Rainmakers

  • Felicie Tsuruda
    Relocation Specialist, Alain Pinel Realtors

Felicie Tsuruda brings a depth of knowledge, professionalism and compassion to her work with relocating employees. She has been in the real estate industry since 1981 and in the relocation business for the past 20 years. Felicie was born in Corsica, France, and received an extensive worldwide education. She speaks five languages: English, French, Italian, Spanish and Portuguese.

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How did you get into relocation?

My experience and my longevity in the real estate industry. We have a lot of youth and positive energy in our company, and I’ve had 24 years of incredible experience. I’ve had the opportunity to work with some of the best speakers and trainers in the business, and I’m fortunate enough to be able to call on those resources. The insight they give is a big part of what drives me.


What areas do you serve and from where do you see most of your transferees moving?

I service a large geographic area covering both the East Bay and the North Bay. It includes the communities of Danville, San Ramon, Blackhawk, Walnut Creek, Orinda, Lafayette Moraga and the I-680 corridor all the way up north to Benicia. Many of my transferees work in the energy, biotech, and high-tech as well as in the financial industries. Many of my clients commute to the Silicon Valley and prefer to live in well-established, affordable “bedroom” communities such as Danville, Alamo or Blackhawk.

 

Most of the families I work with are transferring from others parts of the U.S. such as the Midwest, East Coast and Southern states. I occasionally get transferees from Europe and South America.


Just looking at the families themselves, how is working with relocation clients different than working with typical buyer/seller clients?

The critical aspect of the relocation process is that the move is not “voluntary.” The employee is asked by his employer to transfer. Whether the relocation transferee is a buyer or a seller, he is undergoing a high level of pressure and stress.


There are several stakeholders in the relocation process. The spouse, who can be reluctant to make the move, is upset about her own career and loss of friends and has a fear of the unknown. The children have the same fears as well as concerns about their new school. The new employer wants the employee moved and working as quickly as possible. Human Resources wants a happy employee, control of costs and for its relocation policies to be followed. The third-party relocation company wants the transaction to go smoothly and for the relationship with the corporate employer to stay positive.


Often the transferees feel confused and overwhelmed. Concerned about an increase in their mortgage payment, their performance and productivity on the new job, the guilt of uprooting the family. (As the agent), your performance is to be above and beyond the expected. You must build credibility and dependability very quickly because at the end of the day, the transferee is relying on YOU to deliver a high level of conscientious service and to make sure that all goes well.


Over the past five years, what are the biggest changes you have seen in the types of clients you are working with?

I notice there is a larger amount of women transferees than before. This poses a new challenge creating a new dynamic between agent and transferee – in many cases the roles are reversed where the husband is taking care of the family’s needs.


What are your top three skills you find invaluable to dealing with families being relocated?

Number one is LISTENING to the specific transferee’s needs. Number two, you must quickly build rapport to establish CREDIBILITY and DEPENDIBILITY. Third, you must DELIVER a high level of conscientious service responsive to their needs.


Alain Pinel seems to have an excellent relocation staff. Tell me how this support works on a day-to-day basis to help you with your client families.

The relocation department at Alain Pinel, Realtors® is one of the most supportive and professional I have worked with. They take in consideration the agent’s compatibility with the transferee when assigning relocation referrals, to assure the most successful interaction with the transferee. They provide us with a preliminary assessment on the transferee’s needs and requests. They act as the liaison between us and the third-party consultant and are ready to intervene when problems arise. They also provide us with all the necessary documents. Regular training and updates on new relocation policies are also offered by our relocation department.


What is your favorite relocation success story?

The experience, although sometime difficult for the transferee, always ends up very well—often a lasting relationship results as well as repeated business.

 

Many success stories can be told. For example, I had a client who was nearing her due date. Since her husband was out-of-state, when the time came to deliver her child, she called me for help. In doing so, she included me in one of the most important events of her life—giving birth to her child. In relocation, you are working with families and individuals who are in real need – not just needing a house, but all the human aspect that is implied. It is an amazing and rewarding experience!


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