Molly Armando closed 25 real estate deals in the last 12 months, and she hasn’t even hit her two-year mark in the industry! On today’s podcast, Molly shares the steps it took to start a successful real estate business and her plans to scale it moving forward. Shelby and Molly also discuss the marketing side of real estate, including why agents may not want to focus on just one strategy. Other topics touched on include real estate referrals, time blocking, and communicating with clients.
Listen to today’s show and learn:
What Molly Armando did before real estate [2:03
The steps it takes to get a real estate business started [6:38]
Ways to win business as a new Realtor [11:44]
Getting the most out of a real estate CRM [16:17]
Why real estate agents must time block [18:48]
How to mitigate interruptions when working other tasks [24:35]
Why communication is key in real estate [26:53]
What to expect when creating real estate content [29:37]
The keys to starting out successfully in real estate [32:44]
Molly’s contract-to-close process [32:59]
Molly Armando’s plans and goals for the future [35:51]
The importance of asking for referrals with every transaction [36:50]
The Real Estate Rockstars Mastermind and Tom Ferry events [37:57]
Where to find and follow Molly Armando [39:16]
Molly Armando
Molly Armando was born and raised in Dartmouth, Massachusetts and has stayed in love with the state’s Southcoast area ever since. As “The Southcoast Realtor” with Residential Properties Ltd., Rhode Island’s largest and most successful independent real estate company, clients rely on her native knowledge and unwavering commitment. Her year-to-date sales numbers have reached $12,011,065 with $3,100,500 pending as of October 2023, earning her a place as the #6 individual agent at Residential Properties out of 245, putting her in the top 3% of the company. She began her professional life at various digital marketing software companies, building a top-to-bottom approach to client success. Her background in business and digital advertising makes her an expert in marketing trends and sales strategy at its most cutting-edge. These capabilities serve only one purpose – to get results for her buyers and sellers. She lives by a simple yet powerful motto: “My goal is to help you reach yours.”
She is a leader throughout the Southcoast and deeply committed to giving back to her community. Residing with her family in South Dartmouth, Molly is recognized as the visionary behind the town’s annual Padanaram Buoy Tree, drawing visitors from all over New England. The Buoy Tree is made up of over 600 decorated buoys with 50 of the best entries auctioned off for local charities. This unique event has received wide acclaim and publicity, highlighted in publications such as The Boston Globe. She is also the founder of both the Dartmouth Mom’s Group and the Padanaram Community Coalition. Her professional memberships include the National Association of Realtors® (NAR), the Massachusetts Association of Realtors® (MAR), and the Realtors® Association of Southeastern Massachusetts (RASEM).
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To succeed in marketing your real estate business, you must keep up with the latest trends. In order to stay competitive, it’s essential that your marketing effort abreast of the latest creative and technology trends, as well as projecting your brand humanistically. The 2019 trends below should help your marketing team excel, and hopefully improve your company’s bottom line.
Key Content – The Constant Variable
As you’re already aware, marketing success in the digital age is not just about branding. To be competitive companies need to find creative ways to build trust as well as authority in the market. Developing actionable and compelling content has never been more important. And remember, being “local” is how you engage your buyer and seller community. Here are a few ideas to help get started:
Crete informative basic content on home buying and selling guides.
Write blog posts or guides that inform about individual communities within your market
Create content about local schools, transportation, and any value proposition of a community.
Create financing guides to help potential buyers through the process
Try profiling local lenders and other key businesses to foster this network.
Process Automation
The hottest trend in real estate marketing this year is automating the marketing process. Efficient marketing is about streamlining these days, and more and more agencies have begun integrating tools and practices such as:
Driving potential clients farther down the marketing funnel via email drip campaigns tailored to subscriber preferences
Integrating automated text messaging campaigns that engage and garner leads
Deploying chatbots on digital properties and platforms to engage and to foster the communicative matrix – support face of digital business
Deploying dynamic budgeting AI prediction algorithms for ad campaigns
Using tools like Bitrix24 CRM to organize and track interaction with potential or existing clients, partners, and agents.
