Cheryl Chase-Berkson, the esteemed Broker/Owner of Chase Pacific, boasts a rich and inspiring journey in the real estate industry that spans over four decades. Having received her California Real Estate License in 1976 and subsequently earning the Real Estate Broker’s License in 1980, Cheryl’s expertise and passion have propelled her to remarkable heights.
Cheryl’s journey began in Fresno, CA, where she was born to parents who had initially been told they couldn’t have children. Raised as the only child in a loving family, her father, a successful florist, and her kind mother provided her with a nurturing upbringing filled with love. Though they have since passed away, Cheryl holds dear the values they instilled in her, such as the importance of integrity and faith in God’s love. She excelled academically, graduating with honors from Fresno High School and earning Summa Cum Laude honors from Fresno State University. During her time at Fresno State, Cheryl received numerous accolades, including recognition as Freshman, Sophomore, Junior, and Senior Woman of the Year, and was named National Campus Queen in 1969. She pursued a diverse academic path, majoring in home economics, geography, and dance.
Following graduation, Cheryl married her high school classmate, who became a Marine Corps jet pilot. They were stationed in various locations across the United States, including Quantico, VA, Lubbock, TX, Yuma, AZ, and El Toro, CA. During this time, Cheryl furthered her education, earning a Master’s degree in secondary education from Texas Tech University while stationed in Lubbock. She also pursued additional coursework at Arizona Western College while in Yuma.
Cheryl’s passion for dance remained a constant in her life, and she pursued opportunities as a performer, choreographer, and instructor while stationed in El Toro. However, following a divorce and relocation to San Diego in 1978, Cheryl shifted her focus to real estate to support herself and her children. Her first foray into real estate was purchasing a home in Laguna Hills in 1974, and she obtained her California Real Estate License in 1976. Despite her initial passion for dance, Cheryl embraced her new career path in real estate with determination and resilience.
Journey from a Single Mother to Successful Business Owner
Cheryl’s career began as a single mother of two sons, starting in real estate sales in 1976. Her journey took her from Mission Viejo/Laguna Hills to San Diego in 1978, where she continued to thrive and evolve. She held key roles in renowned real estate firms such as Forest E. Olsen, Coldwell Banker, Tarbell, ERA The Property Store, Better Homes & Gardens, and ReMax. In 1993, amidst a challenging market, Cheryl courageously ventured to open her own property management and real estate company, Chase Pacific, which this year is celebrating its 31st year in business. Her maiden name is Chase and when she opened her own company, she wanted to include the Chase name to honor her father who, in 1947, opened his own business, Chase Flower Shop, in Fresno where she grew up.
Over the years, Cheryl has steered her business through various economic landscapes, displaying resilience and adaptability. She oversees a team of 10 staff members and 13 agents. Her approach to work has never been “all about money” but rather about giving professional and caring service to clients and customers, knowing if that approach is the focus, financial needs will be met. She also teaches and insists all staff to function with two important work concepts: 1) treat others the way they would like to be treated and 2) whatever decision they make, if standing in front of a judge, make sure they can defend it.
She made the recent decision to consolidate her two offices into one main office in the Scripps Ranch area of San Diego. Her reasons were for closer communication and camaraderie among staff, to deepen the company’s culture, and to enhance financial resources with which to promote and honor staff. Her company serves all of San Diego County, from coastal to country.
Sharing Qualities of Effective Leaders
Cheryl’s leadership development strategy revolves around a commitment to continuous learning and active engagement in community committees, driven by perseverance, optimism, and a joyful approach to each day. However, she also observes certain deficiencies in leadership today, such as an overemphasis on financial success at the expense of giving back as well as a reluctance to keep abreast of industry trends. Cheryl believes effective leaders should possess qualities such as caring, kindness, perseverance, a positive attitude, a strong work ethic, and integrity. She emphasizes the importance of prioritizing others’ needs, taking risks and not being immobilized by fear, and overcoming the fear of failure.
Ultimately, Cheryl advocates for a leadership approach rooted in humility, service, a genuine concern for the well-being of others, and the faith to trust.
Upholding Ethical Standards
Cheryl is dedicated to making positive contributions to society, the real estate industry, and people’s lives by focusing on three key areas:
- Increasing awareness of current events, seeking peace, honesty, and fairness in all relationships and transactions, understanding the value of time being more important than money, and of one’s eternal destiny.
- Challenging deceptive practices and promoting ethical behavior: Cheryl is committed to confronting dishonesty and unethical conduct in society and the real estate industry. She encourages transparency, integrity, and accountability in business dealings and strives to uphold ethical standards in all aspects of her work. By promoting honesty and fairness, Cheryl aims to create a more trustworthy and equitable environment for all individuals involved in real estate transactions.
