By Dianna Kawell
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For Florida REALTOR® Michelle Crabtree, ABR, CRS, GRI, PMN*, between 50 and 70 percent of her business comes from referrals. As a former marketing professional, Crabtree treats networking strategically, and she has built her name in the Sarasota, FL, market through extensive involvement in the community, as well as leadership in the real estate industry.

While Crabtree has dabbled in social networking, establishing accounts with Twitter and Facebook, she depends most on old-fashioned, face-to-face networking to promote her business.

How She Got Started

Crabtree has worked for a large real estate franchise, as well as directly with real estate developers in the area in both sales and marketing. She also briefly owned her own company, MICH Real Estate. She even put her license "on the back burner" for a while and worked in mortgages.

Now, she is back where she started, serving as Broker-Sales Associate with Michael Saunders & Company, where she represents buyers and sellers in Sarasota and nearby Lakewood Ranch. Crabtree credits her husband, Larry, with putting the idea in her head to get back into listing and selling. "He saw my potential and had faith in me," she says.

Strategic Networking

"Real estate is not a get rich quick career. It takes a long time, and real estate professionals have to think about the long term in their businesses," Crabtree advises. For Crabtree, a former marketing professional, this means consistent advertising in reputable publications, as well as community involvement and volunteer leadership.

In her community, Crabtree has previously been involved with Toastmasters (past president), Take Stock in Children and the Cancer Society and is currently involved with the Junior League, the Chamber of Commerce and the Lakewood Ranch Business Alliance.

For her real estate networking, she has been involved with leadership and committee work for the state and local REALTOR® associations for years, as well as Women’s Council, where she was recently recognized as the Sarasota Chapter's "Entrepreneur of the Year."

Crabtree is also a big believer in the Buffini system for marketing her business. Not only does she subscribe to that network for leads and referrals, she believes strongly in its philosophy of strategically finding little ways to periodically stay in touch with past clients so they will be your future clients.

Currently, this networking guru is finishing up a term on her local board, which includes about 3,200 REALTORS®. She is also past president of the Sarasota Chapter of Women’s Council, which includes more than 120 members. "I was the 50th president of the local chapter the year that I turned 50," she says.

This type of strategic involvement in the industry really "gives you an edge" with your business, according to Crabtree, who says that industry leadership and participation at the local board and Women’s Council provides invaluable recognition in the community and credibility with clients and fellow real estate professionals alike. 

Crabtree first got involved with Women's Council at the suggestion of a respected colleague who was a member of the local chapter. However, Crabtree is careful to not spread herself too thin with volunteering and says she would not have joined had it not been a strong chapter with great networking and educational opportunities. "I know the importance of having a professional network and being respected in the community. WCR helps to provide that professional recognition for my business," Crabtree says.

"Recently, I had a Junior League luncheon," Crabtree says, "Of course it’s fun, but everyone there knows that I’m in real estate. So it's also promotional."

A Work-Life Balancing Act

In a typical work day, Crabtree says that she spends much of her time doing extensive research for her clients and following up with them, as well as her busy schedule of community involvement. Though Crabtree faces daily challenges with condo financing – a big problem for closing transactions in her area – she credits a positive attitude ("You have to keep a smile inside and out.") with getting through difficult transactions.

Crabtree is a third-generation native of Sarasota, and that helps with providing clients – many of whom are flying into the area from other states to view properties – with the community information they need. "From restaurants and hair stylists, to lawn and pool services, I can be a resource for everything they need to know about the community. They appreciate my insight," Crabtree says.

Working 10 to 12 hours daily, Crabtree credits her supportive family with helping her maintain that important “balance” between career and personal time. She jokes that her husband Larry is her "unpaid assistant"

Despite the long hours involved in running a successful business, you have to know when to take time for family and friends, and Crabtree is planning a three-week stay in Europe soon. "You find people to cover for you and just let go," she says. "When you go out of town, business happens."

She also enjoys frequent outings with Larry and their dog on the family boat to relax and unwind. "We are lucky to live in paradise and enjoy the Florida sunshine," she says.

*In addition to her designations, Michelle holds the following certifications: TRC Transnational Referral Certification, RSPS Resort & Second-Home Markets Certification and SFR Short Sales & Foreclosure Resource Certification.

Dianna Kawell is editor of Women’s Council's eConnect newsletter.