Reciprocal Social Trust
Social media has always been about reciprocity, but so few businesses really understand the principal. By showing your community you care, by being human, and creating an atmosphere of trust, your business can gain strategic advantage. Given the hard marketing going on in the digital sphere these days, establishing a real social connection has never been more important. Here are some tips to creating authentic trust in 2019:
Use the best available photos and video to show your listings – your community will appreciate the aesthetic gift
Never over-sell, trust cannot be built on a lie or exageration
Try showing potential client the processes through Facebook and Instagram. You can show how a kitchen is renovated, or how to install a security system, etc.
Always position your company as the “gurus” of all things real estate related. Only make sure you know what you are talking about first.
Assist buyers and sellers with authoritative help, links to services, and etc.
Video is a Must
Deploying video may be the most important real estate marketing trend of 2019. In the past this form of media marketing was optional, but not anymore. Today, the most successful real estate marketing operations integrate video into every facet of their marketing campaigns. Here are some examples:
Creating Instagram stories that are abbreviated tours to market properties
Digital home tours that include 360 videos of the entire property.
Using Facebook videos and “going live” to educate your community
Holding weekly Facebook live events in order to answer questions about the industry
Create videos that reveal a lifestyle – buyers need to envision their new living experience
Mobile Masters
Mastering the use of video in your marketing scheme is vital, but taking advantage of mobile may be even more important. Consider creating a marketing strategy that starts with mobile, instead of leveraging it as an add-on. If you’re not convinced mobile is the priority, consider the fact that almost all Facebook users are on mobile now (94%). 100% of Snapchat users and basically all Instagram people operate from their smartphones and tablets. Even LinkedIn, the most conservative of social networks, is accessed on mobile by over half its users. Some key tips for creating stunning mobile campaigns include:
Ensuring all images, videos, and other graphics look stunning on mobile
Optimize your emails for mobile
Make all your Facebook headlines fit the space without being abbreviated
Create big “call” buttons so potential clients cannot miss the call to action
Create mobile friendly and responsive landing pages
Optimize all texts for mobile so your message is read and understood
Phil Butler is a former engineer, contractor, and telecommunications professional who is editor of several influential online media outlets including part owner of Pamil Visions with wife Mihaela. Phil began his digital ramblings via several of the world’s most noted tech blogs, at the advent of blogging as a form of journalistic license. Phil is currently top interviewer, and journalist at Realty Biz News.
We have a job opportunity to share from a member of the GEM, Gemini Ventures, a Venture Studio and Fund that conceives, builds, and scales companies at the intersection of real estate, finance, and technology: Vice President of Growth.
Responsibilities:
Create and implement “0 to 1” go-to-market strategies for each company we launch, ensuring they have a clear path to attracting their first customers, generating revenue, and securing strategic partnerships.
Collaborate closely with our startup founders to develop their “1 to 10” go-to-market strategies, teams, processes, and tooling that will allow them to scale effectively into their Series A round.
Develop and operationalize Gemini’s brand strategy, positioning us as a leading venture studio in terms of equity value creation, technical craft and ecosystem quality.
Help qualify and validate company ideas, systematize and productize our internal processes and tools, and amplify our network with yours.
Required Capabilities & Experience:
10+ years of experience in marketing leadership roles, preferably with diversity of experience across company stage (startup, growth, scale), end customer (B2B, B2C, B2B2C), funnel outcome focus (awareness, consideration, trial, conversion, repeat, loyalty), business model (SaaS, marketplace, D2C) and tactical approach (marketing-driven, sales-driven).
Proven track record of developing and implementing successful go-to-market strategies, ideally in “first marketing/growth hire” and/or “0 to 1” settings, including sales and marketing strategy / development / execution.
Deep and practical understanding of B2B marketing strategies and tactics, including product marketing, content marketing, demand generation, lead generation and conversion, partnerships, and digital marketing. B2C and B2B2C experience is relevant and valued, but secondary to B2B experience.
Hands-on experience using marketing technology and CRM platforms to drive marketing effectiveness and efficiency.
Excellent analytical skills, with the ability to use data to inform marketing strategy and decision-making.
Experience managing and growing high-performing marketing teams, including a deep relationship network.
Strong collaboration and influencing skills, with the ability to interact and work effectively with cross-functional partners, founders and their teams, investors, industry partners and other audiences.
