
Are you struggling to grow your real estate business? In this episode, I sit down with Shelly Stone, a top-producing realtor who went from 13 deals a year to 30+, even in one of the toughest real estate markets. She shares the exact systems,...
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A
Do what you love is. I think that would be my. My advice. Go out, enjoy it. Have fun. Be your authentic self. That's all you can be when you.
B
Do what you love. People love.
A
Love what you do.
B
Hey, everyone, Are you ready to be fired up? Because I sure am. I have Shelly Stone here and I. She is from Texas and I cannot wait to let you hear exactly what she is doing right now in real estate. Got tangible items and we are just ready to rock and roll. Shelly, do me a favor. Tell me like, exactly where you're from, how long you've been in the business, what you're doing. We want to hear all about it.
A
Well, first, Krista, I want to thank you so much for having me on. I appreciate you so much. I'm Shelly Stone. I am a real estate agent in Houston, Texas. I'm really more south Houston suburbs of Houston, Sugar Land, Fort Bend county, one of the largest growing counties outside of Houston is kind of my specialty. But most people know, of course, Houston, Texas. So it's just right outside of Houston, the suburbs.
B
I love it. So how long have you been in real estate?
A
So I have been in real estate about six years. Yeah, Newer. Not.
B
It's not newer. Yeah.
A
You know, I always say only, and people are like, don't say only. I was fortunate my first year, you know, I did like 13 transactions my first year, which, you know, I think it's. It was great for a first year. And then now, since then, you know, I average, you know, depending on the year, between 25 and 30 transactions a year. So where I lack maybe in time, I feel like my transaction experience has really, you know, helps me understand the market and, you know, be that person that people, you know, I can relate to and understand. I come from a teaching background, so for me, that was something that really translated well when I got into real estate. But I also have my family. My. 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. So when I jumped in. Yeah, so when I jumped into real estate, it was just kind of that natural thing. I kind of, you know, I knew enough about it and then it just flowed from there. I loved going to open houses, so it was one of those. When I lived in the neighborhood, I could say I've been in so many homes, I've been in my block and I'm familia with them. So I think that that really, really conveyed well. And then of course, like, the community knew me because of, you know of my teaching history, but it does, I'm educating buyers and sellers really. I mean that's what it comes down to. I feel like.
B
Yeah, absolutely. So tell me, so tell me, like, what are you doing right now? What would you say that you are finding the most success in. Because people are listening in there. You know, people are saying that this has been one of the hardest years in real estate. I know we've seen plenty of our students have the best years in real estate, but that's not, that's not really what's common. And do you 25 to 30 transactions, especially in the past four years, you, you kind of got in. First two years was good. The last two years has been, last four years have been much more difficult with, you know, limited with the inventory issues and interest rates being, you know, the highest. Since I remember being in real estate, I don't ever remember them being this high. Tell me what you're doing that's, that's working.
A
Yeah, I, you know, I will tell you. I don't think it's one, one certain thing. You know, there's not that. I don't know if there is that secret sauce, you know, I can't say I feel like it's, it's a lot of things I will say, you know, I think, you know, 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. Really. I am a one person agent. I do have a transaction coordinator that helps me with that. But for me, I don't pay for leads. I, you know, I go, they're organic. Yeah, they're organic and they're on a referral basis. So I really pride myself, you know, on that. So the client experience is really important. So what am I doing? You know, lots of things, you know, I really believe that just being seen, you know and I think where that one thing is, you know, through social media, consistency, I'm continually posting and putting things out there. I'm trying to, you know, make sure that people know that I am in real estate, what I'm doing. I try to put that professionalism out there and always speak on, on what's happening and what's going on and also, you know, letting them know that I'm here for them. You know, I'm out in the community. So that's my other thing I would say social media and you know, out in the community and being seen I think are really important. So people know that I'm in real estate. Once I'm, you know, once I'm being called on and people are raising their hand for them to come see me, you know, then that takes on a whole nother, you know, process. I, you know, I really think so. You know, I have a specific process for listing. I have a specific process for open houses. I have a specific process for contract to close through, you know, for buyers and for sellers, a pre consultation for buyers. So I think those things are really, really important. I can dive into those even deeper. But, you know, that's kind of that main question you asked, like, what, what am I doing? You know, I think it's a, I think it's a lot of what. Not of one thing. I think it's the culmination.
