Women Leading in Central Mass: Realtor Cheryl Eidinger-Taylor

Monday, June 24, 2013

Susan Wagner, GoLocalWorcester Contributor

"I work crazy, crazy hours right now and I don't feel bad about that because I really enjoy what I do"--ERA Key Realty Services' Cheryl Eidinger-Taylor.

The tagline for ERA Key Realty Services is “Put Enthusiasm, Experience and Education to Work for You!” and that sums up what Cheryl Eidinger-Taylor brings to the table. She is the first to tell you that she LOVES what she does. She has been listing and selling real estate in the Blackstone Valley, Metro West and Rhode Island for over 22 years. She is the Chief Operating Officer for the 14 branches of ERA Key Realty Services, with their headquarters based in Whitinsville and has served as Regional Vice President, Office Manager and is a real estate salesperson. Eidinger-Taylor is a driving force in the success of the company helping ERA Key Realty Services to become one of the 10 largest real estate firms in Massachusetts with 14 offices and nearly a half billion dollars in annual sales. The firm is in the top 10 franchises in the international ERA system and last year earned the Momentum award as the fastest growing franchise.

SW: What do you think of the current real estate market in Central Massachusetts? Are you seeing positive signs such as higher home prices or less time on the market?

CT: I think that “Opportunity” would best describe the current real estate market in Central Massachusetts. We are seeing some very positive signs, such as increased buyer traffic and multiple offers, and this is creating some appreciation of home pricing in certain towns and in certain price ranges. It has been interesting to see market values creep up to meet some of the slightly over-priced housing inventory and those homes that have been on the market for a while have now gone under agreement.

This market is a great “Opportunity” for sellers and buyers alike, as we are still enjoying terrific mortgage rates and it is still extremely affordable to buy a home in Central Mass. In addition, sellers are able to get a little more than what they were able to get before.

SW: At a time where real estate has been in the doldrums, ERA Key Realty Services continues to gain momentum as evidenced by your win of the Momentum Award. What do you attribute your company’s success to?

CT: Tenacity and maintaining the faith that the market would recover – although, truth be told, with so many years of tough market conditions, sometimes leadership became a little worried that we couldn’t continue to say, “It’s starting to get better!” and put on our positive faces. We spent several years trying to keep our salespeople positive, keeping them focused and working hard at a time when it was much harder to make a sale or get a listing. We took advantage of any glimmer of positive in the marketplace as it occurred and we tried to increase communication more and more with our salespeople to help them stay positive.

In addition, while we had to make cuts, we made the cuts that would make the least impact on our salespeople and clients. So we cut our part-time staff, we slimmed down the size of our offices and we cut our own salaries.

SW: I am always fascinated about why people choose the career paths that they do. How did you get into real estate from quality control?

CT: Before I worked in quality control, I was a work coordinator and supervisor for the same company’s microelectronic department. I really enjoyed that work and when the company had to make some changes, they outsourced the microelectronic work and I ended up in quality control, which I found to be tedious. Shortly after that, they cut jobs further in the company and moved me to marketing. I REALLY disliked that! And considering what I do now, you would think I would have liked marketing.

I had a period of time after I was moved to marketing where I had to take a short term disability leave for some pregnancy complications. While bed-ridden for months, I began to re-evaluate what I really wanted to do. After the birth of my daughter, I started looking to find a larger home. The agent I was looking at homes with started a conversation about her job and I indicated to her that I had always thought about a career in real estate, so she encouraged me that same day to come and talk to her boss. I did and that day began my journey. I left the meeting ready to get licensed and never looked back.

SW: One thing I am noticing in all of the women that I have interviewed is that success comes from a passion for what they do. Would you say that is the same for you?

CT: Absolutely. I work crazy, crazy hours right now and I don’t feel bad about that because I REALLY enjoy what I do. I get such fulfillment from going to work each day (and night) and I thrive on helping my clients, and our managers, agents and staff. Our kids are grown, so I have the freedom to set my hours and time more, but there are days I work because there is nothing else I would rather be doing. But I also work hard at making sure I do get some down time and, when I can, some fitness in.

SW: What do you feel are the top three reasons that you have been such a success in this field?

CT: I think the passion you mention above is a big part of why I have been successful – people are attracted to that energy that comes from passion about what you do. I also think and hope that most people can sense how much I enjoy serving others. I study hard and continue to learn and grow in all facets of our industry and in leadership, because I want to give the best advice and help I can give to those I serve.

SW: What advice do you have for area residents trying to decide if this is the right market for buying or selling?

CT: I think they should find a REALTOR® that they trust and feel comfortable with to come in and talk to them – one who will truly listen to what the homeowner or potential homeowner thinks they need to do and who understands what they are trying to accomplish. The person they engage should ask questions, really listen and then confirm back to the consumer what they think they heard, so that both parties can make sure they are on the same page. Then the REALTOR should provide some advice and options. It should never feel like the consumer is being “sold.” Timing and decisions should remain in the consumers’ control. Our job is to provide the best possible information and advice for the consumer to make informed and intelligent decisions.

With more than 25 years of leadership experience, Susan Wagner is known for driving events, initiatives, launches, and openings for the healthcare, sporting, and entertainment fields through her company Susan Wagner PR. She consults in the development and execution of a broad range of outreach programs & public relations initiatives that effectively educate, inform, and build relationships with targeted stakeholder groups. In this challenging economy, Wagner also offers affordable start-up packages to new and emerging businesses and organizations.