"Don't let emotions guide you, put them aside and be objective because the mood between one client and another varies at all times and you have to maintain professionalism.".
SANTO DOMINGO – Buying a house is an important decision, acquiring your lifelong home even more so. Therefore, ethics, professionalism, and consistency are among the most important principles a real estate agent should uphold.
A real estate agent isn't just a salesperson; they're a worker who must be available 24 hours a day to serve. That's why handing over the keys doesn't bring complete satisfaction to Susana Flores de Geraldino, a woman from Santiago de Cuba, who would like to extend her helping hand until clients are settled in their new homes because, as she notes, "a client isn't truly a client until they pay their commission.".
Geraldino Realty SRL is her company, founded 20 years ago by her husband, from whom she learned the trade. Fourteen years ago, she joined the company, forming what she describes as a "perfect partnership"—a team committed to dedication and quality, evidenced by the loyalty of their clients, who return to request the company's services years later.
Before creating their brand five years ago, they gained experience in a franchise, eventually understanding that service is personalized and that with organization and preparation, the goal can be achieved. Susana is a business administrator with a master's degree in tax accounting and financial management.
He regrets that the real estate agent profession is undervalued in such a broad industry that requires a broad understanding of everything (photography, taxes, legal matters, psychology, marketing, etc.). He acknowledges that the sector has produced excellent professionals, but he includes himself among those who advocate for regulation to improve things.
Together with his "perfect duo", he worked for 15 years in the Ensanche Naco area, focusing on rentals and sales; in fact, he has clients who, when the sector is mentioned, automatically think of them.
“This year we moved to Cuesta Hermosa and that has helped us to strengthen the housing sector and that is our current focus, including sales, rentals, resales and projects under construction,” he explains.
He values specialization because it allows him to focus his work. His scope of action is limited by the tolls; he doesn't go beyond that to guarantee good service. One detail he advises against overlooking is listening to the customer: "It's extremely important that when we're not clear on something, we sit down and try to understand their needs, with the willingness to satisfy them.".
"Don't let emotions guide you," says Susana, suggesting you set them aside and be objective because the mood varies from one client to another. At all times, you must maintain professionalism. "Of course, these diverse profiles that we serve help us enrich our work.".
The Cibao native reflects on the importance of unity and the distortion created by improvisation. She encourages joining the Association of Real Estate Agents and Companies (AEI), because it's essential to be governed by an institution that can support you in any eventuality.
His company's annual volume is around 50 deals. He celebrates each closing, and although he's disappointed by the loss of a good sale, he puts on his armor and says that an intermediary isn't the one who makes the final decision.
The real estate industry is different in each sector; Punta Cana is not the same as Santo Domingo, and clients' interests change at different stages of their lives. What does not change is the nature of the brokers: "We seek to unite the interests of the owner and the buyer to help them resolve their situation and realize a dream.".
