Ready to get into real estate, but worried about how to make the transition? Learn about Atlanta agent Leah Williamson’s journey to becoming a top producer.
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My first career was in commercial banking, in a management role; it was a very sales-oriented role. I have always been very people-oriented and service-focused, and this was a stepping stone in my career path.
However, after my daughter was born, I wanted a more flexible job, so I got my real estate license. I joined Better Homes and Gardens Metro Brokers in Atlanta, Georgia because of their reputation for helping new brokers launch their careers. The brokerage is agent-centric and has a good training platform.
getting Started
I won’t lie. Starting a new career was daunting, but I was given great advice: “You have to start somewhere, so why not just jump in!” I told all my friends and banking contacts that I was in What I did and why I was so passionate about it, my real estate career started to flourish.
Part of the early stages includes learning how to cultivate real estate-driven relationships. I was used to doing this in the banking world, but I needed to learn how to do it in real estate.
I’ve never had a problem talking to people, but I’m not a pushy salesperson and I think that’s the best line to draw. I think people expect salespeople to push and push, and when we push, we can do it in a smart way by sharing our stories and listening. If you don’t have a story to share, you probably don’t enjoy your job.
I started out focusing on lists and working with sellers, but later expanded into working with buyers as well. I have specific listings for sellers and buyers. My goal is to make things as easy as possible for my clients, so I offer services such as carpet cleaning, house cleaning and organization. Giving your clients time during such a busy time in their lives is truly priceless.
be yourself
When I started, one of my guiding principles was to always stay true to myself. My husband works odd hours, so I often have my daughter with me when I work. My personal brand reflects that I am very family oriented and I never apologize for that. I can’t mold my business to something I don’t like, so I just stay true to myself.
Early on, I set a target of 33% year-over-year growth. I am a numbers girl after all! I break this big goal down into the parts I plan for the year. Once I achieved this goal, I set another goal. I make sure I set achievable goals as well as big, audacious goals and strive to hit the middle of those goals.
Part of knowing my numbers well is knowing how much business I can handle at one time. From experience, I know that I can’t have more than 11 or 12 active transactions at any given time. I like to have an even amount of business in each part of the pipeline so that I always maintain optimal output. I do this to have a sustainable business and always know that I have a healthy pipeline. When my pipeline gets smaller, I know I need to do more prospecting.
Prospect in any market
When sourcing prospects, my first focus is on my “centers of influence”—the lenders, advisors, and merchant bankers who come into close contact with consumers every day. I am also a member of the PTA and a board member of the HOA.
I’m also now lucky enough to be able to connect with past clients who purchased in 2020 and 2021 and are ready to move again.
I follow all of my clients on social media and send them Amazon gift cards to recognize and celebrate their important moments. This is a great tip I learned from a top agent years ago and it makes my clients feel special and keeps me top of mind.
I firmly believe that a good CRM is the best follow-up tool, so my advice is to find the one that works best for your business. A CRM is only as good as you use it.
A few years ago, when I started to see some real momentum, I integrated transaction coordinators into my practice. Not only did this give me more time to meet with clients, but it also provided clients with the tools they need during the transaction process. Additional points of contact. My clients love this.
Looking to the future
Setting goals was very important to me as I progressed from rookie to veteran. Now that my business has achieved a level of sustainability, I’m starting to focus on broader career goals.
What’s my next step? What’s next for me? I’m in the process of getting my broker’s license and starting some commercial business with a partner. For me, it’s all about moving forward. This is a great approach for any stage in an agent’s career.
Leah Williamson is a real estate agent with Better Homes & Gardens Real Estate Metro Brokers in Atlanta, Georgia. She has been the top performing agent in the office for the past five years. Connect with Leah on Instagram.
