In today’s interview, I had the pleasure of speaking with local realtors DeAnna Sickler and Dyan Lane from John L. Scott Real Estate. While we touched on real estate, our conversation delved deeply into the art of building meaningful relationships within the community and with their clients. After working together for over sixteen years, DeAnna and Dyan shared insights into the care and dedication that drive their work—a refreshing perspective on the human side of real estate.
This year, DeAnna and Dyan achieved impressive sales, closing over [insert sales figure] and representing more than [insert number of clients] buyers and sellers across the Rogue Valley. With that level of experience, they can genuinely say they’ve seen it all. In this interview, they reveal a side of themselves rarely seen, sharing reflections on their journey and a review of the year’s real estate stats and trends in the Rogue Valley.
Hi DeAnna and Dyan, thank you so much for taking the time to speak with us today. How are you both doing?
De: We are doing really well! Business has been great; our children are healthy and our husbands still like us… What more could we ask for? All teasing aside, this year has been one for the books, but we not only survived, but we also thrived and we are grateful for that.
Dyan: We are doing great. It’s been a wild ride of a year, but I feel like we say that every year! I think we are both learning to find joy in every season and that every year, not only brings its own blessings, but also brings its own worries. Time and time again we land on our feet, and today we are really thankful for that.
This past month marked the 216th issue of LocalsGuide—18 years of publishing without missing a single month. You’ve been a part of every issue with your columns, interviews, and invaluable real estate stats and insights. Thank you for your dedication!
De: This is so hard to believe. What an incredible accomplishment for you and it’s kind of crazy to think we have been with you every step of the way. It really is an honor to have partnered with you and it seems like just yesterday when you approached us with this out-of-the-box idea and here you are, still crushing it after all these years.
Thank you for saying that and I really appreciate the leadership you both have shown in helping LocalsGuide truly become a unique voice in our community. So, how has this past year been for you with real estate here in Southern Oregon?
Dyan: As most of the homeowners and buyers are aware, 2024 brought forth quite a few changes to how the real estate world functions. The biggest change was the requirement for a Broker Representation Agreement between buyers and their agent. For those who are not familiar with that term, it is basically the requirement that buyers sign an agreement with their broker on what type of professional relationship they are entering into, how they are going to be paid and what amount. In more general terms, this is basically a similar contract that sellers and listing agents enter into when selling a property. For us, we have appreciated the transparency of what this agreement brings to our profession. And, since we have never shied away from hard conversations, it probably comes a little easier to us.
DeAnna, this year marks your 25th year in business, and then 16 years of working together with Dyan. How have you both evolved over the years—not just as professionals but as individuals—through your work?
De: I was a few weeks shy of my 24th birthday when I took the leap and decided to go into real estate and while it seems impossible that I just celebrated 25 years, I really feel like this industry and all the unique opportunities it has brought into my life have really shaped who I am today. When Dyan and I joined forces 16 years ago, we were two overzealous besties, looking to do life together both personally and professionally.
Dyan had watched me grind for nearly ten years and used to get on my case about having to schedule appointments just to get some time with me. Feeling the pull of needing to create a better work-life balance (her daughter wasn’t even two years old at the time), she took the leap of faith, leaving a decorated career in law enforcement to do so. There was no looking back. Being by each other’s side day in and day out meant we had accountability. We could sharpen one another, lean on each other and in some cases call each other out on our BS whenever necessary.
Sixteen years of working together is a significant achievement. What do you think has been the foundation of your enduring partnership?
De: We have a tremendous love for each other, one another’s spouse and children and really do find immense joy in seeing the success created from hard work and tenacity. We are passionate about advocating for each other particularly when one of us has lost our focus or our voice. Having someone in your corner who really does want what is best for you, even if it doesn’t serve their agenda, is a rare and valuable find. It’s also worth mentioning that we don’t just work together, we also play together and pray together.
Dyan: Determination, the stubbornness of refusing to fail, respect and love. I specifically recall when I chose to end one career and take DeAnna up on her ‘recruitment’ to join the real estate world, how many people doubted us. There were countless phone calls and conversations of people thinking I was nuts to quit an amazing career that not only paid very well but offered full benefits and chose to go into sales. For me, although the decision came with a huge risk, I saw the huge rewards as well. I am not a risk taker naturally, but this risk came easier to me, because I trusted DeAnna. I saw how she had succeeded over the previous nine years. I knew she would coach me, guide me and if I would just follow her lead, I would be just fine.
