Nineteen years ago, I walked into the office of Gateway Real Estate with a dream to create a new publication that would reshape Ashland, Oregon. Sitting in that office was DeAnna Sickler.
Five years later, DeAnna came to me with news—she was striking out on her own and wanted my support. I said yes without hesitation.
A few years after that, I pitched an idea to DeAnna and her then-new business partner, Dyan Lane. It was simple: Let’s write community columns that offer leadership, truth, and transparency—but only if they were willing to lead by example. They said yes again.
Twelve years later, I’ve interviewed DeAnna & Dyan every year without fail.
Our conversations rarely begin with real estate. Instead, we talk about friends, family and living in a state of grace under pressure. We talk about the privilege of service, the art of relationships, and the quiet strength of doing something right even when it’s hard.
Each interview together the three of us ask the same question: “What can we say this year that matters more deeply? That help someone think differently? That sets a standard of care?”
It is refreshing to me because even if they didn’t need to speak with me together they still do. Showing up exactly the way they always have to be 100% available and present and that is extraordinary.
At the end of every conversation, I tell them the same thing I have now for years: You two need to write a book. Not just about real estate, but about friendship, leadership, and the kind of legacy that can only come from years of showing up, together, with integrity.
It’s my joy to bring you this year’s conversation—an honest, behind-the-scenes look at what it really takes to be among the best in the business.
DeAnna and Dyan, welcome back and as always thank you for your friendship and support and participation in helping make the LocalsGuide an amazing resource for all!
Thank you for such a kind introduction. It is so nice to hear you have always seen our hearts and to see it from an outside perspective. What a ride this has been!
To begin with DeAnna, what are the biggest shifts you’re seeing in the real estate market right now?
The inventory levels are all over the map and that impacts value in a huge way.
For example, the luxury market is saturated with choices so it’s really important to listen to what the market is telling us (lack of showings or showings and no offers likely means it’s not priced appropriately). We are also seeing a lot of people avoiding the tough conversations; whether it’s brokers with their clients about expectations, what is reasonable and so on. It feels like some people are just hoping if they ignore a tough market, it will magically disappear and that’s just not the case. We are busy as ever but the level of effort to accomplish the same result is exponential by comparison to previous years.
Dyan, there’s a lot of noise in today’s market. What do you wish more clients knew about navigating it?
I think it is so important to remember the motivation and or story behind selling or purchasing a home. There isn’t a ‘one size fits all’ or one piece of advice that can be applied to all clients. I strongly believe once you slow down and lessen the noise from external sources, such as the media, it is easier to determine which path you should take when it comes to real estate decisions. The true value lies in having your story and goals heard and then creating a plan to achieve them! A good broker will spend time coming alongside you and helping you find the right path not only for today’s season but for the future as well.
DeAnna, you’ve mentioned before, “We can control the marketing, but we can’t control the market.” Can you unpack that for us?
I heard this bit of wisdom from a colleague recently and he really hit the nail on the head. The numbers don’t lie so it is important to stay abreast of what is happening and make sure you are responding and not reacting. We can, and absolutely do, pull out all the stops when it comes to exposure for our properties but ultimately, if the market doesn’t support it, you will not get the buyer to step up to the plate. Buyers have access to so much data. Very few are making impulse purchases so it’s important that your listing price represents an appropriate value. If it doesn’t, and you wait too long too long to reposition it, you could be left accumulating days on the market and competing with even more properties that you were in the beginning. It is important to remember that buyers are looking at most of the current inventory that meets their needs before deciding to write an offer, so a property really needs to represent a fair value.
Dyan, what happens when sellers meet you with resistance? How do you navigate that tension gracefully?
This can be difficult to navigate. Hopefully, rapport has been built and trust has been established. Often time resistance is a product of not ‘liking the information’ or a client not feeling like they have control in the situation.
We try to remind clients there are always a few different paths we can go down, including pulling the house off the market. Sometimes, it is as simple as spending some extra time with the client to understand where the resistance is coming from. Other times we have to take a step back and fully support the clients position and do our darndest to make it happen. If we still aren’t able to achieve their desired end result, we often re-visit the conversation again in a few weeks.
DeAnna, any thoughts?
It certainly helps that we have a team to approach it. Some of our sellers resonate with one of us more than the other. Also, when one is responding to pushback, the other can read the room, so to speak, and offer clarity if the information isn’t being received as intended. As Dyan mentioned it’s key to get to the root of the resistance so we can be of service for that specific client and communicate to them in a way they are able to receive the information.
Dyan, you recently had an insight that it’s actually the sellers—not the buyers—under the most stress. Say more?
