The Strategy Behind Heather Caine’s $215M Real Estate Success in Naples

Heather Caine, a powerhouse agent in Naples, Florida, recently shared insights into her remarkable journey and the secrets behind her team’s impressive performance. Closing 350 units and generating $215 million in volume over the past year, Caine’s team is a standout example of efficiency and innovation. With a team of 26 members, including agents, virtual assistants, and designers, Caine has built a business model that sets the bar for productivity and client satisfaction.

The Power of Lead Generation and VIP Programs

At the heart of Heather Caine’s success lies her robust approach to lead generation. A crucial part of her strategy is nurturing relationships through her VIP program. The program’s consistent, quarterly gifting and 12-touch campaign keep clients engaged, fostering loyalty and driving repeat business. This VIP program is paired with a carefully crafted referral partner newsletter that strengthens ties with referral partners, ensuring a steady flow of quality leads.

Another key pillar of Caine’s lead generation strategy is expired listings. Her team averages five to seven listing appointments per week by tapping into these often-overlooked opportunities, showing how persistence and targeted efforts can bring substantial rewards.

Revolutionizing Real Estate with Style to Design

One of Heather’s most exciting innovations is her “Style to Design” platform, a unique offering that combines real estate with design services. This platform allows her agents to provide sellers with design enhancements that elevate the appeal of their listings, often leading to higher sales prices and increased agent commissions.

By offering services such as staging and visual renderings, the platform gives sellers a powerful tool to stand out in a competitive market. What’s more, Heather’s team simplifies the process with click-to-purchase solutions for design products, making it easier for agents to present this added value to clients. This approach not only helps sell homes faster but also adds a creative edge that sets Caine’s team apart.

Leading with Health, Wellness, and Accountability

Caine’s leadership philosophy centers on the well-being of her team members. Recognizing that real estate is a demanding business, she promotes a culture of health, wellness, and accountability. Her focus on nutrition, wellness, and personal development encourages her team to thrive both personally and professionally. By placing team members in roles that leverage their strengths—what Caine calls their “gift zones”—she ensures higher productivity and job satisfaction.

The effectiveness of Caine’s leadership is evident in her decision to streamline her team from 60 agents to 26. This shift allowed her to focus on attracting agents who align with her values and productivity standards, ultimately boosting the team’s output and happiness. 

Continuous Improvement and a Vision for the Future

Heather Caine isn’t stopping at her current success. She’s preparing to launch a market center, KW Black Label, and is committed to continuous improvement. Caine stays ahead of industry trends by investing in her education and encouraging her team to do the same. She’s always on the lookout for new ways to innovate in real estate, making her team a constant force in the market.

Her unwavering commitment to her core values—productivity, health, and accountability—creates a strong culture within her team, a key factor in sustaining long-term success.

Key Takeaways for Real Estate Professionals

• Lead Generation: Building and maintaining a solid database is crucial. VIP programs and expired listings can provide a steady stream of high-quality leads.
• Innovative Platforms: Offering additional services like design and staging can elevate the marketability of listings, attract more clients, and increase profitability.
• Leadership: Fostering a culture that emphasizes health, accountability, and individual strengths can lead to greater team satisfaction and productivity.
• Continuous Learning: Staying ahead of industry trends and maintaining a commitment to personal and professional development are essential to long-term success.

Transcription

All right, everybody, welcome to this week’s ot super, super stoked to have this week’s guest, Heather Kane. She’s kind of a big deal in Naples, Florida now she she runs an amazing team, along with also kW style two design we’re going to talk about that. We’re going to talk about how she uses that as a tool and a resource to be able to get great listings, and also how to get those listings offers at a higher price, and a whole bunch of other stuff. So Heather, thanks so much for being a total Queen for being here and hanging out with us. Yeah, thanks for having me. So let me tell you, tell everybody about a little bit about you. You, you’ve, you told me that you’ve been with kW for about four years. You, you last 12 months. You closed 350 units and about 215 million in volume. You’re running luxury team down in Naples. Could you tell us a little bit about your org chart? What does that look like? How many people do you have on your team? What does your admin look like? Tell us a little bit about your org chart, please.

