Author: theciotimes

‘If it was easy, everyone would be doing it’

THE OUTSET OF HER CAREER

Christina Thomas has redefined real estate as a profession for women. A strong and independent woman, she is an inspiration to many young girls. Christina Thomas is no foreigner to struggle. Born to a single teem mom, Christina realized the worth and importance of money at a very early age in her life. She was abandoned in her early years and had to live on the streets for a short period in her life, experiencing the sourest lemon life had to offer. However, Christina turned out to be one of those inspirational women who would not settle for less.

In an adventurous field like real estate, where your career depends on your pitch and your ability to communicate resourcefully to meet the requirements of your customer, Christina is a dedicated professional with multiple skills. She is experienced in different aspects of the industry, such as marketing, management and finance. These contribute to her overall merit and worth as a professional. She has thrived in this competitive environment and come out as an experienced and astute professional. Thomas’ career in real estate began in 2004 when she passed her real estate exam while simultaneously receiving her licensing as a Mortgage Loan Officer. This unique combination allowed her to help her clients understand the finances, emotions, complexities, and strategies of home purchasing and financing.

Her dedication and commitment to her trade led her to obtain her Broker’s license in 2008 and open a successful real estate office in San Diego, where she also continued to negotiate luxury brands and high visibility commercial transactions as a Commercial Real Estate Broker. Christina is a person who doesn’t wait for others. She lives in the moment and seizes every opportunity that comes her way. Expanding her network from first time home buyers to high-net-worth individuals with multi-billion-dollar portfolios, she made sure that she was taking the right steps at the right time and working to the best of her ability. Thomas prides herself on delivering extraordinary service across all price points. Whether she is representing a buyer or a seller, her goal is always to negotiate a mutually beneficial transaction by implementing her “win” business philosophy. Her industry knowledge and resourceful thinking have contributed to Thomas’ ability to negotiate the $72M sale of the Ritz Carlton in Lake Tahoe on behalf of her buyers. She is a woman with a vision who leaves no stone unturned.

Her irrevocable devotion to her work has taken her to a great height, in 2012 she was recruited to join the Pacific Sotheby’s International Realty. In 2020, she was appointed to the company’s management team as Pacific Sotheby’s International Realty’s Brand Influencer. In this role, Thomas is responsible for cultivating and strengthening relationships with agents, engaging them on the new culture, synergy, and direction of the company, and communicating the benefits of being part of the Sotheby’s International Realty global network – the world’s leading luxury real estate brand.
Thomas’ work ethic and dedication to succeed, comes from a very modest family upbringing in the Los Angeles area. “Nothing was handed to me. As a goal-oriented individual, I sought out the tools, resources and connections that set me apart from my peers, and provide my clients with every advantage. I have enjoyed working for all that I have accomplished, and I am fortunate to have a great family to share it with.”

A FAMILY PERSON

For many years, when her kids were small, she would pretend that she didn’t have kids because people would say things like “don’t you have to be with your kids”. “Do you even have time? “. It was apparent that if you were a working mother, you were a disservice. She never spoke about her kids at work, because she was afraid she wouldn’t get the listing just because she was a mom. This is a form of discrimination. Many of her friends who are working mothers have gone through this as well. Now she talks about her kids. She schedules showings around their games so she has to never miss one. She owns the fact that she is a working mother and she is proud of it. 

Thomas adds “Men who are father are always applauded if they had to reschedule a home inspection because society would be so delighted to know he was making time for his children, unlike a mother who is expected to acceptably skip work to attend her children’s games. Christina is here to remind other woman that they should absolutely prioritise their  family and devote their love and time to their children and make them feel appreciated. She feels that children tend to remember the little things such as their parents missing their games and that is what shapes them as an individual when they grow up and face the world. However, a client won’t remember you missed your child’s game for their home inspection that could have waited a day”.

Besides her professional achievements, Christina makes it a point to find time for other important things. Despite her busy schedule, Christina volunteers her time to youth sports. She has served as the President of the Carlsbad Pop Warner Football Program and her son’s Team as the Business Manager for 8 seasons. During her time as President she was able to apply her business mind to the non-profit organization which ultimately increased their registration numbers for youth tackle and produced 4 teams to the Championship games, this was something that hadn’t been done the previous five seasons. She has been happily married for a little over 19 years and has two beautiful children to who she devotes all her love and time. She has also held the VP chair of Fundraising both on Carlsbad Pop Warner Football and Pacific Rim Elementary School PTA board.

