In October of 2022, I had the privilege of having a conversation with Canvas Rebel, a digital publication that features the stories of artists, entrepreneurs, and creatives. Their hope is that people can learn from each other, and that the stories they share inspire others to pursue their passions and dreams.
Here’s how the interview went…
Jason, looking forward to hearing all of your stories today…
What do you think about cost-management? Growing a business is always exciting, but often businesses run into issues when costs grow faster than revenue – have you experienced such an episode? Any advice for other operators around how to keep costs in line?
The importance of a well organized (plus strict) budget is absolutely essential. Establish what is realistic on a monthly/annual basis to achieve your goals. It’s important to reconcile and review each month… do adjustments need to be made, is this effective, do I need to spend more/less or reallocate?! If I have $400 in my closing gift column for the month and only $200 was used I look for another opportunity to spend that $200 very wisely. I look at my marketing dollars as planting seeds. When times are good, we tend to back off of Marketing & Advertising. When shifts occur and we are faced with lower and potentially no income months, we are faced with tough decisions. Over my 19+ years, I’ve found the best use of my time is keeping an eye on my monthly expenses and adjusting constantly to ebb and flow. As mid December rolls around, I look at my tally of dollars in and out, divided by 12. How does the monthly profit look, am I operating effectively, is my quality of life where I want it, etc. What might I need to adjust in the new year? What is actually fueling my small business, what expenditure(s) yielded me a minuscule return, how can I do this again better next year?!
Jason, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I was born in rural Southern Virginia way back in 1981. There was one traffic light. My mother sold Advertising at a small newspaper in Altavista for most of my childhood. My grandparents were tobacco farmers… I learned what hard work looked like at a single digit age, could drive a 5 speed truck and tractor in elementary school, and we raised cattle, pigs, and grew acres of vegetables. Mom would bring home scrap rolls of unprinted newspaper for me to draw on (and she liked to clean windows with it). Mom had to start her drive to “Press” on Tuesdays at 3:00 AM. The employees of the publishing company rotated, they had to work in the plant where the newspaper was printed. I hated that she had to drive in the dark, so early, and she came home covered in ink.
I would draw houses in that newspaper constantly. I loved the details that I could add (doors, windows, window grids, chimney and I always added a circle drive.
After graduating from college with a degree in Marketing (former Pre-Med), I enrolled in real estate school and did the fastest paced weekend class offered nearby. It was intense but I loved the content so those five weekends were fun for me. Licensed at age 21, joined a wonderful team, first closing July 8th. I was on phone duty when Gary called from a yard sign he spotted in Rolesville. I was elated, it was just under the 45 day mark from the beginning of my career. I only had enough money saved to float myself for 3 months.
When I look at my business today, I experience disbelief that my team helped 79 amazing humans navigate a home sale in 2021. Real estate and helping people has been my life, it’s where I get my joy. Nineteen years have flown by and I still feel the same excitement when I prepare offers and listing agreements.
To this very day, I feel fortunate for any opportunity I’m able to help someone. Thank goodness for technology, I no longer have to print Mapquest directions.
When someone trusts & introduces me to someone they know and care about, it’s the most amazing feeling. It humbles me every single time.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
I’m naturally a shy person, people never believe it but I am. I hated social media until 2017. I had received wonderful coaching, set goals, and knew that I needed to add an outlet to my annual “Marketing” efforts.
I recorded myself on video for an Instagram story in the summer of 2017. I was at a red light on Glenwood Ave at St. Marys. I put the phone in front of my face and talked about stopping by a gas station to get my home inspector Gatorade because the heat was that awful.
I possibly had 150-200 followers then, I had no idea people would respond to my “story” and engage in conversation. I sold a few homes from chatting (being my authentic self) on Instagram. I put myself out there publicly (still a private account), it was one of the weirdest terrifying things I’ve ever done. I’ve always been very private, this was foreign territory and I fully expected negative comments/teasing/hazing. It was quite the opposite and that leap of faith and platform gave me so much strength I just continued to talk.
How’d you build such a strong reputation within your market?
I have encouraged clients to not buy (or sell) a home many times throughout my career. If I cannot stand behind a decision, I voice it in a way that I believe conveys as genuine and authentic. I’ve never pressed upon a person that they needed to do something because I wanted a sale.
I want my people to feel well represented, protected, educated, advised, and most importantly heard.
At nearly two decades working in the real estate industry, I believe those core fundamentals set me apart. As of October 2022, consistently more than 80% referral (word of mouth) based business.
