THEIR
FOR LIFE: How to Build a Relationship with Your Clients that Will Last a Lifetime
FEATURED AGENTS
CHRIS CLARK
GRACELYN MARTINEZ
HORTENCIA VILLARREAL
JEANINE McSHEA
JIM CRANE
JULIA TORSIELLO
KATHY McDONALD
SARAH JACOBS
SARAH LEONARD
Agent Strategies To GROW YOUR SOCIAL MEDIA PRESENCE Are These REAL ESTATE MYTHS Holding You Back?
5 Ways to TRANSFORM RENTERS INTO OWNERS
Real Estate can have a reputation as an industry with a high turnover as far as agents go. Being a ‘people person’ with an entrepreneurial spirit is a great start, but what some fail to realize when starting out is that this is a business. So if you’re in it for the long haul, you need to treat it that way. Here are some key steps you need to take to have your own successful real estate business.
1
Once you get your license and hang your sign at a Brokerage, you’ll find that you’re pretty much on your own. That’s why it’s a good idea for new agents to find a large Brokerage that offers in-house training and mentorship or a boutique brokerage that has more seasoned agents who are eager to take a new agent under their wing. Being able to shadow a more experienced agent is invaluable and allows you to mirror what you’ve seen and run through the numerous scenarios that will arise when you are representing a client.
2
This is a business that is constantly changing, so it’s smart to always stay ahead of the curve when it comes to new technological innovations and systems. There are even numerous online resources, where you can keep up on your trade, such as blogs by top producing agents that are a treasure trove of information. A confident agent with an in-depth knowledge of the business is one that easily earns the trust of their client, leading to repeat and referral business, which will be the bread and butter of your business.
Yes, referrals are the basis of your business, but building a strong online presence and marketing yourself to new clients is also important, especially before you’ve built up a strong referral base. Facebook, Snapchat, Instagram, and other social media tools are great way to get leads both for your listings and for yourself. It’s even a good idea to buy several domain names when you start, so that when you’re ready to build a website, you can ensure you have the names you want. Obviously the internet is also a great resource to find leads. Before you find a niche for yourself, it’s important to take advantage of every avenue there is. A lot of successful agents started off doing things no one else wanted to take on like foreclosures, expired listings or lower priced homes. But as you’ll find out, helping those who need it most is a great way to build a loyal client base, that will not only come back to you when they are ready to sell or buy again, but will be your biggest cheerleaders when it comes to referring you to friends and family.
One thing you’ll find in this business is that doing a lot of work up top, will lead to a more successful outcome down the road. That goes for marketing plans for your listings, as well as your business as a whole. It might not be the fun part, but it will allow you to one day focus on what you do best, dealing with your clients. Set up your CRM and the other systems you want to use from the get go. Getting these things established before you’re hopefully a busy agent is the best time to really learn them and decide what’s best for you.
Once you build a strong foundation and are establishing your client base, it’s important to continually set goals that help you implement your business strategy. You can even invest in a real estate coach if you need someone to hold you accountable. It’s also important to constantly reevaluate what you’re doing. Set up a monthly audit, where you go over what is and what isn’t working. As we mentioned above, this is a fluid business and things are constantly changing, the same can be said of your business. What worked a year ago, might be losing you money as your business grows.
When Jeanine McShea first entered the real estate field, it was her family who saw the spark in her. Encouraged to pursue a path that would allow her to blend business acumen with a passion for helping others, she joined a firm known for its excellent training. That early investment in education laid the foundation for a long and successful career rooted in service, adaptability, and a deep understanding of Chicago’s real estate landscape.
Today, Jeanine works alongside her daughter, Erin McShea, forming a dynamic mother-daughter team that brings both experience and fresh perspective to every transaction. Their collaboration is more than just business—it’s personal. “I jumped at the chance to work with Erin,” Jeanine says. While she previously served as a managing broker for many years, transitioning back into sales reignited her love for one-onone client interactions. Still, she acknowledges the importance of maintaining strong client relationships during all phases of a career. “If I could change one thing, it would be to stay in
better touch with clients during my years in management,” she reflects.
Jeanine and Erin focus primarily on properties in the city of Chicago but also represent clients in surrounding suburbs. Jeanine appreciates the diversity of Chicago’s housing market, citing it as one of the most rewarding aspects of her work. Whether working with first-time buyers or
seasoned sellers, the McSheas adapt their strategy to meet the specific needs of each neighborhood and client.
A key part of that strategy is hyper-targeted marketing. “We tailor our outreach based on the demographics and location of each listing,” Jeanine explains. From postcard mailings to a strong presence on social media platforms like Instagram and Facebook, they ensure every property gets the attention it deserves. Jeanine’s Instagram not only features listings, but also personal and neighborhood updates, giving clients a full picture of the lifestyle they can expect.
Jeanine’s approach to client care goes well beyond the transaction. She makes it a point to stay connected through thoughtful gestures—whether it’s a birthday call, a holiday message, or a quick check-in after a big life event. “Over-communicating is essential,” she says. “Every detail matters, and every client should feel like they’re the only one.”
Outside of real estate, Jeanine’s life is equally community-oriented. She serves on the Board of Directors for the Danny Did Epilepsy Foundation, an organization close to her heart, as two of her three adult children live with epilepsy. The foundation provides seizure monitoring devices to families, offering peace of mind and support. She is also on the board of the Paul Nelson Randolph Abundant Life Scholarship Foundation, which provides educational scholarships to underserved students.
With the majority of their business coming from referrals and returning clients, it’s clear that Jeanine’s dedication has left a lasting impression. Their recent production totals speak for themselves, but it’s the relationships—not the numbers—that Jeanine values most. “At the end of the day, the goal is to serve each client with care, attention, and consistency,” she says. And with her daughter by her side, that mission is stronger than ever.
