Carolyne (Realty) Corp. Real Estate Brokerage recently celebrated its 20th anniversary. Founded by Carolyne Lederer in 1991 as a then-unique business concept in Brampton, the company operated as a boutique-style operation and was one of the first to implement the Internet to market homes locally and abroad.
Lederer continued her 25% market share of all home sales above the $250,000 price range, which she had developed during her tenure at Royal LePage. She was the company’s No. 1 sales representative for all of the region then called Western Ontario. Working alone, with no team, she says she typically wrote in excess of $14 million in annual sales.
“Some colleagues warned me I wouldn’t last six months,” she says. “Didn’t I know we were in a recession in 1991?”
“I became known as ‘That Girl Real Estate’ eventually,” she says. “No one seemed to be able to spell my name right, and often referred to me as that girl…saying, ‘Let’s Call That Girl’ you know, the one with the hot pink and teal signs with the gold star in the corner.”
She purchased the URL for http://www.ThatGirlRealEstate.com, deciding she might as well use the name for marketing purposes.
In 1998 she went online with her residential real estate home site at http://www.Carolyne.com and started writing consumer education articles.
Lederer says she built her business on referrals, relocations she personally developed with major corporations and using residential farming concepts that she has shared in online forums both in Canada and the US.
She proudly says that on her next birthday she will be 70, having spent the last 30 years in real estate. Lederer is the resident Gourmet Cooking for Real Estate Professionals contributing writer at Real Estate Magazine (REM).