September 2021 ~ Jacksonville Real Producers

JACKSONVILLE

C O N N E C T I N G .

PARTNER SPOTLIGHT Dwell Staging and Design RISING STARS Madison Beale and Scott Babbitt GIVING BACK Tarrah Ellrodt

Photo Credit: Renee Parenteau

E L E VAT I N G .

I N S P I R I N G .

TOP PRODUCER

LISSA SLADE

SEPTEMBER 2021

TABLE OF

CONTENTS 09

12

18

Pub Note: Working Smarter, Not Harder

Partner Spotlight: Dwell Staging & Design

Question of the Month

20

24

26

Rising Star: Madison Beale and Scott Babbitt

Giving Back: Tarrah Ellrodt

Top Producer: Lissa Slade

If you are interested in nominating people for certain stories, please email us at Kristin.Lunsford@RealProducersMag.com and/or Brian.Lunsford@RealProducersMag.com.

DISCLAIMER: Any articles included in this publication and/or opinions expressed therein do not necessarily reflect the views of The N2 Company d/b/a Real Producers but remain solely those of the author(s). The paid advertisements contained within the Jacksonville Real Producers magazine are not endorsed or recommended by The N2 Company or the publisher. Therefore, neither The N2 Company nor the publisher may be held liable or responsible for business practices of these companies.

www.landmarktitle.com 904-998-9733 2 • September 2021

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Jacksonville Real Producers • 3

MEET THE JACKSONVILLE REAL PRODUCERS TEAM

Kristin and Brian Lunsford

Megan Murray

Renee Parenteau

Katie Cremean

Michele Jerrell

Jennifer Watson

Michelle Williamson

Zach Cohen

Photographer

Photographer

Ad Strategist

Owners/Publishers

Operations Manager

Writer

Writer

Writer

If you are interested in contributing or nominations REALTORS® for certain stories, please email us at kristin.lunsford@realproducersmag.com.

New To Jacksonville, Not New To Title Attorney Owned & Managed • Investor-Friendly Hope is a partner and managing attorney for the real estate division of RTR Law’s 6 offices across the state of Florida. She is also the owner and managing partner of RTR Title which is one of the fastest-growing, full-service, investor-friendly title companies in Florida.

She has extensive experience in the Florida real estate market not only as an attorney but also as an investor. Possessing both legal and real-world experience in the ever-changing real estate market allows her to have a keen understanding of what it takes to help her clients meet their real estate goals.

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L. Hope Richards, Esq. 4 • September 2021

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Jacksonville Orlando West Palm Beach

Kissimmee Tampa Ft. Lauderdale Jacksonville Real Producers • 5

PREFERRED PARTNERS

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VIDEOGRAPHER TC Productions (603) 205-0553

REAL ESTATE LAW Head Moss Fulton & Griffin Law (904) 278-8200 hmfglaw.com

©2021 Hamilton Home Loans, Inc. NMLS #200719 Lender. Equal Housing Lender. (http://www.nmlsconsumeraccess.org). All applications are subject to underwriting approval. Terms, conditions & restrictions may apply. Interest rates and program conditions are subject to change without notice. Minimum credit score may apply. State licensing: Alabama 21720, California 41DBO-45707, Colorado 200719, DC MLB200719, Florida MLD680, Georgia 32726, Illinois MB.6761148, Indiana 28272, Kentucky MC90805, Louisiana 200719, Maryland 19833, Michigan FL0018547, Minnesota MN-MO-200719, Minnesota MN-MS-200719, Nevada 5077, New Jersey 200719, New Mexico 200719, North Carolina L-150415, Ohio RM.850258.000, Oklahoma ML011206, Pennsylvania 51681, South Carolina MLS-200719, Tennessee 112326, Texas 200719, Utah DRE 11733983, Utah DRE Trade Name 1 – Alderus 11780013, Virginia MC-5546, Wisconsin 200719BA

SPORTS TEAMS Jacksonville Jaguars (904) 633-3348 Jaguars.com STAGING & HOME DESIGN Dwell Staging and Design (904) 524-9835 dwellstaginganddesign.com

904.710.5819

TITLE COMPANY Landmark Title (904) 998-9733 LandmarkTitle.com

meganmurrayphotography@yahoo.com 6 • September 2021

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Jacksonville Real Producers • 7

pub note

By Brian Lunsford

WORKING SMARTER,

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8 • September 2021

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Escaping the Busyness Loop and Maximizing Time Freedom

NOT HARDER

Next month, we will meet with the leaders of our service companies to plan for 2022.