For more information Jeanine McShea, please email jmcshea@atproperties.com or follow her on Instagram
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A 100% referral rate is a testament of client happiness. But even a 30% referral rate is proof of client satisfaction. It’s all relative, say some agents. One number pays tribute to past success, which is certainly a story worth telling. But the other might better predict the future. Many agents plan for the idea that
working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.
Unless you are clairvoyant enough to flawlessly predict every market change or every
Many agents plan for the idea that working only on referral may not be sufficient during slower times of the year, in a down market, or when an agent needs to expanding into a new sector.
life change that your clients and referral partners may experience, it’s wise to maintain an active marketing presence. The reasons vary, however, depending on the goals and trajectory of each individual’s business.
If long-term success, a growing team, a legacy or expansion into new areas are not priorities, then working a sphere of influence may be enough for some agents, especially those who may be in the industry mostly for the love of the business. But for a majority of agents, no matter how much they love their work, their real estate and mortgage businesses are careers, first and foremost.
Let’s start with the team-builders and mentors. Agents and brokers who are building teams are wise to invest in business marketing, advertising and community outreach. Ty Hutchins, who owns and operates Ty & Company Real Estate in Colorado’s Front Range, says that, while she could personally live off referrals alone, her goal is to build up her agents. “I do the marketing piece for my team, so I can help them succeed,” she says. That marketing includes running commercials on TV and in movies theatres, as well as lead generation that identifies potential buyers, sellers and
investors between the Colorado Springs and Denver markets. Her team’s goal, she adds, is to promote their reputation of being honest, hardworking professionals with the reach of a major brand but the personalized approach of a boutique.
Then there are the growers. Khrista Jarvis and Nicole Jung of The Khrista Jarvis Team in the San Francisco Bay Area, are on a considerable growth track. “We’re the #1 team in our area and the top team in Compass Real Estate nationally,” explains Khrista. While high marks for service on behalf of their clients have led them to these heights, they know that they must continue to evolve and market their brand. “We do a good deal of social media marketing for our listings and for our business,” she says. Their names, therefore, are frequently linked to sentiments of trust, dependability and market knowledge, both in their marketing and in their reviews.
Next, there are those who weathered the worst of times. Susan Roche entered real estate sales in 2003, following several years of property management in North Carolina. The key to her sustained triumphs through major market swings lies in her long-range planning. “If the market starts to dip or fall,
I have safety nets in place,” says Susan Roche, team leader of Simply Real Estate, based in Charlotte. “When it’s a seller’s market, I still plan for a buyer’s market and when it’s a buyer’s market I plan for a seller’s market..” In other words, no matter how comfortable her existing work may feel, she networks consistently. She also employs a full-time marketing director who leads several projects including ongoing research, events and social media exposure in addition to listings marketing. By staying ahead of market changes, Susan knows she can unfailingly represent her clients’ best interests while still maintaining a safety net for her business.
Even professionals with more than three decades’ experience and deep referral networks know the importance of business
marketing. Cathy Richards, co-owner with Nancy Dalaska of Epic-Wasatch Homes in Park City, UT, entered real estate in 1987 and still draws at least a fifth of her business from lead generation, social media marketing and community outreach. Her business partner, Nancy, adds that real estate is about much more than their own business. “We love collaborating and brainstorming with other agents to help them prosper,” says Nancy. “We believe the healthier the market, the better we all are.”
Regardless of market conditions, even the best reputation can’t guarantee long-term success. To sustain and grow, it’s wise to feed your business by increasing exposure, remaining flexible and maintaining systems for customer service, networking, research, marketing and lead-generation.
Chris Clark’s transition from the tech world to real estate wasn’t planned—but it couldn’t have been better timed. After working as a Project Manager at Accenture and earning a degree in computer science, he found himself uninspired by the IT industry’s shift post-Y2K. His longstanding interest in architecture nudged him toward real estate. Having once interviewed at Coldwell Banker before he was even eligible for a license, the idea had been in the back of his mind for years. When the moment felt right, he enrolled in an accelerated licensing course, got certified in just a few weeks, and launched his real estate career at a RE/MAX office in Elburn. With early mentorship from industry veteran Al Novy and inspiration from The Real Estate Rainmaker, Chris hit the ground running.
with clients about price strategy. From there, it’s all about presentation—staging, repairs, quality photography, and video—followed by aggressive open house campaigns that bring in buyers and agents alike.
Unlike many agents, Chris doesn’t focus on image marketing. Instead, he doubles down on meaningful communication with his database. He follows a version of the Keller Williams database model from The Millionaire Real Estate Agent, delivering market updates, personal notes, client events, and other valuable touchpoints throughout the year. “Real estate is a relationship business,” he says. “It’s not just about the money—you have to care about people and their goals.” This consistent relationship-building generates steady repeat and referral business.
What set Chris apart early on was his ability to merge his IT background with his new real estate path. He built a comprehensive database of everyone he knew and started sending out a monthly newsletter, creating consistent, genuine touchpoints. Combined with floor time, open houses, and a relentless focus on follow-up, he quickly built momentum. “Follow up with people until they buy, die, or tell you to stop,” he says, quoting the line that stuck with him from that first real estate book. This philosophy became a foundation of his business model and helped him generate consistent leads from day one.
Chris now leads a team that includes listing agents, buyer’s agents, an inside sales agent, a director of operations, and a transaction coordinator. His approach to listing is clear-cut: price it right. “Ninety percent of marketing a home is pricing,” he says. He spends time studying market data and having honest conversations
Beyond his business, Chris is deeply involved in community work. Grandview Realty supports Anderson Humane by hosting adoption events where agents cover adoption costs through raffles. Chris also coordinates the Memorial Day Murph workout event in Geneva, benefiting the American Legion Post 75 and honoring fallen veterans. Between t-shirts, sponsorships, and donations, the event has raised over $10,000 so far. He’s also a regular at the Legion’s turkey raffle, calling it one of the most enjoyable nights of the year.
