12D — October 21 - November 17, 2022 — Women in Business — M id A tlantic Real Estate Journal
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Women in Business
Julie Gralla & Joni Sweetwood The Kislak Co. Honors Leading Women In Business
Julie Gralla Vice President
Joni Sweetwood Executive Vice President The Kislak Company Years with company/firm: 26 Years in field: 26 Years in real estate industry: 26 Real estate organizations / affiliations: NJAA
The Kislak Company Years with company/firm: 12 Years in field: 12 Years in real estate industry: 12 Real estate organizations / affiliations: POA, NJAA
Tell us how and when you began your career in the profession you are in: In the fall of 2010, after leaving my job in advertising at one of the top four global advertising agencies, I began to shadow my mother, Joni Sweetwood. While I had essentially grown up at the Kislak Company, where Joni has been a broker for close to 30 years now, it was an eye-opening experience when com- pared with my experience in advertising. True to her profession, she sold me on a career in sales and I went for my real estate exam just a couple months later. The rest, as they say, is history. What is your current position? Vice President Why did you choose the field/profession you are in today? Prior to real estate I worked in advertising where I was confined to an office, working sometimes until 3am virtually alone—and for very little pay. Anyone who knows me knows that I am very much a people person so when I left ad- vertising for a career at Kislak, I found I loved the opportunity I was given to work with a variety of interesting individuals outside of a strict office setting. I also love that my potential is limitless. What was your most notable project, deal or transaction in 2022? In addition to my development deals, of my existing multifamily transactions I had several that were especially poignant for me this year. With an exclusive listing, I sold for the second time a multifamily property that I had sold in my earlier years in the business. The first time I sold the property, the seller had sadly passed away during the course of the transaction. In addition to the pro- found loss, I had to take over management of the property in order to secure city certificates to close; this was something that was both a first and a last for me. As a result of both factors, this property held a special place in both my heart and memory so it was satisfying to work with the amazing buyer turned seller in selling the property for a second time. This was one of two deals this year where I represented a buyer turned seller with an exclusive listing. Ad- ditionally, I sold a 45-unit building in Irvington, NJ where my clients trusted me with an exclusive on their property after Covid had broken apart our first deal—like many others at the time--back in 2020. It was especially satisfying to get it closed, and for a higher sales price, on the second try. How do you manage the work/life balance? I really try to manage a good work/life balance but admittedly, as deals are becoming more time consuming these days in the current environment, I find it can sometimes be a struggle! I just remind myself that it all comes in waves and I really try to make the most of my weekends with my family because at the end of the day, it’s all for them! Who or what has been the strongest influence on your career? Rob Holland, the president of Kislak, is always an incredible role model—I strive to emulate his incessant optimism. However, always, my mother’s persis- tence in this career is what keeps me working harder year after year. There’s a reason she is consistently one of Kislak’s highest producers! What impact has social media / networking had on your business? Networking is everything in this industry. However, I find it’s best done in- person while social media is a better resource for staying current on the most recent real estate news. I do use publications and the internet to sometimes advertise listings, guaranteeing extended exposure, but I find that I have the most success with my personal career relationships. What were some of your early goals and did anything happen in you career /profession to enhance or change them? To make more than I had in advertising. I far surpassed that year one and now I find I am competing against myself to continue reaching new goals. What unique qualities and or personality do you feel makes you most successful in your profession? I love being around people and genuinely care about those I work with. I think my clients can sense that about me and know I only wish for their continued
Tell us how and when you began your career in the profession you are in: I fell into commercial real estate brokerage. I had been handling REO (real estate owned) for Midlantic Bank (now PNC) when I was approached by the then President of Kislak. At first I didn’t like the business. However, over time it became an excellent choice for me. What is your current position? Executive vice president Why did you choose the field/profession you are in today? I didn’t choose it. I fell into it. However I enjoy it so much it became my hobby- something I love to do. What was your greatest professional accomplishment in 2022? My greatest accomplishment in 2022 is having the best year of my career. A number of large deals in a 12-month period. This included selling 525 apart- ments with 8 cell towers in Elizabeth, NJ and 132 apartments in Keyport, NJ. What was your most notable project, deal or transaction in 2022? My most notable project was securing the exclusive to list 324 apartments in the desirable Elmora area of Elizabeth. The deal was made and closed quickly I’m extremely organized and focused. I work hard and play hard. This all comes after my family. Family is always first. I make sure every day I do something fun, even if it’s small. I fit travel and exercise and I’m lucky to live a healthy happy life. Unfortunately due to Covid, traveling has been scaled down. Who or what has been the strongest influence on your career? Our company president, Robert Holland, continues to empower me. I miss our fearless leader, Jay Kislak. He was a very special and accomplished man. He is missed by all who had the pleasure of knowing him. He taught those who worked for him to work hard and believe in ourselves. What impact has social media / networking had on your business? There is no print media anymore. It is all internet advertising and social media. Networking and developing relationships (the key to success) is possible to continue via phone and emails during COVID. However developing new re- lationships during this period is more challenging. I’m not going to conventions and other large gatherings but I have resumed in-person meetings with clients. What unique qualities and or personality do you feel makes you most successful in your profession? The challenge is to secure exclusive listings rather than work on “off-market” properties. It is in the best interest of the Seller to give an exclusive to get the “highest and best” yet Sellers are often reluctant. Do you feel being a woman is an advantage, disadvantage or no ad- vantage in today’s business world? Why? Why not? right before the financial world went out of control. How do you manage the work/life balance? During COVID being a woman is a disadvantage for many women who have the responsibility of children and parents. In the past they could focus on work while their children were in school and parents were in facilities. Now with children learning remotely and parents unsafe in nursing homes many women were forced to put their career on hold. I’ve spoken to a number of women who have experienced this. Luckily, I’m not dealing with this on a daily basis; but I do help my working daughter as needed with my grandchildren. Under normal circumstances, I feel being a woman is never an advantage; but rarely a disadvantage. Tell us a little about your family: I’m married with two grown children. My daughter, Julie Gralla, vices presi- dent, is following in my footsteps at Kislak. My son Matt Gralla is a senior vice president in NYC real estate with Cain International. MAREJ
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