In the News
sells real estate using humor and hustle
By Ivette Fernandez
Lana Swanson is not like other Realtors in many ways.
People remember her by her red hair and her laugh, and she
is a very funny person.
But she is the first to tell you that once the jokes are
over, what you have is a Realtor® who is capable
and that can represent you successfully.
In the 70’s Swanson was a single mother and found
herself having to raise her three children on her own. With
tremendous determination and will, she maintained her home
in Pinecrest and started at the time a retail window treatment
business known as The Drapery Exchange that branched out to
three locations. She also owned and operated a manufacturing
Her children went to Pinecrest Elementary and she then sent
them to Guliver.
After her children left home, Swanson met her husband. She
decided she did not want to work for crazy hours any more.
“I sold my business, down to the last button, “
Displaying her humor, she said she chose becoming a Realtor®
because “it looked easy enough.” She saw the hours
would be more flexible and the job, fun.
Moving forward with her new endeavor, Swanson would have
to learn the workings of interest rates, loans amortization,
real estate laws and such. She immediately realized the job
would prove to be more that pointing out the closet space.
In a short time Swanson was a pro. Her strong business drive
and negotiating skills gave her a tremendous edge.
"It's not about me. It is about the best deal for the
buyer and seller.”
Some of her best leads come from a professional lead organization
called The Progress Club, where there is only one representative
per industry. With the same “chutzpah” she always
has shown as an entrepreneur, Swanson is now a respected and
She advises customers who are looking for a Realtor to “look
into their history of accomplishments and qualifications,
and the houses they have sold and in what price range. Get
referrals and make sure you are comfortable with the person.
You are going to be working very closely. "
“ A Realtor® has to be a psychologist,
teacher, maid and business person. I am often all things,
“ she explained.
Swanson was born in New York and moved to South Florida in
1967. When she originally moved down to the Kendall area,
people would tell her that she was moving into the Everglades.
“A lot has changed since then, “ she said.
She lived in Pinecrest for 14 years.
“I think it is a wonderful place to live. We would
ride bikes and play tennis. The area is most beautiful and
the schools are excellent.”
Her friends jokingly have nicknamed her ‘the Mayor
of Miami,” because everywhere she goes, she is greeted
by people she knows.