Transparency, honesty, and integrity are values that are often challenged in business. How have you stayed true to these principles, even when it might have been easier to compromise?
De: Doing business with people who align with your core beliefs are key. We are the company we keep, so by surrounding ourselves with others who are transparent, honest and ethical, there is unwavering accountability in those areas. We can’t say it’s always rainbows and unicorns but we can assure you that you’ll never have to question our motives because our intentions are pure. When you make a commitment to be of service, regardless if it benefits you, you can’t really get off track. We have some wonderful opportunities as business owners, particularly when it comes to helping people with one of their largest financial investments of their life. If they are willing to be transparent with their motivations and goals, we can guide them accordingly and they can count on knowing whether or not they are on track to reach those goals. If we don’t think they are making a sound decision or we don’t think it will help them achieve the preferred result, we will be the first to talk them out of the purchase or sale.
In the end we will always support their decision but we pride ourselves on being a sounding board to our clients.
Dyan, can you share more about your approach to building genuine rapport and connecting with clients on a deeper level?
This is my heart song. I adore learning the “why” behind people’s stories. We don’t always get or deserve the full why, but in my experience by diving into clients’ past and their future goals, in the end we have a better understanding on how to serve them. My dad often says and continues to tell me today, “Dyan, it isn’t the questions you are asking, it is often the questions you don’t ask.” As I entered into a working adult, I learned this piece of advice really applies to the professionals in our lives. When I meet with my physician, assuming my health is on track, I need them to ask me questions I won’t think of bringing to the table, so they can help guide me in changes I may need to make as I age. I truly believe that is the same in my career. I want to know what our clients’ lives are going to look like in a few months and a few years. Sometimes, this protectory of time can help us realize they shouldn’t sell, or they should actually rent their property. Other times is having helped a client realize they need to purchase a different product, because they are going to outgrow the house they had their eyes on. Other times, it has been about allowing a client to realize that while one chapter is closing, there is another one right around the corner.
DeAnna, how does your “why” drive you, and how do you ensure it stays at the forefront of your work?
My “why” is deeply rooted in a commitment to making a lasting impact on the lives of those I help. Some of those are clients and some are my fellow Realtors. It’s not just about the transaction of buying or selling homes; it’s about the experience, helping someone realize a goal and impacting their life. My work reflects my belief in the power of community.
My servant’s heart drives me to go beyond transactions, offering care, guidance, and support at every stage of the journey. I find fulfillment in empowering families, strengthening neighborhoods, and contributing to a legacy of trust and integrity in my profession. For me, real estate is a calling—a way to honor my values by serving with humility, compassion, and dedication. Each closing represents not just a business success but a life I’ve touched and a story I’ve helped enrich. I take tremendous pride in knowing I am a resource to others within our industry and I’m honored when asked to impart my knowledge. I realize we are all technically in business for ourselves, but I’ve never seen it that way, and love to watch those around me succeed beyond their expectations.
In an industry where it’s easy to prioritize sales over people, how do you ensure that each client feels valued beyond the transaction?
Dyan: When I just started with DeAnna just over 16 years ago, she once told me, “Clients can feel if you need the sale.” I was too new and green to really follow what she meant. Over the next year, I got to witness firsthand, from other brokers, what she was telling me to avoid. Clients want to know their needs and goals are being considered more than the size of a commission. This has always been our primary goal; for our clients to feel supported far beyond a sale.
DeAnna and Dyan, you’ve mentioned the importance of saying “no” when necessary. How do you decide when a client or opportunity isn’t aligned with your values?
Dyan: Gosh, this is a lesson I sure haven’t mastered yet. I am going to defer to Dee on this one!
De: It sounds cliche but we literally go with our guts. If either of us does not have a good feeling then we say “No.” It’s usually born from a comment or a disposition, occasionally from a damage control perspective if we think the client is not going to align with us ethically. Fortunately, we have firsthand experience with just about every broker in our valley so if we aren’t able to provide the level of service the client wants (or deserves, for that matter), we can line them up with someone who is a better fit.
Many people dilute their values to please others. How do you maintain your integrity, especially when it’s challenging or may cost you a sale?
Dyan: Simply put, we answer to a higher power. Our flesh’s integrity can waver, we can get beaten down and begin to justify why we “deserve something.” I choose to love fully and sometimes without boundaries, which sometimes I have to admit has come back to bite me. I value how others see me and the way we run our business. I not only want to represent our clients in the best, most professional light but I also want to be an inspiration to those in the industry, my family, and my friends. As I do my “work” which happens to be selling homes, I want to do it with kindness and love. Plus, I am such a daddy’s girl still and I still want to make him proud of me.