B
Everything. Yeah.
A
Of everything. Yeah.
B
So you're, you're running a lot of getting a lot of content out there. I know that's one of the major focus. By the way, Shelly is actually in my program. She's been in it for how long? Program?
A
Two years. Yeah, two years.
B
Two years. I love hearing you've had the best, one of your best years.
A
Yes. And like I said, you've helped, you know, putting those processes in place. When I first started and you know, I laugh. I came in with a CMA and my smile and hope that that would, you know, kind of give me the, you know, the business and so talk.
B
More about that though, because a lot of people, I think a lot of people lack confidence and I know one of the things we hear is like, I have the confidence now with all the tool that we offer and that you've implemented and you have just been a master at taking the measure method and taking it to another, you know, to another level with all your processes, from pre listing to listing to meeting with buyers to after. Talk to a little bit about, about the process of, of your listings and how, you know, what you do once, you know.
A
Yeah.
B
What does that look like?
A
Yeah. So I kind of want to back up because I do feel like, you know, as when you are a new agent or, you know, or maybe not even a new agent. I've seen, you know, seasoned agents for years and years and years, you know, they don't have a process. And you know, that's the shame. I really believe about real estate is, is not many people really share that with you. And, and I always say, again, I came from teaching, so I'm used to that collaborative nature. So when I got into real estate and everyone's like, oh, yeah, you know, I'm this top producer and like, well, what do you do? How do you. You know? And they don't really tell you or they don't really share that with you. They don't go over. They don't either they don't want to tell you or they really don't have one. It was just kind of luck, you know. I don't know.
B
Yeah, they're like, I don't want to tell you what I'm doing there. They have such a closed mentality. Mindset.
A
Yeah, for sure. And. And so for me, when I first started, you know, I kind of. I had a mentor. I was on a team for a short time period. And yeah, that I kind of did what they told me to do in that way. And that was like, here, run some comps. You know, just go in there and smile and get them talk, you know, and then. And that was kind of it. You know, I would kind of fumble around. You know, luckily people trusted in me and, you know, I do, you know, have that confidence and the knowledge. As I said, I felt like, you know, from the neighborhood, but I didn't have a system or a process. And so now I have more of a system. I can still take on that knowledge. I live in a neighborhood. I've lived in this neighborhood almost 25 years. There's 10,000 homes in this neighborhood alone. It is a master plan community. So it's. It's. It's like a city, but it's not a city. It's just a neighborhood of houses. It's phenomenal. And so because of that knowledge, I can now take that knowledge that I have of the neighborhood and living in it and then also add and implement these systems. So to answer your question, my systems and processes really are. I start with kind of that intake call when someone calls and wants to, you know, have a listing appointment. I have kind of a process and some, you know, questions and things that I kind of take notes there on the phone before I get there so I can kind of pre plan how I want to go about, you know, that is immediately. They're then sent an email and they get, you know, my listing video. They get my seller's guide. I also bring that with me to my listing appointment. But I kind of want them to have that before I get there. There. If it's a neighborhood, sometimes I'll even go and drop. If it's here, you know, close. I can even go drop off some of that. I have those collateral materials, you know with me and I'll go drop those off before we actually meet. So I really want to have that so they have that information beforehand so they're not asking me. We don't spend most of our time, you know, going over some of the mundane things they've already have that they know about me. And then we can really focus. When I get there, I want to focus on them. I'm really big on the client experience and it really doesn't become about me, it becomes about the client and their journey. And I think that that's super important. I want to know their why. I want to know why they're selling, why are they, you know, what is their goal, what is, you know, where did we want to be, you know, emotionally and mentally and how do we want that process? Because that's going to really make some decisions on, you know, pricing because we always have that range. But depending on, you know, what they want, what their goal is, that's how we kind of need to about our action and pricing. And so I really try to ask those questions before we get there a little bit if I can. So they have that and I can prove to them. And then I go in there, I show them. I talked about a lot of my, what I do as far as when I have a listing, my marketing, I do full videos. Who are those things? I do brochures, I send out postcards, I run ads on those listings and things like that to get the most eyes on their properties.