One of her favorite memories of the PTA was creating the first “Fall Carnival” for the school.  She was successful in raising $15,000 in a 3 hour period.  “I Love Halloween so I brought all my party ideas to the school campus which included haunted maze, DJ, blacked out entrance into the carnival, bigger prizes for the games and pre-selling the tickets ahead of time so parents didn’t have to wait in long lines just to get in”, Thomas tells us with a smile on her face. You can see that she really loves making the kids happy not only at the school events but on the Football field. 

ADVICE TO MODERN AGE ENTREPRENEURS

“When you do business right and show up authentically every day, great things happen.”

 It’s a fundamental rule that Christina Thomas has lived by for the last two decades, and time after time, it’s paid off in big ways for her clients. She began her real estate career in 2004. Christina’s unique experience as an agent, a mortgage loan officer, and a broker quickly explains why she’s able to sell a $72M Ritz Carlton just as easily as she can a starter home. She’s become one of Southern California’s top real estate professionals, and clients seek her out because she’s incredibly successful and deal maker. She believes that a relationship with a client shouldn’t end after your deal is closed. She feels that client relationships are the most important thing, which is why she is always available to her clients, even after a deal is closed. She makes sure that she is as authentic and as candid as possible with each client.

THE GREATEST MILESTONE IN HER CAREER

One of the greatest milestones in her career was the transition into commercial real estate. She taught herself the ethics and concepts of business while maintaining the residential side. A lot of people have their doubts about her ability to close any type of commercial. She worked on the Ritz Carlton in Lake Tahoe for over a year and a half. She had several interested buyers that wrote offers that never got accepted. She kept at it. She was introduced to Kennedy Wilson, that ended up being the buyer. The property was sold off-market for $72m. This was a game-changer for her, as it proved that she was connected in the market world. Most commercial clients prefer to get the first look at a property before it goes through the broker daisy chain. She prides herself on not being the broker daisy chain. She is direct to her clients and they know that.  

Thomas is currently working on the deal of the century with an evaluation of over $1B. She doesn’t hold back on price limits and continues to push herself in avenues of real estate to be the best in her game.  “I have done many other commercial deals but most are signed under confidential agreements so I can never talk about them. The Ritz transaction is a global brand everyone knows and loves so it’s always fun to bring that one up”, Thomas says proudly.

OBSTACLES AND DISCRIMINATION FACED

Like most women, she has been subjected to many forms of discrimination during her two decades in the real estate industry.  She can’t go into one in great detail, however, she has received considerable discrimination about being pregnant in the workplace. Throughout the years, it’s small-minded people that find her to be a threat when working on deals together. She would be talked down to or treated like their assistant instead of their partner on the deal. She has been circumvented on large deals because of greed.  They exploited her knowledge for months to gain momentum on the deals​ only to circumvent her.  She adds “I let karma do its job with people who lack ethics in this business. There is no reason to stoop to their level to prove them wrong.  I know that everything happens for a reason and when you show up in this business with ethics you are ultimately the winner even if you didn’t get a slice of the commission you earned.” Thomas finishes with “Almost every career or job I have had there has always been discrimination.  What young girls need to know is that this is the era of speaking up and not allowing this from anyone.  It’s not only men that discriminate against women, there are women that do this to other women as well.  I will say that I know many men that see woman as equal.  I think it’s important to acknowledge that.”

 THE QUALITIES OF A GOOD LEADER

A great leader is someone that ​is honest, open minded, acknowledges hard work in others and compassionate.

Leaders are meant to lead by example. Actions always speak louder than words.

Tell us something about the outset story of your organization.

Growing up, I received my first taste of entrepreneurship from my family business. My family owns multiple restaurants and catering halls throughout New York. Even though it would have seemed to be the obvious choice to continue in my family’s footsteps and work within the business, I had the dreams I needed to chase. I wanted to create a legacy of my own and not take the easy way out and work for my family. So, I started my PR and digital marketing boutique agency, ZavoMedia, on the strength of my industry experience in marketing strategies and public relations with the mindset to assist female entrepreneurs within their journeys and inspire women to live out their goals and dreams. Additionally, I developed a platform of podcasts and interviews of executive female mentors who offer successful tips and guidance to women as they embark or continue the entrepreneurship journey. These platforms concentrate on personal branding, content marketing, brand awareness, leading with confidence, authenticity, and how to push through various obstacles of adversity.

What motivates and inspires you as a young entrepreneur?

