In the world of commercial real estate, success often comes down to the fundamentals – but it's the consistent, excellent execution of those fundamentals that sets exceptional professionals apart. Beth Azor, known throughout the industry as "The Canvassing Queen™," embodies this principle of achievable excellence, demonstrating how unwavering dedication to the basics can build an extraordinary career.
The Power of Showing Up
When Beth started at Terranova with an $18,000 salary, she made a decision that would shape her entire career: she chose to be present. While others saw weekends as time off, Beth saw them as opportunities to connect. She'd be in the office on Saturdays, doing paperwork while the bosses were around. "It's not who you know, it's who knows you," Beth explains. This simple yet powerful approach led to her managing more properties faster than her peers.
Learning Never Stops
Despite her success, Beth never stopped investing in her growth. Early in her career, she put Tom Hopkins' sales training materials on her credit card despite barely being able to afford them. "A lot of people think, 'Okay, I graduated from college, I'm good. I just need to learn my field,'" Beth notes. "But we can always learn, and if we stop learning, we coast – and coasting in a wagon goes downhill."
The Value of Persistence
Beth's experience turning around a struggling property in 1990 exemplifies the power of consistent effort. For six months, she couldn't lease anything despite canvassing 80 to 100 prospects daily. Instead of giving up, she kept going, trusting the process. The result? After breaking through with the first deal, she signed 50,000 square feet of leases in the next six months.
Building Communities, Not Just Centers
Today, Beth owns four shopping centers valued at $80 million, but her impact extends far beyond property ownership. She's made it her mission to increase women's participation in commercial real estate investment, aiming to raise it from 3% to 10% by the time she's 70. Her approach to this goal? Building communities.
Whether it's organizing women's investment conferences, creating industry supper clubs, or helping young professionals connect, Beth understands that success in commercial real estate isn't just about buildings – it's about people and relationships.
The Evolution of Retail
Beth's current work, including her success in Cleveland's Tower City, demonstrates how retail continues to evolve. By understanding local community needs and creating opportunities for Black-owned businesses, she's signed 49 leases in a market where she initially knew no one. This success reinforces a crucial lesson: while the industry changes, the fundamentals of understanding your market and building relationships remain constant.
Key Insights for Growth
- Consistency creates breakthrough moments. Even when results aren't immediate, persistent effort compounds over time.
- Every interaction is an opportunity. Whether it's a weekend at the office or a conversation with a competitor, relationship-building happens in unexpected moments.
- Community creates opportunity. Success isn't just about individual achievement – it's about creating networks and opportunities for others to succeed.
- Market understanding is crucial. From tenant mix to community needs, deep market knowledge enables better decision-making.
The Path Forward
Beth's journey exemplifies the sweet spot between everyday business and billion-dollar empires that defines achievable excellence. Her story shows that extraordinary success doesn't require revolutionary innovation – it requires exceptional execution of fundamental principles, continuous learning, and a commitment to creating value for others.
As the retail landscape continues to evolve, Beth's approach reminds us that while technology and markets change, the core principles of success remain constant: show up consistently, keep learning, persist through challenges, and build strong communities.
Whether you're just starting in commercial real estate or looking to take your career to the next level, Beth's journey offers a blueprint for sustainable success built on achievable excellence.