F.I.R.E.D Up with Krista Mashore: Episode 941 - This Realtor Reveals How to DOMINATE Your Local Market
Release Date: April 16, 2025
Introduction
In Episode 941 of F.I.R.E.D Up with Krista Mashore, host Krista Mashore interviews Heather Jones, a top real estate agent based in Corona, California. Heather shares her journey to becoming a leading agent in a notoriously challenging real estate market and divulges the strategies that contributed to her record-breaking success in 2024.
Heather's Journey and Success
Heather Jones has been a licensed real estate agent for almost seven years, building her career in Corona, a region she proudly refers to as "the new Orange County." Starting at a local small brokerage, Heather steadily increased her business and eventually joined eXp Realty.
"Ever since I made that move and joined your program, business has just been consistently going like this." [00:55]
In 2024, despite being labeled the worst real estate market since 1995—with Inman reporting that 71% of agents failed to sell a single house—Heather had the best year of her career, selling 14 homes.
The Power of Video Content
A significant portion of Heather's success is attributed to her robust video marketing strategy. She emphasizes the importance of video content in building trust and establishing authority in the market.
"There's one minute of video is equivalent to 1.8 million words. And visuals are processed 60,000 times faster in the brain than just text alone." [03:00]
Heather began creating video content early on, starting with simple recordings using her iPhone 14. Despite initial imperfections, she persisted, continuously improving her video quality over time.
"I still only use my phone for recording. And I have a tripod here. I have a green screen or I'm out, you know, throughout the community or in my house, and I just use my phone." [05:29]
Her authentic approach—showcasing herself in everyday settings without overproduced elements—resonates with her audience, fostering genuine connections.
"Don't overthink it. Just do it. You can always rerecord or post it anyways if you mess up. Because people like to see that we are human." [06:21]
Effective Video Strategies
Heather employs a variety of video types to engage her audience:
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Community Videos: Highlighting local hotspots, restaurants, parks, and events to showcase her deep connection with the area.
"If I'm out to eat, I'm at the park with my kids, I'm at the hockey rink with my boys, and I'm doing content and footage, they're seeing that I am actually out there." [06:54]
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Market Updates: Providing national and local real estate market insights, which are highly sought after by her audience.
"My local market updates seem to get the best traction, I want to say surprisingly, but not surprisingly, because everybody wants to know what's going on in the area." [08:22]
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Educational Content: Offering valuable information for buyers and sellers to position herself as an expert in the field.
Heather's consistent video output not only builds her brand but also drives significant engagement and trust among potential clients.
Location Domination Strategy
Heather's approach to Digital Location Domination integrates traditional marketing with digital tools to create an omnipresent brand within her target area.
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Direct Mail Campaigns:
- Heather targets a specific farm of 680 homes with Every Door Direct Mail (EDDM) postcards.
"I still do [EDDM postcards] every single month like clockwork." [10:07]
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Integrated Digital Marketing:
- Postcards include QR codes directing recipients to online contests, community event lists, or specific video content, seamlessly blending offline and online strategies.
"Every postcard has a QR code leading to the contest or the list of concerts in the park for the summer, or to my Mountain Gate neighborhood funnel that I highlight or to a specific video." [12:42]
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Community Engagement:
- Hosting bi-annual coloring contests for local children, Heather not only adds value to the community but also captures valuable contact information, expanding her database.
"It is a fantastic way for me to personally knock on the door, meet the parents. I capture their phone number, email address, their address, home address for this contest." [12:53]
Over six years, this strategy has generated over $2 million from parent homeowners participating in her contests.
Consistency and Perseverance
A recurring theme in Heather's success is her unwavering consistency and determination. Despite early setbacks, such as a poorly attended home buyer seminar, she maintained her efforts, viewing challenges as opportunities to refine her strategies.
"Just keep hustling and don't give up. If you really want this, you really have to decide if you want to do what it takes and don't give up." [20:44]
Heather's story underscores the importance of persistence in real estate, especially when initial efforts may not yield immediate results. Her commitment to consistent marketing and brand building transformed what seemed like modest beginnings into a thriving business.
Advice for Real Estate Agents
When asked for her number one piece of advice for fellow real estate agents, Heather emphasizes resilience and consistent effort:
"Just keep hustling and don't give up. If you really want this, you really have to decide if you want to do what it takes and don't give up." [20:44]
She advises agents to:
- Be Consistent: Regularly engage in marketing activities, particularly video content.
- Build Relationships: Engage with the community through authentic interactions and value-driven initiatives.
- Leverage Technology: Utilize available digital tools to enhance marketing efforts without overcomplicating the process.
- Persist Through Challenges: View setbacks as learning experiences and opportunities to improve.
Conclusion
Heather Jones's remarkable success in a challenging market serves as an inspiring case study for real estate agents aiming to dominate their local markets. Through strategic video content, a robust location domination plan, and steadfast perseverance, Heather has established herself as a trusted authority in Corona, California. Her journey underscores the significance of consistency, authenticity, and community engagement in achieving long-term business success.
For those interested in implementing Heather's strategies, visit Heather Jones Real Estate on Facebook and Instagram to connect and learn more about her approach to dominating the local market.