As I remember my journey to get to where I am today, my two primary sources of inspiration are my son and the future generations of professionals. My son is my first source of inspiration because I not only want to provide choices and opportunities for him that I did not have when I was young, but I want to show him that anybody can make a difference in the world. Anything is possible with hard work and dedication. My second source of inspiration is providing a successful example to other women and proving that they can make their dreams a reality if they stay focused on the goal. I believe we all have a voice within us that can be powerful and impactful to others when heard. For some, it is life-changing. Speaking up endows more self-confidence and brings in newfound peace and growth. Being in the media industry for over a decade, I’ve witnessed and went through different scenarios that tested my voice as a publicist and Entrepreneur. It wasn’t an easy journey, I admit, but by learning from my experience and extracting the moral lessons, I didn’t end up empty-handed. There were situations when I felt unheard, powerless, and limited by my surroundings. However, it was in those struggles that I pushed myself to step up. I broke through my limits, and from then on, I didn’t allow anyone to trample on who I am and what I am capable of doing. Fueled with the desire to succeed, I decided to step forward and start speaking up for myself rather than staying in the shadows, and my goal is to inspire others to do the same.

How does your company uphold its uniqueness and individuality?

I believe the uniqueness of my company comes from my coaching principles and PR hacks. For example, I formulated my acronym – B. E. P. I. C. – which helped me overcome moments of weakness to this day. I teach this method to my mentees so they can find their confidence and their inner voice to carry them through their journey. At the end of the day, my company’s primary goal is to carve an avenue for women in this male-dominated world continuously. I have stood firm on that goal and stayed committed to not only providing resources to educate women further but also to give them the tools and skills needed to become competent professionals. It is also important to me to not only educate but inspire. As a result, I have utilized my network over the years to give solid examples of what could happen with hard work, persistence, and dedication. Today, I am known as the millennial PR strategist, a media mogul, and a branding maven.

Kindly mention some of the notable recognitions and accreditations received by your organization.

The first honorable accomplishment that I cherish is becoming the first female Entrepreneur and businesswoman in my family. I am an official member of the Forbes Business Council and Chairwoman of WMW Lounge in New York. I am also one of the latest members of the Young Entrepreneur Council, the editor and chief of my lifestyle magazine, and a celebrated keynote speaker. However, out of all of my accomplishments and accolades, my most outstanding achievement is helping women create their own space and succeed in their entrepreneurship journey. I started the podcast “What Makes a Woman.”, and have penned multiple columns for various prestigious outlets such as Entrepreneur, and have appeared on notable platforms such as Forbes, Huffington Post, INC and more. More recently, I mentor girls from orphanages by providing them the necessary resources to educate them on the art of entrepreneurship. I feel that if I reach back and help future generations, the cycle will continue, and I have made my mark on this world.

The pandemic turned the tables for every sector of the economy, telling us something about your market and its scope for growth.

Covid-19 has changed the structure of business for everyone. Thankfully, my team and I could adopt more technology and create a digital avenue that allows us to reach a bigger audience and develop more effective and profitable services for these times. We were able to pivot my platform during a pandemic and carve out a new way to reach women on the one latest and aggressively growing apps, Clubhouse. The idea and overwhelming response from the platform motivated me to start a virtual public relations academy, Zavo PR Academy, which transforms professionals, entrepreneurs, and executives from being unknown to becoming unrecognizable by teaching proper industry strategies for boosting personal brands. The academy also uses a specific method to help magnify and monetize a message, how to find your unique voice, and how to develop an authority in your niche. As a result, we were able to broaden my audience and help more women create a better life for themselves and their families without losing any of our team members.

Where do you see your organization in the years to come?

Going forward, my organization and I plan to take my brand and mission to the next level. Zavo Media Group is becoming a global company by establishing offices in Paris and Dubai in the Spring of 2022. We will capitalize on technology so we can reach an even larger audience and help more women tap into their unique voice and story to share with the world. I plan to continue to educate and inspire those who know that there is more to life than doing the bare minimum and those that want to live instead of merely existing. Overall, I will remain persistent in creating more avenues and preparing the next generation of successful entrepreneurs for their greatness. I love the idea of giving voice to the voiceless, and I love the idea of storytelling and the power behind someone’s message. As a result, I plan to continue creating a brand that is aligned with the things that I am extremely passionate about.

Entrepreneurship is an art, what is your take on that?

