DELVA – How She Branded Her Way to Success

Not many people ever reach the stature of those who are known only by one name. Hollywood has CHER and MADONNA; Chicago has OPRAH. Here in the Clear Lake area, we have DELVA. She brilliantly mastered the art of branding and became a real estate legend. Ascending from an administrative assistant to the Diva of Texas’ Bay Area Realtors known fondly as The Hat Lady, this steel magnolia didn’t just push limits; she broke sound barriers. She’s definitely a woman who chose a “Road Less Traveled”.

 

I was living on my boat at Waterford Harbor Marina when I first met the “Hat Lady”. I entered the marina restaurant for Sunday brunch and saw this icon of fashion, outfitted in a striking hat and impeccable suit sitting at her table. I realized she was the woman splashed across the big billboards throughout Clear Lake advertising her realtor services. I boldly walked up and introduced myself, telling her “I have to meet the Hat Lady”. She invited me to join her and we spent time getting acquainted. That initial conversation led to a deep friendship, and today I enjoy “Wednesdays with DELVA” , a weekly luncheon date that has been ongoing for years. 

I remember we walked into Landry’s Restaurant on the Kemah Boardwalk, sat down at a table for lunch and the waiter handed Delva her own customized menu with her name embossed in “diamonds”. On several occasions people walked up to her and asked for her autograph…”Of course!” she would reply, as she whipped out her “diamond” encrusted pen. From her dog Sweetie Pie to the new Cadillac she trades in every year, she could be mistaken for Zsa Zsa Gabor’s sister. 

I experienced the magic of Delva in business when she sold my condo. Her attention to detail, the stellar customer service and her superior negotiation skills made my seller experience unique.   I wanted to tell her story because Delva is so much more than what her publicity portrays. As I interviewed her for this article, I wanted others to know the Delva I know, and learn from her unique branding techniques. This is her story.  

“I’ve always loved a challenge”, Delva said. In 1990, I was working as an assistant to the Chairman of the Psychiatry Department at UTMB. My husband and I lived in Bayou Vista and regularly attended city council meetings. One night we heard complaints about the condition of the roads that were in desperate need of repair. I was aghast when I heard how high the estimate to repair them would be, knowing the cost would be passed onto the residents. That’s when I decided to run for City Council. I won the position and ultimately got the roads upgraded through a partnership with Texas A&M and a grant from the state of Texas. It saved the taxpayers of Bayou Vista a lot of money. That effort got me appointed Mayor Pro-Tem.

When my husband Alan was diagnosed with a terminal illness I resigned my position on the City Council and my job at UTMB to become his caregiver. Alan told me, “Delva, you can’t just sit around and take care of me. I want you to do something that will keep you busy and interacting with people. I’ll know you’re successful when you can afford to buy your first limousine”. So, armed with that encouragement, I enrolled in real estate school.

She told me that after getting her license, she chose Dorothy Stall, a well-respected broker in the Bay Area as her mentor. Her first year in real estate she earned the distinction of “Rookie of the Year”. Her personal branding emerged through the many designer hats she wore, earning her the moniker, the “Hat Lady”. She had found her niche and loved every minute of her newfound career.

Her personal life took a turn when she lost her beloved Alan. She was devastated. They’d been married for 25 years, and he’d always been her biggest cheerleader. Six months after his passing, remembering his challenge, she bought a used limo. “ I didn’t know at the time how greatly it would affect my business”, she said. “That purchase literally put me on the front page of the Houston Chronicle, Houston Business Journal and many local papers. My phone rang constantly with requests from radio stations wanting to interview “The Hat Lady that rides around in a limousine”. This free advertising propelled her business to a whole new level and when she started working for Remax she won awards like the President’s Club, 100 Percent Club, and various top producer honors. That’s when she realized it was time to branch out on her own and Delva Real Estate Services was launched.

Delva remembers, “I could afford to trade in my second hand limo for a custom made, crimson colored stretch limousine complete with bar, television, VCR and a telephone. I used the limo to transport my clients regardless of their budget. It didn't matter if they were spending $80,000 or $800,000, buying or leasing...all my clients received the Delva Treatment . Buying a new home and riding in a limo is not an everyday event and I needed to made it special.  My driver, Robert Garcia, was a gem. He would sometimes double as a babysitter when I was showing homes with my clients while the kids stayed behind in the limo eating snacks and watching TV. I remember taking one family from Louisiana house hunting. When the child got back to school, he stood up at show and tell and announced, “All the realtors in Texas have limos!”

 

What tactics did you use to become The “Queen of Marketing” in Clear Lake?

 

• I always dressed in a silk suit and wore designer hats. I’ve been wearing hats since I was 13 years old. Today my 1000 plus hat collection is housed in a special room in my home.

• Riding in a chauffeured limousine allowed me to get a lot of work done while en route to pick up clients. It also created humorous moments like the day a policeman stopped the limo. “Officer, is there a problem?” asked Robert. “No, not at all…I just wanted to meet Delva!”  the officer explained.