In our experience typically a buyer is starting a ‘new chapter’ and it can be surrounded with joy and excitement. Often, for sellers in today’s market they are selling because they either really want to or many times have to. Sellers are saying goodbye to a season and a property they have poured a lot of love into. Sellers are also in a more reactive environment than buyers. They can’t control when they are going to get an offer or how the market will respond to their property. This can be a very emotional process, and sellers can feel like the buyers have all the power. Sometimes, if we can provide the sellers with this perspective, they have a bit more grace with themselves and the process.
DeAnna, I know this question might shake some foundations but what the heck. Part of your job is asking the hard questions and telling the hard truths… So let’s talk about the myth of the open house. It’s not what people think, right?
Well…. since you asked…. rarely is the subject property where the open house is occurring the one that is sold as a result of the open house. And by rarely, I mean…like never in my personal experience over 25 years and 7 months in the industry. Now, don’t get me wrong, they are beneficial and probably now more than ever. I have met hundreds of people through hosting open houses, though be it many times the same people weekend after weekend who are visiting every open house for remodel inspiration. It’s a great opportunity to build rapport, articulate your value and show that you really know your stuff but back in the day, it was really rare that a serious and qualified buyer was relying on open houses for seeing homes. Those who were most serious were typically aligning with a broker, letting that broker really hone in on what they were looking for, seeking out inventory that wasn’t necessarily even on the market and then going out and seeing everything in one fell swoop.
Having said that, the real estate landscape has changed quite a bit and more so recently. Without a Buyer Representation Agreement, buyers can’t see homes…. unless they are unrepresented and view them with the listing broker, who is showing them the home on behalf of the seller. So now, more than ever, is a fabulous opportunity for brokers to build their business by hosting open houses. I think it’s important to be upfront with a seller on this reality, not to mention outline for them the potential pitfalls that may come with an open house. For example, it’s difficult to vet every person that comes through the door so if the house is occupied, you will want to be mindful that you may not be able to keep track of all the visitors at once. They are also seeing your personal belongings, entry points in the home, your family pictures, etc. If you have medication, jewelry or other valuables, you definitely want to keep them secure because while your broker will do their best to accompany all visitors around the home, if it’s more than one level or more than one person comes through, it’s close to impossible.
Dyan, you often talk about the first four weeks being the key window to sell. Why is that so critical?
Current statistics in our local real estate market continually show that the highest percentage of sales are happening within the first four weeks of the property hitting the multiple listing service. That percentage is different based on the location and the pricing of the property, but the one common denominator is that the statistics show regardless of location or price, the probability of selling is highest if we can get an offer within the first month.
This is why it is so important to listen to how the market responds to the property and make pricing adjustments sooner vs. later. Generally, if a property doesn’t have an offer within the first 2-3 weeks, or after 3-5 quality showings (whichever comes first), you should make a price adjustment.
I’ve heard this too many times… I met my Realtor in my kids’ play group… Ouch.. Right? What’s the cost of hiring someone who’s “nice,” but not skilled?
DeAnna: Well… you are investing an incredible amount of money, whether purchasing or selling, so you want to be sure you have hired the best. Don’t you agree? It’s hard to truly express how invaluable relationships are in our industry. Being certain you have aligned with someone who is held in high regard among their peers can make or break your deal… literally. In our small community, where collaboration is instrumental in a successful transaction, you want to know the one you are working with has a proven track record for success, is well connected among their peers but also service providers and that just comes with experience and putting in the time. While we can appreciate someone’s desire to support a newly licensed friend, it just may not be in their best interest to have representation from someone who has yet to earn their stripes.
Dyan, what kind of clients do you work best with and why?
What a great question. Maybe a funny response, but a simple response would be ALL clients! I have enjoyed working with clients from all different types of backgrounds, personalities, personal beliefs, economic status and real estate experience. When I think of the clients that I have enjoyed working with the most, it is those who have allowed me to be a part of their lives and have been transparent about where they were at, not only in their real estate needs but also in their plans for the future. It is the clients that trust me enough to share their story of losing a spouse, a cancer diagnosis, a pregnancy, a divorce, and/or as simple as stating I just need a change and want to move. I have always honored and felt such great blessings to be able to hold space with clients. My goal is for the client to know how much they mean to me personally and that I want to guide them in their best interest. Sometimes that guidance is easy, other times it takes a great deal of effort. Sometimes the advice isn’t what they were hoping to hear but they know my heart wants to help them.
DeAnna, what do you still love about your work after all these years?
I have really grown to love the variety of brokers in this industry. It’s a very rewarding profession that has attracted a wide array of brokers.
Having been around for some time, I often will be contacted for advice on building a successful business, forming (or dissolving) a partnership, tips/tricks of the trade or simply negotiations strategy. I have enjoyed being able to mentor brokers within John L. Scott and even a few outside of our brokerage. It’s very rewarding to me and quite an honor to be leaned upon. I have always been an open book about what has worked (and not worked) for me, along the way so it’s my way of giving back to the industry.
And… part two.. What particular moment in working with Dyan this past year made you most proud to have her as your partner?