My goal as owner and CEO – in unison with Kristin – during our upcoming huddle sessions is simple: provide clarity to our vision, protect our culture, and cheer on our leaders as they work toward our shared company goals. That’s it.

There was a time, however, in the nottoo-distant past that my strategy, or lack thereof, was much different. I thought I needed to have my hands in everything within our businesses in order to be productive and thrive. Marketing? I need to see the mockup. Payroll? I need to double-check the numbers. Next CRM? I need to research it. And on and on. It’s exhausting just recounting it all, not to mention living it back then. The issues that I did not seem to notice were: 1) Doing too much actually took away from my value as CEO/leader, 2) Our teams are more than capable of producing high-quality results on their own, and 3) That pace was unsustainable.

WORKING ON, NOT IN A BUSINESS

Currently, Kristin and I are no longer in the “day-to-day” of our two service companies, and this mindset shift has translated into more profitable businesses, more fulfilled team members, and more time freedom for us. Over the past couple of years, that focus on showing up for our team more as a cheerleader than an integrator has allowed us to collectively accomplish more, by actually doing less.

Poet William Henry Davies described the idea of having time freedom as follows: “What is this life if, full of care, we have no time to stand and stare?”

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Handing over the reins, so to speak, gave our company leaders the opportunity to find their own way and shine. In turn, this pivot also allowed Kristin and me to focus more on the big picture items important to us, such as using our companies as platforms to serve and give to others, growing more profitable businesses, expanding into new markets, purchasing investment real estate, and becoming business partners with the Jacksonville Jaguars–all of which are happening. Truth is, had the “less is more” mindset shift not happened years ago, Kristin and I would likely not have had the time, and therefore, the vision to even see the opportunity of becoming the owners/publishers of Jacksonville Real Producers.

BUSYNESS LOOP INCLUDES HOME-LIFE OBLIGATIONS

For most, busyness does not end at the office. It doesn’t take much research analysis to confirm that people are as busy as ever in their personal lives. Whether it’s caring for children or aging parents, running or working in a business, or just not saying “no” enough to the endless invitations and perceived obligations, the struggle is real for many.

The problem is, no matter how many items we check off of our to-do lists, more tasks will follow, keeping us in an endless loop of busyness.

MAINTAINING BALANCE BY OFFLOADING TASKS AT HOME AND WORK

Of course, a certain level of activity is essential in our lives. After all, no one else is going to exercise for us, read

that business book, or drive the kids to football and dance practices.

But where do we find the time for those most important things in our personal and professional lives?

From our experience, that precious time is salvaged by working smarter, not harder.

How is this accomplished? At work and home, we must identify, then delegate or eliminate time-consuming tasks that are always competing for our attention, yet have little to do with moving the needle. Oftentimes, other people enjoy these duties and can do them better anyway. That might mean hiring someone to handle certain roles for you in your business or outsourcing your laundry and lawn care at home. The net result is more time to focus on the most important things that bring you joy and fulfillment.

MONEY DOESN’T BUY HAPPINESS, IT BUYS TIME FREEDOM

It’s the concept of the important over the urgent. The urgent items are often screaming the loudest, while the important things that would truly provide us with advancement are quietly waiting in the corner. Author James Clear wrote, “Your calendar is a better measure of success than your bank account.” Money is certainly part of the success equation, but the currency that allows us to fulfill our purpose is time freedom.

Jacksonville Real Producers • 9

10 • September 2021

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Jacksonville Real Producers • 11

Jim and Sally Stock partner spotlight

By Zach Cohen Photos By Megan Murray

“Everyone can tell you the risk. An entrepreneur can see the reward.”

