Sally Long Johns shares her bright personality with clients

"My measure of success is whether or not I've served my clients' needs," said Coldwell Banker Realtor Sally Long Johns, "and with my clients with short sales it's about getting them through the transaction relatively unscathed and feeling supported to build a bridge to a new life."

Client needs, particularly sellers' needs, have changed with the economy and Long Johns, 44, not only provides Realtor services but a sympathetic ear, a lot of humor, a guiding hand toward reality, knowledge about local real estate and options, and a list of resources for her clients that includes financial counselors, attorneys, certified public accountants and even grief counselors.

"My challenge used to be to get my foot in the door first and have the most competitive offer, but now my challenge and my measure of success is the same thing," said Long Johns.

Long Johns earned her Realtor's license in 2001 after seven years as an administrative assistant in Coldwell Banker's Residential and Commercial division. "I thought it would be a good fit because I'm a people person and I thought it would work around my family's needs."

She is the mother of three sons and one daughter, a Golden Empire Scout Merit Badge counselor, Little League mom, owner of one dog, one cat and one guinea pig "with a rotten attitude." If you ask about the hours she is available, it's pretty much 24/7, but she usually leaves for work at 7:15 in the morning and returns home around 9:30 at night.

She and her husband of 23 years, Chris, a correctional fire captain moved to the area from South Sacramento 20 years ago.

"We've lived in the same house for 20 years which isn't the average in El Dorado County," said Long Johns. "People here move about every six to seven years — and they move within the county, either upgrading because their family is growing or downsizing. People really like it here.

"Selling lifestyles and fulfilling dreams is the fun part of my job," said Long Johns. "I don't ever want to squash anyone's dreams, but sometimes I have to help clients clarify their needs and realize their limitations before I can help them with options."

Buyers have more things to think about than just a mortgage payment, she explained, citing taxes and maintenance as examples. "Some don't realize that they are building a nest egg for their future. They shouldn't thinking of their home as an ATM machine."

Long Johns' greatest business influence comes from a pair of Realtors — Thelma and Geordie Katz — who helped her parents relocate their family from Asia to New Hampshire and stood by her mother, continuing to help the family when Long John's father died.

"I walk my clients through every step, show them how to work through the loan system, and let them know what their responsibilities are," said Long Johns. "Some of my younger clients call me 'Mama Bear' because when a listing agent tries to push them, I'm right there to stand up for them.

"A lot of people are in financial distress and so it's an emotional issue when they have to do a short sale to get out from (under) their house. I try to get them through that lengthy process in the least stressful way possible and that can include connecting them with other people who can help them deal with the process, like counselors."

Long Johns said she hasn't experienced a great deal of discrimination in her business because of her gender. "I'm thankful to my mom and the women of her generation who made those pathways for us. Real estate is a woman-dominated industry. Lending is a male-dominated business and while a few lenders can be condescending, they know the old-boy networks aren't working any more and those attitudes are changing."

The ebullient Realtor describes herself as a very candid, outspoken person who doesn't take no for an answer or back down and who wouldn't put up with discrimination if it appeared.

"I was raised by smart, savvy people," said Long Johns. "I'm a Boy Scout leader and I want my Scouts to have strong male role models, but also to see women as smart, articulate people."

Her advice for women entering the real estate business: "Get a dependable, fuel-efficient car, learn how to barter with your girlfriends for childcare and tell your kids you won't be able to attend every single game or event."

To contact Sally Long Johns at Coldwell Banker call 530-306-0821.

Wendy Schultz

Wendy Schultz has been a columnist for the Mountain Democrat since 2002 and a staff writer since 2005. She covers Placerville city events and City Council meetings, writes feature stories and reports on things of interest in El Dorado County.

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