B
Let's talk about that too. That's really important. So number one is, and I encourage everyone to do this no matter what all the time is when you have a listing, you always want to like we, we teach a strategy where it's a, it's a 13 to 15 minute pre marketing video where it talks all about the marketing that that is being done. Right. And in conjunction with that, you're dropping off your marketing plan, you're dropping off your seller book, your mark document, your seller guide, you're dropping all this stuff off and educating people before you even get there. So the idea is you want to win before you arrive, develop these relationships, be seen as the authority. And also, you know, you're on a job interview before you even get there. So if they're interviewing multiple agents, by doing all those things, you're ensuring that you at least, no matter what, get your foot in the door. And then it's very hard to compare you to other agents because other agents just aren't doing that. I mean very.
A
Yeah. And you Know, they like to say I, you know, I've come across now, you know, a little bit where people are like, oh, yeah, I, I, you know, I boost or I do some ads, you know, and so I kind of, you know, will dig in a little bit and kind of ask, you know, the questions of will. Have you asked them? You know, kind of have a set of questions, qualifying questions, because I don't ever, you know, want to speak ill or anything like that. You know, I just want to compare what I can do, what I feel like I can do, you know, for the client and where I can really, you know, help them. Because it is a misnomer. You know, people think, you know, there's, there's lots of ways to run ads, I guess is the word, you know, but if you're not, you've, you know, you've definitely taught us, taught me, you know, how to run those correctly. And that's huge, you know, and being able to have that information is, has, has been great. So I always show those, show my results, ask them, you know, tell them they need to ask for those results and see if they're, you know, getting them.
B
Yeah, I always say anybody can post on social media, but when you show that you're getting hundreds of hours of watch time and literally hundreds of thousands of views and, you know, 2012, 10, 15,000 engagements and comments, it's like you just can't, like Zillow can't do that. When you're able to showcase the difference, you're really able to showcase your value add. And so I remember always saying, make sure if they tell you they're using social media, have them show you their results. Because if they're just getting, you know, they're five or six people to watch or even 30 or 50 people, that's just their friends. The goal is to get everyone else in the community to see or, you know, your property and you want to be a. Marketing is essential in any business for you as a real estate agent to market yourself and your brand through education but also learning how to market the properties, that you have to get the maximum exposure for your client. And just most agents haven't taken the time to learn how to do it.
A
No. And they think because, you know, a lot of times they will. They as in the agents and then also the consumer really think, oh, this person has a lot of followers, you know, and they really look at their follow count. Well, I don't care if you have, you know, 10 followers or 50,000 followers, it kind of doesn't necessarily matter if you're just posting on your page directly, you're not getting that exposure. All 10,000 people aren't. All your followers are not seeing that. And people don't really understand that. So it's kind of, again, it's just kind of a conversation that, where if I'm putting money behind that this is. I am truly getting, you know, 50,000 people, you know, to, to see the, you know, see that. And you're right. Then it's. It beats Zillow. It beats some. These big, you know, name, you know, places where you're posting. So. And that's always a big thing.
B
It's all, it's good too, because they're not only seeing, you know, you're not only marketing your, your listings, you're also marketing yourself because you're being seen by, by not just a few. Yeah, yeah.
A
I really try to do the community as well. You know, I focus on, on that. I, I do what's what we call a lifestyle video. And, you know, I really try to portray that lifestyle of what that, you know, homeowner is going to, you know, have living in that home. Because it's not. We all know that so many things happen in, in homes, right? You know, they have babies and they have, you know, graduation and all kinds of, you know, wonderful events and holidays. They celebrate. And so, you know, people really want to know that they're not just. It's not just the four walls, you know, of the house. It's really, you know, what else are they getting, you know, the community, the neighbors, the, you know, what else is, is there.
B
I love that. So, so, so important. Okay? So your systems and processes, you've got around all the different, you know, parts of the transaction and you confidently show up to the listing appointment before you even get there. You've done, you know, these various things to really elevate your authority and position you as the expert and, and answer questions ahead of time. Right. So when you get there, you're focusing on them and their, their goals and, you know, which I love. Let's talk commission. And also are when you're meeting with other people, are they interviewing with other agents? How are, how are you?
