Podcast Summary: "The Secret to Selling 25+ Homes a Year with Shelley Stone" (Ep. 926)

Podcast Information:

• Title: F.I.R.E.D UP with Krista Mashore
• Host: Krista Mashore
• Guest: Shelly Stone
• Release Date: February 19, 2025
• Episode Title: The Secret to Selling 25+ Homes a Year with Shelley Stone

Introduction

In episode 926 of F.I.R.E.D UP with Krista Mashore, host Krista Mashore welcomes Shelley Stone, a high-performing real estate agent from Houston, Texas. The episode delves into Shelley's strategies for consistently selling 25 to 30 homes annually, even amidst challenging market conditions. Shelley's expertise is particularly noteworthy given the economic landscape, marked by limited inventory and unprecedented interest rates.

Shelly Stone’s Background

Shelley Stone brings a robust background to her real estate career. At [00:39], Shelly shares, “I am a real estate agent in Houston, Texas, focusing on the south Houston suburbs, including Sugar Land and Fort Bend County—the largest growing counties outside of Houston.” With six years in the industry, Shelly boasts an impressive track record, averaging 25 to 30 transactions each year since her initial success of 13 transactions in her first year.

Shelly attributes her success to a blend of personal dedication and familial influence. “[...] my father was in commercial real estate. My mother was a commercial real estate designer. So, you know, I kind of have that in my blood,” she explains at [01:12]. Additionally, her background in teaching has been instrumental in her ability to educate and connect with clients effectively.

Achieving Success: Selling 25-30 Homes a Year

Despite the real estate market’s recent volatility, Shelly achieved one of her best years in 2024. At [03:21], she emphasizes the importance of multiple factors rather than a single "secret sauce." Shelly credits her success to meticulous processes, consistent effort, and continuous learning. She states, “...2024 really was actually one of my best years, quite frankly. And it is because of I'm really big on processes and systems and, you know, just consistency, keeping at it, growing, you know, and learning as I go.”

Systems and Processes

A cornerstone of Shelly’s strategy is her comprehensive systematization of real estate processes. At [06:41], she discusses the critical role of having structured procedures for every stage of a transaction:

• Listing Appointments: Shelly prepares by sending clients an email with her listing video and seller's guide before the appointment. “I have those collateral materials, you know, with me and I'll go drop those off before we actually meet,” she explains at [07:28].

• Client Interaction: Shelly prioritizes the client’s journey over her own narrative. “It really doesn't become about me, it becomes about the client and their journey,” she notes at [09:41].

• Digital Integration: Utilizing her CRM and the Measure Method, Shelly ensures every client interaction is tracked and followed up efficiently. At [23:08], she elaborates on her digital sign-in process for open houses, enhancing both client engagement and data collection.

Marketing Strategies and Social Media

Shelly places significant emphasis on robust marketing and consistent social media presence. At [05:38], she mentions, “I try to be seen through social media consistency, continually posting and putting things out there.” Her approach involves a blend of organic referrals and strategic social media campaigns to increase visibility and authority in her market.

Key Marketing Techniques:

• High-Quality Content: Shelly invests in professional photography and videography to ensure her listings stand out. “I have a phenomenal photographer and, you know, I do not use my phone,” she asserts at [12:42].

• Community Engagement: She creates lifestyle videos that depict the benefits of living in specific neighborhoods, enhancing the emotional appeal of her listings. “...it’s not just the four walls of the house. It’s really what else are they getting, the community, the neighbors,” Shelly explains at [14:36].

• Advanced Social Media Metrics: Shelly leverages extensive watch time and high engagement rates to demonstrate her marketing prowess, differentiating herself from agents who rely solely on follower counts. “You have 10,000 people, you know, to see that,” she emphasizes at [13:34].

Client Experience and Pre-Appointment Preparation

Shelly’s approach to client interactions is meticulously planned to ensure a seamless and personalized experience. At [07:28], she describes her intake process:

1. Pre-Meeting Preparation: Shelly gathers client information and pre-plans her approach based on their responses during the initial intake call.
2. Pre-Shared Materials: By providing listing videos and seller guides beforehand, Shelly ensures that the listing appointment focuses on the client’s specific needs and goals rather than introductory information.
3. Tailored Consultations: She asks probing questions to understand the client’s motivations and objectives, allowing her to tailor her services to meet their unique requirements.

Handling Commission and Competing with Lower Rates

Commission discussions are often a sensitive topic in real estate. At [18:45], Krista asks Shelly about her stance on commissions amidst a market where some agents may be lowering their rates. Shelly responds by emphasizing the value she brings rather than competing on price:

“I try not to concentrate on the money so much as what I'm offering them and how that's going to benefit them,” she states at [21:18]. Shelly believes that reducing commission can lead to poorer marketing efforts and longer time on the market, ultimately costing clients more in the long run.

Open Houses and Community Engagement

Shelly employs strategic open houses to maximize exposure and engage with potential buyers. At [23:19], she details her innovative approach:

• Digital Sign-In: Utilizing the Measure Method, Shelly integrates digital forms and landing pages that provide comprehensive property and community information immediately upon sign-in.
• Retargeting: She uses retargeting strategies to keep her listings visible to interested parties, enhancing the likelihood of a sale. “Those shoes that you were looking at at Nordstrom’s, and then later in the day, those shoes are there, that’s retargeting,” she compares at [25:35].

Advice for Real Estate Agents

In the concluding segment, Shelly offers valuable advice to fellow real estate professionals. Emphasizing passion and authenticity, she advises:

“Do what you love and have fun doing it. If it’s not fun, you’re not going to enjoy it,” Shelly insists at [27:21]. She believes that genuine passion resonates with clients, fostering stronger relationships and driving business success.

Krista echoes this sentiment, highlighting the importance of caring deeply about clients rather than being confined to the sale. “Whoever cares the most wins,” she remarks at [28:18].

Conclusion

Episode 926 of F.I.R.E.D UP with Krista Mashore provides an insightful exploration into Shelly Stone’s successful real estate career. Through disciplined processes, strategic marketing, and an unwavering focus on client experience, Shelly has navigated a challenging market to achieve impressive sales figures. Her emphasis on passion and authenticity serves as a powerful reminder for real estate professionals aiming to excel in their field.

Listeners are encouraged to implement Shelly’s actionable strategies and embrace the mindset that professional fulfillment and business success go hand in hand.

Notable Quotes:

• Shelly Stone at [00:00]: “Do what you love is. I think that would be my advice. Go out, enjoy it. Have fun. Be your authentic self.”

• Shelly Stone at [03:21]: “2024 really was actually one of my best years, quite frankly. And it is because of I'm really big on processes and systems and, you know, just consistency, keeping at it, growing, you know, and learning as I go.”

• Krista Mashore at [26:58]: “Whoever cares the most wins.”

• Shelly Stone at [27:22]: “Do what you love and have fun doing it.”

For more insights and resources related to digital marketing and real estate strategies, visit KristaMashore.com/Podcast.