Yeah. So first off, thank you so much for having me. I appreciate it. I have in total, there’s 26 of us right now, the top down is my director of operations. My director of operations kind of oversees a lot of things. She has two TCS that work for her. She also has two isas that work for her, and then she also has a director of marketing that works for her in those in those two we also have a few VAs sprinkled in amongst them as well, and that’s on the cane flow chart. And then I do have designers and stagers. That’s another division within my organization that is also part of the umbrella of the services we offer, the agents. Okay, real quick, and I want to talk about the agents, but I’ve never asked this question before. So when it comes to a VA and working for someone like you’re a director of operations, is that a cost that comes from the the Director of Operations and they’re wanting to have some of their life back, or is that something that you take on yourself? No, I take on that. Gotcha. Gotcha. So how many agents do you have on your team? And are they buyers and sellers? Are they all luxury? Tell us a little bit about that. Yeah. So they’re 26 agents, real estate agents, producing agents. I do have standards in place for those agents. So right now, a few are up for review. So I do think by the end of this year, I’ll probably settle at about 20 agents, but I do have quite a big influx of recruits that I’ll be adding on to that. So I kind of shifted in the last six to 12 months where I stopped taking on any new agents, and they had to have minimum requirements of 5 million in production and three luxury sales. The luxury sales are based off of the county that they’re in, because the price point a little bit further north is different than Naples. So that’s kind of the new because I’m transitioning from a mega agent office into a market center right now. Gotcha, I love it now. Scott’s breaking the rules. We all know that you’re supposed to ask questions at the end, but this is the good one. Is your designer stager team. Separate profit center from the team itself. So it’s its own business within he had nice try. He asked this question. No, too late. We’ve already asked it. Scott, so it is, it’s separate. You run it as two different organizations? Is that correct? Completely different organizations? Yeah, separate panel, separate everything. Um, because and I also run my national so I have my local staging and design business, and then I have my national staging design business. All of them are separate LLCs, just like you would if you have a separate title company, mortgage company, which I have those as well. So there it’s considered ancillary business. Gotcha, I love it. I love it. Let’s, let’s Scott. Great question. Hold your rest of your questions right, and then we’ll do the digital, digital hand raising. But I like Scott, and I’ll let him break the rules. So that that being said, let’s talk a little bit about listings. Where do you get your sorry, not listings. Let’s talk about your leads. Tell us a bit about where do you get your leads? How do you feed your team, all of that kind of stuff. Yeah. So my leads come from, of course, my database. We are constantly nurturing our nurturing our database. We have a VIP program that every closing we have, they get into our VIP, which is our quarterly gifting program. And every time they’re one years up for renewal, it’s an opportunity that we can re enroll them into our gifting program once we’ve received a referral from them. So that’s a huge part of that. But we also have a referral partner newsletter that goes out. We get, on average, anywhere from 20 to 40 leads per month from our referral partners, which has been great. That was one of the reasons why I built dial to design, because I’m in front of like right now. I’m not on there, because I’m here, but we have a mastermind going around with about 150 agents right now, but they see that my real estate can luxury clean maple, Florida. So I’m constantly networking with agents from all across the country, just to Yes, I’m growing my ancillary business, but I’m also want to be the resource for anyone that’s relocating here. So our referral business is a huge part of our business. And then I do have, we do go really hard after expireds and FSBOs. We set about five to seven listing appointments a week for our team based off of that. So I have agents that just focus on fisbune expired. And then I have a circle prospecting isa that just focuses on all the listings that we currently have, making sure that everyone in the neighborhood understands the value proposition we’re bringing and why that has set seller hired us as the agent of choice. Love it. So you’re you said two things, and you said a lot of things, but I want to talk about two things. Number one, you have a VIP group inside of your database I love and I’m sorry I’ve got lots of questions here. Your you. I was talking to an agent recently, and they’re like, where are the the teams getting their business? And they always say, database after database. It sounds like you are getting your referral platform is number two, and your expireds and fizbos is number three. Is that correct? And then circle prospecting, circle prospecting is number four. Okay, perfect. So what does it take for me to be a VIP in your database? Your database either be a customer that’s closed your transaction with us, a referral customer that sent us a referral lead, or an existing customer that sends us a referral? Okay? So if I didn’t, if I sent you a referral, but that referral never closed, am I part of the VIP group? You’re going to get a vehicle from me, though. So if I send you a referral, if I send you a referral, and the referral closes. That’s how I get into the VIP. What is special about this VIP group? Because I want to be a part of it right now, and I’m not even buying anything in Naples, yeah. So you get quarterly gifts from us, and you’re on a 12 to 12 point touch campaign. So what happens is, is you get to choose whether you want, you know, craft beers, wine, chocolates, flowers, whatever you want. There’s like 13 different solutions. We use amazing clubs.com

as our company of choice for that, just because we’ve never gotten negative feedback, we’ve used other companies in the past and and we have and between you and I, my title company actually the one that pays for that. So the agents, they’re they typically average anywhere from from $100 to $150 a year for that quarterly VIP. And so when we why, we if our agent uses our in health title company, the title company co brands with us and gifts that right to the agent, so the agents aren’t out of the expense of that. What’s the company name, Darren. It’s called Amazing clubs.com.

Clubs with multiple clubs. There is amazing clubs, right?

Amazing clubs. Com, gotcha, I think it’s clubs with an S.

We’ll find out our crew, our crew will find out,

guys. So it’s actually in our so we use dot loop. We don’t use DocuSign, so it’s in our loop for every single transaction that we do. It’s it’s just part of all of the documents that we give to a customer when we’re in a transaction. So that’s like, our final checklist is, have we enrolled them for the for the VIP in order to do a closing

and, and that’s on a 12 touch program there for that? Yeah. So

they get a phone call from the agent to say, hey, Darren, is Heather with the cane luxury team. I want to let you know your chocolates are arriving. Friday. Are you in town? Okay, if you’re not, let me. You want me to go ahead and give me the garage code. I can put it in the garage bridge for you. Like we’re we’re touching them, right? And then they also get an email notification to let them know that their their shipments being delivered. So it’s a way that we can touch our database 12 times a year. So they’re hearing from us, they’re getting email from us, and that doesn’t include our weekly newsletters that are sent to them, and then they’re getting a phone call from us, and then the last conversation is, Darren, I can’t wait to spend a year happy anniversary on your house. Hey, I really want to enroll you in the VIP program for next year. So we have a fun little thing going on right now, and if you send me a referral, I’ll let you choose. From anything here we can switch it up. I know you did beer last year. Let’s maybe try wine this year. Do you have anyone that’s interested in buying your sellings right now

and then, if you say, No, you’re freaking done, then

you say, You know what? Daren, I totally get it. Um, would you mind if I follow up with you, you know, this time next month, to see if maybe you can think of anyone between now and then so I can get you re enrolled.