With over $12 million in closed volume last year and a strong pipeline this year, Chris’s business continues to thrive. His philosophy is simple: stay learning-based, keep relationships at the center, and always put in the work. His journey proves that success in real estate isn’t just about numbers—it’s about people, process, and purpose.
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Perhaps the largest demographic of untapped business lies in the rental market. From major cities and suburbs to rural communities—renters across generations are opting to rent rather than own. The question is: why? For starters, many Americans are undereducated about the inventory and financing options available that might suit their budget and lifestyle. Secondly, many would-be homeowners have difficulty
visualizing the potential investment of purchasing property, and how homeownership can build wealth and security in the long-term.
As an agent, you’re always on the lookout for potential clientele. Now, to guide renters toward the real estate market, keep a few of these strategies in mind as you meet and greet this untapped demographic.
renters that purchasing a home isn’t impossible
Possibly the biggest hurdle for renters is believing homeownership is possible. Beyond saving for a down payment and boosting credit scores, there are dozen more factors to consider: affording utilities, homeowner’s insurance, renovations, property taxes, and more. Besides that, assembling pay stubs, finding an agent, arranging house tours, negotiating a price, and timing the transition are all major considerations to surmount. One way to combat this thinking is to make the process transparent and demystified. Find examples of past clients who made the leap successfully, or profile the average buyer in your marketplace and see how that renter compares. Provide evidence that it’s been done before and can be done again, then build a game plan from there.
2 Help would-be homebuyers create a road-map to ownership
It’s no secret that buying a home can feel overwhelming. Compared to signing a yearlong lease on an apartment, taking on the house-hunting process is a daunting affair. That’s where your expertise as an agent comes
into play. Consider making a checklist, or step-by-step road-map, that guides clients through the process from start to finish. This way, you’ll manage expectations and create a path to ownership that’s specific, instead of abstract. They won’t have to wonder what goes into buying a home when they can look at an interactive site or read a document and see the steps outlined before them, with you there to guide the way.
Many renters aren’t aware of the variety of mortgage financing options out there that cater to first-timers, offer low down payments, or down payment assistance. Most buyers believe that the standard 20% down is a hard and fast rule, when in reality, there’s far more flexibility out there to cater to renters where they are. There are even loan options catering to freelance workers, renovation options, and other unconventional routes to ownership. Work with a mortgage pro and find the route that suits your renter best.
One way to convince renters to make the shift is to demonstrate the savings potential of paying into a monthly mortgage, rather than throwing away rent on a property they don’t own. To do this, draw up the average rental rates in your area, then find some potential listings that would demand a similar amount in monthly mortgage payments. Sometimes placing these numbers and images sideby-side can prove to renters that what they manage to pay monthly in rent, they can
pay monthly in a mortgage—while building a lasting asset.
For most, renting isn’t the most sustainable financial option when it comes to housing. Rents rise, families grow, and retirement looms. Building a financial future and homeownership go hand-in-hand. When planned appropriately, buying a home can create a path toward retirement and position homeowners in a better place for further investment in the future. A rental has little security or investment returns to offer, while owning a home makes a renter king or queen of the castle.
Prospecting renters as potential homebuyers may seem like a time-intensive way to cultivate new clients, but logic is on your side. Keep these tips in mind as you broach the conversation with renters in your hometown. All it takes is clear-cut value proposition and a listening ear.
For Gracelyn Martinez, real estate began as a family inspiration. Encouraged by her sister, a successful agent, Gracelyn decided to get her license and step into the world of real estate. That single decision blossomed into a fulfilling and thriving career marked by dedication, integrity, and a commitment to helping others. Today, she reflects on her journey with pride, having built a name for herself in California’s Central Valley alongside her husband and business partner.
Working as a team, Gracelyn and her husband manage a portfolio of listings that reflect the region’s appeal — homes that balance space, affordability, and convenience. Their service area, Central Valley, has long been known for its growing communities and accessible price points, attracting both new and seasoned buyers.
Marketing is where Gracelyn shines. She believes in using every available tool to make sure her listings get seen. From traditional methods like print and direct mail to social media campaigns, video, and digital outreach, she crafts a full-spectrum marketing strategy for every client. “I use all methods,” she says. “The key is visibility and staying connected — not just with new leads but with past clients, too.”
Gracelyn makes it a priority to stay in touch with everyone she’s worked with. Whether it’s through phone calls, text messages, emails, social media, or even handwritten notes, she’s committed to keeping those relationships strong. “Check-ins happen
in every way possible,” she explains. That level of personal attention has helped her build a referral-based business, with half of her clients now coming from repeat or recommended connections.
With an impressive number of closings under her belt and a track record that speaks for itself, Gracelyn attributes her success to her strong work ethic and the values she brings to every transaction. If she could go back and do one thing differently, she says she would have spent more time developing systems early on. Still, she wouldn’t change the heart of her approach — genuine care and top-tier customer service.
Community has always been important to Gracelyn. While she was previously involved in local service organizations, she has focused more on her business in recent years. Even without formal affiliations, her impact is felt across the region as she helps families find the perfect place to call home. Her work isn’t just about closing deals; it’s about creating connections and guiding people through one of life’s biggest moments with care and professionalism.
Looking ahead, Gracelyn remains as motivated as ever. Her business continues to grow, powered by the trust of her clients and the strength of the partnership she shares with her husband. With her systems in place, her reputation solid, and her passion for helping others still going strong, Gracelyn Martinez is a standout professional whose legacy continues to unfold.
Connect with Gracelyn Martinez and The Martinez Team on Facebook, Instagram, or YouTube. Check out her podcast Built By Grace.
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We all have our routines. From that morning cup of coffee to a jog at the gym, it’s common to establish touchstones for our daily lives. But have you ever considered what these habits tell us about ourselves? Our actions reveal much about our motivations and emotional life, so taking a second look at your first move at the end of the day can be telling. With that in mind, see how you fare when it comes to post-workday habits...