- Facilitating access to education and knowledge: Cheryl recognizes the transformative power of education and believes in the importance of providing individuals with the opportunity to acquire knowledge and skills. She advocates for proper education and encourages continuous learning to empower individuals to make informed decisions and pursue their goals effectively. Cheryl is dedicated to promoting educational initiatives that enable individuals to enhance their understanding of the real estate industry, financial matters, acquiring people skills, and seeking wisdom to truth and spiritual strength in life.
Managing Responsibilities as a Business Owner
As a business owner, Cheryl shoulders a range of responsibilities to ensure the smooth operation and success of her enterprise. Her daily routine is characterized by a disciplined schedule of rising early in order to perform responsibilities, overseeing each department’s activities and needs, staying abreast of regulatory and compliance requirements, and ensuring the timely management of bills, insurances, and company renewals. Cheryl conducts regular meetings with staff and agents to maintain a cohesive workflow, plans events and special highlights to foster a positive work environment, and attends business and networking meetings to stay connected within the industry. Additionally, she remains vigilant about legal issues relevant to the real estate sector and ensures that equipment and the company website are updated as necessary.
Despite the challenges and demands of her role, Cheryl finds immense joy in the happiest part of her daily routine: resolving client problems with peaceful and fair outcomes. When clients express their appreciation for the excellent service provided and offer edifying remarks about her and her staff, Cheryl’s sense of fulfillment is profound.
When it comes to hiring new team members, Cheryl looks for specific traits and behaviors during the interview process. She values direct eye contact, attentive body language, and professional attire. Punctuality and the provision of a resume are also important indicators of preparedness and professionalism as well as the impression of “really wanting the job”. Cheryl pays attention to whether candidates ask relevant questions and demonstrate genuine interest in the job beyond just pay and benefits. Additionally, she seeks candidates who exude confidence, humility, and a willingness to adapt and contribute positively to the team while showing respect for others.
Personalized Customer Service in a Digital Age
Cheryl recognizes that changes in the economy, particularly fluctuations in interest rates and pricing, have impacted clients’ ability to make purchasing decisions. In response, she advocates for exploring alternative forms of financing or providing consulting services to clients, helping them weigh the pros and cons of purchasing now versus waiting.
Moreover, Cheryl acknowledges the influence of technology on business practices, noting the shift towards less “in-person” contact as more paperwork is handled online and online meetings become more prevalent.
However, despite these technological advancements, Cheryl emphasizes the importance of maintaining personalized customer service. Drawing from her traditional approach to training, she believes that the best customer service is achieved through personal contact, whether it be in person, over the phone, or through handwritten letters or notes.
Learning from Setbacks
Cheryl reflects on her journey of entrepreneurship, highlighting her greatest risk of opening her own company in an office building with monthly rent. Despite facing challenges, Cheryl remained undeterred and continued to pursue expansion opportunities. However, her initial attempt to diversify her company’s services by purchasing a landscape company ended in failure. Instead of letting this setback define her, Cheryl demonstrated resilience by learning from the experience and moving forward. She seized new opportunities by successfully acquiring six other books of business from retiring managers, all of which have proven to be successful ventures.
Looking ahead, Cheryl sets ambitious goals for her company, Chase Pacific, over the next five years. She prioritizes maintaining the company’s reputation for providing excellent, ethical, and professional real estate and management services. Additionally, Cheryl aims to create a supportive and fulfilling work environment for her valued staff, recognizing their loyalty and dedication. As the business continues to grow through referrals and repeat business, Cheryl remains open to exploring new ventures and opportunities that align with her company’s values and goals. She also remains open to the possibility of potentially selling the established and reputable company to the right entity sometime in the future.
The Influence of Family and Values
Cheryl radiates positivity and optimism, though she describes herself as somewhat of a loner. She regularly seeks solitude to reflect, think, and spend time with Jesus. Shaped by her upbringing as an only child. Her parents instilled in her values of kindness, integrity, and character, which continue to guide her in life. Cheryl remains deeply passionate about music, dance, art, and lifelong learning. She finds solace and inspiration in daily readings of the Bible, drawing strength and truth from its teachings.
Proud of her sons’ achievements, one serving as a Christian Pastor, accomplished classical musician, and radio host, while the other excels as a pharmaceutical representative and father to her two granddaughters. Throughout her life, Cheryl has been involved in charitable activities and mission trips, offering assistance to those in need in various parts of the world, including post-communist Russia, Africa, Mexico, Europe, and the Middle East. She treasures her Scandinavian heritage and has visited Norway multiple times.