Experience in tech is required; real estate and/or fintech experience and/or knowledge is a bonus but not required.
Required Values & Behaviors:
Entrepreneurial Spirit: You’re comfortable with ambiguity and rapid change; you’re able to take initiative and make things happen in a fast-paced, “0 to 1” startup environment.
Strategic Thinker: You’re able to see the big picture, think long-term, and translate strategic objectives into actionable marketing plans.
Collaborative: You’re a team player who can work effectively with people across the organization. You value diverse perspectives and strive to create an inclusive environment.
Results-Oriented: You’re focused on delivering measurable results and are always looking for ways to improve performance.
Integrity: You conduct yourself with honesty and operate ethically in all aspects of your work. You’re reliable and uphold commitments to the team and the company.
Continuous Learner: You’re always looking to learn and grow, staying current on the latest marketing trends and constantly seeking ways to improve your skills and knowledge.
Comp, benefits, and location:
Gemini Ventures is well funded by a network of top investors, and offer competitive cash comp in addition to equity in their portfolio of startups and comprehensive benefits (including health, vision and dental insurance, generous PTO / sick leave and 401(k)). The majority of their team lives in Boston, with others in New York, Colorado, and California. They work in a hybrid mode, with in-person collaboration when needed – usually a few days a week for the Boston crew and full-team on-sites every 6-8 weeks. While they prefer a Boston-based candidate, they are open to candidates in other locations – ultimately, they’re seeking the best possible person for the role.
Last Updated on February 25, 2022 by Mark Ferguson
I became a real estate agent when I was 22 years old. I was just out of college and did not know what to do with my life, but my father was an agent and I decided to try the business out. It was a great decision to get into real estate, but it took me a few years before I became successful in the business. Some might say my youth hurt me as an agent because people don’t want to work with young real estate agents. Honestly, I do not think my age had anything to do with my success. My attitude and focus were more at fault for not succeeding sooner, not people’s perception of my abilities because I was young.
I get many questions from young readers of the blog who want to become real agents but are worried they are too young to be taken seriously. Some of these readers are much younger than I was when I first started and I can see why they would be concerned. No one wants to begin a career where they have a huge disadvantage, because no one trusts them. Although I could see a few people being concerned with using a very young agent, I think most people are more concerned with an agent’s ability and not their age. I believe the self-confidence that you know what you are doing and you are working for your client’s best interests is much more important than how old you are. There are also advantages to being young as some buyers and sellers may feel a younger person has a better grasp on current technology and marketing trends.
How old do real estate agents have to be to legally sell real estate?
Every state has slightly different requirements on education needed and age requirements to become a real estate agent. Most states require people be at least 18 years old to get their real estate license. You can see the basic requirements of each state to get your real estate license here. While you have to be 18 in most states to get your real estate license, you may be able to take real estate classes and the test before you turn 18. Many of you may think becoming a real estate agent at 18 is not very likely, but I have met some very ambitious youths through this site.
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If you are interested in getting your real estate license, I recommend Real Estate Express, an online real estate school.
How hard is it to get your real estate license as an 18-year-old?
Getting a real estate license can be a very simple and quick process in some states with less 40 hours of education required or a painful and long process with 162 hours required (Colorado). Taking the real estate classes can be a boring and frustrating process, especially if you are taking them online. Passing the real estate agent licensing exam can also be difficult, especially if you aren’t used to tests where the main goal is to trick you into the wrong answers. With enough dedication, most people can pass the real estate tests and get through the classes.
The really hard part about becoming a real estate agent is learning how to sell houses and be your own boss. Most people are not self-motivating enough to put in the work and focus on the tasks that make money. While many may spend 40 hours a week or more working as an agent, they may not be working on the things that are actually going to sell houses. It is also important to know that real estate classes do not teach you how to sell houses and get clients. They teach you how to avoid going to jail for breaking the law and how to fill out a settlement sheet.
How can a younger person become a successful real estate agent?
A young person can be a great agent just like anyone else if they focus on the right things. The first thing and possibly the most important thing to do is to pick the right broker. Too many agents pick a broker that pays them the highest commission split and has the fewest costs. Unfortunately, this causes many agents to fail in the business because they get no training on how to sell houses. I always tell people a 100 percent commission split is not a good thing if you don’t sell any houses. Choose a broker that has the best training available and if possible has a mentoring program.
