Time in current position: Trendex is a full-service commercial real estate brokerage company I started in 1986. We opened a residential division last year but I will continue to specialize in commercial. I have been in my current position since starting the company. Prior to entering real estate, I was founder and former publisher of The Nashville Scene. In addition to publishing the weekly newspaper, we brokered advertising to newspapers in the eight counties surrounding Davidson.

Describe your core business: My core business is quite varied. It includes listing properties to sell or lease and assisting companies in locating properties that will meet the needs of their business. This can involve purchasing, leasing or buying investments. I have worked quite a lot in acquisitions.

Who is your ideal customer: My ideal customer falls into several categories. I have worked with companies and helped them grow into larger locations as their businesses expanded. Developers are important to my business because I am not a hard sell. I believe and work toward the fact that a good deal can be fair to all parties. I make my niche in the middle ground where I’m dealing with individuals who have commercial needs.

What is your business model: My business model is founded on service and knowledge of the Nashville marketplace. This model fits my personality. I get bored with monotony. And, in my business, no two days are the same. From my experiences, I can operate Trendex with flexibility and quick decisions. I adhere to some simple rules: to respect everyone, to listen, to communicate, keep a constant check on details and handle the process as I would want someone to handle it for me. You can’t go wrong with that.

How do you market and develop customers: Excellent service and achieving the desired result for a client brings repeat business and referrals. Advertising is expensive, so I rely on reputation and word of mouth. I get a lot of my business from signs when I am selling or leasing properties. I take all of those calls personally. Everyone who calls from seeing my sign is a potential customer. If that particular property does not fit, then I can assist them in finding another site. It is sort of like billboard advertising on a smaller scale. It creates name recognition.

What are your recurring revenue streams: It is a process. I have assisted clients in buying office complexes, strip shopping centers or other investment property and Trendex also offers the service of managing the property for them. This is done on a contractual fee basis. When leasing property, the lessor will often pay the commission over the term of the lease so that is recurring revenue. This is considered the “bread-and-butter” income. Unfortunately, not all deals close so one must be working on multiple deals to account for those that don’t make it. I also do real estate consulting, which is for an hourly fee, and I believe the future is moving toward more fee-based brokerage in both commercial and residential transactions.

What does it take to be successful in your industry: First, I think you really have to like people and be able to communicate. You also have to be highly motivated and a self-starter. Deals are business, so one must not take things on a personal level. I can guarantee if you are in this business, you will get knocked down. But the true test is how soon you will bounce back and move into the mainstream again. Perseverance is a necessary attribute and try not to ever “burn your bridges.” It is amazing how often things come back around again.

How do you try to differentiate yourself from competition: I do that with knowledge and service. I never want to be seen as a female in a man’s business. I want to be judged on how well I do my job and how successful I am at making deals work. In this business, my competitors are also my allies. Since they often are representing the other side of a deal, we are jointly competitors for business and allies in working a deal.

What is the biggest challenge facing your industry: The greatest asset in this business is also the greatest challenge – that being technology. We all have trouble with it, but we certainly can’t live without it. The speed of information dispersal is often mindboggling. Original contracts can be e-mailed anywhere in just minutes.

Who is your mentor and what is one thing you learned from him or her: I have had many mentors in my life. I can safely say that I have not met all of my mentors. I know there will be many more to come.

What business alliances have you formed: I am in many Realtor associations and I participate in commercial associations that offer classes or speakers that I believe will enhance my knowledge. I find my best alliance is a one-on-one relationship.

How important is technology to your business and what role does it play: I learned many years ago that you don’t have to be able to do everything in your business. Decide what you need and then find someone to do it for you.

What’s one thing you wish you’d known when you started: Follow your instincts and concentrate on the things you do best. Work with people you enjoy, projects that you can be proud of, and enjoy the journey.