Scott’s breaking all the rules. By the way, I could barely focus. He said, let me know if Heather has an affiliate, code for he wants you to get paid.

Do you have a phillipy? They don’t have affiliate. They don’t have an affiliate. And I’m a part of like every affiliate, because I make a crap ton of money on affiliates, though, but not on but anybody else, I will happily send you my affiliate link, Scott.

I love it. I love it. Scott’s learning, uh, learning his lesson for sure. Um, love, love, love that. Let’s talk a little bit about you said, the referral program. What content do you send out? How often you staying in contact? Because there is no doubt, especially with an amazing referral network that you have, and if you use kW referral platform, and the ability to have access to all the agents in the country, being able to build your own referral platform is a big deal. What’s the best way for that you found to stay in Top of Mind with those agents? So we always

we have a referral partner newsletter that goes down and thanks everyone that’s referred business to us. And we love it when our referral partners like take a picture of a gift that we send them, and they send us those pictures. So we include all of that in their referral partner. We also do a co branded post a lot of times with referral partners that have sent something to us to thank them for referring business and and then the reason why we do that is one of two things we want to show our database in there that we have a bigger reach than just our local market. So Daren, you send me a referral from? Where are you? Are you? Oregon?

Where are you? In Vegas?

Vegas. So you say, Hey, we’re so excited to partner with Darren in Las Vegas. Not sure you’re aware, but we can sell real estate all across the country. Who are incredible referral partners. If you’re looking to buy or sell in Las Vegas, give it, you know, reach out to reach out to Darren on my you know that I work with. So we’re constantly trying to, like CO brand, and also because we want all of our database to come to us for referrals so that we can spread the love back out.

I love it. Okay, a plus on the leads portion. Let’s talk about listings. All of us have been dying to hear a little bit about your listings. How you get your listings, and tell us about the style to design.

Yeah. So I, long story short, I’ve been staging and designing properties since I’ve been selling real estate, so for about 21 years. Um, it wasn’t until I joined Keller Williams that Gary sat me down and was like, Heather, how do you put that in a box? And so I really tried to figure out how I could take everything that I’ve done on a local level and build it on a national level. So that is how style to design was born. What I did is I created a platform, and I can show it to you guys if you want, but it’s a way that I’m able to sell real estate with design services included. So let me kind of just show you what it is. So what I did is, right now, it’s proven that staging and design is the only tangible asset that a real estate agent can contribute to a transaction to increase ROI. And what did every seller want to do? Sell fast and sell for fast and for money, more money. So I always want to go into a listing appointment, and if I’m up against you, Darren, I want to ask you, Hey, when you met with your other agent, did they show you things that’s going to make your house stand out above the rest kitchen? Yeah. Okay, so that’s great. Hey, Daren, did you know that 81% of buyers have zero vision, so they can’t see past what’s in front of them. So your kitchen is beautiful, but you haven’t updated it in what, like, 15 years. Is that when you kind of say, right? Yeah. So that might be an objection that we’re going to get, is a buyer’s going to love your home, but they’re not going to be able to see the full potential of it. So what I want to do is overcome that objection before we even receive it. So I’m going to go ahead and have our in house design team create a rendering with with what it would look like completely redone. And not only may create a rendering, but I’m going to sell your home with design services included. Because everything I render with, I’m going to actually give them the product already sourced to purchase. So I’m

a little slow here. So when you said you’re going to sell their house, you’re going to sell them the design, and it actually isn’t, it isn’t okay. There you go.

Let me show you. So in the dashboard, the whole purpose of this is, if Sean’s got a. Aussie, wherever they are, that all of them can sell real estate with design services included. They every one of them can say, I have my own house design team, and what they’re doing is they’re leveraging the platform that I built. So let’s just say it’s a renovation. You can go into the renovations right here. You can select by price point, and then you can also select by room. So let’s just they were going to do mid let’s say they have an original let’s just say bathroom. And then you can select by style, right? Because I’m, I’m probably more coastal. You’re probably a different style than coastal. Okay? So you can literally Check, check by any style. So let’s just go with the first one right here. This is more of a mid century, modern what you’ll see is our designers actually go ahead and source all of the product to turn this into reality. So everything has a click to purchase, solution, including even down to the toiletries and accessories. So you click over here, and you can see it goes directly to the product to purchase, and that is an ad. So sorry about that. Anthropology, there’s an ad running. Hold on one second. Let me go back. Why is it not letting me click out of this ad? Odd. All right, hold on and go back into the dashboard. Well, that wasn’t good. Hold on. It was totally good, by the way, totally good, right? So I went into the wrong one, um, I went into the staging. Sorry about that, all right, so you can go back in to the renovations. Um, let’s just go ahead and click on the mid range. Again. We’ll go ahead and click on bathrooms. So all of this product that I just showed you is click to purchase. So you can take it directly to the product, where you’ll see everything is sourced to purchase. Okay? And then all you have to do is download this board right here on the click of a button, and everything is sourced in that board that you can send directly to the contractor or the buyer, so that everything they need to make that a reality is done, but we take it to the next level. So we take all of that product and we actually simulate it into your listing images. So not only is the product sourced, but then they can actually get the full visual of exactly what it would look like complete. So when you’re selling real estate with design services included, you’re getting the MLS formatted images that you can syndicate with your listing. But then you’re also able to print off the visual. And we recommend them putting on, you know, on a phone board, and having on easel in the rooms. So when they walk in, they see the visual. They see it online, and then you’re letting them know this can become reality. Because once we go under contract and we pass contingencies, I will actually give the design board to you so that you can go ahead and implement that and turn it into reality. So I do that on the renovations, but I also do it on all the physical staging. So whether you’re selling luxury or non luxury, you can select, and there’s almost 1000 boards in here, and every single one of them I can render into space. So all you do is select the room. You stick select the style, and everything you see right here we is, click to purchase everything you need to turn this room into reality is source to purchase, and those get simulated into the listing images. So it’s been like an absolute game changer. The testimonials of agents across the country are just incredible. They’re selling houses for more money. They’re increasing their list commission percentage because they’re where they’re giving a menu of services to the seller to say, Hey, you want to sell your home with design services included. It’s an extra 1% they don’t need to know that it may cost you, like, 150 bucks to do it. You know what I mean. But they’re giving a menu of services based off of that, and I will tell you, like, hands down, knock their stocks off. So I do a ton of training, all my trainings on demand and here. And then I also create all the marketing collateral. So like, if you’re going on a listing appointment, a builder appointment, all of it’s pre built and done for you, so that, that way you can just take it and rebrand it as your own. I even give you guys, like my isa like templates to send out, or bizbo expired my reverse farming letter. I mean, I include all of the marketing behind what I do as well in the dashboard, so that you can really market the value proposition the right way to win lifting opportunities.

