Today we’d like to introduce you to Endia Veerman.
Hi Endia, thanks for joining us today. We’d love for you to start by introducing yourself.
I wasn’t born a real estate agent but I was born with an overwhelming sense of independence and will. I was a bit defiant with authority but a good student, just not the best at being controlled. I grew up in coastal California and did all the normal things kids do, roller skate, beach, boogie board, volleyball, ride bikes and hang out. I am still a beach girl and love being close to the ocean. My stepfather owned his own company and my mom worked full time. I was a latch key kid and an only child. I spent endless summers alone, creating my own entertainment. I grew up in the 70’s & 80’s(Generation X,) a time when builders were really expanding the housing market. My parents used to drag me around to view property and model homes on the weekends. I remember loving the feeling of fresh homes and all the design elements in the model homes. I think from an early age I was being groomed to have a career in anything that had to do with a house. My step father, was European and he had a really good eye for quality and design. He built a home in the flower streets of Corona del Mar and eventually, he built a large custom home further south, where I lived through high school and college.
As a teen, I was drawn to Punk Rock and that only solidified my distaste for rules. I was the perfect subject to mold into an entrepreneur. My parents bought me a horse and that kept me out of trouble, no doubt. Eventually, I went off to San Diego State to pursuit, I don’t know what, and became a not-so-good student. I really was lost. I had no idea what I wanted to do with my life. A series of devastating events happened in my sophomore year and I needed a break so I went to Europe for three months, by myself. I spent 3 months on my own, traveling all over Europe at 21 years old and I thought I would never return home. In that time, I fell in love with architecture and art, and it changed my perspective. I came back feeling very small and unfulfilled but I found the strength to graduate from college and move forward. I graduated and took some awful jobs, selling copy machines, yellow pages, printing, I lived a deplorable existence and I was miserable. My stepfather once said, “You could never work for anybody.” He was so right; it had become very apparent by then. Looking back, it was those very corporate companies that honed my sales, marketing, and entrepreneurial skills. If I was going to do something, I had to be the best, I thrived on accomplishment and success became what I lived for. Eventually, I quit all those jobs and did my own thing. I started a coupon magazine, branding & marketing company, worked as an analyst, just a bunch of random things. I hated all of them but I did do one thing, I bought my first home.
I bought my first house at 24, a 1913 Craftsman bungalow and I lived for that house. Things were starting to make sense now. This was my passion. I was consumed with this home, restoring it, renovating, watching it transform. I had not yet made a career of it but at least the passion and spark was back. A couple of kids later, a divorce and a new marriage took me away from California as my new husband was in the Air Force. By then, I had been buying homes and flipping them and building wealth until a bad business deal and the market crash took it all. With love on my side I was in a new role, a military spouse.
I was good at this. I had to recreate myself constantly. There is no constant in the military. You move every 3 years, your spouse is deployed every 18 months but life has to go on and developing structure and routine was a challenge, not to mention the solitude and isolation is overwhelming at times. It was difficult being in another state, away from family and friends, raising three kids and being an entrepreneur but it was also very vital to my future success. Fast forward ten years of being an Air Force wife and another baby, Art School, a successful Interior Design career, A big Advertising job, a life in Hawaii, I was back at feeling lost and unfulfilled. So what’s an entrepreneur to do who is now stuck in Little Rock, Ar, “Open a bakery!” Yes, the best lemon cake you have ever had. I ran it out of my home, developed the branding, packaging, the entire business from grass roots marketing. Oddly enough it started from my real estate agent. I gave her a cake as a token of gratitude and she said, “You need to sell these!” So I did!
I became the Lemon Lady and my cakes were hugely successful. I was awarded one of the top 10 woman entrepreneur in Little Rock, I had Saturday morning news spots, I was shipping nationally and I became quite well known in Little Rock. I had already been published for my design work and I had been writing design articles so often I was called the designing lemon lady. Then one day, as I was meeting investors to open up a brick and mortar, and right there, I just said, “I’m done, I want to go home.” I think it was a case of, “You can take the girl out of California but you can not take the California out of the girl.”
I hated being land locked and even with my success, I was miserable again. My husband had retired from the Air Force, I had made my mark, and I just quit. I quit designing homes, baking cakes, and went home to California. Sold my home over night, packed up and came home with not much, not even a place to live. It took some adjusting and doing but I knew it was time, it was time to do some thing else and I knew exactly what it was, real estate. So that’s what I did. It took about a year to study and get my license and find my spot but when I met my, now boss, Paul Benec all the pieces of the puzzle fit together. You see, we had a common friend, a friend who 25 years earlier told me I should become an agent when we were selling yellow pages together, I wasn’t ready and my path was different but here I was, a full circle complete. I believe in energy and fait and that we create our own destiny and mine was now very clear. I embarked on becoming an agent with 5 words in my head at all times, “Failure is not an option.”