After a long day of work, is your first instinct to strap on your sneakers and take off on a run? Do you stop off at the local yoga studio for an extended stretch? Maybe you head to the weight room to pump some iron. Whatever your exercise pick, if you’re inclined to sweat it out at the end of a long day, you’re likely a routine-oriented profes-
sional who internalizes work-related stress. Of course, you’ve chosen a healthy release for all that pent-up tension, and you’ve discovered the power of endorphins. Once work hours are over, not everyone finds the motivation to stay active. This means you’re driven by routine, conscious of your emotional and physical health, and prefer to leave your cares at the gym, rather than bring them into your home oasis. However, it’s important to give your body a rest now and again, as recuperation time is not only beneficial for physical health, but can help prevent burnout for the long haul. Flexibility is a skill, and one just as important to cultivate as rigid commitment. If you find yourself out of sorts if you miss just one day of working out, you might want to pay some attention to your routines and motivations, and rebalance your commitments and fitness routine accordingly.
If you’re the type to bring work home with you, you aren’t alone. While your motivation to work nonstop is admirable, it’s also important to make the mental transition from workplace to home, establishing the time to hustle and the time to relax. Just like those that hit the gym without fail after a long day, sometimes you’ll need to practice saying no. If your work life is indistinguishable from your personal life, it’ll be hard to catch a break and recharge. This means burnout, frayed nerves, and missed details will soon be on the horizon. Of course, round-the-clock hustle is a strength, too. You’re passionate about your work, care deeply about doing things right, and failure is not an option. Just make sure that you establish some foundational boundaries so that you maintain an
appropriate, healthy balance between your time at work and your time at home with the loved ones and hobbies you cherish. If making way for downtime isn’t easy, try penciling it in the way you would a work engagement. Dinner with a friend, a date night with a significant other, or a solo movie fest can be readily added to your calendar, and thus built in to your regimented schedule.
If your first instinct after work is to eat, it can say a few different things about your routine. Perhaps you’ve been so on-the-go all the day that you haven’t had time for lunch. In this case, you might need to regiment your schedule with more purpose aimed towards downtime and self-care; food is fuel, after all. If you head home and gorge after an average day, you may be turning to food as a way to relieve stress. In this case, you may need to reassess some of your post-work habits and find a healthier balance and outlet for your tension. Taking a walk, grabbing fresh ingredients for dinner, hitting the gym, or decompressing by catching up with a friend or a good book—all are healthier, more balanced ways of executing the transition from the office to the home. Pay attention to your consumption post-work. Determine how hungry or satiated you really are before making a grab for the nearest sustenance.
People decompress in all different ways after getting home from the office, but always remember that routines are telling. Don’t take your daily actions and impulses for granted. Examine the root behind your well-worn practices, and you may detect nuances at play beneath the surface that can you help you recalibrate for the better.
When Hortencia Villarreal lost her job during the recession, she didn’t panic— she pivoted. With a sense that her position was at risk, and encouragement from a close friend in real estate, she took a leap into a new field. That leap became one of the best decisions of her life. Since then, she has built a thriving career as a solo agent, consistently delivering results and compassion in equal measure for over 15 years.
Bilingual in English and Spanish, and based in the heart of South Texas, Hortencia serves a diverse population in the Rio Grande Valley region. She has a deep local knowledge and a strong sense of purpose. Her mission is simple but powerful: help families accomplish their dreams—regardless of the size or price of the home. That focus on people over numbers has made her a trusted and beloved figure in her community. “No matter the size, no matter the price of a home, every family deserves someone who cares,” she says.
her presence strong. You’ll find her on Facebook, Instagram, Twitter, TikTok, LinkedIn, and more. She uses social media not just to showcase listings, but to share glowing client reviews, post market insights, and remain top of mind with her growing audience. She also maintains a presence on Zillow to attract new buyers and sellers alike.
Reflecting on her journey, Hortencia says she wouldn’t change much about her approach. “I would keep the same enthusiasm and provide the best customer service,” she explains. But she does admit she wishes she had started in real estate even sooner. Her natural ability to connect with others and her instinct for client care would have served her well from the beginning. With an 80% repeat and referral rate, it’s clear her relationships are the foundation of her business.
Working as a solo agent, Hortencia handles around 55+ transactions a year, with an average home price of $400,000. She brings energy, consistency, and heart to every client interaction. That personal touch shows up in all aspects of her business. From calling clients on their birthdays to delivering Christmas calendars—something she’s done for years—Hortencia builds loyalty through real connection. Even a spontaneous phone call just to check in is part of her signature style.
Marketing plays a key role in Hortencia’s strategy, and she’s mastered the use of digital platforms to keep
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Outside of work, Hortencia’s commitment to giving back is just as strong. Every holiday season, she sponsors gifts for an entire middle school class of special education students. She also supports local high schools by sponsoring football games, providing tickets and souvenirs to fans. Her generous spirit shows that her business is about more than transactions—it’s about community and care.
With millions in sales last year and millions more already closed this year, Hortencia continues to lead with heart and hustle. Her story is proof that resilience, passion, and a people-first mindset can turn even the hardest of times into the start of something extraordinary.
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In real estate, where connections and maintaining relationships with clients are crucial, having a strong social media presence is essential for any REALTOR®. A wellcrafted agent profile on social platforms can not only showcase your expertise but
also help you connect with a wider audience, build trust, and ultimately grow your business. Here are some comprehensive agent-profile tips to elevate your social media presence and establish a strong online persona:
Your bio should introduce you as a real estate expert and spotlight your specialties, service areas, and what makes you unique. Include relevant keywords so you will rank high in a Google search.
It’s important to have a clear, high-definition photo of yourself. You should look professional, but at the same time approachable. Wear clothes that align with your brand, and keep the background simple.
Share your professional success, accomplishments, accreditations, and awards. This will enhance your credibility and make you appealing to potential clients. Those who visit your social media site will know you’re an expert.
Buying and selling real estate is a highly personal experience. It’s vital that you showcase your personality and relatability. Clients want to work with someone who they feel comfortable with. Incorporate your hobbies, personal anecdotes, and interests in your posts.