All right, so a couple questions. I’m going to ask this questions from all of us. What’s it like to be a genius. Okay, that’s my first question that we’re all thinking. Number Number two, I’m an agent. I run a big team in Florida, in New York, and now I have this resource. What does my listing presentation look like? So when I’m in my presentation. How do I bring this up? What is because that’s what you’ve done for years and years and years. Give me some skill on that.

Let’s roll. Can I role play with you? I would love it. Yeah. All right. Hey, Daren, how are you?

Hi, how you doing? Hi, thanks. Great.

Daren, your house is beautiful. Thank you. Yeah, you can tell you have a lot of pride in home ownership.

Yep, for sure, I

love living.

So I did a little bit due diligence on your house. I saw that you you’re the original owner. You purchased it in 2000 Yes, perfect, perfect. So has any renovations been done since

you purchased? Hell no, it still looks like 2000 to me. Yeah, it was cool A while ago, and I just got busy. Yeah.

I mean, that’s life, right? Um, so there’s a big difference between living in a home and selling a home, right, right? And one of the reasons you called me today is because you want to sell your home, and my job as your agent is to sell your home for the most amount of money and as quick as possible, because that’s why you that’s why you’ve hired me to come into your home today. What I want to go over with you today is a few different solutions. You know, when looking at your home, you know, one of the objections that we might get from a potential buyer is that they absolutely love the house, but they’re going to have to renovate the home, or they’re going to have to redesign it. So let’s just say Darren had like, 2000 furniture too, so it’s kind of outdated, but we’re not going to stay outdated. We’re going to say it’s original because it’s less offensive. Okay, lots of other Yeah. So everything’s original in the home. So as what I would like to do Darren is to make your house be different than all the competition is I would love to sell your home with design services included. And Daren, this is at no cost to you. This is actually my investment into your home to help you, help you get the highest sales price for your house. What we’re going to do is I’m going to have our in house design team hand select some beautiful designs for your house. What we’re going to do is we’re going to take these beautiful designs and we’re actually going to simulate those designs into your home so the buyer can get the visual of the full potential of your house. Daren, I’m not sure if you’re aware of this, that 81% of buyers actually have zero vision, so when they walk in your home, they can’t actually see what it would look like with them living in the house. So what I wanted to do is paint a canvas that all buyers are going to love, so that way we can attract the most amount of people to your house. Does that sound like something you’d be interested in?

That sounds like the greatest idea of the day? Okay,

fantastic. So what we’re going to do is we’ll go ahead and take the pictures of your home. Our in house design team is going to transform those images. We’re going to actually send a code that syndicate those images with your listing, so when a buyer is looking online, they’ll be able to see the full potential of your house. We do always have to list the before but we’ll list the after image right after. We’ll also go ahead and print off those beautiful design boards and have them on easels throughout your room. In the renovation rooms, we’ll go ahead and source some of the samples of some of the product that we will be using for your kitchens and baths, so when the buyer walks in, they can touch and feel some of the material that will also be in your home. Then we’ll be able to advertise your home as design services included Daren, when you’ve been interviewing other agents, have any of the agents told you how they’re going to overcome the objection of your kitchens and baths being original?

Well, they told me to rehab it. Yeah. So

I understand that, and that’s absolutely something we could do if you ever wanted to do that, but I don’t believe it’s necessary. I would rather the buyer be able to select and craft exactly what they want for the house so that they can make it their own. And this is a fantastic way that your home will be different, and we can really leverage the fact that your home will be sold with design services included.

Well, I seems like I’m going to be listing my house with the king cane group

for sure. So that’s just a way so, so we have completely dominated in that aspect and and I will say, like our isa team is crushing it right now, because what we’ve even done is like one step further. So if a property is expired, we will actually take the image from the expired listing. We can’t use it to market it, because we don’t own it, but we do go ahead and render it, and we send a text message campaign to them to show them like this is what the power of hiring me as your agent is. We’re going to transform Scott. It’s brilliant, right? Brilliant.