I agree that entrepreneurship is an art because this journey is not for everyone. It takes a skillful and passionate person to understand the balance of talent, dedication, and the need for patience to trust the process of birthing a dream. Most people give up because of the dark and narrow roads of entrepreneurship, mainly because there are no guarantees, no safety nets, and no one or nothing to fall back on. Everything rests on the entrepreneur’s shoulders, and not everyone can bear that amount of weight. For example, before I started my company, I was a college dropout and a single mom at age 20. I knew I wanted more so I decided to learn for myself the art of storytelling and how to get it out to the public. I wanted to share my story with the world so others can learn from my experience and become inspired. When PR initially piqued my interest, I had no knowledge of the industry, but I decided to partner with a firm in NYC under one condition: I would introduce new clients from my family’s restaurant, and in return, they will let me shadow and learn everything there is to know about PR. I gave myself a year, and during that year, it was nothing but hard work, grit, and determination. By the end of the year, I learned the ins and outs of PR and hired a mentor to teach me the business aspect, and started my journey. With only $5000 and a spirit of determination, I started my bootstrap startup company in 2017 without any partners to assist.

I want to encourage people not to quit on themselves and to trust the process. Every task, every mistake, every pitfall, and every move is pushing you closer and closer to your dream, and you will see that one day, it was worth it.

There are companies and then there are brands. A powerful brand is not only distinct and stands out from the competition due to its product/service but also due to the values it stands for, no matter what. Having a clear identity and purpose helps brands to effectively connect with consumers on an emotional level. 

To create this emotional connection, brands will need to focus on creating a positive customer experience. This means providing high-quality products and services that meet customer needs and expectations. Also, be accessible and convenient, making it easy for consumers to purchase their products and services. 

As the world becomes increasingly digitized, the way consumers interact with brands will also change. To stay relevant, brands need to be agile and adaptive, able to quickly respond to changes in the marketplace. They will also need to have a strong online presence, utilizing social media and other digital channels to reach their target audience. Building “raving fans” and community will stand brands in good stead and brands can now create a loyal following effortlessly with the use of digital media. Furthermore, brands will need to focus on creating an engaging and personalized experience for consumers and Justine Pogroske at Million Dollar Branders helps them in this journey.

Finding her Entrepreneurial Gene

Born in Johannesburg, South Africa, Justine had her first brush with business at the age of 6 when she sold used toys. As a child, she was fascinated by the idea of starting her own business and always knew she would eventually be her own boss. So, when the time came to choose a career, there was really only one option for her: entrepreneurship.

At age 11, her family migrated to Sydney, Australia. After school, she fell in love with the advertising industry. “I think it was the creativity that first drew me in – the way that a good advert can tell a story, evoke an emotion, and sell a product all at the same time. I also loved the challenge of it; trying to come up with an idea that is both original and effective,” recalls Justine.

After receiving her diploma in graphic design she started her career at one of the most renowned agencies in the world called Ogilvy and Mather(not without putting some serious campaigning skills on display until the creative director finally got her on board). The advertising industry turned out to be an incredible fit for her as she had always excelled at art and had always been good at public speaking. “I think that the advertising industry was a perfect mix of both of those talents. I have always loved coming up with creative ways to sell products, and been great at telling people about those products,” shares Justine.

Over the years she worked for leading agencies, M&C Saatchi, Optus, PwC, and more. At 24, she saw a gap in the market for an agency with the mindset of a “large agency” but the thoughtfulness of a boutique agency. That’s when her company, Million Dollar Branders was born. Justine says, “I wanted our number one focus to be on “expensifying brands” and building on “brand experiences”. Million Dollar Branders(MDB) is a boutique agency whose focus is on building brand empires and legacies for the experience age. We aim to deliver timeless branding solutions anchored in result-driven formulas. Today our client base ranges from Fortune 500 companies, Global thought leaders and celebrities, Nascar to Silicon Valley movers and shakers.”

Creating Unique Value

There are a few things that make Million Dollar Branders a leading brand agency. First, they have unrivaled industry experience building legacy brands. The team is comprised of experienced professionals who have a deep understanding of branding and marketing. Second, they’re always on the cutting edge of the latest industry trends – constantly exploring new ways to reach consumers and stay ahead of the competition. And third, they’re not afraid to take risks. They believe that to achieve something great, sometimes you have to think outside the box. 

The company believes that a great brand is more than just a pretty logo. It’s the sum of all the experiences a customer has with the company, from their first impression to their ongoing interactions. That’s why they take a 360-degree approach to branding (MDB calls this The Bankable Brand Alignment Method], developing strategies that cover everything from corporate identity, to digital presence: website, digital marketing, and social media. They’re also experts in brand positioning and messaging, so can help brands stand out from the crowd and connect with your target audience. In short, they know what it takes to build a strong, sustainable brand. 

