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Meet Joan Shorter of Intown Focus Realty in South Atlanta

Today we’d like to introduce you to Joan Shorter.

Joan, can you briefly walk us through your story – how you started and how you got to where you are today.
I started as a Realtor in 2001, after realizing my uncanny talent for matching people to houses and introducing people to neighborhoods new to them that match their lifestyle. I worked closely with my first broker to learn the ropes of working with buyers, sellers and builders in new homes communities. That brokerage was in Norcross and Suwanee and I lived inside the perimeter. The character of older homes and neighborhoods were (and still are) of more interest to me. And the profile of buyers and sellers of the intown neighborhoods better matched my personality. So, I moved to a brokerage in Kirkwood. That is where I formed a very successful team. We worked with a lot of investors, which was pivotal in transforming East Atlanta Village, Kirkwood and East Lake. We also worked with buyers and resale sellers.

In 2006, my team was re-branded to the Intown Focus Team. But then with the market crash, most of the team left Real Estate for other fields. I stayed in Real Estate, working with buyers, sellers and banks on foreclosures. Those were long, tough years. But, the market finally started getting traction on rebounding in 2010. I got married and then obtained my Broker’s license. In 2011, I opened a brick and mortar office in East Point, GA… as I saw a gap in the market there and knew it was the next hot area of Atlanta.

Although, I did not actively recruit agents, my reputation, location and low fee structure grew the office. We have maintained 7-9 agents over the years but with some different faces. I have a strong personal ethics and resolve to only have Realtors with my company that I have confidence in their ethics. Honesty and trust are everything in life, whether it is business or personal. Honesty builds trust and leads to happiness. And helping people with their largest and most intimate asset, their home honesty, trust and happiness are paramount.

Where am I today? Like every day, I am doing my best.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Struggles in real estate are:
1) Competing with people more comfortable with self-promotion.
2) Natural distrust from people due to stereo types
3) Natural changes in the business climate.
4) Housing bubble of 2007-2009/10

How do I overcome the struggles?
1) Live simply.
2) Live honestly.

Alright – so let’s talk business. Tell us about Intown Focus Realty, LLC – what should we know?
We represent buyers and sellers, like most all other real estate brokerages. We are not trying to be the biggest – we are simply trying to reach the most buyers and sellers that appreciate our no-nonsense, straight forward approach. We utilize technology. And what sets us apart is knowing each client and property is unique and treating each property and person as such.

I am proud of my reputation.

Is there a characteristic or quality that you feel is essential to success?
Perseverance. True to myself. I do not foresake my ethics for a buck. And, if a prospective client or actual client is disrespectful of my time, I terminate the relationship politely.

I send regular notes to past clients and often develop friendships.

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