A
Say I'm probably. I would say it was probably 50. 50. Again, I have built up a name. I feel good about that. So a lot of times they just know me and, you know, they're not. But I don't change how I do things if, even if it's, I know it's a slam dunk and it's my next door neighbor who I know is going to use me. I never cut any corners. They'll get the same service as if it's, you know, or the same presentation in the same process. Because I do want to make sure I cover everything. And just because they're my neighbor or I'm definitely going to get the, you know, the listing, I don't want to assume that they know or understand or that I miss anything. So I do still like to go through that, that, you know, that process. But so I would say 50, 50 before, you know who, you know, if I'm up against someone, for sure. But I always, I go in pretending like I'm up against someone I don't ever want to, you know, assume.
B
Yeah. Yeah. Oh, it's funny, I remember one of my friends I had sold, like, I think I've done nine transactions for her and, and like, literally selling, buying over the, over the past, you know, 19 years. And God, now it's been 24 years. But when I was a practicing agent and she was like, the last time I, I sold her house and listed a house, she was like, you don't need to drop all this stuff off. I don't. I. I already love you. And I'm like, yes, I do. Because you're important and you're a client. And I want you to understand that yes, we're friends and yes, I've sold to you before, but we're doing a lot more stuff now. And also I learned that. I learned the hard way. There was a time, you know, 20 years ago where I didn't come as prepared because I thought I had it nailed or competing. Like, I cannot tell you how many times when I was an agent where people would say, we're just interviewing you, Krista. We have an agent. We love them. We're just interviewing you because we see you everywhere. We want to see what you offer. And I would always win. They'd be like, oh my gosh, I have to hire you. I can't go after my agent that I've used for 20 years because they don't do any of this stuff. You know, they hold an open house and they put on MLS and that's it. Like, I can't not use you. So it's like you have to come prepared because a lot of agents, they don't. They assume and it's, it's not very hard to beat out when you're prepared the right way, especially before you get there. It's not difficult to beat out a top Producer or someone they've already used.
A
Yeah. And I think, you know, and it's cyclical, you know, I, I've seen top producers not, you know, someone else come up and you know, do those start becoming the top producer. You know, I've seen it changes. So you know, in my mind for the same reasons like I don't, I don't want to slack, you know, I don't want to assume. I don't want to not do the things that, you know, I am doing because I don't want to just, you know, I don't ever want to be take for granted what I'm very thankful for, you know, for sure.
B
So come prepared number one.
A
Come prepared. Yeah. And then you were, you want to talk about commission? That's a big hot topic. So what is, what do you want to ask me?
B
So I know we can't, we won't mention.
A
No.
B
Or amounts. But what, what are you like as far as, you know, do you consider yourself a full service agent and are you going up against people that are lowering their commission and how combat that? Is it even a question? I mean I know that you have a really robust.
A
I think certainly more. The question comes up more so now with a lot of the changes. I think a lot of people didn't. What's the word? I think from an agent standpoint there was a lot of misunderstanding from a buyer or seller standpoint, from a consumer standpoint. So one, A lot of people are confused. A lot of people don't understand what's out very much. I think there was a lot of misunderstood information and before it all even came down, there was a lot of stuff being put on on social media. Whether that was an agent or a consumer or the news or what have you. There was a lot of. Because no one really knew until the, until the rules really came down. No one really knew what the specific rules were and how each different entity were going. Different states are kind of handrailing it, you know, a little bit different. And so, you know, no one really knew how that was going to come down. I, I think it's great. I think that now more than ever it's important to do exactly what you know, you teach us. And, and what I try to do every time is to show, you know, my value, show what I offer. You know, I will say when I have lost, you know, a deal, it was because they wanted, you know, a reduced, you know, price or, you know, or it was something that, where I don't, I try not to sacrifice, you know, where my quality for, you know, what I'm gonna give. And I, and I try to convey that as best as I can. And certainly there are certain situations where I understand some of these sellers are in a, you know, in a tight, In a tight position. And so we, you know, we have to work on that. But, you know, for the most part, though, I really just, I try not to. I don't want to concentrate on the money so much as the what I'm offering them and how that's going to benefit them and how if someone that's not doing that, how that's what it's.
B
Going to cost them and that's where.
A
It'S going to cost them.
B
Yeah, yeah. Worried about this cost and like, really what it's going to cost you is, is the lack of experience and lack of marketing. Right.