Dyan has really settled into her skin over this last year. She carries both light and shadow – rooted, real and unapologetically herself. Not everything about her journey has been easy, but she has grown into herself with grace and grit. She and I have always had a passion for work-life balance: being the best moms and wives, while also kicking some butt in real estate. When I decided to expand my team and bring Dyan aboard over 16 years ago, I always had the goal of growing it with her to some day pass the baton. As I near my 50th birthday and my mind and body are telling me it’s time for a bit more rest, I have tried to adjust my “work work work” mindset so I may still make a valuable contribution to our business and our industry, but without running myself into the ground. I am finding tremendous joy continuing to be a mentor and coach on a broader scale, and Dyan has supported me without hesitation. Let’s be honest, she has been preparing for this role as team lead her whole real estate career and to see her embracing it with dignity and grace is heartwarming. It hasn’t been without sacrifice so I won’t make it sound like it was all rainbows and unicorns, but she has risen to the occasion and I am not only grateful for that, I am incredibly proud of her.
I’ve talked about ‘real-world mastery’ and ‘repeatable results with you two.’ What does that look like in your practice?
Dyan: We like to say we have created a well-oiled machine over the past 25+ years. Our system was developed out of countless hours and transactions. I wish we could tell you it was created through pure success, but that isn’t the case. It came as the result of trial and error. We continually are trying to better ourselves and our business through the process. We have learned to adapt through some pretty darn hard market conditions. I joined DeAnna in 2009, when a ton of brokers were doing short sales on their homes and deciding to get out of the industry. I like to say I cut my real estate teeth in one of the worst times. But it taught me how to work and it provided a lot of extra time for DeAnna to teach me the right way to do things. I am forever grateful for those early years.
DeAnna when it comes to creating “legacy.” What are you building—not just for your team, but for your families and community?
I believe real estate has the power to transform lives – not just financially but through the experience itself. When done with integrity and heart, this work shows people what is possible. I’ve always wanted my team, my fellow Realtors and my family, especially my two boys, to see firsthand how hard work, consistency and compassion can create freedom – freedom to support dreams, build wealth and live a life of meaning and balance. I want every broker I have ever poured into to feel supported, celebrated and equipped to make a difference not just in business but in the lives they touch. My team is already experiencing that which will empower them to pay that forward among their own families and peers. In my opinion, legacy isn’t about ego, it’s about impact. It’s about proving that success doesn’t have to come at the expense of values. We can lead with kindness, serve with excellence and still have extraordinary futures and have a ripple effect of hope, opportunity and purpose.
Dyan, what are your goals for this year, and what do they require of you?
Goal setting in my 40’s? Yikes. Way to put on the pressure. I think one of my top business goals is to really try and attract clients that are in a place that want someone to be of service, to have fun in the process and also a lifelong real estate partner.
I love the long-standing client relationships our team has built over the years and I want to continue.
I think for this goal to be achieved we have to make it a priority to have the opportunity to spend time with people, which means longer appointment times. As for personal goals, I absolutely hate the saying “finding balance,” because I don’t think balance exists between personal and work life. I think what we should strive to achieve is finding moments in both ‘worlds’ that bring us joy and time to reset. I am learning to say “no” when something or a certain path doesn’t align with me or the team goals. That is a very scary place for me to be, because I have always wanted to be able to help everyone that called in. In this season of life that just isn’t always possible and I am learning to say that is “OKAY.”
And Part Two… Tell us a brief story in which you witnessed DeAnna step into her full power this past year and made you extremely proud to be her business partner and best friend.
I have to say you are asking all the good questions this time. As you probably know I look up to DeAnna in just about every aspect of life. I often watch her and how she not only handles difficult situations at work but in her home life as well. It has been one of my biggest honors being able to have a front seat to different facets of her life and time and time again… what you see is what you get. There isn’t a work DeAnna and then a different DeAnna that arrives at home. This past year she continues to inspire me to try and slow down a bit and to ask myself “when is enough enough?” We are both wired to work and to achieve. These things come naturally to us. But what is more difficult for us to give ourselves permission to do, is to be honest with our capacity and with our season of life (which changes constantly). Dee recently had to have a very difficult conversation with someone who leaned heavily on what skills and commitments she brought to the table. To watch her navigate an area of life that doesn’t necessarily come easy to her, that she has to work hard to find the right skill set to use, was incredible to watch. It has been an inspiration to see her realize her truth worth isn’t in what she DOES but it is who she is. As a working woman, I think we often feel like we are only what we can provide someone, and there is no opportunity to just be ‘US’ without an agenda. I am watching DeAnna realize she is enough just as she is and I can’t wait to follow along right behind her and join her on that same journey.
Learn More:
DeAnna and Dyan Real Estate Team
541.414.4663
DandD.JohnLScott.com