Whether you’re sponsoring an event, volunteering, or supporting local businesses, it’s beneficial to show your followers that you care for your community. It will help portray a positive brand image, and demonstrate a dedication to the areas you serve as a REALTOR®.
Produce varied and interesting content, balancing listings with insights into the market, news, and tips for buyers or sellers. This will keep your followers engaged and help solidify your status as a top expert in the field.
When people comment or message you, it’s important to respond. It’s also great to get conversations going on your social media pages by posing questions with your posts, running polls, or asking for opinions.
Post regularly on social media, at times when your audience is most active. This will ensure your posts are being seen by the largest audience possible. And when your followers know when to expect your posts, they will remember to check it out.
Offer a look into your everyday life in the real estate world, including preparing for open houses, client meetings, or your office setup. Maintaining an authentic presence will help you connect to your followers.
Take advantage of Instagram and Facebook’s Stories and Reels. This is where you can post more spontaneous and creative content. Some of the highest engagement on social media happens on these platforms.
Use hashtags that are relevant to what you’re posting. You can even create your own hashtag that reflects your brand. When you use a mix of the two, you’ll reach a larger audience.
Don’t be afraid to partner up with local businesses, industry influencers, and other professionals. You can cross-promote content and create content together. This will introduce you and your brand to new audiences.
Establish yourself as an expert by sharing knowledge about the real estate market,
process, or regulatory changes. Educating your audience not only demonstrates your expertise but also provides them with valuable information.
Feature positive feedback from satisfied clients. Testimonials build trust and provide social proof of your skills and commitment to client satisfaction. Consider creating visually appealing graphics or dedicated posts to showcase these testimonials.
Invest in high-quality visuals for your posts. Clear and appealing images are crucial in the real estate industry, whether you’re showcasing a property, sharing a personal story, or promoting your services. Professional visuals make a significant impact on social media platforms.
Remember, building a strong social media presence is an ongoing process that requires a blend of creativity, consistency, and genuine engagement. Regularly assess your analytics to understand what resonates with your audience, and adjust your strategy accordingly. By incorporating these agent-profile tips, you can effectively grow your social media presence, establish a meaningful connection with your current and potential clients, and differentiate yourself in the competitive real estate landscape.
For Jim Crane, real estate wasn’t always the plan—but a friend in the industry saw something in him and suggested he give it a try. That advice turned out to be life-changing. Since then, Jim has built a thriving business with a focus on two of California’s most sought-after markets: Los Angeles and Palm Springs. With his business partner by his side, Jim handles properties that average over $1 million, helping a wide range of clients find homes that match their lifestyle and taste.
What sets Jim’s work apart is his deep appreciation for the architecture and diversity of the areas he serves. “The variety of architecture and clients I get to work with is one of the things I love most,” he says. Whether it’s a mid-century modern gem in Palm Springs or a classic Spanish revival home in Los Angeles, Jim brings a personal enthusiasm to each transaction, driven by a genuine interest in design and people.
A key part of Jim’s strategy is staying ahead in the digital space. “You need high quality photos and video since most people search online first,” he explains. He invests in strong visual marketing and stays consistently active online, using social media and digital tools to highlight listings, connect with potential buyers, and stay top of mind in a competitive market.
Building lasting relationships is at the heart of Jim’s approach. He makes a point to stay connected with clients beyond the transaction, regularly
acknowledging milestones like birthdays and anniversaries. “I want clients to know they’re more than just a sale,” he says. This thoughtful follow-up reflects a broader philosophy: real estate is about people, not just property—and Jim is committed to supporting his clients every step of the way and well after the keys are handed over.
Jim is also committed to making a difference beyond real estate. He’s the president of his own 501(c)(3) nonprofit and volunteers regularly in his community. He also donates to several causes close to his heart, continuing a pattern of service that extends well beyond closing day. That sense of responsibility to both clients and the wider community is one of the cornerstones of his work.
So far this year, Jim has already closed millions of dollars in sales. Half of his business comes from referrals, a clear sign that clients trust him and value the experience he provides. His dedication, attention to detail, and ability to evolve with the industry have made him a go-to agent in competitive markets.
Looking ahead, Jim is focused on deepening his client relationships and continuing to elevate his service. “I will continue to work hard and go to any lengths for my clients,” he says. With his proven track record, his love for design, and his commitment to giving back, Jim Crane is more than just a top producer— he’s a trusted advisor who brings heart, hustle, and integrity to everything he does.
For more information about Jim Crane, please email Jim@JamesLCrane.com or visit his website here.
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In the world of real estate, an agent’s relationship with their clients can make or break their career. This industry revolves around working well with people, and being able to develop a strong relationship with your clients is the foundation that you business is based upon. Just like with a house, if that foundation is weak, the rest of the structure is also going to be unsteady and fragile. The mark of a good REALTOR® is their ability to build up a good referral network and following of loyal clients. This isn’t something that just happens by accident. Building healthy, strong relationships with your clients takes work and knowing how to gain another person’s trust, respect, and friendship. Here are some ways to make sure you are building the right kind of relationship with your clients.
No one wants a pushy, overly confident salesperson for a REALTOR®. Clients are much more inclined to put their trust in the hands of someone who is friendly when it comes to one of the biggest financial transactions of their lives. A pleasant, outgoing disposition will win you more clients as well as friends. You want to establish rapport in the first few minutes of first meeting prospective clients. Rather than starting with business right off the bat, begin your meeting with some small talk such as similar interests, hobbies, and family life. This will immediately help to put your clients at ease, and show that you are not simply trying to “sell” them something.
People also respond well to optimism. During what can be a very stressful time, clients need someone to help them stay positive when a situation looks difficult and challenging. Optimism also tends to radiate charisma, and people want to be around and do business with charismatic people. You want to learn how to understand, motivate, and inspire people.