A
Like 100% marketing, you know, knowledge. If they don't know, there's certain, some, you know, these certain intricacies of the contract if they're not paying attention, if they're not involved, if they don't, you know, understand all of that, you know, you're going to lose money if you're not, you know. Yeah, same thing. Marketing. Your home's going to sit on the, you know, on the market a lot longer because the photos aren't going to convey. I have a phenomenal photographer and, you know, I do not tell everyone. I do not use my phone. I do not. You. I pay for a photographer, videographer. I put all those things out there. You know, we. There's a process beforehand. There's nothing worse. I have buyers too, and I, you know, a lot of people try to be listing heavy or buyer heavy, and I really like to have both because I feel like it puts me in a position where when I'm hearing what the buyers are saying, I can convey that to my sellers. When I go in to. Not necessarily, you know, the same property, but when I go in to speak on a listing, I know what the buyers out there in general are looking for, you know, or what the market is doing. And I can say, hey, look, these buyers, and especially right now, now more than ever, buyers are wanting a house that's almost turnkey. They want that house perfect. So in your mind, your house is great, and I think your house is great. But if we're not showing it, if, you know, you have an agent that's not taking the time to, you know, market it and prep it correctly and have all those things, it is not going to be conveyed to the mass public and they can't see past that and that it's super important, you know, to, to be able to do that and, and show, you know, your value to them that of what you do.
B
I love it. I love it. Okay, so systems and processes. We've got processes for before the listing, during the listing, after the listing. You've got all that in, in your CRM. I know you use the measure method.
A
Yeah. And I think another thing that I do. I was gonna say one other thing that I do that, you know, for me, and again, we live in a, in a big neighborhood is open houses. You know, you have to do them, as you say, you have to do them right. If you're going to do them, you know, it's not something. So there is. We have a, you know, we let people know the neighborhood know, you know, beforehand that we're having that. You know, we run ads again. We let, you know, we put that on social media. But then I also was like you said, the may store method. I have, you know, I have a digital sign in that's connected to that. So immediately once, you know, they sign in, they're getting, you know, this landing page that I've created, you know, for them with the property. They get the property information on there. They get everything they need. They get the video of the property. And sure, they can get that maybe on Zillow or other places, but then I also, you know, throw in the community. I have community information. So that community information's on there. They get a copy of my buyer's guide and it's all there. And it doesn't end up in a little sheet of paper on the bottom of their, you know, of their floorboard. Totally.
B
Absolutely. And then. And they actually want to sign in and they want to get that because you're not like, sign in, you're like, hey, scan here. It'll give you the website of the community and of the home. And they're excited.
A
A lot of additional information and links to, you know, links to all different, you know, community things and about the neighborhood. And then, then I can, you know, follow up. I now have their information. You know, I can send them, you know, information, more information about the house. I can. If that's a good house for them or if it's not, I can use that. Then if I get it, that house isn't for them. You know, then I know when I have another listing, I can tell my clients, you know, I have a database of buyers that are looking in, you know, this neighborhood. And then I can Send out, you know, information.
B
When you send them to the, the property website, are they signing in for that?
A
Yeah, I have a digital form that's created in the Mayshore method. So they have a Q, I'd have it a QR code. They scan the qr, the form from Mayshore method pops up, they fill it out, it immediately sends them the information on the home. It immediately, you know, they don't have to wait for anything that immediately gets that. But then now I capture their information in CRM.
B
You can put them on a drip and all that.
A
Yeah, I can follow up with them. Yeah. And I can retarget them. So then I can also then, you know, follow them, you know, and that's another conversation during the listing appointment. I always use the example because most people don't understand. I'm like, you know, those shoes that you were looking at, you know, at Nordstrom's, and you know, and then later in the day, those shoes are there, you know, on the side, following you around. Everything you're looking at, you know, that's retargeting, you know.
B
Yeah. I don't know. Yeah, like you look at something once and it keeps, you know, following you, where you go. That's what we do for buyers for your house.
A
Yeah, exactly.
