Farrell Kaufman Hogenauer sat down with Real Estate Agent Magazine Phoenix to discuss her real estate business – Loveli Homes/ReMax Excalibur – as well as her history in the real estate industry and her plans for the future.
REAM: Why did you decide to follow a career in real estate?
Hogenauer: It’s always been something I’ve wanted to do. My dad is a home builder, my mom is an interior designer. I was also surrounded by homes and listening to real estate talk. After being in the marketing/ PR field for 20 years I wanted a change. I got my real estate license in March of 2015 and I haven’t looked back. I will honestly say, I have never worked this hard or have as much hustle as I do now, but I wouldn’t have it any other way. I love it.
REAM: What does your experience in a previous career bring to your real estate business? How does that benefit clients?
Hogenauer: I have over 20 years of grassroots, community based sales and marketing experience. I love analyzing a community and finding new ways to market a brand or a product to a niche customer. Real estate is no different. When I list a home, I know marketing is what is going to sell the home. From amazing photos, to video, to Facebook advertising, to community efforts. I’ll evaluate the situation and put together a marketing plan for the home that works. And if it’s not working I adjust.
REAM: Who are your real estate mentors?
Hogenauer: Definitely my dad. He worked hard. He and my mom started with nothing. He began his architectural firm working nights after he came from working as a draftsman. One year later he started a very successful homebuilding company. He became a visionary in the home building space. I defiitely get my real estate mind from him.
REAM: How do you seek to emulate them?
Hogenauer: By working hard and paying my dues. It’s not easy. The hustle, especially being a mom and a wife. I learn from other from other real estate professionals in the industry. I read, I listen to other’s experiences. Most importantly, I never feel ashamed to ask for help or ask questions. In this business, a wrong answer could be detrimental to a deal. I get that and I’ve sadly, learned from it as well.
REAM: What drew you to your current real estate team? What were you looking for?
Hogenauer: In my first year in the business I was what I call a “brokerage jumper.” I moved brokerages twice within nine months. I just didn’t find my perfect fit. RE/MAX Excalibur feels like I’m on a team without being on a team. The company offers training and there is always someone available to help answer a question. Plus, I think being a part of a national company has benefits. It’s a strong brand and one I can get behind. That said, one of the greatest things about RE/MAX Excalibur is my broker, Gary. He is amazing. He’s been so helpful and is always encouraging. I’m very thankful for him and the RE/ MAX Excalibur team.
REAM: How would you describe your business? Are you focused on sellers or buyers? A specific niche?
Hogenauer: Hiring a real estate agent is a very personal decision. I love, love helping families, especially relocating families. I know what it’s like to relocate here (we relocated here from Seattle five years ago) and I love helping my clients every step of the way; from finding a great neighborhood, to choosing an amazing school to even finding the closest doctor. I like to call myself the “Family REALTOR®.” I don’t only work for the adults, but I’m there to support the kiddos, too. My motto: finding loveli homes, for loveli families.
REAM: What do you enjoy most about your day-to-day job?
Hogenauer: I learn something new everyday. I also get to meet someone new every day, through a phone call or an email. For someone that hates sitting in an office this is the perfect gig for me. Plus, there’s a challenge, a hustle, involved in real estate. A challenge to sell a house, find a home for someone or to find a new deal. I love it. I’m not happy if I don’t have many challenges or things on my plate.
REAM: What is one of the greatest challenges you face daily? How do you overcome it?
Hogenauer: I think a challenge that many real estate agents face is where is the next deal going to come from; the next lead that I can convert. I’m still a fairly new agent. I still have a lot of hustle to get to that point where I have enough to sustain. As for overcoming it, things have just always fallen into place. I work at it. I make calls, I send emails. I work. Nothing happens on its own and nothing is given to you for free. REAM: What career goals do you have for the next five years? The next 10? Where do you see the peak of your career? Kaufman: I’d like to double my business every year. Within 10 years I’d love to only work off of referrals and be able to give back my experiences to other agents. Maybe I’ll have my own team.
REAM: What are some of your hobbies outside of the office?
Hogenauer: Hobbies?? Ha! I’m a mom to a 13-year old competitive cheerleader and a 10-year old travel hockey player. My hobbies are my kids and my family. That said, I am represented by a local talent agency in town, so I do some acting on the side. But what do I love? I love to hike, I love to travel and I love sitting on a patio with a basket of chips, a bowl of salsa, guac and queso and a beer. That’s my ideal day. A hike in the AM and a patio filled with family and friends and lots of chips and salsa in the afternoon.