January 26, 2005     Los Gatos, California Since 1881
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Tonna plans to keep busy as new district chairman
By Jean Newton
It's going to be a busy year for Realtor David Tonna, but that's the way he likes it. In addition to helping his clients with their real estate needs, Tonna begins a yearlong term as Los Gatos­Saratoga District chairman of Silicon Valley Association of Realtors. He also serves as vice president and managing broker of the Los Gatos office of Windermere Silicon Valley Properties.

Tonna's other duties this year include participation on the Silicon Valley Association of Realtors' Board of Directors and on the California Association Board where he is a member of the Realtor Risk Management/Consumer Protection, Forum on Forms and Membership committees. In his spare time, he can be found organizing a blood drive or taking minutes as the recording secretary of the men's club at his church.

With approximately 800 Realtor and affiliate members in the Los Gatos­Saratoga District and 15 voting members of the council who meet weekly, Tonna says he is looking forward to the challenge and is excited about the opportunity to communicate with Realtors and consumers during the coming year.

"I believe it is important to have educated and well-informed Realtors. Communication and cooperation with each other is the key to becoming informed," Tonna said. "That's the number one goal for me is to keep our Realtors and affiliates informed about market conditions, since sometimes the market place can change on a dime."

According to Tonna, the marketing meeting is the place to be on Wednesday morning for local Realtors. More than 100 members attend the weekly meeting that is designed to bring Realtors and affiliate members together for networking and to market their listings. There are also guest speakers each week such as attorneys, insurance agents, or motivational speakers who talk about a variety of relevant topics for Realtors.

"The whole concept is that everyone who attends will learn something they didn't know before or take something useful away with them when they leave," Tonna said.

Keeping in touch with the entire Realtor membership is no easy task, but Tonna says he will take advantage of technology to keep Realtors informed through email. Technology is a topic that generates a lively discussion since some Realtors are concerned that virtual real estate offices could impact their profession.

"People worry about virtual offices, but our business is still a person-to-person kind of business. Our world is getting more complicated. Every January there are new forms and new laws. It still takes an expert in the field, a licensed real estate agent, to represent clients. Realtors are working with technology and learning how to manage it rather than letting it manage us." Tonna said.

The tools available to Realtors have changed dramatically since Tonna started out in the business in 1988. Back then, typewriters were still around and there were no cell phones.

There also weren't as many Realtors as there are today.

"If technology was hindering our careers, there would be fewer Realtors. Some people have a fear of the unknown and the future, but I don't worry about that as an issue. Our clients are better off today with the technology that is available," Tonna said.

According to Tonna, another trend that affects consumers in the local real estate market is the emergence of many more different companies.

His goal during the year is to include everyone and provide outreach to the large and small brokerages as well as the independent brokers.

"It's a positive thing. We're happy to see that. Agents have a wide variety of choices and that means consumers have more choices. Competition is good and helps us sharpen our skills," Tonna said.

Increasing efforts to give back to the community in the form of both volunteer time and monetary donations is another one of Tonna's objectives.

"I believe Silicon Valley Association of Realtors does a fantastic job in this area. My goal is to do more of that this year and also to bring Realtors together for casual, fun events," said Tonna, who mentioned a spring get-together for members at the district level where proceeds will go to the tsunami victims.

Keeping tabs on issues and trends in the real estate market is another important aspect of Tonna's job. In his role, he oversees several committees such as Technology, Finance, Events and Political Affairs. He and his wife Marilyn also chaired the district's events committee last year. His experience as chairman-elect in 2004 gave him a running start and served as a transition period.

"I have the help of some very good people—my assistant Elaine Giorgi, who is a licensed Realtor I've worked with for nine years. Betty Hartman in my office helps out a lot, too," Tonna said. "My wife and are now empty nesters so we don't have Little League and soccer any more."

Tonna describes his focus in life as "my wife, kids and work." After taking some time off over the holidays, he admits he started to get bored.

"If this is what retirement is like, I don't know if I'm going to like it. I couldn't wait to get back to work. I like to be busy and I'm extremely proud and excited to be the chair this year. The group I work with has the highest degree of professionalism I have seen. My goal is to continue to maintain that high level," Tonna said.

The Los Gatos­Saratoga District is part of the more than 3,500-member Silicon Valley Association of Realtors. Willi Krauss of W.A. Krauss & Company Property Management in Sunnyvale will serve as the president of the group for 2005.

"My emphasis for the coming year is on outreach. We serve as a resource for both Realtors and consumers. As a group we are very involved in education, professional standards, political and legislative issues, and giving back to the community," Krauss said as she affirmed Tonna's focus.

"Communication is the key and my direction for the year is to keep Realtors informed and involved."

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