It is the dream job, the career, the passion, the mindset, the years of entrepreneurship, the selling of crappy things for corporate companies, the design back ground, the construction background, the marketing and branding and advertising experience, its 25 years of random careers, the reinventing periods, the trust and reliance on myself that are not only the foundation of my existence in real estate, but the developers of the confidence you need to succeed. There is not a day that goes by where one of these things doesn’t come in to play. Every day I am grateful for the foundation I built. I was a natural people person, psychologist, marketing guru, visual expert, sales person and most importantly, I believed in the product, home ownership. You can not sell what you don’t believe in and if you can not add some personality to the mix and sprinkle it with a lot of knowledge, you really can not be successful. IT is work, it is not easy. Passion is what you need. I tell my kids, do what you love and you will be the best at it. I found a way to use my creative side and business side and pour it all in a blender and serve up a wonderful career. I am a chameleon and I wear many hats, in fact, I change my hair color often to express myself. I am me no matter what. I don’t compromise on that ever. I think my clients recognize that in me and I absolutely have the best job in the world, even if it took me 25 years to get there. I am lucky, my husband is my best friend and he has always supported my endeavors.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Smooth? Nothing worth doing is rarely ever smooth. If you do not fail, you do not learn. Starting with nothing and trying to make something is a challenge. Running a house hold, being a mom, a wife, a daughter, an agent is a full plate. Time management took some doing, finding balance and staying positive and oh yeah the Pandemic, that was fun. The word struggle is loaded, all agents struggle but I started this career with this simple mantra. Failure is not an option. My background in life has prepared me infinitely for this career. One thing that is often a challenge for agents is confidence.
Fortunately, I have always felt confident in my abilities and the more I work the stronger I grow. People want to work with people who exude confidence, it gives them strength and assurance. Confidence is not something you can buy, you have to build it and when you do, you earn trust. A foundation of trust is essentially a real estate – client relationship, period end of story! I have a tattoo on my arm to remind me that any obstacle can be over come. I over came a lot of personal/health issues to get where I am at, I have a tattoo, Strong, Powerful, Fearless that I look at to remind me. I commissioned Loui Jover to create an art piece of my husband and I entwined hands to remind me of how we are a team, together, and you can see part of the tattoo. I have no doubt that mindset is everything and we are all capable of overcoming anything,
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
A real estate agent is an independent contractor. Being a good agent is a full time job. The claims that it is easy and we make too much money for what we do is completely false. I work non stop, you have to if you want to be successful. There is no room for part timers. The vast knowledge needed to provide excellent service ranges from finances, to construction, to demographics, to real estate law, to marketing, sales, codes, values, community, psychology, sociology and more. I pride myself on my positive attitude and tenacity and integrity. Honesty and transparency are crucial and even in my insta it says, Real Estate with personality. Yes, personality!! An absolute must. You must find humor and laughter with your clients. It needs and should be a warm and pleasant experience. There are agents who are not as out going or cheeky as me, and that is fine for them, but I combine knowledge and extreme worth ethic with a slice of fun.
Buying a home is the most expensive purchase one will ever make, it is stressful and at times convoluted, there are many moving parts and people in a transaction, it doesn’t have to be uncomfortable. Good agents provide support and no when to back away and when to push ahead. You must really understand your client and value their needs. I always tell my clients, there are no stupid questions and you can text or call me no matter what time it is.
Communication is of the utmost importance. Selling a home is equally as stressful and feels quite invasive, it’s very emotional for people. One must provide strength, compassion and be uncompromising in values and ethics as well as on their a game to get the best buyer and value. I am not a machine, I am a human being working with human beings and skills matter and so does your impression. This is not about a price and register, it is 100% about relationship and there is nothing more important than building solid relationships first. A house needs a foundation to build upon, and a relationship with your clients is that foundation.
I have been successful but in the real estate world, I have only touched the tip of the iceberg. I want to be known every where as the agent who provides solid transactions and builds lasting relationships. Rinse and repeat, not the one off, “oh look I got a sale.” Sales are great but relationships and a client base is better. Relationship, review, referral, repeat, that is a successful agent. I always ask for reviews, they matter and I intend to keep my 5 star rating. Future plans? Grow, grow, grow! The only way is onward and upward, I don’t look back, I stay in the day and plan for tomorrow. I would like to get to a place where I run my business like a clock and be able to plan more time to travel and explore. I did just start a tick tock channel, The real deal in California @endiav. It is 1 min real estate info from a cheeky, hardworking California girl.
Hiking is my ultimate happy place and one day I hope to be able have a small support team so I can do more of it. I am not interested in a big team or tv show. I work with each client myself but some support staff would really elevate me to achieve my personal goals. My why? My family. I work this hard to be able to give to my family and realistically I have always measured myself by the level of my career success. When mom is happy, every one is happy. One day I hope to be a huge matron of support for military spouses and rescue horses. My husband is retired Air Force and I know the sacrifice spouses and military members make. It’s like nothing you can imagine until you’ve been there. I would like to empower more spouses to go after their own identities and dreams. I grew up riding and I see myself having a few rescue horses some day, if not, I see myself supporting equine rescue. Until then, it’s the Napoleon Hill quote for me, “plan your work and work your plan.”
- Email: firstname.lastname@example.org
- Website: https://www.endiaveermanrealestate.com/
- TikTok: @endiav
Bedroom photo courtesy of Nancy Nolan Photographer At Home In Arkansas, Designer Endia Veerman Artwork, owned and commissioned to Loui Jover, Australia Cake images owned by owner Endia Veerman, The Lemon Cakery Sold photo of First time Home buyer Matt Jones, permission granted