MEMBER SPOTLIGHT TEZETA “TEZ” RORO KELLER WILLIAMS SUBURBAN REALTY 123 Mt Pleasant Ave, Livingston, NJ, 07039 973.809.5475, connect@tezroro.com / www.tezroro.com
What differentiates you from others in your industry? I lean into my authenticity to serve my clients well. More specifically, I lean into my professionalism, parenthood and community leadership. I have an MBA and have had a 12 year corporate career before entering the real estate business. Therefore I run my business like a business and have high standards for myself and the clients I work with. My practice is based on education and I conduct a consultation with each client before deciding to work together. It is a great way to get to know each other, our approach to business and communication style. I find that leaning into my parenthood and sandwich generation journey allows me to serve my clients at a much higher level and care for their need above and beyond real estate since I intimately understand the challenges and needs of that demographic. I also love and appreciate that I have a whole different culture to draw from being born and raised in Ethiopia. It allows me to have an open and curious mind for different walks of lives and the role cultural values play in business and decision making. In fact this is part of my intake and onboarding experience. Best Advice you have received? Did you follow it or realize it in hindsight? Focus on the client’s needs and not the commission. The business will follow. It is true. Consumers can feel “commission breath”. Working for the commission *may* get that commission but no referral business. Strong representation of clients is more a more value aligned way of conducting business. What I did learn, and many attorneys feel the same, is that clients will make decisions differently than I would. As long as I have given them all the tools and facts, they get to and have to own their decisions despite it being one I would make differently.
Years in this business: 10
How did you get into this business? It was a result of my own home buying experience and the desire to built a different model of life at that time that would allow me to be a more active and
present parent and community builder.
What products and services does your company provide? Real estate marketing, sales, relocation, market analysis, staging consult, seller and buyer representation, landlord and tenant representation and more What is the story behind your business? We purchased our first home June of 2014. I immediately knew there was an opportunity to built a business based on high quality representation, education and one that led to informed and confident decision making. I enjoy being a guide to simplify complex processes and help my clients take an active role in their decision-making process. Most challenging problem and how did you solve it? I had a client with a budget of $1.8M looking for a new construction home during covid. This is when lumber was skyrocketing and labor was short. Some builders literally stopped accepting offers in fear that they weren’t certain where cost of building would go and if it made business sense to them. I had to look for creative ways of finding inventory other than what was in the open market and that is when I came across the Builders Association and decided to join Metro. My persistence to leave no stone unturned helped me find a lot that only had the foundation built and structure an offer for my clients. It was a tough deal as there was some personality and ethics challenges in that particular situation. In the end, I was able to bring out the sleeping giant in me and negotiate tooth and nail for my clients and win them the home. This is a great time to mention that humble professionals CAN be shark negotiators when need be. Funniest or most surprising situation/customer interaction? When doing a final walkthrough representing a buyer client, we heard chirping sounds. We all thought it was one of the smoke detectors that may be out of battery or needing replacement until we opened the primary bedroom’s closet where we saw baby birds at the bottom and more sound coming from the attic!
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