Debbie Fisher, Owner and Broker-in-Charge of Handsome Properties, Inc., shares her journey into high-end real estate and what path her career has taken since. Debbie Fisher most recently participated in Luxury Real Estate’s 8th Annual International Symposium in Monaco where brokers took home new marketing strategies.
How did you get your start in real estate?
I was living in Los Angeles and purchased my first home in 86. At the time, I was working for Baxter Healthcare selling industrial laboratory products. I began watching what was happening in the LA market after the experience of purchasing my home. The market was booming and prices were soaring. It was the first time that I had looked outside my "science minded" box and began thinking of investing in real estate. A couple of years later after selling my home and purchasing another in Atlanta, GA, I decided to switch my career to real estate. It was a field in which I was completely obsessed and passionate about and I really sort of "got it". I was first licensed in 89 and went into full time brokerage with Jenny Pruitt in Atlanta a few years later. High End Real Estate and investment has been my focus since that time. I have never looked back.
What path has your career taken?
I moved to Charleston in 2000 and worked for the
Sotheby's Broker for 5 years. I had a desire to become a principal in a real estate firm or own my own brokerage so after Sotheby's pulled out of the Charleston market, I transitioned over to the
Christie's affiliate. This change gave me the opportunity to again work with Christie's as I was familiar with the affiliation through Jenny Pruitt. In addition it afforded me the opportunity to possibly become a principal in a few years. When that opportunity was not available in this family business, I decided to forge ahead with my own firm. I was ready to implement my business plan which included some creative "lifestyle advertising themes" and a strong budget in print and internet marketing. Unfortunately, I opened my firm in August 2008 just a month before the "crash". Luckily, no one really knew how long and debilitating this economic downturn was going to last. I stuck with my business plan and to my delight all the established real estate firms pulled their advertising, and I was able to brand myself quickly at about 1/2 of the costs that I had anticipated. I used these new found marketing dollars to create positive "lifestyle" ads that really connected to the way people wanted to live again. I branded myself through my luxury listings showcasing emotion. This seemed to work so I kept repeating the theme gaining listings and clients in a tough "Old Charleston" market place. My business plan and marketing budget really pulled me through my first 3 years allowing me to grow my company and hire more staff and agents. In addition, I also started
Handsome Properties International forging new advertising venues and partnerships in France, Spain and Italy. During the first year, I joined
Luxury Real Estate which has been a wonderful source of advertising, referrals and education. In the last 3 years I have joined two other International Affiliations focusing on Western Europe, China, and the UK, namely
Prestige MLS,
Caimeiju, and
Mayfair. I was introduced to two of these affiliations through fellow members of
LRE.
Why is your company successful?
I think marketing and advertising along with a business plan is imperative. If your clients know that you are doing everything to expose their properties to the "world", they become your partner in the sale. The result is usually a quicker sale at a higher price.
What are your favorite parts of your job?
Working with Buyers and Sellers. I love the interaction and helping to meet their needs. Residential real estate still comes down to an emotional sale so it is important that agents educate their buyers to make the smartest choice for their life decision at that time. We help to guide them on their somewhat "emotional journey".
What do you enjoy doing outside of work?
I love to travel, attend art and antiques auctions while traveling and touring beautiful chateaus, castles and galleries. I guess that these are things that I have always gravitated to so it is natural that I would enjoy working in the real estate industry.
For more information on Handsome Properties, Inc., please visit www.handsomeproperties.com.