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The Making of a “Tru” Real Estate Agent

I feel like I’m overstating the obvious when I say that the Phoenix real estate market is extremely competitive. In my opinion, it’s arguably the most competitive real estate market in the United States.

That being said, one of my primary roles as CEO is to put forth a strong brand that creates an awesome company culture. We then provide unparalleled resources, like our mentorship program, so that we can attract the very best talent that the market has to offer. We’re excited to see some of the top-performing agents in the market looking for a better, more supportive brokerage. This presents a mutually beneficial opportunity for both of us – as we want to speak to veteran realtors and those we consider a “diamond in the rough” alike. We want people with a strong passion for the industry; who have the ability to work full time and the desire to help our clients succeed with real estate.

I feel that a strong passion for real estate comes from within. You either have it or you don’t. It saddens me that this industry has a lot of people who just go through the motions. The Tru Realty leadership team loves real estate so much that it just doesn’t feel like a job. We want everyone on our team to share that passion.

Success in anything requires time, effort, and consistency. That’s why at Tru Realty we only employ full-time real estate professionals. We want our people focused on their clients and making real estate a career. That comes with a full-time commitment. In our market, it is often said that 10% of the real estate agents do 90% of the revenue. We want to find, train and support the real estate professionals who want to be in that 10%.

Lastly, but of equal importance, is the willingness to create long-lasting relationships with clients. When you help guide someone through a successful real estate transaction you are impacting their life. Doing work like that is nothing short of a blessing to us. That’s why we feel it’s important for us to care. Not just pretend we care, but actually care about the job we do. It’s important to us and it’s important to our clients.

Thanks for reading and for letting me share my brokerage’s vision. If any of this resonates with you … I’d love for us to chat. Give me a call anytime at 480-327- 6700 or email me at

About the Author

Sarah C. Richardson is one of the preeminent leaders of residential real estate in Arizona. As the CEO and founder of Tru Realty, she is responsible for both the daily operations and oversight of the multiple growth strategies that the brokerage carries out. Sarah launched Tru Realty in 2010 as a way to serve a marketplace that was seeing a shift from auction centric fix/flips to an MLS flow. She is now rethinking the way her brokerage uses technology to better serve clients and agents alike.


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