Broker Agent Magazine "Broker Agent of the Month"
January 2007
Alan Hoffman
By Lalaena Gonzalez-Figueroa
Photography by Fred Cornelius
Before he was a REALTOR®, Alan was a small business owner who graduated college with a degree in horticultural sciences. The leap to real estate wasn’t as far a stretch as it may seem; his goal was once to work as a landscape architect. But as he began to invest in real estate for his own portfolio, he simply fell in love with the business. His agent at the time, Ruth Ward, recognized Alan’s potential for success, and encouraged him to pursue his license.
Alan began to work in real estate in 1988 in Las Vegas, where his wife, Magda Martinez was living her own professional dream as the general manager of a radio station. The couple then relocated to Reno, a family-friendly city that was the ideal place for them to raise their two children. Here Alan joined a local agency where he rebuilt his business, starting fresh with a new clientele and quickly proving himself as a top agent.
HomeGate Realty
In 1999 he opened HomeGate Realty with professional partner Tina Spencer, a colleague at his previous brokerage. Alan credits his entrepreneurial spirit as his motivation to take the next step in his career. “I had ideas for running a business that could best be implemented if I headed my own firm,” he explains. The company was founded on the principle of providing a service marked by professionalism and integrity, and he and Tina raised that bar for their agents, as well. “We have consistently looked for sales associates who appreciate and respect the work we do, and who strive to offer the same level of service to their clients,” Alan notes.
HomeGate’s name is an homage to Alan’s early years in Chicago, where he recalls, “Everybody had a front gate.” The first office opened in Reno, and Tina subsequently opened her own office in Sparks. Today each HomeGate office is independently owned and operated, with Alan retaining ownership of the Reno location.
A Passion for the Industry
A theme arises as Alan speaks of his work; time and again he talks about helping others. “I look at my clients not as a single transaction, but as long-term relationships,” he explains. “In handling their business, I am constantly searching for options and finding the best potential moves for them. I have to sleep at night knowing that I have done the right thing.” And so he works tirelessly to meet every client’s need, whether that means becoming a homeowner for the first time, moving up or down, or finding alternative to foreclosure. His service is based upon the principles of trust and education.
“First and foremost, I protect my clients”, Alan states. “I know I can trust the people with whom I work, and they trust me as well.” As a professional, he shares his knowledge, empowering his clients to make their best decisions. “When you have power, you eliminate fear,” he notes. “I explain to my clients up front that I’m here to guide them and help facilitate an effortless and wonderful experience. We don’t do horror stories in our office.”
As a broker/owner, Alan takes a noncompetitive approach to his role as a REALTOR®. Nearly all his business stems from repeat and referral clients, and he is now excited to work with a new generation of customers, as the children of his early clients seek his assistance in their own home purchases and sales. “It’s a tremendous compliment,” he says of his clients’ loyalty.
Being active in the field allows Alan to stay current on market trends and changes and enables him to serve as the key resource for HomeGate sales associates. Keeping his office at the boutique level ensures that he is accessible to all agents, and allows those agents to operate independently with the support of a seasoned top-producing broker.
Another specialty is Alan’s work with transitioning clients, who are compelled to buy or sell because of major life changes including new babies, job transfers, divorce or death. While the circumstances may not always be ideal, he approaches each situation with a genuine desire to help his clients work through their transitions, some more joyous than others, and counseling them to a satisfactory, affordable conclusion as it relates to their real estate needs.
Alan is extremely well rounded in his real estate endeavors. He not only works with commercial and high end clients, he has also helped couples just starting off, single moms, relocating families, someone buying their first condo or first-time homebuyers. He treats everyone as though they were his only client. Many letters and calls have always graced his phone line from clients thanking him for making them feel like they were a million dollar client and the only client.