You seriously are, like I said, I got 14 texts, and there’s only 10 people in here, actually 11 that you are a genius. This is so good, so good. And that role play was great. And I oh my gosh, I’m going to work. Oh, hold on someone. Jay now wants to get in. Let’s let this guy in. There is no doubt. There’s going to be a lot of questions about about this. I. When we open it up to the group, Scott’s got like, three pages worth already. Is there anything else we need to know on the listing side of things, when it comes to style and design that you want to make sure you that we are aware of? I

think so. There is I’m going to Can I let me Do you guys mind if I open up my flipping book real quick to show you my menu of services for my seller.

You are on stage for the next 40 minutes. 30 minutes, I’m just

going to show you guys the power of when you show them these numbers really quick so you just, let me just show you our last page. So our average fire agent commission, I mean listing side commission is two and a half percent, because we’re luxury. So when you hire an interior designer to to create a design board and render it, the average cost is $3,500 per room. Okay, so what we do is we show them that if you hire a designer to do that, and that’s something an investment we’re willing to make that’s a total value of $14,000 for us to do four rooms, save a kitchen and three baths, that immediately saves, saves the buyer $14,000 and you as an agent, as the seller, you get to differentiate yourself on the market. But if we also add some physical staging, and reality staging a reality renovation. Then we get additional commission off that, and then we have our options, which are another half percent, where we actually take on the home organization, the coordination of donors, and we coordinate repairs. So this is something that we do, as far as our menu of services, which I will tell you we are usually always at the three and a half or four, because people want to maximize the sale and be because right now our our market is a little soft, so they’re always want to go guns blazing, and that’s kind of what we encourage. Like, if we want to hit the ground running and we want to make your house just look like a rock star, this is what we need to do. So when you show them, break them down, the figures of okay, physical staging is at 1% of your list price. So if you have a $1 million home, that’s 10,000 plus we’re going to have sell with design services included, that’s four, that’s $24,000 of investment that I’m willing to make to your property to help you maximize profit. And when you break it down in numbers like that, and another agent does it, their minds are blown, you know?

Yeah, well, I’m Yeah, we do know. Yeah, so, so Heather, this is the deal. I’m an agent again in New York, and I want to plug into this style to design. I know it’s kW style to design. How do I get the resources that you’re doing? So I can attempt to be as awesome as you in this presentation. So

the great news is I have a QR code I can let me may go ahead and pull it up for you guys if you want it. I do have for any time I speak on a call, I get 50% off for the first three months, and there’s only a three month commitment. But I also in that, I also do go ahead and get you certified as staging and design, so I teach a three hour course that gets you stage design certified. Let me go ahead and here it is. So this QR code is, when you go to this it’s going to, you have to plug in mastermind under the coupon, and then you get it for $75 a month, and you get unlimited access to all of the design boards and everything. Now you do have to pay to render. So it’s about $45 an image to render for furniture and $99 for renovations. But I will tell you, if you hired a designer to do that, you’re about 30 525 to 3500 on the renovation and about 750 on the furniture. So you can charge the customer if you wanted to, and you can earn profit off of it. We have a lot of agents across the country that earn a lot of revenue off of that well,

and I was actually on on your site, and you have masterminds constantly, and you have constant training and stuff. So it’s not just purchasing into the style to design, but it seems like you do a really amazing job of supporting that agent implement this into their business so they can actually excel and and really increase their business like

everything you and I just said, I have written out in a script, I have to show you exactly where to go on the website to find it like we have scripts for everything on how to win those appointments. We have all the scripts for isas, circle, prospecting, farming, letters. I mean, we, we try to really be there as, yes, it’s a platform to give you tools, but it’s also a coaching platform to help you win opportunities in your business, whether you’re going to have to build or invest your buyer or seller, we want to be the full resource for you. Wow,

so awesome. So we got lots of questions. They’re gonna have to hold on to it. We’re gonna put a button on this. We’re gonna come back. Let’s talk about how you’re able to lead your large team. You’ve got 25 agents. I think your staff is nearly as big. How do you lead your team of that size?

Yeah, so I’m I’m not typical. I’ll be honest with you, I don’t follow like every single model of Keller Williams, because I was an independent brokerage before I joined kW. I’m a little bit of a unicorn in that aspect. Um, I, I am a firm believer that if I put everyone in their gift zone, then they don’t work a day in their life. So for me, i i kPa test everybody, and based off their kPa is kind of where I want to position them in their business. A lot of my staff are people that have been agents, that have proven themselves to me over time, that have become in leadership positions with me. So, and I’m a big believer is live by example. So I believe your body, your spirit, everything is as healthy as you are, is as healthy as your business is. So I’m a huge advocate on health, wellness, nutrition, like I pour a lot into my team on that so that that way they can, so that that way they can really, um, I believe your business is only as strong as you are. Personally. Love

it, love it, love it, love it. I didn’t mean to drink a soda while you were saying talking about health, my peeps know it’s diet, so it doesn’t affect me.

Just ascertain that will only kill all your organs Preserve. I’m not sure,

Heather, stay focused. Now, let’s talk a little bit about how, how you hold your team accountable. One of the things that Ivy’s favorite word in the world is accountability. You’ve said it a couple of times. How do you hold your team accountable? On on the on the staff side, and also as the agents. Yeah.