— Robert Kiyosaki Taking Staging Services to New Heights

In just six years, Jim and Sally Stock have developed Dwell Staging and Design into one of Florida’s top staging companies. They’ve staged over 1200 homes, assisted over 400 agents, and developed three unique offerings within their business model.

In the end, their goal is simple: to help their clients and partners at any cost.

Jim and Sally Stock come from a lineage of entrepreneurs. Sally’s father owned a mid-sized fiberglass molding company, and her brother owns a large manufacturing company specializing in environmental products and nanotechnology. Jim’s father served in the United States Air Force, put himself through college, and later became one of the top commercial designers in Los Angeles.

Shortly after graduating college, Jim and Sally married. Jim launched a career in commercial real estate. Sally stayed at home with the family’s three

children before embarking upon a 17-year career as an educator.

In 2015, however, the couple recognized an opportunity that would change the course of both of their careers. They remembered their entrepreneurial roots and leveraged their skills Everyone can tell you to enter the real estate staging world. the risk. An entrepreneur “We identified a need for a large and professional service provider in the vacant home staging world,” Jim explains.

can see the reward.

— Robert Kiyosaki

Out of that need, Dwell Staging was born. Once Jim and Sally got to work, it became apparent that they were onto something. Their clients raved about their services and referred them to other agents — and Dwell Staging quickly developed a strong reputation in the Florida real estate market.

Built on Commitment

Jim and Sally knew what it would take to get their business off the ground, and they were willing to

Dwell

Staging & Design

12 • September 2021

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Jacksonville Real Producers • 13

put the work in to make it happen. For three years, the couple worked seven days a week, and 80-hour weeks were the norm.

Jim and Sally’s reward for their hard work rests with the customers they serve daily. Dwell Staging offers professional, affordable, and high-quality staging services. They have over 15,000 square feet of warehouse space filled with beautiful furniture and accessories, and fees are always paid at closing.

“Dwell Staging has staged over 1200 vacant homes in the last six years. We have staged for over 400 agents, including seven of the top ten producers in Jacksonville,” Jim explains.

In addition to staging services, Dwell Staging offers two additional specialty services, Dwell Airbnb and Dwell Services.

competitive pricing from top service providers in Jacksonville, and the agent or owner pays for the service at the close of escrow.

To New Heights

In just six years, Dwell Staging has taken home staging to new heights.

They have enough furniture to stage up to 100 homes at a given time and offer staging from Daytona to Gainesville to St. Simons Island.

We try to always do what is best for the client. We will work 24 hours straight if needed to help our clients.

Beyond Staging

Dwell Airbnb offers a turn-key installation service for Airbnb owners and management companies.

“In a 48-hour period, we install 100% of the furniture, rugs, lamps, pictures, and accessories needed. In addition, we also install all the items required in the kitchen, baths, and bedrooms (dishes, cooking pots and pans, towels, sheets, etc.). Over 160 different items are installed in the same 48-hour period. The client pays one price for everything, and they are ready to rent to the public 48 hours later. We can find no other company in the country offering this service,” Jim explains.

Dwell Services is another unique business model. Agents can rely on Dwell for various services, from professional photography to house cleaning to moving services. Jim and Sally have negotiated

Most importantly, perhaps, Jim and Sally are making a difference in their community.

“We try to always do what is best for the client. We will work 24 hours straight if needed to help our clients,” Jim says. “We work hard, and we try to do everything with a sense of joy… Dwell Staging has allowed us to develop certain skills, and most importantly, it has allowed us to work together and build a company that has become respected and valuable in the Jacksonville real estate market.”

For more information, please visit dwellstaginganddesign.com.

<< Jim and Sally have three children and eight grandchildren. For the past three-plus decades, family has been their number one focus. “They are all married and enjoy having lots of kids. Our time today is spent visiting and supporting the kids and grandkids,” Jim smiles.