Commercial and Residential Blends
Throughout the duration of his career he has evolved into such a trusted real estate advisor for his clients that as their needs have changed, they have motivated him to expand his industry knowledge. As such, he has become an accomplished commercial agent with experience in a variety of purchase including large land purchases, buildings, and office and commercial leasing. A good example of that was when he was able to help long time friend of the family Jeanne Baxter, owner of the Reno Ethan Allen Store that used to be on Kietzke Lane. Alan helped her sell the old building and develop and build, from the ground up, the new location for the beautiful Ethan Allan and Basset Furniture now located on South Virginia.
Over the years Alan has helped many professionals see their dreams come to life. A few years ago there was a group of physicians whom Alan had assisted with their residential real estate needs and they now wanted to open their own surgical center. Together with 17 area physicians, Alan was instrumental in the development of Surgical Arts Center in Reno at Delmonte and Neil Road. Surgical Arts Center was the first surgical center in Northern Nevada. “Diversification in this field is what keeps it exciting and alive for me,” says Alan. “The residential side of the real estate transaction is where it all started, but I’ve been so challenged and felt such a sense of accomplishment being involved in these commercial endeavors. It’s just a great feeling to see my clients accomplish some of their own personal career goals as well.”
Technology and Education
Staying at the top of his profession means knowing his market, and Alan has committed himself to ongoing education in the classroom and in the field. He stays up to date on his industry knowledge though educational opportunities including seminars, classes and conventions. He also has a generous offering to agents who work in his office, contributing back a portion of their commission split to be spent for obtaining ongoing education in their real estate classes and certifications.
Technology is high on Alan’s list of “must haves”. It’s no secret that technology is a driving force behind today’s real estate industry, and Alan has embraced the latest tools that add value to his business. “Technology makes life easier for our clients, enabling us to bring information to their attention with the push of a button,” he says. “This helps us to better serve them. As we help them with the most important decisions of their lives, it is our responsibility to offer them the best service possible.” Alan and his HomeGate REALTORS® employ tools such as wireless Internet and tablet PCs in order to bring the office to their clients, who can review contracts and submit and sign offers on the spot, in virtually any location.
Giving Back
Having lived in this area for some time and seen all the changes that are occurring in Northern Nevada, Alan is truly interested in the area’s growth. He regularly attends master planning meetings for the cities of Reno and Sparks where he learns firsthand of upcoming developments and changes. A commitment to education has always been high on Alan’s list of priorities. He is past president of and currently sits on the board of Sage Ridge School, a college preparatory school from which his son graduated two years ago. Even though his son David is now attending Northwestern University, he is still very instrumental in maintaining and growing Sage Ridge as he feels it’s one of the best preparatory schools anywhere.
Throughout his nearly 20-year career as a REALTOR®, Alan has seen many changes in the industry. One trend he is not fond of is the movement of auxiliary professionals into the field of real estate. His solution? “I believe REALTORS® should be held to higher standards,” he says. “We must work to create a better impression of our work and the value that we offer to our clients.” He advocates education to all agents, encouraging them to be the best they can for themselves, their clients and their profession.
To be his best, Alan focuses on his two passions: his business and ongoing education. While he acknowledges that those close to him, like his son David, would say he works too hard, Alan says that real estate is simply a fulfilling part of his life. Still, he manages to give to the community through service with non-profit organizations, saying, “My belief is that my gift is to help others.”
Alan is pleased to work with his wife and business partner Magda, who joined HomeGate in 1999 after spending 23 years in broadcasting and marketing. In addition to running the daily office operations, she is a licensed REALTOR® who works with her own clientele. Her ability to connect with the Hispanic community through language and culture makes her a particularly valuable asset to the company.
He operates with a full plate, and Alan says he manages his responsibilities by waking up thankful for each day, working hard, and surrounding himself with great people. This includes industry professionals and his own office personnel, who help him to run a successful and thriving business. Ultimately, it is his passion for real estate and his clients that drives him in the industry, and that fire has propelled him to the top of his profession. “Real estate keeps me going,” he says simply. “I love what I do.”