Community Highlights: Meet Edie Weintraub of Terra Alma

Today we’d like to introduce you to Edie Weintraub.

Hi Edie, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
One of my favorite books is by “Weird Al” Yankovic. In “When I Grow Up,” he writes about how it’s ok to have multiple paths in life, making sure that you’re following your heart in doing what you love. While a dental assistant in high school, I thought I wanted to be a dentist. I loved science and people. When it came down to it and I was applying to dental school, I realized that what I loved most about being a dental assistant was the people. Inviting them in, asking them about their kids, family events and getting to know them. Being a dentist wouldn’t afford me the time to have these conversations.

In 2005, my father, who has been in real estate ever since I could remember, encouraged me to get my real estate license. After which I worked with him for a few years in residential and quickly realized how emotionally driven the industry is. A woman wants one house, the husband wants another, what they can afford is another and then what is on the market is sometimes very different. While I loved the freedom and independence of being self-motivated, I truly wanted something with less emotion. Enter COMMERCIAL REAL ESTATE.

I reached out to friends in office real estate and determined that I was not the kind of gal to be in a suit all day. A family friend was a leader in the industry and I was diligent in my pursuit that after almost two years, the firm was able to open a spot for me. I am grateful for my mentors who taught me the market and vernacular.

What’s fascinating is that the license for commercial is the same for residential, but commercial seems elusive. It’s a much harder section to work in because deals take so much longer to close. in securing locations for national restaurants, we’re often considering a piece of dirt. Beyond finding the location, negotiating the terms of the deal, moving to Lease and then with my fingers crossed, making sure we pass all government approvals, my 1st commission check often doesn’t arrive until 9 to 12 months after we’ve started the process. In some instances, I have had deals take 18 months before I am paid. No wonder why it’s so difficult to attract youth into the industry.

I have the honor of helping small and medium-size retailers, restaurants and entertainment businesses open new locations throughout the Southeast. From the beginning days where we’re creating brand books/storytelling to building their team with investors, marketing or partners, our services far surpass finding a space. In order to position a brand for success in a new location, there’s multiple pieces of the puzzle that need to come together.

Having worked for a boutique retail only firm and then a global firm has taught me that it’s not the size of the company, nor even the company, that matters to the client. What matters to them is the relationship, communication and diligence. People always come first. Every single one of my clients came with me when I opened my own firm in January of 2021.

Since then, our team has grown and is growing again. Yes, it does take some time, but it’s not work if you love the people you get to work with and what you’re doing. Knowing what the crane at Spring and 14th is building and the ability to shape the community and city you live in is indescribably humbling and exciting!

Alright, 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 are opportunities to grow and I welcome them all!

In my life, I have challenged the status quo multiple times. In some instances, I was applauded and some I was not. I have always felt that clients are with us because of who we are, not the company that we’re with.

I built my own website because I felt that the bio on a static page of a company website was not enough to tell potential new clients who I was and why they should work with me. The response from the company at the time was that they liked what I was doing and that I should hand over my work to them to post on THEIR website. While I appreciated the compliment, I didn’t care for the way they handled it. From this experience and my desire to connect more personally on social media, I was inspired to open my own company and do things differently.

Commercial Real Estate, as I mentioned before is difficult to get into because of how we’re compensated. It’s hard to attract youth into the industry and ask them to wait to get paid for 9-12 months. There are a handful of emerging boutique firms that are pushing to change this. I am continually learning from my team new marketing techniques, emerging restaurants and shops that need our assistance and being inspired.

I look forward to helping usher in a new era of relationship-based service for our clients that continue to invest in their communities.

We’ve been impressed with terra alma, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Founded in January 2021, our name, terra alma comes from our purpose in putting a piece of ourselves in everything we do. We represent clients who are investing their time, energy, money and love into their communities through their business.

Our clients include retailers, restaurants, dental offices, fitness studios, event facilities, entertainment facilities, kid’s indoor entertainment and small to medium-sized local developers that are shaping downtown neighborhoods. We advise our food hall operators on balancing menus and engage chefs who are well respected for their cuisines.

Our approach is 100% relationship. We keep our portfolio small, as we value the intimate connection we have with our clients. Our level of service extends beyond finding a space. Oftentimes, we are on the starting line with our clients and help to build their brand through establishing their team, securing investors and attorneys who assist with taking a company to a franchise. For our developers, we are an extension of the team, building community during architectural approvals and speaking with the neighbors and existing shops in the area about who THEY would like to see be their neighbors. These are the people in the know about how they want to see their neighborhood grow.

Contact Info:

• Email: [email protected]
• Website: www.terraalma.com
• Instagram: https://www.instagram.com/terraalma_/?hl=en
• Facebook: https://www.facebook.com/terraalma_-109440204515017

Image Credits:
Isadora Pennington and @JLaviiPhotography