Qualities that make a leader

As per Justine, a leader must be many things: confident, decisive, and level-headed. They must be able to take charge in a crisis and rally others to their cause. They must possess the strength of character to make tough choices, even when the path ahead is uncertain. And they must have the vision to see what is possible, even when others cannot. These are the three most important qualities a leader must possess. With them, anything is possible. Without them, even the simplest tasks become insurmountable. Most importantly a leader should be heart-centered and lead by example. 

Being decisive and rationale is crucial for leaders. But human as they are, there are moments when they might feel stuck. At times like these, Justine usually takes a deep breath and reminds herself that it is okay to not know everything. “I try to remember that everyone feels stuck or confused at times, even the people who seem to have it all together. Once I have given myself a little pep talk, I start brainstorming possible solutions. I try to think of all the different ways I could approach the problem. Sometimes, just taking a few minutes to brainstorm gives me the clarity I need to move forward. Other times, I like to do a little more research or ask for help from someone who has been there and done that and is well versed in that area or topic. I am very lucky to be connected with some incredible thought leaders. Most importantly I am kind to myself in the way I speak to myself as I know that I need to back myself to get through the situation. If you don’t believe in yourself then who will, period. I believe if you can see it in your mind, you can achieve it,” says Justine.

The preferred style of management

As a business leader, Justine believes that there are pros and cons to micromanaging. On the one hand, micromanaging can ensure that every aspect of the business is running smoothly. However, it can also be time-consuming and stressful, and it can prevent employees from taking initiative and being creative. Justine believes in empowering her employees to excel by giving them enough responsibility and resources to feel fulfilled and proud of their achievements and who they are becoming. She believes that as a business leader, one should set expectations and provide guidance, but one should also allow their team members to take ownership of their work and make decisions for themselves. “This approach has helped me to ensure that the business is running smoothly while also freeing up time to focus on other important tasks and goals,” she shares.

To the Budding Entrepreneurs:

Justine feels there’s no easy answer when it comes to the question of what advice to give young entrepreneurs. There are so many factors to consider and every situation is unique. So here’s what she has to say.

However, if I had to narrow it down, I would say that the most important thing is to be passionate about what you’re doing. If you’re not passionate about your business, it will be very difficult to succeed. You have to be willing to put in the hard work and dedication necessary to make your business a success. Additionally, you need to be able to take risks and accept failure as a possibility. Without taking risks, you’ll never achieve great things. 

As a young entrepreneur, you have a lot to learn. But don’t worry, that’s what entrepreneurship is all about – learning through experience. Always be learning. Be curious and read everything you can get your hands on – books, articles, blogs, whatever. And don’t just read about business – broaden your horizons and learn about history, psychology, science, art, anything that interests you. The more you know, the better equipped you’ll be to deal with the challenges of entrepreneurship. 

Don’t be afraid to fail. Failure is part of the process and it’s how we learn and grow. What matters is how you handle failure – do you let it defeat you or do you use it as motivation to succeed? Finally, always remember that attitude is everything. Entrepreneurship is tough and there will be days when you want to give up. It’s during those times that your positive attitude will make all the difference. Follow your dreams, work hard, and never give up, keep your head up, stay focused on your goals, and never give up. If you do those things, you’ll be well on your way to success.

I love the line from the poem Invictus “ I am the master of my fate, I am the captain of my soul”. I keep this quote on my desk. As an entrepreneur, you will always be in control of your fate and your destiny.

Preparing for the New Normal

It’s no secret that the Covid-19 pandemic has turned the tables for every sector of the economy. With industries like hospitality and retail being hit the hardest, many companies have had to pivot to stay afloat. However, the IT sector has been one of the few to not only weather the storm but actually thrive in these uncertain times.

This is likely because, more than ever, people are relying on technology to stay connected and productive. As a result, there is a growing demand for innovative and reliable tech, creativity and software solutions. 

 So where does Justine see MDB in the years to come? She envisions the company as being at the forefront of this industry, providing cutting-edge solutions that help its clients stay ahead of the curve. To sustain this position, the team will continue to invest in research and development, and tech skills ensuring that they are always at the forefront of innovation.

 “Looking ahead, we see a bright future for our company. We plan to continue releasing cutting-edge services and products that meet the needs of our customers. We will also focus on building strong relationships with our clients, as we help them to future-proof their brands and pivot into the meta-verse terrain. We aim to help legacy-minded entrepreneurs cement their brands into the future of tech. With these strategies in place, coupled with our well-trained team of experts, we are confident that we can maintain our position as a leading brand and digital agency in the years to come,” concludes Justine.