14 • September 2021

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Jacksonville Real Producers • 15

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Jacksonville Real Producers • 17

question of the month

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SHAUNA CLARK, MOMENTUM REALTY

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What are your favorite

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Jacksonville restaurants?

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ALI

H O L LY

Jacksonville Real Producers • 19

rising star

By Michelle Williamson Photos by Megan Murray

madison beale scott babbitt & THE IMPACT GROUP

The Impact Group co-founders Madison Beale and Scott Babbitt formed their alliance in April of last year when they decided to turn their friendly competition into a force for good. These community-minded St. Johns County REALTORS® have teamed up to be the go-to resource for homebuyers and sellers in the area and to give back to the community they love.

Month after month, from 2018 until they branched out on their own in 2020, Madison and Scott aimed for the top producer spot at their brokerage. One month Scott was top agent, and the next Madison gained the top spot.

Through their competition, they got to know one another and formed a bond. They spent many hours together vision building, and so The Impact Group emerged.

“We are a lot alike,” says Madison. “We have a shared vision, and we won’t stop until we reach it.” Their collective vision centers on creating a lifestyle and brand that resonates with them. One that is lifestyle-focused, centered on giving back and being St. Johns County’s real estate resource.

As The Impact Group, Scott and Madison’s focus is now about more than being the top producer month after month; it’s about spending more time with family and loved ones and giving back to the community while doing what they love, which is selling real estate and helping families.

He is also a member of the City of St. Augustine’s Comprehensive Planning and Zoning Board, which makes Scott the youngest elected official in St. Augustine.

Scott is invested in this community, a community that helped him, and he is determined to give back.

Madison grew up in a rural county about 45 minutes south of St. Augustine. She discovered she was pregnant during her senior year in high school and knew she needed to find a way to provide the life she wanted to give her son, Axel. She graduated from high school in December and Axel was born the following March. That year, her dad, who then traveled for work, bought a house. In his absence, Madison took care of the details for him, and noting the homebuying process, she thought, I can do that.

So she did.

Caring for the community they love

“I want people to know I’m here to stay,” says Scott, a 2017 Flagler College graduate.

YOUR HOMETOWN RESOURCE 20 • September 2021

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An entrepreneur even from a young age, Scott credits Flagler for helping him put “building blocks to his dreams.” Now he is in the process of establishing an endowment to help students attend college there. Currently, the endowment is expected to be available for students in 2022. realproducersmag.com

Jacksonville Real Producers • 21

This market is arguably one of the most difficult in recent times.

$$2.5 MILLION

<< Madison with her son, who is her big reason why she works so hard.

Having left an abusive relationship, Madison is a supporter of the Betty Griffin Center for Domestic Violence. Her giving is also a reflection of her own journey. “Anyone can make it,” she says.

Scott respects Madison’s choice and determination to provide for her son. “I don’t think Madison gets enough credit for being pregnant at 17, a single mom, and then making $250,000 by age 22,” he says.

Scott grew up in New Jersey and attended St. Augustine Preparatory School in high school, an all-boys private school, and chose to attend Flagler after searching for “schools with palm trees” during his senior year at prep school.

“My parents instilled in me from a very young age that you reap what you sow and hard work pays off,” he says. In response, by his early teen years, he was the first to volunteer for hard work to make money. He worked in his family’s business, entertainment, and concrete construction until he was 17. “I realized I enjoyed work, and the end result of the work I put in.”

Whenever someone thinks about real estate, Scott and Madison want them to think about The Impact Group.

Madison has a large social media presence and seeks to give regular market updates and share information about what to do and what to stay away from concerning real estate.

Your hometown resource

Between Madison’s online presence and Scott’s community civic activities, including his planning and zoning presence, these two know and understand the area as only longtime residents and hometown REALTORS® can.

As partners, they are also working to become the go-to resource for real estate in St. Johns County.

“Our role is not only to sell homes,” says Madison. “Yes, we’re competitive and we want to succeed, but we want our success to align with our clients’ success. Sometimes it’s not in the best interest of the client to buy or sell.”

We’re not here to just put cash in our pockets,” says Madison.