So I look at everything as the full picture. I believe real estate is a vehicle to get us to our life goals. And so I focus on what the life goals are and how we’re going to take the vehicle of real estate to get you to there. So for me, and then I basically have them set what they need to be accountable to in order to get them to their life goal. And then I hold them very highly accountable to that, and I give them freedom. So if someone’s hitting their goals, I don’t micromanage. I don’t I’m not like, how many calls did you make? Did you make? Did you set your appointments? If they’re doing their production standards, you can do whatever the heck you want, but if you’re not, then then I come into play, because you committed this to your wife and to your future. I’m here to make sure that you actually obtain that in your life and your future. So No,

how do you know that I’m not on track? Let’s say I’ve been killing it. Life is good, because you get some volume an agent will be doing well, they’ll have like, six month run, and all of a sudden, something funky will happen. Are you looking at their numbers? Do you meet on a regular basis? What

I can just tell if someone’s Mia, if they’re not showing up, they’re not doing production. I love confrontation. I like run towards it, because I believe you either grow or you don’t. And for me, it’s like, I’m I face people head on. I’m like, a I’m like, a train that just kind of tumbles over them. I had an agent right now. He’s been weird. He hasn’t shown up, and I call him. I’m like, Alright, what’s going on? He’s like, Heather, I’ve got life. I’ve got personal I’m like, I get it. But you joined me because you said you wanted to do this. Are you on track? And he’s like, No. I’m like, okay, then, as your friend and your business partner, what do I need to do to reel you back in? Because that’s why you join me is because you trusted me to help you get to where you wanted to be. And I would be a terrible leader if I didn’t call you right now and let you know I care about you and I want to help you. So what do we need to do? And so he’s coming in at 445 today, and we’re going to figure it out. Love

it. Love it. Love it. Let’s talk a little bit about this. What have you learned over the last 12 months from running your running your

team bigger is not always better. So I had 60 agents on my team, and I consolidated myself to 26 and we are happier. We are more productive. My staff is happier. My agents are getting more leads. They’re closing more business. I don’t want new agents. They can go somewhere else and figure it out and then join me. I That’s yeah, that’s what I’ve learned in the last 12 months. So I and I. Standards, and I am protective of my bubble, and I don’t just let everyone in.

I love it. Thank you for that. Yeah, what about what about that? What do you feel like you need to learn over the next 12 months?

So over the next 12 months, I am in in the midst of launching a market center. So I’m in incubation right now for kW Black Label, which is a local luxury boutique Market Center. And so I, because I kind of stayed in my lane and stayed in my bubble, I wouldn’t say I’m colorized. That makes sense. Um, so I need to kind of colorize myself. And I don’t really like to be put in a box. I tend to like, go like this if someone tries to put me in one. So I’ve kind of just gotta, like, Be okay with being colorized for a little bit. I

love it. I love it. Well, I’ll tell you, if you ask Ozzy, it tastes very good. It’s it’s a very good thing to be Ozzy. Ozzy knows mrea book better than Gary Keller does. I think

delicious. Yes.

Okay, last, last question, then we’re going to get Oh, so you guys, Scott, all those questions that you’ve been asking in the group, this is the time that you actually ask them. Raise your digital Hand. We’ll let you free to do your thing. You’re muted. So that was on purpose. All right, so oftentimes we hear on this, on calls or panels like this, that is 90% of how to get there, how to get that level. What do you believe is the 5% that other teams are missing? What is your 5% secret sauce, what? What is? What is it that you’re doing, that it’s like unique, that it’s that people are missing.

Um, so I’m super spiritual. Um, I believe my logo is a quadra Phillip Renaissance cross. I have a cross in the center that sees that stands for Christ. I’m an apologetically bold about my faith, and I believe it has protected my culture. I believe I have I have been very blessed because of that, and I believe it has attracted the right people into my life, into my organization. So we have a motto that says, serve God, serve people. Serve both. And I that’s just, that’s that’s just who I am. And I feel like it has changed the the moment that I I used to not be so bold about it, but the second I got super bold about it, um, it changed people’s lives. It’s created loyalty. I feel like we’re all on the same page and we’re more of a family unit. Now.

Love it. This is a very important question. I know you’re very healthy. You showed us your guns when no one’s looking what do you eat as a guilt free

is that normal? Yes people,

well, I ask it so yeah, the answer is yes. I always ask dumb questions. Okay, this is your dumb question.

Yeah, uh, dark chocolate for sure.

Like, do you like shot like chocolate, like dark chocolate, like in itself? Or, do you like strawberries and dark chocolate? Or, yeah,

I’m not mixing fruit with my chocolate. Okay, no, just straight up dark chocolate. Yeah, I wouldn’t do that either. Yeah, that’s like, mean, I don’t know. I mean dark chocolate peanut butter. Yeah, that won’t leave my jam right there.

Chocolate peanut butter. Do what? We’re great milkshake, by the way. Alright,

this is how bad it is. I keep, I keep it in my desk. Tour right? And there might be a bar of chocolate in there too. I’m not going to

that is awesome. You were that. You were that girl that used to when, when noone was looking back at the day, you you put a little peanut butter, you grab some some chocolate chips, and drop it in there, microwave it. Now you’re like, Reese’s Pieces. Well,

that’s why you just have a little spoon in your drawer. And if you need, like, a quick, yeah, like a quick energy boost,

that is awesome. Alright, so this is the deal. We’ve got some hand to raise. Scott, apparently he’s not raising his hand, which is fine. Um, this is the time for you guys to ask your question. Oz, you’re first. Thanks for asking your question, bud,

for sure. Heather, thank you for being here, man, I’m blown away by how easy your program style to design makes it. So I have a question. As a listing agent, I come across every so often that homeowner that’s already pretty good at making their home look nice like they remodeled it. It looks fantastic. I’m like, Wow, this. House looks nice. There’s really not much to do. What do you recommend with your program? What approach do you take? What approach do you take with those homeowners who already have a beautiful 10 out of 10 home?

