TONJA BAKER-FERRELL - Realtor & Teen Coordinator, Jacksonville Public Library
Tonja is a Florida realtor specializing in short sales, foreclosures, new construction and first time homebuyers and resales. She’s also the Teen Coordinator at the Jacksonville Public Library, where she supervises, recruits and engages their teen volunteers and writes and implements system-wide and branch programs for their teen and tween customers. Whether she’s helping someone find their perfect home, their perfect read or their perfect volunteer opportunity, Tonja always goes the extra mile.
The Basics:
Hometown: Rochester, New York
Current city: Jacksonville, Florida
Alma mater: Florida A&M University
Degree: B.S, Psychology and Criminal Justice
Very first job: Front line and layaway cashier, Kmart
Hustle: Realtor & Teen Coordinator, Jacksonville Public Library
The Interests:
Babe you admire and why?
I’d say it’s a tie between Maya Angelou and my mother. Maya Angelou overcame numerous obstacles in her life to become a woman of strength, passion and influence who used her voice to help and inspire countless others. Likewise, my own mother, despite humble beginnings in a time where women were not always valued, became independent and successful in her own right. Against the odds, she not only educated herself, she singlehandedly raised three daughters and made sure that we knew the value of education and hard work. My mother is one of the strongest and most determined women I have ever known. I admire the qualities in both of these resilient women that made them who they are.
What book(s) have you’ve gifted the most and why?
I have given many books over the years, they’re especially my favorite gifts for young people. “My Many Colored Days” by Dr. Seuss is one of my favorites books for children. It helps them learn to put a “face” or “color” to their feelings. It’s a great place to start to teach them introspection and self-control. I don’t agree with ALL of the color/feeling combinations, however I believe it’s a joyful book that makes one think. The other is “I’m a Pretty Little Black Girl” by Betty K. Bynum, which I’ve read to my Girl Scouts many times over the years and gifted to many little girls no matter their ethnicity. I love the theme of this book which celebrates girls of all shapes, sizes and colors and their special individuality just as they are!
What’s the best piece of advice you've ever been given?
Once as a young woman I had to make a big decision about my future, that at the time felt impossible. My sister told me to “Shut out all of the noise and advice coming my way, close my eyes and decide for myself.” She said, “envision yourself in five years with each possible decision and the outcome. Which one would you be the best for you? That’s your answer!”
The Hustle:
Tell us about your hustle.
My work varies day-to-day, depending upon the needs of a customer and the urgency of their situation. As a Florida realtor, I specialize in short sales, foreclosures, new construction, first time homebuyers and resales (both listings and homebuyers). I’m a proponent of making sure my customers understand each step of the process, no matter the type of transaction I’m assisting them with. In my work with the library, I have most of the same tasks as other reference staff: I assist customers in finding specific resources and materials as well as using library equipment and applications. However, I also have the responsibility as the Teen Coordinator for my branch to supervise, recruit and engage our teen volunteers. I write and implement system-wide and branch programs for our teen and tween customers. I’m also tasked with maintaining our teen/young adult collection for our branch of the library system. I enjoy working with young people, and engaging them. I also enjoy hearing their ideas, encouraging them and assisting / seeing them make their ideas come to fruition.
What’s your approach to balancing these roles?
In the library, we’re required to disclose that we have secondary employment, and I have always made sure to keep them informed of my status with real estate. I also try to make sure one doesn’t conflict with the other. I schedule things like closings, inspections, etc. for my time off from the library. I also make sure that my real estate customers know what to expect from me in the way of communication. I set expectations for how and when I will respond to contacts. If I’m at the library, I respond to customers as soon as I have a break. My customers are often surprised with how quickly I get back to them.
How do you stay organized and keep up-to-date information ready for your clients? What type of resources would you recommend to fellow and aspiring realtors?
This is an excellent question. I am an avid advocate of planners! I use electronic calendar apps with set alerts for every step of a transaction, for my library duties and for every aspect of my family life. However, I back everything up by writing it down on good old calendars in my home, and in my planners which travel with me. I keep one in my car and one in the library.
How have your past professional and academic experiences and lessons prepared you for the work you do today?
I spent my early professional life as a program coordinator and behavior specialist working with people with mental and physical disabilities. A portion of that role was spent writing developmental training, behavioral and habilitation plans for them to acquire skills. Coming to the library, I was an independent case manager with the state, juggling a large (42 persons) caseload. Along the way, I learned organization, supervision, program writing and presentation that have been beneficial in the library and in real estate. I also believe that in working with this population, volunteering with the youth in my church and girl scouts I have enhanced my advocacy and empathy skills. This is valuable when you are working with teens, as it allows me to view things from their perspective at times. It has also helped me in real estate, as I am inclined to go the extra mile to advocate for a customer with a lender or in overcoming an obstacle on their behalf.
What’s one of the best or most worthwhile investments you’ve made in your career?
Continued education! I attend ongoing training and usually have more CEU credits than I need to renew my license. I also hold extra certifications in real estate which enhance and build my knowledge of varying aspects of the business. I am also in the process of obtaining my broker’s license. I also hold certifications and licenses from my past career in case management and administration. Likewise, I have continued my education along the same track in library science.
How has being a woman impacted your professional experiences? What can we collectively do to support and empower women in your industry today?
There have been times that I have been accused of being too aggressive or demanding as a supervisor, or in seeking to achieve my goals. I found these things hypocritical—had I been a man, the individuals making those accusations would have been applauding or championing my efforts. I think that women in my industry can be supported and empowered by being utilized for transactions and having the support of those seeking to deal in real estate transactions. Should others understand real estate is our profession and not our hobby, they may be more inclined to respect us as professionals with as much to offer as our male counterparts.
What’s the gender ratio like in your industry? Do you see it evolving?
Currently, according to statistics 64% of realtors are women. I’m not sure that will change, as most men in real estate that I know tend to come to it from a previous career. I know that most real estate appraisers are male, though. I’ve wondered if that’s because many people mistakenly see real estate as a feminine profession in the same way they view flight attendants. I believe that’s because people don’t understand all that we do. Predominantly, people believe realtors just go around showing homes all day. This is just a portion of our role.
What’s one thing you’re proud to have accomplished in your career so far?
I am proud to have helped people who didn’t think they could realize their dreams as homeowners! Helping a family get into their own home or dream home is a feeling that fills me up every time. I would also have to say being acknowledged for excellence in both careers was a highlight for me as well. I have won awards and certificates in both of my current positions and it makes me feel good to appreciated.
Who are some women in your field that you look to for inspiration?
I’m inspired by several women I’ve worked with in real estate over the years: those who I’ve had the pleasure of meeting while they taught a course I was in, who shared their brands of wisdom and skill; coworkers who have shared their longevity, advice and laughter; those I’ve met as we co-chaired or sat on committees for the benefit of a food drive, holiday party or fill a backpack function for the benefit of the community we live and work in. These women inspired me because they share my philosophy and passion to continue giving back. It’s not one woman in real estate that inspires me, but many of them.
How do you rest and recharge?
I rest and recharge by spending time with my family, specifically in quiet times with my daughters and our mischievous shitzu. Family vacations or quick getaways serve the purpose of recharging me as well. Prayer especially recharges me; it’s something I do often throughout the day.
Career and/or life advice for other babes?
Stick to your ethics as you conduct your business—there will be people and situations that may try to make you compromise. Don’t deviate from your own moral compass and who you are. Always remember that you have only have one reputation, and trying to restore it once it’s been damaged is an uphill battle.
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