Sales are as natural to Joyce as breathing. She was selling encyclopedias door to door by age twelve and later was setting records selling cosmetics in New York City's most iconic department stores. She is at once authoritative and warm and commands attention everywhere she goes. Naturally gregarious, people are drawn to her and her clients trust her implicitly. By the time she started her real estate career, her methodology was clear. "I decided to market myself, as well as my listings," she explains. Her strategy was so successful that a former associate used her name to promote his own business, creating the necessity for Joyce to register her own name. "My name has value," she says proudly. "Everything I do lives up to that value and that respect. I always do good, and do well towards my clients and other agents. I'll help another agent negotiate a tough sale or answer their questions when they call. That kind of positive energy will always come back to you." As a positive force in this highly competitive market, she prides herself on always conducting herself and her business with the utmost integrity.

             Joyce's name is now synonymous with successful real estate. With her approach, she sold the first $1 million condo and the first $2 million house in Long Beach. In general, however, Joyce goes for volume rather than big price tags. "When I was in cosmetics, I chose to sell the $5 nail polish rather than the $100 face cream," she says. "Now I choose condos and coops, products many others shy away from, rather than $10 million homes. It's the art of the sale, not the price of the product that matters.