‘Retail Rock Star’ Shares Secrets To Leasing Success In New Book

Jan 24, 2019 No Comments by

“Retail rockstar” Beth Azor has published her first book, “Don’t Say No for the Prospect.” It details her climb from novice to building a multi-million-dollar retail property portfolio, and now coaching and training leasing professionals.

Azor writes in entertaining fashion lessons learned and strategies for success over a three-decade career. Readers discover how she emerged from the brink of giving up on her leasing career to leading Terranova Corp., Florida’s largest third-party asset manager, and then went out on her own to amass $79 million worth of commercial real estate assets.


“At the heart of my message is never saying ‘no’ for your client,” said Azor. “Never say, ‘No, they won’t be interested. No, they’re just a one-hit wonder. No, they’re not growing’ or, ‘No, they can’t afford our rates.’”

Azor has made a national name for herself as a fun-loving, but serious female player in a male-dominated industry. Today, her passion is training, coaching and mentoring leasing agents on how to fill shopping centers with quality tenants and with creativity, ingenuity and speed. As founder of Azor Advisory Services, she manages her real estate portfolio, conducts workshops, speaks at major conferences and leads her ‘Rockstar’ Book Club.

Readers follow the daily routine of a relentless agent who pounds the pavement canvassing shopping centers looking for tenants to place in properties she owns or represented. Her passion for personally visiting prospects and asking the right questions has earned her the nickname “The Canvassing Queen.”

In one chapter of “Don’t Say No for the Prospect,” Azor recounts how she met the late Wayne Huizenga when he was launching the Blockbuster chain of video rental stores.


“I had an opportunity to lease one of the very first stores in the entire country, and I said ‘no’ to an icon of the business world,” said Azor. “It was a hard lesson, one that helped shape the professional I became.”

The book organizes her wisdom into principles and action steps to help retail leasing agents and property owners reach their potential. That includes the most common activity among leasing agents they should never do again and the two most important assets in which you must invest to reach rockstar status. Azor’s message is even applicable to sales professionals in other industries.

“Don’t Say No to the Prospect” was co-authored by Jill Ratzan, one of Azor Advisory Service’s first mentees.




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Broward County Retail, Industry News, Miami-Dade County Retail, NA, Palm Beach County Retail, Retail
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