“We want to truly be a resource, to educate clients. We want to give them enough information so they can make educated decisions regarding one of the largest financial decisions they will make in their lifetime.”

These partners are focused on building and leaving a legacy for future generations, both for their own families and those who live in the community they love.

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“This market is arguably one of the most difficult in recent times,” says Madison. “We have to find ways to help our buyers all the time.

Sometimes that means advising buyers not to buy. Sometimes clients only expect to be in the area a year or two and the high prices mean the property may not be a good investment.”

22 • September 2021

The Impact Group is here to build the community they love, whether that’s accomplished through their real estate expertise, providing resources to homebuyers and sellers, or giving back to the community that has helped them.

The Impact Group hopes to be your hometown real estate resource.

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Jacksonville Real Producers • 23

giving back

Tarrah Ellrodt OF KW ATLANTIC PARTNERS ST. AUGUSTINE

night

YOU LIGHT UP THE

Last year, St. Francis House and Port in the Storm hosted their inaugural balloon glow gala, Light Up the Night, to raise awareness and funds for non-profit groups they support.

The St. Francis House and Port in the Storm are two homeless shelter programs sponsored by the St. Augustine Society. St. Francis House offers hope, support, and a path to housing and independence to individuals and families with children. Port in the Storm provides a safe shelter and support to youth who find themselves homeless.

Featuring a lighted hot air balloon, axe throwing, a cigar bar, beer and wine, a casino, silent auction, and an amazing show

24 • September 2021

band, Light Up the Night was a great success.

“Tarrah and the team from Keller Williams Atlantic Partners St. Augustine supported our event as volunteers and did everything from sweeping the floors to helping set up the hot air balloon.

We couldn’t have made it happen without their help,” says Joyce Duffy, Development Coordinator for the St. Augustine Society.

INITIATING SERVICE

Tarrah was instrumental in creating the

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relationship between Keller Williams and Port in the Storm Homeless Youth Center. Every year on the second Thursday in May, Keller Williams globally closes their doors to spend the day giving back to their local community. Tarrah reached out to Port in the Storm to be the focus of their “Red Day” in 2019.

This service project day in 2019 led to Tarrah assuming a critical role as a member of the agency’s Development/Marketing Committee. In 2019, Tarrah and other members of the KW Atlantic Partners St. Augustine office spent the day landscaping the soon-to-be-opened Port in the Storm homeless youth center.

This led to KW and Tarrah volunteering several more times for St. Francis House over the years, which eventually led to Tarrah accepting the role of co-chair for the gala in 2021.

“We are so honored and pleased to have Tarrah serving in a leadership position on this year’s gala committee. She brings energy, commitment, and a ‘can-do’ attitude to the table,” Joyce said.

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Tarrah feels it is an honor to serve as the co-chair of this great event.

“I am ever so grateful for having reached out to Karen Hensel of Port in the Storm and Joyce Duffy of the St. Francis House over the years. Joyce approached me about being a co-chair for the event planning committee for the Light Up the Night Gala for 2021, and I was blown away.”

PATH TO KELLER WILLIAMS ATLANTIC PARTNERS ST. AUGUSTINE

Tarrah was born and raised in central Florida, near Mount Dora.

She went to the University of Central Florida and graduated with a Bachelor of Science in Hospitality Management. She eventually found her way to St. Augustine, where she landed a job as the Agent Services Coordinator for Keller Williams Atlantic Partners St. Augustine in May of 2017. With her event planning, hospitality, and family experience in real estate, Keller Williams was a picture-perfect match.

volunteer work; working with St. Francis House and Port in the Storm being some of the most rewarding.”

2021 YOU LIGHT UP THE NIGHT

They recently added the word “You” to the event name to recognize the numerous supporters of this wonderful event.

This year, horse-drawn carriage rides have been added to the already amazing list of fun activities.

Please join Tarrah and St. Francis House/Port in the Storm group for You Light Up the Night, supporting homeless men, women, families, and youth at Tringali Barn in St. Augustine on October 23, 2021.