• I recall when my first television commercial premiered on CNN, it was the day before the Persian Gulf War broke out. In between shots of a grim General Schwarzkopf was me, smiling and saying, “ Hi, I’m Delva, a realtor….”   (Timing is everything.)

• One of the downsides of portraying a successful image is it gives the impression that you only deal in high end homes, which for me is not true. One of my advertising campaigns backfired and I lost a listing. My client had seen my new commercial showing me holding a silver tray with a house on it. He decided that his house was not high end enough for me to bother with. That couldn’t be further from the truth. I immediately pulled the advertisement.

• I published a monthly magazine called “Magnificent Ideas”

 

 

• I’ve seen my picture on many a refrigerator door, a simple but effective advertising campaign.

• And then there is my Delva Dollar. I give them out as good luck charms. I remember giving one to my waiter. A week later he asked me for another to give to his buddy. He said, “The one you gave me last week brought me the biggest tips I’ve ever had!”  Another young lady I’d given one to called me the next day, crying. She had visited her mother who was in an Alzheimer’s unit the previous night. She was amazed when they held a normal conversation. The young lady attributed it to the Delva Dollar. I knew it was the power of positive thinking. One youngster I gave one to asked me where to spend it and I replied, “Why Delvaland, of course!

• I celebrate each closing with a bottle of champagne. I pulled out a bottle to share with a client, and he said, “Wait! Don’t tell me! Delva Champagne, right?” I took his idea and found a Texas vineyard who labeled it, and “Delva Champagne” was born. I launched it with a big party at Space Center Houston.

 

• I loved sharing my ideas on branding and marketing with other agents. I was a regular guest at real estate schools and other realty offices meeting new agents and sharing my tactics with them.

In 2007, the real estate market crashed. I was due to trade my limo in for a new one, but after looking at the market rife with foreclosures, decided to sell it. There is nothing celebratory about pulling up to a foreclosed home in a limousine. As timing would have it, my friend and chauffer Robert, who’d been my driver for 15 years made the decision to retire to be with his family in San Antonio. Our limo days were over.

Looking back, what I am proudest of are not the awards I’ve won and milestones achieved, but of the many clients that became my friends. Today they still remember me on my birthday and we see each other often. Many still bring me their business.

After 28 years, I still love what I do. I sold a home yesterday to a young man whose parents bought one from me in 1995. That’s loyalty. Retirement is not in my future. Every morning I still wake up looking forward to selling homes.

What’s next? As I look at the demographics of the marketplace and watch the baby boomers, like me, moving to smaller homes or retirement communities, I can relate. I am dealing with what I call “The Rightsizing Movement” by helping my friends and clients find solutions that will meet their senior living needs. Whether buying a home in a retirement community, selling their home and renting, or moving to a retirement center, I will continue to be a resource to them.

 

Advice I would give to those starting out in the real estate business

• Always put your client first. Sometimes that can be very difficult to do, but your clients’ needs should be above your own.

• Look presentable. You don’t have to be fancy or wear hats, but present yourself in a clean, well-dressed manner.

• Don’t ever lie to your client. If you don’t know something, say, “I’ll get that information for you”.

• Be Yourself. I’ve had ladies who wanted to be me, but they can’t. You must be unique to yourself.

• Live by the Golden Rule. Treat others as you would want to be treated, and I like to be treated well.

• Give back to the community. I used to love going to elementary schools to hand out Delva Dollars and give children rides in the limo.

• There’s always a way to close the deal, so be creative. One time at the eleventh hour, the seller refused to replace a bathroom faucet that the buyer insisted upon. I personally bought the faucet, installed it and the deal was done. I’ve lost very few contracts because I always find a way.

 

I got a call from a lady. She told me she and her husband were looking to list their home with a realtor but they were in disagreement as to the agent.  She wanted to hire the “Hat Lady”, but he insisted on hiring the “Limo Lady”. As my limo pulled up to her home later that day and I stepped out wearing my hat, she and her husband stood spellbound, then got huge smiles on their faces

I hope I’m remembered for the number of times I’ve watched people smile as we sat in my limo drinking Delva champagne celebrating and gazing upon the “Sold” sign, as I’ve helped them accomplish their dream.

 

The day I walked up and introduced myself to Delva was my lucky day. If I’d judged her only by the celebrity status she’s created, I would have missed out on knowing the real Delva - the Delva that goes to great lengths to ensure her clients’ needs are met; the Delva whose favorite trip in the limo was to Jack In the Box; the Delva who treats clients equally, regardless of budget, and the Delva that only her true friends know and cherish.

 As I gaze upon my Delva Dollar displayed on my boat, I think about her road less traveled. She’s had songs written about her and is constantly asked for autographs.   She’s in good company - BONO, MADONNA, CHER. This marketing queen branded herself as few others knew how, and she did it without losing the very essence of who she is…just DELVA.

 

To contact Delva, call her:

281-335-8261 or 281-455-7741

 

Lorraine Grubbs is an author, speaker and blogger. Read more of her stories on her FB: https://www.facebook.com/lorrainegrubbsinspiringpeople/

We hope you’ll share these stories and spread the word about these amazing women following the road less traveled.