DeAnna, how has your approach to real estate evolved as you’ve grown as women and business leaders?
De: We have learned to work smarter, value our work/life balance and really settle into the value we bring to our clients. When we were new brokers, we often agreed to work with anyone with the mindset of “what else do we have to do?” As we have mastered our craft over the years and really embraced the level of service we provide to our clients, we are mindful of who we bring into our space, knowing they will inevitably impact our energy levels, mindset and disposition. If someone is going to suck the life out of us, not let us be of service to them but rather dictate to us how things are going to be, we aren’t their people. You’ve heard us say it before… a trained monkey can unlock a door.
There is so much more to a real estate transaction, whether you are a buyer or seller and if you are a client of ours, we will pour our hearts and souls into assisting you and that is not always the case with every broker. Collectively, our team has over 45 years of real estate experience and that is valuable.
Can you share some memorable moments from this past year that had you laughing, crying, celebrating or all of the above?
De: Let’s see… I am glad to report nobody mistook me for Dyan’s mother this year. That’s a win. We said goodbye to some really amazing clients – fortunately to relocation and not death but it always impacts us when our community loses someone great. We are celebrating another record year and anticipate achieving the company’s Top 1% for the 14th consecutive year but there are still a few weeks left so you’ll have to wait until the next issue to see for sure.
Dyan: 2024 was a year full of amazing clients. Seriously, like the cream of the crop. You know the ones that you are actually sad that you won’t hear from every day/week. One specific example that comes to mind is a listing appointment we went on earlier this year. We knew the clients were interviewing several other brokers and teams. After a two-hour listing appointment, we each got into our separate cars and started towards our next appointment. Shortly later we received a text from Mr. Seller asking for a phone call. We each thought to ourselves what else could we have forgotten to go over? The seller was asking for a phone call to let us know they were hiring us on the spot and it didn’t matter what value we came up with. The cherry on top? We procured the buyer of the transaction as well. The entire story really is something for the books. Each couple made such an impact on our lives. As we moved through the escrow, I continually told the sellers and the buyers, I couldn’t wait for them all to meet. And when we closed and they did meet, it was exactly how I imagined it would go. A perfect transfer of ownership.
Now for the fun part. Dyan and DeAnna… tell us something amazing you witnessed this team do this past year?
Dyan: Honestly, quite a few come to mind, but the one I will choose to highlight has to be how the team continually puts the individual team members ahead of the “team.” Time and time again individuals have had to step up to cover for each other, whether it was a last minute government appointment in Portland that could not be rescheduled, a husband running for Sheriff, medical issues or just plain burnout. Our team chooses to support each other during the messy times of life too, not just the joyful easy ones. Our clients rarely, if ever, feel the difference when a member is out of the office, because we all choose to cover each other’s back.
De: I agree wholeheartedly with Dyan on this one. In a “me me me” world, it’s refreshing to see each of us dying to make decisions that are in the best interest of the whole team and not just ourselves. It takes sacrifice and trust, but we rise to the occasion time and time again. I think we have done a wonderful job assembling this team and even when times get crazy, we really do have each other’s backs.
So when it comes to buying and selling homes in Southern Oregon, what remains as your number one tip?
Dyan: Work with a broker. In today’s industry, although it may be less expensive to represent yourself, you are missing a lot of important components and aspects that only a licensed professional can bring to the table. You want someone that you can bounce ideas off of, someone that will sharpen you and ask you the questions you are forgetting to ask yourself and protect you from the many potential pitfalls. When you hire a professional real estate agent with years of experience, you are tapping into a wealth of knowledge. And more than likely that knowledge came out of victories and failures of the years.
DeAnna, how do you see the market continuing to evolve as we move into the new year?
Despite what you may hear on the news, we are actually in a very healthy market right now. There are a few price bands with a larger supply than ideal (as a seller) but overall, things feel very balanced. The interest rates aren’t helping much but I imagine they will start to decline very soon and buyers will quickly have more buying power than the recent past. Lawrence Yun, chief economist of the National Association of REALTORS, just released his projections for 2025 and 2026 and they are quite favorable. He predicts existing home sales to rise 9% in 2025 and another 13% in 2026. He is also anticipating the median home values to increase steadily in the coming two years.
DeAnna Sickler + Dyan Lane
John L. Scott Real Estate
Real Estate Team
(541) 414-4663
DandD@JohnLScott.com