Don’t be afraid to show your curiosity and ask your clients a lot of questions. Some of these questions may even be difficult and uncomfortable. You want to discover and learn as much as you can about your client. Don’t make the mistake of jumping straight into the role of the know-it-all. Every different client has unique needs, so you want to learn as much as you can about their specific situation before trying to propose a solution. You want to uncover their primary motive for buying or selling, and flush
out any potential concerns they might have. After you’ve gained as much information as possible, you can then gauge their interest in your possible solutions by asking “what if” questions. Being inquisitive also demonstrates to your clients that you are genuinely interested and invested in their situation.
On the other side of this coin is knowing how to listen empathetically. Empathy involves actually putting yourself or your mind in their shoes so you can genuinely understand their concerns, needs, and opinions. That understanding and empathy is then reflected in your conversation with that client. Your clients want to know that you care about their situation, and that they’re not just another sale for you to make. People are much more willing to put their trust in you when they can sense that you are actually making an effort to feel what they feel in order to understand their situation.
Showing your interest through questions, and then thoughtfully listening goes a long way towards gaining trust. Showing empathy and acknowledging the feelings and emotions involved in your clients situation helps build a relationship founded on genuine care and trust.
Most communication happens nonverbally, so knowing how to interpret your client’s body language can be incredibly helpful. Here are a few things to pay special attention to:
Eye contact: Be careful with the level of eye contact you use with clients when first meeting. Too much and too little eye contact can send the wrong impression. You want to try and maintain eye contact around 70 percent of the time. That is the amount that most people are comfortable with. Pay attention to your client’s level of eye
contact to determine how comfortable they are. When someone avoids eye contact that could mean they are not engaged in the conversation. A good way to quickly build a feeling of rapport when first meeting clients is to make eye contact when you first meet them and then start nodding yes to what they’re saying. If the client reciprocates the eye contact and nodding, you’ve established a connection.
Choose the right handshake for each client: One handshake does not fit all people, and that first handshake can be crucial to making a good first impression. The way to do a good handshake for each client is to try and mirror the other person’s handshake in strength, keep your shoulders aligned as you are preferably standing when you shake hands. While you shake your client’s hand make sure you make eye contact and give them a sincere smile.
Here are a few tips for how to sound
Honesty and integrity are the two traits that 98 percent of buyers and sellers report are qualities they consider “very important”. The thing is you can say you have these traits all you want on your website, bio, etc., but trust has to be earned, and the only way to do this is to prove your credibility.
Showing a little weakness can actually be to your advantage in this situation, and will actually make others more inclined view you as honest. You don’t want to come across as too good to be true. When revealing this weakness, however, the key to coming out on top is turning what sounds like a weakness into a strength. For example, your service may be more expensive, but that’s because you offer more personalized and extra services than your competitors.
When you talk to your clients avoid using filler words such as “um” and “uh”, which can decrease your credibility. You also want to watch the tone of your voice. People tend to translate a deeper tone as sounding more credible.
You want to develop a relationship to last a lifetime when interacting with your clients. There are many things you can do to accomplish this, and using these tips can take you from getting just a few referrals and repeat customers to gaining a loyal client following. Taking the little extra time to make sure you are projecting the right attitude and making sure that you are doing things to gain your client’s trust can make a world of difference for your business.
Julia Torsiello’s journey into real estate began with a leap of faith. After dedicating over a decade to raising her family as a stay-at-home mom, she felt compelled to rejoin the workforce, launching a fulfilling career in Northern New Jersey real estate. Driven by her passion for helping others and her natural ability to connect with people, Julia built her business from the ground up, focusing on trust, communication, and client dedication.
Today, Julia works as a solo agent serving Morris, Passaic, Sussex, Essex, and Bergen Counties—areas she describes as perfectly positioned for both convenience and connection. With proximity to highways, New York City, Pennsylvania, airports, hospitals, entertainment venues, and shopping, these neighborhoods offer an ideal lifestyle blend. Julia’s deep understanding of these areas and what they offer has been invaluable in helping buyers find homes that align with their unique lifestyles.
emails, and social media updates. “My systems have worked all these years,” she says proudly. “I treat every client with the same care and respect, which builds trust and lasting relationships.”
An award-winning Broker-Associate with Century 21 Christel Realty, Julia is fluent in English and Spanish, allowing her to connect with a diverse client base. She has facilitated millions of dollars in real estate transactions, with almost half her business stemming from client referrals—a testament to the trust and satisfaction she inspires. Julia credits her strong referral network to the meaningful relationships she fosters and her clients’ confidence in her ability to deliver results.
Julia’s marketing strategy centers on innovation and maximum visibility. She utilizes high-quality photography, drone footage, videos, and a blend of digital and traditional platforms — including social media, direct mail, and print advertising — to showcase her listings. “I fully cooperate with all brokers through our MLS portals,” she explains, “which gives more buyers access to each property.” By ensuring her listings are visually compelling and widely accessible, Julia maximizes exposure for every home she represents.
Strong communication has always been a cornerstone of her success. Julia maintains regular contact with clients through phone calls, text messages, printed materials,
A proud New Jersey native, Julia is a devoted wife and mother to two young adult daughters who are the center of her world. She treasures family gatherings, boating along the Jersey Shore, dining out, and movie nights. Outside her career, Julia is involved in her local church community, which shapes her personal and professional values.
Whether assisting first-time buyers or seasoned investors, Julia’s mission remains the same: to be a reliable, knowledgeable partner at every step of the real estate journey. Looking ahead, Julia remains committed to her proven systems and her clients. With a career rooted in trust, visibility and exemplary communication skills, Julia continues to thrive in an ever-changing market. Her story is one of reinvention, resilience, and a deepseated belief that consistency – both in work ethic and in values – is the key to lasting real estate success.
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Kathy McDonald’s real estate career began with a simple request and a leap of faith. When Bill Fox, Sr. asked her to help start the Relocation Department with him in the 1970s, Kathy earned her License and stepped into an industry that would come to define her life’s work. After taking time off to raise five children, she returned to real estate once her youngest started kindergarten, shifting her focus to sales and eventually building a thriving business grounded in local knowledge and community engagement.
