Meet Wendy Ross
Wendy Taking the Lead
To say that Wendy Ross followed in her mother’s footsteps by going into real estate would only be partially correct. Though she grew up around the business, she admits that, early on in her young adult life, she made the decision not to pursue a career in real estate. “I saw how hard my mother worked,” she recalls. “I never really thought it was for me.” That’s not to say, though, that she has shied away from hard work; instead, Wendy pursued an interest in television broadcasting, becoming a local TV weather forecaster and then moving to a Tampa-area station.
In the unpredictable world of television broadcasting, it makes sense to have a backup plan. After attending a Buffini & Company seminar and meeting real estate guru Brian Buffini, Wendy found a connection with the business that she had never known existed. “At the seminar, Brian described the way he handled his real estate business when he was working in the field,” she explains. “I said, ‘This is it! This is what I want – an ongoing relationship with clients and a way to incorporate them into my business world.’” Once she understood that a real estate business could be relationship-based rather than focused on completing transactions, Wendy was hooked. She continued her work on TV until the station changed its format, and then she the decision to become a full-time Realtor®, joining her mother in an effortless partnership.
Wendy’s focus on maintaining a relationship–driven business has resulted in a strong base of extremely loyal clients. She estimates that her clientele is comprised of upwards of 90 percent repeat and referral customers, and she truly enjoys the opportunity to represent individuals who have grown to become more than just home buyers or sellers. “It’s wonderful,” she beams. “I’m working with people I like, building relationships and serving as a trusted resource beyond any single transaction.” Maintaining ongoing communication with her client base, Wendy is the one to turn to for community information. “People know that they can call me to locate a painter, electrician, landscaper, even a doctor,” she asserts. “I’m also putting people together based on their needs or interests. That’s important in a referral-based business like mine.”
Community involvement is also a key element to Wendy’s business, and she has become active in her professional industry as well as on a local level. Like her mother she is a highly-decorated Realtor® with a passion for continuing education; Wendy has earned CRS, ABR, GRI, e-Pro and Certified International Property Specialist (CIPS) designations as well as Transnational Referral Certification (TRC), which enables her to complete international transactions. She has also acquired certification in PMN through WCR. “I like to keep up with educational opportunities,” she says. “It’s a great way to keep my finger on the pulse of our market and our industry’s trends.” She remains actively involved in Clubnet through Buffini & Company, which allows her to network with like-minded colleagues across the country.
“I live a full life,” Wendy reveals. “I’m very involved in a number of wonderful organizations.” She is also embarking upon a new adventure – building her first house from ground up. Though the process can be stressful, she recognizes its value in her work as a Realtor®. “I’m getting a great education, re-learning what it’s like to have a home on the market,” she acknowledges. “I’ve owned many homes, but it has been a long time since I’ve had to sell. It’s easy to forget the worries and concerns that our clients experience, and I’m living it now!”
Her clients’ praise is proof positive that Wendy is connecting with their wants and needs. Susan Rosin notes that she “was a joy and a pleasure to work with” throughout the sale of her own home as well as her mother’s, both within a short span of time. “Her professionalism, positive approach and enthusiasm made what could have been a stressful time easy to deal with,” remarks Rosin.
Navigating the sale and purchase of a home can be a stressful process, and doing both in one day was, say Lowell and Kristin Gallindo, “one of the hardest things we have had to do in a while.” Still, with Wendy’s guidance, the couple completed the two transactions successfully, noting, “We couldn’t have done this without her.”
Whether she has some secret reserve of energy and enthusiasm remains to be determined, but one thing is certain: Wendy isn’t one to sit still for long. In addition to her active involvement and thriving business, she is also back in front of the camera as a weekend weather forecaster for Sarasota’s ABC affiliate. The position is ideal, because her on-air hours don’t interfere with her real estate work. Returning to the market that launched her broadcasting career has been a thrill for Wendy, who admits that she loves her TV work. “I hope I can do it forever,” she smiles. “It’s just so much fun! My clients benefit, because they get a free personalized weather report when they look for a house with me. Who else could offer that?” she quips.