Leading Women: Sindy Ready
2015 President Shares How You Can Make the Most of Women’s Council's Referral Network
For 2015 National President Sindy Ready, ABR, CRS, GRI, PMN, SRES, joining Women's Council occurred from a little motherly advice.
Ready grew up in a real estate family. After a career in road construction, her father decided to switch to real estate and quickly talked his wife into joining his business – first in an administrative role and then as a licensed sales agent. Ready also got her real estate license right after college, but she had no intention of joining the family business. "I simply wanted to educate myself and have that background," she says.
However, after a few years in hotel and resort management, Ready did make the switch to real estate. "I decided if I was going to work that hard, I might as well be in business for myself," she says. Today, she still partners with her mom, Pat Callaghan, at the Ready Callaghan Team at RE/MAX Excalibur Realty in Scottsdale, Arizona.
Ready's mom immediately advised her to join Women's Council for the networking, education and support system. Ready was reluctant. "Honestly, I said, 'I don't understand why I would join a women's only group. I don't understand the benefit,'" Ready recalls. "My mom said in a very motherly way, 'just shut up and join Women's Council. Trust me, you will get it later.'"
Today, Ready is one of Women's Council's biggest supporters. She especially sees the tangible benefit of belonging to Women's Council's national referral network and what it adds to the bottom line of her business.
When she sends a referral client to another Women's Council member, she knows they are in good hands. "Maybe with another referral outside of Women’s Council, the agent will meet with the client and show them a house, but then that's it," Ready says.
"In the end, because Women's Council members are focused on education and committed, full-time agents who know their markets and care about clients, I know they will get the deal closed, and I will get the referral benefit," Ready says. "In this way, Women's Council gives me the biggest return of any of my designations."
Ready advises members to formalize their referral goals in their annual business plans. It's not all about receiving referrals: "Have a tangible goal of how many referrals you will send out," Ready says.
And it's not always about getting a check when the deal closes. Ready often assists other local REALTORS® with referral connections. "People in our offices know that we know REALTORS® all over the country," Ready says. "I may not get the financial benefit in those cases, but I know I've connected two parties who are going to get a deal to close."
Ready works with one of the most productive real estate teams in her market, and she is personally involved in every transaction. With her hands-on approach, Ready says that approximately 85 percent of business is referral-based – most often returning clients.
As the team leader, Ready believes her success comes from giving team members the tools they need to succeed. "There is no ego," she says. "We succeed as a team."
Colleagues say you won't meet a busier REALTOR®. Ready is up early for a daily walk and then in the office. She is showing properties at least five days a week.
Ready truly believes success starts with doing the not-so-glamorous tasks, such as lead follow up. "You are sowing the seeds by staying focused on your business."
And, she says, patience and good listening skills are critical in any real estate career. "Let clients talk out what is bothering them," she says, especially when dealing with difficult transactions. "And don't necessarily come up with a response in the moment. Sometimes a quick solution is not even satisfying for them. Get back to them after research and leg work." The more difficult the market, the more closely you have to listen to the client's needs, Ready says.
As Women's Council's 2015 President, Ready says there are many dynamic goals that have come from the organization's recent strategic planning that can help to grow membership as the industry as a whole is on the upswing. "At the local level, we are working to ensure that programs will really make a difference to a member's business," Ready says. "The programs should always be something that will help members make money or save time."
Ready has been married to her husband and best friend Brian for 27 years. They are both involved in industry leadership roles (his as an aviation professional) and support each another in these efforts.
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