B
In a nice, In a nice way. I love it. I love it. It sounds like you're doing all, all the things. So I always end, this has been so, so actionable and I love your energy and I love your experience and I love how you're just in every aspect of it. So that's very actionable. Also, people, if you'd like, I'll stick in the comments. I'll get a example of her. One of her funnel. One of her funnels her websites for her properties. You get an idea of what it looks like. So look in the comments for that. And then, so my last question, and this is kind of a fun one. So, okay, number one, what would be one piece of advice that you would. I don't care what it's about. Marriage, life, real estate, you know, leads, anything. What would be the one piece of advice you would give any real estate agent or lender who's watching, listening right now or watching.
A
Oh, man. Okay. You know, you're putting me on the spot here. I kind of had one thing I would, you know, I think. I don't. Oh, gosh, I have so many. I mean, there's all things. I mean, I'm like, I think consistency is so important. But I also, you know, if it's From a business standpoint, but I think, think, you know, have. I really think that have fun.
B
Right?
A
You know what I mean? Do. Do what you love and have fun doing it. If it ever gets to the point where you're not. If it's. If it's not fun, if you're not enjoying it, I mean, it doesn't mean that there's not going to be hard days and things aren't going to go, you know, your way. But, you know, like, you have to, at the end of the day, enjoy it if you're doing it. If your reasons for why. Why you're doing something is the wrong reasons for the wrong, you know, whether it's for the money or for. I don' you know, whatever. If it's just for the wrong reasons, then that's convey, you know, you know, your clients, whatever, whether that's for me, buyers and sellers or, you know, whatever, they feel that energy. And so I think, you know, do what you love is. I think that would be my. My advice. Go out, enjoy it, have fun. You know, be your authentic self. That's all you can be when you.
B
Do what you love, People love.
A
Love what you do. But. And that's true. That's true. You know, but you're one. I think that. That true. I've always said, I think you can make money doing anything if you have a passion for it. You know, you think about anything in life and someone really was passionate about that and loved it and they ended up making it. You know, they didn't go into it. I'm gonna do this because I'm gonna make a lot of money and then make money. Right. They did it because they were passionate about it.
B
Whoever cares the most wins. Right? So you'll make. The more that you care, the more you're gonna make, the more that you care, the more you're gonna sell. And it's. It's really true. So you can't. You can't just be. Be like, confined to the sale. You've got to be confined with the, like, really into the person. That has been so true. Time after that was. That was my slogan. My slogan.
A
Yeah.
B
Real estate was when you do what you love, people love what you do.
A
Yeah.
B
And because you. Yeah, I did. And people loved it because I loved it and I love them. So this was awesome. Shelly, thank you so much. Like, I mean, thank you.
A
I appreciate it. Thanks for having me.
B
And so people want to get in touch with you. I always say the best referrals to give your. To give your the best place to give anybody who's who you're looking to buy or sell. You want to go find Shelly Stone in Houston, Texas and yeah, you want to give referrals to. She is an expert digital marketer. She has the experience doing 25 to 30 transactions a year. Who her best year in 2024 which everyone most school agents would say it's their worst. They've left the industry. But you found a way. So reach out to her with your referral. And Shelly, thank you for being here. It was amazing.
A
Thank you. Thanks Krista. Thank you so much. Appreciate it.
B
You're welcome. Remember everyone, I hope you're just as fired up as I am. It's not just about learning, it's about implementing. And do me a favor. If you would like to learn more about a three day event that we have every single month we teach you digital marketing, video, social media systems and processes just like Shelly has learned. You want to sign up for our three day virtual event you can take right from your own home. We're going to teach you anything and everything you need to know to dominate your market. Bye bye everyone. Have a great day. Hey there. If you want to learn how to dominate your market as a real estate agent, how to sell more listings and stand out as the go to obvious choice, sign up for my virtual event. Just go to kristamayshore.com limitlesslistings do me a favor. This is a three day virtual event. I'm going to teach you how to stand out in your marketplace. Go to kristenmayshore.com limitlesslistings and I will see you there.
Podcast Summary: "The Secret to Selling 25+ Homes a Year with Shelley Stone" (Ep. 926)
Podcast Information:
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.
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.
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.”
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.
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].
Shelly’s approach to client interactions is meticulously planned to ensure a seamless and personalized experience. At [07:28], she describes her intake process:
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.
Shelly employs strategic open houses to maximize exposure and engage with potential buyers. At [23:19], she details her innovative approach:
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].
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.