By: Sandra Deravil
Breaking into the real estate industry was not easy for me. Like many agents, I entered a competitive space while also trying to find my place and my voice so I could build a business for myself. Early on, I knew that I did not want my business to feel transactional. I wanted it to feel personal and genuine, and I needed to figure out how to make sure the people I would eventually work with knew that as well.
It can be overwhelming to try to figure out your voice when you enter into a space that feels like everyone is already succeeding. The real estate industry can move fast, and it can feel like you’re behind, but you’re not. Remember that in the beginning, it’s all about setting the right foundation. This is a relationship-driven business, and the earlier you start building relationships, the better. That takes some time and effort, though. Here’s what worked for me.
Authenticity Online
Instead of trying to fit into what I thought a real estate professional should look like online, I focused on just being my authentic self. I started sharing my real life alongside my real estate journey. I posted the open houses, but I also posted the deeper, more human parts of being a real estate professional as well, like the reality of balancing business and motherhood. I also posted behind-the-scenes moments, personal experiences and family life. That authenticity helped people connect with me beyond just buying or selling a home.
Social media became one of the biggest tools that helped me grow my brand. I learned that people are drawn to consistency and connection. I stopped focusing on perfection and started focusing on showing up. Over time, clients began to trust me because they saw someone they could relate to who was hardworking and genuine.
Focus on Community
Networking and community involvement also played a huge role in my growth. I focus on attending events, building relationships with other professionals and staying active in my community. I treated every interaction as an opportunity to connect with people and build trust.
Pull From Personal Experience
I’ve found, too, that being mother and autism advocate helps me build relationships through my patience, empathy and understanding. These are qualities I’ve cultivated through direct experience, and when I bring these qualities into my professional and community interactions, it directly impacts my business in a good way. Advocating for my son has shaped the way I communicate and care for others. It taught me how important it is to truly listen to people and support them through important life decisions. And as so many of us who are real estate practitioners understand, we are walking people through one of the biggest decisions they’ll make in the lifetime.
Getting Started: Build Relationships From Day One
Figuring out your voice and building relationships in real estate doesn’t have to be overwhelming if you keep it simple. You can begin with a few simple steps:
- Decide what you want people to know about you. Think beyond real estate. Identify the experiences, interests and values you’re comfortable sharing that can help people get to know the person behind your business.
- Show up consistently on social media. If you wait until you have the perfect post, you won’t post at all. Share your real estate journey, open houses, behind-the-scenes experiences and appropriate parts of your life that reflect who you are. It doesn’t have to be perfect, because that wouldn’t be authentic anyway.
- Choose a few community events to attend. Look for local events, professional gatherings or causes you genuinely care about, and make a point to participate regularly.
- Focus on connecting, rather than selling. When you meet someone online or in person, approach the interaction as an opportunity to learn about them and build a relationship rather than immediately looking for business.
- Follow up and stay connected. A first interaction is only the beginning. Continue engaging with the people you meet so those connections have an opportunity to develop into genuine relationships.
Breaking into the relationship-driven real estate niche taught me that success is possible when I stick to being authentic rather than looking at what everyone else is doing and trying to emulate that. It is about embracing your story, staying consistent, and building genuine connections. That is what helped me carve out my place in real estate, and it continues to shape the way I serve my clients today.
Sandra Deravil is a South Florida Realtor with Keller Williams Realty who is passionate about helping individuals and families navigate the home buying, selling and rental process with confidence and care. Known for her genuine approach and strong connection with her clients, Sandra strives to make every real estate experience feel supportive and educational. As a mother of a child with autism, she is also passionate about autism awareness through her personal experiences and advocacy for her son and others.