Born and raised in the area she now serves, Kathy brings deep-rooted insight into Haddonfield, Haddon Heights, Barrington, and the surrounding towns in Camden, Burlington, and Gloucester Counties. “I’ve lived and worked in this area all my life,” she says, noting that her involvement in schools, local sports, and community organizations has made her more than just a Realtor—she’s a trusted presence. That local expertise has played a key role in her success, with a consistent flow of business from neighbors, friends, and repeat clients who know they’re in capable hands.
Kathy currently leads a small but effective team, and the numbers speak volumes. With a steady stream of listings, pending and settled transactions and an average sale price of $360,000, her business is thriving. Her strategy centers on “Farming”—a classic real estate approach in which a professional becomes the go-to expert in a particular community. “People move everywhere, but you always have a home base,” she explains. That mindset allowed her to sell dozens of homes annually within her farm area alone, while expanding to help clients buy and sell throughout the region averaging over 80 transactions a year since 1990.
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Her marketing blend is as time-tested as her business model, with a modern twist. Kathy combines digital marketing, social media, and email campaigns with traditional mailings and print ads. She also supports local sports teams through sponsorships and places ads in local publications, ensuring her name is recognized throughout the community. These touchpoints go beyond promotion—they reflect her genuine involvement and care for the place she calls home.
Communication has always been one of Kathy’s strengths. Whether through emails, mailings, or personal handwritten notes, she takes pride in staying connected with clients long after a transaction is complete. This consistent outreach builds relationships that span generations. It’s no surprise that 80% of her business now comes from past clients and referrals—proof that the personal touch matters.
Kathy also gives back in ways that align with her values. She supports her Hometown’s Little League and Girls’ Softball Teams, contributes to Church and School events, and participates in Civic and Charitable initiatives whenever possible. “If there’s a Charity Event or School function, I’m there,” she says. Her commitment to giving back mirrors her dedication to her clients— steady, heartfelt, and always present.
With decades of service behind her and a strong year already underway, Kathy remains grounded in the belief that staying focused on a specific area and truly knowing the people in it is the key to longevity in real estate. “I wouldn’t do anything differently,” she says. And with her reputation, experience, and deep community ties, there’s no need to.
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In the fast-paced world of real estate, it’s easy to fall prey to common myths and misconceptions that can hinder your success. Whether you’re a seasoned agent or just starting out, separating fact from fiction is essential for navigating the
complexities of the market. That’s why Top Agent Magazine is here to debunk some of the most prevalent real estate myths and empower you to achieve your full potential.
You need to have a large budget to succeed in real estate.
Reality: While having ample resources can certainly be advantageous, success in real estate is not solely determined by the size of your budget. With creativity, determination, and strategic planning, agents can achieve remarkable results regardless of their financial constraints. Top Agent Magazine showcases countless examples of agents who have built thriving businesses through hard work, ingenuity, and a commitment to excellence.
It’s all about closing the deal as quickly as possible.
Reality: While closing deals efficiently is important, rushing the process can lead to costly mistakes and missed opportunities. Top Agent Magazine emphasizes the importance of building long-term relationships with clients, understanding
their needs and goals, and providing personalized service every step of the way. By focusing on client satisfaction and fostering trust, agents can establish themselves as reliable partners and attract repeat business and referrals.
Real estate is a solo endeavor.
Reality: In reality, success in real estate often requires collaboration and teamwork. Top Agent Magazine celebrates the power of networking, mentorship, and partnerships in the industry. By surrounding yourself with knowledgeable colleagues and industry experts, you can gain valuable insights, access new opportunities, and overcome challenges more effectively. Together, agents can achieve greater success and make a positive impact in their communities.
It’s time to dispel these common real estate myths and embrace a more informed and empowered approach to your business. With Top Agent Magazine as your trusted resource, you can access valuable insights, learn from industry leaders, and stay ahead of the curve in today’s competitive market. Don’t let misconceptions hold you back—unlock your full potential and achieve the success you deserve in real estate.
Some real estate careers begin in the boardroom or classroom. For Sarah Jacobs, it all started with a personal investment. “I originally got into real estate because I was investing in my own properties,” she recalls. “Then friends and family began asking me for help, and I realized how much I loved helping people with their biggest investments.” That initial spark turned into a long-standing career, and even after all these years, Sarah still speaks with unmistakable enthusiasm: “I still love what I do.”
Sarah now serves clients throughout the Central Texas metro area, including the popular town of Fredericksburg. She’s built her business as a solo agent, and her reputation for reliability and thoughtful service has made her a trusted resource for buyers and sellers alike. When asked what she loves most about her market, she points to its variety: “There’s something for everyone,” she says. Whether someone is searching for a first home, a weekend getaway, or investment land, Sarah knows how to navigate the unique dynamics of each neighborhood.
While her career began through word of mouth, Sarah has since become a standout in the digital space. As a Digital Marketing Specialist, she goes far beyond the typical online presence. “I don’t just post listings on my business page and hit boost,” she explains. “I use paid social media marketing with targeted audiences.” Every listing benefits from professional photography and videography, and Sarah creates custom video content to educate clients about buying and selling homes. This attention to digital marketing gives her listings
a competitive edge and helps her clients reach more qualified buyers.
Sarah’s approach is not only about getting homes sold—it’s also about staying connected. She keeps in touch with past clients through phone calls, texts, holiday cards, and social media. “I value those relationships,” she says. “Many of my clients become friends.” While she admits she’d like to get even better at staying organized with an updated CRM system, her personal commitment to maintaining relationships is evident in every interaction.
Community service is another pillar of Sarah’s life. She supports organizations like Celebration Church, the Williamson County Regional Animal Shelter, and Sea Turtle Rescue, giving back in ways that reflect her values. Her compassion for others extends beyond real estate—she’s someone who cares deeply about the people and places that make up her community.
