In today’s real estate world, agents need to be more than just property experts—they need to be digital marketing powerhouses. Grace Folus, a top real estate agent with Real Brokerage in Florida and New York, has mastered the art of leveraging AI and social media to grow her business.
Grace’s strategic approach to technology reflects the growing debate on whether AI will replace real estate agents and how professionals can adapt to these changes. In this episode of the #RealtyHack Podcast, she shares her unconventional journey from a marketing assistant to a successful realtor, and how her bold decisions and innovative strategies are reshaping her career.
Table of Contents
From Queens to Real Estate Success
Grace’s journey began in Queens, New York, where she grew up and attended St. John’s University for Public Relations and Marketing. Her background in marketing became a powerful tool when she transitioned into real estate, especially during the COVID-19 pandemic. Starting as a personal assistant for a broker, she saw firsthand the demands and opportunities of the industry.
Initially hesitant to get her license, Grace took the leap when the pandemic hit, realizing that traditional job opportunities were scarce. She joined a team to learn the ropes, hosting open houses and leveraging her marketing skills to appear more established than she was. By strategically posting homebuyer tips and showcasing team listings, she built credibility and attracted leads organically. Her journey highlights how agents can break into the industry and quickly establish authority.
The Power of Perception and Consistency
One of Grace’s key strategies was to appear consistently active on social media, creating the perception of success and experience. She posted about every open house, shared market insights, and gave valuable homebuyer tips, ensuring her followers viewed her as a knowledgeable industry expert. This approach not only built trust but also kept her top-of-mind for potential clients.
Her commitment to authenticity and value-driven content resonated with her audience. Grace’s posts were not just about selling homes; they were about educating her audience, answering common questions, and solving real problems. This strategy paid off when she closed $10 million in sales during her first year, a remarkable achievement for any new agent. By mastering social media strategies for real estate agents, she effectively positioned herself as a trusted advisor.
💡 Key Takeaway: Building credibility through social media goes beyond just showcasing listings. Consistency, authenticity, and educational content are crucial for establishing trust and authority.
Grace’s journey began in Queens, New York, where she grew up and attended St. John’s University for Public Relations and Marketing. Although she never planned on entering real estate, her background in marketing became a powerful tool when she eventually transitioned into the industry. After working as a personal assistant for a broker, she decided to get her real estate license during the COVID-19 pandemic.
Grace’s entry into real estate was anything but traditional. She leveraged her marketing background to dominate on social media, using strategic content to appear more experienced than she was. By posting homebuyer tips, showcasing open houses, and leveraging team listings, Grace built credibility and attracted leads organically.
How Social Media Fueled Her Growth
Grace’s rapid success in real estate is largely due to her mastery of social media, particularly Instagram. By sharing valuable content, such as homebuyer tips and market insights, she was able to build trust with her audience and convert followers into clients. Grace emphasized the importance of appearing active and knowledgeable on social media, even when she was just starting out. Her strategic approach to relocation showcases how to scale a real estate business effectively, even in unfamiliar territories.
💡 Key Takeaway: Building credibility through social media is about more than just posting listings. It’s about educating your audience, showing expertise, and creating a consistent brand image.
Moving to Florida and Reinventing Her Strategy
After her rapid success in New York, Grace made the bold decision to move to Florida—a place where she had no established network, no family connections, and no existing client base. This major life change could have easily derailed her career, but Grace saw it as an opportunity to expand her business and challenge herself to grow in a new market.
Tapping Into Existing Networks
Grace realized that many New Yorkers are snowbirds or retirees who move to Florida. She began strategically marketing Florida properties to her existing New York audience. By leveraging her connections and targeting her social media content, she continued to receive referrals and leads from New York, even as she established herself in Florida.
She also implemented creative strategies to stay top-of-mind with her New York sphere of influence. Grace frequently flew back for key client meetings and open houses, ensuring her presence was still felt in both markets. Her ability to seamlessly manage her brand across state lines showcased her adaptability and strategic mindset.
Overcoming Challenges and Building Connections
Moving to a new state came with its share of challenges, particularly in building a local network. Grace focused on using social media to engage with the local community, attending events, and collaborating with local influencers. She also began email marketing campaigns and offered a 30% referral fee to New York agents, which helped her quickly build a pipeline of leads in Florida.
Grace’s story is a testament to the power of resilience and creativity. She didn’t just adapt to her new environment; she found ways to thrive by connecting the dots between her old and new markets.
After achieving success in New York, Grace made a bold move to Florida. She had no network, no family, and no established business connections. Yet, she managed to grow her real estate business in a completely new market by leveraging her existing social media presence and targeting her New York audience for Florida opportunities.
Grace tapped into the natural connection between New Yorkers and Florida, marketing properties to snowbirds and retirees who frequently relocate. By maintaining her brand presence in New York, she continued to receive referrals and even flew back for key client meetings.
Turning Challenges into Opportunities
One of the biggest challenges Grace faced was building a network from scratch in a new state. She overcame this by staying consistent on social media and nurturing her existing New York connections. She also began to use email marketing and referral incentives, offering a 30% referral fee to agents in New York, further expanding her reach.
Leveraging AI for Lead Generation and Growth
Grace is a digital native who knows the power of technology. She utilizes AI tools like ManyChat to automate her Instagram DMs and collect email leads. This allows her to nurture prospects effortlessly through email marketing campaigns using platforms like FlowDesk.
Her strategic use of AI doesn’t stop at lead generation. Grace also uses AI-driven content ideas, leveraging tools like ChatGPT to create engaging social media posts. This allows her to maintain a consistent posting schedule, ensuring she remains top-of-mind for her audience.
Building a Team and Expanding Her Brand
Grace’s journey didn’t stop at personal success, she also grew her own real estate team. Her approach aligns with the principles of building a top real estate team by fostering a supportive and growth-oriented culture. Starting with just a few agents from her former brokerage, she now leads a growing team in both New York and Florida. Her leadership style is rooted in transparency and adaptability, which has contributed to an impressive 88% retention rate.
Unlike traditional team models, Grace emphasizes organic growth and mentorship. She empowers her agents with the tools and strategies she used to grow her own career, creating a collaborative and high-performing team environment.
Looking Ahead: What’s Next for Grace Folus
Grace continues to innovate, exploring new ways to scale her brand and team. She aims to balance her business between New York and Florida, while continuing to develop digital marketing courses to help other agents grow their social media presence. Her journey is a testament to the power of strategic risk-taking and adaptability in the ever-changing world of real estate.
- Social media credibility is built through consistency and educational content. 📲
- AI tools like ManyChat and ChatGPT streamline lead generation and content creation. 🤖
- Leveraging existing networks and offering referral incentives can accelerate growth. 🌐
- Building a successful team requires transparency, adaptability, and mentorship. 👥
Grace’s unconventional journey proves that the rules of real estate are changing, and those who embrace digital strategies and bold decisions will lead the way.
Connect with Grace Folias
- Modern Approach Real Estate Website
- Modern Approach Realtors YouTube Channel
- Modern Approach Team at Real Brokerage Instagram
- Modern Approach Realtors Facebook Page
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