RISMedia's Real Estate Magazine

APR 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

Issue link: http://remag.rismedia.com/i/958872

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Page 42 of 126

by Keith Loria {Power Broker Perspectives} 38 April 2018 RISMedia's REAL ESTATE "It's not just about finding someone a house, but helping them find their doctors, helping them find a babysitter, and involving themselves within organizations in the community." – Anne M. Lusk Owner, Lusk & Associates Sotheby's International Realty Anne M. Lusk: Serving the Needs of Today's Customers A s someone who loves serving others, and also with a deep fondness of homes, Anne M. Lusk knew early on that marrying these two passions would help her succeed in the real estate business. The owner of Lusk & As- sociates Sotheby's Inter- national Realty, Lusk was running a different busi- ness in Florida when she came to this realization after helping one of her customers find a home. "I noticed that I had this gift of putting people's wants and needs together to find a solution," says Lusk. "Once an entrepre- neur, you're always an en- trepreneur, and that set the stage for my becoming a REALTOR® and starting in the business." Today, Lusk & Associ- ates Sotheby's Interna- tional Realty is one of South Central Pennsylva- nia's premier real estate agencies, with a reputa- tion for providing excep- tional service. "It's not just about find- ing someone a house, but helping them find their doctors, helping them find a babysitter and involving themselves within organi- zations in the community," says Lusk. "You really are more of a concierge, and it's enjoyable. You're get- ting paid to help others." Coming off a year in which she herself did 182 transactions and $75 mil- lion in sales, Lusk expects to top those numbers this year—and judging by the early stages of 2018, Lusk sees both positives and negatives within her market. "The negatives center around rates creeping up and buyers' expectations being skewed by HGTV," says Lusk. "Buyers walk in and expect brand-new granite, brand-new cabi- nets and new appliances, but that's not a reality in many price ranges." While land isn't cheap in Lancaster, Lusk notes that many prospective buy- ers searching for houses don't understand the dif- ference between purchas- ing a new home and buy- ing resale. For example, if someone is buying a $200,000 property that sits on less than half an acre, they're not going to get a 3,000-square-foot house for $350,000. "Despite the fact that a lot of people get into real estate thinking that it's a get-rich-quick busi- ness, you need to focus on how excited your cus- tomers are, as well as how well they think you did for them," adds Lusk. "I seek to add agents that serve their clients well, dress professionally and take personal account- ability for what they do," says Lusk. "I want agents who do their research, work hard and are ready to serve their customers' needs." According to Lusk, agents are attracted to the firm because of the Sotheby's brand and its comprehen- sive marketing plan. "It's constantly improv- ing the marketing plan, improving materials and always seeking ways to better serve the clientele. I feel that there's no other brand with such a plan," says Lusk. "It also has a lot to do with the power of the network. The other agents in the brand want to help one another and they collaborate well. It's Anne Lusk with award-winning agent Sherry Merrill

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