Through the years, Sarah has learned that being a great agent means evolving with the market, embracing new tools, and never losing sight of the human element. Her clients benefit from her deep experience and her willingness to adapt. “I’ve taken countless hours of coaching,” she says, “and I’m always learning how to be better.” That combination of heart and hustle has helped her thrive, even in competitive markets.
You can find Sarah on Instagram @movingtoaustintx and on Facebook at Sarah Jacobs Realtor, where she continues to share valuable insights and connect with her community. Whether you’re buying, selling, or just looking for expert advice, Sarah Jacobs is someone you’ll be glad to have on your side.
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https://podcasts.apple.com/us/podcast/built-by-grace/id1746069773
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When house-hunters compile their lists of musthave home items, a dreamy backyard space is often near the top. After all, who doesn’t want an outdoor oasis of their very own? From summer barbecues to open space for your dog to frolic— everyone has their own aspirations when it comes to creating the perfect backyard paradise. But as homebuyers seek properties deeper within city limits, and Millennials opt for properties with
urban amenities and access, home-connected outdoor spaces are becoming a bit smaller in stature. Of course, size isn’t everything when it comes to outdoor space. Even balconies, rear patios, and ultra-tiny yards can provide homebuyers with the outdoor reprieve they crave—even on a smaller scale. For a few ideas that can help you envision all the possibilities of a micro outdoor space, read on for inspiration.
When space is at a premium, think up instead of out. In other words, make the most of small spaces by capitalizing on your backyard, balcony, or patio’s overhead height. Mood-setting string lights, hanging pocket or wall gardens, floating shelves, and modern overhead hangings can create a sense of privacy and luxury without cluttering the square footage on the ground.
Not in love with your patio pavers? Don’t have the sweetest view off your balcony? Whatever your small backyard living space gripe may be, there’s always a solution if you go back to the basics. Consider the structural components of your outdoor space that you aren’t in love with and there’s likely an affordable, eye-pleasing solution. For instance, plenty of home goods
retailers make a variety of punchy or luxe outdoor rugs that can disguise stained or lackluster outdoor flooring. Power-washing is another great solution for old grime and dirt that’s an eyesore. Don’t have a great view? Planting ivy on bare walls, installing adjustable mood lighting, or hanging planters can create a more inviting ambiance.
While there may not be room for a swimming pool or pond in a micro yard or balcony, you can still bring the calming presence of water to your outdoor oasis. Fountains run the gamut in sizing and price, making this amenity an easy acquisition. What’s more, a running fountain not only adds a soothing sound to your space, but it also helps drown out noise from the street or the neighbors—making your space entirely your own and stress-free.
If you love to entertain in outdoor spaces or relish the chance to man the grill—small outdoor spaces don’t have to trip you up. Grill options (both propane and charcoal) come in a range of sizes, many of which can be outfitted securely to balcony posts or be tucked away and out of sight when out of use. Consider nesting tables or those with a removable leaf to adjust your seating and dining options depending on company.
Another trick? A small, oscillating fan can keep air flow moving in a small space during grill season—and can be easily affixed to walls or posts, as well.
Don’t let yourself or clients be discouraged by spaces with more limited square footage in outdoor areas. Furniture and design trends have already begun shifting toward providing better small-space options, and at the end of the day, a backyard space is all about providing an area for relaxation. With a few well-placed, strategic choices, you can still have it all.
After nearly 20 years in real estate, Sarah Leonard has seen the market through all its highs and lows, but this past year, she says, felt different. “Everything’s hot to the touch,” she explains. “Sellers are overwhelmed by multiple offers. Buyers are rushing to lock something down. And everyone’s operating with a bit of fear.” It’s not a market for the faint of heart, but Sarah isn’t one to shy away from a challenge. Instead, she leans into it, educating her clients, leading with transparency, and doing whatever it takes to keep things moving forward.
Based in the Chicago suburbs, Sarah has built a strong reputation for being both highly strategic and deeply personal in her approach. When headlines started causing panic, she stepped up, joining WGN’s Sweet Home Chicago radio show to help set the record straight. “So much of the national news just doesn’t apply to our market,” she says. “We’re not Florida, we’re not California. Our local market is still healthy, we just need people to feel confident in it.”
The radio show, which covers everything from mortgages to plumbing to real estate law, has become a powerful platform. Sarah takes calls from all kinds of listeners, some helping their kids buy homes out of state, others asking about sump pumps or home renovations. “It’s this unexpected mix of really practical, real-life stuff,” she says. “We’re helping people make smart decisions for their lives.”
That same mindset shapes her business. Whether she’s helping someone sell their home or buy their
first, she emphasizes planning ahead and having options. “You don’t have to have it all figured out on day one,” she says. Sarah’s also known for being open-minded when it comes to marketing. “I’ll try anything once,” she says. “Some agents get stuck in what’s always worked. But I’d rather try something new and fail than miss out on an opportunity.” Her team recently sent out a mailing campaign to 44,000 homeowners, which is just one example of her willingness to invest in reaching people where they are.
That mindset has carried her through countless shifts in the industry, including the recent changes to buyer agent commissions and NAR lawsuits. “We’re in it every day, not watching from the sidelines,” she says. “And our clients can feel that. We’re not guessing, we’re doing the work alongside them.”
When asked if she’d do anything differently if she were to start her career again, she doesn’t hesitate. “Nothing,” she says. “Every decision, even the scary ones, led me here. I remember when Zillow first called me, I wondered ‘What is Zillow?’ I had no idea what it would become, but I took a chance. And the relationships I built from that one decision have been life-changing.”
Looking ahead, Sarah’s focus is on continuing to grow while staying grounded in what matters most, the people. “We’re in a time where people need more reassurance than ever. They’re putting their trust in us, and that means something,” she says. “Our job is to make this process as smooth and as human as possible, and to keep showing up for them, day after day.”