Yeah, so there’s a few things. One is, is that homeowner taking their furniture? Because most of the time they are and you know, one of the things that a buyer is going to do is they’re going to come in and they’re going to absolutely fall in love with the way that the house looks. And the great part of hiring you as the agent is you have your own in house design team. So complimentary with the sale of the home, they will actually craft a solution of a design based off a style preference that we can send to the buyer at clothing. So basically, all you do is you go like, say they love the house that was designed coastal. You can go on our platform, you can download a coastal family room, council dining room, coastal breakfast, neck, coastal bedroom. You can create a put it in a Google Drive and share it with the agent, and you just sold the house with design services

included. That

makes perfect sense. Thank you. That answers that question. My next question is, what price point does this not work in very well or never, never.

I mean, we do $75,000 turn and burns like I have an investor right now that buys the ugliest of the ugliest of the ugliest, and he takes and I can put in sheetrock windows, I can do everything with my technology. So basically what we do is we take these super ugly, disgusting houses, we render what it would look like, and then we assign the note to the next investor, and the investor is going to pay a premium, because the house now comes with design services and a roadmap of what needs to be done to get the property

ready. That makes perfect sense. So, I

mean, it’s because your renderings are so cheap, um, in comparison to, I mean, you could, if you wanted to render everything for like, 500 bucks. That’s still so cheap compared to what you could then flip it to sell it for right, correct, correct.

Last question here, you mentioned that you have two isas that report to your do. Is that right? Yeah. Are your are both of your isas kind of equal in leadership? So is it like do, and then two isas, or is it do, and then isa lead, and then isa lead, okay.

Isa Okay, got

it. Just want to clarify that visual. Thank you so much. I appreciate you. Thank you. Thank you. Yeah, absolutely.

Heather, good. Isa lead, just so you know my isa lead does the fizz and expired, and then, because that’s really got to be a conversation and they need to. And that’s a licensed agent where the circle prospecting one is basically like inviting them to open houses and just curious if they’re interested in selling. So that’s an unlicensed person, but the one who’s doing physical and expert is a licensed inside salesperson that clarifies it. Thank

you. Thank you Heather,

Heather before we move on. I’m not sure if you notice Ozzy doesn’t have sleeves on his shirt either. He shot me a text and said, Can I flex for Heather too? So thank you, Ozzy, for being able to do that. You’re welcome. Ivy. Are you

flex too? We should all do our flex. It’s right.

That’s our that’s our end, that’s our end, our end picture, right?

I mean, you are amazing, and I’m real curious a little bit on your leadership. So if you let me just kind of ask a couple questions there. You just said that you’re about to, you know, you’re opening up Black Label, you’re getting colorized, you’re running your own company, you’re doing all these different things. I’m really super curious on your habits. So what habits do you really believe, right, that are tribute to the success? Because right now, you’re having a lot thrown at you, right? And I know you have a staff, I know you have a team, but what are your daily habits that you really believe that is contributing to this successful run? Right now,

I’m I am disciplined. I mean, I get up every morning at five, I’m at the gym. By 545, I’m in the office, but I do. I mean, I make my kids breakfast, I get them to school every morning, then I get to the office, and then I don’t waste a minute in my day. I will say, Ivy. I got cancer in my early 20s, and I always like, I’m a zero procrastinator, and I’m I’m an executor. One of the things Gary Keller has has, one of the reasons I believe that you and I connected so well, is there’s it’s not often that you find a visionary that also executes. And I I’m really good at envisioning what I need to do to get myself to the. Don’t, but I also execute with consistency. And I think so many times people just don’t do that.

Oh no, no, no. I can totally see that based on the success that you’re having opening up, I would be just even looking at your staging right, like thinking to myself, My God, that she’s actually created this now it’s, you know, creating your market center. And, yeah, you’re an implementer, right? You have that, not only that drive and that grit, but you also have the ability. So, okay, so discipline. So that’s what I heard. Discipline, okay,

real quick. I’m sorry my wife is going through that. You guys. Mel Robbins did the whole family reunion thing this year, and she’s in her actual coaching programs, which is really cool. And my wife sent me a text. She says, FYI, the secret to getting what you want is consistency. That’s what Mel consistency.

It is. That’s cool. It is. It’s consistency.

I will say, I mean, I one of the things my mom always said when I was little is I was relentless. Like, she’s like, it’s like, oh my god, Heather, give it up. You know, like, I just, I have a relentless pursuit. Like, if I’m gonna do something, I’m gonna I’m gonna do it, and I’m gonna get as many people on board with me so that we can do it together. But if I don’t get everyone on board because they don’t see the vision, I don’t let them sway me from not executing. And I feel like so many people listen to outside voices that makes them not execute the way that they should

agree agreed. And so when you don’t have people that are aligning with your goals, right? I mean, because there’s going to be time they’re not aligning with your vision, and because you just said something key here, what do you what do you do then? I mean, so are you? Do you rethink? Like, well, if they’re not, because most teams, right, they their culture. When you hear that, what they say, they say it’s they’re aligning with their vision and align with their goals. So what do you do when they don’t I

have conversations and ask them if the reason they don’t envision is because it’s scarcity or abundance. Mindset when we’re making these decisions, are we? Are we basing our decisions off fear and scarcity? Are Are we basing it off abundance? And usually, most people are saying no to something based off fear and scarcity mindset.

