties open. It's, you know, honestly, what is a disadvantage to having more eyes on your house? Yeah, true, so you know there's sellers that'll be like I only want it to be shown here, here, here. Don't restrict it. You know, keep it open to anybody. Now, don't let anybody just off the street walk in your house. You know which is what you're doing in an open house. I do encourage agents to do dual open houses one for safety and two, it protects the owner's property too, because you can't be in more than one place at one time. So, yeah, but I think open houses are great, 100%.
Speaker 2:So yeah, love it, all right. And then let's see how do you balance the needs and wants of your clients with the realities of the current real estate market and what are some strategies that you use to manage expectations?
Speaker 1:Well, I'm kind of blunt, Say it, say it. I usually tell my clients on our initial appointment I'm like I'm not going to sugarcoat it to you, I'm just going to give it to you real appointment. And like I'm like I'm not going to sugarcoat it to you, I'm just going to give it to you real. And that will work for some people and not for others. But I think, just being honest about the market, the you know expectations, what's going to happen, what to expect If you can address a lot of these things initially, in the beginning of your relationship, then there is never that pushback yeah, and you're building that trust.
Speaker 1:Yes, yes, because you know, not every transaction is smooth. There are hiccups. You know, there's financing issues, there's home inspection issues, there's stuff that arise. I mean, I've gone to a walkthrough prior to closing and it was raining in the house.
Speaker 1:Lovely, yeah. So my client's like he's got the moving truck out front, you know, and I'm like we're not closing. He's like I have nowhere to live and I'm like you can't buy this house, you know, right, we have to figure this out. So ultimately it worked out. But you know, you know, people die plans and negotiate and keep a clear head and hope that everything works out. Very, very, very often it doesn't work out. But then you know, yeah, I'm like it wasn't meant to be, we've got to find you something else at this point. So, yeah, you can't, you can't put all of your eggs in one basket again. So, and then you, you, you guide your clients to know that anything can happen and, um, prepare them for it. So that's why we try to do a lot of like training initially.
Speaker 2:Yes. So prevent that and be sure you're like. I know it's different every day, but to help better prepare you and your client for whatever comes.
Speaker 1:Yeah, I love it, yeah, and now.
Speaker 2:Is there anything that maybe I have not touched on, that you would like to share about yourself personally, or maybe your business or your?
Speaker 1:team. I mean, I absolutely love this company that I work for. It's really, really great. I was, you know, applied for the position 20 months ago. I've been in the business. It'll be 24 years and 10 days who's counting that? I?
Speaker 2:know, I know.
Speaker 1:I'm like I can't believe that it's been that long. Congratulations, thank you. Yeah, believe that it's been that long. Congratulations, thank you. Yeah, I'm looking forward to getting my you know my plaque for my 25th, my silver you know award for that many years and one business. I never, ever, expected that I would stay in this business that long, but it's because it. Because, if you want a job that you don't do the same thing every day and you're working with about was all the things that I really felt like was the best parts of real estate. Because, you know, having experience, having the knowledge base, even if you're a brand new agent, you can say that on a listing appointment, I have it behind me that supports there. So you know, if this is that first house I've sold, it's not. You're not going in at blind, no, you have the this entire group of people behind you that are gonna help make it happen.
Speaker 2:So I love that. I want to touch on that subject because sometimes it can be hard for real estate agents who have a great team and they're new, but you know, everybody's the most experted. It's not even a word expert expertise or expert person out there started off like that, so you got to give those people the opportunity to get there as well, Absolutely it's.
Speaker 1:It's extraordinarily challenging for agents that are just getting in the business, because I remember like I didn't know what I didn't know. So to have that support system behind you and that's something that we are constantly working on, you know, to teach agents, and we're constantly recruiting. We're not just solely recruiting new agents. We like to hire seasoned veterans but it always makes my heart melt when I have an agent that's come to the company. They've been elsewhere and they're like you know, this is great, Like I didn't even know that, that this existed in regards to having this kind of support system.
Speaker 2:So seeing the fact that you guys can harbor this community of feeling welcomed and not feeling like less than, and having that support behind you is amazing.
Speaker 1:Yeah, it's, it is, and I was surprised how much it was existed when I came, because I've had other brokerages that I've worked for and I was like, oh, they are selling what they're saying, so it was really great. So I enjoy working for this company, especially the owner, kevin. He's fantastic.
Speaker 2:So yes, wonderful. My last question is going to be kind of a fun one. Okay, do you have a quote or a saying or maybe something that somebody told you in your life that has inspired you in any way?
Speaker 1:And you know my my one of my mentors, but also, you know, my assistant when I was working at my first job and he always said beware of skinny cows. And I was like, what is he talking about?
Speaker 2:I don't know.
Speaker 1:Right. What does this mean? And it means, um. So, when things are fat and happy, um, everybody's, you know, being fed, you know it's great, but always on the horizon, change happens. Um, whether it's economics, pricing these kinds of things, it will create skinny cows. So I always, I always went through this entire business thinking of skinny cows, because I have been through three down markets and I always call those the skinny cows. But I know that it will change and I know that it I've started in a skinny cow market. So, um, I think we're on the verge of starting to be able to eat again.
Speaker 2:Thank goodness, I'm so happy to hear that Well thank you so much for sharing that Absolutely this beautiful analogy of a skinny cow. I was thinking of the ice cream. Do you know that ice cream called skinny cow?
Speaker 1:Yes, yes, yes, like where is she going? It's actually. I think my dad said it was from the Bible, something about it. So, um, but it's just. You know always prepare for the worst and you know learn how to batten down the hatches when you need to. And you know, when you're fat and happy, you know still squirrel.
Speaker 2:Yeah, so Absolutely no. Thank you so much for being here and sharing your insight. We really appreciate it.
Speaker 1:Oh, thank you, absolutely Appreciate it.