Vicky Lee Santana: This Realtor^® Is All About Relationships

"I really like helping people," she explained, whether they're “selling because they have to move or downsizing.” Her son also joined her brokerage and works with investors, increasing the joy she finds in helping people realize their real estate dreams.

Santana earned her real estate license in 2004. Several years later, in 2007, she earned her broker's license and then started her brokerage two years later. She later franchised with Next Home in 2015.

Santana is one of 20 Realtors to become a Florida Realtors® Board Certified Professional, a new endorsement for Realtors who reached the pinnacle of their profession and fulfilled leadership, education and skill-based achievements over the life of their real estate careers.

“I’m not a salesperson,” she said. “I excel in relationships, and it’s paid off for me because people come back.” She recalled clients and families who have worked with her on “seven or 10 deals,” a testament to her lasting connections.

“I’ve had investors work nonstop with us for three to five years,” Santana said. “I see my business as more than just a sale and moving on to the next person. If my clients need something, they always reach out to me first. And I like being the source of the information for them because it just keeps our contact strong.”

Santana’s passion for real estate extends to the processes supporting her team. She describes herself as a “selling broker with a small team” that she mentors and manages, extending from Orlando to South Florida. Her hands-on approach means she's involved in all the transactions they undertake. Her interest in photography led her to include in-house photography and Matterport, which she’s been using for seven years in her business.

Santana uses real estate technology heavily to organize her business. With two different CRMs, she has harnessed Referral Maker and KV Core for over a decade. A confessed “Apple fanatic,” she uses Apple's calendar system, praising it for allowing access to her files across devices.

Her business philosophy is rooted in the understanding and connection with her clients. “It starts in the beginning of the relationship,” Santana explained, "listening to the clients, finding out what type of personality, what type of people they are.” Her personal touch extends to customized communication, from phone calls to periodic mailings and even surprise visits, or as she calls them, “Pop-bys.”

“I will bring some item to them over the holidays or at various times a year to give them a physical reminder that I can help them with their real estate transactions,” she said.

While she admits to having pulled back from more than “10 years of volunteering with local youth sports,” she continues to be actively involved in professional standards committees and with Florida Realtors, where she integrates her love of fitness with real estate by coordinating Zumba fitness sessions at various events.

Reflecting on her ability to remember a client from “between five to seven years ago,” Santana said she attributes it to being “thorough and the good communication with the clients.” The little reminders, the annual mailings and the careful notes she provides to others all speak to her belief that each client is a person, not a deal.

When asked how she manages to keep her busy life organized, Santana revealed that she brackets her schedule, even making sure to schedule time off during the day or personal time. “I know I work more than 40 hours,” she laughed.

For most successful real estate professionals like Santana, real estate is not just about property; it’s really about people, relationships and life itself. Her philosophy, embedded in care, empathy and professionalism, makes her a broker and a friend, mentor and guide to all who cross her path.