Great answer.

Realize that, you know, fear for me is is not the gift of God. It’s the opposite. So if we can, if we can take fear out of the equation and we can focus on abundance, let’s make the decision from that standpoint. Okay?

And then one quick question, because I think Scott has questions, you were talking about recruiting in the very beginning, right that you had a lot of people in your very choosy, and I’m curious, are you actively also recruiting, or is just people coming to you like,

yeah, I don’t really recruit people. They just kind of come to me, um, I mean, I do have a gentleman that’s joining me right now that he built, built an indie to about 350 agents, and he’ll be the new team lead of Black Label, and so he will be recruiting, you know, quite a bit of agents who have pretty quickly. But as far as, like, I’ve not really recruited, I’d say I’ve done attraction marketing based off the value that I

bring. Okay, perfect. I was just wondering, thank you so much. You’re awesome. Yeah, thank you. Yeah,

no problem. Awesome.

Question Ivy, Scott says he doesn’t know where the button is to raise his hand, so we’re just going to open up

the room. I’m looking for a raise the hand button here. I don’t see it, but you know, and I was going to do like I do in grade school, but my arms are so long, my hand doesn’t show up, and it looks like I’m just trying to show you my armpit,

Scott, Scott, you’ve never been on Zoom before,

been on a few times, but I’m not an expert. Okay, go either. I have established the studio here behind me, though. Okay, Heather, fantastic, fantastic content. It’s like my mind is blowing. Question for you is, through the system that you do like this, your design site style to design you provide the services for physical design or physical staging outside of your service area or agents that use the site. Is it just digital design? Or do you have recommendations for a local stager designer to be able to work with?

Yeah, so if an agent is outside of my area. So right now, I staged all southwest Florida with my physical staging company, but I do. Render almost every listing too, because I usually don’t physically stage every room in the house, but I want to give the visual of the potential of every room in the house, right? So also, if I’m physically staging a home, still many times the kitchen and baths are original. So I want to go ahead and give that visual right now, if you want to create a menu of services and offer physical staging you either have to decide if you want to open a staging company or if you want to partner with a staging company. And depending on your guerrilla warfare, on your service area, you that’s where you would set your price. I do have a full training on if you want to set up a staging company, how to do it, and the systems to implement to do it. But that’s definitely not something that happens overnight. I believe in gradually building the staging business depending on how big your real estate team is, because it has to be a sales funnel to the staging business. Until you’re staging anywhere from five to seven properties a month, that’s when you want to own a physical staging company. Anything less than that, I would leverage, yeah,

really, okay, is that? Is that? Is that it?

That’s my primary question. Um, I didn’t write any of these down. I was just free flowing. So I’m gonna have to go back through the chat and see if there’s something that didn’t get answered. I did have, I was kind of like, you know, little golf clap here in the background, because I just see all these little revenue opportunities, rev share stuff that you’ve got built into your program. I think it’s just absolutely fabulous.

So, Scott, I’m gonna blow your mind here for a hot second. Okay, you know how every single product had a click to purchase. Every one of those links can be modified to your affiliate link so you earn revenue

individual subscribing agent, yeah.

Well, we’ve we’re partnered with a company called pepper jam, where you can apply for your affiliate, and then you can change out all those links to your affiliate so that you earn revenue off of it. You also the two questions, so if you render a Kitchen Bath, the two questions that the buyer is going to ask you. Now, remember, you represent the listing. So when a buyer walks in to a listing and they see those rendered images, the two questions the buyer is going to ask is how much to do the renovation and who can do the job. So we earn hundreds of 1000s of dollars a year up our trade agreements. So I show you how to build out your trade agreement program so that way, you earn anywhere from 10 to 20% revenue off any of the trades people that do the implementation of the design work. But you would never be given the opportunity if you didn’t give the buyer the visual. Because you’re giving the buyer the visual, they’re going to ask you, who can do the work and how much money, and that’s an opportunity for you to tee up all of your trades people, and then you earn revenue off of that.

The question on top of that is you have this design firm. Are local agents outside of your own team Market Center, using your this service. It’s a separate LLC, separate entity. So they’re also, it’s available, I guess, as other

agents from other brokerages use my trade people, and I make money off of it.

Okay, that’s that was, that’s the crux of it, right there.

Okay, I can see why Gary Keller loves you. That’s vision, right there. And implementation,

I love it. I love it. Well, we were running out of time. Scott, great questions. Everybody, great questions. And Heather, seriously, you have been fantastic. We’ve loved having you. Normally, when I run my team meetings, I’d be saying, let’s give her two claps. And there’s no doubt about it, you’ve earned all both of those claps, if someone was dying, dying, to send referrals to Naples or or wanting to get involved in in style to design. What’s the best way to reach out to you? How do we send it referrals to you?

Yeah, so just email me. I’ll put it in the chat. I’ll give you guys my email address and also my cell phone number, so feel free to reach out to me if you if you need anything. All right,

I was saying something amazing too. Heather, you’re amazing. We’ve loved having you guys. I’m not I’m not just saying it. This is our 19th ot I’m blown away every single week the information, the kindness, the openness, the value that each one of our OT guests have. Ring, this has been the coolest thing. And Heather, you just made me so excited to be part of of Keller Williams, and I’m glad that we’re official friends.

Awesome. Me too. Thank you, everybody. Alright

guys. I will see you guys next week in the OT you.