In 2011, Cheryl remarried after 33 years as a single mother and now has a blended family of 5 adult children and 4 granddaughters. She built a successful real estate and property management business, earning recognition for her ethical leadership. Despite her professional achievements, Cheryl emphasizes her life’s focus on making a positive impact by offering encouragement, attentive listening, problem-solving, and fostering meaningful connections. Above all, she is dedicated to sharing the truth and love of Jesus with those she encounters, aiming to turn their focus towards Him.
Philanthropic and Community Involvement
Apart from the real estate and management industry, Cheryl also serves as president of two business organizations, is member of a local Chamber of Commerce, supports and contributes to Scarlet On Stone Church as well as its weekly radio program, along with contributing to the organizations of Maranatha Chapel, Far Reaching Ministries, The Nehemiah Fund, Open The Gates Ministry, Operation Christmas Child, Toys For Tots, and more.
Grounded in her Christian faith, Cheryl draws inspiration from Proverbs 3: 5-6, which says “Trust in the Lord with all your heart, lean not unto your own understanding, acknowledge Him in all your ways, and He will direct your path”. She says God and His words have led her every step in life, even when she did not realize they were. The verse is the foundation of her company and she gives God all the honor and glory for His blessings. She thought she might retire a few years ago, but felt the Lord directed her to keep going as He had given her a platform from which to share Him. She continues to run the race God has placed in front of her and her goal in life is to finish well to complete the purpose the Lord gave her life to live. Due to the many experiences she has had throughout her life, she says her life today is against all odds that it would be what it is, but God. God has led her and shown her favor through His grace, mercy, and love. Her heart is to give back and continue life with a thankful strength and humble confidence that she is living the calling God has on her life and to leave a legacy of making a difference for good in others’ lives as well as sharing God’s truth, goodness, and love with those whose paths she crosses as well as knows.
Global Expansion Plans
To expand her business globally, Cheryl adopts a multifaceted approach, leveraging various strategies and opportunities:
- Exposure through media and publications: Cheryl recognizes the importance of increasing visibility through channels like magazine, publications, website, social media, and opportunities as they come.
- Networking with existing connections: Cheryl taps into her network of contacts within organizations she is already affiliated with.
- Sending referrals: Cheryl actively seeks opportunities to send referrals to contacts located outside her local area or country.
- Encouraging word-of-mouth recommendations: Cheryl encourages satisfied clients and business associates to share her company’s availability and services with their own networks.
- Participation in conferences and speaking engagements: Cheryl attends industry conferences, has spoken and continues to seek opportunities to speak and/or teach at these events.
Through these proactive strategies, Cheryl aims to extend the reach of her business globally and establish a strong presence in international markets.
Contributions to the Industry
Cheryl’s commitment to excellence extends beyond her business acumen. As a member of SDAR’s (San Diego Board of Realtors) Grievance, Professional Standards, and Risk Management Committees, President and Past President of San Diego’s chapter of NARPM (National Association of Residential Property Managers), as well as President and Past President for the California State Chapter of NARPM (CALNARPM), Cheryl actively contributes to the real estate community.
Additionally, SDAR honored Cheryl with being “Broker of the Year” for 2020, “Elite Broker of the Year for 2022”, and a finalist for “a finalist for 2023 Broker Of The Year”. She and her company were also honored by the Better Business Bureau in 2021 by winning the BBB’s coveted “Torch Award For Ethics”. The San Diego Business Journal has listed her as a “Woman Of Influence” in the San Diego Real Estate and Management industry as well as “50 Over 50 Women Of Influence In Business” (50 women over 50 years of age being influential). Her company has also been named in the renown San Diego Business Journal “Book Of Lists” as one of the top real estate and property management companies for multiple years in a row.
Cheryl thanks World’s Leaders Magazine for contacting her with the opportunity to be highlighted in this publication! She hopes that her words and life journey’s story can inspire and encourage the readers! She leaves the reader with her two life scriptures: Psalm 27:1 and Proverbs 3: 5-6. And one she hopes the reader will do: Jeremiah 29: 12 – 13: Then you will call upon Me and go and pray to Me, and I will listen to you. And you will seek Me and find Me when you search for Me will all your heart. She knows He will continue to provide a platform to share Him and give Him glory no matter what path He has for her. She clings to her life Bible verse of Psalm 27:1, which says The Lord is my light and salvation, whom shall I fear. The Lord is the strength of my life, in whom shall I be afraid.
