By Ali Margo | July 13, 2015 | Home & Real Estate
Lorrie Berland Winnerman skis 50 days a year and still manages to be one of Aspen’s top producing real estate brokers and owner of her own boutique firm, Lorrie B. Aspen & Associates. As a longtime Aspenite, Winnerman is an expert in all things local and believes that the Aspen lifestyle is what she ultimately sells... The multimillion dollar luxury homes are just a bonus.
Here, we chat with the real estate guru about growing up in Aspen, how she got her start, and much more.
What was it like growing up in Aspen, and how has it changed?
Lorrie Berland Winnerman: Aspen, to me, has always been about the outdoors. As a part-time resident since 1955 and full-time resident and realtor since 1979, I have seen a lot of change. There were dirt streets when I was young, and a single chairlift with canvas covers for warmth. Those are great memories. While Aspen has certainly changed, the core values for the community and the outdoors remain the same.
How did you get into real estate?
LBW: My father came back to St. Paul, Minnesota after World War II and started building postwar baby boom housing. I worked in the summers, sweeping the houses and washing the windows. I always loved the smell of new construction. I love the smell of wood. My father was killed in an avalanche on [the] backside of Aspen Mountain when I was 28. That’s when I decided that I was going to be in real estate in Aspen and moved here full-time in 1979. I wanted to honor my father by running a good business the way he always had and by living my life in the mountains he loved.
In a town dominated by corporate real estate offices, how do you maintain your independence?
LBW: Because I live and sell my lifestyle, I don’t require floor time or rules on how much time I have to be in my office. My client base comes from my connections and the relationships I’ve built over the years. You could call me a real estate renegade, doing discreet boutique real estate. Having my own firm allows me to do deals very quietly.
You are known for selling not just real estate but the Aspen lifestyle.
LBW: I’ll show up in a ski outfit, or in the summer I’d go to sales calls on my bicycle. I like to take my clients skiing or take them on hikes. I love any excuse to be outside.
You ski 50 days a year and work full time. Does that involve a lot of client meetings on the gondola?
LBW: Always! I sell a lifestyle and I love to share it.
What’s next for Lorrie?
LBW: I like the challenge of selling buildings in the commercial core. It’s a new learning experience. I’m also still doing luxury development projects and remodels. I guess I still love the smell of wood.