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Resort communities are unique markets where specific real estate expertise is required. Here, RISMedia interviews Lynn Mortor, broker from Sierra Crest Real Estate in June Lake, Calif. about trends, challenges and best marketing practices in this vacation home market.

LynnMortonRegion served: Mono County, which is located in the Eastern Sierra of California
Years in real estate: 15
Number of offices: 1
Number of agents: 1
Top tip for staying organized: Make a list. If you can’t get everything done that day, prioritize items on the list for the following day.
Favorite real estate apps:® and Facebook

What are some of the current trends you see in your market right now?
Since we’re located in a resort community (Mammoth Mountain and June Mountain), we’re seeing a demand for vacation homes and condos. Our marketshare of buyers mainly come from the Southern California area. While today’s buyers are still looking to get a good deal, if a property is priced right, it won’t stay on the market long. And most buyers know this.

What is the most significant trend positively affecting your business today?
Low interest rates.

How does your company stay flexible and current?
By knowing the neighborhoods that we serve. The area that we serve is spread out, so driving and knowing the various subdivisions is key. It’s also important that we know what is currently listed and what has recently sold. Having access to this data allows us to help our buyers and sellers when they ask for our advice.

What is one of the biggest challenges your market faces and what are you doing to overcome it?
Our biggest challenge is the lack of inventory we’re experiencing in some neighborhoods. Combatting this challenge begins with taking advantage of direct mail marketing so that we can get in front of sellers whose circumstances may have changed, making now the right time for them to list their property.

What new technologies or marketing tools are you embracing?
Whether it’s taking photos of properties or showing listings to clients, smartphones have been truly advantageous.

How is your brokerage using The Real Estate Book’s marketing programs?
Not only are we using the print advertising for our listings, we’re also using QR codes on our flyers. In addition, we’re taking advantage of the call-to-action mobile app that makes it easy for prospective buyers to get in touch and view our listings by texting “Sierra” to 85377. All of these products have allowed us to pick up additional leads.

For more information on Sierra Crest Real Estate, visit