I know when I was young I thought I could do everything myself and I didn’t need anyone to teach me how to be successful. This was one of the biggest mistakes I made because no matter what you do, there is going to be someone who had already done it and been successful at it. It will reduce the learning curve and make you more successful much sooner than trying to do it all on your own. I run a real estate team of 9 and we have sold over 500 houses in the last three years. I still learn from real estate conferences and other agents how to do things better and become more successful. I also belong to coaching programs to keep me accountable and motivated.
Having goals and focus is also extremely important to all of us. Whether you are young or old, you need goals to show you where you want to be and to be able to plan the route that will get you there. I never had any goals when I was younger and that hurt my business a lot. Once I started creating goals my career took off. I also tried to be successful at multiple businesses at the same time when I started. This “scatter-brained” approach helped me become mediocre at many things. No one wants a mediocre agent who is also mediocre at five other things. They want an agent who is awesome at selling houses. Focus on being the best agent you can be and once you become an expert and set up your business you can branch out to other businesses.
Will people take me seriously as a real estate agent if I am super young?
I get asked this question all the time! People want to become real estate agents or even real estate investors, but they don’t think anyone will take them seriously if they are in their teens or early twenties. I think there may be some people who are put off by a young agent, but for the most part, I don’t think it will affect your business unless you let it. Most people who have bought or sold a house know many agents are not very good. They don’t answer their phone, they don’t return calls and they don’t follow up. If you can take care of your clients and do simple tasks like returning phone calls you will be better than most agents.
I think that most people are looking for an agent that is competent, will communicate well, and knows what they are doing. Agents can demonstrate all of these qualities early on and from that point forward, people won’t care how old you are. They may even be impressed that someone so young is so ambitious.
The biggest problem a young agent will have is if they believe their youth is a problem. Our mindset has a huge impact on how successful we are and if you believe no one wants to work with you because you are young, you might make that happen subconsciously. Believe in yourself and your abilities and people will overlook the age factor.
I go over everything it takes to become a real estate agent in my book How to Make it Big as a Real Estate Agent. How to get leads, how to find a broker, how much money you can make, how to make money, how to manage your time, and how to avoid the struggles many agents have. It is available on Amazon as a paperback or Kindle, and it is also on audible as an audio book!
What are the advantages of being a young real estate agent?
If you are a very young agent there are many advantages that I think out-weight the disadvantages.
Getting started young: The sooner you get started at anything, the better off you will be. There is no substitute for experience and learning by doing. The longer you are in the business the more clients and connections you will gain, which will make you more money. There is also a huge advantage to investing in real estate when you are young and being an agent gives you an advantage as an investor.
Technology: Many people have the perception that younger adults are better with technology. Whether this is true or not, young agents can use it to their advantage. Use technology to get more clients and market yourself to clients as being on tip of the latest marketing trends.
Influence your friends: The sooner you start investing the better. If you are young you probably have young friends. While many of your friends may not be ready to buy houses or invest, you can show them the benefits of rentals. Not only might you sell some houses, but you can help your friends create a better future for themselves.
Better to find out sooner rather than later: What happens if you become a real estate agent at 18, work in the business a year or two and hate it? I think you are better off learning you don’t like the business at 20 than figuring it out at 25 or 30. The sooner you start the business the more time you have to figure something else out if you don’t like it.
More time: Many times the younger you are the more time you have to dedicate to work. The older you get, the more responsibilities you have with family, friends, and life in general. As a young agent, you have more time to commit to your clients and can, therefore, do a better job than many older agents who don’t have any extra time.
Conclusion
Being a young agent does not have to be a disadvantage. Some clients may look at your youth and assume you don’t know what you are doing. However, if you are confident and competent you can show them you do know what you are doing and they may not see age as an issue. The biggest problems with being young are only problems if you believe they are and that affects your confidence and how you interact with people.
Some real estate agents have had the novel idea of partnering with social media influencers in order to get younger, first-time buyers checking out their listings. A story in Bloomberg last week revealed that agents are turning to social media influencers to sell the idea of a better lifestyle, with Instagram posts or YouTube videos […]
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