What’s in a name?

Where’s the passion?

What does your company stand for?

When the founder(s) of your company created this company. what was the vision?

Does everyone in the company know and understand this vision?

Are there “guiding principles” that keep us all on track?

“Armed” with knowing your company’s founding story makes taking responsibility easier because we align with the passion that brung us here.

I talk a LOT about all of this day in and day with the Vital Few Members of our Pareto Realty team.

Not a day passes without these quintessential real estate sales professionals hearing me referencing them as “Vital Few” and bragging on how proud I am of each and every one of them.

Hearing it every day creates culture . . . capturing it in written form is – well – difficult at best.

How do we capture the true essence of “the culture here” without saying too much or too little?

If we over-do it, we risk failing to see the forest for the trees . . . just words!

Here’s my first iteration . . . of course, it’s subject to some tweaking.

It’s a true and accurate description of what goes on here at Pareto Realty every day . . . and I’m proud to put it “out there.”


Pareto Realty is a residential real estate sales firm that supports member agents in building and growing consistently productive niche businesses as they enjoy the healthy life rhythm they want and deserve.


Pareto Realty’s mission is to provide a “Vital Few real estate sales Niche Specialist” in every sub-market of Middle Tennessee. We focus on building the productive success of each and every one of our members rather than the quantitative number of agents in our firm. Our most important “Vital Sign” is the percentage of agents who close a minimum of 1 transaction every month. We know this niche focus creates conditions for our Vital Few members to live quality lives. Our Home Buyer and Seller clients benefit by the exclusive representation of their REALTOR’s foundation of  stability, professionalism, depth of local knowledge, exemplary leadership and indefatigable service.

Guiding Principles

Whoever comes is the right people!

Whenever it starts is the right time

Whatever happens is the only thing that could have

When it’s over it’s over

The Law

If at any time you find yourself in a place at which you are neither contributing nor receiving value, it is your right and responsibility to use your 2 feet to take you to a place where you will contribute and/or receive value.

The guiding principles and Law derive from Open Space Technology

Authenticity mandate

Show up AND be fully present

Always tell the truth to yourself and others

Follow what has heart and meaning for you

Let it go!

The Authenticity Mandate derives from The FourFold Way

Our founding story in a nutshell

Principal Broker Barry Owen started his real estate sales career in 1993. For the next 17 years, he built his career around serving home buyers and sellers, training and coaching other REALTORS, and serving as Principal Broker. During those 17 years, Barry affiliated with 5 different firms ranging from small independent firms  . . . to medium sized regional firms . . . to a large National brand.

Each time Barry “made a change” in firm affiliation, it was a forward moving business decision. There were things Barry loved about each firm . . . and things he didn’t like . . . Barry was in search of the perfect real estate model. Things that kept Barry restless were – Complexity in compensation plans – Expensive “Overhead recapture” billing to the agents in the form of monthly office bills or additional “Transaction fees” – Coercive requirements to use in-house services (Title, Lender) – Preferential treatment in terms of leads and compensation to some “pet” agents – Inconsistent or nonexistent training and coaching – Inaccessibility to Principal Broker in times of need for transactional issues . . . and more.

When the economy tumbled in 2007-2010, Barry was Principal Broker of a large office (170 agents) and was facing a “Corporate mandate” to RECRUIT RECRUIT RECRUIT and to increase “overhead recapture fees” to the agents so as to preserve profitability . . . Barry’s passion was of a different flavor . . . His mindset was along the lines of doubling down with training and coaching of the existing agents to increase their productivity such that more of them were selling houses every month (47% were writing deals every month – National average at the time was less than 20%). Ultimately, Barry lost that battle . . . Barry was FIRED as Principal Broker!

Barry moved to a different office with different ownership within the same Brand and went back to doing what he knew he could do well – Reactivate that database and sell houses. Things were going well with the sales . . . then Barry started hearing rumors that he had opened a new real estate firm. The rumor had legs . . . some of the Principal Brokers around town were certain that Barry had ALREADY formed a new company and might soon be poaching their agents. It was at this point when Barry decided: “They think I’m doing this, so I might as well make their dream come true.”  So wheels started turning to figure out how to do this and what this new firm might look like. The resounding fundamental mantra of the concept centered around wanting to build a business model that was EVERYTHING that Barry LIKED about the 5 business models he had worked within the past . . . and NONE of the things that Barry DISLIKED about those models.

After 3 months of contemplation and exhaustive study of the myriad Real Estate Firm business models coupled with his list of LIKES, Barry founded Pareto Realty September 14, 2010 . . . an offering of “a tasty blend of high technology, sophisticated marketing, performance oriented training & consulting, and a superior (FUN) office environment – never taking our eyes off the fundamental Rhythm of “Live, Work, & PLAY”

Our namesake derives from the Pareto Principle AKA The 80/20 rule and The law of the VITAL FEW which states: “For many (most) events, roughly 80% of the effects come from 20% of the causes. in 1906, Italian economist Vilfredo Pareto observed that 80% of the land in Italy was owned by 20% of the population. It is a common rule of thumb in business; e.g., “80% of your sales come from 20% of your clients.”

Pareto Realty is home for “The Vital Few Real Estate Sales Professionals”.


The Logo

Pareto Realty’s logo incorporates several graphic elements: the words “Pareto Realty,” the rising sun over the A-frame, flanking chevrons, and simple linear platforms. Combined, these elements create and reinforce the initial concept behind the name. NOTE how the words “Pareto Realty” is used as a graphic element, inseparable from the symbols.

Safe Space
A safe area around the Pareto Realty logo must be preserved to allow for maximum legibility of
the logo. No elements such as typography, other logos, graphics or photos may intrude upon this
safe area. In addition, placing the logo too close to a cut or folded edge also violates the safe area.
The safe area is equal to the height of the capitol P used in the logo

The Chevron
In use of the logo, the chevron is situated on either side of the word “realty” in a way that symbolizes
both the coming and the going associated with relocation. When the chevron is extracted from
the logo for use within content, it is to be used in a way that draws attention to something
of interest (i.e. a certain photo, a title, a price, a house, etc.).

The point of the chevron must always be facing what it is meant to highlight.

The chevron is meant to be something that says, “Hey! Look at me! I’m important,”

Published by Barry Owen

Strategist-CEO of Pareto Realty Real estate sales Professional Inviter-Facilitator-Practicer of Open Space Technology Opening safe space for people & organizations to self-organize around issues & opportunities BarryOwen.US Invite-Listen-Love

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