Tickets are available at www.stfrancisshelter.org/gala.

Sponsorships and auction items are being sought. Volunteers are welcomed.

“It has been one of the biggest blessings to work there and connect with the community through our

Jacksonville Real Producers • 25

top producer Written by Zach Cohen Photos by Renee Parenteau

STANDING IN HER POWER

LISSA

ENGEL & VÖLKERS JACKSONVILLE

Lissa Slade had long held an interest in real estate. Before the recession in 2008, she worked as an assistant to a local agent and was often encouraged to get licensed.

“I always said that someday I would get my license,” Lissa remembers.

SLADE

In 2014, “someday” arrived.

Like most new agents, Lissa struggled in her first year. Yet, she remained determined. She had no option but to succeed. Slowly but surely, her business began to gain traction. For five straight years, her sales numbers grew until, in 2020, they exploded alongside the real estate market as a whole. In 2020, Lissa closed 27 transactions for over $15 million.

RISING STRONG

Prior to 2014, Lissa was a stay-athome mom and assistant pastor.

That year, however, a life-changing divorce set her on a new path.

“I was suddenly the head of household. I had to show up for my kids.

And I had to show up quickly,” Lissa reflects. “My youngest is special needs, and his needs were pretty significant. I had to be all-in to get our ship turned around.

Determination, grit, and hustle became really important for me and them.”

“I tripled my volume last year.

I really started to see the fruits of all of the years of investing in my clients and the value I add to managing the transaction. Last year I really started to see referrals come back, past buyers listing their homes. It was a pretty exciting year,” Lissa smiles.

ANSWERING THE CALL

In the past seven years, Lissa has not only proven she can provide for her family; she’s fallen in love with her chosen profession.

Lissa with her team, Heather Lewis and Julie Bussey

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I LOVE [REAL ESTATE] FOR SO MANY REASONS. I love the relationships.

A lot of times, I end up being friends with my clients. There are successes, and there are hard times in a transaction. It’s really a very personal situation that you’re dealing with.

Professionals say moving, marriage, and death are three of the biggest life stressors for us as people. This is a big deal. I love being a part of that and growing with clients.

“I love it for so many reasons,” Lissa beams. “I love the relationships. A lot of times, I end up being friends with my cliLissa with her children. They motivate her to work so hard! ents. There are successes, and there are hard times in a transaction. It’s really a “My kids — they are my why,” she very personal situation that you’re dealing with. continues. Lissa’s three children, Beth, Professionals say moving, marriage, and death are Ethan, and Tommy, are now 23, 21, and three of the biggest life stressors for us as people.

16, respectively.

This is a big deal. I love being a part of that and growing with clients.”

In 2020, Lissa began a new professional chapter when she moved to Engel & DREAMING BIG Völkers and started a team. Her team One of the mottos that Lissa abides by is “Living structure is a bit different than most.

Fully and Present.”

Rather than having an assigned rainmaker or listing agent with a set of “To me, fully and present means not giving up. buyer’s agents below them, everyone on It means thinking outside the box. It also means Lissa’s team handles buyers, sellers, and taking care of yourself. That’s a critical piece,” Lissa their own set of clients. explains. “To live fully and present, you have to take care of yourself first and foremost.”

“My team is built differently. Both of the advisors on my team are experienced; Most mornings, Lissa works out, goes to the beach, one has been in the business for sixteen and spends time in meditation or with devotionals. years and the other almost four years, From there, she steps into her roles as a business and I mentored her,” Lissa explains. owner and mother.

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As Lissa looks ahead, she hopes to build her team’s reputation for doing business with integrity, professionalism, and perhaps most importantly, joy. “[I want to be remembered for] raising my confident/successful kids and living well with joy, for my smile, and the fun energy I bring into the room, for the way I work hard for my clients and my family. I want my kids to learn to never ever settle — to dream big, work super hard, and trust that God is leading them.”

[I WANT TO BE REMEMBERED FOR] raising my confident/ successful kids and living well with joy, for my smile, and the fun energy I bring into the room, for the way I work hard for my clients and my family.

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